Recently I spoke with a potential client that informed me that he was extremely picky and had spent nearly a year and over $25,000 on development... of his logo.
He then carefully walked me through why the letters had the little shadow, and the meaning of the three 'swooshes'. He then showed me a terrible little site that was boring as hell. It was totally devoted to him and what he thought about things.
Sheesh.
He was concerned because he could not get any interest in his site. Even though I knew it was hopeless, and that there was no way in hell I was going to work for this guy, I patiently explained that the point of offering something was to make available something they needed. In this case, the site was totally devoted to his views on things. Nowhere was there any thought to what the visitor was looking for.
Instantly he turned angry and defensive. Of course. He wants everything to be focused on him. After all, he spent 25k for a logo design that he has to explain to people. No one looking for what he was offering would give a rats rear about the logo. They need help, they get pontification.
It isn't about your logo. It isn't about your graphics on the home page, or the hopelessly lame Flash animation (Ya know, flying type was silly and boring in PowerPoint back in 95... it still is.) It isn't about what you think the problem is.
It is about what the visitor and client think the problem is. You are the solution to the problem, challenge, need... show them that you understand.
Pontication Marketing: Lame and Old Business
Collaboration Marketing: New Business and Forward Thinking
acleareye.com: Alan Alda on assumptions: "There are two types of change: change within a system of beliefs; beliefs that stay the same. And change in your system of beliefs; e.g. your assumptions about the marketplace, customers, and your role. If you want to change, you have to change twice. Yes, you must change the reality of the situation. But you must also change how you view that reality."
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