Our new book Secrets of Online Persuasion has been released by our publisher and is in stores. There was a little snafu on the release date (ok, a big one,) but we’re happy to announce that it’s out and flying into people’s hands.
In this book on New Media Marketing and online persuasion we reveal more than 77 Internet and persuasion secrets that expose how you can win the hearts, minds, and pocketbooks of thousands using New Media!
Online persuasion and New Media Marketing Secrets like:
* What the New Media Revolution is and how you can profit from it as it transforms the face of advertising and marketing forever
* How to trigger powerful, word-of-mouth BUZZ with innovative New Media campaigns
* Why your business blog (not mass marketing or a regular old web site) must be at the center of your marketing strategy using New Media tools
* How New Media consumers think, communicate, and buy… and how you can connect with them on their terms
* Discover where your target audience is already gathered in clans, bands, and tribes
* Learn how to win the trust of your target audience, and captivate their attention with online persuasion
* Six key tools you must have when launching your own successful New Media Marketing Strategy
* And 70 more secret online persuasion strategies that draw hundreds and thousands of highly qualified people to your business, non-profit organization, or political campaign
Whether you’re an experienced Internet marketer, or completely new to marketing your business online — this book reveals the secrets to creating a cheering crowd of raving fans. The strategies exposed have proven to work equally well whether you’re marketing to people around the corner or around the world!
Grab a copy now. With the FREE gift of $297 in coaching that comes inside the book, it’s a decision we promise you’ll celebrate for years to come!
Internet marketing is not what you think it is. And New Media Marketing is exposing that more and more each day. Sure you could still make a big hit marketing what basically amounts to get rich quick dream to a bunch of lazy “dee-de-dees.” Yes, you can make serious money marketing online (your own business or others,) but it’s not going to be done the way it was even as recently as six months ago.
And if you want to sell to anyone with reasonable intelligence or affluence — you immediately need a different approach than the latest designer drug that the typical internet marketer is pushing on the virtual street corner.
Face the facts people… the Internet is NOT a business!
The Internet is a communication channel by which you can market. Real businesses that have marketing online at their core, like UnderScore and Agora, understand that fact and live it. The typical internet marketer on the other hand doesn’t own a business. They own a gambling habit! What else would you call an existence where you move from one launch (”table”) to the next looking for your next big win (”fix”)?
Building a sustainable business (one that runs profitably without you for a month or more at a time) and creating real wealth (net worth and passive cash flow, not launch day winnings that are split 50 times till Sunday) requires serving people’s needs — not figuring out “how can we fool em’ again.” It’s like Zig Ziglar says; “if you help enough other people get what they want, you’ll get everything you want.”
If you own a real business, or if you’re new to marketing online, this may seem like common sense. But if you’ve been looking for a better way to market your online or off-line business using the internet you know how patently insane the internet marketing industry has become.
Look, let me put it bluntly…
The internet marketing crowd has become completely incestuous
Many “Internet marketing experts” prove this out, climbing into bed with their own kind in two ways:
1. They’re marketing to wanna-be marketers, selling the dream of raking in windfalls of cash while they sleep. Most people who fall prey to their wily ways are working day jobs they’d chew off their left arm to escape. So when a seemingly easy way to make money online comes along wrapped in a nice package, they’re hooked. They move from one marketing product to the next, desperately looking for the high they need to escape the reality of their daily life.
2. Internet marketers cross promote to death. If you’re on the email list of almost any internet marketer, you know how it goes. This guru promotes that guru’s product, and that guru promotes the next guru’s product, and round and round we go.
There’s nothing wrong with helping people in your own industry or niche if you’ve made it big. And there’s nothing wrong with cross promotions with partners. But making those the two cornerstones of your “business” with an attitude that there is an endless flow of “fresh eyes” is downright offensive — an New Media is making this more obvious every day.
People are tired of being thought of like an unthinking herd
People are fed up with being treated like cattle. They’re tired of being thought of like an unthinking herd that will respond to the every whim of an internet marketer who has captured their name and email address. New Media channels like business blogs, podcasts, and social networks are showing consumers that marketing online doesn’t need to be about hype and outrageous promises. They are seeing, hearing, and feeling that when New Media is properly used to market — it’s about people, participation, and persuasion!
We’ve heard it from hundreds of business people over the last two months from Arizona to Australia. The lack of respect shown to people who want to learn how to market online is abominable. And the smart gurus at the top know it too. They’re making big changes to the structure of their businesses and the level of respects they show to their subscribers.
Sadly, most internet marketers are still on board partying the night away on board the Titanic while the ship takes on water.
