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Originally Posted by NoWhErE
Actually the water reference is more from "All Marketers Are Liars/Tell Stories". Most of what you've been saying is what Seth talks about in the book. Its by far one of his best.
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Thats funny. I don't have that book. I will find the audio and listen to it in the car. I swear, i've never read any of his stuff. I think many of the points I was trying to make should be common sense, but for most people in adult, they don't seem to be. Clarity, consistency, continuity etc.
Over the years, i've made some concrete guidelines for myself for building landing pages and sites and have learned to follow a very simple set of rules that work well. As Shap pointed out, I also began to realize that nothing has changed with that. From time to time, I forget that we are really only dealing with the very basics of marketing and sales, not a unique product in a new and unique medium with its own set of complicated rules as we tend to like to think. However, within those guidelines I have of course, all of those elements still require quite a bit of experimentation, testing, tweaking, tuning etc to get them dialed in with each new site/offer. I try to be as diligent as possible in following processes, site/page structure and design, evaluating the user experience/heuristics, making sure there is consistency throughout with user controls, design elements etc etc etc. Every little detail matters. Someone like Sly can vouch for the fact that I rarely underthink things
For someone like Paul to be telling people how to sell porn is absurd... He can't do it. That's why he is a failure and living off of pensions, not his 34 years of content. He may as well be spending his time telling CERN how to find the God Particle... or babbling to the physics community about how he's worked out String Theory and how the worlds greatest mathematical and physics minds are doing it wrong in physics... or screaming at squirrels in the park.
A great video, a great photo, a great smile etc are all just teeny tiny pieces of a much larger success equation and they certainly aren't the deal breakers.
Content is not king.
Content is important.
Great content doesn't overcome shitty marketing and a horribly laid out site/sales process.
Understanding ones traffic, marketing and sales will however overcome poor content (though not retention)... not to mention that traffic will pay for a whole lot more.
People chase traffic. They do not chase content. You can make sales with no content and just text links to sales pages if your offer is well done, well laid out and credible to the surfer.