Long Copy Sells: Why Your Ad Copy Isn’t Working

Does Long Copy Sell?

Long copy doesn’t sell. Great long copy does sell. The more someone is interested in a product the more they will read. The more they read (great copy) the more likely they are to become buyers.

Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever
Native American Proverb.

The More You Tell, The More You Sell

Here are a copywriting tips:

Go Big or Go Home: Swing away, don’t bunt. Aim for out of the ball park. Aim for the company of immortals.

First Thing First – The Headline is 80%: On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar – David Ogilvy

Above The Fold: Why do newspapers put their headlines on the top of page one? Because that is what people see first. Put your most important information at the top of your web page and make it compelling.

Call To Action: Be sure to ask your reader to perform an action, preferably ordering your product or service.

Do Your Homework: If you are going to take the time to write long copy, take the time to do it with passion. You cannot write copy unless you know WIIFM – (What’s In It For Me?). You have to include the following perspective when creating compelling copy:

  • Who you’re writing it for
  • How that person thinks
  • What that person needs, or think they need

Never Talk Down To Your Customers: A consumer is not a moron. She’s your wife. Don’t insult her intelligence, and don’t shock her. – David Ogilvy

If At First You Don’t Succeed… Don’t Get Distracted from Making the Sale: Quite simply, if your copy doesn’t sell, it isn’t creative. – David Ogilvy

Confirm WIIFM – Explain Why They Should Buy: The more informative your advertising, the more persuasive it will be – David Ogilvy

Your Copy Is The Single Conduit To Your Desired Customer: Your copy is how people will judge you, react to you and interact with you. Your copy is the most important aspect of your customer interactions so treat your copy with care and reverence. If you can’t write copy, hire someone who can.

Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns – David Ogilvy

Write So It Flows: You want to engage your customer. You want to share a story with them that makes them want to continue reading.

The More You Tell, The More You Sell – The Corollary: When you are conducting face-to-face sales remember, “When you get the sale, quit selling.”

Here is sample copy for selling a used Hartmann leather briefcase on eBay.

Hartmann Belting Leather Briefcase Laptop Case Tote Camera Tablet Hartman

Call to action * ==>> This item is also available via a “best offer” option. Go ahead and give it a try.

I have always been a bit of a leather bag travel snob. I have quite a number of Hartmann, Tumi, Coach and a slew of lessor known leather products, but I always come back to Hartmann. This one in particular because there were very few of this style made.

The story ==>> My Chameleon Bag

This bag is much like the story of the blind men and the elephant.

Once upon a time, there lived six blind men in a village. One day the villagers told them, “Hey, there is an elephant in the village today.”

They had no idea what an elephant is. They decided, “Even though we would not be able to see it, let us go and feel it anyway.” All of them went where the elephant was. Everyone of them touched the elephant.

“Hey, the elephant is a pillar,” said the first man who touched his leg.

“Oh, no! it is like a rope,” said the second man who touched the tail.

The story goes on as each one feels a different part, but only one part, such as the side or the tusk. They then compare notes and learn that they are in complete disagreement.

This wonderful leather bag is much the same way.

WIIFM ==>> This faithful Hartmann leather bag has adapted to my various needs over the years. There was a time when I used it to carry my camcorder equipment as I was filming my daughter’s sporting events. Then there was a time when I used it has my camera bag when we were traveling. Another iteration of its life was functioning has a light travel briefcase which easily held my 14 inch laptop (not included). And lately I’ve used it just to carry my basic electronic goodies plus a tablet. In each phase of its life it has been constant and accommodating.

This beautiful bag is made with the highest quality leather and impeccable workmanship. You will immediately notice the durability, water resistance and ease of maintenance for this finely crafted masterpiece.

You will proudly travel with this bag. Many people will be envious of this high quality luggage.

Flight attendants will nod in approval, women will smile and men will gasp.

This bag offers a large central area with a zippered interior pouch. I easily fit your 14″ laptop

What Price Glory You Ask?

Hartmann doesn’t make this style anymore, especially since they were acquired and (some people say) the newer bags are inferior in leather, workmanship and style.

I have listed this heirloom briefcase at a fraction of its value.

Leather Bag Features

Two full size areas (zippered) to accommodate important documents and electronics.

An additional outside area is available to allow quick access to a book or travel documents.

Two external zip pockets

There are also leather loops to accommodate a newspaper or small umbrella

Detachable, matching, adjustable, Hartmann leather shoulder strap

Smooth, full-grain tobacco belting leather

Clean, Hartmann nylon lining

The dimensions are roughly 15″ x 13″ x 7″ (more when filled)

Antiqued brass colored hardware plus added brass ‘feet’

This Bag Will Be Fought Over

You will not only enjoy this wonderful bag, but your kids will fight over who gets it in the future. Don’t worry, this bag will survive the turmoil

These are heirloom-quality pieces that will proudly convey your impeccable judgement. These rich Hartmann leathers mellow with age, acquiring that comfortably worn-in look, as if you’ve owned them forever. Some variations may occur in coloring as the leather is finished by hand using an age-old process.

Plus, it has an elegant, refined, simple style.

What Is The Condition Of Your New Leather Bag?

There is some noticeable wearing on the bottom corners (see picture) but this is still in a very nice condition, but does have some light wrinkles and a few light scratches – see photos. The interior is in very good condition as well.

Why Is This Beautiful Bag Available?

I’ve retired, and I just didn’t travel much beyond an occasional vacation, and now, sadly, I no longer require its’ unwavering service and performance. And… my wife said I needed to get rid of about 10 leather bags I have.

Call to action (second time) ==>> This item is also available via a “best offer” option. Go ahead and give it a try.