Internet marketing Archives - Page 16 of 18 by Mark Murnahan

Hookers Write the Best Blogs

Who would have guessed that hookers write the best blogs? In this fast-paced scan-and-click Internet world, what are people actually reading? It may sound crazy, but you could learn a lot from a hooker.

With over 200 million blogs on the Internet, who can slow down and read the whole thing? Hookers know the answer, and it is really pretty basic. When you hook the reader right up front, they will have more reason to keep reading and want to know more. So keep reading! I wrote this to help you get more productivity from your time online, and if you are a blog author, to help your readers get more from your articles.

Bloggers and Hookers

If you are a writer, it is your responsibility to assure readers a good value for their time. But first, you must give them an incentive … a hook. Thus, a writer with a good hook could be called a “hooker”. In order to do this, effectively, you really must think about the way you read. I have often found myself scanning through information in such a mad rush that I sometimes miss the good stuff. Consider for a moment how many articles you start to read but never finish. You only get a fraction of the message because you toss them aside and click on the next flashy thing that catches your eye. Your readers are not so different. A look at your Website statistics will show how long an average visitor spends on your site, and it is never as long as you would like. So, if you are a good hooker, “turning the trick” is the next big battle.

Turning the Trick

This happened to me just yesterday. I was reading a blog post that I thought was kind of interesting. I put it aside and figured I would read the rest later. I thought it was good enough that I tweeted it (sent a message using Twitter.com), but I almost didn’t finish it. Just a moment later, I saw that somebody “re-tweeted” it. The article very nearly ended up in my vast “to read” pile (which often remains unread). Once I read just a bit more, I could not stop … I was hooked! The terrible part is that I almost missed reading something that I ultimately found very interesting and useful.

So, in the example above, where did this all go wrong? I had actually read far enough to know it was a good article. The hook had been set, right? Wrong! The author almost lost me, and not because it got boring, but rather because he did not set the hook deep enough, fast enough. If the author had fully engaged me in the very beginning, I could have probably suffered through a lot of boring reading, just assuming there was something coming to re-spark my interest.

Quality Ad Copy

Quality ad copy always starts with a hook. If you get that part right, the rest is much easier. If you canont come up with the right hook, get help from a friend or hire a professional.

Quality ad copy with a good hook is more important on the Internet than any other place. You only have seconds to reach your readers. I don’t know any writer who feels good about losing a reader early, and when it comes to business writing, it hurts your bottom line. I personally love to look at my reader statistics to see people spending a lot of time on a page. This means they are actually getting what I tell them. It means I have done my job well, which is very satisfying to me. Be sure to look at your statistics, and if users are coming but not staying long, you are probably not setting the hook.

Am I a Hooker?

Yes, I am a hooker for hire. I got you to read this far, didn’t I? If I can do that, just imagine what I can do to help you reach more people and “hook” your audience. Of course, I don’t want to lose you here, because the good stuff is yet to come. If it will help you, take a deep breath, stand up and shake, get a cup of coffee, or do whatever you need to do, and then when you are ready … come back and read some more of my blog. Perhaps my section on SEO Lessons and the importance of quality Internet marketing will interest you, or take your pick from the left side of this page. This is all here to help you, and I will try to not let you down.

Origin of the Word “Hooker”

Since this blog post refers to hookers, I thought I would share this clever video to explain the origin of the word “hooker”. Enjoy! Oh, and Please Tweet This!

Three Kids Prove Social Networking Works

Social networking has been analyzed, scrutinized, bastardized, and commercialized, but my family is proof that it works, and that it has worked for over a decade. If you will give me a moment, I will tell you why I am blogging about this today, and give inspirational credit to people I met and have built deep relationships with that have lasted for over a decade and growing, and those whom I only recently met. I will start with today, and I will go back to the really good stuff when I met Peggy.

A little while ago, I sent a tweet on Twitter (for the confused, see: “Twitter Usage Study: Pass The Tweet #PTT“) and it read as follows:

“Social Networking Fact: I met my wife online in 2000 and we await the birth of our 3rd child in April. It works, I tell ya!”.

