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Something New

Doug Hudiburg — Mon, 09 Aug 2004 13:30:34 +0000

MarketingPathway.com is being re-invented.

New, exciting stuff coming.

Tabula Rasa -- The Power of a Clean Slate

Doug Hudiburg — Sat, 10 May 2008 22:30:59 +0000

As I was planning what direction to take this website I found that I was continually running up against one big issue... What to do with the existing content. I had a clear vision for what I wanted the site to be but trying to figure out how to fit all of the old content into the new vision was daunting. This website has evolved as my business model has evolved, as such, the content had no real focus. At first it was a small business marketing website, then a small business marketing membership site, then a blog... ah it makes me tired just thinking about it.

But then I had one cathartic moment.

I attempted (foolishly) to upgrade Joomla without the help of my programmer -- and I broke it.

Not permanently, but I broke it nonetheless.

First I was in a slight state of panic, then it hit me.

"Don't try to fit the old content into the new vision -- start fresh -- clean slate -- tabula rasa" Said the voice in my head.

Ah, yes.

That's the answer. Leave the baggage behind. Create a new design -- a dramatically different design. Build the content and the information architecture in a way that helps convey the ideas and concepts I want to share with infopreneurs.

I posted my plan on Twitter . And @kellymccausey responded in shock an horror she, justifiably, didn't see why I would let good link juice and indexed content go to waste.

But this is not about pleasing Google. It's about bringing clear, helpful, and understandable guidance to Infopreneurs to help them build, manage and optimize their selling systems.

We'll start with a blog (still trying to get MojoBlog working) and follow shortly with a special membership site that will provide a knowledge framework, training, and tools to help Infopreneurs build the most profitable and effective selling systems.

A 21-Word Definition of Marketing

Doug Hudiburg — Mon, 12 May 2008 15:34:20 +0000

If you are an Infopreneur, you must accept the fact that the only way to ensure sustainable, profitable growth, you must continually expand your marketing knowledge.

Knowledge equals power, and, when it comes to marketing, clear and understandable knowledge is a bit hard to come by. As an Infopreneur, it is your job to know what is possible, what strategies make sense for your business, and what results you should demand from your marketing system. This requires a fundamental understanding of the role of marketing.

Marketing is one of the only activities in business that makes you money. And marketing done right can have astounding results.

Marketing Definition

The first step toward understanding marketing's role in your business it to get a handle on exactly what marketing is. When most small Infopreneurs think of marketing, they are generally thinking about promotion -- either advertising or sales. These are two elements of marketing, but there is more to it than just promotion.

The simplest definition of marketing for the Infopreneur is "everything you do in your business that puts money in your pocket."

That's a pretty broad definition. But true, nonetheless.

Yet this definition, while it makes a good point, doesn't help us really understand what marketing is.

I prefer to define marketing this way:

Marketing is the business activity of creating value, communicating value, and exchanging value to satisfy the needs of businesses and individuals.

This definition covers the entire scope of the marketing function.

In your business you create value through products or services, and then you tell people about the value you have created, and then you deliver that value in exchange for something you value: that green energy that fuels your dreams.

Let's take it apart to make sure we understand the definition.

Satisfy the needs of businesses and individuals

Any effective definition of marketing must be built around satisfying the needs of businesses and individuals. Without the need, there can be no value created or exchanged.

You will notice that the definition includes "businesses and individuals." Really? Marketing always must serve the needs of both businesses and individuals? Yes, at least so far in my experience. I have yet to see the business that can be truly successful by taking an 'either or' approach to the market. Markets are made up of both businesses AND individuals, no matter what business you are in.

Now, you might say "my business is very successful and I focus exclusively on satisfying the needs of my customers. I sell directly to those customers online, I don't need to focus on the needs of other businesses. If I stay focused exclusively on satisfying the needs of my customers (individuals) then I'll continue to be successful."

And I would say "True. You are very successful, and your priorities are certainly right, but look for opportunities to partner with other businesses. Look to tap into their potential to become affiliates, strategic allies, distributors, content contributors, etc. You see, marketing is always more powerful when it also meets the needs of both individuals and businesses.

