Carol Bentley

Do you ever have a conversation in your head? Do you sometimes criticise yourself - perhaps harshly?

Have you ever stopped to consider the power the words you use have over you?

Because words do have power. If they didn’t we wouldn’t bother writing sales letters using words to persuade people to buy from us.

So what do you say to yourself when you’re mulling things over in your mind?

Do you berate yourself for your mistakes, rather than acknowledging you’ve just eliminated another way that doesn’t work for you?

Do you tell yourself you cannot possibly achieve what you see others doing, especially in business. Are the words you use negative and degrading - putting yourself down?

Or do you think of the glass as being ‘half-full’? Do you expect to achieve what you plan; use words that are uplifting, encouraging and supportive?

Your thinking affects the way you feel as well as what you achieve, which is why on my office wall I have this favourite reminder..

Watch your thoughts, they become words
Watch your words, they become actions
Watch your actions, they become habits
Watch your habits, they become your character
Watch your character, for it becomes your destiny

Anonymous

If you look at any successful person, whether in business or some other field of achievement, they all have one thing in common - they do not regard themselves as a failure who will never get anywhere. And more importantly, they expect to achieve what they set their heart on.

Do you?

~ Carol Bentley

technorati tags: inspirational,copywriting

The lifeblood of many businesses is their satisfied customer base. These are the people who can act as ambassadors by recommending you to others.

Other people who can also refer you are the contacts in your business network circle. Which is why you attend business events; to meet new people.

So now, your network is growing. You know lots of different business people and you are getting to know what they can deliver. And, of course, they are getting to know you and what you offer.

But does everyone know everything about you and what your business provides? And do you know all there is to know about your contacts?

You need to know all this if you are going to seize every opportunity to build even stronger business relationships, which results in more sales…

Create Your Referral Matrix

The simplest way to keep an eye on what is developing is to create a Referral Matrix. The concept is very simple. The Referral Matrix gives you an ‘At-a-Glance’ picture of the progress of your business relationships.

Do this for your own contacts and services/products and another for your contact’s products.

Let’s start with your services and products:

1) Take a piece of paper.

2) Draw a grid shape. You need enough columns going across to list all your products and services in the top row; show one product/service at the top of each column, starting from the second column.

3) In the first column of the rows going down list your contacts or customers.

4) Choose 3 different, strong, colours. One represents ‘Told’, another for ‘Sold’ and the third for ‘Referred’

5) When you tell a contact about one of your products; you have supplied information so you know he is fully aware of it, mark the colour for ‘Told’ against that company in the column for the specific product/service you’ve explained. (I suggest filling in a third of the box).

6) When a contact has bought that product/service from you add the ‘Sold’ color – you now have two thirds of the box completed.

7) When a contact recommends your product / service to someone else; ‘refers you’, fill in the ‘Referred’ colour.

Some of the boxes may have the Told and Referred, but not the Sold colour.

Now you can see, at a glance, which of your contacts do not know about some of your products (in which case you can inform them) and, just as importantly, if they have been informed whether they have bought from you or referred you to someone else.

Create a similar chart for each of your ‘Hot’ business contacts – those you have a close working relationship with.

By doing this you take a pro-active stance to recommending their services to other people you know and you’ll know if they offer something you may need in the future.

Taking such a close interest in your business contacts helps you build strong relationships.

What’s more you gain a good reputation for being the ‘person who knows who to contact’ and your business networking circle grows.

A Free Gift For You…

This works really well on a spreadsheet, such as Excel, using the conditional formatting feature. I have created a spreadsheet with the chart set up ready to use.

In fact the file, which I call the Opportunity Matrices, contains 3 spreadsheets: 1 to use purely for referrals within your business contacts circle, another to use for checking what your current customers know about everything you offer and the third is a Price Research spreadsheet. Use the latter to compare your prices against your competitors - it is a useful tool when you are launching a new product or service or revising your pricing structure.

I’ve also written a PDF file that explains how I created the spreadsheets - so you can do the same if you wish - and describes how to use them.

