A cardinal rule of thumb in my book is to connect ad text with your landing page. If you promise someone a free whitepaper in your ad, you darn well better have a whitepaper on the landing page. Failure to connect the two is a great way to lose people early on in your conversion funnel. An even better way to lose people – potentially for life – is to outright deceive them in the ad, and that’s exactly what the folks at Pinchit are doing. I got … Continue reading →

Here’s some fine print from Gevalia. The big headline says “50% Off!” – Hooray! The fine print, which I’ve highlighted below, explains that it’s 50% off four packages after you buy four. Granted I didn’t do that well in Calculus in high school, but I think 50% off 50% of your order is actually 25% off. I’ve got a deal for Gevalia. I’ll pay you 200% of what I normally pay for your coffee (note: if you give me seven free packets of coffee, I will buy the … Continue reading →