You will often find me with my head in a book, studying the
marketing and copywriting experts from the past.
Laptop Battery It was whilst reading one such book, that I discovered how using
a drop capital, can increase readership of
advertising.
laptop computers is driving strong sales for notebook computers, according to the latest quarterly sales figures from the research firm IDC, which reported a 37% computer sales for the second quarter, compared with a year earlier. In the U.S., laptop sales grew 17.7%, while sales of desktop computers and servers fell 4%. The New York Times ( 10), CNET ( 10)
Thinkpad The book was: 'Ogilvy On
Advertising' - by David
Ogilvy
According to the indictment, Jones would steal various IBM and Penguin computer servers from Verisign's warehouse in Virginia and sell them to Johnson. Johnson would then sell the servers to several individuals, who would sometimes place them for sale on eBay. As a result of this scheme, the indictment alleges that Jones and Johnson caused Verisign to lose more than $120, 000 worth of computer equipment. In the indictment, Jones and Johnson are charged in three counts with causing the interstate transportation of stolen property, namely IBM 330 and 335 servers, in violation of 18 U.S.C.
Microsoft In the book, Ogilvy, an advertising and marketing legend,
discussed the merits of using a drop capital (also known as a drop
initial).
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Laptop Computers Ogilvy was renowned for producing advertising which got results,
having helped to build some of the most recognizable brands in the
world including: American Express, Sears, Ford, Shell, Barbie,
Pond's, Dove, and Maxwell House among them, and more recently, IBM
and Kodak.
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Laptop Computer In 'Ogilvy On Advertising', Ogilvy is quoted as saying "The drop
capital increases readership of your body copy by an average of
13%".
The Adobe Acrobat eBook Reader was developed to provide a means of viewing PDF eBooks on a computer screen or laptop. Because of their size, create the reading experience of a printed book. For designing these types of eBooks, page layout programs (PageMaker, InDesign, or FrameMaker) are the best tools to use. In addition to allowing complex page layouts, their ability to create tagged PDF files adds a higher degree of accessibility for visually challenged users viewing PDF files in Acrobat eBook Reader.
Desktop Computer How Does The Drop Capital Increase
Readership?
Notebooks Drop capitals seem to work in the same way that images do. In
that they catch the readers eye as they scan the page.
Lenovo The big capital letter drops down inside the first paragraph.
Because we read from left to right, our eyes move naturally away
from the image and into the text to the right.
Hard Drive The first paragraph is very important, and has to capture the
reader's attention and interest, so that they continue to read down
the page.
Travelstar The key point is: 'The more people you can get to read the text
on your web pages, the more sales you are going to make.'
Period!
Gateway What I really like about the drop capital as a sales tool, is
its subtelty. It doesn't shout: 'Hey! I'm trying to trick you into
reading!' I like to refer to it as a 'stealth copywriting'
technique. It's extremely effective, but without flying above the
radar.
Laptop Parts Does This Offline Copywriter's Trick Increase Sales On The
Internet?
Software After reading about how effective drop capitals can be offline;
I decided to see if they could boost my sales conversion rate, on a
website selling an ebook.
Hard Drives My first big hurdle was learning how to create a drop cap effect
on a web page.
Electronics I spent a considerable amount of time trying to create a graphic
of a capital letter, which would fit just right in the paragraph. I
quickly discovered that it's very easy to create an image that is
either too big, or too small.
Canon I didn't want the whole effect to look amateurish, as I felt
that it would make my site look unprofessional, and almost
certainly 'hurt' my conversion rates.
Desktop Pc After much perserverance and trial and error, I managed to get
everything looking just right.
Desktop Computers I Set Up A Split Test To Track My Sales Conversion
Rate
Think Pad Using some state of the art 'split test tracking software', I
set up two different versions of my sales page. The software split
all incoming traffic to my website. Half the visitors
viewed a page WITHOUT a drop
capital, and the other half saw the same page, but this time
WITH a drop capital.
Repair A piece of tracking code was placed on my 'thank you' page, so
that I could track which version of my sales page was viewed,
whenever a sale was made. This scientific method of testing, would
prove to me over time which version of my sales page made more
sales.
Data Recovery I decided to let the test run for at least 100 sales, so that
the results wouldn't be a fluke. I eventually stopped the split
test at 135 sales.
Cisco My Test Results Revealed That My Sales Were Up By A Huge
40%!
Keyboard The results from the test were pretty amazing. Not only did it
prove that drop capitals work online, but it also suggested that
they are even more effective on web pages, than they are in offline
advertising.
Monitor Here are my test result statisitics from a website where I am
selling an ebook...
Desktop Page WITHOUT a drop capital image:
3796 unique visitors, 57 new sales, 1.5% conversion rate
Infosys Page WITH a drop capital image:
3702 unique visitors, 78 new sales, 2.1% conversion rate
Refurbished Laptops Even though the page WITH a drop capital received slightly less
unique visitors, it still managed to sell 21 more ebooks for me.
Overall, the page WITH the drop capital made 40% more sales, than
the exact same page WITHOUT a drop capital.
Wipro I'm sure you will agree that the increase in sales is very
significant; and all after changing just one single letter on my
web page! If you don't currently use drop capital images on your
website, you really are leaving money on the table.
Lap Top Instead of spending all your time and money, trying to get more
and more visitors to your website, you really should look at how
you can increase your sales, from the existing traffic you are
already getting.
Refurbished This is the easiest way I have found to increase my profits, and
I didn't have to spend an extra dime on advertising to get it!
Memory About The Author:
Intel Jason Lewis has devloped an easy 'cut and paste' solution for
creating a drop capital effect on a web page. For details, and to
see video proof of how drop capitals have increased online sales,
please visit: http://www.dropcapitals.com
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