Why Your Website Sucks

Most websites (especially small solo pro websites) completely suck when it comes to building a business and making sales. And it's not for the reasons you might think.

Written Apr 15, 2008, read 3023 times since then.

(I fully expect this article to draw flames, angry comments and hate mail. I also figure that it'll hit a lot of folks right between the eyes and lead them down the path to better marketing and a more profitable business. So I figure that's a pretty fair trade off.)

As a freelance marketing wonk and direct response word mercenary I get asked (and sometimes begged) to look at a lot of websites.

Sometimes these are client sites where I'm being paid to dig in and ramp up conversion . . .

Sometimes they're sites that friends of mine have put together . . .

And sometimes they're the sites of random smelly strangers who shove their iPhones in my face at parties, ply me with alcohol and ask for free advice. (And then get really mad when I tell them the truth.)

But the one thing that almost all of these websites have in common (whether they're for scrappy little service providers, monolithic mega corps or cool little products) is that the overwhelming majority of the absolutely suck.

They SUCK at engaging a target audience.

They suck at making a compelling offer.

And they SUCK at helping their owner build their company and make MONEY.

Why Do They Suck?

It's not because of the design (though most of the time the design is pretty darned bad . . . either incompetently put together or too damned pretty for its own good.)

And it's not because of the copy (though the copy is usually limp and lifeless and doing you no favors at all.)

No, what makes most websites *suck* is the attitude and the mindset behind them.

What Makes Most Websites *Suck* Is EGO

If you look at a bunch of the websites out there on the wide and wacky interweb, you'll see that most of them are all about "ME."(Not me personally--though that would be pretty cool--but about the company or the person behind them.)

They say things like "Welcome to Incredible corp. We specialize in creating incredible solutions! We have an incredible background story! Check out our incredible about us page! We're really incredible! Like us!"

And they basically scare customers away in droves by acting like that one guy at the party with the bad toupee and the noxious breathe who won't stop telling you how cool his car is.

In other words . . .

Most Websites Are Egotistical And Obnoxious

And nobody likes (or buys from) egotistical and obnoxious people.

So what's the cure to this dangerous and profit-killing affliction?

It's to stop talking about you (or me. I'm confused. But I bet you can figure it out) and to start talking about your customers.

In other words . . .

Your Website Shouldn't Talk About How Incredible *You* Are, It Should Talk About The Incredible *Results* You Can Get For Your Customers

For instance, if you were running a massage studio (I just got a massage today and it's deep on brain) you don't open your website talking about your training and your love of massage.

Instead, you talk about how relaxed your customer is going to be, how much less pain they'll be in and how wonderful of an experience they'll have when they book an appointment with you.

If you're running a tech support company, you don't talk about all your weird certifications and your mastery of tech speak. Instead, you tell your reader how they'll be able to relax and be more productive and get all their work done without having to stare at the blue screen of death.

Now, I'm not saying that talking about yourself is all bad.

People do want to know about your background, your success stories, your years of schooling and all those lovely credibility builders.

But they only want to know that stuff in relation to how it effects them.

And they only want to know it after you've told them about the incredible *benefits* that you can get for them.

So Here's Your Assignment

Right after you finish reading this article, pop open your web browser and take a look at your copy. Read through it slowly and put yourself in the shoes of a prospect who's considering hiring you or buying your stuff.

Now, as you read the copy, who is it really talking about? Is it talking about the prospect, all the wonderful things you can do for them and the benefits they'll get when they pick up the phone?

Or is it talking about you and all the stuff that you think is important but that your customers don't care about and that's really just killing your sales?

Take this seriously and really answer that question and you'll be well on your way to making your website suck a heck of a lot less.

For more articles like this, sign up for the HWW newsletter at Haddad Ink.

Learn more about the author, Chris Haddad.

