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July 29, 2003
A Daring Voice: Fighting the "blah, blah, blahs"
Since my article on blogging appeared in last month's newsletter I've talked with many folks about what's truly possible when it comes to organizations being "able" to have anything other than a purely impersonal corporate voice. Almost to an organization I found that most marketing departments could not have a blog on their web site because "corporate legal would have a tizzy." Or "we can't talk about our products or future products or even our opinions. We really just can't talk."
Seriously?
So are we saying that we can't have a less formal, more personal dialogue with our customers and prospects? Isn't it possible that a customer or prospect would identify with a brand if the "brand" were to expose that it's comprised of real people with real issues and real opinions and real smarts?
My point is really quite simple: web sites garnished with blasé corporate speak are just plain impersonal...and boring...and, on occasion, nearly insulting in their blandness. They're not engaging. They don't speak to me. They don't appear to care about me. I'm a needy guy. Give me some love.
On the web there's an opportunity to converse. In fact, I'd argue such a dialogue is required to ensure success. Why? Marketing on the internet requires that you engage a visitor -- instantaneously. The engagement, depending upon the intent of the content, must be inviting, informative, personal and entertaining. More simply put, it needs to be worthwhile.
Most corporate web sites suffer from the "blah, blah, blahs." "ABC Company is the leading provider of innovative
Let's be honest. This is not engaging content. I understand it's required content, but it's not engaging. In fact so many companies have the exact same or slightly modified statement on their site that it ceases to communicate in an authentic voice.
I also understand that many organizations have a web site simply to have an online brochure, and if that's all they want, that's fine. But so often people are disappointed when this type of site isn't driving leads or new business. If you want leads, new customers and engaged visitors, then let's fess up. You need a voice. A reality. Real people doing real business.
Ask yourself, can we do it? Can we have a voice that is engaging and authentic? Can we bust free of "corporate speak" just for one area of our web site or one newsletter? Can we dare to have a voice?
I don't know whether I'm taking a controversial stand on this. There are a lot of smart people on this list. Share your comments with me (see below). I'll bring them back (in an anonymous format) to you all in next month's issue. Honest.
Until next month,
Andrew Eklund
CEO
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