Spend Every Waking Moment Trying to HELP Readers
When it comes to marketing books on the web — two lessons crystallized for me this week.
- Pretend your product doesn’t exist. Sell content instead.
- Pretend print doesn’t exist. It is an anchor. You will drown.
The definition of insanity is doing the same thing over and over again. As Alex Lindsay points out on This Week in Media, advertisers continue to shovel money at content creators because that is what they have always done — even now when there is no longer a scarcity of bandwidth.
Marketers would be much more effective if they created content themselves. Make great content then market the content — not the product in the content. It works because you aren’t the interruption anymore. You build community by being useful, not by getting in peoples’ faces.
Forget you are trying to sell something to people and try to help them instead.
The second point is something I started thinking about when I read this, but it was was amplified for me when I came across this post in TOCs feed.
Promo podcasts and publicity blogs are a great first step for publishers. Round two will be about creating useful web content for readers. Let’s get started.
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