Get your copy using the request below (free and with no obligation):

You will be asked to confirm your request - I have to do this to avoid spamming problems.

~ Carol Bentley

technorati tags: selling techniques marketing business resources

Understanding the art of persuasion when you write your sales letter gives you an edge.

Understanding the art of reciprocity when interacting with people in your network of business contacts can bring great rewards - for both sides. (Check the content of the example letter I gifted you in yesterday’s post).

But it’s not just about understanding these principles, it’s about being genuine when you use them in your dealings with people.

And that’s a clear point Dr Robert Cialdini makes both in his book Influence - The Psychology of Persuasion and in his presentation on Power of Persuasion.

If you haven’t read his book I strongly recommend you get yourself a copy.

The ISBN numbers are:

• ISBN-10: 006124189X
• ISBN-13: 978-0061241895

It will help you write more powerful, compelling and persuasive letters.

And whilst you’re waiting for your book to arrive, take look at these video clips on YouTube showing Dr Cialdini’s presentation , during which he describes the 6 principles you should know about when marketing your business.

Visit http://tinyurl.com/2qx6jg

And don’t forget to come back and leave your comments on what he reveals and if you have any experiences supporting his research.

~ Carol Bentley

P.S. I snuck this post in because I felt it was important for you to see the video - especially following on from yesterday’s post. Refer, refer and be referred will be published tomorrow.

technorati tags: business tips copywriting persuading people to buy

You’ve had a successful business networking meeting. You’ve gathered dozens, maybe more, business cards. You remembered to make notes on the cards to remind you about the person you met. Now what?

In my early years in business I’d attend business meetings or events and happily gather up the business cards being handed out. When I got back to the office I’d follow up with a few people, who I’d spoken to specifically, but the rest of the cards were put to one side.

Because I went to so many gatherings I soon built up a huge pile of business cards - do you do that?

The problem was for the majority of them I hadn’t got a clue who had given it to me (the names didn’t really mean anything) or what the company did (I wasn’t very good at making notes on the cards then either ).

Sound familiar?

Follow-up is important and before you do that… it helps to get organised… and that’s what this technique helps with - I can’t remember who told me about it - but it works really well.

1) Sort through your cards and split into 3 distinct piles; Hot, Warm and Cold…

HOT: These are the people who you have arranged to contact, either because they want information from you or you have thought of someone you can put them in touch with or you need something from them. They are the people you are probably more keen to create a business relationship with.

WARM: These are the people who you believe you could do business with, either selling or purchasing, in the future. But you have no strong reason to contact them immediately.

COLD: These are the people who have no direct connection with what you offer; cannot provide a service or product you need and do not easily bring to mind anyone you could connect them with.

2) Take action with the cards you’ve sorted:

HOT: Contact each person and arrange to meet for coffee or a more formal meeting. Or drop in with the information he/she has requested from you. Or ask for the information you need from them. Remember, if you are supplying information personal delivery makes a good impression.

WARM: Write a letter or email to each person, reminding him/her where you met and what you talked about (actually what THEY talked about is better). Make sure your message talks about him/her and, if you do mention what you offer, make sure you write from their point of view and highlight the benefits your service or product provides.

Have a look at the example letter I give out when I’m speaking on this subject at a business event. Feel free to download it and adopt it for your business.

By the way - because everyone uses email these days, you really stand out if you send a personally written letter. Plus you don’t have to be concerned about whether or not your email will get through their spam filtering system.

COLD: There is no reason to keep these business cards – so discard them.

3) Keep a close eye on the progress you make with the contacts whose details you’ve decided to keep… create a chart that shows how you are developing the relationship. (See my next post: Refer, Refer and Be Referred)

~ Carol Bentley

technorati tags: networking business tips copywriting

How do you feel when you meet someone, perhaps a business person, who you’ve only seen once before at meeting… and they remember you AND your name?

It feels great doesn’t it? And, be honest, rather flattering too. And because of that you probably have more rapport with them.

