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QuickTip #39: Long Or Short?

May 23 1999 at 12:15 AM
Ken Silver 

Ken Silver's QuickTip #39


How long should your sales letter be? Your web site copy? Your
email in reply to a prospect's question?

Long or short?

It's been proven long copy works better...if people want your
product, then they'll want to know as much as possible about you
and your offer.

It has another less realised benefit: Long copy actually subtly
reinforces your credibility...increases your reputation.

Sure you can put any information across in less words, but when your
prospects are confronted with a 'wealth' of text that you've written.
it creates these positive thoughts in their minds...

- yes, this large volume of text must mean a considerable knowledge.

- yes, this guy must know what he's talking about!

- yes, he'll reply to my queries in the same lengthy detail.

All positive selling points.

I can't think of a leader in the marketing field who has built
their reputation on short copy or tight words.

Always the reverse is true.

Ken Silver
The "How-To" Guru.

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