Is Website Promotion Just Good Salesmanship?
October 27th, 2006 by
I’ve recently become enamored of the long sales letter – here is one of my favorite examples from the last couple weeks. He’s selling the hosting, he’s selling his money-making website, but mostly he’s selling the dream “Internet Riches” for next to nothing.
The long sales letter speaks to a number of issues that I think are often overlooked – and some might say if they looked at our website by us too – much of website promotion is just good salesmanship. Let’s look at some elements of the long sales letter as an example of things which, if done in in a slightly less vulgar way, would actually benefit any revenue generating website:
- First and foremost – they ask for the sale! Spend a little time out there and you’ll see this is a big problem for a lot of very capable technical and creative companies.
- “Click here to buy now!” is about as direct as it gets.
- They focus on benefits, not features (sure, you get some features too, but really it’s all about what’s in it for you!)
- They demonstrate results – that’s what all those silly testimonials are about – they’re showing you real people who made it work for them. I mean really, if some Topeka housewife can make $8,783 in one month you can too!
Website Promotion is no different than any other expressions of salesmanship – and in fact, the graphical nature allows you some benefits too – you have to ask for the sale, focus on benefits and demonstrate results.
Do these things consistently and results will follow.
P.S. If you’d like to learn more, buy Henry Cowen’s (my stepfather’s) book “I Sent You a Letter – Did You Reply?”
P.P.S. Henry is a master of selling with words – I credit him with any valuable advice I might give. I am solely responsible for the bad advice.