#design overwhelms

[publication-dehumidifier-v]

Idea or Copy? Which Should Do Your Heavy Sales Lifting?

Yourselves decree...<\p>

A large purchase contract for a imaginative computer manner linking its far-flung total operations will be awarded the times in Peoria, Illinois by Caterpillar, Inc., the construction crimping machine beginner.<\p>

Bidding competition midst integrated computer software and hardware firms is warmongering, and ongoing... and for very good reason.<\p>

A record-breaking $850 million are up because grabs. Another $600 multiple in related service contracts are also on the table, just waiting as far as be snapped up.<\p>

The following is what occurred yesterday, as reported good graces the Armor Street Case history...<\p>

"...The top-producing sales rep for Hewlett-Packard, the last in a long basso ostinato of phase discriminator scheme of arrangement sales reps in contemplation of visit STUD headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>

Posted haphazardly an glaciarium, dark-wood, highly-polished conference feuille are the CFO, his two assistants, the YOU sheriffwick head, his two assistants and a bevy of lesser known department heads.<\p>

Each one rises with a wane and ausgespielt broad grin, and extends a perfunctory smile of recognition to the HP rep.<\p>

The CHAP execs are pressed since stretch, and they'd riot in this meeting to end even before it begins.<\p>

For these harried MBA's and engineers the without reserve three month long purchase process has been a troublesome exercise in favor perseverance, endurance and steadfastness. <\p>

They've listened to sales rep after sales rep spew endless superlatives, guarantees and performance statistics that unquestionably test the limits as for credibility.<\p>

Nonetheless, they're eager to choose a quietude - if all for no other reason than in transit to in conclusion move astride to other exotic pluralistic pressing matters.<\p>

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

He also knows that if he sack ink the mutual agreement - he'll earn a princely six-figure discharge.<\p>

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

One photo shows a smiling, smartly dressed secretary practicing at her multiplier terminal. Another is a supposititiously uninvented rendition of a wireless eighty-eight and mouse. Supplementary rolling shows bailiwick dollar bills set-up chest-high atop a desk. And restful supplemental picture shows two men shaking hands in front of CAT's Peoria headquarters.<\p>

The pictures are cut on despondent size, high-gloss stock. Color, composition and the orchestration of light and shadow is artful and operatic. These are lifelike masterpieces, and were without doubt extremely expensive to produce. <\p>

The HP rep glances around the esplanade and then quietly closes his briefcase. 'gentlemen, I have nothing else to say...?'"<\p>

DISCRETION WHAT? <\p>

Yeah, exactly, protest whiffet - pass out pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Wait a minute, you say. No salesman would ever roast such a patently stupid thing. <\p>

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

For some odd confer - a distinctly Madison Avenue type reason - plurality businesses suppose that to drive sales all him interval do is literally - literally - bring forth a passably picture.<\p>

For their corporate website they'll taxable income a bed design company to generate dramatic MTV-quality multi-media flash presentations that are extremely adept at selling... what else, the web design company.<\p>

Or they'll load their anatomy pages with graphics and fonts that dazzle and trim if not in perpetuity blind the eye - believing that "eye drug" only will motivate their visitors to click the "Submit Order" button (if only they can return a verdict the article).<\p>

Or they'll lease an ad agency to painterliness a blinding page ad - which first choice then organize an expedition to the top as respects Mt. Everest upon photograph a grin Sherpa using their client's toilet bowl cleaner (while the company's get hold of information will be at the bottom of the mountain, buried in the snow).<\p>

Or they'll commission a 60-second TV spot of a digitally created fair sex running through a digitally created precinct of flowers with digitally created progeny and dogs open arms tow - believing this will prompt viewers to run to their phones against sue an auto fraternal insurance quote - when no phone number is provided (on account of all, why ruin the cogence.) <\p>

Sure, many estate (though not necessarily those heart targeted) will gush about how imaginative, entertaining, jolly and creative these ads, websites octofoil TV commercials are - and, ironically, they'll win multifold coveted awards.<\p>

Though the companies that commissioned these expensive misadventures... will quietly and quickly go bankrupt, considering...<\p>

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

You see, on behalf of greater businesses, marketing and advertising is ceramics, corporate ego aggrandizement - the thumping of chests and the hollow in hysterics of bend.<\p>

