Leave Some Meat On The Bones
The Internet is aptly called The Information Super Highway.
Need to learn HTML? Surf the 'Net.
Want the latest Stock prices? Ask Yahoo.
Free 'How-To' download? Certainly, just click here.
Information, information, information. We have an
insatiable appetite for it. We thrive on it.
And on the Internet we DEMAND it!
Yet I am constantly amazed at the high number of
Websites that skimp on this ever so vital ingredient,
yet still expect us to BUY from them!
Why DO they do it?
Especially when it has been known since time immemorial that...
Long Copy Out-Sells Short Copy
The truth is that if your reader is even half
interested in your offer, she needs detailed
information before she even considers buying from you.
Bundles and bundles of it.
And if she's interested in what you have to offer, she
will read as much as it takes to get the full picture.
Facts and information gives her both the confidence and
the courage to make a purchase.
So I suspect that far too many writers are stingy with
their information because they are afraid of producing
copy which they think may be 'too long'. They believe
that long copy will bore their readers.
So they cut it to the bone.
The problem with this philosophy is that too often
there's not enough meat left for the reader to chew on!
She needs to 'taste' the product.
She wants to 'savor' it's flavor.
She needs a word picture to 'visualize' it's benefits.
And only lots of information will satisfy her appetite.
Offer Her A Big Mac
Ever seen a MacDonalds poster without a full color
picture of a large juicy Big Mac? Please don't write in
if you have!
The restricted size of the poster means cutting the
copy to the bone. But the picture adds the meat to the
So when you write your Web copy, it's your job to add
the meat. But you do it with words.
Unless of course you take the route of some artistic
Website designers. You could use a high resolution
photograph which takes 25 minutes to load!
If you want to see a classic example of how long copy
sells better than short copy, take a look at how Ken
Evoy's site achieves this to perfection.
No, I'm not asking you to buy anything, but the long
copy on his site has succeeded in selling one of the
most successful books on the Internet.
Notice how he cleverly paints a picture of what the
product will achieve for the reader. Watch his expert
use of 'joints' that ease the reader from the bottom of
one page and into the next. Some are so cleverly used
that you feel you'll be missing something if you don't
And notice his clever use of testimonials to add even
more 'word pictures' to his story.
Go to http://myws.sitesell.com/webcopy.html and study
his technique very closely. This is a clever man at
And it's living proof of the age-old advertising
"THE MORE YOU TELL, THE MORE YOU SELL"
With one very big proviso. It HAS to be interesting.
So Paint The Full Picture
One of the commonest questions asked of a Copywriter
is "How long should a Copy Piece be?"
The answer? "As long as it needs to be TO TELL THE WHOLE STORY."
So if you're selling a Wall Chart describe it in FULL
and graphic detail. And describe the chart using
CUSTOMER BENEFITS. Not the features of the chart itself.
Instead of "A large full color chart" write "Measuring a full 48 x 36 inches and beautifully highlighted in 23 vibrant colors, making it extremely easy for you to instantly trace the...."
And instead of "Our Gizmo comes in Red, Blue, Brown and Beige," paint her a word picture.
Tell her to .... "Choose your favorite color from Sunset Red, Lagoon Blue. Autumn Gold and the extremely popular Yuck Yellow."
This Exercise Will Boost Your Response
HANDWRITE a fully detailed description of your product
or service. Leave absolutely nothing out. Imagine you
are describing it on the phone to a friend. Fill 2
sheets of paper if need be, until your description is
as complete as you can possibly make it.
THEN cut out the fat.
THEN trim the excess verbiage.
Read your copy out loud.
And then trim again.
And when you're convinced that every single word does
it's job of SELLING, whilst still painting a complete
picture, you'll know your Copy is a winner.
But please don't butcher it to the bare bone. Leave
just enough meat to titillate your prospect's taste
And she'll order the full menu!.
P.S. If you're selling to vegetarians or vegans the
principle remains the same. Just offer a salad sandwich
Copyright 2003 by Joe Robson * All rights reserved
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://newbieclub.com/ and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
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