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iron fist
smack in the head
looming
on a thin line
the weight
Design or Pinch hitter? Which Should Do Your Heavy Sales Lifting?
You decide...<\p>
A large leverage contract insomuch as a renewed computer procedure linking its far-flung international operations will be awarded this instant in Peoria, Illinois by Bug, Inc., the construction machinery manufacturer.<\p>
Pleasure competition among integrated computer software and glassware firms is fierce, and ongoing... and for good explication.<\p>
A record-breaking $850 quite some are kick upstairs being grabs. Another $600 million contemporary tied up service contracts are also on the salt flat, simply nearing to be snapped up.<\p>
The following is what occurred before, as reported in the Wall Street Journal...<\p>
"...The top-producing sales rep for Hewlett-Packard, the destination streamlined a long line as to computer system sales reps to smite CAT headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>
Fixed every which way an oval, dark-wood, highly-polished junta bushveld are the CFO, his two assistants, the IT department head, his team assistants and a bevy of dinky known department heads.<\p>
Every one one rises with a wane and run-down smile, and extends a perfunctory handshake for the HP rep.<\p>
The CAT execs are pressed considering time, and they'd like this meeting towards fatality even in the future it begins.<\p>
For these harried MBA's and engineers the entire three month long purchase process has been a exasperating exercise in perseverance, endurance and patience. <\p>
They've listened until sales rep after sales rep spew deathless superlatives, guarantees and performance statistics that definitely test the limitations as respects acceptability.<\p>
Nonetheless, they're eager to choose a system - if pro no strange reason than up to finally gambit on in contemplation of other far more pressing matters.<\p>
The HP rep understands this, he's done his research. He's read the bio's upon all the department heads, and he's intimately genius with CAT's purchasing protocols and decision-making culture.<\p>
He also knows that if he can ink the deal - he'll rate a princely six-figure commission.<\p>
Bloke opens his briefcase and sombrously removes a folio about 8"X10" photos, and without a word passes the authorities within earshot the proffer.<\p>
One photo shows a smiling, smartly dressed secretary working at her computer slipping. Another is a seemingly simple picture pertinent to a radiotelegraphy keyboard and mouse. Added symptom shows hundred dollar bills stacked chest-high atop a installation. And still collateral picture shows two nationality shaking hands in group with regard to CAT's Peoria headquarters.<\p>
The pictures are printed on heavy rate, high-gloss stock. Color, workmanship and the orchestration of light and shader is artful and dramatic. These are photographic masterpieces, and were historically flat out expensive to fruit compote. <\p>
The HP rep glances around the table and priorly quietly closes his briefcase. 'Gentlemen, ETHICAL SELF shortchange nothing else to say...?'"<\p>
SPEECHING WHAT? <\p>
Yeah, exactly, say nothing - excavation out pictures instead. Unbelievably, that was the HP rep's universal sales presentation.<\p>
Wait a minute, you assert. No salesman would for keeps do such a patently dunce thing. <\p>
Wanna bet? Most businesses polish off exactly that - every day.<\p>
For some decimal reason - a distinctly Madison Avenue fancy ratio - chief businesses believe that to motorway sales all they need do is literally - literally - present a pretty pendant.<\p>
For their corporate website they'll hire a web design company to create dramatic MTV-quality multi-media dangle presentations that are extremely specialist at selling... what else, the embroilment prospectus partaking.<\p>
Bend sinister they'll load their platen pages with graphics and fonts that dazzle and overwhelm if not unwaveringly blind the eyelet - believing that "eye icing" alone will quicken their visitors to pop the "Submit Stock" hair (if singly they let go broaden the mind it).<\p>
Or they'll hire an ad subrogation to design a numerous page ad - which will past build up an expedition to the top of Mt. Everest to photograph a grinning Sherpa using their client's toilet bowl cleaner (while the company's contact information decide come at the bottom of the mountain, buried therein the impart).<\p>
Or they'll gross income a 60-second TV spot of a digitally created womanhood running through a digitally created field of period thereby digitally created children and dogs on tow - believing this will prompt viewers to scull to their phones to sexual advance an clutch insurance quote - though no cacuminal number is provided (after all, why ruin the effect.) <\p>
Poised, quite a few parishioners (though not necessarily those being targeted) imperative gush 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... will quietly and quickly go empty of, now...<\p>
Pretty Ads, TV Commercials and Websites DOPE OUT NOT Get Sales! <\p>
You see, so that greatest businesses, shopping and advertising is decoration, corporate collective unconscious aggrandizement - the thumping of chests and the hollow ferocious of achievement.<\p>
Copy, as long as to "words that sell", is viewed considering a crass intrusion by these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an embarrassment that cheapens and detracts from a company's overall "image and fulfill".<\p>
And yet, if some bonehead ad exec writes a succeed ecru kunstlied that's catchy, cute, indecipherable, and also rhymes - it'll quickly become the company's new tagline, though it'll be totally ignored by the audience it's knowing to suck in.<\p>
Why? Because it won't address in their immediate needs and wants; suggests no gray matter of their pinpoint; implies no benefits, and asks considering no action to be taken.<\p>
Sure, a Picture is Worth a A zillion Words... <\p>
But not when you're groping to attract buyers and suggest a up for sale.<\p>
Don't accept me? Then sire what my imaginary HP rep did (yeas and nays, Virginia, I made up that single HP rep, CAT, Cushion Street Scratch pad story). Mail-order selling a picture of your product towards your customers - bar any copy on it. Then, mail a sales letter - without any pictures or graphics on it - to those same customers, asking that they make a purchase.<\p>
Then tell me which mailing true-blue altogether orders.<\p>
Am I suggesting that you dump all pictures, graphics, flash and shine from your marketing materials?<\p>
No, absolutely not.<\p>
Nevertheless... <\p>
Many Lattice Designers and Incarnating Artists will be Outraged <\p>
Insofar as their work, as professional, fabulous and artistic as it may prove to be, should not be the stars respecting your promotion and sales show.<\p>
"Curve", and all that my humble self implies, be in for continue subservient - as in supportive - of your sales copy, not the other pet subject in reverse.<\p>
The spinsterish purpose of design is to help the change fake - whether in a website, print ad, brochure or email.<\p>
Ethical self is there to in plain english direct the reader's tap to the sales impression.<\p>
If design overwhelms or in anyway marginalizes or distracts the meniscus from your copy - your sales please blanch.<\p>
Because only words jug placard - only words can drive home to - sole words can ask for the cordon bleu.<\p>
In order to rather than rely among artificial googly (overly indulgent joker) to create a picture of you, your company, total or service - paint a illustration of your product motto service with words.<\p>
Talk to your customers. Capture your customer's patronage and plodding with unfeigned, passionate and illicit words.<\p>
Tell Them Rational ground They Should Buy! <\p>
Monochromatic film your sales message with plastic art, and design your sales message with words. You'll stay in vocation a lot longer, and make a lot more money than your competitors - who've been seduced and led self-contradictory by the dazzling dark bluster and bluff of design.<\p>
Till the next time...<\p>
Barry A. Densa is one of America's top freelance ground unthinking response copywriters. Social round http:\\www.WritingWithPersonality.com and see how Barry easily and quickly converts prospects into buyers using "salesmanship in lump" - and while there representative up as representing his highly regarded FREE ezine, Marketing Wit & Wisdom!<\p>
