Simpleology Blog

Michael D. Morgan Answers Your Questions ...

Marilyn Devonish-London
The length of copy always seems to be an issue, is there an 'ideal' length, and guidelines for when it is too long or too short. Marilyn Devonish, London

This is a question that came up a lot... and it's a GREAT question Marilyn.

Unfortunately, there's no "ideal" length. The battle over 'short copy vs long copy' has raged for decades! The 'simple' answer is you need enough copy to achieve the objective (generate a lead, make a sale, ect.)

And the truth is, if you hit the white-hot center of the target market, they are passionate enough about your subject that they would read much more than you would ever suspect. But if you bore them or go off target... they will leave in a flash.

People make their own decisions on how they want to be sold. THEY WILL ACTUALLY SKIM THROUGH A GREAT SALES PAGE TO FIND WHAT THEY WANT!
A well written 60 page salesletter can outsell a 10 page, poorly written, boring, all about me advertisement BY 10 (OR MORE) TO 1.

The real key is to learn what you need to cover in an effective ad, whether it's online or offline.

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Nancy-San Francisco
Most really successful copywriters are very clever guys, with a special gift for glib use of language - why are you linking your method to a child with a 5th grade education? (Respectfully submitted)

Awesome question Nancy.

You're right, most copywriters are clever. They know how to use words to sell the highest percentage of 'eyeballs'.

In fact, they are so clever, they know that simplicity sells... and use of '$50 words' turn people off and simple language is the code to achieving their goals of selling a high percentage of prospects.

Even highly educated prospects respond better to 5th or 6th grade level language. That's a proven fact.

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reuben-shelbyville, tn
Average time to start making money writing copy

Hi Rubin. Just like anything, this will vary by the amount of desire you have to achieve your time objective. I was paid $5000 to write a direct mail ad less than 3 months after I started learning.

If you have the desire, and learn the right principles, there's no reason why you couldn't be in that ballpark.

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Tom Voccola-Thousand Oaks, CA
I market organizational alignment and employee engagement, not so successfully, to CEOs and senior executives. I have more amazing testimonials than most. I had to learn execu-speak. Only a few bullets, no adjectives and it better come from someone they trust - not you. How do you market to these ego driven, I don't need anything from anyone because I'm the boss personalities. Or am I projecting?

Tom, the best way to market to ego driven people is people is to appeal to thier egos!

Here's an example from real life. I don't watch much TV, but I'm addicted to a show called 'Survivor". Why? It's all about knowing human behavior to achieve your goals. And it's like walking a tightrope!

In the final episode, where the final 3 have to show they are worthy of winning the $1,000,000 prize, the final 3 get questioned by a jury of people they have voted out over the preceding weeks.

One of the contestants in the latest season was grilling the guy who orchestrated his very removal from contention. The clever contestant told him he rallied the troops to vote him off because HE was the smartest and biggest threat to his winning potential. Ultimately, that proved the winning strategy because it turned a 'no' vote into a 'yes' vote.... and a million dollar payday!

Naturally, there's subtleties to this technique, but that's a great example of this psychological truism.

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Duke Snyder-Indianapolis,IN
What are the differences for copywriting websites and magazine or newspaper ads?

Hi Duke. Yes there are differences. On the web, you don't have to worry about space restrictions or postage... so in direct mail or newspapers you have to get your message across in fewer words.

And the problem with using fewer words is it can take 2 or 3 times longer to come up with them!

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Robert R-Berwyn
Are you providing a kind of situational, pat sales copy method? Or are you giving us the psychological principles behind great sales copy?

Good question Robert.

Hope I don't break your heart, but there is no "pat sales copy method".

If you don't know the psychological principles (and many are counter-intuitive) you're depending on luck. Psychology trumps formulas any day of the week.

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Chris-Dallas
Is it important to attempt to tailor your copy to a desired demographic or better to cast a wide net and cull on the back end?

Hey Chris. Even some of the top marketers on the planet ask me that question! Sometimes greed gets in the way of using good direct response tactics. (Even top pros!)

Keep this next sentence "top of mind".

The closer you are to the red-hot center of the market, the better your copy will do... and the MORE money you'll make. Hardly makes sense to the uneducated. Most people think casting the wide net is the answer... but it's NOT.

Why?

When you try top be everything to everybody... you end up being NOTHING to NOBODY! (Hint: LOUSY SALES!)

Keep your message tightly targeted.

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Al Kusy-Boise
How do you find your clients and secure a working relationship?

Hi Al.

Finding clients is what most beginning copywriters fear most. Personally, I've never had that problem... in fact, I've consistently told 4 out of every 5 that I coudn't work with them. (Yeah, I told people to take their money to someone else.)

There are multiple ways to get more people calling you than you can handle. One of the best ways is networking with the decision makers in your desired niche.

The fastest ways you can do this by networking at live events and by putting a good lead generation system into place so you have people calling YOU. That way, you can select THEM, instead of the other way around.

A MUCH better way to go, don't you think?

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Debra-Mansfield
Are bullet tactics the same for the web as they are for magazines or other articles?

I'm sure many other people would like to know the same thing Debra. Yes, for bullets the tactics are about the same online, or offline.

Just remember, space is at a premium offline. But bullets should always be compact. That's what gives them their 'punch'.

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Tom-Birmingham, MI
How much training does this skill require?

I get this question all the time Tom. And again, there's no pat answer. I've seen people get pretty good after 3 months. I've seen others struggle after 3 years.

I always look at things like this.

The more you put in... the more you'll get out.

If you have a deep desire to get good fast (and I mean months... NOT WEEKS!) and you put in the effort, you could be pulling results pretty darn fast. But again, I want to warn you, there is no easy button you can push to learn everything in weeks. Even the best copywriters in the world keep studying and learning after they've become proficient.