I sent this tweet after an engaging blog conversation asking “When will social media be ‘ready’?”. I am never the guy to leave a quick one-liner on a blog because I am just not a link-spammy blogger. I would rather say nothing at all than to say “Great article, it was really helpful.” As it should be, my comment was thoughtful, and it was engaged by the author, Caleb Gardner. Here is how it went:

Mark Aaron Murnahan:

When somebody questions the ROI of social media, they have already missed the point. It is worse than the mentality of trying to measure the ROI on taking a client to a ball game or going to dinner. Building relationships should not be measured by dollars and cents. I have just been communicating with a friend whom I met and have built a strong friendship since 1998. I have never asked her for business or for referrals, but you can bet that if she knows somebody who needs my services, I will get the call. Further, I did a lot of dating online years before it was common and finally met my wife online in 2000. We are now expecting our third child in April 2009. Social networking has been ready for years, but people being ready for it is another story. Social networking used to happen in ballrooms and the corner restaurant. The primary thing that changed was the venue.

calebgardner:

@Mark

I love the personal story about your wife. Way to make an emotional (literally) appeal for social networking.

It’s an interesting thought that social networking has been around for years. You’re right – it literally has in that we’ve always built relationships with those around us. I think what is happening is that the Web is making us more cognizant of the relationships we build, because we’re able to build them with people that we never would have been in contact with before.

Hmm… have to give that some more thought. Sounds like an interesting post on its own…

Mark Aaron Murnahan:

@caleb

Since my comment, I was on the phone with a good friend I know from my “other job” racing cars. His very financially successful company has a churn issue because of a hugely competitive market with tiny margins. I used myself as an example with him. I explained that he would not hear my message as clearly if he did not know me, my wife, my children, and my integrity. He has been in my garage working on racecars with me at 3:00am before a big event, and we drive around corners at 100+++MPH together, for the sake of Pete. He knows that I have a lot more at stake than a sales pitch. We have a relationship. I have tried to reach his executive staff to understand that without relationships, all we have is a sales pitch, and that people do not buy the pricetag but rather what is attached. He gets the message, and he is really excited to work together, as am I, but he is getting a lot of pushback on implementation from his fellow execs. They have a corporate stuffiness that does not even match their written message and their goals. The bottom line is that if we miss the relationships, we work much harder and achieve less. You built on our relationship by engaging me with your reply. This is how stuff really works. My next blog article about it is forthcoming.

How I Met My Wife: Re-tweeted

Remember that tweet I sent? It was re-tweeted and replied to, which is always an honor, because it means I said something that people actually heard and thought enough about to tell others, and to ask a question. A question was posed by @askorkin as follows:

“really! you met your wife online, i am intrigued how? if you don’t mind my asking :)”

—

I replied:“Since you asked how I met my wife online, I am inspired to blog about it. It is my best proof that social networking really works.”

—

My Social Networking in 1998

In 1998, I had a friend and business partner who did not really understand the reach of the Internet. He was a physician and I was a marketing guy. We were working on a project targeted toward pharmaceutical companies that were spending tons of money to bring doctors to luxury resorts in Miami, Palm Springs, Orlando, Phoenix, and elsewhere, to learn about their new drug. At the time, thanks to government subsidized travel and tourism in Central Europe, we found that it was actually less costly to bring American participants to a conference in Budapest, Hungary than to Miami. This became the target of our new conferencing company.

Jeff posed a lot of questions as to how the Internet worked into our business model. He did not really “get it”. I explained that I had developed a network of friends in the region, and globally. Even back then, my European social network of friends included Bianca, who was an au pair from Austria working in USA, with whom I have communicated even in the last 24 hours (see my Facebook).

We made connections with hotel managers, tourist attractions, and one of our favorites, Varsaci Karoly (“Karchi”). Karchi worked for the E.C. as a Euro Qualifier, and we were fast friends. We got to know him online, but he soon showed us many incredible times in Budapest. We had a lot of fun at the courtesy of the Hungarian government. After all, it was ideal for them to attract American dollars back then.

It was really sinking in for Jeff, by this point, that this Internet thing could be useful. However, he still questioned it as a marketing tool. It is funny how most people think of it as a marketing tool first, and a networking tool second. We (he) flipped that around. Jeff knew that I was pretty “Internet savvy”, but I needed to give him a clear example. This gets to how I met my wife.

