Fo’ Shizzle My Nizzle: The marketing language gap

28 07 2011

Ah. The Great Cultural Divide. And I’m not necessarily talking about geographical culture either.

Did you know that every business on the planet – whether it’s 1 person or 1,000 – has it’s own culture? It’s true!

A business culture forms from a way of speaking, a set of ideals, a way of doing things…

And where culture forms, language is hot on its heels. Your business’ language consists of shared lingo, attitudes, processes, interests, missions, experiences and more. It’s a way of communicating that is unique to your company and to your industry.

And when your customers speak that same language, the results are… magical.

Unfortunately, many business owners lose sight of a maxim that’s as true to marketing a business as to personal self growth: “This above all: To thine own self be true.” They warp their cultural language to conform to some ideal market they want to target.

Guess what. Capital N – O… NO!!

It’s not the market that defines the culture, but your culture that should define your target market.

Think of it this way – a Porsche dealer would hardly use mommy talk to promote it’s 911 GT2 sports car. And you sure as shootin’ wouldn’t hear street slang used to market a Ford Aerostar minivan. Each of these cars has its own micro-culture, and to market them any differently would be a disservice to all involved.

When you try to be something you’re not, be prepared to be called out.

Please don’t misunderstand me. There is an element of genius in being able to adapt your communications to make different customers feel welcome, special and comfortable. But the point is this: Hold true to the core culture that makes your business the unique success that it is.

This Week’s DMT Challenge

PART I: Take a look at the website home pages of some of the corporate giants – Coca-Cola, Wal-Mart, NASCAR, McDonald’s, choose-your-own. Look at the colors, the images, the content and the layout. These are companies that have spent bookoo bucks and quality time defining the culture of their company. Do you think their websites succeed in getting the right message across?

PART II: See if you can define some cultural features of your own company or the company you work for. What’s your company mission? How does your staff interact with customers? How do they interact with each other? What’s the dress code? What are the most popular topics of conversation?

PART III: Now take a look at your own website – or any other marketing materials. Again, look at the colors, the images, the content and the layout. Do they communicate what you’ve defined above?

Incidentally, for those who are curious, “fo’ shizzle my nizzle” means something along the lines of “Most definitely, my African American brother.”

Is DMT Artistry the “bees knees”? Fo’ shizzle my nizzle. Let us prove it to you.

Dawn M. Tomczyk  |  DMT Artistry LLC  |  810.923.4582  |  dawn@dmtartistry.com





Website 101: So you need a new website…

6 04 2011

Starting your website design adventureLaunching a website – new or renovated – is truly an adventure. And like most adventures, the happiest endings start with the most informed plans. So, in honor of the spring surge of DMT website design projects, I give you three of our top pre-design considerations:

What is the purpose of your site?
Is it to act as an online billboard? Be a resource? Generate hype? Sell?

Be aware, many businesses wax enthusiastic about a plethora of purposes and, like anyone with a 3-mile long to-do list, they overwhelm themselves into inaction. This is where it’s vital to prioritize. Determine your primary, secondary and, if necessary, tertiary purposes and use those as your guiding design stars.

If you’re having trouble pegging down just what you want your site to accomplish, try starting with this question: What ACTION do you want your online visitors to take? If you want them to buy your widget then and there, then your web design should encourage quick-click sales. If you want them to contact you for a quote, then your web design should act as an online business card, with phone number and email address always at the fore.

Who will be visiting your site?
The next step is to determine your target market.

This major component is the determining factor for the overall appearance and “functionality” of the site. A techno-savvy teenage crowd devours the hype and hoopla of a splashy, intricate, quick-byte site, but Baby Boomers? Forget about it!

Fitness fans, businesswomen, antique collectors, missionaries… your website design needs to mirror the demographic it’s targeting. Why? So that it will be inviting to your key crowd. And “inviting” sites generate more traffic. And more traffic is a beautifully manicured road to more business!

How do you want your company to be represented?
It’s equally important to integrate your company’s core culture into your website design. When your business’ personality is well-represented, it gives people a flavor of what to expect from you. Will it be a rip-roaring buying experience or a comfortingly professional one?

After all, you don’t want just any buyer. Both your business and your clients deserve better than that. You want to attract buyers who will enjoy working with you, as much as you enjoy working with them. Your site should give them enough of an insight to help them make that determination.

How would you answer the above questions for your business? Does your current website reflect those answers? What changes could be made to create a better match?

DMT Artistry LLC has also taken these questions to heart, and our own website will be re-launching within a month! Please check back soon, and let us know what you think!

Dawn M. Tomczyk  |  DMT Artistry LLC  |  810.923.4582  |  dawn@dmtartistry.com