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Personally, I think the sales copy these days does need a lot of creativity. I think the 20 page sales copy is just too much these days. Although I understand the reason why there’s the looooong sales page.

What I tend to like is a one or two page sales add. so I know everything I need to know to make a decision in one or two pages. It saves time for the ones who are your evangelists who will buy whatever you have to sell. However there’s the other 70% of people who want to read/listen to/watch the testimonials and read 10 more pages.

I think video is something which is VERY important these days. I’d rather watch you talk to me than read the site. I think that using other media than just text should be used. Use audio and video, that’s creative.

Yeah, video is becoming the new norm for advertising nowadays. Ever had that experience of clicking through a link, opening a site, and after 5-10 lines of reading, you get that feeling of ‘uh-huh, this guy’s trying to sell me something’? But then again, ever wonder why those late-night as-seen-on-tv commercials seem to be more interesting to watch (even if you don’t actually buy them) and somehow makes you feel like you almost wanted to buy the damn thing? Not saying that written sales copies are no longer effective, but in this day and age of YouTube, video is where the eyes and and money are headed to.

As for creativity, whenever I feel like my brain juices are running out, I just fire up one of my videogames and blow up stuff (virtually, that is). I usually get that “a-ha” feeling in the middle of a game, when I did something in a certain way that made this thing on the screen react that way.

I no sales copy writer…yet. But I do write. In the past news stories for TV and radio, these days Video scripts, songs etc. There are various techniques, going for a walk,( I like the beach best) washing dishes (by hand) doing mundane tasks (they all free up the right brain by occupying the left brain with the boring stuff). Sometimes just talking to someone. I remember once trying to write a TV news story and hit a brick wall, could not think of how I wanted to say something. I turned to the anchorwoman next to me and asked “Kath, how do you say…” and I blurted out just the phrase that was avoiding me.

I also remember seeing video of Paul Simon bouncing a tennis ball against the wall and ceiling in his writing loft as a way to spark creativity. One other way is to just “talk the copy” hit record, spew your guts, transcribe it and then clean it up. Sometimes the blank screen staring back at you can be overwhelming. the words are inside you just need a vehicle to get them out.

As a video and voiceover guy I do see audio being big now and video getting even bigger. These days with high speed so commonplace its actually viable.

I also have to say I hate long copy. I understand the reason, but having worked under tight deadlines my entire career, I just want them to get to the point. what is is and how much?

@Jay, sometimes it’s staring ya right in the face, ain’t it? LOL It’s also a good way to make your copy more “conversational.” Many people when they put it in writing get formal. In my day job, part of what I have to do is educate my in house clients that things like capitilization don’t matter. The ear cannot hear a capital C, D, or whatever.

Writing for the ear is a different animal than what most people are taught.

Oh, I have lots of ideas rolling round this melon, not much time (I know I need to focus, my wife is convinced I have ADD).

Are we talking sales copy or marketing copy? I think there is a distinct difference. If you are trying to win customers with a marketing approach then your messaging, positioning, and pricing are structured in such a way that a customer will make a purchase without much interaction from a salesman. Marketing copy should be concise but can offer a ton of detail.

If your strategy is to sell a product through the use of a sales team then your copy should be written to do only one thing: create a chance for your salesman to talk directly with the customer. In that case, sales copy should be brief and generate interest enough to cause a phone call. It doesn’t need to answer all the questions. Some of the best sales copy creates interest and even more questions than answers.