Category Archives: Internet Marketing

Relationship Marketing’s Rebirth – Sad for Small Business Marketing

Pundits and cow-patty gurus galore are squawking about relationship marketing being a “new thing” in small business marketing. You could get the idea business owners have never heard of things like word of mouth or referrals.

Once upon a time, relationships were the only thing that mattered.

We could secure credit for our small businesses based on a handshake or a promise. People honored their word, and put out every effort necessary to meet their commitments.

The truth is that relationships are nothing new. They are, and always have been, the foundation of small business marketing, and even of success itself.

How is it that we – small business owners – have fallen for Continue reading

Happiness is a Whole New Book

Yes, it has been a while since I’ve updated this blog. I apologise. Life has been interesting, and it has led to a new book project: Getting Happy…when you wish you were dead.

Sometimes happiness is found through a field of sorrow and pain. Or maybe it always is and that’s what makes it possible to appreciate the happiness?

Since this blog is about marketing, let me fill you in on how the marketing is going to work (I hope) for Getting Happy…when you wish you were dead. This blog, www.themarketingspotlight.com, will have updates about what we’re doing to market the book, how those efforts are working, and suggestions for how you can do the same things.

A new site, www.gettinghappybook.com, is being built right now. The basics are in place. Some functional changes are being made over the Easter weekend. Then the site goes live Tuesday, 2 April 2013 – ready or not. There is also a Facebook Page – www.facebook.com/gettinghappybook. It is currently UNpublished. We’re updating it over Easter weekend, and it too will be live Tuesday, 2 April 2013.

I thought about kicking off the conversation around the book on 1 April. Then it occurred to me that this is April Fool’s day. Since the book is about mental health and suicide, I thought people just might take it for a sick joke. So April 2nd it is.

The Facebook Page – and www.gettinghappybook.com – are for you to comment on the project. You’re welcome, and invited, to give your input on anything you think should be added to the manuscript, changed, or even removed. The first post on www.gettinghappybook.com gives the architecture for the book so you’ll know how we’re approaching it. I think you’ll see the approach is unique, and I hope you like it.

That’s all for now. I’ll update through the weekend, and I’m planning on short, daily posts to share the progress we’re making. The objective is to start the conversation from 2 April to 28 April. Then we’re doing a Kickstarter campaign from 29 April to 26 May to make sure there’s a real need and interest for the book before we head into publishing.

Please be sure to check in regularly, read the updates, and put in our comments. I appreciate knowing what you think.

Non-Profits are Membership Sites and Local Businesses

People in the non-profit sector have a tendency to freak out when you tell them they’re running a business. It’s like you’re swearing at them.

To become a not-for-profit business, first you have to incorporate. Then you apply for non-profit status. And if you want to be a charity, you have even more rules and guidelines to follow. Plus they all have to file income tax returns – just like any business.

So why do they get so freaked out when you tell Boards of Directors and Executive Directors that they have to behave like a business?

According to Convio, Edge Research and Sea Change Strategies, charitable giving is a $118.2 Billion dollar market for 2010 in the United States. That’s the marketplace in just one country. (Have a look at their paper on giving.)

Here’s my point: A Not-For-Profit Business is a business that must provide a high value experience while delivering an intangible product.

When I invest $100 to purchase a footprint on the Bruce Trail, or $55 to puchase one square foot in a Habitat for Humanity House, I’m investing in Conservation and Community. There’s no UPS package rate for either.

The paper from Convio has a lot of good information in it. It’s called “The Next Generation of American Giving” and it looks at Continue reading

Info Marketing – Goal Setting for Your New Revenue Stream

My last post was about the 3 kinds of info product.

Now let’s have a look at setting goals for your information marketing efforts. I wrote a similar article recently for Technorati about small business goal setting in social media. The ideas are the same.

You know some of your information products will be free and others paid. Among the paid products, the price can range from a few dollars all the up to tens of thousands of dollars.

But how do you decided where you want to get to, and how fast?

Start by deciding where you want to go. Ultimately, you might want to develop information marketing into a replacement for your current income. Bob Bly has done that. He still makes more from his copywriting than from information marketing, but $1,000 a day from info marketing is pretty good.

Let’s say that’s your goal. You want info marketing to bring you Continue reading

Information Marketing – 3 Profit Generators

There are only three kinds of information product:

  1. Text
  2. Audio
  3. Video

There are all kinds of combinations for these three. We see them all the time. But these are the 3 profit generators of information marketing.

And those 3 profit generators take one of two forms:

  1. Free
  2. Paid

Whether it’s the free-on-free offer for a newsletter with a report, the monthly payment of a membership site, or the hefty fee of a conference, all information products are either free or paid.

Looks pretty simple, doesn’t it? Can information marketing really be that easy?

Well, I’ve written 6 books in 20 months that have combined revenues of Continue reading

Information Marketing – Does it Work?

Bob Bly is making around $1,000 per day from information marketing. I’m making a little over $100 per day.

So whether you’ve been in business for more than 30 years and have a ton of experience, or you’re a newcomer like me, the answer is yes.

Yes, information marketing increases revenue and profits.

Just so we’re clear, infomration marketing has two parts:

  1. information marketing – where you use information to promote a product or service; and,
  2. marketing information – where you sell an information product.

You can see how they go together. For example, we’re giving away a big piece of my new book How to Profit with Social Media – The 2010 Social Media Directory at www.mysocialmediadirectory.com/technorati.html.

The information we’re giving away solves the biggest problem business owners have to Continue reading

Repurposing Your Blog – Day 1 of the 31 Day Challenge

We all know repurposing content is the perfect way to get the most benefit from every effort.

Fortunately, that isn’t the only meaning for “repurpose.”

As of today, The Marketing Spotlight is being Continue reading

Rich Schefren just ended my vacation

Hi,

Today’s the last “official” day of my vacation, and Rich is sending me out with a BANG!

I spent an hour on the phone with Rich today talking about list building. It’ll be great to have the edited audio back from Recorded Moments on this one. Rich covered so much, I’m going to wear out a CD listening to this interview.

“You have to do less.”

We all hear people tell us we work too hard, we do too much, we have to slow down…But when Rich Schefren says “You have to do less,” it makes you sit up and listen.

Instead of working on Continue reading

Finally Tried XSitePro

Hi,

Everyone who has read my book on writing e-books, or the book for copywriters building their site, knows I’m not a big fan of doing it yourself.

Well, I confess to rethinking my opinion.

You see, I’ve been trying XSitePro2. This is software ETR promotes – it’s part of the package for everyone who joins their Internet Money Club, too.

In the last 30 minutes, I’ve loaded the text for 17 Continue reading