Now let’s turn that around and say it’s you who always manages to remember people and their names. Do you think they just might be more interested in doing business with you? Or recommending you to their business colleagues who are looking for what you offer?

Here’s how to make remembering people easier…

When you are introduced to someone make sure you hear their name clearly.

• Repeat the name and ask if you’ve got it right.
• Check the spelling with them if it is unusual… they will be flattered that you consider them important enough to take the trouble.
• Repeat the name at least twice, silently in your mind, to give yourself a better chance of remembering it.
• Ask a question and listen

Listening is a Skill – Take Time to Develop It…

The challenge we all have is to silence or ignore our own thoughts. Especially whilst other people are talking.

How often have you drifted off in your mind whilst someone is talking?

Perhaps, like I used to be, you are guilty of finishing people’s sentences for them? It took me a while to stop that one, I can tell you! Especially with people who were more precise in their conversation and took their time to finish a sentence, it could be agonising for me.

Or if you don’t interrupt, perhaps you are busy thinking about what you are going to say just as soon as they stop to take a breath. Yep, been guilty of that too!

Guilty, that is, until I found this neat trick. Peter Thomson told me about it in the late 1990’s and it’s a real gem. He calls it Active Listening, which is a pretty good description.

It’s great for group meetings; presentations; 1-to-1 meetings; in fact any conversations at all.

Here’s what you do…

Repeat, internally, everything the other person is saying. I think you’ll be surprised at the unexpected benefit you get; here’s 7:

1. You don’t miss anything important that is being said.
2. You understand the communication better.
3. You give the impression of being very interested in what the other person has got to say (well, you are, aren’t you?)
4. Your reply, which you won’t be in a position to make until the other person finishes speaking, appears considered and relevant because of the slight pause.
5. Your reply is more appropriate because you have completely understood the previous part of the conversation.
6. You do not annoy the other person by interrupting them,and the biggest bonus…
7. You can recall the conversation and important details more clearly, when you need to, at a later date.

By the way, it is a good idea to practise this technique in private or with a group of friends or business colleagues before ‘going live’. The other person will find it a bit disconcerting if you stare at them with a glazed look in your eyes. And they certainly will not be flattered if you move your lips whilst repeating their words internally!

~ Carol Bentley

technorati tags: business tips

Note: Please claim your gifts before 10.00 a.m. on Monday 26th November 2007. They will not be available after that date and time.

I decided I wanted to celebrate my first full month of blogging by giving you a gift; but what? What would prove extremely useful and valuable to you?

Because I don’t know exactly what business issues you are facing right at this moment, I had to think of something what would be useful to you regardless. And, of course, the other challenge I had is giving something that is valuable regardless of whether you provide a service or a product; sell online or offline; sell to other businesses or to consumers.

Which is why I decided on 2 gifts and I’m confident that you’ll be very happy with at least 1, if not both. You are welcome to take both.

Both gifts are downloaded as a zip file. Each contains a text file and a PDF e-book. The text file gives you an introduction to the e-book. The e-book itself contains the meat of the subject. Enjoy!

Gift 1

Service Sellers Masters Course - Because you visit my blog on a regular basis and you’re probably comfortable using the world wide web, I’m guessing you have a website of your own. If you provide a service then your web site can ( and should) be a clear source of new clients or customers.

This extremely easy-to-read 204-page e-book describes how to create a results generating website for service providers.

The e-book explains how your website should be set up to attract all the targeted traffic you need. And, even if you have a web company who designs and manages your web site for you, the insights this e-book gives helps you understand how your web site should be structured to give you the best results.

Get your Service Sellers Masters Course

Gift 2

Make Your Price Sell - This shorter e-book (54 pages) describes how to establish the best pricing for your product or service. Although it is aimed at e-commerce sites, the underlying marketing premise applies to any pricing decision; whether online or offline.

Get your Make Your Price Sell e-book

Limited Availability

Normally an anniversary celebration lasts 24 hours. However I’ve noticed I get visitors on Saturdays and Sundays, even though I do not post any new messages at weekends. So it would seem some visitors prefer to catch up at the end of the week, maybe you do?