Comment on this article

Posted by Sunny Thaper, Chandler, Arizona | Apr 15, 2008

Very valid points. I recently been getting into this book entitled "Neuromarketing: Understanding the Buy Button in your Customer's Brain" and it refers to the idea of a selfish user quite often (phrasing your site with the user in mind rather than yourself). Figured I'd throw up a link to it in case people want to check it out: http://tinyurl.com/579gut
Posted by Christopher Bell, Seattle, Washington | Apr 15, 2008

Very nice article. It gave me a lot to think about for http://www.djunion.net I think that I am doing a few things right, but I am going to change the copy on the landing page to talk about how the site can be a promotional tool for DJs. Thx.
Posted by Norbert Mayer-Wittmann, Old Greenwich, Connecticut | Apr 15, 2008

very good -- I am sorry, but I can't disagree with you! :O

;D nmw

ps: note, BTW, that this "user needs" orientation is also crucial to selecting top generic domain names -- basically, if you listen to what your "target audience" is looking for, you will far more efficiently (both effectively and also at a low cost) reach the target audience (and once you have reached it, I'm guessing that the advice Chris is giving is "right on target", too)
Posted by Andrew Canole, Tampa, Florida | Apr 15, 2008

Enjoyed the article and this is something my company has been struggling with. It is SO TRUE. There is a book entitled "Hypnotic Writing" that helps with the copy end.

Thanks
Posted by Ruthann Disotell, Clinton, New Jersey | Apr 15, 2008

Chris! How did you know I was getting ready to change the verbage on my site?! Your timely advice is so appreciated. Every once in a while we all need a reminder of, "Hey, it's not all about you."
Posted by Carol Kirkland, Auburn, Washington | Apr 15, 2008

Loved the article. I am going to take a good hard look at my web site to be sure it SUCKS in a good way...to Suck em IN (to make that phone call.)

Carol
Posted by Dani Nordin, Watertown, Massachusetts | Apr 15, 2008

I don't know if I have flames or hate mail to offer; I think that you raise some very valid points. My issue, however, is that the very tone you accuse these internet offenders of taking in their website is inherent throughout this article, especially in your drastic overuse of emphasized text, which tends to come across as finger-pointing and lectury even when not used to the extremes you're using here. However, I do agree with most of your points, and they're ones that I often make with my clients.
Posted by Mimi Riley, Seattle, Washington | Apr 15, 2008

Hi Chris, your article got me thinking...... their are lots of times after a hard day of grinding, welding, bending metal that I am really smelly....And I have an iphone, to top it off I have been known to ply people with alcohol. I mean, wow, thats all the stuff you mentioned in your article. It must be fate, I will be looking for you to review my website for free at some future Biznik event.....Or maybe I'll just take a cold hard look at my website again keeping in mind the customer.

Cheers.
Posted by Kelleen Griffin, Kirkland, Washington | Apr 15, 2008

Thanks for the reminder. I'm redesigning my website now, and I have one of the ones that suck! I created it in 2002, and suffice to say I was/am an egotistical crap master! (hoping I've mellowed!) And, what's ironic, is that I'm an Executive Coach and I know that the very last thing my work is about is *ME*.

Your article amounted to a "Wake up, People!" shout out and I'm grateful. Thanks. Kelleen
Posted by Michael Muller, Montague, Massachusetts | Apr 15, 2008

Your article is right on, and what's so great about it is that it slaps you awake, back into reality.

I read Guerrilla Marketing years ago and it said essentially the same thing -- use outside-in think, not inside-out think. Step outside and look back in to your business, and envision what the customer should be seeing to lure them in and take the hook.

Positioning is also important, but saying what the customer wants to hear to answer what they're looking for is crucial.
Posted by Rebecca Wood, Lynnwood, Washington | Apr 15, 2008

boink

Ok...I got it!

Great article and great advice.
Posted by Tonya Kirkland, Mill Creek, Washington | Apr 15, 2008

Loved your article. Thank you for sharing. I am always looking for input/advice on ways to improve my website.

Your Real Estate Specialist
Posted by Kathryn Hendershot-Hurd, Fort Pierce, Florida | Apr 15, 2008

GREAT ARTICLE!!!

I've found that most people aren't able to write great content for their web site (and other marketing materials) because they don't KNOW who their target customer IS!

People write about what they know.. and frequently, what they know about is themselves and their business.

I've found that when asked "who is your customer", the businesses with the awful web sites almost ALWAYS answer, "Everyone is my potential customer."