Social Networking Study: “Mark the Single Guy”

By 1999, I was single, 26 years old, and retired. My marketing business had been pretty good to me, but my personal life was lackluster from years of focusing on my work. Jeff’s challenge to use the Internet to show localized results led me to kill two birds with one stone. I wanted a woman to hold, and he wanted to understand the Internet. Again, it is funny how he thought localization was the challenge back then, but now globalization is the challenge.

I set out to prove that there were enough people right there in our town of Topeka, Kansas, USA to show the Internet market reach. Of course, back then, his concern was that the audience may be too slim. Wow, I showed him. I used a XOOM.com account (back then xoom.com was a free host) to create a significantly detailed biography of “Mark the Single Guy”, and I used a “.cjb.net” account to shorten the URL. I included everything I liked, didn’t like, and I even had a special section about my baggage. The “Mark’s Baggage” section was complete with an affiliate link to ebags.com. I promoted my heart everywhere I could, and I used the equivalent of today’s “re-tweeting” by asking my online social network to pass along the bio and help me find the woman who would become the love of my life.

It was not too long before I was receiving 300-400 email messages per day from ladies within a 50 mile radius who wanted to meet me. I met a lot of ladies, and I had a lot of fun … yes, a lot! I met a few neurotic ladies like Sara, Nancy, and DeeAnne, and I broke a few hearts. I am still sorry for making one of the Stacys cry. She was a sweet girl, and I really liked her family. Of course, Sara, Nancy, and DeeAnne were the ones I really wanted, but thanks to them, I was single when I met my darling wife, Peggy.

After the neurotic gals had nearly broken my will, I was pretty careful when it came to being close to Peggy. I think I was in love with her before I ever touched her hand or smelled her hair. Peggy was clearly very special, and I would do my best to keep from hurting her with my baggage (and WOW, I had baggage). Peggy does not like to admit this, but she admitted back then to crying as she read the deepest parts of me, the man she really wanted but was afraid of.

Social Networking: Shedding My Skin for Peggy

Sharing the real me was like pulling a scab off my entire body and letting air hit my sensitive inside. In my biography, I had shed my skin and stood emotionally naked for the world to see and inspect. It is lucky for both of us that I was real. I showed my sweat, my tears, my fears, my body odor, and the things that made me a real person.

Is This Fact or Fiction?

Some will question if this is all real, just as Peggy did back then. The accounts you have read here are only a small part of the full story, but it is all real, and it is all me. Perhaps as you get to know me, I will tell you the really deep and hard stuff that I once shared more freely online.

It cannot be all wrong to share who you are. After all, that is how I met the love of my life and the mother of my six year old son, my three year old daughter, and the baby she carries today whom I will announce in April 2009.

If you would like to know me better, just tell me so, and we will make that happen. I know the value of social networking, and I treasure the many relationships I have built.

Building Referral Business: Referrals Build Business

Building your referral business is probably not a new concept to you, but are you implementing it properly? Most people in business can understand the value of referrals and that referral business leads to greater customer satisfaction, which leads to more referral business. This is not limited to sales referrals. A good referral can be for a supplier, a lead for a new employee, a sales lead, or a referral of a good SEO (search engine optimization) professional.

The Value of Referral Business

If you put a pencil to the value of referral business, you will find that the value far exceeds the cost. The list of benefits is long, but here are just a few of the ways referrals can benefit your business.

Shorter sales cycle
Lower sales or recruiting cost
Greater customer satisfaction
Potential for more referrals
Increased market share
Improved image from the word of mouth
Improved trust

Referrals Go Both Ways

When we think about referrals, it is common to imagine somebody telling their friend about your product or service, saying that you will call the referral soon, and the deal will be a sure thing. This is a great business referral, but also consider the referral that you may be able to provide them. You may think that you do not know a lot of people who would be a great fit for their business need, but you may be surprised. Often, the referral of a potential employee who may work harder, or a supplier who may provide a better fit for them can be just as useful. It is important that you do not close your mind to opportunities to offer referrals, because when you give a referral, you are much closer to receiving referrals for your business.

