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Building for the Average Person
(Article Contributed By Marie, of Sex Story Text - Posted on January 25th, 2010)
The headline read: "Flash: The Death of HTML" and it appeared in a mainstream marketing industry email newsletter that landed in my inbox late last week. As soon as I saw it I started laughing because I knew straight away what the writer's theme was going to be.
I knew that he was going to say that there was no longer any need to use HTML for our websites because now that Google can crawl Flash sites we should all be using Flash. And sure enough ... that's exactly what he said.
According to him we can throw away our HTML coding and build sites in Flash because now they'll rank well in Google and they'll entertain our site visitors to the point where they won't be able to resist the temptation to reach for their credit cards and buy whatever it is that we're selling.
Oh I do so hope that lots of people pay attention to his advice and start ditching their old sites and building bright shiny new Flash sites because it will make life so much easier for those of us who want to rank well and understand the realities of life on the Web.
Sure ... he's right ... Google can now crawl some, but certainly not all, Flash sites. He's also right in saying that sites built with Flash do have the potential to be more entertaining ... if the site visitors can stay awake long enough for them to load ... but he is oh so very WRONG in suggesting that we should ditch HTML.
In fact to suggest something like that shows that here is a guy ... a marketing guy no less ... who simply has no clue.
Marketing sites ... whether they be sites that sell adult products or blue widgets for high-end gizmos ... need to be targeted at the average person. Even sites that are marketing to businesses need to be targeted at the average person ... you only have to see the reports that suggest many large businesses are still using IE6 to understand that.
Yet for some reason many who are marketing legends in their own lunchbox believe that their marketing message should be wrapped up in code and scripts that many people's computers simply can't cope with.
They forget that the average person doesn't have a monitor that's as wide as the back of a truck. They forget that average person doesn't have a computer with the processing power of the latest super-computer and they forget that the average person doesn't upgrade their machine every time a new processor or graphic card becomes available.
The guy who services our computers runs the busiest computer repair shop in town and the computers that are coming to him for repair are ... on average ... three to four years old. When people come to him for upgrades they're talking about upgrading a computer that's four to five years old and when they upgrade they're not looking to buy high-end machines ... they're just happy to get a mid-range motherboard with onboard graphics and a processor that's nothing very special.
A lot of people out there are still using old CRT monitors and many of those that do actually want to upgrade their monitors don't want to go any bigger than a 19 inch flat screen.
They don't live in front of their computers as we do ... and as many marketing wannabes do. They don't want the latest and greatest machines to surf the Net ... they're not impressed by fast processors and big monitors and they probably never will be but they'll certainly buy the products we're selling if we speak to them in ways that they understand and using technology that loads fast and doesn't confuse them.
So what are you using to market your products to the average person? Are you speaking to them in easy to understand language and using technology that loads fast and that they can understand easily?
Or are you trying to sell your products using all the latest bells and whistles just because you can?
Are you targeting the average person with your marketing ... that average person who makes up the vast majority of your market ... or are you making the fundamental mistake of targeting the relatively few people at the upper end of your market.
Of course it's up to you to decide who you want to target and if you want to do it all in Flash then please, be my guest, you're welcome to them. Personally I prefer to target the average Internet user because he or she is where the sales and the money are waiting to be made.
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