The Secret To Writing Long Form Copy That Sells

There’s a reason some long form copy sells like hotcakes, whilst others bore prospects to death.

It’s not hyper-persuasive copywriting, it’s not subtle sales tactics — in fact it’s got very little to do with what you actually write 

What’s more important (in long form content) is how you write it — i.e. the layout

A mediocre piece of writing laid out correctly will outsell an outstanding piece that’s laid out boringly. (in fact most people won’t even read it)

Let me show you.

Conciseness is king

We live in an “attention economy” — where attention spans go quicker than you can snap your fingers.

In order to make something that sells you need to be sharp, and to the point

Any waffle or uneccesary filling will bore your prospects, and send them back to the much more exciting world of social media

So first things first, omit needless words and have sharp sentences your customers can easily read through.

Make It… Sexy…

You might be tempted to write everything in large, informative paragraphs  

But for someone who is used to videos with blaring sound effects, lurid colours and just about every video edit under the sun — all they see is a load of effort. (not good)

In order to seduce your customer into reading your copy, you need to split it up into short, sharp sentences that’s easy to digest (like mentioned earlier) and space them out clearly.

Look at this article VS newspapers for example. This is broken up cleanly with no extended sentences and no long paragraphs.

If it was all bunched together like a newspaper, you and I both know you wouldn’t have made it this far.

How To Make Long Form Content Exciting To Read

Eventually even concise lines will get monotonous — People like to know they’re making progress through your article towards the end.

You need to keep things exciting with bold underlined, or italicised words. This tells them they’re getting closer to something new and exciting.

Only use them when you have something important to say — using them too often or for information which is underwhelming will quickly lose that excitement

And we know what happens when our prospects aren’t interested…

So that’s what you need to do to format your copy in a way that sells.

When it comes to writing the copy, that’s a different kettle of fish. 

I’ll be releasing articles over the coming weeks covering how to craft the kind of content that sells, so keep your eyes peeled.

If you want some help crafting copy to sell your product or service, then drop me a message at josh@reddragonmarketing.co.uk and I will be more than happy to help you out.

Have a great day

Josh