As nice (and as necessary) as good audio visual techniques are for amodern web page, they sti
ll cost money to produce and to implement. So you'll want to save yourself as much money and time as possible by planning out your site well in advance of doing any filming, recording, or page coding. With careful planning, you can not only avoid unneces sary costs and reduce the overall time from design to implementation, but you'll have a much stronger page and a much higher conversion rate as a result.
Design Before You Budget
Yes, audio visual solutions cost money. But don't let that cost scare you away from designing the page of your dreams —at least not at first. When you're doing any kind of creative project and you'd better believe that designing a web page is a creative project there's nothing worse than
dealing with an internal censor over your shoulder, telling you what to spend and what's going to cost a lot of money. If you start restricting your ideas to what you can afford before you even really start generating your sales concepts, you're going to lose some of your most promising and creative ideas before you get started.
Suppose you've developed a new wireless protocol that allows easier interconnection between international networks, and you decide to promote that protocol with a grand concept Flash presentation showing people all over the world watching the same viral video. No, whispers your internal censor: think of the cost of filming people all over the world, all the different locations you'd need to film, the nightmare of editing everything down to something that's easy to strea
m without boring customers or costing thousands in bandwidth alone. No, don't even think about that concept any more.
But it's always easy to scale down an existing concept without losing the essence of the concept. Maybe you don't need to film people all over the world maybe you could just show your product's logo, with the names of different countries flashing behind it in time with a simple public domain
song.
It’s the same basic concept, really, but much more economical. If you hadn't had the more expensive idea first, you wouldn't have ever gotten to the more streamlined, economical, and interesting concept that you actually can afford. Instead, you might have gone with a talking
-head speech or simply a picture of the product logo both very cheap, but not nearly as exciting or distinctive.
So relax and don't be afraid to spend money on paper, at least. Remember: you can always find a way to communicate a concept for less money, whereas no amount of spending can make a bad concept interesting.
What Is A Good Direct Sales Concept?
To really use audio visual solutions to their best advantage in a direct sales web site, you need to play to the strengths of audio visual solutions. Those strengths are: Showing, not telling Providing an emotional experience to influence sales Not overstaying anyone's welcome What does this mean in practice? Imagine two direct sales concepts using audio-visual techniques. They're both selling the same product: a lawnmower attachment, we'll say. In one concept, the company's owner sits at a desk and talks to you about the advantages of the attachment in terms of durability, effectiveness, and price. In another concept, we see a young boy mowing the lawn. In a series of quick cuts, we see a young man, then an older man, then a senior citizen, then a venerable grandfather smiling as he watches a young grandchild mow the same lawn, in each case using the product.
It's just obvious that the second concept is better, but why?
First: it shows rather than tells. The first concept tries to
communicate the idea of durability, effectiveness, and price by giving you
sales statistics and
slogans. Fine
--
but the rest of your direct sales site
should do the same, and to give this kind of information in your audio
-
visual
solution isn't really playing to the strengths of the medium. The second
concept shows you the same ideas: the product is
obviously durable if the
same man can use it for his entire life, it's obviously effective if he never
switches products, and it's obvious (although admittedly less so) that it's a
good deal since it doesn't seem to require a lot of maintenance or
replace
ment.
Second: it provides an emotional experience. In the first concept, the
owner of the company is trying to convince you to buy a product. In the
second concept, we have images of contentment and family, as well as a
meditative sense of reflection ab
out the cycles of life. It's much easier to
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