Comments on: Don’t Drive Your Visitors Crazy like This Website Does! http://contentmarketingtoday.com/2008/03/12/dont-drive-your-visitors-crazy-like-this-website-does/ How to turn prospects into buyers with content marketing Tue, 20 Dec 2011 16:27:58 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Beverley Moore http://contentmarketingtoday.com/2008/03/12/dont-drive-your-visitors-crazy-like-this-website-does/comment-page-1/#comment-1446 Beverley Moore Tue, 15 Apr 2008 15:13:27 +0000 http://contentmarketingtoday.com/2008/03/12/dont-drive-your-visitors-crazy-like-this-website-does/#comment-1446 Yes, design is important - but it shouldn't obscure the message. People using the web are impatient - if they don't see what they want very quickly, they will click away to somewhere more useful. A great window display in a shop brings you in by showing you the products on offer - website landing pages have to do the same Yes, design is important – but it shouldn’t obscure the message. People using the web are impatient – if they don’t see what they want very quickly, they will click away to somewhere more useful. A great window display in a shop brings you in by showing you the products on offer – website landing pages have to do the same

]]> By: Scott Frangos http://contentmarketingtoday.com/2008/03/12/dont-drive-your-visitors-crazy-like-this-website-does/comment-page-1/#comment-983 Scott Frangos Thu, 13 Mar 2008 18:09:46 +0000 http://contentmarketingtoday.com/2008/03/12/dont-drive-your-visitors-crazy-like-this-website-does/#comment-983 Hi - Interesting article. I think that many times marketing types clash with designers over visuals for websites and in other marketing materials. I think people buy on emotion, not logic. So, while I agree that the music selection and visuals chosen may not be the best possible, I disagree (if that's what you meant) that design -- a strong component for appealing to emotional intelligence -- must be secondary to logical sales messages. Sell the sizzle, not the steak. Splash pages, designed well, presents the sizzle -- the true substance of what you are selling. This is best done by evoking a mood, and a mindset that supports the business mission, but does not have to immediately show a direct logical link to the product, service, or solution. I see the Graphics, and Sound as setting the tone for a site like the exterior of a nicely designed shop does with well selected mood music inside. Then, the floor sales people (website copy-writers), get to specifics and make the sale. I managed advertising for a company that engineered construction and mining equipment. Some marketing minds thought that only a cut-away of the product emphasizing the steel alloy, etc. should be shown in ads, etc. That's the logical approach fallacy in advertising. A good graphic designer and creative strategist knows that we are selling the satisfaction of the customer and so should depict that emotion. If you're selling sail boards, do you show a cut-away of the styrofoam as the main graphic, or a smile on the face of a customer sailing in the wind? - Scott Hi – Interesting article. I think that many times marketing types clash with designers over visuals for websites and in other marketing materials. I think people buy on emotion, not logic. So, while I agree that the music selection and visuals chosen may not be the best possible, I disagree (if that’s what you meant) that design — a strong component for appealing to emotional intelligence — must be secondary to logical sales messages. Sell the sizzle, not the steak. Splash pages, designed well, presents the sizzle — the true substance of what you are selling. This is best done by evoking a mood, and a mindset that supports the business mission, but does not have to immediately show a direct logical link to the product, service, or solution. I see the Graphics, and Sound as setting the tone for a site like the exterior of a nicely designed shop does with well selected mood music inside. Then, the floor sales people (website copy-writers), get to specifics and make the sale. I managed advertising for a company that engineered construction and mining equipment. Some marketing minds thought that only a cut-away of the product emphasizing the steel alloy, etc. should be shown in ads, etc. That’s the logical approach fallacy in advertising. A good graphic designer and creative strategist knows that we are selling the satisfaction of the customer and so should depict that emotion. If you’re selling sail boards, do you show a cut-away of the styrofoam as the main graphic, or a smile on the face of a customer sailing in the wind?

- Scott

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