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Colors that SELL!
by Kevin Nunley
Color is a big deal to people. Scientists say we are one of the few creatures that
sees color and it was critical to our ancestors' survival.
Color works great in marketing. There are lots of theories and opinions about what
works best. Many say Blue lends a feeling of quality and trust. Red makes people
want to act, now! Green makes people want to spend money (I'm a little suspicious
of this one, but some marketers swear it's true).
Yellow tends to get attention better than any other color, but is hard on the eyes.
Designers use Yellow to spice up a headline or product name, but put the rest of the
ad or package in warmer colors.
One study showed that the color combination with the most powerful psychological
effect was yellow title, white text, on a dark blue background.
Create an identity through all your marketing and products with one or two colors
you use over and over. This is a very basic and effective way to tie all your stuff
together in the minds of customers.
Subheadings Increase Response
Subheadings help your ad or sales copy sell. These are smaller headlines that
appear every few paragraphs in your copy. Put them in bold for printed material.
Put them in all caps or set them off with **, >>, or => for email. Proven to be
successful. Many studies have shown that copy with lots of enticing subheadings
encourages readers to read further, understand better, and get more involved with
your offer.
Benefits SELL! Trumpet your most important benefits in the subheadings. This gives
people in a hurry a fast track to read. They can skim your subheadings to get your
most important ideas and selling points.
Subheadings make YOU exciting! Want to know one of the main differences
between a best-seller business book and a boring text book on the same subject?
The popular book has far more subheadings. They break up the copy and make it
easier to read. Try using plenty of subheadings on your website. Most people don't
like to read long copy on a monitor.
Newsgroup Marketing
In the early days of the Internet, one of the best ways to market your business online
was to appear often in UseNet Newsgroups. These are bulletin board like
discussions. They can still be a good and often overlooked marketing opportunity.
Blatant advertising is usually banned, but you're welcome to give advice, pass on
information, and include your four to six line "sig" file of contact info at the end of
each message.
Newsgroups are a good way to build a reputation with a limited, but influential,
group of people in your field. Pick no more than two groups to participate in. Try to
post messages at least twice per week.
Don't let the "Troll under the bridge" discourage you. Just about every Newsgroup
has one or more Trolls. These are people who seem to live on the Newsgroup and
make a career out of attacking anything you say.
A good string of Troll attacks can actually draw attention to you and send legitimate
customers your way.
Look for an abandoned group you can adopt and promote.
Effective Ad Copy for Ezines
Ezines, or email newsletters, are the cheapest, fastest way to reach a LOT of
people. For less than a classified ad in your local paper, you can reach thousands of
highly- targeted readers. This ability to target certain groups very cheaply is what
makes ezines so special.
Make sure you place ads in ezines that target your best customers. The more
closely you can match your prospects with the dominant topic of the ezine, the more
quality response you will get.
Ezine ads generally don't have a subject line or headline. Instead, the first few words
of the ad are often typed in all capitals. Use that highly visible space to tout a benefit or point out a problem the audience cares about.
"EARN $7,000" started a very successful ad in a business opportunity section.
"1,000s OF ACCESSORIES" is the beginning of a results pulling ad in an
automotive ezine.
Write your ad in quick, short blurbs. Start sentences with action words to give them
more zip.
First published on BankersOnline.com 1/8/01.
©2001, 2000, 1999, 1998, 1997, 1996 DrNunley.com. Kevin Nunley Associates is located at 9699 S. 2810 W. South Jordan UT 84095.
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