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What you don`t know about Internet Marketing - The massively detailed FAQ
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What you don`t know about Internet Marketing - The massively detailed FAQ
The Internet Marketing FAQ
Does anyone really read those long sales letters?
You’ve seen them: sales letters that go on forever. I’ve written a few myself. In the name of All That Is Holy, why? Does anyone really read all that?
Internet marketer Eben Pagan says, “No–buyers read them.”
Get the difference? If it’s something that solves your problem, you are going to be very interested in what it says. A purchase is often an important decision, one which requires enough information for the buyer to feel comfortable.
The late Gary Halbert used this analogy to explain: Say you’re looking for a mate, and the only way you get to choose one is by the letters they write you telling you about themselves. Now, which do you think you would prefer: a short letter, or a long one that describes in great detail everything you would ever possibly want to know about your potential mate?
If you’re not looking for a mate, a long and detail-packed “why you should pick me” letter is going to seem way too long, because you’re not in the market for a mate. Or if it’s clear at the start that the type of mate isn’t right for you, you’ll skip that particular letter without reading it and look at the letter from a different suitor. If the second one seems much more of a good match for you, are you going to continue reading it? Something tells me you are. In fact, not only will you read the whole thing, you might even reread it just to make sure this mate is right for you.
There is, however, another reason why even buyers wouldn’t read a long sales letter: they already trust the marketer and have no need to be convinced all over again–they’re already sold. These folks hit the sales page and head down to the bottom as fast as they can to click the buy button.
How is this possible? The marketer has spent a lot of time and effort establishing a relationship with the buyers and building trust with them. This what blogs and email marketing are good for (and why you should be reading blogs like Copyblogger and Remarkable Communication). This is often called content marketing or relationship marketing.
Why don’t internet marketers show their actual sites?
One of the maddening things you see everywhere is a particular byproduct of marketing to marketers: you don’t see the actual sites the marketer used to make his supposed millions. This kind of internet marketing is only a tiny fraction of all internet marketing. Most marketers are too busy making money with their sites and don’t even want to enter the “guru” business.
But the reason why you don’t see the marketer’s actual sites is not because there aren’t any and the marketer is a big liar. It isn’t because what they’re doing is evil.
The reason is simple and obvious once you understand it: they hide their sites because to reveal them would cause the marketers to lose their advantage in that market.
Marketing and business is an awkward dance between secrets and imitation. For example, Microsoft rips off Lotus and (formerly) Macromedia, then outsells them, while protecting their own intellectual property from the same.
That’s business.
There are thousands of sites selling in any kind of product category you can imagine, and they all rip each other off. It is human nature for you to follow someone else’s example and do what already works so that it will work for you, too. And if you now do a better job than the other guy, don’t you deserve your earnings?
Not only is this natural and common, it’s smart. If you were going to create an ecommerce site now, and you didn’t look to Amazon for example and inspiration for how to do it right, you’d be an idiot.
But often an internet marketer’s success comes from figuring out the best keywords to target for paid search advertising (if not organic search). It’s all about search.
If you know the “magic words” and you get all the traffic, do you think you’re going to reveal what those words are?
Oh, hell no.
Because if you did, then others will target those keywords as well. This will instigate a pay-per-click advertising bidding war and drive up the cost of your marketing (thus reducing your profit). You want to keep your competitive lead, thank you very much.
So, when you’re in the “guru business,” you don’t reveal your magic words, because all your marketing product customers will then immediately turn on their mentor and begin competing with you (often through laziness and a lack of imagination to find their own niches). When feeding pihranas, it’s wise to not stick your arm out too much.
There is an exception to this secrecy, and that is when your position is so unassailable that nobody else has any hope at all of even touching you. For example, Brad Fallon of StomperNet uses his site WeddingFavors.com as an example all the time in StomperNet training materials. He has no reservations about this, because he is so well-entrenched that you will never, ever supplant him....
