Innovation in online direct response copywriting

I’ve long been a fan of the “long copy” approach to direct response copywriting and have done a lot of it — mostly for postal direct mail projects, but for some online projects as well.

The idea is that in direct marketing a longer sales letter is usually better than a short one. Long copy gives you more space to sell the product — with the caveat that you actually have to have something useful and compelling to say!

Most of the sales letters I have written were four pages, although I have seen some great letters of 12 pages or even longer.

Today I was especially impressed to see a landing page created for Power4Home, a business started by solar-energy entrepreneur John Russel. The page makes great use of web graphics and incorporates embedded video in a very effective way, I think. See the landing page here:

“Who Else Wants To Create Their Own Electricity And Laugh At Rising Energy Prices While Saving The Environment And Having The Electricity Company Pay You?”

I don’t know anything about the product being advertised — just wanted to comment on the marketing being used. If you’re interested in the topic of do-it-yourself solar power, the blog DIY Solar Homes offers some guidance, as well as reviews of some of the books and information products on the topic, including Power4Home.

AB — 18 June 2009

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