What,They,See,Want,amp,#40,And marketing What They See Is What They Want (And Most Likely Wha

Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t

What makes people desire something, or someone? What is itthat makes some things more attractive to them than others?Psychologists recently sought answers to these questions byassembling a number of equally attractive women volunteers,then assigning them to take classes with groups of collegemen for an entire semester.Some of the women attended 5 classes each week with the men,while the others attended only 3 or 1.When the semester was over and the men were asked to ratetheir women classmates in terms of attractiveness, theresults were revealing: It consistently showed that themore classes they shared with each woman, the moreattractive (and desirable) they perceived that woman to be.So as far as human nature is concerned, it appears thatHannibal Lecter's observation in "Silence of the Lambs" istrue: We desire what we see most often -- even to thepoint of coveting it.And what does this insight have to do with the way you runyour business / market your products on the web?A LOT.Familiarity Breeds Desire-------------------------The more frequently your potential clients NOTICE yourproducts, the more DESIRABLE they'll perceive your productsto be -- and the more chances you'll have of developingbusiness relationships with them.But becoming visible & desirable doesn't have to spell"unaffordable" to small business owners. Because chancesare, you already know a number of low-cost ways to be SEENby target surfers on the web. The only question now is, dothey really NOTICE you when they do?Here are 5 ways to make sure you (and your website, andyour products) appear VISUALLY OUTSTANDING in the firstplace, and mute the hundreds of other stimuli surfersusually get on the net.1. CAPTURE WITH COLOR---------------------It's true that different colors can evoke differentemotions, and greatly influence how long someone will stayon a website or look at an ad. So besides choosingbackground & graphic colors for readability, choose themalso for the emotions they'll evoke.Here are some of the most common colors & their generaleffects, divided into 2 types:HOT COLORSHot colors are bright, and not very good for long-term eyeexposure. They're best used for graphics & important text-- anything that you want to really draw attention to. * RED - energizes, gives a sense of heat, excites * ORANGE - stimulates any existing emotion a surfer already has * YELLOW - illuminates, provokes thinkingCOOL COLORSCool colors are easy on the eyes and produce a calmingeffect. This makes it safe for them to be used extensivelyin graphics, text, and even in backgrounds. * GREEN - creates feelings of stability, quiet, and peace of mind * WHITE - symbolizes purity, promotes restfulness * BLUE - inspires harmony, creates a cool feelingCarefully choose which colors you'll use, and you'll somehowdictate the emotions people will have about your product /site.2. NAVIGATE WITH NATURAL MAPS-----------------------------One reason why the Windows operating system became popularwas that it used icons of common objects to help usersremember what each program was meant to do -- a garbage binfor deleted items, a folder for important files, a printerfor printing output.For many people, these "natural maps" made it easier forthem to use and understand computers -- paving the way forthe highly computerized society we live in now.Take a look at your website, your navigation bars, or evenyour downloadable products. How else can you improve themwith easy-to-use "natural maps," and make them more visuallyattractive to your clients?3. LOOK AT THE WHOLE PICTURE----------------------------In creating visual impact, you have to decide on two things: - What do you want the viewer to focus on? - And what elements should be removed so nothing distracts from the point of focus?Although it might seem cost-efficient to give the viewer asmany attention-getting graphics & text as possible, itactually defeats the purpose of sending him one clearmessage he'll act on.So first decide on the message, make it memorable, then putit under a spotlight.And if you feel you have something else to say, just save itfor the next page, where you can showcase it under aspotlight of its own.4. COMMAND ATTENTION--------------------Have you ever wondered what usually captures most people'sattention?It's OTHER PEOPLE -- which is why photographs of peopledoing different things have remained a staple among print& virtual ads.Use this to your advantage by adding people pictures toyour site & your products; load them with the properemotion, and your buyers will get emotional about you(and your company) as well.5. BE CONSISTENT----------------A woman who always dresses in sexy but subtle clothesconsistently gives the impression that she's hard-to-getbut worth it. On the other hand, a woman who keeps wearingloud skin tight outfits gives the impression that she'seasy.In the same way, it isn't enough for you (and your site,and your products) to be frequently noticed by potentialclients in the most strategic places on the web.Equally important is the impression clients will ultimatelyhave about you -- and whether or not it's the sameimpression you really want to make.So before going high-profile, determine which profile youreally want your clients to SEE.Because marketing & purchasing -- like all other aspects ofthe human condition -- is all about emotion, and appeal,and desirability.And how attractive you can make yourself out to be.