Having the Eyes of a Marketer
Jan 12
There comes a point in every marketers life where their point of view changes. They quit looking at the world and sales letters with the question “what can this product teach me”, and they move to the question “what can this process teach me“.
It’s a huge distinction, and when you get there it can be amazing! I rarely if ever buy products just because of the sales letter/sales process. I generally buy products now that I need to work the internet marketing strategy that I’m working, make it easier/make it quicker. Don’t get me wrong, I still go through sales letters, and click their links and follow their sales funnel just to see how they’re doing it, and if it would have worked on me.
There comes a point in time when you mind switches from consumer to marketer. When that happens you might as well forget about ever seeing anything through your consumer glasses ever again. TV is not the same, a trip to the grocery store is never the same, and an online sales page will never look the same to you again.
While this can be very annoying to family members, it’s when you’re business will really start to take off. You’ll begin to notice everything around you. You’ll start to think about why they did that that way, why did they put that there, why did they say that, why did they use THAT font! Because believe me, in the real brick and mortar world, nothing is done without a purpose and usually a lot of money invested in testing. While all this wondering is great, it will seep into just about every area of your business as well. You’ll start remembering things you’ve seen. You’ll start implementing sales funnels that had you to the point of clicking the buy now button. You will become an internet marketer ~ not just someone trying to make money online.
One of my favorite shows is “Shark Tank”. It started last season and in case you don’t know, these small business people come in front of these “sharks”. The sharks are millionaires who have money to invest in small business, and will look at your proposal and may or may not invest in you and your business. My poor husband hates to watch this show with me. At some point in the show I am invariably yelling at the TV.
Last week a guy came on. He had a pretty cool idea about a netflix type thing with ink cartridges for your computer. I HATE running out of printer ink so I was all about it. His entire business model was selling online. The whole process was automated through his website. VERY COOL for me! He goes on and on with his presentation. He didn’t have the numbers they were looking for, and we could all tell the sharks were going to say no. I’m thinking ~ ok, they’re going to say no, at least take advantage of the fact you have all THIS publicity and tell me the name of your DAMN WEBSITE!!
He didn’t. Well, let’s just say my rant went on for a while. How on earth can someone get on national TV to talk about their online store and not give the DAMN ADDRESS??? Before you say he probably couldn’t there have been plenty of other people who have given their web address on the show ~ and of course when you go to the site it has crashed from the load (but that’s a whole other rant lol).
We did end up finding the site, but hello I’m an internet marketer and I know how to find things. Why would you waste that opportunity for your business?
Anyway… this is what I mean ~ everything you watch and see becomes colored by your marketer glasses. The takeaway for me and my business was no matter where you are always take advantage of what is available to grow your business.
There will come a day when you can walk through a “perfect sales funnel” (which simply means the path a marketer takes you on to walk you to the sale), and instead of looking at it from the viewpoint of whether or not I’m going to buy this you are looking from the viewpoint of OMG this would totally work on me. Then you write down the steps and you figure out how you can put it into action in your own business.
This happened to me last night.
I was on twitter, and saw this tweet.
TWITTER: No One Cares? | Alex Mandossian’s Blog http://bit.ly/57ZlEW
It was actually a retweet someone had done from the tweetmeme button at Alex’s blog. Here’s where the process starts.
1. Alex Mandossian is a trusted name. I like his stuff and wanted to see what he had to say about twitter. I clicked the link
(right there the funnel has begun, and I’ve taken the action he desired me to take ~ I clicked through to his blog)
Turns out it’s a guest post by Jeff Herring (the article marketing guy) It’s a short post. It appears the purpose is to get me to click the link in the article. I didn’t click the link (right away). I read the article and the comments and everyone was talking about doing twitter by talking about LIFE. I kept thinking, what they heck? That’s not gonna work. So he created curiosity, not only in the post, but in the comments and I went back and clicked the link.
2. Click the link to the next step in the funnel ~ which happens to be an EZA article.
This is so smart of him because Jeff Herring is THE article marketing guy ~ that’s what he teaches, and what he does. How to use EZA to drive traffic and make money.
The article was really good and as I suspected there was more to life than I thought!! It made a lot of sense and was done in a way that made it memorable and easily implemented. I read the whole article all the way to the resource box because it was that interesting.
3. Resource box. This is where you’re choosing what you want people to do ~ send them to a sales page, get them to your site, get them on your list. Jeff chose getting them on his list (which is always smart) Here’s his resource box.
To learn more about how to leverage Social Marketing tools for waves of traffic and more, get your FREE Instant Access to our Social Marketing Video Training Series when you visit http://SocialMarketingBlueprint.com/7laws.
