Most business owners understand the value of having a Unique Selling Proposition, that special something that sets them apart from the rest of the competition and makes folks choose their company when there are lots of choices.
Only some folks get it better than others. Look at the picture on the left.
The wearer of this tuxedo will definitely stand out in the crowd. But will he leave the impression he desires? Will the ladies think “Wow, I can’t wait until I see that guy again?” or are they more likely to think “Wow, I hope I never see that guy again?”
Are you giving out that kind of an impression to your customers? What is it that sets you apart from the crowd?
We all want to stand out in the right way. Look at the picture of an iPad.
Something about it makes you think “ohh, cool” It looks elegant. If you’ve touched anything techy in the last couple of years and look at one of these, you want to pick it up and start using it. It really is a nifty little contraption that lets you do all manner of cool and useful things.
That’s how we all want people to interact with our brand. Whether it’s a tagline, a logo, or a product we make exclusively, we want to generate that same good emotional feeling.
Your web site evokes an emotional feeling in visitors. I encourage you to take a look at your site with fresh eyes. What feeling does it evoke? Tired eyes? Get a colleague or customer, someone who hasn’t been to your site (or not in a while) and see what their response is.
For example let’s take an example of whitewater rafts. It’s that time of the year to plan your trip and it just so happens that one of our customers, www.downriverequip.com sells them. Take a look at their site. What emotions do you get?
The idea we are targeting here is that you’re right there on the river. Seasoned rafters will recognize a river map in the background. And yet you can also see the menu and wide range of products available.
Contrast that with this site I just found: http://www.boatstogo.com/. They too sell rafts. What emotions does this site bring up? What is memorable about it? What makes them stand out?
Take some time to contrast your site with the competition. Does it stand out? If so, is it in a good way or is it more like the orange tuxedo?
If it seems like you’re not projecting the right image, give us a call and we’ll help you out – 303 268-2245 ext. 4.