Everyone wants to do more business. Everyone occasionally runs a promotion, a new marketing initiative, a product launch, or a new seasonal lineup. Everyone has a website stuffed with all kinds of content ranging from the important to the useless. But only the truly smart business minds understand that campaigns require their own space and identity if they are to succeed.

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“My mechanic told me, ‘He couldn’t repair my brakes, so he made my horn louder.”
- Comedian, Steven Wright

We all want our websites to be more effective, and if you’re like most business people you are constantly searching the Web for anything that will help. What you find is a cabal of experts armed with statistics, analysis, charts and graphs all pointing to how they can get you high-up on the search engines and drive more traffic to your site. The problem is that like Steven Wright’s mechanic these guys are adjusting your horn when it’s your brakes that need fixing.

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With today’s website tracking software and services you can find out a lot about the people who visit your website. You can learn where they’re from, what kind of browser they’re using, how long they stayed on your site, and a whole lot more. But what all this high tech intelligence won’t tell you is what kind of people they are, and how likely they are to be transformed by your Web presentation from viewers to customers.

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The combination of the Internet, the Web, and technology has democratized business almost beyond recognition. Today the small, nimble, clever adaptor has the competitive advantage over their bigger, slower moving, ‘we’ve-always-done-it-this-way’ competitors; but the confluence of the Web environment and digital technology is one thing, how to use it effectively is another.

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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?

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The one question every business, branding, and marketing consultant asks is “what makes you special; what makes you different?” If you want to grow your business and get to the next level, defining what makes you special is a good place to start.

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If websites have one overarching goal it is to create confidence in whatever the website is promoting and who’s promoting it. It doesn’t matter if it’s a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication.

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Any baseball fan that likes movies should know the name Roy Hobbs, the fictional character played by Robert Redford in “The Natural.” Hobbs at nineteen years old is one of those athletes whose easy grace and athleticism, makes him a natural, but his career takes a fifteen-year detour due to a youthful indiscretion and some bad luck. Eventually, at the end of his failed career, Hobbs finds success and redemption. This story transcends sport and becomes an allegory for life, and yes, even business.

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Everyday I receive marketing reports loaded with statistics and numbers that have the appearance of relevance but in fact merely mask the true meaning of what’s important: human emotions, not rational reasoning, are the subconscious basis for most decisions.

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There was a time in the Province of Ontario, when you couldn’t show people drinking beer in a television commercial. In fact, you couldn’t even show the bottle; about the only beer-related item you could show was the label. So advertisers were forced to concentrate on attractive young people having a good time. The beer was never seen, only implied.

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