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The Death of The Salesletter

RIP The SalesletterThe New Year is here. And in keeping with that famed New Year tradition, people are making their predictions for 2007: Web 2.0, online trends, Internet flops, business successes, new technologies, ad nauseum.

It’s been a week since I posted, and there’s a very good reason. (You’ll see why in a moment.)

For the first time ever, I’ve decided to make some predictions of my own. I’m no futurist by any stretch. But I wanted to particularly share with you something I’m not only really passionate about, but also something I’m seeing happening, right now, mostly behind the scenes that’s going to affect online copywriting in significant ways.

(It’s going to blow some minds, turn some heads, cause some yawns, provoke some fits or waste some bandwidth.)

But regardless, here’s the problem: it’s something I truly believe in and have a lot to say about. But what started out as a blog post turned into a 50-page document! (52, to be exact.)

So rather than posting is here, I’ve decided to put it into a downloadable PDF document and entitled it “The Death of The Salesletter.”

Download “The Death of The Salesletter.”

I highly encourage you to pass it around. Give it away, offer it as a download or just point people to this blog post. It doesn’t matter. And there’s nothing “covert,” here, too. I just want to get this off my chest.

Rants or raves? Post them below. I’d love to hear from you.

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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119 Replies to “The Death of The Salesletter”

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  1. From The Death of the Long Copy Sales Letter | Copyblogger

    [...] If anyone took a dramatic turn in philosophy last year, copywriter Michel Fortin certainly seems to be leading the pack. The guy who wrote a 50+ page sales letter that made $1,000,000 in a single day is now turning away from the format. [...]

    Source Website | January 6th, 2007

  2. From » The Birth Of A Better Salesletter » Simplenomics » Blog Archive » Solving life’s problems with common sense.

    [...] It’s time to try and simplify a very complicated subject. Just today, I read a 50+ page PDF ( manifesto ?) from copywriter Michel Fortin. [...]

    Source Website | January 7th, 2007

  3. From Increase Your Conversion Rate @ Clickfluence » Blog Archive » How Web 2.0 is Killing the Internet

    [...] Death of the Long Copy Sales Letter ~ a whitepaper report of about 52 pages from copywriter Michel Fortin. It’s free, it’s good, and I found stuff I didn’t previously know. [...]

    Source Website | January 7th, 2007

  4. From Yes, It’s The Death Of The Sales Letter - 9tin20.com

    [...] But as Michel Fortin, a copywriter who generated more than a million in a day twice with his long-copy sales letters, point out in this report, shorter copies are now proving to be much more of an effective channel as compared to those long ones. Is this really the end? Not quite however. [...]

    Source Website | January 8th, 2007

  5. From On Copywriting

    Sales Letters DOA in 2007…

    I love a good report. Michel Fortin’s The Death of the Sales Letter is no exception. It’s packed with great ideas and solid strategic thinking about how Web 2.0 is changing the way people interact with sales letters (and all…

    Source Website | January 8th, 2007

  6. From Web 2.o Copywriting - e-business tips by tim

    [...] With all the hype and hoopla of web 2.o and what it means to an online business, especially for affiliate marketers, a voice of reason has now rang out of the darkness to bring out the truth of the matter. I just finished reading a manifesto by Michel Fortin called The Death of the Salesletter and see some amazing points that Michel makes. [...]

    Source Website | January 8th, 2007

  7. From Web 2.0 Copywriting - e-business tips by tim

    [...] With all the hype and hoopla of web 2.o and what it means to an online business, especially for affiliate marketers, a voice of reason has now rang out of the darkness to bring out the truth of the matter. I just finished reading a manifesto by Michel Fortin called The Death of the Salesletter and see some amazing points that Michel makes. [...]

    Source Website | January 9th, 2007

  8. From Happy New Year 2007 | Internet Marketing Journal

    [...] [Free report] The Death of Salesletter by Michel Fortin [...]

    Source Website | January 10th, 2007

  9. From » Death of a Salesman?

    [...] It seems as if the heavyweights are writing “Death of…” reports.  Mike Filsaime wrote “The Death of the Internet Marketer”, and now Michel Fortin has written “The Death of the Sales Letter”.  [...]