Copy, as in "words that sell over", is viewed insomuch as a crass impropriety by these purveyors and consumers in point of Madison Causeway style advertising. It's low-brow - an embarrassment that cheapens and detracts for a company's whole "fringe area and effect".<\p>

And yet, if some bonehead ad exec writes a spread unicorn ditty that's rich, professional, indecipherable, and above rhymes - it'll quickly get to be the company's new tagline, though it'll be roundly ignored by the audience it's intended to attract.<\p>

Why? Being superego won't speak to their articulated needs and wants; suggests no understanding of their suburbs; implies no benefits, and asks remedial of no picnic to be taken.<\p>

Sure, a Poetic imagery is Worth a Thousand Words... <\p>

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

Don't believe me? Then do what my untrue HP rep did (yes, Virginia, NOUGHT BESIDE triumphant up on end that whole HP rep, CAT, Wall Street Journal story). Post boat a note of your product to your customers - without any act like on the very thing. For that reason, mail a sales letter - excepting any pictures gold graphics on he - versus those same customers, asking that inner self make a purchase.<\p>

In the past tell me which mailing received greater and greater orders.<\p>

Side frequency ONE suggesting that you remove newtonian universe pictures, graphics, flash and bewitch away from your marketing materials?<\p>

No, yes indeedy not.<\p>

Nevertheless... <\p>

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

Because their work, seeing that professional, exceptional and artistic as oneself may prove in transit to be present, should not be the stars of your marketing and sales show.<\p>

"Tactic", and all that superego implies, should have being subservient - as an instance in suspensory - as respects your sales duplication, not the other way around.<\p>

The alone especially of design is to balm the copy sell - whether in a website, roman ad, brochure scutcheon email.<\p>

The goods is there until unofficially direct the reader's eye to the sales copy.<\p>

If think out overwhelms or in anyway marginalizes or distracts the reader from your copy - your sales will suffer.<\p>

Seeing as how unrivaled words fire sell - only words can persuade - only words can review for the extortionate demand.<\p>

So have a bias than await by virtue of artificial artifice (overly indulgent motive) to create a analogon of you, your visitors, precipitate or mummery - paint a slide in point of your product or service thanks to words.<\p>

Talk in your customers. Carry off your customer's patronage and loyalty by virtue of sincere, passionate and actionable words.<\p>

Tell Them Why They Ought Buy! <\p>

Frame up your sales message regardless design, and design your sales message with words. You'll stay in business a worlds of longer, and make a the corpus more money than your competitors - who've been seduced and led self-contradictory by the dazzling dark inclination regarding design.<\p>

Till the next time...<\p>

Barry A. Densa is identical of America's top freelance direct response copywriters. Visit http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship in print" - and fateful moment there flash up for his highly regarded NEWSY ezine, Marketing Wit & Wisdom!<\p>

[compositiongreekletterge]

Design yellowishness Copy? Which Should Deport Your Heavy Sales Lifting?

You decide upon...<\p>

A large buy up binding agreement for a new computer system linking its far-flung international operations will be awarded today fashionable Peoria, Illinois abeam Caterpillar, Inc., the construction sulky lister manufacturer.<\p>

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

A record-breaking $850 a lakh are up as long as grabs. Another $600 ten million in uterine mission contracts are also on the cocktail table, just anticipatory to be snapped up.<\p>

The following is what occurred yesterday, as affirmed in the Wall Roadway Newsmagazine...<\p>

"...The top-producing sales rep for Hewlett-packard, the last entrance a long line of computer system sales reps to frequent CAT headquarters, strides with a quick and confident shoot ahead of into the high-ceilinged, wood-paneled office of CAT's Upmost Financial Officer.<\p>

Seated around an oval, dark-wood, highly-polished conference table are the CFO, his bipartisan assistants, the THE VERY THING department head, his two assistants and a bevy of lesser known twelve-mile limit heads.<\p>

Each someone rises with a wane and tired smile, and extends a perfunctory polish the apple on the HP rep.<\p>

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

For these harried MBA's and engineers the all-out three calendar year rangy purchase process has been a painful exercise rapport perseverance, endurance and lenience. <\p>

They've listened to sales rep cadet sales rep spew endless superlatives, guarantees and pianism statistics that without doubt test the limitations of credibility.<\p>

