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FIB - Scams 101 - Ye Olde Archives
Posted By: Mel. White In Response To: Looking for some feedback on this offer (Steve MacLellan)
Tuesday, 12 July 2005, at 7:20 a.m.
Serious question: Would you consider ditching the "long sales letter" format?
Yes, I know it's recommended everywhere... but that's really for folks who are trained to thinking that "long sales letter format = Great Info." If you're dealing with your friends and neighbors, they may hit that logjam of text and go, "Oh I don't want to waste my time."
One of the things that I've learned while doing my research for my current degree (Masters' of Anthropology in Internet Studies) is that people "expect" a certain look out of sites. Just as romance books have to have a hunky guy on the cover (half-dressed) and scifi novels have to have spaceships or aliens on them, people expect different looks from different types of sites.
One of the basic rules in marketing is "look at what your competition is doing." Now, you've got a site that is competitive with all the Packaged Business In A Box sites... but it doesn't look like a web designer's site.
Look at what your competition is doing:
http://www.jonwatkins.com/ (this one's got a VERY appealing site)
http://www.online-web-solutions.com/
http://www.entertainmentimage.com/
http://www.ingenux.com/default.asp
http://www.finerdesign.com/
http://www.westcoastwebdevelopment.com/
http://www.digitallysmooth.com/
http://www.seoimage.com/web_design.html
There's a certain consistant style (even among the less successful ones) and certain preferred colors (***note*** an original piece of research I've done suggests that these colors are VERY strongly tied to cultural and regional/country location!!) There's a preferred layout and for the best of them, good use of the "hot spots" (the areas of an image we tend to read first.)
So ask yourself what you're selling: packages for someone like the little restaurant a mile away, packages for a little local comics shop, or for people used to the long letter format and who want to find a Package Of Stuff.
It'll work if you're only targeting the Long Letter people.
If you're passing out flyers and advertising in newspapers that you're a web designer, the long letter format is just going to be a waste of your advertising dollars.
Seriously.
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