Are
You Pushing or Pulling?
(c) Charlie Page
To
succeed in business on the Internet it is important to be
able to see the big picture. Yet seeing the big picture
is hard when you are trying to find the right product or
program, make sales happen, handle customer service, and
trying to find time for a life.
But seeing the big picture tells us where we should advertise,
which is *vital* to our success.
Let's take the next five minutes to look at that big picture,
and see where your marketing efforts should go.
Marketing online comes down to two methods ... push or pull.
First, some definitions.
Push marketing is that type of marketing where you push
your message out to your audience.
Pull marketing is the type of marketing where you place
ads you hope will pull people to your website.
=====> Push Marketing
PUSH MARKETING is pro active. You are going to your market,
usually interrupting what they are doing (it is sometimes
called interruption marketing) and hoping you get their
attention long enough to create interest.
Most "guerrilla marketing" (a term coined by Jay
Conrad Levinson http://www.gmarketing.com and used loosely
by many marketers) is push marketing.
Some forms of Push Marketing include:
* Banners
* Ezine Ads ;)
* Email Marketing
* Pop Up Or Pop Under Ads
* Slide In Ads
* Endorsed Mailings (Joint Ventures)
When using push advertising there are three things that
you MUST do right, or you will waste much of your ad budget.
Those three things are:
1. Know your target market
2. Create a great headline
3. Sell benefits
Push marketing usually creates results faster than pull
marketing because you are proactively sending your message.
You choose how, when, and how often prospective customers
see your selling message.
=====> Pull Marketing
PULL MARKETING is that type of marketing where your ad lives
in one spot and is seen by many people. One of the advantages
of pull marketing is that you can set it and forget it.
A great Pay Per Click campaign is a good example. Once your
ads are converting your main concern becomes not getting
outbid for your selected keywords.
Some forms of Pull Marketing include:
* Pay Per Click
* Ads on Directories
* Yellow Pages
* Classified Ad Sites
* Search Engine Paid Listings
* Testimonials on other peoples' sites
When using pull advertising there are four things that you
MUST do right, or you will waste most of your ad budget.
Those four things are:
1. Know the keywords to use (if using PPC)
2. Choose your sites carefully
3. Use a great headline
4. Create curiosity
Now it must be said that selling benefits is an important
part of any ad, but with pull advertising the goal is to
make them curious enough to visit your site.
=====> Push or Pull?
Is push or pull right for you? Ultimately, you must decide
based on your budget, audience, offer, how much time you
can invest, and more.
One very important factor is this: almost all great marketing
campaigns consist of both push and pull marketing.
Generally, push marketing works best for products that meet
a specific need of a specific market. Writing an eBook about
how to train your dog is one example.
Such books are very effectively marketed with push marketing
methods because the target market is so easy to identify
and find.
Pull marketing generally works best for products and services
that are broader in nature. How to make money online is
a good example.
People who want to make money online might want to sell
vitamins, learn how to write eBooks or reports, do typing,
or consult.
But they are all searching on essentially the same terms
... making money online.
Almost any product can be marketed effectively with either
technique, or a combination of both. Whether you choose
pull, push, or a mix, the most important thing is to remain
in control of the process and take action immediately.
Whether you push or pull, let the entrepreneur's motto be
your guide ...
Late to bed, early to rise, work like heck and ADVERTISE!
