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Does Your Mediation Marketing Website Engage?

by Tammy Lenski

From the Mediator Tech blog of Tammy Lenski.

Tammy Lenski

hand-on-mouseResearch suggests you have as little as 1/20th of a second to capture your website visitor's attention before they click away.

When you consider just how tiny an amount of time that is, it becomes clearer that typical-template, handshake-photo mediation sites are less and less likely to cut it as marketing tools.

To stop that click away, mediation marketers have to:

Solve a problem. Make them laugh. Get their attention (in a good way, of course). Entertain them. Teach them something. Engage them in an activity.

I recently ran across an absolutely brilliant example of the latter two approaches, both in the same website. When you arrive at the World Food Programme's Free Rice Program site, you find a game greeting you. The vocabulary game's instructions are simple and straightforward:

  1. Click on the answer that best defines the word.
  2. If you get it right, you get a harder word. If wrong, you get an easier word.
  3. For each word you get right, we donate 20 grains of rice to the United Nations World Food Program.
  4. WARNING: This game may make you smarter. It may improve your speaking, writing, thinking, grades, job performance…

And to make it even more compelling, with each correct answer, the rice bowl on the screen gets a bit fuller, just to remind you what this little game is about.

The vocabulary words don't have anything to do with rice, food or world hunger. They're just a mechanism to keep you engaged by testing you. And when you're done, perhaps you'll click on the links for more information, just like I did.

What will you do to capture your target market's online attention?
Tammy
Copyright © 2007 by Tammy Lenski. All rights reserved.
Photo credit: Can Can

Biography


Dr. Tammy Lenski helps people resolve conflict in ongoing business and personal relationships and bring their "A" game to difficult conversations. Since founding her NH-based conflict resolution firm Myriaccord LLC in 1997, Tammy has worked with individuals and organizations worldwide as a master mediator, executive coach, speaker, and educator. Author of the award-winning book, Making Mediation Your Day Job, she recently received the Association for Conflict Resolution’s prestigious Mary Parker Follett award for innovative and pioneering work in her field. Her second book, The Conflict Pivot, was released in 2014.

 



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