Shaping Web Audience Preference - The Four E-Essentials of Website Presentation

Wouldn't it be wonderful if you had the power to convince people that your product or service was exactly what they needed, and as a consequence your in-box was filled with inquiries and your e-commerce site was stuffed with orders. Wouldn't that be great? And isn't that exactly what you want to achieve with your website?

The problem is you are part of a giant online bazaar called The Web; and just like your local weekend flea market The Web is filled with crap, conmen, and contraband. Without understanding some of the underlying psychological principles involved in shaping audience preference you are in danger of being regarded as just another mangy flea market hustler, even if what you offer is the greatest thing since sliced bread.

The subject of shaping public perception, or in our case Web audience preference, is complex and convoluted but there are basic principles that if followed will help you achieve your business objectives, no matter how you define them.

The Four E-Essentials of Website Presentation

All the Google ads, search engine optimization, linking strategies, social networking, and Twitter twirping will be for naught if you don't implement four essential marketing communication techniques: engage, enlighten, embed, and re-enforce. These four website presentation elements are easy to grasp but not always easy to implement.

Perhaps the best way to illustrate how these elements work is to rent or find on YouTube a clip from the 1947 movie "The Hucksters" starring Clark Gable and Sydney Greenstreet. Now I haven't seen this movie in twenty years and I remember almost nothing about it except for one scene, a scene that illustrates better than anything, the four e-essentials of marketing and branding communication.

Engage, Enlighten, Embed, and Re-Enforce

Picture an old style boardroom, you know the ones with wood paneling, high-backed deeply padded chairs all filled with a bunch of executive flunkies and sycophants. At one end is Clark Gable, and his dapper boss Adolphe Menjou, and at the other end is an empty, ornate leather chair, almost like a throne.

An older heavy-set gentlemen, played by Sydney Greenstreet, walks in wearing a dark suit, light colored vest, and a matching pork-pie hat. He is the client, the owner of a large soap manufacturing company, 'Beauty Soap,' that has hired Gable's agency to help sell his product.

He proceeds to sit down at the head of the table, throws back his head, and expectorates (spits) onto the middle of the table. He then dramatically takes out a handkerchief from his breast pocket, wipes up the mess, and carelessly tosses the hankie on the floor, after which he tells the assembled ad men...

"You've just seen me do a disgusting thing, but you'll always remember what I just did. You see if nobody remembers your brand, you aren't going to sell any soap. ...I'll tell you a secret about the soap business. There's absolutely no difference between soaps, absolutely none, except for perfume and color... soap is soap... oh... maybe we have a few manufacturing tricks, but the public don't give a hoot about that..." 

Embed The Brand

You may not like to hear it, but the truth is, most products and services are pretty much the same as their competitors. Sure some have a little more this, and others have a little more that, but for all intensive purposes, they're the same, the same except for one major thing, The Brand! 

This sixty second clip from "The Hucksters" illustrates the need to engage your audience with a dramatic gesture, enlighten them with what they need to know, and do it all in a entertaining manner that embeds the brand, and what it stands for, in the audience's mind. 

The Repetition Caveat

The last twenty seconds of the scene are a bit more controversial in my mind and if taken at face value can lead to a misunderstanding of the re-enforcing principle. 

Greenstreet continues his rant by banging his fist on the table over-and-over again while saying, 

"Beauty Soap, Beauty Soap, Beauty Soap, repeat it until it comes out of their ears, repeat it until they say it in their sleep, irritate them Mr. Norman [a reference to Gable], irritate, irritate, irritate them, never forget, knock them dead, until they never forget." 

All the while Greenstreet emphatically bangs his fist on the table to emphasize his point. When he finally finishes his rant, he sweeps his hand dramatically across the table knocking a glass of water halfway across the room. He finishes by saying calmly, "See what I mean?" 

