As a result of the job loss situation and the poor economy, there are numerous Digital Entrepreneurs considering an Internet Based business where they leverage a suite of best practices, Internet software tools, education, and support in a community of gifting colleagues thereby placing themselves at the center of the New Economy 2.0 & the Ascendancy of the Entrepreneur.
Innovation on the internet is proceeding at a super-fast pace. Phone books are going away … print advertising is disappearing … at any time over 1.5B people are searching for something on the Internet.
When you buy something on the Internet, you want to buy from someone that you believe is an authority and someone that you can trust. As a result, there is certainly innovation occurring on the Internet with the Web 2.0 technologies that include social networking, blogs, video-sharing channels, and micro-blogging … these are being used by agents and representatives with home-based businesses to become a trusted authority.
A few years ago during my career with Deloitte, a Big 4 Accounting and Consulting Firm, I worked on a consulting project with Microsoft in Redmond and lead teams undertaking marketing and advertising activities as part of a very large product launch. Our team was fond of a saying, “a fool with a tool is still a fool.”
In order to be effective and not be foolish by solely emphasizing technology during the product launch, it was important for our team to understand how the rules of marketing and PR (public relations) in the offline world had evolved and merged into a set of new rules for Marketing and PR in the New Economy 2.0 of the Internet.
In the offline world, marketing is a one-way interruption with yesterday’s message. Here is a listing of several of the old rules of marketing and advertising:
- marketing simply meant advertising (and branding);
- advertising needed to appeal to the masses;
- advertising relied on interrupting people to get them to pay attention to a message;
- advertising was one-way – company to consumer;
- advertising was exclusively about selling products;
- advertising was based on campaigns that had a limited life;
- creativity was deemed the most crucial component of advertising;
- it was more important for the ad agency to win advertising awards than for a client to win new customers; and
- advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria.
In the offline world, PR is a money pit of wasted resources dealing with the journalistic black hole. The following old rules of PR are becoming obsolete:
- the only way to get ink and airtime was through the media;
- companies communicated to journalists via press releases;
- nobody saw the actual release except a small number of reporters and editors;
- companies had to have significant news before they were allowed to write a press release;
- jargon was okay because the journalists all understood it;
- you were not supposed to send a press release unless it included quotes from third parties, such as customers, analysts, and experts;
- the only way buyers would find out about the press release’s content was if the media wrote a story regarding it;
- the only way to measure the effectiveness of press releases was through “clip books” which noted each time the media decided to pick up a company’s release; and
- PR and marketing were separate disciplines run by different people with separate goals, strategies, and measurement techniques.
Marketing in the online world is not about generic banner ads built to trick people with neon colors or wacky movement. It is about understanding the keywords and phrases that buyers in your target market are using, and designing and activating a series of micro-campaigns to drive buyers to pages that are full of the content they seek.
In order to do this effectively, it is best to understand the new rules of Marketing and PR in the online world that are listed below:
- Marketing is more than just advertising;
- PR is for more than just a mainstream media audience;
- Your are what you publish;
- People want authenticity not spin;
- People want participation not propaganda;
- Instead of causing one-way interruption, marketing is all about delivering content at just the precise moment your audience needs it;
- Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web;
- PR is not about your boss seeing your business on TV - it is about your buyers seeing your company on the internet;
- Marketing is about your organization winning business - not about your ad agency winning awards;
- The Internet makes public relations public again, after years of almost exclusive focus on media;
- Companies must drive people into the purchasing process with great online content;
- Blogs, online video, ebooks, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate; and
- In the internet, the lines between marketing and PR have blurred.
In the offline world, marketing and PR are separate departments with different people and different skill sets. In the online world, marketing, advertising, and PR are converging hence there is just one set of Internet Marketing rules for the Digital Entrepreneur to follow.
People do not like to be sold to, however people want to shop and buy.
Great content helps potential buyers see you, relate to your brand, and understand and value what you have to offer (your products).
By utilizing hypnotic writing, your content will drive a (lead and/or) customer to take the action you want!
