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Engage. Don't sell.
July 22, 2008
Successful web campaigns are a lot like a good novel: the website shows, instead of telling. It guides and engages the mind instead of selling the customer on the concept. Think of it this way; which would you rather read:
Scenario 1:
It hurt when I hit my knee on the table in front of the crowd and I was embarrassed.
Scenario 2:
Running through the crowded coffee shop, I stumbled slightly, striking my kneecap on the edge of table. Sharp pains raced toward my nerve endings and twisted my face in agony, causing the redness that grew across my cheeks to mix with the tears that formed quickly in the corners of my eyes. My date looked on with disbelief, disappointment flickered on his face, and I felt awkward as everyone in the room stared in my direction.
That's the #1 mistake many companies make. Many think telling their customer who they are and what they do is enough to not only get them interested, but make them want to do something. But why would a customer run out to buy your product if it doesn't hit them at their core being; doesn't cause a reaction that races toward their nerve endings and prompts their feet to move in your direction?
It's a simple concept pounded in writers' heads time and time again: Show. Don't tell.
Or in this case: Engage. Don't sell.
People buy based on an emotional need, whether it's loyalty, desire, want, stimulation, etc. They will get something in return for buying your product: they'll be smarter, their job will be easier, they'll be more attractive, they'll live longer, their quality of life will be better...are you supplying that on your website and in your ads?
Look at your website and your ads objectively. I found that most businesses market to themselves and what they like - not what their customers like. It can be a catch-22: it's tough for people to not like their own advertising, even when their customers respond favorably to it.
5 tips for creating engaging sites and ads:
1. Call for action is not just words: request they use their mouse to click on something
2. Use the words carefully: the less words the better to create an emotional response
3. Don't use large text. It might make it easier to read, but it makes the scrolling that much longer...
4. Use multimedia to draw people in or evoke an emotion: video, audio/podcasts, quizzes, games, etc.
5. Avoid clutter on the page. Simple fonts. Simple pictures. Simple whitespace.
Posted by Suze Bragg on July 22, 2008 | Comments (2)
