Have you ever sat through a movie and got to the point when you counted the minutes till its ending? Unfortunately, you can't speed it up or leave it for another show (although, some people do try switching movies). When long Web copy leaves your eyes glazing in that same way, what do you do?

As you read a long, scrolling sales pitch do you read it and make the buy? Read it and lose interest? Click away? Skim it and do nothing?

Welcome to salesmanship in print.

Why long copy works

Web-Source's Shelley Lowery says, "It is a proven fact that long sales copy out-sells short sales copy. However, some visitors do prefer a short sales letter. You can provide your visitors with both. For those who prefer a short sales letter, provide opportunities to click through to your order page prior to ending your sales letter."

Article after article on long sales copy state studies have indicated they work and there are proven results. Yet, no statistics can be found, although several companies have tested various campaigns and have reported that long sales copy comes out ahead. Nick Usborne of Excess Voice has posted results of an informal survey where he asks, "Do long, scrolling pitches really work?"

• 19 percent - I don't believe that people fall for long, scrolling sales pitches
• 75 percent - I'd never want to write that stuff myself, but I know it sells
• 6 percent - I've written those long sales pitches, and made some big bucks

• You can never provide too many details on the value the product provides (the more you tell, the more you sell)
• They appeal to the reader by using "feelings"
• They tell the whole story
• They clearly state the benefits

Michael Fortin's article on the eight-step formula for writing long copy is frequently referenced by business people. He sums successful long copy in three steps:

• Market
• Objectives
• Results