    Source Website | January 11th, 2007

  10. From Engagement-Driven Copywriting » The Michel Fortin Blog

    [...] While Web 1.0 was the “age of information,” I think it’s safe to say that Web 2.0 is part of the “age of engagement.” Tom offers some really neat insight into this phenomena, which I talked about in my report The Death of the Salesletter. It’s often called “Engagement Marketing.” [...]

    Source Website | January 11th, 2007

  11. From When Telling Ain’t Selling » Copywriters Blog

    [...] Seems like there’s been a lot of carnage on the Internet recently. First, Internet Marketing; now the Salesletter. (I tried to tie this into some sort of riff on the recent demise of a Middle East dictator, but getting from here to there was getting messy, and I want to respect your time.) [...]

    Source Website | January 11th, 2007

  12. From Dave Alston; copywriter, poet, musician, entrepreneur

    Copywriting quality must get better - Michel Fortin proof…

    These days it’s so refreshing to hear from someone with true honesty, integrity and transparency coming out of the often ‘murky’ waters of Internet marketing - Michel Fortin . Over the years he’s gone from strength to strength a…

    Source Website | January 11th, 2007

  13. From Ladan Lashkari’s Internet Marketing Blog » Free Report: Death of The Salesletter

    [...] I am talking about “The Death of The Salesletter” report that he introduced to the public world about 2 weeks ago. The results that his insights had on my business strategy and planning were impressive. Michel is a top-rated copywriter whose blog I always read. He has revealed some important things that are happening to the Internet marketing world and has made some predictions about where it’s all going. [...]

    Source Website | January 19th, 2007

  14. From The Death of the (long) Salesletter … Yay | ePublishingDaily.com

    [...] Written by well respected (and highly successful) copywriter, Michael Fortin - The Death of the Sales Letter is a thought-provoking and insightful read that will change forever the way you think about those long sales letters with all them bells and whistles and little emotional triggers trickeries slapped thoughtfully throughout. [...]

    Source Website | January 23rd, 2007

  15. From Productivity 2.0 » The Michel Fortin Blog

    [...] (If you remember from my report, The Death of The Salesletter,” I talk about the rise in “samplification.” If there are any tools that would I prefer, other than video and audio, they would certainly be those that helped to give my readers more proof, and to make their buying experiences easier and more secure.) [...]

    Source Website | January 31st, 2007

  16. From Discover the Secret That Can Change Your Online Career - Destination: Success

    [...] The fourth section breaks down the concept of multiple sales, affiliate sales, and future list sales. Selling a $7 product may seem like small potatoes, but when you do the math, the numbers can add up quickly. One thing I didn’t agree with in this section, though, is that free reports don’t have viral capabilities (just look at Michel Fortin’s Death of a Salesletter report). [...]

    Source Website | February 3rd, 2007

  17. From Why Do I Blog? » The Michel Fortin Blog

    [...] 4. I blog because it’s therapeutic. It’s my little soapbox in the middle of the Interwebs, and it gives me a chance to tell the world sometimes how I feel about things. The occasional rant or rave is good for the mind. And the soul. [...]

    Source Website | February 12th, 2007

  18. From Two powerful tips for better cold calls | Salesteamtools.com

    [...] Make prospects an offer. Focus on one powerful benefit you provide people, write a 1-2 page, personal letter to offer it, give it an interest-generating headline (see the bottom of this post for a list of resources), and end with a specific call to action that includes a tangible reward for them contacting you. Great articles to read to get you going on this can be found here, here, here, here, here, and here. [...]

    Source Website | February 20th, 2007

  19. From 10½ Super Easy Methods That Attract Tons Of Dedicated Visitors To Your Site… » Achieve IT! - Helping you achieve your goals

    [...] relevant to your niche. A recent example of this is where Michel Fortin created a manifesto The Death Of The Salesletter. It became viral and his traffic surged as a result. I released Taskblaze productivity freeware [...]

    Source Website | March 19th, 2007

  20. From The Birth of a Better Salesletter » The Michel Fortin Blog

    [...] I wrote my free white paper, “The Death of The Salesletter,” I mentioned that the web is changing, whether we agree with it or not. Long-copy, [...]

    Source Website | March 22nd, 2007

  21. From What A Pithy! Salesletter, That Is… » Copywriting Blog By Copywriter Michel Fortin

    [...] when I talked about using multimedia with your copy and salesletters becoming [...]

