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Everybody’s Doing It

Everybody’s Doing It is a book by Kellen Kautzman, slated to come out Fall of 2017.

SEO bookHere is an excerpt from the first Chapter:

“Advertising is Not a Dirty Word”

The Internet presents boundless opportunity for business. I know firsthand, having come of age at the dawn of widespread Internet. I’ve worked in digital marketing for a decade and have helped clients from the local plumber to Golden Nugget Hotel and Casino achieve success online.

I wrote this book for anyone who has ever felt their business could be doing more online with digital marketing but don’t know where to start. Within you will find my ideas on the essence of contemporary advertising, as well as universal principles I’ve identified that will remain relevant even as trends and technologies change. Often I relate specific cases relevant to contemporary digital advertising back to universal principles, in order to demonstrate both current best practices and the guidelines that remain constant while the media changes.

Why do I insist on the word “advertising” when advertising online is now typically called “digital and/or content marketing?” Those terms certainly seem to appeal more to current sensibilities. The word “advertising” provokes for many images of Madison Avenue shenanigans, used car salesmen, and morally dubious cigarette commercials. So I use “advertising” in order to be clear, and to make a statement:

Advertising is not a dirty word.

We should embrace advertising. Advertising is only the desire to gain and maintain attention. If you believe in your product or service, you should be proud to bring it to market, and advertising is how it’s done, whatever you call it. The fundamentals of the game haven’t changed, from printed media through to the Internet, and success is still achieved and measured in the same ways. To advertise successfully we need to go to where the people are, earn and hold their attention, relate with them, form a bond, and ask for their business.

Whether you are fighting to grow your business or strengthen existing relationships, advertising is key. No business exists that is not dependent upon its ability to earn and maintain attention.

Now, why should you listen to me?

In 2005 I set the goal to achieve 1,000,000 views online. I achieved that goal in 2010, by which point I knew that advertising online was my passion. In my work as a professional blogger, the Director of Operation for ADvise Media Group and now as the owner of Send It Rising Internet Marketing, I’ve managed campaigns for hundreds of clients from hotels on the Las Vegas Strip to doctors, accountants and celebrities you’d recognize. We currently manage $76,000 a month in pay per click ads.

I’ve seen clients get to position one in Google for the most relevant and highly searched terms in their industry. Their entire livelihood pivots around this new attention. New homes are purchased and employees hired.

My clients have called me to express their gratitude for the work we’ve done, telling me that their phone rings all day long. I’ve heard phrases such as:

“We’ve hired countless companies like yours, and I’ve never seen results like this.”

The reason our clients succeed where others fail is that we work not only for, but with them. We coach our clients to do the things no digital marketing company can do on their behalf. And that’s key for the small business owner and entrepreneur. However much money you throw at a marketing agency, there are things you must still do to boost your digital brand and take it over the top.

I work in digital marketing in it’s rawest form, based on performance where real results are demanded, egos bruised and fortunes made. I invite you to read this book and gather insight from my decade of experience at this, the latest frontier of advertising. I hope you will then be able to take the next confident step forward in your business, through an improved understanding of digital marketing as it relates to unchanging principles in advertising.

Chapter 1.

Yes, Everybody’s Doing It

A baby’s cry in the night must be addressed. It sounds painful and is designed to annoy. Babies have few options when it comes to getting your attention, and crying happens to be the most effective. Babies refuse to be ignored and their cry is as irritating as it is essential.

Crying is our first advertisement. Everybody does it. Everybody advertises.

Whether the baby needs food, a new diaper, is sick or simply wants to be held, the advertisement is effectively the same. We cry for what we want and need until our final day. The manner in which we advertise changes over time, but the need to do so remains constant.

Take a moment and ask yourself: how do you cry in your life? How are others crying out, and does it work?

My children’s manner of advertising their needs went from crying to simple sentences:  Want some. Like it. Please. We reinforce the last one, which is our parental way of advertising what we expect from them: politeness, and to join the rest of us in civilized society (after the inevitable, and hopefully brief, adolescent hiccups).

Consider this: crying  turns into time at the refrigerator if they are hungry. They may rub their eyes when they are tired, or hold out their arms if they want to be held. Their advertisements change because they realize how ineffective the old ads were. In other words, crying is a great way to get attention, but not always at converting into a sale. In this analogy, at a certain point Mom and Dad (your customers) get sick of the same tactic (crying / cliché marketing ploys) and want you to cut to the chase.

In other words, you too must adapt your marketing as your company grows.