Dear Hugh & BB,
The American (original) "ManTherapy" has host Dr Rich Mahogany. Small print points out [well, as much as small print can point anything out] that the "Man Therapist is not a therapist". It's in print half the size of the main section, i.e. "MAN THERAPY MISSION", "WORRIED ABOUT SOMEONE". In the Aussie version Dr Brian Ironwood has a similar small scale disclaimer to the effect that he is not a real therapist "but is a real man". This is the title page and there is already a bit of tomfoolery. Not that anyone reads small print......
For me, there are some great, warm, searching Testimonials on offer. Here men who have suffered are presented as quiet, decent, balanced individuals with a story of personal growth. In this section of quiet revelation there is no humour, no attempt to belittle and no need for "fun". They are just genuine stories.
It sends out a strange message - you have to be drawn in by a complete boof head to then open up and be sincere when narrating mental health experiences. This leads to two questions:
1) Why not make the Testimonials zany, double entrende's, full of blokeyness and "she'll be right" mentality to be consistant with either Ironwood or Mahogany ?
2) Why not dispense with the RSL of the fake Doctors Brian Ironwood & Rich Mahogany presentations and kick in with some open, soft talking, gently welcoming, non patronising presenter ?
Treatment isn't "fun". Hugh's "average visit time is around several minutes - which is very high for any website" is an interesting mark. Could it be that after the initial crazyness there is a tendancy for men to bail out when they get to the more serious part of the website, i.e. the Testamonials ? A visit of several minutes covers this behaviour perfectly.
I guess, men just want to be boof heads. Let's all just laugh at the stereotype. Or why not lead with the testamonials ? But wouldn't that risk bringing in the numbers through poking fun ? You can't fine tune something so out of kilter.