Information Marketing
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Thursday, April 22nd, 2010The list of present, evolving and potential “problematic changes” confronting info-marketers is far too long for this space. It includes rising front end sale costs, rising difficulty and cost of filling seminars, rising dropout numbers in continuity, clutter and competition, intellectual property theft, aforementioned regulatory interference and threats, changing consumer/client demands with emphasis on services vs. education, and many, many more. Too many of these things are a plague upon us—for which fear and loathing are the only responses. For others, these very same things are golden opportunities to reinvent, to erect enormous barriers to entry or competition, to thin the competitive herd, to build iron cages around customers. No man has the exclusive right to building an ark this time around. Every info-marketer has the same opportunities and choices.
Wealth From Info-Marketing Businesses: MISSED OPPORTUNITIES
Wednesday, April 7th, 2010Everybody knows conceptually that creating wealth (not just income) requires leverage. Somehow, we have to break free of the basic parameters of making money, such as trading time for dollars, and leverage our “Work Product” in ways that the same thing can deliver more streams of income. In TV, it’s attempted with spin-offs—coming up, Trump and Burnett own an Apprentice spin-off starring Martha Stewart. A ‘Desperate Housewives’ spin-off. And I’m going to get back to this late in this Report.
Everybody knows conceptually that creating wealth (not just income) requires leverage. Somehow, we have to break free of the basic parameters of making money, such as trading time for dollars, and leverage our “Work Product” in ways that the same thing can deliver more streams of income. In TV, it’s attempted with spin-offs—coming up, Trump and Burnett own an Apprentice spin-off starring Martha Stewart. A ‘Desperate Housewives’ spin-off. And I’m going to get back to this late in this Report.
You Need Shortfuse, High Intensity Promotional Events Four to Eight Times a Year
Wednesday, March 24th, 2010Regardless of what you do, you need to create “shortfuse,” high intensity, highly focused promotional events around something “new” at least four to eight times a year in your market, not just for the direct surge of new customers or sales for a new product, but for attention, interest, prominence and “buzz.” Otherwise you become of minor consequence, known but not of interest.
The Gloom, Doom and Slight Ray of Sunlight Regarding the Internet
Wednesday, March 17th, 2010Online commerce is still growing but not nearly as quickly as it once did; in the U.S., total retail sales for 1st quarter of ’08 came in at about $990 billion with Internet sales at about $30 billion, just 3% of the total … and growth for the most recent 3 calendar quarters has been about 3%. From 2003 to 2004, sales growth was 25% from 2007 to 2008, its forecast as low as 5%. E-mailers can expect to see their open rates continue to fail as Road Runner, AOL, and Yahoo continue to increase spam screening.
The Temptation of the Cheap
Wednesday, March 10th, 2010Recently, the writer and publisher of a good marketing newsletter which I’ve enjoyed reading ceased printing and mailing issues to his subscribers——after 6 years——and has substituted only an online blog version. In his case, most readers got their subscriptions as bonuses with other stuff, but that’s really not the point. Had he asked, I could have proffered considerable empirical evidence of this proving suicidal for at least five info-marketers I know of. If you think you can sustain a relationship that produces quick response to offers including pricey ones, high seminar attendance, etc., merely by putting stuff up at a site and——as he did——telling them, if they insist on having it in print, to print it out for themselves, bubba, you’re sadly deluded.
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