Internet marketing - who makes stupid rules?
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The promises of affluence combined with an audience willing to believe anything have led to many myths blossoming in internet marketing. Although the majority now realise there’s no such thing as ‘get rich quick’ even on the internet, there are still a few doctrines which people accept as standard but drive me absolutely crazy. Internet Marketing – Who Makes These Stupid Rules?

Here are three of the worst:
1. Red Impact Font The red, Impact font is still taught as the standard for squeeze page headlines. If you have ever seen an internet marketing squeeze page in the last ten years, you will know what I mean. The majority of squeeze page templates or plugins still use this font after all these years.
However, have you ever seen this font on a big business website? I didn’t think so.
Go through the top 100 websites according to Alexa and find the Impact font. It won’t be there. The top 500? Probably not.
Do you see many red fonts at all on these sites? Not many, except maybe around Christmas.
Weird, huh?
The ultimate and most successful squeeze page is Groupon. Their business model is entirely based around collecting email addresses and sending out offers. Does that sound familiar? I thought so. If you examine their site, there’s no red and no impact font anywhere. If we were to believe the internet marketing myth, they must be missing out on conversions. Maybe I should tell them.
Now it may well be possible that the creator of an internet marketing course knows more about the user experience than companies who spend tens of millions of dollars on market research. You never know. However, I am going to go out on a limb and say that these big companies know what they are talking about. Conclusion If you are creating a squeeze page, lose the red and lose the Impact font. Look at what the top sites in the world do to collect email addresses. You can guarantee they have covered every angle.
2. $1 Per Subscriber How often have you read or watched a list building course and seen the statistic that each subscriber is worth $1 a month? Almost every time I would wager. Now, how many of you are actually earning $1 per subscriber per month? Not many I guess. So where did this figure come from? Out of thin air I guess. Every person with a list will earn a different amount but the majority will be a lot less than $1. My theory is that a course creator years ago came up with the $1 figure as it was easy for potential buyers to do the maths. Can you imagine trying to sell a list building course with the line that ‘each subscriber is worth $0.37 per month!’ It wouldn’t work would it. The beauty of the $1 per month figure is that it gives hope that you can obtain any level of income from your list and, more importantly, anyone can do the maths.
What if you had 10,000 subscribers, 50,000 or 100,000 subscribers? You would be earning $100,000 a month! Anyone can work that out. Conclusion The amount you earn from your list will depend on where and how you got those subscribers on your list. If you gave away a freebie, you will struggle to earn $1 a month. If you sold a product which subscribers love, you will probably earn more than a $1.
3. Value of Site = 10 x Monthly Income This is an issue that anyone who frequents Flippa will be aware of. I guess this is also an issue on other website broker sites. There is an unwritten rule that the seller of a site should value their site at ten times the monthly income. For example, if your site earns you $50 a month, you should start the bidding or place the ‘buy it now’ price at $500. In the real world, a business would value itself at, on average, five times its annual turnover.
Many sell for a lot more, a few for a lot less. But even, the smallest valuation would start at three times annual turnover. What makes matters worse is that sellers are chastised by users (their business abilities must be doubted) for not sticking to the 10 x monthly income ‘rule.’ It is maddening. So where does this ’10’ come from? Once again, I think it is to make the maths easy. Anyone can work out ten times a number in their head but multiplying by 36 (three years) or 60 (five years) is extremely difficult. Obviously comparing some websites with a bricks-and-mortar business is like comparing apples and oranges but equally thinking all websites can be valued the same way is also wrong. Conclusion I have no idea where this multiplier came from for valuing websites. It only exists in internet marketing. The value of a site is dependent on many factors of which the monthly income is only one.
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