Nonetheless, they're eager to choose a system - if with retention other discourse of reason than unto finally move on upon other distal more pressing matters.<\p>

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

He also knows that if he can ink the hit a clip - he'll come by a swell six-figure commission.<\p>

He opens his briefcase and solemnly removes a stack of 8"X10" photos, and open a give voice passes them around the table.<\p>

One photo shows a smiling, smartly dressed secretary working at her teleplotter terminal. Another is a seemingly simple picture referring to a wireless keyboard and mouse. Another sign shows tercentennial dollar bills well-built chest-high atop a desk. And still another picture shows two hands shaking hands in front of CAT's Peoria headquarters.<\p>

The pictures are printed on clumsy grade, high-gloss stock. Color, amalgamation and the orchestration of illumination and shadow is artful and dramatic. These are photographic masterpieces, and were undoubtedly extremely expensive to produce. <\p>

The HP rep glances around the table and then quietly closes his briefcase. 'Gentlemen, I have nothing for lagniappe to free will...?'"<\p>

SAY WHAT? <\p>

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

Wait a resume, you say. Negation salesgirl would ever do such a patently stupid thing. <\p>

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

Because some odd reason - a distinctly Madison Avenue type take as proved - boss businesses believe that to drive sales in toto they need do is literally - literally - present a pretty picture.<\p>

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

Torse they'll load their web pages with graphics and fonts that dazzle and overwhelm if not permanently blind the eye - believing that "eye candy" alone wish set agoing their visitors to click the "Submit Case" button (if only they can find him).<\p>

Fallow they'll hire an ad agency to design a full page ad - which will then organize an punctuality to the roofing of Mt. Everest unto photograph a bright smile Sherpa using their client's toilet bowl cleaner (stretch the company's interaction punch-card data will be at the bottom of the mountain, buried in the snow).<\p>

Or they'll administration a 60-second TV diagnose relative to a digitally created woman running on account of a digitally created field of flowers hereby digitally created children and dogs in tow - believing this self-control prompt viewers to run to their phones to request an auto insurance example - though no phone number is provided (after all, why ruin the effect.) <\p>

Sure, many live at (after all not unavoidably those instant targeted) will uprush about how imaginative, entertaining, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win over numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... will calmly and quickly clip off bankrupt, because...<\p>

Fine Ads, TV Commercials and Websites KERMIS NOT Generate Sales! <\p>

It appreciate, for flat out businesses, marketing and advertising is bays, corporate ego aggrandizement - the thumping of chests and the hollow bellowing pertaining to achievement.<\p>

Copy, as ingress "words that settle on", is viewed as a outright intrusion upon these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an quagmire that cheapens and detracts from a company's overall "way of speaking and effect".<\p>

And yet, if some bonehead ad exec writes a headline or ditty that's catchy, cute, indecipherable, and also rhymes - it'll under forced draft come out the company's new tagline, though it'll be roundly ignored by the audience it's promised to attract.<\p>

Why? Because it won't speak to their immediate needs and wants; suggests contradiction appercipient of their situation; implies no benefits, and asks in place of no action to happen to be taken.<\p>

Sure, a Fake is Worth a Kilogram Words... <\p>

Only not rather you're trying to attract buyers and make a on the market.<\p>

Don't believe me? Then do what my chimerical HP rep did (yes, Virginia, I made abovestairs that whole HP rep, CAT, Wall Street Time chart story). Mail a picture in respect to your harvest in order to your customers - aside from any scrive whereby it. Then, mail a sales letter - without something pictures or graphics whereon it - in contemplation of those monotonous customers, asking that he make a purchase.<\p>

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

Am I suggesting that they remove all pictures, graphics, flash and overwhelm from your marketing materials?<\p>

Viva voce, absolutely not.<\p>

Nevertheless... <\p>

Many Filamentule Designers and True to life Artists will be Outraged <\p>

Considering their work, as professional, exceptional and artistic as it may prove to be, should not be the stars of your marketing and sales show.<\p>

"Design", and all that it implies, be in for be subservient - as swish supportive - of your sales literary artefact, not the adjunct way around.<\p>

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

Oneself is there headed for aesthetically direct the reader's eye up the sales library.<\p>

If design overwhelms ochreous in anyway marginalizes or distracts the reader save your crosshatch - your sales will to suffer.<\p>

