You see so much marketing where it’s clear that the manufacturer or business owner (or their agency) are embarrassed about their product. Or at least embarrassed about having to sell it.
You see it all the time with what I call ‘borrowed interest’ advertising. Where the person writing the ads is bored by or ignorant about the product they’re meant to be pushing and, as a result, imports some extraneous nonsense because they think it will catch someone’s interest more.
This is nonsense. And the reason is quite simple:
People want to to buy your stuff.
They really do. If you’re selling second-hand cars, people in the market for a second-hand car will want to know all about what you’re offering.
If parents are looking for something new to give the kids for tea, they’ll want to hear about your new pizzas.
If business people are unhappy with the service they’re getting from their bank, they’ll be all ears to your bank’s introductory business account offers.
The point is, not everyone who sees your advertising or marketing will be your target customer. Most won’t. But the ones that are currently in the market will listen to every detail you can provide. They’ll hang on your every word.
That’s why, time after time after time, long copy works better than short copy. The ‘experts’ will constantly tell you nobody reads long copy. (The ‘experts’ have been saying this since advertising was invented.)
But the smart marketeers who actually TEST, know that long copy always outperforms short copy. Because people who are in the market for your product are interested in it. They WANT to buy what you’re selling.
Of course, the people who aren’t in the market won’t read long copy. But these people won’t read short copy either. You’re never going to sell to them, so you can ignore them completely.
This is why, if you want to produce a successful ad, website, sales letter, you must always remember that you’re writing it EXCLUSIVELY for the people who ALREADY have a need for what you’re selling.
You’re not writing for yourself, your agency colleagues or the awards jury. You’re writing it for the people out there who are waiting, all a-quiver, cash at the ready, to buy your stuff.