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The "gurus" still teach people methods that haven't worked in years. The only people who benefit or profit from their actions are the teachers, not the students.
The reality is that the world has changed and smart marketers have changed along with it. People don't buy from strangers anymore. people don't make big purchases on an impulse. They do their research and think about it.
The two commodities which are most valuable in today's world are TRUST and ATTENTION.
It is harder and harder to get people's attention in today's distracted world. We are exposed to so much advertising that we learn to ignore it. You have to really be innovative and stand out.
This difficulty in getting attention means that it takes more advertising to get every subscriber or buyer. So much advertising that it costs more to get a first sale from a customer than you make on that sale. Most marketers lose money on the first sale to acquire a new customer. Even the smart ones. They might pay $20 to get someone to buy a product that they only make $10 in commission on.
How is it smart to spend more on ads than you make in commissions?
Smart marketers are willing to spend more to get the attention of a potential customer because they know the power of the second big commodity ... TRUST.
You lose money on the first sale because you know that you will make it back on the second sale ... and the third sale.
Once you get a customer to buy from you once, then you have the opportunity to build up TRUST with them, so they become a repeat customer. You make your money on the future sales.
You have to focus on building TRUST with people before they purchase the first time and keep focusing on building TRUST after they purchase.
This is where the emails that you send to your list are so important. They need to be 80% about adding value and building trust. Only 20% of the emails should be about selling.
The "gurus" still teach people methods that haven't worked in years. The only people who benefit or profit from their actions are the teachers, not the students.
The reality is that the world has changed and smart marketers have changed along with it. People don't buy from strangers anymore. people don't make big purchases on an impulse. They do their research and think about it.
The two commodities which are most valuable in today's world are TRUST and ATTENTION.
It is harder and harder to get people's attention in today's distracted world. We are exposed to so much advertising that we learn to ignore it. You have to really be innovative and stand out.
This difficulty in getting attention means that it takes more advertising to get every subscriber or buyer. So much advertising that it costs more to get a first sale from a customer than you make on that sale. Most marketers lose money on the first sale to acquire a new customer. Even the smart ones. They might pay $20 to get someone to buy a product that they only make $10 in commission on.
How is it smart to spend more on ads than you make in commissions?
Smart marketers are willing to spend more to get the attention of a potential customer because they know the power of the second big commodity ... TRUST.
You lose money on the first sale because you know that you will make it back on the second sale ... and the third sale.
Once you get a customer to buy from you once, then you have the opportunity to build up TRUST with them, so they become a repeat customer. You make your money on the future sales.
You have to focus on building TRUST with people before they purchase the first time and keep focusing on building TRUST after they purchase.
This is where the emails that you send to your list are so important. They need to be 80% about adding value and building trust. Only 20% of the emails should be about selling.
