Many people that I speak to think long copy is dead. They say that nobody reads it, it's not effective any more, that long copy is hopelessly old-fashioned and out-of-date. I think that the demise of long copy has been exaggerated. Long copy still works and lives.

There are some specific reasons why, which I spend a lot of time talking about in my online copywriting course, which is our resource today. If you'd like to know more about how and why long copy works, check out my online course at WebCopyWritingExplained.com.

Here are three reasons long copy is still effective:

People read about their passions. When you are interested in a certain product or service, you want more information - from websites, books, magazines, and more. My favorite bookstore is Auntie's Bookstore in Spokane. When I go there to read up on a topic, I can't just buy one book. I buy every book on the subject that I can find. My office shelves are bulging with books that reflect my passions - on marketing, web conversion, copywriting, and more. Everyone loves to read about their passions, and long copy sales letters are no exception.

Online is not like selling face-to-face. When you sell face-to-face, you can hear people's questions, you can read their body language to get an idea of what they're really thinking. Online, you have to try to figure out what questions (or "objections") they're likely to have. It's your job to figure out and answer all possible objections in advance. This will require a lot of words. What you end up with is long copy!

Long copy helps you tell a story. In Seth Godin's book, All Marketers Are Liars, the author discusses the power of stories to sell a product. Learn how stories sell, and how that can help your business.

Interested? Here is a simple formula that will help you write a four-part long copy sales letter. I credit this method to John Carlton - his materials are highly recommended! Try these steps:

Here's what I have to offer. Here you explain exactly what you are offering to people reading your copy.

Here's why it's right for you. Solve your reader's problems, and explain why you are the right choice.

Here are some answers for you. Here, you answer any questions that they may have in advance.

Here's what to do now. Tell them what to do next. Buy! Call now! Add a sense of urgency, and tell them to call you Right Now!

It is interesting to note that you could use each of these headlines, exactly as written, to start each section in your copy. Try it - it really works!

About the Author, Ray Edwards:

For an inside look at the techniques of a top direct response copywriter, check out the blog of Copywriter Ray Edwards. There you'll find a podcast, video tutorials and free copywriting advice. Ebooks Online.

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