    Source Website | April 1st, 2007

  22. From Teacher Tools: Visual Literacy

    [...] this guy says it’s not just about the written text anymore. Nowadays, truely effective communication uses [...]

    Source Website | April 4th, 2007

  23. From Interactive Salesletters The Latest Trend? » Copywriting Blog By Copywriter Michel Fortin

    [...] UPDATE: This is what I have been talking about in great depth in my free download white paper, The Death of The Salesletter. [...]

    Source Website | April 11th, 2007

  24. From Copy Is Not About Selling, It’s About Serving » Copywriting Blog By Copywriter Michel Fortin

    [...] you’ve read my report, The Death of The Salesletter, then you know that many of my "predictions" (I’m using quotes for a reason) were [...]

    Source Website | May 3rd, 2007

  25. From “Death Of The Salesletter” A Free Ebook By Copywriting Guru Michel Fortin | Reviews On - Our Best Unbiased Review

    [...] can download a free copy of Michel Fortins ebook here… “The Death of the Salesletter copywriter internet marketing Michel Fortin Review On Social Media web 2.0 Share and Enjoy: These [...]

    Source Website | May 5th, 2007

  26. From Which converts more: Long copy vs. short copy | The Invesp Blog

    [...] with average longer copy have outperformed those websites with more short copy on their sites.  This may be true for some sites, but not for all of them.  Like I said in the beginning, there isn’t a “one size fits all” answer out there, and it [...]

    Source Website | February 26th, 2008

  27. From NLP Marketing Blog › Death of the layman

    [...] And of course we’re all probably familiar with Michel Fortin’s report entitled Death of the Sales Letter. [...]

    Source Website | February 26th, 2008

  28. From Web 2.0 And Multimedia Copywriting Seminar | The Michel Fortin Blog

    [...] my recent report, The Death of The Salesletter, and other reports like "The Death of Internet Marketing" by Mike Filsaime and "The [...]

    Source Website | May 4th, 2008

  29. From Tangibilize Your Copy To Increase Response | The Michel Fortin Blog

    [...] 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 [...]

    Source Website | May 4th, 2008

  30. From How to Improve Your Email Open Rates | The Michel Fortin Blog

    [...] The Death of The Salesletter [...]

    Source Website | May 4th, 2008

Comments

  1. From Armand Morin

    Awesome Report…. I can’t agree more.

    What I believe the key to be, is what you said about the salesletter content still being there except in another form. ie.) video, audio or some other media.

    Here’s a few examples we recently did…

    We recently sold out a LIVE event with only 1,074 words on the whole page, but what you have to understand is that there is almost 30 minutes of VIDEO TESTIMONIALS on that page.

    My lack of words didn’t make a difference, but the addition of video certainly made up for it.

    We also sold 50% of that same audience with just a simple PowerPoint presentation video and only a link underneath to the salesletter! No copy of the page whatsoever. I know this works.

    In fact last year we also sold over $50,000 of a single product with NO SALESLETTER just a PowerPoint presentation via video and link to the order page.

    I too, believe salesletters are NOT dead, but will still be there but just in another medium for users to receive the message

    Great job… see you next week!

    Armand

    Author's Website | January 6th, 2007

  2. From Gary Simpson

    Michel,

    I don’t mean to be rude but…

    … do you have an Executive Summary for that tome of information?

    I have so much reading to do now - another 52 pages ain’t gonna help much!

    I’ll download it but I don’t know when I’m going to get time to read it all.

    Gary Simpson

    Author's Website | January 6th, 2007

  3. From Anh Drew Johnson

    Michel,

    That’s incredibly riveting!

    I tabbed open the PDF and couln’t stop reading.

    Well Done!

    I completely agree that improving your salescopy writing will only improve your “salesmanship” and sales.

    As with Web 2.0 sites you mentioned in the report being the standard setters of 2007, it’s natural that your sales processes, experiences be similiar-Because people will come to expect leading in the process as they are on the Web 2.0 sites.

    I’m printing the PDF out and it’s going to be a piece I revisit often.

    It’s very “right on” in my view. I look forward to seeing more of these Interactive salesletters you wrote about and Engaging in this “revolution.” Great report!

    Take Care,

    Anh Drew Johnson

    Author's Website | January 6th, 2007

  4. From Jonathan Gunson

    Michel

    Congratulations Maestro!

