The Secret to Great Marketing

08 Jun 2010

The Secret to Great Marketing

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Business, Making Money

Referral Marketing

isn’t screaming louder

Marketing is a science. Some people are great at it…Tim Ferriss for example. He’s good.

Steve Jobs has a great team.
Seth Godin.
Hollywood Producers
Music Executives

They’re all good at it, but not for the reasons you think.

The current “flavor of the month” is the product launch formula.

Give them a PDF, a video, and do some viral marketing and bam! you’ve got a campaign.

It works, but I don’t think it’s necessary.

Furthermore, I don’t think it’s what you want to be doing.

Launches are exhausting

A full-scale launch using Frank Kern’s “Howitzer” approach is exhausting, expensive, and worst of all, burns out customer lists and affiliates.

They do what they are supposed to, which is create huge paydays, but long-term, it’s not how I would build a business.

I’d rather build something evergreen…something that sells 24/7.

I don’t like to close my products unless I have to. I like being able to build multiple income streams.

I don’t have the energy to launch every 3 months, and I don’t want to.

Right now, I have several products that sell 24/7:

Each of these sell on a weekly or monthly basis, whether I Tweet them or not.

I don’t have to create new videos or PDF’s to keep them going…they sell on their own.

To me, this is not only a much more relaxed way to do business, but a better long-term approach.

With one product, I can achieve an average of 20 bucks per day. With 5, I’m at 100. 10 = 200…etc.

This is the monopoly method, and it’s why I got in business in the first place.

I’m not a carnival…I’m an entrepreneur.

Referral Marketing FTW

Screaming louder doesn’t work for me anymore. It used to, but it stopped.

More Tweets might help, but not when they come from me.

Facebook links work great…when they come from other people.

Blog posts are amazingly effective…if someone else writes them.

Oddly enough, I’ve found that if I create something great, make my customers feel great, and stay true to my creative aspirations, then people not only feed off that vibe, but want to feed it to others.

I just wrote about Tony Hsieh’s book (Zappos guy), which talks about delivering amazing customer experiences.

I’ve made that my mantra…both personally and professionally.

I treat my customers like royalty. I don’t devalue their contribution. I know they work hard to earn money, and I try to reward them by providing great customer service and by going above and beyond what I’m supposed to be doing.

I send out free copies of stuff to people that need it.

I ask people what they think and try to improve where necessary.

I spend $10 bucks on a process that should cost $1 as long as it improves the customer experience.

And you know what? It works.

Do a search for Blogger Beats right now on Twitter. I don’t say much at all about it…but lots of other people do.

I don’t talk about Beyond Blogging (the book) very often, but many others do for me.

Why? I team up with bad-asses…create good shit…and deliver an exceptional customer experience.

Instead of spending my money on marketing, I spend it on experience. As a result, people start talking for me…and as momentum builds…my businesses do too.

Isn’t that the way it’s supposed to work?

Building Referrals into Your Marketing Funnel

There are a million ways to do this.

My pal James Tayo is doing something incredible in this department.

You can use plugins to use “refer a friend” bonuses.

You can pay affiliates handsomely.

You can offer rewards for valued customers.

You can offer tiered discounts for those that support you most often.

You can provide “rewards” the same way that an airline does.

You can hook someone up when they least expect it.

Give your customers a way to share the great shit they just bought…whether via Twitter, a referral code, or an email. Make sure you tell them you appreciate them, and go out of your way to make them happy.

It’s not easy, but it’s simple.

Too many people avoid hard and go for complex.

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http://twitter.com/nhangen/status/15743189648 Nathan Hangen

The Secret to Great Marketing You Forgot about http://nathanhangen.com/blog/marketing-secret
http://twitter.com/shannonrss/status/15743207417 Shannon Albert’s RSS

Nathan Hangen – The Secret to Great Marketing:

isn’t screaming louder
Marketing is a science. Some people… http://bit.ly/bAXsSu
http://twitter.com/kbloemendaal/status/15743207729 Keith

RT @nhangen The Secret to Great Marketing:

isn’t screaming louder
Marketing is a science. Some people are… http://bit.ly/bAXsSu
http://topsy.com/trackback?utm_source=pingback&utm_campaign=L2&url=http://nathanhangen.com/blog/marketing-secret/ Tweets that mention The Secret to Great Marketing | Nathan Hangen — Topsy.com

