VIRAL MARKETING RE-VISITED
or 'Why viral marketing isn't working for you' (C) 2002 Andy Brocklehurst http://www.succeed4u.com =================================================================
It wasn't all that long ago that the big buzz word for web marketing was 'viral marketing'. Viral marketing is still as powerful as ever, but some of the finer points have to be re-visited.
As with any marketing technique or idea, it is at its most powerful when not too many people are using it. Viral marketing got so much exposure, that many of the ideas and methods that were talked about no longer have the punch they once did.
Take the idea of circulating a 'Free e-book' for example. The word FREE has always been considered a powerful word, but its only truly powerful if what you are giving away has value.
To be more specific, it has to have a high PERCIEVED value.
You could write the best e-book in the world and give copies away, but free e-books are now so widespread that many people don't give a free book a second thought. It no longer presses a hot button that drives the person to download and read it.
And even if someone does download it, because its cost them nothing it has zero value to them.
EASY SOLUTION...
Don't give away your viral e-book for free! Instead sell it at an entry-level price ($9.95 - $19.95), and give away free resale rights so that anyone who buys it can sell copies and keep all the profits.
In doing so you capture an audience who are all prepared to purchase a product online. This is a much stronger base of people. Typically those who only want what is FREE are a lot less likely to visit your site and make a purchase.
If you really don't want to charge for the item, then still attach a premium. For example, 'to get the free product you must try one free issue of our newsletter'. This provides a way of getting the prospects email address, and through the useful free content in your newsletter you build credibility and can of course market them your products. Give the rights to sell, give away or use the product as an incentive to ensure it keeps on spreading.
THE PROBLEM WITH MOST FREE/CHEAP BOOKS...
Another huge problem with free e-books as viral tools is that at some point, some numb-nuts marketing klutz has suggested that free books should be thrown together and packed with affiliate links. This is where their bad reputation has come from.
If you do offer a free/cheap e-book, make sure its content is good. Ask yourself one simple question, "If I bought this book for $20, would I be pleased with its content?" And ask that question even if you are just giving it away for nothing.
That free book, report or whatever it is MUST help build your credibility. If its just a ton of links to products that you make a commission from, the only reputation it builds you is that of someone who wants to just take peoples money.
If you want to learn how to write an e-book PROPERLY, which you should do for both e-books you sell and those you give-away for free, check out the free info at http://www.infoproductmagic.com
A TOP TIP...
If you can find something viral to give away or sell with resale rights that IS NOT an e-book - use it.
A piece of software, a useful web tool, it could be anything. For the very reason I cited at the outset, free e-books are not as strong as they once were, and slowly low-end products with free resale rights are losing their power too. In most cases people buy them just to resell and NEVER read them themselves. If they don't read the book, your viral message is lost.
TWISTING IT...
Viral marketing will always be powerful, you just have to slip some originality into what you do with it.
A while ago I wrote a copy writing article called "Twisting for success". It's available for free on my web site. Read it, because you can apply the ideas there to being original with your viral ideas.
================================================================== Andy Brocklehurst is the owner/founder of http://www.succeed4u.com and the author of "Info Product Magic" and many other books. Visit his web site for more free articles, tips and ideas that will drive your online business to amazing new heights. Use this article in your e-zine or on your site, provided this resource box is left in place. ==================================================================