Quit Hiding Your Purple Cow!
I visited the web sites of two vendors in unrelated industries today, and both web sites suffered from the same problem. The marketers devoted the primary real estate of their site to covering the mandatories – the characteristics that are true of every vendor in their industry. I understand this. The CEO says, “Competitor A says that they do X, make sure that we say that we do X as well.” Sales says, “Competitor B says that they do Y, make sure that we say that we do Y.”
