More about an idea from Seth Godin's Seminar

As I mentioned in my previous post, my thinking now, thanks to Seth Godin is that an internet marketer's number one job is to make it easy to tell their story.  So I started thinking about how to make it easier for my clients to do this.

When I begin a new website redesign, I always work on website strategy first.  I create a Mind Map of the home page which helps me strip out all the graphics and persuasion language.  I look at what the home page actually asks me to do.   If it's too cluttered or there is no compelling link, I know we need to start there.   

Next, I look at the customer's product or service story.  If you are going to make your story easy to tell, you have to start on your home page.  Most marketers are not approaching their story that way.  Their stories are usually loaded with features and short on benefits.  That's a hard story to tell to others.

I am reading several books about story-telling to see what ideas I get about making it easier for marketers to tell their story (see reading list).

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