    I read ALL 50+ PAGES without putting it down.

    Dramatic stuff.

    You NOT ONLY revealed a great truth that is about to descend on all all of us like a tidal wave, but ALSO gave out a huge buzz of positive motivation with clear information on what to do about it..

    And that was just for starters: You went further and hit the nail right on the head with your notion that super long scrolling sales letters are about to be eclipsed by … well folks you will just have to read the report to see.

    :-)

    As well as yourself Michel this is what Ken Evoy and Ken McCarthy have been saying for years - now it is coming to pass.

    Folks … this is compulsory reading before starting anything new this year in Internet Marketing . So lock the door, fasten your seatbelt, grab a favorite beverage and take in this report.

    Best wishes for 2007 Michel

    Jonathan Gunson

    The Internet Marketing PI
    http://IMInvestigator.com

    Author's Website | January 6th, 2007

  5. From Ian Dewar

    Michel

    Way too long. Practice what you preach…short intro; bullet point findings and video recommendations! And get off the fence and offend some people if you have to make a point.

    I do concur with some of your views, especially about the way people skip through copy and may make a purchase without reading to the end. Salespeople make trial closes during a face-to-face pitch and if the customer raises an objection, they try to overcome this and go for the trial close again.

    As you know, without being able to see the customer in a direct mail, email or web communication you have to give the complete sales story…but YOU MUST include regular trial closes throughout and give the reader the option of making a purchase there and then. Unfortunately, too few people do this despite the best efforts of folks like you. But then if they did they wouldn’t come to you for help.

    New year resolution…less is more.

    Best

    Ian

    Author's Website | January 6th, 2007

  6. From Rich

    Michael Fortin is funny , he makes me laugh.

    For years we have been bombareded with “oh but long sales copy outpulls shorter copy blah blah blah” and now their opinion is changing, hahaha I mean look at Ebay, I have seen absolute hideous looking ads with about 2 sentences for the product description yet there are about 10-15 people bidding on the item.

    Alot of this is absolute “common sense” The marketers with crap products are dying, people are sick and tired of being scammed by products that are just pure crap and just a bunch of hype endorsed by their marketing buddies but all you ever hear from the person selling the product or their friends is “oh but you never used the product properly or you never took action” what a load of hogwash! Face it, the product was awful. If you want an example take for instance that software that mass produces thousands of blogger blogs that made all kinds of pathetic claims etc.. did it work, NO IT DID NOT it.

    Alot of the top internet marketers are losing credibility because their products just aint cutting it anymore.

    Author's Website | January 6th, 2007

  7. From Ron Capps, PhD

    Thanks for the well thought out and shared insights Michel.

    Your report is a great reminder that regardless of the media, we are dealing with the process of communication and how humans communicate.

    As a professor of communication, I attempt to convey the importance of understanding that communication is an evolutionary, systematic process by which we seek to identify with and influence other human beings.

    The late Kenneth Burke demonstrated that at its essence, communication is the use of symbols by symbol using creatures (that’s us - lol) to induce cooperation among other symbol using creatures. Part of that process can be by providing people and scenarios that others can identify with as they participate in the conversation or social interaction.

    With the evolution of the Internet and Web 2.0, humans are able to achieve not only their Warholesque 15 minutes of fame but, to a degree, we are also able to accomplish what had been previously reserved for the writers, artists and other creative “X” types - the denial of death. The Pulitzer Prize winning effort by Ernest Becker explains : “The main theme of The Denial of Death is that most human activity ultimately concerns the denial of one’s mortality. The full realization of one’s own mortality is mostly unbearable, absolutely terrifying and horrific. Man transcends this problem in the concept of heroism. By being heroic, man feels he has meaning, a purpose, something that will never die. One can be a hero to the eye of God, to the State, to the eyes of his peers, to his family, etc.” (Wikipedia).

    Humans crave mattering and Web 2.0 provides the very real vehicles for satisfying that craving.

    A warning though. The late Scholar Richard Weaver of the University of Chicago reminded us that “Ideas have Consequences”. This is a critical concept when one understands that once one commits to share something with society and others in a public community, they give up the ability to determine how the others will use or give meaning to what was created and shared.

    As you can see Michel, you once again have stimulated food that we could all feed upon and ponder.

