Category Archives: Marketing

Getting Positive Publicity Through Interviews

Here’s a truth; I want to be famous. I want to be well known. And I want to make money from it. I don’t want to be infamous; I don’t want to have to do something illegal or be outed for something bad to get that fame. I like to think my integrity is higher than that.

I’ve given this a lot of thought and come to this conclusion. The best way to get positive publicity is through doing interviews. This, of course, presupposes that you’ve done something that’s worth getting interviewed about. However, if you have this part covered, it’s the best way to go.

To get interviewed, you just might have to contact someone and make a pitch about why you would make a good candidate. If you’re lucky to have done something already, someone else might ask you for an interview. When this happens, you at least know that someone knows about you, which helps make things go easier later on.

Being interviewed is also a big part of marketing. It’s the reason movie stars go on talk shows when they have a new film coming out. It’s the reason musicians show up in places they wouldn’t want anyone to ever see them, because they want to promote their new album (heck, do people still call it that?). I’ve talked about marketing often on this blog; this is one of those most positive things anyone can have the privilege of doing to help promote themselves.

Basically, there are three different types of interviews, and they help you, or hurt you, in different ways. Let’s look at these three.

The first type of interview is as a part of a piece that will have other people’s opinions at the same time. The best part about an interview like this is that you have the chance to not only focus your message in a short period of time, but if the interview goes well you might get your business name mentioned in the piece as well. The bad thing about an interview like this is that you never know which line the interviewer will use of yours, so it’s possible that they’ll use your line to highlight something negative. An example of this type of this interview I was a part of, which I found while writing my article on searching for your own name on search engines.

The second type of interview is a written interview of some fashion only about you. This can be in a magazine, blog, or newspaper article of some sort. With most of these, you may have the same problem as with the first type of interview, that being that you could say a lot of things that you felt makes you look good, only to find that the interviewer decided against using most of it. The best part, of course, is that it’s all about you, and if the interview is positive, you look good and, hopefully, your business and reputation gets a nice boost. An interview that could help highlight this is doing an interview on another blog. And, actually, this recent interview I did with Jim Turner on this blog is a pretty good example.

The third type of interview is the best, that being a live interview. This can either be on live radio or television. If you’re confident enough to be in front of a live audience, you can be an instant hit if you come across well, and your message will be unfiltered. The downside, of course, is if you’re uncomfortable, or look uncomfortable, and give one or two word responses instead of coming across as easy going and someone people might like to work or talk with. This type of interview can make or break your career. An example of that is an interview I did with Beverly Mahone of BAM Enterprises, which, if you’d like, you can listen to, as I talked about the concept of reinventing oneself; this is an MP3 file.

Sometimes the person doing the interview isn’t all that good, so you take risks with your reputation in those instances. Still, most of the time people will understand if you were good and the other person wasn’t up to snuff, and if you handle it all well, then your message will still come across properly and you’ll be better off in the end. Nope, not giving any examples there. 🙂

Getting interviewed means you’ve at least made some kind of dent into the consciousness of another person. If you handle it properly, you could be on your way to great things happening in your life and career. I love being interviewed, just as I like getting other people to allow me to post interviews with them here. I think everyone can learn something from an interview, and some of us can gain something from being interviewed as well.

So, who else wants to interview me? 😉
 

Creating Your Own Products; Let Me Talk About Mine

Something you hear many of the internet marketing gurus talking about is creating your own products, especially information products. Supposedly there’s this big market for almost anything that’s intellectual property, and big money can be made from these things.

Well, I’m about to somewhat challenge that view by talking about my own products that I’ve created. Some I’ve talked about here, while I haven’t talked about the others. So, I’m going to do that here, with links to where I might have talked about a product before, and then talk about the other things I have. Of course, within those other links is a link to my product.

First, for this crowd, is my book Using Your Website As A Marketing Tool, which is up there at the top left of this blog. Do you know how many people have actually visited the book from this blog? Four ever; period. That’s it. Now, to be slightly fair, the last time I actually promoted the book in full was in August, but come on, only four people ever, with all the visitors I have coming to this blog? All the people who say they’re interested in making money, all the people who have businesses with lousy websites, and I could only drive four people to that site? That’s pretty pathetic. What’s also pathetic is that for each of the times I’ve written about this book, I didn’t get a single comment on that post; I’m obviously a terrible marketer.

