"Earthman"

All Posts by Ben Hunt
My job is to look at the world and wonder... "How can we make things better?"

The Path Program: Week One

Published 11 months ago - 3 Comments

In the summer of 2016, I got together with a couple of other coaches or facilitators to put on a course on “whatever you most want in life” and called it “The Path Program”.

We ran the course for four weeks, and I made one short video per day over that time, building from some basic principles through to putting your big plan for your life into action.

Now I’m sharing my videos with you for free. I hope you get as much out of this material as I did making it. I certainly discovered a massive amount about what I’m doing here. Enjoy!

Week One Day One: Introduction & Signposts

Week One Day Two: Who Are You?

Week One Day Three: Your Place in Space

Week One Day Four: Your Place in Time

Week One Day Five: WORD

Week One Day Six: Be, Do, Have

Week One Day Seven: Get Out of Your Own Way


And here’s the “Stop It” sketch I refer to.

A Business Proposal For You

Published last year - 6 Comments

I’ve been mulling on this idea for a few months, and I guess it’s just time to put it out there.

In brief, I’m looking to partner with a few people who want to take advantage of my online marketing platform in return for some compensation (fee / share of revenues / etc.). Specifically, I want to know YOUR ideas for how YOU would partner with me.

Here are the facts as I see them…

1. Incredible Potential

Webdesignfromscratch.com is a kick-ass domain! Here are the top traffic keywords from Google Analytics over the past four weeks.

Webdesignfromscratch.com top traffic terms (past 4 weeks)

Webdesignfromscratch.com top traffic terms (past month)

That’s only what I could fit on the screen, but Analytics shows 38,313 visits to the domain in the past month, of which 29,766 came from organic search.

WDFS Traffic

I also have a mailing list with over 8000 contacts that has grown by 4000 in the past year.

My mailing list growth over the past two years

My mailing list growth over the past two years

Bottom line: If YOU were to post your high-quality content on my website, it has a great chance of ranking well. Plus we can instantly promote it to thousands of people who are interested in web design, marketing, copywriting etc..

2. Seriously Under-Utilized

When I was in the agency business, I ran a five-figure monthly business with several staff with zero marketing work, other than posting on Web Design from Scratch.

Here’s what I learned early on…

Sharing what works and telling people how you get great results for clients is the perfect advertisement for your business!

While I am still working in web marketing, design, development, I don’t have the time to continue to develop new courses, books, and other products.

If you’ve been following me for a while, you’ll have seen the evolution away from web design, SEO, CRO etc. and through ethical marketing and the open-source movement.

These days my professional focus is more on innovation for companies, and my personal passion is in the area of sustainability and green living.

So I’m not posting enough on WDFS, and I’m not mailing my list enough. These are amazing resources that are simply not being used optimally. That means there’s a huge amount of business — and money — sitting on the table.

3. You Need More Business, I Want to Help.

I’m looking for a few partners who share my values, who have big ideas, and who are keen to build something cool.

This opportunity may be for you if…

  • You’re not a dick.
    • This is super-important. I promise everyone who signs up to my mailing list that I won’t sell them out, so anything I promote must be legitimate, useful, interesting, and honest.
    • Plus, if we’re going to work together long-term, we need similar values or it isn’t going to work.
    • Of course, you need to be good at what you do, and passionate about it.
  • You like to share what works.
    • The whole purpose of Web Design from Scratch has always been to share information about how to market online the right way.
    • So I only want content that’s generous and genuinely helpful.
    • That doesn’t mean you can’t blow your own trumpet. On the contrary, I’m specifically looking for your case studies about how you get traffic, get conversions, solve problems, win customers, retain business, make money, increase profits (whether for your own business or for clients).
  • You’ve got big ideas.
    • When it comes to the difference you’re making in the world, the bigger the better. It doesn’t matter if you’ve got a large agency or a big product/service company, or you’re just one person. It doesn’t matter if you’ve got lots of money in the bank or none. I am interested in hearing what you’d like to change.
    • I love innovation, I love passion, and I love ideas that will improve the way we live. Making money is important, but it should come as a result of making a positive difference.

Your specialist area could be almost anything, as long as it’s interesting and helpful to my audience (people who do web design, web development, or online marketing).

You may be interested in WordPress, graphic design, copywriting, email marketing, web security, search engine optimisation, pay-per-click marketing, social media, conversion rate optimisation, or pretty much any area of online marketing and tech.

The Deal

I’m offering you:

  • Licence to publish your content on webdesignfromscratch.com.
    • This may be your own work, or joint interviews etc.
    • It is subject to my editorial quality control (must be top-quality stuff), and also subject to fair use (you can’t spam the site, we need to keep balance).
  • Ability to promote certain top-quality content to my mailing list.
  • This may include genuine offers and deals.
  • Plus any connections, collaboration, ideas, or coaching I may be able to offer (in limited time!)

What I’m asking from you is your ideas for trade.

  • Could be a partnership fee (suggested $500/month).
  • Or possibly a revenue-share arrangement (need to be clear how this would be monitored).
  • Or… something else. What kind of win-win scenario can you think up?

To take the next step, simply email me with your proposal! (I promise to reply to any genuine proposal that isn’t fucking stupid.)

Your pal,
Ben

 

Spend an Hour in the Company of a Great Teacher

Published last year - 6 Comments

Today I learned that my friend and mentor Alistair Smith passed over into “whatever happens next”.

Our history is relatively short. Alistair contacted me around a year ago to discuss his visions for reconnecting the spiritual and business realms, and his ideas for bringing a new creative vitality into entrepreneurship. We struck up a friendship.

Alistair also told me that he was living with late-stage cancer, but, far from being a death sentence, for him it was an embodiment of his relationship with life. Alistair had a lot to say about his insights with this experience, and I know there will be books published about it.

I feel extremely privileged to have had the opportunity to interview Alistair about life, the universe, and everything, just a few weeks ago (as a bonus for my course “The Path” that I ran recently).

While he was physically very sick on the day we spoke, he felt energised and was able to talk for an hour.

I would love to share that interview with you.

Now, please don’t think this is about marketing or making money, although we do go into the ethics of wealth (which is fascinating). This is an opportunity to walk alongside a phenomenally wise human being on the last stage of his “earthwalk”.

I learned a huge amount from this short time with Alistair. I hope you will too.

God speed, my friend!

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Bowing Out

Published last year - 5 Comments

Friends,

This is something that has been brewing for some time, and probably won’t come as a big surprise if you’ve been following me for a while.

Basically, I have decided to retire from the business of online marketing / web design.

Why? Because it is no longer a complete expression of who I AM, and there is an urge to do something more that I just can’t shake off.

I’ll explain the reasons more below, but first let me give you an outline of what’s going to happen from here:

  1. I’ve asked my good friend and colleague Brian McFarlane to take over the management of Web Design from Scratch.com. Brian is an outstanding marketer who really *gets it*, and he will help build the site’s presence in a way that it deserves. WDFS is a great asset, but I have not given it the attention it has needed (that’s a sign in itself). You can expect to hear some exciting news from Brian and other great marketers in the near future.
  2. I have taken down the WDFS Premium restrictions, because that also didn’t get the attention it needed, so that content is now freely accessible. Anyone who has been subscribing… please go ahead and cancel your subscription now. (However, watch out for my next thing, as I’ll offer you a discount on that as a thank you for your support.)
  3. I will still be writing, and I’ll remain on hand as editor-in-chief, to provide what support I can to WDFS and Open Source Marketing.

More on why…

For several years, I have been bashing my head against a wall, trying to make something happen that I thought I should do… Some kind of ethical and fair reinvention of the online marketing model that could involve a flexible network of specialists using a new profit-sharing model.

Great in principle, but (as my inner circle friends will be only too aware) never managed to see the light of day.

For a while, I told myself that the reason why I never realized that new business model was because I was either too lazy, or lacked the ability to manage.

But I now know that’s bullshit.

I now believe the real reason it never happened is because it wasn’t supposed to. Without getting too woo-woo on you, it feels like a voice has been getting louder in me, pushing me in a different direction.

As my “Finding Your Why” essay suggests, that true path or calling has always been there, and has been expressing itself through various projects and achievements…

Web design, copywriting, usability, conversion optimization, branding and positioning, ethical marketing… ALL this stuff is an expression of what I’m REALLY about… which is

“to explore and to share ways we can do things better together”

Lying beneath all those symptoms and expressions there has always been something deeper. And the truth is that none of those things has been a true, full expression of that one thing.

So I have decided to take the plunge into the one thing. If I don’t, I’ll keep going round the same carousel ride, ignoring the increasingly loud messages from (the Universe?)

Next question: What is my ultimate expression (right now) of exploring and sharing ways we can do things better??

Right now.. it’s this! It’s what I’m doing myself. It’s what I’m writing to you about in this letter..

If you go through my Circuit Questionnaire, you’ll pick up that the essence of what I want to help people or brands discover is their magnificent and unique gift that they can offer the world. (And, to be totally honest, I get a lot more excited about doing that exploration with people than with brands!)

That’s what this is… It’s the process of discovering and manifesting the BEST that we can be. Stepping into our true calling, which will not only be what will deliver personal fulfilment and happiness, but will also allow us to give the most we can to the world.

Now that I write it down, I can see how everything has been pointing this way.

Do I know exactly how it is going to pan out? No, of course not! If I did, I wouldn’t be on my edge, I’d be playing it safe!

Am I scared? Yes.

But I’m excited too.. and right now I know that some of you guys on my list will share that excitement…

Because you may be one of those folks who have felt this gnawing doubt, probably for several years, that there’s something more that you’re supposed to do… But you don’t know what it is!

