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