Marketing Secrets versus The Marketing Function

Certainly you have seen all the marketing secrets being proposed by the so called marketing gurus of the internet. They generally start offering their so called secrets for some outrageous worth at the beginning of the sale and then try to close the deal with a cut price of around $47.00. (Sounds a lot like a used car salesperson's pitch).

Is their really a marketing secret that they know.  Is the public is too lethargic to do some thinking or research on their own?  In truth, part of their sales pitch is that they have spent years discovering the secret and at this moment in less than 15 minutes they are ready to allow it to be snapped up for the unheard of price of forty seven dollars.
 
I remember a clever Madison Avenue Marketing Executive once revealed to me that creativity was simply turning over one more rock. That thousands of years ago when the earth was created it was complete and if anything was missing all you had to do was start rolling over some rocks and you would soon find the answer.

As I recall from Marketing 101 you should first do a certain examination to see what the consumer's needs and wants are and what is being purchased in the market place.  Considering completing your research you develop or obtain the merchandise or services that will fulfill the consumer's needs.  You then must communicate to the consumer that you hold the greatest solution for his or her dilemma and assist them in acquiring your product or service.

Oh yes, let us not forget the follow up where you ensure that the customer is fulfilled and ask for referrals.  Pretty straightforward stuff and I have personally witnessed this process being practiced successfully in all different kinds of industries.  And I am certain you have too if you pause and think on it.   At this time, let us apply this marketing process to the internet and see how creative we can be and if we can discover the marketing secrets for ourselves without spending a fortune.

Ok, the first thing we need to know is what are the customer needs and wants. This information, believe it or not, is readily presented if we follow the money.  For instance, Click Bank and Commission Junction are two of the largest sellers of e-books, software, and other downloadable products on the internet.  Both of them have a directory of the "authors of product" listed in rank selling order.  So, we now have access to what is being purchased on the internet. 

Now we need a product.  Something that we can develop ourselves or we can acquire products that have already been developed.  Again we can go back to the two directories and see who the authors are and also how they are ranked in amount of sales.  These authors of product usually offer affiliate programs where they are looking for people to help them advertise and sell their products.  All you have to do is advertise and deliver the consumer to their landing page.  You receive a commission once the sale is completed, and the author of the product handles the inventory and delivery of the product.  Pretty neat so far? 

Well it is here where you have to start doing some work and spend some time and money.  In business it is called advertising.  You must find the buyer and escort him to the product or service that will provide a solution for his need or problem.  Your advertising choices are many.  You have pay per click, pay per lead, pay per sale, ezine ads, mailing lists, articles, and many more ways to communicate to your prospective buyer. 

Remember if you want to communicate you must first have credibility, so be sensible in how you advertise your product and/or services.  Do not exaggerate your offer, it must be believable.  The days of getting rich quick are no more, everyone uses testimonials and guarantees to the point that they have become highly suspect.  So, be cautious and reveal it like it is and you will build more credibility and have more success in getting the consumer's attention, interest, and want to do business with you.  You want to build a link with your customer that is based on trust and respect.  And if you are not straightforward with your customers they will soon find out and you will lose them and in no way be able to get any referrals to build your small business.  The internet business is a business just like any other business - there are no secrets.

If you are lethargic you will become bankrupt chasing marketing secrets every day.  If you are committed to working at building and increasing your business you will become successful.  Remember it is a journey and not a race.