Respect your target audience, reap the rewards!
Nothing is more secure when marketing — online or offline — than to service and respect your target audience. That takes content creation, it takes education, and it takes some sweat (gasp!!) to get it done.
The Titanic (representing the “quick hit” make money in your underwear dream hyped by gurus) is sinking. And in 2007 you’re if you’re smart about learning how to market with New Media you’ll have a better than equal shot getting not just into the lifeboats. But getting onto the ship of online persuasion sailing off into the sunset.
Internet marketing as most people think of it is a sinking ship. But marketing using the internet is NOT drowning. New Media is transforming the marketplace and making it more interactive, engaging, and more importantly — focused on people.
That means that the tricks and tactics used in the past will need to be replaced by a thorough understanding of human psychology and honest appreciation of your target audience not as an unthinking herd — but as tribes that need to be won over.
And that means opportunity for the men and women willing to take the time to learn how to persuade online.
John-Paul Micek is the premier Click-and-Mortar Business Coach. He’s been described as the “Communication Commando” and “Profit Matrix Master” by peers and coaching club members. With four multi-million dollar businesses under his belt and over 8,500 hours of experience coaching business owners and marketers to success from the inside out, J.P. is ready to help you get the profits, performance, and lifestyle you want from your business online and off-line. His latest book Secrets Of Online Persuasion is the definitive guide on marketing with New Media. J.P. is a weekly columnist for the Honolulu Star Bulletin, and professional speaker. You can reach J.P. directly via [communicationcommando@gmail.com].
Yes it’s true! New Media isn’t just for the under 25 crowd. And ignoring that fact is costing you a lot of free new business. Early in the New Media Revolution, the most efficient way to use New Media to reach a more “mature” audience was by blogging for business. But as this new online world of interactivity and communication matures — so is the demographic mix.
More than half the visitors to MySpace are now 35 or over–up from less than 40 percent last year
A study by comScore Media Metrix released on 10/5/06 shows that more than half the visitors to MySpace are now 35 or over–up from less than 40 percent last year. The comScore research compared audience demographics among top social sites, aiming to dispel the notion that they are the exclusive domain of teens. It’s something we and members of our coaching programs have known (and quietly profiting from) for quite a while.
Members of our coaching programs have been placing their business blog at the center of a complete New Media Marketing system for more than a year now. That system which is part of the new BLOG interactive 360 program, includes a proven matrix of business blogs, podcasts, RSS, social bookmarking, and other tools combined with online persuasion strategies. And now with the comScore and other studies begin released — expanding your New Media Marketing beyond business blogs is something that you need to seriously consider taking action on if you don’t want your competitors to get a leg up on you.
The social network landscape — where’s a business owner to start?
MySpace and Friendster skew older with people 25 and older accounting for roughly 70 percent of their user bases, while (more…)
Alright, in Part one of this series you saw how New Media Marketing was used correctly by the design/build firm of Rosenlof/Lucas. And in Part two you learned three simple ways that the company could have substantially increased the marketing impact of that one video invitation. And now it’s time to learn from the mistakes of another landscape company that’s been left green with envy.
If you haven’t followed this series from the beginning, you definitely want to return to part one and start there to learn the most from this New Media Marketing case study. If you have been following along, here’s the Rosenlof/Lucas video again as a quick reminder to make the comparison really stand out. Just click the small play button under the video image.
Now, to save the second company the pain of humiliation and shame with deep analysis let’s just take a look at the video and make a quick summary. Watch this one minute video and be prepared for a BIG difference.
Click the image below to open the video in a new window
Obviously this is not much different than some mass media style commercial you’d see on your local cable station. And actually, that’s probably where this video came from. It looks like a recycled cable commercial for this landscape company.
From a New Media Marketing standpoint — why would anyone pass this video along and share it with family or friends? There’s no online persuasion here. Heck, there’s not even any clear call to action at the end of the video other than “Stop by today…” so even by direct response marketing standards, it’s useless.
Use this shocking contrast with the little you learned about New Media Marketing in part one and two of this series to drive a big point home…
If a landscape company can use New Media to market their business so can you!
Once again you see how there’s no excuse for missing out on the impact and effectiveness of marketing with blogs, podcasts, social networks, and all New Media. If one of the lowest tech industries in the world can effectively market with New Media to get new business and new profits — so can you.
If you haven’t already done so, grab the excerpt of our upcoming book Secrets of Online Persuasion. When you do you’ll automatically get a free one-year subscription to the New Media Marketing Journal where you’ll get fresh new ideas and insightful case studies like the one you just read. When it comes to marketing with blogs, podcasts, RSS, and other New Media — it’s only too late if you don’t take action today!
