Lengthy Copy Sucks And other Heresies
I not too long ago completed a huge study of profitable and unprofitable sites. The average size with the profitable site’s revenue letter was 1.8 pages. The typical duration with the unprofitable site’s sales letter was 2 pages.
Shorter ad duplicate was additional lucrative on average than long duplicate.
Not surprisingly that’s heresy. Several, lots of popular copywriters swear by extended copy. Still? the study was valid and it is a fact? recognized profitable sites had shorter duplicate than known less profitable web sites on typical.
I then remembered that I had performed a similar research way again in June 2002. That study wasn’t depending on profitability, but it was comparing size of duplicate to an action? in that case, a click on. The shorter the anchor text (the clickable text), the higher the click-thru rate? on average.
Nonetheless, I’d a selection to create. Would I follow my own advice? I thought in regards to the hours that I had invested developing with 10-13 pages of revenue letter for the three items I recently produced. I believed in regards to the hours I invested in Glyphius optimizing each with the a multitude of paragraphs. Could I actually just hack up these revenue letters depending on these two research?
I recognized that I wasn’t fairly a believer however. I required some backup information ahead of I had been prepared to hack up my own product sales letters. Considering that the results were so heretical, I suspected that most of you’d also will need some reeassurance the research was, in fact, valid? that I hadn’t study the numbers backwards or anything.
Then it arrived to me. Devoid of spending the hrs I commonly do for one of those research, I believed of the method to validate it with a distinctive dataset.
Clickbank has just such a dataset! They know the profitability from the web-sites in their community and they present them (loosely and not entirely documented) in that get inside the marketplace.
I quickly went to check it out. I made use of the Money & Employment category first since it is also the most profitable category within the Clickbank market place. I went to each of the first 10 websites and did a “Print Preview” and shoved the page count into a spreadsheet. At the end, I graphed individuals 10 information points and then superimposed a linear line on the graph.
The original study data was confirmed. As we went down the list in get of receding profitability, we also increased in number of pages of revenue copy on typical.
Then I rapidly went on the Marketing & Ads category. This is the category that quite a few of us who sometimes sell to every single other (the incestuous market) use. I repeated the research once again. The graph showed the same linear slope.
OK; I had been convinced. I went over and hacked absent at my Glyphius revenue letter. I got it down to a bit much less than 3 pages from it’s old thirteen pages. I go through it. I was pleased together with the result. It tells what is being offered and let’s them get it. It isn’t redundant. It doesn’t hide the price until “later” inside the sales letter. It really is the type of page I like to purchase from myself.
How did we get into this mess of believing the copywriting “gurus” about extended duplicate? It’s definitely a bizarre point to be teaching now that I look at it in retrospect.
My most successful ad copy has ALWAYS been short? no exceptions. When 911 hit, I put up a page for Gas Masks (I know? rather cruddy matter to do? I feel bad now). I sold 340 gas masks in a 24 hour period of time. Did I write a lengthy product sales letter? No; I put up a picture, said “Gas Mask: $235″ and had an purchase link.
When I sold my Jaguar last year, did I write a 15 page product sales letter? No; I put an ad within the paper that said 2005 Jaguar, 10,000 miles, premo condition, $53,000 and included a phone number (not the real details).
When I sold a house last year? the entire ad duplicate was a great deal less than a page.
When I sold seats to a $10,000/seat two day seminar, the advert duplicate was only a slightly oversized post card.
Why do we think we should be writing a book to sell a $20 ebook? Who started that rumor? Has he been sufficiently flogged however? What a waste of time. I wonder how many ebooks have sales letters that are longer than the ebook itself.
From now on? I’m not worried concerning the length from the product sales letter. I’ll just tell concerning the merchandise, give the guarantee, demonstrate a customer testimonial and let them get it. If the average profitable product sales letter is only 1.8 pages long? and the average lucrative sales letter is shorter than the typical unprofitable sales letter? that’s good enough for me.
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