Some marketing consultants believe that the highest form of the direct marketing art is the tweet or an Adwords advert. They believe that because the text is so limited, that only the best will get their messages across effectively.
Having spent years in the direct business, I believe that this is wrong for a simple reason. Catalog and internet marketing are graphically driven media, so the ability to grab someones attention with a short headline is not a test of skill in this area.
On the other hand, the ability to construct a landing page or to structure a product page on an e-commerce site relies on skills in graphical layout, customer understanding, eyepaths, and copywriting. With so many things in play, it is easy to see how people simply copy other models, resulting in the templates and idoms that we see on the net today.
One man with a deeper understanding of what lies behind these structures in Bryan Eisenberg. Here is a recent video interview that he did with Dr Ralph Wilson in which he discusses how he restructured a slaes page for Lands End at an internet conference. If you summarised the things that he did, then you might think: “pretty obvious stuff”. However, if you listen to the thinking behind his suggestions, you will see a deep understanding of how customers buy off the page. This understanding is the key to creating great web and landing pages so I think it is worth studying.
Tags: marketing web marketing page optimisation landing pages internet marketing







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Marketing Consultants have no problem assessing a market or a customer segment. They quickly begin to classify by all manner of traits and after a quick survey – hey presto – a segmentation that explains a lot about what happens when people get their wallets out ot buy a product.