You know those people always telling you their dream.
"I'm going to buy a BIG yacht and sail around the world one day."
But never do it!
We politely enthuse with them, whilst ignoring what they're actually saying.
Then another person pipes up and says, "I'm going to be the youngest person to sail unassisted and single handed around the world"... everyone bends over backwards to help them achieve their goal.
"The only difference between the two, is commitment."
Humans know it instinctively.
We want to live vicariously through a committed person, as they do the work,
...take the risks,
...and make the sacrifices.
We want to be a part of their success because it brightens our own "ho hum" lives.
It's why we follow sporting teams.
We won't train like pros but we want to share in their journey.
It's never the same as celebrating success as a [PLAYER], [PLAYERS] share a connection through sacrifice that only [PLAYERS] know have to be made to become champions!
Being a good spectator is as good as it gets for many of us, which is fine, because it takes all types.
Without spectators (for example) Social Media could not exist.
Fans and followers are spectators, and play a "big-role".
Without spectators, content could not be as intelligently syndicated (shared) across the web through social networks, advertising revenues (that fund content) could not be as accurately weighted (priced) should ad networks not have access to social sharing data.
Advertisers would stop paying good money for Internet ads and good quality content would cease to be funded, and with that said,
(drum roll please...)
"Let the Games Begin",
... let [SMARTER] spectators be entertained.
... let the coaches coach.
... and the [PLAYERS] play."
Here's "my thing",
....attracting and publishing quality content to a growing audience of mute spectators (subscribers) who don't applause, or cheer, does not put bums on seats.
My eMail sequences for example, deliver genuine and heartfelt commentary on what's in your best interests.
For my content to be valuable I must stay far enough ahead of the digital marketing game for it to be so, in a position where I'm able to genuinely protect you from making mistakes in what you do.
To do this I must spend a lot of money buying enough media (ads), so that I see enough data, to know what's working and what's not.
Buying digital media (online ads) is how I build my [SMARTER] subscriber lists.
This cost is funded by sales revenue generated by selling products and services, (and commission earned selling other peoples products or services) to [PLAYERS] on my [SMARTER] list.
[PLAYERS] are "subscribers" who buy something (valued @ $200+), any sale.
It's SIMPLE!
[PLAYERS] are clients of strategic importance to my business, they're elevated to an exclusive, [PLAYERS] only subscriber list.
[PLAYERS] enjoy "my full attention" and "by far the best content".
Why?
Because [PLAYERS] don't sit in the stand and watch.
They put on their boots, absorb some risks and they play the game.
[PLAYERS] win, or lose.
Without loss, winning has no meaning.
"SPECTATORS" are subscribers who don't buy,
... they remain on my [SMARTER] list.
Some spectators are happy to stay at home and watch the game on TV, whilst others prefer to come down to the ground and watch home games live, some travel to watch away games.
The content I share with each segment of my spectator list remains constant, yet different.
I must always ensure those attending home games, and more so, spectators who travel receive greater value for their commitment.
I do this through a process called list segmenting.
"List segmenting" occurs when a spectator becomes a [PLAYER].
They're automatically removed from my [SMARTER] list (of spectators), and moved "above-the-noise" onto my [PLAYERS] list.
[SMARTER] spectators start out watching games at home on TV with friends, later they start attending games, eventually they'll want to [PLAY].
If I do my job well, certain personalities on my [SMARTER] list come to a point where they "must-play".
They want to start their own conversations.
They want their own audience and online community to lead.
They want to emulate the process you're a part of here, on my [SMARTER] list.
Clapping and Cheering
Just as you would a spectator at any good sporting event, the right thing to do is "clap-and-cheer" as you consume my content.
Engagement is the currency of "Our New Media Scape".
To be of strategic importance to me, if not a [PLAYER], you must engage.
You must be a [SMARTER] spectator. I'm not talking about "fake-networking" either.
In "our" new media scape,
..."Liking" (Facebook) is a soft clap.
..."Commenting" is a loud clap.
..."Sharing" is a loud & audacious cheer.
..."Referrals" are clapping, cheering and chanting so infectiously it spreads throughout the crowd.
You see, vibrant & appreciative audiences attract more spectators.
More [SMARTER] spectators attract better [PLAYERS].
Better [PLAYERS] sell more tickets.
Tickets in the context of my business are product sales.
[SMARTER] spectators (subs) are clever people who I engage in
intelligent conversation.
My relationships with [SMARTER] "subscribers" are earned, not coerced.
[PLAYERS] however are "not-only" smart, they're successful enough business people to have money to spend on digital marketing tools and services.
[PLAYERS] understand digital marketing is "the most cost effective" way to grow a business (in today's climate).
My job is to ensure my [PLAYERS] buy enough of the right tools, and services, to optimize their businesses full potential.
All of the tools and services I sell are directly pertinent to marketing strategies I recommend.
All sales are fulfilled by my team or 3rd party vendors I trust, all are purchased "via-my-links", under my recommendation.
All sales earn my company a commission paid-by-vendors, costing [PLAYERS] nothing.
If anything purchases will usually earn a [PLAYERS] bonuses for buying from my links.
I'm in place to protect the integrity of your digital marketing experience.
Even more poignant is when [SMARTER] "spectators" become "[PLAYERS]", he or she is introduced to a new perspective (level) on digital marketing, by someone they already like, trust and respect as an expert.
It's this inter-connectedness, the passing of a trust baton that cannot be underestimated when it comes to the power of any successful online business community.
The Types I Don't Like, I Won't Help...
As long as you're 100% committed to being a [SMARTER] spectator, or a [PLAYER].
You and I'll get along just fine.
If you're committed, passionate and honest, I'll always help you to a varying degree.
I'll protect you from making mistakes which will eliminate a lot of costs in an otherwise expensive learning curve, in a sea of miss-information.
I cannot help a subscriber who is proven to be neither, a [PLAYER], or [SMARTER] spectator.
Freeloaders are a liability, serving only to dilute open (& click through) rates, and diminish my account quality scores.
Hidden amongst freeloaders are anonymous haters (bottom feeders).
People who sign-up for "free-content", then open eMails to click the "report-spam" button.
Why?
To knowingly damage the senders for what ever "the" twisted logic?
(I'll explain eMail service provider (ESP's) account quality scores another day)
To mitigate the risk of harboring such types, I actively purge our [SMARTER] subscriber list, removing "poor-spectators" weekly. (people not opening eMails or clicking links)
Their eMails stop, the address is blacklisted, they "can-never" return.
*** If you know you won't open my eMails for a couple of weeks (holidays or what-ever), just shoot me a quick eMail to let me know.
I'd hate to accidentally throw a [SMARTER] spectators out with the rubbish.
Be interested. Not interesting!
Simon U Ford
Engage smarter!
P.S. I've started an invite only Facebook group, here.
Come & introduce yourself. I or one of the group moderators (Rebbecca or Andrew) will approve your request.
Follow me on Twitter for updates on everything Social Traffic, here.
See ya there!