John-Paul Micek is a Business Acceleration Coach with four multi-million dollar businesses under his belt and over 8000 hours of experience helping entrepreneurs like you get the profits, performance, and lifestyle you want from your business. He’s a published author (Secrets Of Online Persuasion,) a weekly columnist for the Honolulu Star Bulletin, and professional speaker. You can reach J.P. directly via [communicationcommando@gmail.com].
In part one of this New Media Marketing case study, you learned how effective stepping beyond marketing with business blogs is. And you saw why this type of marketing with New Media can work in generating buzz, building your prospect list, and boosting profits. Today let’s take a look at three simple things Rosenlof/Lucas could have added to their video foray into New Media Marketing for even greater impact on their bottom line.
#1. Encourage immediate action: Along with the invitation shown at the end of the video there could have been a simple landing page where an “Invite Acceptance” was completed by the viewer. This one added step would do three things very powerful things from a marketing standpoint –
a. The pre-qualified viewers contact info would be captured for later follow-up whether he or she actually shows up at the party or not.
b. By completing the “Invite Acceptance” the viewer will have taken a small action that psychologically motivates them to follow through and actually showing up on October 5th.
c. With full contact info collected, all confirmed attendees could be mailed a post card confirmation or be sent a text-message the day before to remind them of the party.
#2. Reward immediate action: To really create anticipation and excitement Rosenlof/Lucas could have added a contest to the “Invite Acceptance” process. Something as simple as offering all “Confirmed Guests” the chance to win one $3000 design/build certificate would go a long way in getting people jazzed about the event. And a further note that the winner would be announced at 8pm the day of the party, and that the invitee had to either be there live.
#3. Leverage the business blog: OK, so let’s end with the simplest and most effective marketing addition to this entire optimized process — the linkage to Rosenlof/Lucas’s business blog. (Which I was surprised to not find. )
If the two online persuasion strategies highlighted above were used, then after the registration form for the “Invite Acceptance” was completed, the new registrant would be taken to a special post on the company business blog where they are encouraged to share their opinions on the video or what they’d like to see more of.
This interaction and participation builds rapport and trust before the prospect would even talk to Matt or his partner.
Also, I can’t comment on how much (if any) effort Rosenlof/Lucas put into using this video with their existing client list, how they used other New Media channels, or if they took advantage of any off-line PR, publicity, or promotional opportunities. I now that with a solid click-and-mortar marketing approach this New Media Marketing blitz would be the type of HUGE list building event that would keep the business swamped for months.
So if this is the way the oldest profession in the world can market correctly with New Media, what’s the wrong way to do it? We’ll cover what you can learn from the mistakes of others in Part 3.
John-Paul Micek is a Business Acceleration Coach with four multi-million dollar businesses under his belt and over 8000 hours of experience helping entrepreneurs like you get the profits, performance, and lifestyle you want from your business. He’s a published author (Secrets Of Online Persuasion,) a weekly columnist for the Honolulu Star Bulletin, and professional speaker. You can reach J.P. directly via [communicationcommando@gmail.com].
New Media Marketing Case Study: A Tale of Two Landscape Companies Leaves One Green With Envy — Part 1, Done Right
YES! Even the least techie industries in the world can use New Media to market, build their prospect list, and boost profits. It’s true that all business owners and marketers have access to the same technology and tactics of blogs, podcasts, RSS, social networks, etc. But the “secret” to successfully marketing online or offline is the same as to achieving goals in any other area of life. The difference between winners and losers is not in the technology — it’s in strategy, mindset, and the ability to influence.
As some of you know, the way Deb and I got to live our ideal lifestyle in Hawaii is through my starting, growing, and selling two multi-million dollar companies in the horticulture industry. Both were big money makers but my passion always lay with the design/build work we did for affluent clients with private estates. Because of that past life, I still keep my finger on the pulse of the horticultural industry. That includes monitoring how companies in that industry are using New Media to market their business.
Part of that monitoring of the New Media Marketplace includes subscriptions to track new videos at the top viral video sites.
The world’s oldest profession shows how to (and how NOT to) use New Media Marketing
While we were speaking in Baltimore two weeks ago, a video popped up at You Tube that really caught my attention. Not just because it was a landscape design/build firm. But because these members of the world’s oldest profession (yes, gardening is what Adam was told to do in the Garden of Eden) used New Media Marketing to influence, persuade, and connect with new prospects and their existing client base in a memorable way.
As a comparison, the second video is from a company that is using New Media — but their strategy is completely mass media/interruption marketing inspired.
