Does your website sweep people

into boredom? Does it wallow in

self-aggrandizement?

Does it need a lobotomy?

I run across them every day. So do you — websites that put people to sleep faster than a week of watching C-Span (Okay, the Weather Channel maybe, for those who live inside “The Capitol Loop.”)

I get the feeling that the reasoning for these Hollywood-style overkill sick website productions –from some of the culprits who pay for them and probably close to all of those who produce them (because they get paid more)– goes something like this:

“Hey, it’s free advertising; we should take full advantage by putting in a tab for each of our 26 different color and style shirt buttons (or accounting services, or surgical procedures, or pizza toppings, or . . .)

“And then, when visitors click on any of those tabs, they’ll be delivered to a complete showroom smorgasbord of 472 applications for each of our 26 buttom colors and styles (or accounting services, or surgical procedures, or pizza toppings, or . . .)

“And then, we’ll give ’em our 183-page limited guarantee and return policy (or insurance reimbursement) requirements –in really small type of course, and in a rolling scroll window that’s just an inch high so it doesn’t take too much space and so it will give an instant ulcer to anyone looking to return to earlier verbiage that they may have passed over too quickly.

“And then, we’ll throw in 47 testimonial pages — mostly from cousins and neighbors, but who cares? We should have a few pages on why we’re “green” and some more on our “sustainability” efforts with recyclable buttons. Let’s put in maps and stuff in case anyone wants to find us, and how about a dozen pages on the history of our company since 1762? We could throw in a blog and a weekly puzzle to . . .”

It may be time to take

your reality temperature.

Websites have become burdensome. Many have lost touch with the very markets they seek to impress and influence. Others simply seem to reflect an inability to focus. No one accountant or surgeon or pizza parlor can be all things to all people. So back off. Rethink your message.

What is the one single main product or service message you want your target customers/clients/patients to see and hear? Can you spare visitors the company history that no doubt has great importance to your great great great grandfather’s uncle’s sister’s brother who founded the company. With apologies for abruptness: Nobody cares.

When a business or professional practice has a website that overwhelms, it actually UN-sells people. Visitors typically shake their heads and delete. They don’t want to know that the site sponsor can do everything under the sun. They want to know they’ve found a resource that specializes in what they need.

So, what’s the trick to be able to do that? My advice? Hire a professional writer. Forget about “SEO Experts” who will talk the dollars right out of your wallet, and the web designers who will represent your venture the way they think will win them an award, and don’t burden your staff with it. Get great content written. The rest is easy.

Like a resume, your website just needs to get prospective customers, clients and patients to your door on on your phone or in your in box. Fewer than 5% of all websites actually make significant sales.

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Hal@Businessworks.US or 302.933.0116

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone!

You own or run a business

or professional practice,

so you’re filled with stories

 . . . and people have been telling you for years that you should write a book, right? And, HA!, you laugh it off, right?

But somewhere deep inside, you think you really DO have a story worth telling and that you, well, who knows, you could maybe even be the next John Grisham or Annie Proulx. After all, with 37 trillion boring text books already out there, this would have to be a novel. So, fiction it is.

Maybe at some point in your life, you even got up the nerve to get started?

Somewhere, buried in the back of a drawer, or deeply embedded in some tech thing-a-ma-jig (let’s hope something more recent than a, er, showing my age here, a floppy disk?) you have knowingly and hopefully saved your original scribble, no doubt based on some dialogue with one of your prior six or seven spouses, or long-(almost)forgotten soul mate…or a much hated boss!

And now that you think about it, if you can dig the whole mess out, it probably wouldn’t take much to finish it off, true? Even if you were starting from scratch, you could probably zoom through the first bunch of chapters before your spit even hits the ground!

Oh, just imagine–your name in lights, TV interviews with Charlie Rose and Oprah, book signings where you toss each signature pen over your shoulder.

Have I got news for you, Brothers and Sisters!

First, if you can pull an engaging story together in less than 40-80-hours a week for a year or two, and whip it into presentable format for soliciting agents and publishing house editors, your first name must be Miraculous.

Second, as hard as the plot, character development, storytelling, dialogue, writing, editing and proofreading is…expressing the right words in the right ways…finding a good agent who will find you a publisher is harder still.

You should know that whatever you write will never be good enough for 95% of those you seek to cornerstone your career. EVERY time you send out a query letter or first five or ten pages, you will find errors and weak stuff in your work that sucks AFTER you send it out. GUARANTEED!

“Well, just bypass all that garbage,” you say. “Just self-publish it. Then who needs agents and publishing house editors?” Uh, YOU DO, unless you’re also a marketing whiz with deep pockets, and prepared to be your own full time publicist and promoter as well.

Writing a “hot” news release is a skill all by itself.

Then after it’s written, you need to know when, where and how–and have, yes, the tenacity–to get the right person receptive enough to give it coverage. 

Ahh, and then there’s the next release or two or three or four, plus a media kit.

But could be you just want 26 copies printed (to perhaps impress the former spouses and all those stray children…and of course your mother!)   

So back to the agents and publishing house editors (assuming you have a day job and would have a hard time adding another full time one to your schedule). These are categories of people who tend to exude creepy-crawly and sometimes pompous attitudes.

They must spend most of their lives locked in closets from the best I’ve been able to determine.

Most avoid having any online presence. Most are so swamped with so much drivel submitted by so many drivelers, that they start to think of themselves as saintly and will only consider work that is 110% (that extra 10% always a brain-tickler) letter perfect in both content and presentation. Exaggerating? I wish! 

They use one of about four variations on the same theme for rejection explanations, almost always accompanied by a set of pat-you-on-the-back-of-the-hand encouragement and oh, such humility, that they of course can’t possibly know what other agents might “really relate” to your work so, pat-pat, send your review requests elsewhere (and keep the drivel clutter going!).

Here’s the bottom line:

You want to write a book? Write! Then rewrite, rewrite, rewrite, rewrite. OR just call me and I’ll rewrite what you’ve written to make it better OR I’ll write your story for you – your novel, or your memoir, or your company’s story, or your marketing or branding program, or your news release (which I will get coverage for!).

Click here for some of my latest work.

# # #

www.TheWriterWorks.com

302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!