DEVELOP A WEB SITE
To develop a web site you will need a computer, modem, Internet
connection software, and an agreement with a web hosting provider.
Your online materials should always match your print advertising
and marketing material. To make sure your web site fits with the
rest of your company's image, apply the same technique you use to
examine brochures, letterhead or business cards. Your web site should
be:
Simple - Too much information confuses people and it won't be impressive
to the user. Look at all your products and services and market them
by using a simple message.
Strong - Make sure your message is plain, in bold terms so that
users will remember. Your words can be very simple but account for
a lot.
Consistent - Your message will be easier for users to comprehend
when your web site shares features with other material produced
by your company.
Intriguing - On a Web site you want readers to become enthusiastic
so everything about the site should encourage people to explore.
Targeted - Have a clear understanding of how your Web site will
benefit your target audience, then use that as the basis for its
design. Present information that is valuable, be concise, and make
the most important features easy to find.
Be sure to use quality products for your marketing materials. If
you use cheap paper or materials, this will reflect poorly on your
business.
If you create a poster to promote your business that includes tear-off
tags with your phone number at the bottom, be certain to include
the name of your business as well as a paragraph or two that describes
you in more detail on each tag. Otherwise, people will see your
number but probably not remember what it's for.
Your marketing materials should include testimonials, which demonstrate
how your product/service helped previous customers. General comments
are not as effective for selling as citing specific quotations from
customers.
If you want to write attractive headlines for your marketing materials,
review the Wall Street Journal web site. Often, the editors will
provide catchy titles that make you want to read the story.
Product Benefits: Aim marketing to emphasize the benefits of the
product or service that would appeal to consumers who buy for this
reason in particular (for example, low cost or easy access ).
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