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How To Boost Your Sales With Design Elements

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Posted 4th March 2010 at 12:40 PM by Loren Woirhaye

Engagement of viewer/reader attention isn't just the first-step
in the selling process. These days, with the onslaught of information
and withering attention spans afflicting consumers, engagement
is practically the whole ball of wax.

Graphics and visual play a major roll in engagement on the web.
You know this - and it's important to understand that attractive
graphic design may not be the right kind to sell your product.
Sometimes ugly or informally balanced design wins
attention better than conventionally balanced design.

There's more about this in a recent blog post I made, with good
example of what I find an unbalanced, yet highly-engaging design.

The URL is : copywriting – persuasive graphics use | Loren Woirhaye writes about online marketing, business success factors, and how to make your advertising more effective

If you are selling collectible ceramic birds to old ladies, pretty
design may be a better choice... but if you need to cut-through
the shield of apathy today's overstimulated younger consumers
carry before them, sometimes your graphic design should be
screaming for attention. Furthermore, it may not be enough to
just get attention - actually creating an uncomfortable
feeling with jagged design upsets the reader, stirring her emotions.

When you've got people emotionally engaged you've got their
attention and they're listening to what you have to say.

Now I know graphic design in the internet marketing scene has
reached a high level of polish, but I'll bet these sales-letters with
the glossy sports car headers don't actually engage. These
headers may attract affiliates and in some cases may be
appropriate for the market they're targeting... but in many cases
I'd wager (if I were a betting man) that introducing upsetting
graphical elements would boost engagement and probably

I want to iterate - Graphic design is REALLLY important to
direct response marketing. What I'm getting at here is that
the good-looking design that doesn't move the sale forward
is a worse choice than an unexpected design that does.

All the big players in direct mail get this stuff right, so
you don't have to go far. Many of them - J. Peterman for
example, do use really nice-looking design. It matches
their market.

Dan Kennedy's stuff is often ugly. Clayton Makepeace's stuff
is good looking, but often uses informal balance to keep
the reader engaged.
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