A friend is building a skating rink. Unfortunately, he started with uneven ground and the water keeps ending up on one side of the rink. Water’s like that, and you need a lot of time and power and money if you want to change it. One person, working as hard as he can, has little chance of persuading water to change.
Consider this quote from a high-ranking book publisher who should know better, “We must do everything in our power to uphold the value of our content against the downward pressures exerted by the marketplace and the perception that ‘digital’ means ‘cheap.’ …”
Hello?
You don’t have the power. Maybe if every person who has ever published a book or is ever considering publishing a book got together and made a pact, then they’d have enough power to fight the market. But solo? Exhort all you want, it’s not going to do anything but make you hoarse.
Movie execs thought they had the power to fight TV. Record execs thought they had the power to fight iTunes. Magazine execs thought they had the power to fight the web. Newspaper execs thought they had the power to fight Craigslist.
Here’s a way to think about it, inspired by Merlin Mann: Imagine that next year your company is going to make 10 million dollars instead of a hundred million dollars in profit. What would you do knowing that your profits were going to be far less than they are today? Because that’s exactly what the upstart with nothing to lose is going to do. Ten million in profit is a lot to someone starting with zero and trying to gain share. They don’t care that you made a hundred million last year from the old model.
If I’m an upstart publisher or a little-known author, you can bet I’m happy to sell my work at $5 and earn seventy cents a copy if I can sell a million.
Smart businesspeople focus on the things they have the power to change, not whining about the things they don’t.
Existing publishers have the power to change the form of what they do, increase the value, increase the speed, segment the audience, create communities, lead tribes, generate breakthroughs that make us gasp. They don’t have the power to demand that we pay more for the same stuff that others will sell for much less.
And if you think this is a post about the publishing business, I hope you’ll re-read it and think about how digital will change your industry too.
Competition and the market are like water. They go where they want.
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Posted by Seth Godin on December 19, 2009 | Permalink
Getting your internet business going carries a number of difficulties which need to be resolved with proper attention.
You will probably be surprised when you run into these because they are so unfamiliar. With this type of business it all starts with a good idea. From that beginning you need a professional website. Keep`it clean and easy to navigate. Your prospects are busy and wont care to waste time understanding your puzzle.
You can’t just toss a new website out there and expect it to succeed overnight. Once you have finished with it you need to work on getting exposure. Just having a cool website doesn’t mean it will get looked at. It won’t get seen unless you work hard to get people to notice it and you really have to work at that.
There are several different things that you can do to grab some attention for your online business. You will find several ideas online if you do a little research about web based marketing.
Of course the first thing to consider is your SEO management . I would suggest hiring a professional or you will never be out there. You can do some keyword research that can really help boost your rankings with the major search engines, but going it alone is quite a task unless you are very web proficient!.
Then you need an email responder to manage your traffic. This is also very challenging. The autoresponders work quite qell yet afterwards you also need to call your prospects and understand what it is they want. A lot of time goes in there! It is so different when you do it as a team and have that support behind you. There are some very good systems out there worth the money instead of the long hours of loneliness filled with anxiety. Mike Dillard´s attraction marketing, CarbonCopypro, MlMpro with Bob Howard, to name the ones I personally know have a secure and well oiled machine that saves you time and anxiety. Carboncopy pro does all the work and has the tightest system if you are a beginner: they call it ”Business in a Box“. if you want to have a peek go to http://bridgetbusutilmarketingpro.biz
An internet based business is a lot of work to begin with no matter what you are told. You are not the only one out there wanting to go this route and the competition is hard. The team playing is rewarding, not only you are not alone but also you are helping others to succeed. It makes the challenge worth while.
Other helps include social networks. Have a twitter account and a facebook account, those are the major ones. Of course there are others and it is all good as long as you work on them and keep the networking alive. Where do you think your prospects will be coming from? You don´t want to buy leads do you? So cultivate your networks. Online marketing is a business of patience and a labour of love. Put your attention into everything you do. No jumping steps here. It won´t work.
Do you have products to sell? If not the gurus I mentioned before do and that also can help for a start. If you have yours, then market them properly. Good ads, relevant documentation, check all your links, nothing is more irrtating that a link that won´t parse.
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