Short Cut Marketing

There is no Cut like a Short Cut

I like short cuts, I’m actually a big fan.  When I am off riding my motorcycle I have been known to take the ‘short cut’ that will add 1000 miles to my trip.  I Love that option, I have seen some great places that way.

I’m not so fond of short cut marketing.  You know the deal, somebody loads up the company drivel, puts it out as advertising, and becomes an internet marketing wizard.  Or that’s the theory, anyway.

Theory vs Practice

I was out surfing the net when I came on an ad that said “Check my Blog” as one of the options.  Now, I am always looking for the next me, or hoping that someone higher up the food chain will pick me to be the next them.  At any rate, I clicked the box.  What I got was a multi page, slick corporate advertising cluster.  Each ‘post’ was made unique by putting the name of the town that the advertiser lived in in the subject line.  EEEeeeeuuuuucccccckkkkk.  It was awful.  The search for the next me goes on.

Build your List:  Thousands, Tens of Thousands, even Millions of ‘responsive double opt in contacts’ for only __________.  I’m guessing that my personal e mail has been sold to at least 3 of those ‘services’.  I average over 100 marketing e mails per day that clear my spam filters.  I unsubscribe religiously, but it never, ever ends.

See My Site:  Some of the absolutely worst drivel on the net is sold by the month.  Includes domain name, hosting and content.  Typically $39.95 a month and you get your very own website loaded with the company junk.  How do I know about this?  I got hooked in the not too distant past.  I even paid additional for the ‘upgraded website’.

Not to be confused with legitimate website builders.  I have a friend that will build you a website, hang a brand new script and provide you with some starting content individually written for you, for less than the price of my ‘upgrade’.  A great deal except…

The Short Cut to Perdition

All of these examples of short cut marketing have one thing in common.  New to the game people that are desperate to have an online presence.  Instead of rolling up their sleeves and getting things done themselves (or paying someone to do so), these people just want to single click their way into riches.  Well, I’ll tell you, this shortcut leads to no place you want to be.

The only one who succeeds at short cut marketing is the person/company that sells cookie cutter junk for a monthly fee.  The hopeful and lazy (or inexperienced) that fall for the pitch are doomed to failure.  Doomed.

The Only Cut that Counts

I hate to be the bearer of bad news, but the only path to success in internet marketing has just one way to go.  Hard consistent work and commitment to the time it takes to make the magic happen.  No short cut marketing, none of it, can be a substitute or even a bridge.  Hard consistent work and time.  Period.


The search for the next me goes on.  Hopefully, the search for the current me goes on, also.  I’m here, Seth.  All you have to do is click on the link.  Really…

I’m just sayin’

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Exaggeration Marketing

A new High (Low) Point for Exaggeration Marketing

I get it.  This is the advertising business.  Exaggeration and hyperbole are part of the stock in trade. Sometimes it seems it might be a little out of hand.  Today I saw the new benchmark:  Bigger than Google!

This from a phone ap that is in pre launch.  No product has been seen or shown yet, the bits we can see are incomplete, but the marketing from the start has been ‘massive’, ‘gigantic’, ‘destined to be bigger than Twitter’, ‘bigger than Facebook’.  But today, the new benchmark in exaggeration marketing:  Ripplin will be Bigger than Google.  Winner!

Think about that for a minute.  Do you have any conception about how big that would be?  A Fortune 100 company?  Really?  From a phone ap?  <Deep Sigh>

Billy Mays RIP

Am I the only one that misses Billy Mays?  The King of exaggeration marketing?  Kaboom!

Exaggeration Marketing is all around, you don’t have to go very far to find it.  Make a million this month,  Hundreds in your Pay Pal account tomorrow.  We all know the examples

When does it stop being ‘exaggeration marketing’ and start being outright deception?  Billy Mays made millions for himself and the companies that he represented by perfecting the art.

What can we do?

Here’s an idea.  Don’t do it.  If your product can’t be sold without lies and exaggeration, maybe you need a different product.  Maybe you could better serve humanity by selling an honest service or product.  What a concept.  Serving the clientele first and your bank account later.  Zig Ziglar said “If you help enough people get what THEY want, you will get what you want.”


I have started writing on my ‘beginner series’, a tutorial for the brand new marketer.  It will get right down to the very basics, how to and when to and such.  First installment will be available, free, right here on this website, one week from today.  May 3, 2013.

It’s liable to be bigger than Google!

