Take the Mask Off Your Marketing

August 24, 2020 | Weekly Marketing Tip

Wearing masks to minimize the spread of COVID = good idea. Covering your website in a mask of confusion = bad idea. Taking the mask off of your website by clarifying your messaging and building a site based on story = fantastic idea + more customers.

Full transcript below.

Full Transcript

Whenever you are out and about definitely wear your mask. We should all do our part to help minimize the spread of COVID. However, you should take the mask off of your marketing, especially your website.

Hi, my name is Steve Phipps, and this is your Weekly Marketing Tip from Wayfind Marketing.

Now, when I have this mask on, or if you’re having a conversation with somebody who’s got their mask on, it’s difficult to understand maybe some of the things they’re saying, or at least to interpret because you can’t see if they’re smiling. You know, there’s a lot that we can tell just by being able to see somebody’s face. Well, the reality is, a lot of companies are putting in a mask over their marketing, so to speak, because their websites are not clear. Their social media is abstract, and their emails really don’t say anything meaningful.

And so take a look at your own marketing, take a look at your website. Can people figure out what you do in say, five to eight seconds? Can they answer the questions, what do you do? Why does it matter? And what do I do next? If not, what you’ve done is you’ve effectively put a mask over your website. And what that does is that can create confusion.

So what do you do? Well, you clarify. You clearly say what you do so that people can understand it, so that they can get it. And you want to do that all the way through your marketing. Don’t worry about being clever, don’t worry about trying to be pithy or memorable. Just be clear.

That one thing, just creating clarity can do a ton to help you win more business. If you have questions about what that looks like, just shoot me a message. I’m happy to have a conversation. I’ll take a look at your website, tell you what I think, give you some tips and feedback that you can use to clarify your website, clarify your messaging, take the mask off, so you can win some more business. And stay safe out there.


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