Secrets of Online Persuasion Book

Since there are so many powerful and now proven concepts in my book, Secrets of Online Persuasion, I’ve decided to share more of it with you. Sometimes, as marketers, we need to be reminded of the basics. We are here to serve our clients as well as create income for ourselves.  This is why we are marketers, correct?

Here’s your excerpt….

Secrets of Online Persuasion – Where The Wealth And Power Are

The age of communication requires exchanges, but creation of all those comments, conversations and bits of information builds a tremendous volume of data.  Real wealth and power are not where you think.  It’s not necessarily reserved for the high-volume producers or high-traffic sites.

The greatest area of opportunity for many businesses lies in what’s called the “Long Tail.”

The Long Tail is a term coined by Chris Anderson in an article he wrote for “Wired” magazine in 2004. (Also the book of the same title, released in July 2006.)

It comes from a graphical representation that shows how the relatively few in any industry, market, or supply channel can appear to carry most of the momentum. They form what’s called the “head.”

All the smaller players or lower demand products trail off in a downward sloping curve.  They form what is called the “Long Tail.”

For a practical example of how this works, let’s take a look at a graph representing the sale of music.
Online Graphing
In the head, are the primarily off-line stores who look (at first glance) to be carrying the bulk of the volume in sales.

However, when you look closely, you’ll notice that the number of titles available is limited only to the most popular artists, and only when purchasing an entire CD. When you move into the Long Tail, you see the sale of many more obscure song titles with an appearance of decreasing volume.

But the fact is that Napster has gained the loyalty of customers who either purchase or “rent” access (through a $15/month membership) to the same high demand titles in the head, along with nearly two million lower demand individual songs in the tail.  The sum total of all the less popular titles in the Long Tail far outweighs the volume in the head.

By leveraging New Media delivery/consumption, and satisfying the desires of numerous musical micro-markets, Napster is able to compete with the big name stores via the Long Tail.

If you enjoyed this excerpt, you can get the rest of the book HERE.

Want more  Coach Deb books?  You can get Twitter Revolution HERE.

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