The second thing you see over there is for my webinar Social Media, SEO & Your Business in 90 Minutes. That post also didn’t get a single visit, and I’ve driven 3 people to check out the ad for the book from this blog. At least it’s newer than the other ebook, but still,… And, once again, no comment on this post, though I did get a couple of comments when I was talking about it before I actually did the webinar. Once again, created product, but lousy marketing I assume.

Next, look to the left there under the ad for 123Inkjets. This is my book Embrace The Lead, the one product I’m the most proud of. It was a labor of love, and I worked hard on completing it before my dad passed away. I was able to get 9 people from this blog to go look at it, but that’s not really great either. It has been my biggest selling product over the years, as I sell it in both electronic and soft cover form (I’ll even autograph a copy if asked). But I have to admit I’d have thought I’d make at least one sale from it off this blog, which has never happened. I have made a sale because of my Mitch’s Blog, which is my business blog, but not this one. And I’ve had two different squeeze pages for this book, but neither has generated all that much action ever, which is why it’s a muted looking page integrated into my business website format.

Below that is my CD series Keys To Leadership, and I’ve driven 7 people from this blog to check it out, even though it got some nice comments here. Seems people were more interested in what I had to say on the blog, which was a pretty funny story, than actually deciding it was worth taking the time to go see what the CDs were all about. You know, it makes me wonder just how many people actually even use the Listen button at the top of each blog post instead of having to read some of my longer posts. Okay, that was a sidebar thing; don’t answer it. Once again, it had one of those fancy squeeze pages that I later decided didn’t work, and integrated it back into my business website.

The last two products I haven’t really talked about here, but I will now. One is called the Mitchell Manager Training Program, and is a training program for new managers who want to gain some skills in things managers or supervisors need to know, but don’t have time for a lot of deep theory. It also has a portion that talks about stress and time management, as well as a brief lesson on budgeting. Sure, it’s still around 150 pages long, but I wrote it to be fairly easy to understand. Two weeks ago I made my first online sale, as it was only maybe 4 months ago I turned it into a digital product and began marketing it in that fashion. This one has never had a squeeze page; I’ve always marketed it basically through my business website. I haven’t put it on this blog because, frankly, I figured I’d be wasting my time. After all, it hasn’t lit a spark for any of my other products.

And finally, there’s my Mitchell Employee Evaluation Module, which has always been on its own squeeze page, though I’ve thought about pulling it back within the business site. It’s about 27 pages worth of information and sheets that will help managers evaluate their employees, as well as set up criteria to use in evaluating new employees. Once again, I’ve only made one digital sale of this product, and the buyer seemed to be happy with it. I knew this one would have no interest whatsoever on this site, which is why I haven’t marketed it here before now.

So, there’s six information products that I’ve created, and how are the sales? Lousy. How is my marketing? Obviously lousy. See, a big part of the piece says to try to find out what someone is interested in, then create something towards that interest. The other part of it is that, if you’re not interested in that, how the heck can you write about it? Some of these gurus aren’t interested and don’t care about stuff. They pay someone else to write it, someone else to help market it, and collect the profits. It works best when they’re already big names in selling something else; I doubt most of us could get away with that.

And why would we want to? What could be more dishonest than that? Matt Cutts was talking about that once with a website that advertised medical services that someone needed for their mother, but when asked for more information they couldn’t give it because the person knew nothing about the procedure; they had paid someone else to write it for them so they could put their name on it. How irritated would you be about something like that?

In any case, this post has a twofold purpose. One, to highlight all of the products I’ve created thus far; more are coming as I move along. And two, to show you that even creating your own products doesn’t guarantee success or interest. This doesn’t mean don’t create new things; it just means to temper your thoughts on how successful it might be once you put it out there.

Once again, there are no get rich quick schemes.



Ultra Diamonds

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Truth In Marketing?

