Every day I delete a hundred or so spam ads for something. As a man, it’s no surprise to see mostly ads for Viagra.
They are very annoying of course, and if we aren’t alert can be destructive. Yet I don’t go to a lot of trouble to block them. It’s a good reminder of one frequently overlooked truth of online marketing:
If you aren’t there exactly when we need something, you might as well have never been there at all.
One minute before or one minute after? You’re out of sight, out of mind, and out of luck.
One reason there’s so much garbage and fluff online these days is the common conviction that what we say, when we say it and how we say it will fascinate others as much as it does us.
Nothing could be further from the truth. And as the amount of information grows, the more stuff we look at. Then the less important, compelling and useful your tiny bit of “information” becomes.
There are certain qualities that always attract visitor interest: real value, readability, a unique voice. Only one quality really matters, though, because it encompasses all the others.
All you really need to present online is something of real value.
Unable or willing to do that? You might as well follow the spammers’ example and inundate us with valueless stuff, on the off chance that your email might accidentally drop into someone’s inbox at the exact instant they’ve decided they can use what you offer.
So in order to build your business either start spamming, or greatly improve the quality of what you publish.
Oh, that’s right; spam will get you blocked. Case closed.