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Copywriting for short descriptions and excerpts (3)

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Hello everyone.

My question is 'how do I write copy for short descriptions and excerpts?'

For example:



If you look at the image above you can see I have circled in red a few paragraphs of copy that are written in a way that compels the user to click through and read a full sales letter.

I don't have a problem writing full sales letters, as I have written 'okay' copy that converts before. I'v studied Jon Benson's VSL/sales letter formula as well as read Ca$hvertising and Joseph Sugarman's book (thanks to the suggestion of the wonderful people on this forum) so I have a grasp of the basic sales letter structure and language style. The problem is I can only write full sales letter because I do't know any other formulas for structuring anything else.

I would love to learn how to write:

• Short product descriptions
• About pages
• short presell pages
• Opening blog paragraphs
• Contact page copy
• and anything else that gets people to click through to the full sales page in less that a few hundred words

If anyone is willing to share a great source that could teach me the mostly the structure of what needs to be included in these short excerpts I would really appreciate it.

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Go find a bunch of the old J. Peterman mail order catalogs and you will have a treasure trove of masterful short copy-- hand write it over and over, and you'll get a feel for it. Short copy is some of the hardest to write, but J. Peterman built a very successful mail order business based purely on short catalog copy. Interestingly, when they tried to move to retail they failed miserably because people saw that a blue shirt was just a blue shirt whereas in mail order, they could make it almost mystical in a paragraph.

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Thanks for your suggestion

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