Do you remember hearing in part one of this article why old-school interruption style marketing is dead? It’s true, especially online. We looked at one cause, the "Delusional Coma". Then we showed how you can reverse that common online marketer disease and use it to your advantage with the Tribal Seduction Formula; CHARM™ (Captivate - Hook - Advance - Reinforce - Motivate).

As you read through part two here, you’ll quickly see how to turn the challenges of marketing and selling online into big advantages for you.

Let’s get right to the second major cause for the death of interruption style marketing…

Reversal #2: The waves and the weather

In the regular off-line world, weather is simply a set of meteorological conditions we experience in any geographic area. The marketplace is no different.

If you were to assume the conditions of the online marketplace are the same as last year, that would be just as silly as crossing the Rocky Mountains in January without checking the weather forecast. Don’t try this at home kids… either one will lead to injury or death!

Today’s online marketplace is a new world thanks to the influence of New Media and Web 2.0. And this is a big problem for many marketers.

Old school marketers resistant to marketplace changes are like Eskimos building igloos in Hawaii. They can be the best at what they do, but continue to rebuild what won’t work in this new online environment.

Three years ago a shift in the mainstream marketplace began like tiny waves lapping away at the shoreline. Today, those changes have become a tsunami of change sweeping across the business landscape.

That tidal wave of transformation is powered not so much by New Media itself. But by the illusion of control that New Media gives to the "man or woman on the street." (Yes, it is an illusion, and we’ll be discussing in detail how you can covertly harness and benefit from this sociological fact as time goes on.)

The reality of the marketplace is this; the "average Joe and Jane" have grabbed their surf boards and are freely riding the waves of the New Media marketplace. They "get it." The ones sitting on the shoreline watching in fear are small business owners, marketers, and sales professionals.

Some eager marketers do dive in. They doggie-paddle furiously, trying to peddle their wares using New Media channels with old-school marketing tactics. But as they flail about in the fast moving waters, they’re caught up in hidden rip-tides and swept away very quickly. Their videos, posts, podcasts, and entire web presence flounders as the marketplace pummels them like a 40-foot wave on a black-flag beach day.

There are only so many more days they can crawl back up on the beach of constrained thinking and return to poorly veiled versions of their old tactics. Soon the rising tide consumer control will swamp the beach, and their businesses. Trust me — you DO NOT want to join them.

So how can you dive in to the New Media marketplace and not get swamped?

Well, there is the obvious — following along, engaging, and making connections here at Tribal Seduction.

But the most important action you can do is to grasp this simple Tribal Seduction mindset:

People buy WHO you are, NOT what you are selling.

Re-read that and let it sink in for a minute.

No matter how good you are at what you do in life, it’s not as important as who it is you are.

once you grasp that mindset, get out into waters of the New Media Marketplace. there are three ways for you to start applying this new mindset to make a heck of lot more money (and make it easier too.)

1. Find the influence leaders (those who gather Tribes of raving fans in social networks, blogs, podcasts, online video, and even off-line on specialized cable channels. Observe who these people are, what they do, and how their fans respond.

2. Start interacting to establish your online persona and brand.

 

Scott has a great series filled with lots of tips and strategies for networking in online communities. And Deb has a great video series on how to harness the power of MySpace and its’170-million+ members.

3. If you’re the sharp marketer I know you are, (and yes I know that you’re a savvy person because you’ve read this far,) then building a true "Web presence", not just a Web site should be tops on your list too.

"Web site" vs. a "Web Presence"

A Web site sits there and you work for it. You drive the traffic, the content is only seen by people who come to it, and it is a one-way channel.

A Web presence on the other hand — it lives and works for you… 24-7-365! Add content to different New Media channels and each channel will work for you, bringing people from targeted Tribe to you. You can use individual channels like blogs, podcasts, online video and social networks combining them on your own with list-building and conversion sites. OR you can use a complete integrated Web presence builder like the BLOG i360 New Media marketing system.

No matter which route you start with, remember the Tribal Seduction mindset of "WHO is more important than WHAT."

Don’t worry about finding people succeeding in Tribal Seduction in your niche. It’s actually an advantage to model ideas from outside your niche or industry. Just start out with two or three of the most popular shows, sites, or personas for each channel and follow them regularly.

When you do this you’ll begin to see the "Who you are, not what you’re selling" principle at work. And as you learn more secret tells of Tribal Seduction, you’ll be able to put it to work for you.

You can use both the Delusional Coma and the Waves and Weather to your advantage. These two factors are working together, and they’re changing the rules for marketing online.

No longer can you just be a Marketplace Molester, "info-product" pusher or List Pimp

It’s true both online and off-line, (unless you want to work 4-times as hard for a fraction of the results.) The big bucks and the big fame are being garnered by those who use the Tribal Seduction Formula of CHARM to continuously move people to higher and higher levels of seduction.

If it’s not obvious to you yet, it will become crystal clear as we begin to reveal more of the Tribal Seduction mindset needed to win friends and influence people in today’s marketplace.

As we roll into Tribal Seduction strategies, and various studies or commentaries on online marketing strategies that work with people (instead of using them) — you’ll see how you can win where yesterday’s gurus are faltering.

John Paul Micek is a co-founder of the international business coaching company RPM Success Group ® Inc. He and his partner Deborah are authors of the hit book Secrets Of Online Persuasion. They are creators of the ONLY Web site system to put New Media to work marketing FOR you — BLOG i360™. For media contacts or speaking requests & partnering inquires, contact J.P. at [krazycapitalist@gmail.com]. Or, share your thoughts & comments below.

Previous in Series