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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 Despite his title, Fortin says salesletters are not outdated.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.

    This entry was posted on Thursday, January 11th, 2007 at 11:22 am and is filed under Website Copywriting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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