‘How to Write a Sales Page That Succeeds’ by Jay Baer
Baer says, “When someone arrives on your sales page, he or she is in between pure curiosity and “about to make the purchase” mode. Your sales page has to appeal to all of these types of people (no matter what stage they’re at) in order to convert well.
It’s a very fine line. If you’re too brief or vague, you’ll lose out on the people who don’t understand the product or who haven’t made decisions by the end of the page. If it’s too long or sloppy, you might bore people, and long copy, when done incorrectly, has the potential to be seen as spammy (such as on those obnoxious Clickbank weight loss sales pages)”.
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