According to the IAPP Privacy and Consumer Trust report, about 68% of consumers said they are either somewhat or very concerned about their online privacy.
Since privacy affects consumers personally and closely, brands should steer clear of doing anything that would remotely jeopardize it. In other words, there’s usually no good justification for breaching privacy.
Continue reading “Don’t Invade the Privacy of Your Customers”
BRIAN: I’m a sucker for 80s and 90s nostalgia, and I’m sure advertisers know this about my demographic group. Thus, it should be no surprise that I enjoyed the “Good Will Dunkin'” commercial featuring the likes of George Costanza and Steve Urkel (which reminded me of the Radio Shack commercial about “The 80s called”). I think the ties to the brand could have been stronger, as most of the allotted time was used for cramming in cameos, but at least the spot resonated with me emotionally. I also like Guy Fieri’s commercial for Bosch Power Tools. Here, the message was loud and clear about being any old guy vs. being Guy. Meanwhile, I didn’t like the AI.com ad, because it failed to tell us anything about the brand or what it does. Consequently, there wasn’t a strong incentive to follow the call to action about getting your handle.
Recently, before engaging with two new clients, I took the time to research their websites and other publicly available information to gather as much background information as possible. When it came time to discuss these clients’ respective business models, I was surprised that these models were not clearly outlined on their websites. In other words, their listed services only vaguely matched what they actually do (and this wasn’t intentional, e.g., for competitive purposes).
Too often, I encounter websites and other marketing materials that are so full of jargon and/or generic phrases that there’s likely little chance a prospective client will understand what they’re reading.
Here’s how to write compelling copy for your website.
Continue reading “How to Make it Clear on Your Website What You Sell”