How Long Should A Good Sales Letter Be?
The purpose of the sales letter is profitability
, that is, to generate profits by selling the products or services that your letter promotes.
A good sales letter is able to send the right message to the right readers. It anticipates the countless objections of potential clients, and manages to counter them with the right information.
Most successful marketers and effective copywriters believe that there are two types of sales letters. The first one talks about the need-to-have products. The second is about the want-to-have products.
In the first type of letter, a long copy is not necessary because the readers who are also the consumers already know the products that they need. They do not need to read three or ten pages of sales letter just to convince them that they need the products.
Examples of need-to-have-product fall into the category of food, clothing, fertilizers, home security, auto parts and more. These products have implied necessity upon making. It does not need long persuasion. It is also for this reason that advertising ad is only one page, or two pages.
Copy writers who compose a good sales letter should have two goals in mind. The letter should be able to clearly establish the Unique Selling Proposition of the product, and to successfully make a resistible offer.
An effective copy does not need three pages long to accomplish these tasks. In fact, it can be done in two or one page.
On the other hand, the want-to-have products need more length. Because the need for them is not implied upon its making, it is the obligation of the copywriter to create a need for it.
Doing so needs a lot of explanation, convincing points and counter explanations for several objections. You need to invoke a desire within your readers.
Nobody needs additional book, newsletter, CD, flat iron, or pillow. It is your duty, as a marketer to make the readers need them. Many readers who believe they do not need another want-to-have product have changed their minds after reading a long and good sales letter.
Many experts call it intuitive and logical. No matter how hateful the long copy is, people respond to long sales letters. True, nobody has the time to read twenty five or forty pages of a copy.
However, surveys say that people who responded to letters, had responded to long copy. The secret is to explain in full details each benefit of the product. Provide information on how the product works to the reader's benefits.
Best of all, give the right reasons why they should buy your product, and not the competitors. At most, writers and marketers incorporate testimonials of existing users of the products to put life to it.
Two or three testimonials are sufficient to establish the saleability of your offer. Now, having all of these can never fit into two pages. Going back to the question, what is the ideal length of a good sales letter?
To completely satisfy your readers, a good copy comprises of twenty five pages, the minimum.
by: Charles Godbout
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