Occasionally some old fashioned hogwash is regurgitated and described as “the new new Internet business model” or words similar to that. A couple of weeks ago newspapers announced they were going to start charging for access to read articles on their website. It makes you wonder who makes these decisions, surely no one who actually surfs the net could possibly think their material will be worth squat if it cannot be shared by Internet users such as bloggers and twitter publishers. Who will ever know they wrote anything behind their paywall?

They tried this before too. One of the papers announcing this new move is one of the papers that failed in 1999! What short memories they have or are they not mentioning because of the bad karma it would bring? Who knows. The only thing we know for sure is this won’t work. Why? Well if they hide their text behind a paywall Google won’t index it. If Google don’t index it then no one will know they wrote it. If they allow just Google through like the idiots at Expert Exchange then all you need to do is click the Google Cached link beside the link and you have the full story for free. End of.

If they could provide a compelling reason for people to pay up and read, en masse, they may have found a new business model, but honestly, the only reason I read papers online is I don’t like ink on my fingers.

I will leave it to you to work out which is which!

You can also save the files to your disk by right-click save-as: elevated-HQ

See How to add a video to your site for instructions on how this can be added to your website.

Randy gave me an idea of the music he wanted but this was the closest cc I could find. If you would like to find your own www.jamendo.com is a good place to start.

This is my first attempt. I felt it was too long and I’m sorry Randy, I just don’t like that style of music.

So I decided to try another. This one is shorter, just over 30 seconds, so images move faster, and the music is more “traffic like”, at least to me!

And this is the final, a little longer than the second and my favourite.

Of course Randy can choose for himself which is best. Click here to download all files.

Lessons Learned

As a novice I expect to make a few mistakes.  If you decide to have a go at this and want to a video put together make sure the images you send are no smaller than 640 x 480 but 1024 x 768 would be much better.

How to take screenshots and videos?

If you are not sure how to take screenshots or do not have any suitable software you may find Jing useful.  It’s free and from the same people who make Snagit and Camtasia. Jing can be downloaded from www.jingproject.com.  The video’s Jing creates are crisp and in small files but if you want to play them on your PC/Mac you will need to grab a swiff player, www.globfx.com of a good player also free of charge.  You could convert them, most converters cost a few dollars, but there a few free too.

Whats all this about a FREE promo video then?

Well if you have not been lucky enough to enjoy one my newsletters then now is the time to join!  Go to www.ventrino.com and click the subscribe button (I know I know, I should have it here in the blog…. I’ll sort it when I get less time).

In the last newsletter I promised to do a couple of free promo videos (see http://bit.ly/a7BLjX for the original post), here’s the email if you are interested:

The first book I read dealt with the API which was great if you like that kind of thing.  What I needed was something that dealt with the use of Twitter from an end user perspective.  I needed to know what twitter was like from a business user point of view.  What was twitter’s attraction?  How can it be used by business?  What advantages does it offer over other social media resources?  How could it be used to leverage sales?  Could it be used for customer support?  A list of pros and cons for business use.

Amazon offered two books that cover the subject I was looking for.  Amazon reviews offer a balanced view and are useful but with the two books I shortlised it looked like the authors had employed cheerleaders for their books, and nay-sayers for their competitors (I’m sure that’s not what happened but check them out for yourself and you will see what I mean).

As I had heard of Joel Comm I took a closer look and with an endorsement from Anthony Robbins felt compelled to give it a try.  I must add had I known Mark Joyner had given an endorsement I would not have given the book a second look.

Some critics of Joels book say he treats the subject too elementary.  He assumes nothing and if you are new to the Internet you will find this useful.  It’s not correct to say that this is a waste of time for long term Internet users.  Amid the explanations you will find Joels take on how something should be done and why.  This is invaluable for any Internet user, especially the experienced as it is so easy to forget the most fundemental tasks sometimes.  For example one reviewer criticised Joel for explaining how to upload your background image to twitter.  This is perhaps elementary stuff that 99% of twitter users could do without being told, but the reviewer omitted to mention Joel explains the value of that image and how to best make it work for you.  The real message was lost to some reviewers and it will be reflected in their timelines.

