An insight about e-commerce

Yesterday’s Arts & Business Council of Chicago seminar on e-commerce was chock-full of useful information, much of it contained in acronyms and jargon like meta-tags and Technorati; but the most important insight of the day was the following: that the process of preparing a Website to be easily findable by the people who should be interested in its contents is fundamentally the same as the process of strategic planning.  You have to figure out what you’re trying to do, and for whom, and how to describe the "what" so the "whom" understands why it should care.  That means that attracting attention with and for your Website (blog, e-commerce site) isn’t just some sort of trick that depends on pretending to be all things to all people so you can score the maximum number of hits; in fact, it’s just the opposite.  Bringing the right people to your site depends on defining yourself precisely so that people can choose you based on your genuine attributes. 

This is a variant of an earlier insight, namely, that "marketing" is not a euphemism for fooling most of the people most of the time but a shorthand term for providing the greatest good to the greatest number. 

Beneath the Nonprofiteer’s crusty exterior lies faith as of a little child. 


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