A friend referred me to a sales page for reference. The business that owns the pages makes millions of dollars, so they gotta be doing something right, right? I wanted to check it out.
I was startled. The page was…ugly.
Several different fonts, offensive color combinations, cheesy graphics. I was horrified. All of my sensibilities as an artist had been violated.
I also kinda wanted to buy the thing they were selling.
Hence, major epiphany: pretty doesn’t always sell.
Oh, what?! Say it ain’t so! As creatives, esthetics are a huge part of what we do. It’s inherent in our branding. It’s what we stand for. But when it comes to sales, (deep breath) it’s not enough.
The million dollar sales page? Their market is not creatives. They’re offering something for the business people, so it may be that the esthetics of the page resonates with that community.
And that’s the big lesson here: you’ve got to find a message and style of delivery that excites your market to buy.
I’ll use Tara as an example. Let’s say she created a digital guide for the Scoutie Girl community. How do you think readers would respond if she threw up a sales page with capital red letters, lots of exclamation points, and 1980s style clip art? It’s absurd. It doesn’t match her brand, and it doesn’t suit her audience.
But I’ll guarantee that her successful promotional pages have included some similar elements to the million dollar page. Stuff like a compelling headline, testimonials, the benefits of the offer, and a prominent buy button. I’ll also guarantee that she did these things in her style, and in a way that connected with her specific audience.
So. Check out the millionaires; there’s much to be learned from them. But you’ve got to translate and speak to your people, your market.
Pretty is good, but pretty that sells is better.
In your creative biz, how will you reconcile pretty and profitable? Tell us in the comments.