Not everything in Twitter Power will be a revelation to you, many of the tasks you are familiar with will be enhanced by Joels thinking.  Think of Twitter Power as a game plan to the knowledge you need to build your business.  You will find out how to avoid disaster and how to maximise opportunity and that makes the book a useful tool for any online business.

Joels book is about understanding Twitter and making the most of it.  He writes (or is it Ken Burge) in a casual style that is focused on the task.  He wastes no time trying to be clever or complex.  His formula for success is straight forward and can be read by anyone without needing a PHD.  My rating therefore is five stars.  He delivers his message in a quiet and uncomplicated way, if you believe twitter can help you in business and your social life then this book is for you.

Successful online promotion can only be achieved through constant change.  15 years ago the Internet was hailed as a revolution and paradise for adverters.  Instant feedback to marketing campaigns fuelled the spread of banners and it wasn’t long before every site apart from the BBC looked more like the Exchange and Mart.

We became “banner blind” and these ads lost their effectiveness fast.  A few years later Google arrived with its “Do no evil” policy yet sure enough, as soon as we were all hooked, they too became banner bandits.  Every webmaster who couldn’t figure a way to make money dropped Google code on the site which ironically encouraged people to leave the moment they arrived.

Internet users have grown immune to this kind of advertising.  How many times this week have you bought something after clicking their banner?  Can you remember the product for any banner you clicked this week.  It’s known as “push”.  Traditional media likes to brand us like cattle, with their mark burned into memory forever.

We are less likely to allow old media to influence us.  Instead we are interested in opinion.  When you buy a book from Amazon do you prefer the Synopsis by the author or the comments by his readers?  Do you read the negative first or the good or do you juxtapose them both?  Do you trust a book with one five star rating or another a hundred reviews and a four star rating?

The benefit of the wisdom of the crowd over traditional advertising is compelling.  “As seen on TV” is now considered a warning against paying too much.  Today we buy from experience rather than advertising hype.  Not just our own experience but the experience of thousands of other consumers too.

Ask any salesmen their preferred lead and it is likely to be “Word of Mouth” which is an elementary way to describe social media.  The difference with word of mouth is it is limited to a few friends and social media has access to billions of potential customers.  Members share all kind of information with specialist groups covering any subject the mind can imagine.  Each member of the group looks over the shoulder of fellow members to see what they are doing and ask advice.

The advertising interloper will always be excommunicated from these groups.  Old media, advertisers and opinionated individuals are quickly identified and removed from the sphere of influence for good.

What does this mean for the person with something to sell?

It means mediocre and poor quality are unlikely to benefit from the new social phenomenon.  If that’s all you have then stick with old media as it suffers from the last death throws push advertising has to offer.

Worthwhile products enjoy a boom without leaving a hole in the balance sheet.  Introducing your product to targeted groups and attract positive reviews from esteemed and influential social media experts in your field will generate buzz.  Place your product in the correct sales medium so it can be found and purchased easily from a trustworthy resource.

Unlike TV, Radio, Press, Banner Ads, Google Adsense or any other form of traditional advertising push media is finite, whereas a social media marketing campaign will produce infinite buzz always online and ready for review.

Too many cooks…

It’s easy to be trapped into the belief you need friends in facebook or followers on twitter to achieve your goals.  As a relative newcomer to these services I speak from the experience of the lack of experience, a rare qualification!  With confidence I can say sales come from something else.  It is too simplistic to say “the more followers I have the better chance of sales” I can think of many arguments against this but perhaps the most obvious is that if everyone is hunting the highest number of followers it’s likely he or she is attracting the same kind of people, and how often do you read messages from the hundreds of thousands of messages that spend the odd micro second on your timeline?

My advice is to only follow those people who you think can help you in your pursuits.  And don’t worry about offending people by not following or even removing them as a friend.  Instead congratulate yourself on taking the right steps to protect what you want.  People will respect you for it, especially those you choose to follow because you think they are worthy of your attention.