Mal Gordon – How to Sell on the Web

Demonstrate your expertise

Through regular contributions that add value to your potential and existing customers on a regular basis – keeping a regular blog is a great way to do this

Demonstrate social proof

We are hard wired to deify those who have more followers/fans/likers/subscribers than us. It’s never been easier to advertise your popularity thanks to Facebook likeboxes, youtube view counts and # of Twitter followers, etc

Become the hub in your network

Seth Godin is right on the money with his linchpin analogy. In the past week alone I have been approached to:

I was approached to make these connections because I have become the hub in an ever growing network packed with key influencers and decision makers across a range of industries.

Being the hub of this network gives me immense authority as I am able to connect professionals and make deals happen.

The larger and more powerful your network, the more authority and pulling power you’ll find you’ll have.

A stranger spotted me on the street on Friday and introduced themself. I had never met this person before but they seemed to know me very, very well.

They recognised my face from my profile pic which is one of the first things you’ll notice on my Facebook, Linkedin and Twitter profiles and has pride of place at the top of this website.

I’m amazed at the number of professionals looking to network online and build their personal brand who don’t take the time to stick their mugshot on their profile/website header in order to gain instant recognition.

We’re all now internet dating, would you rather click on the profile with pictures or the one without?

There are many celebrity chefs. Many use the same format to deliver the same or similar meals, perhaps with their own mild variation or take on a dish.

Then there’s Heston Blumenthal

Heston’s take on food is very, very different.

“I don’t do food in an ordinary way” – Heston Blumenthal

It’s hard to ignore his approach to cooking because it is just so out there and unusual. I don’t consider myself to be much of a foodie, but, I will always take time out each week to catch Heston’s show just to see what amazing creation the mad scientist has concocted this week.

How is this relevant to me?

Great question, if you are applying the same marketing strategies in the same manner as your competitors then it’s going to be very hard to stand out from the crowd and get noticed. Yes, you may spend more than them and shout louder but wouldn’t it just be easier to do something different instead?

Your chances of being noticed because of it are much greater and you may even run the risk of people liking you for being brave and inventive enough to give it a shot.

Ever thought about what’s involved in a basic Google search and how Google decides what shows up in a search result and where it should be placed?

Wonder no longer thanks to this behind the scenes flow chart of a Google search.

Click here for a zoomable/readable version you can actually understand.