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Understanding
the Web as Television
by
Mike Stewart
Every
business, large and small, has an interest in building a presence on the
Web. They
all want a Web site or even have a Web site, but what I see is a vast lack
of understanding
in the marketplace of how to use the Web to achieve their goals. I have been
successful and enjoy consulting my customers and prospects on non-technical
concepts that make the Internet work for their business or organization. I
have a glossary that works for prospects
with little or no knowledge of computers or the Internet.
I
stress the importance of a .com name. There are still many .com names
available; they should reserve one immediately. Often times I have reserved
the name with them on the first call making Soundpages the administrative
contact and Interland the DNS contact. This accomplishes two goals: 1. The
client has a .com they can start to market. 2. Soundpages
and Interland are in the loop until the project gets started and hopefully
completed with us.
| To
further explain the importance of creating and locking in an effective
domain name, I use the following analogy. If I could go to a football stadium with 50,000 people in the crowd, and I was allowed to say only one thing to the crowd over the microphone, what would it be? My personal name would be worthless because in Atlanta, there are 100 Mike Stewarts. They would never find me. My phone number is ok, but who could remember a phone number from hearing it one time. However, if I said, "Soundpages.com, web pages with sound", just with that much, they could find out anything that I wanted them to know and they could make contact with me. Hopefully more would remember that than any other verbiage. |
Glossary
of Terms:
|
The
Web really is like a television. It is really broadcast. If you sell it as
broadcast and market
it as broadcast, you will be more successful with prospects, because they
understand television. They don't quite understand the Internet...yet.
Never
bring up any Internet or computer jargon such as bandwidth, ISP, Java, HTML,
Cold Fusion, and the thousands of other terms they don't know or care about.
All Web site owners really want is viewers watching their programs, and then
making a decision to buy or contact them as a result of what they learned
via the Web site.
In
consulting my clients on marketing their Web site, I like to teach,
"getting viewers to tune into their Internet TV station," I find
large and small advertisers alike, advertise their Internet presence in
print and broadcast media with just, "Visit our Web site at
www.AfraidYouMightTuneUsIn.com." They spend advertising dollars on so
many short-term messages and mention very little about their Web site. How
ridiculous! Advertising a Web site is a long-term advertising message! That
is like a TV station displaying billboards that read, " Watch Us,
Channel 5." Their competitor will advertise something to the effect,
"For the best in News, Sports and Weather, Watch Channel 11 at 6 pm and
11 pm, your Eyewitness News station." That ad is good last year and for
the next year.
You can do the same exact thing with a website in your marketing! Be
sure to use your Web site as a means of keeping viewers up-to-date on
company information and events.
MIke Stewart is
an Internet sound and video expert and co-author "Sound Ideas for
Business Web Sites", © 2001, an e-book that is available as a free
download at www.soundpages.com
.
Contact him at 770-932-9567 or [email protected]
ExpertMagazine.com