Everyone in business can agree that these are two desirable objectives for a successful enterprise:

  • You need to make it as easy as possible for customers to find your presentation, and
  • You need them to remain with your presentation as long as possible.

One way to enhance those goals is to look where most don’t when you include graphics and/or videos in your message.

Even if you don’t have a clue about basic hypertext markup language (HTML), you’ll be pleased to know that you can support your cause by making one small addition to the code that generates images and videos.

Let’s use a segment of an e-mail that’s been quite successful for me as an example:

e-mail segment

Many e-mail composition tools include an option to Open a New Window when the reader clicks on a link.

It’s essential that you use it.

After all, why would you want a reader to click away from your presentation any earlier than necessary? In this example, I’ve got two links, one of which is to my home site. That way, if a reader is intrigued by the product offer but not inclined to take action yet, there’s always a possibility that he or she might be interested in who’s making the offer.

I’ve already got enough analytics to show that those who click on the site are much more likely to re-visit my offer. This becomes much more frequent when my original presentation remains tabbed on the screen even though the reader migrated away for a moment.

It definitely beats closing a door on that possibility by not opening a new window for the link!

Now, if you’re using a composition box that doesn’t give you this option — like AWeber, amazingly — all you need to do is add one instruction to the code:


This is what the revised code would look like:

<a href=”http://targetsite.com/offer-detail” target=”_blank”>

That’s about as non-tech friendly as editing a code can get.

And the results are usually well worth the minute or two it takes to do it.

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