That’s why I decided to make this a celebration weekend. If you are reading this on Saturday or Sunday you can still claim your gifts. In fact you have until 10.00 a.m. on Monday 26th November, which is when the PDF files will be taken down.

Enjoy your gifts and let me know how you get on with them.

~ Carol Bentley

technorati tags: copywriting marketing pricing web marketing business resources

Tomorrow is my blog anniversary. It will be one whole calendar month since I started this blog. And I want to say ‘Thank You’ for being a regular visitor (you are a regular, aren’t you?)

And I’m going to do that with two special gifts which are only available for this weekend - during my ‘anniversary’. So if you are reading this post after 10.00 a.m. on 26 November 2007 then I’m sorry - but you missed it!

Look out for tomorrow’s post announcement, when I’ll reveal what my anniversary gifts to you are and how to get them.

If you’re not already subscribed to get my blog notices it might be a good idea to request them now using the top right panel.

~ Carol Bentley

Before I get into this morning’s post, I’d like to say ‘Happy Thanksgiving‘ to my visitors from the US. I hope it’s a good one for you and your family.

Moving on. . .

Do you attend business networking meetings? Yes? Why?

Most people, when asked that question, reply “To meet people I could possibly do business with.” And yet very often these business people don’t prepare before the meeting or make the most of the meeting itself.

Here are 8 rules for making connections at your business networking meetings…

Before the Meeting

1) Prepare before you attend. Is this the right meeting for you? Will the people attending be either your target prospects or target suppliers?

2) What’s your purpose in attending? Do you want to find 3 new business contacts you can nurture for sales? Or do you need a new supplier for a particular product or service?

3) If possible get an attendee list before the event.

4) Go through the list and mark the people or companies you are interested in, either as a prospect or supplier.

At The Meeting

5) Learn as much as you can about the people you meet (see the article “Creating Rapport with People You Meet”). Find out how you can help them to find prospects (you create a feeling of gratitude and they make more effort to find contacts for you). Ask “Who/what is your ideal customer?”

6) When meeting other business people ask yourself “Do I know anyone who would be a useful contact for this person, as a prospect or supplier?”

7) Introduce people you have met to others you know at the meeting. Make it easier for them to meet people they don’t know… again they appreciate you and warm towards you. And, of course, the other person also respects you for your consideration.

Collect the business cards of people who you want to create a relationship with; prospect or supplier. Make notes on the cards: the meeting or event name, date & venue, any comments the other person made that could be useful and, if it is not obvious on their card, what their business is.

Remember it is more important to collect cards rather than give yours out. When you collect cards you stay in control because you can make the next contact. If you give your card out, you have to wait for the other person to get in touch with you – and that may never happen.

(Some of these actions will be familiar to you if you read my earlier post - it’s the same advice I give to people who are new to business networking).

The next most important activity is what you do after the meeting. Ah, but that’s the subject of a future post.

I mentioned in Monday’s post that tomorrow this blog is exactly 1-month old. I also said there would be a gift for my regular readers.

Actually there are two!

Make sure you see tomorrow’s gifts post - the post notice will be sent out at about 10.00 a.m.

~ Carol Bentley

technorati tags: business networking business tips marketing

It would appear that we are not the only country where shops seem to stock Christmas goods earlier and earlier each year.

The post on a blog I visit regularly asked ‘How Soon Is Too Soon?’

Now as a copywriting and marketing expert I totally understand businesses wanting to make the most of a major holiday period like Christmas. And conversely I also join in the consumer irritation about Christmas promotions starting before the summer season is hardly finished. I suppose you could say I’m a bit contrary.

But the aweber post made a valid point about seeking a connection between your marketing and any celebration or anniversary. And an astute marketer looks for any opportunity to tie an event in with something he is offering.

So what event could you tie your promotional activity with - apart from the obvious ones like Christmas, New Year, Valentine’s Day etc.

