This is only the beginning. It’s going to get much, much bigger.
Social marketing is all the rage right now and if the signs are to be believed, this is a mere taste of the future. Part of social marketing involves joining various online communities in your niche and adding value to those communities.

Social marketing is most definitely not about joining as many groups as you can, regardless of their relevance to your niche, and spamming the living daylights out of everyone with “ME! ME! ME!” kinds of advertising and requests. This will get you banned, and rightfully so.

I wrote a post earlier that basically said marketing is really about making friends and exchanging value honestly and transparently with others in your community. I especially emphasized the importance of giving freely without immediate expectation of return, or profit.

Recently I’ve noticed traditional marketing folks who are excited to do this “new” social marketing thing and botch it up terribly by forgetting the cardinal rule of all human interaction. Namely, give before you request. Offer your assistance, advice, service and do so without expecting anything in return. Be a member of the community first and then you won’t be a so-called marketer.

[In online communities, the word, marketer has a fairly bad connotation. Members of a group frequently refer to an outsider who is trying to take value without offering anything in return as a marketer.]

Stop
If you’re ever banned, even once, you need to step back and take stock of your online behavior. And then change it; radically! Being banned means you didn’t follow the community rules. It also suggests that you’re in the wrong place, or offering information that is only self-serving.

Look
Whenever you join a new community, the first order of business is to read the guidelines and follow them very carefully. Next, if the guidelines don’t say not to, introduce yourself and don’t mention anything at all about what you have to sell. It’s not about pushing your wares, it’s about the opposite. You give people valuable ideas, answers, or assistance and they are eager to learn about who you are and what you might have to offer.

Listen
Are you getting repeated complaints about your profile, signature, or comments? Are you humbly taking the advice of the group? If people are kind enough to not instantly ban you, be grateful and listen carfeully to what they’re telling you. Assuming you are really interested in being a part of that group.

Be Valuable
Read all the hot discussions and get a feel for the group’s style of posting and responding. Follow along until you feel you have something valuable to add, whether that be an important, but so far unasked question, or a great answer to a previously posted query. Be a part of the group by showing up regularly and contributing excellent quality material and we will appreciate you and listen to what you have to say.

Social marketing is not about advertising. It’s not about yelling in the streets. It’s most decidedly not about appearing to be a member of a community so that later on you can sell the hell out of your products when everyone has their guard down. (Trust me, that’ll never work.)

Make connections with people and be a friend. Take the time to do it right and you just might find you’ve also made a bunch of great new friends who are as thrilled to become your customers as you are to become theirs.

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Day-before-yesterday I read a great post over at skelliewag.org that stirred up an excellent discussion about whether or not it’s important to write well online. I’m not a great writer myself and, in fact, I started this blog in part to get a little more practice.

But this got me thinking about writing in general, word usage and credibility. So I put on my tall, pointy hat and decided to post my opinion about five words that really annoy me when misused. Here they are in no particular order.

Our first word is unique. No, really, that’s the word!

Unique
Like being pregnant, you can’t be a little bit unique.

Wrong
Hey I woke up the other day and realized I was somewhat unique. Later I got over it.

Right
Hey I woke up the other day and realized I was unique. Thankfully, I’ll never get over it.

Next up, a word which will probably produce a little argument. I maintain that, unlike unique which should never have a modifier, quality must always have one.

Quality
I saw someone write (for the thousandth time at least) that, “this thing is a quality piece of work.” Or, in another instance, “that’s a quality blog.” The only thing missing is a clue as to whether the confounded thing is any good or not! Quality has to have a modifier. Bad quality, good quality; the word quality by itself is utterly meaningless.

But I’m afraid it may be far too late to get that issue fixed as it’s really gotten embedded in the English-speaking world’s psyche, no thanks to the foolish aristocrat who first pushed that concept out there in the 14th century. Blast that dictionary for contradicting me anyway. Nevertheless, I’m right.

Wrong
Hey buddy, you gonna’ finish that quality bowl of lecithin gravy?

Right
Hey buddy, you gonna’ finish that top quality bowl of lecithin gravy?

