Over the weekend I was skimming “Damn Good Advice (For People with Talent)” by George Lois, and I stumbled on a gem. If you are a marketer, this applies to all of your work—no matter if you are into direct mail, email, PPC, broadcast media or anything in between. And it definitely applies to landing pages! Here you go—enjoy!
All creativity should communicate in a nanosecond. Certainly the greatest advertising, poster, packaging, magainze cover, book cover, logotype design, etc needs to connect instantly with the human brain and heart to remain memorable…In the business world, long, drawn-out, uncommunicative, fumbing presentations are the norm. As you read this, thousands of speeches, powerpoint presentations, and off-the-cuff talks are leaving audiences catatonic. Understand this: if you can’t express your thinking concisely and surprisingly—and literally communicate it visually in a nanosecond—it’s not a Big Idea.
If your landing pages aren’t communicating in a nanosecond, you won’t have a chance to leave your audience catatonic. Because on the web, your audience will land and leave in the blink of an eye—never to return, never to convert.