9 Steps to an Awesome Website
01.12.12
We’re very excited to let you know of the publication of our first eBook, entitled, “Failing to Plan Is Planning to Fail: 9 Ways to Save Money, Launch Sooner, and Dramatically Boost the Effectiveness of Your Website.” It focuses on nonprofits, but its lessons apply more broadly.
Even if this isn’t of interest to you currently, perhaps you have friends that can benefit. It would be great if you’d send them a link.
We wrote the eBook in response to a clear need. In the last year we’ve been asked many times for a follow-up to our extremely popular blog post, “8 Great Questions to Answer Before Starting a Web Design Project.”
A lot of you let us know that the blog post is really useful, but you wish it went deeper. Our nonprofit friends, in particular, have pressed us for more. From that kernel, this eBook was born.
Read on for an excerpt.
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This post, slightly adapted, was first published on the blog of the American Marketing Association of Baltimore.
Many of our readers are marketing professionals. As a professional, you’re likely at the forefront of marketing.
Sure, you and I understand how effective marketing looks quite different in 2011 than it did in 2001 – a topic we cover at length on this blog. But what do you do if your pointy-hair boss just doesn’t get it?
First, some basic facts
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King Kong vs. Content Marketing
12.05.11
Some rights reserved by Peter Kaminski (http://www.flickr.com/photos/peterkaminski/)
Let’s say you’re driving to the mall and, while you’re stopped at a red light, something bright and colorful catches your eye. You look across the street and see a giant inflated gorilla balloon, surrounded by multicolored streamers, all billowing from the roof of a mattress outlet store.
And, of course, you immediately think to yourself, “I need a mattress, now.”
Right?
Well… probably not.
At best, that gorilla balloon might draw your attention to the fact that there is a mattress store at that intersection. But unless you’re already in the market for a new mattress, you probably don’t think you need one now, and seeing a giant inflated gorilla isn’t going to change your mind.
So why do mattress stores (and used car lots, and thrift stores, and antique shops, and…) use garish outdoor displays to get your attention?
No, not that time she insisted you should be paranoid about tagging photos of yourself at “all the wrong parties,” or how you should never let strangers know that you aren’t home. (Although, hey, be smart.)
She was right about asking other people for help.
See, when you were a kid and you couldn’t accomplish something at school, your mother didn’t tell you to give up, did she?
No, she told you to ask for help. Maybe from a teacher, maybe from a classmate, but always to focus on improving, rather than quitting.
It turns out your mom was right about that — and the smartest nonprofits on Facebook are the ones who remembered what their mothers told them.
What do we mean?
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