The Muse Papers

Musings…

The Hidden Treasure of the Website Story

June25

I’m writing this with my computer precariously perched on my chair arm.  The cat has taken the prime laptop spot (the lap), and we all know that she rules the roost and I work my life around her.

Today, I discussed story lines with my museum client.  Most truly effective websites and marketing campaigns of any sort use some combination of the three primal marketing stories to set the stage and involve the visitor.  Our first goal is to get them to explore the site (while clearly showing where you can buy tickets, and directions and times for people who just want information).  Once we get them engaged, emotionally involved, then we can entice them to visit.

We discussed three powerful marketing stories and how we could use them to tell the museum story:

Us vs http://…/cialis_india.html viagra canada online genericoitalia.it cialis female. Them – the triumph of the underdog

Hometown boy makes good – “the “average joe” rising to greatness”

The Reluctant Hero – “I wasn’t planning on doing this (heroism, new technology, new education – whatever) BUT my conscience badgered me until I did the right thing and created this product…”

We brandied about these archetypal marketing stories, and I gave them the homework of taking the four stories that we derived and creating a 1 page overview of each one.  It’s a challenge.

We also discussed “The Survey”.  My sister and I did sit down in Anaheim CA last weekend and develop a survey that focuses on first impressions and expectations.  At the client meeting I suggested that they perform the survey, and they agreed.  Yeah!

posted under Marketing
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“The Hidden Treasure of the Website Story”

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