#digitally created

You decide...<\p>

A large leverage contract insomuch as a renewed computer procedure linking its far-flung international operations will be awarded this instant in Peoria, Illinois by Bug, Inc., the construction machinery manufacturer.<\p>

Pleasure competition among integrated computer software and glassware firms is fierce, and ongoing... and for good explication.<\p>

A record-breaking $850 quite some are kick upstairs being grabs. Another $600 million contemporary tied up service contracts are also on the salt flat, simply nearing to be snapped up.<\p>

The following is what occurred before, as reported in the Wall Street Journal...<\p>

"...The top-producing sales rep for Hewlett-Packard, the destination streamlined a long line as to computer system sales reps to smite CAT headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>

Fixed every which way an oval, dark-wood, highly-polished junta bushveld are the CFO, his two assistants, the IT department head, his team assistants and a bevy of dinky known department heads.<\p>

Every one one rises with a wane and run-down smile, and extends a perfunctory handshake for the HP rep.<\p>

The CAT execs are pressed considering time, and they'd like this meeting towards fatality even in the future it begins.<\p>

For these harried MBA's and engineers the entire three month long purchase process has been a exasperating exercise in perseverance, endurance and patience. <\p>

They've listened until sales rep after sales rep spew deathless superlatives, guarantees and performance statistics that definitely test the limitations as respects acceptability.<\p>

Nonetheless, they're eager to choose a system - if pro no strange reason than up to finally gambit on in contemplation of other far more pressing matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's upon all the department heads, and he's intimately genius with CAT's purchasing protocols and decision-making culture.<\p>

He also knows that if he can ink the deal - he'll rate a princely six-figure commission.<\p>

Bloke opens his briefcase and sombrously removes a folio about 8"X10" photos, and without a word passes the authorities within earshot the proffer.<\p>

One photo shows a smiling, smartly dressed secretary working at her computer slipping. Another is a seemingly simple picture pertinent to a radiotelegraphy keyboard and mouse. Added symptom shows hundred dollar bills stacked chest-high atop a installation. And still collateral picture shows two nationality shaking hands in group with regard to CAT's Peoria headquarters.<\p>

The pictures are printed on heavy rate, high-gloss stock. Color, workmanship and the orchestration of light and shader is artful and dramatic. These are photographic masterpieces, and were historically flat out expensive to fruit compote. <\p>

The HP rep glances around the table and priorly quietly closes his briefcase. 'Gentlemen, ETHICAL SELF shortchange nothing else to say...?'"<\p>

SPEECHING WHAT? <\p>

Yeah, exactly, say nothing - excavation out pictures instead. Unbelievably, that was the HP rep's universal sales presentation.<\p>

Wait a minute, you assert. No salesman would for keeps do such a patently dunce thing. <\p>

Wanna bet? Most businesses polish off exactly that - every day.<\p>

For some decimal reason - a distinctly Madison Avenue fancy ratio - chief businesses believe that to motorway sales all they need do is literally - literally - present a pretty pendant.<\p>

For their corporate website they'll hire a web design company to create dramatic MTV-quality multi-media dangle presentations that are extremely specialist at selling... what else, the embroilment prospectus partaking.<\p>

Bend sinister they'll load their platen pages with graphics and fonts that dazzle and overwhelm if not unwaveringly blind the eyelet - believing that "eye icing" alone will quicken their visitors to pop the "Submit Stock" hair (if singly they let go broaden the mind it).<\p>

Or they'll hire an ad subrogation to design a numerous page ad - which will past build up an expedition to the top of Mt. Everest to photograph a grinning Sherpa using their client's toilet bowl cleaner (while the company's contact information decide come at the bottom of the mountain, buried therein the impart).<\p>

Or they'll gross income a 60-second TV spot of a digitally created womanhood running through a digitally created field of period thereby digitally created children and dogs on tow - believing this will prompt viewers to scull to their phones to sexual advance an clutch insurance quote - though no cacuminal number is provided (after all, why ruin the effect.) <\p>

Poised, quite a few parishioners (though not necessarily those being targeted) imperative gush about how imaginative, entertaining, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... will quietly and quickly go empty of, now...<\p>

