marketing Archives - Page 17 of 21 by Mark Murnahan

99 Percent of Marketing Fails, But Eleanor Can Fly!

I have heard percentages of marketing efforts that do not work. I have witnessed those statistics enough to reach the top of my throat, and to declare that most marketing is little more than miserable failure, like the last squeak of a mouse in a trap. In fact, if you held my job for a day or two, you could even taste it like bad acid reflux. It is really true though, that most marketing falls on deaf ears, and the masses are immune to it. This is largely because these days, anybody with a computer and an Internet connection can bill themselves as an expert marketer. The barrier of entry no longer requires aptitude, experience, or even desire for anything other than somebody else’s money.

The odds of a marketer to recognize the root of our field as helping others with respect, dignity, and a desire to serve them has diminished to a point that skepticism is allowed to take over as a prevalent factor. This means that trust … hard-earned and well-deserved trust is due for a resurgence. A recall to the very root of the word “sell” is what it takes to be really great in a marketplace. If you have not learned this from your marketing pedigree just yet, the word “sell”, in this context, owes its origin to the Norwegian word “selje”. The literal translation is “to serve”, and that still means a lot to some of us.

The job of a professional marketer is to figure out that tiny fraction which does work. What we do is to serve our clients in a way which reflects our desire to benefit more than only ourselves, and to serve others at our highest capabilities. It means that a great marketer must look beyond the benefit of a few bucks today and understand the greater benefit of tomorrow.

A Happy Marketing Success Story

As the economy spooks many companies into bankruptcy and executive fears of failed marketing reach the brim of my digestive system and invoke my gag reflex, I want to tell you a success story. Yes, amongst all of the corporate scaremongering and enterprise torment, there really is success in the mix. This story is a real one, and if it is what I believe it is, it exemplifies success in the hardest market ever, which is to find personal and professional satisfaction.

Join with me and jump on board with my excitement for a moment. Raise your hands and start cheering while I share an exciting story of enterprise SEO success.

There is a company, a tried and true success in their marketplace, who picked up the mouse and found me. They searched for what I do, they took time to read a small share of my facts, figures, and persona, and we met by voice over the telephone. The story has more detail, which I will share as it unfolds, but for the moment, I offer you a piece of my expectedly upfront social media transparency.

The caller on the other end of the phone was a bright and cheery executive who revamped much of the delight that I have held so dearly as my ideal marketplace. This was not an intern at the local veterinary clinic asking how they could get a few more sick dogs to treat. It was not even an auto dealer seeking answers to social media marketing. It was a fellow gearhead executive calling on behalf of a gearhead company. He spoke my language, and we held discussions of real marketing beyond just the couple clicks up the roller coaster track that most companies will attempt before they take the chicken exit and get off the ride while the cars roll back into the loading area.

This guy was speaking my kind of language. You know, the language of waking up and smelling gear oil, coffee, and yesterday’s sweat. The kind of stuff that would intimidate Clint Eastwood and force Chuck Norris to turn in his “Man Card” and scream “Uncle” like a crybaby-sissy-bed-wetter. Yes, it was as if the Chairman of Manhood and the CEO of Testosterone were in stereo driving an epic bass line directly into my entrepreneurial earphones.

When I tell you this guy is right up my alley, I only claim that because I actually pictured him taking down six Chicago street thugs with nothing but a toothpick and a rubber band … yep, in an alley … my alley. Indeed, this dude instilled just enough of a masculine man-crush that when I told the story to my wife, she actually recounted it, in jest, with a boy-meets-girl kind of scenario and somebody was about to lean in for the first kiss. She didn’t get to the part where they sweat on each other, but probably just because that made her a bit weak in the knees. The fog of testosterone floating around would be enough to stop most hearts dead in their tracks.

In our encounter, it was as if I was driving Eleanor from the movie “Gone in 60 Seconds” and … well, like we were both driving Eleanor (e.g. Barrett-Jackson Auto Auction LOT: 1287). All but one detail, he actually has yet come to liberate my Eleanor-plus sized budget from the company’s board of directors. He will be working on them this week, and I will assist him in that jailbreak all I can. It will be important that my new gearhead friends understand that there is a vast difference between Lot 1287 and the dozens of other nice 1967 Mustangs in the list, and the difference is not all about the price … it is value which matters.

