If you really have it, you won't be able to forget it if asked to do so. Pictures in our minds are simply too powerful to be erased on command.

We Think In Pictures

If I ask you what you had for breakfast, you'll bring up a memory of your plate, then tell me what you ate as you "watch" yourself doing so. While some think in abstract, just sort of rattle off a list, most of us will picture ourselves eating breakfast, then hold that image long enough to answer question.

If I ask what you did last summer vacation, and you had a great, fun-filled time, you may become so overwhelmed with pictures, you kind of shrug, maybe grin, then say something inane like, "I had a real good time."

But if I can get you to talking about that vacation, pictures will roll out in front of you one by one, and you'll describe them in grand detail. Swimming in ice cold stream. How that sudden thunder shower forced you to dash for cover. About campfires, and very long tales shared over coals. And that bear. That for sure is something you'll remember!

Now if I ask what your three favorite websites are, what's going to happen? Are you likely to rattle off URLs? Or will you first remember image of site, then maybe plug in that URL? For most, it's latter. Because we think, and remember, in pictures.

The Image Of Your Website Must Be Memorable

To degree possible, you want image of your site to remain as clear in your visitor's mind as that ice cold stream, that sudden thunder shower, campfires, and that bear.

Three elements need to be blended with precisely proper mix to make this happen.

1) The headline and subheadings must bring a quick answer to your visitor's question: What's in this for me? And, of course, they must demonstrate, almost in a glance, that there is in fact something here of great value to them. To degree these collective elements create a positive mental image of your offer, they contribute powerfully to your site.

2) The body copy under each subheading must also draw a great picture. In this case, a "picture" of benefits to visitor. Seek to create an image for your visitor in which he or she can see themselves enjoying this benefit.

Who Will Run The Show? Systems Or People?

What is new about CRM as term is being used today is hope of implementing a technology on a website that emulates interactivity a visitor feels in an offline shop. I'm a bit skeptical about outcome of current efforts. As a professional programmer for many years, I've seen first hand how seldom usability is considered in developing software. Anything theorist or techie types get a hold of tends to be system driven, as opposed to people directed.

To catch a glimpse of what I mean, think of a computer program you use often. Chances are there are some things it does not do in way you want it done. For example, one of my programs uses a spell checker. But every time I start it up, it jumps into middle of text window. This means I can't see misspelled word or context within which it is used. So I have to move window. Every time I run program.

This is nonsense, for consensus is windows moved or adjusted should reopen as they were left. Or at least there should be an option to request this behavior. What do you suppose my chances are of getting a change in this program? Zip. And that's fact. We are all invited to accept what is offered on a take-it-or-leave-it basis.

Will CRM Work?

This is my concern with increased interest in technological side of CRM. My hunch is much of it will be implemented with a similar attitude: We hope you like it because that's it, if you want to play in our sandbox.