Master copywriter Robert Collier often used a technique to get people to read more of his sales letters. You can use this same technique right now to increase the readership of your web pages and emails.
I'll get to it in a moment. For now, let me tell you a couple of things about readership in general, and the importance of using long versus short copy, in most cases.
If you're one of those marketers that rebel against the idea of long copy, and insist that people don't read it, listen up. If you're copy is boring, or unsubstantiated, or fails to promise the delivery of an expected benefit, then you are absolutely right.
But if you promise the expected benefit, and use engaging copy that's firing on all cylinders, effectively attracting attention, building interest, desire, and action, have no fear.
Your prospects will read as many words as necessary to convince themselves to become buyers. That could mean thousands of words, depending what you are asking them to do.
If the price is significant, or the thing you are selling demands a significant change of behavior, or even if you are operating in a very mature, hotly competitive commodity market, you just cannot expect people to decide favorably with minimal information.
They need enough sound reasons to buy, and they need those reasons appropriately substantiated. Too many marketers paint pretty pictures, but fall down when it comes to demonstrating proof.
Anyway, getting back to that little technique that Robert Collier used that I was telling you about.
Collier observed that human beings possess a couple of inborn traits that he used to get them to read his letters. I'm assuming you're one, so I'm going to include you in this ;=)
A) We're naturally curious. We have an inborn "desire to know" hard wired into our brains. It's instinctive, part of our survival program.
B) We just can't stand having a half baked thought or idea, hanging around waiting to be finished. If there's an open loop, we want it shut.
So how did the legendary Collier use these to his money making advantage?
He would set up a story, and build up a primary point, and then before taking that primary point to it's logical conclusion, head off in a secondary direction, while promising to return to the first one momentarily.
His readers hung on his every word, because they were curious about how the story would end, and they could'nt stand to leave the first thought unfinished.
You can use this same technique to great effect online. Or you can turn it upside down like this in an autoresponder series.
Instead of introducing the secondary point toward the beginning of the copy, you introduce it toward the end, leave the thought unfinished, and promise to close the loop in the next installment. Collier did this constantly to create a sense of anticipation in the minds of his periodical subscribers, and you can see the same technique used frequently in the theatre and in soap operas.
To give you an idea of how powerful this idea is, get this...
Psychologists took to studying the behavior of wait staff in Restaurants. At regular intervals they would question the waiters and waitresses about the orders they had taken.
Almost without fail, the waiters and waitresses could remember what the people who were still in the Restaurant had ordered, with a high degree of accuracy. But almost always, they totally forgot what the people who had already paid their bill had ordered, even though those patrons had left the Restaurant only minutes before.
Because the mind hates unfinished business, it remains engaged until the event or subject of attention unfolds and resolves itself in a logical conclusion. In this case, the payment of the check.
And in the case of your sales letter or email sequence, the close. That's a big deal, because that's where you ask for the money, right?
Copyright 2005 Daniel Levis
Daniel Levis is a top marketing consultant & direct response copywriter based in Toronto Canada. Recently, Daniel & world-renowned publicist & copywriter Joe Vitale teamed up to co author "Million Dollar Online Advertising Strategies ? From The Greatest Letter Writer Of The 20th Century!", a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write words that sell...Visit the below site & get 3 FREE Chapters! http://www.Advertising-Online -Strategies.com/ad-strategies.html
I've been "seriously" working the Web since late 2000. I... Read More
As a marketer you are engaged in a "War" with... Read More
I don't know what you are promoting, or what methods... Read More
Maintaining Focus is important for success in online business. One... Read More
For those of you who don't know what an FFA... Read More
The web site marketing you use to promote your Internet... Read More
Internet marketing and public speaking? Not quite ham and eggs,... Read More
Niche marketing enthusiast...I'm about to tell you a short story.... Read More
Last week, I wrote my first marketing/list building article. Could... Read More
1. Far Cheaper and Much More Flexible Than Print AdvertisingThe... Read More
Although many say that things change on the net, still... Read More
With the years competition online, has become fierce. Studies shows... Read More
At times, marketing your business online can seem incredibly complicated.... Read More
Internet marketing promotion & advertising are crucial for your website's... Read More
Public relations is popular because it is very cost-effective and... Read More
How do you start a business on the net? Well,... Read More
What is direct marketing? Put simply, direct marketing is a... Read More
You can't row a boat without an oar or build... Read More
If your online sales have taken a dip lately, your... Read More
Life is thought to have begun on Earth somewhere around... Read More
Believe it or not, viral marketing did not originate from... Read More
"You can make a lot of money on the Internet... Read More
You have this great website, you have sent out e-mails... Read More
I am going to share a real secret with you... Read More
Have you ever wondered how can you possibly figure out... Read More
-- Internet Marketing Determines Web Success --Internet marketing is essential... Read More
To most people Internet Marketing looks like a good way... Read More
If you want to go far in business, and be... Read More
There are numerous tools available on the Internet to assist... Read More
Recently, attending a local event, I found myself chatting with... Read More
According to many market forecasts, 2004 is likely to be... Read More
How to Succeed and Stay on Task with Your Internet... Read More
A few days back I got an email telling me... Read More
Network Marketing online works by giving you your own online... Read More
Your turn to succeed has come.I am happy to offer... Read More
Communication is the engine that powers business.It is an important... Read More
I spent every waking hour at my computer, looking for... Read More
Developing an ad Campaign for the Startup E-businessOnline advertising has... Read More
One day I was talking to a friend who had... Read More
It can be a challenge to market real/tangible products in... Read More
If you haven't already heard the buzz, Michael Port is... Read More
Okay, so you're looking for new ways to grow your... Read More
Are you aware of how vitally important and valuable CONTENT... Read More
I know what your thinking, "what the heck does starting... Read More
Free bonuses are like honey that can get your website... Read More
Make your website pay?in millionsAlthough opportunities were rare and far... Read More
You and I know that whenever you have a business,... Read More
Does your business have a Web site? Have you missed... Read More
The secrets on how to send a floodgate of traffics... Read More
Internet marketing, a lot of the time really is hit... Read More
An effective logo/tagline combination can be one of the best... Read More
Marketing would appear to be the great buzz word of... Read More
Viral marketing is probably the number one method for generating... Read More
When you make your living on the Internet, you sometimes... Read More
This is a little tip I got from Alex Sampson,... Read More
Be a Winner! Answer the Challenge! An e-course is a... Read More
There are many ways for you to do effective Internet... Read More
Obvious Experts enjoy a compelling advantage over their competition; they're... Read More
The story of how Hotmail moved from zero to a... Read More
Hi there,It is still scary to see how many internet... Read More
The person who comes to your web site seeking products... Read More
Before trying to define the term of eMarketing (or electronic... Read More
This "little" test I ran was in dedication of Corey... Read More
A joint venture is when two or more businesses work... Read More
Simply put article marketing is advertising your web site through... Read More
Jeff Mills, a popular internet marketer and entrepreneur told us,... Read More
Internet Marketing |