A good web site should act solely as an appetizer for a four-course meal - whetting appetites of viewers and motivating them to take some action that moves them forward in marketing process such as contacting company or registering via web site for more information.

Speaking of web site registration - this too should be optimized for today's "information overloaded" customer. Only basic requirements should be requested (name, contact points, interest level) with a Privacy Statement linked via registration page clearly stating your marketing policy; which by way, you should adhere to without any deviation, or risk wrath of your customers.

Opt-in E-Mail

Opt-in e-mail has now become today's marketing methodology du jour - it works and it's cost effective. Approximately 50% of opt-in e-mail content is done in HTML (graphics inserted) format and other 50% in text format. We strongly recommend text format to most of our B2B (business to business) clients - and we utilize a standard format that has generated 8-25% response rates from numerous campaigns we've created.

We structure e-mail message so it is in three short paragraphs, with customer referenceability built in to message and we utilize at least 10% of media buy to test 2-3 different messages. The subject line is one of most critical elements - it has to get recipient's attention and cut through clutter of hundreds (typically) of other messages they will be receiving during a 24-hour period.

Executive Summary

So, executive summary for this entire article can be summarized in a few words "finely hone your marketing and remember less is more " - if you repeat this mantra as you move forward through your marketing processes you should be able to reach today's "distracted customer" in a timely and cost effective manner.

Positioning will guide you to make sensible decisions about when and where to advertise, and what message to communicate. It will help you with targeting and also help you identify what benefits you are selling.

The advertising will also need to project your business' personality. Is it serious, fun or classy - positioning will help you decide. Armed with an advertising strategy, you are now ready to develop a creative idea - one that will dramatize that single-minded benefit or Unique Buying Advantage (UBA).

So, if you want to motivate customers to do business with you instead of your competitors then answer is to clarify your positioning and find a UBA - one that you and you alone own.

Your UBA becomes single most important factor that drives your business, your customers, your staff and most importantly, yourself!

Let's face it, if you make a great promise to market place, you have to back it up and so does your staff. Your UBA becomes rudder. Once you and your staff know and understand your UBA, decision making, tactics and strategies become a piece of cake. Simply, if it doesn't fit UBA, you don't do it.

If you do nothing else, please make time for this one marketing strategy. Your life will change for better if you do.