Source:
http://michaelmartine.com/2009/05/17/internet-marketing-faq/
Does anyone really read those long sales letters?
You’ve seen them: sales letters that go on forever. I’ve written a few myself. In the name of All That Is Holy, why? Does anyone really read all that?
Internet marketer Eben Pagan says, “No–buyers read them.”
Get the difference? If it’s something that solves your problem, you are going to be very interested in what it says. A purchase is often an important decision, one which requires enough information for the buyer to feel comfortable.
The late Gary Halbert used this analogy to explain: Say you’re looking for a mate, and the only way you get to choose one is by the letters they write you telling you about themselves. Now, which do you think you would prefer: a short letter, or a long one that describes in great detail everything you would ever possibly want to know about your potential mate?
If you’re not looking for a mate, a long and detail-packed “why you should pick me” letter is going to seem way too long, because you’re not in the market for a mate. Or if it’s clear at the start that the type of mate isn’t right for you, you’ll skip that particular letter without reading it and look at the letter from a different suitor. If the second one seems much more of a good match for you, are you going to continue reading it? Something tells me you are. In fact, not only will you read the whole thing, you might even reread it just to make sure this mate is right for you.
There is, however, another reason why even buyers wouldn’t read a long sales letter: they already trust the marketer and have no need to be convinced all over again–they’re already sold. These folks hit the sales page and head down to the bottom as fast as they can to click the buy button.
How is this possible? The marketer has spent a lot of time and effort establishing a relationship with the buyers and building trust with them. This what blogs and email marketing are good for (and why you should be reading blogs like Copyblogger and Remarkable Communication). This is often called content marketing or relationship marketing.
Why don’t internet marketers show their actual sites?
One of the maddening things you see everywhere is a particular byproduct of marketing to marketers: you don’t see the actual sites the marketer used to make his supposed millions. This kind of internet marketing is only a tiny fraction of all internet marketing. Most marketers are too busy making money with their sites and don’t even want to enter the “guru” business.
But the reason why you don’t see the marketer’s actual sites is not because there aren’t any and the marketer is a big liar. It isn’t because what they’re doing is evil.
The reason is simple and obvious once you understand it: they hide their sites because to reveal them would cause the marketers to lose their advantage in that market.
Marketing and business is an awkward dance between secrets and imitation. For example, Microsoft rips off Lotus and (formerly) Macromedia, then outsells them, while protecting their own intellectual property from the same.
That’s business.
There are thousands of sites selling in any kind of product category you can imagine, and they all rip each other off. It is human nature for you to follow someone else’s example and do what already works so that it will work for you, too. And if you now do a better job than the other guy, don’t you deserve your earnings?
Not only is this natural and common, it’s smart. If you were going to create an ecommerce site now, and you didn’t look to Amazon for example and inspiration for how to do it right, you’d be an idiot.
But often an internet marketer’s success comes from figuring out the best keywords to target for paid search advertising (if not organic search). It’s all about search.
If you know the “magic words” and you get all the traffic, do you think you’re going to reveal what those words are?
Oh, hell no.
Because if you did, then others will target those keywords as well. This will instigate a pay-per-click advertising bidding war and drive up the cost of your marketing (thus reducing your profit). You want to keep your competitive lead, thank you very much.
So, when you’re in the “guru business,” you don’t reveal your magic words, because all your marketing product customers will then immediately turn on their mentor and begin competing with you (often through laziness and a lack of imagination to find their own niches). When feeding pihranas, it’s wise to not stick your arm out too much.
There is an exception to this secrecy, and that is when your position is so unassailable that nobody else has any hope at all of even touching you. For example, Brad Fallon of StomperNet uses his site WeddingFavors.com as an example all the time in StomperNet training materials. He has no reservations about this, because he is so well-entrenched that you will never, ever supplant him....
Source:
http://michaelmartine.com/2009/05/17/internet-marketing-faq/