“You started this argument and now you have to prove your
point,” said Kate.

“What argument?” asked Rick.

“What point?” Said Chris.

“It’s that old long copy versus short copy song,” Gail
explained.  

Rick grimaced and said, “I know more verses to that song
then you can imagine. Every time I take a long copy approach to a client I feel
like I was forced to walk the plank and wound up in the deep.”

Bubba smiled, snaked a roll and began slathering it with
butter. “Y’all know,” he said, that it don’t make no never mind how long the
copy is. If you’re gonna sell suthin you got to paint the picture of what those
with the cash be dreamin’ about.”

“That is what I was trying to prove to our former basketball playing
sometimes dread head here. The internet hasn’t changed things. In fact,
an outfit called Express Writers did a study that shows that search engines
prefer long content, I said.”

Chris jumped in saying, “I saw that study. One of the top
internet writers and researchers, Neil Patel, tested a long copy home page
against one with short copy. The long copy converted at a rate 7.6 % better and
the leads were of better quality and on top of that he got better search results.”

Kate looked over her glasses, harrumphed and said, “But
how do you dive into the deep end of the pool and stay interesting?”

Gail said, “The same way you deal with a difficult sale.
People buy from those they know like and trust. So the first thing you have to
do is get on their radar and then you have to have a reasonably pleasant
personality and you have to be consistent. Once you get over those hurdles you have
to stop selling and start listening.

Listen to:

Everybody that knows about this specific kind of
customer. All your cohort and even the marketing people.

The people you are trying to sell particularly when they
talk about what is keeping them from buying… what you and Rick call objections.

Competitors… not just the ones that have a product or service
like yours but all the ways the prospect could solve the problem.

Then you have a decent writer put your arguments for your product or service  together.
Not everyone can write copy that keeps people engaged. You need someone with
empathy, some one that can dream along with them…in full living color.”

“Hear! Hear!” I said. Whether it is short or long copy you
have to have empathy to reach the masses. And you do that by understanding
their dreams and concerns and then responding to them individually and all
together in bright shining words and phrases that fit their interests and moods
and desires.”

How do you make sure your long copy moves your prospects?

Jerry Fletcher and his merry marketing band will assemble at their favorite
restaurant for lunch next Friday. Jerry will report the key conversation topic
as usual.

Jerry just reworked his web site so that it can be easily
seen on smart phones, tablets and desktops. A lot of the information there is
new particularly some of the videos. Take a look at www.JerryFletcher.com

Jerry’s speaking site www.NetworkingNinja.com has all the
information you need to bring this international keynote speaker to your
organization.