What ideas can you come up with? Share your gems using the comments link below:

Here’s a few to get you started…

Product Anniversary.. celebrate the 1st anniversary of your product or service launch

Web Page Anniversary.. a good way of promoting your website - especially if you’ve had a makeover

It’s My Birthday - sharing useful information or giving a handy gift - I know that’s an obvious one

Chinese New Year - particularly good if you can tie the year into your product or service

I found some really strange celebration days for January 2008 on this website - give you any ideas you can use?

~ Carol Bentley

technorati tags: marketing copywriting business tips

Active business networking gets results for most types of businesses.

But when you are new to networking, either as a start-up business or as a responsibility in your new job, it can be very scary going to a meeting of business people. Here are 9 tips for networking newbies…

Make the meeting as easy as possible for yourself:

1) Contact the host or organiser, explain you are new to this and would like some help. Ask if you can have a copy of the attendee list BEFORE the meeting.

2) When you get the list, check if there is anyone on the list you know; or a business that your company deals with.

3) Then check who you would like to make contact with; who you would like to meet.

4) Arrange to be introduced: If you find someone (or a company) you know on the list, give him/her a call and ask if he knows the people you want to meet. If he does, ask if he would mind introducing you at the meeting. You now have someone you can talk to immediately you arrive (the person you’ve just called) and you have a goal to meet someone new, in a safe environment when you are introduced.

If you do not recognise any names on the list, call your host/organiser and ask if he/she would introduce you to the people you want to meet.

5) Arrive early. It is a lot easier to greet people as they arrive and have them join YOU, than it is to arrive later and then try to ‘break into’ conversations that have already started.

6) When you are introduced to someone make a point to remember his/her name.

7) Ask questions about him (or her); his interests; how long he’s been in that business; what’s his biggest challenge; what advice would he give to someone like you, who is new to networking (he’ll feel flattered you’ve asked). And actively listen to his answer (look out for the post: Networking Meetings - Creating Rapport with People You Meet in a couple of days).

When you are asked a question, such as “What do you do?” have a succinct, but preferably intriguing, answer. Don’t launch into a full presentation. (Look out for the post: Profitable Business Networking: Part 1 ‘The Power of The Elevator Speech’ and Profitable Business Networking: Part 2 ‘Creating Your Elevator Speech’).

9) Remember – networking is about creating relationships, so consider how you can help the people you meet – and that does not always mean by selling something to him (or her). Think about who you can introduce him to; people who need his services or products, or can supply something he has expressed an interest in that you are not able to supply.

~ Carol Bentley

technorati tags: business networking business tips marketing

In business you are personally at one of two levels:

1. You are well known within your industry, profession or generally. And your company is a household name. You need no introduction because people already know you by reputation. People such as Bill Gates and Richard Branson fall into this category.
2. You and your company are known by the people you deal with (suppliers and customers) and the people you target in your marketing (maybe). If you attend a business seminar or business networking meeting there is every chance you will meet people who don’t already know you and don’t know you by reputation.

If you fall into category 2 (as most business people do) then you owe it to yourself to know how to market yourself and your company as effectively as possible at meetings and events.

Meeting New Business Contacts

Business networking is a very popular way of spreading the word about what your business offers, finding new suppliers or even companies you can join forces with in your marketing campaigns. And, like any marketing activity, it needs to be properly planned if it is going to be effective.

Over the next few weeks, interspersed with other posts, I’m going to explore how to get the best results from these meetings and, if you are at all nervous, uncomfortable or just new to business networking, I’ll give you some tips on how to make it less daunting as well.

Here’s some of the posts you can look forward to:

• 9 tips to take the sting out of business networking meetings (specifically for newbies and people who are nervous).
• 8 rules for making business connections.
• Creating rapport with people you meet.
• You met new business people - now what? Getting organised.
• Refer, refer and be referred - the referral matrix - who warrants your valuable time?

These posts will include some useful tools to download, which I will be gifting to you, my blog reader. Make sure you don’t miss these posts because even if you are experienced at business networking there are some copywriting gems and other valuable insights you can apply.

Make sure you get the email announcements about these posts; pop your details in the boxes top right to subscribe.

