The media change, not the principles
For some mysterious reason many marketers imagine that customers’ brains mutate mysteriously when they sit in front of a computer.
The truth is, they are the same people as they are when watching TV or reading an ad. Accordingly, we use exactly the same triggers and language on-line and off – and they work just as well.
We talk about benefits; we tell a full sales story; we focus on what makes the client’s offerings better; and we never stop thinking about what kind of customers we are talking to.