Mal Gordon – How to Sell on the Web

Theoretically, we are all rational and logical beings. If we can purchase something for a dollar, there would be no logical reason to pay six for it. I’ve developed a fondness for a particular brand of mineral water lately. Instead of buying in bulk and purchasing in the value size 1.25 litre

I prefer to go all out and grab the six pack of smaller glass bottles instead and gladly pay SIX TIMES more for the priviledge.

So why do I do it?

Because drinking San Pellegrino is so much more enjoyable from a tiny glass bottle that fits snugly in your hand, it’s a superior experience. All we ever look to purchase are great experiences, create something special and you’ll have a ready made audience that will gladly pay more.

Like a sound board but kinda not…

For those that have been following my rants for some time you’ll notice that:

I am pretty much just saying the same thing over and over – to cut through and be effective in the modern communications game you have to make work that’s worth talking about (nothing changed here, it’s always been difficult to produce amazing work that cuts-through the clutter)

Sadly, too many opt for the easy route and much time, effort and capital is thrown at making shit house banner ads and finding new and inventive ways of spamming people with EDMs.

This was shared into my Facebook feed today, I can’t remember who shared it, it doesn’t matter, the point is that they passed this tidbit on because it stuck out and is worth talking about.

Work that isn’t worth talking about isn’t worth sharing. If it isn’t worth sharing then it ain’t gonna work anymore.

Understand that the era of interruption advertising is dead.

Instead of creating the media plan FIRST focus on creating an idea or concept that communicates your vision and IS WORTH TALKING ABOUT AND SHARING

.

Funnel budget that otherwise would’ve gone into buying media (banner ads & EDMs anyone?) and pour it into the development and execution of a concept that might just fly.

Launch concept, a little bit of earned media at this point can help to seed it. If the idea’s worthy it will be picked up, it only takes a handful at first but if it’s got legs it will become:

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The game of advertising has changed forever, media is free and has to be earnt. The days of making a nice riskless retainer thanks to kick backs from funnelling your clients into unnecessary and expensive media buys are seriously numbered. For now, most clients are just as clueless about digital as you are, but what happens if they wake up and get savvy to the game?

Make a giant nuisance of yourself on the internet, much as David Thorne has done here

Then turn it into a book.

Then watch it rocket all the way to the New York Times Best Sellers list thanks to innovative marketing campaigns like ‘Help Me Sell More Books Than Justin Bieber’

Simple really.

Actually, the reason David’s such a success is because his work is:

so ludicrous that it’s worth talking about and sharing. If your content is drab, unoriginal and doesn’t stand out then it isn’t worth talking about and ain’t gonna go viral.