Building Referral Business Using the Internet

Of course, because my blog is centered on improving Internet marketing and SEO, I want to point out the value of referral business as it applies to the Internet and your Website. Many people neglect or underestimate the value the referral business coming from people linking to your Website. Any search engine optimizer knows the importance of incoming links from other Websites, but do you? One of the top factors in the success of your Internet marketing is how many other Websites link to yours. Each link pointing to your Website is, as Google describes it, like a vote from that Website for yours. It is a primary factor in Google’s vaunted PageRank technology, which estimates the importance of a given Website. Although you may not look at this as a business referral, it is likely only because the referrals often come in without your even knowing it, thus, neglecting the value of these referrals is common. Perhaps if you truly understood the value, you would send a nice thank you note to the sites linking to your Website … wouldn’t that be a neat idea? It would probably take you less than an hour to thank each and every site owner or Webmaster with a link pointing to you. This brings me to another point on thanking those who give you referral business.

Give Thanks for Referral Business

If you are not giving great thanks for the referral business you receive, you are making a big mistake. I occasionally see an attitude that a referral is just something that the giver was not going to use anyway, so it is no skin off the giver’s back. The reality is that when you are given a referral, you should respect it as if they just gave you a family heirloom. After all, they not only gave you their confidence that you will be respectful and caring to the person they referred, but they also gave you something that you can measure in your success.

Asking for Referral Business

Asking for referral business should be a daily practice. It is not like asking for a birthday present. Although a referral is a highly treasured gift, referrals are often something that your clients and friends will be happy to give. This is especially true if they know the value you place on them.

What is your plan to ask for referrals? Are you sending letters requesting referrals? Are you asking for referrals by sending email to your existing client base? Are you blogging about it?

Referrals Welcome

Your referrals are welcomed by me. I understand the value of your referrals, and I will not only thank you very sincerely, I will write you a check of no less than 10 percent of the initial value of contracts I receive from your referral leading to a SEO (search engine optimization) project. As for Website link referrals, I will thank you kindly, and in many cases return the favor.

Nub Cigars by Oliva Cigar Company Fall Short

Nub Cigars by Oliva Cigar Company is a brand of four inch short cigars created by Sam Leccia and Oliva. The concept of a short cigar is that every cigar has a “sweet spot” that begins in the area of four inches long. If you could get to that cigar sweet spot sooner, it would be possible that the whole cigar could be more enjoyable. After many prototypes and a lot of hard work, Sam Leccia and the Oliva Family got it just right.

Nub Cigar is an example of a great product with mass appeal that will practically sell itself. Really, though, does anything sell itself, or is there more to the story?

Nub Cigar Marketing

The reason I use Nub cigars as a marketing example is not only because I am a cigar smoker who chose Nub as a favorite smoke, or because I happened to have a box of Nub Cigar matches in my hand while I was contemplating a new blog topic. I use them as an example of much marketing brilliance, and a product perfectly suited to an Internet marketing and SEO campaign, but that may fall short of goals and expectations by overlooking usability. This is a good example of how you must look at the whole picture, including the effectiveness and usability of existing efforts.

From my first introduction to Nub Cigar in 2008, I was met with a fantastic product, and a team that showed great dedication to branding and marketing of their cigars. When I met Sam Leccia, he was visiting my hometown of Topeka, Kansas during a long circuit around America with a campaign centered around giving away a new Nub Cigar Mini Cooper. The campaign drew cigar smokers from all around to try the cigars, and to buy more cigars and be given an even greater chance to win the Mini Cooper. The Cooper and the Nub were a great pairing, both being short in size but long on delivery.

Sam Leccia Video: Rolling a Cigar

In this video, Sam Leccia shows how to roll a great cigar.

Nub Cigar Webcast and Social Networking

Sam, along with Oliva Cigar Company have been brilliant in their marketing and branding in many ways. During their visit to Topeka, we talked about their online marketing, and I was surprised when they asked me what I knew about Webcasting. Since we were outside the cigar shop and standing near my car, I simply pointed to the hood of the 2008 Corvette Z06 which reads “CopMagnet.com Live Webcast” and explained that I had recently produced a nine day live mobile Webcast crossing approximately 6,000 miles. These guys were making great strides to reaching a demographic of existing cigar smokers online, as well as a younger demographic that has often been overlooked by cigar companies. They produced online profiles, including a Nub Cigar Facebook page, and they launched the Nub Cigar Lounge, an online forum for other Nub fans to discuss the fine cigars they offer. There did not seem to be a lot which was overlooked by Oliva Cigar Company when it came to marketing … or was there?

