Game Over: The Pyramid Of Promotion™
The big mistake that most people make when getting into ANY business is that they FAIL to properly research the marketplace and the vertical keyword environment.
The second biggest mistake is to get overly excited by the technical discoveries made in researching the keyword environment using Krakken or other tools.
As a result of this excitement, and a desire to get their site up quickly, they do not take the time to develop a USP-Driven market story and therefore do not end up DRIVING the industry to which they are pitching.
Even if you were to develop a bigger and better website than all of your competitors, and use Krakken to “Swallow Your Market Whole,” a smaller competitor could still come along and find your Achilles heel, if you were not unique. The story of David and Goliath is very appropriate here. If you are not adding VALUE to the concepts, products and services for which your Market is hungry, the “Your Story” circle above will not be enough for you to maintain your current customers and you will see a drop-off in your LTV. (Lifetime value of Customer)
You will be BLOWN AWAY by how much more effective your Pyramid of Promotion campaigns become when you have a clearly defined USP-Driven Market Story that overwhelms every other competitor in your field.
When I discovered how powerful this approach actually was, and how little time it actually takes to formulate a USP-Driven Market Story, it made me regret that I had not taken the time to do it earlier. People are generally pushing redundant, “tired old tales” of products and services out to the market, without adding any new value to their customers, their products, their websites, or themselves.
Now let’s briefly talk about the Pyramid of Promotion:
THEME ZOOM Krakken
The Pyramid of Promotion should be your end goal, not the first thing you set up. I understand that some of you reading this might be hungry. You may even be desperate. In this case you may want to set up temporary Pay Per Click campaigns in order to get some “now money.” But I would be extremely cautious. Create safeguards on your account. Do not spend more than a few dollars. I have almost NEVER seen someone in a desperate situation do well with PPC campaigns and make money quickly.
Part of the reason for this is, again, a lack of the almighty USP-Driven Market Story. In a PPC campaign you have 3 lines to tell your USP-Driven Market Story. In some ways you need even more skill to write the USP headline in a small AdWords box than you do in a long Sales Letter. The smaller the snippet, the more self-convinced you have to be. Then there is the testing and certainty that the market is going to buy your story and find it more attractive. Testing is technical . . . and because it is so easy to do, it is easy to do WRONG. Again, testing falls on the Technical Leg. Additionally, most people do not have a clue which part of their Story to tell in what place and for what reason. Be advised that your overall USP-Driven Market Story will permeate the entire Pyramid of Promotion.
The marketing channels at the base will happen over time and require slow and steady development. Forget quick money with these long term strategies. The capstone of the Pyramid of Promotion represents the shortest and quickest direct response methods. These will provide quick results when done PROPERLY. For example, someone reading this may think- “Cool, I can go out and make some quick money with JV Partners.” Yes this is a great method but guess what? Your JV partners are going to ask you for your USP-Driven Market Story. In fact JV partners are sometimes worse than the general customer. They require pre-written sales copy and educational material and in fact, if you were to let them, they would keep your entire Technical Leg and Marketing Staff busy full time working on prepared autoresponders and related things. My point is only that once you have prepared a USP, you should carefully invest both the time and money necessary to tell that story in a powerful and persuasive way with excellent branding and decent graphics. Having done this well ONCE, everything at the base of the Pyramid is influenced. Unfortunately, when it comes to your USP-Driven Market Story, there is not so much a Top-Down approach to the pyramid of promotion.
You will always make more money by investing in a well thought out story as well as spending time to create and add value to the current marketplace. Check Mate! Here’s to Your Success: I want you to be successful. If you are an SEO consultant, I want Krakken to be able to help you profoundly distinguish yourself from other SEOs and SEMs in the marketplace. I want you to become a part of a new species of consultants called Super Crunchers (which I call Krakken Crunchers). If you are a business owner, I want you to have a long term Technical, Educational and Direct Response strategy that will turn your business into a Castle instead of a pup-tent. This is done using Website Silo Architecture. This will profoundly increase the Lifetime Value of your Customer. I want you to consider your Unique Sales Position in the Marketplace and tell a better story than your competition.
I want you to create a Theme Cluster using Krakken that measures the profitability matrix of this USP-Driven Market Story. I want you to publish a website that blows away your competition. I want you to look at your keyword market from the TOP LEVEL using the Krakken VOMA technology. This will help you make sure that the Market Story you are creating includes 300% more keywords and themes than anyone in the market (or markets) that comprise your Market Story. Once all of this is done, I want you to spend LESS MONEY for online promotion, including PPC. This will be possible because you have thought things through at a level that few people in any industry ever have. You can rank higher using 10 times fewer inbound links and you can pay less on Pay Per Click because of PPC Silo Mapping.
Check Mate.
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