The Future of Internet Marketing?

the future of marketing

the future of marketingHave you ever had one of those moments when the light bulb does not so much come on but it’s like a set of stadium floodlights blinding you? I had that on wednesday morning 16th May at 10.53 Central European Time.

A germ of an idea had always been there niggling away at me I just couldn’t get it to blossom into anything tangible. Then slowly at the London Warrior Gathering seminar over the weekend the idea was nurtured and started to grow.

The London Warrior Gathering was the “Perfect Storm” of ideas and circumstances. Peter Garety spoke about building a group of rabid fans by communicating and building a relationship with them. Michael Christon spoke about “Stop Selling you are Killing your Business” Oz talked about continuity and great support.

These are 3 things I’ve been doing in IM since day 1 and they just seemed like commonsense to me why are so few people doing it that way.. I seriously thought I had it wrong until then.

After my presentation which covered many of the points the other guys talked about several people said they would love to market the same way I do as they hate to feel that they need to constantly sell and send out promotional emails, they wanted to educate and train people not constantly sell to them .

Then last wednesday I found something that Brian Whitney said in 2004

I have a notion that we’re turning a corner (or experiencing a swing in the pendulum) where an artist who focuses on a smaller number of fans and serves them with a high level of direct interaction and communication will be the new model for success, even in the face of new technology and the shift in old school music business procedures.

I doubt that anyone reading this has heard about Brian Whitney, he runs a forum for artists and musicians called Just Plain Folks. It’s for the everyday musician and artist who aren’t well know and aren’t setting the world alight. The whole philosophy is that with just a small number of “true fans” you can replace your income and do what you love.

Lets rephrase what Brian said…

I have a notion that we’re turning a corner where an Internet Marketer who focuses on a smaller number of fans and serves them with a high level of direct interaction and communication will be the new model for success.

I have never wanted a 200,000 email list that I can spam every day,

I have never wanted to sell $2000 products.

I have wanted to communicate, educate and make a living while doing it

I have been doing that since 2007 and I believe that anyone can do it if they are prepared to invest the time and effort into sharing what they know.

The secret is turning customers and subscribers into what Brian Whitney call “True Fans” those are fans that will travel to as many gigs as possible , who will buy every Album and every single , who will even buy in merchandise like T-shirts and Mug’s

Instead of  “True Fans” I want to focus on building a core of  “True Customers” Every good Internet Marketer has these true customers already,  all you need to do is to check out the WSO threads and you’ll see lots of comments like

” I didn’t even read the sales page”,  “As soon as I saw you had a new product I bought it”

These are True Customers and you get them by creating a relationship with your subscribers and customers.  Peter Garety can sell 500 products in the first hour of a WSO launch because he focus’s on building relationships and helping his subscribers.

He has got there in under a year.

I met some of his “True Customers” in London who had flown in from the US just to meet him and have a chat, thats the sort of loyalty that ethical and honest marketing can generate

Lets do a little math.

I will assume that the average reader of this blog is earning $50,000 a year, thats a daily income of $136

Over the course of a year if you build a group of  365 True Customers who spend 1 days income a year on your products and recommendations  (thats just over $11 per month) you will have replaced your income.

Now imagine if you had just 500 True Customers  who were happy to spend $20, $30 or $40 a month on average with you because you delivered amazing value, wouldn’t that be better than building a list of 200,000 and spamming them every day?

I am currently creating some training about how you can build a core group of 500 True customers if you would like to know more check out the video at :

500 Buyers

500 buyers

 

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Mark

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20 comments
Paul

I have been looking at other revenue streams for the last 6 months and the thought of following the so called IM crowd into flogging the same rehashed garbage to the same people had filled me with dread.

Last months Google update has now spurred me forward to progress with diversifying my income sources and the business model that you have outlined in this post adds a different angle of approach, one that I am more than happy to apply.
Paul recently posted..Why It’s Time To Smell The Coffee & Get SocialMy Profile

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Rob Stafford

Hey Mark,

Nice post.

Couldn’t agree more about providing awesome value to a small group of people. Everyone is always shooting for the big numbers.

But repeat customers is where the real money is at.

Speak soon,

Rob Stafford

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Clive Merrick

Hey Mark
great post, It sort of encapsulates the whole feeling of the warrior gathering. Really enjoyed your talk as well and it is nice to know that someone is thinking in the same way as me. I missed Peter Garety’s talk due to a breakdown on the tube arriving just as he finished, everybody was buzzing and telling me how great it was. Gutted or what! I hope Paul and Justin let everyone that attended have a copy.

Best wishes

Clive

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Mark
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His talk was great and he came up with some great ideas. I think the video should be available in a couple of weeks.

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Ed

Hi Mark,

Thanks for your post and ideas.

I don’t think I am any different from anyone else as I have always
disliked being sold to but when you find someone who offers what
you are looking for and gives extras too (like you do Mark) you stick
with them.

In my niches I took that leaf out of your book some time back and it
makes me feel good about offering products to my list occasionally
while providing valuable content at other times.

As you say, its common sense really and the marketers who constantly
bombard the old email box with unrelated latest gizmos, gadgets and
gibberish get shown the door pretty fast!
Ed recently posted..Symbiotic Marketing Event – 12 May 2012My Profile

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Ed

That date should be the 24th May … don’t know what happened there!
Ed recently posted..Symbiotic Marketing Event – 12 May 2012My Profile

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Laura

Thanks, Mark for the great post. This is why you’re one of the only IM teachers I follow anymore and why I do buy most of your products… guess I’m one of your 500. 🙂 I really don’t like pitching to people… I want to give people useful information and find the people who resonate with what I have to offer. Your way of doing things feels right to me: honest and ethical, with the intention of giving people real information and resources that really work and building a valuable, trusting relationship with subscribers/buyers. I’m looking forward to hearing more. Thanks so much.
Laura recently posted..PEP for Gentle and Rapid Relief of Anxiety: the Five-Minute Peaceful Well-Being Finger TechniqueMy Profile

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Mike Long

You’re speaking my language Mark. This is what I’ve always wanted to do in Internet Marketing, but for reasons I’m still not clear about, I’ve always felt like it wouldn’t work.

