Nope, that’s not a typo.
According to the Psychology Department at Yale University, “You” continues to be the #1 most powerful word in the English language. In today’s world of on-line communication, words are more important than ever. With Twitter, for instance, you are limited to a maximum of 140 characters per tweet. What you say is still important; how you say it and which words you choose continue to be even more important.
Keep your communications personal. Try to use “you” throughout each and every day. Use “you” when you send emails, tweets and thank you notes (remember those?). Use “you” in your blog posts, in your advertising copy and in lively discussion around the lunch table.
“You” is powerful. “You” is personal. “You” is still #1.
Let me know what you think and, for the record, here are the other nine bon mots according to the Yale study:
Don’t believe me?
Consider this: According to the Discover Small Business Watch, April 2009, 62% of businesses (that’s right, 62%) do not yet have websites. I found this statistic almost hard to believe, but, when I got over my initial disbelief, I looked at this in a positive light.
Probably, a good percentage of that 62% are companies that desire a web presence, but have just not been able to find the right partner to get them on-line. Lucky for them, it’s becoming easier and less expensive to establish an on-line presence and, in fact, if a company has been successful over the past ten years without being on-line, that surely speaks well of the company. And, for us marketing professionals, it also means there are still many good opportunities out there.
And, now consider this: 62% of Americans (there’s that number again: 62%!) with an internet connection at home, are still using dial-up. Many American families live in rural areas where high-speed lines have not yet been made available (hard to believe, I know!) and the high cost of service where it does exist prevents many Americans from enjoying it. So, for any business attempting to drive the average American consumer to their website, it is still critically important to keep your site easy to use, uncluttered and dare I say, basic.
The web is still in its infancy. Stay awake. There is much yet to learn.
Keeping your web page content updated and fresh is critical to attracting new customers. Doing so will also give former customers and formerly tentative shoppers a reason to return to your site and buy from you. New content entices the search engine spiders to scan your site and increases the odds that your site will appear in the rankings.
Depending on your on-line goals, investing in a content management system can be an effective use of marketing dollars. A content management system gives you the power to easily update all copy, graphics and other content within your site without any programming knowledge whatsoever.
A content management system, coupled with a strong SEO (Search Engine Optimization) plan, will allow you take an active role in driving more would-be customers to your website and choosing you over the competition.
Did you happen to notice the web link Thomas Friedman used in his column last Tuesday? He’s my favorite op-ed columnist at The New York Times, hands down.
Tuesday’s piece was entitled “This Is Not a Test. This Is Not a Test.” It centered around the fact that despite the dire economic straits we are in as a country, according to Friedman, “We seem to be playing politics as usual.” Friedman went on to lay out some viable options for coming up with a solid strategy for getting our country out of its current financial crisis. As important as Friedman’s words were and always are, what I particularly noticed is that he imbedded a link to a website within his column. Now, this is certainly nothing new. We often see web links within Times articles that help us clarify and learn more about the columns we’re reading.
But, this link was different. It linked to a site that had seemingly nothing to do with the content of his column last Tuesday. Friedman wrote, “A.I.G., Citigroup and General Motors … are not Dogfood.com.” The hyperlink was on Dogfood.com which led the reader to the website for Petsmart.
Pretty interesting, eh? Product placement at its best? I fell for it, partly out of curiosity, but also because I, like surely thousands of other New York Times readers, own a dog.
And, here’s the best part. Since I trust Thomas Friedman and literally hang on his every word, this was no less than a celebrity endorsement of Petsmart, as far as I’m concerned!
I wonder how much Petsmart paid for the placement. I also wonder what the hit rates were on the Petsmart site last Tuesday.
Contrary to the title of Friedman’s piece, I think it was a marketing test! I also think it was brilliant! What do you think? Are you seeing this technique being used out there?
(And, by the way, the reason I appreciate Friedman’s writing so much is that he never fails to make me stop and think.)
Today, many start-ups are beginning the branding process online. Depending on the products or services being offered, this can be an efficient means of getting the word out quickly.
When looking for online branding assistance, the savvy business owner should choose a firm with proficiencies in branding both online and off. Website development firms are often unfamiliar with consumer branding and corporate image building. The choice of a well-rounded strategic marketing firm is often the better bet.
What are some of the key questions a new company should ask when seeking online branding assistance?