Marketing: When Words Are Not Enough
May 12, 2010
This is the next post in my intermittent series on doing more with less; having existing staff (in my case an IT Manager) help out in improving marketing, specifically starting with Web Site optimization. It also has come faster than I intended (the previous one was just last week)
First post is here .…
But first, I want to tell you a story….
A number of years ago we contracted out a web site re-design, then there were some some meetings with a marketing pro who then took our ideas and put some words on all of our newly redesigned web pages.
But I didn’t like them; they were only words.
What do I mean by only words?
Sure, we use words to explain concepts, or to describe things. But words can also be powerful containers that express more than the sum of their letters.
Chip & Dan Heath in their seminal text; Made To Stick demonstrated the concept that single words, phrases, or sentences can be triggers that expand to full volumes of concepts, emotions and understanding.
As an example, there are probably millions of books, texts, articles, images and information about a large United States based organization. I could use words to describe (which would be a lengthy process ) this organization to you.
Or I can just say; NASA
Depending on your region or age, the simple term NASA will paint a picture of Apollo, Armstrong, Challenger, Atlantis, Voyageur and more. Entire volumes of your awareness are linked to those four simple letters (and heck it is only an acronym!)
In Your Business?
You probably have the same.
Sure, your B2B widget has some great features and specifications, but perhaps your experience has shown you that have successfully sold your Widgets to engineering teams at companies because one simple thing about it that removes a major hot button for the engineers. (ie maybe the one part can replace two)
That hot button – that is Ah-Ha! moment, those words just told your prospects; hey – these folks understand my issues!
The SMB Takeaway
Keep your fingers on the pulse of your web site content
You may outsource some of the work, but keep looking for those words or phrases that resonate, that explode into understanding.
Because those words, are more than words.
Photo Credit Feuillu via flickr