[...] This post was mentioned on Twitter by Nathan Hangen and Keith , Shannon Albert's RSS. Shannon Albert's RSS said: Nathan Hangen – The Secret to Great Marketing: isn’t screaming louder Marketing is a science. Some people… http://bit.ly/bAXsSu [...]
http://twitter.com/mikestenger/status/15743513683 Mike Stenger

RT @nhangen The Secret to Great Marketing You Forgot about http://nathanhangen.com/blog/marketing-secret
http://twitter.com/naominiles/status/15743763914 Naomi Niles

Couldn't agree more. RT @nhangen The Secret to Great Marketing You Forgot about http://nathanhangen.com/blog/marketing-secret
http://twitter.com/alltop_blogging/status/15745056698 Alltop

The Secret to Great Marketing http://bit.ly/bP1tRb Blogging.alltop
http://twitter.com/bloggingninja/status/15745057325 The Blogging Ninja

The Secret to Great Marketing http://bit.ly/aKgyoj
http://twitter.com/ferrisswatch/status/15745287611 ferrisswatch

The Secret to Great Marketing | Nathan Hangen: Tim Ferriss for example. He's good. Steve Jobs has a great team. Se… http://bit.ly/bJXhvr
http://taylormarek.com/ taylormarek

Good point, and it really is that simple. Doesn't take much, just have to be smart about it. The funny thing is that before I read the last sentence I already knew what it would say. ;P
Naomi Niles

Yay! Couldn't agree more.

I'd much rather build things that offer lasting value over a longer period of time and revise if need be than say, “you must buy this now or the earth will crumble”.

The second method may create more short term sales, but there are some of us in it for the long haul.
http://www.internetmarketingformommies.com Jackie Lee

I'm really glad you talked about this. All this conversation recently about launch and I've started to think I'm doing this all wrong. Nope, just differently! Just as you've described above. Now could I do it better ~ hell yeah, but I'm definitely going for long term rather than brief launch. Thanks Nathan!
http://twitter.com/southrngurl6489/status/15747850977 Jennifer Jinright

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://EricLWalker.com Eric Walker

Hey Nathan,

This is one of my first times being here. I've recently cut down on many many of the people I follow on Twitter. You made the cut, and now I can see your Tweets. I like what you're saying here, and I feel the same way. I come from the IM side of the tracks, and now getting to know the Third Tribers. Many of the IM'ers (and so do some of Bloggers and Third Tribers) play the scarcity card, but I agree that Evergreen is the way to go. And great customer service. I couldn't agree more. Your link to the search for “blogger beats” is a good example of creating a social feedback circle. It's as if that feedback informs customers you don't yet have.
Take care.
Eric Walker
P.S. Nice social media buttons
SpiritSentient

Yes, yes, yes! Dude, I can't see you ceasing to provide ME with an awesome experience. Your articles are high-value, helpful, uplifting, and resonate strongly with me. I've been living this way for some time, focusing on creating things that rock people's lives and that they're really thrilled with. It *does* appear hard at first, but it really really is a more relaxed way of doing business.

“I team up with bad-asses…create good shit…and deliver an exceptional customer experience.” Amen.
http://olegmokhov.com Oleg Mokhov

Love today's article man.

It's all about big-picture, long-term business building rather than crazy-hyped carnival launches.

I do the same thing with my music. Instead of trying to get my 15 minutes and nab a “hit” under my name, I focus on long term creatively as well as business-y.
http://twitter.com/sidsavara/status/15752477344 Sid Savara

The Secret to Great Marketing http://bit.ly/axWl7N via @nhangen
http://keithbloemendaal.com Keith Bloemendaal

I sit back quietly and continue to get consulting projects, I don't even market it, I mean no marketing whatsoever! People approach me for it, and I can't help but think it is because I don't shout…

I have lots of ideas for new stuff, but am waiting to team up with the right person for some of them, I just want to create something that people want, need and appreciate.

Honestly I am not much of a marketer when it comes to the online market, sometimes I am ok with that, other times not. Either way, my family is fed and clothed….
http://twitter.com/highlyinspired/status/15757528933 Shawn Christenson

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://nathanhangen.com/blog Nathan Hangen

Same with my consulting. I think people seek out like minds and will find someone they vibe with regardless of the marketing.

