Well, it's happened again. Another sizable firm this time with International Business Trade, and yet apparently oblivious to what is required in terms of Marketing.
Indeed it reminds me of my friend Kevin W McCarthy and his crusade to get his clients "On Purpose" in their business and life planning. It just seems so many people and businesses just survive in spite of their own actions.
Anyway back to my latest client, web site so introspective that the browser will have to do a lot of research on the site to find out what any of the 100 or so products actually do!! I mean its so secretive that site traffic will be giving up before they find out just what they supply. But don't misunderstand me, this is a "classic" web site and by no means unusual.
The problem is that it is designed by the owners and outside consultants but exclusively from the owners point of view. I mean its his business, his designs and products!
But, all material whether web, blog, newspaper advert, editorial, PR or flyer HAS TO BE WRITTEN FROM THE CUSTOMERS VIEWPOINT. I mean they are the ones that are supposed to read it, aren't they?
It's so obvious to me, an outsider.
But that's also the point. Most business owners are too close to the day to day issues. It is very difficult to step back and look at the "big picture", to see strategy, to look beyond next week's deadlines.
That's really my function whether it's a poor marketing web site, or poor strategy, I can arrive without the "baggage" of tradition, procedures or corporate or social history that has shaped these businesses. As an outsider I just see the "bones" of the business, indeed I do not have the time (nor would any sane client pay for) me to learn all the histrionics that make each business unique.
So I will let you know how it goes, when I open with "Your Web Site is Rubbish"
But I will help them build up this business with a fully rounded marketing plan that will encompass the web site and make it a worthwhile addition to the "family".
mail me for comments, ideas and help.
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