Online Words

CONNECTIONS MATTER MORE THAN COOLNESS

“The main thing we want is for this new website to have a cool design.” No, you don’t. “Yes, we do!” Maybe you do, but that’s the wrong place to start. “What do you mean?”

Why do you have the website? “Excuse me?” Why are you investing money in having and redesigning a website? “Oh. Well, we want to get business.” I see, and a cool design is what will get business? “Won’t it?” I don’t know, I’m asking you. After all, you know your customers and prospects better than I do. So they normally do business with people because of cool websites? Since your current website isn’t so cool, why are your current customers doing business with you?”

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PENNY-WISE AND WEB FOOLISH?

I sat in a room full of freelance writers at a recent conference when the subject of websites came up. One of the writers asked if there was any way to develop a website for next to nothing, and she was nearly overwhelmed with suggestions.

My fellow attendees mentioned a host of templates, free sites, and other places where websites could easily be found and created for free or darned close to it. I managed to suppress my anger for a few moments, but eventually had to raise my hand. The moderator nodded my way.

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IN GOOD VOICE

When you’re creating market and communications materials, content and design are important, but there’s a third consideration that deserves your attention: the voice used in the materials. No, not talking about the voice talent used in radio commercials – it’s the voice of the items you put into print.

What do I mean by voice? Ads, brochures, direct mail letters, and other communications tools stand in your place. They sell and inform for you when you can’t be there to do it yourself. In a way, you’re quietly sending a trusted employee into the homes and businesses of your customers and prospects.

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