Have the 'marketing experts' online succeeded in creating an internet version of the rat race? As everybody knows perceived experts in any field are closely watch and highly regarded. Online entrepreneurs are no different in how they regard any perceived internet marketing guru. This faith in their knowledge is never more evident than during any new product launch. Typically any new release has everybody scrambling to purchase the latest software, system or strategy. The problem here is that most of these products are new 'discoveries' that go counter to previous products that they sold. Online entrepreneurs now find themselves taking a whole new direction in their business thereby walking away from any previously invested efforts.
Let's have a look at the product launch 'cycle' can cause online entrepreneurs to continue changing directions leading to an increase in frustration and a decrease in their results.
'Guru's' Change Direction
Every new product launch 'presents' a different or improved version of the way we are currently conducting business. Of course whatever is being presented has to be different otherwise there would be little incentive for people to make the purchase.
We the 'Rats' Follow Them
Generally the promotional process involves explaining the need for the change being introduced. As a result the current tactics being used are criticized and dismissed as being ineffective, much like the previous product launch. In essence it is time for us to change direction in the way we do things and start over, again.
Their Products Are Purchased
Of course after the convincing reasons as to why the change is needed to be made, people abandon their 'former' approach, purchase the 'updated' product and begin a new cycle. All is not lost however, since the product creator has (once again) made a profit!
New Efforts Are Invested
Now people redirect their focus and efforts on implementing or utilizing their new product purchase. Needless to say previous efforts are now forgotten as is the loss of time and energy that has been invested. A fresh start is being made with renewed enthusiasm and hope until...
New 'Guru' Discovery
Online entrepreneurs are greeted with yet another 'recent' discovery where another marketing guru has once again 'cracked the code' and uncovered another flaw in the current system. At this point people listen to the pitch, make the purchase, and start all over again. Lost in their freshly stoked enthusiasm is the fact that their inconsistent efforts are doing little towards gaining them significant results in their businesses.
Internet marketing experts carry much influence with online entrepreneurs so much so that people are willing and eager to purchase every new product the experts create. It is typical that with every new product launch by a high profile marketing guru, people line up to purchase and use whatever has been created. Sometimes however, whatever is being promoted goes completely counter to a product previously created. This can result in a complete change of direction for many businesses resulting in the loss of any gains made or efforts invested. Now this is not to say this is the case every time but more to note the influence the well regarded marketing guru possesses. It is up to the individual to find the helpful nuggets as they are presented but it does not always require complete or wholesale changes. Internet marketing will continue to evolve and we as marketers must be willing to do the same, but this can and in most cases, should be done a little bit at a time.
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