Getting across your online marketing message

How much of the written information you put up at your website and in electronic promotional materials do your prospective customers read?

Are you aware that's a trick question?

People rarely read online marketing materials, they scan the text. And in doing so, eye tracking research and other studies suggest that they read between 18 and 28% of the material on a web page or in other electronic promotional material.

This isn't the equivalent of junk mail in their letterbox, it is information that they have chosen to browse. So, it is purposeful viewing.

Source: Roger Dooley,

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Jurek Leon is a storyteller, speaker and trainer. Subscribe to Jurek's FREE monthly 'Terrific Tips' e-newsletter at Alternatively, email