KaChing: How to Run an Online Business that Pays and Pays by Comm Joel & Mark Victor Hansen

Author:Comm, Joel & Mark Victor Hansen [Comm, Joel]
Language: eng
Format: mobi, epub, pdf
ISBN: 9780470644430
Publisher: Wiley
Published: 2010-05-20T16:00:00+00:00

But they work. In one test conducted by Marketing Experiments Journal in 2004, long-form sales letters consistently outperformed short copy, sometimes by as much as 400 percent. In my own experience, I’ve seen upsells and one-time offers produce conversion rates as high as 70 percent. That doesn’t always happen. In fact, it doesn’t happen often, but I’ve never had it happen with any other sales technique.

The reason that well-written long-form sales letters work is that they accomplish two goals. First, they have the freedom to describe every sales point and answer every objection that can be raised from every reader. That’s also why they’re so long: they have a lot of work to do.

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