The Science of Communicating & Marketing Your Business

First up and from the Land Down Under (anyone remember "Men At Work", Colin James Hay and vegemite sandwiches?):
"I read your article with interest (obviously I got past the 3 seconds) Just wondering how your research applies to a B2B high-value market where the web is not the purchasing channel (yet anyway). I'd be interested if any of your research has a B2B approach."

The concepts mentioned in the 1-3 seconds article apply to all websites. The key is knowing the audience the website is targeting. Once you know the audience you can design the website to achieve a given goal with the maximum share of that audience.

Let's say the goal isn't direct response, maybe something more like having the website recognized as an authoritative source for information on a given subject. No problem. The goal is to communicate authority, understanding, perhaps compassion, and most definitely something I call "paths to action". Even if a site isn't selling a recognizable product or service, it's (in a way) selling itself as a source of information. Most people seeking information want

• to know their source is knowledgeable,
• is recognized by others as authoritative in the field of interest and once those two are done,
• give them an idea what to do. This item is a "path to action".

Please contact NextStage for information regarding presentations and trainings on this and other topics.

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