So our friend Lynn Terry of Clicknewz had a post yesterday titled Doing It The Hard Way. In the post, she’s busting out against folks who create all these things that tell us how easy it is to make money on the internet, charge us an arm and a leg, and yet we continue buying from the next person, then the next person, on and on, and getting deeper and deeper into trouble and confusion, yet still don’t make any money.

A part of me wonders about all of this. I mean, is it a lack of truth in marketing? Is it just that we don’t get it right? Is it that these folks are continually raising the bar and hammering us with the next great thing, and they keep doing it because many of us continue to buy from these people over and over?

If you remember, about two weeks ago I wrote a post asking do we hate marketing, and I was relating how John Chow said he wanted people’s email addresses so he could continue to send them things because he was an internet marketer. I didn’t mention it in that post, but I’m fairly reluctant to capture people’s email addresses unless I’m going to be providing them something of substance on a continual basis, such as what I do with my business newsletters, and the only marketing I do there is to highlight books I think are related to the topic I’m writing about that week. I’d even mentioned it to Lynn in the past that it was something I was reluctant to do.

I’d never really thought about why until yesterday evening, when I was talking to someone I participated in another internet interview with Beverly Mahone on blogging (download by right clicking on “blogging”) afterwards. We got to that point and she asked me why I wouldn’t do it. I thought about it and then I realized it’s because most of these people continually send me products concerning the same exact thing over and over, and frankly, one gets tired of it after awhile. Sometimes it’s twice a day, every day, until you finally unsubscribe to keep your sanity. See, one reason I like someone like Paul Myers and Talk Biz News is that he may market something with each newsletter, but he gives something also, advice, something to think about, etc. And it’s not an every day thing either; maybe once a week, if he’s in the mood.

So, it begs the question again; is it truth in marketing if, each time you hear from some of these guys, they’re either escalating the product, saying in effect “yeah, that last thing was good, but this is even better?” Is it our fault for falling for the same tricks and gimmicks as in the picture each time?

As a sidebar, last week my wife had some people come to the house to price out a rooffor us. I’ve been through this kind of thing before, and knew what was coming, so I didn’t participate, instead staying back in my office and working through the whole thing. This time, two people came, a husband and wife team. They were here 3 hours, talking and showing my wife all kinds of stuff. After they finally left after 9PM (ugh!), I asked her what they said the damage was; $29,000! I said that I was betting they were going to call again in a couple of days to offer a reduced price on it. After all, the same thing happened when we moved into this house, when this guy was here 4 hours (save me), quoted us a price for windows for our house of $36,000, and after I laughed him out the door had his company call twice, first offering to do it for $16,000, then offering one last time to do it for $9.000; weasels.

In this case, I was off one day, but only because my wife hadn’t been home earlier to take their calls, which began the day after they left, and they are offering a major discount. Only they wouldn’t tell her over the phone. Instead, the “owner” is coming over on Thursday to offer her their bottom deal. Please! No, I won’t be home, because I don’t think I could hold myself again.

I want to be an internet marketer; that part is true. But I don’t want to beat people up on buying stuff that keeps on escalating. Show me something different, and don’t hit me over the head with it each and every day, maybe. But over the past year, my reluctance to sign up for almost anything has increased because I know what’s coming. Luckily, I have 11 email addresses, so I pick out the one that I won’t need to check all that often, and when I do, if I see a bunch of junk, I just unsubscribe and move on.

There is another way; I just know there is. And I’m going to keep trying to find it. Heck, maybe one day someone will actually click on, and buy, something from one of these ads like what’s below.

Do We Hate Marketing So Much That,…

I recently watched an interesting video from John Chow called How I Make $40,000 a Month From a Blog. It was pretty neat, as he explained how he makes his money. One can’t be mad at him for making money, and though he states he makes it all from blogging, it seems there’s a lot more involved than him just blogging. It’s about an hour, and I encourage y’all to check it out.

Anyway, he talked about a few things he does that, I have to admit, irritate me when I visit his site. I’m not one of those people who hates ads, but I do hate popups, popunders, and now these things that end up on top or on the bottom or sometimes both on these pages, that you have to close to see more of the content.

