Copywriting Tips - Milking Your Copy Dry

Long copy...short copy...does it matter? Well, yes, but the answer is not what you think it is. Writing a sales letter is an art, especially when it comes to the length and saying just what needs to be said...no less and no more. It's a fine line and one that is very easy to cross. This article is going to discuss a topic I call milking your copy dry. The last thing you want to do is kill the cow after it's given you all the milk it can. Keep reading to find out just what I'm talking about and what YOU can do to prevent the death of your copy.

Did you ever read one of those sales letters that just went on and on and either didn't seem to say anything or said the same thing over and over? I have. They're painful to read to say the least. I usually never get through them...even if I'm trying to pick up some new copywriting techniques. Just goes to prove that you don't go to a grammar school when you want a college education.

The question I find asking myself is "Why do they do this?" Is it because they don't know when to quit or is it because they simply believe that more is better? Whatever the reason, these sales letters usually should have quit about 10 paragraphs before they finally ran out of ink. But no such luck.

But okay, how do we keep from running on at the mouth, or as I like to say, milking your copy dry? Well, I have found that the easiest way, and the most fool proof way to do this is by the story board approach. If you're not familiar with it, I'll explain.

In writing for TV, which I used to do, you make a story board. This is like a summary of what the episode is about except in more detail. It lists each scene and what's going to happen in that scene. Once you have the story board mapped out, writing the actual script is easy. All you do is look at the general facts for each scene and then fill in the dialogue. This way, you don't say too much or too little. You simply cover whatever is supposed to be in the scene.

Writing sales copy is the same thing. You map out what you want to say and then take the general mapping and insert the words. This way, you don't go running off at the mouth.

Naturally, this approach requires that you have some idea what you want to say in your copy before you say it. This requires you to know the product inside and out. If it's a client's product, better read it completely. If it's yours, the task is a little easier. You should know it very well.

I've followed this method ever since I've been writing sales copy. As a result, my sales letters are only as long as they have to be...no longer.

You should try this approach sometime. You might be surprised at the results.

If you'd like more great copywriting tips, please check out the link in my signature. It just may turn you into the next hot copywriter of the Internet.

To YOUR Success,

Steven Wagenheim