Internet Marketing for the Digital Entrepreneur is not a battle of products … it is about using multiple online tools all directed toward increasing the visibility of brand You Inc, generating viral and word-of-mouth online awareness, and utilizing key tactics to ensure success in the knowledge economy.
The Internet provides opportunities you never had before. Internet Marketing is all about selling anything, to anyone, at any time, anywhere in the world!
Finally, a great book to read is "The NEW RULES of MARKETING & PR" by David Meerman Scott. It is the source of a majority of the old rules and new rules listed in this article. This book also contains an action plan that can be followed to harness the power of the NEW RULES!
In closing, be sure to meet me at my website, WhoIsMikeFarrell, learn some tips about being No 1 on Google at apenIbiz My Go-To-Market Partners, my affiliate website, and learn how to be savvy with your money like the insiders at aspenIbiz The Conspiracy For Your Money blog.
Showing posts with label brand You Inc. Show all posts
Showing posts with label brand You Inc. Show all posts
Monday, June 28, 2010
Saturday, May 22, 2010
The Law of the Opposite - Your Internet Marketing Strategy is Determined by the Leader ... explained by Mike Farrell aspenIbiz
There are laws of nature so why shouldn’t there be laws of marketing? You can build a great-looking airplane but it is not going to get off the ground unless it adheres to the laws of physics, especially the law of gravity.
So it follows that you can build a brilliant marketing program only to have one of the laws of marketing knock you flat if you don’t know what they are.
One of the laws is the Law of the Opposite.
In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No 2 to turn the tables.
Much like a wrestler uses his opponent’s strength against him, a company should leverage the leader’s strength into a weakness.
If you want to establish a firm foothold on the second rung of the ladder, study the company above you. Where is it strong? And how do you turn that strength into a weakness?
You must discover the essence of the leader and then present the prospect with the opposite. In other words, don’t try to be better, try to be different. It is often the upstart versus the old reliable.
Coca Cola is a 100 year old product. Only seven people in the history of the world have known the Coke formula which is kept in a locked safe in Atlanta. Coca Cola is the old, established product. However, using the Law of the Opposite, Pepsi Cola reversed the essence of Coca Cola to become the choice of a new generation, the Pepsi Generation.
In other words, by positioning yourself against the leader, you take business away from all the other alternatives to No 1. If old people drink Coke and young people drink Pepsi, there is nobody left to drink other brands in the cola beverage category.
Sometimes you need to be brutal.
Scope, the good tasting mouthwash, hung the medicine breath label on its Listerine competition. But don’t simply knock the competition. The Law of the Opposite is a two-edge sword. It requires honing in on a weakness that your prospect will quickly acknowledge.
One whiff of Listerine and you know that your mouth would smell like a hospital. Then quickly twist the sword. Scope is the good-tasting mouthwash that kills germs.
Marketing is often a battle for legitimacy. The first brand that captures a concept is often able to portray its competitors as illegitimate pretenders. A good No 2 can not afford to be timid!
As an Internet Marketing professional, you need to understand the Law of the Opposite. If you are not the leader in a product category but want to be a strong second, you need to position yourself opposite the leader because every market becomes a two horse race (as described in No 8, the Law of Duality).
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and plan a successful marketing campaign. They then use the power of MyStory marketing, brand You Inc, and hypnotic writing skills, in their marketing campaigns, to deal realistically with the position of their brand and the strategy they want to pursue in the world that includes the Law of the Opposite.
The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered to the target market is real and will work for them.
Marketing is not a battle of products. It is all about the strategy you use to benefit from the Law of the Opposite and if you are not the leader then you must do the opposite of the leader to appeal to the group that does not want to buy from the leader.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
So it follows that you can build a brilliant marketing program only to have one of the laws of marketing knock you flat if you don’t know what they are.
One of the laws is the Law of the Opposite.
In strength there is weakness. Wherever the leader is strong, there is an opportunity for a would-be No 2 to turn the tables.
Much like a wrestler uses his opponent’s strength against him, a company should leverage the leader’s strength into a weakness.
If you want to establish a firm foothold on the second rung of the ladder, study the company above you. Where is it strong? And how do you turn that strength into a weakness?
