I have a huge crush on longform copy, also known as long sales copy.

Claude C. Hopkins, who many see as the “grandfather” of copywriting, wrote an ad for Schlitz Beer that took it from #8 in sales to #1 – using longform copy.

Copywriters have had spirited debates about long copy but they know one thing for sure: it works. However, there are a few tips to remember:

Know Your Target Customer Inside And Out

Before writing any copy, know whom you want to reach. Once you know whom you want to reach, it will direct your copywriting.

When I say “target customer,” I mean one person. Don’t try to write to a mass group of people. Pick one person out of the crowd. If you’re selling gardening tools, it could be someone like my next-door neighbor: a middle-aged man who adores his John Deere lawnmower and spends an extraordinary amount of time meticulously tending his hostas plants.

He is rather quiet and seems more comfortable with his plants than people. He drives an older car and doesn’t understand skin piercings or Justin Bieber. He wishes more new music sounded like The Eagles. He doesn’t like the way our society is focused on technology and is afraid his children will think he’s irrelevant the older they get.

See what I mean? Take one person and really get into their mind. You might wonder, “How can I do that?” And there is a simple way, although yes, it will take time.

Talk to the type of person you want to reach.

Head to the grocery store, or the golfing range and just chat up some people who fall into your demographic. And don’t do all the talking. Listen to them. Listen to their dreams, their desires, their irritations, their fears. In time, you’re going to gather some good clues regarding what turns them on and what turns them off. Use this in your copy.

Make Your Offer Something Your Target Customer Really Wants

After spending that time getting to know your customer, you can evaluate their answers with your product or service in mind.

Here are a few questions:

• What would make my target customer feel important?
• What would make his life easier?
• What would make her feel like she’s the Queen of Her Castle?
• What would make him feel smart?

The point is, use what you know about your target customer and then explore the various influencers that appeal to human nature: the need to belong, the need to be thought of as important or smart, the need to feel fulfilled, etc.

Create A Killer Headline

Once you have a good idea of the foundational benefit your product or service can give to your target customer, then you can create a headline that is going to grab that guy by the ears so he will read the rest of your copy.

I’ve written about the four basic types of headlines ([themecolor]Self-Interest[/themecolor], [themecolor]News[/themecolor], [themecolor]Curiosity[/themecolor], and [themecolor]Quick and Easy[/themecolor]) so if you haven’t read them, go ahead and read them now. They’ll help you understand what each type of headline is all about and include a few examples.

Once you create a killer headline, then create killer sub-headlines. Also remember to add plenty of other eye-catching elements such as bullets and testimonials. Finally, add in some images and perhaps a video. Your goal is to keep your target customer on the page as long as possible as he reads the information.

You want to answer every objection possible.

A copywriting axiom: The more expensive your product or service, the longer the copy.

You need to justify that price and in order to do so, you need to prove your product or service is worth it with information that will make a difference.

There is much more to longform copy, but those are a few ways you can get onboard and test it for yourself. Test short copy against longform copy. You’ll never know unless you test it but I bet you’ll be surprised.

When written well, longform copy catches attention. Most people want the information but they don’t want to be bored.

Give them information that will keep them on the hook all the way to the end and then watch your sales soar!