They’re called avatars. You’ve probably seen them in discussion group as static images – a cartoon-like character that represents a person’s personality. The animated version of avatars—big in online gaming and in virtual worlds like Second Life—are also beginning to show up in marketing material on the Internet. I first saw a “talking” avatar on a website promoting the Bahamas. The avatar, my guide, welcomed me to the site and explained to me told me why I needed to vacation in the Bahamas, and sooner rather than later!
“Wow!” I thought. “What a great way to personalize your website with audio.” Although I didn’t book a trip at the time, it certainly made an impression on me. This happened a couple of years ago, and I immediately went in search of companies who created avatars for this purpose; I found none.
Today, there are several companies who create avatars. Some, like www.sitepal.com, offer you a choice of pre-designed avatars at different payment levels. Others will create your own personal avatar based on your photograph.
What’s great about these talking characters is that they:
- add audio to your site in a friendly, engaging way,
- are very new to the marketplace and will allow you to stand out in a crowded Internet space, and
- allow you to have a “video” experience on your site without any major production costs or bandwidth issues.
Talking avatars are most effective, I believe, when used either at the very beginning of your website as a “welcoming” introduction to your site and what it has to offer, on your About Us page, and maybe on a sales page to highlight a story. They’re even being used on ebay to enhance auctions! In November 2007, an online company, Small Business Trends, reported that using a SitePal avatar of its CEO increased newsletter signups by 144%!
Who provides the voice for your avatar? There are certainly times when it is appropriate for you to use your own voice, but for anything longer than a minute, I suggest hiring a professional. And especially if you have a story to tell (or sell, as the case may be!), you want someone who knows how to turn words into a compelling audio piece, or what I like to call “voice persuasion.”
I also recommend hiring a professional to copywrite the text for the avatar. What you want is clear, concise copy that highlights your features, offers compelling benefits to the listener, and even overcomes some basic objections.
Avatars can increase your traffic and conversions in a fresh, new way. They can engage emotion on your site, provide valuable information for your visitors, and create a trust factor with your prospects, all of which help you to gain clients, increase sales, and stand out from the crowd!
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