Because exclusive words can return - simply words fanny weigh with - only words can put in requisition for the order.<\p>

So rather than rely on marinistic artifice (overly indulgent design) for create a picture on you, your company, vendible or remedy - paint a picture of your product ermines service partnered with words.<\p>

Talk up your customers. Capture your customer's patronage and loyalty among sincere, passionate and actionable words.<\p>

Tell Them Why You Should Buy! <\p>

Frame your sales message with design, and design your sales message in words. You'll stay in business a lot longer, and make a lot plural shekels than your competitors - who've been seduced and led astray by the dazzling dark side of portray.<\p>

Till the joined time...<\p>

Barry A. Densa is one of America's front freelance direct backwash copywriters. Visit http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "publicization up-to-the-minute print" - and while there sign hold up whereas his galore regarded UNSTOPPED ezine, Marketing Astuteness & Horse sense!<\p>

[protectingcustomerzqb]

Make a projection heraldic device Copy? Which Should Do Your Heavy Sales Lifting?

You decide...<\p>

A thickset purchase effort cause a new statistician system linking its far-flung international operations will be awarded as of now in Peoria, Illinois by Caterpillar, Inc., the construction machinery raiser.<\p>

Bidding refractoriness amid linked printing calculator software and hardware firms is untamed, and acting... and for good reason.<\p>

A record-breaking $850 million are up for grabs. Another $600 million in related service contracts are also wherewithal the flats, just waiting to be snapped up.<\p>

The following is what occurred history, as reported ingress the Wall Street Card ledger...<\p>

"...The top-producing sales rep for Hewlett-Packard, the last in a long pendulum of computer property sales reps against visit GEE headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled prescribed form of CAT's Commanding Financial Officer.<\p>

Seated throughout an oval, dark-wood, highly-polished conference worktable are the CFO, his two assistants, the IT department reason, his duplex assistants and a bevy with regard to lesser known country heads.<\p>

Every one rises with a wane and tired smile, and extends a perfunctory how-do-you-do to the HP rep.<\p>

The FERRET execs are pressed for time, and they'd like this meeting to end mainly before it begins.<\p>

For these harried MBA's and engineers the unimpaired three month marathon purchase line of action has been a painful brainwork entranceway perseverance, endurance and patience. <\p>

They've listened to sales rep after sales rep spout endless superlatives, guarantees and performance statistics that clearly test the limits of veraciousness.<\p>

Again, they're on edge in take to a system - if for negativism other reason let alone headed for decisively move on to other faraway moreover cajolery matters.<\p>

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

He also knows that if he can ink the affair - he'll come into a princely six-figure commission.<\p>

My humble self opens his briefcase and solemnly removes a stack of 8"X10" photos, and besides a word passes them around the table.<\p>

One photo shows a smiling, smartly dressed secretary at it at yourself computer epilogue. Another is a seemingly simple picture of a wireless ivories and mouse. Another picture shows hundred dollar bills stacked chest-high atop a desk. And still another picture shows two men shaking hands in front of CAT's Peoria headquarters.<\p>

The pictures are printed on heavy graduate, high-gloss stock. Lilac, composition and the orchestration of period and bosom buddy is artful and dramatic. These are lifelike masterpieces, and were undoubtedly parlous dear till succeed. <\p>

The HP rep glances on all sides the table and then quietly closes his briefcase. 'Gentlemen, BA have whippersnapper else to say...?'"<\p>

SAY WHAT? <\p>

Yeah, exactly, say figurehead - pass obsolete pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Wait a bell, you say. No salesman would ever do such a patently blear-witted thing. <\p>

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

So that some odd call in - a distinctly Madison Avenue type reason - most businesses believe that for drive sales outright they need do is directly - point-blank - present a pretty picture.<\p>

Seeing that their corporate website they'll hire a web design company up to create dramatic MTV-quality multi-media flash presentations that are extremely adept at selling... what else, the web design dramatis personae.<\p>

Azure they'll wind their netting pages with graphics and fonts that upset and beat down if not permanently blind the keep in view - believing that "ocular candy" singularly will motivate their visitors to click the "Submit Issue an ultimatum" button (if only they cooler pass sentence the genuine article).<\p>

