Before we get to that, I do want to invite you to take a look at my newest product, Conducting Effective Twitter Contests. If you ever wanted to send targeted prospects to your blog or website, then this training will show you how a well-crafted and executed Twitter contest can do just that and a whole lot more.
Now, let's take a look at this issue of someone claiming that their marketing methods are the only method and others are wrong. Believe it or not, there are some ad copy that make claims like this. For many marketers, this is a calculated attempt for someone to play the numbers, knowing that enough people will take action on the message. For others, it's an attempt to play on someone's fears.
The truth regarding marketing methods is not usually as black or white as some would have you to believe. Be very wary with someone who is indicating that this is so. Here are some examples for you to consider:
- Blogs vs Web Sites- With the strides that free blog platforms have made recently, and continue to make, many people are looking to them as their primary web presence. There are pros and cons for doing this, and many marketers feel strongly one way or the other. While having a strong opinion is never wrong, be wary of someone who claims that one option is the only right option, while the other is absolutely wrong. There are too many variables for someone to legitimately take a stance like that.
- Targeting vs Law of Large Numbers- Which is the best way to go after prospects? Target your efforts toward a specific niche or to take the shotgun approach of using the law of large numbers by going after everyone knowing that the more you go after, the more prospect you will find who will take action on your message. It may surprise you to hear me say that both are legitimate strategies. I have used both strategies very successfully. There are a number of factors that may help you determine which to use in certain marketing plans. Marketers feel passionately one way or the other and that's okay. But an experienced marketer will admit that if done correctly, either way can have success, even though one may be unilaterally repulsive to them personally. Again, be careful if someone tells you that one is the only way.
- Long Sales Pages vs Short Sales Pages- Have you landed on a sales page and had to scroll down a mile before getting to the price or a buy button? Along the way, you are given a lot of supporting evidence to prime you for clicking the buy button by the time you get to the bottom of the page. Some marketers swear by this while others hate it with a passion. Which is right? Well, the truth is that a lot of people have tremendous success with these long sales pages while a lot others have tremendous success using a short sales page. Passion for one way or the other is not wrong, but be careful if someone tells you one way is the right way and the other way is the wrong way.
When considering a coach to help you with your marketing strategy, whether via a book, consulting, online courses or whatever medium, be persuaded on the merits of their sales points, not on the argument that their way is the only right way and all others are wrong.
The bottom line is that there are usually many ways to accomplish your marketing goals. If you find someone who resonates with you, great! Work with them and your plan and go out and make a million dollars! That is, in essence, what we are trying to ultimately do.
Tony Eldridge
6 comments:
I've hit those long sales pages before - drive me nuts!
Me too, but I have seen the data on them. If they are crafted right, they can increase the number of people who purchase the product.
...but so can a well-crafted short page :)
I really like some of the points you make. However, I would like to add that sitting on the fence about anything is dangerous, especially in terms of marketing. Blog vs Website, Targeting vs Large Numbers.... it doesn't matter which you choose, as long as you CHOOSE one. Doing a half assed job on both a website and blog is lame, but strongly taking a stance and putting together a kick ass blog will yield results.
I don't think there's anything wrong with a marketer strongly leaning one way or another on any of your points. As long as they have a stance and aren't limiting themselves - that's the important part.
Very well said, Marian. I could not agree more. And you are absolutely correct about the importance of getting off the fence, choosing a path and going at it the best you can.
In fact, wavering between two opposite marketing paths will only lead to problems. Trying a little of this and a little of that, or listening to two people who are giving contradictory advice will only lead to trouble.
Tony:
I love this post, it brings to mind one of the "dark secrets" many online gurus.
Specifically, many were Internet pioneers, the first to take advantage of its advantages 10 or 15 years ago. Which is fine.
However, as many authors know, timing plays a major role in the success of any endeavor.
Many "tool-oriented" authorities, however, continue to preach ideas that made them successful at a time when competition was less fierce and they were able to monetize their early popularity into profits that support their re-telling (and re-selling) of their story to this day--when the original ideas may not be as valid.
Your basic point is really important; their are few "cookie cutters" in life. One size does not fit all. What works for one person at one time may not be the silver bullet that works for everybody, all the time.
Thanks for providing a forum for dialogue and discussion.
Thanks for your comment, Roger. You are correct. In fact, you eloquently captured many of my thoughts on this.
I actually wrote this post because I have talked to people who were confused about one experts saying this was the way to do something and another expert saying, no- this is the way to do something. It can be very confusing for someone who is simply looking for help.
I love your comment that "their are few "cookie cutters" in life. One size does not fit all." This is so true!
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