Flicks & Clicks - how to create catalogues and websites that sell more. Flicks & Clicks provides a step-by-step guide to developing a multichannel selling business, illustrating key points with real-life examples.The reader is taken through the journey of planning catalogues and websites, from developing the pages to writing compelling sales copy, exploring the mysteries of building a brand on the way. Flicks & Clicks also explains how testing is the bedrock of ongoing success and gives lots of practical suggestions and ideas to try out. Whether you're a start up wanting to learn the basics, or an established retailer looking for information on best practice, Flicks & Clicks will help you master the art of creating profitable catalogues and websites, and give your multichannel business a competitive edge for years to come.
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"An intelligent, no-nonsense and extremely readable guide to the logic of selling via catalogue and web. Flicks & Clicks is full of sound advice from someone who really knows what she's talking about." --Paul Cunningham, Managing Director, Aspace
"Very comprehensive - everything you need to know about selling off the page, whether catalogue or web." --Tim Curtis, Managing Director, Lands' End Europe
"I wish a book like this had been available when I started out in this industry. It would have saved me many costly mistakes and I might be retired by now. It will be a reference work for years." --Nick Alderton, Managing Director, Peter Christian
"Very comprehensive - everything you need to know about selling off the page, whether catalogue or web." --Tim Curtis, Managing Director, Lands' End Europe
"I wish a book like this had been available when I started out in this industry. It would have saved me many costly mistakes and I might be retired by now. It will be a reference work for years." --Nick Alderton, Managing Director, Peter Christian
About the Author
Mel specialises in strategy and copy for catalogues and websites, and heads up the multi-channel copywriting agency Words That Sell (www.wordthatsell.co.uk). She has written for some of Britain's biggest names in home shopping, including Cotton Traders, David Nieper, Donald Russell, House of Bath and Turtle Mats. Several of her clients, including Aspace, Lyco, Muddy Puddles and Stocksigns, have won national 'Best Catalogue' awards. Mel also runs copywriting training courses for clients including Bradshaws Direct, Davy's Wine Bars, Kew Gardens and the University of Bedfordshire. Before turning to copywriting, Mel was an executive in leading London advertising agencies, helping to create TV, press and radio advertising for brands such as Immac (now Veet), Melitta Coffee, Cornetto and Carte D'Or Ice Cream. She also worked at Ogilvy & Mather Direct where she learned the principles of direct marketing. Mel is a popular speaker at industry events such as ECMOD and the Catalogue Exchange Summit and is on the judging panel for the ECMOD 360 European Catalogue and Website awards. She is also an official Ambassador for Women's Enterprise.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
I have had so many books on marketing which were bought with high expectation but which have remained unread after the first few pages. This one finds the right balance between some theory and real, practical help in making catalogues and web page work much, much harder.
It was an easy and enjoyable read which communicates crucial messages in an effective way - the author obviously puts into practice what she preaches!
I would say this is essential for anyone involved in the business of getting more sales - which, in the present climate, should be all of us.
It was an easy and enjoyable read which communicates crucial messages in an effective way - the author obviously puts into practice what she preaches!
I would say this is essential for anyone involved in the business of getting more sales - which, in the present climate, should be all of us.
4 of 4 people found the following review helpful
By Nicholas J. R. Dougan
VINE™ VOICE
Format:Paperback
Mel Henson has had a twenty year career in writing copy for direct marketing, including printed catalogues in the early days, and then many "e-tail" websites as the online economy has taken off, and she has illustrated her book with numerous examples of both, mostly, I imagine, from her clients. Copy writing may be her core skill, but she's also pretty clear on the commercial objectives of her writing, a perfect example of that old description of effective advertising copy, "salesmanship in print".
The first two chapters of the book deal with the way successful websites and web pages are structured. As she does throughout the book, she looks at the psychology that's involved - the psychology involved in reading a page, of looking at pictures and in picking key phrases out, and the psychology in actually making the purchase - or of changing your mind at the last minute. Her style is clear, concise and authoritative. It may be that fellow experts in the area may disagree with some of her recommendations, but she's certainly convinced me of the right way to organise the navigation (never from the right hand side, as it happens, so I must change my own site!) how to arrange tabs (up to three tiers), where to put the logo (top left), the elements that should be included on a home page (e.g., half a dozen of your most popular products) and other pages. She introduces the reader to some website jargon and explains the underlying concepts.
The following two chapters follow a similar structure for printed catalogues. While I've rather less experience of designing catalogues than web pages (in fact, absolutely none!... Read more ›
The first two chapters of the book deal with the way successful websites and web pages are structured. As she does throughout the book, she looks at the psychology that's involved - the psychology involved in reading a page, of looking at pictures and in picking key phrases out, and the psychology in actually making the purchase - or of changing your mind at the last minute. Her style is clear, concise and authoritative. It may be that fellow experts in the area may disagree with some of her recommendations, but she's certainly convinced me of the right way to organise the navigation (never from the right hand side, as it happens, so I must change my own site!) how to arrange tabs (up to three tiers), where to put the logo (top left), the elements that should be included on a home page (e.g., half a dozen of your most popular products) and other pages. She introduces the reader to some website jargon and explains the underlying concepts.