While we visited, I discovered the most awkward scenario. The company has me pictured as an in-house corporate SEO guy. At first, I felt a little tear on my cheek, because I know there are only a relatively few companies who understand the value that a C-level position in my industry can provide for them, or how much a long-standing CEO requires just to keep feeding his family. Then I started remembering how much I hate selling SEO. I mean, after all, you can Google something as simple as “sell SEO” or “how to sell SEO” and find that I know a lot about this business. My best scenario of how to sell SEO is just to be able to do it, prove it, and earn a squillion dollars from it. I already did that. My selling is over, and what I mostly want is to do the work I love, and to never have to slink my way out of a boardroom because some kid with less talent but a better line of garbage talked them into some cheap SEO. Realistically, any boardroom worth the table where they sit should be able to distinguish real marketing talent from a marketing representative waiting for his next diaper change. If they cannot recognize that difference, maybe a quick Google for “marketing talent” will flip the butter and the bread in the right direction and show them where the real deal lives and thrives. Where that butter meets the bread is with the guy holding uncanny skills (marketing and gearhead alike), a history of success, and a knack for telling what people need to hear even if it is not what they want to hear. That is a guy with the company in mind, whether he is working as their independent SEO consultant or as their boardroom fun department ready to whip out his clown nose and reveal his magic bag filled with market share, acquisition targets, increased leverage, stronger investors, retail fanaticism, and other boardroom delights.

In either scenario which my gear-hugging pals over there prefer, my Eleanor+ (performance bonus, equity, and etcetera) price point is a cheap jailbreak to fire up the passion of a real gearhead marketer who can come to the office and bang out high-compression gasoline flavored treats the way I would passionately provide for these guys.

 I doubt they can afford me, but I am just as sure as motor oil and gasoline going to give them every opportunity to try. It really comes down to how their board of directors view the value of the Internet and my impact upon it.

To my new gearhead pals, I have a tip for your use in our synergistic battle in the boardroom. If they want to know how to justify SEO cost, just Google it! They will find the same guy as when you were seeking how to find SEO talent. 😉

NOTE: To my many longstanding and devoted clients, many of which have been with my services for a decade, please be aware that nothing will shake my devotion to you. You will continue to receive the highest attention from my highly capable support representatives, and you can expect the same level of service which you have trusted me with for so long. As you are surely aware, there is no dollar amount which can purchase my integrity.

Marketing Fail: You Want to Sell Me What?!

Have you ever wondered how there came to be so many Internet marketing experts and search engine optimizers in the world? My guess is because it is so darn easy a caveman could do it. At least it seems that is what they were told back at marketing school.

I love marketing. It is the only reason I watch the Super Bowl. I love to see great marketing, and to watch companies take off like an eagle. The unfortunate reality is that unskilled marketing flies with all the grace of the dodo bird.

I want to share two extreme examples of marketing failure I have recently been assaulted by. I received each of these in just the last few hours, and they come in great abundance each and every day. I think these examples explain a lot about why I encounter so many people skeptical about their marketing efforts. It is this kind of marketing that damages my whole industry.

Marketing Fail One: “Mould Providing”?

I will start with an email message I received only a few hours ago offering to sell me molds. Molds? Yes, molds! Why somebody would try to sell me molds is way over my head. This marketing failure was not only way off the target audience, but they even spelled the product name differently (language variance) in the subject line and body of the email. Then they went on to write the email as if they were the SEO just out of search engine optimization school trying to make the most of their keywords. I guess they needed to search engine optimize their email for some reason. Needless to say, I will not be purchasing any molds (or moulds either), so don’t even go there!

This goes well beyond just a language or cultural barrier, so before you give this “Marketing Engineer” a break, consider how he and millions of other spammers like him damage the marketplace for others. They collectively hinder the attention span and trust of each of us and make us more stubborn about our marketing expectations.

Subject: Mould Providing
Dear Sir/Madam,

Our company, King Mold Limited is located in Shenzhen City Guangdong province of China. We are middle size of mold maker company and about 100 machines in house. We made about 500 molds last year and 90% molds were exported to Europe, North American and other oversea areas.We are able to make small and simple molds, big and complex molds, we have made some insert molds, overmolds, two shot molds, gas assistant molds, unscrewing molds, hot runner molds and complex molds with many sliders drived by hydraulic cylinder.

