It has to address the pain and present a solution. It has to keep that pain fresh in the person’s mind so they don’t forget how much it hurts. It has to address each point the person might have that prevents him/her from buying and reassure the consumer that it’s a good idea to buy.

At some point in that text, the person becomes ‘hooked’ and starts scrolling. It may take me three paragraphs to hook while it takes others 8 or more. Who knows? And now they’re looking for a price…

They miss the price and hit the bottom, which provides extra reasons to buy and more safety points (guarantees, bonuses) so that by the time they scroll back up and find the price, they have not only had their fears addressed, but they’ve been promised extra goodies or safety.

And there’s the price… click.

Harry never said people don’t like to read, btw. He said (in a roundabout way) that they don’t like to think harder than they have to.

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Like you said though, there is a bit of the designer’s personality in every design. That style is what brings in the customers – or sends them away. Do you find you have a difficult time when clients are insistent on all the blinking bells and whistles? How do you try to make them see a particular idea might not be right for them?

@NTN #2: Shock value does have it’s place, but more often than not it ends up being a jarring “wtf??” moment for visitors. You can be different and innovative in subtle ways too and those are what start trends.

Now go get that book!

He said if at all possible you shouldn’t make your site too dissimilar from sites the mass majority of your market visits every day. Sites like google, MSN, yahoo etc.

Snooping around the top 15 sites ranked on Alexa would give an idea of what massive crowds of people are seeing and are comfortable with.

Armand’s says the last thing you want to do is shock your reader when they come to site because you have an urge to be different. I guess if you don’t care if your site makes money or readership you can be as wild as you want but making your site as cozy to your reader as possible makes sense to me.

You’ve done an awesome job Harry with your book review. It gave me a great idea of what to expect and definitely increased my desire to have it.

Talk to you soon,
Note Taking Nerd #2

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@Axe: Mine too! (so far)

@Office Newb: It’s a must for anyone, whether they work with websites or not. My feeling is that eventually everyone will own a website or want to start one in their life, it’s good to know what to look for ahead of time.

@Gina: Action packed? *chuckles* Yeah, I guess it is pretty exciting stuff at that. Krug was very entertaining. His footnotes reminded me of reading a Terry Pratchett Discworld book.

Not only informative but highly entetaining as well. “Rocket surgery”.. snicker.

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