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Posts Tagged ‘James May’

English: The BBC Top Gear presenting team of ,...

English: The BBC Top Gear presenting team of , and . (Photo credit: Wikipedia)

I’m not British. I’m not English. I’m not famous. I’m not the mayor of London. I do have Scot-Irish ancestry mixed with German. I live in America and not England. No matter. I want to drive the car on Top Gear. I want to be on Top Gear.

Oh no, not that American crap. The real Top Gear. The one on the BBC. The Top Gear with Jeremy Clarkson, James May and Hamster. I mean Richard Hammond. I want to drive the Kia. I want to sit on the Green bench seat and talk to Jeremy. Heck, I want to talk to them all. I want to help them with a film about getting lost.

Oh yeah. I do want to be on Top Gear. Think of it. A home brewing, photography loving, Autobahn trained American guest on a British television show. I want to talk torques and horse powers (why do they make plurals of those words) with Jeremy. I want to talk over pints of beer with James May. I want to do better doughnuts better than Hamster. I mean Richard Hammond.

So, BBC, come one. Give a bloody Yank a break. I’ll even come early and make beer for the audience.

I want to be on Top Gear.

 

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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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