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Posts Tagged ‘Marketing and Advertising’

IMG_1005

IMG_1005 (Photo credit: Wikipedia)

I first met Michael Force at a Master Marketing Event in Phoenix in 2011. I simply walked beside him and interrupted someone else talking to him by asking if they took copious notes. It may have been a bit annoying, though it did play on one of Michael’s key phrases. It was his radio spot about being a former Marine and not really knowing marketing, yet he got into a marketing business known then as Carbon Copy Pro (it became Pro U). Though he is tall, is shorter than I, so it is all relative.

I met Andrew Cass during that same event, though in a more formal setting of the after party designed to put new marketers with the pros. I did have someone take a picture of the two of us. For those of you with a Facebook account, the picture of the two of us is here. For pictures of the whole MME 7 event, back up a bit to here.

In the Pro U world, Michael Force and Andrew Cass were 2/3 of the three Amigos, the latter third being Gregg Davison. In those days, the three seemed inseparable, conducting team trainings together, webinars and a mastermind event in Miami. The Top Gun training that weekend so blew my mind that the result was captured in this video on the Sunday evening. All seemed to be going well.

Andrew was the first to branch out on a way for online entrepreneurs to get funding required to really get going on their business. Gregg was striking to grow his team to become self-sufficient as quickly as possible and Michael was taking a great role in mentoring Pro U members. Then suddenly, it all changed. Silence was heard from all three.

Gregg Davison as the first to drop out of communication with personal problems. Our thoughts and prayers went with him.

Andrew Cass went completely silent.

Michael Force resigned his position as mentor for Pro U to concentrate on Business to Business.

Others filled in the gap.

Now Michael and Andrew have returned. Their new business is less an opportunity and more of a marketing vehicle for other businesses. It is concentrating on mobile marketing. It is about using iPhones and Androids to reach customers. A personalize iPhone app is available. Websites converted to be mobile device ready. Now is to the time to get in. Act now.

Pause.

Bryon Lape has seen much and been around many opportunities that failed. The IMall, Streamline, ebay selling, etc. He has seen much and failed at more. Pro U is about community and sharing. What does this have? Can it be used to sell Pro U or The Empower Network?

The answer is yes. When launched, the new vehicle expands into the realm of the mobile device. Users are no longer content to pinch and expand websites really meant for computers into their phones. When they scan your QR code, they want to go to a site made for their device and buy now. They are serious. They want the right information coupled with the right experience. They don’t want to futz. Make then do so and they are gone.

This is gonna be big.

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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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