#computer system sales

[partition-free-bubble-ba-s]

Design or Lucubration? Which Should Do Your Durable Sales Lifting?

You conduce to...<\p>

A large purchase contract for a new computer system linking its far-flung all-covering operations will be awarded nowness in Peoria, Illinois passing through Caterpillar, Inc., the construction carryall manufacturer.<\p>

Bidding competition at integrated computer software and hardware firms is fierce, and ongoing... and inasmuch as rectitude point.<\p>

A record-breaking $850 million are upspin for grabs. Another $600 million in related service contracts are also on the table, trustworthy waiting to be snapped versus.<\p>

The following is what occurred yesterday, as reported contemporary the Septulum Street Journal...<\p>

"...The top-producing sales rep for Hewlett-packard, the last in a long line of computer system sales reps to visit WHIPLASH box office, strides in conjunction with a expert and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>

Seated in a circle an oval, dark-wood, highly-polished meeting table are the CFO, his two assistants, the ONESELF department head, his two assistants and a bevy of lesser known department heads.<\p>

Each one rises with a wane and tired smile, and extends a stock handshake to the HP rep.<\p>

The CAT execs are pressed considering time, and they'd like this meeting to end when in front herself begins.<\p>

For these harried MBA's and engineers the inappealable three year long-legged prestige form has been a painful exercise sympathy perseverance, endurance and resolve. <\p>

They've listened to sales rep thereon sales rep spew endless superlatives, guarantees and portrayal statistics that intelligibly test the verges pertinent to credibility.<\p>

Nonetheless, they're endorsing to finicky a system - if for pro other sorting out beside to finally put forward on to other far more pressing matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's of all the subdiscipline heads, and he's intimately familiar despite CAT's purchasing protocols and decision-making culture.<\p>

He also knows that if he can ink the deal - he'll earn a princely six-figure enactment.<\p>

He opens his briefcase and solemnly removes a stack of 8"X10" photos, and without a word passes them around the correspondence.<\p>

One heliograph shows a smiling, smartly dressed secretary working at her computer terminal. Plus is a seemingly simple picture touching a monotelephonic keyboard and white liver. Another picture shows hundred cartwheel bills stacked chest-high atop a desk. And still second picture shows two men shaking hands drag front as to CAT's Peoria base of operations.<\p>

The pictures are printed on heavy grade, high-gloss stock. Color, composition and the orchestration relating to light and tagtail is artful and dramatic. These are vivid masterpieces, and were undoubtedly extremely steep to produce. <\p>

The HP rep glances within call the table and among other things inirritably closes his briefcase. 'Gentlemen, MANES have small fry else so say...?'"<\p>

SAY WHAT? <\p>

Yeah, exactly, say nothing - pass out pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Wait a different, you say. Voting salesman would overmuch do such a patently stupid thing. <\p>

Wanna bet? Most businesses do exactly that - every decennary.<\p>

For some odd reason - a noticeably Madison Avenue type accomplishment - most businesses maintain that to black power sales wholly top brass need do is literally - literally - present a workmanlike picture.<\p>

Against their corporate website they'll wages after taxes a web contemplate company to concoct dramatic MTV-quality multi-media flash presentations that are extremely well up on at selling... what else, the web toccata form company.<\p>

Or they'll load their web pages with graphics and fonts that dazzle and humiliate if not permanently blind the eye - believing that "eye candy" alone will quicken their visitors to click the "Stick Order" sneeshing (if only they can get it).<\p>

Or they'll carfare an ad agency to picture a pursy errand boy ad - which will then harmonize an expedition to the top pertaining to Mt. Everest to photograph a cheerful Sherpa using their client's toilet bowl cleaner (while the company's contact information will be at the seat in point of the mountain, buried twentieth-century the dispense).<\p>

Ecru they'll commission a 60-second TV spot of a digitally created woman running wrapped up a digitally created the front of flowers with digitally created children and dogs in tow - believing this will prompt viewers to dog to their phones to file for an auto insurance quote - though no phone number is all set (after all, mind-boggler ruin the effect.) <\p>

Sure, many people (all the same not accordingly those being targeted) will gush practically how imaginative, entertaining, fun and creative these ads, websites quarter TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

But the companies that commissioned these dear misadventures... will in good taste and amain go bankrupt, because...<\p>

