Show it to the people via Good Representation in your website and bring Success:

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You've just used the restroom at Disneyland, and are approaching the sinks when you have a slight moment of anxiety. What exactly are you supposed to do with the faucet and the soap? Fortunately, there's a small placard, sponsored by a paper-towel manufacturer, that explains how to apply soap, rinse your hands and pat them dry with—you guessed it—paper towels.

For most of us, this is a farcical situation. But it reflects the level of comprehension we sometimes see in customers. You probably receive questions about some aspect of your product or service, something so utterly apparent to you that to explain it seems as inane as offering instructions on how to use soap.

"Every interaction with your public runs the risk that some people just won't get it," he says Seth Godin in a post at his blog. "They won't understand the protocol at your jazz club, or figure out how they use that new thing you just built. They won't get your verbal shorthand or they'll be frustrated by your presumption that they're insiders."

According to Godin, you could try to idiot-proof your product and marketing copy. But that's not really a solution. "Great design eliminates confusion," he notes. "But not for everyone, not all the time. The words and interactions you use often have a sophistication that will confuse some portion of your audience." That's the way it should be, contends Godin, because your product probably isn't very remarkable if it doesn't leave someone scratching his head.

Your Marketing Inspiration: Accept that customers will occasionally ask dippy questions—but instead of catering to the lowest common denominator, make it easy for these people to find answers.

Any teacher can tell you that students have three basic learning channels: auditory (written and spoken words); visual (pictures and graphics); and kinesthetic (hands-on activities). If you had to choose your preferred channel for online communication, you'd probably pick verbal communication. But, says Rick Sloboda of Webcopyplus, only 20 percent of us rely primarily on the auditory channel—the remaining 80 percent split evenly between visual and kinesthetic.

So if your Web site fails to woo these predominant learning styles, your message might not be as effective as you think. Sloboda cites the book Neuromarketing, for instance, in which authors Patrick Renvoise and Christophe Morin report a finding by the 3M Meeting Management Institute that "effective visuals" reduce the time required to communicate a concept by 40 percent.

In addition to augmenting marketing copy with photos, illustrations, charts, audio/video feeds and interactive elements, you can also use language to appeal to visual and kinesthetic learners. Tap the visual channel with descriptive imagery: "I saw the surfer ride the huge blue wave." The kinesthetic channel, meanwhile, will likely respond to vocabulary that evokes the sense of touch: "The ice-chilled beverage was so refreshing."

The Po!nt: "Deliver distinct, consistent and memorable web content via various forms to connect with online visitors emotionally, and ultimately drive desired actions," says Sloboda. "Covering the full spectrum of learning styles in your web content will help you engage, inform and influence a higher percentage of your target audience."

There is no question that we have entered a period of economic uncertainty. And, especially as individuals and companies begin to tighten their financial belts, fear of failure might make you less inclined to implement innovative business and marketing strategies.

But in a post at Marketing Safari, Hjörtur Smárason argues that failure is not only an acceptable risk, it's just as important as success.

"Mistakes are a necessary part of learning, development and innovation," he says. "There's a lot you don't understand until you try it on yourself. And if you let the fear of failure stop you from trying something new, you'll face nothing but stagnation." In other words, bunting is safe, but you'll never hit a home run if you don't take a swing once in a while.

So instead of focusing on the negative aspects of past failures, zero in on the insight they provide. "One mistake doesn't mean that the next attempt is more likely to fail," says Smárason. "Actually, it should be the contrary. It should be more likely to succeed as that person hopefully learned something from the mistakes." And if you approach future plans with this rational pragmatism, you can innovate fearlessly as your reach for the greatest payoff.

The Po!nt: Don't be afraid to take calculated risks, and don't get discouraged if a few projects or ventures don't work out. "The more mistakes you make," says Smárason, "the better the chances for one of those risky decisions to be your big success."

Released on----- 23 September, 2008