Keith Bates Blog
NEED TO STAND OUT IN YOUR MARKET?
Maybe your website is sending the wrong message!
September 26, 2017
Intrigue plus information are required for site entry!
In 7 words or less why should I enter your site?
Remake from a Creative Strategist
Strong, meaningful, relative graphics and emotion related messaging are keys to acquiring entry to your website…and continuing into powerful, action provoking content!
Bland websites put people to sleep, encouraging them to move on.
A study done by Google a few years ago showed that people would wait no longer than 2 seconds to find the content in front of them sufficiently provocative to keep reading. Then they redid the test recently…the new waiting time is two tenths of a second! How does your site qualify! (Small example above is from www.yello.com. Large example is from www.kbates.com )
Take another look at your website creative strategy, which frequently acts as the basis for ALL your content…
In today’s continually expanding multi-channel, multi-media world my clients’ marketing stories are beleaguered by competitive messages coming from every direction. Clever messages, brilliant messages. However, most of them don’t stick. How do I make my client’s messages stick? How can I help them render competitors irrelevant? The answer is easily projected but not easily accomplished…move from “two dimensional” messaging to “three dimensional” action. Produce messages that inspire some sort of activity, because action better enables the “penetration of the belief clusters that serve as cognitive dissonance filters”. And action accelerates the pace to “transaction”.
So now, the case for mind altering creativity.
The challenge for marketing creativity is to overpower, or alter, the belief cluster (sometimes referred to as the bullshit factor) that delays a prospect’s desire to purchase what you’re selling. Attitude changes occur through changes in brain chemistry … so think of yourselves, not as product managers but as chemists… working on penetration and retention.
Hollow pipes/conduits (social media) require potent messaging content …or they are worthless.
For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.
IT’S THE MESSAGE, NOT THE MEDIA, THAT PERSUADES. For CEOs, CMOs in need of an Ad Agency, or a MarTech firm. Do this first… Accept the fact that traditional ad agencies often lack the consulting expertise to develop positioning and differentiation strategies while...
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