Look at that ~ more FREE content, deeper learning, and in another format. This guy’s a genius! 
Well needless to say I moved to step 4.
4. Clicked through to the opt in page. Do I sign up or not?
Here’s the real conversion rate we’re looking for. Will people do what you want them to do at this point? Will they pull out their wallets or their email addresses?
Well with all the great content he’s already given me ~ although it was cursory so I had an idea of how it works, but I don’t have all the details ~ heck yeah I’m going to fill in the blanks!
Now I’m on yet another of Jeff Herring’s list. I immediately got my pdf download, I also had immediate access to the 4 videos he promised me, it all worked like a chanp. Now Jeff is free to contact me at will because my name is now a double opt in on his list.
I have to say it was getting really late, and I was enjoying the process more than I wanted to read more information last night, but I did bookmark the videos (which is my least favorite way to get info) and I put reading the pdf and watching the videos on my calendar for today.
I highly recommend you click the link from that tweet and then walk through the process. Try to keep your eyes in marketing mode instead of consumer mode. It doesn’t matter if you sign up for the videos or not ~ if you’d like more info about how to use twitter effectively I’m sure they will be of great use, if not, then don’t. We’re looking at this from a marketing perspective, not a consumer perspective. When you’ve gone through the process come back and let’s talk about it.
I’d love to hear from you on a few things.
1. Did this sales process work on you? Why/why not?
2. If you hadn’t had your marketer’s glasses on would you have even seen it as a sales process?
3. Where did the process “break down” if it did for you.
4. What could you develop from this process that you could implement in your own business?
5. Anything else you want to comment on?
Looking forward to the conversation!!
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Happy New Year Jackie!
OMG, my favorite show is Shark Tank too. I have my 10 yr old daughter watching along wth me and man do we both have a lot to say about these folks. My husband watches out of the side of his ear. I was just on the site today looking up the Mr. Tod’s Pie Factory episode. This is all too funny.
I agree with everything you said. You nailed it my dear heart.
To A Prosperous 2010…
A permalink is the link for each post on your blog. This is the permalink for this post: http://internetmarketingformommies.com/having-the-eyes-of-a-marketer
It is a link that you can send people to and they will go directly to the post you want them to see instead of sending them to the homepage and making them hunt for the page they are looking for.
Have you written the article for EZA? If not, why? What’s holding you back? Topic? time? confidence? Let’s talk about it.
Listen ~ I am a blogger ~ I have to keep providing new content, but that does NOT mean you have to keep doing everything I post.
I have said time and time again pick one thing ~ and do that. If you want to do squidoo lenses then DO lenses ~ if you want to do a niche blog then DO a niche blog ~ there’s no way in hell you can do them all at the same time as your main strategy. (of course with blogging there will be some overlap when it comes to building links) but pick ONE THING.
You will succeed when you pick something and give it 100% of your effort. When you split your effort into 5 different things you only end up giving each thing maximum of 20% effort. A business is not built on 20% effort.
It will come together Doug ~ but don’t let me moving on to new topics distract you ~ pick a strategy, decide on a goal and go with it.
Might be worth rereading this post: http://internetmarketingformommies.com/are-you-going-to-make-next-year-different-than-this-year/
Hang in there!
Follow me @momtohanna on Twitter!
Heck I’m still wondering what a permalink is?
How to hook up an opt in page on my squidoo or blogger or any other page?
I’m still tryin to get just one article published at ezine articles.
I’m reading all your stuff and learning a lot I have so much on my plate just working to get the lenses and blogs and links and on and on
and on……. when will I peak the learning curve?
When will I make a sale? How do I get it all together?
Seems like I’m spinning my wheels. But I WILL NOT QUIT that I know.
Thanks to you and potpiegirl I believe eventually the pieces will come together.
Thanks for all you do.
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I’ve had marketers glasses since I as 19 yrs old, if not sooner. Unfortunately I never got too serious about anything until the last couple years.
You’re so right, it can become a real PITA for friends and family, which is one of the main reasons I never became too serious about it myself.
This article seems a fine segway into an article regarding keeping swipe files.
Follow me @DennisEdell on Twitter!
Hi Jackie!
Yet another great Post!
I went through the funnel and got held up at the video just before you put your email address in to get the FREE goodies. I thought it was really strange to have a video or something that looks like a video, but it doesn’t move, it is just an audio track and a picture (that’s how I saw it… I realize that my computer might not of played the video properly, but that’s how it came to me). Anyway, if this was intentional, I wonder why he did it like that? If it wasn’t intentional, then he lost a sign-up because of my inadequate computer (not that I was going to sign up anyway because I spend too much of my time reading email so I’ve become very stingy with my email address).
