The Internet Marketing Resource Center (INMRC)

Home Page Instructions

The home page may be the most important page on your site. First impressions are important and you may never get a second chance.

How do we create a fantastic first imprecision?

Well it helps if you know your visitors.... Do you?

What are they looking for,forget what you want them to see, it's what they want that counts.

In fact that's the first lesson. Concentrate on what the customer wants. If you don't know stop here until you do.

Think of this as the front door to you home. How would you like the customer to feel when they enter? Think of them as a friend.

Basically there are four parts to every advertisement. I always remember them by my girlfriend AIDA.

I always remember them by my girlfriend AIDA.

 

• Attention
• Interest
• Desire
• Action

Some times it easy to combine two of the sections together. Remember people don't read on the web, they skim.So forget about every thing you learned in English class. This is not a literacy experience. Short sentences and shoot for a 5 or 6 grade level. I don't care if you prospects are rocket scientist. Lot's of contractions other wise talk to them don't write an essay.

Let's look at the parts

Attention

Head lines sub headlines.

Interest

Benefits not what the product does but how it going to make the prospect feel, smell, think of them selves.

Benefits, Benefits, Benefits,Benefits, Benefits, Benefits,

You'll look twenty years younger.

People will respect/love/admire/envy you

Desire

Think how good you'll feel. Instead of "think how good you will feel";

You live longer/happier/ more secure.

This is about making the prospect think about using the product and how they will feel.

Imagine you could be sunning you self on the beach next week

Close your eyes? and you will see your self on the white sand beach, and feel the gentle tropical breezes caressing you body as it caries away your worries and tensions. Truly this is a vacation you'll remember forever

Action

What was it you wanted then to do anyway? I can't tell you how many times this is left unclear.

If nothing else get there email address. Sign up for a free news letter

• Place a order
• Take a survey
• Try a sample

Remember I said no body reads, well that's true, unless you get to them stop, slowdown and go back

So use lots of sub headlines, so that if you only read the sub heads, they tell a story. Read just the bolded copy

If you have identified the prospect wants correctly that should make then slow down and reread the copy.

There is another hidden message in the last sentence. It's not what they need it's what the want

Notice that the outline form above makes it very easy to skim, wile preserving the detail.

What did you learn from the bolding?

This form is not usually used in advertising but it dose make it easy to read. I will test this is an advertisement as soon as the bugs in our tracking system are worked out. Depending on the audience if good be fine I will let you know.

Steps to success

1. Make an outline of all the benefits.
2. Group them in the four categories AIDA
3. Create head lines for the categories
4. Have some one read the headlines.
5. Have them explain what they see.

This is a numbered list

Notice that the sub head's are absent; compare that to the above out line. Which is easer to read? Why?
Study other peoples work, or better yet if you've had success with an adv, study it and see if you can figure out why it works and apply it to you on line efforts.

For a real professional treatment in depth Copywriting see Hypnotic Writing by Joe Vitale and Make My Words Sell by Ken Evoy

Ron