Does Online Sales Copy Differ To In Print Sales Copy?

[KenJ]

I am quite comfortable in writing sales copy for a website because I can make it as long as it needs to be to get my message across.
I am currently doing a project that involves a 2 sided A4 full colour leaflet/flyer.

The flyer points to a sales page online.

Because the amount of content is limited what should be included?

All I am going for is for the reader to go to the sales page

Kenj

[Danielle Lynn]

Hi Kenj,

The flyer points to a sales page online.

Because the amount of content is limited what should be included?

All I am going for is for the reader to go to the sales page

What most of us would say is "whatever it ethically takes to get them to that page."

If you could put a picture of a hippo in a leotard, and effectively get readers to go to the page and make a purchase, then I would suggest doing that. But jokes aside -

I'll tell you, there's no "formula" per say - there are guidelines that have worked in the past, but you won't really know for sure unless you test within the market.

That being said, happy to help you with some thoughts - What's the market? What's the sales page/what's being sold? Who are the target customers? These will all affect my answers as to what should go on that flier.

Danielle

[KenJ]

I love the Hippo in the Leotard - interesting concept

The web page is for a UK based internet marketing product. can't share it as I'm still working on the agreement to send traffic in this way - plus the tracking issues.

I will be getting the flyer into the hands of complete beginners in terms of IM and MMO. That part is quite easy.

Its just that as I sat down to write the copy for the flyer that I realised I would run out of space very quickly

Kenj

[Danielle Lynn]

Well, I can understand client confidentiality, so no problem.

Unfortunately, the IM market is too wide and vast for me to give you any specifics without knowing what is being sold.

So, here's some general advice:

What you'll want to do with this flier is to turn it into a 'carrot.' Don't treat the flier like a sales letter, make it a 'teaser' - in the sense that you're using it to get people interested enough that they'll go home, sit down on the computer, and check out that sales page for themselves.

So the wonderful thing here is you don't need to use a large volume of writing... you just need to use a few sentences to pack a powerful, persuasive, and brilliant message. Something that's both honest, intriguing... and that will capture the right audience.

And people wonder why copywriters command such high fees

Here's where I'd start, take the product and determine what the USP is. Don't over-hype it, but tickle their curiosity-bone with some sort of intriguing question that relates to the USP, then direct them to find out more at the site.

You'll need to jump into the minds of your target audience to consider what you could say that would interest them enough to go from reading a flier to visiting the site online.

Danielle

[gjabiz]

HOW is the flyer being delivered to the prospect? When and where?

You say they are new to IM...but have they expressed interest?

I think WHO is going to get the flyer, when and how are critical questions to answer because it will help you determine the exact message to put on the flyer.

There is some success in this method, but there also is massive failure in trying to get someone offline ON the Internet and to the sales pitch. If it isn't a targeted piece, you'll need to hand out thousands of fliers...or maybe not.

If it is targeted, then just tickle their curiousity and give them a reason why they need to do it NOW.

gjabiz

Originally Posted by kenj

I am quite comfortable in writing sales copy for a website because I can make it as long as it needs to be to get my message across.
I am currently doing a project that involves a 2 sided A4 full colour leaflet/flyer.

The flyer points to a sales page online.

Because the amount of content is limited what should be included?

All I am going for is for the reader to go to the sales page

Kenj

[Jacob Jans]

It's not just the sales copy that's different.

When you get a piece of mail, you have a physical object in your hands. This is something that is tangible. You can hold on to it. You can feel it.

There are so many things you can do beyond the 'really long sales letter' that is typical of web copy. You can have lift notes, sticky notes, dollar bills, magnets. The list is endless. I've heard of people mailing huge objects just to boost conversion rate.

Imagine getting a box in the mail. A big box. You open it. Inside there's another box. Inside that box, another one. And finally, a key, and a short note telling you what do do with it.

So, yes, there is a difference.

Jacob

PS: Save your junk mail.

[Bill Jeffels]

From the amount of information that you've provided this is your best bet.

You're mail piece should be a " Curiosity " piece. It should explain what it is you're about to reveal , but don't give away the secret yet. Tell them about it and what it will do for them.

However, when it just starts to get juicy, direct them to your website. Also, they have to go to your website right away , because...

Take care,


Bill Jeffels



.

[Loren Woirhaye]

As usual in direct response, it is the incentive that gets 'em
off the couch. Clearly explain what respondents will get,
and how easily they will get it when going to the site.

"Just go to our website for more information" is a dead end.

If at all possible, make the call to action urgent.

[KenJ]

OK That's a great set of answers. Thanks

I think the curiosity route will be the one I go with. I will not try to mimic a sales letter at all.

The target group are people who already run offline businesses. I have quite a few methods of getting the leaflet into their hands. I'm not sure about sharing them. The best one is networking events. Most people do not have a clue of how to both add value and give value at these events.

Kenj

[Drewry_Media]

Basically, it's all up to you if you desire to diffrentiate your online sales copy, from your offline promotional sales copy. Some marketers keep the online and offline copy the same, in efforts of reducing time it takes to create a sales page that differs from the one on the world wide web, versus the offline copy, some offline sales page copies of which marketers tend to place on gym bulletins, bars, cars in shopping supermarket parking lots, and so forth.