In the wake of rumored proposals to regulate the web during its early days, Canada’s telecommunications watchdog, the CRTC — comparable to America’s FCC — officially declared in 1999 that the Internet is not a broadcasting medium.

Technically, the Internet is indeed a medium.

But the government based its decision on the fact that the web is interactive with its audience — unlike other one-way media such as the TV or radio. As a result, regulators concluded the Internet could therefore police itself.

(The “Net Neutrality” debate of late is a perfect example that it is different.)

Nevertheless, my point here is not a political one but a marketing-related one.

Unlike traditional broadcast media, the Internet is both user-driven and transactional. Active and interactive. Dynamic and conversational. Particularly in this age of Web 2.0.

I guess you can say that, in many ways, it is more of a process than it is a medium. And that this is reflected not only in its benefits but also its unique challenges.

For one, its biggest limitation is the lack of tangibility. People cannot physically inspect the products they are buying like they can in a retail environment, for example.

Sure, you can easily develop rapport when meeting clients face-to-face, answer their questions on the spot, and allow your products to undergo their close scrutiny.

But on the web, those abilities are nonexistent.

That’s why copy has a greater job online than offline. (Much greater than most people think.)

Other than communicating the emotions that empower people to buy and direct them to take some kind of action, your copy must also develop a level of trust with your customers.

That’s a lot tougher in an intangible world!

But should the responsibility rest solely on the shoulders of the words you choose?

Not necessarily.

Granted, with the growing popularity of video and technologies that allow more interactivity and personalization with sales copy, the Internet is becoming far more effective.

I already talked about these new technologies in depth in my white paper, “The Death of The Salesletter.” Plus, some of them require quite a bit of technical savvy. So I won’t go over these here.

For now, let’s take a look at some of the most efficient ways to tangibilize and dimensionalize your sales copy using some very simple elements.

First off, we are predominantly visual.

Our brains are wired in such a way that they translate what they’re being told into their visual equivalent. And they do so unconsciously.

Whether it’s books, cookware, vitamins, jewelry or even software, let pictures do some of the selling for you. As the old saying goes, “A picture is worth a thousand words.” Stated differently, texts tell but pictures sell.

For example, add a scan of your book’s cover (like Amazon.com does), thumbnail pictures of your necklace line, a photograph of your vitamin bottles, or a graphic box shot of your software package (even if it’s downloadable).

In short, give something people can visually appreciate.

Sure, videos would be the most effective way to accomplish this. And I’ll be covering this in greater depth at my upcoming Web 2.0 Copywriting Secrets seminar to be held in Los Angeles this November with Dan O’Day.

But don’t forget low-tech ways to boost response. You can simply take your product out, put it on a table (preferably with a white tablecloth or background) and take a snap with your digital camera.

Do just like you would do if you were to sell your product on eBay or any other auction site, for example. (Listings with pictures are proven to get more bids.)

However, a caveat: don’t overdo it!

Don’t go loading your site with graphics.

Remember, copy is more important. There must be a balanced mix of text and pictures. Pictures should provide “eye gravity” and draw the eyes into the copy to get people to start reading it in the first place! So use graphics judiciously.

Use thumbnails (smaller-sized pictures that can be enlarged when clicked). Your graphics should be small and compressed for quicker downloads.

Plus, whether it’s physical or digital, have your packaging and covers professionally designed. The design is just as crucial in the trust-building process, because like it or not, people do judge books by their covers.

If your cover art doesn’t communicate professionalism, value, credibility and trust, it will be counterproductive and work against you.

In fact, some people frown on the use of ecover art, especially with digital downloads. But tests show that they do improve response.

My take is that people say this because most covers are poorly designed, and often accompanied by really poor copy. (Here’s a great parody of most online salesletters these days that proves my point.)

But what if you sell a service? Graphics can also help.

Take a picture of you in action delivering the service in question, possibly with a client. Or take one that represents the benefits or the results of your service, such as before-and-after shots. Or include photos of happy clients.

But whether you sell a product or a service, logos are just as powerful.

Adding a logo that represents your product or service and especially its main benefit not only gives it an element of tangibility, but also communicates credibility, professionalism, trustworthiness and higher perceived value.

The lack of a logo on the other hand, or even worse the presence of a poorly designed one, makes you look “cartoonish,” as my friend Armand Morin would often say. They would cause people not to take you seriously.

