This is an excerpt of a talk Dan Kennedy gave at the System Seminar in 2004 (thirteen years ago as of this writing.)
I wonder how many Internet marketers listened?
Anyone who has been in the Internet business for even a short time has learned the lesson Dan shared – the hard way.
What’s the solution?
Well, I actually gave the solution in 1994, ten years before Dan’s talk.
But first, here’s the rest of what Dan said…
Truth be told, I think Dan made the case more forcefully and specifically than I did, but hey, I was working without a net and ten years earlier before there was a commercial Internet.
Here’s what I said in 1994. (It starts with some orientation from Marc Andreessen about the state of the web in 1994.)
One of the businesses I have is 100% Internet. I communicate with my customers via Internet only and I deliver the product online.
Two years ago, I added one physical mailing to customers – just one per year – and it has better than doubled my net revenue.
Yes, I should mail more – and I should also have 100 hours in a work day and a staff of 50. I don’t have either of those things so it will get done when I can get it done.
Speaking of getting it done…
Who is your Internet advisor?
Have you been receiving advice like this for years and years?
If not, why not?
It might be time to start thinking about changing that.
– Ken McCarthy
P.S. For over 20 years I’ve sharing the simple but powerful things that matter in business with my marketing students.
If you’d like direction for your marketing that will work today, tomorrow and twenty years from now, visit us at the System Club.