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Viral
Marketing That Works Long-term
© 2003 By Willie Crawford
The concept of a viral marketing tool is a
beautiful thing!
You create a product, an ebook, some software, a cute
game, or maybe a screensaver. People love it so much
that they pass it around. Everybody who gets their hands on
this incredible product wants to share it with everyone
that they know.
Internet marketers love viral tools. You can compile a
collection of your articles, or even those of others, write
a salespage that points out its tremendous value, and others
will go crazy giving it away. Each time someone gives it
away, they pass around your url, and drive traffic AND
sales to your site.
But has that really been your experience
with viral marketing tools? Does business keep
growing and growing and growing as the pace of people
sharing your product builds to an incredible frenzy?
The truth is that for most products created to generate
viral traffic/sales, things really never take off. The
creator of the viral tool had a great idea but why did
it fizzle? Why was the virus cured before it became a
marketing epidemic?
In a word... incentive. In order for a product to really go
viral and keep growing, there must be some incentive
for EVERY person who passes it on. This doesn't has to be a
monetary incentive, but the person does have to be rewarded
for sharing that ebook, software, game, screensaver,
etc.
The incentive... the reward for
passing on a viral product could
be the joy of knowing how much the recipient is
going to
enjoy and benefit from using the product. That
is why some of the most famous viral marketing
tools were passed on. But let's focus on viral
tools specifically for the internet marketing
cro d for just a minute. Since we study
marketing and know how easily things can
go viral over the internet, we are convinced of
the tremendous value of a great viral product.
That could be something as simple as a
collection of articles on search engines.
If it contains enough really good articles, this
ebook WILL take off.
However, after the initial growth spurt, the
incentive for passing the viral product on
seems to fade. The viral tool very quickly
loses its excitement. The reason that it very
quickly loses its excitement IS because the
incentive for passing it on has a lower
perceived value to those who pass it on after
it's been around for a while.
The secret to keeping a viral marketing tool
growing and going is to make it just as
rewarding... just as exciting, for those who
discover it months from now as it is for those
exposed to it when it's first produced.
One way to do this is to integrate some way to
personalize the item... make it brandable.
By allowing a person to change links within the
product to his own affiliate links, you build in
tremendous incentive to pass this item on to as
many people as possible because of the potential
"backend" sales.
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However, after it's been passed along
AND re-branded by several "generations," some of the backend
products may even begin to appear less exciting. That's
because the 3rd or 4th generation virus spreaders probably
want to promote something that their audience will view as
fresh or exciting. What they need and want is a way to add a
fresh, NEW layer to an existing viral product.
By being able to add a fresh, new layer to an existing
product, they can take that existing viral product... with
proven value, and make it EXCITING again. It will be
exciting to the potential new spreaders because it will
allow them to promote a backend product that THEY are
excited about. They are not forced to promote the backend
products that were exciting to the original creator of the
viral tool a YEAR ago.
If it were possible to add a new layer to an existing
product, you would also overcome another drawback to
some viral marketing tools. In order to brand and take
advantage of some tools, you are forced to join
affiliate programs for products that you really have no
interest in. If you could add your own layer, on top of the
existing product, you could promote those products that YOU
have an interest in.
"ALLRIGHT" you scream! That does sound like a great idea but
why tell me about something that's a great idea that's not
possible. I'm telling you about it because it IS possible.
There is a brand new product out that I've been using
a lot this week to rebrand some of the older viral products
that I have reprint rights to. It let's me add my own fresh
layer on top of the existing product. The product is called
Zip Brander.
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Zip Brander allows you to take any existing downloadable
file and wrap it in your own layer. That layer is presented
to the person downloading the file BEFORE they get to
the basic product. This is even better than branding
links within the product because they see your message
before they dive into the product.
Your message is the first thing that they see before they
unzip the product to get to the viral product they
were first sold on. Since your message is the first thing
that they see, it's also the first thing that they react
to.
You've just overcomes another problem with viral products.
You pass them on because you sometimes hope that
people will use them and come across your embedded
message. However, since people are so easily
distracted, they often never get to your message...
your embedded link, before they go off to do
something else...
...But if your message is the first thing they see, it
doesn't matter so much if they are distracted after a
short time by the kids, the barking dog, or the
phone. Your viral message has reached them... and
hopefully at least spread to their subconscious minds.
I absolutely love Zip Brander! Before people pass on your
viral product, they can add THEIR own viral layer... and
this new viral layer they add can benefit you. You see, they
can join Zip Brander's affiliate program, add their
affiliate link to the TOP layer, and then pass it on.
When others get a copy of Zip Brander, to use in adding
their layer, before passing the product on you earn a
commission. You also earn a commission when their
customers get a copy of Zip Brander
- the affiliate program is 2-tier.
This is the most powerful innovation I've seen since the
conception of viral marketing tools.. Start
rebranding your files - get a copy now
at:
http://www.profitautomation.com/app/adtrack.asp?AdID=73717
ABOUT THE AUTHOR:
Willie Crawford has been teaching others how to
build an on-line business since late 1996.
Frequently featured in radio, magazine and
newspaper articles and interviews, Willie
teaches his client about innovative new
marketing technologies long before most
others discover them. Zip Brander is just one
such tool. It' at:
http://www.profitautomation.com/app/adtrack.asp?AdID=73717 |
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