Most Web Operators Need to Go Back to Marketing 101
Popular New Book Says Even Best Websites Often Forget Basics
New York, NY (PRWEB) June 2, 2005 -- Recognizing the difference between
features and benefits is elementary in old-school marketing. So why are so many
websites filled with the bad marketing-think of advertising intellectual
features instead of emotional benefits?
"Call To Action" by Bryan and Jeffrey Eisenberg, a book that raced to the top of
the business bestsellers lists in the last weeks, says that it's because its to
think like the end user when you’re manning the controls at a
company.
"One of the common problems companies have translating their
products or service features into benefits is that they are looking at the label
from the inside of the bottle," explains Jeffrey Eisenberg. "In
other words, because they know too much about their businesses, they often
assume that others, too, not only want to know them but also should know
them."
These companies, the Eisenbergs write,
spend time and money assuming and "should-ing" all over themselves.
They
give an example: "This ring features a 1.4 carat, pear-shaped cut white diamond
with SI1 clarity grade and an H color rating." Huh? Unless you're a gemologist
or you understand the four Cs, that's just gibberish. Here's what might sell
diamonds better: "Imagine that special evening when you gently slip this on her
finger and stare intensely into her eyes. She peers at this symbol of your
devotion, the promise of your future together, and tears begin to glisten. An
adoring smile spreads across her face, and at that moment your love is sealed
forever."
"Would it be indelicate," write the Eisenbergs, "to ask
that gentleman if he cared about the four C's the next morning?"
Bryan Eisenberg and Jeffrey
Eisenberg are co-founders of Future Now, Inc., a
marketing boutique focused on helping clients convert their website's traffic
into leads, customers and sales by applying Persuasion Architecture,
copywriting, usability and web analytics to design, redesign and optimize
websites and other online marketing efforts. Future Now, Inc. has helped
clients such as Dell, GE Volvo, Overstock & Disney.
Contact:
Bryan
Eisenberg or Jeffrey Eisenberg
http://www.futurenowinc.com
877-643-7244
http://www.calltoactionbook.com/
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Source : http://www.prweb.com/releases/2005/6/prweb242678.htm