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What Most Copywriters Don't
Understand About The Internet
By Yeo
Feng,
http://www.NakedCopywriter.com
Many
people still think that "direct response" style of copywriting works on
the Internet.
They
don't.
Apparently somewhere along the way, someone decided to seek his riches
online and just took his entire sales letter, digitized it, and made it
available on the Internet.
Of
course, a sales letter will always be a sales letter. It might still sell.
But is it the best way of selling?
I don't
think so. You see, I have been studying the differences between
conventional selling and Internet selling for years. There are a whole lot
of differences which we just cannot ignore.
Firstly,
people know instinctively when they're reading an "Internet sales letter"
that they are NOT reading a real letter. No matter how much likeness or
resemblance you want to give it, right down to the background color and
signature...
Your
prospects will still be conditioned to think that they're reading a
webpage, because that's what it is!
Secondly,
people's eyes do not read webpages and sales letters the same way. Most
people flip right to the end of a hard copy letter to read the postscript
(if there is one), but you do not find people scrolling right down to the
bottom of a webpage just to read a conclusion.
That's
because our brains are not conditioned to think like so. A website
(consisting of a number of pages) is generally perceived to be horizontal,
with information placed "side by side", as opposed to letters, where
information is presented linearly.
In other
words, when we cannot find certain information on a page, we are not
conditioned to scroll downwards. Rather, we are prompted to click on other
links which bring us to pages on the same level.
So does
this mean that the "direct response" style of web copywriting is out? Far
from that. In fact, there are still many lessons we can learn from direct
response.
But just
remember - You have to write an Internet sales letter with a clear
purpose, that it is going to appear on the Internet and not somewhere
else.
---
Yeo Feng
is the world's first Internet-only sales letter expert who guarantees
sales with every letter written. He is also the author of what has been
called the "ultimate guide" to Internet Marketing and an independent
technology consultant.
His
website is at
http://www.NakedCopywriter.com
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