SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle

by Sabri Suby

Only Marketing Morons Believe That No One Reads Long-Form Copy You might think that no one in today’s day and age reads long-form copy. But the truth is, when it comes to making sales, long-form copy will beat short-form copy every single time. I’ve spent $30 million dollars on generating traffic and running thousands of scientific split tests, and I can tell you without a shadow of doubt that long-form copy works. With one caveat: The copy must be entertaining and engaging. You can’t simply write long copy and think that it’s going to make your prospect buy. With that said, when your copy is entertaining, people won’t care how long it is. You might still be saying, ‘But who reads all that text?’ The buyers are the ones who read it. They are the ones who have all the burning questions, the ones who are looking for answers. The people who aren’t going to read your copy aren’t going to buy in any case. So would you rather gear your copy towards those who are never going to buy, or would you rather convert more of the people who are deep in research mode, genuinely interested in buying, and looking to be pushed over the edge? The answer should be very, very simple. The approach used by Merrill Lynch was brilliantly effective for several reasons: it created goodwill in their marketplace by giving something of value away for free before ever asking for anything. Over the years, this approach has been reskinned and renamed many times, from permission-based marketing to content m...