Websites are NOT 24/7 TV Commercials!

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Chest-Thumping Websites


     Is your businessthe greatest thing since sliced bread and bottled beer? Do you consistently remind your customers and prospects that you and your business are the best there is and that your competitors should just fold up their tents, throw in the towel, take their footballs and go home to sit on the couch and eat bon-bons while they watch global warming creep in?

     Nah, you might say. Whaddayathink, I’m some kinda whack job? you might ask. I play it low-key with customers and competitors, you offer timidly, because, says you, your website does all that rowdy outta-control stuff!

     Well, if your website is bumping bosoms and thumping chests, it is BIG-time out of step with reality. Websites are NOT 24/7 TV commercials!

     Websites are your only round-the-clock opportunities to be engaging and deliver consistent sales messages, to stimulate 2-way interactive exchanges of information without prejudices or emotions getting in the way, without shooting yourself in the foot.

     Done right, your website gives you a dimension of control that’s not possible in personal selling. No, it comes nowhere near replacing personal selling, but it absolutely does enhance and accentuate the sales function in every industry on Earth if it has the right ingredients, especially (says all the research) great copy/text/writing/words.

     And if it does have the right ingredients, you need only to attract attention to it and generate visitor traffic (a task generally best left to Internet marketing specialists).

Here’s what your website should do: Educate, entertain, create interest, stimulate desire, bring about action, generate sales inquiries and leads, and promote increased awareness of how great you are not by saying it, but by demonstrating the benefits your products and services provide … not the features, the benefits!

     Does it matter that you’re a nonprofit organization or government agency? Of course not. It doesn’t make any difference if you’re the fading-off-into-the-sunset US Postal Service, the local community college, a church or service dogs organization. People buy benefits.

     Use your website to sell benefits. Do it serious or do it with humor, but do it by helping the customer solve a problem or address a need, not by bumping bosoms or thumping chests or telling everyone how great you are.

     Because when it comes to sales, except for maybe your mother, nobody really cares how great you are. And, in the end, integrity speaks for itself.   

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