THE ATTENTION AGE DOCTRINE VOLUME TWO: WEB MARKETING 2.0
BY Rich Schefren
At 93 pages, this FREE report is simply a MUST READ.
The quality of writing, editing, layout and design is nothing short of fantastic. Rich has always put a lot of effort into his free reports and if you haven't read his FREE Internet Marketing Manifesto, then you're really missing out.
The report slowly builds from start to finish and I do suggest that you read all the pages, but if you're strapped for time, you can skip the first few pages as they are mainly a build up for a problem you know you already have: Information Overload.
Million Dollar Home Page (page 16) is an inspirational quick blurb that will underscore the importance of getting attention. The more attention you get, the more money you can make (and the more people you can help too!).
Paris Hilton makes roughly $7 million a year and she does NOTHING. Well, nothing that you'd expect people to get paid for but she commands a LOT of attention and she's getting paid for it...very, very well.
Rich points out that it's getting harder and harder to command attention. TV viewership is down, there are something like 433 million websites and 15 billion web pages.
OUCH. Try standing out in that mess.
Page 25 has a great graphic that crystalizes who will win in this new era of attention-lacking consumers.
Right after that, Rich gets into the concept of MAVENS (popularized by Malcolm Gladwell of Tipping Point fame).
In short, YOU want to become a MAVEN. Someone who is trusted and people turn to for information. The more you become that go-to GURU in your niche, the more ATTENTION you're going to get and the more people are going to spend with you.
The concept of piggybacking is nothing new, but his example on page 29 makes you green with envy.
A scary thought about the fact that other people control YOUR IMAGE and what people think of you (page 34) will remind you to put out GREAT CONTENT and not senseless sales pitches.
HOW TO TRANSFORM YOUR MARKETING EFFORTS FROM SIMPLE COMMUNICATION TO AN IN-DEPTH CONVERSATION
Starting on page 37, Rich goes into detailed action mode. You can start reading the report from here if you really want to save time.
1. Map Your Market - Who are you going after?
2. Monitor Your Market - What's being said already?
3. Join Your Market - The most important step
Then once you've joined the conversation, it's time to really step things up...
1. Build Your Market - Important to build your reputation and credibility in the marketplace.
2. Lead Your Market - You need to become that thought leader.
3. Sell Your Market - This is where most people start...and if you start here, you're going to fail. No wonder most people fail.
DEADLY BLUNDERS THAT CAN INSTANTLY CRIPPLE OR EVEN KILL YOUR ONLINE BUSINESS
Starting on page 40, he covers 4 deadly blunders...
1. Your Marketing Cannot Defeat a Community - Duh. You alone can't overcome what others are saying about you.
2. You Can't Trick People - Everyone is connected and if you're a snake or your product sucks, people will find out.
3. There's Nowhere to Hide - Really, nowhere. If you shortchange folks, people will find out.
4. Your Secrets Aren't Safe - Read page 42 of the Attention Age doctrine to find out why.
GREAT CASE EXAMPLES OF THE POWER OF SOCIAL MEDIA
From page 46 to 53, Rich covers some pretty cool case studies of BIG MISTAKES people with a lot more money and power than you have made. Read it and you'll learn a thing or two about what NOT to do in the Attention Age.
SIX PLACES PROSPECTS MEET TO TALK ABOUT YOU
Page 54 starts a great summary of the new marketing mediums and channels. If you're not monitoring these 6 places and becoming a part of the conversation, your competitor will.
WHY ADDING VALUE EQUALS ADDING PROFITS
For me, the marketing geek, page 62 kicks off a great look at how Rich built himself from nothing to owner of an $8 million+ organization....without spending a dime on advertising.
Just a few things you and I could do EASILY. While we don't have the leverage of dozens of high-powered GURUs to tap into as JV partners (with big fat lists), we can leverage the SAME techniques Rich is talking about.
But how do you do it? Rich explains it starting on page 69...
MAVENSHIP: HOW TO BECOME AN ONLINE ATTENTION MAGNET
Then he gets into the 4 steps to becoming a Maven on page 73:
1. Pick an Area You're Passionate About
2. Commit to LIFELONG Learning
3. Be CONTROVERSIAL and Say What You Know is Right
4. You Must Be Willing ot Work HARD to Create World-Class Content
I could go through in detail the items above, but Rich does a great and quick job of it.
WEB MARKETING 2.0Next up is a discussion of the evolution of marketing, specifically online marketing but WM 2.0 has implications for traditional marketers as well. This starts on page 80.
Online Communities, Viral Marketing, The Product Launch Formula, and Rich's SECRET WEAPON are revealed in the next couple of pages.
Phew. Done.
Okay, so what's the NET NET of this report?
It's a MUST READ document that will have you rethinking how you go to market and market your products.
Even if you have NO products or services, It gives you the mindset you NEED to have if you're just starting out and want to become the GO TO expert in your niche.
Grab it today, especially since it's FREE and FULL of great INFO:
