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3 Online Marketing Myths That Even Chuck Norris Can’t Kill

3 Online Marketing Myths That Even Chuck Norris Can’t Kill

Ready for some quick trivia?

True or False? You get arthritis from cracking your knuckles.

True or False? If you’re in space, you can see the Great Wall of China.

True or False? You can kill someone if you throw a coin from the top of the Empire State Building and it hits someone’s head on the ground.

Of course, the answers are all false, false, and yes, false. These are all myths.

Why do myths exist? According to research done by University of Michigan social psychologist Norbert Schwarz:

“The conventional response to myths and urban legends is to counter bad information with accurate information. But the new psychological studies show that denials and clarifications, for all their intuitive appeal, can paradoxically contribute to the resiliency of popular myths…can bias it into thinking that false information is true. Clever manipulators can take advantage of this tendency.”

Now, if you’ve ever tried marketing anything online, I’m sure you’ve come across some internet marketing myths that seem to never die. Though I can’t prove it scientifically, I bet certain people in certain companies want new players to keep believing in these myths. And here I’d like to squash some of these online marketing myths completely:

Myth 1: More Traffic = More Money

Makes sense right? The more eye balls you have, the greater the chance of you selling some stuff. Wrong again.

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In fact, every time I hear that, I feel exactly like this:

face-palm

     

    If that were the case, how come Yahoo, which recently overtook Google for unique U.S. visitor traffic, makes a fraction of what Google makes? It’s because not all traffic is created equal.

    Let me ask you a commonsense question:

    If you sell lemonade, would you stand in the middle of the street every day screaming, “Lemonade!!!” at every person who walked by? Or would you rather wait for the summer and stand in front of a construction zone on a scorching-hot day?

    Sure you probably could make money using a shotgun approach, but I would argue that you would make more profits in less time if you target correctly. In other words, if you can target people’s intent to purchase, you can make a killing. (And that is why search engines make the big bucks because they can tell when you’re ready to buy.)

    In fact, one of my blog posts once ranked really high for some ridiculous keyword that brought in high volume, but low quality, traffic. The traffic not only did not monetize effectively, but it actually hurt my blog because it was temporarily blocked by corporate firewalls since the firewall software labeled my site a “threat” under their corporate policy.

    So what’s the use in trying to get as much traffic as possible?

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    There isn’t.

    What you need is targeted traffic that needs what you have. Doesn’t that make sense? If you open a store, you would rather have people come in and buy something than just have window shoppers. Same logic applies here.

    Myth 2: You Can “Game” the Search Engines (and Social Networks)

    Now, before I get into this, did you know Google employs thousands of people with PhDs in computer science, linguistics, applied math, physics, algorithms, etc.?

    What are the odds that an average person can beat an army of computer nerds whose job is to keep their $250 billion search engine results “authentic?”

    If an SEO company tells you that you can “SEO your way to the top,” ask them this question: How come they don’t rank #1 when you search for “SEO company?” Why did they use advertising, cold email, or however else they got to you to start the conversation?

    Makes sense, right? If they don’t eat their own dog food, why do they expect you to eat it?

    hypocrisy

      If someone offers you some crazy link-building service, or software that promises to make you rank #1 and make you billions of dollars, ask them for:

      • A reference. I doubt they even have a referral from one company that you can recognize.
      • A phone number. I doubt they even have one. If they do, it’s probably some voice IP number that gets picked up in some boiler room in some country you can’t even pronounce.
      • “Dog food.” That is, what keywords do they personally rank for.

      The bottom line is, if it looks like a duck, smells like a duck, walks like a duck, and quacks like a duck, yes…it’s probably a scam or at best a zero-value proposition.

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      So, what’s the right way? There’s no magic. It’s common sense.

      Just think this way: How did our parents and grandparents get the word out about their business, product, or service? Yes, they got up a tree and yelled, they made nice fliers and brochures, and got good ol’ word-of-mouth recommendations. It’s no different in the online world: be social, create awesome media, share, be nice, and yes, try to get people to refer you (i.e. give you a link back).

      Myth 3: Build It and They Will Come

      I see newbie internet entrepreneurs everyday—e-commerce people, software-as-service people, digital products people…all kinds of people. They think just because you have a “buy now” button, and you turn on advertising, then—voilà! Profit!

      hilarious-catch-fails-missed-ball-sports2

        Miscalculated move.

        There are now hundreds of millions of websites, all asking for your attention, and your wallet. Do you really think that just because you have a brand new website that’s nice and shiny and has lovely content, that people are going to trust you?

        Now, this is where common sense comes into play once again.

        Remember when you were single (or if you are single and dating now, I guess you’re going through this) and you went on dates?

        Now, if you’re a guy, what are the odds that you’re going to take that girl home on the first night? Or if you’re a girl, what are the odds that your Prince Charming is going to get on his knees and propose to you that night? Unless you’re Rico Suave or Kim Kardashian, your chances are probably in the sub-1% range.

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        Now, I’m not saying that it’s a bad probability, but the odds are much better if you “nurture” your lead to a point where they feel comfortable with you and start opening up to you. You know, that “crazy” thing you learn in social life called building rapport and establishing trust.

