Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Marketing/3951/How-To-Develop-A-Brand-Story-Communication-Strategy.html http://www.evancarmichael.com/Marketing/3951/How-To-Develop-A-Brand-Story-Communication-Strategy.html Marketing campaigns should always start with a communication concept: a conceptual premise and framework that attracts attention and engages an audience in a way that penetrates each viewer's mind, and captures the audience's collective consciousness. It is the foundation of your brand story. http://www.evancarmichael.com/Marketing/3951/Video-Microsites--The-Brand-Story-Campaign-Solution.html http://www.evancarmichael.com/Marketing/3951/Video-Microsites--The-Brand-Story-Campaign-Solution.html Everyone wants to do more business. Everyone occasionally runs a promotion, a new marketing initiative, a product launch, or a new seasonal lineup. Everyone has a website stuffed with all kinds of content ranging from the important to the useless. But only the truly smart business minds understand that campaigns require their own space and identity if they are to succeed. And when it comes to using the Web as your vehicle for such a campaign, the obvious solution is a Video Campaign Microsite. http://www.evancarmichael.com/Marketing/3951/Your-Websites-Missing-Ingredient.html http://www.evancarmichael.com/Marketing/3951/Your-Websites-Missing-Ingredient.html "My mechanic told me, 'He couldn’t repair my brakes, so he made my horn louder.'” - Comedian, Steven Wright We all want our websites to be more effective, and if you're like most business people you are constantly searching the Web for anything that will help. What you find is a cabal of experts armed with statistics, analysis, charts and graphs all pointing to how they can get you high-up on the search engines and drive more traffic to your site. The problem is that like Steven Wright's mechanic these guys are adjusting your horn when it's your brakes that need fixing. http://www.evancarmichael.com/Marketing/3951/Which-Website-Visitors-Are-Potential-Clients.html http://www.evancarmichael.com/Marketing/3951/Which-Website-Visitors-Are-Potential-Clients.html With today's website tracking software and services you can find out a lot about the people who visit your website. You can learn where they're from, what kind of browser they're using, how long they stayed on your site, and a whole lot more. But what all this high tech intelligence won't tell you is what kind of people they are, and how likely they are to be transformed by your Web presentation from viewers to customers. http://www.evancarmichael.com/Marketing/3951/Your-Website-As-Persuasion-Machine.html http://www.evancarmichael.com/Marketing/3951/Your-Website-As-Persuasion-Machine.html The combination of the Internet, the Web, and technology has democratized business almost beyond recognition. Today the small, nimble, clever adaptor has the competitive advantage over their bigger, slower moving, 'we've-always-done-it-this-way' competitors; but the confluence of the Web environment and digital technology is one thing, how to use it effectively is another. Not every trendy social networking gimmick, user generated irrelevance, and pointless viral voyeurism is a productive business communication tactic. http://www.evancarmichael.com/Marketing/3951/Shaping-Web-Audience-Preference.html http://www.evancarmichael.com/Marketing/3951/Shaping-Web-Audience-Preference.html Wouldn't it be wonderful if you had the power to convince people that your product or service was exactly what they needed, and as a consequence your in-box was filled with inquiries and your e-commerce site was stuffed with orders. Wouldn't that be great? And isn't that exactly what you want to achieve with your website? http://www.evancarmichael.com/Marketing/3951/What-Makes-Your-Business-So-Special.html http://www.evancarmichael.com/Marketing/3951/What-Makes-Your-Business-So-Special.html The one question every business, branding, and marketing consultant asks is "what makes you special; what makes you different?" If you want to grow your business and get to the next level, defining what makes you special is a good place to start. Most businesses are copycat companies, selling the same thing, in the same way as most of their competitors, making for a real challenge in providing an adequate answer to the "what makes you so special?" question. But fear not, it is easier than you think. http://www.evancarmichael.com/Marketing/3951/The-Brand-Story-Web-Marketing-Process.html http://www.evancarmichael.com/Marketing/3951/The-Brand-Story-Web-Marketing-Process.html If websites have one overarching goal it is to create confidence in whatever the website is promoting and who's promoting it. It doesn't matter if it's a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication. http://www.evancarmichael.com/Marketing/3951/WebMarketing-Analysis-Questionnaire.html http://www.evancarmichael.com/Marketing/3951/WebMarketing-Analysis-Questionnaire.html Your website presentation is how you tap into your audience's subconscious desires. If the feature-benefit approach hasn't yielded the results you want, perhaps it's time to try something different, and that starts with asking the right questions. http://www.evancarmichael.com/Marketing/3951/8-BrainBranding-Web-Presentation-Concepts-Part-II.html http://www.evancarmichael.com/Marketing/3951/8-BrainBranding-Web-Presentation-Concepts-Part-II.html In '8 Brain-Branding Web Presentation Concepts, Part I' we discussed the first four brain-related marketing concepts that if incorporated into website presentations help generate brand preference purchase decisions. Part II continues with the next four concepts.