When web site owners and business owners begin thinking about who their customer is and WHY that customer is making the choice of what business to patronize ... then the business owner is in a better position to be able to craft compelling content that speaks to their target audience.
Posted by Amy Woidtke (woid-key), Greater Seattle, Washington | Apr 15, 2008

I am totally in business love with you Chris! I LOVE your no bullshit approach to getting things done.

As the years have gone on, and esp. more recently, I've gotten really tired of people who can't step up to the plate, communicate well, show up, give it, take it, etc. This is a general overall life frustration - meaning, I make a point to NOT have those types of people in my life.

It's entirely refreshing, esp. when I'm really wanting to charge ahead with my business, to have Chris just say it like it is. Praise God!

So, put your thick skin on folks. He might ruffle the crap out of your feathers - and in the end, if you listen to what he says, and then TAKE ACTION, you are likely to get some amazing results!

Thanks for being a feather ruffler - or more like a feather re-stylist - Chris! WOOT!!

PS. After the last workshop he co-led with Beth on USP, I came home right away and started re-branding my biz. I feel a thousand times better about what I offer now and am still working on tightening everything up. It feels REALLY good and my close friend even notices the difference in the way I LOOK! It's showing in my appearance too! :)

Creating meaningful spaces that matter. How are yours?
Posted by Shawn Jezerinac, Seattle, Washington | Apr 15, 2008

Yo Chris. Thanks for your clear thinking. I'm in a business that is so client focused I have to be nearly invisible in the process. It was a real task trying to put together a website that was client focused but still promoted the work I do. I appreciate having a new filter to view my site through. Thanks, Shawn
Posted by Nic Soto, Chicago, Illinois | Apr 15, 2008

All I can say is, how true it is!

I'm going to use this very helpful advice, thanks for sharing.

=]
Posted by Chris Haddad, Seattle, Washington | Apr 15, 2008

Hey folks,

Thanks for the comments. As I'm reading this I've got a bunch of views on the article and a 6.7 rating . . . which means I'm doing something right. (If somebody cares enough to give you a low rating you're probably on the right track.)
Posted by Robbin Block, MBA, Seattle, Washington | Apr 15, 2008

I can't tell you how many times and in how many different ways I've told people the same thing. I guess to marketers it's completely obvious, and I'm not sure why it's not for people who are trying to sell something. Even the biggest corporations miss it (and there are lots of reasons for that!).

If you want to sell something, you need to consider why your prospect would want it, and speak to that. Another way to put it? You need to consider what your customer is thinking, AKA the WIIFM, or "What's In It For Me?"
Posted by Shea Wilkinson, Plymouth, Minnesota | Apr 15, 2008

Very good points you made in your article. You're right, sometimes it takes an in-your-face approach to get the point across, especially when ego and me, me, me is involved.
Posted by Dan McComb, Seattle, Washington | Apr 15, 2008

FYI, we're going to be changing this rating system because the current system allows a small number to skew the results extremely negatively by rating it "0" (and there are a couple of people in Biznik who do this routinely). We're going to be replacing this sliding scale in favor of a simple "thumbs up" approach - in which the articles that don't get rated at all are implied to be less valuable than the ones that get multiple thumbs up ratings.

Biznik Business Networking
Posted by Laura and Scott Brooks, Seattle, Washington | Apr 15, 2008

Thanks Chris,

I love the way you bring it on!

Just what I needed to hear as I continue to ride the internet marketing learning curve. Thanks for the wake up call. I look forward to more.

Cheers
Posted by Marie Chandler, Everton Park, Brisbane, Queensland Australia | Apr 16, 2008

Very entertaining and eye opening article Chris - thanks. I was very concerned about having a sucky website, particularly as I have only just started my business. I put on my thick skin and asked some friends, business associates and one of my clients (ok - my only client at the time!) to review my site through the eyes of someone who would be a potential customer. I got great tips on rewording and a couple of typos I'd missed after spending too much time on it. My client's feedback was positive too, so now I am more comfortable - although there will be more changes. I will definitely be rereading this before my next update. Cheers!
Posted by Richard Asztalos, Livonia, Michigan | Apr 16, 2008

Guilty as charged . . .

We all need fresh eyes on our work no matter how we write it. I get 1,500 hits a week on my favorite non-profit site and I need to get more response out of those that go to that site.