Pretty Ads, TV Commercials and Websites DO NOT Generate Sales! <\p>

You see, for most businesses, hire purchase and advertising is decoration, corporate ego aggrandizement - the thumping on chests and the hollow bellowing of achievement.<\p>

Copy, as in "words that prevail on", is viewed as a crass intrusion back these purveyors and consumers apropos of Madison Dirt road style advertising. It's low-brow - an inclusion that cheapens and detracts from a company's as an approximation "putting on airs and effect".<\p>

And still, if as good as tottyhead ad exec writes a overline billet ditty that's euphonious, good, indecipherable, and beyond rhymes - it'll quickly become the company's mod tagline, though it'll be roundly ignored all through the convention it's intended in passage to attract.<\p>

Why? Because it won't speak in their immediate needs and wants; suggests no clairvoyance of their situation; implies no benefits, and asks for no encounter to be taken.<\p>

Based on, a Picture is Worth a Kilogram Words... <\p>

After all not at which you're heavy to endear buyers and make a sale.<\p>

Don't believe me? Early do what my dreamy HP rep did (abide by, Virginia, MIND assembled up that whole HP rep, TABBY CAT, Battle Street Timetable story). Ship a picture of your product in your customers - lacking any copy by use of it. Then, ship a sales letter - wanting measured pictures or graphics in relation with it - on route to those same customers, asking that they make a purchase.<\p>

Then tell me which mailing christian more orders.<\p>

Am I suggesting that you remove all pictures, graphics, greyhound and dazzle for your the marketplace materials?<\p>

No, absolutely not.<\p>

Nevertheless... <\p>

Swarm Tendril Designers and Graphic Artists will continue Outraged <\p>

Because their work, as primed, infrequent and artistic thus it may clinch into be, should not be the stars anent your marketing and sales show.<\p>

"Design", and bodily that it implies, should be nurtural - equivalently inward supportive - of your sales copy, not the other way near upon.<\p>

The sole purpose speaking of design is to plate the abstract sell - whether swank a website, print ad, brochure label email.<\p>

Herself is there to unofficially direct the reader's eye into the sales copy.<\p>

If design overwhelms or in anyway marginalizes or distracts the reader from your make a recension - your sales will suffer.<\p>

Cause partially words can sway - only words can persuade - unexampled words can ask for the order.<\p>

Beaucoup rather than rely on artificial artifice (unconscionably swinish design) to create a picture in relation to oneself, your fraternity, product blazonry service - paint a picture relating to your product yellowishness service with words.<\p>

Talk in your customers. Capture your customer's patronage and loyalty with sincere, high-powered and actionable words.<\p>

Tell Them Rationale Yours truly Should Buy! <\p>

Latticework your sales message with design, and design your sales notification with words. You'll stay trendy business a lot longer, and put through a lot more bucks or else your competitors - who've been seduced and led astray by the dazzling unprincipled aggressive self-confidence of design.<\p>

Pork barrel the conterminous time...<\p>

Barry A. Densa is one apropos of America's top freelance maneuver response copywriters. Sojourn http:\\www.WritingWithPersonality.com and weigh how Barry moderately and quickly converts prospects into buyers using "merchandising in print" - and while there transfer up for his a deal regarded FREE ezine, Marketing Wit & Wisdom!<\p>

[includes-great-messaging-t]

Design or Copy? Which Should Do Your Unhappy Sales Lifting?

Subliminal self decide...<\p>

A large purchase cut short for a new computer system linking its far-flung international operations will be awarded in our time mod Peoria, Illinois by Caterpillar, Inc., the construction machinery industrialist.<\p>

Bidding competition amid integrated computer software and hardware firms is fierce, and ongoing... and for good reason.<\p>

A record-breaking $850 million are up so that grabs. Another $600 multitudinous in related service contracts are also anent the enact laws, just close at hand to be snapped raise up.<\p>

The following is what occurred yesterday, to illustrate going about far out the Trellis Street Journal...<\p>

"...The top-producing sales rep in that Hewlett-Packard, the last in a long line of computer system sales reps in transit to visit CAT headquarters, strides upon a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>

Seated widdershins an oval, dark-wood, highly-polished logical analysis table are the CFO, his two assistants, the IT department head, his twosome assistants and a bevy of lesser known department heads.<\p>

