Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: Stefan Drew

Less is More in Marketing

Simplicity and clarity lead to good design .. which means that Less is More


This is very true in marketing.  Often we just try too hard and keep adding to our adverts, posters, leaflets, websites etc …. when really we should be spending time simplifying them.


It was poet Robert Browning, when he wrote Andrea del Sarto in 1855, that originally penned the famous phrase, Less is More.  Today this adage is truer than ever.  Take for example what is probably the most well known webpage in the world. 


The Google homepage.


It is so simple to the extent it is to all intents and purposes a white page with a search box in the middle.  This is simplicity in the extreme.  But it didn’t happen by accident.  It is the result of thousands of hours of testing that has determined what works best for Google’s customers and, by extrapolation, for Google.


The same principle applies to posters and adverts.  Posters require a maximum of 25 words in most cases … and will probably work better with fewer than ten words.  Likewise adverts. I’ve just run a series of newspaper ads (yes, they still work) but I’ve limited them to six words per advert.


Of course Less is More often takes more effort than writing a lot.  You have to decide on your message; craft the words to be concise and very effective; spend more time on the call to action.  Making things simple is actually quite time consuming. 


The payback is that the simplicity of Less is More leaves the prospect in no illusion as to your message or what they need to do.  The result is an improved response rate and improved ROI.


What elements of your marketing can you simplify?

SEO Secrets: Internal Links are a SEO Essential

How to use internal links to boost your website search engine ranking (SERPS)


Internal links that are based on accurate anchor text are a simple way to increase your position on the Search Engine Results Pages (SERPS). They aren’t quite as powerful as Incoming Links but the beauty of internal links is that you have total control of how many , where they point and the anchor text.


Link internal links to an incoming link strategy (via accurate anchor text), and your chances of getting a good position in the SERPS is significantly improved.


Internal links are used to link related pages, within the same website, together.  The keywords, or phrases,  used to make these links are referred to as anchor text.  Anchor text should be based on words that describe the content of the page it links to.  Don’t use words like “click here” as it doesn’t describe the content of the page that is being linked. 


Rather use words that people are using in their searchs (use keyword tools and Google Insights to determine these).


Every webpage you produce could use internal links going to and from them and you can produce them without any expensive SEO experts being paid a penny!