Turning graphics into money...
GRAPHICS THAT HELP YOU SELL MUST DO TWO ESSENTIAL JOBS WITHOUT FAIL.
1) STOP your prospect in their tracks... GAIN ATTENTION BY ALL MEANS. Resonate with them.
2) STIMULATE their desire to read the rest of your sales message. Make it easy to keep reading. Good design immediately draws people further into your copy.
Imagine your graphics as being extra grease you apply to your sales letter to create a blistering fast slide right down to your order form. Chunks of 'eye candy' should signpost the way like flags on a downhill ski slope slalom. Make it impossible for the eyes to look away.
Here are some key points...
Colour psychology - colours affect emotions. Emotions affect sales.
Good graphics signpost - an easy to follow navigation path through your text to order form.
Good graphics help make your copy - an easy, stimulating read.
Good graphics - customise to your prospect. Depending on your target market, you need styles and colours to match. i.e. No garish style or dayglo colours for serious topics such as Finance etc.
Good design enhances trust in your company - bad design = bad company in a prospects mind.
Good shopping cart/order graphics - make it easy to order. Expertly communicate how safe and simple the purchase steps are. Reassure with online security seals, money back guarantee graphics, high quality product images etc.
Direct response design is NOT ART - every single graphic element, is there to do a job and fuel the highest reponse possible for you. It must look good, but for a reason... to drive sales for you.
Nowadays with such sweeping technological convergence (Soon TV, Radio, Phone, Internet = WILL ALL BE ONE) and internet dependency flooding every corner of human existence it's vital that you engage in as much "whole brain selling" as you can to engage your prospect's full sensory perception for each sales package you produce.
Across all industries with the advent of Web 2.0 and a huge landslide of younger 'high interactivity', gamer savvy internet prospects, all copywriting and advertising needs to address the design driven environment that most of these younger prospects were raised in.
Today there is an insatiable demand for high quality imagery, especially online. It's crucial you use blocks of eye candy, fast moving storyboards of 'before and after' graphics, video, fascinating fact boxes, testimonial side bars stuffed with graphs and other visual proof elements to illustrate VISUALLY what you wish to say.
So to recap. The graphics should; be STUNNING ENOUGH TO STOP A PROSPECT, engage their interest and then direct their eyes into the copy. Both graphics and copy should work in synergy so your core message communicates well enough to make the sale in a clear, harmonious way.
If you would like me to help you with designs for your next online project or sales package then why not contact me today? I'd love to help you launch a package which outpulls all the rest and turns graphics into money for you.
Please click here to get in touch with me.