Thank you for your time in advance. Your prompt attention will be highly appreciated!

Sincerely yours,

Tony /Marketing Engineer

You may be curious how Tony the Marketing Engineer targeted me for this brilliant marketing campaign. Yes, I was curious, too. You know, I love tracking things, because I am a marketer. This particular marketing failure came by way of email addressed to “thebigcheese@veryimportantguy.com” which is an address that I used in only one place … ever. That was in a blog article I wrote at “Mobile – Local – Social” titled “Cc: How Social Media Killed Email“, and I knew at the time some email spiders would come and scoop up the email address.

Marketing Fail Two: First Page Google Listing

First, I want to explain that this email came from my contact page here at aWebGuy.com and the sender had to pass a Captcha form to send it. What makes me want to reach out and ring the collective neck of this form of marketing “expert” is that it has lead a lot of people to really think of search engine optimization (SEO) as a joke. Here is the email I received:

Want more clients and customers? We will help them find you by putting you on the 1st page of Google. Email us back to get a full proposal

I wonder what, exactly they would like to get me ranked on the first page of Google with. Maybe the term “how to sell SEO“? Oh yeah, but I am already ranked in the top two for that search, and it has nothing to do with spamming people. I am already there for about a squillion competitive industry terms. I mean, it is what I do professionally. Maybe they can get me on the Google home page just under the logo … how much does that cost?

What really drives me nuts about this is that although it separates the good SEO and bad SEO, it still gives a lot of companies a real reason to hate people in my industry. It makes it even harder to overcome that disgusting image of some fat un-bathed guy in a pair of filthy nylon boxers sending out email and tweeting some crap about his new “earn money fast online” scheme and how he is the real deal and he can make your company successful overnight.

Screw it … I think I’ll go back to bed. My head hurts from thinking about it. If you leave me a comment, that is fine, but I am not buying any damn SEO or molds, so put it out of your mind right now!

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Is Your Marketing Microcosm Too Micro?

This is not just about thinking bigger, but more about thinking outside of what you know … or rather, what you think you know. This is not an attack against you, or it must be attack against me, too. The fact is that we plain and simply do not know how much we do not know. Until we know it, and address those important but unknown issues, we stand to suffer many losses.

Some people will term it “thinking outside the box” but that is not natural for most people, and it can certainly hold its dangers in office politics. Let’s face it, independent and creative thinking is not encouraged enough. Most people think the way they are told to think. After all, that is most of what proper schooling is about. I respect the way Albert Einstein observed it with his statement as follows:

“Great spirits have always encountered violent opposition from mediocre minds.”

–Albert Einstein

It is hard to believe this occurs in a time with such great communication and collaboration tools, but it is quite common. Just consider how many times a creative person is suspected of gunning for the boss’ job and gets kneecapped for having great ideas. Even when this is not the case, it is often feared to be reality, or there are fears of not receiving proper recognition. Most companies hate to admit this, but a lot of great thoughts never make it up the flagpole because of a culture like I describe here, or somebody mediocre shot it down prematurely. Maybe it is because the decision makers do not understand the value, they are threatened, or otherwise just can’t get their head out of that box. Whatever the case, I know that it exists, because I see it all the time. Companies create their own misery, and the same thing happens in companies from one employee to thousands of employees. It is often a case of not knowing what they do not know, and it stunts their growth … often very badly.

The Tragedy of Projecting Your Own Beliefs

The fact that we do not know how much we do not know about our potential customers and their way of thinking can be tragic. It is so simple to think we have a good picture of them, but a very common fact is that we project our own lives and ideas onto them. When we think we know what they want, or what they should want, it gets in the way … badly! For example, I recall roughly 20 years ago selling cars to supplement three companies I was getting off the ground at the same time. I was pouring everything I could into those companies, and thank goodness. Two were pretty big hits for me.

At the time, I did not really relate to buying high dollar cars. Later, as life changed and I started buying nicer cars, I started seeing things differently. I realized signs of mistakes I had made back then by projecting my own thoughts or lifestyle. I have witnessed it from salespeople who were shy to ask for the sale or to ask for their reasonable profit, because they could not see themselves in my position, as the customer. I like buying nice things. I like cars and motorcycles … a lot. I have spent well over half a million on cars in a given year. I recall making a believer of a sales manager when I purchased three Corvettes, and a Cadillac Escalade from him. He learned to ask for the money when I came to buy cars that range from $60-80,000 each, and I admire him for it. I wanted those fine things, and even though it was not something that made a lot of sense in his life, he realized it made perfect sense in my life. You see, he stopped second-guessing the sale by projecting his life onto customers, and he did a lot more business for it.