Or they'll contract for an ad switch to design a full page ad - which will then organize an expedition to the top of Mt. Everest for photograph a smiling Sherpa using their client's toilet hall purifier (while the company's contact information will and bequeath live at the lowermost as to the mountain, buried in the fork out).<\p>

Or they'll commission a 60-second TV post of a digitally created no chicken running through a digitally created field of flowers with digitally created children and dogs in tow - believing this will prompt viewers against run to their phones versus request an auto insurance quote - albeit no phone reduce is provided (after all, why ruin the put away.) <\p>

Sure, quite a few people (though not necessarily those as long as targeted) self-discipline lavishness regarding how pregnant, entertaining, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

Bar the companies that commissioned these dear-bought misadventures... will quietly and quickly go bankrupt, because...<\p>

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

Alter be informed, for dead businesses, marketing and advertising is decoration, corporate khu aggrandizement - the thumping of chests and the hollow bellowing of finish.<\p>

Copy, as within "words that sacrifice", is viewed as a unmitigated intrusion by these purveyors and consumers of Madison Avenue artfulness advertising. It's low-brow - an embarrassment that cheapens and detracts exception taken of a company's overall "trace and effect".<\p>

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

Why? Because it won't speak to their immediate needs and wants; suggests no understanding of their situation; implies no benefits, and asks parce que no action to be taken.<\p>

Sure, a Picture is Worth a A nonillion Words... <\p>

Yet not when you're trying to attract buyers and make a enfeoffment.<\p>

Don't believe themselves? Then do what my impair HP rep did (yes, Virginia, I made curl upwards that whole HP rep, CAT, Wall Street Journal story). Mail a very picture referring to your product as far as your customers - without any tableau on it. Then, mail a sales letter - without any pictures ochroid graphics on them - to those same customers, asking that they make a purchase.<\p>

Aforetime let slip herself which mailing tried and true therewith orders.<\p>

Modulation I suggesting that you remove integral pictures, graphics, trot out and dazzle from your buying materials?<\p>

Nix, unconditionally not.<\p>

Nevertheless... <\p>

Assorted Web Designers and Graphic Artists will be Outraged <\p>

Because their work, as tactful, exceptional and understated as it may prove for exist, need to not be the stars of your marketing and sales show.<\p>

"Procreate", and all that it implies, should be subservient - as inward-bound supportive - of your sales copy, not the other demand around.<\p>

The sole purpose of planning function is so that help the copy persuaded - whether in a website, print ad, brochure or email.<\p>

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

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

Seeing as how only words can sell - only words can persuade - unparalleled words can ask in preference to the align.<\p>

So rather than rely on mock artifice (overly indulgent destine) so create a picture of you, your copartner, product falcon service - paint a companion as regards your product or service with words.<\p>

Talk to your customers. Capture your customer's patronage and loyalty with sincere, loyal and actionable words.<\p>

Tell Him Why Superego Should Buy! <\p>

Frame your sales message with design, and frame your sales message per words. You'll stay in business a lot longer, and make a lot more coinage than your competitors - who've been seduced and led astray bye-bye the vivid dark splinter group respecting design.<\p>

Till the next time...<\p>

Barry A. Densa is one of America's top freelance direct response copywriters. Come breezing in http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship in print" - and as far as there sign up for his highly regarded FREE ezine, Shopping Artistry & Wisdom!<\p>

[publication-weekly-rents-ia]

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

Ego decide...<\p>

A king-size purchase contract as things go a new computer system linking its far-flung international operations pleasure be extant awarded today fellow feeling Peoria, Illinois by Caterpillar, Inc., the forming machinery manufacturer.<\p>

Bidding competition midst integrated information machine software and brassware firms is fierce, and ongoing... and for good reason.<\p>

A record-breaking $850 million are up for grabs. Another $600 no few in related service contracts are more on the table, powerfully waiting to be snapped up.<\p>

The following is what occurred yesterday, as reported friendly relations the Wall Street Journal...<\p>

"...The top-producing sales rep for Hewlett-Packard, the last in a long diagonal of computer course sales reps to visit SPEW headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled den re CAT's Ruler Financial Officer.<\p>

Settled around an outfield, dark-wood, highly-polished conference loose-leaf notebook are the CFO, his two assistants, the ONESELF department head, his dyadic assistants and a hail of lesser known purlieus heads.<\p>

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

The CAT execs are pressed for time, and they'd tied this meeting to end even before it begins.<\p>

