This article will probably not be what some people want to hear but I’m writing it anyway.
You’ll have seen this phrase about the underground on plenty of copy for special offer opportunities, suggesting some secrets very few people know about are going to revealed in the product. In general, there are undergrounds (plural) in that, for example, there are guru-type marketers who work together, and there’ll be individuals who are quietly working away on their own perhaps forever searching out new ways of increasing their revenues. But they’ll be very few.
Whatever type of marketing can be referred to, whether it could be called underground or not, is based on certain principles, just as any business or business activity is. This is especially so if you’re looking at a successful one. Success is not the result of one or two methods that produce incredible results seemingly by magic. The whole persuasive and selling project is based on psychology. For instance, if you look at the high priced luxury goods market which likes to present itself as on a different level to ordinary markets, in reality simply uses the same marketing methods. In fact, it could be argued they’re in the mass market the same as most others, it’s just that they’re using the appearance of exclusivity by money. In reality they’d like increase their revenue as much as possible by as many people as possible buying their goods.
What are the principles that aren’t mentioned much?
Principle 1: it all involves work
Nobody can get away from this if they want to do internet marketing successfully, and to build a business. Even those who sell special offer opportunities have to do quite a lot of work. Not just setting up their offers. But because of having to keep learning, doing their testing and changes, creating products, and perhaps working with others such as outsourcers, to get the job done. Of course, by selling on the web, your margins can be large – but it still needs doing. Most of the time people are told it’s all very easy and they can get quick results. They may make some quick money but it’s different from having a sustainable income over time.
Principle 2: you have to be organized
First, you have to be organized yourself, within the time and space limits that you have. Most people start off working alone on their business, and they might only be able to work on it a couple of hours a day and in quite cramped conditions. Each minute counts then, as does each action. You need to have thought through a plan of action, a strategy that will get you to your goal, but which is also adjustable as you learn more. People find this difficult because of the need to focus long and short term, and to keep focused.
Second, your business has to be organized as you develop it. Again, a plan of some sort of what you’re building is a necessity, otherwise you’re all over the place. You’re building systems and processes from getting leads to selling your high ticket product. Most successful internet marketers have some form of coaching or membership sites as their most expensive product. You might never know this until you get right through their system.
Principle 3: taking strategic action
The attrition rate is high at 95% or more failing to make any or enough money. A lot are willing to take action, as they’re often encouraged to do, but it has to be the right action. And more, it has to be strategic as part of their strategy for the business. Each action must help to reach the business goal. For example, one piece of content, like this one, has several jobs to do: build credibility and trust, demonstrate the building of this site as another brick in the edifice, be valuable to you in terms of information and/or actions to take, keyworded to attract traffic, and be re-used in some form to market the business in other ways. There must be a clear strategic direction or else the business is directionless.
Principle 4: innovation
The aim is to be prolific in methods and products, once you have their systems and processes as simple as you can make them. There is no need to have complexity unnecessarily – it just causes more and more confusion, until it can’t be contained. You can build what might be seen as a complicated business organization but, in fact, is made up of units you’ve got to as simple a level as you can. You innovate, being as original as possible to differentiate yourself from your competition, test out your organization, methods and products, and simplify where you can.
Principle 5: never give up
Easier said than done if you feel stuck or nothing seems to work for you. There’s almost always a way round the stuckness. If nothing seems to work, then you change tack: do it in a different way or do something completely different. Use mistakes as learning tools. Never feel you’ve failed, only that you’ve learned something. Then, move on. People give up because they expected a product to do all the action for them or they expected to be successful quickly. The only reason to give up is to realize you’ve gotten on the wrong road, like being lost in the real world in a landscape you don’t know: then you stop and use your cell phone or other tool to help you. Otherwise, it’s best to keep pursuing your business goal, innovating as you go along.