The Game & Lifestyle Epiphany

I ask people that all the time.

They all seem shocked when I tell them the real answer.

"How many people does your website reach -- on average?"

Real answer: ZERO.

It's a trick question, in the first place.

Websites don't 'reach' anyone.

They merely wait for others to reach them.

That is backwards thinking, from a marketing perspective.

It's the type of thinking that HELPS one believe in dangerous marketing myths.

It's the type of thinking that led to the dot-com BUST.

It's the type of thinking that I'm sure causes Gary Halbert to roll over in his grave.

-- TW

[GordonJ]

Originally Posted by -TW

It's the type of thinking that I'm sure causes Gary Halbert to roll over in his grave.

-- TW

I see you are a HUGE Gary Halbert fan. I LOVED Gary. HOWEVER, regarding business...he wasn't very good at it. By his own admission. He was great at creating excitement...

but, he died a pauper...his estate unable (or unwilling) to refund the $15,000.00 in cash that people gave to him for work he never got around to doing. It wasn't that he got the money the day before he died, he held onto their money for months without delivering the goods.

I don't think anyone compares to Gary as a person able to capture people's attention and their imagination...but he really didn't offer up much in the way of "permanent" business advice. It wasn't his cup of tea.

So, as for Gary turning over in his grave...I doubt it. He didn't care all that much when he was alive. He knew how to make a buck, often quickly. He didn't know how to keep them, or how to build a business.

But TW, I see this "discussion" has you with a very clear and distinct point of view...you don't believe in "magnetic marketing" in any way, shape or form...is that about right?

gja

GH was a terrible biz person. The only reason he even survived was his instictual knowledge that active mrktng is the way to go.

I DO believe there is such a thing as magnetic marketing -- or, more accurately, there IS an advantage to becoming a 'magnet.'

For instance, having a website is usually a GREAT idea -- and vital to one's success.

What I object to is, people not putting 'being a magnet' into proper perspective. Often, on the list of things to do, it should be placed at the bottom of the list, not the top.

It produces the least amount of biz, not the most. Yes, it produces the EASIEST amount of biz -- the amount that requires the LEAST amount of work, yes.

One could even say it produces the BEST customers. But it almost never produces the MOST customers.

If you are looking to create a marketing MACHINE (which I see as the ultimate goal), then being a magnet -- or trying to -- is a losing proposition.

THAT'S the perspective from which I am jumping up + down ;-)

I just see so many people getting that wrong -- because it's so SEDUCTIVE to follow those who would have you believe in the 'magnet' myth.

It allows one to *abdicate* one's own (true) marketing 'responsibility' -- and smile blindly/ignorantly while doing so.

Cheers!

-- TW

[GordonJ]

Originally Posted by -TW

Ankesh + I have had this discussion at least once before.


Imo, here are the 3 "B"s to avoid at all costs (because they are myths)...

"B"e a magnet.

"B"uild a better mousetrap and the wolrd will beat a path to your door.

"B"uilt it and they will come.


-- TW

Out in the desert between Phoenix and Tucson is the world center for Skydiving. The area is the "world" capital for skydiving.

There is a 40 million dollar simulator wind tunnel. They built it. And people come.

From all over the world. From the military. From every state.

In Northwest Ohio is Cedar Point...with the greatest number of roller coasters in the world...they built roller coasters...and people come.

Disneyland, Disneyworld.

There ARE many examples of "build it, and they will come" fields of dreams out there. Knowing what your market wants preceeds this, but it is not a "myth", imo.

Also, a better mousetrap? I got a new can opener for Christmas (what a silly gift I thought)...it is great. One of those one button push ones that cut the lid off without sharp edges...works GREAT. It is a far superior MOUSETRAP than what WAS out there.

They apparently have done some pretty big business too, OF COURSE they used push advertising with infomercials...there are scores of examples of building a better mousetrap...and the better mousetrap does attract a market.

But, I'm not going to beat what I consider to be a "dead horse" discussion with you TW, fair enough?

gja

Would you agree that having, "build it and they will come" as your marketing plan is risky, at best? -- Akin to buying a lottery ticket.

For every example of that idea being successful, I can, of course, give you millions that were not.

Besides, Disney World advertises -- a lot. Do they have the numbers to justify all that outlay? I'm sure they do. Even as big a 'magnet' as they are.

-- TW

[GordonJ]

Originally Posted by -TW

Would you agree that having, "build it and they will come" as your marketing plan is risky, at best? -- Akin to buying a lottery ticket.

