"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly." - William Bernbach

In radio advertising you need the creativity of voice and sound. In television it comes through visual interest as well. In print it may be a blending of color and written content.

So how does this apply to ecommerce?

Take some time to honestly evaluate your website. Conduct a search for other businesses similar to yours and see what their website looks like. Then compare your site to others and see if yours is lacking something or if it's on par with other sites.

Would you be surprised if I said that if you are satisfied that it is in the same ball park as other sites you may need to do something to move it out of the park?

"Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.'" - Leo Burnett

Did you catch that?

1. Let your visitor know what you have to offer.
2. Let your visitor know how the product or service will benefit them.
3. Move them from information to a point of sale.

In ecommerce this is the primary directive. This is what you want to accomplish so you work at making these three goals a part of every aspect of your site design and purpose.

In order to get your prospective customers to truly consider your product or service you need to pass along the three main objectives listed above, but it needs to be done in a way that, as William Bernbach indicates, is imaginative, original and fresh.

There is no one-size-fits all approach to how that looks, but you need to understand the three-pronged directive along with the need to get creative with the execution of your marketing.

"Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before." - William Bernbach

Do everything you can to not only keep a potential customer browsing your site, but also give existing customers reason to come back. Let creativity be a partner in your online look and marketing strategies.