OF INTERNET MARKETING
by: Cary Christian
If you're feeling charitable, you're probably thinking that the title of
this article is somewhat bold. If you're not in the mood for charity you're
probably thinking something much stronger than I can mention in a "G" rated
There's a lot of talk online about "insider secrets" and techniques the
gurus use that we mere mortals just aren't privy to. The truth of the matter
is the gurus rely on a foundation of solid marketing principles that are
available to us all. They've just practiced them and developed their talents
to the point where they are expert in the application of marketing
Few gurus will hold anything back when asked how they achieve success. For
the most part, they are most willing teachers. But do the students really
The foundation of your success online is dependent on your building the
1. Your own website,
2. Your own opt-in list,
3. Your own products,
4. Resource contacts and online business partners, and
5. Links to your site from complementary sites.
It takes a while to build these things, but if you work at it each day
you'll get it done and will eventually reap the benefits.
Marketing is the glue that helps you build your foundation and grow your
business. It is an acquired skill. Some are naturally better at than others.
It requires the ability to write and an understanding of the psychological
cues that make people want to join your list or buy from you.
Home business marketers are presented with a dizzying array of advertising
options, both free and paid. Choosing the right marketing medium can often
spell the difference between success and failure. And that's where the big
"secret" comes in.
There are several marketing sources that can be identified as the staples of
Internet marketing. They are:
1. Search engine positioning or placement,
2. Ezine advertising,
3. Marketing to your own opt-in list,
4. Pay-per-click search engines,
5. Email campaigns using "rented" lists.
Almost every other form of marketing is either a variation of these or
complementary in nature.
Most new marketers do not use any of these five marketing methods because
they cost money. They are drawn instead to all of the free marketing methods
that crop up day after day. They do not understand that most free marketing
is simply useless and a complete waste of time.
The real secret of Internet marketing is a concept that is out in plain site
but recognized by very few who are new to marketing. The secret is (drum
"Paid marketing methods are free."
Think about it. Use a free marketing method and click your life away earning
credits that translate into views of your website. The problem is, the
people viewing your site are only interested in getting credits for
themselves. They're not paying attention to your site when it is shown.
Or how about posting to safelists? The people you are mailing to are dumping
their safelist email into a junk folder just like you are. Very few safelist
emails will ever be read.
Yes, these methods are free of monetary charge, but they utilize a great
deal of your time that could be better spent elsewhere. And they don't work!
So you don't make sales.
Now look at the flipside. You spend $50 on a pay-per-click engine and it
brings you, say, 500 targeted visitors who are interested in what you have
to sell. One in a hundred buy your product and you earn $20 on each sale.
You make $100. From that point in time, you will never spend another dime on
paid marketing methods and you've already got your money back! If you want
to grow slowly, put $50 in your pocket, $50 back into your PPC campaign, and
do it all over again. Want to grow faster? Put the whole $100 back into PPC
That's the way paid marketing works. You're out of pocket for a short period
of time in the beginning, but once you start making sales, your profits are
paying for your advertising. Understand this and you're well on your way to
So why are there so many free marketing programs out there? Here's secret
You join a free program and what happens? Nearly every day you'll receive an
email from the program's promoters. They're presented as updates or helpful
information, but you'll also notice they start beating on you to upgrade to
pro for increased benefits (and money to them) and many of them will start
marketing other programs to you in these emails. If you unsubscribe, you
leave the program, so you are a captive audience.
What's happened here? In exchange for providing you with a garbage traffic
program that doesn't work, they've added you to THEIR opt-in list!
Remember that building your opt-in list is one of the pillars of your
foundation for success? Well, they're doing that. They're concentrating on
solid fundamental marketing principles while luring you AWAY from
So there you have it: two secrets for the price of one. As obvious as the
nose on your face but ignored by the 95 percent of people who fail in their
attempts at building a business online. Make sure you're in the five percent
Copyright (c) 2003