The Best Promotion Is Promotion Worthy Content

Is Your Content Promotion Worthy?

I want to talk about promotion today.  Far too many business people, both online as well as offline are chasing a rainbow.

image of promotion worthy contentParticularly online there are many, many hucksters selling folks on the next and greatest idea.

What many (most?) people fail to realize (until their pockets have been emptied of the required amount) is that there really is no easy way to make money online – or offline for that matter.

Showing Up?

What it requires first of all is for someone to show up.  As in attend to the business details.  You are running a business after all aren’t you?  You aren’t just trying to make some money – are you?

Caught In A Trap

Many people get caught in a trap.  A never ending cycle of trying one thing after another to see if it will work.  While there is nothing inherently wrong with trying new things, oftentimes the problem is that what they are attempting to sell (and thus make some money) isn’t worth selling – or even trying to sell.

What Do You Know?

The thing about this never ending cycle is that there is always something more to know.  Something new to try.

Trying something new is almost always a thrill.  And then the thrill wears off. Or you realize that you don’t have enough resources (money) to make it happen.  Make what happen?  What were you trying to do in the first place?  Oh – that’s right – make some money.

looking at it in a different way imageLook At It A Different Way

Instead of starting with the idea of doing something “because I can make a lot of money with this”, try starting with the idea of “what can I produce or supply that makes people happy?”

People Want To Be Happy

That’s what everyone wants after all – to be happy.  Even if only for a moment.  Can you make them happy?  For a moment?  Give them what they want?  It’s a great business model.  You should try it.

Promotion Worthy Content

Now that you have found something that “can make people happy” – by supplying satisfaction to their wants and needs – you have promotion worthy content.  The point of this article.

How To Promote?

There are of course a myriad of ways to promote.  Television, Radio, Newspapers, Classified Ads both online and offline, Press Releases, Online Advertising (Google Adwords and other ad networks), Signing up with an affiliate network like Commission Junction, or Shareasale (amongst many others) , and other things like online banner advertising, billboard advertising, and more.

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Can You Make A Billboard Better Than This?

Do You Have Something That Is Worth Putting On A Billboard?

This thing or “these things” that you are trying to sell – are they worth spending some money and putting up on a billboard on the side of the freeway to tell people about?  How about telling them about “your thing”  in a press release?

Is it worth it?

If it’s not worth telling people about it in a press release then maybe it’s just a filler.  Maybe this thing that you are doing is just filling time.  I’ve been there.  Many of my days used to be filled with “filler”.

You often never know what is going to work until you try it.  Experience it.  In order to experience it you need to try it.  In order to try it you need some confidence that it is going to be worth your time, and confidence comes from trying.

How Do You Know If It Is Worth It?

You often do not know if a new promotion or idea is worth it until you try it.  It is both a beautiful thing – and an enigma.

What If I Have No Money For Promotion?

It does help of course to have a promotional budget – however small.  Most ad agencies recommend that you plan on spending at least 5% of your total gross sales (if you have a minimum of at least 25% gross profit margin) on advertising and promotion of your business.

For some businesses 5% is a low amount – for others it is totally out of the question. If you have no sales at all then that’s where the enigma part comes in.

Either way you need to be selling something that people want.  And people want to be happy.  Give them that and you will have promotion worthy content – no matter what you are selling.

All the best,

Kurt Simula

p.s. If you are having a hard time getting your “promotion worthy content” noticed maybe it’s time we had a conversation to see if Mad Progress Marketing can help.  No fee initial consultation.  Use our Contact Form to get in touch.


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The Dangers Of Using Gimmicks In Your Marketing

I sometimes get asked whether or not a business should use a “hook” or a gimmick in their marketing.  What I find is that many business owners are a bit confused – especially those who have not done much advertising beyond the basics like yellow page ads and the like.

There is of course a huge difference in being clever in your marketing campaigns (to capture your potential customer’s attention) and using a gimmick that may or may not be 100% truthful just to get people through your door or onto your website.

No Gimmicks Necessary If You Represent a Solid Product

No one likes it when someone markets a product or opportunity using less than ethical or honest practices. Yet every single day you’ll come across marketers who seem to think this is a good idea. They must think so, else why would they do it?

I get that competition is on your heels. But intentionally misleading consumers in hopes of a sale only portrays you as one who lacks credibility. Make no mistake; I’m not referring to inadvertently misspeaking or being mistaken in your facts. Rather, I am referring to intentionally providing false information.

Creative Marketing or Shady Practices?

Some may try to justify this practice by calling it “creative marketing.” I don’t care if it’s creative accounting or creative marketing – both imply shady practices.

To give you an example, some direct sales companies are currently or will soon be expanding into other countries. That is extremely exciting news for the excited consultants as it can potentially open a large window and boost their business tenfold.

One company recently announced that they are in the planning stages of a European expansion. So what does one consultant do in hopes to get the upper hand? She spams the heck out of internet forums with flashy headlines of “We sell [company] in [Country].”

Talk about putting the cart before the horse. No details announced, no launch date, and no authorization to advertise yet. None of that seemed to matter because rather than marketing by using ethical and accurate facts, she tried a gimmick.

Are You Delivering What Your Visitors Expect?

No gimmicks are necessary if you represent a solid product or opportunity. If you represent a company of integrity, that offers products that are in demand and consumable, you will do fine marketing without any misleading rhetoric.

In this particular example, when the overreaching was pointed out to the original spammer, she merely responded, “Yup, I know.” And we wonder why the direct sales industry, in some circles, doesn’t have the most favorable reputation.

It’s always interesting to watch the “positioning for rank dance” when a new country opens. It’s just smart business to start to lay groundwork to recruit in these areas once all legalities have been worked out and there is a green light.

Use Teasers Effectively

Dropping teasers or ‘coming soon’ headlines are fine. Embellishing or outright lying serves no useful purpose except to make those who employ this tactic look desperate and shady.

Imagine that if as part of your text message marketing campaign you told your customers that you had 1/2 price “whatevers”, and when they arrived to take advantage of your incredible offer you told them that you were all sold out.  The point is that you should always be prepared to deliver on what you are offering.  Nothing less.

It is important to have a USP – unique selling position. You want something about you or your business to set you apart from the competition.

Why would potential customers and recruits choose to do business with you over all the others? Answer that question honestly, and you have a marketing strategy. There will be no need to fabricate or falsely sensationalize your offerings. If you represent a great product and solid company, you won’t need to mislead anyone.

Honesty is always the best policy.

Kurt Simula

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