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How to "pre-sell" a poster?

by Chris-
2 replies
(I'm a beginner compared to most people here, as is probably obvious

I realised that I am just putting images of great posters on a page (static or blog), and that this approach is getting not great response rates . . . one sale in approx 20,000 views (about 3 years) so far. I am putting posters on a well-focussed niche site, so they are all precisely "on-topic", but I would like to improve what I am doing. Currently I am giving biographical data on the artists, and a small degree of personal comment on the aesthetics or quality, but that doesn't seem to be working all that well! I had presumed that presenting people with products precisely specific to the page they searched for and letting people choose for themselves would work, but apparently not very well.

How to improve my sell-through rate? I presume I should be "pre-selling" in some way?

Should I say that I love the poster personally, should I say WHY I love the poster, should I give educated aesthetic reasons why the poster is good, or compare different posters with reasons why one is "better" than another?

From what I've read, emotional words improve sell-through, but on the other hand, I personally find that anything which looks to me like "hype" makes me immediately leave a site or product, so saying every poster is the "best one ever" is presumably not the best approach either?

Reading various "success" posts here, it looks to me that "reviewing" gets better response than "describing", so how best to "review" a poster? . . .

I am aware that the best answer would be to test, but I'd ask those who know what works rather than spend the next 20 years testing!

Anyone here selling posters successfully? If so, I'd be very interested to know what approach works, and what kinds of statistics are possible!

Thanks in advance for any helpful replies

Chris
#improve #poster #presell #sell-through
  • Profile picture of the author Michael Taylor
    Originally Posted by Chris- View Post

    From what I've read, emotional words improve sell-through, but on the other hand, I personally find that anything which looks to me like "hype" makes me immediately leave a site or product, so saying every poster is the "best one ever" is presumably not the best approach either?
    The first thing you have to do is realize your customer isn't like you. You have to get that out of your head. What you would or wouldn't do has zero to do with what your customer would or wouldn't do.

    Second, people say they hate "hype" in advertising. And yet in the very next minute, they're buying what the ad is selling. Here's a secret...people want to believe they're sophisticated and beyond the power of the pitchman. The reality is, they're swayed by a well-crafted, emotion driven, and targeted ad just as easily as anyone else...as long as the ad's subject matter appeals to them, of course.

    And you can't say each poster is the best one. That's not emotional, any way. That's just empty bluster and won't get you anywhere. Emotional selling of posters has more to do with touching your customer's connection to the person on the poster. What is it about the singer they like? Why does a certain movie excite them?

    You have to describe the subject of the poster, and not the poster itself. No one wants to buy a piece of rolled up paper. What they're buying is some kind of fantasy connection with the singer, actor, or movie. Use evocative language...describe the scene the poster represents...put your reader in that scene. Make it come alive with action.

    And then give them a way to capture a moment frozen in time with that singer or actor...all they have to do is buy that poster and they can feel that special connection with their favorite star.

    And that's not hype...that's reaching into your customer's mind and connecting him with your product.
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  • Profile picture of the author Chris-
    Thanks very much Michael . . . just the kind of thing I need to know!

    Chris
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