I give full credit and kudos to my mentor, the great writer and direct marketer Ted Nicholas, because he stated this truth with the most precise wording imaginable. I don’t write long letters that are too long, I write adequately long letters that are compelling and hold my prospect’s interest. Gary Halbert explained it with a wedding scenario: “If you were looking for a spouse and only had a letter to tell you everything you needed to know to make this lifetime decision, would you want a one-page synopsis or all the available information you could get your hands on?”
The answer is obvious, and so is this Maxim.
As a general rule, the greater the cost to the customer, the longer the letter. The prospect doesn’t want or need as much detail on a $10 purchase, as they demand for a $5,000 product, service or event. Also, as long as the letter isn’t boring and is benefits, not feature-driven, the length is rarely relevant. In fact, some “Special Reports” I’ve written – essentially glorified sales letters – have been 40 pages or more, and sold millions of dollars in products and services.
Don’t get hung up on length. Focus on passion and benefits, and the rest will take care of itself.
