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I could define it as "Selling books using real-time processing on Internet". It's getting better, at least I now know that I will need to get a merchant account, digital certificate, SSL and a shopping cart on my site to make "real-time" a reality.
I could define it as "Selling fishing books using real-time processing on Internet". Hey now we are getting somewhere, or are we?
I could define it as "Selling fly-fishing books using real-time processing on Internet."
This could go on and it should. The more specific you can be, better.
3. A PRIMARY GOAL IS INSEPARABLE FROM THE PRIMARY AUDIENCE
The primary goal examples listed so far are missing at least one element. The audience. A primary goal and primary audience are inseparable. Let's add a primary audience to definition we have so far.
"Selling fly-fishing books to fishermen using real-time processing on Internet."
So we added our audience, 'fishermen'. Of course this is still a vague and poor definition for a specific goal.
To cut to chase, let me just finish this with what I believe would be a good final definition for primary goal and audience for our fly-fishing book salesman.
"To sell fly-fishing books authored by Randall Kaufmann to fly-fishing hobbyists who have subscribed to at least one fly-fishing magazine within past year. These books will be sold solely over Internet using real-time processing and an automated fulfillment center."
Yes, it is quite okay to be this specific, you can always approach wider audiences at a later date after you have been successful with smaller ones.
I trust that you can see how this will assist you as you begin to design a web site. Instead of approaching your web site as a blank canvas that you have to creatively fill, you have a very specific course of action.
>From definition above, I can see several things that will be a must for this web site.
1. A bio for Randall Kaufmann, who he is and why his books are best on fly-fishing. A picture of Randall Kaufmann.
2. A collage of major fly-fishing magazines with a caption that reads something like "If you enjoyed your subscription to these, wait until you get your hands on this fly fishing book".
3. Lots of keyword content full of fly-fishing, Randall Kaufmann book titles and fishing magazine names.
4. A graphical layout that captures beauty and peace of a running river, fly-fisherman's paradise.
The defining of a primary goal and audience sets tone for your entire web site design. Give your web site design and your business preparation it demands and it will demand much less from you in future.
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