I’ve never been a fan of those really long-scrolling sales letters that you see on many websites. Quite frankly, I don’t have the time or patience to sit and stare at my computer monitor for umpteen minutes reading about a product.

Not to mention that many of these sales pitches are poorly written, hype-filled, and just plain boring! They say the same thing in a dozen different ways trying to convince the reader to buy, buy, buy. Is it really necessary to beat prospective customers over the head to get them to take action?

I think another reason I dislike long sales letters is that I’m sick of being constantly assaulted by advertising and more advertising. It’s everywhere you turn – on TV, the radio, the telephone (‘on hold’ messages), through email, in regular mail, etc., etc.

So, for me, when I see a sales letter on a website that goes on and on and on, it’s just more of the same.

Anyway, I think that’s why I was mildly exhilarated when I read an online article recently that said shorter sales letters performed better.  In addition, Michael Fortin, one of the foremost copywriters on the internet, has said that he believes long-scrolling sales letters are dying.

I tend to agree with the woman’s skirt principle: copy needs to be long enough to cover the essentials, but short enough to be interesting.

What starts every buying decision is a customer’s recognition of a need or a problem. From that point on, the customer is looking for a solution. The job of the sales copy is to show the customer that your product or service offers that solution.

You don’t have to write reams of copy to accomplish this task!

Just remember these three elements:

  • The copy must be relevant (to your customer’s needs).
  • The copy must be credible.
  • The copy must be as short as possible (not necessarily ’short’).

    • Say what needs to be said to grab their Attention, stimulate their Interest, inspire Desire, and take Action (the AIDA formula).

    Just don’t overdo it.

    If you’re interested in learning more about how to write website sales copy, you might be interested in my ebook, “How To Be Your Own Copywriter.” Recently updated, it now has a section on SEO copywriting.

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