Who the x this perry marshall is?
I actually wanted to use the letter "F" in that question but decided to just use "X".
A friend on Facebook has once again contacted me about his business and my own business. And what enraged me was, when he included me in the category of "people not yet succeeding".
I was insulted and replied to him that I don't accept that label and that I have come very far from the day that I started my own website. Although I am not yet on the level of $10,000 per month, but at least I'm generating income with my site. And no matter how small the income is, small success is still "success".
Then, he went on to forwarding to me the message he got from Perry Marshall, as if he's saying that I'm on the wrong way of depending too much on free traffic via blogging and SEO that I should follow Perry Marshall instead of Kyle.
Obviously, he's a fan of this Perry Marshall.
Here's the copy of the message:
"The promise of free traffic is THE #1 gateway drug that sucks people into internet marketing.
Everybody LOVES free traffic.
Bill McClure, founder of Coffee.org is a serial web entrepreneur, going all the way back to eFlowers.com and FlowersDirect.com which he sold in '02.
When Bill investigated the coffee market, he considered several existing websites available for sale.
One of them was doing $3 million per year in sales with a tiny staff and strong profitability. On paper, it was a superb business.
Only two problems:
1) Almost all the traffic was from free organic "Search Engine Optimization" traffic.
Now that SOUNDS great. Free traffic? Fantastic SEO? What's not to like about that?
The problem is... what happens when the free traffic goes away?
Notice that I said WHEN it goes away not IF it goes away. Someday there'll be a Google Dance, and one sad morning, the guy's showing up on page 16 of Google instead of page 1.
Traffic dries up and suddenly a $3 Million business becomes a $300K business.
2) They had no benchmark of being able to buy traffic AT WILL (i.e. with paid advertising) and make it convert to sales profitably.
That business, though worth several million dollars on paper, was not even a real business. It was built on the availability of free customers - which is a foundation of sand. Temporary success at best.
(As a matter of fact, that owner was afraid to even TOUCH the site, which was clearly out of date - because he was afraid changing something might ruin his great SEO rankings.)
If your business is dependent on free traffic, you do not have a business. You have a promotion. You've got one foot on a banana peel and the other foot in the grave.
You do not have any kind of "real" business until you can buy ads from a variety of sources and transform that traffic into sales and profits.
THERE IS A SOCIAL MEDIA VERSION OF THIS TOO.
And it's exactly like the SEO version of 2005.
Today, most people know SEO is a bitch. They know Google clicks cost dinero. In fact, every single link above the fold is now paid.
But people still think Facebook is free.
The truth is:
Reaching 2-10% of your Facebook fans is free. Reaching the other 90-98% costs dinero.
There's a huge benefit to accepting this new reality, which is:
The SOCIAL MEDIA HAMSTER WHEEL FACTOR goes w-a-a-a-a-a-y down.
(By the way... when you started your business, did you ever envision five hours of every day Liking, Tweeting, Facebooking, Instagramming and socializing with 99% busy-ness and 1% productivity?)
When your page posts simply become candidates for a solid advertising push - instead of eternal vain attempts to 'go viral' - your reach extends dramatically. Successful posts last weeks or months instead of hours.
There is also another way in which Facebook is exactly like Google. Another internet marketing deja vu:
Google has "Stupidity Tax."
Facebook has "The Fireplace."
The Facebook Fireplace is a cozy romantic spot in a blue log cabin (with that friendly "F" logo) where you incinerate $20, $50 and $100 bills.
Most advertisers burn currency all day long on Facebook, because they don't know how to harness the system.
This is why my co-author of Ultimate Guide to Facebook Advertising, Keith Krance, offers Facebook University FREE to ALL my New Renaissance members. It's an astonishing value.
Especially when you dig into whatever he's serving up this week, that's kicking ass and taking names.
Remember: Every dollar you convert from incineration to traction doubles your results. It goes from working against you to working for you.
A c c e p t. R e a l i t y :
Real online businesses PAY for their traffic. Find out the price - decide to pay the price - and pay the price.
Carpe Diem - Seize the Day."
After reading the message, instead of getting convinced, I decided to avoid this friend from then on. But I wonder who the F this Perry Marshall is?