A Big Ol’ Hot Mess of Message

Last week, I was in the Chick-Fila drive through window behind quite a nice car, however this driver was on a message mission.  From the rainbow Apple Computer logos to the earth-stewardship to the super uber-faith messages, a message certainly was heard.

While I’m certain Joel Olsteen On Tires (let’s call him Mr. JOOT for short) simply wanted to communicate that he really loves God and his faith, his channel sent out a completely watered down message due to the hot mess of information overload.

I love stalking other agents’ websites.  Usually I’m bored by the templates, but more so than not I’ll hit upon a hot mess prize which reminds me a lot of Mr. JOOT.  I have to ask…are you overwhelming the consumer with your over-messaging when they hit your website?

Does the consumer really want to see you walk across the bottom left hand of the screen and start talking to them while they are at work and really shouldn’t be looking for homes anyway?

Does the consumer really want to have 85 links (yes, I’ve counted 85 and even more on some home pages) staring them in the face for choices so you can get your “SEO” that you crave so much?

Does the consumer really want to see your entire family history, fishing hobby, top 10 sales producer cotton candy award and circa 1986 Glamor Shot photo as their first impression of the services and products you have to offer?

Does the consumer want to have their retinas burned permanently due to the color festival you created and thought was so pretty because you picked it all yourself?

Does the consumer really want to see how many fonts your website template allows you to have and how you have been able to use every ONE of them on your home page?

If your answer is “yes” please de-bookmark my blog, de-friend me on Facebook and picket my classes (with your fabulous font-filled, multi-colored, over-messaged signs) now.  Whew, now that he’s gone, the rest of us can get to web business.

1.  Remember, the top left hand corner of your website is the most important message you can send to the consumer.  They typically want to see homes when they visit a site.

2.  Use the two-font rule in graphic design.  Try not to use over two fonts on any of your promotions.  Make sure those fonts complement each other.  Typically you’ll want one “Times” based font and one “Serif” based font.

3.  Today’s consumers crave white space/blank space.  Look over your site and evaluate what is the most important message you want to send and how do you create simplicity there?

4.  Be mindful of the color consumers want rather than what you want them to see.  If your franchise/broker has requirements on your colors and you must use red and blue, try choosing as much white as possible and accent with red and blue instead.

5.  Watch the sounds and videos that launch automatically.  Remember the consumer needs to be in control in this economy of what they hear and see.  Give them comfortable, familiar choices to lead them in the direction you want them to go.

If you can accomplish these five simple goals, you’ll be ahead of the vast majority of your competitors on-line.  Your message will be clear to the consumer.   The “bumper sticker” you want articulated will be a central focus, and the consumer will appreciate that.  To Mr. JOOT at the Chick-Fila, thanks for the reminder.  Now, get that holy rolling message machine out of my way; so, I can get some chicken nuggets and waffle fries and make it to church on time!