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?
The best approach is one that gets your customer in action by providing them the content they most want delivered.
For example, allow the customer who is most interested in methods and processes to learn about them:
Thousands of customers are enjoying the long-lasting benefits the Widegt provides. The quickest, easiest and most cost-effective benefits are an intentional result of our proven Widget X process. Backed by our money-back guarantee, these benefits directly impact your bottom-line.
The link above whisks your customer away to address the interests and concerns they have regarding your processes. Plus, it frees other customers not interested in processes to click the link that provides what matters most to them.
Each click is a positive interaction with your company (it should be so long as the linked page provides what was promised), one that creates momentum and leverage for the ultimate "yes!" Each click also contributes to a positive brand experience by putting the customer in control and delivering to them the content they’re asking for.
The seemingly never-ending salesletter… Is non-interactive, sells on your terms (not the customer’s), demands customers work to find the information they most want, is intimidating, borrowed from static offline marketing practices, and makes it easier for customers to say "no".
With the rise in consumer-generated content, information on demand, and the increasing interactivity of the web… Is there a place for the static long-style sales letter?
What it comes down to is this: align your sales process with the interests of your customer. Allow them to interact with your website (it is the internet, after all). It’s sort of like your website behaving like a true salesman – someone who can shift and flow with the conversation’s wants and needs to move the customer closer to your goals.
When you help more folks get what they want, you’ll get more of what you want and the boost in profits that go along with it.
