There is a misconception about copy that I want to clear up in this article. Some people feel that every sales letter you write has to be a knock ‘em out of the ballpark classic. This is not true. A lot depends on what your sales letter is for and who your audience is. The best way to explain this is with an example of where an overblown sales page might not only be overkill but may actually lose you sales.

Over at one of the forums I attend, there is a marketplace. This is where members can post ads, for a small fee, for their products. The people who come to this marketplace are other members. They’re, in fact, sort of a captive audience. You don’t really have to pre-qualify them or anything like that. For the most part, they already want what you have to offer.

Therefore, a simple effective thread title and headline, along with a brief description of the product along with its benefits should be more than good enough to get a pretty decent response. In fact, many quality products at this marketplace convert at 10% or higher…a lot higher than your typical sales page. Again, this is because your target market is pre-qualified and already looking for what you have to offer.

In a broader market, such as the entire Internet, a more comprehensive sales page is going to be in order. You’re going to attract people who are not pre-qualified and don’t know you from Adam. Least of all, they don’t know whether your product is something they want or not. So the sales page, especially for high end items has to be more comprehensive. It has to address all possible objections that people might have.

Point is, you wouldn’t want to create the same kind of sales page for that captive audience. They don’t want to read through all that nonsense. Forcing them to do so may actually turn them away and where you might have had a sales with a shorter page, you now have nothing to show for your efforts.

The myth that all sales pages have to be long to convert is just that…a myth. You need to know who your audience is and how much they already know about you before they see your sales page. The same thing would be true if you were mailing your in house list. These are people who know and trust you, so a long sales page probably won’t be necessary.

Bottom line…don’t overdo it.

You might end up worse off if you do.

To YOUR Success,

Steven Wagenheim

Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.