The business that got it right
The landscape design/build firm Rosenlof/Lucas in Minnesota had a project that was the focus of an episode of an HGTV program. But instead of relying on a single episode of a cable show to generate buzz, they created a simple four-minute video that has given the project a very productive life attracting new clients using New Media channels.
Click on the small play button below the video to watch and the read on to learn from what they did right marketing with New Media.
OK, so it may be pretty obvious what they did right at the end of the video, but let’s start at the beginning and go through seven online persuasion strategies they incorporated with this New Media foray.
New Media Marketing done right
1. Use a personal/informal tone: The video starts with an informal and completely “personal” intro to the company. You feel as if you’re riding along with Matt Olsen.
2. Grab your target audiences attention up front: The initial intro to Rosenlof/Lucas is brief and immediately defines what differentiates their design/build firm from the competition. Don’t be afraid of losing people. If you don’t turn off (and turn away) some people, you’re probably not going to really turn anybody on either.
For example; not everyone likes contemporary design. But Rosenlof/Lucas specializes in that styles, so they’d be foolish to not make that clear. Who cares if people who don’t like contemporary design tune out. That’s not their target audience.
3. Tell a story: Matt starts the story feel right in the beginning of the video and that continues throughout the four minute clip. He and the owners of the subject property (owners of Hive Modular Homes) share their personal thoughts, inspirations, and most importantly — their passion for what they do.
New Media marketing is the most efficient way to reach your target audience online. That includes podcasting, tagging, social networking, and blogging for business, just to name a few. Most businesses are missing the boat and falling behind on the experience curve. And even many of the smartest online marketers experimenting with these tools are still getting it wrong because they’re missing important strategic component.
Where your prospects and customers are online
On average people spend three-quarters of their time online devouring content and communicating — exactly where a New Media Marketing strategy positions you! A recent study by Online Publishers Association shows that 77% of online users are spending their time in these key areas.
It only makes sense to market where your prospects and customers are, right? So why are so many hard working business owners and marketers getting it wrong?
The key to marketing with New Media
Business owners and marketers have begun to experiment with inserting ads into blogs, podcasts, and RSS feeds. More aggressive marketers have been executing viral campaigns using New Media tools. And some are even stepping into the New Media Marketplace by starting to use blogs for business.
Now while business blogging and these other tactics all have a place, they are just that — tactics. They are one-way actions that insert “interruption” or mass media style of marketing into New Media channels.
This is where business owners and marketers are making the mistake. As we reveal in (more…)
As Ingram Books and Morgan James Publishing prepares to start printing our new book Secrets of Online Persuasion for release in October, we’ve already started to collect reviews and comments on pre-release copies. If you’re a small business owner or professional sales person looking to market and profit with New Media — this book is your guide and master plan!
Advance Praise for Secrets of Online Persuasion
"The book Secrets of Online Persuasion is BRILLIANT! Deb and JP really get it but more importantly, they show you how to get it as well. I have the pleasure of having Deb as a guest on my radio show but it was only after reading this book that I understood how she was using the old media and making it new. I had so many ideas blasting off in my head that it was like a fireworks show! Thanks for opening my eyes…now if you wouldn’t mind keeping this book secret so my competition never learns how to use the new media!"
Wayne Kelly
The Wayne & Jayne Show,
KBS Radio
OnAirPublicity.com
"The #1 way to market your business online!"
Grab a free excerpt of our new book and learn how you can win the hearts, minds, and pocketbooks of thousands. Plus, for a limited time, get a free subscription to the New Media Marketing Journal.
"There is a powerful and profitable pattern unfolding rapidly in business. Blogs have more than proven their significance as part of a digital business design and in this masterpiece, "Secrets of Online Persuasion," Deborah and John Paul Micek take you on an incredible business building journey from blogging to Podcasting and beyond. What they reveal about the New Media Marketplace will forever change your business… and make it more profitable as a result.
I highly recommend everyone using the Internet for business, politics or advocacy to grab a copy of this book."
Stephen Pierce
Business Optimization Strategist
Founder of Thinkubator, Ann Arbor
OptimizationSeries.com
More Than 77 Internet And Persuasion Secrets Exposed!
What the New Media Revolution is and how you can profit from it as it transforms the face of advertising and marketing forever
How to trigger powerful, word-of-mouth BUZZ with innovative New Media campaigns
Why your business blog (not mass marketing) must be at the center of your marketing strategy using New Media tools
Discover where your target audience is hanging out and captivate their attention with your persuasive message
Six key tools you must have when launching your own successful New Media Marketing Strategy
Online persuasion strategies that draw hundreds and thousands of highly qualified fans to your business, non-profit organization or political campaign
"Get hold of this book now – before your competition does!"