And pass the word about this blog to your business contacts - they’ll appreciate your thoughtfulness.

This blog is one month old on Friday 23rd and I’m planning a special ‘Thank you for your support’ gift for you, as my regular blog reader - more details later in the week.

~ Carol Bentley

technorati tags: business networking business tips copywriting

The expert advice, if you are looking for a web domain name, is to find one with the specific keyword or phrase your target audience is likely to use in search engines. Plus, to increase your chances with search engine positioning, it’s best (so I’m told) not to separate the words with hyphens or underscores.

As a copywriter I’d add another consideration to that… be careful about the words you choose from your readers’ point of view. Let me explain:

I’m an avid fan of the TV programme QI and I watched the ‘Children In Need’ edition last week on BBC4. Stephen Fry asked the celebrity panel to describe what was being sold on four example websites which were:

• www.therapistfinder.com
• www.whorepresents.com
• www.penisland.com
• www.presentsexchange.com

You can imagine the ribald comments that came out of these names. I’ve capitalised the words to show the true intention of the domain names:

• www.TherapistFinder.com
• www.WhoRepresents.com
• www.PenIsland.com
• www.PresentsExchange.com

Words chosen perfectly innocently can take on a different meaning when they are run together as web domain names. So - before you settle on a web domain name - make sure it’s not going to cause any embarrassment for you.

~ Carol Bentley

technorati tags: copywriting web copy web marketing

After yesterday’s blog I was mulling over what could I do to help you keep your letters interesting and compelling?

You see there are techniques to making your letter flow so your reader is swept through, like a white-water raft on an exciting, fast flowing river. And - not surprisingly - the words you choose to draw your reader from paragraph to paragraph makes their reading an enjoyable experience. At least - they can do.

So a resource that lists words and phrases you can use to bring your letter to life, phrases that have been proven over many years to work; in both on and offline material has got to be a great tool to have, don’t you think?

Well we’re not the only people who do… because fortuitously Rich Schefren, a well-respected internet expert, thought so too and is offering a free download of Phrases That Keep Attention on his blog. The content is aimed at the American market, so you’ll have to be selective about which ones you use. Bu, if nothing else, they should help your creative juices flow.

Why not pop over and have a look? Visit Phrases That Keep Attention

By the way, look out for tomorrow’s post - it might make you cringe or blush!

~ Carol Bentley

technorati tags: copywriting marketing

I’ve just read a post by James Brausch in which he says ‘long copy sucks and other heresies’ and quotes tests and experiments he’s carried out. All of which are web-based.

He points out that he fully expects copywriters to jump on him and say long letters do work. And he’s right. Including me - but let me qualify that a bit further…

Do you remember the Opera Singer turned copywriter I mentioned in a post last week? (read If an Opera Singer can do it… so can you)

One of the first questions Kirsty asked me was:

“What’s your view of long versus short letters? Do you get people arguing about it when they ask you to do the copywriting?”

When I said “I’ve proven long letters work and yes, I do get sceptics!” her face was wreathed in a smile. “What do you say to them?” she asked.

So I told her… Want to know what I said?

“When you’re writing a letter you have to bear in mind that there are two types of people who are likely to read it; the detail people - like engineers. They want to be absolutely sure they understand every detail there is to know about whatever is on offer. Then you have the skimmers; the people who are too busy to read everything in your letter.

Now - think about it; what’s the real purpose of your letter?

It isn’t to be read. Its sole purpose is to get the recipient to take the action you want!

So you’ve got to satisfy both types of audience with one letter. And that’s where the formatting of your letter - as well as the wording - comes into play. (I’m going to assume you are writing an interesting, benefits-crammed, focused-on-your-reader type of letter).

For the detail people you must give the answers to all the questions they are asking themselves;

• ‘How will it help me?’
• ‘Why should I buy this?’
• ‘Will I regret spending the money afterwards?’ (known as buyer’s remorse)
• ‘Who else has got results from this?’ (genuine testimonials are needed here)
• ‘Will I get the same or similar result?’
• ‘What’s the risk I take by buying?’ (your guarantee gets around this concern)

You have to provide all the detail to back up their emotional decision to purchase. You can only do this in a long letter.For the skimmers, your sub-headlines give an overview of what your offer is.

