The digital environment today has become so awash with mindless copies and stereotypes of other major web players that the
consumer simply ignores you. The single most important factor you can
invest in capturing your customer’s attention is finding a ‘novel’ way of doing
it. What ever you’re selling, talking about, building or sharing, make
the experience fundamentally different to how it’s done now, and you can expect
a flurry of interest.
Whilst the web offers a multitude of opportunities for marketers to explore new
ways at connecting with their consumers, the thinking or strategy in how to do it is now becoming a commodity.
Instead of beginning with ‘how can we develop a new way to deliver this?’
many are beginning with the question ‘who does it well, can we use it?’
Although looking at best practice has merits, the idea of mimicking others
methodology doesn’t create any compelling reason to hold the consumers
If they’ve seen it before, they’ve seen it before.
We’re left with a plethora of great websites that look similar to each other.
The consumer typically spends 90% of his time on the same 10 websites he
always does. The challenge to have your site become part of his daily
life becomes harder as more ‘imitators’ converge online. What gets the
user to stop? A Purple Cow of course (as made famous by Seth Godin). A
new way at delivering your product that’s remarkably different to what’s
currently out there.
Evidence suggests focus on creating a fun, simple to use and engaging product
without over stimulating or alarming the consumer. Keep it primal, and
keep it relevant. The brain welcomes things in when it’s easy to digest.
Keep the messages clear (including language), design with space and use a
novel approach. The combination of these elements will deliver an
experience worth stopping; consumers will embrace your brand like a new born.
Andrew Collins is the current CEO of Mailman.