Web Copywriting, SEO and the Web at Large

Marketing mastermind Seth Godin noted in his blog that business cycles are far shorter these days. “More now than ever,” he wrote, “success today is no guarantee of success tomorrow.”

Few would argue that point. Yet, he points out that too often we spend more time than we should defending the old thing, instead of working to take advantage of the new thing.

The fact is people resist change when we perceive it as a threat. The true entrepreneurs, on the other hand, look at change as a big, fat opportunity. They have a positive outlook and create a productive spin.

For instance, I read about an owner of a high-end restaurant in Edmonton who insisted the downturn in the economy would create new opportunities for him. His reasoning? Well, instead of going out for four or five average meals monthly, people will go for one really nice outing each month.

Could this be true? Perhaps — or it might be far from the truth. But the key is true entrepreneurs see opportunities in everything, even during the most trying moments.

And today’s entrepreneurs need to be especially quick on the draw. As Godin pointed out, business transitions are virtually an annual event. To that point, he concluded: “The best marketing strategy is to destroy your industry before your competition does.”

Harsh, but true.

The City of Toronto website, Toronto.ca, supports businesses by providing information on local programs and services. What’s really cool about their approach is that they’re planning a web redesign and are asking Toronto businesses for input:

“We’re in the process of rebranding the City of Toronto’s website. Our refreshed home page is only a starting point. Tell us what you think of toronto.ca and how we can make the website better for you.”

Asking your market how you can serve them better can never hurt, on or off the Web. It demonstrates you’re genuinely interested in your audiences’ needs, and striving to provide them the best products or services possible.

It appears the City of Toronto has taken a page from Toronto business coaching firm Wardell.

Its founder, Mark Wardell, states: “Leading companies teach their people to question what they do, and why they do it. They challenge their people to take a fresh look at their company and to get involved in creating its future.”

No doubt, the City of Toronto is wisely reaching out in a bid to create a bright future for its business community.