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136 Words That Will Reinvigorate Your Website
efining the Problem matter if your intention is to
build market recognition,
It is not surprising that showcase corporate expertise,
many CEOs, marketing managers and present saleable merchandise,
business owners are frustrated by distribute product knowledge,
the ineffectiveness of their provide customer service,
websites. Everyone in business facilitate order-desk inquiries,
understands the power of the Web drive brick-and-mortar traffic,
and we are all tantalized by its or implement an e-commerce sales
potential. But rarely does that system; if you don't deliver a
potential get fulfilled. So whose consistent and coherent marketing
fault is it? Well there is message, you will fail. All your
certainly enough blame to go efforts will be lost in the
around: website designers who clutter and noise of a
don't understand business; IT ferociously competitive
departments that superimpose marketplace.
technical solutions on marketing
problems; and business managers Discovering the Solution
who fail to clearly define and
deliver a simple and consistent It is not surprising that the
marketing message. classic business consultant's
opening question to a CEO is,
The prime directive in any "What business are you in?" Of
webmedia initiative (website, all the complex issues corporate
email campaign, or digital leaders have to contend with,
presentation) is to deliver the this simple query is probably the
marketing message. It doesn't most troublesome. Knowing who you
matter if you're big or small, are, what you do, and why your
have a huge budget or are working prospects should do business with
on a shoestring. It doesn't you seems like something that
every business professional practitioners have ignored the
should be able to rattle-off at basic building block of effective
the drop of a business card. But communication - the sound of the
ask this question and what you human voice. Nothing makes us
get is a rambling explanation of sit-up and take notice more than
company products combined with a the sound of the human voice. It
series of B-school platitudes is an evolutionary imperative
about striving to work hard to driven by the earliest
deliver the best widget. recollections of our mother's
voice and the reassurance of the
Call it a value proposition, an protective psychological cocoon
elevator pitch or simply your it created.
'raison d'etre.' What matters is
delivering your marketing The sound of our name, or that of
message. First you must define it someone familiar, stops us dead
in as simple terms as possible; in our tracks. No image, no text,
then you must refine it into an no layout pattern has the
accurate, articulate and Pavlovian effect of the sound of
understandable statement; and the human voice. It is the most
then you must deliver it in a powerful, the most memorable, and
memorable fashion in everything the most effective means of
you do, at every meeting you communication we have. It demands
attend, and on every website, our attention and as
email campaign, landing page, and Web-marketers we ignore it at our
digital presentation you make. corporate peril.
Understanding the Medium There has developed over time a
Web-orthodoxy, a set of
The Web is a communication acceptable ways of doing things,
environment where its a litany of dos and don'ts that
if scrutinized in the delivered using the cutting-edge
light-of-day prove to be next to webmedia techniques and the
useless - useless in doing what broadband environment that now
needs to be done - creating a exists. Creating this memorable
memorable user experience that value statement is not just an
results in turning traffic into exercise in marketing ingenuity
customers. If your audience can't but an assignment in business
hear what you're saying, how do survival,
you expect them to respond to
your call to action? It takes 136 words to delivery a
compelling sixty-second
Delivering the Message explanation of why customers
should do business with you; the
So now you know you need to most important 136 words of your
define and package your marketing business life.
message in a memorable verbal
narrative that we can be
About the Author:
Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American clients' marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.
Read more articles by: Jerry Bader
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