Liz Strauss at Successful Blog

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February 22, 2006

GAWKER Design: Curb Appeal as
Customer-Centered Promotion

ME Liz Strauss wrote this at 2:17 pm

The Qualities of Great Curb Appeal

Great design is branding that whispers. Like a house with fabulous curb appeal, a uniquely-inspired stained glass window, or the fine lines on a fabulous car, design is promotion that draws you nearer. It entices customers or readers to come closer–to see for themselves what’s being offered.

Don’t think for a minute that looks don’t count. First impressions tell customers that a business understands who their customers are and that the business knows what their customers are looking for. GAWKER understands curb appeal and uses it to deliver customers to their own front door.

Product is the what and the how. Product is the content and the quality that gets customers coming back. But whether it’s a blog, a bistro, or barometer, product is nothing if it never gets to a customer. If no one comes to read it, or dine there, or buy it. Then how can you say that the product is good?

That’s where design–curb appeal–comes in. Design is the why and the romance. Like quality product, good design starts with the customer. It tells the customer what this product is and who it’s for. Design done well makes the promise that the product keeps. It says, “Come here, and try this. You won’t be sorry.” If the product is quality, you’re not sorry. You’re delighted you tried it.

Gawker and the Curb Appeal Checklist

Gawker Front Page

GAWKER passes a Curb Appeal checklist with flying colors.

In terms of the curb appeal the closer a reader gets, the better GAWKER looks. GAWKER has mastered brand-niche marketing.

Promise and Product Perfectly Wed

As a reader, I find exactly what I expected–the jazzy, snarky, celebrity gossip that makes me feel like a slightly smarter, sharper celebrity than the folks being talked about. GAWKER passes the test because everything they do says they know who their customers are. That knowledge shows in every detail of their product. The promise and product are perfectly wed.

The key to GAWKER-level design is knowing your customers so well that your customers can see themselves in every detail of what you do. Top-notch design and product-driven packaging require complete attention and constant awareness of customervalues and customer needs.

When was the last time you checked in with your customers about the curb appeal of your blog or business? Are you sure your product and promise are perfectly wed?

–ME “Liz” Strauss

Related articles:
Blog Promotion: Checking Out Curb Appeal
Five Design Basics to Never Forget
Blog Design Checklist
Great Photo Resources to Support Readers





Filed under Audience, Checklists, Design, Marketing, Successful Blog |




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2 Comments to “GAWKER Design: Curb Appeal as
Customer-Centered Promotion”

  1. September 15th, 2006 at 7:12 pm
    Successful Blog - Frosted Mini-Wheats Design that Hooks Readers said

    [...] Related Articles 5 Sure-Fire Ways to Break the Promise of Your Brand 6 Steps to a Branded Business Blog in Record Time http://www.successful-blog.com/1/gawker-design-curb-appeal-as-customer-centered-promotion/ [...]

  2. October 11th, 2006 at 6:15 am
    Rich and Famous » Blog Archives » The Celebrity 100 - Forbes.com said

    [...] Successful Blog - GAWKER Design: Curb Appeal as Customer-Centered First impressions tell customers that a business understands find exactly what I expected the jazzy, snarky, celebrity Bottoms; Blogging; b5media; Duncan Riley; Ensight; ProBlogger; Successful Blog; Business [...]

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