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9 Practical Reasons Why Web Audio Is A Necessity
. Limited Screen Real find what they came to learn and
Estate what could be easier and faster
than pressing an audio button.
Computer screens have increased
in size over the years but 2. Computer Screen Readability
website designers still have to
deal with the problem of how to We have all been raised with the
get all a client's information eight and half by eleven format
presented 'above the fold' so permanently implanted in our
visitors don't have to scroll too heads. Unfortunately computer
much. monitors' four by three aspect
ratio is horizontal and the new
It's hard enough to get prospects breed wide-screen monitors use a
to read anything, let alone copy sixteen by nine format - great
that drones on. This problem for timeline editing and spread
isn't been helped by SEO sheets, not so great for reading.
tacticians promoting inflated
text presentations often Computer monitors have never been
amounting to exercises in all that easy on the eyes and the
key-phrase diarrhea. new flat screen LCDs are brighter
and display more contrast which
If you have a lot to say, turn is great for graphics but again
some of it into audio, so not so great for reading. So
prospects can sit back, listen instead of giving your potential
and absorb what you have to say, clients eyestrain and a headache,
rather than hunt desperately for deliver the information using
the information they're looking audio, a much more user-friendly
for. The single most important experience.
thing that effects a user's
Web-experience is how fast they 3. Skip, Scan and Skim Searching
site, you owe it to yourself to
We have learned from usability deliver the information they came
studies that seventy percent of to find.
Web-users scan and skip Web-copy
paying attention only to captions Allowing visitors to click an
and bulleted points. If your audio button to receive your core
information is the least bit marketing message in sixty
complicated or sophisticated, seconds of professionally
your Web-visitors are probably delivered voice-over will do more
not getting a complete or to turn prospect into customers
accurate story. Ignoring the fact than a thousand words of boring,
that prospects misread your copy hard to read text.
and scan for highlights can be a
costly mistake in 4. Consistency of Message
miscommunication. Delivery
Burying your message in reams of Anyone who has run a sales
text leads to confusion and department knows that different
misunderstandings that will people deliver the same message
ultimately cost you money in lost differently. Some sales people
sales and disgruntled clients. If have a greater grasp of your
your web-logs show a lot of marketing message, and others are
visitors are opting out of your just going through the motions
site shortly after entering, it 'taking orders' rather than
is probably because they can't 'selling.'
find what they're looking for,
buried in your SEO-friendly Even good sales people often find
jungle of text. If you've that key information gets left
invested a significant amount of out or ignored because the client
money attracting visitors to your asks questions, gets interrupted,
or just plain isn't lawyers with secretaries to
concentrating. When clients are screen our calls and organize our
left on their own to browse your days so we can concentrate on
website, you never know how much what we are doing. Unfortunately,
of your copy they actually read that's a pipedream for most
and how much of that they really modern day business people,
understand. It's called especially the entrepreneur.
'browsing' for a reason - not
'studying.' Most of us are answering the
phone, writing emails, surfing
By presenting information in the Web and dealing with
audio, you deliver a consistent, colleagues and clients in an
error-free message without ever-dizzying whirl of activity.
anything left out. The human Asking a multitasking
voice cuts through the businessperson to stop and
concentration barrier and leaves concentrate on your beautiful
an indelible impression of who prows is not exactly realistic.
you are and why prospects should People want it short, quick, and
be customers. When you deliver precise. If TV advertisers can
your reason-for-buying in audio, deliver their marketing messages
everyone hears the same message, in fifteen- and thirty-second
in the same way. If content is spots, imagine what you can
king, consistency is the deliver in sixty seconds of
kingmaker. finely crafted audio delivered by
a professional announcer who
5. Multitasking knows how to grab your prospects
attention and make an impression.
Today's modern work environment
is hectic. It would be nice if we 6. Memory Retention
could all act like doctors and
Years ago commercials were sixty personalities and there is no
seconds, kids played board games better way to transmit that
for hours; life was simpler. personality to your prospective
Today commercials are fifteen clients than with audio. You
seconds, kids play video games spend thousands of dollars on how
with incessant audio and visual logos, print material, emails
stimulation, and we are ads, and websites look and so you
perpetually on-call with our cell should, but giving your business
phones and Blackberry's. Our a personality is more than
ability to retain information is deciding that everything on your
severely compromised by a new website should be blue.
world order of constant contact.
Instant messaging has even Differentiating your company from
created a whole new short-form the competition is about creating
language that brings a memorable business persona. One
sophisticated communication down of the best illustrations of this
to a new low - where is John is the J. Peterman story. Anyone
Simon when you need him. who watched the Seinfeld show
remembers John O'Hurley's J.
If you want to be heard, there is Peterman character. O'Hurley's
no better way than with the sound interpretation of Peterman was so
of the human voice. The human strong, so memorable, and
voice penetrates the clutter and powerful that when the real J.
embeds itself in your prospect's Peterman company went under, it
consciousness. was the actor, John O'Hurley, who
was able to get it back in
7. Branding - Creating a business based on his fictional
Corporate Personality presentation of the real J.
Peterman. That is the power of
Successful businesses all have voice and it's ability to create
personality. you can deliver more than just a
pitch: you can deliver your
8. Persuasive, Provocative, entire marketing message,
Compelling corporate personality, and brand
image.
Competition is fierce and getting
noticed in a crowded marketplace 9. Cost Effectiveness
is difficult. We cannot afford to
let any opportunity to Many business people are
communicate effectively with scared-off by an assumption that
prospects get by. You are not the multimedia solutions like audio
only one with a website, blog, or are expensive - but that is just
product that meets your prospects not the case. Audio is far more
needs, You must do more than just cost-effective than video,
state your offering or even animations, and other labor
provide some me-too promotion, intense rich media creative. If
you must be persuasive, you hire the right people who
provocative, compelling, and know what they are doing, you can
concise. have an audio presentation
professionally produced and
It only takes 136 words to write incorporated into your website
sixty seconds of audio. With the for a budget within the reach of
right 136 well-written words, any serious marketer.
delivered by a carefully chosen,
professional voice-over artist,
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
Article Source: www.iSnare.com
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