Make Your Letter as Long as You Need to Make the Sale
Regarding the controversy over short letter or long letter? I thought the answer was to use all the words you need to make the sale, then stop. And if experience and testing show that a certain length works best, like the larger type, eight-page letter used by Mayo Clinic publishing or the neighborhood postcards used by our local coffee chain, you don't use one instead of the other.Unlike lots of writing I've done, I have found nothing more demanding than a really good long sales letter. That's why I leave them to John Stern, a longtime associate back in Illinois. Short I think I can outdo him, given the chance. Short or long -- wasn't it John Caples who told us 75 years ago to test rather than guess? How quickly we forget!
Fred Hahn
AdWizFred@aol.com