Web Videos Shouldn't Be TV Commercials

Television advertisers seem to have taken the "irritation" part to heart, but I think the basic principle is dramatic repetition not irritation. Irritation may generate name recognition but with the wrong mental and emotional associations, while dramatic repetition shapes audience opinion and establishes brand preference. Not understanding the psychology behind the four e-essentials can lead to unsatisfactory results.

This scene from "The Hucksters" was satire and commentary on the nature of advertising, and its point-of-view was decidedly cynical, and with good cause. Television commercials drive the public up a wall with irritating repeated interruptions of the same hackneyed commercials over and over again, until the viewing audience goes numb.

As well, pointless user-generated videos may bemuse but without any targeted psychological influence or directed commercial purpose beyond attracting a lot of viewers.

Even expensive commercially produced viral videos that are clever, entertaining, and technically superb often forget to enlighten the audience and embed the brand.

Gaining Competitive Advantage

It is human nature to want easy answers to complex questions, but people are frustratingly complex, and cannot be "pushed, filed, stamped, indexed, briefed, debriefed, or numbered" like Patrick McGoohan's 'The Prisoner'.

Search engine optimization, social networking, user-generated videos, and viral-for-viral's sake are nothing more then marketing 'Pablum' that takes advantage of naive marketing newbies; they are trendy technical answers with the appearance of sophistication but with only the slightest understanding of subconscious human desire. 

Technical answers to human questions ultimately won't work, or will only work with limited success because they ignore the need to understand the human condition, what makes you and everybody else want, what they want. 

Gerald Zaltman, Professor Emeritus of Harvard Business School calls it understanding the "mind of the market." To quote Professor Zaltman from his book 'How Customers Think: Essential Insights into the Mind of the Market,' 

"...the ability to grasp or understand the mind of the market and creatively leverage this understanding represents the next source of competitive advantage for marketers." 

The Choice Is Yours

The average website business will continue to follow whatever trendy technical solution shows up on the blogs. But your competitor's willingness to follow the herd leaves the way wide open for you to take advantage of their failure; their misreading of what works.

Recognize the best way to communicate your offering to your Web audience is with a presentation delivered by a real human being, a presentation that engages, enlightens, and embeds in that audience's collective memory.

And when you're done, do it all over again in an even more memorable, dramatically entertaining manner.

About The Author

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit www.mrpwebmedia.com, www.136words.com, and www.sonicpersonality.com.

Getting in your first 1000 hours at any cost

The first time I heard the phrase "get in your 10,000 hours" was in an interview I did with John Carlton several years ago. He was talking about copywriting and he said if you want to be world-class-good at something, log your ten thousand hours of practice.

Today I've got 2 thoughts to share about getting in your 10,000 hours:

1) It's hard for most people to appreciate the rich rewards of being truly world class. The doors it will open for you, the opportunities it will bring month after month, year after year. Especially if you build a public platform around your skill, you're automatically at the front of every line you stand in - if you even have to stand in line at all.

When you're world class you can achieve things in your sleep that most people can't pull off with every ounce of energy and concentration they possess.

2) You don't have to be even close to certified world-class to enjoy substantial advantages. I've always liked the phrase "in the land of the blind, the man with one eye gets to be king." In most industries and most markets, you don't need world class marketing chops to win big-time. 1,000 hours of practice will equip you to beat almost everybody in almost any game.

Remember, to succeed online you only need to be good at TWO things - ONE kind of traffic and ONE kind of sales conversion.

If you spend 1,000 hours learning how to generate ONE kind of traffic and 1,000 hours mastering ONE way of converting prospects to buyers, you will be darn close to the best guy or gal you can find at those two things.

So how do you log your 1,000 hours?

You MUST MUST MUST shove minutia out of the way and FOCUS for 1 hour a day.

1 hour a day for 3 years is 1000 hours.
2 hours a day for 18 months is 1000 hours.
3 hours a day for a year is 1000 hours.
Even if you take one day off per week, which you should.