My goal is to overdeliver in that arena as much as I can. The side benefit is that I get to see what people are thinking and it helps me improve what I'm doing as a result.
http://nathanhangen.com/blog Nathan Hangen

You and I talk about this daily

Forget the launch, I want a Home Depot baby!
http://nathanhangen.com/blog Nathan Hangen

So glad to hear that. I promise to keep trying to do my best, and then some.

It's a shift in perspective, but now that I'm living it, it just feels so much better. I'm sure you feel the same way.
http://nathanhangen.com/blog Nathan Hangen

Eric,

Glad to have you. Be warned…I do rant from time to time…it's not always this pleasant, but I'm trying

I started in the “1st tribe” and went to a few other tribes and finally found my way some place in between. Maybe it's the 4th tribe?

Oh well, doesn't matter right? Eventually we create our own.

If you like the buttons, I've got several packs of them. Different styles too. Let me know. Would be happy to send them to you.
http://nathanhangen.com/blog Nathan Hangen

Jackie Lee is such a cool name

Different is good. People on the outside hate it, but it just means you're doing something right. Keep kicking it
http://nathanhangen.com/blog Nathan Hangen

Exactly. You do a great job of that and even though we've only known each other for a short time, I can just tell that you're one of those over-deliver and do great work type of gals. I love finding people like you
http://nathanhangen.com/blog Nathan Hangen

you know me too well my man
http://taylormarek.com/ taylormarek

Yup. Working on a couple things I would love to include you in, so I will be in contact soon. Don't get too busy, may have another interview coming down the lines…
http://twitter.com/nhangen/status/15782815495 Nathan Hangen

The Secret to Great Marketing http://ow.ly/1W507 (bet you didn't see this coming)
http://twitter.com/seanplatt/status/15783147108 Sean Platt

Totally agree with you, man. RT @nhangen: The Secret to Great Marketing ##digitalempire http://is.gd/cHTvZ
http://twitter.com/marsdorian/status/15783682362 Mars Dorian

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://twitter.com/maryhruth/status/15783963622 maryhruth

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://twitter.com/christiantjr/status/15784136262 Christian

RT @marsdorian: RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://www.heroicdestiny.com David Crandall

I love where you are focusing your energy. Customer experience, great product, smart marketing. All of that is how to be business minded and I love it. I'm learning a lot just following along watching this evolution.

Keep leading your empire!
http://www.marsdorian.com/ Mars Dorian

wow Nathan, this is one of your most valuable posts in a while.
I also believe that people should rather spend their energy on creating a kick-ass product rather then marketing the heck out of it.

Too many people follow a strict launch formula, and create the average crap that millions of others are crapping out. And I also think that most people care more about earning the Benjamins rather then helping their clients. If you give your customers the best experience possible (that's what I experienced from my offline work), then they will naturally spread the word.
After all, the customers is King.
http://twitter.com/vintagekrug/status/15786782643 Dave Krug

RT @nhangen: The Secret to Great Marketing http://ow.ly/1W507 (bet you didn't see this coming)
http://nathanhangen.com/blog Nathan Hangen

Going to be doing 1 great post per week. Try to hold back the ranting and just teach people how to build a business the way that I've done it. Hope it's useful.
http://nathanhangen.com/blog Nathan Hangen

Funny thing is it doesn't take much, and it's much more fun.
http://twitter.com/blogtechguy/status/15798711709 joelwills

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://twitter.com/karlsakas/status/15799556707 Karl Sakas

Sustainable promotion "Facebook links work great…when they come from other people." http://bit.ly/dALgPt /by @nhangen
http://zemalf.com/ Antti Kokkonen

Pardon my french Nathan, but this is the best shit you've put here on your blog. Period.
SpiritSentient

You know it man, and it grows
http://twitter.com/thesaleslion/status/15814825579 Marcus Sheridan

The Secret to Great Marketing http://nathanhangen.com/blog/marketing-secret/
http://www.thesaleslion.com/ Marcus Sheridan,The Sales Lion

Hangen, I swear we were cut from the same mental cloth….Mr. Roark would give this quite the thumbs up if he were commenting;-) …..as always, thanks for being so inspiring.
http://agilnetwork.blogspot.com/ Samuel Rodriguez

