Does your website have an ego problem?
Author | LaPenna, Joe |
BY JOE LaPENNA, PRESIDENT & CEO, DRUM CREATIVE
Billy gazed with admiration at his new website. It was like staring at himself in a mirror. He proudly kicked back in his chair and stroked the ego of his digital reflection. "You look maah-velous!" he thought.
But would his target audience agree?
WARNING: Avoid This Fatal Flaw On Your Website
If your website looks too much like you and not enough like your customer, it's like going on a first date and only talking about yourself. Boring. Don't lose your opportunity to take your relationship to the next level. No matter how attractive you think your company is, people are not interested in you until they understand what you can do for them.
There Is A HeroBut It's Not You
It's easy to position yourself as the hero of your brand's story. You have something amazing to offer and have worked hard to get where you are. Unfortunately, your potential customers are not interested in whether you are successful. They are too caught up in their own problems. We miss the opportunity to make a human, emotional connection to the situation our customer needs us to solve.
Assume The Guiding Role
When crafting your message, your role is to guide the hero. Position your company, services, or products as a guide to help your hero avoid failure and achieve success. If you show customers how quickly you can solve their problems...
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