Online marketing design tip for authors: sell your “back-end” services as visually as possible, as Who’s Got Your Back author Keith Ferrazzi shows

Posted June 10th @ 11:33 pm by Roger C. ParkerPrint


Authors who want to make more “back-end” sales, like selling coaching and consulting services, should sell their services as visually as possible–like Keith Ferrazzi’s firm did in the example above.

As website usability experts, like previous Published & Profitable interview guest Ginny Redish have emphasized, website visitors are always in a hurry:

Website visitors don’t want to read, they want to skim.

Using tables and color to organize and emphasize

A simple table, like the “Solutions” example¬† above from the Ferrazzi Greenlight web site, visually organizes information, making it easier to notice, easier to read, and easier to remember.

Information that might be lost in sentence and paragraph format can be viewed at a glance, increasing the likelihood that visitors will click on an area of interest in order to learn more.

As you look at the example, note the left/right balance between client challenges and Ferrazzi Greenlight solutions. Note that the “about us” side is subdued, with the energy provided by the bright colors restricted to the “client side” of the graphic.

Why does Keith Ferrazzi’s name sound so familiar?

ferrazzi-whos-got-ur-back-tKeith Ferrazzi is the author of several important networking and relationship building books.

His first book was the popular Never Eat Alone: And Other Secrets of Success, One Relationship at a time. It was recognized as one of the best business books of 2005, 2006, and 2007.

Both Forbes and Inc. have designated Keith one of the world’s most “connected” individuals.¬†

Keith’s latest book is Who’s Got Your Back: The Breakthrough Program to Build Deep Trusting Relationships that Creat Success–and Won’t Let You fail.

Who’s Got Your Back is the hub of a series of professional development coaching, consulting, and workshop offerings. Keith’s site site contains numerous examples of information graphics successfully used to simplify complex messages and brand his books and his services in a way that projects a simple, optimistic, image.

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