Know-How Exchange : E-Marketing

Hi All!


我从这篇文章由于一些feedback I received on another thread about critiquing my landing page.

Some of the feedback was WAY off topic. However, a few of you made valid points that I would like to expand upon. I would also like to get everyone's opinion on this as well. Thought I was better served creating a post JUST for this topic alone since it seems to be a H-O-T one!!!

** But first an aside, this post is ONLY regarding prospective customers. People that have never bought anything from you yet. It might be a cold prospect, or, someone who has shown some type of interest in your offering **

Here goes.....

There seems to be two schools of thought, or, two "camps" in the online marketing world. This has become very apparent lately. Look around and you'll see what I mean. From websites to marketing courses to advertising campaigns, etc. Heck, even the advice I get on here is QUITE mixed at times. Depending of course on who is vending the advice, or, what "camp" they are in.

Camp one is of the impression that we as businesspeople MUST turn a profit in order to survive. We do this by SELLING. We use every technique in the book to attract qualified prospects. Once we have a motivated, qualified prospect on our "line", we then provide them all of the information they need to make a decision (white papers, ebooks, free trials, newsletters, complimentary advice, etc.) From there, once the prospective customer is educated about our "wares" and after utilizing some of the techniques mentioned above, we attempt to CLOSE THE SALE. We want to close as quickly as possible. How a business survives. How a business prospers. The exact same way it has been done for many, many years. In ANY business.

Camp two on the other hand, feels it is necessary to coddle your customers. Sell them? What does that mean?? These folks believe in endless customer "touches", providing an eternity of free information, growing their lists & gaining their prospects trust. A softer sell if you will. Or, trying to win the hearts and minds of their potential customers. Just like the famous movie quote states; "Build it and they will come" is the term that I liken to this camp. Meaning, provide as much information to a potential customer until he or she decides to "wake-up" and utilize our services. Even if it means a cycle of many months, free imparted knowledge, etc. This camp is the "product should sell itself" crowd.

Now, if it isn't overly apparent already, I am a member of camp one. By far!!! Why? Simple...

The camp one strategies work. They have been used offline since the times of Christ. The model itself has been used to sell everything from aluminum siding to wonder bread.

Now, to be fair, camp two's model can and does work. However, HOW WELL? Can anyone name one offline, real-world business that would expend extraordinary amounts of time, labor & information to a prospect that hasn't bought something within a realistic amount of time?

*Is your car broke? Go and have a talk with your local mechanic & ask him for free information or services before making a decision and see what response you get. Better yet, go back every weekend still asking for more information. When they inquire as to why you're doing this, simply explain that you need to access to more data before committing to his services.

*Looking to purchase a car? Go back to the same dealership every week and take test drives of different vehicles. Don't buy anything, just keep going back for the free donuts & coffee, literature and weekend test drives. Pretty soon, you'll probably be barred from the lot.

Getting my point?

Any business - ONLINE or OFF, needs to make sales. Now. Better yet, yesterday. We have bills to pay, payroll to meet. Ever hear the term cash-flow?

BTW, don't give me any crap about sales funnels, growing lists & all that hooey. Yes, sales funnels DO exist and work. Been that way for years. However, sales funnels are normally geared towards either very complex and/or highly technical products/services or extremely pricey items. Now for the lists. Lists (as we all know) are THE LIFEBLOOD of an online business. However, people on your list have to BUY. And they ain't gonna do that dear friend, unless you ASK FOR THE SALE. Close them. What good is having a list with a million prospects that never buy from you? Go ahead, keep sending them your free information, pamphlets, promotional items, etc. Maybe, just maybe, one of those prospects will decide to do business with you one day. Yeah right :)

Remember the internet crash of 2000? The reason the bubble bursted was too many businesses without a REAL product or service. Or, a sustainable business model. Is camp two's business model sustainable??

Consider this...studies show that the average homebuyer looks at only (4) houses before making buying decision. The person buying a car looks at only (5). And these are for BIG, life-altering purchases. Yet, a decision is made fairly quickly. No sales funnels, lists and all that nonsense. They have a need or an interest, they view the selection (get information) & are then sold by a salesperson. Simple. Easy. Now explain why you product or service is any different.

A couple of questions for those of you in camp two...

1) When do you draw the line of diminishing returns? How long will you continue to "touch" a customer before he or she buys from you?

2) Are you not making your prospects immune from buying from you? If they expect & get FREE information from you forever, gosh, why should they purchase your wares?? Just wait until you've "spilled all the beans". This way they can get it for nothing.

3)你真的相信你没有关闭,or, ask for the sale? Why do they have a R.E. agent show you homes?? Maybe they should let you look yourself & call the agency when you want to make a decision. Same with cars, clothing, etc. The reason why is, people need to be SOLD. Told what to do. Taken along a path. If you think your product or service is so great that prospects will call you...i've got a bridge for sale. Sure, sometimes customers DO sell themselves. However, the vast majority of the time they need to be SOLD. This is how a business survives. With this majority.

Sorry to be soooo long winded, but, this topic really gets my motor revving. Do chime in people, it want to hear it all. Be real. And BTW, yes, I DO like all of you folks in camp two. Matter of fact, I like most people. However, I DO think your business model is as hollow as a pumpkin :) Did I mention how much I love this forum. This is why forums like this exist. Open debate & communication.

If you're interested in further reading, check out this fascinating article for another point-of-view:

https://www.copyblogger.com/two-tribes/