Here’s a tip: I often use Design Outpost for my ecovers, website designs, graphics and logos. You post your requirements, and designers will create mockups in an effort to bid for your business. You only pay for the work you select.

Also, graphs and charts also help to make the service more appealing because they can help to emphasize the benefits that your service offers.

In other words, add a graphic that communicates something important that’s relevant to your market and to the sale.

(Just look at some of the comparison charts and competitive analyses software developers use in their copy, often in tabular format, where you can see the superior features and benefits of the software, at a glance.)

Also, try to “samplify” your offer or your copy.

If your product or service can be sampled in some way, then great. But if they cannot be sampled somehow or if you prefer to avoid samples, then provide an illustration or a visual representation that people can sink their teeth into.

Speaking of samples, screenshots are just as effective.

Screenshots can also be used in tours, demos, and above all, case studies and testimonials. In addition to adding proof elements, they also can be used to provide examples, descriptions and illustrations to a point you’re making.

(I use SnagIt almost religiously and wherever I can in my copy.)

However, if your product can indeed be sampled somehow, choose the live version instead. Samples, free trials and live demos help consumers to get a taste of what you’re selling before they make their decisions to actually buy.

Samples sell, not only because they’re free but also because they help to reassure the client and communicate the value of what is being considered.

Virtually all products and services can, in some way, be sampled. Because of their nature, websites offer a plethora of possibilities. For instance:

• A software can be turned into a time-limited shareware download.
• A free online media kit can be presented to a potential advertiser.
• A free online consultation or initial assessment can show potential clients the value of a consultant’s expertise.
• A publisher can offer a few free chapters (or even a simple copy of the table of contents) from the book(s) they are selling.
• A real estate agent can offer free online property assessments.
• A seller of exercise equipment can offer a free ebook on how to exercise more effectively, particularly with the equipment itself.
• Ad nauseum.

But what if you really have nothing to offer for free? If so, offer a more economical alternative.

A cheaper, scaled down version of what you offer is like a paid sample or a loss leader.

Sure, it’s a downsell. But offering a cheaper alternative can entice customers, whether immediately or over time, into buying the central or more expensive product or service.

But these “paid samples” do a lot more than that. They also help penetrate new markets, pre-qualify customers and build on your customers’ lifetime value.

But let’s say you can’t add pictures, offer samples or sell cheaper alternatives.

What else can you do?

Another element you can use (one you should use in any event) is an “FAQ” (i.e., a frequently asked questions section).

A section offering stock answers to common questions tangibilizes the user’s experience, handles potential objections, and alleviates doubt about the product or service.

(Just like a live sales representative would.)

Sure, you could answer questions strategically in your copy, and should do so throughout — particularly in sections where specific objections are bound to crop up.

But by adding this extra section and lumping answers together, they are not only easier to spot but also clustered for greater impact.

Plus, an FAQ offers another benefit many don’t realize. It may answer questions customers can have later on, after the sale and not necessarily at the time of purchase.

In other words, your answers can reduce post-purchase remorse (or “cognitive dissonance”), which often leads to complaints, returns and refunds.

You can certainly link to a separate FAQ page for offering further details. But I like to keep my clients riveted to the sales copy. That’s why I usually embed the FAQ section within the copy, or put them at the end of the page.

(It’s also important to note that, other than the sales copy, if you have an optin page and lead generation process, having an FAQ within your follow-up autoresponder sequence is also a great sales strategy.)

If you don’t have a list of common questions already, ask yourself:

• “What are the most common questions people have about me, my product, my service, my business, my company or my website?”
• “What are the most common misconceptions about them?”
• “What are they mostly confused about and have some difficulty understanding, even though I address them in your copy?”
• “What are some of the most common objections people have or may potentially have about my product or service?”
• And “What kinds of objections would I get (and how would I answer them) if I sold my product or service in the offline world?”

Of course, it goes without saying that your copy should offer the usual suspects: testimonials with full names; strong guarantees; good copy; easy-to-find contact information; and clear, straightforward instructions.

But the more tangible the buying experience is, the more people will buy. Anything you can do to make the sales experience more comfortable, easy and secure will definitely impact your response rate in positive ways.

In the final analysis, people hate parting with their hard-earned money. And the buying process in this digital world can be a hurdle for most customers.

But by giving something customers can see, appreciate and “chew on,” you can lower that hurdle considerably.

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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