I think you have it right, there are areas that suck. It's like the old saying "are you selling the sizzle or the steak"?

Thanks Chris
Posted by David Billings, Sandy, Oregon | Apr 16, 2008

Dude, are you pointing at *me*?

I guess you are and now I don't blame you.

I'm now looking at my web site through my clients' eyes. Ouch. I have work to do.

Chris, I was pleasantly surprised that this article wasn't just a collection of the same web tips I've read everywhere else. Thanks for being original and helpful.
Posted by Trish Doran, Raytown, Missouri | Apr 16, 2008

This was right on, Chris! I'd like to whine about my pet peeves - I think the most annoying thing in the world as a potential customer is a splash page! Bahhh. Who cares? Then when I have to spend more than one nanosecond to find contact info, I'm even more annoyed. I'm amazed at the number of business websites that put their contact info somewhere besides the home page.
Posted by Chris Haddad, Seattle, Washington | Apr 16, 2008

Well, there is something to be said for making people work a little bit to get in touch with you, especially if you're in a lower-traffic business where you only want a few clients at a time (On my site, for instance, you have to go through a few hoops to get on the phone with me.)
Posted by Havi Brooks, Portland, Oregon | Apr 16, 2008

When you're writing copy and you want people to really pay attention, you gotta listen to their pain. Until you acknowledge their pain they can't hear what you have to say. Clearly you "get" that completely.

Same goes for when you're writing advice, though.

There will always be some people who will thank you for spitting on them. Or people who will find the value within the rant. What about all the people who truly need what you have to say and can't receive it because of the way it is presented? That's their pain. They need you to do for them what you are asking them to do for their clients.

I get how frustrating it is to see people shooting themselves in the foot with awful, tacky websites that don't work. I also have friends/colleagues/etc who say, "Hey, look at my site!" and there is that sinking feeling where you want to say, "Gak! Why didn't you talk to me before hiding your copy in jpegs and getting a .net domain and writing copy that's all about you?!"

Want to say.

It's hard. At the same time I know that if want them to be able to apply what I know, it's my job to make it accessible so they can be receptive to it.

Tough love might be better than no love. But it's no replacement for love. That's my challenge that I deal with. I would love for it to be your challenge.
Posted by Chris Haddad, Seattle, Washington | Apr 17, 2008

Hey Havi,

Greatly appreciate your response. It's well thought out and compelling and gives me some good stuff to think about.

But I do (of course) have a counter point.

Anyone that knows me personally, has sat in one of my courses or even read enough of my stuff (all available at http://www.haddadink.com/blog) knows that I care fiercely about solo entrepreneurs and small business people.

Personally it drives me nuts to see the little guys who don't know any better putting out crappy marketing, wasting money on impression based ads and getting taken advantage of by marketing weasels.

I don't write on biznik (or teach biznik classes) because I think it's going to give me a bunch of clients. I almost never get clients off this site (biznikers are rarely in the position to afford me as a copywriter or a consultant.)

I post here because I feel like it's a group of people who I can help out and because I really enjoy seeing people take action and become more successful. Now as far as the tone and the "Spitting" aspect:

That I take a little offense to.

I've reread the article several times.

Is it kind of caustic? Maybe a little. Though I think it's got a certain winkingness to it. And the fact of the matter is that most websites for businesses big and small are absolutely awful. I don't think you do anybody any favors by sugar coating that. If it's a pig, it's a pig.

Now, could I have written a "softer" article that made the exact same points and didn't get folks riled up?

Certainly. But it would have sunk like a stone and would have left no impression at all.

As I'm writing this, this article has gotten almost 600 views in about 30 hours. For an article posted on Biznik that's incredibly good. Most articles (even articles that get in the featured spot) are lucky to get 50 or a 100 views in that time.

If I had been "nice" (and really, I am a nice guy, if a little gruff and direct) and written the article with the "love" that you suggest, nobody would have read it, nobody would have really gotten anything out of it and, more importantly, nobody would take action to create a better website that serves their customers and makes them more money.

Sad but true.

Personally, I'd rather have a little fun, be a little "controversial" (ha!) and actually help people. And if I raise a few hackles along the way, honestly, I'm not that bothered by it.