Irregardless
There is, in fact, no such word. I finally figured out why this is such a common mistake. I believe this to be the illegitimate child of the marriage of “irrespective” and “regardless”. It may sound like it’s a good idea, but regardless of your intense desire to misuse this one, and irrespective of all the reasons you might offer in your defense, using “irregardless” is probably the biggest no-no of the bunch since it’s not a real word.

Wrong
Bill continued to awkwardly reach toward the precariously balancing bowl of warm, lecithin gravy, irregardless of the inevitable disaster which was sure to follow.

Right
Bill continued to awkwardly reach toward the precariously balancing bowl of warm, lecithin gravy, regardless of the inevitable disaster which was sure to follow.

Hopefully
It’s almost always used incorrectly these days. Cotton really wrecked it for everyone back in 1702. “. . . Hopefully, we’ll see you tomorrow.” Hopefully I’ll do this, hopefully I’ll get that; this is just so wrong I can’t begin to even tell you. (Granted, according to the dictionary, my attitude about this word apparently places me in the traditionalist camp, but I’ll address that in a sentence at the end of this post.)

Wrong
Hopefully, the unicorn-riding space travellers from Alpha Centauri will arrive and give us plankton, chocolate and some sort of odd, gravy-like substance.

Right
I hope the unicorn-riding space travellers from Alpha Centauri will arrive and give us plankton, chocolate and some sort of odd, gravy-like substance.

In the wrong sentence above, the literal meaning suggests that the space travelers will be feeling hopeful as they arrive bearing their lovely gifts; they will arrive feeling hopeful. However, 99.9% of the time, the writer writing this intends to suggest that they themselves are the ones feeling hopeful about the arrival of the space travelers bearing gifts. Always ask yourself, “who is feeling hopeful?” and then make sure the sentence is reflecting that properly. (I know, purists will also say I should have said, “s/he himself/herself is the one feeling hopeful” but man, isn’t that awkward!?.)

Anxious Instead of Eager
Many people use the word anxious to describe an upcoming event they are excited about. In fact, by using the word anxious, they are saying they are worried about it. If you’re excited, say you’re eager. If you’re worried, then use anxious.

Wrong
Ludlow was anxious to open all the incredible presents he knew he would be receiving at his very first lecithin-gravy party.

Right
Ludlow was eager to open all the incredible presents he knew he would be receiving at his very first lecithin-gravy party.

Now many will probably hassle me endlessly about the swiftly changing nature of the spoken language arguing that anything that gets used often enough becomes validated by its very ubiquity.

But hey man, I’m tellin’ ya, if we don’t have at least a few ground rules and standards, I might as well start riggle plag mimmbly bum toothbrush the squirrelpaste. Know what i mean? How will we understand each other if we make up our own rules and just run with them? I’m as excited about change as the next guy, just as long as it’s change for the better.

If you are as excited and curious about language as I am, and if you want to find more ways to avoid those embarrassing usage boners, have a look at some of these related articles I found during my travels.

10 flagrant grammar mistakes that make you look stupid
Common Errors in English by Paul Brians
Style Guide from The Economist
Words & Expressions Commonly Misused from Bartleby.com

Disclaimer: I’m no expert grammarian and also don’t think anyone is a dummy. I’m just a grammar muckraker raking up some muck. Hope you liked it. I also encourage healthy debate.

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Remember when I said this was an experimental marketing blog? Did I not say that yet? Ah, right then . . . this is an experimental marketing blog. That means a couple things actually.

This is certainly my experiment with marketing and blogging ideas in general and blogging about it all at the same time. But it’s also a blog in which I’ll use ideas I think will be useful and we’ll all see if any of them work, or not.

Don’t worry, I’ll be documenting my successes as well as my failures. Even the epic ones. Really. We will all win.

So about that headline . . . I’m reading a book on copywriting right now by one of the top practitioners of the art named Joseph Sugarman. I mentioned him in a recent post.

I was told, and have read many times elsewhere, that the headline is equally as important as the rest of your piece, sales letter, page, or whatever it is you’re writing. Some people rank it even higher.

That means that if you spend an hour on your post, you should spend an hour thinking about a headline to go with it. Wow.

