|How We Do It: How We Write|
Your customers don't buy your products the way they might buy soup. They don't walk down a supermarket aisle, reach out a hand, and in the half-second it takes that hand to reach the shelf, get a warm fuzzy feeling about your brand and grab six of your products and put them in their shopping cart.
Sure, emotion plays a part, but with technology, reason plays a more powerful role. Copy is the best way to present your prospects with practical reasons why they should buy your product. In other words, "What's in it for me?"
That's why Sanda often advocates long copy for selling technology. "The more you tell, the more you sell," as the old mail-order adage goes. It works. We can back it up.
We still get objections like, "Nobody's going to read all that copy." Not true. We would agree that a lot of people won't read all that copy. However, the people who are interested in the product or service you're advertising will—if you have something to say.
Does that mean long copy is the right choice in every situation? Certainly not. When choosing our approach, we consider the customer, the use (lifestyle product, productivity enhancer, protective technology) and other factors. Then we write the copy to fit.