|
| |
10 Basic Search Engine Preparation Tips
While many people think it is enough to have web site to earnhundreds or thousands of dollars within a few weeks, it is much harder in reality to get people to your web site and then it is another thing to get them to buy something from you.But that's a ...
eMarketing Basics
How to Apply a Few eMarketing Basics to Improve Business Online eMarketing, commonly known as an Internet marketing tool, refers to ‘how’ businesses market their services or products online. In this new age of technology, an Internet presence directly ...
What's Wrong With Your Promotions ?
How many times have you been frustrated with your promotion efforts online ? Let's face it...most folks working online are amateurs when it comes to promotion. They simply don't come to the internet prepared with the tools, experience and background ...
|
|
|
|
| |
on the Web?" My contention was that today's web users are too
savvy to fall for hyper-inflated sales language like "Totally
insane offer!" and "Expires soon, don't delay!" and we're jaded
from having been subjected to it by TV advertisers over the years.
The response I got to that article suggests my theory was mostly
correct.
A group of e-booksellers and publishers used the article to jump
start a discussion on their forum about marketing hype. Rod Purnell
concluded that whether we like it or not, hype is effective.
He said, "Hype still works and I think people as a whole are still
eating it up, even if they don't want to admit it." He contends
that the excitement created by hype is contagious and can actually
drive people to buy.
But Teresa King of eBookWholesaler.com says there's a fine line
between using hype and using a strong call to action to create
excitement. If you cross that line, she says, you lose your
credibility.
"I think enthusiasm is very important. I think a page that
promises to show you how to make 400 extra dollars per month is
way more realistic than a page that says make a million in six
months. Those are so hyped up that they come across as totally
unbelievable."
Usability expert Jakob Nielsen would agree with that. He and
John Morkes conducted a study into the way people read online and
found that users detest what they dubbed "marketese" - the
promotional writing style that uses boastful, subjective claims
like "hottest ever". He says credibility suffers when users can
clearly see that the site exaggerates.
"Promotional language imposes a
cognitive burden on users who
have to spend resources on filtering out the hyperbole to get at
the facts," Nielsen wrote. "When people read a paragraph that
starts 'Nebraska is filled with internationally recognized
attractions,' their first reaction is 'No, it's not' and this
thought slows them down and distracts them from using the site."
Another problem with hype is the word itself. It can mean both
a flamboyant promotion (yay) and a questionable, exaggerated
claim (boo). So if old man Webster can't even figure out which
way it swings, how can webmasters and copywriters?
Online marketer Andrew Tegenkamp of http://lightningbiz.com/ipc/
has an answer to that dilemma. He posted this on the forum: "I
think that if creating hype on your sales letter makes you lie,
you've gone too far. If you're still selling the truth but using
words that inspire people, you're two things... a genius and an
honest business owner!"
Nobody ever said being a genius was easy, however. Writing web
copy that's exciting and persuasive without using false claims
or inflated language is a tall order. But it's a challenge that
pays off in the end. After all, using hype-free copy means never
having to say, "Your results may differ from those you see in
our promotional materials."
Copyright (c) 2003 by Heather Reimer
About the Author
If you'd like a free content analysis on your website (including
hype barometer!) visit: http://www.TheWriteContent.com or send
me an email to Heather@TheWriteContent.com
The Write Content delivers action-inspiring web content, sales
letters, newsletters, press releases and more. SEO copywriting
at a painless price. Satisfaction guaranteed.
|
|
|
|
|
|
 |
Omni Casino Offers Canadian Online PromoCasino AdvisorOmni Casino has a large number of Canadian players. The online casino caters to them in a number of ways like accepting Canadian dollars as a currency for deposits and wagering. In June Omni Casino will host a special promotion for Canadian players ... |
|
Blackjack Ballroom Hellboy Online PromoCasino AdvisorFor one of its promotions this week Blackjack Ballroom online casino has chosen the branded online slot game Hellboy. Hellboy has not achieved the same success as the other branded slots like Tomb Raider and Hitman, but it is an excellent feature rich ... |
|
