I was trained years ago to do TOP exercises (Thinking On Paper) and although I use a computer now I still find it helpful to get things out of your mind where you can work on them and then put them back in your mind in a better organized manner.
I am going to share some TOP efforts and results here for comments.
Sean recently sent out some emails about the internet changing and I am convinced he is right. I have been thinking that along with a few million people for months now. What people are marketing to me has changed, the countries I am seeing responses from has changed, winning bids for adwords has changed, even what I am getting fed to me from Youtube has changed.
Sean has offered some suggestions and if I understand correctly he will be offering more to help us deal with the new playing field. In my estimation there is no reason to panic and I think Sean will tell you that too, hopefully he will comment on this thread somewhere. He has already sent out some emails with some funnel ideas with some pricing and ideas that should help anyone be profitable within the new framework.
So why did the internet change?
I guess that would take a five year study and still not cover every reason, but first, the internet has always changed, just go back and look at saved copies of websites from the 90’s if you doubt it and second, the internet reflects life and socially, demographically and financially the world has changed. In fact, I have seen arguments that the world is changing now faster than in history and who could disagree?
Amazon, a company that started as a book store, has become a grocery store, a pharmacy and a healthcare provider. Is that enough change for you? If not, they also launch rockets.
It is hard to find a point where a trend starts, but for the sake of example, the Youtube Boycott is as good a place as any to get on this merry-go-round. There were things leading up to it, but this event was a watershed event, meaning we can divide things into B-YB and A-YB Before the Youtube Boycott and After the Youtube Boycott fairly clearly.
Old fashioned, mainstream advertisers were extremely unhappy with Youtube and Google for taking away much of their business and for dictating how they could advertise and how much it would cost to have access to their internet market. They were ready for some push back, they just needed an opportunity.
The presidential election drew some pretty defined battle lines and stirred the pot with a big paddle. Internet activity for this election dwarfed previous elections and campaigns, groups, people, even advertisers and countries were fighting to be heard, to be at the front of the line for views and to get their message across to influence people.
Lots of money and effort went into the internet and it resulted in new channels, new methods and new ways of looking at all things internet. Change can be good, change can be bad, but massive change almost always makes things unstable.
Then comes along The Times doing an article on how that advertisers have little control over where their ads appear and that brand names are appearing with videos that are hate speech, repulsive and shocking. ATT, the British Government, Coke, McDonald’s and a who’s who list of others got on the band wagon for the boycott. Who could blame them? It was free advertising and they appeared to take the high ground. It just might give them some power over Youtube. Advertising agencies loved it, they had to play with Youtube even though it competed with them, this was their time to get even. I can’t say much of the boycott was organized, but the same thoughts in agencies were common. It created a big wave in the pool and lots of people were worried. Panicked even.
Youtube tried to ignore it, then tried to downplay it and finally acted on it. They offered new tools to advertisers, new rules, new logarithms and new censorship. They demonetized some of the big independent players with Youtube channels. Ron Paul, the former representative of Texas and former presidential candidate had a video banned. Others got caught in the new computer implemented rules. A video promoting a fight breast cancer event was banned. Children singing nursery songs were banned. A man teaching how to train your dog to play dead was banned and even marked as terrorist.
It just got crazy.
Facebook had their toe in the water, but got pushed into the pool when it was discovered that many of their marketing statistics were false and then just as they were dealing with that scandal, it came out that Russia had paid for many of the questionable ads during the presidential election.
Bing, Yahoo, all the rest, they have felt the heat and suffered from the fall out.
The result is we are now seeing changes to internet platforms intended to give the platforms more control and to bring in more money. This is all about money and the big players lost a chunk of income through these events and changes. They don’t feel they can leave as much to free organic results which competes with paid results and Google is even putting up their own content on their search pages to compete with organic results.
Add to that the heads of these organizations are taking a holier than thou approach to use their platforms to change the world to their image. You are now subject to rules based on their social censorship idea of the day.
But don’t panic. Change like this creates opportunities. You have to be more focused on your outcome and the new rules, not just throw things out there and expect results, be more flexible, more willing to try new things. Also, with more of a pay to play bias, you will have to make your advertising dollars count now more than ever.
I actually think Sean’s idea of being your own platform applies now more than ever. You need somewhere to send people that will get them off of the mainstream internet highway. Somewhere they will keep coming back for information and results. Somewhere you can promote and will have more of a relationship with your clients and prospects, than just renting eyeballs on the internet.
I am not ready to send traffic to my new platform, but I think now more than ever it is important to be working on how you will deal with traffic in parallel or at the same time you are creating content. It may take you longer and more effort to get it right. Things may change pretty dramatically from when you first have your idea to when you make it live and if you don’t keep up you may paint yourself into a corner.
I have one idea that I am counting on developing. This has already got long, if there is interest I will post it later. Sean I am sure will either post here or elsewhere and maybe several places to expand on what he has been saying. It looks pretty certain this is the direction he is going in, new methods for a new internet or some form of that.
Scott Hogue CChH
Follow me in the "Use What You Learn Challenge" as I create a website using what I learn from Sean that is a Platform for my niche:
The thread on this group that explains it:
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