In fact, sometimes I invent the headline before I ever think about what the article will be about.

Today’s post was an experiment with headlines and curiosity and if there’s one thing that makes a huge difference in whether, or not anybody ever sees what you write, it’s getting the headline right.

So did you read this because of the headline? I’m curious. Let me know.

And here are a few good resources for writing headlines:

1. The Cheater’s Guide to Writing Great Headlines
2. Headlines: Making an Impact — Accurately [I totally violated the rules in this guide. Hmmm . . . let's see if it works anyway.]
3. The Best Headlines Are Not Just Written For Google or Digg

Hope that was fun. It was meant to be.

-Zack

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The Web started out as a silent affair and while I don’t believe in slavishly standing on ceremony, as it were, I do believe in respecting the ears and needs of your reader/viewer/listener and respecting the nature of the system and its current state of transformation.

Granted, the Web has now become a fully multi-media laden world and there are many advertisers successfully using audio, even compulsory-on-page-load audio in their ads. But, didn’t we agree a while back that the Web is not TV? TV is passive and we all accepted long ago that we watch what we get and the most control we have over it is to switch the channel, or mute it, or shut it off if we don’t like what we’re getting. Therefore, we don’t get pissed when a commercial comes on because we know that’s how it works.

But that’s not how the Web started, or how it works today. The Pay-Per-Play idea is old-school mass media trying to force the one-to-many model back down our throats and that’s not only irritating, it’s downright disrespectful.

The Web comes from a completely opposing side of the control spectrum where we have always had almost complete control over what we’re going to look at, or look for, and how we’re going to consume what we find. To suddenly and arbitrarily violate this agreement between Web consumers and information providers is a slap in the face to both parties and I suspect that’s why it’s so annoying for most people.

I know I will leave a site immediately if I can’t control the audio on the page, and apparently these Pay-Per-Play ads are set to fire off uncontrollably at 3 minute intervals the whole time you’re on a site.

From the Pay-Per-Play site:

The audio ad is only 5 seconds in length and a website visitor will only hear one 5 second advertisement per visit to any specific web page where the PPP code has been inserted. The visitor will only hear one audio ad for every 3 minutes they visit if they have already heard an audio ad on another page of the same website.

I just experienced the demo ad, and guess what? My speakers were turned way up (which I hadn’t realized) and the sub-woofer was turned up for a CD I was listening to recently and that Taco Bell ad blared horribly for 5 seconds.

It was so short a time that even if there was a pause button, I would have spent the whole time looking for it and attempting to click it. Ouch. Truly an ugly experience and not one I care to repeat, let alone every 3 minutes while I’m moving from page to page on someone’s site.

I think a good solution for advertisers and readers is to offer video, or audio content either paused with a play button, or muted with an option to unmute and start at the beginning, as I’ve seen some interstitial ads do recently. That way we can have the audio-visual experience, or not, as we’re so inclined.

Will you put these ads on your web site?

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It’s painful to see a majority of online marketers and buyers stuck in the fast buck syndrome. I imagine it happens because every once in a while it actually appears to work for one of the parties involved, but it never lasts. And then disappointment and disillusionment set in. I’m speaking from personal experience as a buyer and a seller. But mostly just a buyer observing it all.

Even many of the folks I’ve bought genuinely good products from have forgotten, or never knew, how to market without arm-twisting and “yelling”.

I think hyperbole is a kind of lying and we’re all long since weary of the next “incredible, stupendous, amazing” product. I know the moment I see any verbiage like that I shut down now. And sadly many really good products are now unwittingly being cloaked in hyperbole and not making it into the hands of folks who might genuinely benefit from them. I know I’m probably missing out on some good products because the business owner is clothing their offering in so much overblown language that it’s a complete turn-off for me and I smell what I have learned must be BS a mile off.

How can we sort honest business folks with a great product, but bad, hyperbolic advertising from the scam artists who are still trying to trick us into buying? It’s hard sometimes. I rely on word-of-mouth recommendations and reputation almost exlusively now. Kind of like I did before I got interested in marketing studies. Funny, that.

