Sometimes I dont know if clients are looking at me with “deer-in-the-headlights” face because of my accent or because of the stuff I’m trying to make them understand.
Today I was sure it was the second option, which made me feel a bit better, at least about my English skills. However, when it comes to my marketing teaching skills, I’m probably lacking something.
I’m finishing an entire online campaign for this landscaping company, and it wasnt enough that they rejected my entire copywriting because it was “not very clear”, but they asked me to make their logo on the capture page bigger.
Before I get into the whole thing, here’s an example of what they wanted me to change:
We’re giving away a free mowing for every contract deal, so on top of the sign up form, I had:
“Get your first mowing absolutely free”
Which has now become:
“Request a quote for residential or commercial landscaping services absolutely free”
Awesome, huh? I’m going to run split tests on both and show them which one works best..
But anyway, here’s what got me fired up:
I had a 90×70 pixels logo on the top left corner of the page, simply to give it a “professional look”. At the meeting today, they requested a bigger logo.
“Why do you want a bigger logo?”, asked myself.
“For branding purposes”, replied.
“But the idea is to get people to sign up, and then sign a contract. We don’t even need a logo”, I tried to argue.
“What difference does it make?”, replied.
“Well, if I make your logo bigger, the sign up form wont be above the fold, and that is proven to decrease conversions by at least 15%”, very convincing argument, right?
And apparently they bought it. We’re going to run with the small logo, but my point here is that most business owners are so used to hitting people over the head with their advertisement that when they try a completely new approach it ends up ruined by their old ways.
The other thing, which is much more important, and I forgot to mention to them, is that we are focusing on giving the visitors high-quality information first, to capture their attention, and make them want to do business with us. Follow the idea path:
High quality info -> happy customer -> more business!
Eventually, a logo is important for Corporate identity, brand positioning, and etc.. But as a customer, do you care about the logo?
I’m glad at least this battle I won, and now I’m sharing this with you here. When it’s all set and done, I’ll post the split test results with the different headlines.
But I’d love to hear what you think.
As I was thinking about this issue, I wrote another article on the best free attraction marketing training and I plan on suggesting it to them. Do you think they will read it?