Let’s continue with my web content tip series based on the brilliant Claude Hopkins and his 1920’s advice. His words are still extremely relevant today in online marketing.
In his book, Scientific Advertising, Claude spends a chapter talking about the drawbacks of using negative advertising. He mentions that attacking a rival or pointing out others’ faults is never “good policy;” it looks “unfair, not sporty.”
Instead, he advocates that you “Show a bright side, the happy and attractive side. Don’t show the wrinkles you propose to remove, but the face as it will appear.”
Let’s think about this for a moment. Human nature has not changed in 90 years. Pet owners still want to make their pets happy and enjoy their companionship. Pet business owners want to run successful, profitable businesses that delight pet owners, right?
So I interpret Claude’s advice as the following, for any website that’s marketing to pet owners or pet companies:
Make sure your web content has a positive message for visitors – a unique and inviting promise to solve their needs.
Show them immediately (through words and images) how they’ll benefit from your products and services.
Even better, show a deeper positive benefit. Don’t just promise them the best dog food or a healthier dog… help visitors envision themselves as having a loving buddy who will be a thriving, happy companion for many years to come.
Here are some website messages I wrote that follow this thinking.
- The home page headline on www.PawsitivePerks.com promises this to pet retail owners: “While you drive your pet business, let our Customer Loyalty Programs automatically increase sales in 90 days or less.”
- The Adopt a Pet page on www.MyPetED.com promises to help you: “Find your new best friend through pet rescue adoption.”
What about your website messages? Do they project the bright side of life that your prospect is seeking? Do your words offer a great, sunny solution that will inspire visitors?
If you’re not sure, I’d be happy to take a look. Or ask a few friends and prospects how they feel about your messages.
Until next time,
Here’s to a clear and prosperous site!