You must discover the essence of the leader and then present the prospect with the opposite. In other words, don’t try to be better, try to be different. It is often the upstart versus the old reliable.
Coca Cola is a 100 year old product. Only seven people in the history of the world have known the Coke formula which is kept in a locked safe in Atlanta. Coca Cola is the old, established product. However, using the Law of the Opposite, Pepsi Cola reversed the essence of Coca Cola to become the choice of a new generation, the Pepsi Generation.
In other words, by positioning yourself against the leader, you take business away from all the other alternatives to No 1. If old people drink Coke and young people drink Pepsi, there is nobody left to drink other brands in the cola beverage category.
Sometimes you need to be brutal.
Scope, the good tasting mouthwash, hung the medicine breath label on its Listerine competition. But don’t simply knock the competition. The Law of the Opposite is a two-edge sword. It requires honing in on a weakness that your prospect will quickly acknowledge.
One whiff of Listerine and you know that your mouth would smell like a hospital. Then quickly twist the sword. Scope is the good-tasting mouthwash that kills germs.
Marketing is often a battle for legitimacy. The first brand that captures a concept is often able to portray its competitors as illegitimate pretenders. A good No 2 can not afford to be timid!
As an Internet Marketing professional, you need to understand the Law of the Opposite. If you are not the leader in a product category but want to be a strong second, you need to position yourself opposite the leader because every market becomes a two horse race (as described in No 8, the Law of Duality).
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and plan a successful marketing campaign. They then use the power of MyStory marketing, brand You Inc, and hypnotic writing skills, in their marketing campaigns, to deal realistically with the position of their brand and the strategy they want to pursue in the world that includes the Law of the Opposite.
The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered to the target market is real and will work for them.
Marketing is not a battle of products. It is all about the strategy you use to benefit from the Law of the Opposite and if you are not the leader then you must do the opposite of the leader to appeal to the group that does not want to buy from the leader.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
Tuesday, April 27, 2010
The Law of Duality - Every Market Becomes a Two Horse Race, explained by Mike Farrell with aspenIbiz
Early in the lifecycle of a product category, a product ladder with many rungs is formed. Gradually, the ladder becomes a two-rung affair.
In batteries, it’s Eveready and Duracell. In rent cars, it is Hertz and Avis. In hamburgers it is McDonald’s and Burger King. In toothpaste, it’s Crest and Colgate.
The Law of Duality suggests that over the product category’s lifecycle, the lower rungs on the ladder will lose market share and disappear; the top rung will lose market share, and the No 2 rung on the product ladder will gain market share ensuring the market is a two-horse race.
Are the results preordained? Of course not. There are other laws of marketing that can also affect the results.
Furthermore, your marketing programs can strongly influence your sales, provided they are in tune with the laws of marketing. For example, instead of going out and attacking two strong leaders, what you can do is carve out a profitable niche (like Crest prevents cavities as described in No 5, The Law of Focus).
Knowing that marketing is a two-horse race in the long run can help you plan strategy in the short run.
It often happens that there is no clear-cut No 2. What happens next depends on how skillful the contenders are.
What is especially tragic from the economy’s perspective are the resources wasted in many high value product categories, however this is the cost of capitalism.
Look at the history of the automobile industry in the USA. In 1904, 195 different cars were assembled by 60 companies. Over the next 10 years, 531 companies were formed and 346 perished. By 1923, only 108 car makers remained. This number dropped to 44 by 1927. Today, Ford is on the top rung of the product ladder with General Motors and Chrysler fighting for the second rung on the ladder.
Successful marketers concentrate on the top two rungs. Jack Welch, during his reign as chairman of General Electric, said “Only businesses that are No 1 or No 2 in their markets could win in the increasingly competitive global arena. Those that could not be No 1 or 2, were fixed, closed, or sold.”
This kind of thinking has build companies like Procter & Gamble into powerhouses where it is either No 1 or No 2 in more than 80% of its product categories.
Early in a product lifecycle, the No 3 or No 4 rung on the product ladder looks attractive. Sales are increasing. New and relatively unsophisticated customers are coming into the market. These customers don’t always know which brands are the leaders so they pick ones that look interesting or attractive … hence the interest by many Internet Marketing professionals in MyStory marketing and brand You Inc. Quite often, these brands turn out to be the No 3 or No 4 rung on the product ladder.