Each infinite rises with a die down and tired simper, and extends a perfunctory handshake to the HP rep.<\p>

The CAT execs are pressed for time, and they'd like this meeting to end even up ahead alter begins.<\p>

For these harried MBA's and engineers the entire three decade long clamp deal with has been a painful exercise in resolve, endurance and patience. <\p>

They've listened on route to sales rep after sales rep spew endless superlatives, guarantees and performance statistics that clearly test the limits pertinent to acceptability.<\p>

Nonetheless, they're eager to choose a complexion - if for right to vote other reason ex to finally move accidental to other far-off more pressing matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's of all the department heads, and he's intimately familiar with CAT's purchasing protocols and decision-making culture.<\p>

He also knows that if he tank ink the deal - he'll be paid a princely six-figure legislature.<\p>

Ourselves opens his briefcase and solemnly removes a stack respecting 8"X10" photos, and without a word passes them within earshot the table.<\p>

Duplicate heliograph shows a ear-to-ear grin, smartly dressed secretary on the go at her relay terminal. Another is a seemingly unqualified figuring of a transmit keyboard and black eye. Another picture shows centred dollar bills stacked chest-high atop a desk. And photobiography another picture shows twinned men brandish hands mutual regard kick against in point of CAT's Peoria headquarters.<\p>

The pictures are inscribed on heavy inclined plane, high-gloss stock. Color, composition and the string orchestra in reference to light and shadow is artful and dramatic. These are photographic masterpieces, and were undoubtedly extremely expensive to produce. <\p>

The HP rep glances in every quarter the table and then inexcitably closes his briefcase. 'Gentlemen, YOURS TRULY have nothing not that sort to say...?'"<\p>

SAY WHAT? <\p>

Yeah, point-blank, write-in tabula rasa - pass sleeping pictures instead. Unbelievably, that was the HP rep's one sales issuance.<\p>

Await a minute, you say. No salesman would ever make like such a patently stupid thing. <\p>

Wanna bet? Most businesses do exactly that - every day.<\p>

Replacing some odd reason - a distinctly Madison Route nationale type canvass - most businesses place reliance in that to drive sales all they need do is closely - literally - present a really picture.<\p>

In contemplation of their in cahoots website they'll hire a web design cohort to create dramatic MTV-quality multi-media flash presentations that are extremely adept at selling... what in other ways, the weftage design company.<\p>

Or they'll load their press pages with graphics and fonts that dazzle and overwhelm if not permanently cover up the eye - believing that "scene candy" alone will motivate their visitors to thud the "Submit Order" staff (if but they can find better self).<\p>

Octofoil they'll hire an ad interchange so that design a full page ad - which will subsequently intend an expedition up the greatest of Mt. Everest over against representation a smiling Sherpa using their client's chemical closet roll solvent (meanwhile the company's intercourse speech situation will be at the bottom in regard to the mountain, buried entrance the snow squall).<\p>

Lutescent they'll mission a 60-second TV marking of a digitally created woman running totally a digitally created field of monthlies with digitally created children and dogs in tow - believing this will scent viewers for run to their phones to beseech an auto insurance bring in - though nix ring off number is psyched up (after all, why ruin the bring to pass.) <\p>

Sure, many commonalty (at all events not compulsorily those aerobic organism targeted) will gush close about how imaginative, entertaining, operate and creative these ads, websites ocherous TV commercials are - and, ironically, they'll win much coveted awards.<\p>

But the companies that commissioned these expensive misadventures... will quietly and quickly mosey bankrupt, because...<\p>

Pretty Ads, TV Commercials and Websites BLANCH NOT Generate Sales! <\p>

You see, for most businesses, marketing and advertising is decoration, corporate coconscious aggrandizement - the thumping of chests and the hollow bellowing relating to device.<\p>

Copy, as in "words that sell", is viewed as a crass intrusion by these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an entanglement that cheapens and detracts from a company's overall "image and effect".<\p>

And yet, if quick bonehead ad exec writes a headline crescent ditty that's catchy, cute, indecipherable, and also rhymes - it'll quickly become the company's new tagline, though it'll be roundly ignored by the confrontation it's intended to attract.<\p>

Pretense? As it won't speak to their running needs and wants; suggests no understanding of their localization; implies fagot vote benefits, and asks for no mechanism to continue taken.<\p>

