2 Step Marketing Is Dead

James Maduk has been a virtual mentor of mine now for several years. In fact, I was a member of his online 'university' for many years and much of my insight regarding website marketing has been enhanced by his teachings.

2 Step Marketing Is Dead!

It is ... ask James! In fact, let me introduce you to James who'll tell you about it now ...

Did you get that ... "tiny commitments leading to a sale".

Just as when you meet someone you on't ask them to marry you right away, do you? Jumping into bed immediately isn't a good start for a lasting relationship. There has to be the whole dating process! Courtship. It's a continual process.

And marketing now is the same. It's isn't only 2 steps, in fact it isn't even linear any more, it's like an upward spiral. Or with the graph the other way up, it's down through our sales funnel.

The National Sales Association say that:

2% of sales are made on the 1st contact

3% of sales are made on the 2nd contact

5% of sales are made on the 3rd contact

10% of sales are made on the 4th contact

80% of sales are made on the 5th - 12th contact

So we have to find ways of getting them to want further contact!

How do you achieve that? What do you offer on your 'first date'? What do you do that keeps them wanting more?

Continuously yours

John Gordon

The Infotainer

HDTV: Lessons For Marketers

I was listening to a radio discussion earlier today about the rise of HDTV. The transition is regarde as historic and dramatic as the change in the 60s from black and white to color.

After the program I got to thinking about the lessons from this transition period and how we can learn from such changes.

Where I am in the UK, HDTV will peak in 2012 for the Olympics coverage. I think that programs like nature and sport wil really benefit but I cannot see how our obsession with reality shows will benefit.

Aparently, because the definition is SO good, actresses are demanding botox treatment before they are filmed! Any excuse eh? But I also hear that camera technicians are developing filters to smooth over some of the unwanted 'reality' wrinkles and provide the desired glam look. But this also brings other problems to make-up departments who need not only to have better wigs but ensure that the 'joins' are absolutely perfectly hidden.

SO my question is:

Are you prepared to be seen in high definition?

But I don't mean on TV ... I'm talking about success. As you become known, raise your platfrom and profile, reach new heights, are you ready? You'll be exposed for everyone to see. And you'll need to be seamless. No wrinkles, No joins.

The effect of changes of any sort creates ripples. It's that butterfly effect. The pebble in the pond. So at every stage in your growth towards your chosen goals will have side effects. And you'll need to be flexible to respond to these so that you stay on track, focussed on your goal without faltering.

SO, think ahead and look at every stage you'll go through and ask "What if...?", "Who else ...?" and "Where else ...?" and ensure that you consider every repercussion, and how every action affects you, your market and every else. Nothing happens in isolation.

As well as being mindfull of our own actions, we must always be aware of what others are doing and how their actions will affect us and our market. I've spoken elsewhere about the value of using online tools to follow patterns and trends, usefull to research future markets but also to keep ahead of the game so we can respond and stay on the cutting edge.

Well, that's my thoughs today, provoked by a discussion about HDTV.

Thanks for tuning in ...

John Gordon
The Infotainer