So that’s where I’m going to invest my energy next. With pride and humility I’m handing over other areas of my business to people who have more drive and commitment than I can offer, so that I can create something to try to help other people (like you) to step into the life you truly want.

Briefly, I’m sketching out a program to deliver exactly that, in partnership with two other amazing facilitators. I don’t know exactly what form it will take, but I know it will be unlike anything else I’ve ever experienced, and I know it will be an experiment, a step into the unknown. If you’re interested to know more, please email me back.

There will be more to follow in the next few days. If you’ve read this far, thank you! I don’t take your attention for granted, and I truly hope I can continue to serve you in new ways.

With love, your friend,
Ben

Time To Take My Own Medicine

Published last year - 15 Comments

This is an open letter to my tribe, my friends in the marketing world.

You already know if you’re one of them, because you’re going to keep reading, because you care about making a real difference, you care about integrity, and you believe that marketing can be a force for good.

First, let me start with a confession. I know that, over the years, I have written too many posts about new business models, models which I have never implemented.

Although I’ve been in the online marketing business for over twenty years, I guess I’ve always felt like a bit of a lost soul, restlessly looking for something that I could never find.

It wasn’t visual design, it wasn’t conversion, it wasn’t niche marketing or application development or SEO or copywriting… or any of the other things I’ve turned my hand to.

Big Realizations

I’d like to share with you some very important insights that have led to the big change I’m about to announce.

1. Genius

My first big realization from the last year was discovering my Genius (what you might call my why, my path, missioncalling, dharma, or ikigai).

I have understood that I’m not really a web designer or a marketer. My own genius is…

To explore and share ideas for how we can collectively make a better world.

Maybe that’s why I have never been able to manifest a marketing business? Because that would not be a true reflection of my own calling. What really gets me bouncing out of bed on a Monday morning is idea exploration. I’m a person who needs to be at the edge of new ideas. And managing a business does not fit easily with that.

2. ONE Thing

The second big insight that has come my way this week is from this book: “The ONE Thing” by Gary Keller.

The book starts with a movie reference that I love. It’s the scene in City Slickers where Billy Crystal’s character asks Curly, the crusty old cowboy played by Jack Palance, what the meaning of life is. Curly raises one index finger, leaving Crystal’s character puzzled. For the wizened old cowboy, life is about “one thing” and we each need to find our one thing.

I’m only halfway through this book, but it is all making perfect sense to me, and it’s helping me to crystallize a bunch of thoughts, many of which I’ve been preaching for years — but have consistently failed to apply to my own business!

Stuff like…

  • The middle ground is not safe. It’s the path to poor results.
  • Risky is the new safe. Safe is the new risky.
  • Find your niche and immerse yourself in it.
  • Massive success does not come from a sequence of small improvements, but from tackling massive goals.
  • Figuring out what to say “no” to is a far more important factor in success than what you say “yes” to.
  • It all starts with being something remarkable. The rest flows from there.

All this points to my “one thing” — which right now is clearly marketing strategy. To be more specific, we could say it’s cracking the code of marketing strategy.

(So I know I need to stop things like developing web applications, designing websites, and writing extensive copy for clients. More on that below..)

3. Coaching

Realization #3 is that I have not been following my own advice!

I constantly find myself telling clients and prospects how hard it is consistently to apply what you know to your own life and business, which is why the strategy services I provide can be so valuable.

But yours truly has constantly tried to walk my road solo, without asking for help or guidance from others!

So I have arranged to get an experienced coach, who I’m hoping can help keep me pointed in my right direction.

I know that, if I’m going to make a real difference, I have to focus in a way that I have not done before. That will mean saying “no” to a lot of the stuff I have let distract me in the past, and to throw myself completely into cracking my BHAG (“big hairy-arsed goal”).

Change of Focus — “The Marketing Strategist”

So, from today, I have taken on a new role. I’ve changed the tagline on this website to “The Marketing Strategist.” I think adopting that title has the right mix of inspiration and fear. To step into our full powerful potential should feel like going out on a limb.

My big goal now, my ONE thing, is to pick up the original objective of Open Source Marketing, which is to try and crack the code of marketing strategy.

I think there is a desperate need for this in the world right now. We’re inundated with “how-to” marketing advice, but what’s missing is “WHAT-TO” do!

Who should use Facebook? Not everyone, certainly!

Who should use webinars / content marketing / PR / Instagram / squeeze pages / SEO / email follow-up sequences / pay-per-click / product launches / podcasts / YouTube videos / marketing automation..?

The answer is always the same: Not everyone. If we were to try every option, we would quickly exhaust our resources (time, money, energy)!

I think the biggest marketing challenge facing businesses today is simply being unable to see the forest for the trees.

The 80:20 rule applies in full force here. 20% of the things you could do will deliver 80% of the benefits. So it’s essential to know what those bottom-80% activities are, so that we can avoid them.

If we’re going to achieve our potential, we need guidance on WHAT to focus on, what to learn, what to practise, what to become an experts in.

