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October 30, 2006


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» Online personality development from News.Mind-Graph.Net
It say that it is very important that your website have got a personality. Quote : Both of these home pages work because the site personality is consistent with the company personality. [Read More]


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A little constructive ante-upping...

> most marketers fail to understand the importance of
creating a distinct, consistent, and memorable site
personality, which can often be attributed to the tone or
voice of its content.

Excellent point - and one with which I'm in total agreement.

Not so with 'focus on your customer's problems' though...
which to me is almost as short-sightedly mistaken as 'be brief'.

Whilst excellent in principle it too often leads to dull
cookie cutter delivery and - in the extreme - those infernal
three-feet-long with! special! bonuses! pages peddling

Personally, I'm all-for 'expressive' 'copy which encourages
viewers to wander, explore and discover - or, conversely,
hightail it away almost immediately.

'Ya gotta do business on your terms, not theirs'... if you
express yourself with a familiar format, whilst you'll
undoubtedly get some business you'd otherwise have lost
you'll also firmly plant yourself in the 'comparison pool'
whereby similar offerings are considered, appraised and

To stand out you have to differentiate - if you do the same
as all the others you don't create a memorable impression.
And the core of the offer - 'our it' - is the personality of the
operation... which brings us neatly back to where we came in
- personality.

'People don't have real relationships with websites... they
have real relationships with individual people.' This is
brand-building on personality - firmly based on
emotional and psychological stimulation in which long-form
rambling narrative is not only 'ok and acceptable' but
entirely strategic.

The best business is often build on differentiation - and
that often means 'extreme'.

'You say my kisses are not like his'... there's much to be
said for the 'a little unusual' approach in which viewers
are encouraged to 'listen to the lyrics as well as the
music'. And this is where we leave the hustle-hustle,
'why-you-should, benefit-rich power features' bullet-pointed
pitch... and adopt a relaxed and authentic hype-free
conversational style based on subtlety - in which we suggest
rather than state, inspire rather than inform: 'to sing not

'Fright or delight'... to purposefully blow-away non-core
viewers... to have five strongly-in-favor I-love-this-stuff
users rather than five hundred 'that's interesting' casual
readers... that's the grail. And, if the price of those five
is alienating four hundred and ninety five others, then so
be it.

So what's wrong with teaching and openly expressing: 'If you
don't like or get what's here that's fine - you're among
that majority of 'quickly go somewhere else' people in whom
we're not interested.'

'Focus on your customer's problems' isn't something that's
accepted by the really cool enterprises - go tell it to
Jobs, Branson, Turner, Roddick, Peterman and others who
focused on 'doing cool stuff' and 'simply' telling folk
about it as honestly-and-engagingly as they could - in a
highly personal 'a little chatty' style and regardless of
the pixel-count length. They told tales - 'of who I am, what
I do... how and why I do it' - and in so doing engaged the
viewers imagination to 'illuminate' just why they might
think seriously about buying the stuff.


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