I’m just sayin’


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Embrace the Unsubscribe

What to do with Unsubscribe??

It happens to us all.  Someone decides that their needs are not being met by the content I am sending them and they unsubscribe from my list.

What to do?  What to do?

Comply.  There are several reasons to unsubscribe, all valid.  I made a promise when I accepted their e mail address, and to keep that promise, I must help them unsubscribe.  Simple as that.

But How come?

Each person that unsubscribes gives me valuable insight into how I am doing.

Am I giving the subscriber the content I promised at the frequency that I promised?  If not, shame on me.  Don’t offer a list unless you plan to fulfill the letter of the offer.

Am I using my e mails as an endless pitch for products or services?  If so, why?  How can I blame anyone for unsubscribing that?

Am I writing such banal, vanilla glop that no one would ever take offense at?  Shame, shame on me.  I expect to annoy a percentage of people with what I write, and annoyed people unsubscribe.  I can’t please everyone, and I understand that.

Am I writing to a market that doesn’t exactly fit the unsubscriber?  That happens.

The Remedy

I understand and embrace unsubscribe, I truly do.  I unsubscribe often myself, based on the above criteria.  I just hate my ‘first thing in the morning delete pass’.  I may have 50 emails that I will never, ever open that just keep coming no matter what I do.  I truly dislike them.  I promise again that I will not be them.

The easy answer is to write content.  Good solid content that excites the readers and gives them a reason to support, not unsubscribe.  It’s almost as if content is king or something…go figure!

Another Promise

Once again:  I promise to provide the best content that I can, on a regular basis.  I know I’m not writing Pulitzer quality stuff, but I promise my best.

I further promise that my list of trusted readers will not ever be used for any reason except as planned.  To get my newsletter.  No JV, no sold or rented or borrowed list for me.  Not now, not ever.

And in the End

I don’t want to see anyone unsubscribe from my list.  I am very sorry that we could not work it out.  Perhaps we might try again, all things being equal or better.  So, then, my unsubscriber, let’s toast:  To the Future!

I’m just sayin’

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Battle Marketing

Marketing the Sun Tzu Way

Last week’s book review was ‘The Art of War’ by Sun Tzu, written by a distinguished Chinese General about 450 BCE.  What can a guide written for a King in Japan in ancient times have to do with today’s internet marketing?  Plenty, as it turns out.

Know Yourself and Your Troops

Before you can even begin the marketing battle, you must know yourself and your troops; know your strengths that you can count on.  Likewise know your weakness that needs to be addressed before you begin the battle.  Make sure of your proficiency before you begin.

Choose your Terrain

Always fight the market battle on terrain that favors you.  If your enemy will not engage, then slip away to fight another day, when and where the terrain favors you.  Don’t engage in a market battle that you have no chance of winning.  Practice in the Art of War is non existent.  Practice in the market battle simply alerts your competition to your plans.

Consider Logistics

Always know how far it is to the END of the market battle.  Make sure that your supplies will carry you to the end of the battle, not just to the start.  You will need to have your advertising strategy and plans ready to be fulfilled before you begin the battle.  Some parts of your battle plan will break down, have replacements ready at the start,  Finding new chariots in the heat of the battle is difficult at best.

Strike at what is weak

“So too, in war, strike at what is weak, avoid what is strong.”  If you are planning to do battle with the big dogs of the industry, you need to pick a niche or part of their operation that is vulnerable.  A frontal assault on Google or Microsoft or Apple probably isn’t going to get you far, and will only waste your precious resources.  Each of the three probably has a weakness that can be exploited, but you must choose it very carefully.

“All Warfare is based on Deception”

As it is in the market battle.  Zig when the herd zags.  Particularly if you are new to the battle, it is good to stick out like a sore thumb.  Being noticed is a great tactic in battle marketing, a winning tactic.

Bits and Pieces

The mentioned ‘book review’ is a Jon Olson creation, aired in a Spreecast on Saturday afternoon.  The easiest way to follow this is to follow Jon on Spreecast, you’ll get e mail notification about his events.  This weeks book is Purple Cow by Seth Godin.  Grab a copy, read it, and show up for the fun.  Jon Olson rates Purple Cow his #1 book for internet marketers to read.

Jacinta Croagh @ Croaghie on twitter.  This woman has it GOING.  Always has GREAT content for all of us.  Good tweets all the time.  You need to follow her.

I have decided to pick up the pace with my writing and blogging.  We will all see where that takes me, but I need to announce so that I have a chance of following through.

