I’m a big observer of the internet, not the usual trends, but how online marketing moves. What’s working and what is not good enough anymore…
And I have one thing to tell you: The bar has been raised. Again.
If you have been crafting a kick-ass product for the last 6 months and you’re about to launch with a big splash, I recommend you take one last hard look at what’s going on out there. Stuff that use to be premium is now free, in exchange of a simple email address.
So, here is my question for the online marketer: Exactly how much value does your product needs to deliver in exchange for how much cash value?
For a second this thought will go through your mind: Shouldn’t we measure what we deliver? Aren’t we giving everything away for too little?
Well, what else are you going to think, the internet is already way too competitive, too fast and now you need to kick it up a notch. Again…
I wanted to write a post that will let you visualize how much value is being delivered out there, something that will give you an idea of how much creativity and hard work you need to put into the content you publish, free and paid. At the same time, look at the return on investment. So I took the weekend to think about it and try to land a meaningful post.
Staples Gives Me Half The Answer
I stopped by Staples this afternoon looking for a graph paper notebook, I wanted to get something kind of nice. Turns out they don’t have anything “kind of nice”. I got the impression that everything there revolved around how cheap can we build stuff and how cheap can we sell it for. Walked out empty handed, not the first time, but this time I felt like not going back in there ever again.
As a consumer (that tries to consume less everyday) I noticed that have also raised the bar, my expectations are different. Bottom line is that I want to feel good about myself when I give you my cash.
So what would I expect from an information product? I’d love something that is well designed, has a great writing style that is engaging, delivers tons of advice but it also entertains. I don’t like authors that go around a subject so much I already know what they are going to say and most of all, I hate bullshit. As you can see, the consumer nowadays, knows what he/she wants and has set high expectations in order to pull out the wallet…
A Book Delivers The Rest
I decided that I’m consuming too much information lately so I’m not reading any books at the moment. I’m in Information Rehab. My wife on the other hand has been buying books left and right in the last couple of weeks, I don’t know if she’s planning on reading any of them… so I’m looking at the pile of new books and pick up a couple to browse them while I wait for her.
This is what one of the books says:
“When you give everyone more in use value than you receive in cash value, you’re adding to the life of the world with every business transaction.
So, as you rise from the competitive mind to the creative mind, you can scan your business transactions, and if you’re selling anyone anything that doesn’t add more to their life than you received in exchange, you can afford to stop it.”
There! that’s the flip side. In case you care about it, the book is “The Science Of Getting Rich” by Wallace D. Wattles.
Is There A Formula?
Sure. Build something so awesome that will get you known in your niche, something you are so in love with that you can’t stop talking about it, something remarkable.
To create something of this kind you need a blank canvas, you need to erase any thoughts of cash value from your mind. You need to forget about tools, platforms, joint ventures, optimization, checkout process and all the logistics to get yourself in a full creative state of mind. Of course, you will need to come back for those things later on, when you are happy with your creation.
I always thought that for me the perfect business will be one that doesn’t move depending on cash flow, that the focus is human inside out, for both the customers and the employees. A business that delivers so much value that it is impossible to miss. These businesses exist, they have profits, only nobody is talking about it all day. It’s something almost automatic but at the same time… secondary.
The purpose of creating something has to be legit. Sounds a lot like Karma!
I’m not going to jump into a list of steps to follow but I will say this, as I mentioned at the beginning of the post, I’m an observer, so…
Sit down, shut up and observe.
I guess the formula will be to focus on creating something remarkable and forget about everything else, because if you do, all the eyes in your industry will be on you and that my friend, changes everything around you!
Don’t just think of your products, if you write a blog for example, start thinking of ways to create awesome content. These things get noticed and, taking in consideration how competitive the internet has become, chances are somebody else already raised the bar on you again.
What do you think? Share your thoughts in the comments section, I’d love to get your opinions!
On A Different Subject…
Also, a few minor changes to go but the new (and very minimalistic) mobile version of SocialMouths.com is up and running. BTW, that is something I never asked before and I tend to go to the minimalist side, I assume people appreciate the simple design and the white background…
tell me what you think, I’m open!
Have a kick-ass week!