As a general rule, a long letter will pull more response than a short letter.

A further rule is that a short letter will rarely out-pull a long letter.

These rules apply to sales letters to consumers, but we see few examples of long sales letters to businesses. As business people ourselves, we often say "I have no time to read long letters".

However, we writers in direct marketing know that personal attitudes, no matter how widely they are expressed, usually bear no relation to fact. Therefore, you will probably find it interesting to see some long letters in b2b markets that really do work well.

First, let's make clear what we are not talking about. You will find quite a few long letters on how to build a website or start or market a fledgling business.

These are aimed at start-ups, one-man-bands and consumers who MAY want to start a business.

But what about successful letters to established businesses - the kind of business with a board of directors? Would a long letter work for them?

Let us know if you have used or seen a long B2B letter, who originated it and how well it did.

You can contact me at hobday@subscriptionsstrategy.co.uk