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Here's this week's Marketing
Minute...
Web Trust Dynamics
Want to earn trust on the web? It occurs in stages - first
an instinctive snap judgment of acceptance or rejection,
then a slower process of assessing credibility and
resonance.
According to user experience psychologist Susan
Weinschenk, author of 100 Things Every Designer Needs to Know About
People, the initial thumbs up/thumbs down seems to occur
because of visual and design cues. In a study of consumers
searching for health information, an unfavorable first
impression of a site's look and feel, poor navigation,
unappealing color, unreadable text size or the name of the
web site prompted rejection.
However, when study participants were asked which features
of a site earned their trust, 74 percent cited the site's
content, not its looks. That's because after the initial
yes/no screening, visitors read and explored to assess
credibility and relevance.
For the health information search, users "preferred sites
owned by well-known, respected organizations and those with
advice by medical experts, with information that was
specific to them and that they felt was written for people
like them."
Design matters, then, but content is the clincher.
Unsolicited
praise for The Marketing Minute
"The Marketing Minute is the only e-newsletter I always read. It's unique in its short, readable and useful content."
Alison Strickland
Applied Creativity, Inc.
Seminole, Florida
"Thanks to many of your tips, my conference and event management business is going from strength to strength, and the ideas are flowing! I'm grateful for the inspiration and wonderful SENSE that you provide throughout the year!"
Shirley Hamill, Director of Events
Blue Zebra Event Management
Brighton, England
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Where are The Marketing Minute archives?
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Marketing Minute columns are back from the printer. Order
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More praise for the Marketing Minute
"Marcia, I marvel at your enthusiasm and energy. I've been a subscriber to the Marketing Minute for years; all your tips have been wonderful, but this week's tip on staying the course came at a particularly propitious time for me when my fees are being called into question. Thanks so much for your invaluable advice! I really needed it; it was like a shot in the arm from an angel at my side when I booted up this morning."
Valerie Sutter, President
The French Traveler
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Mark Brownlow, VP Research
Internet Business Forum, Inc.
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useful tip in an easily digestible chunk
without all the usual 'In This Issue'
etc, etc, yada yada. I read it. I
think about it. Maybe I'll save it or
maybe I'll delete it. But I never fail
to read it first. Which is more than I
can say about almost all the other stuff
out there. Thank you."
Mike Harris, President
The Harris Institute
"I subscribe to a multitude of marketing newsletters, but yours is one of
the best on the market; providing good, useful, thought-provoking content."
Chris Tabor
OnGuard Software Solutions
Birmingham, UK
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brainegg.com inc.
Riverton, CT
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PureNLP.com
Co-author, Persuasion Engineering
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Webmaster, EMA, Inc.
St. Paul, MN
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Geercom.com
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Marketing Executive
Vacuumatic
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