The Hume Report Landing Page Review

ARTICLE SNIPPET - The Hume Group, While Successful Direct Mail Marketers, Completely Drop the Ball Online by Foregoing Traditional Copywriting Techniques

The Hume Group has been in the self-help education arena since 1974. Like Nightingale Conant, they’re one of the granddaddies of that genre. They specialize in providing financial security education with real estate and stay-at-home, do-it-yourself investment programs. To quote the company's mission statement: Our goal is to help you achieve personal financial security with investments that are most suitable to your life... (works for me).

They're a strong brick-and-mortar direct response company that market heavily in direct mail and are quite successful at it. You'll know this is true if you get their offers in the mail. We applaud their off-line product line, but wonder why they’ve dropped the ball online.

More time and more specificity have to be shown with the headline to allow it to get into the hearts and minds of the prospect. Strong, inviting copy should be the first thing that the reader sees, so they have the desire to hit other links. There isn’t any strong USP (Unique Selling Proposition) weaved throughout the copy. Their direct mail packages always include testimonials of satisfied, "now wealthy" customers—but online, testimonials are nowhere to be found. They have put all their energy into offline marketing and not enough time into their online presence. They would benefit by creating a sense of an online community by offering an ezine or a blog.

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