    I look forward to sharing your insights with friends and wish you and your family greater health and prosperity for 2007 and beyond.

    Dr. Ron the NicheProf

    Author's Website | January 6th, 2007

  8. From Greg McKenzie

    Hi Michel,

    Your report was thought provoking to say the least - although rather long.

    I think your original idea to break it up into several posts would have been easier on your readers - What’s that expression about eating an elephant one bite at a time?

    However, having said that I did find myself agreeing with most of your insights.

    Regards

    Greg

    Author's Website | January 6th, 2007

  9. From David Frey

    Michel…you’re dead on…as always.

    I can show you multiple examples from my own busienss where video and audio alone outpulled written copy.

    But by no means do I think copy is dead. What I think happens is that when you use audio and video, it wets the appetitie of the prospect to where they are 80% sold.

    But in many cases, they need the details in the copy to get them the last 20% of the way home.

    I think the evolution of long copy salesletters into multimedia salesletters has more to do with the recent advances in technology.

    2 specific advances…

    1. Tools like flash and flash players have FINALLY made streaming video available even to dial up connections.

    2. The dramatic increase in people bringing high bandwidth into their homes.

    Today I use streaming video for….

    1. Salesletters

    2. Optin pages

    3. Newsletters

    4. Lead generation

    5. Upsells (on thank you pages)

    6. Order forms

    7. Testimonials

    8. Product demos

    9. etc.

    In each case, video and audio has DRAMATICALLY increased response rates.

    I’ve received such astounding results from using video that I invested over $15K in my own video studio and hired a full time videographer to run it.

    It paid for itself the first time I used it.

    Your report is amazing and I will make sure to offer it to the people on my list.

    THANK YOU for taking the time to write a thought-provoking, insightful, and eye-opening special report.

    David Frey
    MarketingBestPractices.com

    Author's Website | January 6th, 2007

  10. From Joseph Ratliff

    Michel,

    Once again, you show yourself to be of “prophetic” nature.

    Right on man.

    My view of the internet has always been that it is “just another medium” to market and sell your offerings.

    But the key is…

    How do you use that medium?

    The current (2001 and later) internet has, in my humble opinion, successfully combined all of the other medium under one roof.

    TV, Direct Mail, Open Forum, Radio, etc…

    It is all here on the ‘net. So how do you use this all-encompassing medium to your advantage? What can you invest in that will maximize your impact on the Internet?

    That is what makes your piece “The Death of The Salesletter” so enthralling. The fact that you give that material away puts you in a class all by yourself Michel, I thank you.

    Keep it coming. I have learned more from your complimentary offerings and posts than I have learned from 85% of the “gurus” out there.

    Joseph Ratliff
    dynamicwebcopy.com

    Author's Website | January 6th, 2007

  11. From Brian Clark

    That reads a lot like a big section of the Tubetorial business plan, especially the parts we will implement this year.

    I don’t know whether to tell you “right on” or “shhhhh!” ;)

    Happy New Year!

    Author's Website | January 6th, 2007

  12. From Trish Jones

    Michael, it’s taken me practically all day to read this inbetween doing what moms, wives etc have to do, but it’s well worth it and what you say makes perfect sense.

    I’m a new copywriter, but I know that with my own copy, I can inspire more people to buy from me or subscribe to my website than I can using words alone. In fact, I’m about to create a video for my website and this has helped me an awful lot.

    Thank you for pointing me in the right direction,

    Trish Jones

    Author's Website | January 6th, 2007

  13. From Andrew Cavanagh

    This is a very good report but it does ignore one very important area that is neglected with online marketing and outstrips nearly any other method I’ve seen.

    It’s an extension of what Michel talks about in this report.

    And it’s pathetically simple.

    Ari Galper from unlockthegame.com uses it to make over $40,000 in sales every month from quite modest traffic.

    Those of you who are familiar with his site would probably say “oh yeh using online chat boxes to engage your site visitors” and you’d be only half right.

    What Ari is doing and many online marketers are doing that runs under the radar is calling their prospects on the telephone or engaging them in other ways OFFLINE.

    Two of the great weaknesses of most online marketers…

    1. They fail to understand the very real value of the prospects they generate online

    2. They don’t capitalize on the value of those prospects by engaging them offline (phone calls, direct mail, fax, etc etc)

    When you do this you immediately set yourself apart from other online marketers and other websites.