So here’s a tip for the day: don’t use hyperbole in your sales copy, in your blog, in your conversations online. Really. Yes, there is definitely a place for exclamation marks here and there. But man, if you use them sparingly, they will work wonders. In fact, don’t use them where they’re most expected and they’ll work even more powerfully. Really.

Building word-of-mouth recommendations and a great reputation is critical to creating a great business that will last, and a great reputation is infinitely more valuable than a few bucks made in the short term by yelling and screaming about the greatest thing since margarine-flavored lollipops.

[I include loud, blinking graphics, pages covered in ads so completely you can't find the post, and loud video and audio that starts playing the moment you hit the page under the category of "screaming-at-your-reader", and although that's not hyperbole, it really bugs me so I had to type it. Maybe that's a good subject for another post later on . . . .]

Thanks for reading this far. If you made it, that is. I know I do go on sometimes.

-Zack!

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So what is marketing anyway? Ultimately it’s a conversation between a buyer and a seller. And even more fundamentally, it’s an exchange of value between two, or more people wherein a successful exchange means everyone wins.

I believe that when you love what you’re doing, you tend to want to share it with your friends and even strangers on the street. When you love what you’re doing, you tell stories about the fun you’re having and the amazing things you’re discovering while you’re having it. And when you excitedly relate your experience to someone else, that excitement becomes contagious. We are all looking to optimize our experience, find our passion, experience joy, etc. And when you meet someone who has that feeling, you tend to want to hang around and hear what they have to say. In some circles, this is even called friendship, if you can believe it.

So what am I saying here? Successful marketing happens when one person is so honestly thrilled about what they’re doing that they have gained the depth of knowledge necessary to create a great product, or service; so great, in the best case scenario, that it might even be called art. And when this product, or service is just as exciting to another person, both people can then have a great conversation about it and agree to exchange value. What a deal!

Conversely, unsuccessful marketing can be the result of not being particularly interested in what you’re doing (possibly because it is simply a means to “make huge wads of cash”) and you try to force your lackluster product down everyone’s throat in pedestrian and uninspired, copycat ways. Pretty stark comparison? Yup, but I really see it like that.

Successful marketing doesn’t feel like “marketing” at all. In fact, it’s really just offering the results of your passion and excitement to the niche that is just as excited about it as you are. The second example is the basis for the infamous “evil marketer” archetype that’s been shadowing our conversations since the beginning of time.

I’m not saying you can’t make huge wads of cash selling something you’re uninterested in, or ignorant about—many people do. But why the hell bother! You’re only making yourself and others miserable and you could be doing the opposite and still making huge wads of cash. Yes? In fact, I believe you will probably make vastly greater wads of cash if you market a product you love because everyone can’t wait to hear the latest story about your experience.

In the end, you know you’re doing it right when it doesn’t feel like work at all to you and it doesn’t feel like so-called marketing to the person who’s thrilled to buy what you’re selling. Seth Godin alludes to this same idea in his post, Workaholics.

“The passionate worker doesn’t show up because she’s afraid of getting in trouble, she shows up because it’s a hobby that pays. The passionate worker is busy blogging on vacation… because posting that thought and seeing the feedback it generates is actually more fun than sitting on the beach for another hour. The passionate worker tweaks a site design after dinner because, hey, it’s a lot more fun than watching TV.”

So take a moment sometime and have a look at your passion and excitement levels around what you’re doing. Are you doing it just to make “huge wads of cash”, or are you genuinely so damn thrilled to be doing what you love that you can’t wait to rip the covers off in the morning and dive back in?

[Please note that I'm not actually advocating blogging on vacation as that's a recipe for unhappiness too since we have to have a little balance. I'm just using this example to emphasize how important it is to love what you're doing since it makes your marketing effortless and very unmarketing-like. Obviously, part of loving what you do is learning to have balance among all your needs. I say this in response to Greg Verdino's disagreement with Mr. Godin's post.]

Welp, that’s all I’ve got today. Man that was a long post . . . Next post is gonna be wildly different. I have some interesting WordPress plugins and some basic marketing tips I want to tell you about, so look for it soon . . . and in the mean time, hope your conversations are superb!

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