Allan Gorman

By shifting the company's primary focus and attention to prospects who haven't even heard of it yet, a company can enter the domain of the market leaders. ... Instead of doing what everyone else does, plant good ideas with non-customers—when they're not even looking—by waking them up to exciting possibilities. Some principles to consider: 1. Start selling a promise instead of a thing. 2. Connect with consumers through their emotions by promoting an idea that offers a better vision; a better tomorrow. 3. Plant the idea of a new problem among the vast universe of non-buyers—then offer a better solution. 4. Define what

"Branding begins before the first page of your [Web] site loads," says Allan Gorman, market leadership advisor and author of "Building Better Brands." In his book, he recommends marketers ask themselves the following questions: 1. "Does a visitor have to wait too long for your flash animations to load? 2. "Are the clips useful for telling your story, or just gratuitous pieces of art that say: 'See how cool I am?' 3. "Is the first page designed to load efficiently for all connection speeds?" "Building Better Brands" is available in bookstores and through online booksellers. For more, visit: www.brandspa.net.  

This sounds simple enough, but take some time to visit various Web sites, and you'll find accessing basic information isn't always easy. Regardless of type of business, every site should include: a clear explanation of your product or service, highlights that make it unique, success stories/case studies, endorsements, and contact/order information. —Allan Gorman, author of "Briefs for Building Better Brands," www.brandspa.net

Web site "stickiness" is important, but giving people a reason to want to return is even more essential. See if you can create relevant, interesting and involving self-assessments, puzzles, surveys or tests that will make their experience educational and interactive -- and that relate to your products and/or services. —Allan Gorman, market leadership advisor, founder of Brandspa, author of "Briefs for Building Better Brands" For more, visit www.brandspa.net.

When designing a Web site, pretend you're giving a Web site visitor a tour of your office or plant to impress them — What do you think they'd want to see or know? In what order does it best make sense to present this information? How can you keep them interested and make it fun? —From "5 Keys to Maximizing the Effectiveness of Your Company Web site," by Allan Gorman, market leadership advisor. Reach him via his site, www.brandspa.net.

Branding begins before the first page of your site loads. Does a visitor have to wait too long for your flash animations to load? Are the clips useful for telling your story, or just gratuitous pieces of art that say, "See how cool I am?" Is the first page designed to load efficiently for all connection speeds? —Allan Gorman, market leadership advisor, www.brandspa.net

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