As time goes on however these customers get educated. They want the leading brand based on the naïve assumption that the leading brand must be better.
The customer believes that marketing is a battle of products. It is this kind of thinking that keeps two brands on the top. Customers think the top two brands “must be the best because they are the brand leaders.”
As an Internet Marketing professional, you need to understand the Law of Duality. In order to compete, use brand You Inc and MyStory marketing methods and techniques to create your own product category or define a niche where you can be the leader and hold the top rung of the product category ladder (as described in No 7, the Law of the Ladder).
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and plan a successful marketing campaign. They then use the power of MyStory marketing, brand You Inc, and hypnotic writing skills, in their marketing campaigns, to deal realistically with the position of their brand in the world that includes the Law of Duality. The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered is real and will work for them.
Marketing is not a battle of products. It is all about the strategy you use to benefit from the Law of Duality to ensure your brand and product is one of the top two brands of the product ladder as the market becomes a two horse race.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
In batteries, it’s Eveready and Duracell. In rent cars, it is Hertz and Avis. In hamburgers it is McDonald’s and Burger King. In toothpaste, it’s Crest and Colgate.
The Law of Duality suggests that over the product category’s lifecycle, the lower rungs on the ladder will lose market share and disappear; the top rung will lose market share, and the No 2 rung on the product ladder will gain market share ensuring the market is a two-horse race.
Are the results preordained? Of course not. There are other laws of marketing that can also affect the results.
Furthermore, your marketing programs can strongly influence your sales, provided they are in tune with the laws of marketing. For example, instead of going out and attacking two strong leaders, what you can do is carve out a profitable niche (like Crest prevents cavities as described in No 5, The Law of Focus).
Knowing that marketing is a two-horse race in the long run can help you plan strategy in the short run.
It often happens that there is no clear-cut No 2. What happens next depends on how skillful the contenders are.
What is especially tragic from the economy’s perspective are the resources wasted in many high value product categories, however this is the cost of capitalism.
Look at the history of the automobile industry in the USA. In 1904, 195 different cars were assembled by 60 companies. Over the next 10 years, 531 companies were formed and 346 perished. By 1923, only 108 car makers remained. This number dropped to 44 by 1927. Today, Ford is on the top rung of the product ladder with General Motors and Chrysler fighting for the second rung on the ladder.
Successful marketers concentrate on the top two rungs. Jack Welch, during his reign as chairman of General Electric, said “Only businesses that are No 1 or No 2 in their markets could win in the increasingly competitive global arena. Those that could not be No 1 or 2, were fixed, closed, or sold.”
This kind of thinking has build companies like Procter & Gamble into powerhouses where it is either No 1 or No 2 in more than 80% of its product categories.
Early in a product lifecycle, the No 3 or No 4 rung on the product ladder looks attractive. Sales are increasing. New and relatively unsophisticated customers are coming into the market. These customers don’t always know which brands are the leaders so they pick ones that look interesting or attractive … hence the interest by many Internet Marketing professionals in MyStory marketing and brand You Inc. Quite often, these brands turn out to be the No 3 or No 4 rung on the product ladder.
As time goes on however these customers get educated. They want the leading brand based on the naïve assumption that the leading brand must be better.
The customer believes that marketing is a battle of products. It is this kind of thinking that keeps two brands on the top. Customers think the top two brands “must be the best because they are the brand leaders.”
As an Internet Marketing professional, you need to understand the Law of Duality. In order to compete, use brand You Inc and MyStory marketing methods and techniques to create your own product category or define a niche where you can be the leader and hold the top rung of the product category ladder (as described in No 7, the Law of the Ladder).
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and plan a successful marketing campaign. They then use the power of MyStory marketing, brand You Inc, and hypnotic writing skills, in their marketing campaigns, to deal realistically with the position of their brand in the world that includes the Law of Duality. The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered is real and will work for them.
