The Magic Number “3”

The Brain’s Favorite Number Is “3” Specialists in communication arts know it. Lawyers know it. Teachers know it. Parents know it. Marketers know it. Psychologists know it. You know it too, although you may not actually realize it. The brain likes to chunk what it takes in, in threes. Think about how you memorize numbers such as phone numbers, long …

Why Headlines Sometimes Don’t Work

From the ninth grade on, writing teachers, sales managers, copywriters, and others will tell you that you need to shout out your strongest benefit in your headline to attract the readers’ attention (just like everyone else’s headline). Although that would seem logical, it is not the most effective way to get better attention from the reader. So, how can so …

Can You “Feng Shui” a Website?

Is there such a thing as feng shui (pronounced “feng shway”) for a webpage? Feng shui is an ancient Chinese philosophy that governs spatial arrangement and orientation. It relates to patterns of yin and yang (the philosophy of how polar or contrary forces are interdependent in the natural world, i.e. “all things are in harmony and opposition”).  It is an …

Are Your Testimonials Really Working Hard Enough?

Why Aren’t Testimonials More Believable? Why don’t testimonials work harder at convincing new customers to follow their experience? After all, they represent the experience of one who has already been your customer. Is there something the testimonials do or don’t do that causes them to fail to communicate the great experience received from your product or service? There are actually …

Are Your Headlines a Stop Sign?

What has more emotional impact on you: a stop sign or flashing red light or a green light? Which would cause the greater reaction on your part? While you are stopped, do you look around? Do you sometimes change your mind about what direction you wish to head? That is exactly what you want people to do in terms of …

What the heck is a content strategy?

Developing a content strategy is a little difficult if you don’t understand what is meant by the term. A website should contain useful, usable content that informs, sells, explains, and provides support to whatever the selling premise is. Somehow it needs to be controlled so it is up-to-date and matches what is going on – not only on the company’s …

White Space: nothing becomes something

Certainly the things you say in and ad convey something about your product.  What about what you don’t say? The adage “less is more” has been proven with a study by the Journal of Consumer Research. The study demonstrated that ads containing lots of white space lead customers to perceive the brand as: More prestigious More sophisticated Trustworthy Higher in …

An Internet Advertising Consultant specializes in quality, not quantity

An internet advertising consultant needs to provide enhancements For a successful internet advertising consultant, the style of the copy has to be as important as the words it contains. Internet advertising consultants, contrary to popular belief, are just as much about making technical enhancements to a website, but must result in a click-through that results in sales.  Services need to …