And there is surely logic behind those decisions. That’s what marketing strategy is about. And that’s what I’m going to try to solve.

Here’s how it will work:

  1. Take a bunch of real-world case studies and figure out what the “right” marketing strategy is.
  2. Then figure out why that strategy is the right one. This step is about breaking down the factors that combine to make X the right way forward.
  3. Identify a set of questions that, when answered, would give us the raw material to identify possible positive strategies (or at least to identify approaches that are unlikely to be helpful). That working set of questions is The Circuit.
  4. Then find ways to make that logic more accessible. This could possibly even be an online wizard, which could take all your Circuit responses and give you practical guidance on what your strategy could be!

To my knowledge, nobody has done this before, or possibly even attempted it. It is certainly a mammoth task!

Case Study: Skin of Gold

I am working with one client right now who has two businesses. One of these is an artisan skin cream, which sounds amazing. (It has genuine skin-healing properties, combining pure gold and silver with a selection of carefully-selected essential oils. So it literally promotes the skin’s own healing powers, and has repeatedly caused unsightly marks and skin conditions to disappear.)

The client currently only sells a few dozen units per month, and realistically only has capacity to produce around a hundred bottles per month, as things stand.

When I worked through the strategy, it became clear to me that this product should have a significantly higher price tag than it is now, and that we should try a risk-free “Challenge” tactic, backed up with a 100% money-back guarantee.

The second step is to try to get customers onto a continuity program, where they get a new bottle of the cream every month, in return for a significantly discounted subscription.

Using lean thinking, if that initial small-scale campaign proves profitable, we would then expand production, possibly using a few hand-picked affiliates (beauty bloggers or magazines).

The question is, why? WHY is the “30-day Challenge” a viable strategy?

So my next step is to break down and sort through the factors, to determine which would apply in every similar case. For example, here are some I have identified already…

  • an unknown “challenger” brand
  • a market that already has incumbent products that people use regularly
  • proof of mobility, i.e. customers are open to trying better alternatives
  • decent profit margin (important for money-back guarantee, helped by raising the prices)
  • genuine, demonstrable benefits for the majority of users

Once I have figured out what rules seem to apply, I can then record that logic in some fashion, so that next time we get a client whose business environment matches these same factors, we can apply the same logic, and ideally learn and optimize the system.

A New Marketing Strategy “Agency”

Clearly, I need to devote my time to figuring out as many marketing strategies as I can.

That’s why from today I will now offer only one service: marketing strategy consulting.

The details are not yet finalized, but I anticipate that could start an hourly basis (i.e. the consulting offer I put out in December, which is working great!) but could also ideally grow into a profit-sharing partnership.

For now, my agency will just consist of me. I may build a consortium of other strategists over time. Clearly, the world needs many marketing strategists!

With that in mind, I’m open to running a weekly hangout for people who know that marketing strategy is the way for them too. If you’re interested in being part of this, please let me know.

Book?

It would also make sense to write a book on marketing strategy. I don’t yet know what this will look like, but I do know it needs to be based on real-world case studies, not just logic.

Some Business Opportunities

This refocusing of my business creates a range of opportunities:

1. Have Me Work on Your Strategy

First, if you know you need clarity in your marketing, work with me! I’m looking for a few businesses with great potential. The only catch is that you need to be willing for me to publish some details of your business in case studies!

2. Join My Marketing Strategists’ Working Group

If you know you were born to be a marketing strategist, if this idea inspires you, please email me and we’ll think about creating a working group.

3. Help Me Launch a Ground-breaking PHP App

I also need a PHP / MySQL developer to take on the development of a very exciting web-based application I’m building for one of my clients. I have developed a prototype myself, and now it’s time to take it to market. If you’re a serious PHP developer, based anywhere in the world, and you’re looking for a long-term project, let me know!

4. Manage “Web Design from Scratch Premium”

The plan with WDFS+ was always to bring on more trainers who could contribute to building the best, most current, most comprehensive guide to creating effective websites (in a post-Web-Design-is-Dead world). I have a revenue-sharing model in place, ready to bring on more great content.

If you have ideas for material you would like to share with a larger audience, please get in touch. Alternatively, if you would be willing to manage the growth of the platform, please let me know (I’m offering 25% of all revenues).

Watch this space as we try to crack the marketing strategy code!!!

Why Marketing Strategy is the Future

Published last year - 7 Comments

If you’ve read “Web Design is Dead” you will already understand why the old generalist web designer/developer/webmaster role is facing imminent extinction, and why I believe that “marketing strategy” is a viable evolution for web professionals who are both smart and multi-talented.

In this post, I’d like to dive a little deeper into that idea of Marketing Strategy as a discipline: why we’ll benefit, how it may work, and what kind of future we could build around it.

What is Marketing Strategy?

