Fwd: Re: Auxiliary Benefits: filtering comments

I sympathize with William's concern about watering-down our message, but 
unless someone can point to some hard data I think we have to couch our 
message in probabilities.

I am reasonably certain that the "Advertising Institute of America" (if 
such a body exists) has data that shows that nationwide direct-mail 
marketing of any product will generate more sales for that product.  In 
that case, increased audience reach translates directly into increased 
market share.  But in the case of a Web site people still have to come to 
it: i.e. potential audience.  An accessible site only increases the size of 
the potential audience.  I wish I could tell a company that an accessible 
site guarantees more site traffic, but I can't.

Chuck

At 02/08/02 11:05 AM, you wrote:

>At 08:26 AM 8/2/2002 -0400, Chuck Letourneau wrote:
>>An increase in market share (as I understand it) is a possible 
>>consequence of reaching a wider audience, but not a given.
>
>I'm always struck by how "honest" we seem to be about things like this. 
>Instead of "Increase your profits four-fold by making your site 
>accessible" we insist on a disclaimer for the rather intuitively obvious 
>claim that increasing audience will increase market. It's as though we are 
>packaging accessiblity with a demurrer of the "your mileage may vary" sort.
>
>--
>Love.
>
>It's Bad Luck to be Superstitious!