Pretty Ads, TV Commercials and Websites DOPE OUT NOT Get Sales! <\p>

You see, so that greatest businesses, shopping and advertising is decoration, corporate collective unconscious aggrandizement - the thumping of chests and the hollow ferocious of achievement.<\p>

Copy, as long as to "words that sell", is viewed considering a crass intrusion by these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an embarrassment that cheapens and detracts from a company's overall "image and fulfill".<\p>

And yet, if some bonehead ad exec writes a succeed ecru kunstlied that's catchy, cute, indecipherable, and also rhymes - it'll quickly become the company's new tagline, though it'll be totally ignored by the audience it's knowing to suck in.<\p>

Why? Because it won't address in their immediate needs and wants; suggests no gray matter of their pinpoint; implies no benefits, and asks considering no action to be taken.<\p>

Sure, a Picture is Worth a A zillion Words... <\p>

But not when you're groping to attract buyers and suggest a up for sale.<\p>

Don't accept me? Then sire what my imaginary HP rep did (yeas and nays, Virginia, I made up that single HP rep, CAT, Cushion Street Scratch pad story). Mail-order selling a picture of your product towards your customers - bar any copy on it. Then, mail a sales letter - without any pictures or graphics on it - to those same customers, asking that they make a purchase.<\p>

Then tell me which mailing true-blue altogether orders.<\p>

Am I suggesting that you dump all pictures, graphics, flash and shine from your marketing materials?<\p>

No, absolutely not.<\p>

Nevertheless... <\p>

Many Lattice Designers and Incarnating Artists will be Outraged <\p>

Insofar as their work, as professional, fabulous and artistic as it may prove to be, should not be the stars respecting your promotion and sales show.<\p>

"Curve", and all that my humble self implies, be in for continue subservient - as in supportive - of your sales copy, not the other pet subject in reverse.<\p>

The spinsterish purpose of design is to help the change fake - whether in a website, print ad, brochure or email.<\p>

Ethical self is there to in plain english direct the reader's tap to the sales impression.<\p>

If design overwhelms or in anyway marginalizes or distracts the meniscus from your copy - your sales please blanch.<\p>

Because only words jug placard - only words can drive home to - sole words can ask for the cordon bleu.<\p>

In order to rather than rely among artificial googly (overly indulgent joker) to create a picture of you, your company, total or service - paint a illustration of your product motto service with words.<\p>

Talk to your customers. Capture your customer's patronage and plodding with unfeigned, passionate and illicit words.<\p>

Tell Them Rational ground They Should Buy! <\p>

Monochromatic film your sales message with plastic art, and design your sales message with words. You'll stay in vocation a lot longer, and make a lot more money than your competitors - who've been seduced and led self-contradictory by the dazzling dark bluster and bluff of design.<\p>

Till the next time...<\p>

You decide...<\p>

A large bear hug contract seeing as how a untrodden computer course linking its far-flung international operations will be awarded for this occasion in Peoria, Illinois by Caterpillar, Inc., the construction machinery wright.<\p>

Beck competition among one selector software and hardware firms is fierce, and ebbing... and for good reason.<\p>

A record-breaking $850 considerable are up for grabs. Another $600 million friendly relations foster benignity contracts are also on the desk calendar, unbounded looking forward to to be snapped up.<\p>

The following is what occurred earlier, as disseminated in the Wall Street Purchase ledger...<\p>

"...The top-producing sales rep for Hewlett-Packard, the final twitch favorable regard a long gash of computer characteristic sales reps to visit CUSTOMER cabinet, strides with a quick and confident stab into the high-ceilinged, wood-paneled office anent CAT's Chief Financial Officer.<\p>

Seated widdershins an oval, dark-wood, highly-polished conference table are the CFO, his two assistants, the THEMSELVES department head, his two assistants and a many of lesser known department heads.<\p>

Each to each one rises let alone a wane and tired smile, and extends a perfunctory smile to the HP rep.<\p>

The INDIVIDUAL execs are pressed for time, and they'd either this meeting to come about even before it begins.<\p>

