Take a look at the copy on the right. It's an email I received trying to persuade me to pay $89.99 for a 90 minute webinar.
The webinar will show writers how to find a literary agent.
Here's the full copy but you're not missing much ... it's not much longer than what you're seeing.
As a direct response copywriter, I believe the copy is a poster child for the need for long-form copy. The people at Writer's Digest believe the copy will get writers to spend the money ... and $89.00 is a TON for 90 minutes.
Here's my guess when it comes to the numbers. About 1% will sign up. But they could get closer to 3% with much longer copy -- closer to 2,000 to 3,000 words.
What I would add.
- Longer biographical details.
- More about the content of the seminar. Much more.
- A long list of benefits.
- A guarantee.
- Testimonials from writers who have signed up for similar seminars.
- The problems the seminar overcomes.
- A bonus item for attending. Even better, a 'secret' bonus revealed when you sign up.
- More about the critique.
- Price justification.
- A summary of the opportunity.
- A lower price if you buy before a certain time.
As I mentioned, short copy like this will get perhaps 1% of readers to pay the money for the webinar. But I imagine it's scalable so there's no limit to how much money they can make.
Give me a shot at this direct response copy and I'll get response up to 3% ... perhaps more. It could mean thousands in additional revenue.
But people in the literary world tend to thumb their noses at direct response copywriters because we're crass and we sell stuff and we actually understand marketing. Oh well.
I'm a direct response copywriter. I specialize in providing direct response copy for the direct marketing environment for clients around the planet. I specialize in sales page copy ... copy that persuades readers to pull out their credit card and buy. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here if you have a project you'd like me to quote.
I'm also a Dan Kennedy Certified Copywriter for Info-Marketers.
Disclaimer for the above.
The Dan Kennedy Copywriter for Info-Marketers Certification is awarded to professional copywriters who have successfully completed a course of study of preparation for such copywriting. This Certification has not been provided by an accredited education institution. It does not constitute endorsement of or liability for any individual copywriter by Mr. Kennedy or any companies or organizations affiliated with Mr. Kennedy. The client's relationship is solely with the individual copywriter retained via any agreement.