If you read the comments, you'll see that a lot of people took this article exactly the right way: as a kick in the pants to do better.

Which makes me feel really damned good.

And that doesn't suck at all.

(I've got a whole other article on this theme called "If You're Not Offending Somebody You're Doing it Wrong." I'll hopefully write that sometime next week.

Later, c

P.S. One more bit that I think is worth commenting on:

"What about all the people who truly need what you have to say and can't receive it because of the way it is presented? That's their pain. They need you to do for them what you are asking them to do for their clients."

I used to have a very similar mindset on this. But you can't help people unless they want to be helped. The people you talk about aren't going to absorb this sort of thing no matter how "nice" you are. Believe me, I've tried.
Posted by Chas Martin, Portland, Oregon | Apr 17, 2008

Clearly, you hit a nerve. What you describe is basic marketing communications 101. Lead with the benefit. Qualify your point of view with credentials. Nicely done. No flames from this torch.
Posted by Paige Eissinger, St. James, Missouri | Apr 17, 2008

Thank you, thank you, thank you! No offense taken and definitely a lesson learned.
Posted by Christina Arasmo, Largo, Florida | Apr 17, 2008

This article is spot on. I'm a web and print designer and many times my customers will send me their copy and it says nothing about "why" people should use their services or product.
Posted by Lisa Giesler, Fort Wayne, Indiana | Apr 17, 2008

Thanks Chris. I appreciate the no-nonsense style of your article. I try not to make the landing page too much about me...about I'm definitely going to back and fine-tune more. I'm sure there are a few places that it "sucks." Now...about driving customers to the website once it doesn't suck....
Posted by Jessie Upp, M.S., Edmonds, Washington | Apr 17, 2008

So, enuf bout me. Let's talk about you. What do you think of me?

Energizing and informative article, Chris.

You said that if anyone takes offense to something, it's their own pain. That's exactly what I teach others: they are the source of their own problems.

yes, ego shows up in websites with the use of "I" and "me me me" and if we just tell them replace it with "you", we are giving them the skill to do what is necessary to market and brand their business.

Although, if the business person still thinks he/she is the bomb and you meet them in a networking situation where the true brand of "me me me" comes out, we have a case of inconsistency.

and this does not build trust, which is required for retaining clients.

in this case, the business person will just get the brand they deserve...and they'll wonder why they don't sustain working (or even personal) relationships.

Green Your Next Event! GreenYourTheme.com
Posted by Kevin McLeod, Stoneham, Massachusetts | Apr 17, 2008

Telling people that they suck, or that something they did or do sucks is a great attention getter.
Posted by Susan Evans, Seattle, Washington | Apr 17, 2008

Rock on, Haddad!

Great to get all of us reviewing and visiting our own sites as visitors for a change - thanks!
Posted by Laura and Scott Brooks, Seattle, Washington | Apr 17, 2008

The yogi Ram Dass was once told by his teacher, "Love everyone and tell the truth." This seemingly paradoxical statement is a profound teaching with many levels of meaning depending on what we as individuals have the capacity to hear.

Personally I was not offended by what Chris had to say or the the way that he said it. Far from feeling "spit upon", I received it as a blessing. Was it confrontational? Maybe. Direct? Most definitely. Tibetan Buddhists would call this a wrathful manifestation of love. Though certainly not for everyone, those who are ready to hear the cold hard truth can actually benefit from this approach.

As fortune would have it, I am in just such a place relative to my business and therefore Chris's words, regardless of intent, will be put into practice in a way that will benefit others. After all, how will I continue to make a difference in the lives if our students if my yoga center goes out of business as a result of my own ignorance?

That is the beauty of the fact that there are so many teachers on this earth. Whatever our need, whatever our personality, we can be sure that there is a someone out there who can deliver a message specifically tailored for our own unique set of circumstances.

Personally, I find it humorous to hear marketers telling one another how to market themselves after a particular fashion. Though I am grateful to be learning about the science of marketing, the universe often has other ideas ... It's called the law of attraction.

Talk about finding your target audience!

