Apr 29

Timing Is Everything in Information Marketing

We all know that the right idea at the right time is vitally important. You’ve got to strike while the iron is hot, and you’ve got to be able to identify things that are culturally, socially, or emotionally important to your audience. And the neat thing is, there’s always something new if you’re looking for it, if you keep your mind focused. That’s one of the things that people in the opportunity market desperately want — whatever is new, whatever sounds interesting or hot. They love revolutionary, new technology. My company was involved with computer bulletin boards in 1993, back when electronic marketing was just getting off the ground, and that was hot for a while. When the Internet came along, we had a 12-year period where everything revolved around the Internet.

Prospects in the information marketplace are always looking the next big thing. Understandably, they don’t want to be left out, so they’re always ready to jump on the newest bandwagon. There are new things popping up all the time. When eBay became hot, many companies like ours started developing programs to help people make money on eBay. Now it’s not as flashy, so those companies have moved on.

Remember: you’ve got to look for things that people are talking about, things that are in the news. You’ve got to develop your programs, products, and services around things that sound new, different, revolutionary, cutting-edge.

At the very least, your customers and prospects need to have the perception that what you’re offering is new. There’s plenty of old stuff out there than you can give a new twist to and offer up to your client. One example that we invented a few years back was “chain reaction marketing,” which was basically a reinvention of the viral marketing that had already been around for about a decade on the Internet; we just put a new, more positive name on it. It was new to the people who heard of it the first time, so we weren’t ripping off or misleading them.

I think that’s the thing that most marketers miss. The Internet may be just one marketing vehicle, but the amazing thing is that there are plenty of people who are just now venturing onto the Internet. They have no idea of the availability, of the technology, of the power or the resources that are available here. So when you bring something new to that marketplace, you’re actually the benchmark, the launch point for that particular person about this information — even if it’s a repackaging of an old idea!

The same holds true with jut about everything in the opportunity market. There are always new people who have never been in the opportunity market before; they don’t know that it even exists until they hear what we’re talking about — and it opens up a whole new way of thinking for them. Remember that! Just because you’re sick and tired of a promotion you’ve been running for a while, that doesn’t mean it’s not new to some of the people you’re exposing it to.

This is one of the big mistakes that marketers make. They’ll have a promotion that’s still generating nice profits, but it’s been out there for a while, it’s old hat, they don’t like to talk about it anymore. They’re tired of it themselves, and so they pull it far earlier than they should. They could just leave it running and let it continue to produce profits for them on a consistent basis — but they scrap it way too fast. They forget that just because they’re sick of it, that doesn’t mean everybody else is. There will always be those who are brand new to the concept, who are becoming exposed to it for the first time ever. To them it’s exciting, fresh, captivating — and that’s the only thing that really matters.


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