digitalghost - 4:21 pm on May 25, 2003 (gmt 0)

>>Do you think they are most effective in A, I

A banner needs to get attention, and create interest. Do you recall those flashing banners? They get attention but fail to generate enough interest to make me click. Once you get their attention you need to generate enough interest to get them to click. Banner ads are especially difficult because people have developed "banner blindness".

>>Mini sales sites, sure hype up the product and convert to a sale. But, legit businesses can kill their reputation using this sort of copy.

I didn't mention "hype". I referred to benefits, features and honesty. Let satisified buyers "hype" the product.

>>and blatent promotional language like this on legitimate corporate

What blatant promotional language? If Microsoft wants to sell copies of Frontpage from its website, you can bet there will be a call to action on the page. There will also be a list of features and if the copywriter is doing his job the copy will stress the product benefits. If they want to push copies of Frontpage the call to action might include a reference to a discount.

I agree there is a time and place for certain tones and language. Discerning when to use the right language is part of the copywriter's job.

>>Yes, you use marketing and promotional language

What exactly is "marketing" language? I prefer to use a tone and style that connects with the reader. Motley Fool is a great example of a "corporate" site that doesn't use dry, lifeless, corporate speak.

If you're saying that certain calls to action aren't appropriate for certain sites, well, I agree. I would write in a different tone for an investment site than I would for a site selling costumes. However, if I want people to join a mailing list on the investment site I might use, "Sign up now and receive a free subscription to Investment Monthly". No hype, just a simple truth as an incentive for joining the mailing list.

[edited by: digitalghost at 4:48 pm (utc) on May 25, 2003]