I wonder if these two articles know about each other?
The first one is from Smashing Magazine (which we’ll have to include in a future “stuff we love” article) and the second is from Zygote, a marketing blog from Egg Co. (neither entity I had heard of until yesterday).
The funny thing is that the Zygote article was published a week before the Smashing one. It might be a coincidence, but I have my doubts. Either way, they both have some great information on the [marketing] science of web design, unusual because 99% of web design articles focus on the art of building a website. Both articles come together on the AIDA technique. For those who haven’t seen Alec Baldwin’s famous monologue in Glengarry Glen Ross, AIDA is an acronym for:
- Attention – Attract the attention of the customer
- Interest – Raise customer interest by focusing on and demonstrating advantages and benefits
- Desire – Convince customers that they want and desire the product or service and that it will satisfy their needs
- Action – Lead customers towards taking action and/or purchasing.
For more information, I highly recommend checking out the aforementioned articles. They finally help close the gap of how to properly plan a website’s development.
Remember the other famous acronym from Glengarry: ABC—ALWAYS BE CLOSING. “Only one thing matters in life. Get them to sign on the line that is dotted!” I’m going to make a bold statement; any other goal for a sales tool, including (and especially) a website, is masturbation.