Friday, October 21, 2005
An Internet Business That Gets It
I got a chance to go through some email that had been piling up while I worked on a time-intensive project. I had set aside some of the emails that I knew would take time to go through, ones from fellow marketers who had sent me their latest training videos or upgrades to marketing tools that I use.
Man, did one of them jump out!
I got two emails from Jason Potash, creator of Article Announcer among many other worthwhile marketing tools. One of them announced an upgrade of the Article Announcer tool for promoting and syndicating my articles to other sites. The other was for a totally new tool that he had created to expand the usefulness of Article Announcer.
Now, when I get an announcement of a software upgrade, my first thought is usually, "OK, how much do they want to stick me for to get a few additional features?" But I was pleasantly surprised when I found out that this upgrade—which actually added a lot of the functions I had wished the original had—was free.
But I was blown away when I found out that the newly created tool was set up not with a separate cost as an optional add-on, but as part of the overall upgrade. He easily could have sold the new product on a monthly subscription basis and gotten most of his original customers to sign up. But he provided it free.
That's the kind of willingness to overdeliver that separates the business owners who soar from the plodders. (Incidentally, he's not an idiot not to charge for something that he easily could; he built it so that the more people use it, the more exposure it gives his original product among potential new customers. AND he built it in a way that encourages users to use it by giving them a cut of any sales made through their use of it.)
Absolutely brilliant! Not only did he turn a good product into a great one by his additions, but he built a killer marketing strategy right into the product.
I always love it when I find a marketer who builds his business around a strategy where everybody wins.
Jeff
I got a chance to go through some email that had been piling up while I worked on a time-intensive project. I had set aside some of the emails that I knew would take time to go through, ones from fellow marketers who had sent me their latest training videos or upgrades to marketing tools that I use.
Man, did one of them jump out!
I got two emails from Jason Potash, creator of Article Announcer among many other worthwhile marketing tools. One of them announced an upgrade of the Article Announcer tool for promoting and syndicating my articles to other sites. The other was for a totally new tool that he had created to expand the usefulness of Article Announcer.
Now, when I get an announcement of a software upgrade, my first thought is usually, "OK, how much do they want to stick me for to get a few additional features?" But I was pleasantly surprised when I found out that this upgrade—which actually added a lot of the functions I had wished the original had—was free.
But I was blown away when I found out that the newly created tool was set up not with a separate cost as an optional add-on, but as part of the overall upgrade. He easily could have sold the new product on a monthly subscription basis and gotten most of his original customers to sign up. But he provided it free.
That's the kind of willingness to overdeliver that separates the business owners who soar from the plodders. (Incidentally, he's not an idiot not to charge for something that he easily could; he built it so that the more people use it, the more exposure it gives his original product among potential new customers. AND he built it in a way that encourages users to use it by giving them a cut of any sales made through their use of it.)
Absolutely brilliant! Not only did he turn a good product into a great one by his additions, but he built a killer marketing strategy right into the product.
I always love it when I find a marketer who builds his business around a strategy where everybody wins.
Jeff
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