Writen by Dr. Gary S. Goodman
In a companion article I mentioned my exasperation over the fact that my 575 posted articles haven't brought me any tangible results, and specifically no paying clients!
It reminds me of one of my favorite stories.
A guy in Florida loaded a freight train with oranges and sold the cargo to a fellow in Georgia. The Georgian rerouted the shipment to someone in Kansas City, who in turn, transferred ownership to a bloke in Oregon.
The Oregonian opened the cargo and saw nothing but rotten oranges.
In a huff, he phoned the person who sold them to him and demanded to know, "What's going on?"
His contact said with utter seriousness: "You misunderstood: Those oranges aren't for eating; they're for SELLING!"
I have to say the same principle applies to writing articles and then to posting them. The Ezine site will come out, because it sells ads, and inevitably, some folks will click on them.
But if you're seeking to attract your own customers or clients, you may well be disappointed.
Here's why:
The wrong folks are reading your stuff. It's probably other writers, indeed your competitors, who are trying to see what you're up to.
And while articles may elevate your rankings at search engines, you have to be sure that people are searching under the terms that are tapped into by your writing, and that these folks are buyers, as well.
Like an aspiring actor who hangs out on Hollywood Boulevard hoping to be discovered, article marketers are doing something with similar odds of success.
Wouldn't it be a lot easier, faster, and certainly more direct to call or to mail something to a highly targeted audience, one consisting of known buyers of what you're selling, and then follow through with them, one at a time?
In a word or two, isn't article marketing just a little too indirect and iffy?
Dr. Gary S. Goodman, President of http://www.Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone and Monitoring, Measuring & Managing Customer Service, and the audio program, "The Law of Large Numbers: How To Make Success Inevitable," published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations from Santa Monica to South Africa. He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com
For information about coaching, consulting, training, books, videos and audios, please go to http://www.customersatisfaction.com
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