Rich Schefren of www.StrategicProfits.com has written yet another free report to launch another one of his high-priced coaching products…
In his latest report, The Attention Age Doctrine, which you can download for free at: Strategic Profits, Schefren illustrates through the free report itself and through previous other launches also orchestrated by himself how exactly one can harness the power of Web 2.0 to brand and market in an age where attention is at a premium and your customers communicate openly and often with each other about you…
Overall I feel, The Attention Age Doctrine, is a good report and it’s typical of a Rich Schefren report in that it makes you think.
The report details how attention is at a premium #1 and probably worse then hearing that our potential prospects are busy and that they don’t have any spare time to give is # 2, the fact that more then half of consumers dislike companies who advertise too much and almost 70% are interested in ad-blocking technoligies. OUCH!
OK so the business owner in me is saying, yeah that’s a problem…
While the skeptic in me is saying: “Wow. That was like 30 some pages of some pretty compelling copywriting…”
For the first 30 pages, The Attention Age Doctrine, defines a problem for business owners and attempts to trigger your emotion of fear.
Think about it.
As business owners, we are his (Schefren’s) target market and he’s letting us know that our potential prospects, our potential clients or customers all have ADD(attention deficit disorder)!
Thanks for the update Rich…
Moving on…
In Chapter 2, Schefren talks about the new found power that consumers now have with the internet and more specifically with Web 2.0.
Never before in history have consumers yielded so much power and influence with the power of the internet and Rich Schefren makes some very poignant observations regarding this new era. As an internet marketer:
- You can’t trick people
- There’s nowhere to hide
- Your secrets aren’t safe
Pretty scary world these days I tell you if you’re a shady internet marketer…
The final third of The Attention Age Doctrine is thankfully the best third.
Schefren begins by reiterating that people don’t like being marketed to and then broadly proclaims that the best method to avoid being labeled a “marketer” by your prospects is to provide them with value and it has to be free, up front and it has to be valuable in your prospect’s eyes.
The Attention Age Doctrine is a free report intended to provide value to a target market for the purposes of establishing authority and building trust.
The concept or idea of providing prospects with valuable free content or something else of value to build trust is nothing new but Schefren is a master at repackaging offline business strategies and tactics.
I mean I have somewhat of an offline sales background and I’m still involved in offline sales tactics because of the offline business I also own so things like building trust with your prospects and providing value are like second nature to me. If you want more information about this kind of thing read anything by Jeffrey Gitomer.
To give Schefren credit, no other internet marketer has done it to the level that he has. No one else has written and distributed for free 3-5 75+ page reports designed to help internet marketers make more money online and streamline their businesses.
But to be completely objective the free content that Schefren produces which is admittedly designed to build trust and authority has been on the steady decline.
After reading The Attention Age Doctrine I’m kinda sitting back and scratching my head wondering what the hell this report has to do with Web 2.0 marketing?
The only concrete advice Schefren dishes out in this report is to become a “maven” which is essenetially an authority. By the way, did you notice the use of the word “maven” as another tactic used by Schefren to brand himself and his company Strategic Profits?
Why do you think he uses the word maven instead of authority?
So when you or anyone else does a search for the word maven (or even thinks of that term for that matter) guess who’s going to be on top of the first page or who you’re going to be thinking about?
That’s right… Rich Schefren and Strategic Profits.
I’ll tell you what… the thing with all of these internet marketing guru types is to watch what they do rather then what they say or write. That’s where the real lessons are.
Rich Schefren has some of the top minds in business coaching him and if what he’s doing is a direct result of their coaching …then it’s good enough for me.
Back to Shcefren’s advice of establishing yourself as an authority errrr maven…
He follows that brilliant advice with this gem: viral marketing can deliver tons of traffic.
Now of course I’m paraphrasing there but you get the gist…
Pretty general information if you ask me (keep in mind I’ve been marketing online since 2004 and in business since 2002)… just repackaged and fluffed up to 90+ pages of sales copy and that’s the brilliant thing about it because I couldn’t put the damn thing down.
If you don’t already believe in the power of social networking, give it a read.
Viral marketing, although it can sometimes seem futile (actually probably most of the time), is unmatched in it’s ability to generate large amounts of traffic and should be a staple in your marketing strategy.
Another thing we should take away from this report is the fact that our prospects, our potential customers are conversating and hanging out in places like MySpace, Notebook, on Blogs and on Forums all over the internet.
Something to think about…
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