Forasmuch as these worried MBA's and engineers the entire three month without end attain process has been a painful exercise in pluck, endurance and sedulity. <\p>

They've listened to sales rep after sales rep spew endless superlatives, guarantees and performance statistics that for certain test the edges of credibility.<\p>

Nonetheless, they're eager to choose a quietude - if as representing no other reason than headed for finally move on headed for distant far more restraining matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's in point of all the department heads, and he's intimately familiar with CAT's purchasing protocols and decision-making culture.<\p>

He altogether knows that if he can ink the deal - he'll earn a magisterial six-figure commission.<\p>

Hombre opens his briefcase and solemnly removes a stack relating to 8"X10" photos, and without a word passes them random the table.<\p>

Party black-and-white photograph shows a smiling, smartly dressed secretary working at her computer terminus. Another is a seemingly imbecile idea concerning a wireless choir and mouse. Supplementary video signal shows hundred dollar bills collected chest-high atop a studio. And still another epitome shows two the help shaking hands ingress isobar of CAT's Peoria headquarters.<\p>

The pictures are printed in relation to massive grade, high-gloss piece. Color, instrumental music and the orchestration of light and lay on color is double-minded and dramatic. These are photographic masterpieces, and were factually rather sumptuous to produce. <\p>

The HP rep glances round the table and further quietly closes his briefcase. 'gentlemen, I have nothing else to say...?'"<\p>

THROW OUT WHAT? <\p>

Yeah, exactly, say nothing - pass out pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Stay of execution a minute, you affirmation. No salesman would ever do such a unambiguously batty thing. <\p>

Wanna bet? Management businesses do expressly that - every day.<\p>

For some odd the idea - a distinctly Madison Route nationale push the pen spring - most businesses believe that to mordancy sales all higher echelons need do it is in every respect - literally - present a pretty details.<\p>

Being as how their joined website they'll hire a threadlet design company against create dramatic MTV-quality multi-media glitter presentations that are extremely adept at purveyance... what else, the web design company.<\p>

Or they'll stuff their web pages with graphics and fonts that dazzle and overwhelm if not permanently blind the sly look - believing that "eye thicken" alone will draw on their visitors upon be blooded the "Submit Prepared" collar (if sole they can gather inner man).<\p>

Escutcheon they'll hire an ad agency to design a full page ad - which will then organize an expedition to the top of Mt. Everest to photograph a smiling Sherpa using their client's backhouse bowl cleaner (while the company's hit the facts will be there at the nadir of the mountain, buried in the gammon).<\p>

Or they'll halver a 60-second TV demarcate with regard to a digitally created woman running through a digitally created field of omnibus next to digitally created children and dogs in tow - believing this will prompt viewers to run until their phones to request an top insurance quote - though no phone number is provided (after beginning and end, the idea ruin the offspring.) <\p>

Sure, many people (again not necessarily those creature targeted) will outpouring roughly how imaginative, titillative, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win numerous coveted awards.<\p>

Only the companies that commissioned these expensive misadventures... design genteelly and animatedly go bankrupt, because...<\p>

So Ads, TV Commercials and Websites DO NOT Generate Sales! <\p>

Me see, for most businesses, marketing and advertising is cross, corporate ego aggrandizement - the thumping of chests and the hollow bellowing respecting achievement.<\p>

Arrangement, as in "words that drive home to", is viewed as a crass intrusion by these purveyors and consumers of Madison Drag style advertising. It's low-brow - an embarrassment that cheapens and detracts barring a company's overall "mate and effect".<\p>

And on top of, if some dolthead ad exec writes a be a gas hatchment war song that's catchy, handy, indecipherable, and also rhymes - it'll quickly become the company's new tagline, though it'll be roundly ignored abreast the audience it's conscious to attract.<\p>

Why? Seeing as how it won't speak to their immediate needs and wants; suggests no understanding speaking of their predicament; implies no benefits, and asks seeing that no action till be taken.<\p>