You will never miss the minutia you shove out of the way. It'll probably be time you spend responding to emails that will never result in any sales or time you waste twittering or facebooking or whatever.

There are many trivial tasks you can give to a $10 per hour assistant. Things other people can do for you like laundry or housecleaning. Short-term chores that you'll never miss once they're gone.

What if you gave those jobs to somebody else and blocked out ONE HOUR to hone your highest skill to perfection?

I've basically spent at least an hour writing every day for the last 10 years. It's my best skill and it's paid off. I've wasted a lot of time doing a lot of stupid things during the last decade but it's the time I spent doing that that made a difference.

The other thing I've been doing for the last 10 years - yes, probably about an hour every day, on average - is being a certified Marketing Maniac. Having my radar cranked up for every possible angle on human psychology and what makes people respond; what makes people change their minds, change their beliefs, part with their money.

Collecting every strange story and case study about websites and infomercials and direct mail campaigns and sales meetings I can find and filing them away in my brain.

I've wasted a lot of time doing stupid stuff but time spent doing that has paid off handsomely.

-----> There's one point I must NOT leave out.

Just "doing ten thousand hours of whatever" all by itself is not enough and will get you nowhere.

There are all kinds of accountants and engineers and secretaries who have done ten thousand hours of accounting or engineering or secretarial work, who are not even close to world class at anything.

Why? Because they've just been punching the clock. Sleepwalking through their life. They haven't been sharpening their saw. They've only been going through the motions.

That'll earn you a paycheck but little else. No, I'm talking about conscious, deliberate effort to get BETTER. To challenge yourself; to seek out new discoveries, to try things you haven't tried before; to put yourself under the tutelage of an exacting and demanding mentor; to press the edges of your comfort zone and expand your ability.

THAT is what you spend your 1,000 or 10,000 hours doing. Acting instead of reacting. Pressing forward instead of floating downstream.

Before I go, there is one last advantage that I'd like you to consider:

Consider the PEER GROUP you will belong to when you achieve regional, national or world-class chops in ANY endeavor.

You will command instant respect from other world-class people, regardless of profession. The conversations you have with them will be stimulating, invigorating, fascinating. People who embrace excellence. People who, you will find, are usually generous and creative and adventurous. They introduce you, in turn, to other creative, adventurous people.

You will also find that contrary to stereotype, folks who hang out at country clubs are neither stuffy nor dull nor boring. They're usually the most happenin', engaging people in town.

A couple weeks ago I spied a Google ad by a world-class artist who is revered in certain circles. Someone I highly respect. (I bet he got his 10,000 hours in by age 19.) I saw a couple of mistakes he was making and dropped him an email offering to help out. He Googled me and when he saw I was also world class at what I do, he replied back and we had a great conversation.

I helped him out, I had a cool opportunity to converse with someone whose work I admire, and perhaps we'll have more exchanges in the future.

I bet you can think of people you'd like to meet. If you're as good at what you do as they are at what they do, it won't be hard to make that happen.

The pursuit of excellence is truly worthy of your time. I challenge you to name anything that's more worthy of 1 hour per day than that.

Whatever you do - whatever minutia you have to shove out of the way - commit right now to your 1,000 hours of mastery. It's the first step to getting your 10,000 hours. That hour-a-day is not optional if you want to have a great life.

I promise, it will take you to places you've hardly dreamed of.

Original Source: PerryMarshall.com 

Avoiding Top 9 Biggest SEO Mistakes

Following are the 9 Biggest SEO Mistakes which Web Designers & Web Developers should avoid.

Splash Page

I've seen this mistake many times where people put up just a big banner image and a link "Click here to enter" on their homepage. The worst case -- the "enter" link is embedded in the Flash object, which makes it impossible for the spiders to follow the link.

This is fine if you don't care about what a search engine knows about your site; otherwise, you're making a BIG mistake. Your homepage is probably your website's highest ranking page and gets crawled frequently by web spiders. Your internal pages will not appear in the search engine index without the proper linking structure to internal pages for the spider to follow.

