Don’t Raise Your Voice, Improve Your Argument

I watched the Doha debates on BBC World last Sunday simply because there are some very wise people discussing some important issues that effect everyone. Archbishop Desmond Tutu was one such wise man. He said to the assembled students at the debate;

“My father always used to say; don’t raise your voice, improve your argument”

What a cracking pearl of wisdom that is! Taken in the context of web marketing it is also highly relevant. Website copy and content is where many marketers are currently “Raising their voice” rather than improving their argument. By raising their voice I mean hard selling rather than educating, I mean they’re pushing rather than helping your visitors.

By communicating with your visitors in a language they understand about something that they are interested in, by answering their questions and improving their knowledge about your product or service, you in effect, improve your argument.

Improving your argument improves your conversion rate.

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

Posted in Conversion, General
2 comments on “Don’t Raise Your Voice, Improve Your Argument
  1. Nisaar says:

    I appreciate this comment but can you suggest me some excercises to improve arguments?

  2. Hi Nissar:

    The brothers Eisenberg have 2 books full of advice on this. Go to and try their books.
    Call to action and Persuasive online copywriting.

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