"I want an 8 page sales letter. Mustn't have antthing too long!"
Whenever I hear those words I'm filled with the urge to http://toryburch.tfindy.com put the phone down and scream. I somehow prevent myself from doing this by thinking about an obvious truth: of course it mustn't be too long. トリーバーチ ブーツ
But トリーバーチ how long is too long?
Most business owners will tell you they think business-to-business letters should be "short and punchy", because "busy business people haven't the time to read long letters".
You might think this is true, based on your own preferences.
But it's wrong. And トリーバーチ バッグ over 100 years of tested-to-death Direct Mail campaigns tells us トリーバーチ トート it's wrong. People WILL read long copy; it's dull and uninspiring copy that turns them off.
The simple fact is, in the main, with all else being equal, long copy outsells short copy every time. And while it's true that a busy executive won't spend the time to read a long, uninspiring letter, she will make the time to read a long, well written and inspiring sales letter that promises her and her business good benefits.
We can see how daft this all is by looking at the problem differently. Consider a sales manager sending out his best salesman to make a call. Would he really say:
"You make the appointment, you make the call, you make the sale… but you mustn't speak more than 200 words".
No, of course not. Quite トリーバーチ 財布 the opposite, in truth: you'd want him to keep talking until he'd sold something, would you not?
So why constrain your sales letters - which are nothing if not salesmen in envelopes - in this same artificial way?
A sales letter has to lead the reader to make the decision the copywriter intended. And to achieve this the writer must get down all the required information, anticipate, meet, and overcome all objections, and so on and so forth. If the end-result is for the reader to put a cheque in an envelope, this can be a lot of information. Sales letters are frequently more than 16 pages long; I've heard of others that are 64 pages long and sell the product like hot cakes.
In short, copy needs to be as long as it needs to be to achieve its purpose.
No more, no less.