3 ms·
Caveat: I haven’t read the doc as I can’t get it to open. There is no one size fits all blueprint. There’s a long tradition of people promoting their one true
by mprev 7y ago
Caveat: I haven’t read the doc as I can’t get it to open.
There is no one size fits all blueprint.
There’s a long tradition of people promoting their one true way to create sales copy. In the recent past, much of this has been a rehash of the 1950s style of long form copy that bashes the reader over the head until they finally relent.
For all the advice I see promoting that form, I don’t see people using it other than in sketchy scenarios (MLM, etc).
Unless we are talking about content marketing, then we are not in an era of long form sales copy. Who has the patience?
You want to sell to someone then you need to understand their needs and preferences, then write accordingly.
- ghaff 7y ago>Unless we are talking about content marketing, then we are not in an era of long form sales copy. Who has the patience? Even content marketing tends towards shorter content these days. Sure, there's the occasional in-depth longer-form piece about some topic that really demands more words or longer video/audio. But, in general like it or not, the trend is towards bite-size chunks, more graphical, easier to consume content. Unfortunately, there's something a bit formulaic about a lot of digital marketing content. That doesn't mean it can't also be useful and engaging. But a lot of branded formulaic content (e.g. the mini-Dummies books) makes me roll my eyes a bit but it can be really effective.