It’s the answers to questions like these…

  1. What is my exact brand, and my position in the market? (i.e. Why will people care, and why will they trust me?)
  2. Who exactly is my target market, and what problem do they want to solve?
  3. What exactly am I offering, and why is it so special?
  4. How do I think I’m going to reach my target market cost-effectively?
  5. How will I engage them, earn their trust, and communicate the benefits of my offer?
  6. What assumptions am I making about all this, where could I be wrong, and how will I find out without going broke?

To sum up,

How are we going maximize our chance of success when we go to market?

My position is: if you go to market without having very good answers to these questions, you will waste time and money. (You’ll waste some time and money anyway, that comes with the territory, but having a clear, flexible strategy will help you to minimize the amount you waste, often making the difference between success and failure.)

Why Marketing Strategy?

sensoryAs publishing technology has matured and the technology benefitted from increasing investment, the barrier to entry has dropped like a stone. Practically anyone can publish a great bare-bones website now, with zero technical skills.

That means the web is rapidly getting busier. There is more competition for customers’ attention. Even though most of the competition is poor, the place sure is getting noisier!

A by-product of more noise is more customer apathy. We have tuned our bullshit meter to a hair-trigger.

We don’t want more content or information… we want more intelligence, editorial guidance, trustworthy brands that can help us to navigate daily life more easily.

So publishing online is no longer enough to differentiate. Winning is not about publishing more, or publishing faster, or even reaching more eyeballs. It’s about reaching the right people, with a compelling message, earning their trust, turning them into customers, and then nurturing them through a long-term, mutually-empowering relationship.

We can sum up that strategy as qualitative. We need intense research, deep understanding, focus, and commitment. Scatter-gun, “Chuck it at the wall and see what sticks” approaches won’t work, only add to the noise.

I guess I’m saying that what’s most crucial is having a strategy that’s clear, good, and responsive. If you don’t know in exactly what direction you want to go, how will you know if you’re heading there? And how will you know if the next webinar that’s offered, or the next cool piece of software, or the next coaching programme will help you?

Know exactly who you are. Know intimately what group of people you choose to serve. Know what their problems are. Know what questions they’re asking. Know where they’re asking those questions. Know how to reach them. Know why what you’re offering will help them in a way nothing else can at the price.

Don’t guess. Know!

You (or your clients) can’t try everything. You will break the bank in the attempt. And there are more potential marketing channels today than there have ever been, with more coming online every week.

Whereas a few years ago, you could count the viable channels on two hands (TV, radio, outdoor, point of sale, print ads, direct mail…), today there are literally hundreds of channels.

Plus, success depends on applying focused force. If you spend a day trying AdWords, another day trying email marketing, and the next trying blogging, you will undoubtedly fail at them all.

It may be that there are one or two great channels among the hundreds, where the majority will drain your resources. Or it may be one PR story, one relationship, or one subtle message that outperforms everything else.

The point is, you cannot figure out your path to greatest success by trying everything. Paradoxically, you also can’t figure it out on paper before you start. Sure, research is essential, but sooner or later you also have to try stuff in order to test your assumptions and actually find out.

So strategy is not about figuring it all out up-front. It’s about figuring out how we’re going to find out. That requires discarding a bunch of options early-on, based on logic alone, and then coming up with a plan for cyclically testing and learning using a reduced set. (This is the area where we can learn a lot from the Lean Startup movement.)

Here are a few questions that the Marketing Strategy process should be able to answer…

  • Should my campaign try PPC, social media, PR, organic SEO, content marketing, webinars, books, etc.?
  • Should we try to get prospects’ contact information? If so, what ways shall we try?
  • What other products, cross-sells, or up-sells should we offer, and when?
  • How will we enrich our relationships with our customers over time, delivering and getting maximum value?

I believe that it should be possible not only to answer all those tough questions, but also to do so using a system. We have some handles on some of the logic already (for example, don’t even consider SEO for a short-term campaign, and Facebook organic marketing is unlikely to be profitable for a B2B proposition).

Summary: Why marketing strategy?

  1. Businesses need it, and deserve it. It is disgusting that so many companies have wasted so many resources on websites and campaigns that need not have failed.
  2. Web designers and online marketers need it. The market for delivering websites has lost most of its value, and it will never come back. So web professionals need a more solid way to deliver real value to our clients.

When I look at my work over the past few years, I can tell that the problem of systemizing marketing strategy has permeated most of what I have done. That really is the big problem that I would like to crack.

The Circuit Questionnaire took a few months to develop, and now gives us a great foundation for what questions we should ask. The next challenge is the logic, and I think that’s a much bigger one. The Stack model is also proving to be very useful.

When I started Open Source Marketing, my vision was to create an automated wizard that would take your answers to the Circuit Questionnaire and print out the bones of an effective marketing campaign. I would like to believe that’s still a possibility.

It may well require some human intelligence, or to ask a bunch more questions, to reach final conclusions, but if this decision-making process can be simplified in any way (even as simple as, “Should I use AdWords Yes/No?”) we should try!

How Can We Make it Work?

The Stack teaches us that, whatever the market, there are potential customers at every level, from the free DIY user, through the “self-serve” paid DIY, coaching, mentoring, and consulting models.