One of the people there asked him about it, and he said that since he added all those things he’s converted more people and gotten them to give him their email addresses than he had before. When asked if he was worried about losing visitors, he not only said no, but he said “if they’re not really buyers, and I’m trying to make money, why would I worry about them?”

It’s an interesting point, and I’ll say now that I might have missed a word or two there, but that’s pretty much what he said. He’s not saying he doesn’t care about his readers; he’s saying he cares more about buyers.

It’s interesting because many of us are looking at finding different ways to make more money online in some fashion, and I’m not sure all of us have the stomach to do it in the way that will make us some serious money. Some of you may remember when I wrote a post asking if we can stomach sales, and I know for myself that I haven’t had the stomach for it across the board.

Sometimes, it does take that big decision as to what we’re here for, the fun, or the money making part. How bad do we want it, or need it? And, just because someone else wants it and needs it, is it fair to castigate them for it? I don’t hate on anyone who makes money; I want my own money. What I wonder is whether some folks go too far in making that money. We’ve discussed how some internet marketers seem to send us 2 or 3 sales letters a day, but that’s not the majority of them. We always have the right to unsubscribe, but do we have the right to hate the way they’re making their money, especially if it’s legal? Is there one of us who thinks these guys, who aren’t spammers because we did give them our information, are worse than the banks and credit card people, who put us into the financial mess we’re presently in?

Just something else to think about as we contemplate our money-making selves.

Baseball’s All-Star Game Reference Guide 1933-2007: 78 Games in 74 Years

Price – $26.36








Creative Content Marketing

First, today is my 12th wedding anniversary, so I give my wife a shout out for that, even though she never reads this blog. Oh well,…

Second, I came across this blog post on Copyblogger via someone on Twitter. It’s called 49 Creative Ways You Can Profit From Content Marketing, and I found it interesting enough that I wanted to comment on it here. Hey, that’s one way to find ideas for blog posts, right?

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I tried to figure out how to write about this one without copying any of the things on that site, but I also didn’t want to go through 49 different points and answer each one specifically. So, I thought I’d just pick and choose which ones I thought were the most interesting to comment on; I hope you go to the post and read the entire thing for yourself afterwards, though.

Point #3 is interesting: “Write a special report or white paper that addresses a thorny problem in an interesting way.” It slightly touches on my post about writing for others in that it still means you have to come up with an idea on what to write about, and then decide if you can put together enough words to reach your objective. White papers are interesting because they have no real length that they have to be, but it seems that most of them are at least more than four pages, so you’re not just tossing a few paragraphs together and moving on with business. Still, it’s a pretty good idea if you can first figure out what’s bothering a lot of people, then solve it. If you can’t come up with lots of words, at least you have a blog post.

I’ve been thinking about point #8, “Build a membership web site that is a profitable business in and of itself, for awhile now. Mainly for my business blog, as it pertains to older newsletters I’ve written that my newer subscribers have never seen, and thus have never seen any of the previous newsletters. It’s the only real content of which I have lots of, can always add more to, including audio and video at some point.

Number 11, “Build a Facebook page (separate from your personal profile) that gives you another platform for interaction with your customers“, is something I thought about for a minute, then decided to discard. Most of those types of pages are known as “fan” pages, and they’re created by the person who wants people to be fans of theirs. Just just seems, well, narcissistic to me, so I just can’t do it. Now, if someone wants to take up the mantle and create one for me,…

Number 12, “Compile your best 100 blog posts into a physical book. It worked for Godin, and it can work for you“, is intriguing, because I’ve thought about doing this with some of my old newsletters, and if I go back through some of my blog posts on my business blog, I think they might make a nice little book, as Godin’s books are usually quite short. All about creating products, right?

How many times have Pater and I preached #23, “Your comments on other people’s blogs are content. Treat them that way. Be original, relevant and interesting?” The last time I wrote about it was just over a month ago, in my post Top Three Do’s And Don’ts.

And, of course, this one, #34. “Review everything. Books, blogs, newsletters, tools, physical products, information products“, is a cornerstone of this blog, although more geared towards internet stuff than the others.

Take a look at the other post to see which things you feel are more important than what I’ve posted here.
 

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