Click-thru, Substance and Internet Marketing

So, let me ask (rhetorically), would you put the pictured cover on a book? ‘Sell … Like Wildfire,’ emblazoned (pardon me) over a book of matches? After several years of  devastating wildfires set by arsonists? And would you name your website startawildfire.com?

Apparently, the desire for a cool, attention-grabbing, clever cover trumps … umm … thought process.Wildfire

I am sure that I will be thrust into the black hole of crotchety old guys by Internet savvy folks and, in particular, Internet marketers. After all, the brave new world seems to be driven by click-thru activity rather than substance.

I got an e-mail advertising a ‘free download’ on book marketing.  That interests me, so I punched through to a page that wanted me to sign up for info on a self-publishing house. No free download. Intrigued, I e-mailed the publisher. Several days later, I got the appropriate web address and clicked on the ‘article.’ It turned out to be a book chapter. Presumably, I would read the chapter and buy the book.

So, the net result is a plus for the marketing database (several click-throughs).  They didn’t really lie. The only down side I see for the marketer is bitter experience tells me those hyper-energetic, hair-on-fire promotional efforts are usually a thin coat of paint covering lack of substance. Oh, and there is the fact that the slightly misleading but relatively harmless come-on is the only data I have to go on when and if I self-publish. That doesn’t convert to very many future click-throughs.

One thought on “Click-thru, Substance and Internet Marketing

  1. As a drought ridden, wildfire plagued Californian, I completely agree with the inappropriate sentiment of the cover, but especially of the domain name. I suppose such “incendiary” blurbs must work on someone (like you and me). I have clicked on several “secrets to…,” only to find some fifteen minute “whiteboard” video that I clicked off after a few seconds. But I think it may be like the solicitor for the dead guy who wants to leave me all his money; very soon they will become so identifiable as worthless as to no longer get any clicks. One can only hope.

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