Create Value

Marketing is about creating value to satisfy the needs of your market through products or services. The need comes first, and then you create value (products or services) to meet that need.

Get it backwards (create a product and go looking for a need) and you are missing a huge part of the marketing process.

You know, not too long ago, college marketing courses were actually talking about "creating a need" through advertising. It's always been much more profitable to discover needs and create value to satisfy those needs, but academics are a bit slow when it comes to understanding effective marketing ;-).

Communicate Value

Now we get into familiar territory: advertising and messaging. Certainly a large part of marketing is about effective communication. This is where you inform those businesses and individuals about the great value you have created.

This is also what most people think of when they think of marketing, but marketing communications is really only a small part of the role of marketing.

Exchange Value

Finally, we come to the part where money changes hands. You exchange the value you have created (your products) for something that you value (money).

This is one part of the definition that is deceptive. It seems obvious, but this part of the marketing definition is critical and often overlooked. There is a lot packed in to this piece -- the value you have created, how much you will charge for that value, how the money changes hands, how the product is delivered and supported -- these are all big issues. In fact, when you consider that *most* of your profit will come from repeat customers, a high level of satisfaction here is absolutely critical.

But Isn't That Everything My Business Does?

Aha! Now you have taken the first step to a major shift in thinking that will change the way you look at your business and will significantly improve your profitability.

In order to really be successful as an Infopreneur, you need to start thinking of your business as a marketing machine. You might be a fitness expert, but your business is the marketing of fitness information. You might be a software engineer, but your business is the marketing of software. You might be a personal development coach, but your business is the marketing of coaching services.

Don't take my word for it.

This is what Peter Drucker , who in 1997, Business Week called "the most enduring management thinker of our time." says about it:

"Because of the nature of business, it has just two functions, and only two; marketing and innovation. Marketing and innovation make money. Everything else is a cost."

Now that you have a workable definition that doesn't leave any critical element out of the mix, you can start to make sense of what this means to your business.

If you are in business today, you are a marketer. Your job is to facilitate the exchange of value between your company and an eager market. To really succeed in the marketplace, your entire business must be focused on the business activity of creating value, communicating value, and exchanging value to satisfy the needs of businesses and individuals.

When you truly get focused on these three elements of the marketing definition that is when you will see your sales and profit expand dramatically.

A Product Built Specifically for Infopreneurs

Doug Hudiburg — Tue, 13 May 2008 18:33:14 +0000

The wheels of my latest launch are turning and I'm pretty excited about it. Heck, there is a lot to be excited about.

This product represents several major milestones for me, but that's not what I'm excited about.

What excites me is to finally be in the position to share something I've been working on for several years (depending on where one starts counting). I'm excited about what it can do for YOU.

The tool I will launch on Thursday, May 15 at 8am eastern time is something that has become indispensable for me and my clients.

It is a planning, development, and management tool for online selling systems. And, if you have ever built one in the past, you will immediately see how my tool will help you in the future.

If you have purchased anything from me in the past, you will receive an email tomorrow with a special "customer only" offer.

After tomorrow, the product will be available to everyone else.

I'm not doing a pre-launch list, so if you want to make sure you are notified of the launch you can either subscribe to Daily Marketing Ace , subscribe to the RSS feed of this blog, or follow me on Twitter .

OK. I'm off to do some final testing and to get affiliates set up.

An Indispensable Planning and Management Tool

Doug Hudiburg — Fri, 16 May 2008 14:50:13 +0000

If you do something long enough, you develop tools to make the job more managable, efficient, and effective.
Soon, those tools become indispensable. In other words, you wouldn't want to do the job without them.
I've built a lot of online selling systems -- for myself, for small business clients, for corporate clients, and for collaborative projects.
In the process of building these systems, one tool has evolved to be truly indispensable to me. I wouldn't want to create an online selling system without it.
It has evolved over a period of years, and now I want to share it with you.

Click here to get your package for just $1.00

I've already been through the learning curve on this one, so why should you have to go through the learning curve yourself?

You want to build the house, *not* invent the hammer, right?

Go here to put my indispensable planning and management tool into your toolbox...

You will find it indispensable too, I'm quite positive about that.