My Favorite Planet is the Sun
Doing some simple math, the sun is 93 millon miles (92,955,887.6 miles for you geeks). The speed of light is 186,282 miles per second. This would mean that Sunlight takes about 8 minutes and 19 seconds to reach the Earth (based on the average distance).
Whoa.
So the sun gives you more than 8 minutes to make your next move, but your landing page gets less than 10 seconds. The connection is weak, but the 8 minute sun thing is a bit scary huh? tick tock…:)
The point (is there one) is that you have very little time, you must really think clearly about your message. We find that most people (read marketers) miss a critical step; digital space is almost free. The cost to host one page, is the same to host 1,000 pages…or 93 million.
Wouldn’t it be awesome if you could land every customer on a page that they love so much that they would signup for whatever mojo you are offering them. MOJO = the featues, advantages and benefits of your product/service.
Why not do this…
(1) build many, many, single topic, specific pages
(2) optimize them for long tail SEO
(3) link them to “single phrase keywords” adword ads
(4) with an OMG compelling offer.
Saying it different….you wouldn’t land a Giants fan on a Patriots page…but most marketers land them on NFL.com. Doesn’t make sense.
8 minutes left..tick tock. You’ll never look at the sun the same again (disclosure..don’t look at the sun).
Wac-a-mole Design
I describe this concept in meetings and I get the strangest looks…the first look is surprise, the second look is ‘Ah Ha!’…sometimes. There is nothing that gets more attention when you say “I’d like to talk about Wac-a-mole design methodology”. Try it.
The approach is this; your product should be so simple that it doesn’t need an explanation, nor does it need instructions. The fact that it might be fun and a stress relief is a totally different challenge.
A few design approaches
1. Less is More – cut what you have in half, then cut it in half again.
2. Delete what you most care about – Your passion will get in your way.
3. No Flaming Logos – Don’t do cool, do what people want.
4. My Favorite – Show your spouse, the only true opinion.
Go create a checklist and follow it.