In the end, all we can do is help the people that come to us for help. Finding the "right people" therefore implies the importance of being true to ourselves. To do the work that is rightly meant for another is a common spiritual mistake with grave consequences for everyone concerned.

In closing, I will say only this: Be true to yourself ... and when the people you have drawn toward you, come into your sphere of influence, love them enough to tell the truth.

Shanti
Posted by Dana Henrickson, Seattle, Washington | Apr 17, 2008

Chris,

Your candor is both humorous and direct. Did you refine your writing skills penning obits for the "F'ed Company" website?

Dispensing with the pleasantries, and directly into the realities, that is the Chris we know and love!
Posted by Havi Brooks, Portland, Oregon | Apr 17, 2008

First of all, thanks Chris for the insightful response. Appreciated.

-- I totally get that you're coming from a place of heart, integrity and helper-ism. My issue is only with the message.

-- Right now you're preaching to the "choir" (those of us who already know that copy has to be about benefit, the customer's pain, WIIFM and all that) and to people who like getting an extra dose of snarky with their advice.

-- While I get that you can't reach everyone and some people aren't ready to hear it anyway, a whole lot of people are close-to-ready. They just need to hear it from someone who is identifying with their pain rather than pointing out their flaws.

-- I apparently misspoke with the word spitting. What was in my mind was the Hebrew phrase "to spit the truth in someone's face", something that I also do at times and try not to do. Because, yes, people need that truth but a lot of them can't hear it when it's presented in a way that makes them feel defensive.

-- Which is exactly where I differ with you on the "ego" point. Yes, when people write painfully boring me-centered copy ("We at Blahcorp pride ourselves on outstanding customer service") it comes across as ego, but I don't think it actually comes from ego at all.

People write about themselves instead of about their clients and customers because 1. they don't know any better, 2. that's what's being modeled for them, 3. they are feeling weak, fearful and vulnerable about putting themselves out there, and trying to build themselves up with a protective wall of "see, I'm a real thing with credentials and everything."

-- So, yes, your advice about what to do is 100% on target. However, saying (or implying) to people who are scared and confused that their problem is related to egotism might not be the best way to help them.

-- Wasn't intending to "flame" at all, but only to raise some points about 1. different ways of looking at effective communication and 2. what it would be like apply the principle of the article (how to speak so people can listen) to the style of the article itself. Not trying to convince you to change your edge or anything.
Posted by Chris Haddad, Seattle, Washington | Apr 17, 2008

Ooooooooooooooommmmmmmmm!

Thanks for your comment Scott and/or Laura.

Tangentially: I've only been to Planet Earth Yoga once (I live on Cap hill and it's in Fremont) but it's a really wonderful studio and I highly recommend it.

Just think how cantankerous I would be without all the stretching and meditating. =-)
Posted by Karen Anderson, Seattle, Washington | Apr 17, 2008

Reading someone's website (or article, for that matter) gives you a little taste of what it would be like to work with them on a project.

Would they be all about challenging you, or more about working to your specifications? Would they be gracious and pleasant or loud and tiring? Many sole-proprietor websites, focusing on "me" features rather than "you" benefits, certainly do give off an air of timidity or uncertainty. That's not great, but it's not intimidating or off-putting either.

The pitfall of the benefits-oriented sites is that they often vastly overstate the benefits, leading the visitor to just roll his or her eyes and move on to the next, "just the facts, ma'am" website.
Posted by Chris Haddad, Seattle, Washington | Apr 17, 2008

The real problem is that sites that "market from the heels" and are "me" oriented never get the chance to hook a customer in the first place. You might hire them if you were already predisposed to do so, but they're sites and their marketing certainly aren't going to convince you to pick up the phone.
Posted by beverly katherman Gentry, crozet, Virginia | Apr 17, 2008

Chris, Thanks for the good news! I just talked to a person who is going to help me design a web site. This is exactly what I needed to point the directions.
Posted by Barak Rosenbloom, Seattle, Washington | Apr 18, 2008
I've known Chris for years--ever since we were in a business networking group that did suck.

We both escaped quickly.

