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The Australian wine industry is experiencing a tough time as oversupply of product is creating downward pressure on prices. Large producers have had their well publicised problems, leading to merger and takeover activity. Small and medium producers...
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The Tao of Web Marketing

A few months ago I was watching a stream meandering back
and forth across a flat plain in a high mountain valley.
The stream reached it's destination - a small lake - but
only after dozens of loops and curves. It occurred to me
that Water and clever Web Marketing have something in
common - they both follow the path of least resistance.

Let me explain.

Your first contact with a future customer usually starts
with an email. It could be an Ad in an Ezine, it could be
your Resource Box at the end of one of your Articles,
or it could be your Signature File in your correspondence.

But in the chain of events that leads to a web sale, an
email is the point of greatest resistance.

Why is that?

Firstly, your future customer is reading your message
offline. She or he has to fire up their modem before they
can buy your product. And that requires effort (and
expense).

Secondly, if your message is in an Ezine, it's
probably one of a dozen other messages all clamoring
for attention.

Thirdly, whether your message is an Ezine Ad, a Resource
Box, or a Signature File, you've probably had only a few
lines to explain why your widgets are so good.

So if an email is the point of greatest resistance, what
is the solution?

The ancient Chinese philosophy of Taoism (pronounced
'Dowism') - also known as 'The Watercourse Way' - gives us
the answer. Taoism tells us to be like Water and follow the
path of least resistance. Water flows. It is soft and moves
easily around obstacles in its path, instead of attempting
to go through them.

Nothing in the


world
is as soft and yielding as water.
Yet for dissolving the hard and inflexible,
nothing can surpass it.

The soft overcomes the hard;
the gentle overcomes the rigid.
Everyone knows this is true,
but few can put it into practice.
(Tao Te Ching, ch. 78)

"What is the path of least resistance in an email?", I
hear you ask. Offer something free!

Successful web marketers know this already. I recently
did a survey of the Resource Boxes of fifty well known
Ezine Writers. Over 90% of them were not trying to sell
anything from their Resource Box. In fact, an overwhelming
majority were not even trying to get a click-thru to their
website - they were simply offering a free subscription to
their Newsletter. In other words, they were more interested
in building a long-term relationship than they were in making
a quick sale.

When I started out on the Internet, I was pretty impatient.
I certainly didn't want to the follow the path of least
resistance. The path I had in mind was more like the flight
of an arrow - straight to it's target.

But the statistics suggest that most web sales
are not made like that; on average your customer will have
to see your message seven times before he or she buys your
product.

So next time you plan your marketing strategy, why not
take a lesson from Water and follow the path of least
resistance?


About the Author

Michael Southon shows
webmasters how to boost their Traffic and increase
their Sales. Download the FREE version of his
popular new E-Book: http://www.theezine.net/ezinewriter.html

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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