This goes for everything from the creative that is executed on your site, wording in your online ads, the copy used on your site, to messaging used on targeted landing pages. By aligning your online and offline marketing efforts, you will better achieve your overall business objectives. Having stated the above, it’s important to remember that you shouldn’t simply reuse copy that is used in your offline collateral online. Remember, you’re driving your customers to the Web site for a reason, whether that is to enter a contest, purchase a product, or simply download a white paper. Web copy is not the same as copy used in a corporate brochure. (More on writing for the Web will be covered later in this book.) The point is that if you direct users to your Web site from a business card, television commercial, or bill board, they perceive a value for visiting your site. They don’t want to visit the site to simply see the same thing. Yes, the style and tonality of the messaging should be consistent, but don’t say the same thing twice. You’ve got them to your front door; it’s time to close the deal.

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