    You and your staff become a real live people.

    And you overcome most of the objections your prospects have to buying online automatically.

    Selling products online by definition is difficult because you must build trust then get your prospects to use online purchasing methods which require a degree of technical expertise.

    (Online between 25% to 75% of sales are lost AFTER your prospect has already decided to buy).

    Think of your online business as a retail store…

    How many sales would you lose if you let your customers come to the sales counter and let them follow written instructions on how to make their purchases…

    Let them swipe their own credit card and scan their own products.

    Even the stores that do this have a customer service attendant right on the spot to help people who have any problems.

    You know - a real live person to talk to.

    Think about your own behaviour.

    How many times have you gone to a store ready to buy a big ticket item and asked for help?

    Isn’t it strange that when you’re just browsing around you find the sales assistants annoying pests but as soon as you want to buy something you want to talk to someone - ANYONE!

    You can overcome most of the weaknesses of online marketing simply by looking at it as part of a sales process that is performed online AND offline.

    Also keep in mind that those prospects who come to your websites can be worth a small fortune if you engage them offline.

    If you were making 2-7 times the sales you make right now how much would each visitor to your site be worth?

    Kindest regards,
    Andrew Cavanagh

    Author's Website | January 6th, 2007

  14. From Ray Edwards

    That was a very compelling piece Michel; I admire the thoughtfulness with which you put together this well-reasoned report.

    As a copywriter who cut his teeth writing copy that had to make the sale in thirty SECONDS (on the radio), I can only nod my head in agreement with you.

    I can also verify these changes in my own copywriting practice; over the last year I have worked on many projects where we broke the salesletter into pieces . We’ve been using items such as special reports, blog posts, emails, video, and teleseminars.

    While the actual selling page for some of these projects was shorter than a traditional salesletter — I actually ended up writing as much or more copy than I would have for an “old school” salesletter.

    I’ll see you next week at the Underground Lair.

    Author's Website | January 6th, 2007

  15. From Kristjan

    Thanks Michel.

    Great reading. First report I print out in months. Read it all in one stretch. Will go over it again and again.

    Like all good reports, answered bunch of questions but created even more.

    - Kristjan

    Author's Website | January 6th, 2007

  16. From Jim Greene

    Well, it’s January 6, 2007 and we’ve had our first DEATH. We had at least 3 DEATHS in 2006 led by John Doetsch I believe. After that one we had several retaliation DEATHS.

    I’m pretty new to all of this but everytime I see these DEATHS I then see a big launch of some type or a big hassle of some type.

    Everyone seems to be changing their business model at the same time. Is this a coincidence?

    Armand Morin, John Reese, Michel Fortin, EvenSam Jones, and Jim Marshall are all changing in Lock Step.

    I’ll bet we see some major launches of some type in the next few months.

    -Jim

    Author's Website | January 6th, 2007

  17. From Gary Simpson

    heh… heh…heh…

    Jim Greene - you wily rascal!

    You smell something in the air do you?

    Hmm. Come to think of it…

    Well, I’m up to page 26. I think the body is still lying in the morgue for viewing. I’ll get around to burying the last half soon.

    I’d still like an ex-sum when reports such as this exceed 10 pages. Then again I suppose that would defeat the purpose of reading ALL 50 pages.

    Sorry Michel. I’m still giggling over that last comment by Jim. Can’t help it.

    Gary

    Author's Website | January 6th, 2007

  18. From Jonathan Gunson

    I wonder if I should release my report yet:

    THE DEATH OF WEB2.

    Remember, you saw it here first .

    (Keep smiling, Michel has it 100% right.)

    Jonathan Gunson
    http://www.IMInvestigator.com

    Author's Website | January 6th, 2007

  19. From Michel Fortin

    Jim, Gary,

    Believe me, there’s nothing going on. As I said in the report, there’s nothing “brewing.” I did this for fun, and because it’s a topic I am passionate about. No product’s coming down the pike — if there will ever be one, it has nothing to do with this, I assure you.

    I hope you pulled something from this report, however.

    Glad to hear from you.

    Author's Website | January 7th, 2007

  20. From Gary Simpson

    Hi Michel,

    Sorry for being frivolous. Jim amused me with his observation.

    There does seem to be a lot of things dying.

    Everybody seems to want to report on the death of something.

