Imagine our economy completely crashes, and you’re down to your last dollar. Which decision would make the most sense? Should you live like a pauper, hoard every little scrap, and try to make that one dollar last as long as possible? Or, should you live like an investor who puts that dollar to use and turns one dollar into two? At the end of the day, which person has a higher self-esteem and feels more positive about the future – the pauper or the investor?
In our Internet-based society, I see too many authors, publishers, non-profits, and businesses act like paupers when it comes to their website. For example, I’ve talked with publishers who think author websites are unnecessary. I’ve met authors who put off getting a website until their inexperienced nephew will do it for free. I’ve seen non-profit and business websites that are so out-of-date they haven’t changed since Al Gore claimed he invented the Internet.
The biggest complaint I hear against building an effective website is the cost. Some individuals and organizations believe that there’s no justification to spend several thousand dollars to do it right. But, it all goes back to your mentality: Are you a pauper or an investor? Paupers would say that it’s too expensive to invest in the cost of going to college. Yet, we all agree that people need to invest in a good education to grow their career. The money you invest in college tuition pays for itself many times over by getting you a better job. Likewise, investing in a good website will pay for itself many times over by helping to grow your business.
Don’t take my word for it. I’ve built numerous websites for clients that helped take them to the next level. Here’s the feedback that I receive:
- My improved website boosted my credibility and helped me capture new partnerships and major alliances.
- My improved website doubled the amount of visitor traffic we receive each month, and we make a lot more money.
- My new website helped dramatically increase my book sales and reach the New York Times bestseller list.
Why should you ignore the pauper mentality and invest in getting a top-notch website? Consider these two reasons:
I’ve met a lot of authors and business leaders who kick themselves, because they didn’t use their website over the past 5 years to build a large newsletter database, social media presence, blog following, and speaking calendar. When it comes time for them to launch a new book, product, or service, they have to start over to build an interested audience. They could have avoided this problem if they had invested in an effective website.
I’ve met a lot of non-profits who struggle to capture new donors or attract volunteers, because their homemade website makes them look suspicious. These organizations constantly try to raise new funds and introduce new campaigns, but people are hesitant to get involved. That’s because when you visit the website, it’s unsightly, devoid of current information, and doesn’t induce a sense of confidence to someone unfamiliar with the organization.
Your website is your most important marketing tool. So, why would you put it the hands of a pauper who would squander the opportunity? Act like the investor who knows he will double his money.