Make Public Web Preference

Would not it be wonderful if you had the power to convince people that your product or service was exactly what they needed, and because their mailbox was full of questions and e-commerce site is filled with orders. Would not it be great? And is not that exactly what you want to achieve with your website?

The problem is that they are part of a huge online bazaar called the Web, and like your local flea market weekend The Web is full shit, swindlers, and smuggling. Without understanding some of the underlying psychological principles involved in shaping public preferences is in danger be considered as another scammer mangy flea market, even if what you offer is the greatest thing since sliced bread.

The topic of shape perception the public, or in our case preference Web audience is complex and convoluted, but there are basic principles that if followed will help you achieve your business objectives, no matter how you define them.

The Four Foundations of E-Presentation Web Site

All Google ads, optimization search engine, linking strategies, social networks, Twitter and twirping no use if not implemented four essential techniques of marketing communications: engage, enlighten, integrate, and strengthen.

These four elements of the website presentation are easy to grasp, but not always easy to implement. If you've read any of our other articles you know that we Web-video is the most effective way to implement these elements on your website and your marketing on the Internet. But the fact that the use of video on its website, does not mean it will be effective unless you understand the psychology behind the e-essential.

Perhaps the best way to illustrate how these work items is to rent or find on YouTube a clip from the 1947 film "vendors," starring Clark Gable and Sidney Greenstreet. Now I have not seen this movie in twenty years and I remember almost nothing about it except for one scene, a scene that illustrates better than nothing the four essential elements of e-marketing and branding communications.

Engage, Enlighten, Insert, and strengthen

Picture a Boardroom old style, you know those wooden panels, very high-backed chairs upholstered all filled with a bunch of lackeys and sycophants executive. At one extreme is Clark Gable, and her handsome boss Adolphe Menjou, and at the other end is an empty chair, leather trimmed, almost like a throne.

A stout old gentlemen, played by Sydney Greenstreet, walks with a dark suit, light colored vest and matching hat-trotter. He is the client, the owner of a soap manufacturing company big, 'Beauty Soap, "which the agency has hired Gable to help sell your product.

We proceed to sit at the head of the table, throws head back, and spitting (spitting) at the center of the table. He then dramatically pulls out a handkerchief from his breast pocket, they clean the mess and throw carelessly the handkerchief on the floor, after which tells the men gathered ad …

"You have only seen me do something unpleasant, but always remember I've done. You see, if nobody remembers your brand, you will not sell any soap. … I tell you a secret about the business of soaps. There is absolutely no difference between the soaps, absolutely none, except for perfume and color … soap is soap … oh … maybe have a few production tricks, but the public do not give a damn about that … "

Integrating Brand

You may not like to hear it, but the truth is that most products and services are more or less the same as its competitors. Of course, some have a little more this, and others have a bit more, but for all intensive purposes they are the same, the same except for one important thing, Mark!

This clip sixty seconds of "peddlers," illustrates the need to involve your audience with a flourish, enlighten them with what they need to know, and do everything in an entertaining way to embed the mark, and what it represents, in the minds of the public.

Repeat the warning

The last twenty seconds of the scene are a bit more controversial in my mind and if taken to literally can lead to a misunderstanding of the principle of re-enforcement.

Greenstreet continues his tirade pounding his fist on the table over-and-over again, as said:

"Beauty Soap, Beauty Soap, Beauty soap, I repeat until it comes out of the ears, repeated until they say in their sleep, irritate Mr. Norman [referring to Gable], irritate, irritate, irritate them, do not forget to hit shots, until they are forgotten. "

All time Greenstreet strongly hit with the fist on the table to emphasize his point. When he finally finishes his rant, dramatically sweeping his hand pounding on the table a half glass of water to walk across the room. He finished by saying calmly: "See what I mean?"

Web Videos should not be TV Commercials

The television advertising seem to have taken irritation "is heartbreaking, but I think the basic principle is dramatic repeat no irritation. The irritation can lead to name recognition, but with the wrong mental and emotional associations, while the dramatic repetition audience opinion forms and establishes the brand preference. Not understanding the psychology behind the four essential elements e-can lead to unsatisfactory results.

This scene of "peddlers" was a satire and commentary on the nature of advertising, and his view was decidedly cynical, and a good cause. Television commercials drive the public to a wall with irritants in repeated interruptions ads again and again hackneyed, until the hearing goes numb.

In addition, useless user-generated videos can bemuse, but without any specific influence psychological or commercial purpose directed beyond attracting big audiences.

Even expensive commercially produced viral videos that are intelligent, entertaining and technically excellent often forget to enlighten the audience and embed the mark. The recent viral video baby Evian perhaps one of the brightest technical and excellent film, but they sell more bottled water, Evian or even to distinguish from competitors. The problem is the brand gets lost in the art, and pictures of the baby in potency.

Gaining Competitive Advantage

What is human nature to want easy answers to complex questions, but people are frustratingly complex and can not be "pushed, filed, stamped, indexed, briefed, interrogated, or count" as Patrick McGoohan "The Prisoner".

The SEO, social networking, user-generated videos, and sake-for-viral viral marketing is nothing more than "Pablum" that takes advantage of marketing newbies naive fashion but are technical responses to the appearance of sophistication, but with only the slightest understanding the subconscious human desire.

Technical answers to human questions ultimately will not work or work only with limited success because ignore the need to understand the human condition, what makes you and all others want, what they want.

Gerald Zaltman, professor emeritus of Harvard Business School calls it understanding of the mind "of the market." To quote Professor Zaltman in his book 'How customers think: Essential Insights in the mind of the market, "

"… The ability to grasp or understand the mind of the market and exploit this understanding to creatively represents the next source of competitive advantage for retailers. "

The choice is yours

The half-page business web continue whatever the modern technical solution appears in the blogs. But the will of its competitors to follow the herd leaves the door open for you to take advantage of failure, the misinterpretation of what works.

Recognize the best way to communicate your offer to your audience with the Web is a presentation by a real human being, made a presentation enlightens, and embedded in the collective public memory.

And when you're done, do it all again in a way even more memorable, dramatic, entertaining way.

About the Author

Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website design firm that specializes in delivering their North American, Australian, and British clients’ marketing messages using the latest audio, video, and interactive Flash presentation techniques to create compelling, informative and memorable Web-experiences that enhance brand personality and increase sales and profits. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

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