Hey gang,

I was just skimming my long awaited copy of "Cash Copy" by Dr. Lant and came across his comments that indicate 2000 words (5 pages single spaced) works best for a special report - and it's got me second guessing the 30 page (double spaced) guide I wrote a few years back about developing a successful website.

For those here who use free reports or whitepapers to generate leads, have you found that a certain page length works better than others?

I suppose that like long sales letters, a special report should be as long as it needs to be to get your point across while holding your readers attention, but I'm curious to know your thoughts too!

Thanks!

Steve

P.S. I know I should take the advice I often give others and test different lengths to see what works best, but I can't resist asking to see what others have discovered.

I think you hit the nail on the head.

It needs to be as long as it needs to be in order to get the point across.

Some subjects can be tackled in only a few pages... others more than that.

Recently I talked about the special report that T.J. Rohleder sent me-- that report was 32 pages-- with many sections repeated over and over again using different language.

A couple years ago I received a very well written one from someone trying to sell their chiropractic services for fibromyalgia sufferers which was 12 pages in length.

I would suggest the Ted Nicholas "rule" that applies to sales letters also be used for special reports. In other words a special report can never be "too long" only "too boring".

Thanks Mike - I appreciate your thoughts here and also you (and Subtle) turning me on to Dr. Lants book!! Looks like it's going to be a great read!

Just like Michael said, I think it depends on the subject matter, what you have to say, and how much selling it will take.

In my opinion, I want to give some great information away and tell a story, and then turn into the sales pitch. Usually if it is a 2 step promotion, the product will have a high price point, so I want to give away a LOT of quality information that will get them excited, then I turn into the sales pitch. Usually I find the sales pitch rather lengthy for a high priced product, but it all comes back to whether you have something to say or not.

If you're giving great info away that the prospect truly wants, it won't be too long. He'll only want more of it. Of course it needs to be well written also.

Hope this helps.

It also depends on your market. Do you have to spend time educationg them or can you just jump right into the good stuff?

Much thanks for your comments guys!

I guess I'll continue to do my best to provide folks with good info and leave it up to them whether they read it all or not.

Cheers,

Steve

OK.

Here we go. First thing. Grab CASH COPY, turn to chapter 9...Understanding the Anxieties of ....

READ and then highlight the paragraph that starts:

What Your Prospect Needs From You. The most succinct copywriting advice you will ever get.

At the end of this, I'll reveal to you the best book on "copywriting" that never gets read, most have never heard of and if studied thoroughly, it can bring you more business than even in your wettest of dreams.

Then, SPECIAL REPORTS. I have almost all of Jeffrey Lant's reports, he once sold them in bundles similar to Dan Kennedy's "The Whole Enchilada" offer.

Anyhow, Lant uses the reports as sales letters, OH, he gives good information, but they leave you wanting MORE...which is of course, their purpose.

In today's Attention Deficit Marketplace, 5 to 7 pages may be too long...thus...the HOTSHEET. A one or two page (sometimes longer) info sheet that provides your prospect with useful tips and useable information and leaves them wanting more.

As for length, I agree it depends on the purpose of your report, it seems you have a very targeted market. What I suggest you test is to create a couple of HOTSHEETS you can give away or even sell for a buck or two, there are places like hotsheets.info that have them for sale...

And I prefer these over articles, because of the visual parts...your prospect can print it out and LOOK at it and quickly see or get information.

Then, you can refer these people to your LONG 30 page report, my FREE report Before You Buy Anything is 35 pages, trimmed down from an ungodly 70 pages a couple of years ago. Next year's edition may be 17 pages...until I can create a one page HOTSHEET for BYBA...

It depends on what you are trying to do. You'll see that Lant has a continuity throughout his work. INVEST in his other works, Unabashed Self Promoter, Money Making Marketing and one of the best works on "copywriting" you'll ever stumble across.

IF anyone here has read the following SECRET copywriting book, please let me know, OK? See, I was in social work for 20 years as I developed my business, marketing and copywriting skills...and most of that time was spent with NON profits, and every single one of them were ALWAYS seeking more funds.

Here is a book that could change your copywriting THINKING:

DEVELOPMENT TODAY: A FUND RAISING GUIDE FOR NON PROFIT ORGANIZATIONS. by Dr. Jeffrey Lant.

Consider that some of the highest EARNING copywriters out there are writing promotions for NON profits; consider that there is a huge and hungry market of NON profits seeking funds, seeking PROMOTIONS that bring them funds, seeking COPYWRITERS to create these promotion...and well, you're welcome .

My opinion is that some of the very best copywriting taking place is getting people to open their hearts and wallets and contribute to a worthy cause that resonates (and resonates because of the copy)...with the target.

Full circle:

That is why you want to read Chapter 9 in CASH COPY, and then THINK about what your prospects want...that will help you decide the best way to get your information, and your services in front of them. If you haven't read Before You Buy Anything (It's FREE)...it's a quick read report that gives you some pretty dang good ideas, if I do say so myself. Fly Low And Collect The Dough



gjabiz

PS. Perhaps I should create a "reading room" library and put to use the thousands of dollars of business and marketing materials I've accumulated over the last 35 years? It would be free, you could come and take notes, listen to the cassettes, CD's, read the classics and go home with Everything You Ever Wanted to Know about Copywriting.

But then, who'd come to Akron, OH to read it? AH, if only they would.

PSS. Just me, but, if I were in the start-up phase of my copywriting career, if I were LOOKING for clients...I wouldn't be wasting my time, like it seems so many of you are...with trying to persuade and convince small businesses and their smaller minded owners that they NEED your service to increase their business...

You don't have to persuade a NON profit on fundraising. They get it. Almost all of them LOVE it when a person or organization can put some moolah into their bank accounts...and most of the fund raising organizations, the BIG ones, have boiler rooms full of phone people, and get up to 90% of the funds they collect.

A small ONE person show, working with a small local NON profit, could probably use her skills to write a fund raising letter on spec for a nice (35?) % of the income after expenses. OR there are a million and one ways to structure the deal.

Some of you have come across too damn many know it all businessmen, jerk managers, idiot owners...and are getting frustrated.

Turn your attention for a week or two toward your local NON profits, and you'll be greeted with not only open arms but with free hugs too.
Try it, you'll like it.

Hey Gordon,

Good to see you here and thanks for the good advice, especially the following...

...and your book recommendation. I have a feeling I'll be buying a lot more of the good DR's books real soon!

It doesn't matter.

It's your CONTENT that matters.

You can create a measly 1 page Special Report but if it is laced with some hardhitting, meaty CONTENT, it'll certainly turn the reader on as compared to a 5000 page (exaggerating) Special Report filled with BS, regurgitated, crappy content.

Your report is really a sales letter anyway. So it needs to be long enough to make the sale (or take the prospect to the next step).

One thing you must do is educate your prospect, so make sure you spend plenty of time doing this.