Have you ever found yourself on a web page that seems to scroll on and on and on?

The page usually starts off with “Dear Friend” which then flows in to an endless banter trying to get you to buy what ever it is that is on offer.  And it’s usually punctuated with dozens of testimonials, hundreds of bullet points and the odd yellow highlighted text.

Welcome to the world of long sales letters.

But for most of you, it seems, you scream silently at your PC screen and hit the back button.  This is not a world you want to be associated with – especially when it comes to selling your own products and services.

If you hate them so much, why do so many marketers on the internet use them?  And do long sales letters really work?

First of all, let’s be really clear on what we mean by a long sales letter.

A long sales letter is not just a whole load of ramblings typed up on to a webpage.  A long sales letter is actually a carefully constructed piece of copy writing that can take days, if not weeks, to put together. 

It takes the reader on a journey, captures their attention and overcomes every possible objection until you reach the infamous “Order Now” button.

A long sales letter is a 24/7 sales representative that is there to convince you, the website visitor, to make a purchase right there and then.

And if you don’t make a purchase right there and then, there is every chance you will never return.  You are lost for ever and the sale will never be made.

If you are selling a product or a service through the web, making that sale is critical to your long term success. 

So why do you hate them so much?

Now, don’t get me wrong – there are some down-right awful long sales letters out there.  Really cheesy ones that usually start off with that cringe worthy “Dear Friend” [how can I be your friend - we've never met!!]

And the reason why these don’t appear to work with you is that the copywriter has probably been following a formulated script that they have just filled in the gaps with appropriate words. 

What they haven’t taken in to account are the most important ingredients in the whole mix – who their target client is, what it is that these target clients want and what style of language they like to be communicated with.

Without these ingredients, a long sales letter is like that bore you meet at a networking event who just keeps going on and on about their business and has totally ignored everything about you and what you do.

But written with your target client in mind, long sales letters can work.

And, especially if you are relying on the internet to make the majority of your sales, will be far more effective than just listing a whole load of features, the price and a buy now button.

If you are not answering every conceivable question that your target client may have about your product or service in your website copy, it is too easy for your target client to click away and keep searching for something that does answer all their questions.

A well written long sales letter can engage, inform and delight your target client – especially if what they receive after ordering exceeds their expectations.

So, love them or hate them, the long sales letter can work – that is as long as you take the time to really understand your target client and use the style of language that is going to reach out and engage them.

And spending the time to learn how to write great copy that reflects this can be one of the greatest investments you can make in your business.

What are your thoughts about long sales letters? Add a comment at the end of this article.  I would love to read your ideas, too.