Marketing is not a battle of products. It is all about the strategy you use to benefit from the Law of Duality to ensure your brand and product is one of the top two brands of the product ladder as the market becomes a two horse race.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
Wednesday, February 17, 2010
The Law of the Ladder ... explained by Mike Farrell aspenIbiz
While being first in the mind of your lead or customer should be your primary objective, the battle is not lost if you fail in this endeavor.
All products are not created equal so there is a hierarchy in the mind that customers use in making decisions.
For each category, there is a product ladder in the mind of the customer. On each rung is a brand name.
Take a look at the car rental category. Hertz got into the mind first and wound up on the top rung. Avis got in second and National got in third.
Your marketing strategy should depend on how soon you got in the mind of your customer and which rung you occupy on the ladder; of course the higher the better.
For many years Avis was on the 2nd rung of the ladder and advertised they had the finest in rent cars. Many renters wondered how Avis could have the finest rent car service and not be on the top rung of the ladder.
Avis then did what you have to do to make progress inside the mind of the customer. They acknowledged their position on the ladder and created a campaign where they said, “ … go with us! We try harder.” And, Avis then started making a lot of money.
Many marketing people have misread the Avis campaigns. They assume the company was successful because it tried harder and therefore had better service. But that wasn’t it at all. Avis was more successful because of how and where it positioned itself compared to Hertz on the ladder.
The mind is selective. Customers use the ladders in their mind in deciding which information to accept and which information to reject. In general, a mind accepts only new data that is consistent with the product ladder and where the brand is on the ladder … everything else is ignored.
As an Internet Marketing professional, you need to determine how many rungs there are on the product ladder in your lead’s mind and on which rung are you likely to be perceived.
It depends on whether the product you are offering is a product used every day (like beverages, toothpaste, or ceral, referred to as high-interest products) or purchased infrequently (like travel packages, furniture, or wealth management, referred to as low-interest products).
If your product is a high-interest product, there are many rungs on the product ladder. If your product is low-interest product, there are fewer rungs on the ladder. And, there is a relationship between market share and your position on the ladder in your customer’s mind. You tend to have twice the market share of the brand below you and half the market share of the brand above you.
Sometimes your own ladder or category is too small. It might be better to be a small fish in a big pond than to be a big fish in a small pond. In other words it is sometimes better to be No 3 on a big ladder than No 1 on a small ladder.
Let’s look at how 7-Up used this law to its advantage by being a smaller fish in a bigger pond.
On the lemon-lime soda ladder, 7-Up was on the top rung and Sprite was on the 2nd rung. However, in the beverage industry, the cola market is larger and therefore the ladder had more rungs. So 7-Up positioned itself in the mind of its customers with a marketing campaign called “The Uncola” and climbed the cola ladder and increased its sales.
Before you start any marketing program, you need to determine if your product is a high-interest or low-interest product; whether there are many or few rungs; and on which rung of the product ladder are you likely to be positioned in the mind of the customer. You then make sure your campaign deals realistically with your position on the ladder.
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and utilize the Law of the Ladder. They then use the power of brand You Inc, and hypnotic writing skills in their marketing campaigns, to deal realistically with the position of their brand on the product ladder in the mind of their leads and customers. The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered will work for them.
Marketing is not a battle of products. It is all about the strategy you use depending on which rung your brand occupies on the product ladder.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
As a former engineer with General Dynamics and management consultant at Deloitte … I am on a mission to empower individuals by increasing their financial literacy, improve their ability for personal sustainability, and contribute to the program that has a goal of creating 100 Millionaires by 2012.
Until next time, I invite you to:
Meet me at Facebook :
Follow me on Twitter :
Read my Posts :
Watch my Video Channel :
Join me in pursuing financial literacy and alternative business opportunities with multiple income streams at aspenIbiz.
When not traveling for business or pleasure, Mike operates his own Internet Marketing company and consulting firm from his home in the mountains of Colorado.
In closing, if you are a reluctant entrepreneur, a business owner, employed in an 8-5 job, or recently retired, yet still wanting to be plugged-in to the next wave of economic prosperity, you can join me in pursuing the lifestyle you want to live by following the aspenIbiz link provided above.
