Air Conditioning as a Selling Point

Every once and a while I come across a company promoting their new, easy to use website. I don't think a good website should be a selling point anymore. Businesses that highlight the fact that they have decent websites remind me of motels with neon signs showing that their rooms are equipped with air conditioning. At some point air conditioning ceased to be a luxury and started to be a standard. From that point on the sign that might have communicated quality now says old fashioned, or in need of upgrade. The longer those signs remain in place the more outdated they make the facility look. The lesson I take away from this is to focus marketing efforts on benefits that are truly unique, and not spend time promoting features your customers expect you to already have.

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