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 They say that nobody reads it, it's not effective any more, that long copy is hopelessly old-fashioned and out-of-date.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 very good reasons for creating long sales letters. In my online course, I discuss the differences between long and short copy, and explain how and why long copy really works. Check out my online course at WebCopyWritingExplained.com for more information.

There are three reasons why long copy is effective:

People love to read about what they love. Whatever your passion, don't you love to visit websites or read books that tell you more? There's a certain thrill in finding a great book on your favorite topic. Here in Spokane, my favorite bookstore is Auntie's Bookstore. When I go there to research a topic, I find it irresistible. I don't just buy one book on that topic - I buy ALL the books on that topic! If you could see my office here, you would see hundreds of books on marketing, copywriting, and web conversion. That's my passion. We all love to read about our favorite topics, and that certainly includes sales letters about our favorite topics.

Selling online is different from selling in person. When you deal with a client in person, you aren't only listening to what he says. You are also reading his body language, looking for clues to his thoughts. By contrast, when you sell online, you lose all those valuable visual cues. Instead, you have to define your client's objections in advance, then answer these objections. This can take a lot of words, and lead you directly to long copy!

Long copy allows you to tell a story. Stories sell. If you doubt this, I recommend the book All Marketers Are Liars by Seth Godin. It talks about the power of story selling and why it's so important to your business.

Here's a formula for writing a four-part long copy sales letter that works almost every time, if it's executed properly. I credit this formula to John Carlton (and, by the way, I highly recommend all his material to you):

Here's what I have to offer. This clearly explains what you are offering to your readers.

Here's why it's right for you. Explain your solution to your reader's problems.

Here are some questions you may have. This could be your FAQ. Again, answering any objections they may have, in advance.

Here's what to do now. Buy! Pull out your credit card! That's what you want them to do! Right now!

Interestingly, you could even use these headlines word for word to start each of the sections in your copy, and it would work great!