You Know Your Market, But Could You Know More?

I am a marketing guy. I work with clients every day who think they know their market. To some degree, they do … they must, or they would not be in business at all. Would it surprise you to hear an opinion that the majority of businesses are really far off the mark where it comes to the most valuable resources for growing their business? This is not just something that struck me today. No, not at all. This is something that I have learned in over two decades of marketing experience and studies.

It is astonishingly true for many companies that a more refined look at their own marketplace is simply impossible from within. They need outside eyes, and new ideas. They do not have the means to reach beyond their microcosm … their little box where they are comfortable. I consider the locker scene from “Men in Black” or “Horton Hears a Who” by Dr. Seuss. These are good examples of not seeing beyond a small microcosm and realizing things from the other side.

Unless a company is enjoying a huge burst of market share increase, they can generally make big improvements. Come on, we can agree on this point, right? Even in instances of a dwindling market, if a business is not growing but yet somebody else in the industry getting bigger, there is some reason. Would you like to guess the most common reason? I hope you guessed marketing, because it is true that if a company reaches the right people, at the right time, with the right message, and there is a sufficient value proposition, their business will grow.

Marketing … really good marketing makes a difference, but that often requires an uncomfortable look beyond what a business thinks. It means thinking outside of themselves. It all sounds simple, but I have seen it a squillion times that a whole room of marketers will all turn pale and their mouths get dry when you show them how wrong they were. Although it often feels like lightning just cracked through the room, the reality is that it is often far more subtle differences that make the big difference.

It means taking the uncomfortable look outside of what you know. It means knowing that if you do not know it, you had better find somebody who does, and is willing to share it with you. It means finding that lightning and bottling it.

In the end, it often means getting a clean set of untarnished eyes to stand outside the box and help drag you out to see what you could not see before. It should not be a surprise to learn that one of the distinct advantages of a marketing consultant it that they are not already contaminated by what cannot be done, or what a client thinks cannot be done.

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The Business of Money, Marriage, and Marketing

Money is a huge topic for businesses and marriage alike, and they are each influenced greatly by psychology. The psychology surrounding money is so profound that many of us lose all sight of why we do the things we do … and why others do the things they do. Losing sight of the power and myths of money will often create a huge confusion and misrepresentation for people in their marketing efforts. Yes, I am tying money, marriage, and marketing all together, and I will not get to the point in only a couple paragraphs, but upbringing and psychology really do have a place here in marketing. Here are just a couple thoughts for your day, and I hope you can find ways to use this.

I could write all day on the topic of people’s psychology surrounding money. Perhaps this is because I have been in business for a while … over 20 years. In that time, I have controlled squillions of dollars. I have seen how even the topic of money makes people squirm. Sales representatives may love to show their product, but when it comes time to ask for the money, it is the scary and uncomfortable moment of “yes” or “no”. Money is a top cause of divorce, and yet, seldom the top cause of happiness. I can say these things about money and back them with statistics, and I can say them from experience, because I demystified it by making a ton of money. I have earned money at rates that would make some countries jealous. I have also lost money at rates that would make most people leave a pucker mark in their seat. I know both sides of the money deal. I also know that overcoming money and doing great things for great purposes and putting the fears away can create even more joy, inspiration, and success than chasing the dollar. I even wrote a great (of course I say “great”) book about creating joy and inspiration. No, I didn’t write it for the money, either.

Basics of Money and Psychology

So, let’s look at the basics first: A business needs money to survive. They use their money to create more money. Of course, without money, a business cannot survive. Tragically, when left to their own devices, many businesses will focus more on what they sell, and forget to properly address this one essential fact: Every decision about money is made by a person. Even decisions coming from the most brilliant boardrooms and teams of financial experts still come down to people. They make decisions the best they can based on information, and some of the most important information comes from their experience. This means that their psychology plays an enormous role in whether they decide to do business with you or not. Regardless of the job role, whether it is as a spouse, executive, or etcetera, they rely on their decisions to please themselves and / or others around them. Making the wrong decision of buying from your company could come in the way of the things they seek. Are you surprised? Probably not, but how much do you consider this in your marketing?

