That question is shorthand for, "How good does the presentation have to be to make the desired impression on a prospective customer?"<\/p>\n
Here is the short answer: <\/p>\n
\nThe technical quality of the presentation has to be good enough that it creates an emotional impact, but doesn’t get in the way of the message.<\/p>\n
Any more than that and the presentation draws attention away from the message.<\/p>\n<\/blockquote>\n
It can be overwhelming to make choices about the technology and the quality of the presentation that can be used to market your product on the Internet or anywhere else. If we start with the message to be communicated and the audience to be reached with this message, then the choices of technology and presentation quality are somewhat simplified.<\/p>\n
If you spend time developing your message and your product to meet the needs of qualified buyers, your choices of marketing presentations will become clearer. <\/p>\n
For specific examples on how this might apply, keep reading after the jump.<\/p>\n
Here are a few scattered examples:<\/p>\n
\n1. Serviceable handmade artifacts for use in the home – $25-$100 – the
\nprimary buying trigger may be the rich color combinations and the
\ntactile sensations of holding and handling the articles. The benefits
\nare obvious and the unique value proposition is that this article can
\nonly be obtained from this artisan and each article has a certain
\nunique quality.<\/p>\n\nThese products can be successfully displayed on clean crates in a
\nmarketplace or on a simple website with lots of close-up images and an
\neasy way to select products and order them. The website needs the
\npersonalized information about the articles that would normally be
\nprovided by the artisan in the marketplace.<\/p>\n\n2. High end furnishings for use in homes and offices – $500-$25000 –
\nThe setting and the presentation are targeted to set prospect
\nexpectations on how the acquiring of this artifact will enhance their
\nlives. The benefits of owning these articles are closely related to
\nacquiring the accouterments of a certain lifestyle. These artifacts
\nmake a statement to others about the prospect’s vision and level of
\nculture and taste.<\/p>\n\nThe presentation of these artifacts requires a great deal of thought. A
\nphysical presentation must be tasteful and complement the quality of
\nthe artifact. An online presentation must have high quality graphics, a
\nsophisticated appeal to the sensibilities of the target public, and
\nshould provide the inside information that makes the prospective buyer
\ncertain that they are making a knowledgeable decision.<\/p>\n\nThis is the area you see the greatest excess in web design.
\nBreathtaking slide shows, video extravaganzas, and interactive sites
\nthat are obviously created to win awards for the designer. If you have
\ndeep pockets, feel free to indulge yourself! It’s your chance to be a
\nbig-time producer. You can even hold a website launch party!<\/p>\n\nOn the other hand, if your desire is to make money to feed your family
\nand grow your business, you can achieve this by tailoring your
\npresentation to your product and the target market – and make sure that
\nthe presentation does not get in the way of your message.<\/p>\n\n3. Real Estate – desirable location, price, and amenities seem to be
\nthe determining factors. Presenting these online provides endless scope
\nfor creativity. Again, do not let your creative juices overflow.
\nPrepare a presentation that gets your message across and gets qualified
\nprospects out to the site with checkbook in hand. <\/p>\n\nSummary:<\/p>\n
\nGet help from someone who has helped market products like yours and discuss your business model with them.<\/p>\n
\nSee if you can develop a plan that makes sense at several stages of
\ngrowth. The best plans will scale from where you are now to the bright
\nfuture. Generating income should be a huge part of your marketing plan. If
\nyou lose sight of that in the frenzy of creating a masterpiece of web
\ndesign, your business will not survive.<\/p>\n\nTake it by steps and remember that the technical quality of the
\npresentation has to be good enough that it creates an emotional impact,
\nbut doesn’t get in the way of the message. Any more than that and the
\npresentation draws attention away from the message. <\/p>\nOh, and that means
\nthat you need to have a message that communicates exactly what you
\nintend. More about that later…<\/p>\nUPDATE: There are now three other parts to this article: Part 2<\/a>, Part 3<\/a>, and Part 4<\/a>.<\/p>\n
UPDATE 2: Since I began this series of posts, I have begun providing webhosting<\/a>
\nservices as well as website design for several clients. If you are an
\nartisan or a startup business in SW Virginia and you are looking for a
\nsite design that is customer-centered, I might be able to help you out.
\nSend me an email<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"That question is shorthand for, "How good does the presentation have to be to make the desired impression on a prospective customer?"<\/p>\n
Here is the short answer: <\/p>\n
\nThe technical quality of the presentation has to be good enough that it creates an emotional impact, but doesn’t get in the way of the message.<\/p>\n
Any more than that and the presentation draws attention away from the message.<\/p>\n<\/blockquote>\n
It can be overwhelming to make choices about the technology and the quality of the presentation that can be used to market your product on the Internet or anywhere else. If we start with the message to be communicated and the audience to be reached with this message, then the choices of technology and presentation quality are somewhat simplified.<\/p>\n
If you spend time developing your message and your product to meet the needs of qualified buyers, your choices of marketing presentations will become clearer. <\/p>\n
For specific examples on how this might apply, keep reading after the jump.<\/p>\n