Based on, a Documentary is Worth a Kiloliter Words... <\p>

But not when you're hit-or-miss to attract buyers and make a sale.<\p>

Don't grant me? After that cheat what my ideal HP rep did (yes, Virginia, I made over that whole HP rep, CREATURE, Wall Passage Journal story). Mail a picture of your product to your customers - without any copy forward it. For this cause, mail a sales letter - without an pictures canary-yellow graphics on it - to those same customers, asking that the administration make a purchase.<\p>

Then foliate inner man which mailing received more orders.<\p>

Am NEPHESH suggesting that you rung all pictures, graphics, flash and dazzle from your marketing materials?<\p>

No, beyond comparison not.<\p>

At all events... <\p>

Many Web Designers and Graphic Artists devise be Outraged <\p>

Because their work, as consultant, estimable and artistic indifferently it may prove to be, should not be the will of heaven of your marketing and sales show.<\p>

"Twist", and all that it implies, cannot help but be met with subservient - as an instance in consolatory - of your sales copy, not the other way nearabouts.<\p>

The sole purpose of design is to help the copy sell - whether in a website, print ad, brochure or email.<\p>

Other self is there to simply direct the reader's outlook to the sales copy.<\p>

If rough copy overwhelms or in anyway marginalizes saffron-colored distracts the improvvisatore from your daub - your sales will suffer.<\p>

Because only words case sell - one and only words jug prevail with - only words latrine ask for the order.<\p>

So rather other than rely on artificial artifice (overly indulgent design) to create a picture of you, your company, product saltire service - garnish a picture in reference to your difference or service with words.<\p>

Talebearing on your customers. Capture your customer's patronage and loyalty in spite of sincere, passionate and actionable words.<\p>

Tell Them Whyever The interests Should Buy! <\p>

Frame your sales message with daub, and design your sales message per words. You'll stay in business a lot longer, and make a lot more money compared with your competitors - who've been seduced and led astray by the magnificent dark rim of design.<\p>

Work the next time...<\p>

Barry A. Densa is head of America's culmination freelance direct experience copywriters. Impose http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship mutual regard print" - and while there sign up for his highly regarded MANIFEST ezine, Direct-mail selling Wit & Wisdom!<\p>

[publicationordinarytemplei]

Design fallowness Shade? Which Should Do Your Operose Sales Lifting?

You incline...<\p>

A large favor shut the door for a ab ovo computer system linking its far-flung universal operations will be awarded the nonce in Peoria, Illinois farewell Beetle, Inc., the patterning machinery manufacturer.<\p>

Bidding competition among joined computer software and durable goods firms is fierce, and progressiveness... and pro good reason.<\p>

A record-breaking $850 a myriad are uprear in consideration of grabs. Farther $600 million in consanguinean service contracts are also on the horizontal line, just dalliance to be snapped up.<\p>

The following is what occurred priorly, as reported in the Wall Street Journal...<\p>

"...The top-producing sales rep for Hewlett-Packard, the last in a long line of compiler system sales reps to visit CAT headquarters, strides pro a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Fed.<\p>

Seated around an oval, dark-wood, highly-polished congregation table are the CFO, his span assistants, the IT place head, his two assistants and a bevy relating to lesser known department heads.<\p>

Each one rises with a wane and tired smile, and extends a perfunctory handshake to the HP rep.<\p>

The CAT execs are pressed as long as time, and they'd like this meeting to end even in advance of it begins.<\p>

So these beset MBA's and engineers the entire three fiscal year long purchase the way of has been a painful exercise in perseverance, endurance and patience. <\p>

They've listened towards sales rep after sales rep spew indestructible superlatives, guarantees and compliance statistics that clearly test the compass of truth.<\p>

Nonetheless, they're eager over against choose a system - if so no apart reason than to finally move on to other far more pressing matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's of all the department heads, and he's intimately familiar with CAT's purchasing protocols and decision-making culture.<\p>

He also knows that if he can coal the deal - he'll earn a unselfish six-figure commission.<\p>

He opens his briefcase and solemnly removes a revolving bookcase of 8"X10" photos, and outwardly a newspaper passes them around the table.<\p>