Of course this holds true for the “market” for marketing strategy. There are small business owners who want to know how to invest $100 per month in marketing, who have time and desire to learn. At the other end of the scale, there are large businesses who invest $100M per month in marketing, and who want to hire the best person or team they can to do the heavy lifting for them. Both (and everyone in between) deserve access to the right kind of marketing strategy intelligence for their needs.

  • DIY market: They can invest time, but little or no money. Books, free or low-cost self-study courses, group support (like forums) and automated wizards are common solutions.
  • Done-With-You market: These are businesses who have some talent in-house, and who need (and can afford) more guidance than the DIY users. They want more direction, to maximize their chances of rapid success. Typical DWY solutions include group coaching programs and time-based, directed courses, often with some “hot seat” or 1-1 element.
  • Done-For-You market: At the top end, we’re playing with bigger stakes, so buyers want the best expertise money can buy. This is where we get into consulting, and also where profit-sharing models become more attractive (as explored in my WebPro2 concept).

One of the things I like to do when considering a Stack model is to ask how we can take learning from the point of the stack (the DFY, hands-on consulting end) and let that knowledge filter down to the other levels.

(You can apply this thinking to many service businesses. Even, for example, a vacuum cleaner repair guy! Now, you might think you can’t get more of a hands-on business than vacuum cleaner repair. But even there it might be possible to generate DWY or DIY streams. If the repair man diagnoses a particular fault that’s common to a certain model of vacuum cleaner, he could make a video of the repair job and sell that online for a few dollars. Or he might create a self-study course in vacuum cleaner repair, including all the training videos plus some centralized marketing support. The principles are: there are always people who need your skills, and they always want those skills packaged in different ways.)

So let’s start to put some flesh on the bones. If I’m serious about creating a real marketing strategist discipline, what would that look like, and what would it require?

My Vision for the Future

The first thing is a personal step for me, which would require stepping into the “Mr. Marketing Strategy” shoes. I teach a lot about the importance of finding your genius, choosing your niche, and putting your roots down in that space, so that you become the most intimately-connected brand. Essentially, you become equivalent to your niche.

(Personally, I have struggled for years with how to brand myself. The main reason is because I have enjoyed some success at a range of different things. Each of us needs to find the environment that complements our unique capabilities, desires, and interests. What appeals to me about marketing strategy is that it allows me to indulge my interest in everything!)

Marketing Strategy Agency

brain-powerAt the top end of the Stack, we need a model for a new kind of marketing agency: i.e. a marketing strategy agency. I think this is a very interesting idea indeed.

By focusing entirely on one area (in this case, strategy), one can increase one’s knowledge and expertise faster than by being a generalist.

One of the cool things about hiring someone only to do your strategy is that it can increase trust by removing the conflict of interest. If you go to a marketer who specializes in SEO, they’ll offer to help you with your SEO (for a fee), and the same goes for most other professionals in most other disciplines.

But when you go to your marketing strategy person, if they’re paid on your success (say a percentage of turnover), and if they do not actually deliver your marketing campaigns themselves, it is not in their interests to sell you an idea that won’t benefit you. If I’m paid when you succeed, why would I propose you hire a PPC person, unless I’m confident that PPC will be profitable? It is really interesting how aligning the service provider’s success to the client’s success changes the decision-making process.

Clearly, we would need more than one agency, so a model for an agency is required. How does a marketing strategy function efficiently? What business models should we use? How do we write up contracts, manage compensation, and resolve disputes? WebPro2 could expand to fill this space, i.e. an open-source pattern that anyone can use to set up their own strategy agency.

I am already on this path, as I am now choosing to work with clients more on strategy (including keyword research and high-level copywriting) and less on “lower-level” delivery tasks.

Marketing Strategy DIY

Screen Shot 2016-03-15 at 18.03.42There is always a range of possible DIY products, both paid and free, including courses, ebooks, and online content in various formats.

My thinking is that the Open Source Marketing project is already the natural home for the “how-to” of marketing strategy. There is a big space there that remains unfilled: the exact steps for designing a marketing campaign that has maximum chance of success.

So, as the agency does its stuff, what we learn should be turned into useful DIY materials, useful both for DIY clients who want to do their own marketing, and also for people who want to develop their marketing strategy skills to market to clients.

Marketing Strategy “Done With You”

That leaves the middle band, the “done with you” section of the market. There are a few possibilities here, among which a coached course, which combines live and pre-recorded material, for prospective strategists is likely to be the most appealing.

However, first I still need to make progress on developing the discipline. Right now, the process of strategy has very little shape (beyond the Circuit and Stack models, which prove to be helpful in practically every instance).

Another interesting option could be to have a working group of end-users (i.e. businesses, not marketing professionals). I ran a program called Breakthrough in 2015 along these lines, which was very effective.

What’s Next?

I’m giving serious thought to how a marketing strategy agency might work, and am enjoying developing ideas using my existing clients. To launch a dedicated agency would massively accelerate this learning.

