Category: In the spotlight
I’ve been so busy working on some amazing projects in the past few months, that I haven’t had the time to show them off.
Unless I’m already actively looking for exactly the kind of product featured in the “shocking prices” ad, chances are I won’t even notice it. And it’s not just me.
50% off is NOT the answer to the question: “Why should I buy this thing?”
50% off might be the answer to the question: “Why should I buy this thing among hundreds of other options that seem exactly the same to me?”
“People love sales,” they said. “Just run a 50% off, and the customers will triple, you’ll see!” while you wondered how you could ever make
The secret of the power of stories? They are specific, not generic. A story of a war that is won by a wooden horse with a hidden compartment is much, much more powerful than: “We make quality wooden containers of any shape or size.”
When it comes to your marketing materials, the main point isn’t the style. The point is your main message and how clearly you express it – through design and copy, images and words. The style shouldn’t draw attention to itself. The style should draw attention to your message.
There is a person who is desperately looking for your product, right now. She might even be looking at your website and reading your copy at this very moment. Will it give her the confirmation she is looking for? Or will she stay confused and uncertain? (and continue browsing, in hope of finding another site that tells her exactly what she wants to hear.)
I think both the writing itself and the communication with your designer are equally important in getting the final product to look and feel just right, so I’ll mention all the little things that came to mind.
A short rant on Valentine Day’s forced marketing messages and irrelevant special offers, and a suggestion to pick another day to proclaim your love for your customers.
This post is part of the Ask a Designer series. You ask me questions, I answer them to the best of my