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.Using all of these skills.I have NEVER been able to sell more from a web sitethan using a simple one page web site with a "killer" sales letter.Don't get me wrong.I own a Discussion group full of content which OTHERPEOPLE are posting and I own a site which focuses on building a leveraged traf-fic system - http://www.ezfree.netBUT.I know those pages aren't for making sales.They are for producing traffic.Then, I link them to my main web domains which sell my products for me.Theyproduce traffic.My one page web sites make the sales.63 Art on the Internet Art in Advertising by Claude HopkinsPictures in advertising are very expensive.Not in cost of good art work alone, butin the cost of space.From one-third to one-half of an advertising campaign is of-ten staked on the power of the pictures.Anything expensive must be effective, else it involves much waste.So art in ad-vertising is a study of paramount importance.Pictures should not be used merely because they are interesting.Or to attract at-tention.Or to decorate an ad.We have covered these points elsewhere.Ads arenot written to interest, please or amuse.You are not writing to please the hoi-polloi.You are writing on a serious subject - the subject of money spending.Andyou address a restricted minority.Use pictures only to attract those who may profit you.Use them only when theyform a better selling argument than the same amount of space set in type.Mail order advertisers, as we have said, have pictures down to a science.Someuse large pictures, some small, some omit pictures entirely.A noticeable fact isthat none of them uses expensive art work.Be sure that all these things are donefor reasons made apparent by results.Any other advertiser should apply the same principles.Or, if none exist to applyto his line, he should work out his own by tests.It is certainly unwise to spendlarge sums on a dubious adventure.Pictures in many lines form a major factor.Omitting the lines where the article it-self should be pictured.In some lines, like Arrow Collars and most in clothing ad-vertising, pictures have proved most convincing.Not only in picturing the collaror the clothes, but in picturing men whom others envy, in surroundings which oth-ers covet.The pictures subtly suggest that these articles of apparel will aid men tothose desired positions.So with correspondence schools.Theirs is traced advertising.Picturing men inhigh positions of taking upward steps forms a very convincing argument.64 So with beauty articles.Picturing beautiful women, admired and attractive, is asupreme inducement.But there is a great advantage in including a fascinated man.Women desire beauty largely because of men.Then show them using their beauty,as women do use it, to gain maximum effect.Advertising pictures should not be eccentric.Don't treat your subject lightly.Don'tlessen respect for your self or your article by any attempt at frivolity.People donot patronize a clown.There are two things about which men should not joke.One is business, one is home.An eccentric picture may do you serious damage.One may gain attention bywearing a fools cap.But he would ruin his selling prospects.Then a picture which is eccentric or unique takes attention from your subject.Youcannot afford to do that.Your main appeal lies in headline.Over-shadow that andyou kill it.Don't, to gain general and useless attention, sacrifice the attention thatyou want.Don't be like a salesman who wears conspicuous clothes.The small percentage heappeals to are not usually good buyers.The great majority of the sane and thriftyheartily despise him.Be normal in everything you do when you are seeking confi-dence and conviction.Generalities cannot be applied to art.There are seeming exceptions to most state-ments.Each line must be studied by itself.But the picture must help sell the goods.It should help more than anything elsecould do in like space, else use that something else.Many pictures tell a story better than type can do.In advertising of Puffed Grainsthe picture of the grains were found to be most effective.They awake curiosity.No figure drawing in that case compare in results with these grains.Other pictures form a total loss.We have cited cases of that kind.The only way toknow, as is with most other questions, is by compared results.There are disputed questions in art work which we will cite without expressingopinions.They seem to be answered both ways, according to the line which is ad-65 vertised.Does it pay better to use fine art work or ordinary? Some advertisers pay up to$2,000 per drawing.They figure that the space is expensive.The art cost is smallin comparison.So they consider the best worth its cost.Others argue that few people have art education.They bring out their ideas, andbring them out well, at a fraction of the cost.Mail order advertisers are generallyin this class.The question is one of small moment.Certainly good art pays as well as medio-cre.And the cost of preparing ads is very small compared with the cost of inser-tion.Should every ad have a new picture? Or may a picture be repeated? Both view-points have many supporters.The probability is that repetition is an economy.Weare after new customers always.It is not probably that they remember a picturewe have used before.If they do, repetition does not detract.Do color pictures pay better than black and white? Not generally, according to theevidence we have gathered to date.Yet there are exceptions.Certain food disheslook far better in colors.Tests on lines like oranges, desserts, etc.show that colorpays.Color comes close to placing the products in actual exhibition.But color used to amuse or to gain attention is like anything else that we use forthat purpose.It may attract many times as many people, yet not secure a hearingfrom as many whom we want.The general rule applies.Do nothing to merely in-terest, amuse, or attract.That is not your province.Do only that which wins thepeople you are after in the cheapest possible way.But these are minor questions.They are mere economies, not largely affecting theresults of a campaign.Some things you do may cut all your results in two.Other things can be donewhich multiply those results.Minor costs are insignificant when compared withbasic principles.One man may do business in a shed, another in a palace.That isimmaterial.The great question is, ones power to get the maximum results
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