The browser’s right hand scrollbar gets smaller and smaller as the page loads. All in all, when printed, the webpage comes to about 20 pages in length. What to do, what to do?

Do you take a deep breath and dive in by dragging the scrollbar down the page waiting for something (a blaring sub-headline or graphic) to give you the information you need? Or do you simply click away to find something a bit less… Demanding?

There’s no doubt about the effectiveness of direct response mini-sites. Inspired by highly successful sales letters in offline marketing, they’ve sold millions in products and services. On the web, where consumer-generated content is rapidly becoming king and a competing message is a click away, is it really the best approach to getting more people to click, buy and beg for your products or services?

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