12:43pm
Saint Paul
One of the challenges with writing copy… is providing your audience with enough detail to sell them on the idea, product, or service you want them to buy.
See, in test after test, long sales copy tends to sell better than short.
This of course depends on your market, the product, the price-point, the market saturation, awareness of your solution, the business’ reputation, and the copy itself. And probably more things too, like the economy.
Now, toothpaste is $3. That’s not a huge purchase, and people always want it. So there isn’t a ton of effort to put in there.
But if you hook a reader… and you have something expensive that they want… then you’ll want to answer questions and handle objections in your copy.
Which adds length.
“But people don’t read any more!”
Yes they do… if you’re solving a problem for them.
Today, I’m writing a landing page for an info-product. And I was given a brief of just 57 words… which I now have to convert to over 1,000 words… plus bullets.
Now, I know the producer. I somewhat know the content (it’ll be live so I don’t know exactly what’ll happen). I’ve done this before.
How?
Research. And experience. (And repetition to hammer it in.)
When you know the market… their pain points… their motivations… that’s what you write about.
And then… how that 57-word solution can solve everything you just discussed.