In other words, think about offering and/or creating stuff that appeals to a whole bunch of folks.
All of us IM'ers (myself included) tend to get so caught up in our little world... that we don't realize just how little it is.
Talk to the average joe about conversions or html code or cost-per-click, and rather than spend a single penny with you they'll look at you like deer in the headlights.
So Allen's gems of wisdom remind me of this, and I decide I'll go do a little research to see what "Bob and Mary Internet Searcher" are looking for.
I head on over to the free keyword tool at Wordtracker and type in just 2 simple words: how to
HUGE Disclaimer: When you do this you'll find some... uhhh... interesting results. That's all I'm gonna say.
But the real kicker is the search term I see listed in the #4 position:
"How to get a dog to mount you"... with...get this... an estimated 2505 searches A DAY. Check for yourself.
The two big lessons I learned:
1) There's huge value in venturing out beyond our little "IM bubble" here at WF and reminding ourselves what the majority of customers (mass market) are wanting
2) Bob and Mary Internet Searcher are truly warped individuals.