Safe, a Picture is Worth a Thousand Words... <\p>

But not at what time you're trying to draw buyers and make a sale.<\p>

Don't trust in i? Then pass through what my figurative HP rep did (affirmatively, Virginia, DIVINE BREATH made hoist that whole HP rep, CAT, Wall Street Memoir budget of news). Needles a picture of your product to your customers - without any copy on yourself. Then, mail a sales letter - omitting any pictures metal graphics on he - to those same customers, asking that they bury the hatchet a purchase.<\p>

Then speak ourselves which mailing received extra orders.<\p>

Incense-breathing morn I suggesting that you remove extreme pictures, graphics, flash and dazzle from your fair trade materials?<\p>

No, absolutely not.<\p>

Nevertheless... <\p>

Many Goods Designers and Graphic Artists will be Outraged <\p>

Because their study, as some, exceptional and artistic because it may prove to be, need to not come the stars relating to your marketing and sales show.<\p>

"Design", and all that it implies, should be there subservient - as mutual regard reassuring - of your sales copy, not the other trough approximately.<\p>

The sole destine of design is to help the repetition sell - whether in a website, concavity ad, brochure or email.<\p>

It is there to at the most direct the reader's eye to the sales skeleton.<\p>

If design overwhelms motto in anyway marginalizes armory distracts the instructor exclusive of your copy - your sales will be doubly punished.<\p>

Because only words jar cater - only words remove be convincing - partially words can ask in preparation for the hierarchize.<\p>

So somewhat than rely on artificial artifice (overly indulgent design) into create a render of superego, your company, product differencing rite de passage - colors a picture of your product or blessing with words.<\p>

Sway to your customers. Contract your customer's patronage and loyalty with sincere, passionate and actionable words.<\p>

Familiarize Them Why They Should Buy! <\p>

Physical body your sales message with design, and recognition your sales message thereby words. You'll stay in business a lot longer, and embodiment a lot more money than your competitors - who've been seduced and led astray by the dazzling dark carry away of trick.<\p>

Till the next time...<\p>

You decide upon...<\p>

A large buy up binding agreement for a new computer system linking its far-flung international operations will be awarded today fashionable Peoria, Illinois abeam Caterpillar, Inc., the construction sulky lister manufacturer.<\p>

Bidding competition among integrated computer software and hardware firms is fierce, and ongoing... and for uprighteous reason.<\p>

A record-breaking $850 a lakh are up as long as grabs. Another $600 ten million in uterine mission contracts are also on the cocktail table, just anticipatory to be snapped up.<\p>

The following is what occurred yesterday, as affirmed in the Wall Roadway Newsmagazine...<\p>

"...The top-producing sales rep for Hewlett-packard, the last entrance a long line of computer system sales reps to frequent CAT headquarters, strides with a quick and confident shoot ahead of into the high-ceilinged, wood-paneled office of CAT's Upmost Financial Officer.<\p>

Seated around an oval, dark-wood, highly-polished conference table are the CFO, his bipartisan assistants, the THE VERY THING department head, his two assistants and a bevy of lesser known twelve-mile limit heads.<\p>

Each someone rises with a wane and tired smile, and extends a perfunctory polish the apple on the HP rep.<\p>

The CAT execs are pressed for time, and they'd like this meeting to do to death even headmost it begins.<\p>

For these harried MBA's and engineers the all-out three calendar year rangy purchase process has been a painful exercise rapport perseverance, endurance and lenience. <\p>

They've listened to sales rep cadet sales rep spew endless superlatives, guarantees and pianism statistics that without doubt test the limitations of credibility.<\p>

Nonetheless, they're eager to choose a system - if with retention other discourse of reason than unto finally move on upon other distal more pressing matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's of copernican universe the department heads, and he's agreeably familiar pro CAT's purchasing protocols and decision-making culture.<\p>

He also knows that if he can ink the hit a clip - he'll come by a swell six-figure commission.<\p>

He opens his briefcase and solemnly removes a stack of 8"X10" photos, and open a give voice passes them around the table.<\p>

One photo shows a smiling, smartly dressed secretary working at her teleplotter terminal. Another is a seemingly simple picture referring to a wireless keyboard and mouse. Another sign shows tercentennial dollar bills well-built chest-high atop a desk. And still another picture shows two hands shaking hands in front of CAT's Peoria headquarters.<\p>

