“The truly important events… are not the trends. They are changes in the trends.”
— Peter Drucker
First, my thoughts on the whole Web 2.0 “social” craze: websites that offer social interaction, such as MySpace, Squidoo, del.icio.us, YouTube, Digg, blogs, discussion boards and so forth, do not affect salesletters directly.
Fact is, they are simply tools that help people to organize, simplify and optimize their browsing experience (and not necessarily their buying experience). I’m not trying to discount them. Not at all. They can be very useful in branding, establishing credibility, driving traffic, marketing, offering social proof and more.
But how are they useful when it comes to copywriting? Here’s the thing:
See how people use these services, and what they pull from them. Watch how they interact with others. You can learn a heck of a lot from simply seeing what’s popular out there, and why those tools are so popular. Because, the bottom line is, it all comes down to that fundamental denominator that pervades all markets, all salesletters, and all “web versions.” It’s…
… Human behavior.
Want to learn how to write better copy? Want to see how you can transform your salesletters into higher-converting pieces? Then learn what people want and what they do. In other words, learn good old-fashioned human nature.
Regardless of how things change, whether it eventually leads to some Web “whatever-point-oh” or not, human nature will seldom if ever change.
Granted, these changes we are seeing are important to note. But “The Death of the Salesletter” is by no means trying to suggest that you should stop learning how to write copy or that you should stop using salesletters.
It’s quite the contrary. The demand and need for greater, stronger, more skilled copywriting is going to invariably increase. Web 2.0, if anything, is forcing copywriters, marketers and business people alike to be more versatile, and to be more skilled in the art and science of direct response copy.
But as I said before, look at Web 2.0 as your wakeup call, telling you that you not only need to understand the fact that the web is indeed different than other media (and to start shifting your thinking), but also to get better at copywriting.
Audio is still copy. Video is still copy. Even programs that demand interaction are still copy. It’s all copy. And it’s all about salesmanship.
While Web 2.0 offers new tools with which you should get acquainted, don’t get bogged down by it all, don’t get caught up in the hype, and certainly don’t stop learning how to write good copy because of it. Copywriting will always be more important than and because of any new technology.
Remember, technology is only a byproduct of what people want and not the other way around. So rather than getting caught up in the hype of anything new, focus on learning human behavior as a result of using that technology to discover what they want — and how you can use that technology to give it to them.
That way, you’ll always remain a step ahead of anything new.
Enjoy the ride,
P.S.: Thank you for reading this white paper. How many predictions do you think came true, or how many do you feel are about to come true? Don't be afraid to share your thoughts, comments, or criticisms below. I'm listening…
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.