In my travels, I’m asked a lot of questions about SEO and SEM. People new to this industry usually ask the same question – “I can’t grasp this stuff, it’s just rocket science to me.” If there is one thing that SEO and SEM are not – it is rocket science. It isn’t Voodoo or any type of magic.
What SEO and SEM are is just another form of direct marketing. Many of the same principles that apply to off-line direct marketing apply to on-line marketing. Why else do you think those nasty 24-page sales letters that the late Cory Rudl made famous work so well? Personally, any time I see one of those letters I click the back button. I hate them with a passion. But again, I am not the target of those marketers anyway.
Marketers who write those long sales letters typically have years of experience in direct response marketing and have figured out how to use search to reach the same customers that they would target using any other marketing method either off-line or on-line. They are successful because their message communicates very well with their intended customers.
So how do you get the same results? I’m not promoting the idea of doing the endless sales letter with dozens of calls to action throughout. What I am suggesting is that you too can adapt their techniques to reach your intended goal.
- Middlesex UniversityMarketing with HRM, 2009
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