Content marketing and the sideways sales letter

I was listening to the Copyblogger podcast yesterday evening with legendary copywriter John Carlton, in which he was talking about sales letters and how a launch is in fact a “sideways” sales letter, something I’m pretty sure I’ve heard before. This morning while out cycling I was listening to another podcast from Copyblogger, this time with author Robert Greene.

Host Robert Bruce said something about what Copyblogger calls “content” marketing, which added to Carlton’s observation – that content marketing, i.e. consistently producing high quality content that interests your readers, is really a sideways sales letter over a loooooong timeframe.

I’d never thought about it that way before, and I’m not sure if it’ll make a difference to what I do (not here though, as I hardly ever update), but I do like that way of thinking about it.

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