Webcopyplus recently had the pleasure of participating in a creative session with Canadian marketing communications consultant Brian Follett, who ingeniously demonstrated the value of branding.
He talked about a plain, white Styrofoam cup on one end of a line, followed by several other cups, each more elaborate than the prior. The last cup was a Starbucks cup.
“Each one’s filled with brown liquid,” he said, promptly pointing out few would pay for the first cup, but many pay upwards of $5 for the last cup.
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Using the right words in your web content can make a powerful first and lasting impression.
Making a mark is especially important on the Internet, where your website is up against more than 100 million other eager competitors.
These few fundamentals can help grab your visitors and persuade them to take a desired action.
Clever entrepreneur and author Seth Godin posted an interesting piece on editors today. His point: the easy route for editors is the safe route, which avoids trouble – but also eliminates success.
“Sometimes, a great editor will push the remarkable stuff,” stated Godin. “That’s his job.”
I wholeheartedly agree editors often take the trouble-free route, which can result in lame material. However, it’s often not the choice of editors, but rather the suffocating layers of policies and bureaucracy enforced by the poor soul’s boss, department or company. Editors are, frankly, politicized and homogenized into submission.
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Poorly structured web content is misleading and wastes millions of hours daily. For today’s 1.2 billion Internet users, that translates to frustration. For business, it means missed opportunities.
Is your website optimized for visitors? If your site contains complicated navigation, confusing classifications, self-centric web copy, outdated information and counter-intuitive designs, probably not.