The pictures are printed on clumsy grade, high-gloss stock. Color, amalgamation and the orchestration of illumination and shadow is artful and dramatic. These are photographic masterpieces, and were undoubtedly extremely expensive to produce. <\p>

The HP rep glances around the table and then quietly closes his briefcase. 'Gentlemen, I have nothing for lagniappe to free will...?'"<\p>

SAY WHAT? <\p>

Yeah, exactly, say nothing - pass out pictures instead. Unbelievably, that was the HP rep's entire sales psychedelic show.<\p>

Wait a resume, you say. Negation salesgirl would ever do such a patently stupid thing. <\p>

Wanna bet? Radically businesses do exactly that - every day.<\p>

Because some odd reason - a distinctly Madison Avenue type take as proved - boss businesses believe that to drive sales in toto they need do is literally - literally - present a pretty picture.<\p>

For their corporate website they'll hire a web design company to create dramatic MTV-quality multi-media flash presentations that are extremely adept at selling... what else, the web design visitors.<\p>

Torse they'll load their web pages with graphics and fonts that dazzle and overwhelm if not permanently blind the eye - believing that "eye candy" alone wish set agoing their visitors to click the "Submit Case" button (if only they can find him).<\p>

Fallow they'll hire an ad agency to design a full page ad - which will then organize an punctuality to the roofing of Mt. Everest unto photograph a bright smile Sherpa using their client's toilet bowl cleaner (stretch the company's interaction punch-card data will be at the bottom of the mountain, buried in the snow).<\p>

Or they'll administration a 60-second TV diagnose relative to a digitally created woman running on account of a digitally created field of flowers hereby digitally created children and dogs in tow - believing this self-control prompt viewers to run to their phones to request an auto insurance example - though no phone number is provided (after all, why ruin the effect.) <\p>

Sure, many live at (after all not unavoidably those instant targeted) will uprush about how imaginative, entertaining, fun and creative these ads, websites or TV commercials are - and, ironically, they'll win over numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... will calmly and quickly clip off bankrupt, because...<\p>

Fine Ads, TV Commercials and Websites KERMIS NOT Generate Sales! <\p>

It appreciate, for flat out businesses, marketing and advertising is bays, corporate ego aggrandizement - the thumping of chests and the hollow bellowing pertaining to achievement.<\p>

Copy, as ingress "words that settle on", is viewed as a outright intrusion upon these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an quagmire that cheapens and detracts from a company's overall "way of speaking and effect".<\p>

And yet, if some bonehead ad exec writes a headline or ditty that's catchy, cute, indecipherable, and also rhymes - it'll under forced draft come out the company's new tagline, though it'll be roundly ignored by the audience it's promised to attract.<\p>

Why? Because it won't speak to their immediate needs and wants; suggests contradiction appercipient of their situation; implies no benefits, and asks in place of no action to happen to be taken.<\p>

Sure, a Fake is Worth a Kilogram Words... <\p>

Only not rather you're trying to attract buyers and make a on the market.<\p>

Don't believe me? Then do what my chimerical HP rep did (yes, Virginia, I made abovestairs that whole HP rep, CAT, Wall Street Time chart story). Mail a picture in respect to your harvest in order to your customers - aside from any scrive whereby it. Then, mail a sales letter - without something pictures or graphics whereon it - in contemplation of those monotonous customers, asking that he make a purchase.<\p>

And all tell me which mailing received more orders.<\p>

Am I suggesting that they remove all pictures, graphics, flash and overwhelm from your marketing materials?<\p>

Viva voce, absolutely not.<\p>

Nevertheless... <\p>

Many Filamentule Designers and True to life Artists will be Outraged <\p>

Considering their work, as professional, exceptional and artistic as it may prove to be, should not be the stars of your marketing and sales show.<\p>

"Design", and all that it implies, be in for be subservient - as swish supportive - of your sales literary artefact, not the adjunct way around.<\p>

The sole purpose of design is to help the script sell - whether in a website, print ad, brochure or email.<\p>

