What's the problem? You've got a terrific product or service, a state-of-the-art shopping cart, super graphics, streaming video. So why do you still have your day job at K-Mart?
Often, with the focus on technology, the human part of the web gets totally overlooked. Your site may have great deals, easy navigation, competitive prices, yet visitors still don't feel compelled to buy or even return. Obviously, something crucial is missing. Well, that something could very well be humor -- and that's nothing to laugh at!
Humor is vital. Nothing adds the human touch more quickly or makes potential customers more receptive than humor. But wait a second. Does that mean adding jokes? Cartoons? Stupid tricks or games? Absolutely not! Humor is the process of creating real human warmth between you and web visitors. The same type of warmth you experience when you walk into your favorite store or coffee shop. The winks, witticisms, and decor that immediately makes you feel wanted and welcome.
Even more than your product, consumers buy your environment. Explore the clever wit inherent in the design of Starbucks or the warmth of McDonald's advertising and you'll see the bottom line for their success. The question is, how do you apply this to your on-line business?
The first rule is Be Original. From the moment a visitor arrives, make sure your web site looks like FUN! If you're selling music boxes, just don't sell music boxes, sell the benefits of stress relief, offer light-hearted love poetry, give your music boxes whimsical names as melodic as the product itself. If you're selling baseball cards, research some amusing anecdotes about the players or the key games they played in. Remember to always draw your customer in. Get them involved. Let your humor seduce them into the sale. That's right. Use witty, warm, engaging language everywhere every way you can.
Humor creates a powerful bond between you and your buyers. It breaks down consumer resistance, plus repositions your product in a positive, compelling, competitive light. Humor makes you web site stand out and be noticed. It creates media buzz and inspires visitors to share you site with friends and associates.
The success of your on-line business demands that:
Your Web Site Humor Must...
- Resonate with warmth and sincerity.
- Reward the intelligence of your consumers.
- Not only proclaim uniqueness, but superiority.
- Project a keen and sharp-witted consumer strategy.
- Deliver stimulation and surprise on every page.
- Stand out conceptually -- not just visually.
Your Web Site Humor Must Not...
- Create boredom or appear superficial.
- Confuse visitors with conflicting tonalities.
- Be a technical wonder minus a message.
- Appear to duplicate a competitive site.
- Repel buyers with cold or offensive language.
- Minimize or sabotage your company's image.
Adding humor is not daunting. In fact, adding humor insures that your serious message is taken -- well seriously! But always make sure to customize the creative content to your needs, so that it never sounds forced or artificial. With the element of humor, suddenly your web site is both informative and entertaining. Your visitors are staying longer and are being inspired to take immediate action. What's more, you know that your standing shoulders above your competitors -- even your colleagues!
Always remember: Few things are worse than a boring web site. So add the one element that relieves pressure and makes shopping a pleasure. The one element that can make all the difference in the world. Add the element of humor. Odds are you'll be laughing all the way to the bank!
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