Web-Communication - Getting Heard

"No matter how elegant one dog barks, he may never be able to say that his father was poor, but honest." - Bertrand Russell

The East African green monkeys have three different vocal warning alerts of leopards, eagles, and snakes. The warning for the monkeys leopard causes of the trees, the warning for Adler tells them to heaven and seek refuge while the snake causes warning that the group on two legs Standup and check the grass for predators.

But how sophisticateda verbal warning system as these seem to have these creatures lack the ability to communicate complex information, such as, "the Bush fund-clock by two, there are two leopards hiding in wait."

The evolution of Web-Man

They say that what separates man from other animals is our ability to speak - that our Posable thumb. So the first thing we do is to learn to put our thumb in his mouth to speak crippling our ability to understand, not to mention creating hugeOrthodontist bills. We have this incredible ability to take a good thing and screw it to them. Use the Web for example.

As marketing professionals we have this amazing ability, with infinite variation, nuance and meaning with the multimedia web environment to communicate, have a communication platform, begging for their maximum potential is to be exploited.

Our thinking of what a website was a cadre of corrupt imagination "techno-geeks" and trendy design gurusWho knows, graphic design, database development, and even their Internet Explorer bug fix and work-around, but what they do not know is how to deliver a marketing message on a website.

do not get what these new-age "techno-nistas," that our job as marketers is to communicate. Sophisticated communication is a unique human activity requires some understanding of how an audience perceives, understands and retains information.

"If the sound is the finesse of a skilled lover,then the desperate look of an inexperienced young people felt in the back seat of his father's Chevy. "

These 26 words convey a wealth of experience and a flood of understanding. They paint a picture in seconds, a gifted artist take considerable time would talent, style and visually new.

But in spite of the published research on how we will learn how to understand us, and we recall that all the points, the power and influence of verbal communication that we stillbased largely on visual methods to convey our messages.

"A picture is worth a thousand words." - Fred Barnard, Tram Advertising Salesman, 1920

We all have from early on that "one picture is worth a thousand words have been said." How often do you have quoted these famous words? According to Jack Trout, in his book "The new positioning of" what was actually said Confucius, "a picture is worth a thousand gold pieces." Not the same thing at all is it? There is really noEvidence that Confucius made either comment.

The documented origins of the famous phrase was brought back to a man named Fred Barnard, sold the streetcar advertising in the 1920s. Originally, he claimed it was an old Japanese proverb, but later changed his story and gives Chinese characters with a translation in his ads. Who knows what the truth is, perhaps, old Fred invented the term itself, but most people still believe.

As marketers, we have come under the spell of adominant visual hegemony, that our natural learning process ignores oral what create us, sites that make meaningful, memorable, fail to deliver marketing messages.

The Suya of Brazil's Mato Grosso believe that the act of hearing is the sign of a "fully socialized individual." For the Suya hear the term "means" must be understood to include "." The expression "it is in my ear" means that something has been learned, and move, also something of a visual pattern. To the Suya is the visual oneanti-social meaning of witchcraft cultivated.

- Classen, C., 1993, "Worlds of Sense: exploring the senses in history and across cultures, London: Routledge

The Five Elements of Effective Communication

To understand how to effectively deliver our marketing messages via the Internet, we must first understand the five basic elements of communication:

1st The environment

2nd The Audience

3rd The Embassy

4th The ambassadors and

5th The Process.

The WebEnvironment

In the early days of the Web, were frustrated because many marketers do not get the fundamental difference between traditional print media and the new digital webmedia. Those that "it has' get were even more frustrated because the environment was not sufficiently advanced to enable to the practical use of the growing multi-media techniques. Today, the Web has progressed so far were full of multimedia features can be presented and enjoyed by the vast majority of Web users.

But even withthis progress on the Web creates some unique obstacles to effective communication:

- The web is a sterile, barren environment with no human connection,

- Computer monitors are hard on the eyes,

- Limited screen real estate is a premium on information and abbreviated

- Technological incompatibilities and differences between browsers and platforms, the user experience differ from the audience.

In addition to these environmental challenges related toWorld of search engine optimization is a new Web-orthodoxy "not-and-don'ts" designed to attract search engine indexing, resulting in greater site traffic generated, but at the same time diluting the marketing message and the disruption of critical communications. All this creates public frustration, the time slashed to site visits by the apparent failure of the promised content to deliver spent.

The very nature of the hyperlinked Web, and the much-promotionof linking to anything and everything remotely relevant flies in the face of human nature that yearns to maximize an organized linear narrative presentation of content, clarity and retention.

The Web Environment Summary

- The Web environment to the point where multimedia delivery and can be enjoyed by the vast majority of Web users has progressed.

- The web is a sterile, barren environment creating a communication gap must be bridged by human contact in the form mustoral communication.

- Computer screens, the interface between you and your audience, difficult to read and their limited screen sizes exacerbate the problem.

- As marketers we are under the spell of a dominant visual hegemony, that our natural learning process have come verbal ignored us what to sites that meaningful, memorable and marketing messages to convey to not create.

