3 Ways To Create A MessageThat Sells

To figure out what’s working, find the story behind the website.

Recently I was talking to a marketing pro — someone I really admire. We were talking about how different financial services stand out, based on their websites.

I emailed over some links to three websites that seemed to be telling three different stories. “They’re doing something right,” I said.

To my surprise, this consultant shrugged me off. “I looked at those websites,” he replied. “They’re not doing anything new. They’ve got very broad giveaways and they’re saying the same old stuff. They’re probably just marketing hard.”

Really? I could see strong, obvious differences across the three websites. True, all were business consultants.

Website A introduced the consultant who developed a unique approach to help clients differentiate themselves. A fits the Innovator archetype: he has a unique program that is not available anywhere else.

Website B was a down-home, “girl next door” type who focused on authenticity; she’s one of the few women who hadn’t been styled for the photo shoot, unless she found a stylist who’s into jeans and sweaters. She fits the Role Model archetype: her message is, “I’m just like you. If I can do…