The egotist I channeled above is not a stranger. He or she is you…or me.

No matter who we are, how much money we make, or what age is on our driver’s license it’s all about me!

Not me literally. It’s all about you and me.

It’s not a new concept. Those old time sales books used to teach this, and so did the books about etiquette. Tried and true success gurus like Napoleon Hill and W. Clement Stone preached it as well. To get your message across to someone, treat them like they’re the most important person in the world.

Think about your last trip to the gym. It was all about you. Your workout, your weight loss (or gain), your muscles (or lack thereof).

Your last hair cut was all about you (not the guy in the next chair).

Your new shoes were all about how well they looked on you and how comfortably they fit on you.

How about that bottle of good wine you ordered at the restaurant? Did you ask the guy at the next table to taste it first? Of course not. Or the tickets you paid top dollar for to make sure they were the best seats in the stadium. You, You, YOU!

See where I am going with this?

Well, the “Me/You” mindset is exactly what will help you create more successful online experiences for your brand. Because especially online, it’s all about ME.

Think about it. Blogs, Facebook, You Tube, they’re all about: Here’s what I think; Come look at me; See how smart I am; Aren’t I good looking; This is who I’m voting for; Don’t I have the coolest life…and on and on.

Now in real life, it would be socially inappropriate to be so blatantly self-impressed in public (though we’ve all have met those who have yet to learn this).

Most of us find this kind of attitude in others obnoxious, boorish, off-putting.

But online, something happens. Just look at the explosion in social media. It validates “it’s all about me” at every turn.

Social media feeds the urge to express ourselves to virtual strangers, and sometimes share the most intimate details of our lives.

There is a transformation that takes place online where even someone with the temperament of a Mother Teresa can change into a raging ego-maniac.

And it is this ego-maniac who will be viewing your digital ad.

So be sure to make that ad appealing to their over extended sense of self. This is a lot easier said than done. Unlike traditional media, the web is a fickle place. Make them feel unimportant and you’re sure to get clicked.

You need to get your audience to park themselves at your ad long enough so they eventually want to learn more and will continue the experience.

So reassure them, through the brand’s message, that they are making good use of their time. Entertain them as they entertain your offering. Back up what you are claiming with insight that rings true.

Make that ad come alive. Engage them with interaction. Offer a choice.

Choice is ego-empowering. Choice plays up to “it’s all about me.”

Choice can come in the form of a question, an invitation or a game.

Then, once they’ve been ferried by the ad to your web site, you must offer them immediate fulfillment of your ad’s promise.

Rule of thumb:
Everyone online is all about Me
AND
Everyone online has ADD.

Your web site can hold them, however, if it has relevance, relevant functionality, and ease of use.

Know what makes your audience feel happy and fulfilled. Know their habits.

Put yourself at their laptops and visit the sites they would frequent. Engage in the games and chat rooms and blogs they enjoy. Know what they download and upload.

Let your site reflect back to them how they want to see themselves.

One technology company reached their desired online audience, IT managers and CIOs, by catering to their job frustrations, and to their need to impress their peers.

The tech company created an exciting online game where these IT managers and CIOs could “solve” virtual technology disasters, then compare their solutions in a chat room.

Not only did the site generate engagement, it engendered brand loyalty by fostering a community. Visitors returned again and again to help each other solve real tech problems. The site became a safe haven where they could commiserate, vet frustrations and impress their fellow tech “warriors.”

The technology company, in return, got brand exposure, positive buzz within the target market, loyalty, and lead generation opportunities. Not a bad deal.

Digital ads can be an important first step to creating an enduring online presence for your brand, as well as a chance to build a network of brand loyalists.

You won’t go wrong if you keep top of mind the three most important people to your audience: Me, Myself and I!

Ray Manna is Director of Interactive Strategy at Doremus. He can be reached at rmanna@doremus.com.