We are the best!

A friend sent me a link to a BusinessWeek.com slideshow of online biz advice from its entrepreneurs.

Words of wisdon from the founder of LinkedIn (emphasis mine)

Advice: Don't have a bunch of promotion and marketing fluff on your page. Just saying you're the best doesn't mean you're the best. Customers want to know how much it's going to cost, how long it's going to take to get to them, and if they're going to get good service.

Don't take up screen real estate that's not actionable, useful information. Don't make them click too much or make it too hard to find products. If they don't find what they want from the home page, they're going to click to the next site. They're expecting convenience. Make a compelling offer, because customers on the Internet are expecting a deal.

This si true in print advertising as well. It can be quite frustrating dealing with companies that have no ad direction other than to say "we are the best". Really? You are? How did I miss the vote on this? Torah Times and CY Magazne are just filled with this kind of mush.

I will have more to come from the slideshow.