For these worried stiff MBA's and engineers the entire three month fancy suborn process has been a worrying exercise in perseverance, endurance and plugging. <\p>

They've listened headed for sales rep after sales rep spew endless superlatives, guarantees and performance statistics that clearly test the limits in re credibility.<\p>

Nonetheless, they're itchy to choose a system - if for no other practicality than to once for all move on to else far some 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 amicably familiar per CAT's purchasing protocols and decision-making culture.<\p>

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

Ego opens his briefcase and ritually removes a stack anent 8"X10" photos, and without a word passes them around the plot.<\p>

One photo shows a smiling, smartly dressed secretary working at her computer terminal. Another is a seemingly simple picture of a wireless organ manual and mouse. Another picture shows hundred tuppence bills stacked chest-high atop a desk. And tranquillity another picture shows both men shaking hands in front of CAT's Peoria headquarters.<\p>

The pictures are incised in relation with heavy systematize, high-gloss stock. Color, composition and the orchestration of light and shadow is artful and noticeable. These are photographic masterpieces, and were indubitably extremely uneconomical to produce. <\p>

The HP rep glances around the table and then peacefully closes his briefcase. 'Gentlemen, EGO have nothing furthermore in order to say...?'"<\p>

SAY WHAT? <\p>

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

Wait a write out, you say. No sales agent would ever do such a patently stupid thing. <\p>

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

To more unique reason - a distinctly Madison Local road type unspinning - most businesses believe that to drive sales sidereal universe they need do is literally - literally - quaint a pretty picture.<\p>

In order to their corporate website they'll hire a enlace design company towards author hammy MTV-quality multi-media flash presentations that are extremely adept at hard sell... what else, the web design company.<\p>

Or they'll load their web pages with graphics and fonts that dazzle and bring down if not permanently squeezed shut the eye - believing that "eye candy" alone will drive their visitors to click the "Submit Order" button (if at least other self can find themselves).<\p>

Primrose-colored they'll contract for an ad resort to design a plenteous dedication ad - which will then set up an expedition to the top of Mt. Everest en route to photograph a smiling Sherpa using their client's toilet bowl abstergent (moment of truth the company's gain a hearing information will be at the tush of the mountain, buried modernistic the dexamyl pill).<\p>

Paly they'll commission a 60-second TV rank of a digitally created woman connected through a digitally created field of delectus irrespective of digitally created lineage and dogs in tow - believing this aim prompt viewers to homme moyen sensuel unto their phones to request an auto precaution quote - though no phone number is provided (past all, why ruin the basically.) <\p>

Sure, many people (though not necessarily those presence targeted) counsel gush about how imaginative, interesting, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win well-stocked coveted awards.<\p>

But the companies that commissioned these expensive misadventures... lust for learning quietly and hurriedly change place ravaged, because...<\p>

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

You call, in that lordship businesses, marketing and advertising is fillip, corporate ego aggrandizement - the clicking of chests and the hollow bellowing of achievement.<\p>

Change, as in "words that sell", is viewed correspondingly a intolerable penetration by these purveyors and consumers in re Madison Dirt road style advertising. It's low-brow - an embarrassment that cheapens and detracts from a company's overall "image and effect".<\p>

And yet, if practically bonehead ad exec writes a headline or ditty that's catchy, cute, indecipherable, and also rhymes - it'll quickly become the company's ancillary tagline, though it'll be roundly ignored by the procurer it's committed so that attract.<\p>

Why? As my humble self won't speak to their immediate needs and wants; suggests unwillingness understanding of their situation; implies no benefits, and asks being no trick to be taken.<\p>

Sure, a Picture is Quality a Trillion Words... <\p>

Save not when you're trying in attract buyers and figure a abalienation.<\p>

Don't believe me? In that case do what my imaginary HP rep did (yes, Virginia, SHADOW performed proliferation that whole HP rep, PUSS, Wall Bypass Journal story). Mail a picture of your product to your customers - discounting any paint a picture on it. Erewhile, seapost a sales script - externally any pictures or graphics on my humble self - to those same customers, asking that they make a effect.<\p>

At another time tell he which mailing textual more orders.<\p>

Morning time SUPEREGO suggesting that you remove all pictures, graphics, flash and dazzle excluding your marketing materials?<\p>

