Industry Leader Speaks On Keys
To Successful Online Marketing in 2011
Every year Kern releases a “State of the Internet (Marketing) Address” that is always a must-see if you are intent to monetize your results online.
No pitch, no sale, no fluff just some honest truths.
I’ve followed Kern for a long time and while I do NOT recommend his material for beginners the man is no doubt a genius.
I think I may also have a crush… but that’s another matter LOL
The most powerful take-away quote for business success is probably this one:
“Exercise your right to refuse to DO STUPID SHIT!”
Go check out the video….
Frank points out how the real question of successful marketing lays not in becoming a commodity with ever lower prices (the race to the bottom is fast and ugly) but in answering this:
“What can we sell… to people with money… at a premium price… that will be a greater value to them… than the money they paid us”
After walking through the basic concepts and helping us understand why this is a powerful question, Frank outlines what is working for him in the information industry…
Things customers want in the information industry that they are willing to pay for the convience of, at a premium…..
1) SPEED … “what to know, and how to do it, as quickly as possible, and in as little media and talk as possible” “here’s what to do, how to do it, go forth, prosper, bye, and if you need any help, call me and I’ll help you” ….
2) GREATER PERSONAL ATTENTION … GREATER LEVEL OF SERVICE …. “if you can move them towards action faster, by minimizing the period of study necessary” … “if you can provide for them a significantly greater level of service with more personalized interaction”
Now to me this says…. the affluent, those with more money than time… don’t want to be forced to study, they want you to give them the action steps that immediately produce results, they don’t want to have to spend the study time wrapping their mind around the conceptualization aspect, You have to get them into action with less study and get them results….. and at the same time give them more personalized attention, less steps to reach you, a more personalized less canned experience (this is why one on one and small group coaching is hot).
I think its easy to see how, if money were not really an issue, if we could chose between a 46 video training set with no personalized interaction…. and a 2 CD set with 2 live webinars and 1 personal coaching call and somewhere to ask questions and get answers…. which one is preferable! (Of course that is the opposite of the commodity type training many people have been mass producing!)
And I’ll close with a Facebook status length version of Frank’s powerful reminder at the end…
“The word hate has 184 mil search results…. fear has 151 mil results …. lot of people freaked out …. would seem we could market on hate and fear & ride the wave adopting that marketing bend but ….. the word hope has 476 mil results…. we don’t see in the media how much people want and believe in hope…. clearly people would much rather have hope… and the word love has 1 bil 830 mil results…. -Frank Kern
If you’re engaged in business online you really need to go give that video a watch and let the deep implications sink in.
Here’s To Your Success,
P.S. Will you do me a favor and forward the video to any friends you think might benefit from it?