(I actually sent a version of this to a client as a bit of a metaphor for Direct Response copywriting.)
Google came to the search engine business late. There were already established leaders in the field.
How did they take over?
By meeting the “in-the-moment” desires of the target audience and… nothing more.
The Target Audience wanted to search. When they came to the Google site all there was to do was enter their search term in the search box and click submit.
There wasn’t a lot of graphics to distract them. There wasn’t a lot of “other options” to take their attention.
The site offered…
Only what the “prospect” wanted — to search — plus it was easy to understand.
Tech guys starting referring their friends to Google so they wouldn’t be asking them so many questions — Google was easy, perhaps even elementary and that’s at the root of why it’s so successful.
No distractions, no glamour, just what the customer/user wants.
What can we learn from this as copywriters…
Speaking to the in-the-moment desires of your target audience equals above average success.
Take a look. Go to Google.com now and you’ll see. It’s still very simple looking even today with all that Google has become.