-- TW

TW,

I'm NOT in disagreement with what you said, but, as Ankesh put forth the subject...and maybe Magnet is too strong...or doesn't work because of all the hype and the great job the Kennedy's and Abraham's of the world have done.

So, in that regard, I DO agree with you.

But, in so much of the b2b, especially manufacturing specialty products...there is a ton of business taking place because someone has built it...and without much more than "we exist" advertising (say in Thomas Register)...

people are being ATTRACTED to them.

As for our marketing discussion, let's say we shift gears and offer up examples of a TOTAL plan, a real life marketing plan that gets away from the hype of the marketers with a 499 product to sell you on HOW TO sit in your underwear, or out by the pool sipping Mai-tais...and have people drive by your estate and toss 100 dollar bills into your new Bentley.

I GET that part. I have a really disappointing copy of "Magnetic Marketing" System/Tool Kit sitting on my desk right in front of me...I totally agree with your initial assessment...this is STEP 2.

I've always said, look at what they do, not what they tell you do do. And you are 100% dead on accurate when you say or point out that "they" do an awful lot of (and I do mean awful) PUSHING their wares upon us, don't they?

Now then. I do think that having certain "positions" in a market gives what some might call a "magnetic" positon because if they want you have...and know about it, they have to come through your toll position.

At point, for me, from here on out, is HOW can we or CAN we, develop such a position so that the big bosomed women of the world throw themselves at us as they do to Hugh Hefner?

What MARKETING methods are there that could give any of us such a position in our given markets? Or are there?

gja

Originally Posted by GordonJ

I see you are a HUGE Gary Halbert fan. I LOVED Gary. HOWEVER, regarding business...he wasn't very good at it. By his own admission. He was great at creating excitement...

but, he died a pauper...his estate unable (or unwilling) to refund the $15,000.00 in cash that people gave to him for work he never got around to doing. It wasn't that he got the money the day before he died, he held onto their money for months without delivering the goods.

I don't think anyone compares to Gary as a person able to capture people's attention and their imagination...but he really didn't offer up much in the way of "permanent" business advice. It wasn't his cup of tea.

So, as for Gary turning over in his grave...I doubt it. He didn't care all that much when he was alive. He knew how to make a buck, often quickly. He didn't know how to keep them, or how to build a business.

But TW, I see this "discussion" has you with a very clear and distinct point of view...you don't believe in "magnetic marketing" in any way, shape or form...is that about right?

gja

I can vouch for losing 15k from Gary Halbert last December. I was so awestruck that he would even take me on. Then he told me to get involved with a friend of his who suppposedly tested a direct mail promotion. All the guy needed was money to roll out.

The only reason I did this was because I had read previous Halbert newsletters talking about success stories of people who formed partnerships and made some money. Also the Great Halbert asked me so how could I refuse.

I don't even want to tell you what I lost on that one.

I consider myself a smart business person but once again I fell in love with the aura of Gary Halbert. Quite honestly I am ashamed and embarrassed to admit this but I'm sick and tired of people talking about Halbert as if he was a saint.

I was vulnerable at the time and he took advantage of me. Yes Gordon his estate had nothing. I talked to the attorney in charge and he sympathetically said you and a bunch of others are in the same boat and there's no money.

What have I learned. To study, read, test.....ON MY OWN!! For all of you out there be careful of all the Gurus. Due your due diligence, check everything out, don't assume anything. I went through the school of hard knocks and I don't wish that kind of "education" on anyone.

I think this is the best forum. There are a lot of great people but I'd like to single out Gordon - for he has helped me the most.

Yes, yes, yes!

I agree! Explore all the ways to become magnet-like. It can only help. Being a magnet is definitely better than not being a magnet!

The question is, by *how much* can it help, really?

Where to place the quest for 'magnethood' on the priority list?

It's easy to fall prey to its promises. It promises MAGIC. Magic that will 'allow' one to NOT have to do distasteful things (like solicit).

Problem is, you can explore it all you want -- just be aware of how little the pay-off may be.

At best, it will allow you to solicit less-- SLIGHTLY LESS.

That's all. No less + no more than that.

It is NOT a 'cure' for having to solicit.

Imo, there is no cure for having to solicit.

Hell -- I'm with you -- I WISH there were a cure!

Soliciting IS distasteful -- for BOTH the solicitOR AND the solicitEE.

But it still is -- and always will be -- the 'spark' that causes the vast majority of transactions to happen.

There's no way around it. Not even the 'magnet' way.

Cheers!

-- TW

Companies that do not advertise or promote go out of business or bought by someone that does these things.

Jiffy Mix I heard of so where they adverise. I just do not recall were I heard about them.

Gordon could you be wrong?