If you get it right, as they scan your letter they will pounce on the sub-headline that is answering their burning question or catches their attention with a promise they like.

This is why it is imperative to make sure at least one of your subheads also clearly identifies how they can take up your offer; your call-to-action. Your skim-reader does not want to waste time searching for how to get whatever you are selling.

Something along the lines of ‘3 Easy Steps to Get Your…‘ or ‘How To Get Your…‘ or ‘What To Do Now…‘ is OK.”

I have had people contact me saying “I got your letter. I didn’t read it, it was too long..”

Do you think I care? Not a jot - they’ve got in touch haven’t they?

So my letter has done exactly what I wanted, it’s compelled them to take action.

Read your letter. Does it answer all the questions your prospect is asking (some people call it sales objections, but that seems a bit harsh to me. After all he just wants to know enough to be sure he’s making the right decision for him).  Check your sub-headlines; do they give the gist of what the letter is about? Do they draw the reader in to your letter? Are they succinct and supportive or just cute and clever without any substance?

Try this: Give your letter to other people to read.  Then ask them did they read the whole thing or just skim? If they skimmed, did they get a feel of what it was about? If they read the whole thing, did they find it interesting or boring? Use their feedback to fine-tune your content, but don’t let the skimmers persuade you to shorten your letter just for the sake of doing so ;-).

How Long is Long?

Again there are different views; some people say anything longer than 1 page is a long letter; others say 17, 20 or more pages have proved to be their best sellers. It’s a matter of testing.

For one client I upped their standard sales letter length from 1 uninteresting page to 4 reader-focused pages and it almost doubled the response for them.

For another client, who always sent out very long letters, we tested a 1-page ‘announcement type’ letter that got a great result. It may be because it was a contrast to what his prospects normally got from him.

There is no definitive answer.

Web Copy Length

So does the same apply to web based copy - should they be long letters?

Perhaps not according to James’ tests. But at the seminar where I met Kirsty, which was hosted by a multi-million $ turnover internet marketing company, they said their best selling letter was 55 ‘printed pages’ long!

As with any advice given by experts the only answer is to check what works for you… test both short and long copy in any marketing campaign regardless of whether it is online or offline.

~ Carol Bentley

technorati tags: copywriting web copy

When I first started studying the techniques of the great copywriters I came across a poem written by Victor O. Schwab in 1942; ‘Tell Me Quick and Tell Me True‘. It completely encapsulates the prospect’s point of view about any marketing material we send out. Here’s a few lines from this famous verse (which is pinned to the wall in my office):

So tell me quick and tell me true
(Or else my love to hell with you!)
Less - “how this product came to be”;
More - “what the damn thing does for me!”

And then I found a modern take on this in Jill Konrath’s letter to a seller.

It certainly struck a chord with me.

One of the tricks of copywriting is to imagine the person you are writing to. Understand what interests them; what sort of person they are; what problems they have; what dreams they have.

In fact some expert copywriters give their prospect a name and write specifically to that person; it makes the letter more personal and conversational.

And Jill’s letter adds an extra dimension to this visualisation of your prospect. Because if you can tell what sort of day your prospect is probably experiencing, what pressures they’re under then your letter, email or telephone call is more likely to stay focused and on track.

And that’s good news for you, because you get a clear message across, and it’s good news for your prospect because they get to understand more quickly how you can make life a little easier for them.

And if you don’t know what the day-to-day pressures of your prospective customers are - why not ask some of your existing customers? If nothing else it will show you take an interest in their welfare and will help cement your business relationship with them even more. (If you’d like to tell me what your working day is like I’m a good ‘listener’ :). Use my blog contact form or leave a comment below).

By the way if your target market is big companies I highly recommend Jill’s book: Selling To Big Companies. I have a copy in my reference library and give copies away to my clients who target the corporates.

~ Carol Bentley

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