    It seems to be very much in vogue. That’s all.

    Gary

    PS: I enjoy your comments. You are one of the clearest commentators that I have come across on the net. I don’t always agree with what you say but your method of expression is crystal clear and THAT I appreciate. Thankyou.

    Author's Website | January 7th, 2007

  21. From Michel Fortin

    No. Thank *YOU*!

    Author's Website | January 7th, 2007

  22. From Greg

    I want to point out something people often don’t consider when they read something like Michael’s “ping factor” and that is…

    YOU DON’T HAVE TO LIVE THAT WAY IF YOU DON’T WANT TO!

    Every time I hear someone talk about anything similar to the “ping factor” I always shake my head and get sick to my stomach. If all this crap is so stressful to the point your mind is about to explode from all the alerts, messages, and incessant communication, then here’s a novel idea: STOP DOING IT.

    Whenever I browse the net, I DO NOT have tons of crap pounding me right and left, begging for my attention. An example: I read Michael’s 50+ page PDF in PERFECT SILENCE and never had a single interruption. Why? Not because I have nothing else going on, but because when I want peace and quiet, I make damn sure I get it.

    And if you can’t say the same, you’re living a pretty sad life.

    Author's Website | January 7th, 2007

  23. From Trish Jones

    Hey Greg,

    Introduce me to YOUR WORLD!!

    Author's Website | January 7th, 2007

  24. From Jim Greene

    Hi Trish,

    I’m not sure I understood what Greg was talking about. I’m not living a sad life at all and I also read the DEATH in piece quiet.

    Wonder what he meant by that?

    Jim

    Author's Website | January 7th, 2007

  25. From Greg

    I apologize if I offended anyone with my “heat of the moment” comment back there. What I was really talking about was this:

    We have this technology around us to improve our lives, not burden them…yet it seems like everywhere I go people are talking about what Michael calls “the ping factor”…which is where you are sitting there trying to focus on something, but your attention keeps being yanked away by some unrelated nonsense like e-mail beeps, cell phone rings, and tons of little notifiers running in the background on your computer.

    And my point is, no matter what technology becomes available, it is always your CHOICE on how and when to use it, or whether to even use it at all. In other words, there is no one forcing you to have all these little distractions in your life.

    When the things in your life that you got to make your life better start making it worse, it’s time to throw them away and go back to a simpler way of living. You can make big money and live the way you want without having to be “plugged in” every waking moment of the day.

    Just let go and… “live a little” :)

    Author's Website | January 7th, 2007

  26. From Michel Fortin

    Good point Greg. And in a perfect world, that would sweet. But in terms of marketing and copywriting specifically, we must keep in mind that this is what most of us do, whether we like it or not, and whether we try to change it or not.

    I certainly agree that the “ping factor” is not technology’s fault but our own. But that’s all part of human behavior we should pay more attention on, as marketers and copywriters.

    Like it or not, things are going to get worse before they get any better.

    Anyway, thanks Greg. I appreciate you. All of you.

    Author's Website | January 7th, 2007

  27. From Swans

    The Return Of The Sales Letter

    I am ready to count the dead people, all of them.

    Why?

    Well, perhaps I have too much time on my hand, but I look for information and I expect the sales letter to give me the information. So I have read Clayton’s long pieces many times before I actually buy. I have Carlton’s long piece before I bought. I try to see if the product will satisfy my needs through the description of the sales letter.

    Videos and more interactivity will only boost the power of the “salesman in print” for behind every sales presentation there is psychology, the unchanging human psychology

    I see a lot of dead people because some will think that “Ten Fingers and A Piano” makes a Mozart. Well, it doesn’t.

    Boring videos, with Matrix moves. Funny videos. Empty videos won’t sell.

    The video as a weapon of mass seduction can be powerful in the hand of the “salesman in print”, but in the hands of the ‘artist’, it will be like a beautiful fountain pain and a shiny white piece of paper…something the artist will use to prove his cleverness, his originality. And that’s where I see dead people, a lot of dead people…like the people who believe that putting a website up will do the trick…it didn’t. Putting a video up without understanding the video’s goal will not do the trick either….

    Well, of course, I’ll use videos soon, but appropriately…the same way that Rosser Reeves would use a video…

    Now something against video.

