I was just surfing the Time-Life
site in preparation for a special issue of MarketingSherpa
coming out this Wednesday (we're doing an exclusive interview with the marketer in charge of Time-Life email marketing). Go over to the Time-Life home page when you get a chance and note the box in the "sweet spot" (the upper right corner where visitor's eyes tend to flow to naturally).
Now, you sophisticated SherpaBlog surfers may think, "Why does Time-Life waste valuable space stating the obvious?" That web shopping is safe, etc. However, recently marketer after marketer who I've interviewed has told me the same thing: The online population is *not* as Web savvy as we think. They still need to be reassured about safety, shipping, etc. This stuff which may seem oh-so-1998 to you and me, is still mission critical messaging today.