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Web marketing concepts: part 12

12. Think personality not banality

Does your Web site just lie there like a lox: you know, that cold, dead fish that often comes with a bagel? No personality, just more of the same tedious, dull, dreary, mind-numbing, tiresome, lackluster, monotonous stuff everybody else has. Boring!

This is the new Web, so if you can’t get with it you’d better get out, because you’re wasting your time and everybody else’s.

You’re so worried about downloading times that you forgot to put anything on your site worth seeing or hearing. Check your logs. If people are jumping ship faster than rats on a burning ship, it’s time to try something new—like some compelling content.

Courtesy of Jerry Bader 

Web marketing concepts: part 11

11. Think message not hype

What message are you delivering to your online visitors? Are you telling them you’ve got the best product, at the best price, with the best staff, and world-class customer service? Is that what you saying? Guess what? Nobody cares, because nobody believes you.

There is only one way to show people you’re the best and that is to prove it; but here’s the catch, you can’t prove it until they become customers. Whoops.

OK, so what’s the solution? How about a real marketing message that speaks to what your audience really wants. It’s not about you, it’s about them.

Courtesy of Jerry Bader 

Web marketing concepts: part 10

10. Think campaigns not ads

Isolated one-time advertisements are like one-night-stands: exciting for a while, but ultimately unfulfilling and devoid of meaning. Your audience is looking for marriage, not a short-term fling.

Your marketing has to woo your visitors with long-term campaigns that tell your story and deliver your focused message; audiences expect to be courted and counseled with meaningful communication. And that takes time and commitment.

If you’re spending money on just ads, you might as well be throwing that money down the drain. There is a better way. So if you’re looking for a long-term relationship with your audience, think campaigns—not ads.

Courtesy of Jerry Bader 

Web marketing concepts: part 9

9. Think focus not confusion

There you go again, telling everyone who will listen all the wonderful things you and your company can do. Trouble is, telling them all those things just confuses them.

What is the product or service that is most important to your company, the one you are determined to sell to your audience? That’s the one you want to talk about. That’s the one you want to devote your marketing effort to promoting. That’s the one you want people to think about when they hear your name or see your logo.

Focus your communication ,else your message will just be a forgettable, incomprehensible blur.

Courtesy of Jerry Bader 

Web marketing concepts: part 8

8. Think stories not pitches

Did you hear the one about the farmer’s daughter and the search engine optimizer? Stories, everyone loves stories. In fact, before the invention of the Gutenberg press, oral storytelling was the way knowledge got passed down from one generation to the next, and how news was sent from one region to another.

Now that we have this multimedia Web environment, we can continue the tradition of real people who deliver creative audio and video presentations that capture the imagination and drive home the marketing message so your audience won’t forget who you are.

Nothing informs, engages, and entertains like a good story: Sounds to me like one heck of a way to sell to an audience desperate for meaningful communication.

Courtesy of Jerry Bader

Web marketing concepts: part 7

Wow, it’s been a while since I’ve update. Sorry but I’ve been busy with work and life. But enough of that, on to the tip!

7. Think stickiness not hits

It’s not about how many hits you get on your Web site, it’s about how long people stay. If visitors remain on your site long enough to get your marketing message, then you must have said something worth listening to; and if visitors get the message, your site has done its job.

If your Web site delivers the message, then you can expect the email inquiries and phone calls to start flowing, but it’s still up to you and your sales staff to close the sale: People close sales, not Web sites.

Courtesy of Jerry Bader

Base your wording on your target audience

Today’s edition of Get to the Point took on the topic of using five-dollar words. Two copywriters, Simon Glickman and Julia Rubiner, claim that using a five-dollar words is OK because “people actually love the audacious use of language.”

Then there are people who claim that you should use only every day words, 50-cent words. Why? Because big five-dollar words alienate customers and sound elitist.

I disagree with both points.

There’s not just one rule to follow. You can’t use big words or every day words and expect great results. It just doesn’t happen like that.

You have to tailor your wording to your target audience. If your target audience is highly educated and love and understand industry buzz words, then use those five-dollar words. If your target audience is your every day Joe, then go with simple words.

The only magic formula is to know your target audience.


Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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