Marketing: My Struggle

Marketing and I have come a long way in the last year – its possibly one of the most important insights have got to this making money online game!

Picadilly Circus
Originally uploaded by msmail

My first degree is in science and analysis is one of my strengths. Twenty years after my first degree and I did a graduate business diploma and was horrified by some of the courses. Marketing was the worst: they had “laws” about how to sell. I remember a big argument I had with a rather shrill marketing lecturer when I challenged her contention that you sell the dream not the product. She claimed it was a law: I pointed out, correctly I believe to this day, that it was an unproven hypothesis or even just a statement, it wasn’t a law. The fact that the apple will drop from the tree is a law, that the sun will rise tomorrow at a certain time is a law: that I will buy a certain brand of toothpaste because it will help me make friends – is, to be blunt, and I was, an un-tested theory. I lost the argument though: she had the microphone and no one else in the class could understand the difference between a law and a marketing hypothesis!

That pretty much sealed my view on the marketing industry. Self-serving, lacking in rigour and a waste of space. I continued to ignore marketing and scorn it. I understand the appeal of consumer products to kids and even to those who lack the basics of life: my first car will always live in my heart – because it was my first taste of freedom! Now cars are just a form of transport: I buy the one that best fits my needs and the price I can afford to pay cash for. I am a car salesman’s nightmare 🙂

So then I decide to become an online marketer – logical right? Its taken me about a year to figure out that is what I am you see. I thought I was going to develop a website and people were going to be so impressed with my wonderful content and I would make money. How was I going to make money – well I was a little hazy on that point: but the wonderful content is still there on my over-30’s independent travel site

You see I couldn’t be a marketer, that’s as a bad as being real estate sales agent isn’t it? And remember I don’t understand marketing or think its worthwhile. Real estate I know a bit about: a lot really, more than most of the agents I have dealt with as a customer. I still use agents to help me buy property though. Why? Because the top 2% of agents that I trust are very,very good at property and know the market inside out. Sometimes they have told me to run not walk from a deal, and I have. Now they are not the agents who win the top agents awards – which are really top commission earners awards. But they are long-term agents who make a comfortable living doing it. They know their product so I turn into their repeat customer.

That’s the sort of marketer I’m going to be online. I am going to be a good and ethical one. I won’t make a $20,000/month doing it – but that was never my aim. Half that amount would see me comfortable for life. And yes you have to sell something to make a living online! That’s how you get paid ! Duh! It just took a while for me to figure it out!