The topic of psychology of money came to mind while I was on the phone with my wife as she was driving home from taking our kids to her parents home for a visit. Our kids will spend about a week with their grandparents, as they do each summer. They will catch toads, get muddy, and ride horses. We will miss them very much, but it is a great adventure for them.

We got to talking about the years we have spent together and the ways our upbringing still influences our companies. We will soon celebrate our eighth wedding anniversary, and we have spent nearly every day of the last ten years together, working, playing, and raising our family. We talked about the way her parents once really doubted our decisions and our ways of being self-employed and owning multiple companies. When we merged two of our companies back in 2001, I recall her parents liking me and hating me at the same time. We spent every dollar we had to build a business and create something big for our future. Her parents have always worked for companies and had a great sense of security from that. They raised their daughter (my wife) to think that way, too. They often did not understand our ways of sacrificing today for tomorrow, and the struggles it would require. I understand how a parent thinks. I have three kids. I want good things for them and I want them to always be secure.

It made me think of two dramatically different psychological approaches to money. There are the kind like them, who feel more secure with other people’s decisions about money. The company will handle all of the money, and they will give the employees their cut, in the form of a paycheck. Then, there is the kind who run the companies, make hard decisions about money for other people, and have what some would consider a risk taker mentality. I was raised by entrepreneurs who never understood the idea of having a job. It rubbed off, and I think working for somebody as an employee would be about the scariest thing. Actually relying on the mood or means of a boss to feed my family spooks the heck out of me. It seems to me that either approach has its risks. Either has its long term and short term advantages and disadvantages. I think most people live their lives in a safe space somewhere between my wife’s parents and my parents. They find a comfort zone that keeps them feeling good.

I say to heck with the comfort zone … you will never experience “spectacular” being comfortable. Your sofa is comfortable, too, but seldom very productive. That is just me … and yes, it gives me that crazy little edge you may have picked up on.

Companies have had a lot of shake-ups in the last couple years. People are doing jobs they never expected to do. Many have entered business ownership against their will or their plans. Markets have changed, and jobs are scary … self-employed or otherwise. Many people react with more caution than ever, and it is hard to call them “wrong” for this. Much of the reaction in a marketplace comes from psychology, and when it involves money, there is sure to be a look-back into their upbringing and the things which made them who they are.

Be careful how you address these matters of money and psychology. You may have to justify your cost more than ever. You may have to develop a more meaningful call to action and a better value proposition. It will make your company stronger and better than ever. It will probably cost money, too. Don’t fight it when it is for your benefit.

Things You Cannot Sell Online

What Cant You Sell Online? — What Can't You Sell Online?

Is it true that there are some things you cannot sell online? I was recently visiting with a gentleman who had made some haphazard attempts to sell online. After his short-sighted efforts, he had developed some doubts about marketing his products and services on the Internet. I think this happens to a lot of people who are unfamiliar with online marketing and had a share of online failure. This gave me some interesting thinking points.

I want to help shatter the myth some people hold that their product or service cannot benefit from targeted online exposure and careful branding. I also want to explain how dreadfully wrong it is to assume that your ideal customers cannot be reached here on the Internet.

I should note that even the items which are not ordered by way of ecommerce are still sold online. Sure, there are restrictions for selling some items online. Examples of things you cannot sell online are certain explosives and illegal drugs. Some products are restricted by location, such as alcoholic beverages, ammunition, and encryption software. This does not mean these are things that can’t be sold online, because there really isn’t anything sold that in some fashion or another is influenced by the Internet. In fact, in the real estate industry it is claimed that over 98 percent of home purchases in USA begin online. A much smaller number of sales are completed online, but the sale begins here, so it is an important place to be.

I feel dismay for companies missing so many opportunities because they just don’t know how much they don’t know. I feel ashamed for the ones who know it and do nothing about it.

In the instance of the gentleman who brought this to mind for me, he was convinced that the only people who will encounter his business online are bargain hunters seeking the lowest cost and do not seek value. I tried to explain that if this is the case online, it is also the case offline, and that those are the same people who turned his salesman down during their last sales call. When the salesman left, the prospective customer went to shop online, and where was he? He was nowhere to be found. I tried to explain the importance of brand recognition, improving customer experience, and gaining customer loyalty. It all kind of escaped his grasp like a greased pig when I explained that you can actually target a marketing message to qualified customers of your choice based on demographics and their propensity to buy your product or service.