On the other Hand

Who’d have thought a long dead Chinese General could help me, a big, dumb farmboy with internet marketing?  Wonders never cease…

I’m just sayin’



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Rumbling, Grumbling, Stumbling…


Since it looks like the Angry TE Surfer has retired, I’m going to pick up the reins.  You want to know what is chapping my hide today?  I’ll tell you.

Those ‘rating’ pages.  You know the ones, where they have an official looking list of top traffic exchanges or safe mailiers or breeds of dogs.  Man, it just makes me crazy to see some of the top ten lists, that wouldn’t make the top 1000 if it needed real numbers to back it up.

You see, the ‘secret’ is the small print below the fold that explains that these ratings are strictly the opinions of the posting party AND HAVE NO CONNECTION WITH REALITY.  You buy the page, put your fav, Social Viral Matrix Mail Builder Exchange, right there at #1 and wait for the fishies to bite.  Oh, and you advertise for 47 other things while you do.  It is deceptive at the very best.

Why doesn’t the TE industry have a real, numbers based rating service?  Question of the day.


I just saw an ad, created in AdKreator, that had one logo patched onto another company splash page.  Made it look like the ‘big company’ was embracing the smaller one.  Cheesy at best, an absolute copyright violation at worst.  I know that it would be easy to do, every thing in AdKreator is easy.  Even I can make good looking pages, there.  But that doesn’t make it right.  Like Chris Rock said “Just because you can drive with your feet doesn’t make it a good idea!”

We are all responsible for our ads and our behavior.  Please respect copyright laws and conventions…and report those that don’t respect them.


Repetitive, identical tweets:  I get it.  You are a genius.  You have developed a code (or bought one) that allows you to send the same tweets over and over and over and …In fact, that reminds me, I need to unfollow one.  I haven’t seen an original tweet in over 2 weeks…

Clever sales e mail:  Here’s the deal.  If you want to sell me something, send me an e mail that I can read.  47 colors of highlighted lines (who knew there were 47 highlight colors??) make it hard to read, and so trash material.

Similarly, changing fonts and sizes. Looks like a Circus handbill.  Not today.  Page and a half to the call to action?  Too far for me.  Write a simple, snappy e mail.  I promise your clicks will go up.  Then comes the problem of your product….

Oh, and my favorite:  If you don’t know me, don’t try to act like you are my bosom buddy.  The fact that I accept your e mail does not make me your friend!

At least that is better than the people that don’t know how to use the insert code.  I just love a sales pitch that begins Dear (## fname##).  I am always impressed by that.  If you can’t figure out insert, or how to post a picture with gravatar, you probably don’t have much that I  need.


Deception.  Pisses me off, and I get clipped by it every now and again.  In fact…

This week, I joined a new social viral matrix safelist mailer.  Slick, clean ad copy, it talked about how long it’s been around and the changes for the ‘re launch’.  It promised me that I could send 1000 e mails as a free member that day.  I did.  In the three days since, I have received 7 emails from them.  I may have been the first to send an email in it, and I sent my 1000 to air.  2.5 emails per day is not enough activity to cause me to think that there might be 1000 members.  At least not 1000 members that have responded to any stimuli in the last year…

I was going to name it right here.  Send me an email at, and I will tell you privately.  Put ‘Name that Mailer’ or some such in the subject line so I be sure to open it.  And leave the highlighter off, OK?

I’m just sayin’

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We have Pointers, and we have Pointers

Listening to our friend Jon Olson discuss the pointers in business, and my mind may have wandered just a bit.  In Jon’s example, the pointers are the people that sit in the stands, never take an at bat, and point out the players flaws.  Hence, the 99% of people in business that never take a chance.  Some of them are quick to criticize the people that do take chances and push the industry ahead.


When I just associate the word, I think of my old German Shorthair, Phoebe.  A phenomenal pointer, the second best hunting dog I ever owned.  She’d set a point on a Pheasant and stay right there until she fell over from lack of food.  She was steadfast and true to her mission and her task.  You might even say she had tremendous FOCUS.


Fatty, on the other hand, was an English Springer, a flusher.  He’d set a quick point then dive in head first and put the bird in the air.  He was a terrific hunter, stayed close, always paid attention to signals and calls, in short, the perfect hunting companion.  He always exhibited wonderful discipline and dedication to the job at hand.

In Human Terms?

