"But that's the way it's done."

I'm starting to see a trend in Internet marketing that permeates other media. It's what I call the "But that's the way it's done" factor.

If you ask a TV producer why a serious moment has to be interrupted by a one-liner, their answer will come out something like "that's the way it's done."

If you ask a radio programmer why every station in America is running contests, you'll get a weird look and an answer along the lines of "well, that's the way it's done."

Now we're starting to see this principle applied to web sites. Notice lately that a great many web sites are starting to look the same?

Ask a web designer why there must be a gif logo, gif buttons, jpeg photos, a complex shopping cart, and text in Arial or Verdana for every web site and you'll probably get a "just the way it's done" answer.

Don't be afraid to break the mold and design your site, TV commercial, or radio spot in an unusual way that perfectly fits your goals. Your originality may be just what is needed to break through to customers.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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