Many years ago I had a professor whose favorite saying was, "It's the simple things that elude people" It's not a new idea of course, but it is an important one, often associated with 14th century English logician William of Ockham

If you were to put together a list of irritating and annoying everyday occurrences, those dinnertime phone calls about getting your ducts cleaned or your windows and doors replaced would be high on the list, followed closely by email spam, and television commercials that seem to be twice as loud as the program and repeated 'ad infinitum

Before I decided on the title for this article I wrote down a list of options: how to engage an audience, how to affect change, and how to alter perceptions and change attitudes All of which are valid, and all of which are important to you as a business owner or marketing manager

How do you deliver a marketing message to a Web-audience that hates advertising A few years back I proposed a solution based on short-form television-style programs: the "120 Second Solution," two minute brand-story commercials formatted in a mini three act Web-video presentation

The Web is full of information, articles, videos, white papers, e-books and all matter of research and information Some of it is very, very good, and some of it is misleading and irrelevant

If you've spent a small fortune on graphic designers, search engine optimizers, social networking experts and still find that your website conversions are low, then perhaps your website suffers from the marketing equivalent of Capgras Delusion, a failure to make a connection between your online content and your emotional value proposition

So you want to develop a Web video campaign to put on your website and add to YouTube and all the other Web video directories Maybe you even want to create a new video micro site to promote that hot new product or service you're about to launch

Marketing campaigns should always start with a communication concept: a conceptual premise and framework that attracts attention and engages an audience in a way that penetrates each viewer's mind, and captures the audience's collective consciousness It is the foundation of your brand story

Everyone wants to do more business Everyone occasionally runs a promotion, a new marketing initiative, a product launch, or a new seasonal lineup

"My mechanic told me, 'He couldn’t repair my brakes, so he made my horn louder'” - Comedian, Steven Wright We all want our websites to be more effective, and if you're like most business people you are constantly searching the Web for anything that will help