Every once in a while I stumble across something that makes me pause and say, "Hey, that's got potential."Well -- let me tell you -- I have stumbled acrossa concept that floored me...
and I'm STILL on the ground!
Scott Stevenson has been developing websites and programming online for years. However, he just recently
aimed his skills towards helping people like you and I move up to the next level of online interaction.
Scott has just thrown out there his debut concept (the first of many, I'm sure) to the world of internet marketers and online copywriters. His Interactive Sales Letter concept is based on a script that can "LEARN" what each and every unique visitor to any particular site is most interested in, and DYNAMICALLY changes the sales letter's text to feature that benefit/product further down the page!
Interactive Sales Letter
Talk about exploding your conversion rates!!!
This is a HOT idea! I myself, am thinking of all the various types of questions I would like to ask MY visitors, especially if I was able to INSTANTLY reply to their answers! Just like a real salesperson!
Or even HOW you talk to them. By using alittle psychologyin your strategy, you can ask questions to identify eachvisitor, and talk to them with different tones or topics.
I have included below an excerpt from his book, The Interactive Sales Letter, which explains more about the idea behind it all.
Check it out....
The Interactive Sales Letter
DIFFERENT WANTS & NEEDS - Interactive Sales Letter
The internet has evolved into the ultimate search tool for anything and everything that you could want. That said, today’s Internet users are not like they were a few years ago, surfing around in a “let’s see what I come across” mode. They are disciplined and focused. They know what they want and they utilize this medium to target their own needs, quickly and efficiently. What they don’t want is to be delayed or confused by a bunch of hoopla that doesn’t pertain to them. Hence the Interactive Sales Letter.
Interactive Sales Letter
Interactive Sales Letter... Instead of trying to write a 10 ft. long blanket order for the masses, which includes the kitchen sink, why not write for the user who is right now reading your page? For that one specific moment, you have a potential customer at your site, reading your copy, debating if they should read on or move on. You will only have one chance at this person, so make it count.
GIVE THE PEOPLE WHAT THEY WANT! via the Interactive Sales Letter
The average user is inundated with garbage all day long, from commercials, billboards, print ads, banners, and of course, spam. Their eyes are glazed and their brains are numb from the monotony of it all. Your job as a marketer/copywriter is to wake them up and prove that you have something they want. The only way to do this is to focus on their needs…
Interactive Sales letter
Clear, direct copy that talks to their specific needs – not the previous or next reader’s - but this particular reader’s specific needs.
I’m sure many of you have heard of Dan Kennedy. If you haven’t, he is one of the best sales letter writers out there. His book, The Ultimate Sales Letter, is an established cornerstone of the industry. You may even have a copy of it floating around your home office… However…it’s hard to imagine that after only 2 years since the Second Edition was published, much of the online relevance of this book is outdated. Gotta love that technology!
Don’t get me wrong, it’s a great book to learn how to write sales letters. However, I am not going to teach you how to write sales letters; I’m going to teach you how to make them 9x more effective in targeting your visitors!Technology has advanced enough to provide a technique that will revolutionize the way copy is written online from this day forward.
Was that a bold statement? Maybe. But if you get it, than you’ll immediately start the coffee pot and begin restructuring all of your content, only pausing to master the possibilities.I want you to read this excerpt from The Ultimate Sales Letter by Dan Kennedy (page 15) :
<---Begin Excerpt--->There is a classic sales legend about the hotshot salesman pitching a new home heating system to a little old lady. He told her everything there was to know about BTUs, construction,warranties, service, and so on. When he finally shut up, she said, “I have just one question --- will this thing keep a little old lady warm?”
Each time I’ve gone shopping for a personal computer, I’ve seen the same selling error repeated over and over again inthe computer stores I’ve visited. These salespeople tell me everything about what’s important to them, but they never slow down long enough to find out what’s important to me.
The mistake is even easier to make in crafting a sales letter,because there’s no possibility of corrective feedback from thecustomer during the presentation. That’s why you must determineaccurately, in advance, what their priorities are. And you mustaddress their priorities, not yours.<---End Excerpt--->
Everything he stated is 100% true...in the offline world!
However, as a programmer in the online world, I said, “Wait a minute… No possibility of corrective feedback?
This is the Internet for crying out loud. It’s an interactive communication tool. the Interactive Sales Letter. Heck, I get corrective feedback even when I don’t ask for it. Click, click, click."
So the next day, I was hard at work researching this phenomenon. How could such an obvious idea go untouched? Sure, the book was a few years old, so I figured somewhere online somebody is getting real-time corrective feedback. But I was unable to come up ANYTHING!
What I DID find, was a whole lot of tools and people promoting the same tactics and strategies used in that far off detached world some call “Offline”.
TODAY'S SALES TOOLSI found tons of polls and surveys that one can give, but what good is that? Yes, it’s great to analyze your well-thought questionnaire for “next time”, but what if that visitor doesn’t give you a next time. And now he’s moved on because he just wasted a valuable 2 minutes of his time filling out 10-20 questions that don’t really give him an immediate result that is pertinent to him, just to you.
All of the articles, books and ebooks I come across about sales letters or copywriting, are mostly regurgitating the same info as the last. I understand, there are proven techniques out there, there are copywriters who are experts in their field, and I applaud them. The known experts are the ones who have earned it, with groundbreaking writing styles and forward thinking solutions that build upon those proven methods rather than just repeating them. They simply find new ways to reach the all important goal...the sale!
THE SALES GOALThe goal of any sales person is to make the sale. But what is a sale to the customer? A sale buys the customer a solution to the customer’s specific problem.
This can be done more easily with an idea of what that specific problem is, obviously. That is why salesmen harness an amazing-advanced-top-secret-technique to dig out that hidden problem…
When you walk into a pet store you’re obviously looking for a pet and not diapers (at least for most of us). So you know that the chances are good that the pet store has something that you want…But does the salesperson say, “Here is our selection of pets, have fun.”
No, they ask a very simple question, “What type of pet are you looking for?”
I can’t stress enough how vital that question is!
With your simple off-the-cuff response, “A dog for my son”, that sales person has immediately zeroed in and targeted you. You are now a proud member of the Dog category.
Think about it!
Now the salesperson doesn’t have to waste his breath with trying to sell you a cat, bird, hamster, fish, lizard, or anything else… other than a dog.
I don’t even have to tell you what would be the next thing out of his mouth, you already know…
“What kind of dog are you looking for?”
Narrowing down the field to “give the customer what they want” and not waste time in the process is the second vital question. There is no point in bringing out Rex, the German Shepard, if the customer is looking for a small “yo quierro taco bell” Chiwawa.
The same exact scenario transaction takes place for every industry in every aspect.
Home Depot employees aren’t going to bother showing you toilet plungers, if you need a light switch.
Am I right?
Even if you only have one product, I’m sure there are certain features or specific benefits that could be promoted specifically to one customer rather than another.
CORRECTIVE FEEDBACK AT LASTAsking 2 questions will target a customer better than any professional sales letter could ever hope to. This is called "Corrective Feedback". You get to know what's important to each and every customer. The grand quest of unlimited knowledge can be answered by asking the right questions.
Are the bells going off yet?
The main goal in that verbal-transaction was to narrow down the customer’s need -- and to provide a solution for that need. By asking the first general question, we are able to at least categorize our customers. By categorizing them, we can concentrate on their mindset and what our next question would be to hone in on that.
Two questions is vital to categorize and to further target a potential customer or promote a special feature. You can now understand that if the next customer says “Cat”, how dramatically that would effect what your next question would be. Would you be gearing up Rex? "Sorry again ol'buddy."
The goal of any sales letter, pitch, call, etc. is to solve a problem, to make the customer’s life easier or save them time. Find out what the potential customer is looking for and offer a solution that satisfies that. Period.
Scott has done it! He actually turned this concept into reality, and possibly the NEW STANDARD for online sales letters!
The Interactive Sales Letter is the first and only tool (I knowof) to bring you the "Corrective Feedback" needed to convert your visitors into buyers! It targets them with 9 times greater accuracy! Today's online sales letters can't even come close to a number like that!
Check out the Interactive Sales Letter for yourself (see LINK below) and GET INTERACTIVE!