The Medium Isn’t The Message
Sometimes the best advice is pretty darn simple.
That’s the case with this piece in ClickZ by Bryan Eisenberg of FutureNow. He’s an expert on optimizing online conversions, but he’s making a larger point with this advice:
"Don’t get caught up in the flash of Web 2.0 technologies; work to understand how each works so you can use it to deliver a relevant message to your prospect. When you tear away the technology, you’re left with words and the actions they inspire — or fail to inspire. Don’t mistake the medium for the message.
A good message in any medium can be effective, and a bad message isn’t cured by Web 2.0 technologies."
Amen to that!
In his piece, Bryan dissects some online examples where the message got lost along the way.
Bryan, you deserve a raise!
Tom
One response to “The Medium Isn’t The Message”
Behavioral Science Q & A
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This is so true. How many of us have abandoned our path through a site due to time-consuming introductions & graphics? Just like advertising — you need to “get” the idea in a few seconds, or it doesn’t work and the message is lost. Likewise on the net — we usually seek out websites for information and don’t want to sit through fluff and flash just to get a phone number, hours of operation, main ideas and so on.