Your homepage should include (at minimum) target keywords and links to important pages.

Non-spiderable Flash Menus

Many designers make this mistake by using Flash menus such as those fade-in and animated menus. They might look cool to you but they can't be seen by the search engines; and thus the links in the Flash menu will not be followed.

Image and Flash Content

Web spiders are like a text-based browser, they can't read the text embedded in the graphic image or Flash. Most designers make this mistake by embedding the important content (such as target keywords) in Flash and image.

Overuse of Ajax

A lot of developers are trying to impress their visitor by implementing massive Ajax features (particularly for navigation purposes), but did you know that it is a big SEO mistake? Because, ajax content is loaded dynamically, so it is not spiderable or indexable by search engines.

Another disadvantage of Ajax -- since the address URL doesn't reload, your visitor can not send the current page to their friends.

Versioning of Theme Design

For some reason, some designers love to version their theme design into sub level folders (i.e. domain.com/v2, v3, v4) and redirect to the new folder. Constantly changing the main root location may cause you to lose backlink counts and ranking.

"Click Here" Link Anchor Text

You probably see this a lot where people use "Click here" or "Learn more" as the linking text. This is great if you want to be ranked high for "Click Here". But, if you want to tell the search engine that your page is important for a topic, than use, that topic/keyword in your link anchor text. It's much more descriptive (and relevant) to say "learn more about {keyword topic}"

Warning: Don't use the EXACT same anchor text everywhere on your website. This can sometimes be seen as search engine spam too.

Common Title Tag Mistakes

Same or similar title text:

Every page on your site should have a unique <title> tag with the target keywords in it. Many developers make the mistake of having the same or similar title tags throughout the entire site. That's like telling the search engine that EVERY page on your site refers to the same topic and one isn't any more unique than the other.

One good example of bad Title Tag use would be the default WordPress theme. In case you didn't know, the title tag of the default WordPress theme isn't that useful: Site Name > Blog Archive > Post Title. Why isn't this search engine friendly? Because, every single blog post will have the same text "Site Name > Blog Archive >" at the beginning of the Title Tag. If you really want to include the site name in the title tag, it should be at the end: Post Title | Site Name.

Exceeding the 65 character limit:

Many bloggers write very long post titles. So what? In search engine result pages, your title tag is used as the link heading. You have about 65 characters (including spaces) to get your message across or risk it getting cutoff.

Keyword stuffing the title:

Another common mistake people tend to make is overfilling the title tag with keywords. Saying the same thing 3 times doesn't make you more relevant. Keyword stuffing in the Title Tag is looked at as search engine spam (not good). But it might be smart to repeat the same word in different ways:

"Photo Tips & Photography Techniques for Great Pictures" "Photo" and "Photography" are the same word repeated twice but in different ways because your audience might use either one when performing a search query.

Empty Image Alt Attribute

You should always describe your image in the alt attribute. The alt attribute is what describes your image to a blind web user. Guess what? Search engines can't see images so your alt attribute is a factor in illustrating what your page is relevant for.

Hint: Properly describing your images can help your ranking in the image search results. For example, Google image search brings me hundreds of referrals everyday for the search terms "abstract" and "dj".

Unfriendly URLs

Most blog or CMS platforms have a friendly URL feature built-in, however, not every blogger is taking advantage of this. Friendly URL's are good for both your human audience and the search engines. The URL is also an important spot where your keywords should appear.

Example of Friendly URL: domain.com/page-title

Example of Dynamic URL: domain.com/?p=12356

These things are the pillars of Search Engine Optimization and so to your web site's success path.

About the Author: 

Robin Dale is the publisher for www.teeky.org , we offer useful & quality articles and news about Search Engine Optimization, Internet Marketing, Dedicated Server Hosting, Windows VPS Hosting UK, Linux VPS Hosting UK, e-commerce hosting, cPanel Hosting, hosting tips & UK Web Hosting.

