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To web designers accustomed to creating a more sophisticated look, these long pages reek of the hard sales pitch. And it's true, they are designed to sell. They take their form and approach from the world of direct marketing. While we may accept that these long sales pages seem to work just fine for selling a certain type of impulse purchase, very few of us would consider taking the same approach with our blue chip employer or clients. After all, part of a web page's role is to support the brand and credibility of the company. Perhaps we have been too eager in our judgment... Before we are too hasty in dismissing the letter-style, long-copy approach, let's take a look at why they work. First, forget the types of products you have seen sold in this way. Imagine a very every-day kind of product, like a lawn mower. On a conventional web page we might see a few images of the mower, maybe a hundred words of text and then some links to details on other pages, like the specifications of the engine. Now think about the single-page approach. Here are three reasons why the long, single-page approach might work better, regardless of what you're selling. 1. Copy length is no longer constrained by design If you are selling something to a consumer that costs more than a hundred dollars or so, you need to give them sufficient reason to buy. For help visit: www.private-labels-empire.com In other words, the opportunity to write longer copy will give you the freedom to say more, use examples, share testimonials and generally paint a much more detailed, attractive and compelling picture of that lawn mower. A single page of long copy frees you from worrying about how many words will fit into a fixed design template. You can write as many words as it takes. 2. The single column format holds attention When you write "letter-style", you are writing in a single column format, from top to bottom. If you write well, this gives you a tremendous advantage over traditional web page designs which tend to fragment information across two or more columns and multiple pages. Whenever you fragment the information your reader is looking for, you run the risk of losing their attention. They grow tired of "searching" for information by scanning separate blocks of information on multiple pages. When you write in one fluid flow, from the top of the page to the bottom, you stand a much better chance of holding the reader's attention from beginning to end.
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