Interactive Salesletters The Latest Trend?
One of the hottest “new” developments in the area of online copy is the Interactive Salesletter.
It’s simply a way to have readers interact in some way, where the content is changed on the fly to target the reader more specifically — such as changing chunks of the salesletter that “gels” with the reader’s aspirations, background, desires, history, etc.
(It’s very true that personalization DOES increase sales. Tremendously.)
The interactive salesletter’s M.O. is merely a javascript that changes content on the fly with certain pre-set variables (or pre-written chunks within the salesletter) one chooses.
Interactivity here is predicated on choices the reader makes — not actual data she provides — whereas John Reese with his Baby Shower Secrets website (and Jonathan Mizel’s Test-And-Track website) have been doing, which is to pass variables onto the subsequent “thank you” page of an email opt-in page.
Thus personalizing the “thank you page” (the salesletter) more.
But here’s a look at how javascript can be used to customize a page: here’s a recent salesletter I wrote for a spam-fighting program (not live yet), where we offer the ’short’ version upfront and, if the reader wishes to see the longer version, simply clicks a link. It’s all javascript-managed.
UPDATE: This is what I have been talking about in great depth in my free download white paper, The Death of The Salesletter.
About the Author
Michel Fortin is a direct response copywriter, author, speaker, consultant, and CEO of The Success Doctor, Inc. Visit his blog and signup free to get tested conversion strategies and response-boosting tips by email, along with blog updates, news, and more! Go now to http://www.michelfortin.com.
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Posted by Michel Fortin on September 22nd, 2004. Filed in Ideas, News, Questions. Tagged as baby, desire, email, interactivity, john reese, jonathan mizel, personalization. Follow responses through the RSS feed.
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From David Anthony Zandueta
I initially was doing an ini mini myni mo whether to post here or the misc.
section. But since there are more threads and replies here, I decided to
finally post my first question in this part.
My upcoming site will sell an ebook dedicated to helping people understand
about domain names and how to solve their problems about them (at
least try, anyway. Domain names are complicated enough as they are ).
In essence, my ebook will “attempt” to help people solve their problems
with them.
I’m thinking of using a kind of “fear of loss” approach and offer my ebook
as a solution to solve those problems. My first challenge, of course, is to
create a gripping headline.
One site that got my attention was MF’s copy for internetlawcompliance.com.
So I eventually based some of my initial foray from that.
I also recently read MF’s blog, especially the most recent entry about how
one tiny change made a 44% boost. Based on that, I decided I’ll edit my
headline.
Internetlawcompliance.com’s headline seems to use a “fear” headline to
get the viewer’s attention (it definitely got mine), so I figured on using that
first. There’s a competing site, autoweblaw.com, that also uses a sort of
fear headline.
On the other hand, I’ve read of other sites using a fear approach but their
headline is more “positive”, meaning it offers a benefit immediately. An
example is “How To Cure Your Headaches Without Expensive Medicines
And Costly Doctors In 3 Weeks!”.
And this is where my first question kicks in.
From your extensive testing and experience, which type of headline has a
stronger chance of pulling the person’s attention that’ll eventually lead to
the sale? My sales letter will probably be the more deciding factor, but I
want to have a “gripping” start.
I’ll eventually do some split testing and tracking since this is the only way
to know for sure. But since the devil is in the details, I’m hoping to cover
as many bases as possible.
I’ll also post my sales letter soon.
Your thoughts, anyone? Thanks.
Author's Website September 30th, 2004
From David Anthony Zandueta
Oh my gosh! Sorry, Michel!
I previewed my reply to your entry first. But when
I copied and pasted it (or I thought I did), it
posted my question I posted in your forum!
Please accept my apologies. But here’s the actual
reply.
This is one of the things I want to do with my
upcoming site. But I think a better example is
projectmousetrap.com.
A big difference with that is it forces the viewer
to subscribe to get the free report first, then is
redirected to the main sales page.
I’m currently pondering that or the one you just
posted here. Wish me luck!
Author's Website September 30th, 2004