SNOWWHITE.COM AND OTHER INTERNET FAIRY TALES
Can the World of Imagination Really Help You Improve Your Website? Absolutely.
By Stefene Russell
I suffered from fairy-tale poisoning when I was a kid. Every time I had my greasy little finger wrapped around half a wishbone, I'd mentally beg Santa, or the fairies, or God or even Mr. Rogers to send me a pair of real wings and metallic pink hair.
But fairy tales are sneaky. And just like enchanted goldfish or dwarfes, they can work for or against you, depending on how you deal with them. What does this have to do with improving your website? Well, nothing directly, though I happen to think that the fairy tale is one of the finest educational tools ever developed by humans. So let's see how this particular pedagogical filter can help you:
Fairy Tale Tip No. 1--Watch Out for Shape-Shifters
Shape shifting is easy on the Net. An individual can endow themselves with any age, any gender, any statistics, any name.When you write copy or present your service or product on the Net, you have to assume that you're going to earn the trust of your customers, and act accordingly. Though the real world isn't quite as generous with happy endings, I do believe that emulating fairy-tale protagonists is the fastest way to earn the respect of your users. Don't exaggerate, don't blow things out of proportion. Be honest, direct, and full of integrity. And tell the people who you are in the most straightforward way possible.
You may not end up living in the castle, but at least you'll have a viable business and you won't get busted for fraud. In this day and age, that counts as "happily ever after."
Fairy Tale Tip No. 2--There Are No Shortcuts Through the Woods
Save shortcuts for trips to the store. In most fairy tales, our fearless hero must overcome a long series of tasks. Sometimes he goes mano-a-mano with a giant or an ogre. Sometimes he has to catch a magic bird, and it happens to live in the tallest tree on earth. Sometimes he has to venture into the home of a cannibalistic witch. But because he's always alert, optimistic, and refuses to give up, everything falls into place in the end.The only difference between running a website business and running a business out of a storefront is that your website is your storefront. When you look at your homepage, ask yourself, "If this was a storefront, would I go in?"
And if you find yourself noticing a long list of problems that are the equivalent of cracked windows, terrible storefront displays or n'er-do-wells hanging around your front door, go find a copy of Grimm's Fairy Tales. Realize that some of those poor heroes had it much worse, that nearly anything is possible, and set out to clean it up.
Fairy Tale Tip No. 3--Magic Does Not Cost $29.95
The last thing to remember is this: The most powerful addition you can make to your site does not cost anything at all. Even if you hate to read, you probably realize that stories are powerful. The next time you're hanging around the water cooler, notice the anecdotes that bore you and the ones you listen to raptly.I'll bet you five bucks that the dull ones are general, unimaginative, and self-centered. The entertaining ones are full of colors, smells, sounds, dialogue and humor. Fairytales are structured. They use slight repetition to reinforce key ideas. They're surprising, whimsical and give us a sense of the possible.
Though most of us have grown up and realized we'll never sprout wings, that doesn't mean we like to live in a purely pinstriped world, devoid of color and magic. So speak to your user's imaginations--as long as you're not hawking imaginary lakefront property in Kansas.
Internet expert Stefene Russell will do a complete analysis of your website, including personalized tips on copy and design at :
http://FixMyWebsite.com
You may also reach her at stefene@drnunley.com or by calling (801) 328-9006
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