I had a friend long ago that joked about how the laws of physics were the happy accidental result of the actions of many, many, tiny, magical dwarves you can’t see. The theory has some merit. Quantum phenomenon are a sign of their sense of humor. It’s a cosmic wink and a nod. This was essentially my understanding of how sales were related to marketing as of 2008.
In a recent podcast, Rob Walling mentions that he doesn’t believe people with successful businesses actually thrive on “word of mouth” and that some other activity is actually responsible for their success. This is a connection that wasn’t cemented for me until I actually created a product I could sell online and went forward with the mindset that each sale would be a direct result of some marketing action by me. People won’t appear because your product or book is a better mousetrap. Your customers will only help promote it if there is some compelling reason to do so.
Traffic is a result of my SEO, content, guest posts, blog comments, and podcast appearances. Aggregate traffic is what enters the “funnel”. If you have high quality traffic, the people already know a bit about you or your product and are primed to buy or sign up. My first month of traffic into the funnel for my book converted to sale at 26.7%. About another 22% signed up for the email list by requesting a free sample. As I understand it, that is pretty spectacular and bound to decline.
I can see the decline coming. My analytics reports that I have a lot of organic traffic spinning up from a content campaign on my book site, but it isn’t converting very well. My copy isn’t that great and some of the keywords are going to pull traffic from outside my niche audience.
The conversion numbers aren’t the point. The point is seeing the world in a new way. I knew how it worked before, but I didn’t grok it. I started seeing all content as someone working a sales angle a while back. It doesn’t bother me (but a younger me is angry about it). People create great content because it gets attention and attention drives sales. Without the sales, there is no reason to create the great content. Churchill’s quote about democracy comes to mind.
Many forms of Government have been tried, and will be tried in this world of sin and woe. No one pretends that democracy is perfect or all-wise. Indeed, it has been said that democracy is the worst form of government except all those other forms that have been tried from time to time.
Sir Winston Churchill, Hansard, November 11, 1947.
Physics and calculus changed the way I viewed physical phenomenon around me. Selling a product online has changed the way I view marketing, commerce, and sales.