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Tall Tale #8 "You Need To Be On The Internet" |
By:
Jimmy Vee & Travis Miller |
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"Ten Tall Tales of Traditional Marketing That Cost You Tons"
Tall Tale #8 “You need to be on the Internet” By Jimmy Vee &
Travis Miller
The Internet is all too often mistreated and misunderstood as a
“place to be,” or “something to be on.” Many companies treat the
Internet like a billboard, but it’s not. People don’t surf by
and see your web site. Your web site is a destination – but not
the ultimate one (unless you sell your product online).
Thinking of the Internet as a billboard or a place causes
companies to design web sites that have too much or too little
information. For example, a web site that is nothing but a big
advertisement is a waste – the only people who will visit your
site are people who already know about your business, so why the
big advertisement? And when people do visit, they’re not likely
to return. On the flipside, a web site that goes on and on and
on about the history, the people, all of the services you offer,
can quickly contain too much information for it to be valuable.
Rather than thinking of the Internet a place to be or something
to be on, think of it as a tool. For most companies, their web
site is not (or shouldn’t be) the main thrust of their marketing
efforts. It is one tool in the arsenal.
The way to hone the tool to be as effective as possible is
fairly simple. Start by determining what your web site should
accomplish for YOUR BUSINESS. What net output do you desire? If
there isn’t really anything you expect to receive from your
customers via your web site, you may not need to “be on the
Internet.”
Once you’ve determined what the desired output is, ask yourself
what the site needs to do to yield that output. As a simple
rule, if a piece of information doesn’t ultimately help you
achieve your goal, don’t include it on your web site.
It’s important to understand, people probably don’t want to
visit your site and spend their time reading about you and how
you got started and seeing pictures of your staff. That’s such a
harsh truth, isn’t it? People want to learn one thing: how you
can help them.
If your web site does a good enough job convincing them that you
can help them, they’re likely to give you what you want. So get
what you want and get on with your life and let them get on with
theirs. Don’t be a web hog.
For some companies, this can be accomplished with one web page.
For others it may take dozens of web pages. And for still others
it may be impossible. They should considering skipping the whole
“www-thing.”
If you have a web site already, give it a test. Find out what it
does for your business, your sales. Think creatively about how
you can put it to work for you.
If you don’t have a web site already, carefully apply these
principles to find out if you need one, and if so, how it should
be designed.
A special tip: a “flashy” presentation rarely yields output – it
just builds brand. That’s no longer one of your goals, is it?
We have some very helpful and specific ideas about how to get
what you want from your web site. They’re all jammed into the
“Gravitational Marketing System.”
Tomorrow we’re going to debunk that nonsense about mixing
business with pleasure. So dust off your twister game and get
ready to mix it up!
Get the full e-book "Ten Tall Tales Of Traditional Marketing
That Cost You Tons" and others at our website:
http://www.scend.net/resources.htm
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Article Source: http://www.statssheet.com/articles/article41094.html |
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