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Why do people write long copy? It is not because their readers
read it all! People write long stories for the same reason that
restaurants that serve big portions get customers lining up at
their doors. They are creating the illusion that their meal is
cost effective. A long story suggests that there is a lot to
say.

The American society teaches that more is better and you are not
going to single handedly change that. Instead, go with the flow
– use the illusion and write long emails, long articles, and
long sales letters…BUT before you do, make sure there are six
questions that are answered in the first ten seconds of your
copy.

The questions are: What? Who? When? Where? How? Why?

“What” always needs to come first in every story. “What” must
also be part of the headline, subheadline or graphic and needs
to dominate your marketing piece. It needs to be simple, fresh,
and catchy (not tricky). It must convey what the reader will get
for continuing.

“Who” identifies your business. It must tell the reader who is
telling the story and it must do so at least twice in your
marketing piece. If you use your logo as your “who,” it must
fuse with the “what” element of the ad. “Who” means more than a
name or a logo. Some logos seem to speak to the designer, but
mean nothing to the reader.

If your logo doesn’t automatically deliver meaning, then only
use it to build your brand. Remember, however, that branding is
a time and dollar intensive effort.

“Who” can be conveyed through pictures. A good picture of you,
your employees, your office, or your events create a personal
connection with your reader. If you offer workshops or seminars,
use those pictures. People are more likely to believe a photo
than a piece of artwork. If you have been in business for a
while, say so “since 1982″ counts.

Longevity builds points in the trust category. Be sure to
identify with your name and weave that information throughout
the entire piece. By the time you are done, your piece should be
so closely identified with you that it would be impossible for
someone to pirate your words or logo and put them into their
marketing piece.

“When” is usually simple to add. It needs to go further down in
the marketing piece. Novices place “when” in the topic. If the
readers find your information important, they will create the
space to attend. If you say it too soon, before it is important
to your readers, they may say “no.” After your prospects learn
what is happening and who is doing it, the next question is
“when.” At that point, you give days, dates and time. If it is a
big event, use the year in the date. All too often, retailers
leave their hours out their ads.

“Where” may seen easier than “when.” Maybe you are thinking that
you just add your address. Not so. Use your imagination for a
moment: you are having a party and want a friend to come. You
give directions, draw a map, and provide him or her with all the
right and left turns.

If your marketing piece requires your customers to find a
location, give them complete information. (If you are sending an
e-mail, give them a link to an on-line map). Add helpful details
like: “look for the blue awning” or “we’re across from ‘x’
restaurant.” Be sure to include information about parking. You
do not want someone to get frustrated about parking and go home.

“Why” is often overlooked from the prospect’s viewpoint. . Many
otherwise good marketing pieces fail at the “why.” “Why”
addresses the importance of the event or the uniqueness of the
product.

Don’t forget that your prospect is looking for a good reason to
toss your information. People have more information today than
they can handle. You need a persuasive “buy now” reason in the
“why” part. The answers need to tell them why they need to
hear/learn about this now.

There are only two powerful “buy now” elements that trigger
action: (1) scarcity, and/or, (2) a limited time to act. Either
you are going to run out of product or you are doing something
for a compressed time.

Before an event there needs to be two or three weeks with
limited (scarcity) offers along the way. Item pricing will not
pull an event along, but a good general selection story will. A
story like “further reductions” works, but only if it is true.
Your prospect will know if you are “fudging” the truth, even if
your customers don’t.

Your employees, who are your first line of contact with
customers, will certainly know. Remember the “going out of
business” signs that show up several times a year? Maintain your
integrity and your customers will stay your customers.

“How” are your payment or credit terms. Tell your customers
about them only after you have sold them on your product or
event. Don’t yell “one year interest free” or “no payments until
July of 2004″ until they are excited about what you are
offering. Present your special terms after they have decided
they want it.

In summary, long copy is a good choice after you fulfill the
10-second requirement of the six W’s. This way you allow both “I
want to know a lot” and “give it to me fast and straight” to get
what they need.