Blame it on the need to feel more secure about a purchase decision, or blame it on the pervasive lack of credibility with most websites these days, the reality is that people want to know exactly what they’re going to get before they buy.
Sure, copy can fill that need, but only to certain degree.
Also, by “samples” I don’t mean just free trials, either. They also include videos, audios, online demos, customer support chats, and interactive tools that allow the user to get a sense of what they’re buying (think of 360-degree virtual tours of homes on real estate websites, among others).
Fact is, the demand for more samples (or more specifically, more proof) will continue to grow. Like it or not, people not only want more proof but will demand it, which is why they’ll try to find it elsewhere if they can’t get it firsthand.
The user-driven nature of Web 2.0 is part of this “craving.” That’s why we are seeing more user-driven content online, which in turn is the factor that led to the emergence of social networking sites, communities, blogs and websites in which users can connect, opine, share, comment and interact more.
Sure, these sites are in large part for entertainment purposes and do nothing other than stroke a user’s ego (we all love to see ourselves, our pictures, our videos, or own content up online, such as on MySpace, YouTube, blogs, etc).
But if you pay attention, you’ll notice that many of them are places in which people congregate not only to interact with others but also to find out what people are talking about, what they are saying, and what their experience is, such as with products or websites, among others. And what they are buying, too.
(For example, Technorati features the most popular blogs. YouTube lists the most viewed videos. Del.icio.us showcases the most bookmarked sites. People are literally telling the world what’s happening — unlike corporate-fed taxonomies, these sites form a “Google Zeitgeist” of the people, if you will.)
So if people want more feedback, samples, credibility and proof, why not preemptively give it to them before they resort to such sites?
Thus, in terms of salesletters specifically, samplification allows copy to be transformed into dynamic messages, served up from a database, based on a user’s experience and/or choices, while they are in the midst of that experience.
It’s giving people the opportunity to choose the way in which they want to be sold. Along with widgets and applications now at our disposal, users can now create their own salesletter, on the fly, based on what they want.
I’m far from being a programmer. But I am a bit of a geek, and I do know enough about technology to know that you can samplify your salesletter a lot more than you can with what was previously possible.
(Other than audio and video, there are also web applications and scripts that are growing in popularity, many of them based on platforms such as Ruby on Rails, XHTML and RSS feeds, PHP, AJAX, and a slew of others.)
However, you don’t need to be a geek or need to be that complicated — at least, not yet. It can be as simple as using web forms, buttons and checkboxes to determine the content your prospects want (or that’s best for them).
But what’s exciting is that you can make this process dynamic, and fill in the gaps for them as they move along, on the fly, throughout your salesletter.
(If you want a good example of what’s to come, take a look at what Scott Stevenson is doing with interactive salesletters. This is just the tip of the iceberg.)
But technology aside, what does this mean?
It means that the salesletter has the potential of not only becoming more personalized but also, and more importantly, becoming more individualized — and to become so quickly, easily and dynamically.
Individualization is far more than just personalization, which itself is proven to increase response and sales. In other words, it’s more than just adding a person’s name to the salesletter, or redirecting people to specific salesletters based on the choices they make. It’s creating almost entirely different salesletters (or more specifically, sales experiences) for each and every individual user.
As copywriters, that is what we need to seriously think about.
Plus, adding interactivity is not limited to textual content, either. While the result is less copy that’s more individually targeted, of higher quality and less cumbersome to read, you can serve up audios and videos that the user is specifically requesting (or needs, based on their choices).
Think of it this way: long scrolling salesletters are long because they mimic direct mail. And they are long for good reason. With direct mail salesletters, you want to give people as much information as possible to cover all the bases.
But in face-to-face encounters, you have certain luxuries you don’t have in a one-way medium such as direct mail. You can qualify your prospect beforehand, engage them in a conversation, and ask targeted questions throughout.
This allows you to dig deep to find out exactly what they want, what makes them tick and what concerns they have. Copywriters typically do this before they write their salesletters while conducting their research. But in an in-person meeting, you can do this during the sales presentation itself.
In turn, this allows you to determine what pieces of information will be best for them as the meeting progresses, and to give them only those pieces of information so that you can modify your presentation on the fly.
In other words, based on their answers or reactions, you can handpick those features and benefits that are the most suitable to them, handle their specific objections preemptively, and even change the words you use that will be most appropriate and compelling for the prospect.
In direct mail, you don’t have the same luxuries you normally have in sales encounters. On the Internet, it’s the same — although Web 2.0 changes all that.
You can now cut through the fluff and filler, and get right down to the core message that most appropriately fits the prospect’s unique situation, and answers their specific needs, their most pressing goals and their most burning questions — dynamically, as they go through the sales “experience,” just as you would if you were in front of them in a face-to-face encounter.
Let me show you how long copy can sometimes backfire.
Handling objections can be a double-edged sword. While answering questions that users might have can prove useful to the sale, covering all the bases in a long-scrolling salesletter can also create doubt when there aren’t any to begin with, and thus become counterproductive.
If you’re handling a nonexistent objection, you need to be pretty effective in handling it, because you’ve now created more doubt in the mind of the prospect. And what do we often do to deal with this? Of course, we add more copy!
But with on-demand content, the user has more control over how they want to be sold, and they don’t have to read everything to be enticed into your offer.
Rather than a long-copy salesletter that’s purposefully long to cover all the bases, you can now use technology to serve up pieces of content that specifically individualizes the sales experience for that one prospect at that moment in time.
Just like in a sales presentation done in person.