Can George Costanza improve your website?
George Costanza is one of our favourite characters in Seinfeld. He’s upfront, dreams big and gets some of the funniest lines, including, “If you take everything I’ve accomplished in my entire life and condense it down into one day, it looks decent”.
There’s another classic George quote – where he claims to have invented the breakup line “It’s not you, it’s me”.
Here’s how it goes:
George: I don’t understand things were going so great. What happened? Something must have happened.
Gwen: It’s not you, it’s me.
George: You’re giving me the “it’s not you, it’s me” routine? I invented “it’s not you, it’s me”. Nobody tells me it’s them not me, if it’s anybody it’s me.
Gwen: All right, George, it’s you.
George: You’re *damn* right it’s me.
[SCENE: Jerry’s apartment.]
Jerry: But I thought things were going great.
George: Yeah, so did I.
Jerry: Did she say why?
George: No. She tried to give me the “it’s not you, it’s me” routine.
Jerry: But that’s your routine.
George: Yeah. Well, apparently word’s out.
As Marketers, we love this scene. It’s perfect for so many websites. Let’s joint the dots.
As a visitor to a website, don’t you get sick of wading through paragraphs and pages of content that prattles on and on [and on] about the company, their history, their facilities, their everything, in detail.
When really, all you want to do is find out if they can solve your problem.
You don’t want to hear about them, you want to make it all about you and what you want.
When it comes to your website – it’s not about you [the owner]– it’s about me [the customer] So, it’s not you, it’s me [see, I’ve made the connection with George].
Better than design…
While design in your website is important, it’s all for naught if your content is crap.
If you do not have content that speaks to your visitors, you can kiss potential customers, who visit your nice looking website, goodbye. A great copywriter can create content that fits in with your snazzy design. It’s a skill. And many websites need it.
Rather than talking all about what YOU do, what YOU sell, your website should be addressing the problems that visitors want to address.
So take a look at your website. How many times do the words, we, us, our [etc….] appear – as opposed to the golden words of you, you’re?
Remember, when it comes to the target of your website content, it’s not you, it’s me!