
Tacky MLM?
Oddly enough, it seems that there will always be a place for the “traditional sales letter” in the world of Online Marketing. Weird huh?
Though I will often voice my disdain when talking about the use of a traditional sales page, I assure you, it is not because I fail to see any proof that it is, in fact, an effective marketing tool. I see the proof very well! I see the stats, the tests, the channels, the channels with their own tests, come back, time after time, with the glaring results that people will still “buy” an obvious over sell.
I want to clarify that it is not the actual content I have a problem with, provided that it is somewhat well written. I know it is essential to the process, and takes talent to write for the Web. What I am really talking about are those “affiliate type” landing pages, and the actual formatting used in the page or template.
Not that I find it so insane that a person could read a clever bit of copy and suddenly feel the impulse to click on the big, shiny “Buy!” button. We’ve all been there. With me, it was usually due to the, Well since they put it that way, I am running low.” type of reasoning in my buyer mentality. I mean hello, the button was blinking and pink.
But, whatever my reason was for pressing the blinking button, I assure you, I never felt good about it. My feelings about the experience were never positive, because it felt as though I had given in to something kind of desperate. Like I had condoned bad behavior, and worst of all, I would come way from the experience not feeling confident about my buy, or the brand itself, thinking, “Gee, what was the need for such a hard sell mister?”
It may seem like I am a really picky person when it comes to website designs, but that is not the issue entirely. What I am really picky about is everything that page design is revealing to me about the person behind the sale, and what they chose to be their method of “approach”.
I may sound picky…but I know the last thing I would want my customer thinking is, “Wow! They sure were trying awfully hard, I wonder why? This product will probably be a huge let down, but hey, it was only $15.00 bucks.”
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