Michael Stelzner’s “Launch” Tells Us “Marketing Messages Are Friction”

      

Michael Stelzner uses the metaphor of a rocket ship to explain how he grew his site, Social Media Examiner to become one of the AdAge top 10 sites. His revenue is derived from online social media summits. Like his site, his summits are filled with useful content and promoted with free content and the help of the top people in social media marketing.

I received a hardcover review copy of the book and it is now filled with Post-It notes and highlighter.  Not only does the book satisfy with good advice, but it’s well organized and well written, making it easy to digest. No surprise here. Stelzner got his start writing white papers, the original, pre-social content production business.

His Launch formula is GC + OP - MM = G

That stands for  “great content” plus “other people” minus “marketing messages” equals “growth”.

There is no guessing about how to execute each of the aspects of the launch formula.  How to get other people to contribute is shared in step-by-step detail. Even great content is broken down into its essence:

* Highly relevant

* Educational

* Easy to digest

* Visually appealing

* Conversation inviting

* Lacks a sales angle

It’s this last point that leads you to the final part of the equation:

Take out the marketing messages.

This is probably the hardest part of the book for marketers to digest.  Even though the secret sauce of Social Media Examiner is the way that experts are employed to build engaged traffic, it’s the fact that  “marketing messages cause friction” that I’d like to focus on. “When you remove all marketing messages,” he says, your content becomes a true gift to consumers.” This guidance isn’t some utopian altruistic concept but leads to proven results.  It’s advertising that works.  Used effectively, this strategy brings you warm leads.  You won’t have to chase customers.  They will give you permission to send them content via emails and Facebook and you’ll own the channels.  Ultimately, marketing messages can be sent on a limited basis and selectively and in a helpful way.  Only then will they be received warmly.

Launch is meaty and valuable. This book offers inspiration, but most importantly you’ll walk away with practical advice that will help you grow your business.

4 Responses to Michael Stelzner’s “Launch” Tells Us “Marketing Messages Are Friction”
  1. [...] 4. You can’t get people’s attention with marketing messages. [...]

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