- About 70% of website visitors skip, scan, skim milk and find text for headings, subheadings,Headings and bullet points dilution sophisticated concepts and complex ideas, leading to misunderstandings, confusion and customer dissatisfaction.

- Cross-browser differences and incompatibilities create technological un-uniform presentations and frustrating for end users.

- The very nature of the hyperlinked Web, with its benefits and actually interferes with memory by distracting the audience from what they desire, an organized linear narrative.

The WebAudience

We live in a fast-paced world, where everyone is busy multitasking their way through their working day talking on cell phones, writing by e-mail suggestions, text messaging colleagues and searching the Web for critical business intelligence.

It is not surprising that Web visitors distracted easily away from sites that do not provide immediately the information they are looking drawn. And it's no surprise that the people, by their way are frustrated by a maze of sightSearch engine friendly links and incomprehensible advertising copy. If you are lucky, this approach can lead to some additional search engines, but your critical content buried in a mountain of words, jargon and specifications does not engage, enlighten, and to evangelize your audience.

Site visitors can not, or even non-clients or prospects, but what they are, an audience, an audience in search of information. If they can not find that information if itdo not understand that the information, and if they do not retain that information, your site, and by extension of your company, is useless to them. can organize The recasting of the web visitors as an audience and presenting material in ways that are useful, understandable and memorable.

The principles and practices necessary for a convincing presentation may well conflict with some search engine optimization principles and even current web design trends, but you have to ask yourself, "what isMy Prime Directive? "Do you want tons of traffic that will decide from your site as quickly as possible to forget now who you are and what you do, or do you want visitors will be accommodated on your site, learn more about you and your products and finally convince them that your company with the right solution that will meet their needs.

Web sites are by their very nature, compromises the content, presentation and technology. By treating your visitors as an audience that needsbe informed, enlightened, and entertained, you are to be in a position to make the most effective decisions, and you'll eventually end up with more leads, sales and customers.

It is important to remember that web visitors the people who are learning and relate through the primary sense of hearing is.

The Web Audience Summary

- We live in a fast-paced world, where everyone is busy multitasking their way through their working day.

- Perpetually distracted web visitors are easy to growaway from sites that do not provide immediately the information they seek.

- If can not find web visitors, the information they need when they do not understand that the information, and if they do not retain that information, your site, and by extension of your company, is useless to them.

- May organize The recasting of the web visitors as an audience and presenting material in ways that are useful, understandable and memorable.

- The principles and practices to create aconvincing presentation may very well conflict with some search engine optimization principles and even current web design trends.

- Websites are compromises of content, presentation and technology. By treating your visitors like an audience that informs, must be informed and entertained, you will be able to make the most effective decisions, and you'll eventually end up with more leads, sales and customers.

The Web address

We all have the expression "content is heardKing, "but as marketers we have to the old saying to read something, 'message is king."

Anyone who has ever run a sales organization knows how frustrating it can be sales people Keep on message without having to machine. Even if you can transport all their samples to each customer, and even if they are actually all the samples have found this nasty habit of asking questions, disrupt the flow of well-planned and flipchartPower Point presentations.

After sales people on the street is an expensive method of delivering a sales or marketing message, without any guarantee that this message is delivered correctly or with any consistency throughout the organization. And if you rely on independent sales representatives, as we do not even go there.

The answer is of course in this new-age Web-business environment, the Internet and your Web site. It allows you to send a consistent, error-messagewithout omissions and deletions.

And if you do it in an oral presentation with the help of a professional, signature voice, informs the message and clears, maintains and confident, trademarks and penetrates, and above all compels action.

"Sound is the basis of the experience of the situation, ... infinite variation, in contrast to the eyes"
- Hearing is Believing, Richard Thorn, Fauculty of Art, Design & Media, Uwe, Bristol

We live in a highly complex world in which knowledgeand know-how from almost any routine task we required. Easy to operate a mobile phone may be some Rocket Science, or with the incomprehensible instructions for universal remote controls that everything from your TiVo your coffee machine is a guaranteed cause for his hypertension.

Life is complex, and how things work is always difficult to digest and understand. Who has time to read all the manuals, all data and all the things you need to knowonly work in a high-tech world.

If you had problems with the instructions on the set of Junior's Bike Christmas morning, how are then expected to deal with life more Byzantine requirements? Audio illustrates abstract ideas through the Internet, complicated explanations and methods compound.

Never again will not tolerate the public Web chatter Syndrome 'meaningless string of keywords that were advertising hype and meaningless specifications are together constitute what passes strungFor content.

To speak the solution of the inarticulate hum of the content-overload and the banality of "brochure" to concentrate. Focus your message on a single relevant idea or concept. Try not to cram everything you can do in a single presentation. Narrow the focus and focus the message.

And if you speak several audience, remember, one-size-fits-all does not work better for all sites, as it works for hats. URLs are cheap. Create different sites for differentAudiences and different messages.

