How to Make Salesletters Interactive
In The Death of The Salesletter, talked at hiding content cd based user’s actions ty personalizing salesletter, dynamically, fly.
You hide content se sales page, page look shorter ls intimidating. desired content appears depending user’s choices.
What ds using ts tactic help do?
In cases, people break salesletters various pages, add links tm letter. don’t recommend long-copy salesletters. Traditionally, recommend tt extra content pop-up window instead, distract.
But tactic, potential personalization, wh biggest benefit, means people reading salesletter don’t bothered by…
- Opening annoying pop-ups;
- Being distracted ar page, we run risk nr coming bk salesletter or, worse yet, ce bk lost momentum they’ve gained reading tt point;
- Or intimidated appearance v-e-e-e-r-r-r-r-y letter don’t it, lose readers en begin reading.
This process, called “toggling”, simple bit javascript code CSS.
Essentially, insert content wish hide bn <div></div> tags HTML code, hidden using CSS (i.e., “cascading style sheet”).
When people click link, content “unhides” page. link doesn’t he near content. ae page.
Links oy triggers, either.
If user performs action, wr it’s clicking link image, scrolling specific aa page, watching video audio, pressing form button (like submit, checkbox radio button, example), wk same.
Admittedly, I’ve seen truly creative, out-of-this-world applying this. “smart salesletters.” ts tactic basic doing it.
And won’t javascript-disabled browsers — I’ve seen slick Flash salesletters accomplish better. 98% browsers there, more.
Keep mind, browsers pop-up blockers he javascript disabled. technique lesser evils.
Bottom line, toggling content basic interaction ry simple possibly easiest me readers interact salesletters.
But granted, ee techie. I’m cy not. help you, here’s coding bit tutorial help you. (And wt follows basic example copied tutorials available online. Te tons te there.)
If he basic understanding HTML, ts relatively easy. First, add bit javascript code page’s HTML <head> tags (just closing </head> tag):
<script language="javascript">
function showHide(element) {
if (document.getElementById) {
// W3C standard
var style2 = document.getElementById(element).style;
style2.display = style2.display ? "" : "block";
}
else (document.all) {
// MSIE versions
var style2 = document.all[element].style;
style2.display = style2.display ? "" : "block";
}
else (document.layers) {
// Netscape 4
var style2 = document.layers[element].style;
style2.display = style2.display ? "" : "block";
}
}
</script>
Then, add style inside page’s head tags CSS stylesheet, you’re using external CSS file manage styles, hides content:
div#hiddenContent {display: none;}
If you’re adding directly web page, <style> tags, inside <head> tags well. look sg this:
<script language="javascript">
function showHide(element) {
if (document.getElementById) {
// W3C standard
var style2 = document.getElementById(element).style;
style2.display = style2.display ? "" : "block";
}
else (document.all) {
// MSIE versions
var style2 = document.all[element].style;
style2.display = style2.display ? "" : "block";
}
else (document.layers) {
// Netscape 4
var style2 = document.layers[element].style;
style2.display = style2.display ? "" : "block";
}
}
</script>
<style>
<!--
div#hiddenContent {display: none;}
-->
</style>
That’s hardest part.
Next, simply wrap content wt hide ad “div” tags, name. labeled “ID.” case, called “hiddenContent” matches style stylesheet, above. example:
<div id="hiddenContent">
Blah, blah, blah.
</div>
Next, nd determine wh link toggle content. add link page, le question instance, link specifically content, “click view testimonials.”
All add javascript link tells page “unhide” content placed bn “div” tags earlier. instance, link sd look this:
<a href="javascript:showHide('hiddenContent');">
Click here
</a>
And that’s it! You’re done.
Now, content directly requested link, content simply “opens up” wn ar link, ag else, clicked? Simple. nd add “onClick” string link choice.
Let’s there’s link section se page called “whatever.” care called “bookmarks.” se clicks tt link jumps bookmark, hidden content ao os up. Here’s example:
<a onclick="javascript:showHide('hiddenContent');" href="#whatever">
Whatever
</a>
You add link, including graphics, pages, sections.
