Hates...

The argument isn't really about "long copy".

What you need to do is display all the benefits your product offers, show how YOUR web apps are different, exploit your USP and tell the world about it... and debunk all objections.

That could take 500 words... it could take 2,000 words... or it could take 10,000 words.

It all depends. Long copy isn't long because people "want" it to be long. It's long because it takes that long to tell people how awesome the product is, as well as get in touch with them emotionally.

Jeremy

Yep, exactly.

It all depends on what gives you the highest conversions. It's really as simple as that.

They're not being "replaced"... but video letters typically do help conversions.

And yes, great ideas about mixing it up.

That's the KEY to all of this. You don't know exactly what will work best - the answer lies in testing it out! :)

Jeremy - great point.

MOST people wouldn't throw it away if it was a good letter, and you would make a lot more sales.

The only people who would throw it away are those with very limited minds... who I wouldn't want as my customer anyway! ;)

Well it's great that you admit you might be wrong. 99% of people are so limited in their thinking that the thought of being wrong wouldn't even cross their minds :)

That being said, always understand that in marketing - it's not about YOU.

It's about the prospect.

Like I said... test something fancy against something longer (but written by a great copywriter... just because it's long doesn't mean it's good).

Let the test dictate who your market is :)

1 thing I noticed is that the longer version is REALLY cramped and a lot harder to read than the short version.

I'd suggest making a lot more white space in the longer version for easier reading.

The shorter version also has a headline, the longer kind of does but it's not noticeable.

Keep running tests - you'll find a winner! :)

Thanks for the comment.

Yea it's hard not to generalize since it's only 1 article, ya know? I tried being as specific as possible without turning it into a 30 page article :)

And yes, you're absolutely right... and hit on something most people don't understand.

It all depends on the target market! ;)

Perfectly said Paras.

It's all about knowing your market, giving them something they're familiar with, and then BEING INTERESTING :)

Actually... it's the EXACT opposite of that.

Think about it.

Who is going to read a 10... 20... 30 page letter.

Someone one the lower half of the bell curve who can hardly string a sentence together, or someone who likes to read and is therefore (usually) more intelligent?

I personally use long copy to get clients who own MULTI-million dollar businesses.

Do you think they're on the lower half of the bell curve?

Nope :)

If I didn't use long copy to them... how could I show them how different I was? How could I display my USP? How could I talk about my guarantee? How could I get in touch with them emotionally so they pick up the phone and call?

Short answer - I wouldn't be able to.

You seem to read a lot of BAD salesletters written by lousy copywriters.

And THAT is where the difference is.

In my letters, my claims are backed up with proof. The testimonials are of people you can call on the phone. And I personally use the product before I even START writing.

Bad copy written by an unethical copywriter sucks.

Good copy written by a great copywriter will keep your eyes glued on the page as long as they want you reading :)

Well, it's very easy to manipulate people in need. A lot of these scam sites go after people with medical conditions.

Example: "Forbidden Neck Pain Relief", should stay forbidden because it's a lame scam. http://www.sitejabber.com/reviews/www.losethebackpain.com

They've also clogged up google for the keywords "Jesse Cannone scam" with fake reviews/testimonials. They're selling snake oil.

It's typical scam behavior, make outlandish claims, sell cheaply made product at high price, give kick back to affiliate. It doesn't matter if your product sucks, just market the shit out of it & make returning it hard to do or not worth the hassle. It might be worthwhile to sneak in a recurring charge while you're at it.

I am pretty sure the overpriced inversion table is similar. Also just because a saw cuts through a car on TV doesn't mean it does it in real life. Using an infomercial as an example of good marketing just shows the quality level that's being aimed at here.

There are too many worthless business ventures out there & too many stupid people falling for them. Some of these people though have serious medical problems & are desperate for a cure. Preying on these peoples condition isn't a trait I'd tout.

You may be good at writing convertible copy, but just because you've conned yourself into thinking what you write is true, doesn't actually make it so.

I hate to tell you, but it DOES make it true.

Because I personally deal with back and neck pain (fell out of a 25 ft. tree)... have personally used his products... and they personally gave ME relief.

I don't promote crappy products. I personally test EVERY single product I promote to make sure it's going to help people.