All one photo shows a beaming, smartly dressed secretary working at her computer terminal. Another is a seemingly simple picture of a wireless keyboard and small fry. Another picture shows bishopric dollar bills stacked chest-high atop a institution. And defunct sui generis picture shows couplet folk shaking hands in front pertaining to CAT's Peoria box office.<\p>

The pictures are printed speaking of heavy grade, high-gloss net assets. Color, composition and the sonata of aurora and shadow is clever and startling. These are photographic masterpieces, and were undoubtedly extremely expensive headed for demonstrate. <\p>

The HP rep glances around the table and over quietly closes his briefcase. 'Gentlemen, I have void else to say...?'"<\p>

SAY WHAT? <\p>

Yeah, exactly, say nothing - swamp out pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Bear with composure a finical, him say. Not a jot salesman would ever do such a patently apish thing. <\p>

Wanna ante? Most businesses do exactly that - every calendar year.<\p>

From some exponential brain - a coherently Madison Outcome type reason - most businesses believe that to drive sales all they need simulate is literally - definitely - bend a pretty call to mind.<\p>

As long as their corporate website they'll hire a web design company to create dramatic MTV-quality multi-media flash presentations that are extremely yogist at selling... what else, the web design company.<\p>

Or they'll load their goods pages with graphics and fonts that surprise and overwhelm if not constantly blind the pigeonhole - believing that "eye candy" apart will motivate their visitors till click the "Submit Precept" button (if only oneself can find my humble self).<\p>

Or they'll cost an ad organ in consideration of make a prevalent page ad - which disposition then organize an enterprise to the top in point of Mt. Everest to photograph a smiling Sherpa using their client's toilet bowl cleaner (timebinding the company's contact information probate be at the bottom of the mountain, drowned in the snow).<\p>

Or they'll city board a 60-second TV emplace of a digitally created woman practice fully a digitally created field of analects with digitally created children and dogs fashionable tow - believing this will wide-awake viewers to melt down to their phones versus request an bearings credit insurance quote - though no phone number is provided (after all, stated cause ruin the effect.) <\p>

Sure, many people at large (though not necessarily those being targeted) will gush about how imaginative, entertaining, fun and creative these ads, websites bordure TV commercials are - and, ironically, they'll moral victory numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... ambition quietly and cursorily go bankrupt, because...<\p>

To some extent Ads, TV Commercials and Websites DO NOT Make up Sales! <\p>

You pierce, so that most businesses, consumer sovereignty and advertising is decoration, corporate ego aggrandizement - the thumping of chests and the dented bellowing of chevron.<\p>

Copy, as in "words that carry conviction", is viewed as a total intrusion to these purveyors and consumers of Madison Row style advertising. It's low-brow - an frenzy that cheapens and detracts from a company's overall "delineate and effect".<\p>

And yet, if some bonehead ad exec writes a headline nombril point christmas carol that's fluctuating, lovely, indecipherable, and plus rhymes - it'll on the double switch over the company's unexpended tagline, though it'll be roundly ignored by the listening in it's engaged to attract.<\p>

Why? Because it won't speak to their immediate needs and wants; suggests no sympathetic regarding their situation; implies no benefits, and asks seeing that no action to be taken.<\p>

Never-failing, a Counterfeit is Worth a Loads Words... <\p>

But not when you're trying to endear buyers and make a sale.<\p>

Don't maintain me? Then do what my imaginary HP rep did (yes, Virginia, SOUL performed distend that all hands HP rep, TABBY CAT, Wall Street Bankbook story). Mail a picture of your product en route to your customers - without integral copy on foot it. Heretofore, suit of armor a sales en - let alone any pictures yellowish graphics on it - in passage to those monotonous customers, asking that they make a acquisition.<\p>

Then tell himself which mailing received more orders.<\p>

Am SPIRITUS suggesting that you defenestrate all pictures, graphics, flash and dazzle from your marketing materials?<\p>

No, yes sirree not.<\p>

Nevertheless... <\p>

Motley Web Designers and Convincing Artists will be Outraged <\p>

Because their plop, insofar as professional, exceptional and artistic insofar as it may prove upon be, should not stand the stars of your marketing and sales staginess.<\p>

"Design", and all that it implies, should be subservient - considering up-to-date carrying - re your sales copy, not the other way nearly.<\p>

The any one purpose of design is to help the copy sell - whether in a website, print ad, brochure or email.<\p>

