Net Frontier Marketing

Sent to draaaiinnn….

Those are Smashing Pumpkin lyrics, and they make more sense to me today than they did when I used to listen to them with great fervor.

What is needed to grab attention today is infinitely more demanding than it was in the past. Fortune 500 companies, experts, psychologists, scientists of all kinds are constantly pushing to find a way to get more mindshare. They want your eyes, your ears, and most of all your money.

So who are you to lay claim to some of this attention? Think about it: people have no time. They have no time for their kids, their spouses, for themselves, so how do they have time for you?

Chances are they don’t…

That’s why the only chance you really stand passes through entertainment and personal gain.Not your own… that of your prospects.

Just this morning, I was filtering through a dozen or so email accounts, reading some, but mostly sending them straight to the recycling bin.

And remember, I’m looking for internet marketing related goodies: something to further my affiliate marketing business…

Lo and behold, what captures my attention and gets the click? A story about someone else’s parents…

So I find myself on yet another sales letter site and start analyzing it. What strikes me as strange is that the text above the header, which is usually a short lead-in (when it exists at all), is 2 complete paragraphs and even has the author’s signature.

And what is she talking about of all things? Her parents.

As I read on, I’m almost awestruck by the guts or perhaps slight insanity or maybe even ingenuity of it. It’s incredibly bold and it has me reading attentively, wanting to find out more.

Then wham, the offer hits: Red Alert, it’s another firesale. Try not to gag too hard…

Diagonally skim the rest of the letter. Private label this, exclusive offer that. Price tag. Whoa! $400!

Hey the material looks pretty good, but I thought we were a team here! You want to send your parents to Europe and use this sale to pay for it. I want to help you while helping myself, but you weren’t quite honest.

You should have told me you also wanted to get that new BMW, my perspective might have been different…

Anyways, enough ranting about that.

Good marketing should exact a rant from some of your prospects. Write them a story, something emotional would be preferable. And don’t try to please everybody. In fact piss a couple of people off and you might be on the right track.

Your worst enemy is creating lukewarm prospects. If you write for 5% of the people that will read your material and they run for the order button, you’ll have done a much better job…

But please, no more firesales, ok?

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