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Cache's Web-Marketing Manifesto
By Jerry Bader (c) 2008

Who is Cache Closed and what can he do for you? Cache is a
digital construct created to inform, enlighten, and entertain
Web-marketers interested in learning how best to market on the
Web.

Now don't be alarmed, Cache isn't interested in selling you
anything, no e-books, no DVDs, no magic elixirs or potions, no
sir, just a pixelated-paranoid, pied-piper of ideas and concepts
designed to improve your Web-business.

The Cache-man has put a little something together he modestly
calls, 'Cache's Web-Marketing Manifesto:' ten things every
marketing manager, business owner, and sales executive needs to
know about business websites.

Cache's Web-Marketing Manifesto

1. If it isn't working, stop tweaking and blow it up.

If what you're doing isn't working, or if it's working about
as well as a 1973 Yugo, then it's time to start over. You can
only make so many modifications and adjustments until your site
gets a bad case of digital disconnect: a cyber version of
Capgras Delusion where the brain can't connect the content to
the emotional context.

2. If you're relevant, search engines will find you, it's
their job.

Isn't it time you stopped chasing the imaginary pot of gold at
the end of the Google rainbow, and start thinking of practical
ways to connect to your audience.

Search engines are supposed to find you, it's their job, it's
what they do, what they get paid for. All this stuff about you
can't do this or you can't do that because it's not search
engine friendly is so yesterday.

If you have something to say worth listening to whether it's
text, audio, or video, search engines will find you. And if
they're not, perhaps you should take a look at what you are
saying and how it's being said.

3 Being relevant means you actually have something to say,
something to contribute.

Meaningful content doesn't mean a catalog of merchandise
that's the same as the six million other guys selling the same
stuff. If all you're offering is an online catalog and order
system, all you've done is turn whatever you sell into a
commodity and commodity sales go to the lowest seller. Say
goodbye to Mr. Profits.

4. Retaining your audience long enough to get your marketing
message depends on how you present your content.

Having something relevant to say will attract an audience, but
in order to keep that audience around long enough to absorb your
core, marketing message you must present that message in an
entertaining performance that creates an experience.

The Web has matured and evolved over time into a multimedia
platform that allows you to really connect to your audience by
turning your website into an experience. Just because you're
selling something, a product, a service or even an idea,
doesn't mean you can't present it in some memorable manner.

If your presentation doesn't get your audience's juices
flowing then you've wasted your Web-investment and your
audience's time.

5. Without creating an experience your message will never be
memorable.

You've been careful creating your website content, but ask
yourself this? Why would anyone remember any of it? And if they
do remember it, why would they remember that it was your company
that said it? Just because you're good at what you do, or you
sell the best product in your field, doesn't mean you're going
to get the business.

Memory is based on pattern recognition, association and
emotional triggers. If your content and presentation is without
context, without some memory inducing experience, then my friend
you'll be instantly forgotten. The companies that get the sales
are the companies that turn their presentations into an
experience.

6. Creating an experience starts with engaging the audience and
the best way to do that is with a signature Web-host that
presents your story.

The easiest way to create a memorable experience on your website
is to use a website host, a personality that will deliver the
content and context of what you offer in a way that penetrates
and sticks in the minds of your audience.

7. Treat the presentation of your website material as if it was
a performance, not a meeting with your banker or board of
directors.

A signature Web-host brands your company by creating a memorable
image through the use of verbal and non-verbal performance
techniques, clever scripting, and digital presentation
enhancements, including music, sound effects, editing, and
style.

8. Don't be afraid to push the limits.

The Web is not a place for the timid. You're no longer
competing just in your local market; you're competing with the
world, where the Web, email, Internet phone service, and
international shipping make buying from England or Australia, as
easy as buying from the USA or Canada.

No matter what you do or how good you do it, there are other
companies around the world that do the same thing, and chances
are they do it as well or better than you. So who's going to
get the business: the company that presents their message in the
most compelling manner, that's who.

9. Narrow your focus by turning your brand into a single
adjective or short phrase.

The single word "Plastics" from the 1967 movie, 'The
Graduate' was voted the 42nd most memorable movie quote of the
last 100 years by the American Film Institute.

The biggest challenge most companies have in being understood is
their ability to narrow their offering down to a precise
concept, idea, or adjective. Can you say what you do in six
words or less? How about a single adjective or noun?

10. You cannot be something you're not.

Customers are not stupid; they'll see through any phony
presentation or prevarication. You cannot getaway with
misrepresenting what you are, or what you do. Eventually you
will be found-out or more likely, people will instantly
see-through your efforts to present a false image.

If your marketing problem lies deep within your corporate
culture, no matter how clever your advertising or marketing
campaign, nothing will overcome it. You will have to change your
corporate culture before you attempt to deliver a message that
redefines you and what you do. You must be true to yourself and
to your company's culture.

Cache Closed

Cache Closed was summoned from the misused and discarded
concepts found in the ditch beside the information highway. His
mission is to demonstrate and enlighten Web-entrepreneurs on how
to deliver meaningful content in entertaining, informative and
even viral presentations. His bizarre behavior and style may not
be suitable for the stuffed-shirt purveyors of yesterday's
methods, but he does speak to today's open-minded Web-savvy
marketing manager. For all things Cache, visit his website
http://www.cacheclosed.com.
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Jerry Bader is Senior Partner at MRPwebmedia, a website design
firm that specializes in Web-audio and Web-video. Visit
http://www.mrpwebmedia.com/ads, http://www.136words.com, and
http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com
or telephone (905) 764-1246.
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