The more you tell, the more you sell

For the last week I’ve been discussing the 13 big mistakes I often see when critiquing sales letters. To review where we left off, blog post from last week. Below are the next two mistakes copywriters often make.

6. Your copy is too short.
As the old saying goes, “The more you tell, the more you sell.” Tell the complete story of your product. Include every benefit you can. Copy can never be too long. Some of my sales letters are as long as 56 pages.

But you can be too boring. The biggest sin of any copywriter, even in a two-paragraph letter, is to bore the prospect. The secret is to tell a complete story, but in the fewest words possible. Eliminate every single unnecessary word.

Tip: Write only to those who are interested in what you are selling. Do not be concerned whatsoever with those who are not interested. Those who are interested need enough information to take the next step. Give it to them!

7. Large blocks of copy and few subheads.
Lengthy paragraphs without frequent subheads make copy intimidating to read. This discourages reading and response. Place at least two or three subheads on each page. Plus, keep paragraphs and sentences short. Paragraph length of no more than five sentences or less should be your goal. Some paragraphs can be one to three words.

Tip: When you write subheads, strive to make them short and benefit driven. If the subheads are well done, readers with short attention spans can simply read the headlines and subheads and make their buying decision on those alone.