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All Websites Are International
By Jerry Bader (c) 2008

Tip O'Neill, the late Speaker of The House of Representatives
is often quoted as saying "All politics is local," meaning a
politician that helps a constituent with a problem is likely to
win that vote based on the personal assistance provided,
irrespective of that politician's stance on the larger, more
weighty, geo-political issues. What then of business, is all
business local or international?

Shopping Is An Experience

The world has changed dramatically since the days when
neighborhood shopping was the main option, and people relied on
their local merchants for products and services. The world of
commerce today seems to be divided between two competing
scenarios: on the one hand, people are more mobile than ever
before, and more willing to travel to buy what they want, even
with wildly fluctuating energy costs; and on the other hand,
people are busier than ever and use the Internet to seek out the
companies, products, and services they want and need. What seems
to be consistent is the underlying need to feel something, to
experience the process. The higher the value, the greater the
psychological component to the buying experience. The same is
true for products and services that are considered
non-essential.

People Wonder Why They Can't Sell More Stuff

We all have our favorite stores and websites, where we know we
will be looked-after with more than the ubiquitous and
perfunctory, "have a nice day," but sadly that sense of
service is all but lost in a misguided rush to pseudo
efficiency. Brick and mortar stores with their part-time,
minimum wage time-fillers whose only talent seems to be a vacant
blank stare accompanied by "that's not my department" is bad
enough. But what of websites that don't accept phone calls, or
any other kind of inquiry other than a form email that you can
be assured will be answered in a week or two, along with a
request for more information that generally corresponds to the
information you've already provided - that's what passes for
website service today. And people wonder why they can't sell
more stuff.

The Web Is An International Venue

The Web of course presents one additional wrinkle to the service
issue, one that puts a premium on communicating your message
effectively: the Web is an international venue. No matter what
you do, or where you're located, you can be sure people from
all parts of the world are visiting your website if you have
something of value to say. This then puts a premium on your
ability to articulate a coherent message, one that eliminates
the need for visitors to phone Mumbai, Beijing, or Lickskillet,
Ohio.

English speaking companies have a hard enough time communicating
effectively, but what of non-English speaking companies trying
to break into the North American market? You find websites in
many different languages, catering to local markets, but if
you're looking for North American exposure, you best deliver
your message in the language of the Web, and like it or not,
that language is English.

Words Have Meaning

Far be it from me to criticize CBS news anchor Katie Couric, who
generally does a fine job, but when she refers to the Democrats
winning the House, Senate, and Presidency as "single party
rule" it raises the hackles on the back of my neck. Words have
meaning and presentation has impact. But I am not just talking
about proper grammar, syntax, and usage, something many of us
stumble over at times, but what of idiom, metaphor, and voice;
elements that are just as important in effective marketing
communication as proper usage.

Years ago while visiting London, England I passed a store with
the sign that read "Fags and Mags," a disconcerting message
until I got acclimatized to the British slang. When it comes to
marketing, you can get away with a lot, but even countries that
speak the same language have different patois, slang, and
cultural references.

One of the great advantages of being from Canada with its
proximity to the USA, its historical ties to the British
Commonwealth, and its multicultural population is that we
understand these differences and can translate them into
effective North American marketing campaigns.

Crafting Your Web Marketing Message

What do you sell? A seemingly simple question any business
executive should be able to answer, but can they answer it
accurately? Ask yourself: do you sell a product, a service, or a
concept? Does a shoe store sell shoes, or comfort and status?
Does an accountant sell auditing services, or legitimacy and
security? Does a politician sell tax cuts, or a better future?

When it comes to marketing you have to think concepts; if you
build your advertising around products or services rather than
concepts you will never be able to develop an effective
campaign, let alone an effective website presentation.

Take Target and Walmart for example: they both sell similar
products for the most part, a problem many retailers and most
distributors have but refuse to face. Target markets itself as
the leader in low priced, designer-styled merchandise, a
distinct marketing position compared to Walmart that markets
itself as the low priced leader and the heck with design. Each
company delivers a unique marketing concept, one targeting
consumers interested in price alone, the other aimed at shoppers
who want a little style with their bargains: two different
concepts, two different brand positions, and two different
marketing strategies.

We All Sell Concepts Not Products and Services

One way or another we all sell a concept no matter what the
product or service. When a client approaches us with the
question "why aren't we selling more stuff?" a quick review
of their site usually provides the answer: their website is not
articulating in any meaningful, memorable manner, the conceptual
premium their product or service delivers.

Before you invest in a new website or Web marketing campaign,
decide what concept you are actually delivering. That concept is
the basis of your marketing strategy and it informs what you say
and how you say it.

Selling Concepts Is All About The Presentation

The recent US election is a great example of how to sell a
concept. Putting all political bias aside look at the difference
between how Obama approached his speeches and how McCain
approached his. Of course both men talked about their policies
and how they would handle different domestic and international
situations.

McCain spoke to his constituency and delivered what they wanted
to hear, but his words and presentation style fell far short of
motivating the undecided or converting non-believers. Accusing a
fellow Senator and Harvard Law alumni, with red baiting language
like "redistributing the wealth" was obvious code language
that failed the sniff test to all but his staunch backers.

Compare McCain's efforts to motivate through distrust and fear
to Obama's message of hope, with his "Yes We Can" catchphrase
echoing the American 'can do' spirit and traditional approach
to solving problems. Not only did Obama say the right words to
motivate his audience, he delivered his message with the
motivational rhythm and cadence of an inspirational preacher.

Whether you're selling a political agenda or carbonated sugar
water, you must learn to communicate your marketing concept in a
way that people will understand, remember, and act upon.

Concepts Are Universal

The Web is an international venue. If you have something of
value to say or sell, you will attract an international
audience. Foreign companies that want to access the USA market
must learn to speak "American" or hire a marketing
communication company that does. American companies that want to
grow beyond their local markets must learn to think concepts,
the universal language of sales.
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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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