I like the very positive and proactive Nathan. Congratulations!
http://twitter.com/bigbrightbulb/status/15820804638 Crys Williams

Look: http://is.gd/cJzEa @nhangen on big launches — "I’m not a carnival…I’m an entrepreneur."
Jonny

Hey Nathan,

I am really interested in knowing how much you earn form these book both monthly and in total so far if you are willing to divulge that kind of information. You can shoot me an email at jonny@thelifething.com if you have no plans of making it public.
http://nathanhangen.com/blog Nathan Hangen

I've never been a fan of posting my income because it feels like #1 I'm rubbing it in and #2 there's very little context with just numbers.

That being said, maybe I'll find a way to do it that makes sense.
http://nathanhangen.com/blog Nathan Hangen

Thanks Samuel
http://nathanhangen.com/blog Nathan Hangen

That's what I'm talking about

Thanks Marcus.
http://nathanhangen.com/blog Nathan Hangen

Fire away! I love it
Leon Noone

G'Day Nathan,
As far as I'm concerned, all the 'Secrets of Great Marketing' were contained in “The 22 Immutable Laws of Marketing” written by Al Ries and Jack Trout in 1994. What surprises me is that so many so called web marketers don't seem to know about them.

The amount of wheelspinning and wheel reinvention on the web would leave the Daytona 500 field motionless at the start line.

I recently watched Eben Pagan's launch videos for his latest product. This was breathtakingly good stuff: as good as I've seen on the web. But I don't have the money to emulate it. And Eben's been a successful web marketer for a long time.
It's The Law of Leadership in action again.

Like you, I wonder whether all this high-powered launching, brilliant as it is, will work for most of us. Even if it does, it can't be divorced from the laws of marketing. And if you lack a clear market focus, a clearly defined target market and a category you can dominate, you're a good mate for Sisyphus.

And always remember The First Law of Business……….
Make sure you have fun.

Regards

Leon
http://sidsavara.com/personal-development/personal-development-favorites-for-june-13-2010 Personal Development Favorites For June 13, 2010

[...] The Secret to Great Marketing by Nathan Hangen [...]
http://twitter.com/ali_starbright Ali Starbright

I'm glad you said it Nathan. I've never done a launch but I find being on the receiving end a bit of an ordeal. It's pushy marketing, the type of thing I would't expect to find in 3T but do.
http://twitter.com/seanslife/status/16213675966 Sean Smith

The Secret to Great Marketing http://bit.ly/dCWKuZ /cc @feedly
http://www.websitebegin.com Joe Boyle

I've launched about three products, and no matter how simple they were, they were absolute hell to get out there.

Great post you've written up, here, Nathan.
http://nathanhangen.com/blog Nathan Hangen

3 products, at your age? Impressive Joe…nicely done.
http://nathanhangen.com/blog Nathan Hangen

3 products, at your age? Impressive Joe…nicely done.
http://twitter.com/andrewrondeau/status/16479341905 Andrew Rondeau

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N
http://www.webuildyourblog.com/ Andrew Rondeau

Reading this, Nathan, reminds of the Tipping Point by Malcolm Gladwell. It's about getting people to the point where many are talking about your idea or product or just you and it creates this huge ripple effect.

I love the snippets of quality information you have shared.

Thanks.

Andrew
matthewneedham

Some great ideas here Nathan. You're right, it's better to get $200 a day for ever than $5000 in one go and nothing. How do you decide who needs the products you give away?
http://nathanhangen.com/blog Nathan Hangen

People that are either a) influencers, b) willing to share, c) need it.

It's not an easy decision, and I don't do it often, but sometimes it just seems like the way ahead.
http://nathanhangen.com/blog Nathan Hangen

Have that book, but haven't had time to read it. I like the idea though…just build an avalanche that's “waiting to happen.”

Thanks for stopping by Andrew.
http://www.webuildyourblog.com/ Andrew Rondeau

I've got quite a few books I've yet to read as well!

I do like buying them but they don't end up being a priority!

Andrew
http://twitter.com/jenniferbarthe/status/16717963037 Jennifer Barthe

RT @nhangen The Secret to Great Marketing http://bit.ly/axWl7N – This is a good read. I like the article.