- 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)
Flicks & Clicks: How to Create Websites and Catalogues that Sell More Paperback – 22 Mar 2011
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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
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.
Top Customer Reviews
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 ›
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.
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.
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.
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.
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.
Most Recent Customer Reviews
As someone learning about copywriting, I found this book hugely readable and informative. It struck the right balance for me between explaining the basics in an engaging way and... Read morePublished on 7 Jan. 2015 by Isobel
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 morePublished on 2 Dec. 2011 by Anne-Louise GAME
I recommend this book highly. It's particularly valuable if you produce catalogues and other print material, since it covers both. Read morePublished on 5 Sept. 2011 by Mr. T. Leighton-Boyce
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