Email Marketing Kung Fu

Have you ever heard email described as, "the killer Internet Application?" Do you understand why email is the killer app for your business on the Internet, or how to make it that way if it isn't now?

In my spare time, I teach WingTsun(TM) Kung Fu. I learned Internet marketing by marketing my martial arts schools and classes online. Much of what I've learned about Internet marketing - and Life - has been strongly influenced by Kung Fu.

Good Kung Fu is concept-driven. Good Internet marketing should be, too. Have you ever heard the concept, "The best defense is a good offense?"

My students and I are nice people. But if you've ever had to defend yourself or your family, you know you can't be too nice. Your survival, or the survival of your loved ones, depends on you winning. You cannot stop, you must win.

So let me ask you: If you were in a situation where you had to defend yourself and your family - life or death! - would you only hit once? Of course not. You'd keep hitting until you and your family were safe, wouldn't you?

But is that how you market your business on the Internet? Are you relentless? Do you win? Or do you just get one hit per visitor? Do you really think people are going to wait around to see what happens? Or come back later for another hit?

It sounds funny, but this is what the vast majority of businesses do on the Internet! I've done it too, and I KNOW better! Any marketer will tell you it's a known fact that it normally takes multiple exposures to your marketing before someone actually makes a purchase. It's so easy to focus on getting a hit on your web site. But what's the chance you're going to win with just one hit?

Do you know what it costs you to get a visitor to your web site? Maybe you can measure it because you're doing pay-per-click, popup, or banner advertising. Or maybe you just know you spent umpteen hours hunched over your keyboard sweating blood trying to optimize your pages for the search engines ...

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