Post on 16-Apr-2017
transcript
The Internet Has Changed (or so we keep The Internet Has Changed (or so we keep being told)being told)
The first ten years of commercial Internet were a warm-up act for what is about to happen.” – Morgan Stanley/Mary Meeker“Only 40% of the Web is commercial. The rest runs on duty or passion.” – Kevin Kelly
“Not only did we fail to imagine what the Web would become, we still don’t see it today!” – Chris Anderson, Wired magazine
“If your target audience isn’t listening, it’s not their fault, it’s yours.” – Seth Godin, author
“Web 2.0 is made entirely of pretentious self-serving morons.” – Max Irwin
and even …
“We must act quickly and decisively… The next sea change is upon us.” – Bill Gates
Answer: The way you get Answer: The way you get people to your Web site has people to your Web site has
changed.changed.
The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)
Build a shop to take Build a shop to take online ordersonline orders
The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)
Write sales letters to Write sales letters to persuade them to buypersuade them to buy
Build a shop to take Build a shop to take online ordersonline orders
The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)
Create free content Create free content to add valueto add value
Write sales letters to Write sales letters to persuade them to buypersuade them to buy
Build a shop to take Build a shop to take online ordersonline orders
surveys
photos
audioclips
articles
videoclips
The Way It The Way It Used ToUsed To Work Work(a four-step process)(a four-step process)
Google ad
directory
SEO
affiliate
link exchange
banner ad
Get as many links as Get as many links as possible from other possible from other Web sitesWeb sites
Create free content Create free content to add valueto add value
Write sales letters to Write sales letters to persuade them to buypersuade them to buy
Build a shop to take Build a shop to take online ordersonline orders
surveys
photos
audioclips
articles
videoclips
Some of it remains the same, Some of it remains the same, but there’s an important but there’s an important
difference …difference …
What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)
You You stillstill build buildthe shop …the shop …
What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)
You You stillstill write writethe sales letters …the sales letters …
You still buildYou still buildthe shop …the shop …
What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)
You You stillstill create createthe free content …the free content …
You still writeYou still writethe sales letters …the sales letters …
You still buildYou still buildthe shop …the shop …
surveys
photos
audioclips
articles
videoclips
What You What You MUST DO NOWMUST DO NOW(still a four-step process)(still a four-step process)
But But nownow you PUSH you PUSH content out to the content out to the worldworld
You still createYou still createthe free content …the free content …
You still writeYou still writethe sales letters …the sales letters …
You still buildYou still buildthe shop …the shop …
GoogleReader
iPod
inbox
surveys
photos
audioclips
articles
videoclips
Why? Because they will Why? Because they will measure your measure your valuevalue in order in order
to measure to measure youyou..
How do they know you’re an How do they know you’re an expert?expert?
They used to go to your Web site to
find out
But now you have to convince them
before they ever get to your Web site
If you don’t demonstrate If you don’t demonstrate value, they value, they willwill choose choose somebody who does.somebody who does.
Simple (but not easy): Simple (but not easy): Deliver value.Deliver value.
How much? Lots!
When? Often!
Where? Everywhere!
First prove you’re an expert – First prove you’re an expert – and and thenthen they’ll visit your Web they’ll visit your Web
site.site.
These are the five These are the five essentialessential tools tools
e-zine
blog
podcast
e-booksvideo