Last night I was listening to Perry Marshall and Ari Galper webinar, speaking about "The Death of the Sales Letter." This was very interesting because they state the internet is being flooded with Sales Letter, which I think it is especially in the Internet Marketing Niche.
Ari, says that marketers spends days or months on caves trying to figure out what the customer wants to hear and what their needs are, always trying to make it different from their last sales letter. It is true, I too sometimes sit down for a good day trying to figure out what the customer wants to hear and read in order for me to grab their attention and maybe become a potential buyer.
The problem with these sales letter these days is that for some reason it gets longer and longer before you actually reach the guarantee or the buy now button. Would you mail someone a 100 page sales pitch? If so would you think that customer would read it thoroughly?
The answer is probably not.
So why would you want to create a sales page that is so long that you it takes 2 minutes just to scroll all the way to the bottom? Especially with tons and tons of testimonials and pictures. My sales letter and short and simple and directly to the point. You can visit them on Jonathan Legers $7 Offer website, or you can just click my eBook on the right hand side.
But the webinar was interesting as it pointed some good points.
- There is no interaction with the customer
- It takes days to figure out a sales pitch
- There are no visual live stats as to why a customer would leave
- Unable to predict what customer want
- Can not explain in depth the guarantee
There are more but I think these are the strong points of the webinar from last night. The most interesting part to me and I can say is he mentioned no interaction with the customer. Ari is selling a product for within the sales page, a chat room to interact with customers.
As we approach web 2.0, interaction is becoming more popular. So this is a good approach for the sales letter. Customers want to know th information NOW not 1 minute later while scrolling through images and testimonials.
Ari Galper introduces, Chatwise!
This complete program teaches you everything you need to know about the subtle nuances of using live chat on your website to improve your online sales conversion rate. It's based on a no-pressure selling mindset that immediately creates trust with your visitors so they feel more comfortable buying from you.
Funny thing is, live chat has been around for a while, but it’s mostly used for customer service purposes.
Using it as a pure selling tool has not worked well for many online businesses because they apply 'offline' traditional sales approaches to live chat, a highly sensitive medium.
One wrong word or phrase, use of canned responses, or pre-mature action to "go for the sale" can turn visitors off instantly, making them leave your site and never return.
ChatWise solves this problem by overlaying a no-pressure trust building approach to live chat that makes your visitors feel comfortable buying from you.
As Ari points out on his website, the real secret of online conversion is to shift away from trying to “make the sale†to creating trust with your visitors so they’ll tell you the truth about what’s on their mind.
So after listening I attempted this chat system in the past with forum members to help each other out and try to grow as a team, this was a failure. But this system looks real positive, its a simple yet powerful way to interact with customers and users.
Ari even lists 5 myths about the Sales Letter:
Myth #1. The Perfect Sales Letter Will Solve Your Conversion Problem
If you have an online business, then you know that having the perfect sales letter is all you're supposed to need to convert visitors to new sales, right? Then why does your "perfect" sales letter only convert 1 or 2 out of every 100 visitors? You'll need more than "salesmanship in print" to improve your conversion rate.
Myth #2: All You Need is a Great Product or Service
Skepticism is rampant on the Internet. When you arrive on a website that sells products or services, do you immediately trust the owners of the site (if you haven't purchased from them before)? Probably not. The Internet is a cold and lonely place for most online buyers. They want to TRUST who they want to buy from -- and the best way you can build that trust is by interacting with them person-to-person. We all crave human contact and communication. If you're not providing it, you're not building trust -- and your visitors will leave without buying.
Myth #3. You've Got to Try to "Sell" EVERYONE Who Lands on Your Site
Traditionally, as online entrepreneurs, we're supposed to "go for the sale" with every visitor -- like "hunters stalking our prey." But that way of thinking ignores the fact that behind every "click" is a real HUMAN BEING who is looking to have their problem solved, not be SOLD. You'll discover that finding the truth of whether your solution is really a fit for each of your visitors is a much more profitable objective than focusing on "making the sale."
Myth #4. The Only Way to Get More Sales Is to Buy More Traffic
Sure, you can spend money buying targeted traffic to improve your conversion rate...but that doesn't really fix the problem, does it? It just ignores the "holes" in your "bucket" – specific sales roadblocks on your site that you can't see. But your visitors see and experience them – and leave. Why pour more money into your online "store" when you still end up getting a low conversion rate? Plug up the holes in your sales process, and you won't need to spend another dime on new traffic to improve your conversion rate.
Myth #5. 100% Automation = 100% Sales Success
We've been told we should automate everything, but we've never been told that this can be the kiss of death for sales. Why? Because it means you're automating OUT talking to your visitors in real time. Communicating comfortably with visitors before they purchase gives you insights you would never get otherwise. Most online marketers use statistics and trends they collect AFTER the fact, when it's too late and the sale is gone.
You see all these myths which seems to be true, but I believe with ChatWise, the internet sales letter is changing into a more interactive environment!
If you want to listen to the webinar that I joined last night, you can grab the mp3 here.
