The Rest of the Story...
In part, these videos are for all you Marketing Experts out there – people who supposedly know everything there is to know about content marketing, and inbound marketing, networking, email marketing, and all manner of digital marketing.
In most cases, if you’re lucky and you actually have a job, you probably work for a company that pays you to create content, develop contacts, drive traffic, send out emails, and maybe do some lead generation.
And so this series is also for all the salespeople out there who either do their own marketing and lead generation, or who rely on a Marketing expert to stimulate demand on their behalf.
And finally, this series is for all the business owners out there who have been led to believe any of that this stuff actually works. And who, as a result, pay these folks to get you in the game, until you run out of money and time because, in most cases, they can’t.
Now, just to be clear, I don’t want to say that this stuff NEVER works. But the odds that it will work are so small as to be effectively meaningless – because the game is wired against you.
Think about it this way: If a typical response rate on an email campaign is less than one one-hundredth of one percent, and you can get tagged as a spammer by Google if you send out more 250 unsolicited emails per day, how is that not a fatal flaw?
Speaking of Google. Right now, go to google and do a search on your preferred search terms. How many results did you get? Billions? And what page was your company on? And why is Google even paginated?
Anyway, how about this one: Maybe you’ve read of a study saying the 57% of the buyer’s journey is completed before they ever engage with a salesperson.
As this was being used as a potent justification for investing in inbound market, I actually called the company that supposedly did the original study. The “author” refused to speak with me. But his secretary told me that, in fact, it was entirely anecdotal, and they never actually did a real survey.
More to the point: If it were true, how would anyone ever sell something where the buyer didn’t already know he had a need??? What would he search on?
See where I’m going with this?
It’s all a con.