3 Seconds and Counting…
When positioning a new Internet StartUp for release, it is imperative that your marketing message be clear and easily understood.
Remember that online, your visitor’s attention span is measured in seconds. Interest or engage them in those few precious seconds or lose them. Personally, 75% of my time online is spent scanning, not reading. My time is precious and with SO MUCH information available on the web, more is only a click away. So tell me you have what I’m looking for or I’m gone.
Simple, Clear & Easily Understood
A marketing message on the web has to be clear and easily understood. If I come across your site/service, I should be able to understand whom you are and what you do in three seconds or less. If there is a question about who you are…I’m gone. Developing and refining your marketing message is critical to online success.
Case In Point: TheEcoKey.com
Yesterday, I took some time to browse LinkedIn’s Answers section to see if I could offer some helpful advice to fellow entrepreneurs. I came across a question asked by Jennifer, founder of TheEcoKey.com. Jennifer was looking for advice on how to market and drive traffic to her newly launched website.
TheEcoKey.com is a great idea and has a great cause and story behind it (I encourage you to check it out). The problem, as I explained to Jennifer was that their message was unclear. I’d visited the website and could not help but be confused: “The Eco Key: Cleaning up our planet, one search at a time.” Umm… I don’t get it, and neither will anyone visiting the site without further explanation.
In order to discover why I should use TheEcoKey.com I had to find the tiny ‘about’ and ‘FAQ’ links at the bottom of the page for a further explanation and to find out what the heck is TheEcoKey… If I hadn’t been trying to help the EcoKeyers out, I wouldn’t have looked at the page more than a split second before hitting the back button. Sorry…I’m gone.
Lesson Learned: Be crystal-clear about who you are and what you’re offering. Spend as much time as needed clarifying your message so that it can be quickly and easily understood by your audience.