I watched a show a couple of weeks ago about direct marketing. It showed all these inventions, such as the Snuggie, that are often seen on late night infomercials.
It was interesting to see how short-sighted these marketers were. Essentially, they are always looking for the next big thing. There is no security in direct marketing. They would buy the rights to a product, shoot a commercial, buy advertising slots and pray for the best. They would advertise for a week or two, if they weren’t making a profit they would just move to the next product.
They really didn’t even seem to care that much when products flopped. There was always something new.
It actually reminded me of hanging out in internet marketing forums over the years and watching launch after launch for products claiming to be next big thing. It was just pathetic. But that’s another story.
Direct marketing works, but I’ll admit… I hate it. The whole idea of it just goes against everything I think is good about marketing. I should probably clarify this actually; direct marketing works, for now. Shoppers are becoming increasingly sceptical about everything, so it just might die out eventually. I hope so anyway.
Instead of running a sprint, why not run a marathon. Does that direct marketing world sound fun to you? I know it sounds miserable to me.
Believe in your product, be passionate about it, forge relationships, build a community and see success in the long run. Look to the long term objective.
It seems like my view on business and marketing can be summed up in one simple phrase: “There’s got to be a better way.”
I might have just come up with a good title for my first book :-)
What do you think?
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{ 5 comments… read them below or add one }
I’m sensing a lot of Seth Godin here. ;-)
Who hasn’t been influenced by him?
It is an age of permission marketing, and the people who realize it first will be the most successful.
Of course, even that will change with time. But I think we are still only in its developing phase now. Not even in infancy yet.
Interruption marketing is on the way out. Along with the traditional corporate model and careers as we know it. :-D
Ride the change-wave!
I love the way you just put that. Great!
I agree too that this new idea of marketing is not even in its infancy stage yet. It’s apparent because so many businesses and people are still doing the “old” thing.
Oh yeah, and I’m definately riding the change wave.
I still am torn between the in your face advertising and the type of marketing that I am comfortable seeing online. I want to see ads for products and services that I am interested in buying, but I hate being bombarded with ads leading to long one page sales pitches.
However, those one page sites must work because all the big marketing people are doing it. I don’t really want to go the route of the pushy person, but that appears to be the way to make money.
I also hope that the worst of direct marketing dies away, but I am not so optimistic. People do it because it still works and probably will always work to seem degree.
@John – You are abolutely right in saying that one page sales letters and things like that work. They do. I’ve made money sending people to products marketed like that.
It will most likely always work, I’m just in denial :-)
And if that’s the road you feel you need to take, then definately go for it man.
I just see things changing and heading in a different direction for the future, and I could be way off. But it seems like a lot of other people feel the same way too.
The bottom line is do what works for you. My whole life is based around the idea of doing what you want, and that’s no different with marketing strategies.
Thanks for the comment!
P.S. – I really enjoy your blog.
Hi Nate,
Thanks for the response. I hope that the heavy marketing pitch is NOT the road I need to take. I am trying to avoid it, but maybe there is no escaping it.
We live in a marketing driven world and everyone has something to sell.