Business Magazine

Use Pull Technology for Real Customer Enchantment

Posted on the 14 March 2011 by Martin Zwilling @StartupPro

enchantment-resistance-is-futileTraditional marketing says you have to “push” your message out to customers, over and over again, to get it remembered. A more effective approach in today’s Internet and interactive culture is to use “pull” technology to bring customers and clients to your story. You pull people in by providing new content with real value on your website at least every few days.

Guy Kawasaki, in his new book “Enchantment: The Art of Changing Hearts, Minds, and Actions” provides some in-depth recommendations on the “how to” of pull technology. Here are some of his recommendations for web sites and blogs that I particularly recommend to entrepreneurs and startups:

  • Provide good content. This may seem obvious, but how many websites have you reviewed that are static and just plain dull? A website or blog without appealing or entertaining content for your market segment is not enchanting.

  • Refresh it often. Ideally, you should update content at least every two or three days. Good content that doesn’t change isn’t good for long, and customers or clients will not return to your website or blog if you don’t regularly provide something new.

  • Skip the flash (and Flash). You may think it’s cool that a sixty-second video plays when people enter your site, or pop-ups occur with every interaction. Most people come with a purpose, and if you won’t let them get to it immediately they won’t come back.

  • Make it fast. It’s a shame when anyone can get right to your home page, but then has to wait for it to load. With today’s technology, there’s no excuse for a website that takes more than a few seconds to load.

  • Sprinkle graphics and pictures. Graphics, pictures, and videos make a website or blog more interesting and enchanting. If you’re going to err, use them too much rather than too little, except for a Flash front-end and popups.

  • Provide a Frequently Asked Questions (FAQ) page. People love FAQs because these cut to the chase. Figure out what the most common questions might be and answer them in one place to minimize hassle.

  • Craft an About page. Visitors should never have to wonder what your organization does and why you do what you do. Provide all this information in an About page. Confusion and ignorance are the enemies of enchantment.

  • Help visitors navigate. Enable people to search your website or blog to find what they are looking for. Also, a site map helps people understand the topology of your website. Forcing paging to complete a single message (to expose more ads) is not enchanting.

  • Introduce the team. Few people these days wants to deal with a nameless, faceless, and location-less organization. A good “Who Are We?” page solves this problem, and is necessary to establish trust and expertise.

  • Optimize visits for various devices. No matter what device people are using, your website and blog should look good. These days, 20% or more of your audience will be using smart phones or iPads, and they’re probably the most relevant customers.

  • Provide multiple methods of access. Some folks like websites and blogs, and others prefer RSS feeds, email lists, Facebook pages, and Twitter feeds. Provide multiple methods to engage people and make these options easy to find.

Let’s face it, static websites are dead. You need a blog and social media interaction to keep your content fresh and responsive to the market. Interaction and repeated visits due to the pull of enchanting content will transform a potential customer transaction into a relationship. Everyone remembers a relationship.

Marty Zwilling


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • White Chocolate Mousse with Strawberries

    White Chocolate Mousse with Strawberries

    Hooray for British Strawberry Season which is just beginning! I try hard not to eat strawberries at any other time of the year. They are always hugely... Read more

    17 hours, 32 minutes ago by   Mariealicerayner
    FOOD & DRINK, RECIPES
  • How Far Can Too Fargo?

    Fargo?

    For such a tiny place, a lot of big things seem to happen in the town of Fargo.After the successful Cohen Brothers movie, audiences could be forgiven for... Read more

    18 hours, 45 minutes ago by   Thedook71
    CULTURE, SELF EXPRESSION
  • In The Bag?

    Bag?

    Manchester Monday night - what a frightful blight on young lives; a city rocked in the wrong way. The response has been resilience, a positive bonding of many... Read more

    20 hours, 25 minutes ago by   Ashleylister
    BOOKS, CREATIVITY, CULTURE, SELF EXPRESSION
  • All I Have To Do Is Stay Black And Die (or…The Road To Hell Is Paved With Good...

    Have Stay Black (or…The Road Hell Paved With Good Intent)

    So...over the Facebook wires yesterday came this..... The UU Congregation of Atlanta is moving. And in their information gathering, a survey was created. This... Read more

    The 27 May 2017 by   Eastofmidnight
    POLITICS, SOCIETY
  • Grand Union Canal Race 2017 – Updates

    Grand Union Canal Race 2017 Updates

    The 25th edition of the revered Grand Union Canal Race 2017 kicked off this morning at 6:00 am with a 107 starters.This 145 mile non-stop race from Gas Street... Read more

    The 27 May 2017 by   Abichal
    OTHER SPORTS, OUTDOORS
  • On Monasteries, Children, and Loving Our Enemies

    Monasteries, Children, Loving Enemies

    Gunmen Kill at Least 28 Coptic Christians in Egypt The headline spares nothing, except that there were children. I numbly read the article describing the... Read more

    The 27 May 2017 by   Marilyngardner5
    RELIGION, SELF EXPRESSION
  • Pouzza Fest 7 Brings Punk Rockers Together in Montreal

    Pouzza Fest Brings Punk Rockers Together Montreal

    Montreal’s 7th annual city punk festival Pouzza Fest took place last weekend in downtown Montreal including five indoor venues and  an outdoor The post Pouzza... Read more

    The 27 May 2017 by   Hendrik Pape
    ENTERTAINMENT, MEDIA, MUSIC

Magazines