Comments on: Slapping Around Google Slapper =-)

By: Chris Haddad

Chris Haddad — Fri, 19 Jun 2009 19:31:07 +0000

Hi Brad,

Yeah, I think the key thing to remember is that none of us know as much as the market does . . . =-)

By: Brad

Brad — Fri, 19 Jun 2009 19:17:37 +0000

Yeah the previous copy, to me, just looked like every other long copy out there. It could have sucked, but we tweaked and tested over a dozen versions with results still…bad. Biggest problem for our industry is that people really don’t have much time to read through all the info. Shortening it up really made me happy because I didn’t spend 45 minutes reading it, and it really made all of us happy because we increased conversions so much.

Great insight though and it’s always great to chat with a fellow marketer and “buyer psychologist”!

By: Mason Rabinowitz

Mason Rabinowitz — Fri, 12 Jun 2009 18:31:32 +0000

Really good stuff.

I’m impressed that you can do it in one take and still stay on message without just repeating yourself.

You’re clearly a great copywriter but I wonder if there is anyone out there as good at these off the cuff copy reviews.

I watch plenty of marketing videos and most are chore to get through, even when filled with useful info, but yours are entertaining and so overflowing with content that if you didn’t personally coach me I’d probably watch them twice.

Oh and the reason long copy isn’t going anywhere … is because it works.

By: Chris Haddad

Chris Haddad — Fri, 12 Jun 2009 16:19:17 +0000

Hey Brad,

Woah, that’s quite a conversion jump. For something like a free trial into a continuity program, long copy isn’t always necessary or the way to go . . . especially if you’ve done all the work of “branding” yourself with your audience. It could also be that your previous long copy . . . uh . . sucked. =-)

By: Brad

Brad — Fri, 12 Jun 2009 01:34:05 +0000

Thanks for the insight into the long copy. We used to have long copy on my url, and had about a 1.3% click to conversion, but we didn’t promote via a launch model. When we changed it to the current format we increased to, HONESTLY, 13%+ monthly. We market through constantly updating educational material and consider our sales page an “education” page…but it converts like crazy because 98% of people in our industry use the long copy. I decided to zig when everyone is zagging and it’s paying off big time.

Love the site and the material you provide, keep up the great work.

By: Chris Haddad

Chris Haddad — Thu, 11 Jun 2009 21:18:12 +0000

Honestly? I think long sales copy is here to stay. Test after test shows that (good) long copy outpulls (good) short copy almost every time. Now, does that mean that you’ll always need a HUGE HONKING SALES LETTER? Not necessarily. For some of the launches I work on, we keep the final “buy this” sales copy pretty short . . . but we still give our customers all the information and persuasion they need to make a choice and buy the thing.

By: Chris Haddad

Chris Haddad — Thu, 11 Jun 2009 21:16:44 +0000

Hey Jay,

Glad you enjoyed the critique . . .again, just focus on what you’re REALLY selling and why it’s different . . . and show me the mechanism of how what you’ve got works.

By: Jay Deiboldt

Jay Deiboldt — Thu, 11 Jun 2009 19:33:12 +0000

Wow dude – incredible insight! I can’t thank you enough for doing this! I’m gonna go read some Kennedy/Glazer and get a better idea of my USP.

You the man – thanks again

Jay

By: Brad

Brad — Thu, 11 Jun 2009 18:51:41 +0000

Good review and I agree with many points, especially the language. What I noticed is you do EXACTLY what 95% of our industry does…use that roll bar on your mouse to move down fast and hard. Do you think people will ever get away from the loooooooong sales copy?