If one more business owner tells me their website sucks because they're just "too darn busy to deal with it", I'm gonna hurl. That's like saying, "I'm doing business in my dirty underwear because I'm too busy to get dressed." Realize it or not, your website (or lack thereof) is very often the first impression your prospect or peer will have of you. Now, it's no longer a matter of having a website -- it's a matter of having a great one.
#1) Be Exciting
Most websites are informative, but dull. Not surprising. The Internet today is notunlike TV in the early 50's when TV was the new media. Back then it was totallyexciting to have a radio announcer in front of a camera. It was revolutionary toactually see the announcer holding the package of soap or toothpaste. What soonfollowed was "The Golden Age" of TV when things took a major creative leapforward.
There's a definite parallel today with the Internet.
Bill Bernbach, a great leader of that last creative evolution, stated;
"You can say the right thing about a product and nobody will listen. You've got tosay it in such a way that people will feel it in their gut. Because if they don't feel it,nothing will happen. That's where the creativity comes in."
Applied to the Internet Bernbach's words resonate more than ever.
#2) Be Effective
So, what makes a website effective and creatively exciting? That depends on whoyou talk to. A techie may say you need lots of flash animation. A designer may sayit's about the right layout and color scheme. Someone else may argue it's all aboutblogs. When applied intelligently the latest design trend or technology is exciting.But have you ever clicked on a site you're eager to see only to have to sit through aself-indulgent 30-second flash intro? If the thinking behind the technology doesn'trespectfully address the mindset of the person viewing it, it doesn't matter how coolit is.
An exciting, creative, effective website begins with a clear understanding of thetarget audience and the marketing objectives you're trying to reach. Only then doesit take a fresh, simple, memorable creative approach that touches and moves thataudience on an emotional level. Accomplishing that takes strategically smart,creative talent. So, if you don't have it, find it. The bottom line is that The Evolutionhas begun. Don't be left behind.
John Follis is one of the 12 "Best Advertising Minds of New York" as voted by TheNew York Ad Club. His campaigns are in 3 college textbooks, he has written forADWEEK, and he has taught at 3 New York universities. Currently, John works onselect projects, consults, and speaks. John may be reached at: john@follisinc.com
For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: http://www.follisinc.com/booklet.htm
For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm
For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm |
