Speak Simply or You're Toast!

Differentiating the Message... Why is it so hard to figure out what dot-com companies really do? After spending the last six weeks gathering profiles of close to 200 online real estate e-commerce companies for the PikeNet Guide, I need to do a little post-production venting. It's amazing how difficult it is to fully discern what products or services are offered by many of these online companies. In about one out of ten sites, the home page does not contain any intelligible information about what functions are specifically offered to users. The web site may sport high-style graphics or attention-getting animation, but no clear message about the company's unique competitive position. It is as if these sites are afraid to limit their audience by focusing their marketing message.

A few of my favorite samples are provided below: "[XYZ Corp.] provides customizable solutions for real estate firms in a web-enabled environment." Or, "Our professional solutions make the real estate process better for everyone." I can't count how many times the opening paragraph or home page tagline contains generic phrases, like "strategic solution provider," "web-enabled platform," or "e-commerce portal." In order to figure out what the dot-com is all about, you have to drill down to a third-tier page containing company press releases or scroll down to the bottom paragraph in an "About Us" section.

To capture your Internet audience in today's skittish market, you've got to differentiate your products or services in ten seconds or less. People hate confusion. The growing impatience with perplexing web sites and technology should be a sobering reminder. Keep that hard won visitor to your web site by stating your mission and purpose -- plain and simple. Define your company with precision. If your business model isn't evident on the first click -- you'll quickly become toast with both investors and potential users. So do it right. Your prospects will be grateful. P.S., don't forget to add your company's e-mail contacts with real names and telephone numbers. An address like info@XYZCompany just doesn't feel as comforting! Thanks for listening.

PikeNet Guide... And, yes, we will have copies of the PikeNet Guide available for purchase -- soon. So stand by for an announcement in the Dispatch. Thanks!

-- Eileen Circo