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Do you know the Internet has changed your business, but you don’t know how? And – more importantly – perhaps you don’t know what to do about it.Unfortunately, most businesses don’t know the rules have changed. They think Internet marketing is about branding, hype, advertising, mass markets, needs, traffic, transactions, copywriting and better products and services.It’s not. It’s about personality, value, reputation, niches, wants, communities, connections, buying frames and better experiences.If you’re a business owner, you must change your business to stay ahead.My new book "Fast, Flat and Free" shows you what has changed, and helps you create a practical strategy to take advantage of the incredible opportunities.
Citation preview
Fast, Flat and Free
How the Internet Has
Changed Your Business
www.FastFlatAndFree.com
You know the Internet has
changed your business
You know the Internet has
changed your business
You might not know how
and you might not know
what to do about it
You know the Internet has
changed your business
You might not know how
and you might not know
what to do about it
Maybe it hasn’t touched
you yet ... but it will ...
soon ...
You know the Internet has
changed your business
You might not know how
and you might not know
what to do about it
Maybe it hasn’t touched
you yet ... but it will ...
soon ...
You know it’s only
a matter of time
Your customers and clients can get access to your products and
services instantly, from somebody else and somewhere
else, and for little or no cost.
Here’s the problem …
fast
free
flat
The World Has Changed ... Have YOU?
Our life is fast – “soon” is too slow, and “tomorrow” is way too late
The world is flat – we can get what we want from anywhere and anyone
We want it all free – and somebody somewhere, can give it at that price
Become an authority
Build a community
Sell with respect
The Road Ahead
YOUR BUSINESS
YOURMARKET
YOUR MARKETING
show your face
serve a niche
make connections
lead with value
give what they want
set buying frames
invest in reputation
build your tribe
deliver experiences
Do This
Show Your Face, Not Just Your Brand
Internet users connect with people, not businesses. Be the face of your brand. Your customers want to learn about you as a person, so they can make a real connection.
1. Claim your on-line identity2. Design a positioning statement3. Put it all together in a video
Do This
Lead With Value, Not With Hype
Big companies with deep pockets can still succeed by throwing money into advertising campaigns, but most business owners can't. Lead your marketing with value instead.
1. Be an expert2. Publish high-quality articles3. Leverage with a blog, newsletter,
podcast, slide shows, video, etc.
Do This
Invest in Reputation, Not Just Advertising
Many people will hear about you on-line before they ever visit your Web site. Establish, build and nurture your on-line reputation in a number of places – not just on your Web site.
1. Extend your reach with social media2. Learn from peers and colleagues3. Monitor your reputation on-line
Do This
Serve a Niche, Not The Mass Market
Most businesses cast their marketing net too wide, scared that they will miss opportunities and lose market share. Take the opposite approach: Find a niche, and serve that niche.
1. Identify a niche2. Make sure it’s profitable3. Adjust your marketing
Do This
Give Them What They Want, Not What You've Got
Most businesses sell what they've got, even if it's not what the customer wants. This can sometimes work, but it's hardly the basis for a strong on-going relationship.
1. Conduct on-line surveys2. Know the right questions to ask3. Interpret and use the results
Do This
Build Your Tribe, Don't Chase The Crowd
Build and nurture your "tribe" – the network of people in your business. These are not just your customers and clients – they are other people who influence your business success.
1. Insource, outsource and crowdsource2. Collaborate with peers3. Affiliate with influencers4. Engage more with customers5. Sell to advertisers
Do This
Make Connections, Not Just Transactions
The Internet has changed the entire buying process. Buyers are ready to buy when they perceive a need. Sellers are ready to sell when they spot a prospect. Now, the buy cycle often starts long before the seller is even aware there is a cycle.
1. Get permission2. Write a high-quality newsletter
Do This
Set Buying Frames, Not Just Features and Benefits
You don't know somebody's frame of mind when they are visiting your Web site. If they're in the wrong frame of mind, they just won't buy.
1. Create a path for site visitors2. Write a compelling home page3. Be more persuasive on your Web site4. Use a sales letter template
Do This
Deliver Experiences, Not Just Products and Services
It's no longer good enough to sell just products or services. In simple terms, products can be outsourced to China and services can be outsourced to India. What can't be outsourced are experiences.
1. Improve the product experience2. Improve the buying experience3. Fix your shopping cart
About Gihan Perera
I’m an Internet coach for thought
leaders, experts and business
professionals.
I’ve been using the Internet since 1987;
and since 1997, I’ve been helping business
owners do better e-marketing and e-
learning.
Did the Internet change your world
while you were looking the other way?
Fast, Flat and Free will
show you what has
changed, and how you
can take advantage of it in
your business.