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If your website promotion and online promotion are not pulling the response you want, isn't it time to do something about it?

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Online promotion begins with product definition

Online promotion is the way you promote your products online. Online promotion begins with a clear idea of what your product is. This is known as PRODUCT DEFINITION. You must not underestimate the importance of knowing your product and being able to clearly state what it is, without hesitation. Because the attention span and focus of the average web surfer is very limited, the success of your online promotion depends on having a clear statement of your product.

Product Definition is sometimes difficult

Many of us have great difficulty in telling other people exactly what we do. Imagine you're at a get together or on the golf course and you get asked the inevitable question, "So, what does your company do?" What happens? Do you stumble around trying to remember what you told the last guy who asked that question? Or do you have a clear, precise and memorable answer that you can recite back to them in one or two sentences.

It goes without saying that your clarity or confusion will be reflected in the way your website is constructed. Make it one of your primary objectives to develop a clear explanation of your product or service, and your website promotion will fall nicely into place as a result.

Testing Your Product Definition

Here is a little role playing exercise to help you develop a concise and easily remembered product definition. You'll have to play both these parts.

1. Imagine you're in an elevator and you happen to meet an acquaintance you haven't seen for three or four years.

2. Pretend you're the acquaintance who asks "So what are you doing now?"

3. Now switch hats and try to give a short, precise and interesting answer. Put together a three sentence description that summarizes what your company is doing. Avoid jargon. Avoid cliches. Use language that your acquaintance can understand. Make it sound interesting and positive. Emphasize "benefits" -- describe how your service helps your clients. This is what people really want to know -- "What's in it for me?"

4. Keep working on your answer until it comes naturally and easily, sounds positive and interesting.

(c) Copyright Linknet Promotions Inc.

Rick Hendershot
  President
Linknet Promotions Inc.

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