Copywriting Tips - How Important Are Graphics to Sales Copy?
Posted 12-12-2008 at 12:17 PM by Robert Plank
Tags banners, copywriting, graphics, logos, sales letters
YouTube - How Important Are Graphics to Sales Copy?
Years ago, I used to think that fancy graphics and headers were all you needed to sell a product online. After all, when you go to the store, that's usually all you see in front of you... whether it's cereal boxes or software boxes. But then one internet marketer showed me the truth... he displayed two sales letters side by side. One contained sales text and no graphics, the other contains graphics and no sales text. Which one do you think sold?
Do not misunderstand me, graphics on sales letters are important for three simple reasons. The first one is branding. Most marketers will tell you that unless you are Coca-Cola, branding is useless. That is basically true, you cannot expect your name or your product's name to become recognized by every household. However, you need to realize that graphics instantly show people what you are selling. If you want to be branded as "the AdSense guy" or "the copywriting guy" flashy graphics that show people exactly what you are selling, is a great way to do that.
The most important type of graphic you can have on your sales copy, in my opinion, is your own photograph! You do not have to be a model, and I do not care if you have "a face made for radio" ... if you have a picture on MySpace or Facebook, it is good enough to show on your sales letter. The picture does not necessarily have to be professionally-taken or corporate looking, any headshot of yourself will do fine. People feel better when they are buying from a real human being. Your photo will also make you instantly recognizable when you attend offline events in your niche.
No matter what kinds of graphics you use on your site, do not forget "the fold." The fold is that part of your web pages that visitors can see before they scroll. If you have huge header graphics that take up a large portion of the fold, readers will have less of a chance to get hooked, and it will kill your conversions. For that reason, I prefer to use header graphics that are 100 pixels high or smaller, or I avoid headers entirely. If you must use header graphics in your sales copy, try to work an attention-grabbed headline into the header so that your graphics help, instead of hinder.
Those are my three graphics tips for sales letters: brand yourself, use your photo, and remember the fold. Apply those three things and you should avoid 99 percent of the mistakes most newbies make when using graphics in copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... Five Minute Copywriting: Write a sales letter in five minutes!
Years ago, I used to think that fancy graphics and headers were all you needed to sell a product online. After all, when you go to the store, that's usually all you see in front of you... whether it's cereal boxes or software boxes. But then one internet marketer showed me the truth... he displayed two sales letters side by side. One contained sales text and no graphics, the other contains graphics and no sales text. Which one do you think sold?
Do not misunderstand me, graphics on sales letters are important for three simple reasons. The first one is branding. Most marketers will tell you that unless you are Coca-Cola, branding is useless. That is basically true, you cannot expect your name or your product's name to become recognized by every household. However, you need to realize that graphics instantly show people what you are selling. If you want to be branded as "the AdSense guy" or "the copywriting guy" flashy graphics that show people exactly what you are selling, is a great way to do that.
The most important type of graphic you can have on your sales copy, in my opinion, is your own photograph! You do not have to be a model, and I do not care if you have "a face made for radio" ... if you have a picture on MySpace or Facebook, it is good enough to show on your sales letter. The picture does not necessarily have to be professionally-taken or corporate looking, any headshot of yourself will do fine. People feel better when they are buying from a real human being. Your photo will also make you instantly recognizable when you attend offline events in your niche.
No matter what kinds of graphics you use on your site, do not forget "the fold." The fold is that part of your web pages that visitors can see before they scroll. If you have huge header graphics that take up a large portion of the fold, readers will have less of a chance to get hooked, and it will kill your conversions. For that reason, I prefer to use header graphics that are 100 pixels high or smaller, or I avoid headers entirely. If you must use header graphics in your sales copy, try to work an attention-grabbed headline into the header so that your graphics help, instead of hinder.
Those are my three graphics tips for sales letters: brand yourself, use your photo, and remember the fold. Apply those three things and you should avoid 99 percent of the mistakes most newbies make when using graphics in copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... Five Minute Copywriting: Write a sales letter in five minutes!
Total Comments 1
Comments
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You're absolutely right about having your picture on the salespage. It makes a huge impact and sometimes header graphics can get a little cheesy.
Some of the most effective sales pages I've come across didn't have any graphics.Posted 12-12-2008 at 04:37 PM by fxmmorale
