Is Your Sales Letter Optimized?
The online sales letter has gone through some interesting trends. In the early day of the Internet, sales letters were pretty much just Web-based direct mail pieces. There’s a reason for that. Actually, there are several reasons:
As people got more familiar, and more comfortable, with Web-based sales letters, those sales letters started converting less. Then marketers got better at driving targeted visitors and sales letter conversions increased again. Until they declined. And then podcasting took off a little bit and there was another increase in conversions before a decline. Then video. And now we’re seeing an increase in sales letter conversions again, but most for sales letters that engage their audience effectively. See the cycle?
Sale letters change. People don’t, really. There is a science to writing sales letters that convert. And a part of that science involves using search engine marketing to reach your targeted audience. Your sales letter should be optimized like a web page, but it must be interactive enough to get people interested and engaged. That requires a little study on the best techniques and approaches for the moment. Not yesterday, not last year, but right now.
4 Responses to “Is Your Sales Letter Optimized?”
The Search Engine Optimization (SEO) Journal is Written by SEO Expert:
Nick Stamoulis
Tel - 781-999-1222
nick@brickmarketing.com
Brick Marketing - SEO Company
Great thoughts but really wanted two or three bullets on how to optimize conversions in sales letters. Is there a part two?
Hi Sandi,
Thanks for stopping by, I may end up writing a part 2 in the near future…
Hey Nick.
Personally, I NEVER liked direct mail advertising. Who wants to read all that junk? Not me! I did not like feeling like I had to copy what I considered a tacky concept on the web, but it seemed to be what worked. I am glad if that trend is changing. Shorter sales letters with video might work the best. One thing I am finding, as a person in the video production niche, is that now video itself is becoming interactive. So you can put clickable links and embed documents into your video. The early research shows some of these interactive videos to get an unbelievable click thru rate. The highest I have ever heard is 63% CTR. That came on a sales page for an ebook and the copy on the page was minimal and the video was fairly short too.
Now video interactivity has nothing to do with optimizing your sales page, but it does seem to dramatically increase audience participation.
Thanks!
Lorraine
Hi Lorraine,
Great points about video and audience participation!
Take Care,
Nick