BlogWrite for CEOs

Sep

16

2004

I see, you see… text ads, but not banners

Posted in the Category of In the News

Intriguing new study by Poynter EyeTrack takes an in-depth look at how people see or read Web pages on news sites. Study notes that only 4 or 5 people out of a thousand click on an Internet ad. But up to 82% will click on a text-only ad. You can read the whole study on the EyeTrack III site. Covers home page design, headline & font size, navigation, article layout, etc. Applicable to any Intriguing new study by Poynter EyeTrack takes an in-depth look at how people see or read Web pages on news sites. Study notes that only 4 or 5 people out of a thousand click on an Internet ad. But up to 82% will click on a text-only ad. You can read the whole study on the EyeTrack III site. Covers home page design, headline & font size, navigation, article layout, etc. Applicable to any content-rich site.

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Sep

14

2004

A formula to compute your Web site’s profitability

Posted in the Category of In the News

I worked with the clever folks at KISS Computing for a year or so. They're responsible for the current design of my site. Here's a back issue of their e-newsletter with a detailed, step-by-step explanation of how to compute the profitability of your site, assuming you are selling digital or tangible products. If you prefer, you can download a one-page sheet on how to make the computation. The I worked with the clever folks at KISS Computing for a year or so. They're responsible for the current design of my site. Here's a back issue of their e-newsletter with a detailed, step-by-step explanation of how to compute the profitability of your site, assuming you are selling digital or tangible products. If you prefer, you can download a one-page sheet on how to make the computation. The number you want to get to is what KISS calls your BECAC (Break Even Customer Acquisition Cost). You will need to know the total number of unique visitors to your site as well as the total number of sales (and average dollar amount). Plug in your own numbers and give it a go...

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Sep

3

2004

Hmmm… who has copyright to content on your blog?

Posted in the Category of Stuff

Might not be as obvious as you think. Particularly if you're not only linking to but excerpting liberally from content on other sites. And that content, presumably, is copyrighted. Interesting article titled "Who owns your blog?" by Cheryl Gidley in today's iMedia Connection. Gidley describes herself as a former senior marketing executive for a division of GE Capital. I think she's being a bit Might not be as obvious as you think. Particularly if you're not only linking to but excerpting liberally from content on other sites. And that content, presumably, is copyrighted. Interesting article titled "Who owns your blog?" by Cheryl Gidley in today's iMedia Connection. Gidley describes herself as a former senior marketing executive for a division of GE Capital. I think she's being a bit naive. This problem is not confined to blogs. It's the same thing as the controversy over "deep linking." It's part of the bigger problem of digital rights and paid content. If everything is freely available, it's hard not to link to it... or quote from it. As Cheryl is now an independent consultant, I would urge her to insist on a bio blurb at the end of all her articles. This should include links back to her site, newsletter sign up, bio, etc.…

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Sep

2

2004

Nick Usborne’s latest riff on long copy sales letters

Posted in the Category of Writing Tips

Great article by Nick Usborne on why long copy sales letters work on the Web. He articulately explains the difference between two types of "long copy" Web pages. Approach #1: Selling with hype and extravagant claims related to instant riches, happiness and success. Somehow, many of us want to believe this stuff... and so in fact it does sell. At least once. But Nick doesn't recommend this style Great article by Nick Usborne on why long copy sales letters work on the Web. He articulately explains the difference between two types of "long copy" Web pages. Approach #1: Selling with hype and extravagant claims related to instant riches, happiness and success. Somehow, many of us want to believe this stuff... and so in fact it does sell. At least once. But Nick doesn't recommend this style (nor do I). Approach #2: Copy that sells with a distinctive, credible and authoritative voice. He uses Bill Bonner of Agora Publishing as an example. Here's a Bill Bonner long copy sales letter. This style is tried and proven. It takes a page right out of the best direct response mail techniques. And builds relationships with repeat customers. Not surprisingly, Nick's article on his site is... long but an effortless read.

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Sep

2

2004

Interestingly, double opt-in is *not* required by CAN-SPAM regs

Posted in the Category of In the News

Duly noted... I erred in a column I wrote today for BtoB E-mail Marketer Insight. I also published it in Are you getting an "F" in email marketing? in this week's issue of WordBiz Report. (Article since revised.) Collecting email addresses with a double opt-in sign up process is *not* a requirement of CAN-SPAM regulations. It is, however, an email marketing best practice. Double opt-in means Duly noted... I erred in a column I wrote today for BtoB E-mail Marketer Insight. I also published it in Are you getting an "F" in email marketing? in this week's issue of WordBiz Report. (Article since revised.) Collecting email addresses with a double opt-in sign up process is *not* a requirement of CAN-SPAM regulations. It is, however, an email marketing best practice. Double opt-in means that new subscribers must confirm their opt-in to your list by replying to an automatic confirmation message sent by you. Inside the message is a uniquely coded link. This does two things: it reassures your new subscribers that they have indeed signed up. And it tells you that you've collected a new, valid email address. Thanks to several astute readers who pointed out my error.

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