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Streaming audio content may be easier to add to your web site than you might have ever thought possible.
Adding this kind of content to your site is neither difficult nor expensive these days, but there are a few things to remember. First, don't make the message sound like a sales pitch; this approach usually comes across as smarmy and will deter, rather than attract customers from exploring your site further. Second, make sure your audio elements serve a purpose, and be succinct. Idle chatter or a message that goes on too long could be perceived as being distracting to the listener. Say what you want to say, and then let the rest of your site do the "talking". Finally, speak as if you were speaking to a friend. Be natural, welcoming, and friendly.
As important as how to use streaming audio in the most effective way is the decision as to whether such a feature would markedly enhance your site. Audio does not necessarily enhance every site, and it is important to realize that incorporating audio into your site just for the sake of it could be a mistake. If your site is designed to promote the latest CD by a new singer, then audio would unmistakably offer a great deal of benefit. If you are promoting a book, perhaps offering an audio clip of the author (or someone else) reading an excerpt would be very useful. If, however, your site sells women's clothing, then audio elements may only be useful in the form of testimonials - or not at all.
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