I’ve written a few contrarian things lately.
Specifically, I ranted a bit about why I think the most common “make money online” technique doesn’t work for most people, and about how, really, the most important ingredients of success are persistence and grit.
Then, on my own blog, I ranted about why “systems” for achieving specific results don’t work.
I got a lot of comments, emails, and tweets agreeing — too many people are looking for a quick fix, and we need to remember the basics: hard work, and good old-fashioned stick-to-it-iveness.
But believe it or not, there’s actually a problem with taking that train of thought too far.
Like everyone else on the social web, I just read Seth Godin’s new book Linchpin. It’s a big book, not so much in number of pages, but in number of ideas.
One core theme is the idea of emotional labor — bringing more human feeling and connection to your work, some essential part of yourself that can’t be automated or outsourced.
It strikes me that this gets to one of the key distinctions between different models for doing business online.
This is part one of a three-part series on how to profitably translate advice from old-school marketing guru Dan Kennedy to a new online environment.
Dan Kennedy is the Sovereign of Sales Letters. (Or maybe that’s the Duke of Direct Response.) He knows exactly how to deliver a marketing message with maximum clarity and zero confusion. As he’ll readily tell you, he’s one of the world’s highest-paid copywriters. His classic book The Ultimate Marketing Plan promises low-cost ideas and high-profit results.
This book delivers on both counts, and it’s well worth the read. But it was written in 1991, and at first seems like it’s more relevant to a restaurant or dry cleaner than it is to an online marketer.
Those of you who subscribe to the Internet Marketing for Smart People email newsletter found out on Monday what Brian and I have been up to for the past few months.
We knew it would be cool, because, well, we designed it to be cool.
We wanted to build something people would really get value from.
But still, when we saw what people were doing inside after the first day, we all looked around at one another and pulled a Keanu.
Do you know this story?
A scorpion needs to cross the river. He asks a friendly-looking frog to carry him across.
“Do you think I’m stupid?” asks the frog. “You’re a scorpion. You’ll sting and kill me.”
“No I won’t,” says the scorpion. “That would be completely against my self interest. If I sting you, I’ll fall in the river and drown.”