Seven Fatal Errors in Online Marketing Demos - Once you have...
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Once you have their email address, you can request permission to send them a targeted newsletter, specific information or a special discount. If they give you permission, you have taken the first step in opening a valuable dialogue with them.
5. Ostentatious graphics
Website visitors have passed the stage of being impressed with animation for its own sake. When website design was in its infancy, everyone was thrilled with the notion that they could have animations that flashed and icons that spun around. That quickly went away when people realized that they wasted precious download time. Use the same rule for demos. A splash screen that booms out the name of the product to great fanfare is a waste of time and money. Animated splash screens can be used effectively, but many times they are gratuitous and/or meaningless.
6. Full frontal corporate bio
Customers need to know that the company is reliable, and has a quality product. This should be done on the website in the main, and not in a 3 minute presentation. Don’t spend valuable demo time on lots of corporate information. If viewers are interested, they can find it on your website. Honestly evaluate whether the information you include will make your product more saleable.
7. Reinvent content (Repurpose demos in a hundred different ways to make it a more worthwhile investment).
A demo can be repurposed in a hundred different ways to make it a more worthwhile investment, yet so many companies ignore this benefit. When writing demo scripts, think about the different audiences you can target with small changes. You can take the same script and add a section that targets resellers. With a change to some of the graphics, you have a demo that will be useful for the next annual business meeting. A few different changes and it’s useful for the company’s international market. When you create several versions at once, the cost of the changes is minimal.
Copyright 2005 Digital Media Works, Inc.
About The Author
Digital Media Works, Inc. founder Stephanie Diamond is a seasoned 25+ year management/marketing professional with experience building profits in a broad range of product and services businesses. Checkout her website services at http://www.DigMediaWorks.com.
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