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Ken Calhoun, Internet marketer and protege of the late Cory Rudl, is best known in Internet marketing circles for his gritty, abrasive, and honest assessments of developments in online sales and marketing. Outside of Internet marketing circles, Mr. Calhoun is also well known for the high-end products he produces, including his acclaimed stock trading course and videos.

This Internet marketing review places Mr. Calhoun among the best when it comes to sales page creation, which may be part of what drives his high conversion rates. For those who frequent the Warrior Forum, a message board on which he frequently posts, they know that Mr. Calhoun has a penchant for consistently testing his copy and layout until he can scientifically derive the best possible mix, ultimately yielding the highest possible visitor-to-sales conversion ratio.

Without going into a deep analysis of Mr. Calhoun’s tactics, what can a simple Internet marketing review deduct by observing his sales page? Let’s take, for instance, Mr. Calhoun’s Copy Writing University at www.opywritinguniversity.com. There are several deliberate configurations and distinguishing features that immediately connote “clean” and “professional” to visitors. The first element is a clean, full, professional graphic header that spans the entire length of the page.

Immediately below the header, Mr. Calhoun boxes his sales copy into a rectangle, clearly defining it from the white space in the margins.

One thing any Internet marketing review of the site would immediately identify as important is the copy you see without scrolling. Mr. Calhoun skillfully uses a gif, rather than a HTML or CSS font, to flatten his text and make it appear more professional. He also includes a picture of himself holding DVDs directly to the right of this gif, immediately instilling trust in the visitor by guaranteeing that this website isn’t owned by a faceless Internet business entrepreneur, who runs everything on autopilot—and who might not be around if you have any questions or need a refund.

Another crucial element of this initial impression—what you see without scrolling—that any Internet marketing review would point out is Mr. Calhoun’s use of handwriting. Intermingling handwriting with gifs of font evokes further connotations of professional memos, boosting trust again.

To be fair, this Internet marketing review does not suggest that every element on Mr. Calhoun’s sales page is something that any average copywriter could use. His video, which immediately catches your attention and induces you to scroll down, is not something most copywriters could afford to produce for their new product. But regardless, Mr. Calhoun’s sales pages, according to this Internet marketing review, are some of the best you will find anywhere on the Internet. If you want to increase your conversion rates, you may want to check out his work.

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Mary Murtha

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