Nub Cigar Search Engine Visibility

Although a quick search for Nub Cigar will yield much information about their brand, it mostly serves only to reach the people who are already aware of their products. As with too many companies, their online marketing falls short of reaching others who do not know who they are. I often compare this to a yellow pages vs white pages approach to an Internet market. In the white pages, you can find a known business by name, whereas, in the yellow pages, you seek for a company by their product or service offering. It should not take a lot of thought to guess which method is more valuable.

Nub Cigar Website Usability

Although I give great credit to Sam and the Oliva Cigar Company for their marketing efforts, I have to point out where they fall short. They are not alone by any means. I find this to be the case with most companies’ online marketing, so I not picking on anybody.

If you visit the Nub Cigar Website, a couple things to notice are that it is arguably too graphics-laden, causing it to be slow to load for users and search engine spiders alike. Also, the keyword usage is all but non-existent, and the keyword selection does not embrace the many possible lateral keywords people will use to find cigars online. In fact, all of the pages share the same page title, which is one of the easiest and most important places for improvement. These, along with many other usability issues and a lack of a clear call for action make it seem like there is a lot of potential business and market share left on the table.

In as much as these guys have been brilliant in their efforts, it seems that they did not go all the way. I often see this when a company makes a lot of effort to reach their market online, but when it does not all pan out the way they expect, they stop just short of a potential landslide because the initial efforts did not match with their goals. This speaks to the fact that when you do almost everything just right, the one or two missing links in the chain can make the difference between disappointment and utter success.

PETA Commercial Banned From Super Bowl

PETA has long been known for risky marketing tactics. Following the PETA marketing folks’ trend, they have produced yet another commercial banned from airing on television during the upcoming 2009 Super Bowl XLIII. Although the PETA commercial will not be aired during Super Bowl XLIII, the banned commercial’s video “Veggie Love” will surely circulate across the Internet enough, and at a lower cost to PETA, to make up for much of its lacking television airplay.

The cause for the commercial being banned is due to the overtly sexual nature of the video, but that is seldom a concern on the Internet. Regardless of the airing on Super Bowl XLIII, PETA’s “Veggie Love” advertising campaign is poised to become a bigger hit online than expected. When I recently visited their Website, the video would not play. However, it is also available for download, and on YouTube. For that matter, it is not so unlikely that somebody has already tried to email it to you.

What is PETA?

People for the Ethical Treatment of Animals. Just in case you are not familiar with the PETA organization, it is a group set to end unethical treatment of animals, including for food, clothing, or just about anything other than to raise as one’s own family. You will find more information about PETA on their Website, PeTA.org.

Watch PETA Commercial Banned by NBC

I did not personally find the commercial to be offensive. It is perhaps in poor taste for the message they are serving, but there is no nudity or outrageously offensive content. However, if you are easily offended by a woman licking a pumpkin or making out with broccoli and asparagus, simply don’t press play.

PETA Viral Marketing

Although I disagree with the methods and the message represented by PETA, as a marketing guy, I must give great respect to the marketing group for their viral marketing campaigns. If only the team had a better project to work with, they would surely see greater success.

My Personal Take on PETA

I used to think PETA stood for People Eating Tasty Animals, and I still prefer that version. If animals were not for eating, why do I keep seeing them at the grocery store? I am not out to treat them unethically, and I can certainly respect the animals I ingest (some more than others). I will perhaps never understand how it is unethical to follow one’s own nature to eat animals, but it makes me wonder what crafty things would happen to the human body as it evolved to their vegetarian views if we stopped. I also wonder what we would do to deal with the huge influx of animal population if we so broadly disrupted the food chain.

Keep Eating Animals!

It is my goal, and surely that of many of my readers, to keep eating those yummy animals we have come to love. In fact, I think I will now make a special trip to the grocery and pick up some extra dead animals to enjoy with my beer as I watch Super Bowl XLIII this coming Sunday.