You have probably heard it said (perhaps even on this website) that of all the elements that make up your website, strong website copywriting is the ONLY one that’s going to generate sales.
Appealing design, attractive images, and clear navigation are all extremely important, but it’s the copywriting that makes the difference between a successful website and one that simply takes up space on the internet.
But what happens if you have some pretty decent sales copy but nothing is happening? You’re getting visitors, but no sales.
It’s a concept that’s based on a script that “LEARNS” what each and every unique visitor to your website is most interested in and then DYNAMICALLY changes the sales letter text to feature that benefit/product!
Scott Stevenson is the brains behind the Interactive Sales Letter concept. Here is an excerpt from his book that explains it in more detail:
DIFFERENT WANTS & NEEDS
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.
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!
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…
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
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
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) :
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 in
the 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 the
customer during the presentation. That’s why you must determine
accurately, in advance, what their priorities are. And you must
address their priorities, not yours.
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. 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 TOOLS
I 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 GOAL
The 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
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
But does the salesperson say, “Here is our selection of pets,
No, they ask a very simple question, “What type of pet are you
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”
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 LAST
Asking 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.
Think about it! With the Interactive Sales Letter, you will be able to solve each visitor’s immediate problem, showcase a specific benefit to the visitor, and overcome any objections. All on Autopilot!
The Interactive Sales Letter is the first and only tool (that I know of) 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!