The Art Of Internet Marketing

Last week, I had a rather nice discussion with a top SEO in Liverpool. It was regarding the tricky subject of SEO outsourcing. Like others, we receive lots of unsolicited emails from companies who wish to partner with us. It’s very tough, as our reputation is the key component of our business strategy. To make sure we find the right candidate, we try to have a discussion around current marketing issues and this brought up some interesting points…

The way advertising used to work, is by interrupting you, by intruding on your TV or radio show, or with full page ads in print. Then the smart companies – all of whom produce very average products like soap and toothpaste – would take everything they earned and reinvest it back into more ads. Eventually, having heard or seen the message enough times, you might try the blue box instead of the yellow box, next time you’re in need for what’s in the box.

These days… the best advertising comes from your friends. From social networks. From the conversations of people with like minds and tastes.

What you need to do is to create something remarkable. Special enough that it evokes emotion and compels people to leave comments on your blog and discuss the idea. To be successful in today’s market, you need a product worth talking about.

Then you need to create a story. It’s the story that people will relate to, claim as their own, and repeat to anyone who would listen. If you tell a better story, you can ask a lot higher price for your product. Then having a remarkable product, and an exceptional story, people will find you, and buy your product for the story. They’ll want to tell their friends, family, coworkers and anyone else who will listen.

Suddenly everyone is running around telling your story. They start doing the interrupting, that the advertising used to do. That’s what it means to be remarkable. In the near future… who knows? Maybe you’ll create something remarkable, package it in a marvellous story, and have everyone talking… doing the interrupting, that advertising used to do.

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