When to Be Exciting and When to be Boring.
Brands are based on two things: familiarity and novelty.
When you're doing a brand refresh or facelift or reskin - whatever you call it. There is this innate desire to flip the table, start from scratch, and deliver something to your current clients that is totally new and unexpected.
But when should you fight that urge and choose to be boring?
When we are at the highest levels of awareness, the stratosphere of our marketing strategies, we want to attract with the WOW, the panache. Something that disrupts, interrupts, or diverts the audience's attention. They go, "Hey! This is new!" or "Hey, never seen a video like this!"
But where does the Wow stop and the boring begin?
The answer: As soon as they walk into your world.
Let's use your website as a clear example of "your world". Once they step foot inside, present your audience with a familiar experience when they are exploring your website. Place the home button and the contact button in the typical places. Make the text legible and size by hierarchy. Unless you're a web designer, now's not the time to flex your new coding knowledge.
We want to reduce the learning curve of the extraneous experiences, so they can focus on the intended experience - the value you're offering.
We don't want our audience to feel lost, frustrated, or even distracted by how cool the scroll function is. Better to focus on delivering a familiar experience with novel takeaways.
Enjoy the video: https://youtu.be/EGZG-tGlFEw?t=1100
Cheers,
Jordan P. Anderson
P.S. - Did you know that you can directly reply to these emails? (All replies are privately sent to my inbox)
Prefer to listen to these emails? Listen here: https://geni.us/jordanpodcast
Watch the first lesson of my new online course! Click here: https://geni.us/personalbrandingvideo
100% Typo Guarantee —This message was made with love, not spellcheck. No English teachers were harmed in the making of this email.