Carl Galletti has fast become one of the leading direct and online copywriters in the world today. He’s written sales letters for marketing gurus like Jay Abraham and Gary Halbert. And now he shares his copywriting secrets with you…

Carl Galletti: The New York Times once ran an advert with the headline ‘What Everybody Ought To Know About The Stock And Bond Business’. It was a page-long advert with 6,450 words. The print was tiny. There wasn’t a coupon – the offer for a free brochure was buried deep in the copy. However, the advert ran once and it got 10,000 responses. It just demonstrates the point that if you have something interesting to say people will read it.

How long should your website copy be? As long as it needs to be to get the job done.

Here’s another little trick that a lot of people don’t use. Bring out your big guns first because if people aren’t convinced by the best thing you have to say upfront, they’re not going to be convinced if you put it later. You’re going to lose them. They’re never going to finish reading your copy.

If you have something that’s convincing to say and it’s halfway through your copy, what you put before it is less convincing and you’ll lose the person. Put the convincing stuff first and that will create the fuel to get them interested and they’ll read the other stuff more easily.