If you know that the marketing strategy discipline is for you, or if you would love to be part of an early working group, feel free to reach out to me and perhaps we can set up a working group.

I plan to continue to develop Web Design from Scratch Premium, and to open it up to more providers, so we can keep a good flow of web design best practice, always anchored to “the right way.”

All feedback welcome. Please leave a comment.

WDFS Premium is Ending… Tell Me What YOU Need In It!

Published last year - 0 Comments

At the end of today (February 29th, 2016), I’m removing the early-bird 50% discount on Web Design from Scratch Premium.

Tomorrow, the price will double to $19 per month.

What is WDFS Premium?

It’s a growing library of tutorials on a range of topics. Basically, I want to give you everything you need to do web design and online marketing the right way in 2016 and beyond.

If you’ve read “Web Design is Dead” you’ll know that a lot has changed in the past few years. Publishing a great-looking website that works across browsers, works on mobile, is accessible, and SEO-friendly is no longer something that only an expert can do.

Today, anyone can get a basically great website quickly and cheaply. Fact!

So the bar has lowered, and that simply changes the problem we’re faced with. If anyone can get a good website, what do we need to do to compete?

Well, that’s what WDFS+ is all about…

  • Yes, if you’re going to customize WordPress sites, you do need HTML and CSS skills (but not the same skills you needed a few years ago).
  • SEO and social media will continue to be extremely important (if you’re interested in getting a steady stream of traffic without having to pay for it).
  • And, fundamentally, the strategy you take to market is now more important than ever! There are now so many ways to publish, to reach prospects, and to manage your marketing relationships, you simply can’t even TRY them all! It’s impossible. You need to get wise, fast!

So that’s what I want to give you with WDFS+. All those core skills, plus whatever else you’ll need to travel light and fast in this new era (see below).

I want to train you to be lean and mean, to be highly efficient, so that you can out-meneuver your competitors.

Why am I charging for it?

Someone asked me this on email today, and quite rightly.

First, let me say I am going to continue to develop Open Source Marketing, and that will always be free. The Pro Web Design Course and Ultimate Web Design material will also stay free.

There are a few good reasons why I’m charging for this new material…

  1. In order to keep it relevant, it needs to be regularly updated, extended, and refreshed.
  2. I want to continue to put significant time into making this not just good, but excellent! If I’m getting some revenue from it, that justifies regular time.
  3. I’m not the only person who’s going to make content for WDFS+. My good friend Jonathan Perez is hard at work on the ultimate CSS tutorials, and I’m planning to bring on more experts too.

What is it going to include?

Well, I’ve got a pretty good idea about some of what’s needed. And a LOT of that is going to be around strategy. (In fact, I’m planning to create a new agency model that delivers marketing strategy exclusively! So that’s going to help me really accelerate the learning process in this area.)

And… we have a blank sheet, so we can create whatever we want!

So I’d like you to tell me what your biggest issues are. Let’s make this collaborative!

When you sign up for Web Design from Scratch Premium, I would love for you to tell me your questions and challenges. And I’ll see how I can use those real-life problems to create new guidance to help everyone.

In fact, I’ll commit to responding to every single feasible request.

How about a group??

facebook-shiny-logoWould you be interested in having a private, secret Facebook group exclusively for WDFS+ subscribers? We can use that to ask quick questions, discuss issues, get support, and help out each others’ businesses!

If YOU want a secret group, with direct access to me and other experts, let me know and we’ll make it happen!

You have a choice!

Web Design from Scratch Premium is happening. It has some great content NOW, and it’s going to get a lot more great content. Every month, it’s going to get better and better and better.

You may choose to be part of it today, or you may choose to be part of it in the future.

The difference is, if you join after today, you’ll pay an extra $9.50 per month. Hey, at $19/month it will still be great value! But it’s still $114 each year that you could use for other things.

I hope you’ll join us, and be an active part of the next generation of online marketers. We’re the ones who’ll outperform the competition because we’ll out-evolve the competition. We’re fast, we’re lean, we’re smart, we’re not wasteful, but we’re also real, and honest, and (perhaps most importantly) love doing what we do.

50% Lifetime Discount Expires at the end of February!

Days
Hours
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Grab the Early-Bird Discount Here!

 

Small Business Marketing DIY Idea

Published last year - 31 Comments

I’d love to get your thoughts on this idea. Watch the short 5-minute video I just shot in my garden.


In the post-“Web Design is Dead” world, most businesses should never pay huge sums for “Big Bang” website projects.

One critical reason is that the true success of a marketing campaign is rarely designed at the beginning. It is more often figured out interactively over time. A “Big Bang” design or redesign is logically guaranteed to deliver a sub-optimal product.

Success comes from on-going optimization and adaptation… keyword research, content production, experimenting with traffic channels, testing lead-generation techniques, split-testing sales messages, etc.

