Business Marketing Basics

Return To The Basics For Web
Success

I was watching Barry Bonds, of baseball's San Francisco Giants, when he
hit a homerun recently. At age 38, he is the most feared and respected
hitter in the game. For those that don't know, last year he broke the
single season homerun record and this year his batting average led the

majors.

When he steps to the plate, boy oh boy, he sure has the pitcher's full
attention. I think they'd really prefer root canal to that smooth, swift and
powerful swing of his.

There's just no denying that when it comes to hitting, he has surely
reached the mountain top and has joined an elite group of baseball's all-
time best.

Maybe, if I copied him, I could become a major leaguer. And maybe, if
he told me all his secret techniques, I could even join the elite as well.

Well, it may be fun to daydream. But you and I both know, quite
realistically, that this just isn't very likely. Secrets or not, expert advice or
not, reaching a goal like this takes years of training, experience, skill
development, a certain inner fire and motivation and a number of other

crucial factors.

The same holds true on the internet. There's some great advice available.
But how come it works so well for those giving the advice, and usually not
so well for those taking it?

Well, it's due to the same reason that I won't be hitting a 96 mile-per-hour
fastball for a 450 foot homerun anytime soon, despite all of Barry's
gracious help. I just haven't developed the necessary skills to properly
execute the advice. I don't have the eye, the bat speed or the power,

yet.

So, What Is One To Do?

The answer is to backtrack - to return to business marketing basics.
Guru tactics or not, without a like amount of first hand experience, without
'name brand' recognition and without friends and colleagues to leverage
your efforts, the going can be understandably rocky at first.

Instead, recognize the skills that have led to their success. Focus on
these, make them your foundation ... and THEN build your house.

* Settle for nothing less than developing exceptional communication
skills. The written word still rules the web. Quick tip: Learn to write like
you talk, not like you write.

* Build and NUTURE your list. Sure, almost everyone knows how
important it is to build a list ... and it's hard enough. But the truth is
building the list is the easier part. The real challenge is in keeping your list

interested and responsive. Again, content and communication skills are
vital here.

* Help others. This builds your reputation, as well as cultivates a
network of resources, both informational and sales building. Somewhere
down the road your friends may be excellent Joint Venture partners
and/or Affiliates.

* Remember that the great majority of surfers are looking for
information, not products. Many ezine ads and websites are 'tuned out'
for the same reasons we change the TV channel during commercials. So,
provide information, and then promote that information.

* Inject your personality. Not pleasing everybody is better than not
pleasing anybody when peole just can't get a feel for you.

* Get your name out there. Write articles, post at forums, submit
'subscriber introductions' or 'subscriber feedback' where accepted.
Brand, brand, brand for trust and credibility.

* Be unique. Stand out from the pack. Ads, ezines and websites can
quickly blur into the mass of 'sameness'. Great copy and website design
is wasted if the message is "same old, same old".

*Spend quality time with your Affiliates. Encourage and teach those who
are making the extra effort.

Follow these basics and learn these skills. Sure, your favorite Guru can
put up a new site, start promoting and quickly get a good response. But
only because he or she has already built a solid foundation.

So, don't be tempted to jump ahead before you can even see those 96
mile-per-hour fastballs. Progress through the basics and you just may find
yourself hitting them out of the park.