Why Do Businesses Fail?
Many people have often said that the number one cause of business failure is that people run out of money. I'm going to say that the reason that they run out of money is because they are doing marketing that doesn't work. They end u spending all of their money in advertising and their kind ofadvertising doesn't generate a response rate. Therefore, they run out of money because of the way they approach their marketing Online I can do all kinds of things, without having to spend a lot of money, so if you are tight on your budget, online is really the way to go.
The other reason that online is different, dramatically different than the real world, is that in the real world you're trying to get a person to say "yes" or "no." And because you don't have the luxuryof hanging around, you rent a mailing list, you prepare your direct mail piece and you send it in the mail and you've got to get that to pay. If it doesn't pay, you're dead.
But online, I don't want a "yes" or "no, " I want a "maybe." I want a person to raise their hand and say "Yes, I like your information and I think I will sign up for your e-zine. I will receive those free reports you said you were going to send. yes, I want to test it out, I want to just stick my toe in the water, I don't want to make a decision, I don't want to say yes or no, I want you to just lavish me with free stuff."
And frankly most of your free stuff is digital: digital special reports, digital streaming audio, streaming video. These are things that don't cost you any money to deliver except the cost of setting up the repository.
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