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"Do nothing to interfere with
the subject's ability or willingness to respond." The
professor had made a point of stressing the importance
of this key to successful communication.
You begin to engage in an intrapersonal debate with
yourself over how this might apply to online marketing
and website design. As the debate unfolds, you try to
convince yourself that the subconscious voice you should
be listening to was that echoing from a Dyersville, Iowa
cornfield: "If you build it, they will come!"
The debate forces you to remember all of those times
that you were online and chose not to take an action or
to go scurrying to another in a long list of URLs.
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You begin to tick off a list of times when something
interfered with your "ability or willingness to
respond."
1. You were unable to read the text because of the color
scheme or font selection. You knew you could adjust your
browser’s page settings but it was easier to click to
another website.
2. Despite being referred by "Cody Moya (a well known
internet marketer)" you do not feel comfortable sharing
your name, email address, zip code, and phone number,
just so you can receive another free pdf document or
sales pitch for a new piece of software or ebook. So you
click to another website.
3. You found a promising website but despite all of your
years browsing, you couldn't figure out how to navigate
around the site if your life depended on it.
Fortunately, your life doesn't generally depend on such
minor items. Unfortunately for the website owner, his or
her success and livelihood may very well depend on such
a minor issue.
4. Then there were those websites that had audio (that
you couldn't turn off); video (that didn't play); and
links that were using some new and improved script or
piece of code and you were never sure what was a link
and what wasn't! What happened to the good old days when
links were blue and underlined?
Then it dawns on you that those four times are a drop in
the bucket when you stop to think of it. They all
represent times that your "ability or willingness to
respond" were hindered due to a seeming lack of
consideration for you...the potential client.
Just like the old Professor had said so many years ago.
I recall him giving the example of writing to your
Representative in Washington, D.C. to express yourself
in this "participatory democracy" of ours. Take a moment
to ask yourself a few questions:
1. Do you know who your Representative is in Washington,
D.C.?
2. Do you have letterhead or stationery and an envelope?
3. Do you have postage on hand?
4. Do you know what to say and how to say it?
5. Do you have the time to gather everything together
and mail the letter?
Wouldn't it be a lot easier if someone else offered to
write the letter, pay the postage and mail it for you?
Be honest with yourself. Of course it would!
You may forget the lessons provided here for one and
all. But there will be someone else on the internet,
that will take the time and effort, to make it easier
for their website visitors to view, use and join in
their web community.
Don't forget what may be one of the single greatest keys
to success in your life on and off the internet - "Do
nothing to interfere with the subject's willingness or
ability to respond."
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