Welcome to Andrewblock.net A saucy & savory blend of industry news and tech tips

2Jun/100

7 Genuine Ways to Generate Click-Throughs

Working at an interactive, content marketing agency, we do all kinds of emails. It's always good to remind ourselves of the primary objective, which is (usually) to get the user to click on something (a.k.a., take an action).

I found a great article on openforum.com that provides some basic, yet effective, tips. My favorite:

Contain one main message in each email, or clearly articulated and delineated messages for newsletters.

I'll be the first to admit that we have — at times — taken a shotgun approach to email blasts, trying to cram as much information into the email as possible. A focused, main message is more likely to generate click-throughs than the "everything and the kitchen sink" approach.

Read the whole article here.

23Oct/090

Writing marketing copy for the Web (part 1 of 2)

Working at a content marketing agency, where the bulk of our business has shifted toward Interactive work, I've come across several simple, handy ways to make our Web copywriting more effective. Some I've gleaned from the 'Net, others I've made up myself. Whether or not they're any good...well, I'll let you be the judge of that.

Here are my first five tips, in no particular order of importance:

#1 - Give 'em what they want & skip the fluff
Most Web-bound marketing copy is geared toward getting the reader to do something: click a link, download a file, read an email, sign up for something, leave a comment, etc. Other times, you may want to change readers' perceptions of a product or service, solicit their feedback about something, or get them to remember key information.

So whatever it is you want your reader to do, make it accessible early in your copy. Rather than making them sift through four paragraphs to get the goods (remember the average Web surfer has the attention span of a hyperactive toddler), get them what they want in the first paragraph. If it's a link, put it in the first sentence. If it's valuable information, break convention: put your main point first, and save the puff & fluffery for the later paragraphs.

#2 - Don't underline stuff that's not a link
This one shouldn't need explaining. If it's not a link, and you want to emphasize it, use bold or italics. People see something underlined on the Web and they want a link, period. Same goes for emails.

#3 - Avoid "click here"
Saying "click here" is redundant. Underlined means hyperlinked, so saying "click here" is almost insulting. Instead, try writing your link copy with an appropriate action (note: I realize I violate #2 in my examples below. It's just for illustration purposes, gosh!).

BAD: Click here to view prices in your area.

GOOD: View prices in your area.

Not only does this practice reinforce the solution you are trying to get them to ("view prices"), but it also makes your copy shorter. Sweet.

#4 - Multiple ways to get to the same place is not a bad thing
Several links to the same page within your copy doesn't hurt anything. In fact, Web surfers will appreciate multiple opportunities to navigate. It is an admittedly brute-force approach, but it works: the more links there are, the better chances that your reader will at least click one of them!

#5 - Avoid target=_blank
In case you're not a nerd like me, target=_blank is the HTML parameter that tells a link to open in a new window. Some people take a carte blanche approach to this, having every single link open in a new window. This is annoying, and worse, it violates a fundamental principle of user interface design: users should always be in control of the interface they are interacting with.1 Plus, let's face it: browsers have back buttons for a reason.

Bonus tip - Never, ever, under any circumstance, use emoticons
If you do, I will hunt you down and kill you. :)

So there you have it...short and sweet (anything else would be hypocritical). Check back soon for part 2!

1Should Links Open In New Windows?, Smashing Magazine, 7/1/2008
http://www.smashingmagazine.com/2008/07/01/should-links-open-in-new-windows/

18Feb/091

10 Harsh Truths About Corporate Websites

smashingmagazine.com has a great article entitled: 10 Harsh Truths About Corporate Websites. My favorite is #8:

#8: Design By Committee Brings Death
The ultimate symbol of a large organization’s approach to website management is the committee. A committee is often formed to tackle the website because internal politics demand that everybody has a say and all considerations be taken into account. To say that all committees are a bad idea is naive, and to suggest that a large corporate website could be developed without consultation is fanciful. However, when it comes to design, committees are often the kiss of death...

Read the full article.