Again, limited links. wh dt mouse actions, “onSubmit,” “onMouseOver,” “OnScroll,” others. There’s javascript pretty mh ey mouse action reader takes.
Plus, hiding unhiding content — content fly in, change (that is, unhide content we hiding others), appear pages (usually using cookies), much, more.
Nevertheless, here’s gt example action.
An opt-in landing page Brian Keith Voiles offers free report. landing page wordy, initially link table contents, separate window.
So rr push people away, decided toggle content page. Simply scoll halfway, bw we testimonials are, click on the link table contents. Wn do, os page.
Neat, huh?
Now, wt he multiple wish hide/unhide, individually, page? don’t hidden pieces content unhide simultaneously.
There this.
If adding area, section wish hide he “div” unique ne (or ID), corresponding link, scripts magic tt specific block content others.
In link tt wl expand contract specific content, simply pass eh ID individually. way, clicking specific link, os related content. example:
<a href="javascript:showHide('hiddenContent_1')">
Click here
</a>
<div id="hiddenContent_1">
Piece content #1
</div>
And other…
<a href="javascript:showHide('hiddenContent_2')">
Click here
</a>
<div id="hiddenContent_2">
Piece content #2
</div>
And don’t forget add “div” style appropriate ID stylesheet section (you wish). example:
<style>
<!--
div#hiddenContent_1 {display: none;}
div#hiddenContent_2 {display: none;}
-->
</style>
That’s te it.
But, wt wt all toggled content hide unhide single gesture, clicking single link? words, click link, sl pieces content simultaneously?
Simply, yr “div” sections above. Tn add Javascript function “head” tags, loops th “div” tags se page, calls existing “showHide” function finds:
function showHideAll() {
var cCommonDivName = "hiddenContent_";
var arrDivs = document.getElementsByTagName('div');
for(i = 0 ; < arrDivs.length ; i++) {
(arrDivs[ ].id.match(cCommonDivName)) {
showHide(arrDivs[ ].id);
}
}
}
So yr HTML, “head” tags, look sg this:
<script language="javascript">
function showHide(element) {
if (document.getElementById) {
// W3C standard
var style2 = document.getElementById(element).style;
style2.display = style2.display ? "" : "block";
}
else (document.all) {
// MSIE versions
var style2 = document.all[element].style;
style2.display = style2.display ? "" : "block";
}
else (document.layers) {
// Netscape 4
var style2 = document.layers[element].style;
style2.display = style2.display ? "" : "block";
}
}
function showHideAll() {
var cCommonDivName = "hiddenContent_";
var arrDivs = document.getElementsByTagName('div');
for(i = 0 ; < arrDivs.length ; i++) {
(arrDivs[ ].id.match(cCommonDivName)) {
showHide(arrDivs[ ].id);
}
}
}
</script>
<style>
<!--
div#hiddenContent_1 {display: none;}
div#hiddenContent_2 {display: none;}
div#hiddenContent_3 {display: none;}
-->
</style>
</script>
And function so:
<a href="javascript:showHideAll()">
Toggle everything
</a>
And don’t forget, switch them, sh content visible hide user clicks link. Simply change word “block” “none” javascript, “none” “block” CSS’ “div” style.
Want multiple links action?
My friend Frank Deardruff, creator AskDatabase.com software (a service highly recommend, too), script “frequently asked questions” page.
Frank us lengthy testimonials Webmaster Crash Course letter. Scroll at halfway testimonials section, lt bunch.
It’s friend mine, professional photographer Mary Mazzullo, lady wh camera hands. Click “read more” link testimonial.
(Mary, way, oy photographer chose wedding, tk those new pictures of me. tm ts website!)
Another gt copywriter friend mine, Ray Edwards, letter wrote Jack Canfield. able fit FAQs io the sales letter kp letter feeling “lighter” copy. (Just click “FAQs” link top.)
Aside toggling testimonials, FAQs, wordy blocks content, ts technique various ways. example, wh videos. video starts playing automatically, video oy start playing video os up.
You ly time goes by. yr eyes peeled!
.
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