Anatomy of long sales letter
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Anatomy of long sales letter
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Re: Anatomy of long sales letter
#2Nice article on an unattractive but effective technique. I like how it almost takes the form of a long sales letter itself!
Re: Anatomy of long sales letter
#3Written by a direct response copywriter, so it's going to be a bit biased.
I've tested short and long form, and while long form tends to do better for information products, if you are actually providing something of value, then usually a short form can work just as well.
Essentially - to sell shit, you need to spend a long time persuading someone to buy it. To sell gold, you just need a buy now button.
Re: Anatomy of long sales letter
#4I've often tried to figure out how to write good descriptions for iPhone apps, and I've never really found any good resources. App descriptions seem to be all over the place, but some of the elements in long sales letters seem to make their way in (the most visible being social proof in the form of listing good app store rankings or review quotes).
Does anyone have insight into this? How well does the long sales letter format translate to the app store?
Re: Anatomy of long sales letter
#5Written by a direct response copywriter, so it's going to be a bit biased. I've tested short and long form, and while long form tends to do better for information products, if you are actually providing something of value, then usually a short form can work just as well. Essentially - to sell shit, you need to spend a long time persuading someone to buy it. To sell gold, you just need a buy now button.
I think it is wrong to say that long copy writing is a substitute of inferior offer. As Jeremy (in interview) himself emphasizes: long copy cannot sell a poor product.
Though I agree best idea is to A/B test long v/s sales copy to see which one clicks with your target customers.
Re: Anatomy of long sales letter
#6This is what terrifies me so much about being a [mostly] sole-founder.
If I saw something like this in my mail, I would immediately throw it away and probably have a few thoughts about how out of touch the person who commissioned it was.
But if it really does "convert like crazy", it means that any wisdom I have about marketing (and most of the wisdom given out by fellow geeks, designers, and most marketers) is almost entirely wrong.
Re: Anatomy of long sales letter
#7This is what terrifies me so much about being a [mostly] sole-founder. If I saw something like this in my mail, I would immediately throw it away and probably have a few thoughts about how out of touch the person who commissioned it was. But if it really does "convert like crazy", it means that any wisdom I have about marketing (and most of the wisdom given out by fellow geeks, designers, and most marketers) is almos…
I think the long form marketing works on the lower half of the intelligence bell curve. This probably excludes much of a programmer's social circle.
Re: Anatomy of long sales letter
#8This is what terrifies me so much about being a [mostly] sole-founder. If I saw something like this in my mail, I would immediately throw it away and probably have a few thoughts about how out of touch the person who commissioned it was. But if it really does "convert like crazy", it means that any wisdom I have about marketing (and most of the wisdom given out by fellow geeks, designers, and most marketers) is almos…
I think the long form marketing works on the lower half of the intelligence bell curve. This probably excludes much of a programmer's social circle.
Yep, if your target customer base includes people who religiously consider such letters as scammy (and I agree most programmers would do so) then it is probably a bad idea to use long sales copy.
Re: Anatomy of long sales letter
#9This is what terrifies me so much about being a [mostly] sole-founder. If I saw something like this in my mail, I would immediately throw it away and probably have a few thoughts about how out of touch the person who commissioned it was. But if it really does "convert like crazy", it means that any wisdom I have about marketing (and most of the wisdom given out by fellow geeks, designers, and most marketers) is almos…
I think the long form marketing works on the lower half of the intelligence bell curve. This probably excludes much of a programmer's social circle.
I think its probably more effective on the "lower half", but I think the reason why most programmer's are less affected is familiarity. We've seen them a million times and know that the pattern of long form is usually spam.
But think back to the first time you saw something like the four page ad in Byte magazine as a kid. There's a decent chance that you went to your dad and said, "Dad, this is cool. Can we get this computer kit? I can learn how to build and program computers for only $899!"
Re: Anatomy of long sales letter
#10> The best thing a person can do is turn skimmers, into jumpers… and jumpers… into book worms. That’s why it’s important to have fun, exciting, engaging copy.
As a book worm, I can't stand long sales letters. Bold, flashy highlights and random formatting all over the place interrupts the flow of the text and is hard to read. The copy would have to be pretty darn engaging to make me put up with that.