Explaining SEO

You might think, from all the buzz about search engine optimization - SEO - that it offers a cure for all the world's business ills. Somehow, SEO has been propelled from the backwaters of Internet geekdom into the forefront of modern business marketing. For example, if Google's own search results are any indication, the interest in SEO yields almost 50% of the interest in general advertising. That level of interest seems way out of proportion to the realities of business advertising.

So Why All The Hubbub?
The excitement seems to be around the notion that SEO means "free advertising", that it means, if you do it right, millions of people will be clicking through to your site willy-nilly having found you on some search engine and then will immediately do business with you. And behind all that excitement are thousands of overnight SEO "experts" that, variously, all claim to ... (pick one):

• Have SEO secrets that will help you get an unfair advantage over the next guy;
• Guarantee you a first-page listing for an incredibly low monthly rate;
• Provide hundreds of high page rank sites that will link to your site;
• Give you 5/10/20 quick tips to immediately improve your rankings;
• Tell you what Google/MSN/Yahoo doesn't want you to know about SEO;
• Tell you that whatever SEO you're doing is all wrong; or
• Some other variant of the above.

To some extent, this notion of "free advertising" is not altogether inaccurate. SEO can result in your site being found - free of charge - and it can result in traffic to your site that may, in fact, result in new business. But the reality of SEO is not quite that simple.

SEO Is Far From "FREE"
SEO takes work... often, hard work. For those that aren't familiar with what's involved in SEO, below is a líst of some of the typical activities that (as the CREST commercials used to say) "when applied in a conscientious program of regular professional care" will result in higher search engine rankings.

• Researching and selecting keywords that are truly relevant to your desired audience;
• Researching competition for desired keywords;
• Researching and analyzing competitive websites;
• Re-writing and restructuring your website to address desired keywords, to be more accessible by search engine "crawlers", to have appropriate label meta tags, headings, and inter-page links;
• Create a program to build links to your site from other sites (directories, exchanged links,article marketing, etc.)
• Create a program to keep content on your site regularly refreshed and synchronized with all the above.
• Regularly (daily or weekly) monitor all the search engines and your competitors positions

SEO Is Not Easy
Doesn't quite sound as easy as some people suggest does it? That's because it's not. And it's all the more complicated when you realize that every site on that first page, and on the second and third, is trying to do the same thing - but against you! You boost your rank above them. They go to work and boost their site back above yours. And so on and so on... It's a war and the SEO "experts" are the arms dealers.

Your Goals And Those Of The Search Engine May Be Different
If you're going to pay good money for SEO, it may also be worthwhile to keep in mind that search engines don't necessarily have a goal of making you the most findable site on the web. The bottom line for them is making sure that their users find what they are looking for. Satisfying that requirement may mean that you don't and should not come up first. Google is the number one search engine for a reason: Google users get results they want. Those may not be the results you want.

Short Term and Long Term
In the short run, there may be some serious benefits from investing in SEO to boost your search engine rankings. In the long run, however, there's probably not much you can do beyond a certain point. Frankly, if you have a finite budget, altering the basic nature of your site and trying to boost how valuable your site is to others (as represented by links to your site) can only be taken so far. After a point, the perfect market characteristics of the search engine will prevail.

Balance SEO With Other Forms Of Traffic Generation
What this means is: yes, do make sure you do the essential SEO necessary to optimize your rankings in search engines. But do it in the context of an overall marketing program. Definitely use SEO to ensure that you get a fair and accurate appraisal by search engines. But also invest in other non-SEO lead-generation methods to bring traffic to your site and business to your table.

Above all, measure the results of your SEO and non-SEO activities carefully and frequently. When SEO reaches the point of diminishing returns, cut the rate in which you invest in it and boost your reliance on non-SEO marketing to reach your goals. In the long run, traditional non-SEO marketing may just be the most reliable and consistent way to boost traffíc to your site.

