Write More Effective Ads

The debate on using long copy versus short copy never seems to end. Usually it is a newcomer to copywriting who seems to think that long copy is boring and, well…long. “I would never read that much copy,” they say.

The fact of the matter is that all things being equal, long copy will outperform short copy every time. And when I say long copy, I don’t mean long and boring, or long and untargeted.

The person who says he would never read all that copy is making a big mistaking in copywriting: he is going with his gut reaction instead of relying on test results. He is thinking that he himself is the prospect. He’s not. We’re never our own prospects.

There have been many studies and split tests conducted on the long copy versus short copy debate. And the clear winner is always long copy. But that’s targeted relevant long copy as opposed to untargeted boring long copy.

Some significant research has found that readership tends to fall off dramatically at around 300 words, but does not drop off again until around 3,000 words.

If I’m selling an expensive set of golf clubs and send my long copy to a person who’s plays golf occasionally, or always wanted to try golf, I am sending my sales pitch to the wrong prospect. It is not targeted effectively. And so if a person who receives my long copy doesn’t read past the 300th word, they weren’t qualified for my offer in the first place.

It wouldn’t have mattered whether they read up to the 100th word or 10,000th word. They still wouldn’t have made a purchase.

However, if I sent my long copy to an avid die-hard golfer, who just recently purchased other expensive golf products through the mail, painting an irresistible offer, telling him how my clubs will knock 10 strokes off his game, he’ll likely read every word. And if I’ve targeted my message correctly, he will buy.

Remember, if your prospect is 3000 miles away, it’s not easy for him to ask you a question. You must anticipate and answer all of his questions and overcome all objections in your copy if you are to be successful.

And make sure you don’t throw everything you can think of under the sun in there. You only need to include as much information as you need to make the sale…and not one word more.

If it takes a 10-page sales letter, so be it. If it takes a 16-page magalog, fine. But if the 10-page sales letter tests better than the 16-page magalog, then by all means go with the winner.

Does that mean every prospect must read every word of your copy before he will order your product? Of course not.

Some will read every word and then go back and reread it again. Some will read the headline and lead, then skim much of the body and land on the close. Some will scan the entire body, then go back and read it. All of those prospects may end up purchasing the offer, but they also all may have different styles of reading and skimming.

