Guys

Quick result for you with some tests I have being doing for a client of mine.

Sales letter WITH NO GRAPHICS: Response 0.1%

Sales letter WITH GRAPHICS and Design Response 5.4%

This test was run to a list of 4000 on both ocassions.

The copy was the same copy. The ONLY difference was layout and design.

LESSON

Obvious I would say!

Just Beetling Along

Alan xxx

UPDATE

This was an offline test on a direct mail piece.

Alan,

Can you elaborate? Was this an online or offline test?

Can you define what you mean by "graphics?"

Thanks.

Michael

Quite honestly Allen this does not surprise me. I never understood the idea that copy was always the determining factor. We are visual animals and to think that a well designed and interesting graphics would not create more readership just doesn't make much sense to me. If fact some of the absolute best advertisements or promotions I have seen blend these two seamlessly, thoughtfully and intelligently but heh, that's just me!

I like your idea, people like to see things. Do you have a rule of thumb for how many words per graphic, or how much of the ad space is dedicated to graphics? (as little as/no more than)

I like seeing graphics and find it just makes the page more interesting. Alan, can you tell us what market this was for? I imagine graphics work for some markets better than others. Congrats on the increase.

you're preaching to the choir... I've been saying this for years.

the right graphics will (sometimes dramatically) increase conversions...

Yeh, Design does ad credibility and enforces a sense of tangibility in my books!

Here's an interesting article against the use of images: Images

I think he has a point about the effects of disruption and image overload. No matter how well integrated an image these problems can arise.

Hey AD1985,

Great article called 'images' and I think there is a lot of truth to what is being expressed there. On the other hand some of the info is well... common sense.

It reminds me of the guy who goes to a bar and tries to pick up women by standing by the restroom. I mean what better place for a man to position himself to meet as many women as possible?

But I wonder how receptive they would be? As with all matters in life there are appropriate and inappropriate times for all things, including advertisements.

That being said I personally, am drawn to images and find my curiosity piqued when I see a dramatic graphic. Like all things test, test and test some more.

I like to say, when in doubt study the best.

When you study the best you find something odd.

Clayton Makepeace, for example, DOES place a very heavy emphasis on graphics. Check out some of his pieces for great examples on layouts, graphs, and pictures that sell.

Then you look John Carlton and you see very little emphasis on graphics, pictures and layout.

What's that tell you? It tells me...
A) There's more than one way to skin a mouse
B) Different things work for different markets
C) There are so many damn inter-related factors that determine a good sales letter that it's hard to analyze any single element