Thursday, December 27, 2007

Simple functional benefits

This and the previous photo from the irvine spectrum underarmour store. Notice how they demonize cotton, taking down a direct competitor fabric by decree.

Clothing as Technology - UnderArmor Store in Irvine

Under Armour store disses cotton to get you thinking about their materials and benefits.

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Monday, December 24, 2007

Do celebrities sell?

The gap used these two comics - from blades of glory - to grab my attention. It worked better than regular models. Expensive, tho.

Sony store freebies

Do your offers and promos include freebies? This sony store is chock full of give aways. They are clear about the value of the freebies, too. That's important.

Good example of benefit/feature combo

Connecting people, stories and, dreams. That's what consumer technology is about these days. Notice the guy on the girl's screen. Sony store in south coast plaza.

Tuesday, December 18, 2007

Driving Traffic with Link Tagging and Urchin Tracker Scripts in Google Analytics

This is an advanced tip that concerns Google Analytics and link tracking. If you don't know what those are, I'd suggest taking some time exploring Mark McLaren's site, (you can ask him questions, too, of course). McBuzz has a good mix of resources concerning SEO, SEM and Google Analytics. He offers video tutorials, articles and so on.

Ok - so link tracking.. or more specifically, Urchin Tracker scripts for Google Analytics. First the why: As an online business, you want to figure out exactly where your traffic is coming from and which links on your pages are getting clicked. You can do these kinds of things with regular Web pages and Google Analytics. This is especially useful in situations where you educate customers and prospects about your particular products and industry then drive them to your product listings.

There are several ways to analyze traffic. This post covers just a couple (and links to an article that shows you exactly how). Google Analytics is very robust and does more than what's covered here. With GA, you can set up goal pages, track conversion success, and figure out exactly what's working on your sites.

Let's say you want to figure out who's clicking on what links in your site. Google Analytics works if you set up pages within your site as conversion goals/targets. However, if the links are external, you can't place the Urchin Tracker code into someone else's page. If that's something you'd like to track (which is often the case), then take a look at the following link for the solution. This is from Sulli's Google Analytics Tips and Tricks by SkiSulli. He shows you the right script to place into your pages and recommends some ways to set it up. As you'll see, he also shows you how to make this work for email or "mailto:" links. If you want to figure out how many people are clicking on your email address link (and when, how fast, etc), then this is a great solution.

You can then track all of this activity automatically from within Google Analytics. As you get a better sense for what's driving traffic to your listings, you can then tweak your pages to get better conversion rates and more business to your product purchase Web pages and sites.

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Wednesday, December 12, 2007

Simple, Timeless Marketing Techniques

Whether you're writing SEO copy for your Web site or writing SEM copy for a Google AdWords landing page or just writing a new brochure (or even an eBay listing), there are always some very simple, timeless things you need to do. Here they are in stripped down, bare bones bullets:

* Write strong headlines

* Describe benefits before features

* Use specific subheads

* Write about the reader (not about yourself or your company)

This is simple marketing copywriting 101, but sometimes we need to remind ourselves what the basic techniques are.

Strong headlines contain delicious offers, benefits and intrigue. Benefits sell the dream before the hardware that produces the dream (and the relationship between the two). Specific subheads are key because many readers scan the page and follow subhead stories before diving into specific sections of your body text. Finally, when you use the word "you" and talk directly to and about the reader, you make better connections and sell more effectively. Nobody wants to hear about the genius behind the product. They want to know how it's going to help them specifically.

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