InterNetWorkMarketing, redux.
Hyped crap in hyperspace.
As a follow-on to the recent 'InterNetWorkMarketing' entry, here's another of my thoroughly undiplomatic 'hard tone messages'…
Most folk don't understand how to use the web and hence think it's not important… at-best a reinforcement to the 'real' business of meeting & speaking with people. Wrong. So. Very.
As technology advance drives media convergence, the importance of appropriate web-activity increases. With the exception of specific always-need-to-be-offline activities, I suggest we've not much more than a couple years before those who aren't using it 'wisely'… er, 'aren't'. That is—they will not exist commercially. They will have become extinct.
Casualties will include almost all Network Marketers who don't adapt (and a great many that do, but simply don't fully 'get it').
The key here is 'wisely'. Many commercial ops do not use the web wisely—among whom I firmly include myself, the vast majority of Network Marketers… and, of course, almost everybody else. If you want a rubbish personal site that's one thing—just don't for a nano-second kid yourself it'll translate and cut-it commercially.
Efforts are too-often wholly inept (appalling design, dull copy, and malfunctioning tech features are common 'crimes') or outrageously unethical—the misleading 'ya gotta buy this today cos the price may rise and if you miss out you'll die sad-and-lonely' overpriced e-book/course stuff. Overpriced? Sure—despite costing less to produce/distribute, most e-stuff is considerably more expensive than physical alternatives.
At what point in our lives do we stop being 'lovely babies' or 'fun children inquisitively exploring the big world'—and instead become cynical (or perhaps genuinely enthused) purveyors of the hype'n'hustle characterized by all those three-feet long sales-letter pages? (If you've been asleep or absent in recent years, here's a spoof example).
Dayglo-highlighted text featuring the usual 'whilst sitting in my underwear on the sofa, I made $15,000 in my first day—you can too!' crap, complete with the usual nonsense of 'all this stuff free when you buy today', pricing based on variables of 7 & 9 (commonly $97, $197 and $497)… does this have a legit place in the modern marketer's toolkit? Sadly, yes—they work.
Question: why aren't sensibly-branded products/services from global companies marketed this way with similar pricing? Might it be because they have a) more taste, and b) greater respect for their customers?
Enough said. For now. And this is, after all, 'just my view'.
Filed by g on August 3 2007
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