A fabulous blog post by copywriter Tom Chandler, which relates to my report on the Death of The Salesletter:

» As Communication Grows Ever More Brief, Do We Shrink Too? The Copywriter Underground: Copywriting Beyond the Words :: Modern Marketing Strategies for Copywriters & Businesses

What's interesting is the idea of "chunking." And that's just a better way to explain the way long-form copy is heading on the Internet.

It's also interesting how Harlan "Chunked"
his recent video salesletter into multiple pieces
instead of trying to get someone to play through
the whole thing.

I imagine that kept a few more of the ADD
and short attention span viewers around til
the end of the video.

Or,

How Subtle "Chunked" up Ed Dale's headline.

That was pretty damn slick too.

I like Chunky!

You'd have to ask Harlan but I suspect the chunking was due to more technical reasons rather than some brilliant marketing strategy.

I don't know if bite sized chunks of information delivered online will lead us all to have bite sized brains but I do know that you need to stay open minded and keep adapting your marketing methods.

Online the long sales letter was king for years - mimicking offline mailed sales letter - a proven format.

But the possibilities online have evolved.

There's simply no reason to think you only have one chance to market your product to a prospect.

If you capture their contact details you can market to your prospects over and over in a whole variety of ways giving small, highly targeted chunks of information.

Online there's no extra cost in doing this.

You can use web pages, reports, audio video, feedback forms, chat boxes, offers of free telephone consultations - the list is endless.

Online marketing as a medium is maturing and the savvy marketers are now harnessing its strengths and combining those with other forms of marketing.

No one tries to sell you a large, custom designed pool by mail.

They will come out to your property and give you a personalized quote.

But mail can be an excellent way to generate leads for the pool installer.

In the same way we need to understand and work within the limitations of online marketing and harness its incredible power intelligently.

Kindest regards,
Andrew Cavanagh
Free Online copywriting course
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