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FOR IMMEDIATE RELEASE
CONTACT:
Ingvar Grimsmo
J2 MediaGroup, Inc.
816 East Front Street
Lynden, WA 98264
(360) 354-1026
ingvar@j2mediagroup.com
http://www.J2mediagroup.com
Consultant Claims Most Websites Show
Poor Results Because They Are Not Persuasive Enough
November 6, 2000 (INB) -- In recent seminars
to Chamber Of Commerce members and executives consultant and
speaker Ingvar Grimsmo said that most web developers ignore influence
and persuasion strategies when designing corporate web sites
resulting in dismal results. http://www.J2mediagroup.com
During their annual conference in Ocean
Shores, WA, Chamber executives from all over Washington state
learned what makes websites persuasive. Ingvar Grimsmo said that
just creating a cool website does not guarantee success. According
to Grimsmo, it is now very difficult to get visitors to sites,
and even a bigger challenge to get them to commit to offers.
In reviewing thousands of sites, Grimsmo has come to the conclusion
that most sites are missing probably the most important part
of any marketing effort: influential and persuasive verbiage.
"We forget that the web can be a great sales vehicle, not
only show and tell," he said.
Grimsmo recently released an updated version
of his popular research report, "Secrets Of Influence And
Persuasion Tactics," to include a "Web Success Matrix."
This is a detailed list of about 70 persuasive web strategies
Grimsmo uses when evaluating websites for clients. The report
can be purchased on the company's web site at http://www.j2mediagroup.com/book.htm.
Grimsmo also spoke at the Vancouver Board
of Trade in Vancouver, BC recently on the same topic. Robert
Noon, Director of Programs, said, "Mr. Grimsmo's open critique
and helpful ideas showed we still have a way to go on our own
site. We will be revamping some of the pages with his comments
in mind."
One of the greatest flaws in web design
is the lack of attention to the visitor, said Grimsmo. Most sites
start off with "Our company," "We," Welcome
to..." and other self-centered text. Grimsmo suggests designers
focus on the visitors' problems instead of themselves. "Make
the visitor realize he or she indeed has a problem, and then
state how you can help them. The web is a person to person marketing
process, not a mass media," Grimsmo explains.
Another factor he cites is lack of credibility.
People are wary of frauds and scams, and they want to be sure
the company is legitimate and above board. Grimsmo suggests using
testimonials as one of the ways to increase credibility, and
to always state full company name and contact information. Most
online sales are still made over the telephone using the web
as a research tool, he points out.
Sharon Mabe of Owlmoontradingpost.com told
the story of how their site did not produce any leads or sales
at all. But after she tweaked the site using some of the techniques
Grimsmo suggested, the results were astonishing. Her story and
others can be found on the company's website.
Grimsmo is a speaker and consultant and
the Chief Ideasmith at J2 MediaGroup, Inc. He helps clients get
better results by introducing them to influence and persuasion
strategies on or off the web.
Visit his website at http://www.J2mediagroup.com. |