Abundance Unlimited

When I thought of writing about personality marketing I believed it was going to be negative.  I thought I didn’t like personality marketing.  Because when I thought of it I thought of some people that use it and I can’t stand them.  They totatally bug me so much so I’m off their mailing list and don’t follow them.  If people talk about them I leave the conversation.  Just too much negative energy.

But, then I starting thinking about people I like.  People that I admired.  Heck, I blog about Richard Branson often and learn so much from him.  But, I don’t consider him using personality marketing, he uses brand marketing which is very similar.

I have some aversion to personality marketing because of Paris Hilton.  Yup, Paris Hilton.  She is famous, but for what?  Famous for being famous.  Just drives me crazy.  Richard Branson is famous for being the best entrepreneur on the planet.  What is Paris Hilton famous for?  Nothing.

So I’m still averse to personality marketing because I think some people use it and deliver horrible products and services.  Their stuff is popular because of the name and the name only.  It won’t last long though.  People will start to notice and then your name/brand will tarnish.  Richard Branson talks about this in his new book “Business Stripped Bare” (excellent book).  With your name you must also have excellent products and services.  If your Virgin Atlantic flight was horrible then you may reconsider renewing your Virgin Gym membership, etc.  All of Virgins companies must be excellent.  One bad company can tarnish the rest.

If you have excellent products and services then personality marketing will work long term.  If you don’t then your days are numbered.  Could be a rather large number though.  Just look at the backlash with Paris Hilton.

Many people in Internet Marketing strive for the big launch.  They setup a ton of bonuses and JV partners.  And promote their book on a particular day to get it to #1 for a category.  It may only be #1 for an hour because that is how often Amazon calculates these things.  Then they can go around and say they have a #1 selling book.  When I first learned of this technique I was a little put off.  Seemed sneaky and almost a lie.  But, it’s true they had a #1 best selling novel on Amazon for a category for an hour.  Better than most all of us so nothing to fault them for.

But, I think the big publicity scares a lot of newbies.  It looks like a lot of work (it is).  And it just seems overwhelming.  Don’t worry about it.  You can make money without having the big huge publicity.  You can do it by having a sales funnel of products and services.  Don’t rely on one ebook or one teleclass.  Rely on your sales funnel of many products and services.  Starting from free to high price.  The different levels are for different types of clients and for people that progress up the sales funnel.  Some people will get your high price item first while some (a lot) will get your free stuff first and progress from there.  It’s up to them, but provide them with choices.

Here is a quote from Seth Godin.  Great advice.

Great publicity is a treasured gift. But it’s hardly necessary, and the search for it is often a significant distraction.

It works for movies, in fact, it’s essentially required for movies. But for just about every product, service or company, the relentless quest for media validation doesn’t really pay. If you get it, congratulations. If you don’t, that’s just fine. But don’t break the bank or your timetable in the quest.

Seth’s Blog: The myth of launch PR

I sometimes get asked for how to get started in Internet Marketing.  I find it very flattering and then I sit back and ask “why me?”.  I’m still figuring it all out so I sometimes don’t feel I’m the perfect person to answer such questions.  But, since I’m doing well at it I going to share some advice.

So what are the things I wished I had know when I first started?

First I don’t think the term Internet Marketer is appropriate.  The successful “Internet Marketers” that I know look like authors and producers.  They use Internet Marketing techniques.  Look at yourself as a producer, marketing director of your company that happens to use “Internet Marketing” techniques.

Knowing everything doesn’t matter.  If you don’t know how to create a website hire someone (like us).  Don’t worry about the technical know how.  Focus on marketing.  Don’t worry about reinventing anything.  Do what works.  Thinks in term on streamlining your processes and then focus on a few things at a time.  Then focus on crushing those items.

If you have the funds hire a coach (like us) to get you started at first.  A good coach can focus you on what actually works and saves you a lot of time.

Don’t worry about being “original”.  Accept that almost all fundamental ideas come from human experiences.  You are going to create something completely new.  Life is about culture and what you’re doing to make your own commentary on the human experience.  You can’t be “original” but your commentary will be yours.  Your style is what you can use if you get into a creative rut and your stuff starts to look the same.  And don’t worry about a creative rut if you are happy doing it.

Understand what you like and be completely honest with yourself.  What you are creating is going to be personal, powerful and effective if it is based on what you take interest in, enjoy or what bugs you.  Be able to say “if you don’t like it, go **** yourself”.  I know that is a bit harsh but everything you come out with will have people that hate it.  And the more popular you are the more it will happen.  Look at it as a sign, a very good sign.  Be fearless.

If you are creating for someone else as a work-for-hire situation ignore everything I’ve said.  Do what gets paid.  Tell your client they are the smartest person in the world.  Do what you care about on your own dime.

Don’t go crazy about your hardware, software or systems.  Grow as your business grows.  Some people debate which word processor is best for creating an e-book.  Don’t spend your time worrying about it and instead focus on creating product and marketing.  You’ll soon realize that it doesn’t matter very much.

Time spent experimenting with different marketing techniques will save you millions of dollars.  A lot of time you can figure something out by experimenting.  Almost everything has been researched someplace before.  Just remember to change one thing at a time and experiment to see what works best.  Experiment on products that won’t embarrass yourself.  Keep them separate from your real work until your comfortable with your results.

Make one million mistakes and you will notice more and more great results.  There is a huge correlation between many products your create and/or market and your success.  Use research and experiments to direct yourself and get there faster.

Go back and forth between experimenting and doing and studying.  I learn a lot on my own.  I’ve gone to a few seminars and learned a lot.  I think the combination is ideal.

Be a little wary of Internet Marketers that sell Internet Marketing products.  Many of them make all of their money from selling Internet Marketing products and none from actually doing Internet Marketing.  There are many that do well in both.  Pick a guru or two to follow.  If a product they come out with doesn’t make you excited don’t get it.  If their emails become boring or worse piss you off get off their list.  Don’t follow too many people.  It can be overwhelming so focus.

When you are working, understand what you are doing in relation to the theory you are using.  When studying think of when you have seen that problem when you were working.  Know what you are doing and why.  It works much better than randomness and getting lucky.

When you see someone come out with a product ask yourself how they did it.  Don’t go “wow” and believe you can’t do the same thing.  And don’t feel like you’re stealing someone’s idea if you try the technique yourself.  Just ask yourself “how did they do that?” and come up with answers.