Walking the Online Marketing Tightrope of Insanity
I see two distinct views on just what online marketing is. As you read these, consider which one is closer to your own mindset, and keep in mind that there is no right answer here and no judgment:
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Mindset #1: The key to effective online marketing is doing whatever you’ve got to do to sell a lot of stuff to a lot of people. It doesn’t really matter what you sell, as long as it sells well, refunds rates aren’t astronomical and customer service issues are manageable.
Effective online marketing is about using tactics that get the sale, regardless of whether or not it’s the right thing for the buyer. After all, it’s the prospect’s decision to buy. It’s about knowing how much hype and enthusiasm to use, about telling a story about how the buyer’s life will change when they click the buy button, and how you are the one and only person who can help them get what they want. It’s all about making as much money as quickly as possible, because why else would you do it?
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Mindset #2: The key to effective online marketing is promoting ideas that you genuinely believe in and are passionate about, while maintaining authenticity. It entails treating potential customers and existing clients with respect and nurturing relationships with satisfied individuals rather than constantly pursuing new acquaintances. Essentially, effective online marketing involves creating digital products that serve your audience’s needs, rather than relying solely on tactics.
A successful marketing approach entails sharing ideas genuinely and being considerate of your audience’s needs. Rather than letting marketing become manipulative, it should be used to positively persuade and influence people to make beneficial choices that enhance their lives.
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Now that you’ve read Mindset #1 and Mindset #2, you’re thinking I’m going to tell you that #1 is wrong and #2 is correct, right?
But here’s what I’ve learned in my many years as an online marketer…
Both views are correct.
That is, to a point.
Ideally, we would always be in the frame of mind of #2. We would be kind and sweet and loving and benevolent and only interested in selling our product to the people who really, really, really want and need it. We would only work in niches we are passionate about. We would spend time nurturing each and every relationship with a customer. People would love us for our kind attention, and they would spread the word far and wide that we are the best at what we do.
I strive every day to be in the frame of mind of Mindset #2.
But here’s the reality check…
You’ve got bills that are due now. You’ve been working on creating the product for weeks and you’ve got to ship it now even though it’s not quite ready. You are using every psychological tactic on customers to make as many sales as possible because you want your affiliates to be happy now and come back and promote for you again and again.
While we strive to hold onto Mindset #2 in our online marketing endeavors, there is a constant tug from our primitive brain to lookout for #1, to make every sale possible no matter what, to be hellbent on making money rather than serving customers, and to look out for ourselves first and always.
It’s a bit of a tightrope, and here’s what got me thinking about this:
Recently a new acquaintance of mine who is putting together a product about ‘how to make big money online’ building a certain type of website really opened my eyes to a few things.
He told me how everyone in his niche is out to fleece everyone else.
He told me that he HAS TO hype up his product to the absolute max to make sales.
He told me that while his product takes a lot of work and time to implement, he’s telling his would-be prospects that it’s as easy and fast as can be.
He is just about a 100% Mindset #1 kind of person, and he sounds practically insane with self-imposed misery.
And frankly I didn’t like what he had to say.
Which is why I’m taking a close look at my own business to make sure I’m doing my best to make my customers’ lives better, to tell them how much I appreciate them, and to make this world a better place no matter how corny that may sound.
When we’re in a time crunch and need money fast, we may be tempted to adopt Mindset #1. It’s human. But it’s Mindset #2 that’s going to make not just our customers happy with our products, but also make us happy with ourselves.
One last note: The verbiage of Mindset #2 was inspired by Seth Godin, author of too many marketing books to count. If you don’t read his blog, you might check it out here: https://seths.blog/