But you’re right. I want to be a part of this. There’s a book out there called “Raving Fans”. It’s a short, simple book, but when I finished it, my first thought was, “I want to run a business like THAT!”.

I’m going to repurchase that book this morning and read it cover to cover. This is the way I both need and want to do this. There are no other options at this point.

Thank for you the timely reminder!

-Mike
Mike Long recently posted..Deep vs. Wide – Why The Experts Are WrongMy Profile

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Mark
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I’ll check out that book and I can also recommend tribes by Seth Godin

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bj @ The Work from Home Mom Newsletter

Though I do work with WAHMs and that can include IM activities and talking about IM stuff, much of what I do is in a couple other niches just because of the tendency of the IM niche to be so . . . spammy. I’ve unsubscribed to most lists, and only stay on the ones that give value in some way, whether by the products and free value offered and/or by the way the marketer treats his or her list, which makes me sit up and take notice as behavior I want to emulate.

In addition to the questionable things you’ve noticed, here are a couple of the things that I’ve noticed–

Why do marketers need an exit pop if they’ve provided good value in the product, have a good sales letter, and put the product in front of the right audience? Exit pops annoy visitors. If they do it right marketers don’t need ’em. And they certainly don’t need two or three of them.

If I bought a product from a marketer about one thing, why does that marketer send me emails every day trying to sell me other unrelated things? Even worse, why are they the same things being pushed by other aggressive marketers?

I’m no expert by any means, but sheesh, doing these things is not the way to win friends and influence people.

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Mark
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I hate exit popups as well… I suspect they annoy even the people who use them..so why use them!

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Ade Reply:

I was watching a training video the other day and the guy recommended putting exit pops on your site even though he hated them himself and knew that most visitors hated them. His rationale was that it improved conversions by 10%. He’s an ethical guy too….maybe if you become too much of a marketing geek you have to try these things to get an opinion and stay abreast of the trends.
Ade recently posted..Getting People To Interact With Your Blog – 2 Easy Tips To FollowMy Profile

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Bill (LoneWolf) Nickerson
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Somewhere along the line, marketers tested and found that the exit pop gave an increased ROI. For people who weren’t ready for the offer they could sign up for a newsletter or get a downsell. The fact is, it works even though we all hate them.

What has really made them annoying is multiple exit pops in a row … especially the ones that end up at a payment page.

I’ve tried putting one on a sales page for an ebook that leads to an offer to sign up and get a couple free chapters. I haven’t done much to drive traffic to it yet, so I don’t know if it works or not. But other than that, I haven’t used an exit pop. I don’t like them much so I’m reluctant to use them.
Bill (LoneWolf) Nickerson recently posted..Integrity Marketing – Trickery and DeceptionMy Profile

Mark
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Bill, I think the problem is Someone in a niche tested them and they worked for that niche … then everyone started using them without testing them assuming that if they worked for one person they would work for everyone…it’s not often the case though

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Jo Chris

Mark,

Couldn’t agree with you more! The quickest way to get me to subscribe is to send back-to-back-to-back e-mails as promotions. The best way to keep me as a customer is to build a relationship with me, show me you care by offering value, and that I can trust you. From there, I’ll probably buy every product you recommend.

Only a handful of marketers I have subscribed to have achieved that.

P.S. I’m on your list for a reason. ;0)

Thanks,

Jo
Jo Chris recently posted..Beware of Make Money Online Scams – 5 Signs to Look forMy Profile

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Carol Dodsley - The How2Girl

Excellent post and great thoughts you have shared her e- too many people sell “its all in the list” “get as many optins as you can” and whilst a list is of course very very important as an asset to your business it isn’t about numbers as you have said – it is about the quality of the people on your list and the quality of what you offer them.

Building strong relationships, understanding what YOU do and what you offer is also key and a great way to build that targeted list of clients that really want to work with you because they know that yu add value and not a spam attack to their lives.

Way to go – love this kind of thinking
Carol – better known as The How2Girl

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John Lenaghan

365 customers x 1 day’s income *per year* = replace your $50k job

It’s pretty simple when you look at it that way, isn’t it? It’s too bad so many people are looking for the huge “launch success” or some other big payday. It’s really not that complicated when you break the numbers down to something realistic.

And the best part is when you focus on keeping 365 people happy, you’re probably going to make a heck of a lot more than that within a couple of years.
John Lenaghan recently posted..Google Really Screwed Up This Time. Or Did They?My Profile

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Sue

Hi Mark,

You are so right about this, I just purchased a WSO today and hardly an hour later got another email about another product. I unsubscribed immediately. I am also on Peter Geretys list and have been for a few months. When I first signed up, I did feel there were a few too many emails but I did like his straight forward approach (like your own). After a while I realised his sincerity and passion for what he does and its all about value for his customers.
Sue recently posted..Using Car Insurance BrokersMy Profile

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Crystal

Mike,

I could not agree with you more….QUALITY IS KING

Nothing beats good quality products and services and a genuine interest to help others.

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Justin

Thanks for the great talk you gave at the Warrior Gathering Mark. Has to be said that in a number of areas I thought you hit the nail right on the head.

Enjoyed this blog post too…. A lot of it resonates with me.

Hope to catch up with you again before too long!

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