The following two chapters follow a similar structure for printed catalogues. While I've rather less experience of designing catalogues than web pages (in fact, absolutely none!... Read more ›
1 of 1 people found the following review helpful
Format:Paperback
Mel Hanson's Flicks & Clicks is a 155 page introduction to the non-technical aspects of web design and sales catalogues which carries far more information than many volumes four times the size. Some of this information -- AIDA, brand basics, and so on -- is well known to anyone with a bit of marketing background. Other parts of it, such as the standard anatomy of a selling website, are information which is very hard to track down, presented in a clear, authoritative way which is very easy to apply.
Naturally, in a book this short, there isn't time to go into the same depth on everything. Six pages on branding, for example, is not going to turn you into a brand consultant. However, everything in those six pages on branding is right, useful, and well balanced. You can go a long way before you find six such pages that discuss that particular topic in such a useful way.
This is intensely enjoyable to work through, and always easy to follow. It also benefits from the fact that Mel Henson is a UK author, and writes for a British audience. She doesn't oversell what she's offering, and picks examples which are easy to relate to for the reader, rather than constantly demonstrating her credentials as a practitioner.
I've commissioned three websites over the last six months -- two for multi-million pound brands, and one for a local church. If I had had this book then, I should certainly have turned to it first to remind me of what it was all about.
Strongly recommended to anyone commissioning websites, and to anyone designing them.
Naturally, in a book this short, there isn't time to go into the same depth on everything. Six pages on branding, for example, is not going to turn you into a brand consultant. However, everything in those six pages on branding is right, useful, and well balanced. You can go a long way before you find six such pages that discuss that particular topic in such a useful way.
This is intensely enjoyable to work through, and always easy to follow. It also benefits from the fact that Mel Henson is a UK author, and writes for a British audience. She doesn't oversell what she's offering, and picks examples which are easy to relate to for the reader, rather than constantly demonstrating her credentials as a practitioner.
I've commissioned three websites over the last six months -- two for multi-million pound brands, and one for a local church. If I had had this book then, I should certainly have turned to it first to remind me of what it was all about.
Strongly recommended to anyone commissioning websites, and to anyone designing them.
1 of 1 people found the following review helpful
Format:Paperback
This is a great read with some really useful tips.
Ms Henson (the author) has produced a very quick reference to encourage readers to get their sites and catalogues (yes, people still produce them) in shape.
Ms Henson's experience in the industry has been brought into a simple volume that will inspire and guide.
Ms Henson (the author) has produced a very quick reference to encourage readers to get their sites and catalogues (yes, people still produce them) in shape.
Ms Henson's experience in the industry has been brought into a simple volume that will inspire and guide.
1 of 1 people found the following review helpful
Format:Paperback
After being obsessed with the Internet and websites for years, I have learnt a few things about websites and content - but what Mel does in this book, is capture some brilliant ideas and insightful tasks that you can use to improve your websites content.
Whatever your level of experience, you will benefit from this book and add value to your business, life and website.
Well written, easy to read and practical - this book is a must for you to read immediately - go and buy it now and get implementing Mel's ideas.
Whatever your level of experience, you will benefit from this book and add value to your business, life and website.
Well written, easy to read and practical - this book is a must for you to read immediately - go and buy it now and get implementing Mel's ideas.
1 of 1 people found the following review helpful
Format:Paperback
I was bowled over by this book; not only is it an easy to read, informative book, but Mel demonstrates her expertise throughout the book.
Mel clearly describes the best use of words and layout to make the maximum impact on the written page and also on websites. I am currently reviewing my website content and look, to ensure it works for me in the 'Mel Henson' way.
I highly recommend this book for anyone involved in setting up a website and/or creating marketing material.
Mel clearly describes the best use of words and layout to make the maximum impact on the written page and also on websites. I am currently reviewing my website content and look, to ensure it works for me in the 'Mel Henson' way.
I highly recommend this book for anyone involved in setting up a website and/or creating marketing material.
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Most Recent Customer Reviews
5.0 out of 5 stars
Brilliant
I am so delighted with this book and its one that I'll keep coming back to. It's packed with helpful information for anyone who has a website or catalogue or in the process of... Read more
Published 18 months ago by Anne-Louise GAME
5.0 out of 5 stars
Comprehensive source of best practice
I recommend this book highly. It's particularly valuable if you produce catalogues and other print material, since it covers both. Read more
Published 21 months ago by Mr. T. Leighton-Boyce
5.0 out of 5 stars
A must read conversion handbook
Mel Henson's book "Flicks and Clicks" is an excellent handbook for anyone with a website. Structure, layout, branding, good copywriting, the theory of how we browse and why we buy,... Read more
Published on 5 April 2011 by H Webb
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