-------- Original Message --------
| Subject: | This is what we should be creating (Right Now) |
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| Date: | Fri, 26 Sep 2014 14:16:18 -0400 |
| From: | Andy Jenkins & Mike Filsaime <training@marketinggenesis.com> |
| Reply-To: | training@marketinggenesis.com |
| To: | Steve <stevescott@techacq.com> |
| (Note: 1 - Because of some mainstream revenue figure illustrations in this email - it scored high on the SP4M score meter - so some of the numbers below will have odd symbols or phrases in them. Sigh.
2 - This is a bit of a long one...) In the last month, we've seen 3 industries again prove that perhaps THE most important marketing asset anyone can control is a "Distribution Network". In this email, I want to explore how small business like "Us" can model what massive, mainstream industries have accomplished. Consider this recent activity: Hollywood - The Film Industry The feature film "The Transformers: Age of Extinction" was given a 18% (Out of 100) rating by RottenTomatoes.com. As of today, according to BoxOfficeMojo.com it's earned just over 1 Brazillion Doll3rs in World Wide Box Office Receipts. The Video Game Industry A couple weeks ago, the venerable Video Game Studio called Bungie, best known for their hit game series "Halo", released a highly anticipated game called "Destiny". One of the largest Gaming Portals, Gamespot.com gave Destiny a 6 out of 10 review. In it's first day of release, Destiny reportedly earned $Five Hundred MAHeLLYon Duckets in sales. The Music Industry With the release of the iPhone 6, Apple also announced that all iTunes users would receive U2's new album "Songs of Innocence" for free. Metacritic.com has totaled an aggregate review of the album at 66 out of 100. U2 reported received north of $100XTen Thousand Beans for that maneuver. How Is This Possible? (How can 'We' do this, too?) Each of these industries has a deep-rooted and mature Distribution Network - a built-in and ever-present mechanism to propel content into the hands of consumers. Hollywood more or less controls the Theaters, the Video On Demand Networks, and entire channels on cable networks. The Video Game Industry has Valve's "Steam" Network, Electronic Arts has the "Origin" platform for PC's, and the Sony PlayStation and Microsoft's Xbox platforms offer game purchases at point of play. The Music Industry's network consists of iTunes (and Beats Music) users, Pandora, Google Play, Rdio, Spotify… ...You get the idea. This is how even Low-Rated content finds itself in the 9-Figurez earnings range! And for eCommerce, and Intellectual Property? Well, there's Amazon on the eCommerce front, right? And lets not forget the Kindle app for I.P. - even Apple's newsstand has massive penetration. Then, there's "Us". Authors, Professional Service Providers, Trainers & Coaches, Consultants, Inventors, Teachers, Software Creators… What is our "Distribution Network"? Or, more importantly, how can we build a distribution network of our own? One that drives our content into the hands of a ripe and eager market? There's 2 places we now have at our disposal: 1 - Social Media Because we can create groups and audiences and then advertise to them, places like Facebook, YouTube, Google Plus, Pinterest, and Linkedin are starting to provide a critical mass of eyeballs to people like us. The issue of noise and topic selection still remains, but the segmentation of and accessibility to specific 'user interests' is becoming more and more mature. Groups, Likes, Shares-ers, Circles, and Social Media Channel Subscribers are becoming more effective as ad-hoc (created on the fly by Us) mini-distribution networks. But - by FAR - the most profitable and reliable distribution network is... 2 - Email Subscribers (If they're segmented correctly) Fundamentally, Email Subscribers - i.e. YOUR LIST - is a bonafide ASSET. If you ever have the opportunity to sell your company, you'll discover that your list of customers and subscribers is one of the first things that a Dollar Value gets attached to. More importantly, when it comes to explicit marketing value, an email list is truly the most On-Demand Profit Generator you have at your disposal. I can tell you from nearly 15 years of Marketing Online that nothing holds a candle to - not social media, not paid advertising, not SEO - nothing (That's practical or affordable) can touch the capability and capacity for sales and profit… ...that Email does. I know - I know - you've heard and seen the same prognostications as I have - "Email is dead", "Email is sooo Web 1.0"... But study online marketing as long as I have, and you start to see some lesser discussed realities with regard Email Marketing.. ...Think about this: What is the most important goal with your Social Media or Organic Search Engine Traffic? Get them on a List! What should you do with your paid traffic? Get them on a List! What do you want to accomplish when Affiliates send you traffic? Get them on a List! See what I'm sayin'? No matter what the source of the traffic is, the best use of that traffic is to ALWAYS… ...GET THEM ON A LIST! Isn't that ironic? LOL! Because fundamentally, what is an Email List of Subscribers that have voluntarily given you the ability to contact them? What is it when it becomes a built-in and ever-present mechanism to propel you content into the hands of highly-targeted consumers? It's a Distribution Network. Long Live Email Marketing! Now, lets just hope that we've seen the last of the Transformers sequels. :-) The sustainability and revenue growth of your business (for people like us) is DIRECTLY PROPORTIONAL to the growth and treatment of your Email List Subscribers. Hey - I'm a topic expert too - like you. I love creating content (Mike and I created over 100 hours of Video Content in the last 12 months). Yes - it feels great to write, to record, to code, to GET BETTER at what we want to share and sell to our market. But what makes us the money is when we make offers - TO OUR LIST. Yes, we Advertise, and do Social Media Marketing - yes we've got Affiliate Support and SEO rankings... If there's only one Marketing-Centric thing that can do - in my Humble and Grizzled Opinion - when you're done tweaking your course, or debugging your software, or creating lessons and tutorials… ...use your brain to get REALLY GOOD at Email Marketing. Hope you found this email useful, or at least a little bit enlightening. XOXO Andy (With Mike cheering me on) P.S. I know you're busy - you're working on your products and services - it's what gives you a real sense of accomplishment. And I know it's hard to detach from "Creating" in order to Market what you create. That's normal. So - if you find it challenging to strike a balance between Creation and Marketing, then look at training that's "Template Based" - i.e. Much of the work is done for you - you just need to modify the templates and publish them to the network. I'm a big fan of "The Machine" for Email List Building and Marketing Training and Templates - it's available for the next couple of days, and I'm using it to create every Funnel, Evergreen Product Launch, and Advertising Campaign for every product in our portfolio. Watch this video to get the comprehensive overview of the Program. It's Highly Recommended.
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