    In terms of interactivity videos present another serious problem

    1-linearity: if such term exists. What I mean is this: a sales letter can be scrolled up or down and the reader can extract the piece he wants to see….Yes, I see the counter-answer…a video can be stopped and played at other specific parts.

    But when a video is first presented, there is no : Preview or outline that can be quickly presented so that the viewer can jump to that section. The viewer has to watch the beginning and wait (or leave) for the end. If the story told is meaningless as in the stories told in commercials, then I’ll be busy burying the dead people.

    And as in sales letters, if the first few images or sounds or words of the video don’t hold the viewer, then the viewer will be gone….very fast…soon the “buzz” that makes videos the hot thing will settle down…and “salesman ship ” will be needed to “force” a reader, to titillate him, to tease him into watching a 2-minute video.

    And as Michel pointed out, surfers’ attention is preyed upon by thousands of companies and thousands of outlets. So the ability to convey the message as powerful as possible, will remain. If attention can’t be gotten, if desire can’t be fired up, if conviction can’t be built, and if prompt action cannot be promoted, then some videos will fall in the category of “lame, salesy, unconvincing” long sales letters.

    It’s not the tool.

    It’s the users.

    The magic is not in “Ten Fingers and a Piano”. It’s in Mozart and his deep understanding of music, his passion for music, his dedication to music.

    I announce the return of the sales letter, after the ring is destroyed.

    Author's Website | January 8th, 2007

  28. From Tiffany Dow

    Michel,

    Loved the report. I stumbled into web 2.0 when I got involved heavily with Squidoo and found others craving the same sort of information.

    As a writer, I despire hard-hitting sales copy, and much prefer a peer-to-peer tip before I invest in anything. I think web 2.0 is a great motivator for marketers to immerse themselves even deeper into their market and truly learn what demands they need to cater to.

    Enjoyed it!
    Tiffany Dow

    Author's Website | January 8th, 2007

  29. From Ray Edwards

    Tiffany,

    Let me start by saying I love your materials and information.

    As a copywriter who does write “hard-hitting sales copy”, I feel compelled to point out that whether we as writers “despise” a certain kind of writing matters very little.

    What matter is: does the copy get the job done?

    I write copy with the intention of getting results; to the best of my ability, I write in a way that will persuade the reader to take the action desired by my client.

    Sometimes that means long, hard-hitting copy.

    Sometimes it means shorter, more subtle copy.

    I believe it’s a mistake to paint with too broad a brush in either direction; if markets “are conversations”, we must speak the language if we want the chance to participate.

    Sometimes the language may not be aesthetically pleasing to some, even though it is deadly effective with its intended audience.

    Trust me when I say I like short copy, too.

    If I could write a single-sentence sales message for my client, and it would be as effective as a 10-page letter…I’d be the biggest proponent of that!

    Now, don’t mistake my meaning: I agree with most of the points in Michel’s report.

    I suppose, though, that it’s now my self-appointed duty to make sure we don’t “throw out the baby along with the bath-water”.

    Author's Website | January 8th, 2007

  30. From Rich

    52 pages? Who has time for that? If this piece, or some trend, convinces internet marketers to “cut to the chase” we’ll all be better off for it, and maybe even have a few more minutes for life away from the computer!

    Author's Website | January 8th, 2007

  31. From Michel Fortin

    Ray, good point.

    The point I was trying to make, if I had to distill it down to a paragraph or two, is this: the Internet is different. And trying to say it’s the same as direct mail (or TV, for that matter, if you only want to use video), is misleading. And now, with new tools and Web 2.0, it doesn’t have to be the same. And it shouldn’t.

    Plus, I want to reiterate: long copy is not dead. It’s the long-scrolling, nonsensical, clumsy-looking, “cartoonish” salesletter that’s dying.

    That said, I also wanted to emphasize that too many people write long copy for the sake of being long, not because it needs to be. They try to say too much, not give “as much as information as is needed to make the sale.” There is a difference.

    It’s the end of the ugly website. And it’s certainly the end of laziness, where copywriters are not being pithy enough not because the converse would sell more but because they’re lazy in editing and tightening up their copy — and conversely, being brief doesn’t mean being curt, either.

    Author's Website | January 8th, 2007

  32. From Dr.Mani

    Let me see…

    A FIFTY-ONE page report that condemns LONG copy… and how many read it through to the end?

    I rest my cas