How to Anticipate a Thaw
Sometimes life mirrors fiction
My client needs a strategy for their online presence.
They know their presence appears text-heavy and pedantic, making them less attractive to the new audience they seek. My client’s online presence must quickly inform the querying audience why they should care, but this message needs to be packaged with a color palette and intuitive organization that say “Come in!” long before the audience gets to the headlines, let alone body copy.
All sorts of off-the-shelf tools can make that happen these days. WordPress has a number of themes that can invigorate tired old websites.
But what I’m interested in is the engagement-promises my client can make that are deeply true. The organization itself is on the cusp of change and their online presence is a first new thing to present a refreshed vision. As such, their presence needs to be aspirational (“Here’s who we want to be”) but also rooted in long-held values. Their new presence needs to reflect the hard-won, chiseled facets they have come to love—facets that may just present new ways forward.
When I get stuck writing a piece of fiction, I go back and see what my characters have already been saying and doing. And then I retrace their steps along a new trajectory. And that is exactly what my client needs.
This is a team effort situated in real life. And this team effort will retrace and map and begin to outline a new trajectory. This team hopes to generate a conversation that precipitates a thaw after a long winter. We hope this conversation will pull in those who have long been hibernating.
Image credit: Kirk Livingston