Long sales copy is effective when you are selling expensive items, online educational products, new products and/or feature rich products. It is benefit-orientated selling, focused on how you will solve your customers’ problems or satisfy their desires. Long copy uses

• Storytelling
• Emotion
• Repetition
• Repeated calls to action
• Testimonials

Cater to readers and skimmers

Long repetitive sales copy hypnotises some people and frustrates others. As with any copywriting, it’s important that you understand who you are selling to. Some people find long sales copy too ‘spammy’.

It is possible to hedge your bets and use long sales copy devices (storytelling, emotion, etc) without as much repetition. Or you can insert shortcuts for readers wanting to ‘cut to the chase’. I recommend focus group testing any new marketing material before going out to the wider marketplace.