There’s an interesting discussion going on that’s followed Michel Fortin’s rejection of the long, scrolling, hype-filled sales letter. As Michel has made clear since, it’s not that a lot of copy (information) is no longer required, it’s the ability of the evolved web to allow us to deliver information in the way the prospect prefers.
Web copy, PDF, audio, video… plus combinations that are only limited by the imaginations of savvy online marketers. It’s not only about telling people a story they want to hear, it’s also about how they want to hear it.
Before I continue with the SEO Copywriting 2.0 series, I want to interject a bit of perspective. With all the talk about links, traffic, Digg, social media marketing and the pursuit of search engine rankings, it’s important to remember what matters most for business-oriented bloggers.
The importance of subscriber acquisition is getting its fair share of attention within the social media space, which is good. Darren Rowse recently posted on the value of conduits like Digg and other social media traffic sources to build up your own subscriber-based community over time.
And in the SEO world, Andy Hagens and Michael Gray have touched on the topic as well. They call subscriber attraction and retention a key element in a “defensible traffic” strategy that frees you from the tyranny of search engine algorithm hiccups.
I no longer recommend the Glyphius copywriting software. Proceed at your own risk.
If you ever wanted to take a peek at the premise of the Tubetorial business model, you’re in luck. While 2006 was the year online video went big, 2007 will be the year when we all see how it is best utilized for marketing.
“Now wait a minute Brian,” you may be thinking. “Haven’t you repeatedly said that long copy works?”
While some traditional marketers dismiss the AIDA formula as antiquated, I’d say it’s an ideal way of structuring a blog post when you want the reader to take some form of action.