Most Web Operators Need to Go Back to Marketing 101

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Popular New Book Says Even Best Websites Often Forget Basics

to ask that gentleman if he cared about the four C's the next morning?

Recognizing the difference between features and benefits is elementary in old-school marketing. So why are so many websites filled with the bad marketing-think of advertising intellectual features instead of emotional benefits?

"Call To Action" by Bryan and Jeffrey Eisenberg, a book that raced to the top of the business bestsellers lists in the last weeks, says that it's because its to think like the end user when you’re manning the controls at a company.

"One of the common problems companies have translating their products or service features into benefits is that they are looking at the label from the inside of the bottle," explains Jeffrey Eisenberg. "In other words, because they know too much about their businesses, they often assume that others, too, not only want to know them but also should know them."

These companies, the Eisenbergs write, spend time and money assuming and "should-ing" all over themselves.

They give an example: "This ring features a 1.4 carat, pear-shaped cut white diamond with SI1 clarity grade and an H color rating." Huh? Unless you're a gemologist or you understand the four Cs, that's just gibberish. Here's what might sell diamonds better: "Imagine that special evening when you gently slip this on her finger and stare intensely into her eyes. She peers at this symbol of your devotion, the promise of your future together, and tears begin to glisten. An adoring smile spreads across her face, and at that moment your love is sealed forever."

"Would it be indelicate," write the Eisenbergs, "to ask that gentleman if he cared about the four C's the next morning?"

Bryan Eisenberg and Jeffrey Eisenberg are co-founders of Future Now, Inc., a marketing boutique focused on helping clients convert their website's traffic into leads, customers and sales by applying Persuasion Architecture, copywriting, usability and web analytics to design, redesign and optimize websites and other online marketing efforts. Future Now, Inc. has helped clients such as Dell, GE Volvo, Overstock & Disney.


Bryan Eisenberg or Jeffrey Eisenberg


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