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>
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>
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>
