Marketing Profs

Jell-O Without Whip Cream

Do you like Jell-O? It's OK, I guess. I mean, it's not a hot fudge sundae, is it? But if you add a little whip cream, then you've got something worth calling dessert.

My question to you is, Does your Web site have that something extra, that dollop of whip cream on top that says "oh, mama, let me at it," or does it just lie there squirming in your dish with the sound of Peggy Lee's voice ringing in your ears, "is that all there is?"

If your Web site disappointments, you need something that provides the eureka factor—and that can be provided with a creative, informative Web video.

The Chicago Bulls Without Michael Jordan

How the mighty have fallen, at least in terms of brand personality. I mean it's not like the Chicago Bulls stink. It's just that without MJ they're not the Chicago Bulls of old.

When Michael played, we all watched; he was magic; he wasn't just a great basketball player—he was a great personality and he gave the team its character. No Michael, no personality.

Is your Web site like the new Chicago Bulls, a talented group of players with skills but no singular personality?

Time for a humanity injection: Add a Web video featuring a signature-character host who can generate some excitement and establish your unique business personality.

Television Without Sound

You're watching your favorite television show, say CSI (the Vegas one, not Miami), and the phone rings. It's your mother. You turn the television's sound down so you can hear her, but you're still watching the show.

You love your Mom, but Grissom has just discovered a new miniature killer clue and you need to know what is going on, but your Mom is carrying on about how your Dad needs new dentures or something... Frustrating. No audio, no information.

Does your Web site have the same effect as watching television without the sound? It's there, people visit, but they leave without getting your message. Time to add a little life to your presentation in the form of a Web video that tells your story out loud.