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Report: The Fine Line Between Beoming Famous and Becoming Invisible
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Free Report: The Fine
Line Between Becoming
Famous And Becoming Invisible
The
world is different now.
In the past, fame was something that was graciously bestowed
by the media upon 'special' people. Actors, writers, politicians,
artists and others became 'media darlings' and were given a
special place in the spotlight by radio, television, newspapers
and magazines. This fame was bestowed because, based on
some extraordinary set of circumstances, the famous person
was somehow deemed to be 'worthy' of such fame. These
people were thought to be extraordinary in some way. |
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The dictionary clearly
defines extraordinary as 'beyond what is usual, ordinary or regular;
exceptional in
character; noteworthy; remarkable'.
In those days gone by, it could have been said that information was
'controlled'. If you happened to be just an 'ordinary Joe' and were not
'beyond what is usual, ordinary or
regular', it was unlikely anyone would take notice of you or your
accomplishments, let alone the Almighty
Media. No one could get into this exclusive club unless some journalist
somewhere deemed one to be extraordinary.
Your name would simply not appear in the newspaper or on TV if you were
'just another
person’.
Then along came the search engine.
When the Internet came along, the traditional journalists were
horrified to see that they were beginning to
lose their lock on the control of information. Newspapers, television,
radio and magazines have been on a
serious downward slide ever since. Frankly, it's a bloodbath. There are
two kinds of progress. In the first,
improvements are made on old structures, keeping them pretty much in
place. In the second, improvements completely destroy old structures.
The move to the search
engine culture is of the second
type as far as traditional media is concerned.
But hey, we no longer have to PAY for our information by being required
to buy a subscription, for it is
available to anyone simply by logging on - no signup or deposit or long
term contract required.
Unfortunately, the now somewhat desperate media are fast becoming
simple purveyors of sensationalist
blather. Joe Q. Public has now become the judge of what is deemed to be
exceptional, noteworthy or
remarkable and Joe Q. can access it any time of the day or night, from
anywhere on the planet for free.
Joe Q. is doing so in ever increasing numbers.
In other words, it is now possible to CREATE one's own fame through
this newer vehicle, by sheer effort.
One can be one's own, single client publicist. However, this is much
like saying one can become one's own surgeon. This can be dangerous.
However, with the proper skill set, it
can be a godsend.
In the old days, those of us in the marketing game would chase down
these poor journalists and 'pitch'
them, telling them about our client and request the journalist to
give up a little piece of that paper or airtime to run a story on our
client that would be out there for a single day
in a single market. This does not make as much sense anymore. The
search engines have changed this
outdated old paradigm forever.
Now, given the proper skill set, one can get that same piece in a
search engine. Everyone on the planet
can access it and it will stay out there - often for years at a time.
This is wonderful, but it also changes the game completely. There are
several key ideas we need to be aware of and
use to our benefit.
1. Over 70% of the population now PREFERS to get their buying
information from the engines.
2. However, they do not sit around and wait to get hit with a
commercial or an ad. When they go to the
Internet, they have ALREADY DECIDED what they might be looking for and
intend to purchase
3. They will look for that item using search terms
4. They will only purchase what they are made aware of through these
engines
5. If you are not there - for a GENERIC SEARCH TERM, you will be
invisible
Remember - your buyers will not google your name. They will not google
your company name. They will
not google your brand. They will, however, google words like 'book' or
'kids toys' or some other very
generic set of terms.
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The
competition for these
words is fierce and intense. You will be
competing with millions of others for
positioning on these words.
In the old days, being famous meant that nearly everyone knew your
name. That is no longer as important.
What IS important now is that you are famous in the circle of people
who might be your potential buyers.
Those people will be using those search terms to find what they will
buy.
Consciously creating your own fame within that group of potential
buyers IS NOT A ONE-TIME, ONE
SHOT PROPOSITION. You must recreate that awareness constantly - every
day - day in and day out -
or you will find that you will fast become invisible. Fame is fleeting;
even more so in the Internet
environment. Even if you do manage to create that fame, you will find
that the tired old phrase 'Here today
- gone tomorrow' will take on a whole new meaning.
So how does one create ongoing fame in this environment? It is achieved
through ongoing effort using
strategies that target your potential clients or customers. Day in, day
out hard work, using strategic
methods that will put your message in front of those buyers every
single day, reminding them constantly
that you exist when THEY DECIDE they want to see the message. The
strategy you will employ is the
single key to success. Without an ongoing, working strategy, you will
soon be invisible.
And please don't spam them, don't try to trick them and don't beat them
over the head. They will reject you if you do. That is NOT a good
strategy.
The key is to provide what they seek and to do so in a way that
demonstrates you really are extraordinary; beyond what is usual,
ordinary or regular; exceptional in character; noteworthy; remarkable.
In short, you will need to earn that fame
Keep that message in front of them, in the manner they prefer, and you
will never be invisible. You might even get famous.
Posted by Don McCauley
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