Like most website design companies, we have a portfolio site (www.mrpwebmedia.com), but if we the people about the power of Web-audio and its ability to provide a powerful, consistent message to convey, we have a separate site (to say www words.com 0.136).

136words.com is dedicated to one simple idea: you can effectively deliver your marketing message on a website or an e-mail landing page with only 136 words: 136 finely crafted words, presented by aprofessional signature voice that is your corporate identity is, your data, and penetrates into the consciousness of your audience.

The Web address summary

- We all have the word "heard content is king", but as marketers we have again the old adage to read something, 'message is king. "

- Audio allows you to deliver a consistent, error-message without omissions or deletions

- A professional can provide a signature voice, finely crafted,focused message, enlightens and informs, entertains and confident, trademarks, and penetrates and forces mainly act

- We live in a highly complex world where knowledge and know-how of almost all the routine tasks required to fulfill we will.

- Audio shows over the Internet abstract ideas, complicated explanations and methods compound

- To speak the solution to the inarticulate roar of content overload and the banality of "brochure" to concentrate. Focus your message on asingle relevant idea or concept.

- Create different pages for different audiences and different messages.

- 136 finely crafted words, is presented by a professional voice signature in sixty seconds of audio your corporate identity, presenting the information, and penetrates into the consciousness of your audience.

The Messenger

We should reconsider Marshall McLuhan's adage "The medium is the message" confirm, and it is a "messenger of the message." Can you imaginesound over CNN's signature bumper, 'This is CNN ", without the sound of James Earl Jones' voice in our ears? you have probably never heard of John Facenda, but before the day of sports instant replays, his voice with high recognition value dazzling film clips and over-the-top ballet as descriptions of combined NFL game highlights was probably one of the critical ingredients to make soccer the television phenomenon it is today.

If people are what they eat, then marketers and advertisersare, how they sound. Would Ford truck commercials deliver the same picture of strength and power, without the distinctive gravitas of Kiefer Sutherland's Jack Bauer persona? The audience knows the voice, character and appearance, and they are all projected on Ford products, without ever identifying the actor or his popularity.

People relate to people, not in abstract terms or product specifications. It's all about storytelling, it is how we learn how to understand us and how weRemember what's important. And you can not have a memorable story without compelling storyteller.

An expert storyteller creates an emotional connection with his audience to open up to jointly create a shared experience of trust. The popular comedian and "Tonight Show" host Jay Leno, describes how he constructs a joke, a way to tap illustrates how an audience common to experience: "You start with something to believe people. Tell them you it is nottrue. And then to reinforce what they always believed. "Making the connection with a good story works for the comedian and for the sophisticated marketer.

Rod Serling is another example of a great storyteller, great stories with a unique style and delivery combined. Long after his death, his style, delivery and voice have not copied. If you want your audience, you are best at it by the sound of a voice signature.

The Messenger Summary

- WeMarshall McLuhan's should rethink saying, "The medium is the message", and reaffirm it as a "messenger of the message."

- If people are what they eat, then marketers and advertisers, as they sound.

- People relate to people, not in abstract terms or product specifications.

- You can not have a memorable story without a compelling storyteller.

- An expert storyteller creates an emotional connection with his audience, adding in the common shared experiencescreate a relationship of trust.

- If you want your audience, you are best at it by the sound of a voice signature.

The Process

Honest and accurate test

The process of creating a signature for your vote webmedia presentations and campaigns, starting with an honest look in the mirror corporate culture. You must be able to define honest and correct, whoever you are, what you do and why you do it better than the competition before you think about who should speak forOr to sound like it should.

You need to find out how you see your audience, and if it is compatible with the desired identity of perception of who you are and what you do. If you do not like how you are perceived, you can change it, but only if you start with an assessment of the true, where you now in your audience's head.

The difficult part of this exercise is the "honest and accurate" part. There are many reasons why companies do not see themselves as othersthey see. These reasons may the ignorance of arrogance to bureaucratic myopia. Take for example Wal-Mart: Wal-Mart tries to attract hip young people through the creation of a youth website on the "hot-site-du-jour", MySpace. Wal-Mart can, a lot of things, but hip and trendy, just 'is not' be one of them. An honest look at who they are and what they do, and of course, how they are perceived, would have told them that this approach would fail.

Most businesses fail the mission statement "honestand proper "test miserably, which corporate self-indulgence too emotional recitation of everything his company thinks it is disingenuous in expressed tend to overestimate, condescending language, believes that no one in the organization or the marketplace.

Once you know how you are perceived, one can then reinforce this image, or to change it by implementing a long-term campaign, using all the marketing tools at your disposal. And webmedia, audio-and video-on-sites andLanding pages, is by far one of the most cost tools you have available.

Developing Your Signature Voice

1st List all the qualities that are trying to project the image you represent.

2nd Determine the style of language, phrasing and cadence of the delivery.

3rd No matter what type of presentation you want to deliver to your script must be well written, focused not printed on a single idea, and written for audio.