Oh yeah, an observation — Have you noticed that all of your comments on this post are by females?? Assuming that Kelly is a female…
Thanks!
Cindy
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Arlene ~ mwa ha ha ha
Dawn, great things to notice, not only for your buying habits but the buying habits of others as well. Good things to take note of and write down for later implementation!!
Follow me @momtohanna on Twitter!
Very interesting to go through the process looking at it from the marketer’s view point. I’m not really at that point myself – still inclined to look at things as a consumer – so am hoping that this experience hastens the change.
I thought it was an excellent selling process. I hesitated slightly when so much of it seemed to be video. I’m on slow dial up and a marketer’s “quick” video will take me about 7 hours to download! Needless to say, I watch almost no video. But you mentioned a PDF, so I continued.
Half way through the PDF I was “wanting to be sold to”. I trusted the guy, I liked what he was saying, felt confident that he would open my eyes to new ways of using social media.
So I felt his sales funnel is highly effective – at least for me. If I get presented with a buying opportunity I will be looking at it. But please not video!
Why will I look at it when I delete so much of what arrives in my email box? The PDF, although general in nature, mentioned several words and phrases that are obviously “trigger” words for me.
I’ve had a Twitter account and actually deleted it 4-5 months back because I felt I was wasting so much time on Twitter. So when these “trigger words” are used – and I have gone through it and identified exactly which phrases they were – I basically am reaching for my card.
Great marketing, I thought.
PS. Must rejoin Twitter!
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I think I crossed over to the dark side. I look at stuff now and say “can I sell that”
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Those are all great things to note for your own campaigns and products. Because what you like is probably true for many others.
I’d write those things down somewhere to use later. Nice marketer eyes.
Follow me @momtohanna on Twitter!
I saw the process and understand why it is done. I did give my email address just because I’m curious…got to the hard copy they sent me and it was long and so I scanned….by the time I get the videos I may or may not watch them I may be on to something new (big problem for me) by then. I find that having to go through several steps to get to the “meat” is a turn off for me.
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@Margriet ~ be easy with yourself.
This is a process. Just leave yourself open to noticing.
Kelly ~ I hate video too. Like I said, I didn’t watch the video, I was watching the process that got me to the video. I will read the pdf ~ I probably won’t watch the videos. It’s too bad that everyone thinks video is all that sells anymore.
Beth ~ I did not recommend this.
I’m sure it’s good, but realize I didn’t recommend the videos or signing up. I asked you to look at the process that got you to the sign up page, how you felt about it etc. I asked you to look at it through your marketer glasses instead of your consumer glasses. 
However, with that being said, if you want to learn about using twitter ~ I’m sure it will be great though. Jeff does a great job.
Follow me @momtohanna on Twitter!
Jackie,
Yet another great post. I agree, I didn’t see this a sales process. It was presented more as “I can teach you how to be successful.” Very intriguing.
I, too, added my email to the list. I can’t wait to go through it all. Thanks for the recommendation.
I’ll have to get back with you on what I could develop after I have gone through the videos and all.
Thanks, again!
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Things break down for me when they use videos. I HATE videos that say they’ll show me something that’s simple to understand, but they spend 5 minutes of my time drawing circles around earnings chart and reading aloud a bullet point list that I can read for myself right there.
Most of the videos I’ve seen are a complete waste of time, and my time is just too valuable to waste. The sad thing of it is I’m probably missing out on some good videos just because I’ve been so turned off by so many crappy ones.
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Jackie you are on a very raw nerve for me here. I’m in such a panic that I do not even have glasses, not any, not consumers and not marketers! I needed this post to let me realize I’ll have to slow down and read about what is going on around me more!
I went through the whole funnel, but I’m not a good judge as it involves reading again and I’m too impatient! This is bad for someone that is actually mad about reading and that used to read everything even the milk cartons!
So, I’m going to spend some time on sales letters and start learning. This one did not go to great for me , but the article writing lesson in his Ezine article worked for me!
Thanks once again for stopping me in my tracks and letting me know I cannot go on like this I’ll have to take the time to really learn and WATCH TV every now and again with the marketers eyes.
You are right about even the shops. I tend to rush in and grab what I need and rush out again, if I go, most of the time my husband does all the shopping and I sit behind the computer and I can show very little for it.
I’m still at the stage of trying to make money instead of being a marketer, AND THIS AFTER NEARLY 3 YEARS OF GOING AT IT!
You have taught me quite a lot in the last few months and you keep on bringing it on, thanks!
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