The “Spreadsheet Marketing” Lie from “Internet Marketing Confidential” Book
Here’s the most common lie I heard people tell themselves when I was doing day-to-day publicity for high tech companies.
I call it the “spreadsheet marketing lie.”
It goes like this:
“The widget market is huge. It’s a one-billion dollar industry. If we get 1/10 of 1 percent of that market, we’ll make one million dollars.”
The trouble is that it doesn’t matter how big that market is if they don’t need your product.
Do you need another spreadsheet?
Or word processor?
Or a book about your topic?
If the answer is “no,” then all the time, money and energy isn’t going to convince someone to buy it.
Get real goals.
Do real tests.
Get real education.
Then hit the marketplace.
Bottom Line: Internet Marketing can’t work if you have blinders on your eyes.
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Dan Janal is Founder and President of PR LEADS Expert Resource Network.
USA TODAY called Dan Janal “a true Internet pioneer” because he has more than 20 years of PR experience. He was on the PR team that launched America Online. He also handled PR assignments for IBM, Reader’s Digest, American Express, AT&T and more than 100 other high-tech companies, including many startups. He was responsible for the PR that introduced the CD ROM industry, as he served as PR counsel to Grolier and their Electronic Encyclopedia, the first piece of consumer software for CD-ROMS.
The San Francisco Chronicle called Dan Janal “an Email marketing expert.”
The LA Times called Dan Janal “an Internet marketing expert.”
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Great point Dan. When I got my first sales job, they gave me a “1/100 calls will close” statistic and told me to start calling as many people as possible. I asked if I was more creative in my approach and took more time qualifying / researching / creating relationships, could I increase that statistic?
Their response?: Just do your job, Justin.
That reminds me of the Mandarin Orange Fallacy, discovered in my distant youth. If there are, say, one billion people in China and just 0.1% of them like oranges, and you sell them all an orange on a subscription plan, one orange per month, you will soon be a billionaire, and employing half the people on the planet to grow your oranges for you. Stands to reason, huh? Just send me $999 and I’ll tell you how to do it…