The "F" word you have to pay attention to if you're doing business on the Web

... and what's that word?

It's fun.

(I've been telling you this is a family blog.  What did you expect???)

Now, here is why:

The Pew Internet and American Life Project reported Wednesday that 30% of Internet users go online "just for fun."

I remember, oh, about six years ago, when the same group reported nine out of 10 users went online to get information.

There has been a shift.

What does this mean to you, as a copywriter, as a marketer?

First of all, it certainly does not mean you should throw the baby out with the bathwater.  One of the biggest foibles (another "f" word) of most marketing is that the marketer tries to have fun, with little or no concern for demonstrating value and eliciting a response from the prospect (reader).  You still need to demonstrate value and ask for action.

Second, wake up and smell the coffee.  What worked five years ago ain't gonna work quite the same today.  The Web is evolving, growing, becoming more mainstream.  Web visitors are becoming more demanding.  As you guide them to make wise purchase decisions, look for new ways to make their experience fun along the way.

How?

• video
• audio
• interactive quizzes
• interesting graphics (that advance the sale, rather than distract the process)
• information and languaging that stimulates the right brain in a marketing-positive way.  Especially, moving stories about people.

Hey, I would love some examples you have particularly enjoyed of successful Web promotions that include fun as part of the package.  Please let me know by making a comment below.

All for fun and fun for all,

David Garfinkel
Publisher, World Copywriting Newsletter

Comments

[Carlo Capocasa]

This one just cracked me up... Amazing stuff. And plenty of hard work behind it.

[David Garfinkel]

Thank you, Carlo.

"Thinking is the hardest work that most people never do."

(Uh... I can't think right now of who said that. Maybe... Earl Nightingale? GB Shaw? Two of MY favorites... :)

[Marco Terry]

However....shouln't we try and see what the remaining 70% use the internet for?

If in the past 90% (9 out of 10) used the internet for information, I bet you some serious pesos (or rupees... but no Euros) that a large percentage STILL go to the internet to get information today.

Just my 2 cents.

[David Garfinkel]

Marco, good point. I'm not sure if you got mine or not, though. People aren't exactly as compartmentalized in real life as they are in surveys.

When you have something growing from -- at MOST -- 10% to 30% over the course of a few years, there's a massive change that has occurred.

Ignore it at your (marketing) peril.

This doesn't mean DON'T give them information -- not at all! What it means is, you'll miss a lot of sales if you don't count in what I've called the "e-factor" -- namely, entertainment.

David

[Dr. Max Vogt]

Hi, David

I was curious to see your blog after meeting you at the JVAlertLive event in Orlando this last weekend...

This format, your writing and the general spirit of the blog express exactly what I experienced meeting you live: it's warm, funny, wise and full of great insights.

Thanks for this, and for your sharing your knowledge and deep experience.

Max

[David Garfinkel]

Thanks, Dr. Max!

It was great meeting you and I'm looking forward to knowing about the even greater things you will be doing as a result of the quiet breakthrough you made at the seminar! :)

[Gary Bourgeault]

Great point on these comments you made David:

"People aren't exactly as compartmentalized in real life as they are in surveys.

When you have something growing from -- at MOST -- 10% to 30% over the course of a few years, there's a massive change that has occurred."

We are in a continuous flux on the Internet as broadband becomes more used. We do have to be aware of the rich media uses that are being participated in by people on a growing basis.

It is our responsibility as marketers to offer them what we have based upon their fun convenience, not ours. To ignore the constant changes does cause a lot of lost sales.

[David Garfinkel]

Hi Gary,

Yes, I think you grasped my point, and of course I'm glad you agree with me.

I can certainly see the validity of an opposing point of view -- especially if current test results prove conclusively that ANY fun in a sales message detracts from the conversion rate -- but based on what I'm seeing out there that's working, I think the conclusion I've drawn at least correctly identifies the trend, even if it doesn't set a general rule for the way we should approach our copy and our marketing on the Internet.

[Patricia Tuecke]

I don't know how successful it is in terms of getting business, but it was fun to read. I'm referring to the website that Robert mentioned a week ago: http://www.huhcorp.com/
I laughed at every page & just kept on reading.