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Design that Sells

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Design that Sells

  1. 1. DESIGN THAT SELLS
  2. 2. BUY
  3. 3. ASK FOR THE SALE
  4. 4. BUYLearn more LEARNING MORE IS JUST AN OPTION
  5. 5. WHAT ARE THE NEEDS
  6. 6. FUNCTIONAL IS BEAUTIFUL
  7. 7. BAD Low Contrast Reversed Thin Type Hard to Read Fonts More Words than Necessary GOOD High Contrast BOLD TYPE Clear Fonts Few Words
  8. 8. NOBODY READS
  9. 9. DON’T MAKE ME THINK
  10. 10. HIGHLIGHT DESIRED ACTION
  11. 11. SALES WINS ARGUMENTS
  12. 12. http://about.me/bobpritchett WANT MORE?

Editor's Notes

  • Bob Pritchett, bob@logos.com
  • Always start with an opportunity to buy.
  • The first rules of sales is ‘ask for the sale.’
  • Don’t be afraid to ask for the sale up front. Some people will just buy, and you want to get out of their way. Other people won’t buy until they do their own research. Provide that information, but never let it get in the way of a sale. Let people drill down as deep as they want. Learning more is just an option; buying is the required behavior.
  • In a good screenplay, every scene has two characters with an urgent need. Every ad and every web page should address urgent needs. Ideally the viewer has an urgent need to solve a problem that our product can address – and we have an urgent need to sell the product. But even if the viewer’s urgent need is to get information, our urgent need remains, and the page should address their need and ours.
  • When the design accomplishes the purpose – selling – it’s great design. Something aesthetically beautiful that doesn’t sell isn’t really beautiful marketing.
  • When there’s a disagreement about design or messaging, the answer is to test. The right design is the design that sells more.
  • When there’s a disagreement about design or messaging, the answer is to test. The right design is the design that sells more.
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