That’s why the ideal model for businesses and for service providers is going to be Web Pro v2

…at least for larger businesses!

Clearly, Web Pro v2 does not scale that well for small businesses. If a business is turning over a modest amount, target-based or profit-share compensation models will not be interesting for good marketers, who can get greater results faster for clients who have bigger turnovers.

So what do smaller businesses need?

I’m convinced that the answer is for most of us small business owners to do our own online marketing, with some affordable assistance from professionals.

  • I might give you an hour’s strategic consulting that could save you months of wasted effort.
  • For example, if a web pro can get a WordPress site up and running in an hour, there’s no point you spending several days trying to figure it out only to do it once.
  • However, for those tasks that you can do effectively on a regular basis, you should be empowered to do them for yourself, without having to rely on a paid professional! (e.g. social media marketing, content production, SEO, etc.)

So I think we need the right combination of specific skills and strategic guidance, in order to deliver a situation that’s predictably profitable for all small businesses!

Fortunately, the good news is that we have a great selection of tools that we can use to promote our own businesses and trade online (including WordPress, Shopify, Etsy, eBay, Facebook, Pinterest, etc.) These are either cheap or free, and often very accessible and easy to use.

YES — You can do your own online marketing today, without investing half your time learning new skills!

However, there’s a flip side, which is that this ever-expanding range of possible tools can be overwhelming.

So how does a small business actually manage the process of executing its own online marketing, in a way that genuinely saves money without eating up too much time?

That’s the problem I’m proposing to address with a new stream in “Web Design from Scratch Premium”, and I would love to get your feedback…

What are YOUR biggest challenges, questions, or fears when it comes to doing your own marketing?

Do you think a “Small Business Marketing DIY” course sounds like a good idea? Please add your comments below.

Looking Ahead to 2016

Published last year - 13 Comments

Following a recent email from an email subscriber asking how all the stuff I’ve been talking about in the past year fits together, I just made this 30-minute video for you.

In this, I’ll explain the massive breakthrough I had recently regarding my “genius” (it’s probably not what you think), and how this impacts everything I’m doing.

I talk about Open Source Marketing, the Ethical Marketing Group, a new ethical marketing channel, WebPro v2, a massive new book project, another book project, and finally a revenue stream for 2016!

Please watch this right through, and feel free to comment.

My Thoughts on Jeff Walker’s Product Launch Formula

Published last year - 26 Comments
Jeff Walker Product Launch Formula

I got this message recently from someone on my email list.

Im a novice in this but i was studying a lot years ago. The thing that made me step back in it was that in my quest for knowledge i found out this thing about The Internet Marketing Syndicate.

https://omegavirginrevolt.wordpress.com/the-syndicate-the-internet-marketing-scam-organization-behind-game/

Could you if possible clear for me if there any truth on this Scam and what are the guys i need to avoid get info from?

The thing is that im from Brasil and i know now there are some Internet Marketers promoting similar stuff there. Similar to Lauch Formula of Jeff Walker. Is there any good in this stuff or are only hype?

Thank you in advance.

Here’s my response.

Hi ———.

Obviously, I’m not in a position to comment on the Syndicate, and I really know nothing about “game”. Of course, there is obvious and clear history linking a lot of these “marketers” together.

I am happy to talk about Jeff Walker’s “Product Launch Formula”. In my opinion, it works. That’s obvious, because everyone’s using it, and have been for ten years.

Why does it work? Because it systemizes a model of scarcity and pressure-selling. For me, that’s unethical. Sure, if you have *real* scarcity (like if you only have 2 boxes of the product left, or you’re offering coaching and there are only so many hours in the week) then that’s the truth and you can use it to increase urgency in your selling message. People have been doing that for thousands of years.

But PLF is about creating artificial scarcity. It says, “Instead of just offering the world what you sell, create a buzz around an limited window of opportunity.” Then there’s a lot of stuff around the tactics of how you build up that buzz, and create multiple opportunities to buy, etc., all stuff that’s been tested and pretty much perfected over the years.

At the end of the day, it’s fundamentally unethical. So the question is, what do you want? If you want to make as much money as possible, by persuading or coercing people into buying your stuff, use PLF.

I choose a different path. I prefer to build real trust over time (sometimes a long time) and to earn a small tribe of loyal followers. Not “get rich quick” addicts. People who are like me, and who want to build the same kind of world that I want to build.

It’s down to your own ethics and your own choice, my friend.

What do you think of PLF?

Jeff Walker PLF I’d love to hear your thoughts.
  • Have you tried Jeff’s Product Launch Formula?
  • Did it help you to sell your stuff effectively?
  • Do you think it helped you to sell ethically? (i.e. The right people were empowered to make the right choice for them, with all the information they needed, without being misled or manipulated?)
  • If you offer a guarantee, what percentage of buyers have claimed on it?
  • How have the client relationships panned out?
  • Perhaps you’ve just read Jeff’s “Launch” book? (I have, and found it very interesting.)

Please comment below, thanks.