Long letter, short letter There is a lot of argument about long and short sales copy. Some people argue that with the fast paced style of the Internet a short concise sales letter is required. Others say that long copy is more effective. After all the longer the sales letter the more benefits you can fit in and the more time you have to convince your potential customer to buy. Here we will discuss briefly the advantages of long copy. Short copy: concise and to the point no doubt, but the shorter the copy the less time you have to let your prospective client get to know you. Short is good if you are offering a free product but if you want your visitor to become your paying customer then long copy with benefits and interesting content is the way to go. Long copy: There are several advantages to long copy. Here are a few: Relationship building: Can build up a relationship with your potential customer. With long copy you have time to build and develop a good rapport with your potential customer. Do not ramble: The important thing to remember is not to ramble, with long copy this is the worst mistake. You will need to keep your reader riveted to your sales copy and to do this you will need to keep them interested and curious to know more. If you allow your potential customer to lose interest and become bored with your copy, they will lose focus and your hard work will be wasted. Keep them interested by showing them that, without a shadow of a doubt, your product or service will make their life easier and resolve their problems. More room for benefits: Keep them interested by showing them that, without a shadow of a doubt, your product or service will make their life easier and resolve their problems. Answer your potential customer's questions: More room to answer all the questions your potential customer might have. Answer all the questions that they could have about your product. Overcome objections to the sale: leave no stone unturned to overcome all objectives to the sale.