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How hard should you try to sell?

Sunday, April 19th, 2015
By: Scott Cook

“Sales copy should always be as short as possible!...”

“No, it should be long!...”

What’s the right answer?  Well, I’ll tell you, but it’ll cost ya’!

Okay, I’ll tell you anyway.  Here it is – the final word on this debate…

The answer is… it depends.

Boy, I’ll bet that ticks you off, huh?  Well, believe it or not, this is actually the answer to whether or not direct response copy should be long or short.  So let me explain a little further.

It depends on the emotional level of the offer.

So, basically, it’s like this:  The more emotion that’s involved in the sale / buying decision, the longer your copy should be.  The less emotion, the shorter.

We can expand on that by saying that when you’re selling something that people really want, and you’re making them a great offer on it – you really don’t need an awesome 1,000 word sales pitch.

Think of it like this…

You’re selling iPhone 6’s for $99.  How hard are you really going to have to sell?  It’s a product people really want and you’re selling it at a substantial discount.  The truth is, you probably only have to say new iPhones for $99 and you’ll rake it in.

On the other hand, if you’re selling a home study course on underwater basket weaving… you’re gonna have to pitch the begeebers out of it!

That’s just how it is.  Your course pitch has to tell them all why it’s a great buy, how it’s gonna make them loads of money, how they’ll be happier and more attractive than ever.

I know, this is just a quick blog entry, but I hope it sheds some light on the situation.  Sides… you can’t expect me to reveal everything here, can you?

Good luck and happy selling!

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