Monday, August 24, 2009

The Big Red Fez - Internet Markting Ideas

When Seth Godin wrote The Big Red Fez: How To Make Any Web Site Better he was already credited with authoring 5 other books as well as co-authoring The Guerrilla Marketing Handbook with Jay Levinson, who has since been the author of Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing

I didn't realize what a prolific author on the subject of Marketing, that Seth Godin had become, until I saw over 160 references when you search on his name at Similar searches at other online book seller sites give similar results.

As Realtors, we usually do not have much spare time, so it's good that The Big Red Fez: How To Make Any Web Site Better is a relatively short book with 111 pages. These pages are jammed with content, using 45 examples of good and bad web sites. Somed of these sites are from small local business and others are nationally know brands. In each example, Seth uses the technique of 'show me the banana'! OK, you got me to your site, now what action do you want me to do? Is it to buy? Is it to subscribe? How easy is it to complete the action! As Realtors, this is know as closing the deal.

In too many cases, the web site has made it difficult, if not impossible to close the deal. I've never heard any marketer say this before, but Seth Godin says this and it is so true..

"...once someone is online, she's only a click away from your competition."

WOW. That's something too many forget when the build their web site.

No matter what your business, this is so true.

The Big Red Fez: How To Make Any Web Site Better is an IDEA book, it is not written for 'techies'. If you're a techie and edit your own site, you can go and incorporate the lessons from the book to accomplish your internet goals. If you're not a techie, use the ideas from the book to check out your own site. Then get your web site developer to do the programing.

Seth Godin points out in the introduction, "There are two versions of what happens online. There's the engineer's version, which is that smart people, with plenty of time, who know precisely what they want from their online surfing, are able to make a considered decision with access to all the data........"
"Then, there's the marketer's version. This says that people are busy, ill informed, impatient, not very thoughtful, and eager to click on something right now. Marketers also believe that if you don't give a prospect the right thing to click on right now, he's going to click on the "Back" button and leave."
"The second version is the one that's backed up with all the data and all the successful results. Because it's the right version. The first version is what leads most web-based companies to failure"

Make your web site, web user friendly. Get and read your own copy of The Big Red Fez: How To Make Any Web Site Better

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