So now that we know how important the right tool for the job is important, it is time to introduce you to your very first marketing tool.
You will be spending a lot of time with this free tool. If you are wise, you will make time at least once a week to play with it and take notes. This tool is exploratory in nature. It is going to help you find your tribe, that ideal customer we discussed in our last class. It will help you think like your customer and give you insight as to exactly what they are searching for.
Some people use this tool for SEO. Some people use it for inspiration in creating their next product. Some will use it to design their internet marketing strategy. Some will use it to spark their muse, to write blogs that are more to the point. Some will use it to design brochures, presentations and website that push every hot button their customers might have.
Do I have your attention yet? This tool is as important to your business as a hammer is to a carpenter or a wrench set is to a mechanic. And the cool thing about it is that is is free to use. I don’t see how it can get any better than this.
Over time we will introduce you to many amazing tools that will help you to work smarter while you are working harder. Here is the recording to Class 3.
Regardless of how amazing your product or service is, regardless of how profitable your marketing opportunity may be, without marketing, nothing is sold and no profit happens. Just knowing how to market your business online will avail you nothing, if you do not put what you are learning into motion. So, do your homework.
You can drive a nail with a rock or a hammer, but which tool works the best? The hammer is designed from a physics point of view. The handle on the hammer allows you to apply more force directed to a single point than a rock. A rock is dependent on your physical strength and refined motor skills in order to be effective.
The difference in the hammer and the rock can be the difference between a nail driven in straight with only a few strokes or a nail pounded in that may be bent or crooked, at a wrong angle or just way to difficult to do at all. (This is where expletives may come into play due to a pounded thumb or the frustration of being unable to put the nail in straight).
Having the proper tools to do the job at hand is crucial. Taking the hammer analogy one step further, over the years hammers have been improved. The forked tail of the hammer is included to allow you to remove a nail, for instance. Some hammer have been magnetized to attract the nail to the hammer head. And then along comes technology. Few professional carpenters use a hand driven hammer any more. With advances in the industry, along came nail guns. And with the advance in the tool, came the advancement of the nail. A carpenter with a nail gun can cut the time of hammering boards together for any project by a fourth or less.
In manufacturing facilities came the advancement of robotics which allow pieces of furniture or prefabricated components for a house with little if any human intervention.
So it is with the tools we use in internet marketing. Originally, when I put up my first websites back in 1996, there were few tools for creating a website beyond HTML coding. So I learned to create a website in notepad from a book and magazines that taught that skill. Then along came the WYSIWYG (What You See Is What You Get) html editors. These were very clunky and often frustrating to use because, unless you understood code and the program allowed you to make code corrections from within the program, the programs often wouldn’t let you do what you wanted, so you ended up having to code anyway. I often found it faster an easier to just program the thing in notepad.
Over time the WYSIWYG programs got more sophisticated and a lot easier to use because they allowed you to alter the templates using code so you got the results you were looking for. This is how things evolved.
Early marketing tools went through the same process. Over time they became more sophisticated, but they were often expensive to use unless you had a strong stream of income or had more money to invest in your web presence than most considered necessary. Most of these were tools that automated processes just as the WYSIWYG editors did for coding sites.
Like many things on the internet there were people who scrambled for new and eager would be website owners. This led to predatory and scammy practices by slick marketers. People (including myself until I learned better) spent thousands of dollars on tools that didn’t work as advertised with no recourse to get back their investment.
Our next class will introduce you to a free tool for marketing that I consider foundational. There are lots of tools out there like it, but it is one I prefer to use. We will teach you some of the basic uses of this tool which we will feature again from time to time in future classes, because you will be using it a lot. The title of Class 3 is “Your First Tool”.
Hopefully you have done your homework from classes 1 and 2 which will prepared you to appreciate this tool and its uses. See you there.