There are sev­eral things to note, here. First off, saleslet­ters are not dead. They never will be. They are here to stay. How­ever, what I am refer­ring to are not saleslet­ters as a sales process, but specif­i­cally long-​​copy, long scrolling web pages, par­tic­u­larly in their cur­rent state.

You know the kind, right? I’m talk­ing about the big, bold, red head­line; the mul­ti­tude of mul­ti­col­ored John­son boxes through­out; the bul­lets that seem to never end; the tons of hack­neyed tes­ti­mo­ni­als, often by the usual sus­pects; the count­less PS’s at the end; and the poorly designed head­ers, incon­sis­tent fonts, lack­lus­ter typog­ra­phy and stock graph­ics plas­tered throughout. Read more at www.michelfortin.com