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FIB - Scams 101 - Ye Olde Archives
Posted By: Mel. White In Response To: Re: Well, I sort of agree with Tim (Dave Mauder (eDave))
Friday, 30 September 2005, at 6:24 a.m.
> I REALLY appreciate the advice, and I understand what you're saying Mel.
> But a long time ago when I asked for advice about my new CSS site design,
> I was told (can't remember by who) that I had too many different products
> on my site. The recommendation was to remove or re-position most of it,
> and try to focus the site around a core product line.
Remember, there's a difference in what you may be told and what the big dogs with the very successful product lines are doing. I see the Same Old Advice being handed out to folks on how to design and market -- but, y'know, I don't see your local grocery store (which is successful) or car dealer or bank or nonprofit organization or university, etc, following those guidelines in their ads.
I'm doing some volunteer work for a museum right now, and I've learned a lot about how they market their museum. The big eye-opener for me was when the ad director told me "you have 3 seconds to catch the audience's attention. Depending on how fast they read, it could be as little as 1 second."
This was later confirmed by a prof who had been in the movie industry and made ads for tv and radio.
In that one second you need to tell them that you've got a great newsletter -- BUT -- you also need to tell them what the site is about.
> I'll definitely give this some thought and try to come up with a way to do
> what you're suggesting. Right now, I'm not really sure how.
Modeling. If your main product and main focus is the free newsletter, then think about your favorite news site (cnn.com or news.yahoo.com for me.) Your audience has come to your site because of something they either found through a search engine or through reading your sigfile. They're there for a purpose.
Imagine CNN.COM rewritten to look like your site -- with the opening page a long-format sales letter on signing up for CNN to get access. Who do you think would stay and sign up or read the news?
Here's a site that hypes its newsletter and gets good money from its list (in terms of people paying for ads and so forth):
http://www.writingfordollars.com/
Notice that they focus on "what is the information on the site." That newsletter is important to them... so the signup box is put in a different color and it's placed RIGHT where the reader's eyes will hit first in looking at the page.
> I guess my main objective is to get each visitor to subscribe to the free
> 6-day course and I thought that's what I was doing on the main page. But I
> also understand that many people might decide right away that it's not for
> them.
But if they don't want the course, you have other material that might be of interest (look again at the writingfordollars site) -- and with the "one second only one product" appearance, you've just lost those other sales.
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