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Flicks & Clicks: How to Create Websites and Catalogues that Sell More Paperback – 22 Mar 2011

4.9 out of 5 stars 11 customer reviews

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Paperback, 22 Mar 2011
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Product details

  • Paperback: 168 pages
  • Publisher: Ecademy Press (22 Mar. 2011)
  • Language: English
  • ISBN-10: 1907722041
  • ISBN-13: 978-1907722042
  • Product Dimensions: 17.8 x 1 x 25.4 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 1,067,894 in Books (See Top 100 in Books)
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Product description

Review

"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

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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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!
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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.
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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.
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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.
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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.
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Format: Paperback
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, social media, testing and research... it's all in there.

The author uses her expertise and years of experience to present the facts in a personal, practical way - It's full of theory yet stunningly easy to read.

Running a business? A quick read of this book will run you through the key elements of the all important online sales tool in a non-threatening manner. Briefing a design agency? Flicks and Clicks will ensure you are an informed client, saving time and money as you work together to improve conversion. Newly appointed to a role with responsibility for the website? Think of this book like one of those exercise programmes which gently guides you through from couch potato to marathon runner. Already expert, but needing to convince your boss to invest in your ideas? Ms Henson's book has all the facts, figures and research with which to convince even the most skeptical senior management. And if you're running a web design agency, it's the perfect refresher - I defy you not to pick up something new.

In short "Professional and entertaining", as the man from the Royal Mail says on the back cover.
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