The less you sell, the more you sell
May 24th, 2004 by Bill
As a general notion, I suppose I agree with Bill Myers’ "Say less, sell more." But the phrase I go by is, "The less you sell, the more you sell." My point would be, if you’re "selling" then, yes … shuttup and let them buy.
(Thanks to Debbie’s blog for pointing out the link and asking the question.)
However, if I’m providing worthwhile information then length is not an issue. In fact, customer research the company I work for received showed one of the biggest complaints customers had was lack of information.
When it comes to buying, the question is not how long the page is but how easy it is to buy. "Where do I go? How do I do it?"
Regardless of how long a page is, I ensure a visitor has several opportunities to purchase. At the top of the page, where the text begins, I put a purchase link - preferably as a highlight inset on the page. While this might be an image, I would avoid a banner look. I might pass on the image idea and do it as an inset text box. Either way, it would be clearly separate from the copy and visually noticeable though not intrusive or offensive. (You can also use text links in the copy.)
I would also have the purchase option available at the bottom of the page as well, or anywhere else it might be appropriate. However, I would avoid peppering the page as that would be counter productive - too pushy and confusing. The point is, when someone lands on the page they see the text but they also see, very clearly, where to go to buy. If they choose to read the text on the page, they can still easily make a purchase because a purchase link will be readily available.
Layout is also a big element - both the page and the text. If lengthy text, it needs to be ordered, summarized, strategized - and easy to scan (or even read).
Length can actually work in your favour. However, don’t be misled into thinking anyone is going to read everything you provide. Some will, most won’t. But given a proper layout and a friendly tone, the perception is that the information is available and your company is providing it. It’s value is not so much in what it does as in what it doesn’t do - leave the customer cranky because it’s all marketing happy talk without substance. (And if it’s very long it can be placed on secondary pages available through "more info" links.)
So …
1) make it easy to buy, and
2) remember: no one wants a sales pitch but most people appreciate a helping hand.
The less you sell, the more you sell.
Listen to this podcast
