Internet Marketing Hype: 40 Money Making Myths That Kill Success (and How to Beat Them)
In 2008, we released one of the first introductions to using Twitter. That ebook was a huge success. The downloads strained our servers and Fortune 500 companies asked us if they could use it on their corporate intranets. Twitter has since grown into a worldwide phenomenon and we followed up that ebook with a comprehensive guide to commercial microblogging, 99 Ways To Make Money Using Twitter. We’ve now turned our attention to an even bigger target. Our new book, Internet Marketing Hype: 40 Money Making Myths That Kill Success (and How to Beat Them), looks at the biggest myths, boasts and claims about the commercial Web, exposes the hype and reveals what really happens when you try to build a business on the Web.
All of the Biggest Internet Money Making Myths Debunked
It hasn’t been an easy book to put together. We first had to identify the biggest, most common and most dangerous exaggerations being made about Internet marketing. Cutting those claims down to just 40 took some serious editing. We then had to investigate why those promises were hyped and how they were being promoted. Often, that came down to the promise of success in impossible times, examples of checks printed with improbable numbers, and descriptions of lifestyles straight out of a Hollywood fantasy. At other times though, the hype was a more subtle repetition of a meme that sounded right but whose simplicity left out a great deal of important detail. To say that content is king, we discovered, is to ignore the no less important — but perhaps less exciting — role of search engine optimization and distribution.
But we didn’t want to stop there. Most of what we found were overstatements rather than outright lies. Sellers of information products would usually overpitch the value of their products rather than offer something with no value at all. Having identified the fluff, we then spent time stripping it away to discover the truth buried at the bottom. That critical approach yielded important dividends as we learned how Internet selling really works, how much it works, how fast it works and why for too many people, it doesn’t work at all.
The research wasn’t always pleasant and it would have been easy to be cynical, to assume that everyone pitching a product was lying and should be ignored. But that would have been to throw out a whole toolbox of strategies whose usefulness has been overhyped but which aren’t always entirely useless. In fact, most of them — used correctly and with realistic expectations — can be very profitable indeed.
The result, we feel, is an important resource that can help anyone looking to build a business online — whether it’s the first step towards global corporate domination or a bit of extra revenue at the weekends — to set realistic goals and use practical strategies.
From Unrealistic Promises to Practical Applications
Each chapter examines one commonly made claim in depth and describes the promises that marketers, gurus and sellers make (and generally break) as they pitch their courses. We then explain why the claim is overpitched — or even just plain false — and discuss the sorts of results, costs and difficulties that a hopeful Internet entrepreneur can reasonably expect as they start building their business.
In the last section of each chapter, we also explain how to beat the hype. We don’t make false promises or offer unrealistic results. But having described why the effectiveness of a strategy has been exaggerated, we discuss what you really need to do and the sorts of results you can reasonably expect.
And we’ve tried to make that section as clear, practical and easy to follow as possible. If a strategy will cost you money, we tell you. If it’s going to take time, we let you know. If the results are going to be meager for the sorts of effort you’ll have to put into achieving them, we give you fair warning. Having read the book, there’s a good chance that you’ll want to turn your back on some of the methods still being promoted by so-called gurus. AdSense Arbitrage, for example, a once-useful advertising strategy, appears to have had its day. But you’ll also have a better idea of what works — and how well it works — and you’ll know which areas are worth exploring, as well as those techniques that are best ignored.
The research that went into the book uncovered a range of different myths, from unsubstantiated claims about the low cost of creating a successful Internet business through the real benefits of social media to the growth of online videos and the effectiveness of sales letters and landing pages.
Some of the information we uncovered surprised us. The way in which Clickbank calculates its “gravity” score, for example, turned out to be worse than misleading. Not only is the score not an accurate measure of the quality of an information product for a reseller, it actually contributes to the promotion of low quality goods on the Web. When those products are hype-filled strategies, the result is a self-perpetuating circle of misleading information, lost revenue and wasted opportunities.
Throughout the book, we also provide plenty of quick tips, interesting facts and a short list of resources on each topic to help you continue building your business.
The Internet is still an opportunity. It’s an opportunity that anyone can take advantage of, turning an idea or a passion into a small — or even a large — business. But it’s also a place filled with hucksters hoping to make a quick buck by leading astray entrepreneurs looking for a shortcut to a goldmine. Internet Marketing Hype: 40 Money Making Myths That Kill Success (and How to Beat Them) tells you which potholes to look out for and provides a roadmap for real growth.
You can pick up your copy of Internet Marketing Hype: 40 Money Making Myths That Kill Success (and How to Beat Them) from Amazon.