Many of us hold an aversion to long sales letter landing pages. So why do online marketers keep using them?
Lets dispel two myths with one stone:
- Myth 1: Surely these long letters, in “folksy” style don’t work
- Myth 2: Even if they do, they are only good for down market products.
Well, this sales letter (non-web) written by the late copywriter Martin Conroy was used continuously for 28 years…making it the longest running control in history. And the product – Wall Street Journal!
The answer to the original question is that, in many markets, sales letter that engage customers DO WORK, and marketers keep using them because the Market Never Lies.
Here are some of the factors that influence whether a short or long page is appropriate.
Long Copy vs. Short Copy Performance—Influence Factors
| Attribute | Short Copy Performs Better |
Long Copy Performs Better |
| Cost | Low or No | High |
| Perceived Risk/Anxiety | Low or No | High |
| Commitment Level | Low/Short | High/Long |
| Motivation Type | Emotional/Impulse/Want | Rational/Analytical/Need |
This doesn’t mean you should rely on these “influence” factors to determine if you should use a long sales copy on your landing pages – but you should consider A/B testing longer copy, against shorter.
Lesson: Let the market decide.