By: Jeff

What are your feelings about the sales letter? http://is.gd/61Go3

2 months, 1 week ago by shaycrider on Twitter

Love this post Jonathan. And will consider it a major honor when I earn a mention on your blog alongside Brian Clark, Pam Slim, et al for rolling out information in a conscious way.

One day I’ll have to tell you about my big, big error with my very first long form sales letter. It was a big lesson in knowing your target market and not expecting something that works with one market to cross over and work with another target market. And in trusting my own instincts. ... See all content Hide content

4 months ago by Alexis Martin Neely on Wordpress

#goodread from @jonathanfields about long sales copy. Read it at http://bit.ly/3wsB2R

4 months, 1 week ago by ForwardSteps on Twitter

Suzanne,

That’s possible. But, also possible is the opposite case, similar to Jonathan’s experience with yogis.

The more specific group meant that they would be genuinely interested in reading longer copy (assuming it’s copy worth reading).

-Nicky

4 months, 1 week ago by Nicky on Wordpress

Excellent post, Jonathan. I’m a B2B copywriter these days, but my early training was in direct-response copy — precisely the type of long format you’re talking about here.

As you and other commenters have pointed out, great copy continues the conversation already going on in the prospect’s head. It addresses all her objections clearly. It touches on one or more core emotions. And it explains one core idea clearly.

Problem with much of the long format that’s out there, is that the copywriter used long copy as a crutch, rather than taking the long road and doing his/her homework. In many cases, you can do a much better job with shorter copy. In others, it actually takes more copy.

But few copywriters want to do the work required to figure this out… ... See all content Hide content

4 months, 1 week ago by Ed Gandia on Wordpress

Thanks for this very informative post! I actually just launched my first ebook and decided to go with the long sales letter format. I hope I have done it well!

4 months, 1 week ago by Andreea on Wordpress

@jonathanfields thanks jonathan! you rock! btw, loved your rant (post) on long sales pages. a must read! http://bit.ly/4bDSDM

4 months, 1 week ago by LizMarshall on Twitter

I don’t read long sales letters as I don’t want to read that amount of info on one product from one perspective.

But I do (esp. with internet products) read reviews and testimonials from other sources before buying.

At the end of which I have probably read as many words in total as one long sales letter – but spread over different sources.

This leads me to wonder is there an ‘ideal’ number of words or ‘length of time’ we need to spend reading before we buy ? ... See all content Hide content

4 months, 1 week ago by Sally on Wordpress

I think the “sales letter” is evolving. Some “sales letter” sites that don’t do anything different than printed sales letters give off some questionable vibes. It just doesn’t perfectly work online, for many of the reasons you gave.

The “long sales letter” idea works, but it’s going to have to change a bit to hit the perfect sweet spot online. ... See all content Hide content

4 months, 1 week ago by Trent Hamm on Wordpress

Wow- thanks Kelly- I’m so touched that you liked that sales page enough to post it. And thanks, Jonathan- it feels great to hear that confirmation.

Copywriting, sales letters, have such a big opportunity in them because it’s such a vulnerable contact point. We have the opportunity to make a real heart connection in love with the intention to serve and make things better, or we can lose the intention, give in to fear, and try to grab what our poor egos think they need at the other person’s expense. ... See all content Hide content

4 months, 1 week ago by Mark Silver on Wordpress

Jonathan, I really love your blog layout and typeface choice [Verdana think.] and formatting.

But the strangest thing happened. Your email shows up in my mailbox as Times Roman, single-spaced, probably 9pt. Font, with the headings bolded, and with no paragraph spacing anywhere. Horrible, right? But I loved it. [Usually I click the link to get to your blog in hopes of follow your training and engage in the comment area with something that contributes, if not be hugely and impressively useful. [You are all supposed to laugh here, right?] Well anyhow, I found myself getting through this dense easily read Times font material so comfortably I stayed with it to the end, just to see how the whole thing worked with my system. [I don’t read all that quickly, though I do know how.]

What a shock to me and insight it was, since I love to dress my layout with softer blue-greens and pale gray-blues for headings with gray for the body of the copy type and even pastel reds occasionally and spacing that all seems to have a harmony that is easy on the eyes and sets up a balance to the energy of what it is am trying to communicate.

Yes, were you not a good writer, it might have been extremely difficult reading, but for me, I was shocked at how much I liked the presentation that way. When there is balance within the material itself, because it supports the reader, then close format can be even more of a help than all the pleasant format spacing and arrangements.

Anyhow, I hope this is useful to you or at least informative. It was a pleasant surprise for me as a part of this whole topic. By the way, I have been noticing recently that the e-marketer gurus are starting to use this same style of “old timey” font and spacing along with plain communication. Hummm.

Yes, of course, you are very right about providing material in a manner, “as if you were living in my head”, which addresses my thoughts and questions or objections. It respects my intellect, or conversely, maybe what it really does is help it along, and in so doing builds trust or confidence in you as a support to me.

Good luck all of you with your efforts.

I am sure you all will do better than me.

I am not having any luck at all with my commercial site nor even getting any comments on my blog. I can say that I have a constantly growing readership from Russian that is huge in numbers for me, but have no idea why, as their email hosting service is a no-reply set-up and I cannot correspond [using my trusty Google translator]. I don’t even know which posts they are reading. But the comments are great, like “brilliant” or “shining” or “makes think” etc. You are all supposed to laugh now at how perplexing all this all! But cheer up, I am getting a few great contacts via LinkedIn with people who “get it” about what I am trying to do and why I am writing about it.