I tried to help him better understand the value proposition his company offers, and how to make it more obvious to buyers. I explained that providing a value proposition is important, and that it will not make sense to everybody. It will make sense to some, and those are the ones we call customers. You will never reach them all, but the area you concentrate on are the people you can turn into customers. Then you find out how you did that, and you do it more.

Proof About a Product You Cannot Sell Online

A good web statistics system is great. You can pinpoint exactly who is on your website and what they are doing there. I phoned this gentleman today when I noticed somebody interested in his product offering. They searched Google for the term “where to buy airliner slate”, and they found my recent blog article titled “Smart Slate, Smart Airliner, and Other Interactive Slates“. They even read it for three minutes forty seconds. I called my prospective client on the phone and told him the actual name and location of the company who was searching for the product. I had a hot lead for him to follow up with. He told me “They are a customer of ours” and he gave me the impression that the information was not useful to him. It was almost an arrogant tone he gave me. He laughed it off as a fluke that I actually had one of his customers on my site seeking to buy his product offering.

He did not grasp that this is only one of many instances that can help him to know what is happening in his market, and to potentially avoid losing customers to somebody else. He really didn’t understand how valuable information like this can be when it is not just once, but many instances each day, each week, and each month. It blows my mind that he does not see the advantages the Internet can hold for his market. I mean, people are searching for his products … a lot, but they are finding me. I don’t sell that stuff, he does, and I have showed him the competitive advantages that good data, good targeting, good branding, and a good value proposition can provide. I gave him a tiny little example of this, and explained that it is one of many little advantages that add up to a huge advantage. This was a real case of specific information that could help him avoid losing an existing customer.

Pizza, Porsche, and Proctology Each Sell Here!

You can buy anything from a pizza to a Porsche online, and nearly every imaginable product or service is represented. People have sold items including dog poo, prostitutes, televisions, homes, and even whole cities using the Internet. I have not found an industry segment without an Internet success story to tell. Of course, there is the occasional skeptic who gets in his own way and believes he is the unlucky one who cannot sell his products or improve his market share online. Imagine that dreadful industry that is entirely overlooked by Internet users. It is that sort of product or service that the proprietors believe is only harmed by the Internet, and everything would be fine if all those dreaded websites would just go away. Do you know the type I am talking about?

I met another one like this who did not believe the Internet would provide value to their brand or influence their potential customers. Well, they knew it mattered enough to contact me and even sign a contract, but not enough to pay the bill. Somehow that all looked a bit different to them when they found that thousands of people were seeing this article about them when they searched for “Suture Express“. I had previously given them a clear example of Internet marketing with a real life example showing that people were actually searching to buy Ethicon surgical sutures online. They signed a contract for Internet marketing and SEO services with me and never paid for the services. Later, they thought I was a “kook” when I tried to explain the value of reputation management and taking their Internet reputation more seriously. In this case, they just didn’t realize I am a very smart “kook” with a lot of experience at Internet marketing and reaching the right people with whatever message is appropriate.

It seems that my most common encounters with this type of mentality comes from people who have expressed an interest in improving their online market position, but come to me with all of their own answers instead of wanting the right answers. They are the know-it-all about their market, and even people who specialize in marketing cannot tell them anything they don’t know. Other instances occur when people realize that the Internet is important to their business, but not important enough to do things well.

Their real fears seem to come out once they realize they will actually have to make an investment in their business. They want to know what I know, but they also want to have excuses to avoid paying to get what they want. So, they throw up this smokescreen response that they just don’t see how good branding and greater exposure to their market, and exposure to the people who influence their customers, could ever really be valuable.

Can You Name a Product That Cannot be Sold Online?

Is it the termite farmer? No, termite farmers use the Internet to promote their brand, and yes, to sell termites. If you are in the market to buy termites, you may order termites here. Maybe it is the proctologist? No, although they may not perform your surgery online, a proctologist can grow recognition as an authority in the field of butt medicine. I am having a hard time finding what cannot be sold online, so maybe you can help me in this fun and interesting quest.

I have given you just a glimpse of the mentality of those who get in their own way with believing the myth that their product is exempt from the long list of Internet success stories. Do you have any thoughts on this?