Which brings us to the next tip…

symptoms of zoloft working, Levitra Online lipitor drug cost;
“prednisone stopped taking side effects” Prozac For Cats “difference between lexapro and celexa”
accutane timeline Cheapest Viagra symptoms of zoloft working,
lipitor drug cost; Cheap Cialis Sale Online “prednisone stopped taking side effects”
“difference between lexapro and celexa” Zoloft Litigation accutane timeline
symptoms of zoloft working, Buy Cheap Viagra Online Uk lipitor drug cost;
“prednisone stopped taking side effects” Viagra On Line “difference between lexapro and celexa”
accutane timeline Herbs And Viagra Interaction symptoms of zoloft working,
lipitor drug cost; Lipitor And Muscle Pain “prednisone stopped taking side effects”
“difference between lexapro and celexa” Buy No Phentermine Prescription accutane timeline
symptoms of zoloft working, Is Hoodia Safe lipitor drug cost;
“prednisone stopped taking side effects” H57 Hoodia “difference between lexapro and celexa”
accutane timeline Dangers Of Hoodia symptoms of zoloft working,
lipitor drug cost; Card Master No Phentermine Prescription “prednisone stopped taking side effects”
“difference between lexapro and celexa” Phentermine Diet Pills accutane timeline
symptoms of zoloft working, Natural Herbs Used As Viagra lipitor drug cost;
“prednisone stopped taking side effects” Prozac And Men “difference between lexapro and celexa”
accutane timeline India Viagra symptoms of zoloft working,
lipitor drug cost; Cheap Phentermine No Prescription “prednisone stopped taking side effects”
“difference between lexapro and celexa” Soma Carisoprodol Online accutane timeline
symptoms of zoloft working, Symptoms Of Zoloft lipitor drug cost;
“prednisone stopped taking side effects” Nexium Generic “difference between lexapro and celexa”
accutane timeline Prednisone Treat Feline Herpes symptoms of zoloft working,
lipitor drug cost; Accutane “prednisone stopped taking side effects”
“difference between lexapro and celexa” Is Phentermine Safe accutane timeline
symptoms of zoloft working, Adding Prozac To Drinking Water lipitor drug cost;
“prednisone stopped taking side effects” Hoodia Safety “difference between lexapro and celexa”
accutane timeline Discount Cialis symptoms of zoloft working,
lipitor drug cost; Zoloft Hair Loss “prednisone stopped taking side effects”
“difference between lexapro and celexa” Oprah Hoodia accutane timeline
symptoms of zoloft working, Phentermine Quick lipitor drug cost;
“prednisone stopped taking side effects” Buy Levitra “difference between lexapro and celexa”
accutane timeline Generic For Lipitor symptoms of zoloft working,
lipitor drug cost; Dangers Of Phentermine “prednisone stopped taking side effects”
“difference between lexapro and celexa” Finasteride Spermatogenesis accutane timeline
symptoms of zoloft working, Wholesale Phentermine lipitor drug cost;
“prednisone stopped taking side effects” Meridia Weight Loss Drug “difference between lexapro and celexa”
accutane timeline Buying Viagra Online symptoms of zoloft working,
lipitor drug cost; Over The Counter Viagra “prednisone stopped taking side effects”
“difference between lexapro and celexa” Cialis No Perscription accutane timeline
symptoms of zoloft working, Cialis To Buy New Zealand lipitor drug cost;
“prednisone stopped taking side effects” Instructions For Viagra Use “difference between lexapro and celexa”
accutane timeline Buy Phentermine Mg symptoms of zoloft working,
lipitor drug cost; Propecia Prescription “prednisone stopped taking side effects”
“difference between lexapro and celexa” Phentermine Florida accutane timeline
symptoms of zoloft working, Lyme Disease Doxycycline lipitor drug cost;
“prednisone stopped taking side effects” Low Cost Phentermine “difference between lexapro and celexa”
accutane timeline Hoodia Xpf symptoms of zoloft working,
lipitor drug cost; Viagra Cialis “prednisone stopped taking side effects”
“difference between lexapro and celexa” Prednisone And Mania accutane timeline
symptoms of zoloft working, Lexapro Weight Gain lipitor drug cost;
“prednisone stopped taking side effects” Buy Phentermine Online “difference between lexapro and celexa”
accutane timeline Buy Viagra Online symptoms of zoloft working,
lipitor drug cost; Cheapest Viagra In Uk “prednisone stopped taking side effects”
“difference between lexapro and celexa” Keyword Phentermine accutane timeline
symptoms of zoloft working, Viagra Alternative lipitor drug cost;
“prednisone stopped taking side effects” Price Of Viagra “difference between lexapro and celexa”
accutane timeline Q Buy Cialis Online symptoms of zoloft working,
lipitor drug cost; Phentermine Online Prescription “prednisone stopped taking side effects”
“difference between lexapro and celexa” Phentermine Tablet accutane timeline
symptoms of zoloft working, Low Cost Cialis lipitor drug cost;
“prednisone stopped taking side effects” Generic Propecia “difference between lexapro and celexa”
accutane timeline Phentermine No Perscription symptoms of zoloft working,
lipitor drug cost; Zoloft Zoloft “prednisone stopped taking side effects”
“difference between lexapro and celexa” Phentermine Prozac accutane timeline
symptoms of zoloft working, Cheap Propecia lipitor drug cost;
“prednisone stopped taking side effects” Cialis Prescription “difference between lexapro and celexa”
accutane timeline Viagra For Sale symptoms of zoloft working,
lipitor drug cost; Phentermine No Prescription Needed “prednisone stopped taking side effects”
“difference between lexapro and celexa” Viagra And Alternatives accutane timeline
symptoms of zoloft working, Source Naturals Hoodia Complex lipitor drug cost;
“prednisone stopped taking side effects” Viagra Pharmacy “difference between lexapro and celexa”
accutane timeline Phentermine Cheap No Prescription symptoms of zoloft working,
lipitor drug cost; Women And Cialis “prednisone stopped taking side effects”
“difference between lexapro and celexa” Prednisone Use In Pregnancy accutane timeline
symptoms of zoloft working, Phentermine Sale lipitor drug cost;
“prednisone stopped taking side effects” Uses For Prednisone “difference between lexapro and celexa”
accutane timeline Phentermine No Rx symptoms of zoloft working,
lipitor drug cost; Cialis Vs Viagra “prednisone stopped taking side effects”
“difference between lexapro and celexa” Phentermine With No Prescription accutane timeline
symptoms of zoloft working, Viagra Online Uk lipitor drug cost;
“prednisone stopped taking side effects” Buy Cheap Cialis “difference between lexapro and celexa”
accutane timeline Abuse Phentermine symptoms of zoloft working,
lipitor drug cost; Potatoes Not Prozac “prednisone stopped taking side effects”
“difference between lexapro and celexa” Carisoprodol Abuse accutane timeline
symptoms of zoloft working, Is Viagra Safe For Women lipitor drug cost;
“prednisone stopped taking side effects” Hoodia 57 “difference between lexapro and celexa”
accutane timeline Get Phentermine symptoms of zoloft working,
lipitor drug cost; Phentermine Without Doctor Approval “prednisone stopped taking side effects”
“difference between lexapro and celexa” Taking Prozac During Breastfeeding accutane timeline
symptoms of zoloft working, Adipex Phentermine Vs lipitor drug cost;
“prednisone stopped taking side effects” Cipro Antibiotic “difference between lexapro and celexa”
accutane timeline Lexapro And Weight Gain symptoms of zoloft working,
lipitor drug cost; Lexapro “prednisone stopped taking side effects”
“difference between lexapro and celexa” Nexium Reactions accutane timeline
symptoms of zoloft working, Buy Lipitor lipitor drug cost;