Marketing Must Change: A Q&A with Michael Stelzner.

Marketing Must Change: A Q&A with Michael Stelzner.

I hate to use the word “guru” because it implies someone who advises instead of does. It suggests someone who may need tons of great insight, but only a hazy notion of how it applies within the world , in real situations. Theory are often useful, of course. But even better is actionable how-to.

At least, that’s my perspective, as applies to almost anything. And that’s why I’m a lover of Michael Stelzner’s new book, Launch: the way to Quickly Propel Your Business Beyond the Competition (Wiley, 2011). Like many of my favorite marketers, Michael may be a doer: He doesn’t just posit some great ideas on the way to grow a business. Instead, he’s been there, done that. In other words, he’s practiced them.

Ann: Let’s mention how social media has changed the way businesses got to ss3svc64.exe on startup.

Michael: The change has been radical. And this suggests many businesses got to unlearn the practices of yesterday. not can marketers treat people like fish. Terms like “bait pieces” and “acquisition” are words that ought to banned from our vocabulary.

Unfortunately, too many folks are taught that marketing is about an exchange. I (the marketer) offer you something, and you (the prospect) reciprocate. This “give to get” mantra is manipulative, and admittedly , people are uninterested with it.

There’s a reason most of the people don’t trust businesses. And marketing features a lot to try to to with it. It’s as if marketers have fired everything they’ve got at people. As marketing messages come raining , people are seeking refuge from the storm. They’ve tuned out.

Plus, social media has changed everything. To paraphrase Guy Kawasaki, power has shifted to “nobodies out of thin air .” Now everyday Joes and Janes are letting their voices be heard with blogs, on Facebook, via Twitter and on YouTube. And here’s what they’re saying:

• “We want access to great insight and people!”
• “Recognize me.”
• “I want it all for free!”

Smart marketers have found out the way to give people precisely what they need with the highly scalable power of content.

Ann: And content cuts through the noise.

Michael: First, let me clarify that not all content is made equal. What people don’t want are details about why they ought to buy from your business. What I discovered is most of the people could care less about me and my products. I found this out the hard way.

But, what people do want is detailed “how to” information, success stories, and expert interviews. this sort of content meets their insatiable appetite for free of charge guidance and assistance.

The beauty of great content is it’s highly scalable and sharable. When people share your content on Facebook, LinkedIn and Twitter … that drives back more qualified traffic to you.

Ann: You mention businesses as, essentially, “publishers.” (Which are some things I also espouse!) But what does one tell people that say that they aren’t within the business of manufacturing “content”? In other words, how can they produce all the varied sorts of stuff you mention in Launch, additionally to adding outside voices to the mix?

Michael: If you’re not within the business of manufacturing content then you’ll be reliant on others that do. Everywhere you place a billboard is that the content business: Google, radio, TV, and print. If you would like to stay reliant on them for costly marketing … then don’t produce content.

But, if you would like to have your own platform and eliminate the outrageous costs of selling , then you would like a content strategy.

Ann: i prefer the creative formula you developed to point out the facility of content. You call it the “elevation principle.”

Michael: It’s really an easy concept. If you specialise in the requirements of individuals , your business will achieve forward momentum. If you think that of your business sort of a rocket ship, your goal as a marketer is to navigate it to new frontiers.

Have you ever been to a marriage sponsored by Nike? If you received a present that forced you to first watch a billboard , what would you think? in fact these would be absurd! If you hate being pitched to, so do your customers and prospects. Pack away those marketing messages and other people will receive you and your message with open arms.

Ann: You discuss two sorts of content. are you able to mention what they’re and the way business can use them?

Michael: First there’s primary fuel. this is often like gasoline for your business. it’s a few 72-hour time period and includes the content you often produce for your business.

Michael: Like articles, reviews, case studies and expert interviews that each one specialise in the requirements of your readers.This is important because it gives people a reason to stay returning for more.

Nuclear fuel is more complicated, yet more powerful. ready to attract more people, this sort of content features a for much longer tail – reports, maybe, or contests.

Ann: are you able to give me a selected example of what fuel can do?

Michael: Sure. We release an annual report called the Social Media Marketing Industry Report—a free 40+ page study that examines the state of social media. We survey thousands and produce this rich report that we divulge for free—without any registration requirement.

The results: We typically get a minimum of 40,000 people reading the report within the primary month and rank very high within the search engines.

Primary fuel is your everyday content that gets people returning and fuel is that special content you employ once you got to launch something.

Ann: What’s the role of a blog in an ongoing content publishing program?

Michael: once I interviewed Technorati CEO Richard Jalichandra two years ago, he told me that the word blog has changed and morphed. most are producing content. It happens to be that blogs are the platform or the technology.

Read more:

Leave a Reply

Your email address will not be published. Required fields are marked *