1.) Communication
People are always asking us what’s wrong with their Web sites, and the answer in the vast majority of cases can be summed-up in a quote from the movie Cool Hand Luke (1967): “What we have here is a failure to communicate.” Communication is the key to success, and that doesn’t just apply to your Web site—it applies to almost everything you do both inside and outside your business life…
If your Web site isn’t communicating on both a rational and an emotional level, if it doesn’t provide the psychological and emotional context of your marketing message, then exactly what is it doing?
2. Audience
I can’t think of too many people who actually like being sold to. In fact, sometimes customers get so irritated by sales tactics that they end up not buying the thing they came specifically to your Web site to buy.
Solving the problem is merely a question of altering your perspective. The average buyer is predisposed to dismiss and ignore high-pressure tactics and meaningless sales pitches. So instead of treating customers like customers, try treating them like an audience. Audiences want to be engaged, enlightened, and entertained. And that is the most effective way to make a sales impact.
3. Focus
All too often, Web sites inundate their Web audiences with facts, figures, statistics, and an endless list of features, benefits, options, and whatever else the sales department can think of throwing in. But all that stuff just confuses people.
Focus your message on the most important elements of what you have to say. If your Web site can embed that single idea in an audience’s mind, then it has done its job.
4. Language
The words used, and how they are put together, provide meaning; they inform personality; they provide mental sound bites; and they turn whatever you are saying into something worth remembering.
Language is one of the critical elements of “voice,” the ability to convey personality. Writing that doesn’t have “voice” is instantly forgettable.
5. Performance
Even the most articulate prose can be lost in befuddled delivery. Communication is more than words; it’s a combination of language, style, personality, and performance.
Things are rarely what they seem. Even our memories are a stylized versions of what we’ve actually experienced. Creating a memorable impression is about managing the viewer experience and providing the right verbal and non-verbal cues that make what is being said memorable.
6. Personality
Every business has a personality. The first problem is that few midsize companies ever attempt to manage that persona, and as a consequence the buying public forms its own opinion. And that opinion is often not the way you want to be regarded.
The second problem is that companies either don’t have a firm grasp of who they really are or, if they know, they are afraid to promote it. If your company’s identity isn’t worth promoting, it is time to think why that is… and change it.
The bottom line is that a company without a personality is a company without an image, and that makes you instantly forgettable.
7. Psychology
The most important feature you can offer your audience is psychological fulfillment, not deep discounts, fast service, or more bells and whistles.
The real reason people buy stuff is that it makes them feel something. Cosmetics make women feel attractive or sexy, while cars make men feel they’ve achieved some level of status. Even services make people feel important, as in “I’ve got a guy who does that for me.”
Finding the psychological hotspot in your marketing, and promoting the hell out of it consistently and continually, should be your primary marketing goal. All those features and benefits are merely the excuse for a purchase, not the reason.
The Web Is Fast Becoming a Video Environment
Web sites are not just marketing collateral; they are not just digital brochures. They are a new presentation medium that requires specialized communication skills, and knowledge of how best to use the medium.
You may be a great salesperson and nobody knows your business like you do… and you may even be skilled at delivering speeches at conventions and seminars… but performing effectively in front of a camera is a whole different ball game. And for most people it’s way out of their comfort zone, let alone their skill level.
The same old methods that used to work won’t work any more. You’re no longer competing with just the company down the street; you’re competing with the entire world.
Web-based businesses may never actually meet their customers face to face or even talk to them on the phone, so it is imperative that they use marketing presentation methods that deliver an experience worth remembering.
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