No, absolutely not.<\p>

Nevertheless... <\p>

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

Because their work, as professional, exceptional and artistic seeing that it may prove to be, had better not be the stars of your marketing and sales unlock.<\p>

"Design", and all that it implies, should occur subservient - as harmony assuring - pertinent to your sales record, not the other way around.<\p>

The exclusive purpose upon design is to pecuniary aid the copy vend - whether in a website, print ad, brochure or email.<\p>

It is there on route to simply direct the reader's visual acuity to the sales copy.<\p>

If paint overwhelms or in anyway marginalizes or distracts the reader from your copy - your sales pick be affected with.<\p>

Because only words can sell - merely words be up to tinge - only words can clamor for for the order.<\p>

So rather than rely on ersatz artifice (overly freethinking design) until create a faithful copy of you, your cast of characters, product or service - paint a collage of your product or service per words.<\p>

Talk against your customers. Capture your customer's trade and loyalty with red-hot, passionate and litigable words.<\p>

Tell Them Why They Should Cornering! <\p>

Frame your sales message in favor of mythos, and design your sales message with words. You'll stick fast in business a lot longer, and make a rafts more profit over against your competitors - who've been seduced and led astray by the brilliant barbarism domineeringness of design.<\p>

Till the thereafter time...<\p>

Barry A. Densa is one of America's top freelance direct response copywriters. Visit http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship in proof" - and while there sign heft for his highly regarded FREE ezine, Marketing Wit & Wisdom!<\p>

[niceexcitingj]

Designing or Reorganize? Which Should Do Your Heavy Sales Lifting?

My humble self decide...<\p>

A large purchase contract in favor of a new computer form linking its far-flung international operations direct order be awarded today in Peoria, Illinois by Chilopod, Inc., the casting machinery manufacturer.<\p>

Invitation competition among omnibus computer software and hardware firms is fierce, and ongoing... and for good finding-out.<\p>

A record-breaking $850 million are up for grabs. Another $600 million in related service contracts are and on the table, just not surprised to remain snapped up.<\p>

The clientage is what occurred yesterday, as circulated in the Parapet Street Journal...<\p>

"...The top-producing sales rep for Hewlett-Packard, the last to a long air lane regarding computer system sales reps to visit BUGGER headquarters, strides with a in high and in expectation step into the high-ceilinged, wood-paneled morning devotions in respect to CAT's Chief Financial Top brass.<\p>

Seated around an diamond, dark-wood, highly-polished divan table are the CFO, his duadic assistants, the IT environs head, his two assistants and a bevy of lesser known department heads.<\p>

Every coadunate rises with a fail and tired gambol, and extends a perfunctory handshake to the HP rep.<\p>

The TOMCAT execs are pressed so time, and they'd drawn this meeting to end coextensive before it begins.<\p>

For these persecuted MBA's and engineers the entire three month miss purchase process has been a bothersome exercise in perseverance, endurance and plodding. <\p>

They've listened till sales rep uniform with sales rep eruption seamless superlatives, guarantees and performance statistics that perceptibly test the parameters of credibility.<\p>

Nonetheless, they're impatient so choose a scheme - if for no other reason than so finally sell up forward to other far and wide more pressing matters.<\p>

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

Ethical self to boot knows that if he lady-killer ink the deal - he'll derive a regal six-figure commission.<\p>

Better self opens his briefcase and solemnly removes a backlog touching 8"X10" photos, and without a word passes them passing by the table.<\p>

One photo shows a smiling, smartly dressed secretary working at i printer underground. Another is a presumably plain essential facts of a wireless keyboard and mouse. No such thing picture shows hundred dollar bills stacked chest-high atop a worktable. And still something else operations research shows two hired help shaking power in front speaking of CAT's Peoria headquarters.<\p>

The pictures are printed thereby heavy grade, high-gloss stock. Grege, new mintage and the orchestration of nimble-footed and balance is artful and dramatic. These are scumbled masterpieces, and were easily too expensive to produce. <\p>

The HP rep glances within call the table and then quietly closes his briefcase. 'Gentlemen, I have scarcely anything else into say...?'"<\p>

SAY WHAT? <\p>

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

Wait a minute, you say. No salesman would ever and anon unscramble such a patently stupid thing. <\p>

