Audience: Know Them, Feel Them

Audience, message (what you want to tell them), call to action (what you want them to do) These three components form the framework for nearly all web pages and types of websites. Could be corporate websites, retail sites, ecommerce sites, informational sites, blogs, sales letters, landing pages, squeeze pages, transactional pages. The terms may be [...]

The Books of Summer

I remember when I was a kid in grade school coming home on the last day of school for summer break with a summer reading list stuffed in my notebook. I LOVED my summer reading lists. My mother would take us to the public library to choose the one or two we wanted to next. [...]

Big Disconnect: Display Ad to Landing Page

Yellowbook’s ad was an eyecatcher for me, sitting in Fast Company’s website header. Looks like this when you mouse over it. On mouseover, each of the icons displays a unique box describing a different marketing “tool” available to customers — Search Marketing, “advertise on major search engines,” Metrics Reports, “track your campaign performance with data,” [...]

How You Choose

What coffee shop will you choose? What CD will you finally purchase? What magazine off the very busy newsstand will you plunk money down for? These basic questions drive online and offline marketing, including web copy and content decisions. But these questions are not simple. We make choices based on emotions. But the real nitty [...]