E.G.O.S. (Eyes Glazed Over Syndrome)
When your website talks to everyone, no one knows who you’re talking to
The famous ad man George Lois died a few days ago at 91.
He created famous magazine covers for Esquire that are now part of museum collections
When asked by his future employer Harold Hayes for advice on how his covers could be improved
Lois bluntly said that they needed to convey a point of view as forcefully as the magazine’s star writers, like Norman Mailer and Gay Talese.
See if this helps:
If your website does not take this same laser-focused point of view
Your prospect’s attention will begin to drift
Until next thing you know
They’re at your competitors
Or youtube or Netflix (which quite honestly we’re all competing against)
I know what you’re thinking …
But if I take a laser-focused approach on just 1 person or group, I risk alienating other potential markets
But the risk lies in what you’re doing now
Losing your prospect’s attention because they don’t know who you’re talking to.
Here’s the thing:
All your prospect wants to know
Is that you’re talking to someone
Even if it isn’t them.
That’s what makes it interesting
And oddly enough
Far more relatable.