All products are not created equal so there is a hierarchy in the mind that customers use in making decisions.
For each category, there is a product ladder in the mind of the customer. On each rung is a brand name.
Take a look at the car rental category. Hertz got into the mind first and wound up on the top rung. Avis got in second and National got in third.
Your marketing strategy should depend on how soon you got in the mind of your customer and which rung you occupy on the ladder; of course the higher the better.
For many years Avis was on the 2nd rung of the ladder and advertised they had the finest in rent cars. Many renters wondered how Avis could have the finest rent car service and not be on the top rung of the ladder.
Avis then did what you have to do to make progress inside the mind of the customer. They acknowledged their position on the ladder and created a campaign where they said, “ … go with us! We try harder.” And, Avis then started making a lot of money.
Many marketing people have misread the Avis campaigns. They assume the company was successful because it tried harder and therefore had better service. But that wasn’t it at all. Avis was more successful because of how and where it positioned itself compared to Hertz on the ladder.
The mind is selective. Customers use the ladders in their mind in deciding which information to accept and which information to reject. In general, a mind accepts only new data that is consistent with the product ladder and where the brand is on the ladder … everything else is ignored.
As an Internet Marketing professional, you need to determine how many rungs there are on the product ladder in your lead’s mind and on which rung are you likely to be perceived.
It depends on whether the product you are offering is a product used every day (like beverages, toothpaste, or ceral, referred to as high-interest products) or purchased infrequently (like travel packages, furniture, or wealth management, referred to as low-interest products).
If your product is a high-interest product, there are many rungs on the product ladder. If your product is low-interest product, there are fewer rungs on the ladder. And, there is a relationship between market share and your position on the ladder in your customer’s mind. You tend to have twice the market share of the brand below you and half the market share of the brand above you.
Sometimes your own ladder or category is too small. It might be better to be a small fish in a big pond than to be a big fish in a small pond. In other words it is sometimes better to be No 3 on a big ladder than No 1 on a small ladder.
Let’s look at how 7-Up used this law to its advantage by being a smaller fish in a bigger pond.
On the lemon-lime soda ladder, 7-Up was on the top rung and Sprite was on the 2nd rung. However, in the beverage industry, the cola market is larger and therefore the ladder had more rungs. So 7-Up positioned itself in the mind of its customers with a marketing campaign called “The Uncola” and climbed the cola ladder and increased its sales.
Before you start any marketing program, you need to determine if your product is a high-interest or low-interest product; whether there are many or few rungs; and on which rung of the product ladder are you likely to be positioned in the mind of the customer. You then make sure your campaign deals realistically with your position on the ladder.
Many Internet Marketing entrepreneurs are using techniques and tools like mind-mapping, keyword research, Attraction Marketing Formula, Magnetic Sponsoring, and MindMeister to conduct the market research and utilize the Law of the Ladder. They then use the power of brand You Inc, and hypnotic writing skills in their marketing campaigns, to deal realistically with the position of their brand on the product ladder in the mind of their leads and customers. The goals is to not emphasize why their offering is better, feature and function-wise, over a competitor’s but to develop a message that is recognized, accepted, and agreed to so that it will seduce and persuade a customer that what is offered will work for them.
Marketing is not a battle of products. It is all about the strategy you use depending on which rung your brand occupies on the product ladder.
You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.
As a former engineer with General Dynamics and management consultant at Deloitte … I am on a mission to empower individuals by increasing their financial literacy, improve their ability for personal sustainability, and contribute to the program that has a goal of creating 100 Millionaires by 2012.
Until next time, I invite you to:
Meet me at Facebook :
Follow me on Twitter :
Read my Posts :
Watch my Video Channel :
Join me in pursuing financial literacy and alternative business opportunities with multiple income streams at aspenIbiz.
When not traveling for business or pleasure, Mike operates his own Internet Marketing company and consulting firm from his home in the mountains of Colorado.
In closing, if you are a reluctant entrepreneur, a business owner, employed in an 8-5 job, or recently retired, yet still wanting to be plugged-in to the next wave of economic prosperity, you can join me in pursuing the lifestyle you want to live by following the aspenIbiz link provided above.
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