I like reading short and simple letters, memos and ads. If you start getting wordy, I stop listening. My most effective sales letters consisted of about a hundred words and got right ot the point: (a) I want your business; (b) Here's what I do; (c) This is why you should use my services; and (d) call me today. But many times the message you want to get across requires a long letter.
When you can't avoid a long sales letter, use another technique which almost always helps to improve response and readership. Buck slips consist of a single sided sheet of paper usually cut in thirds to 8-1/2" x 3-2/3" (about the size of a dollar bill, hence the name). When your sales letter is lengthy, the buck slip can quickly summarize your major points. And since the buck slip is almost always glanced at before your message is saved or chucked, you have an excellent chance to ask for that order, and to give excellent reasons to buy from you. I've been using buck slips along with my mailings to list the main services we offer at Letter Perfect. And 50% of the callers who respond to my mailings claim they read the buck slip and respond because of something that interested them on the buck slip itself. Advantage: cost of the slips is inexpensive. I just prepared 2,400 on colored paper for only $42, or less than .02/ea. Buck slips can also take the form of coupons and savings certificates that must be returned to receive a special gift or a better price. Using the slips will help you gauge the response to your mailings.