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Who should you write for?
By Abe Cherian
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Who should you write for?
Copyright ? 2006
Do you really think that somebody who is in the grips of
making a decision about a major purchase, with all the
emotional turmoil and all the question and uncertainty they
have, with all the stress and anxiety over spending, do you
really think that your one-page flyer that says, "We care,"
is going to interest that prospect enough to want to do
business with you, as opposed to the ten million other
businesses in their area?
See, they want to understand what's going on. They want to
understand why you're the one who can help them. And, as
long as it takes to do that - is as long as it takes!
Are your prospective clients any different from you? Do you
really think that for big decisions about major purchases
or investments, they want some short, sweet thing? No. What
they want is someone they can trust. In order to develop a
trust, you have to make an emotional connection with them -
to the heart.
In order to make that connection, you have to talk to them
in a way they understand; in a way that makes them feel
that you have empathy and that you can solve their problems
or give them the best product or service. All that can not
be done in one page!
I don't have a rigid answer for how long the copy should
be. In ads and postcards, you're limited by size, so you
don't have as much room. Sometimes it's very difficult to
cut copy down to make it fit on one page. I know! But, when
it comes to sales letters, you have as much room as it
takes. I promise you - people will read it if they are
interested. So, write for interested people.
You cannot trick people who are not interested into
becoming interested. And people who are interested want to
know everything before deciding who they're going to do
business with.
So, again, who should you write for? The majority of the
people who aren't interested, and try to trick them into
becoming interested? Or, for people who are interested, who
want as much information as they possibly can have before
they make a decision? Or, at least, for people curious
enough to want to know more and to respond to you?
When you think about it this way, it makes a lot of sense.
If you were a sales person, you'd go nuts if your boss told
you that you only had one minute to close a sale. You
should go just as nuts if somebody says your copy should be
"short and sweet."
See, we're not fans of long copy because we're fans of long
copy. If we could market to people in one page, we'd do it.
It's cheaper and easier to do. Unfortunately, though, what
marketers "like" has nothing to do with what prospects love!
Keep in mind that the best marketing is marketing that
works! Not marketing that fits into a certain size
envelope, or that has lots of white space or whatever.
The only issue is what works. And if it takes long copy to
make it work, then that's what you write because you are
interested only in finding out what works.
Now, if you test something, and it works in one page, more
power to you! Because I'm not saying you should always do
things one way or another.
No. What I'm saying is that you should, always do what
works. And if you can make something work in one page,
GREAT! BUT, I am going to tell you that, in most cases,
what usually works is longer copy.
So, don't leave this secret with a predetermined notion on
exactly how long something should be. The only way to
really know is through testing.
You should know, though, that going "as long as it takes"
may move you out of your comfort zone when you first get
started.
Try to have faith in what I'm talking about. It makes
sense, and it's right. Not because I say so, but because
it's been proven through years of testing. Long copy
outpulls short copy if it is interesting and relevant to
the reader, and it tells the whole story.
When you start getting customers responding to you because
of the long copy that you are using, you'll quickly give up
your preconceived notions about "short and sweet."
About the Author
If you wish to find home business or learn how you can easily and realistically start your own home based business then visit Free Home Business Tips.
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