Help Eliminate We-We Websites!
We-we websites (we do this, we do that, etc.) are conversation crushers for corporations.Yet they persist.
So I need your help. Please post your comments online if you can answer this question…
I am looking for insight on how to respectfully convince ego-driven website owners to convert to a conversation-based marketing approach. Can it even be done?
It’s been a personal and professional challenge for me. Many of my large corporate prospects have invested not just an extraordinary amount of money and time in these self-important, superficial, content-poor websites.
They’ve also invested their egos.
I find that I get better results for clients who are more interested in feeding their families than feeding their egos…so that is where I focus my efforts. I tend to ask the ego-driven to consider their audience and look at their metrics (they usually don’t)…and then I move on to greener pastures, gracefully bowing out of the project as best as I am able.
I find that I am far more engaged — and successful — when I work with companies that want to lead a conversation with various degrees of depth…rather than control their message with a glib, skin-deep approach.
Still, I wonder if there is anything that can convince corporate marketing directors (and their ad agencies!) that they need to consider a less heavy-handed, controlling approach to online content?
Or is it my own hubris, my own conceit that prevents me from persuading? Any suggestions?
Looking forward to reading your keen insights…
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Maybe if you turn it around on them. Instead of telling them not to be we-we, tell them that it’s great to be we-we, but you have to make the web visitors realize they NEED what they have to offer.
Example:
If they are selling vaccuums that also mop the floor, that is something to be proud of, however, what are some scenarios when I, as a consumer, may need this vacuum? This way, they are able to boost their ego by talking about how great their product is, but they are also engaging the client by making them realize that there are many instances in which they needed their service/ product. In turn, you can measure their stats and change scenarios accordingly.
Other than that idea, which I am sure you tried, I’d just tell ya to move on to the greener pastures and don’t waste your time with them. They’ll eventually run out of money and you don’t want your name associated with them when that happens!!