1Oct/075

Bioshock, video games, and the nature of art

“I am Andrew Ryan, and I'm here to ask you a question. Is a man not entitled to the sweat of his brow? 'No!' says the man in Washington, 'It belongs to the poor.' 'No!' says the man in the Vatican, 'It belongs to God.' 'No!' says the man in Moscow, 'It belongs to everyone.' I rejected those answers; instead, I chose something different. I chose the impossible. I chose... [the underwater city] Rapture, a city where the artist would not fear the censor, where the scientist would not be bound by petty morality, Where the great would not be constrained by the small! And with the sweat of your brow, Rapture can become your city as well.”
—Andrew Ryan

Bioshock_Baby

Old news to most, new to me. I just read Roger Ebert's statement that, essentially, video games are not—and never will be—art. At least not art on the same plane as films and literature. How could one even begin to compare the artistic merit of a classic play like Hamlet to a modern video game like Bioshock? Ridiculous, right?

Actually, it's not.

Now, I wouldn't be so bold as to argue that Bioshock (or any game for that matter) is superior to classic films or literature. Rather, I'd like to express frustration with anyone who claims something can't be art, when clearly the viewing or experiencing of art is a wholly subjective experience.

The American Heritage dictionary defines art as "The conscious production or arrangement of sounds, colors, forms, movements, or other elements in a manner that affects the sense of beauty, specifically the production of the beautiful in a graphic or plastic medium" (source).

So in that sense, if I played Bioshock, which is viewed on a "medium" (a computer screen), and it invoked a sense of beauty, wouldn't it be art?

Ebert also writes, "I believe art is created by an artist. If you change it, you become the artist." His assertion here is that video games allow for players to make many decisions, thus affecting the outcome of the game. Therefore, games can't possibly be art because the artist can't "control" everything that player/viewer sees or does.

Bioshock_Piano

But I take issue with that assertion. Here's why: take a college course and read Macbeth or Hamlet or any Shakespearian work. At the end of the class, after everyone has read the play, ask each person in the class to say what it was about—you will get 30 different answers. I took several Shakespeare courses, and—in each class—nearly every student in the room experienced a different play than the next student.

Isn't that semi-ambiguous quality what makes Shakespeare so good? I mean, how many authors can weave a tale that leaves an entire classroom full of educated people coming up with dozens of interpretations of what it was about? A select few. In the same vein, Bioshock has created a world in which you feel the moral ramifications of your actions. You make choices, and those choices affect your interpretation of the experience!

Take the witches in Macbeth as an example of what I'm talking about. Were they real or a product of Macbeth and Banquo's imaginations? In this scene, Banquo asks, ""Were such things here as we do speak about?/Or have we eaten on the insane root/That takes the reason prisoner?" (I, iii., ll.83-85). Shakespeare writes his witches ambiguously enough where the reader must make a choice: are they literal witches, a vision, or...something else? That choice will then affect how he/she interprets the rest of the play. Can we blame the witches for Macbeth's madness and moral decay, or—if the witches aren't real—was he mad from the start?

Does that freedom of choice degrade Macbeth's artistic value or merit? Not at all. If anything, the freedom to interpret the play many different ways enhances its artistic value. Therefore, with Shakespeare as our "benchmark," it's safe to say that great artistic works often allow viewers/readers to view/read the same thing and walk away with entirely different experiences.

It is no different with video games.

Having played through Bioshock, I can say there were definitely times in the game where I had to stop and say, "Wow." Was it beautiful? Yes, beautifully disturbing, like when you finally confront Andrew Ryan, the game's initial antagonist. In a dark and moving scene, Ryan contemplates the difference between a man and a slave, after which he orders you to kill him. Having undergone brainwashing, your character mindlessly obeys, proving Ryan's point. The real thing that separates a man from a slave is thus: "A man chooses; a slave obeys!" (a point which he died trying to prove)

Or how about realizing that Bioshock has made you—the player—question commonly accepted video game conventions? Or how about finding humanity and compassion in the game's most vile characters? Is that not a form of artistic beauty? I could go on and on, but I would argue wholeheartedly that Bioshock is art. I wouldn't classify many games this way, but Bioshock is one of the rare gems that has ascended into the realm of gaming art.

As for you, Mr. Ebert, please don't tell the rest of us what is art and what is not. Let us decide for ourselves, thank you very much! It's fine if you don't view games as art. But art by its very nature is subjective, and it is important that viewers of all art forms are allowed to draw their own conclusions.

Bioshock_1959