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Posts Tagged ‘Web Design’

The Copy Criterion

Posted by: compel - Sunday February 28, 2010

To those on the outside, copy is an enigmatic art form, the artist who, for all practical purposes, is invisible. But written copy is everywhere. It’s as prolific as sand in the Sahara and Starbucks on a city street. From ads sprawled across buses to bylines in magazines, a branded t-shirt logo or a memorable movie quote; every single word that enters the public arena has been chosen with utmost precision for one very specific individual: you.

There are two ways to dissect the aforementioned skill. On the one hand, copy is a marketing tool, one that not only entices its audience but also builds a loyal following. On the other hand, it tells a story and links the consumer, knowingly or unknowingly, to a product or a service. This is why your copy should work towards a goal: To form an emotional connection that resonates long after the words are no longer visible. When good copy is out of sight, it is very much still on the mind.

But how does one go about generating this written form of time-tested communication, and why is it such an indispensible commodity for any business?

These questions can easily be plugged into a search engine, but what you’ll dig up is an endless list of dotcoms offering “the top ten,” or better yet, “the top eleven” tips for success. And like most Internet searches, the secrets divulged from one website to another will not differ dramatically.

What you won’t find is that quality copy is as much about what you shouldn’t do than what you should. So rather than reiterate the already accessible steps to creating effective copy, we’re providing novel notes on how to avoid a copy catastrophe.

1. Don’t rely on a thesaurus. It’s obvious when an overwrought word has muddled the meaning of a sentence. If you’re unsure, just maintain a simple, conversational tone. Reading out loud, as if you were speaking to your audience, can be tremendously valuable.

2. Don’t fall back on hackneyed manners of expression, as clichés have been called the compost of art. You will get greater feedback for describing why a deal is good than suggesting, “It’s like stealing candy from a baby.” That is, unless you are trying to promote for Milton Hershey.

3. Don’t market anything that you are unfamiliar with. Know the product like the back of your hand. (Did you catch that? You should not say, “Know the product like the back of your hand.”) Dishonest writing tends to be unclear, and if you don’t believe what you’re writing, how will the customer? Ample research should precede the task at large.

4. Don’t write boring sentences. Just as you don’t always start sentences with the same word, neither should copy. Avoid beginning with “the” or “it” too often. Do vary sentence length and structure. It will engage the reader. It will give you a distinct voice. It will get a positive reaction. (See? Boring.)

5. Don’t be vague. Since the online and offline market is so enormous, it’s rare to come across an idea that’s wholly unique. Do use specific details to differentiate your product from another, and use these descriptions for promotional means. Gertrude Stein may be famous for scribing, “A rose is a rose is a rose,” but yours should be long stemmed, have burgundy petals, and a fragrance that would make a skunk blush.

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Posted in Web Design | 627 Comments »

Is your Online Presence in the Present?

Posted by: compel - Sunday February 21, 2010

Before the turn of the century, it seemed that by 2010 we’d be operating flying cars, vacationing on the moon, and using robots to cook and clean the house. So forgive our disappointment in grounded automobiles, terrestrial beach resorts, and brooms. While monumental advancements in lifestyle luxuries may seem behind schedule, there is one industry that is speeding ahead with more velocity than a Lamborghini. It’s a little well kept secret known as The Internet, and if you or your business isn’t on it, what, may we ask, are you on?

We’ve heard this dilemma before: developing a web-based business model is time and financially consuming, right? Wrong! Online marketing investments are endlessly worth both the time and financial input to increase company efficiency and efficacy. With the right strategic maneuvers, you might just be able to buy yourself a hovercraft or space odyssey by 2011.

Marketing Triangle

With a new decade well underway, the organizational pyramid is likely to be used for diet regimens unlikely to last through the end of the month. Let’s instead use the pyramid to set goals-resolutions, if you will-that are rationale, realistic, and reliable.

This year, we endeavor to:

  1. Make sure your online presence doesn’t lag behind with cars, cruises, and cleaning services.
  2. Continue to compel you and your customers through 2010 with the latest forms of online marketing.
  3. Support your goals in the same way the building blocks of a pyramid support the very top of the structure.

Put your full trust in our team to act as an integral support system to your team.

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Posted in Newsletters | 1 Comment »

Success in eCommerce

Posted by: compel - Tuesday June 02, 2009


The Opportunity
Bivouac, one of the Midwest’s largest outdoor apparel, adventure gear, and fashion clothing establishments for more than three decades required a website that would be versatile enough to satisfy the diversity of their clientele.

The Solution
Our Team evaluated Bivouac’s existing point of sale and website Ecommerce solution, analyzing the company’s business needs with respect to internal operations and fulfillment technology.
Compel designed and developed a Website and facilitated a point of sale system integration between Celerant and a custom online program that manages products, orders, discounts, coupons, and marketing collateral through online interfaces.

The Results
A multipurpose Website that extends the convenience of a traditional “mom and pop” store to the Web, featuring a refreshing, colorful, and active approach geared towards Bivouac’s customer. With categories that direct each customer to easily locate their desired item, the chaos and anxiety of in-store shopping is alleviated by a simple, stratified approach to Web organization. Not only has Bivouac expanded their client base, but they are now a competitor among Online companies of a similar nature, and with this solid foundation, they continue to grow.

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Posted in ECommerce | 1 Comment »