Each of the graphics you see on the left hand

side represents a course. How do you represent

a course? You do so by putting it in a ‘box’.
When your clients see a box, they know instantly
that there is a great deal of information con-
tained in the box.

Who told your clients that there’s a whole bunch

of information? Nobody did. But they still get the
message. Trying to describe a course in words is
not very hard, but a picture tells the story with
far more pizazz and drama.

When selling the product iLife, Apple.com uses photos—because it can. But when it comes to something more abstract,
Apple.com resorts to graphics without losing any of the punch or drama.

Visuals and Conversion | Psychotactics.com  | 7 

 An illustration creates a mood. And it is
a type of graphic, as you can see. On the
Psychotactics site, we use a fair bit of illus-
trations to create a specific mood, and to
stop the reader and get them curious to
read the information. But can you use it on
a sales page? Yes indeed you can. It really
depends on what you’re trying to convey.
At www.5000bc.com we use it on our sales
pages as well to reasonably cheery effect
(see graphic of 5000bc.com below).

8  |  Visuals and Conversion | Psychotactics.com

Chuck Green from ideabook.com uses a combination of graphics and text to quickly tell you what you’re getting (a book, a CD) and
how you can pay for the product. And yes, how much the product costs. All done in one nice little vertical rectangle and transmit-
ted to you in a matter of seconds.

Visuals and Conversion | Psychotactics.com  | 9 

 Not sure what’s in the product or service you’re buying? Chuck Green from ideabook.com tells you exactly what you’re getting by
using graphics in a great amount of detail. Now you know. ;)

10  |  Visuals and Conversion | Psychotactics.com

Guess who was inspired by Chuck’s site? Yup, right after I saw Chuck’s site, I too created graphics that explained
what each course contained (in this case, it was the Website Strategy Course). And here’s a little story. When I sat
down to write a sales page for a new course, I forgot to include these graphics. And a client—who’d obviously been
reading through a few of the courses—emailed me to ask if he’d be getting similar information as the Website Strat-
egy Course. He emailed me because he couldn’t see the graphics on the new course, and that alone caused him to
pause, wonder and delay his decision to buy. Luckily he emailed me. In many a case, if a client doesn’t understand
something, they simply go away and buy something else instead.
Visuals and Conversion | Psychotactics.com  | 11