Thanks for a great post.

the_IRF ... See all content Hide content

4 months, 1 week ago by Robert, the_IRF on Wordpress

Rage Against the Sales Letter | Jonathan Fields: The challenge is that a single page must try to treat regular .. http://bit.ly/44U5

4 months, 1 week ago by JayODatingNow on Twitter

As one who is just starting to learn the tap dance, I cannot say thanks enough for a timely and thought provoking post. This raises my awareness of my sales copy to a level it needs to be. There’s a reason the format works. There’s psychology behind the whole thing. But, like you pointed out, the VALUE has to be so apparent.

I agree that a great sales letter must stand on its own as a valuable piece of content. Thus, the immense challenge for newer copywriters (like me).

I’m definitely looking forward to the results of your experiments. The more renegade a sales letter can be, the more I’m for adopting it. Which brings me to the question:

What would a sales letter for a $50,000 sale look like? Am I gonna have to write a novel? ... See all content Hide content

4 months, 1 week ago by Adam King on Wordpress

Jonathan Fields at http://bit.ly/3zONsO on long copy vs short and how long outsells everything else - contrarian marketing view - good read

4 months, 1 week ago by patmcanally on Twitter

Way to go, JF. Like Nicky said, for me the actual copy and design are far more important than the format itself. If you’re going to sell anything above $19.95, you have to provide a fair amount of information.

The people who say it’s too long are never the ones who would buy the product in the first place. Everyone else will have their purchase reinforced by the additional (hopefully relevant) content… but you know that.

Props to you and the late great Ogilvy,

cg ... See all content Hide content

4 months, 1 week ago by Chris "Long Sales Copy is the Silent Killer" Guillebeau on Wordpress

Think “how can I make this sales letter as valuable piece of content in its own right?”

4 months, 1 week ago by Jonathan Fields on Wordpress

Yeah, I’ve seen some of the template software. Why would you ever want to create a message that’s nearly identical in format (and even substance) to thousands of others when you are trying like crazy to differentiate yourself? Dunno, never made sense to me. Either learn to do it right yourself or pay someone who doesn’t suck, lol

4 months, 1 week ago by Jonathan Fields on Wordpress

It’s an odd thing to say, but as not only a blogger and social media guy with a conscience, but a copywriter and, yes, a marketer, I love seeing all the awful sales letters all over, because it makes it that much easier for a well crafted one to really stand out

4 months, 1 week ago by Jonathan Fields on Wordpress

Agree, there are a lot of sales letter packed with a whole lotta garbage, crazy claims and fabrications, but then there are also a far smaller number that, long as they may be, connect, inform, entertain and meet the reader exactly where they need to be met. They are still sales letters, just done with a different approach

4 months, 1 week ago by Jonathan Fields on Wordpress

Loved reading "Rage Against the Sales Letter" by @jonathanfields Great take and tips. http://bit.ly/3a44Yu

4 months, 1 week ago by janetgoldstein on Twitter

Rage Against the Sales Letter by @jonathanfields is a wonderful blog post. http://bit.ly/1ID1LA

4 months, 1 week ago by MatthewRayScott on Twitter

Now this is cool! ->Rage Against the Sales Letter | Jonathan Fields http://ow.ly/AIvK

4 months, 1 week ago by bobbleheadguy on Twitter

If a sales page seems too long or unappealing to you, then you’re either the wrong audience for it… or it’s badly written and designed.

As you pointed out, Jonathan, your yoga folks lapped it up and asked for more. Right message, right audience.

I think it might have been Gary Halbert (if memory serves) who said the only thing a junkie needs to hear is that you have some junk — a crass but powerfully educational analogy. ... See all content Hide content

4 months, 1 week ago by Michael Martine on Wordpress

Mike,

The best sales letter join in the conversation that’s already going on in your head, then lead and track all of the needs and questions that would naturally come up and resolve them effectively. If you do that with your copy, the reader largely sells themselves

4 months, 1 week ago by Jonathan Fields on Wordpress

Excellent blog post "Rage against the sales letter" by @jonathanfields http://bit.ly/hdFe0 - What do you think about long sales copy?

4 months, 1 week ago by MirkoGosch on Twitter

Hey Jonathan,

excellent blog post with a “killer-headline”. Not being a fan of long sales copy I am nonetheless free to admit, that some of the long sales copy examples I have come accross over the last 12 months or so since I am learning about IM has been so extraordinary compelling that I actually bought the products. So it is very valuable that you have pointed out that long sales copy still does work, has its eligibility BUT largely depends on the Quality of the copy and its writer. Once you have proof that something else works better than long sales copy, let us know, will you?!

Thanks and rock on

Mirko ... See all content Hide content

4 months, 1 week ago by Mirko Gosch on Wordpress

People rage against the format because it is often done very poorly. Sales copy should be long enough to sell the product and no longer. If your sales copy is longer than your product, then you aren’t doing it correctly.

The purpose of copy is to convince the person reading it that the product will solve their problems, overcome their objections, and move them to pull out a credit card .

If you already have trust built with your readers, your copy can be shorter because they are willing to risk a certain amount of money based on that trust. If you are completely unknown, you have to start laying the foundation of trust and complete it by the end of the sales letter. That can take a while.

Long copy could also work because people who read it have already committed a significant portion of time just to reading it. So they want to justify that decision by buying the product Psychology can be a wonderful thing. ... See all content Hide content

4 months, 1 week ago by Scott Lovingood - Creating Wealth on Wordpress

[...] This post was mentioned on Twitter by Jonathan Fields, Online PR. Online PR said: RT @jonathanfields: Rage Against the Sales Letter…. http://is.gd/4QSem [...]

4 months, 1 week ago by Tweets that mention Rage Against the Sales Letter | Jonathan Fields -- Topsy.com on Wordpress