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Services Marketing - Facts:

When you click on a Web page, the same thing happens. You tend to focus on the pictures first. To take full advantage of the attention-grabbing power of photos, you must use captions. Captions on photos (and illustrations and graphs) have the highest readership of any copy in just about any printed or electronic medium.

 

People look at photos and then naturally read the captions for an explanation. Don't assume that people will read body copy to find out what a photo is about. In fact, the purpose of photos and captions is to get people to read the body copy, after they're naturally drawn to the captions.

 

Since more people read your captions than anything else, fill them with benefits. Captions in direct mail or print advertising don't serve the same purpose as captions with news photos. You don't describe the picture; you describe the benefits of your offer first, and relate the benefits to the photo second. Here are exceptions: In some simple print ads that have one photo and one block of copy, head-lines or, occasionally, body copy may function as a caption.

 

In some brochures and Web pages, designers will use artwork as a mere de-sign element. For instance, a drawing of a palm tree in the corner of a travel brochure doesn't have to have a caption. (If it did though, it would have higher readership than the body copy.) You can obtain illustrations or photos three ways: Do them yourself, hire a professional, or buy stock artwork.

 

Depending on the use, no one option is al-ways best. Buying what is called clip art is cheaper than hiring a pro. Clip art is available either in books you can clip from—hence the name—or on CD ROM. With clip art, you buy a book or disk and have free use of the material thereafter. The variety of clip art available today lets you create attractive, if you're a mail order marketer or telemarketer, you too have deadlines. .

Direct response is an interactive form of advertising. It seeks to get readers involved, ultimately in ordering but also in almost anything that will keep their attention. Headlines are written with promises that pose questions or with half-told tales. The purpose is to draw readers into the advertising and make them a part of it. When your advertising gets your prospects to do something, you've accomplished an important first step toward the sale.

 

The FTC's mail order rule gives you a deadline for shipping merchandise or notifying customers of a delay

More about Services Marketing .   See also: New Movers Lists and Online Direct Marketing.

Response Makers - Services Marketing