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Wednesday, Jan. 9, 2008 at 11:25 am

Does Your Website Sound Like Hillary Clinton?

By Holly Buchanan
January 9th, 2008

Love Hillary. Hate Hillary. It’s up to you. But I saw something interesting in her New Hampshire campaign, and she summed it up in the beginning moments of her victory speech.

“…over the past week, I listened to you, and in the process, I found my own voice.”

There was a lot of chatter about Hillary’s emotional moment in a coffee shop caught on video. Watching that moment, many people thought, “Wow, I think for the first time ever, I just saw the real Hillary.”

One of the common complaints about Hillary is that she comes off as cold, almost robotic. Are we going to see a change?

Does your website sound like Hillary Clinton? Or at least, um, how Hillary used to sound (e.g., last week)? Are you using techno-jargon, cliches, stiff corporate speak? Does your brand’s voice sound authentic? Do your website visitors have a sense of who you are and what really matters to you? The vast majority of websites have copy that sounds robotic and predictable. Add unsubstantiated claims to the mix, and you come across as phony (another common complaint about Hillary).

What can you do to change that? How can you do a better job of connecting with clients and customers online? How can you create a “voice” for your website? Read this: “Two Simple Steps for Finding Your Website’s Voice

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Comments (8)

  1. This was an unnecessary slam toward anyone who is qualified to lead our country. All who are attempting to attain this country’s highest office are qualified whether you like it or not. TMI to your psyche, obviously. Shame on you. Americans need no more negative thoughts, thank you.

  2. LK,

    I’m sorry if you took this as a slam against Hillary. I actually meant the opposite. I think letting people see the real Hillary will be a big plus for her. (Just look at last night’s results).

    I believe her old “voice” came across as too stiff. There are two factors in politics – the message, and how the message is delivered. I believe her message will be stronger with her new delivery style.

    I want to encourage websites to do the same thing. Lots of websites have real value to offer to customers, but the copy/language/voice they deliver it in isn’t persuasive. They can take a cue from Hillary here – a positive cue.

  3. Holly,

    I agree with you. People that know Hillary personally have told me she’s whip smart, caring and funny. The “whip smart” has always pretty much come across – caring and funny, not so much.

    And, here’s another positive cue from Hillary – she keeps going, despite all the godawful crap her enemies throw at her and her family.

    In any event, I think 2008 just got a lot more interesting!

    (There’s also a marketing lesson in the NH primaries. Customers – like voters – have minds of their own, and surveys often don’t work, since people tell you what they think you want to hear, or even lie, or change their minds at the last minute in their decision.)

  4. Holly, I think I am going to have back you up and come to your defense on this one…… (LK) look at it this way…..

    I sure hope my web site does not sound like Hillary Clinton, with a near 50% disapproval rating right off. But what is your bounce rate on your website, is it around 50% also? Imagine if half of your customers left before they even looked into your website. Only the hard core customers/followers are staying at your site and buying…

    Anything I can do I greatly improve my over all bounce rate, is bound to increase sales since more people are looking over my web site. That is what I am trying to improve on now, my bounce rate.

    I think the lesson is, we all can learn more and do better. I can improve my bounce rate by improving my tone and Hillary can improve communicating her political message to others.

  5. “Sounds Like Hillary?” vote yes on Love!

  6. It’s sound interesting.

  7. I like this post very much.

  8. I like it too. awesome.

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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