Tell Me a Story: 4 Ways to Use Long Copy to Generate Leads

 Email Article  

  

What do prospects really want when researching a purchase on the web? A big part is a comfort level with the decision they are about to make. 

Comfort is a function of information -- because nobody wants to make a bad buying decision. That's why even in today's information-overloaded society, people read long copy when it tells a convincing story. To do so effectively, here are 4 ways to create long copy content that generates leads:

1. Make It Personal -- The beauty of long copy is that it weaves a story that makes you feel that you know the writer. Keep the language conversational, and avoid jargon and corporate-speak at all costs.

2. Use Examples -- It is one thing to talk about how to use a product or service, another to show it being used in a compelling way. Prospects search for "how to" demonstrations and videos on the web, and often reward the provider with their business.

3. Keep It Local -- If you sell nationally, use testimonials from customers in different regions to show prospects that your products don't just work, but work for people like themselves.

4. Make It Safe -- When comparing two products or services of equal value, the one with the better guaranty usually gets the sale. So if your products or services come with guarantees, be sure to talk about them.

In the world of internet marketing, long copy gets results because few people can resist reading just a few more lines of a really good story. It is surprising how much existing content can be repurposed into compelling long-copy stories or videos -- content that attracts prospects like a magnet.

For more information about what makes a website attract prospects and generate leads, download a new Leadsource eBooklet, "How to Turn Your Website Into a Lead Machine."