About The Author
Kurt D. Lynn has been a founder, cofounder, or senior executive of half a dozen enterprises in both the U.S. and Canada. Currently Kurt provides consulting and communication services focused on the needs of emerging and growing businesses. His consulting firm, KLynn Inc, offers an assortment of proven services for the development of sound marketing strategies, tactics, and project execution. His communication services, while more diverse, are focused on optimizing sales and marketing effectiveness: http://www.klynn.ca

Increase Landing Page Conversion By Testing

Are you satisfied with the conversion rate on your landing page, from ad campaigns?

I hope the answer to that question - no matter what your conversion rate - is an emphatic "No!" Because no matter what your conversion rate is, there's always the chance that it can be better.

You'll never know how much money you're leaving on the table until you start measuring, optimizing and testing. If you're a newbie to website testing, there are two different schools of thought as to how you should get started.

The first says you should start with an "unimportant" page on your site. Use that page as your "practice field" to avoid making any grave mistakes while you're learning the ins and outs of testing. I, on the other hand, subscribe to the second school of thought: start with a high traffic web page so you can see results more quickly. If there's one thing the internet era has done to all of us, it's turned us into a society of "immediate gratification seekers". We want results now. We don't want to wait for the answer.

The danger in starting your website testing with an "unimportant page" is that it will take too long to see any real results. You'll grow impatient, you'll get bored, and chances are you'll abandon the concept of testing before you've had a chance to appreciate its amazing merits.

So let's start with your highest traffic page (if you're scared you'll make a mess, start with the second or third highest traffic page - but don't worry. As long as you back up ahead of time, anything you "mess up" can be undone!)

The page components you want to test are:

1. Your Headline

Without a doubt, your headline is the most important component of your web page. It's the first thing your visitor will see when landing on your site. It will either compel him to continue reading, or convince him he's at the wrong page.

And the best part is, it's super easy to test. You don't need to get your graphic artist involved, or even your copywriter. You can easily craft a few benefits-laden headlines to test on your own. I suggest writing at least four different headlines and designing an A/B test to verify the effectiveness of each.

2. Your Opening Paragraph

Just as in offline direct mail marketing, the opening paragraph of your web page sales letter must pull the reader into your copy and make him want to read more.

Because many small business owners have a harder time writing opening paragraphs than headlines, you might want to get your copywriter involved in this one. But again, a simple A/B test can be used to measure the effectiveness of each paragraph.

3. Your Call to Action

There are dozens of different ways to spell out to your reader exactly what you want him to do. And depending on your product, your niche, your audience, etc, some will definitely be more effective than others.

This is one component of your web page that you don't want to leave to chance. Rather than simply copying what other marketers are doing, choose several different calls to action and test them each against each other.

4. Your Product Benefits

Your sales copy will be most effective when you list the most important benefit first. But Wait!! Your prospect might have a different opinion of which is the most important benefit.

Try varying the order of your benefit statements to test which positioning converts at the highest rate. This could also provide some valuable insight into rewriting your entire sales letter for higher conversions - or writing the sales letter for your next product.

5. Your Graphics and Visual Elements

They say a picture is worth a thousand words - but what is the wrong picture worth? Some colors, graphics and photographs can actually hurt your conversion rate. Some can provide a so-so conversion rate. While others can have your conversion rate soaring through the roof.

The only way you'll know for sure that you're using the right visual elements is to test. A multivariate test will allow you to test several different elements simultaneously to ensure you have the right combination.

Once these initial tests are done, it will be time to move on to more tests. Never rest on your laurels and never assume that your conversion rate is as good as it could possibly be. There will always be room for improvement - and room for more testing.

About the Author: Karen Scharf is an Indianapolis marketing consultant who works with small business owners and entrepreneurs. She offers several whitepapers, free reports and checklists, including her free Can-Spam checklist and free email pre-flight checklist to ensure your emails get delivered, get opened and get read. Download your copies at http://www.ModernImage.com .