LEARNING FROM THE SUCCESS OF
by: Cary Christian
Every week I have the
opportunity to speak with someone who wants to expand their business
activities online. There is almost always a common thread among these
people: confusion about how to market their business to make it grow.
All of the marketing "gurus" will tell you that you need to read constantly.
Some will go so far as to say you need to read everything you can get your
hands on! I don't think I would go that far because there are "nuggets" out
there that aren't gold, if you get my drift.
But you do need to read, and most of you do. That is where the confusion
starts creeping in for some people. There are so many different ways to
market online and there are proponents lined up solidly behind each one of
them telling you that's the way to go.
I was thinking earlier about Gary Shawkey's and Brian Garvin's new book (our
featured resource this week. See above). It explains in detail how Brian
became the marketing dynamo he is and how you can use his experience to find
your own road to success. I'm not going to give away any of the contents of
the book here, but I do have some observations I've developed watching
Brian's rise to fame that I'd like to share with you.
Before I start, however, let me say that this article is not aimed only at
people who promote affiliate programs. Yes, Brian is known for his success
at promoting affiliate programs, but he makes twice as much per year
promoting his own more traditional businesses. So the marketing concepts in
play here are equally applicable to those of you who run more traditional
OBSERVATION 1 - DON'T MAKE UNFAIR COMPARISONS
My first observation is that you can't succeed if you're going to compare
yourself to Brian, or any other successful marketer, and tell yourself you
could never be like them. They all started from nothing and built their
businesses one piece at a time, and you can, too.
At the same time, don't tell yourself you can accomplish the same thing in
an unreasonably short period of time. You're being unfair to yourself either
People are generally an impatient lot. Many of those I have talked to have
read about someone achieving great things and they tend to believe they
should be able to do the same thing relatively quickly. As a result, they
try to do too many things at once. They lose organization and focus and
never seem to complete anything they start in a reasonable time period, or
they simply give up too soon. This type of activity fosters confusion more
than anything else.
Study the marketing techniques used by successful marketers and test them
thoroughly with your own products, services or programs. Once you begin
finding marketing sources that will work for you, begin implementing them
one at a time. Focus on each one and give it the full benefit of your
creativity and effort before moving on to another. Accept the fact that it
will take time and do your best to curb your impatience.
OBSERVATION 2 - UNDERSTAND THAT IT'S MORE THAN JUST MARKETING
No matter how good the marketing source is, you will not achieve the results
you are seeking if your product is not valuable and worthwhile to your
target market. It is your job to build this value first. Then marketing can
be used to create demand based on the value you've built into the product.
Be brutally honest with yourself when it comes to evaluating your own
products. This can be very difficult. Ask for the opinions of others and
steel yourself against feelings of resentment if their opinions aren't what
you want them to be. Take their criticisms and use them to make your
products the best on the market.
If you're selling other people's products, make sure you do your research
and be absolutely sure they're worthy of your time and energy. One thing you
will find common to the "gurus" you read about is that they rarely back a
poor product. On the rare occasion they have, they have lost money, too!
You also need to understand that these "gurus" have built a following. When
they introduce a product or start promoting a new program, lots of people
jump on the bandwagon with them simply because of who they are. You can
build this kind of following, too, but it will take time.
OBSERVATION 3 - LOOK FOR PARALLELS
Once a marketing "guru" tells all, remember that he has "told all" to many
thousands of other people like you. There will be tons of clones out there
doing exactly as the "guru" advised. They will find it doesn't work so well
simply because of the sheer numbers of people all using the same techniques,
and many of them for the same products.
Once all these golden nuggets are made public they lose some of their
effectiveness. But only if taken too literally! Use your creativity and draw
parallels instead. Understand why the "guru's" techniques work and develop
your own variations that are finely tuned to your product.
Understand also that you can learn from the success of others even if they
are selling vastly different products. Maybe you'll even learn more since
the product differences will force you to look for parallels.
OBSERVATION 4 - FIND A WAY TO DO THINGS DIFFERENTLY
We learned a lot by watching Brian with his marketing of the "Secrets of the
Big Dogs" program. For those of you who are not familiar with the program,
let me digress a moment.
The Big Dogs program centers around an ebook that provides marketing
training primarily on hosted FFA pages for marketing purposes. As part of
the program, you join 13 different income-producing programs that are
promoted under the Big Dog umbrella. About nine of those are FFA systems. As
people join Big Dogs under you they also join the 13 programs and you earn
money each month from each program. The FFA pages provide you with about
600,000 leads per month to use for marketing.
So several thousand people promoted Big Dogs using these FFA leads with
predictable results. Too many people using the same lead sources yields very
poor sales. But Brian made a killing! How? Simple. He didn't use the FFA
leads to promote the program! Instead he created a separate web site to
promote the program and used hundreds of other marketing sources which he
eventually placed on a website made available to his signups, and later to
anyone else in the program.
You might want to take a look at this site since it really does contain a
lot of good resources. Look at the following page as an example:
http://www.bigdogpit.com/adv-solos.html . You can navigate the
rest of the site from there.
This is the essence of finding a way to do things differently. Essentially,
Brian added value to the program by providing his recruits with the tools
they needed to succeed. Their success translated into money in his pockets.
Take the time to learn from those who are successful at Internet marketing,
but place your own stamp of originality on your efforts. Take your time,
focus completely on the tasks at hand, and build your business patiently,
one step at a time.
Copyright (c) 2002