Jay Conrad Levinson, "What do people want online? It's not what you think it is," CAP Online, April 2001

Some folks see the web as a vast, new field for advertising messages, assuming that while people may want to do something else, if we can entice them with Flash, we can sort of trick them into paying attention to our products and services. Guess what. That's not gonna happen.

What does this mean to emarketers? It means that if you're constructing a site for goal-oriented consumers, you'd better make sure you can help facilitate their seeking. Rather than focus on entertainment, Flash, and useless splash screens, the most effective sites are those that help people get the information they want when they need it. Straightforward data, information that invites comparison, and straight talk are going to win the day.