Step Number 9 Keep The Amount Of Graphics You Use Extremely Limited
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One of the biggest problems I see with most Internet copy is the overuse of graphics. Just because you have the capability to put animated characters, flashing lights, and other gizmos on your sales piece doesn’t mean you have to plaster them all over every page.
First of all, too many graphics slow down the loading of your pages. This is a critical mistake to avoid. People are extremely impatient on the Internet. They demand instant gratification. If you keep them waiting – even a few seconds too long – with a CLICK, you’ll be blasted into oblivion.
More importantly, graphics rarely contribute any real value to your sales message. Copy sells your products or services, NOT graphics. 95% of your effort should be devoted to writing a compelling sales piece. Only 5% should be devoted to creating graphics.
To prove that what I’ve just told you is true, simply ask yourself this question: How much of your products or services would you sell if you were to remove all of the copy?
Then, follow up with this question: How much of your products or services would you sell if you were to remove all of the graphics?
The answer is simple. Copy sells. Graphics only support the sales message.
So many Internet marketing pieces go wild with clip art simply because it’s available. The images don’t really support the sales message. Instead, they’re a distraction or make your sales piece look like a big cartoon. And distracting your customers or coming off as clownish doesn’t do anything but hurt your sales.
When should you use graphics?
First, you want your piece to have a nice, clean look. A little style applied here can be beneficial. I prefer black text on a white background, but I’ve seen other color combinations that look very appealing. If you discover a color combination that looks good visually, without obscuring your message, feel free to use it.
Also, some marketers find it adds value to include a picture of a key person in their company (themselves or the company president) to personalize their piece. Personally, I’ve tested using my picture versus no picture dozens of times and never found any measurable difference. But I know companies that swear by this technique – and if it doesn’t hurt your sales message, I go ahead.
Finally, a few judiciously placed graphics can provide additional support to your sales message. A couple of graphic techniques that I frequently use are a box around a particularly important testimonial and an illustration next to my ordering information.
I have to give credit to my webmaster, Gene Ramos, for the illustration next to the ordering information. This was his idea, and I find it really highlights the message and perks it up at the same time.
You’ll get specific examples of how and when to use graphics when we get to the actual creation of a sales piece.
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