<< by on January 7th, 2009
The success and failure of an online presence relies not only on brand, but a solid message to the audience. Yes branding can encompass a multitude of entities–including the message. But it is the message alone that your audience will–or should be able to recognize and recall.
The message is sometimes a tagline or it is sometimes a simple statement. But it is the message is in itself that is in so many words a call to action for which the audience to identify and act upon …
For websites, multiple messages can be utilized to speak for an array of message–or a deviation of message may be utilized to speak to an entire product line. For landing pages, never allow your message to deviate from the goal–the purpose of the landing page in question. A message deviating from the landing page’s unique goal, can cause confusion and many time mislead the audience, many times pushing the audience out. Incorporating a clear, concise and focused message parallel to the unique goal of a landing page will put the odds in your favor when getting your audience to adhere to the landing page and ultimately provide crucial information via a form of some type.
Many times a message begs for more–instigates a path to be taken by the audience … “we have a protagonist, where’s the antagonist–where’s the drama?” The successful message many times will not only state a point, but will instigate the audience to think more, look further, want more and ultimately provide you the information you want and need.