Friday, February 17, 2006

The Birth of The Internet Marketing Package

The Niagara Guide has been running for a few years now and after having gone through a few twists and turns, I think I've finally realized what the heck has been missing from it for advertisers.

You see, my background is in Internet marketing and website development. One thing I've known for a very long time is that websites are commodities to most people. There are plenty of inexpensive website development companies and services available and frankly, I don't purport to be one of them.

Why? Because ultimately, I don't want to create websites that sit around and collect cyber-dust for their owners. If I create a website for you, I want it to be a living, breathing, vibrant, money-making investment for you that you just can't imagine living without. THAT'S what I want to create for people.

Now, in the case of The Niagara Guide, I got stuck early on thinking that it was JUST a business directory that we would sell advertising in. Bad - very bad. Most people think of advertising as a cost - and usually, a waste of money but a necessary evil.

I had that view reinforced today by a fellow who said that he'd committed his advertising budget for the year and couldn't afford to take us up on our new no-risk, money-back-guaranteed Internet marketing service.

I guess I didn't communicate my message well enough - or, I didn't get through the prevailing attitude that marketing is an expense.

I shouldn't be surprised, but in light of what I am offering to Niagara businesses, I guess I was.

I'll give you the stripped down version of our offer (the full details of which can be found here).

The Niagara Guide is offering a full Internet marketing package, complete with listing in The Niagara Guide, custom copywriting for your listing, banner advertising, couponing, article & tip submissions, first page placement in a variety of categories and best of all, built-in e-mail marketing to our opt-in list of subscribers for the measly price of $197 / year.

Here's the guarantee - if you don't make at least three times your investment in sales within the first 90 days, I'll give you a full refund. The catch? You have to take full advantage of all the services we offer in our Internet marketing package. If you don't take action, we can't be held responsible for the results.

Now, here's the thing that surprised me. This fellow indicated he'd spent his advertising budget for the year. It's only mid-February and he's got everything planned out for the year.

The way I read his comment, it seemed to me that he's resigned to spending his money on the methods he's always used, content to receive the same results he's always achieved.

Maybe it's just me, but I found his response illogical. I mean, when's the last time a newspaper or The Yellow Pages guaranteed you would achieve three times the ad cost (within 90 days, no less) or you'd receive a full refund?

We've built a lot of benefits and value into the features we offer in our Internet marketing package and I encourage you to take a look at what we have to offer.

I should also mention - for our existing customers who would like to take advantage of this new package, you can upgrade for a reduced fee.

That's all for now! I'll be doing a Podcast on the general topic of Effectiveness in Advertising as well. Stay tuned!

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