Grab a free excerpt of our new book and learn how you can win the hearts, minds, and pocketbooks of thousands. Plus, for a limited time, get a free subscription to the New Media Marketing Journal. Then come back and share your pre-release comments here on this page.
In today’s rapidly changing marketplace, we all hope to deepen our relationships with people and create a swarm of hungry customers. Or, as the Miceks so aptly demonstrate, we should be creating tribes."
… from the forward to Secrets of Online Persuasion
Dave Lakhani
author of "Persuasion: The Art of Getting What You Want"
BoldApproach.com
In yet another success story of marketing with New Media and blogging for business — the consumer generated marketing for the upcoming movie Snakes On A Plane just keeps getting better and better. The buzz leading up to the launch of this movie is an excellent case study on New Media Marketing
For those of you who may not be familiar with what’s been going on for months now, New Line Cinema’s early interaction with the New Media Marketplace ignited a firestorm of participation (primarily from Samuel Jackson fans.) Initial requests for input on the soundtrack for the film and actual submission of music for the soundtrack got buzz going. What followed over the last few months has been nothing short of remarkable with hundreds of consumer generated videos, suggestions for lines in the script, and blogs fully dedicated to marketing the New Line Cinema movie… all done for free!
Getting that organic buzz
All the buzz for this movie has been completely organic so far. And no movie, except for maybe Mel Gibson’s The Passion, has had such grassroots New Media Marketing working for it so hard and so far in advance of the actual movie release. (Snakes On A Plane is scheduled for release sometime in August, buzz started in mid-winter.)
The number of views are well over a quarter million on many of the top videos promoting the Samuel Jackson movie. And that’s on YouTube alone. Here’s one of the best ones I’ve seen so far. The professional grade editing job on this takeoff of a Bono (U2) music video, the lyrics, and the entire packaging is brilliant.
With nearly 305,000 views so far and over 750 comments on YouTube alone, this is just one example of how viral New Media Marketing can be when it’s done right.
The mass (drive-by) media has even had to recognize the New Media buzz machine that’s been created for Snakes On A Plane. Here’s a clip from a recent CNN story on the New Media Marketplace in action.
Successfully marketing with New Media means focusing on people, participation, and persuasion.
New Line Cinema doesn’t seem to have the foggiest idea how this happened, or how to further fan the flames of this New Media Marketing bonfire. Yet the power is really not that difficult to harness.
It’s like we talk about in our upcoming book Secrets Of Online Persuasion and the one thing we keep our business coaching clients focused on. That’s blogging for business and marketing with New Media is all about people, participation, and persuasion.
Trash any Web Marketing 1.0 tactics that “interrupt” and instead get your ideal audience to “interact.” When you do you’ll leap frog competitors who stick with old world, mass media style marketing every time.
What do you think of the Snakes On A Plane New Media Marketing phenomenon?
Discover the only strategic online sales and persuasion system guaranteed to unleash the maximum marketing power of the New Media in your business — BLOG Interactive 360™.
John-Paul is a published author (Secrets of Online Persuasion, Morgan James Publishing/Ingram, Fall 2006) and weekly columnist for the Honolulu Star Bulletin. He is a New Media Marketing Consultant working with business owners and politicians to leverage online influence and persuasion for more clients, more profits, and more votes. He and his partner have developed a simple scientific code for maximizing personal performance and influence online and off-line. You can reach J.P. directly via [communicationcommando@gmail.com].
If you’re a New Media video connoisseur, or even if you’re just a business owner who is interested in seeing how the New Media is becoming more searchable for the average person — the beta launch of the new video search service called Dabble is great news!
If you’ve ever done keyword searches for video you know how frustrating it can be. Up until now you have had to go from YouTube to Video.Google to any one of the more than 250 video hosting services looking for what you want. Now with the beta launch of Dabble there’ll soon be just one destination when you’re searching for New Media video.
Dabble was founded by Mary Hotter and has gone through an alpha testing phase already. They’re currently in beta testing and accepting limited new members.
Dabble’s more than a New Media video search engine
Dabble is not a hosting service, but much more than a just a video search engine.
Unlike YouTube, Video.Google, etc., Dabble is not a video hosting service. All search results reside on their host servers. Dabble is a new search service specifically for video… but with a twist.
Dabble not only scans through an ever expanding list of partnerships including many of the 240+ video hosting sites currently in existence. It also scans independent sources on the web as well.
Plus Dabble has an extensive social network on the backend. But it’s not just for socializing.
RSS
)
