Opinion: Page (1) of 1 - 09/27/04 Email this story to a friend. email article Print this page (Article printing at MyDmn.com).print page facebook

Whats Hush-Hush Marketing?

who are these mysterious and secretive executives behind millions of corporate websites? By Naseem Javed

Naseem Javed
There are millions of very expensive, well-designed websites all over the globe. Most have a lot of information to offer with great graphic illustrations, supportive explanations about their relevant experiences and capabilities with upfront personalities.

But in a very large majority of cases, what is missing is the proof about who really are the people behind the site: the owners, the management the staff and their true particulars. This information is often missing, as the viewer is only left with one or two e-mail addresses to a single department. 

You have no idea how and why this business originated, or how its website came about.  Most talk about their teams and their wonderful experiences, and often bundle their education with the total years of experiences as ?Our team has a combined 17 degrees from major universities, 27 years of working experience and has traveled to seven countries altogether

Great, now you really feel comfortable, as you wonder how many total pink slips they have all acquired during their lifetime or how many years combined they have spent in rehabs or behind bars.




Faceless, Nameless and Empty Empires
We are living in dangerous times. The personal identity of each one of us is a Number One issue. Every corner of our daily life is now becoming a checking point; from a simple credit card purchase to a job application. You better be the person you say you are, otherwise Uncle Tom Ridge and the staff of Homeland will decide for you. Stand up and identify yourself truly, correctly, and honestly, or just stay put.

Less than three percent of websites have truly identifiable and easily accessible components about the principals behind the business. Call it shyness, fear or just corporate discretion; this is now a thing of the past. Customers want to know whom they are dealing with. Unless it is offshore gambling, or some contraband-porno-operation, for all other legit businesses, it only makes sense to put your smiley faces and your personal images and your personal information forward.

We must sympathize with the brave entrepreneurs who stick out their necks and savings in pursuit of new business ideas and use e-commerce and rely on websites as the cheapest medium to push about their capabilities. Nothing wrong here. The smart ones are using this to great success.

Following the rules of corporate branding and commerce, offering quick and easy access to the management of the company is rule Number One of any marketing and advertising strategy. However, when this process turns into a mysterious, hush-hush secretive branding maneuver, it becomes necessary to raise these questions or suggest calling the Homeland.

Creating Trust & Identity
The days of 15-minute fame and fortune are now the subject of old and boring stories. Today, instant punditry and guru-ism are only a website away. Fake data, fake certifications, fabricated experiences and dishonest bragging are all too common on websites. For this reason alone, it is absolutely necessary for the true and honest players in e-commerce to put their name identity; photos, pictures of products and any other proof of who they are and what they say is all real.       

There are several things that will create trust and confidence among your potential customers.

Ownership
The websites offer wonderful opportunities to roll out your business propositions and clearly identify your role as owners of the idea and gatekeepers of the technologies. There is no reason not to show your face and let the customer see you and feel comfortable doing business with you.

Profile
Explain in some detail how and why you came to the idea that you are offering, and why you and your team are really capable of servicing such a business proposal.

Leadership
Remember, customers are looking for expertise and here, you better prove it, loud and clear. Either you have it or you dont. There is no need to fabricate an expensive website, and try to convince people that behind the great graphics lies this mythical secret talent.

Accessibility
Unless you are homeless, living out of a cardboard box, there is no need not to clearly identify your location of operation, size, staff, people, and any other pertinent information. If you do not have anything to hide, and you expect that the customer will come to you with open arms, then it is expected that you do the same. If you know who you are, then show it, otherwise consider contacting your local Homeland in a hush-hush.

 


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Naseem Javed, author Naming for Power, and also Domain Wars, is recognized as a world authority on global name identities and domain issues. Javed founded ABC Namebank International, a consultancy he established a quarter century ago, and conducts executive workshops on image and name identity issues. For comments reach Naseem at njabc@njabc.com
Related Keywords:websites, owners, management, staff, identity

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