A completely different kind of internet marketing book.
FOR BUSINESS PEOPLE WHO WANT RESULTS*
*no geek speak required
You will learn why most internet marketing campaigns fail
And learn to succeed by
All written for business people in layman's terms
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Who is the author?
The Author, George Lambert, taught website design and website development courses for NHCTC in Nashua from 1999 to 2006. This book started while he was teaching as a reference for his students, to answer questions that were not being answered in other courseware.
The book was written to address common problems with website design and messaging.
It does not cover layout, visuals, html, images, compression or other technical terms.
It spends almost all the time on customers, the presentation of solutions to customers, and how your business will appear to customers when they are searching for a solution to a problem.
Introduction
Every business operator and entrepreneur needs to understand the basic principles of Supply and Demand, Resource Management, and the need to make (pardon the dirty word) Profit.
This book will teach you how to successfully use the Internet and maximize your profit and your ultimate success. You will also learn the pitfalls - and there are many - and how to avoid them.
Reading this book will help make you and your enterprise a success.
George Lambert
You can learn a lot from a dairy farmer
The following comments are taken from the Internet about Dairy Farming in California in 1999, but the general principles apply to your Internet marketing initiatives, especially if you call them Cash Cows. First, a little background about dairy farming. Dairy Farmers understand Supply and Demand. They understand resource management. If they lose “only” a small amount of money on their herd every day, they soon stop dairy farming. They must be profitable for the herds to survive. Sometimes they are profitable but lose sight of The Rewards of Proper Herd Management.
The Economics of Dairy Farming
Under normal conditions, milk prices to the farmer tend to rise in the fall and early winter as holiday-season demand pushes up the price of milk. By spring and summer, demand falls, and with it goes the price.
The supply and demand model
Cows that don't produce sufficient quantities of milk are culled from herds to make way for better-producing cows. These culled cows tend to go to ground beef production. Lately though, the price paid for culled cows has dropped to between 28 and 33 cents per pound, live weight. These prices have closely followed the low beef price market.
Dairies adapt their market behavior to makethe best use of limited resources
With the extremely high milk-to-feed price ratio, coupled with a low beef market, dairies aren't culling herds as they have in the past. As a result, cows producing between 40 and 50 pounds of milk per day that were once culled, are remaining in the herds.
As efficiency goes down, so will overall results
"it means that if a cow can walk to the barn, she's going to get milked!"
Smaller profitability lowers expectations
This can easily result in several problems. As dairies keep poorer producing cows, there is an incentive to breed those cows again. As a result, cows that should have been sold for ground beef are calving, and produce calves of poorer health. Additionally, when milk prices begin to tumble and force farmers to cull their herds, the flood of culled cows will drive beef prices even lower.
Circular cause and effect chains cause a downward spiral
As prices begin to plummet and farmers get less for their milk, they'll be forced to keep only the better producing cows. If weather predictions hold out, and if the winter remains cool, but with near normal precipitation, milk production will soar, exacerbating a projected decline in milk prices.
Unless behavior changes, the problems only get worse
Executive Summary
Your marketing strategies behave like the dairy herds. They need to be fed, and cared for. When they are well fed and cared for, they produce results. The performance results vary based on the cow, its age, and its breeding. Older cows produce lower results utilizing the same resources, and the longer they are left consuming those resources, the more difficult it becomes to maximize the overall results of the herd. Poorly performing cows increase overall expense and reduce your return on investment, often creating unnoticed increased liabilities. Maximum results come from investing in and maximizing only the most productive members of the herd, and cutting potential losses early. As the potential for long-term productivity decreases, liability increases the longer you invest and the higher the overall opportunity cost of having it around. The following text will help you learn to inspect the herd, to identify the cash cows, and to cull the herd, thus allowing the Cash Cows to maximize the profit potential of that herd.