Duct Tape Marketing

One of the services I provide for my clients is sales copy critique, and one of the problems that I see very often in sales copy is "too good to be true" syndrome. I understand the importance of highlighting the great benefits of your product or service; but it's important to address the downside also.

If you have been marketing - either on or offline - for any amount of time, you have probably encountered the long copy versus short copy argument. Many marketers argue that long copy pulls much better than short copy, whether in direct mail or on the internet.

But on the internet, attention spans are extremely fragile. Web surfers are looking for immediate gratification. Do they really want to stick around and read a gazillion word sales letter? Does long copy outperform short copy, even on the internet?

Image search is the fastest growing search on the web. And, since Google, Ask and Yahoo are now including images in their search results pages, web marketers have been presented with a whole new opportunity. So it only makes sense that website owners follow a few extra steps to ensure their images are optimized for search:

Blogs are one way to enhance your website content. Plus, they allow you to easily maintain your site without having any technical expertise.  Unfortunately, it's that very simplicity of the blog that often...

According to a 2007 study, 64% of key decision makers are reading your email messages on their Blackberries or PDAs. To grab their attention, and make sure your mail gets read, it's important to follow these guidelines: