I am fascinated by marketing and read lots of emails from online gurus galore. I have gradually assembled some thoughts on the Internet and online marketing and am gearing up to apply these “principles” to my business. My “theories” are based largely on my analysis of my own preferences and practices.
(I am writing an ebook on how to start freelancing and consulting which I hope to offer for sale soon. I mull over how to get the attention of the marketplace when my visibility is, frankly, limited.)
Musings on the Internet
A watery metaphor illustrates my view of the Internet.
The Internet is the Pacific Ocean of information. Lots of water, or in this case, lots of info. Or perhaps I should say “content.” I don’t know how much of the water is actual info, but there sure is a lot of content.
My marketing has consisted of using a delicate filigreed-glass eyedropper to add pure, natural spring water drop by careful drop into the Pacific Ocean. On the other hand, other marketers have hooked up thick fire-department hoses to their faucets and have turned the water on full force.
They preach Know-Like-Trust (KLT) but here’s what I see instead:
LinkedIn “discussion” threads that link to blogs or sales pages and stimulate no discussion on LinkedIn.
Stupid Tweets telling me how I can be like The Donald. (No thanks.)
Short, bland, bulleted articles poured into tens or hundreds of article banks. (Wow! All those people revealing all those secrets for free. Someone call The Enquirer.)
Social networking where I can be one among thousands of friends. (Let’s sing: Can you feel the love tonight…)
Upon completing my e-book, my task is to get out my fire hose.
Or to change metaphors:
“This little light of mine, I’m going to let it shine.” Yes! Like a blow torch!!
Musings on how to market electronic information products
“They” say that marketing is about “touching” people a certain number of times, perhaps 7 or even 12 times. I believe these numbers were developed in pre-Internet days and explain the old-style insurance agent or realtor sales process. These numbers totally fall apart on the Internet.
I’ve bought from people I hardly know. And I’ve received years of free ezines from other people whom I will never buy from. (I get a kick out of seeing what jerks they are.)
Of course, I concede that there’s the matter of timing. When the student is ready to learn, the teacher will appear. And meanwhile, the teacher will flood our inboxes.
How to choose the topic for an information product? I am seeing lots of Survey Monkey surveys that miss the mark totally, as far as I’m concerned. They ask a question such as which of the following do you want to learn more about:
A How to determine a niche
B How to build a list
C How to create a product
D How to multipurpose content
I can’t participate intelligently in such a survey. I will never be done learning about any of these topics so I may be an eternal market. On the other hand, there is no clue that the individual asking has anything that I would be moved to spend money on. (But sure, bring on the free teleseminars. I put them on CDs and listen in the car months after the fee program has started.)
I think the job of the info marketer or coach is to take the incoherent frustrations in the world and distill the problem and a solution. We may find that someone else has already stated it (perhaps a question on LinkedIn or a statement in a Yahoo group), and our genius is in recognizing its potential and turning it into a product.
Do any of these ideas resonate with you? Please share your opinions on the blog, whether you agree or disagree.