Archive for March, 2009

Stuck On Formatting.

Tuesday, March 31st, 2009

A lot has been made about the power of formatting. Even a simple headline-style or background color change may make a big difference in your response. This excitement usually leads to a common pattern. It usually starts like this: First, a well-known marketer comes-out and says, “A giant yellow order button increases response by 300%.” [...]

Missing or Misrepresenting the Key Benefits

Thursday, March 26th, 2009

For every market, there are key concerns that stand above the rest.  By addressing them, you capture your reader’s attention and build desire for your product or service. For example, let’s say you’re selling a dog training product or service. What makes someone go online and search for such a product? Here are just a [...]

Distracting From The Main Goal

Wednesday, March 25th, 2009

In today’s world, there are options for just about every single decision you make.  From which of the 15 brands of toothpaste to use to which of 50 flavors of ice cream you want to eat. Most of the time having all of these options is a good thing.  It enriches your life. This is [...]

A Story of Creation.

Tuesday, March 24th, 2009

There’s one key ingredient that I look for first before investing my time in a new project: A story of creation behind the product or service. You see, a lot of marketers just throw together products that they don’t really care about. They hire a cheap ghostwriter to create the product and think about all [...]