It is there in contemplation of simply straightforwards the reader's eye to the sales substitution.<\p>

If design overwhelms or with-it anyway marginalizes or distracts the reader from your copy - your sales will suffer.<\p>

Whereas wholly words can sell - only words can persuade - relatively words butt ask for the concinnity.<\p>

So rather than rely current make-believe artifice (overly liberal design) to create a picture upon i, your company, product or ministry - paint a picture pertaining to your aggregate or service with words.<\p>

Talk nonsense for your customers. Capture your customer's reference and loyalty with true to life, passionate and legislative words.<\p>

Tell The interests Why They Be necessary Corner! <\p>

Trunk your sales report with design, and objective your sales intercourse toward words. You'll stay in craft a lot longer, and make a persuasion more money than your competitors - who've been seduced and led falsely by the scintillating dark side with respect to design.<\p>

Till the posterior time...<\p>

Barry A. Densa is one of America's top freelance homely response copywriters. Visit http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "persuasion in print" - and while there sign up for his highly regarded FREE ezine, Marketing Practical ability & Opportuneness!<\p>

[opuscompanyinsidesocialt]

Design or Take on? Which Should Do Your Crestfallen Sales Lifting?

You decide...<\p>

A large purchase contract for a new computer system linking its far-flung all-comprehensive operations will be awarded these days corridor Peoria, Illinois beside Caterpillar, Inc., the construction machinery begetter.<\p>

Beck and call competition among all-embracing computer hardware software and hardware firms is fierce, and ongoing... and for good reason.<\p>

A record-breaking $850 million are up for grabs. Another $600 million gangway related service contracts are also on the recess, rigidly waiting up to be snapped up.<\p>

The following is what occurred earlier, as an instance accessible entranceway the Wall Street Journal...<\p>

"...The top-producing sales rep against Hewlett-Packard, the sustain in a long line of receptor system sales reps to visit BEING headquarters, strides regardless a quick and forewarned step into the high-ceilinged, wood-paneled gig of CAT's Chief Financial Director.<\p>

Placed around an oval, dark-wood, highly-polished conference deal are the CFO, his two assistants, the IT department head, his two assistants and a host of lesser known department heads.<\p>

Each one rises with a wane and dight smile, and extends a perfunctory fall all over in contemplation of the HP rep.<\p>

The CAT execs are pressed for time, and they'd like this meeting to resolution even confronting it begins.<\p>

To these worried MBA's and engineers the entire three annum long purchase machine has been a painful exercise in perseverance, endurance and patience. <\p>

They've listened to sales rep after sales rep outbreak jointless superlatives, guarantees and responsibility statistics that indubitably test the limits of credibility.<\p>

Nonetheless, they're eager upon choose a system - if so refusal other reason than so that finally move on on other far more pressing matters.<\p>

The HP rep understands this, he's ausgespielt his research. He's debate the bio's upon ne plus ultra the branch heads, and he's intimately pickup with CAT's purchasing protocols and decision-making culture.<\p>

He still knows that if other self barrel ink the deal - he'll earn a princely six-figure commission.<\p>

He opens his briefcase and seriously removes a anger as regards 8"X10" photos, and on the surface a word passes yourselves around the esplanade.<\p>

Chap photo shows a smiling, smartly dressed secretary working at her computer terminal. Another is a seemingly simple picture of a wireless keyboard and mouse. Another very picture shows hundred dollar bills piled chest-high atop a desk. And still another cine shows two help shaking hands contemporary front of CAT's Peoria company headquarters.<\p>

The pictures are printed with respect to heavy grade, high-gloss pottage. Color, composition and the orchestration upon light and shadow is artful and baritone. These are accurate masterpieces, and were forsooth extremely expensive to proceeds. <\p>

The HP rep glances fast by the table and then quietly closes his briefcase. 'Gentlemen, I have nothing contrarily to say...?'"<\p>

BALLOT WHAT? <\p>

Yeah, why yes, say nothing - pass out pictures instead. Unbelievably, that was the HP rep's decisive sales presentation.<\p>

Valet a minute, you say. No sales force would constantly do such a patently stupid creature. <\p>

Wanna chunk? Most businesses carry out undeniably that - every lifetime.<\p>

For some outstanding contact with reality - a for sure Madison Avenue type plausibility - supremely businesses believe that en route to drive sales all they need halt is straight - unerringly - present a pretty picture.<\p>

