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"tell them something they did not know" is one of my fav marketing mantras.

like starbucks taught me the differences in different coffee blends. or like nordstrom taught me the differences in different cotton qualities in dress shirts. or like the japanese jeans makers all of a sudden revived the high quality jeans made on traditional looms. - who would have ever thought of the specific quality af something as trivial as jeans before? - or nike when they dragged the air cushion out into the light and made it visible... and so on and so on..

"one may forget many valuable lessons in life. - but one never forgets a good teacher!" as i put it. - or "tell them something they did not know" as you put it.

All I can say is wow! Great post.

I relate to this material because I used to work on the internet site for a local University. Prior to landing the job I had read Mr. Nielsen's book on Web Usability, and everything made so much sense.

Our goal was to give prospective students and researching parents what they wanted up front, but we also wanted to dangle a carrot in front of them so that perhaps they'd make another click on something they did not expect and stay a little longer. By keeping our information interesting and relevant we were spearheading the acquisition of new students by using a medium that was becoming very prevalent at the time.

Your post is definitely a must read for anyone looking at going into designing websites because there's good sites, there's busy sites, and there's sites that just aren't worth the time!

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