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Everybody on the internet is trying to be different.

At least, I suppose they are, because it’s no good being just the same as everyone else. But the problem is that most people try to be different in the same way, so they’re not that different after all.

Type any search phrase you like into a search engine and go to any of the pages listed. How many of them will be really different, really unique? Web templates and blogs tend to make for a degree of uniformity, but it’s more than that.

Pages and blogs that have been put up non-commercially, that is, without the primary intention of selling something, have greater scope for being unique. They have more manouverability because they can take any direction they want, rather than bang home a sales message. But even a great proportion of *them* seem to read the same.

And sales pages tend to be either woefully inadequate for selling anything, or using a sledgehammer in carrying on for screen-length after screen-length about how good their product is and why we ought to buy it.

Is it really so difficult to be different?

I think perhaps it is. But that doesn’t mean it’s impossible or over expensive. It takes thought and hard work, but unique copy that inspires, motivates, informs and entertains can be created. It is every day. Wouldn’t it be great if your web site or blog could have this kind of content regularly?

Philip Gegan

Being different is all about just being yourself. But in modern technological societies we have to specialise to survive. This works against our individuality, tending to force us to act in a uniform manner befitting our own particular speciality.

It’s not just repetitive work in factories and warehouses, shops and offices, that tends to rob us of our uniqueness. I’ve seen it happen in the legal profession, for example, where a kind of mass uniformity is welcomed by the legal establishment, and anyone with noticeable individuality is regarded as being a “loose cannon”.

In other words, everyone dresses more or less the same, acts and speaks more or less the same, and dresses more or less the same. Lawyers, of course, love precedent and convention, and so this extends into the written word, with letters containing the same phraseology being sent out by the untold thousands every day.

Anyone with a truly independent spirit runs from that kind of environment as fast as they can. Certainly I do. All the great people who have ever lived – the great creative geniuses of literature, music, the arts generally and science (of which I am not one) – all of them have been great individualists, indomitable and strong willed.

And they all specialised in what they did, yet were completely different from others in the same field of endeavour. So human.

I think it’s a good thing that we all specialise in what we’re good at, which invariably is what we enjoy the most. On the internet, some are good at design, some at writing, others at marketing, or bringing buyers and sellers together, some at programming and scripting, and so on.

And when we can trade with each other so easily online, we can buy and sell services that ourselves and others provide, and facilitate the distribution of wealth. This is how the internet has definitely had a positive influence on human affairs.

Philip Gegan
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What makes web site charisma? What exactly is web site charisma? And how can we get it for our site?

Some people just have charisma in bucketfuls. They don’t have to try. They just have it. In fact, anyone who tries to have charisma doesn’t have it. It’s something that is either there or not there. As they say, “You’ve either got it or you haven’t.”

When the curtain goes up on the stage and the actors appear, one of them will have more charisma than all the others. It won’t necessarily be the actor with the leading role or the most striking costume. It might even be someone without a speaking part. But whoever it is, your eyes are drawn straight to him or her. That’s the actor who, if not famous yet, certainly will be before long.

It doesn’t matter how crowded the stage is, you’ll see the actor with the charisma. You’ll notice what he’s wearing, how he moves, and his reaction to everything going on around him. If the charisma is really strong, you’ll be drawn to him so much that you might not notice much about the other actors.

That’s what you want your web site to have. It’s the X Factor, the magical quality that makes one person, or one thing, stand out from all the others. With that in place, you have no worries about losing your prospective customers before they’ve finished reading the page. And then they’ll more than likely follow your guidance to fill in your web form or make a purchase.

So how can you get this for your web site or blog? Remember, anyone who tries to have charisma doesn’t have it. But you can study people with charisma, and you can study successful web sites that have this quality. What do charismatic people have, apart from charisma itself?

They are just themselves. They are honest and open. What you see is what you get. They do what they purport to do. They don’t try to be anything other than what they are. They don’t copy or imitate anyone else. They are truly unique.

They don’t care too much about how they come across to others because they know the people who matter to them will see their souls, and they have nothing to hide. They are there to serve, and they are happy with that.

So if you can follow the same rules for your site or blog, then you may be able to make it the charismatic magnet for all the people you want to attract to it.

Philip Gegan

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We all know the quote from the famous Robbie Burns poem about being able to see ourselves as others see us. But how many web masters and bloggers take the time once in a while to step back and think about what their work might look like to their visitors.

It’s like a fisherman casting his line. He has to give a little in order to get what he wants. He mustn’t let his quarry know what he is really after, but must give reassurance that all is well, even favourable. And then, before he knows it, he is reeling in another fish.

Just as fish constantly seek food in the water, so people using the internet seek information. With the instant-gratification mentality prevailing, that means showing them in the first few seconds that your site or blog has something that will benefit them, that may solve the problem they have.

This has to be firstly through the look of the page. If it looks friendly and professional then the first hurdle has been cleared. The next stage is to have a headline that promises them the information, or the solution, they seek.

And the third stage? To have a winning opening paragraph that has them “hooked” into the rest of your page. When they pause to let the newly found content sink in, they may notice, at the edge of the page, an invitation to download some further free information, simply by inputting their name and email address.

All this depends on everything on the page being compelling, so the targeted prospect just HAS to read on and on. Take a fresh look at your home page, and other keyword-targeted pages, through the eyes of your prospects. Does each page meet these requirements?

If they do – congratulations. If they do not – it’s time to do something about it. Being able to “see ourselves as others see us” is not so very difficult, but it is a highly valuable skill that we should all develop.

Philip Gegan

Unique  PLR content, wonderful web copy, outrageous articles, tantalising Twitter posts and breathtaking blog entries supplied for a boringly reasonable price. More information at http://www.philipgegan.com