5 Ways to Get to the Point

Ian Lurie

Contrary to popular belief, good internet marketing gets to the point. So, 5 ways to do just that:

  1. Write clearly. Do not write stuff like ‘Our technical knowledge and process lead initiatives enable us to deliver high quality products to our clients…’. What does that mean exactly?
  2. Don’t make someone click if you don’t have to. Why not put your product’s price on your home page?
  3. If you sell something, say so. It’s ok, really, to say ‘Order Now’ or ‘Order Online’ or even ‘Buy Now’.
  4. Don’t make someone register for that demo or white paper if you don’t have to. You think it’s only a lead if you can call and hassle them? Wrong. It’s a lead if they’re thinking about you.
  5. Use graphics that mean something. Don’t use photos, colors, boxes, etc. just because you think they’re cool. Trust me on this.
Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

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