Archive for January, 2007

January 11

The Rebirth of the Online Salesletter

Master copywriter Michel Fortin wrote a report called The Death of the Salesletter. Despite his title, Fortin says salesletters are not outdated. Instead, he reminds us that shoppers resist ugly, confusing letters. Read: under researched, unedited and poorly designed. Fortin clarifies his point on his blog.

The opportunity of course is to follow the tenets of useful copy…

  • Thoroughly research the audience and subject
  • Devise a sales strategy for the chosen market
  • Write freely to generate enthusiasm
  • Edit to strengthen your essential message
  • Edit for human understanding
  • Edit for efficiency

    • Among other things, Fortin’s report touches on the…

  • Need to understand marketing and human behavior
  • Growing popularity of audio and video in salesletters
  • Power of shorter–but not short–salesletters

    • Check out his full report. It’s a feet on the ground, eyes forward walk through the future of good website copywriting.

    Posted by Howell in Website Copywriting | No Comments »

    January 4

    Get-Out-of-the-Office Branding

    As a crazy-busy entrepreneur you run the risk of seeing nothing but your business for days on end. But consider this: There’s a rich conversation perking just outside your office door. It’s the pulse and chatter that shapes your market’s current views on everything from dog food to caviar. Part of keeping your business solvent is keeping up a lively conversation with your ideal clients. That means reading what they read and going where they go. So for your brand’s sake and for your sanity get out of the office and go knock on the minds of your market. Ask them what they’re reading; what are their resolutions for the New Year, what keeps them up at night and what makes them smile? Who knows, you might learn more about your business by leaving the office.

    Posted by Howell in Website Branding | 2 Comments »