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All
Websites Are International
Tip O'Neill, the late Speaker of The House of
Representatives is often quoted as saying "All politics is
local," meaning a politician that helps a constituent with a
problem is likely to win that vote based on the personal
assistance provided, irrespective of that politician's
stance on the larger, more weighty, geo-political issues.
What then of business, is all business local or
international?
Shopping Is An Experience
The world has changed dramatically since the days when
neighborhood shopping was the main option, and people relied
on their local merchants for products and services. The
world of commerce today seems to be divided between two
competing scenarios: on the one hand, people are more mobile
than ever before, and more willing to travel to buy what
they want, even with wildly fluctuating energy costs; and on
the other hand, people are busier than ever and use the
Internet to seek out the companies, products, and services
they want and need.
What seems to be consistent is the underlying need to feel
something, to experience the process. The higher the value,
the greater the psychological component to the buying
experience. The same is true for products and services that
are considered non-essential.
People Wonder Why They Can't Sell More
Stuff
We all have our favorite stores and websites, where we know
we will be looked-after with more than the ubiquitous and
perfunctory, "have a nice day," but sadly that sense of
service is all but lost in a misguided rush to pseudo
efficiency. Brick and mortar stores with their part-time,
minimum wage time-fillers whose only talent seems to be a
vacant blank stare accompanied by "that's not my department"
is bad enough. But what of websites that don't accept phone
calls, or any other kind of inquiry other than a form email
that you can be assured will be answered in a week or two,
along with a request for more information that generally
corresponds to the information you've already provided -
that's what passes for website service today. And people
wonder why they can't sell more stuff.
The Web Is An International Venue
The Web of course presents one additional wrinkle to the
service issue, one that puts a premium on communicating your
message effectively: the Web is an international venue. No
matter what you do, or where you're located, you can be sure
people from all parts of the world are visiting your website
if you have something of value to say. This then puts a
premium on your ability to articulate a coherent message,
one that eliminates the need for visitors to phone Mumbai,
Beijing, or Lickskillet, Ohio.
English speaking companies have a hard enough time
communicating effectively, but what of non-English speaking
companies trying to break into the North American market?
You find websites in many different languages, catering to
local markets, but if you're looking for North American
exposure, you best deliver your message in the language of
the Web, and like it or not, that language is English.
Words Have Meaning
Far be it from me to criticize CBS news anchor Katie Couric,
who generally does a fine job, but when she refers to the
Democrats winning the House, Senate, and Presidency as
"single party rule" it raises the hackles on the back of my
neck. Words have meaning and presentation has impact. But I
am not just talking about proper grammar, syntax, and usage,
something many of us stumble over at times, but what of
idiom, metaphor, and voice; elements that are just as
important in effective marketing communication as proper
usage.
Years ago while visiting London, England I passed a store
with the sign that read "Fags and Mags," a disconcerting
message until I got acclimatized to the British slang. When
it comes to marketing, you can get away with a lot, but even
countries that speak the same language have different
patois, slang, and cultural references.
One of the great advantages of being from Canada with its
proximity to the USA, its historical ties to the British
Commonwealth, and its multicultural population is that we
understand these differences and can translate them into
effective North American marketing campaigns.
Crafting Your Web Marketing Message
What do you sell? A seemingly simple question any business
executive should be able to answer, but can they answer it
accurately? Ask yourself: do you sell a product, a service,
or a concept? Does a shoe store sell shoes, or comfort and
status? Does an accountant sell auditing services, or
legitimacy and security? Does a politician sell tax cuts, or
a better future?
When it comes to marketing you have to think concepts; if
you build your advertising around products or services
rather than concepts you will never be able to develop an
effective campaign, let alone an effective website
presentation.
Take Target and Walmart for example: they both sell similar
products for the most part, a problem many retailers and
most distributors have but refuse to face. Target markets
itself as the leader in low priced, designer-styled
merchandise, a distinct marketing position compared to
Walmart that markets itself as the low priced leader and the
heck with design. Each company delivers a unique marketing
concept, one targeting consumers interested in price alone,
the other aimed at shoppers who want a little style with
their bargains: two different concepts, two different brand
positions, and two different marketing strategies.
We All Sell Concepts Not Products and
Services
One way or another we all sell a concept no matter what the
product or service. When a client approaches us with the
question "why aren't we selling more stuff?" a quick review
of their site usually provides the answer: their website is
not articulating in any meaningful, memorable manner, the
conceptual premium their product or service delivers.
Before you invest in a new website or Web marketing
campaign, decide what concept you are actually delivering.
That concept is the basis of your marketing strategy and it
informs what you say and how you say it.
Selling Concepts Is All About The
Presentation
The recent US election is a great example of how to sell a
concept. Putting all political bias aside look at the
difference between how Obama approached his speeches and how
McCain approached his. Of course both men talked about their
policies and how they would handle different domestic and
international situations.
McCain spoke to his constituency and delivered what they
wanted to hear, but his words and presentation style fell
far short of motivating the undecided or converting
non-believers. Accusing a fellow Senator and Harvard Law
alumni, with red baiting language like "redistributing the
wealth" was obvious code language that failed the sniff test
to all but his staunch backers.
Compare McCain's efforts to motivate through distrust and
fear to Obama's message of hope, with his "Yes We Can"
catchphrase echoing the American 'can do' spirit and
traditional approach to solving problems. Not only did Obama
say the right words to motivate his audience, he delivered
his message with the motivational rhythm and cadence of an
inspirational preacher.
Whether you're selling a political agenda or carbonated
sugar water, you must learn to communicate your marketing
concept in a way that people will understand, remember, and
act upon.
Concepts Are Universal
The Web is an international venue. If you have something of
value to say or sell, you will attract an international
audience. Foreign companies that want to access the USA
market must learn to speak "American" or hire a marketing
communication company that does. American companies that
want to grow beyond their local markets must learn to think
concepts, the universal language of sales.
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