The Winning Way

Today is: Tuesday October 11, 2005

Good Morning
I Have Been Thinking

Are you an avid student of something? One of the rules, to learn something new every day. How do you widen or expand your knowledge of things?

Now, if this is a rule that you must learn something every day, why is it a rule in marketing? I know why I think it is, but my reason may not be the same as yours or the same as your next door neighbor’s.

I do hope that you are learning something new with this newsletter every morning even if it is disagree.

Success!
MizC

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Ice Breakers
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A philosopher falls asleep and dreams. In his dream, one by one, the greatest philosophers of all time stand before him and systematically state their views and arguments: Socrates, Plato, Aristotle, Kant, Hume, Descartes, etc. But in each case the philosopher, dramatically pointing his finger at the presenter, was able to come up with a devastating objection that left the presenting philosopher speechless and unable to effectively reply. In fact, the philosopher realized it was the same objection in every case – he had found the perfect philosophical move to make in conferences and colloquia. He forced himself to wake up and write the objection down on a convenient slip of paper, then, he drifted dreamily back to sleep with a smile on his face. When he awoke the next morning he read the words, ….

“THAT¹S WHAT YOU SAY!”

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Quotable
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“Everyone has inside of him a piece of good news. The good news is that you don’t know how great you can be! How much you can love! What you can accomplish! And what your potential is!”

Anneliese Marie Frank
1929-1945, German Jewish Refugee and Diarist

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Daily Tip
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Read new forum entries on creative ways to
maximize your time and accomplish the Magnificent 7:

Making Your Welcome Page a Winner
Adapted From:Starting an Online Business For Dummies, 4th Edition

Grab a pencil and a sheet of paper and make a list of the elements you want to have on your Web site. Look over the items on your list and try to break them into two or three main categories. These main categories will branch off your home page, which functions as the welcome mat for your online business site.

Think of your home page as a person at the door of your store who greets all the guests attending your grand opening and who hands folks a sheet listing sale items or a map of the departments in the store. Remember to include the following items on your home page:

* The name of the store or business

* Your logo, if you have one

* Links to the main areas of your site or, if your site isn’t overly extensive, to every page

Contact information, such as your e-mail address, phone/fax numbers, and (optionally) your address so that people know where to find you in the Land Beyond Cyberspace
Making a good first impression

First impressions are critical on the Web, where shoppers jump from site to site with a click of the mouse button. In this atmosphere, a few extra seconds of downtime waiting for complex graphics to download can make the difference between a purchase and a rejection.

How do you make your welcome page a winner rather than a dud? Here are some suggestions:

* Keep it simple: Don’t overload any one page with more than three or four images. Keep all images 20K or less in size.

* Find a fast host: Web servers are not created equal. Some have super-fast connections to the Internet and others use slower lines. Test your site; if your pages take 10 or 20 seconds or more to appear, ask your host company why and find out whether they can move you to a faster machine.

* Provide sales hooks: Nothing attracts attention as a contest, a giveaway, or a special sales promotion does. If you have anything that you can give away, either through a contest or a deep discount, do it.

Keep it short: Make sure that your most important information appears at or near the top of your page. Readers on the Web don’t like having to scroll through several screens’ worth of material in order to get to the information they want.

Establishing your store’s visual identity

Designing Web pages boils down to a simple principle: effective visual communication that conveys a particular message. The first step in creating graphics is not to open a painting program and start drawing, but rather to plan your page’s message. Next, determine the audience you want to reach with that message and think about how your graphics can best communicate what you want to say. Here are some ways to do this:

* Gather ideas from Web sites that use graphics well — both award-winning sites and sites created by designers who are using graphics in new or unusual ways.

* Use graphics consistently from page to page to create an identity.

Know your audience. Create graphics that meet visitors’ needs and expectations. If you’re selling skateboards to teenagers, go for neon colors and out-there graphics. If you’re selling insurance to senior citizens, choose a distinguished and sophisticated typeface.

Here are some other ways to create your site’s visual identity:

* Choose your Web page wallpaper: The technical term for the wallpaper that sits behind the contents of a Web page is its background. Most Web browsers display the background of a page as light gray unless you specify something different. If you don’t change that plain ol’ gray wallpaper, viewers are likely to get the impression that the page is poorly designed or that the author of the page hasn’t put a great deal of thought into the project. Most Web page creation programs offer a simple way to specify a color or an image file to serve as the background of a Web page.

* Use color to convey your message: You can use colors to elicit a particular mood or emotion and also to convey your organization’s identity on the Web. The right choice of color can create impressions ranging from elegance to professionalism to the energy of youth. When selecting colors, consider the tastes of your target audience. Ask yourself what emotions or impressions different colors evoke in you. Try to determine which colors best convey the mission or identity of your business.

icon

The best color choices for Web backgrounds are ones that don’t shift dramatically from browser to browser or platform to platform. The best palette for use on the Web is a set of 216 colors that are common to all browsers. You can find this palette on the Visibone Webmaster’s Color Lab Web site.

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The colors you use must have contrast so that they don’t blend into one another.

* Use special Web typefaces: Because you don’t have ultimate control over whether a given browser will display a specified typeface, generally speaking, when you design Web pages, you want to pick a generic typeface that is built into virtually every computer’s operating system.

* Use clip art: Clip art, which gets its name from the catalogs of illustrations that publishers can buy to clip out art and paste it down, is a quick and economical way to add graphic interest to Web pages. If you use Microsoft Office 2000, you have access to plenty of clip art images that come with the software. For sources of clip art on the Web, try Barry’s Clip Art Server or ArtToday. Be sure to read the “fine print” before you copy graphics. Sometimes the authors require you to pay a small fee, or they may restrict use of their work to nonprofit organizations. An even better approach is to scan compact, clear images of your sale items and use them on your site.

Happy designing!