How many pages

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Sig Rosenblum

Direct marketing copy that works

HOW MANY PAGES DO YOU NEED?

Here are a few ground rules to help you decide. If you're still not sure, or you prefer to discuss it, then phone me at 631-283-2284. Or e-mail sigrosenblum@peconic.net and I'll tell you what I think.

Looking for leads?

Almost always, one page should do it. If you haven't yet read my article, "The Bait-Piece Technique," look it over. You'll quickly see why one page of letter copy is plenty to get the suspect to raise her hand and identify herself as a prospect.

Selling a product by mail?

Please don't use less than two pages. I've seen--even written--some one-page winners. But they are definitely rare. Why? Because you have to "tell more to sell more." And it's hard to get your arms around all the benefits and defeat the objections in just one page.

As a general rule, use at least four pages of hard-hitting letter copy to make a sale by mail. But check your own mailbox and you'll find plenty of eight-pagers and husky magalogs that pile the sales arguments on, page after page. In mail order, long copy sells--no matter what the uniformed may tell you.

Sometimes--it depends on the product--you'll help things by including a brochure. If, for example, you were selling gift baskets, you'd naturally want to include photos--in full color--as well as detailed mouthwatering descriptions of the baskets.

But if you were selling a home accounting business, would lush illustration help? Maybe. But would it be essential?

Sending a covering letter with a catalog?

Here again, a one-pager usually does the job. There are exceptions, of course. So if you're in doubt, phone or e-mail the facts and I'll respond promptly.

Selling subscriptions?

Packages for consumer publications--especially magazines--tend to be more elaborate than business-to-business or professional publications. For the former, consider a four-page letter and a four-page full-color brochure. For the latter, you can often do well with a four-page letter. But successful packages come in all shapes and sizes. And testing is the name of the game.

Anything else?

Just phone or e-mail me and I'll give you my thoughts--without cost or obligation, of course.

Ready to order your hard-hitting direct marketing copy?

Home | Articles | Clients | What they say | Sample letters

About Sig | Fees | How many pages? | To discuss a project | Contact Sig