Websites get three seconds to “tell it like it is”


“A strategy is a long term plan of action designed to achieve a particular goal, most often “winning”. Strategy is differentiated from tactics or immediate actions with resources at hand by its nature of being extensively premeditated, and often practically rehearsed.”

From Wikipedia, the free encyclopedia

In business, marketing is “strategy” and sales are “tactics.” You cannot have one without the other. They are two sides of the same coin. Good marketing is the plan of action to reach your winning sales goal. It identifies who the best customers are, defines what attracts them and ranks them by profitability. Good sales are the immediate actions you take with each qualified customer to answer questions, provide information and offer solutions that will allow them to make informed decisions.

So what is Internet Strategy? It is one part of the over all marketing strategy of any business. Its importance is growing by “leaps and bounds.” It stems from the overall marketing strategy with its own goals and objectives.

What is the Website? It is an online salesperson that executes the tactics that will achieve those marketing goals. It has a well-defined “call to action” that is extremely premeditated — using the companies most rehearsed sales presentation that is tight and clear.

All sales start by attracting interest in a product or service. Good salespeople have an “elevator speech” they use to quickly introduce a product to a prospect. It’s a well-rehearsed very tight sales presentation that can be given between floors during an elevator ride. It is delivered in less than 11 seconds. It can not be longer or you loose the prospect’s interest and they walk. If they stay, you can answer questions, provide information and offer solutions that will allow them to make an informed decision.

On the internet you have less time, only three seconds, to deliver that same “elevator speech” before a potential customer hits the back button. Your homepage must quickly and simply communicate what you do and build trust if you want visitors to stay. You will close a sale or get a good leads if they look deeper into your business, get questions answered, and find the right information and solutions to make an informed decision.

1 Comment »

admin on September 2nd 2007 in Web Strategy

One Response to “Websites get three seconds to “tell it like it is””

  1. Jim Davis responded on 03 Sep 2007 at 9:59 am #


    I liked your differentiation between marketing (strategy) and sales (tactics). It really makes a lot of sense.


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