You gotta have a nice backend! ONE dimsensional marketing

You know ... as I work with clients... I frequently find that some people are so myopic when it comes to marketing online. They say "I have this killer e-book that is a game changer.... or a video series." I think that what people don't always see is the importance of the backend.

In corporate America, HUGE companies don't get this 99% of the time. But, think of someone who does. Most of us have bought a domain at GoDaddy, right? Think of that backend! That is like running a gauntlet to get out of there. Nobody does a better job at upselling than GoDaddy. Amazing.

I guess I just wanted to write this because I see a lot of folks on this forum who are newbies writing about "I have an ebook or some videos or something". But, the fact is that if you are selling a $27 ebook, you are totally limiting yourself. Your backend is not even rich enough to market. And, I think people would not be doing this if they knew how much it was killing their business. Here are some things that you absolutely cannot do with one dimensional marketing:

• Get quality affiliates. Even if you are paying me 90%, why would I burn my list for that? You won't get good affiliates like this.
• You can't afford PPC unless you have a crazy, ridiculous conversion rate. And, even if you do, what are your margins?
• You can't possibly do any media buying... banners, ppv, etc..

So, what are you left with? I guess just organic. And, that is just so limiting to scaling your product. Here are some things that you can do to enrich your backend:

• Add affiliate product upsells into product stream.
• Add your own upsells into your product stream.
• Continuity ... continuity... continuity.... if you have a product, you can do continuity. no doubt.
• And, for goodness sakes, collect the e-mail address! Think about it... if you direct link and get no e-mail address... wow, you are limiting yourself out of the gate. If you get the e-mail address, the realm of database marketing opens up for you.

Anyway, I just see a lot of posts on this forum where people are really trying to get going. And, I peer into my IM crystal ball and see a monetzation issue, ahead, for them. I know... I was there and I didn't know. And, now when I see it ... it just glares at me. Work on the lifetime value your market and think about building customer relationships - not just sales.

Hope this helps someone.