Several weeks ago, I was getting my entertainment fix, not from Tiktok or Fakebook, like most people…

I was getting it from one of my favourite podcasts:

Founders

It’s hosted by David Senra and in each episode David reads a biography of a business owner and extracts lessons from how they ran their business and life.

Anyway, I was listening to his episode on the Michelin brothers (the 2 brothers behind the Michelin tire brand and subsequently, the Michelin maps and the Michelin star rating for restaurants) and it is full of really cool practical insights.

One idea in particular that stood out to me was how quality can transcend the product you sell.

Back then in France, there were very few cars on the road and so the Michelin brothers wanted to encourage more driving in the nation (the more people drove cars and the longer they drove them, the more tires Michelin would sell).

In order to encourage more people to drive longer and farther distances, they created the Michelin travel guide and maps.

The travel guide showed them really cool places they could go visit and the maps helped them get there easily.

All these increased the amount of driving done in France.

On the one hand, that is just a brilliant, long-term approach to marketing your business. There’s so much wisdom in their approach to selling tires, especially if you’re in a market that is not sophisticated yet and your potential customers have some “catching up” to do.

On the other hand, the maps and guides took on a life of their own.

For many people, it became their first point of contact with the Michelin brand and it pretty much became a necessity for most road users at the time.

Here’s more:

Even though the map was unrelated to their core product (air-filled tires), people automatically assumed the tires were high quality because of the level of detail, quality and care that went into the maps and travel guide they created.

And that was how the map became one of their biggest marketing tools.

Here’s why I bring this up:

Your website in many ways is like the Michelin map.

It may not directly sell your product/service (even though it very well could), but it is often the first “product” your prospects will interact with and you will absolutely be judged by the quality (in terms of structure, organization, look, “depth”, uniqueness, etc) of your website, before they will ever try any of your paid products.

And in many cases, they may never even try any of your product/service if they think very little care or attention was put into creating your website.

That’s how important your website can be.

The quality of your products and services need to be reflected by your website.

Enter IKON Media:

Our goal with every project is to create a web interface (website, landing page, optin page, etc) that helps you achieve your marketing goal.

That’s why our first conversation is always about your marketing strategy and seeing where your website fits into the picture.

After that, we go into designing your project in a way that reflects your brand and attracts your ideal prospects, while repelling those you don’t want.

For more articles like this on marketing, sales and copywriting, check out my website: https://ikonmedia.net/

When you get there, you have the option to join my email list.

If you join, you will get my free book that shows you how to multiply the amount of revenue you make in your business using your email list.

If you’re interested, use the link above.

Fola