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Words Can Move You By someone s count there are 171,476 entries in the Oxford English Dictionary, plus another 47,156 words that have fallen out of favor. This of course doesn t count the 9,500 additional permutations, that don t deserve their own special attention. Fifty percent of these words are nouns, twenty five percent are adjectives nike air huarache womens pink , and 14.285 are verbs, with the rest made up of all those other things, the purpose of which most of us have long since forgotten. Others may find fault with these numbers, but no matter what the total, it s a lot of words. Of the several hundred thousand words to choose from, the average person recognizes less than ten percent, while the average teenager seems to only be able to handle about half that amount; of course that doesn t count slang, instant messaging jargon, or the ever popular four letter variety. Why the heck are there so many words if we all refuse to use them. I mean why waste all those perfectly good words on English teachers and college professors. By the way, they say swearing is the refuge of the feeble minded, people who can t express themselves in a more articulate manner, but to be honest nike air huarache triple white womens , I really don t give a damn. Here s the thing, words have meaning and impact, and they provide the emotional context of our communications, to which we can add subtlety and nuance through their delivery by means of tone, cadence, and gesture. So as important as words are, the way they are delivered is even more important. What Website Design Is Really About The other day I was listening to a local all news radio station. It is mostly rip and read wire service stuff that they repeat over and over like some kind of psychological torture, but they do provide traffic reports on a nauseatingly regular basis. 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Website owners have been told that visitors won t wait for anything, that they are impatient, and you ve got to get to the point fast, make the pitch and close the deal; well that just isn t going to work with any sophisticated product or service. Your website presentation needs to slow people down so they hear what you have to say, and you have to say something worth hearing. Website design is about more than layout, markup language, and technical wizardry. Website design is about communication, it s about turning advertising into content nike air huarache black and red , and content into an experience that viewers will remember. Seven Words To Remember 1. Communication People are always asking us what s wrong with their websites, and the answer in the vast majority of cases can be summed up in a quote from the movie, Cool Hand Luke (1967): what we have here is a failure to communicate. Communication is the key to success, and that doesn t just apply to your website, it applies to almost everything you do both inside and outside your business life. If your website isn t communicating on both a rational and emotional level, if it doesn t provide the psychological and emotional context of your marketing message, then exactly what is it doing? 2. Audience I can t think of too many people who actually like being sold. In fact, sometimes customers get so irritated by sales tactics that they end up not buying the thing they came specifically to your website to purchase. Solving the problem is merely a question of altering your perspective; the average buyer is predisposed to dismiss and ignore high pressure tactics, and meaningless sales pitches. So instead of treating customers like customers, try treating them like an audience. Audiences want to be engaged, enlightened, and entertained. And that is the most effective way to make a sales impact. 3. Focus All too often websites inundate their Web audiences with facts nike air huarache nm red , figures, statistics, and an endless list of features, benefits, options, and whatever else the sales department can think of throwing in. All that stuff just confuses people. Focus your message on the most important elements of what you have to say. If your website can embed that singular idea in an audience s mind, then it has done its job. 4. Language The words used, and how they are put together provides m.