Without Content There is No Commerce

By Rob Ainbinder

What does that headline mean? To explain, here is a possible scenario: You enter your favorite store and go to your favorite department. The item you wanted is on the shelf but, there is no shelf tag, shelf talker, P.O.P signage. In addition, no clerk is in sight. You pick up the item and there is nothing on the package except a barcode. What the heck is going on?

The world is full of words....Bits of packaging copy touting the benefits of the item at hand. A list of features deliniated on a point of purchase sign. Words are everywhere. Without these words (content) there can be no commerce (sale).

Imagine visiting a Web site with no text to indicate links. It would be like visiting a foreign country and not knowing the language.

How can this be prevented? Get some crazed wordsmiths on the job, on the double.

Rob Ainbinder is President of Deep River Communication.
The agency provides Marketing, Web Design and Copywriting services to grassroots, non-profit and for-profit clients.
Serving: Greensboro, High Point, Kernersville, Randleman, Asheboro, Archdale, Trinity and Ramseur, North Carolina.

Deep River Communication - Catch Your Customer^SM
Marketing, Web Design and Copywriting that gets 'em hooked!