Riding the Waves

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January 24, 2012 | 3 Comments

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I recently watched Soul Surfer, and the riding of the waves fascinated me.  Now I’m not athletic and I have no balance at all. I’ve been known to walk into doors and trip over things on the carpet.  Plus, I’m terrified of being out of control and going fast.  Yeah, I would be a champion surfer if it weren’t for those small details.

However, I learned something about marketing while watching that movie (I know, it’s beginning to seem like I can learn something about something else by doing practically anything, but stay with me here. This is important.).

In the movie, “riding the wave” comes in three stages.  There’s the paddling out to find a wave, the effort and ability to stand and ride it, and then the ending when you fall off or get to the shore.  Then the whole process starts over.

In other words, you cannot ride many multiple waves indefinitely and forever.  You get to ride one or maybe two and then, it’s time to paddle back out again to find another one.

When you think about your marketing efforts, the same lesson applies–especially in the beginning.  I’m warning you now so that you will not get discouraged when you’ve paddled and ridden a really great wave only to find that you have to paddle back out again.

Your marketing campaign will be formed by a whole series of this cycle.

You will “paddle out”–i.e. set up a promotion  or your content or your landing page.  You will then set up all of the promos for it.  That marketing wave might be a small one–producing none or just a few sales.  Or it could be a big one–producing many hundreds or even thousands of sales.  But the truth is at some point, that wave will wash ashore with you on it.

When that happens, it’s going to be tempting to get very discouraged.  No matter how many sales you made, you will feel like maybe there should have been more.  No matter how long it lasted, maybe it could have lasted longer if you had done X, Y, and Z.

Understand, that a career in writing and especially the marketing of that writing is a series of riding the waves and paddling back out.  Going into it with that mentality rather than thinking all you have to do is hit it big once and you are set for life will at least give you a head’s up that this is not a “once-and-you’re-done” deal.

So, always remember that to ride the waves, you need to be willing to do some paddling first.  And when one wave is over, there is always another one out there.  Take a break if you need, but be willing to paddle back out to catch the next one.

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Skills are Queen!

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January 19, 2012 | No comments yet

Send to Kindle If content is king, then skills are queen. This is probably the most overlooked issue in all of marketing.  It is also the issue that trips up more people in trying to promote their work.  Why?  Because you can’t DO something you don’t know how to do! I could sit here all…

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Build Your Hill, Day 4

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January 12, 2012 | 1 Comment

Day 4 Last time we talked about the results of our hill.  We said if our hill looks like this: we do all the work for very little benefit, and when we stop promotions, everything stops or goes backward. If our “hill” is flat, like this: We have to push very hard to…

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Build Your Hill, Day 3

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January 10, 2012 | 1 Comment

Day 3 Today we’re going to begin talking about a concept I call “build the hill.” First, I want you to consider this.  You are trying to get a snowball to roll.  I want you to examine the following four types of plains you could be trying to do that on. Now I…

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Fundamentals of Marketing

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January 3, 2012 | No comments yet

Send to Kindle by:  Staci Stallings Hello. First let me welcome you to this course.  Since you’re here, I’m assuming you are ready to learn to market your products.  That may be your blog or your books.  Either way, my hope is that you will take the lessons in this course and learn to build…

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