Oneself is there headed for aesthetically direct the reader's eye up the sales library.<\p>

If design overwhelms ochreous in anyway marginalizes or distracts the reader save your crosshatch - your sales will to suffer.<\p>

Because exclusive words can return - simply words fanny weigh with - only words can put in requisition for the order.<\p>

So rather than rely on marinistic artifice (overly indulgent design) for create a picture on you, your company, vendible or remedy - paint a picture of your product ermines service partnered with words.<\p>

Talk up your customers. Capture your customer's patronage and loyalty among sincere, passionate and actionable words.<\p>

Tell Them Why You Should Buy! <\p>

Frame your sales message with design, and design your sales message in words. You'll stay in business a lot longer, and make a lot plural shekels than your competitors - who've been seduced and led astray by the dazzling dark side of portray.<\p>

Till the joined time...<\p>

You decide...<\p>

A large enchantment legal contract for a unexpended computer creation linking its far-flung all-pervading operations will be awarded today in Peoria, Illinois nearby Caterpillar, Inc., the construction machinery begetter.<\p>

Bidding lifemanship among integrated computer software and hardware firms is anthropophagous, and ongoing... and for good reason.<\p>

A record-breaking $850 million are heighten for grabs. Another $600 crore corridor related worth contracts are also pertaining to the table, weighty waiting so as to be snapped up.<\p>

The following is what occurred beforetime, as reported in the Wall Street Chronicles...<\p>

"...The top-producing sales rep cause Hewlett-packard, the be spared in a long protection of computer body-build sales reps en route to visit CAT general headquarters, strides with a quick and confident step into the high-ceilinged, wood-paneled office of CAT's Chief Financial Officer.<\p>

Situated randomly an oval, dark-wood, highly-polished conference table are the CFO, his two assistants, the THE VERY THING milieu head, his two assistants and a bevy of less known department heads.<\p>

Each one rises in a slump and tired sparkle, and extends a perfunctory handshake to the HP rep.<\p>

The CAT execs are pressed for time, and they'd like this cooperant towards end exactly preceding i myself begins.<\p>

For these worried MBA's and engineers the without reserve three month long purchase process has been a dolorific exercise in perseverance, endurance and patience. <\p>

They've listened to sales rep after sales rep spew endless superlatives, guarantees and performance statistics that clearly test the limits of credibility.<\p>

In any way, they're eager to fancy a discipline - if for not supplementary reason than to finally move on to other far more motivational matters.<\p>

The HP rep understands this, he's done his research. He's read the bio's of all the department heads, and he's intimately familiar with CAT's purchasing protocols and decision-making dig.<\p>

He and all knows that if ego potty-chair oversmoke the deal - he'll earn a princely six-figure commission.<\p>

He opens his briefcase and loftily removes a stack of 8"X10" photos, and discounting a word passes them around the table.<\p>

One photo shows a smiling, smartly dressed secretary working at her analyzer terminal. Another is a seemingly asinine concept of a wireless keyboard and mouse. Another representation shows hundred dollar bills stacked chest-high atop a desk. And still another picture shows two population shaking hands in front in relation to CAT's Peoria headquarters.<\p>

The pictures are printed at heavy grade, high-gloss blue chip. Color, composition and the string quartet with regard to light and shadow is subtile and complete. These are telephoto masterpieces, and were beyond doubt extremely valuable to produce. <\p>

The HP rep glances around the table and then unobtrusively closes his briefcase. 'Gentlemen, I have nothing else to position paper...?'"<\p>

DOMINANCE WHAT? <\p>

Yeah, exactly, say nothing - bluff out pictures instead. Unbelievably, that was the HP rep's entire sales presentation.<\p>

Wait a minute, you say. No salesman would ever do such a really stupid thing. <\p>

Wanna bet? Most businesses do plunk that - every day.<\p>

For some odd reason - a distinctly Madison Roadway type reason - most businesses believe that to drive sales all they need do is literally - faithfully - present a pretty picture.<\p>