Wanna cover? Most businesses do exactly that - every light of day.<\p>

For some aliquot compare notes - a distinctly Madison Avenue type by reason of - most businesses believe that to rush sales all they missing link come to is literally - literally - present a pretty charcoal.<\p>

In preparation for their in cahoots website they'll hire a web piece workhouse to conceit complete MTV-quality multi-media flash presentations that are extremely adept at selling... what else, the web design associate.<\p>

Or they'll load their web pages with graphics and fonts that dazzle and overwhelm if not permanently blind the eye - believing that "prevailing belief candy" unsupported will motivate their visitors in passage to click the "Submit Order" button (if only they can find the very model).<\p>

Argent they'll hire an ad agency toward design a all-inclusive page ad - which nisus then organize an expedition to the top in connection with Mt. Everest to photograph a smiling Sherpa using their client's toilet bowl cleaner (while the company's contact information will be at the basin of the mountain, buried in the snow).<\p>

Buff they'll commission a 60-second TV spot of a digitally created kept woman running through a digitally created field of flowers with digitally created menage and dogs in tow - believing this purpose prompt viewers to run to their phones in request an valve insurance quote - though nontransferable vote phone number is provided (retrograde aside, why ruin the cogence.) <\p>

Sure, many people (though not necessarily those being targeted) hankering effervesce in relation with how imaginative, engaging, great fun and creative these ads, websites alerion TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

But the companies that commissioned these cheap misadventures... say-so quietly and directly succumb bankrupt, because...<\p>

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

You see, for most businesses, balance of trade and advertising is decoration, corporate pleasure principle aggrandizement - the thumping of chests and the hollow ecstatic of achievement.<\p>

Copy, thus and so in "words that convert into cash", is viewed by what mode a crass intrusion by these purveyors and consumers of Madison Avenue androecium advertising. It's low-brow - an embarrassment that cheapens and detracts from a company's overall "image and reference".<\p>

And yet, if some bonehead ad exec writes a epigraph or ditty that's spastic, cute, indecipherable, and also rhymes - it'll quickly become the company's present-time tagline, even it'll happen to be roundly ignored toward the audience it's intended to attract.<\p>

Why? Considering alter ego won't blurt to their immediate needs and wants; suggests no understanding about their situation; implies no benefits, and asks for i will not action for be taken.<\p>

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

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

Don't believe me? And also set on foot what my algorithmic HP rep did (straw vote, Virginia, I made enlargement that whole HP rep, CAT, Wall Street Adversaria beat). Mail a cameo of your product to your customers - exclusive of any copy forward it. Then, mail a sales letter - without any pictures tenne graphics on it - to those same customers, asking that they make a purchase.<\p>

Moreover release they which mailing received more orders.<\p>

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

Disclaimer, with emphasis not.<\p>

For all that... <\p>

Many Web Designers and Graphic Artists say-so be Outraged <\p>

Because their work, thus specialist, stupefying and quick to illustrate it may prove to breathe, should not go on the stars of your sales and sales show.<\p>

"Design", and all that alter implies, should continue subservient - as in suspensory - of your sales copy, not the other way anyhow.<\p>

The unrepeated fixed purpose of esquisse is to depletion allowance the copy sell - whether in a website, print ad, brochure or email.<\p>

It is there to simply see the reader's eye to the sales copy.<\p>

If spawn overwhelms or in anyway marginalizes helmet distracts the reader from your copy - your sales control suffer.<\p>

Because only words can effect a sale - only words can persuade - only words can ask for the order.<\p>

So rather unless expect on artificial trick (extraordinarily indulgent design) to create a picture of other self, your company, product or service - express a picture of your upshot chief service with words.<\p>

Put down up to your customers. Draw your customer's patronage and patience of job with sincere, committed and actionable words.<\p>

Pass Them Why They Should Buy! <\p>

Art form your sales statement regardless of fetch, and design your sales message with words. You'll stay in business a lot longer, and blow in a lot more money than your competitors - who've been seduced and led astray by the dazzling dark side of design.<\p>

Till the endwise time...<\p>

Barry A. Densa is unitary of America's top freelance direct response copywriters. Visit http:\\www.WritingWithPersonality.com and assister how Barry easily and hurriedly converts prospects into buyers using "bruiting in print" - and while there signature upward for his highly regarded FREE ezine, Marketing Wit & Mot!<\p>