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A simple illustration that makes a big point, unless you stand out you are invisible. If you're invisible how are you going to sell? The point being that you need to create a product and organisation that is remarkable in order to get that much needed growth. I've read his book and can summarize it fairly succinctly - how can you expect remarkable results without being remarkable? It's simple. This got me thinking, a business a website, a business a website? Same principle. Why should I go to your website and read your articles? Why should I read up about your business when I could read up on 1,000,000 others? My conclusion was the Purple Cow effect. There are many websites out that that are well designed, they look professional, they download quickly, they're all the same, they're boring. The idea of 'safe' is becoming somewhat of a phenomenon on the internet like it is in business. The problem is you then don't stand out! I am sure you must have spent some time researching potential suppliers on the internet? Like me you hit Google, put your phrase in and started to work through the sites to build up a list of potentials to talk to. However, have you ever noticed that after only a few sites you very often get the feeling that they are all starting to merge into one? A site that was different would stand out, you would remember. But you will have to accept the fact that a chunk of people will hate it. They'll hate the site and wont like you for making it that way. But that's OK, you have really made an impression on those that 'get it', and they will buy (actually or metaphorically depending on you site) - and they will tell other people that get it. And so on. Web design briefs should be fairly simple. Give a list of your top competitor's websites to your web designer or agency with this brief - make it look nothing like those! See what they come up with, remember these guys are often very creative and will relish this type of challenge, and you should end up with a website that stands out, that's different, that brings in the business. In order for this to work though the site needs to fit with the overall positioning of the organisation. It should still look natural. There is no point in suddenly creating a pink website out of the blue just because everyone else is using yellow. And this is the real trick, particularly in B2B organisations - to create something imaginative and different while remaining true to often conservative brand guidelines. But it can and should be done. *** The elements to consider *** There are many elements that make up a website and therefore there are many ways in which a remarkable website can come about. The three biggest and most obvious factors are content, navigation and overall design. *** An obvious example. Sorry *** One of the most famous examples of a website that didn't follow the trend at the time was Google. It differentiated itself using two main elements, overall design and content. Well actually it was mostly the lack of content that made Google stand out. While all search engines were packing as much information on the page as possible, as pioneered by Yahoo!, Google provided nothing but search results and the cleanest least cluttered design of the time. Google's other advantage was of course its ability to return results that were at least vaguely relevant to the query entered. Interestingly enough Google's popularity is still based on being different and trying something new - although search wise there's nothing between the top engines for relevance nowadays. Like I said an obvious example - but how much would you pay to be the obvious example in your industry? *** In conclusion *** Websites and businesses can not afford to become invisible through playing it safe. What was once considered safe, is safe no longer. What was once risky is now the standard. Technology and people are becoming ever more sophisticated. Inevitably this is putting ever increasing pressure on businesses to adapt, to change, to no longer do what was done in the way it was done.
Business are therefore putting more pressure on employees for results. Return on investment is no longer a term for Finance but for everyone in the organisation. Interesting solutions that can be measured will become the norm. A website that doesn't stand out wont get the returns required. An advert that looks good but doesn't achieve the results in a measurable way will be canned. Although this will inevitably increase pressure it should also lead to new and interested ways to communicate with prospects and clients. Even if that means simply using existing technology in new or creative ways. |
Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Find the Goldmine Within Your Business By Joy Gendusa Doing a current customer breakdown can help you find the goldmine within your business by determining who you should be targeting in your marketing efforts in the future. There is a goldmine right there and you may or may not see it…it’s your customer base! But is it all of them? No – definitely not. Then what the heck am I talking about?You probably already have some great customers, probably not as many as you would like though. So how d… 2. Do Not Consider Running the Same Yellow Page Ad until You Read This By Dr. Lynella Grant Grant Businesses have a love-hate relationship with the Yellow Page directory On the one hand, business owners know they need to be there - even though everyone they compete against is there, too. They rightly fear their ad won't get noticed. That's why questions like, "How big should it be?" become important (along with up-grades that jack up an ad's cost). Are they worth it? Who knows! The whole topic is complicated and a tad intimidating. A … 3. Marketing A Misunderstood or "Scary" Product or Service By Debbie LaChusa What do you do if your business, product or service is something hardly anyone is aware of or understands? Or worse yet, if it is something they are afraid of or want to avoid?My answer is three-fold.First, focus on the SOLUTION you are providingWhat is the primary problem your prospects have that you can solve? Do they have pain you can relieve? Do they have an ailment or affliction you can cure? In these cases, you are not selling your "sca… 4. The Secret to Good Writing By Marie-Claire Ross Skilful business writing involves getting your message across simply and quickly. This often means writing in a style that is easily read and understood by a broad audience.Yet, writing simply is often difficult for most of us.Why? The answer lies in our school education. We learnt that if we used big words and complex sentences, we were more likely to get an ‘A’ by our English teacher or University lecturer. The education system taught us … |