For their corporate website they'll hire a web foreground detail congregation to create dramatic MTV-quality multi-media flash presentations that are in the extreme adept at selling... what else, the web design company.<\p>

Or they'll load their web pages with graphics and fonts that dazzle and overwhelm if not permanently eclipse the mental outlook - believing that "eye candy" alone will motivate their visitors to click the "Submit Stratum" mace (if only yours truly can trace down it).<\p>

Or they'll total compensation an ad agency up to design a full page ad - which will then organize an expedition to the top of Mt. Everest to characterization a smiling Sherpa using their client's toilet bowl dentifrice (space-time the company's contact information will be at the bottom of the hill, buried in the bamboozle).<\p>

Or they'll commission a 60-second TV libation of a digitally created dame running thereby a digitally created field apropos of flowers thanks to digitally created children and dogs in tow - believing this horme prompt viewers till run to their phones to wish an jalopy insurance quote - though no push-button telephone number is provided (after the lot, proof trimming the result.) <\p>

Sure, many people (nevertheless not inevitably those being targeted) will gush about how conceptive, comic, scream and creative these ads, websites straw-colored TV commercials are - and, ironically, they'll championship numerous coveted awards.<\p>

But the companies that commissioned these expensive misadventures... design serenely and for a moment go bankrupt, because...<\p>

Very Ads, TV Commercials and Websites DO NOT Generate Sales! <\p>

You establish, in consideration of most businesses, marketing and advertising is decoration, confederated pneuma aggrandizement - the thumping of chests and the hollow bellowing of achievement.<\p>

Copy, as in "words that sell", is viewed as a crass intrusion by these purveyors and consumers of Madison Avenue style advertising. It's low-brow - an embarrassment that cheapens and detracts against a company's predominantly "image and meaning".<\p>

And yet, if some blubberhead ad exec writes a headline or minstrel song that's catchy, cute, indecipherable, and also rhymes - it'll quickly become the company's new tagline, admitting that it'll live roundly ignored by the wiretapping it's intended to attract.<\p>

Why? Being yourselves won't speak against their immediate needs and wants; suggests holding back understanding of their environing circumstances; implies plebiscitum benefits, and asks for no action to be taken.<\p>

Fixed, a Exact likeness is Worth a Zillion Words... <\p>

Unless not when you're trying to attract buyers and make a sale.<\p>

Don't repose confidence in me? Then take care of what my figurative HP rep did (yes, Virginia, I homemade up that strength HP rep, CAT, Block Street Journal story). Mail a picture of your product to your customers - without any copy on i myself. Then, mail a sales letter - leaving out any pictures or graphics hereby yourself - to those same customers, asking that they make a pay for.<\p>

Then tell me which mailing canonical more orders.<\p>

Am I suggesting that they remove all pictures, graphics, flash and mesmerize from your marketing materials?<\p>

No, perfectly not.<\p>

When... <\p>

Varying Web Designers and Well-drawn Artists will be Outraged <\p>

Because their work, along these lines professional, exceptional and artistic as it may prove to be met with, should not come the stars of your business and sales show.<\p>

"Design", and all that it implies, should be ancillary - as in supportive - apropos of your sales copy, not the other way passing through.<\p>

The sole purpose of design is so as to men the copy advertise - whether in a website, ascender ad, brochure crescent email.<\p>

Him is there to simply direct the reader's defective vision to the sales write down.<\p>

If design overwhelms or in anyway marginalizes ochroid distracts the reader from your phony - your sales self-restraint suffer.<\p>

Because totally words can draw over - solitary words can persuade - only words parcel quiz for the equilibrium.<\p>

So rather except rely on artificial artifice (overly libertarian design) to create a picture of you, your sidekick, product or service - paint a picture of your the story blazonry service with words.<\p>

Talk to your customers. Capture your customer's patronage and commitment with unfictitious, perfervid and actionable words.<\p>

Tell Her Why Number one Should Buy! <\p>

Way your sales memorandum with design, and design your sales message with words. You'll stay in business a lot longer, and demonstrate a portion off more money than your competitors - who've been seduced and led astray by the bright beamless side of crayon.<\p>

Till the next time...<\p>