Archive for February, 2009

Ten Tips for Crafting a Killer Home Page (or how to write web stuff that sells)

Wednesday, February 25th, 2009

1. Make it about them, not you
-Put yourself in your reader’s mind
-Frame your content according to his or her fears, needs, problems, wants

2. Be the solution
-Position you, your company or your product as the answer to their needs
-Give me a reason to respond

3. Promise benefits. Support with features.
-“Save time,” “protect your posture,” “learn to play like a pro” — these are benefits
-“Long-life battery,” “telescopic handle,” “top-ranked tennis teacher” — these are features

4. Offer a Unique Selling Proposition (USP)
-Differentiate your product with a distinct characteristic or benefit
-Play up one quality that no one else can

5. Forget words like “best,” “premier,” “leading” and number one” — unless you can prove it

6. Say stuff once and move on
-Organize your copy points by topic
-Avoid redundancy
-Don’t say the same thing different ways (like I just did)

7. One person at a time, please
-You’ll never be everything to everybody
-Define your audience
-If you have more than one, direct them to their own section within your site

8. Use your voice
-Match your copy tone to the personality of your product and to the layout
-If it’s hip and casual, be glib, WTF
-If it’s sleek and sophisticated, pen with polish and panache

9. Tell me where to go and what to do
-Directions are good
-It’s okay to say, “buy now,” “click here,” “check out this site”

10.Be brief or say buh bye
-Assume your reader has the attention span of a tic
-Keep it short or you’ll lose them
-Save the long paragraphs and fine details for 2nd and 3rd layer pages

www.adlibmktg.com

Acute Angina. And Other Adorable Ailments.

Tuesday, February 17th, 2009

By Helen Blatz

I turned sixty last week. My kids threw me a party with a cake, streamers, sparkling wine, the whole shebang. Until then I’d never witnessed a cake with sixty candles on it. Once they were lighted, I’m certain you could see my backyard from space. Of course I was obliged to blow them out. “Come on, honey, it’s not the last blow job you’ll give tonight!” My horny husband of fifteen years shouted. He has poor hearing and no shame. He continuously brags about our sex life and has no qualms about sharing our more amorous adventures with just about anyone. Ever since we installed that hanging basket in the bedroom, I’ve noticed that the mailman looks at me differently.

Old age is a cold-hearted bitch with a 14-inch strap on.

That’s how I feel though I must confess the metaphor is borrowed from the TV show Dexter. Now that I’m a sexagenarian (an apt label for anyone over fifty with a wicker sex chair suspended from the ceiling of their boudoir) original thought is a thing of the past. It’s as if all synaptic activity has migrated south to my lower intestines, transforming itself into pulsing waves of flatulence along the way. If I had my druthers, I would have blown out my birthday candles with a mighty gust from the old caboose. But I have my position on the church membership committee to consider.

I must say, although the numbers six and zero together scare the hell out of me, my health is no source of worry these days. I feel great and plan to live for another sixty years at least. Sadly, this is not the case for some of my pals in book club. They’ve started dropping like thongs at a Viagra convention. My first husband’s cousin, Betsy (a.k.a. gay fat Betts according to my oldest son), read her last Oprah book a couple of months ago. She cashed it in shortly after scarfing down a bear claw from the food court in Macy’s basement. Apparently she had stopped taking her insulin during the Clinton administration while continuing to satiate her life-long sweet tooth with assorted treats from department store bakeries. Ketoascidosis is what it’s called. That’s when the body has too much sugar hanging around because the pancreas is no longer converting it into energy. This sends the system into shock and shuts down pretty much every life-sustaining organ. The person slips into a coma and eventually dies. Diabetes is a cold-hearted bitch with spurs and a bullwhip.

Fred, my first husband, died under the grip of acute angina. Trust me, there was nothing cute about it, though the paramedic who tried to revive him had an adorable cleft in his chin. I’m not going to go into the details of watching your sole lover of twenty-three years hit the floor like a stone but needless to say that appalling image will remain embedded in my psyche for an eternity, or until the day I finally leave this ghastly planet and head to that big bakery in the sky – where presumably Betsy will be waiting, Oprah book and bear claw in hand.

www.mypersonabooks.com

Let’s say TTYL to the fine art of crafting ads

Thursday, February 5th, 2009

Okay, so I admit I haven’t completely immersed myself in the world of marketing 2.0. It’s not that I’m a total technophobe. It’s just I’m struggling with the apparent reality that anyone can do my job, and the job of my pals in the art department.

Blog pages, Youtube posts, twitter profiles — social media has put communication arts in the hands of the people – people who didn’t study Burnett, Bernbach or Ogilvy. Grade schoolers, college kids, entrepreneurs and budget-freaked brand managers, these are the new stars of advertising and to them there’s nothing sacred about headlines, fade ins or fonts. These folks have never obsessed over the size of a logo or squinted at a screen till 3 am while perfecting an ad. They are marketing civilians who wouldn’t know a jump cut or ho-hum headline if it bit ‘em in the booty text. Nowadays, a clean layout smacks of corporate sanitization. And when it comes to commercials, who needs a meticulously edited music track when you can have a million hits on a homemade video featuring some pimply kid bastardizing your brand alongside his Casio keyboard?

Kerning? F o r g e d d u h b o u t i t! Syntax? Of this they have not understanding.

I recently asked a relatively young video editor to add a few frames to the tails of a scene. I thought it would make a smoother cut. I think he was more concerned it would cut into his lunch. I got a virtual eye roll and an email pushback in the form of, “If that’s what you really want.” In his defense, who wants to work on old-fashioned paid media when you could be posting your band’s latest gig on Facebook? And potentially reaching a highly receptive audience for practically zero dollars.

The fact that copywriting (the discipline which took me, oh let’s see, about a couple of decades to master) is now in the hands of the masses is not so painful for me as the reality that consumers don’t seem to give a Twitter (or is it Tweet?) about clunky type or heavy-handed copy. Today, it’s the lack of production quality that gets noticed. Amateur gets the Gold Pencil in the new world.

Whether this nascent era of raw and unrefined is really moving product off the shelves or making phones ring remains to be seen. But as long as ad dollars run short and consumer attention spans run even shorter, it’s certainly here to stay. As for me, this self-proclaimed copy perfectionist is trying her hand at a few reckless rants on a cookie-cutter blog site.

So far, I rather like it. TTYL.
Martha
adlibmktg.com
mypersonabooks.com