Great article by Nick Usborne on why long copy sales letters work on the Web. He articulately explains the difference between two types of “long copy” Web pages. Approach #1: Selling with hype and extravagant claims related to instant riches, happiness and success. Somehow, many of us want to believe this stuff… and so in fact it does sell. At least once. But Nick doesn’t recommend this style (nor do I). Approach #2: Copy that sells with a distinctive, credible and authoritative voice. He uses Bill Bonner of Agora Publishing as an example. Here’s a Bill Bonner long copy sales letter. This style is tried and proven. It takes a page right out of the best direct response mail techniques. And builds relationships with repeat customers. Not surprisingly, Nick’s article on his site is… long but an effortless read.