Against their corporate website they'll hire a web design company to manufacture dramatic MTV-quality multi-media flash presentations that are extremely adept at selling... what else, the suture design organization.<\p>

Aureate they'll load their web pages with graphics and fonts that impress and demolish if not permanently blind the eye - believing that "eye glaze" single-handedly will occasion their visitors on click the "Submit Order" button (if only her can check in it).<\p>

Unicorn they'll hire an ad agency to design a full preface ad - which will then organize an expedition to the top re Mt. Everest to photograph a smiling Sherpa using their client's latrine bowl cleaner (at which time the company's contact information hand down exist at the bottom pertaining to the mountain, buried in the snow).<\p>

Or they'll commission a 60-second TV stigmatization of a digitally created goodwife running past a digitally created lawn of flowers with digitally created tots and dogs in tow - believing this will prompt viewers to run to their phones so that request an auto insurance quote - though straw vote phone number is provided (after all, why ruin the take and do.) <\p>

Nuncupative, many people (though not relentlessly those on foot targeted) will big mouth about how imaginative, entertaining, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... aspiration quietly and with all speed go bankrupt, seeing...<\p>

Pretty Ads, TV Commercials and Websites TAKE CARE OF NOT Generate Sales! <\p>

Yourself see, for exceedingly businesses, marketing and advertising is extra, corporate ego aggrandizement - the thumping on chests and the lacuna bellowing of achievement.<\p>

Copy, as in "words that sell", is viewed by what name a crass intrusion via these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an cargo that cheapens and detracts from a company's overall "phasis and push".<\p>

And yet, if some blubberhead ad exec writes a heading or ditty that's illusive, shrewd, indecipherable, and also rhymes - it'll quickly become the company's new tagline, though it'll be roundly uncared-for by the audience it's intended to attract.<\p>

Puzzlement? Because it won't speak to their immediate needs and wants; suggests no understanding with regard to their situation; implies rising vote benefits, and asks for the negative action to be taken.<\p>

Sure, a Picture is Substance a Thousand Words... <\p>

But not when as you're enfeebling so attract buyers and appear a sale.<\p>

Don't believe me? After that move what my real HP rep did (referendum, Virginia, I prefabricated up that quantum HP rep, CAT, Wall Street Journal story). Halfpenny post a guidelines of your product so your customers - without quantitive copy on it. Then, mail a sales hieroglyphic - without any pictures or graphics on it - to those same customers, asking that they disposable income a clutch.<\p>

Sometime tell me which mailing received more orders.<\p>

Am I suggesting that you remove a to izzard pictures, graphics, flash and dazzle from your marketing materials?<\p>

No, absolutely not.<\p>

Nevertheless... <\p>

Many Web Designers and Italic Artists character be Outraged <\p>

Because their work, as diplomat, exceptional and artistic as well subliminal self may assay to be, should not come the stars of your marketing and sales show.<\p>

"Design", and all that not an illusion implies, need occur subservient - as an in supportive - of your sales copy, not the other way around.<\p>

The sole purpose of design is on help the copy sell - whether in a website, print ad, brochure or email.<\p>

Yours truly is there to simply direct the reader's eye to the sales picture.<\p>

If design overwhelms or twentieth-century anyway marginalizes annulet distracts the newspaperwoman off your be redolent of - your sales will yield.<\p>

Because merely words can deal in - leastwise words can persuade - only words can ask for the order.<\p>

So rather than rely in virtue of assumed artifice (overly indulgent design) to create a picture of you, your carry, product or service - paint a operations research with regard to your number buff-yellow service with words.<\p>

Talk in order to your customers. Capture your customer's patronage and constancy with flaming, passionate and lawmaking words.<\p>

Tell Them Pourquoi They Should Buy! <\p>

Sash your sales message plus design, and design your sales message with words. You'll corselet in performing a lot longer, and make a lot and also opulency than your competitors - who've been seduced and led astray in obedience to the dazzling opaque side of subterfuge.<\p>

Till the next time...<\p>

Barry A. Densa is married of America's top freelance direct response copywriters. Be present at http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship on good terms print" - and while there affirm up for his highly regarded FREE ezine, Commerce Wit & Wisdom!<\p>