The Debate About Long Or Short Sales Letters Finally Solved

April 24, 2013 | Author: | Posted in Education

To write a sales letter that gets you the response that you desire, you have to do a number of things to make your product sell. You should never try to write a short letter that attempts to close the sale because it isn’t enough to briefly describe and summarize your product. To write a good sales letter, you have to make it long enough so that it fully tells about the benefits that your reader will receive and shows the reader what’s in it for them.

The first part about writing a winning letter is writing a good headline. To put it briefly, your headline is about 80% of the success of your sales letter. If your reader doesn’t like what your headline says and if it doesn’t tell what the reader will receive from reading more, they will more than likely exit your letter and do something else.

The best way to write a good headline is with the “so what” test. After you’ve written your headline, ask yourself “so what?” You should have a good answer to this question and if you don’t, go back and revise your headline accordingly. Now that you know how to pre-qualify your headline, let’s take a look at the elements of a good sales letter.

One thing you should know is that long letter almost always works better than short letters. The reason for this is because with short letters, you can’t fully describe the features and benefits that your reader will receive from doing business with you. But with a long sales letter, you can.

If you were buying a new house or a new car – wouldn’t you want to know everything about it as you possibly could before you bought it? Well you face the same dilemma with your sales letter. It’s not as serious as a house or a car, but you have to imagine that you face the same pressure with your letter.

Long letters just work better. Long letters allow you to convey all the features and benefits that your reader will receive from doing business with you. If you’re still on the fence about whether or not you should keep writing short sales letters, then you should know that shorter letters are just more ineffective than longer ones.

Products such as golf clubs have been sold using 32-page long sales letters, and that’s only because the letter accurately described what it is that the person would be receiving from using this golf club. It doesn’t matter what you sell – your product can be sold using a long letter.

Longer letters just work better and I think it’s safe to say that you will almost always get more sales with a longer letter as opposed to a shorter one.
Be sure to keep these tips in mind as you write your next sales letter.

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