Posting 3 ... Inferences

Jonathan Price's article "A Rhetoric of Objects" attempts to inject humor and novelty into the discussion. He succeeds to a degree on both of these. In the form of a dialog with Aristotle, Mr Price revisits several of the key elements of Web communication and reinforces the unique and changing qualities of new media conversation.
Applied to our current team project I identify three significant points, while not new are clearly stated.

1. Audience. Keep the audience in mind! But unlike previous audiences in traditional media we are now faced with the urgent need to communicate with numerous groups of audiences with one media vehicle, a website. For our project, a narrow focus would kill whatever chance there was in attracting a viable consumer base. Too narrow and the pool of potential customers vanishes (although if the product was unique and compelling this may be the answer). Too broad and you lose focus and alienate those who visit your website looking for a speciic solution. Our project is neither compelling or focused. We have worked with our client to understand and adopt both but our client is unwilling to integrate these concepts into the project. Our client is extremely creative and dedicated. She works hard. But my impression is that this project is expected to do to much without a natural audience hook. To post a website, even with creative flash intros, delightful graphics, and thought out content will not become a money maker. This difficulty is, to some extent our fault. We have simply failed to create an urgent picture describing the challenges she faces. Ours is a work still in progress.

2. Customization. Allow your audience the freedom to cusomize! People like to, and now increasingly expect to, get what they want how they want it. This is not a new human trait it is just more available. The more the web caters to this the larger the audience's appetite gorws. Catch each visitor, typecast them, and deliver information and products that are ideally matched. Our client is attempting, against our teams advice, to address everything all on one page. The hope is that something will catch someone. But capturing the attention of a web visitor, potential customer, is difficult. Unless the customer needs your site, which is highly unlikely in the intensely competitive web environment today, they will move on to another site within seconds if their need can not be easily met. Even if your site is wonderully deep people will not do the hard work necessary to explore and find what you are providing.

3. Be Specific. Find a problem and offer a specific solution! Respond to the questions, "How do I...?" or "What is ...?" Start with a specific issue to solve and build from there. Keep the scope and focus of your product in mind and communicate that clearly. Our project involves ways to save the planet. Our client has done her research. She has worked very hard to compile interesting material. She has collected and written suggestions that are wonderful and would benefit the planet. The challenge is to present all of that material on a website without overwhelming a visitor. How to answer a specific issue quickly is our challenge. And, how to do this without been overtly "commercial." It is tricky to present large global social solutions without seeming too focused on making money. A delicate balance. I believe many people expect these types of websites to offer eveything for free, or at bargain prices. We must overcome the unspoken question, How can you dare attempt to profit from a global crisis? Most all social sites seek to bring in money, at least enough to make a living, but it must not appear that way!