I created the web site, including all direct response sales copy and graphical elements, for the male health-focused web site ManlyMenAgain.com

This project was for a long-time client whose primary interests are related to health and fitness goals.

The primary goal for this project was to create a sales page, along with all the sales copy, for a men's health product known as Reclaim Your Masculinity. This is a digital product consisting of several ebooks and audios.

However, as is customary with this client, there was no web site on which to host the sales letter. So the secondary goal was to create a website for this purpose.

For this site the intention was to keep things simple. That meant no Wordpress or any other web-building application was employed.

The site was built with simple HTML, CSS styling, and the use of the PHP Smarty templating framework to manage the templates used to house the web design for the different pages on the site.

Practically everything I do when it comes to web development involves the use of a templating system. In recent years the choice has been Smarty for web projects.

As always, I ensure the design is responsive (i.e. is optimized for viewing on mobile devices).

Additionally I created the payment and fulfillment system for the product, which uses Paypal for the checkout process and secured (encrypted) Amazon S3 server download links for the product delivery.

I think this site represents a good example of web design simplicity, which I generally prefer over the complex machinations often required to get a Wordpress site looking like a million dollars.

The sales letter for this product required some understanding of the plight of older men who are beginning to feel the effects of age on those characteristics which define their masculinity.

Normally for a project of this type I need to consume the product so that I know exactly what it is I am writing about. I will research the pain points of the target audience and use this information to better frame the problem the product was designed to solve.

However, in this instance, less research was required for two reasons.

The first reason is that I had been working with this client for at least a decade when the project came up. So I already had a thorough understanding of her work.

The second reason that less research than normal was required was that I represent the avatar to whom the sales letter was to be written. That meant I could draw on personal experience to characterize problems relating to demasculinization, which men face as they reach middle-age and advance beyond 50 years of age.