Articles of Interest

 

                                                 CHERISH FEAR
                                                  Bob McElwain

                               Many argue it's best to overcome fears, to put them in their
                               place, so to speak. For me, that place is right out front where I
                               can meet them head on. Embrace them even.

                               It's fear that keeps us from coming too close to the edge of a
                               precipice or climbing too high in a tree. In business, it points out
                               the pitfalls ahead and allows us to plan a way to avoid them.

                               Fear is of two kinds. Rational and irrational. It is rational (sensible)
                               to avoid falling off a cliff. It is irrational (nonsense) to believe all
                               the people in the crowded room are watching you. Expecting you
                               to do something naughty, maybe.

                               To the degree possible, crush irrational fear. Meet it head on. Why
                               do you feel everyone is watching you? Look about at those
                               around you. Study their faces. Their smiles and frowns. Their
                               ernest or frivolous dialog. Listen to their chuckles and laughter.
                               Are they really watching you? Do they even know you are in the
                               room? Would anyone notice if you did do whatever? The answer is
                               no. But cling to such questions until irrational fears are laid aside.
                               They block our way, slow our pace, and add uncertainties, none
                               of which is helpful.

                               But rational fear is useful. Harness it, then give it free rein. Listen
                               to what it tells you. Evaluate. Are you too close to the edge of
                               the cliff? Back away. If it is only of goblins in the night it speaks,
                               say the words right out loud, "Stuff and nonsense!"

                               Building a business online or offline is fraught with fear. Listen to
                               what it says. Lean closer if the voice is too faint. It will help you
                               foresee a great deal of the future, of problems that may beset
                               you, and barriers that may need to be overcome. It is unlikely all
                               of this will come to pass, but think of the added confidence
                               gained in being prepared for those that do.

                               Taking risks is an essential ingredient in growing a business. From
                               making changes in a website to expanding into another area, all is
                               laden with risk. But if no action is taken, there will be no growth.
                               Instead, the business will wither and die. Let your fears assist you
                               in planning a clear path around possible obstacles, then move
                               forward boldly. With good plans for the unexpected, you can not
                               be seriously harmed.

                               Specific to your website, recognize that your visitors are real live
                               people, not just hits reported to log files. As such, they are also
                               subject to fears. Know some have not made the distinction
                               between rational and irrational fear; they have both kinds lumped
                               together. Their behavior will be all the more unpredictable.

                               Some have reported as many as 65% of visitors fail to complete
                               order forms. While I have never seen mention of it, I would bet
                               good bucks that many click away in fear. "Why do they want my
                               address; I didn't ask them to mail anything to me?" "Why do they
                               want my phone number?" "Who are these people butting into my
                               life this way?"

                               We know how important it is to build trust with the content and
                               presentation of a website. While we may have failed to achieve
                               this goal completely, we have worked at getting close. I suggest
                               another step be taken.

                               Since indecision and uncertainty often lead to fear, and thus to
                               flight, erase all possible points at which a visitor may stumble.
                               Easy navigation is clearly a must. But look for less obvious things.
                               A link that misleads. An ad that may offend. A line in a sales pitch
                               that is too much to swallow. That is, look at every element within
                               your site. Identify every point at which a visitor might stumble,
                               then make sure it won't happen.

                               Watch the birds in your backyard. Or the deer in the foothills.
                               Fear keeps them alive. Given any challenge that can not be
                               instantly identified, it is always fight or flight. These options are
                               far too fundamental and primeval to ignore. In your business,
                               harness fears so the next action can be taken. On your website,
                               be sure visitors do not click off from fears of which they may not
                               even be aware.