Both dogs exhibited admirable business traits.  Phoebe with her intense focus and dogged determination, Fatty with the ability to adapt and pay attention to the larger picture.  What kind of pointer am I?  I’d hope some of both…completely different animals, but both were terrific hunters.  Dedication, discipline, ability to stay the course, focus.  I’ll take whatever percentage of that I can get.

And What’s More…

Neither one of those dogs paid the least attention to spectators or anything else.  Neither one cared the least what anyone thought of their performance but me.  Singleness of purpose.  I can learn much about taking on ‘the slings and arrows’ of the people I do business with and in proximity with.  Not that I am concerned with honest criticism  bring it on!  Any honest critique is welcome here or anywhere I am.  If you are going to talk behind your hand, point and tell me what I am doing wrong, feel free.  Makes no matter to me.

The Point Is

Sorry Jon.  I sorta blew up your wonderful lesson on the action takers and the spectators.  Was not my intent, the point is:  Focus, dedication, singleness of purpose and adaptability are attributes that will carry me a long, long way in this or any business.  I aspire to those things.

Last Words

Many of you have noticed that I have joined EZ Wealth Solutions.  I haven’t exactly kept that under a basket:)  So far, I am completely happy with it.  It is not MLM, it offers really good value products for sale.  Has a tiered payment system that is payed peer to peer, the company takes only a $10 per month fee for materials and services.  So far, so good.  One more aspect that I should mention.  The sponsorship/mentor part of the program is spectacular.  I have learned a lot already…and will write more about that and other aspects soon.

Thanks to my uber efficient proofer:  KCV!

I’m just sayin’


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Let the Trumpet Sound!

Goal Setting 101

Saturday, March 30, 2013, I checked the Alexa numbers for this website.  Tom Wacker dot  com is number 3,914,737 most popular website in the Galaxy.  Un remarkable?  Not in the least.  I had a goal to be in the top 5 million by the end of the first year, January 2014.  Another goal achieved, mark the scorecard and cue the trumpet.  Da dah ta dahhhh!

Why set goals?

Goals in life and business are like a scorecard.  If you are in process towards a goal, you have the ability to measure your progress and see where you are.  If you make measurable progress, you will attain your goals.  Sometimes they are easy, sometimes impossible.  Or seemingly impossible:)

Recent Challenge.

I have recently been challenged by a friend/mentor/idol to set up a 5 year plan (goals play a big part).  5 years?  I do daily, I do monthly, I do quarterly, I do annual.  5 years?  At my age it seems a good practice to not buy green bananas because I might die before they ripen.  A 5 year plan?  Really?

Then again, some visitor from North Dakota might turn left in front of my motorcycle and end my ride today.  Age is just an excuse, just like every other excuse.  At the end of it, they all stink.


How can I possibly set up a 5 year plan?  I’ve never done such a thing at anywhere near that length.

I’ll tell you how I will do it.  I’ll sit down with a yellow legal pad and commence.  I’ll tape pages to the wall, and I’ll throw pages away.  I’ll argue with myself, trying to balance between vision and dreaming.  I’ll do ‘what if’ analysis.  I’ll ask ‘What is the worst thing that can happen?  What is the best thing that can happen?  (I already know I’ll be off there.  I ALWAYS am)  The key secret here is that I will START.  Once I have started a thing I usually pursue it to some sort of conclusion.  It won’t be perfect, it may not be complete, but it will probably happen.

Meanwhile, back at the Ranch…

I have no apparent reasons why Tom Wacker dot com is doing so well.  According to all I know, according to all I have read, according to all I have paid for, I did this place all wrong.  I have not done one iota of SEO (Search Engine Optimization) work.  Not one jot.  I don’t use tags, I don’t use meta data, none of it.  I just write, publish and publicize a little.  Go figure…

I have 2 other websites.  One is a motorcycle specific place, I set it up and carefully crafted it to Google specs.  The other is about chronic lower back pain.  I spent months setting up the architecture for SEO.  I carefully crafted every page, and every post.  Tags, meta data, feeds, links everything maximized for Google’s search engine.  By the time I got it up, Google had changed the rules, and my back felt much better.  Lost my motivation and today it sits, alone and pathetic.  I keep it up just to remind me what is important and what isn’t.

At Last, if not Least

I am enormously grateful for the apparent success of this site.  Thank you all.  It’s your fault.

Thank you Jon for the challenge.  I think…

I’ll let you know, 2nd quarter 2018 how the 5 year plan worked out!

I’m just sayin’

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