With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural.
The progression of the web (regardless if you call it Web 2.0 or not) is simply an extension of how people behave. Businesses and websites are finally waking up. And they’re giving their users what they want, ask for and prefer.
Here’s an example.
In Web 1.0, we were limited by text, graphics and links. When cookies came along, they helped to customize the user’s experience to a degree. But cookies are still limiting. They are static in nature, require more pageviews to make them useful if at all, and as we all know carry risks such as privacy and security issues.
As a result, we’re seeing less pages, links and cookies, and more buttons, forms, graphics and “controls” to serve up database-driven content, on the fly.
The evolution is part of the revolution, too. It’s more than just a confluence. They are independent but also interdependent. They feed each other as well as allow the other to flourish. The more evolved the tools become, the more people will see a need for them and want to use them.
A good example of this is broadband. In the days of dialup, web pages became so memory-intense, people were screaming for more bandwidth. Broadband came along with its bigger “pipes.” But now, video, audio and more are filling up those pipes, which are starting to burst at the seams.
(Nature abhors a vacuum, right?)
So is the case with salesletters. See, the increasingly cynical user (who’s tired of labor-intensive sales processes, stale or inflexible buying experiences, and the plethora of scams and hype) is demanding for better quality, more content and greater proof. What we’re seeing is the wheat being cut from the chaff.
Reading long copy is labor-intensive, even more now because of the nature of the Internet. The greater the potential distraction is, the greater the need becomes to write better copy that grabs their attention and gets them to start reading.
Therefore, the “death of the salesletter” is not in any way a call to stop writing copy or to stop learning how to write good copy.
Actually, it’s quite the opposite.
You not only need to learn copywriting for different media (because it’s all copy, really), you now must learn good copywrtiting if you want to keep up with the changes — and your prospect’s demands.
As a member of my now defunct copywriters forum said so eloquently:
“No question, in some instances a sales letter is the best possible vehicle for converting someone… but the more audio-visual and interactive the web becomes, the greater the need for direct response copywriters to be versatile.”
People are not demanding more proof. They are screaming for it. And that proof is not just limited to elements added to the salesletter to substantiate your case. It also includes the salesletter itself, the image it projects and the quality of the copy overall. It’s perceived proof — or better yet, perceived credibility.
(And yes, it’s all about perception.)
The UPA, if you recall, communicates proof in the form of perceived quality of your business or product based on the quality of your sales experience. If the salesletter is well-written and looks professional, not only does it make it easier to read but also readers will assume that the quality of your offer is equally high.
In 2006, we’ve seen a dramatic increase in the number of poorly designed, poorly written and poorly delivered websites, let alone poorly created products. It’s no wonder that long-scrolling web salesletters are instantly regarded as “snake oil” by the majority of online users, nowadays — even when the copy is perfect.
I believe we’ve hit critical mass. But I don’t think long-copy salesletters alone are to blame. Their prevalence is unfortunately paralleling the growth in spam and scams (just take a look at how phishing attempts have grown in the last year alone), which in turn makes any salesletter instantly suspect.
Thus, long-copy salesletters (or more specifically, salesletters that look like a salesletter) are slowly desensitizing netizens to automatically assume they’re being sold, they might be scammed, they will be hounded with non-stop marketing messages, or they will be buying low-quality or incomplete products.
Don’t look at it as the beginning of Web 2.0 being the end of low-quality websites (most salesletters fall into that category). Look at it this way: Web 2.0 is the Internet's way of throwing up their arms in the air, shouting “we’ve had enough!” and imploring for better quality.
The question is, are you listening?
While John Reese predicts the “death of ugly websites” (my friend Armand Morin calls these “cartoonish” salesletters), they’re not the only ones. Mike Filsaime wrote about it in his report, “The Death of Internet Marketing.” John Barker, also known as “Mr. X,” wrote about it in his “Death of Crap” website.
All these “death of” reports, including mine, should tell you something.
The revolution has started…
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.