Reading these posts (and it's a testament to Chris that I read not only his article but the comments on it--in addition to heading off to rewrite my biznik profile), I'm starting to see three levels of how people communicate:
1. Communicating from my perspective, from the ego. I do this, I can do that, I'm swell because . . .
2. Communicating with your attention on the listener/reader, focusing on how they will respond. This is a huge upgrade from #1.
3. Speaking and writing from the heart, in your authentic voice, saying what is really there for you to say, offering it to the world to be accepted or not.
Chris clearly writes (and speaks and thinks) from his heart and in his own authentic voice. For some people he will be the teacher and guide they're ready for. For others, not.

If he were to modify his voice, try to make it more gentle, appealing, empathetic--well, it wouldn't be Chris anymore. And his authenticity, power and effectiveness would be greatly diminished.

And for people who need to hear the message in some other form, that's perfect. That's why there are other teachers and thinkers out there. No one speaks to everyone. Speak authentically, and you'll be heard by those meant to hear you.

Oh no, is Haddad, could he be? It can't be true . . . some sort of enlightened marketing Bodhisattva?

Ever notice the glow off his shiny skull?
Posted by Sebastien Richer, Dodge Center, Minnesota | Apr 24, 2008

Very good, thank you, I like direct people!
Posted by Emma McCreary, Portland, Oregon | May 17, 2008

Huh, I don't find I agree with this article. When I am looking for a massage person, I really do want to know about their training - what is their specialty, for instance? I don't want to hear "you'll be so relaxed". How do they know? They can't predict the future. If someone promises me results, I feel like they are trying to sell me something and I get turned off. I'd rather they actually just tell me about themselves. I'd love to hear that they love giving massages! I'd rather go to someone who loves what they do and expresses that than someone who is just trying to get me to hire them.

Personally when I am looking for a provider, I really do want to know about them. I am not looking just for "what can they do for me?". I am looking for "Do I connect to this person? Are they for real? Could we have a conversation?". If they throw marketing formulas at me and try to convince me that I should hire them because of all the benefits, I do not feel connected and interested in them. I feel like, who is this person really, what are they really about underneath all that.

Need new web hosting? Responsive support, indy values.
Posted by Wilfredo Santamaria, Cleveland, Ohio | May 18, 2008

I agree. You don't sell power drills, you sell holes. It's not about what your product/service is, you have to tell your customer what they're going to get out of it.
Posted by Bryce Mathern, Seattle, Washington | May 21, 2008

Great article it really made me think about how naive my own site is. I'm going to start redoing it as a result of reading this. Thanks.

TransformOtion
Posted by Bryce Mathern, Seattle, Washington | May 21, 2008

You know what would really help this article is an example of a site that you think gets it right. Since all websites suck is there one out there that is good?

TransformOtion
Posted by Alma Gray, Akron, Ohio | Jul 30, 2008

A bit smarmy in tone, but makes some valid points. I found a cool little tool to assess the "me-ness" of web copy:

http://www.futurenowinc.com/wewe.htm copy and paste text into the calculator to determine how customer centered your writing is.

Happy writing...
Posted by Paul Anderson, Redmond, Washington | Aug 08, 2008

I enjoyed reading this article. It's amazing when the frame of mind turns from you to becoming about the customer.

Keep up the great work Chris, I look forward to meeting you in person.

Take care
Posted by Tom Cloyd, Bellingham, Washington | Aug 22, 2008

Chris - dead center correct, I'd say. Your contribution is in good part the clarity with which you express these good ideas. You've made them accessible, especially to those who haven't quite got a lock on them yet. I'm one of those currently drastically revising my website, so that it reflects the very ideas you express here. So...this is a helpful contribution for me as well. Thanks.
Posted by Marjorie Hill-Devine, Melrose, MA & Seabrook, NH, Massachusetts | Sep 19, 2008

Hi: Like your article. I'm in the process of changing my fledgling, part-time resume service to an all Internet business. Furthermore, it will be just for women. (I'll put my recent Women's Studies M.A. somewhere deep in the site, after all, as you say, we don't want potential clients to be SCARED of me: OMG. this could be a FEMINIST!) I have a redesigned logo that is much softer, more reassuring and less "in your face" than the former one, and intend to approach the redesign of the website similarly. I wish you could see my logo and tell me what you think. Let me know if you are willing to take a look at it. Sincerely, Marjorie Hill-Devine