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Posts Tagged ‘Internet marketing’

Pretty good. I like Indian food so it's odd th...

Pretty good. I like Indian food so it’s odd that I eat it so rarely. There’s even a restaurant within walking distance. Hmm… (Photo credit: Wikipedia)

I met up with a marketing friend of mine the other day. She was discouraged by the lack of results from their marketing. She is writing articles everyday about marketing and how to do things better. All are in an effort to attract readers who would become customers for their business opportunity.

“I hate the results I am getting,” she said. “I am thinking of some drastic measures and keywords to attract customers.”

“Oh,” I responded. “What kind of keywords? After all, you have an online business opportunity. I’m intrigued as to what keywords you want to use.”

She looked at her shoes, a bit embarrassed and shy. It took her a few times to start.

“I thinking of keywords that get lots of searches. Something like ‘the best anal sex’ or ‘the webs best kinky’ or something like that. I’ve used the Google search tools and sex sells. Even on the Internet!”

I was taken aback a bit. My friend was not the type to talk about sex in public, especially anal. I felt my cheeks go flush a bit. Now I looked at my shoes.

“Well,” I said a bit sheepishly. “Why do you think keywords about anal sex will work?”

“Because of the traffic they generate! I mean, it will bring in scores of hits.”

“Yes, and what will people find will they arrive at your site? Will they find discussions about anal sex or toys or how to videos? I thought you had a marketing education business opportunity?”

“I do. That’s what is at my site. But the traffic! I mean, all the hits!”

“And what do you think people will do when they find out your site has nothing to do with sex? How quickly will they leave?”

“Probably almost immediately.”

“How will that drive sales?”

We walked in silence for a few more blocks. My friends excitement waned a bit. She knew her idea was not a good one. Yes, she needs more traffic, but she needs the right traffic.

“The business you have is good,” I said as I broke the silence. “But you are experiencing the problem with copying the pros. They made their sales and have the deep pockets to get their articles on hundreds of sites. That is why they rank higher than you will. On your site, is every article about marketing?”

“Just about. Every once in awhile I find something else to write about, but it is rare.”

I knew my friend had more interests than making money. She loves to cook and is very good at it. I made an attempt to steer the conversation that direction.

“Tell me about your hobbies.”

“You know I love to cook, especially Indian recipes.”

“Do you ever share this love? Perhaps give tips on making butter chicken or share your favorite recipes, complete with tweaks?”

“No, why would I?”

“Because that is your niche. That is what you know. That is how you can be different. Imagine attracting readers with recipe and restaurant reviews. Image readers responding to cooking tips. Imagine those readers going to places you recommend and telling the waiter that they came because of you. That will make your site unique in the huge world of the Internet. Then you would have a chance to get those business owners to ask you about marketing. Now you have the customer traffic you really need. Not some gimmick like trying to work the phrase ‘have hot anal sex’ into an article. Real traffic, real results.”

My friend stopped and looked at me. A smile had come to her face. I could see the epiphany in her eyes. The only thing missing was the light bulb over her head.

“Of course. My story. My life. Who I am. You are so right. Sure, Gregg Davision’s story is about being an incredible salesman as that is who he is. Andrew Cass, Michael Force…all those guys. Sales is what they did before and what they do now. I’m not a saleswoman. I’m a cook! And a damn good one too!”

She slapped my arm and walked on, talking to herself about all the ideas for articles she suddenly had. My friend is well on her way to a new life.

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You spend hours creating the perfect article. It is awesome: 4,000 words and all. It tells every point you could think of for your brand new product. It is all there. Every question anyone could ever ask. Even James May would be impressed. At the bottom you place a link for your signup page. This is going to sell like hotcakes. Nothing happens. Why?

You have violated one of the three too’s of Internet marketing. The three whats? The too’s. As in too long, too selling and too serious. I am amazed how often these are ignored and violated in the marketing I see on the Internet. Here is there importance.

If you want to keep the attention of your targeted audience, do not ramble on and on about the virtues of your product. Get to the point and keep them engaged. This is true whether your content is an article, a blog post or a video. No, it doesn’t have to be 30 seconds, though taking a clue from good marketing you see on television is a good start. Remember the frogs of Budweiser? Each commercial should them on a journey. No one commercial told it all. Did you tune in each time? Exactly.

Secondly is doing too much selling. If your content comes across as all sales and no substance, you will come off as a used car salesman. Don’t go there. Today’s audience is far too savvy to fall for beguiling speech. You might land a sale from time to time, but will most likely have a refund coming your way. The buyer will fill unfulfilled. You will not meet their pain nor solve it. You have wasted their time and your opportunity at a long term relationship.

At the end of this list is being too serious. Yes, we know you have a business. Yes, we know you are wanting to make a sale. Yes, we know you believe you can relieve the pain of someone. Yes, we know you want to be taken seriously. We get it. Now loosen up and have some fun with your marketing. Don’t be afraid to use a contraction in your article. Don’t be afraid to use slang or improper grammar in blog posting. Heck, you might try introducing a mispelling to see if anyone is paying attention. Do keep it appropriate. If your audience is the small business type, use their terms, not so slang from the streets of New York. Know who your audience is and how they communicate. Take your fun to them.

Be sure to keep the three too’s in the back of your mind when creating your Internet content. Make it real for your audience. Remember, the actual goal is to create a long term relationship that will last well past the first sale. You want to attract people to you, not send them looking for someone else. Be brief, use the soft sale and have fun.


We are out to create 100 new millionaires. Bryon Lape invites you to be one of them.

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Throughout the weeks, great ideas for postings and articles come about my mind. Many times complete articles run about, nearly always at times where I am unable to put thought to paper, electronic or the old style analog. What does one do when stuck in traffic or walking the dog? Let ideas flow and dispense them into the universe and let the universe return the ideas to you. What else would one do? New ideas will replace old ones. New directions will emerge from the withered husks of the old.

Upon this week, I’ve decided to do with something new. As I look at the marketing of others in articles, videos, blog and even Facebook, I have noticed three common mistakes. This week I will present my take on this mistakes via video, blog and article. Not before have I been focused on one topic in all my ways of communicating with the world.

It is now time for the words to flow via all forms.

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Writing

Writing (Photo credit: Wikipedia)

Articles, they are a good way to drive some traffic. The get knowledge out about you, your brand and your products. They take time. They let you link all your content, making a web of who you are. It is great.

You write the articles, carefully researching the keywords to use to get the best results. Phrases such as “making money on-line” and “the best home business for 2012” are among your sentences. You add slogans like “best in class” and “people over products”. You are set. You are going places.

You have no traffic

Carefully go over the articles you see that are similar that get traffic. Are they heavy marketing rags or more believable as true content? Are they stories or a rap sheet? Are they reviews or commercials? Today’s Internet savvy shopper will see right through phoney content. Make it real. Stop marketing and start writing. Don’t fall to the trappings of article marketing.

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