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Issue 4 > Eighteen web-marketing concepts that make a difference.

Eighteen web-marketing concepts that make a difference.

Jerry Bader says 'think this, not that' for web success.

If you've been looking high and low for the secret of web success, here's a little something to think about, and which may just give you an edge on your competition—in fact these ideas may give you an edge, period.

So if the same old left-brain thinking that everybody else is using just doesn't get you where you want to be, try these creative concepts on for size.

1 Think audiences not markets. What's your market? Hire a consultant to help you with your web-business problems and one of the first questions he or she will ask is: what's your market?

How about eighteen- to thirty-four-year-old, single male college graduates with a dog named Spot? Or maybe forty-five- to fifty-nine-year-old married women, who hate their husbands and can't get their adult children to move out of the house?

Maybe, just maybe, they're asking the wrong question. The web isn't about markets, it's about audiences. Audiences need to be entertained, enlightened and engaged, and if your website doesn't, you're never going to achieve what you want.

Time to rethink how you're delivering your marketing message. Start treating web visitors like an audience not a market, and you might just find what it takes to be successful on the web.

2 Think people not customers. You know all those visitors you attract to your website with your brilliant search engine optimization schemes, how many actually purchase anything?

Stop treating visitors as if they are already customers and start treating them like what they are—people. That's right, people. You know, the two-legged funny creatures with wants, needs, desires, and maybe even a few bucks to spend.

Customers are always looking for a deal and they're leery of websites that only want to take their hard-earned cash. Treat your web visitors like people who can satisfy their wants, needs and desires with your assistance and guess what? Maybe it will make a difference: one small step for web-credibility, one giant leap for web-success.

3 Think experiences not features. Bought any good features lately? Didn't think so.

You would think the way business pushes the whole feature-frenzy thing that features are exactly what people are looking for, but nobody buys features, they don't even buy solutions. Boy, doesn't that whole solution provider nonsense really get to you after a while?

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