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Posts Tagged ‘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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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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The Golden Hour

The Golden Hour (Photo credit: The Uprooted Photographer)

Clarity. It is required to get what you want. Your thoughts have to be clear of fear and overbearing. Clarity is the absence of fog and haze. Clarity shines brightly. Clarity comes in steps. One step is to start with the end.

Create a goal

One step of the road to clarity is having a well defined goal. Not a wishy-washy, pie in the sky, maybe someday I’ll have that goal. Not a goal where you are waiting for your ship to arrive. A goal that you can describe and touch. One that you know by heart. One were you can describe the smell and the sound. One you can touch. One that burns in your mind. Yes, one clearly define. A wishing goal will never be reached. A someday goal will never be had.

Get that goal down. Define every part of it. How will you feel when you reach it? How does a person at that goal talk and act? What will your life be like when you have reached that goal? Seeing your goal is not enough. See yourself at that goal.

Building a path

If you don’t have a path, any road will get you there. Build that path by working

backward to you. Create your path to that goal. Define major milestones along the way. Discover the changes and tasks that will lead to those milestones. The result will be your path.

Let’s say you want to be the a great Internet Entrepreneur. That is the end goal. Discover all the aspects of that goal. One will be a great website that pulls traffic. Forget all the chatter and noise on how to get such a website. Work backward on step. A business needs leads, lots of them. Another step back is traffic. How to drive traffic? What do you like to do? Write? Do videos? Place ads? Write that down. That’s your next step. All these steps are your milestones. Create the tasks for each milestone.

Generating a routine

Did you choose writing articles? Would you rather do video? Choose one and do it. Find a site on which to write articles. Perhaps use WordPress or HubPages. Start writing. Don’t worry about topics, just write. Write what you feel. Write what you believe. Write about your passion. Write. Set a goal to write once a week. Hit that and set the goal to twice. Hit that, set the goal to three times per week. Write longer articles. Write with more passion. After content has been created, now use Google to find key words related to your topics. Write and write and write. Content creates volume. Content creates awareness. Content creates mass. Content creates expertise. Content creates clarity.

Do not move to another marketing avenue until you have mastered one. Do not try all of the avenues at once. Choose one and be the rest there ever was at it. Research what the experts are doing and model yourself after them. No need to copy them. No need to imitate. Use your voice. Tell your story. Move alone your path.

Goal reached, next

Success will come when your goals are well defined. Success will come when you create your plan to each those goals. Clarity comes from creating the plan. Creating comes from defining your goals in every aspect. See where you want to be. Be where you want to be. Only one thing, only one person, only one circumstance will ever hold you back. That one thing is You. Don’t let Yourself do that. Go!

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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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dog fetch

dog fetch (Photo credit: mallix)

What a day today was. Starting before dawn walking the dogs, my head felt like someone was driving a nail through my forehead. No, this was no leftover from drinking too much or staying up playing computer games, this was real and out of nowhere. Not long into dealing with the dogs, nausea showed up to say hello. Surely, this was a real reason to return to bed.

Gave in. Did. Hours later.

It was time to be up, after all the puppy dog chewed up a couple of my daughter’s toys. Hello day. Headache still around, let’s see what can be done with it anyway. On-line to check auctions (not real ones, those in World of Warcraft). Ok, run an instance. Ok, now what. Exercise!

Exercise tried and not feeling any better, what now? The typical Sunday morning routine. Check tweets and trim old ones. Generate new ads being sure to take advantage of Michael Force’s funnel. Done and saved. A few more tweets. Ideas for blog postings go in and out. Nuts. Clean up. Lunch. Dressed.

Video Editing

Wait, I shot videos yesterday. Find the D7000 and get the vids off of the cards. This camera also has a battery recall, time to check the Nikon website. My are not included. Load videos into iMovie. This will take some time, off to other chores.

Was able to spend an hour editing some videos. One is a demonstration of the D7000 panning and zooming, for the photography followers out there. The other is a new take on a concept with marketing. Marketing is more than just advertising, it is about establishing relationships. The woods behind my parent’s house had noises of the chirping birds, cars going by on I-74 and the occasional wind. It was a good metaphor to stop and listen. Listen to your customers, feel their pain, know their desires. Connect here and they will know your product. The video is a connection with listening.

Wrapping Up

What an amazing day. It was filled with illness, headache, tiredness, cleaning, shouting, tears, anger, heartache, forgiveness, love, tenderness and redemption. Like any day. Unlike everyday. And it totally rocked!

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