If you haven’t been hiding under a rock in the last little while, you’ve probably heard all about Web 2.0. Web 2.0 is the trend of having more interaction via the internet. People have added blogs, forums, online voting communities, chat rooms and other features to their online presence that make it possible to hear quickly from potential clients. It makes it easier to meet their needs.
The traditional online sales letter goes back to the early days of the Internet. Back then most browsers were text-based therefore most web content was text-only. Eventually images and graphics were supported and websites quickly began reflecting that. Not much else changed. The slow Internet connections that were commonplace up until just a few years ago prohibited quick viewing of anything beyond that, so most sites stuck to text and small pictures.
Once the Internet became commonplace in homes, things began to change. Broadband connections became less expensive and more people got connected at higher speeds. This brought forth the incentive to explore audio, video and advanced social applications. Web 2.0 was born.
Sales letters still had not changed much at this point. For the most part, they were still comprised of long, scrolling copy broken up with the occasional picture or graphic. Even then, it still worked, but as Web 2.0 became more prevalent people began to want more. Not more text but more interactivity.
Is There Still a Place for Online Copy?
Online copy is still an important part of the Internet experience. It informs the consumer, appeals to his emotions and tells him how to go about purchasing the product. It can and should live in harmony with Web 2.0.
A change is occurring, however, in how much copy is acceptable. The long-winded sales letter that worked a year or two ago is becoming increasingly ineffective. That doesn’t mean that people don’t want or need as much information, it just means that it is becoming better accepted in a variety of forms.
Copy is still absolutely essential to sales. The written word can stir emotions in a way that audio and video cannot. Text is also more easily searchable than those mediums, making it the best choice for explaining product benefits and pricing. Mixing it up with videos of the product in action and audio of customer of testimonials, for instance, better utilizes the current capabilities of the Internet and better engages the consumer’s senses.
More Benefits of Web 2.0
Blogs are a part of Web 2.0 that can be of great benefit to your business. Blogging about subjects relevant to the products and services you sell is a great way to keep in touch with current customers. Your blog entries can also serve to inform Internet users in general and eventually turn them into customers.
Podcasting is another Web 2.0 activity that is good for business. Making short audio or video clips on subjects related to your expertise is becoming a popular way to establish yourself as an expert in your field. Being seen as an expert can lead to more sales.
Web 2.0 isn’t going anywhere, but it will never replace good written copy. Using good copy that is not only concise, but grabs and keeps your web visitors’ attention is crucial. Having graphics and sounds are a nice touch, but without substance, people will move on to the next site that has what they need. Some say copywriting is a bit of an art. If you don’t have a natural knack for it, don’t worry, copywriting is a skill that can be learned.
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