        Guess what? It’s the same in online world. In other words, the odds of you converting a complete stranger to some commercial transaction on the first try are going to be fairly low.

        So what do you do?

        Teach, explain case studies, tell stories, and show examples. All the helpful stuff that people actually do like.

        Do what you’d do in the offline world: communicate, show, share, and yes, listen. This means you have to create media like newsletters and blog posts. In other words, teach people why their problems exist and how you can solve them, and you will never need to “sell” again.

        With each and every “marketing” step you take with them, you’re making them feel more comfortable about buying your stuff. Remember: no one wants to be “sold.” And everyone wants to feel special.

        Takeaway

        1. Don’t “collect” traffic. Focus on who you can serve and target them.
        2. Don’t “SEO”. Focus on creating content people find useful.
        3. Don’t try to “convert users.” Focus on creating value, building rapport, and developing their trust.

        Remember, “traffic” is another way of saying “the person at the other end of the internet.”

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        Published on August 4, 2020

        36 Important Resume Skills (For All Types of Jobs)

        36 Important Resume Skills (For All Types of Jobs)

        Most jobs require specialized skills. At the same time, there are a lot of resume skills that apply across the board.

        If you’re on the hunt for a new job, give your resume a refresh. Employers want to know: Can you communicate effectively? Are you easy to get along with? Can you manage your time effectively?

        Remember, you may not get a second look. Use your resume to make a great first impression.

        Holistic ability is what employers want to see when hiring. These resume skills can make you a top pick regardless of what role you’re applying for.

        Communication

        Being properly understood is critical. On any team, you must be able to relay and interpret messages with speed and precision. How you describe yourself, the concision of your phrasings, and the layout of your resume are great ways to showcase these skills.

        1. Writing

        Whether it’s emails or official documents, writing skills are essential for candidates in any industry. Clear, concise phrasings minimize misunderstandings and save the recipient time. This is probably one of the most important resume skills.

        2. Verbal Communication

        Speaking clearly and eloquently is one of the first things a hiring manager will note in an interview. Communicating over the phone is commonplace in business. Outline this skill on your resume, and they’ll invite you in to listen for themselves. This is easily one of the most important resume skills in most industries.

        3. Presentation

        Sales pitches and company meetings may include presentations, which require special communication skills. Being able to spearhead and properly carry out a presentation shows organization and resolve.

        4. Multilingualism

        Knowing more than one language can open doors for you and the business you represent.[1] Being able to speak another language allows your company to serve a whole new demographic.

        5. Reading Comprehension

        At any job, employee handbooks, company newsletters, and emails will come your way. Being able to decipher them quickly and effectively is an important resume skill. This goes hand in hand with having excellent writing skills.

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        Tech Savvy

        Technology is evolving rapidly, especially in the business world. Be sure to mention the technologies you’re familiar with on your resume, even if you don’t expect to use them daily.

        6. Social Media

        Almost everyone has some form of social media these days. Companies use platforms like LinkedIn and Facebook to reach new audiences, provide customer service, and build brand loyalty.

        7. Operating Systems

        Can you use a Mac? What about a PC? Most jobs today require the use of a computer. Prior experience navigating common operating systems will help you acclimate much more quickly. This has become an important resume skill ever since the start of the information age.

        8. Microsoft Office

        Of all the software in the world, Microsoft’s Office suite might be the most popular. Word, Excel, Powerpoint, and Outlook are widely used in the business world. Having this as part of your resume skills is very helpful especially in certain industries.

        9. Job-Specific Programs

        Did you get the hang of HubSpot in your last role? Is Slack something you’ve mastered? Be sure to mention them on your list of resume skills. These demonstrate that you can pick up new tools quickly.

        Interpersonal Skills

        Despite the rise in technology, businesses are run by people. Working with and for people means you need to be able to handle yourself with poise in different social settings. Highlight roles and situations on your resume that involved tricky conversations.

        10. Customer Service

        No company can succeed without its customers. Being able to treat customers with respect and attention is an absolute must for any applicant. Specific industries regard this as the most important resume skill their prospective employees should have.

        11. Active Listening

        Listening is an underrated skill, especially for leaders.[2] If you can’t listen to other people, you’ll struggle to work as part of a team.

        12. Sense of Humor

        You might wonder why having a sense of humor is a part of your resume skills. Humor is important for building rapport, but getting it right in the workplace can be tough. Everyone loves someone who is entertaining and can lighten the mood. On the other hand, people are turned off by immaturity and inappropriate jokes.

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        13. Conflict Resolution

        A customer stomps up to your desk and starts yelling about a problem he or she is having – how do you handle this situation? The right approach is to work to resolve the situation, not to escalate or avoid it.

        Teamwork

        One of the best parts of any job is the bonds you build with your co-workers. Fostering healthy relationships can make the workspace more enjoyable for everyone.

        14. Collaboration

        Whatever your line of work, chances are good that you’ll be working with others. Being able to collaborate effectively with them is critical if the whole team is to hit its goals. You can use various apps and tools available to help you collaborate with your team.

        15. Leadership

        Even if the title of the job you’re applying to isn’t “manager” or “executive,” there will still be moments when it’s your turn to lead. Prove that you’re up to the challenge, and you’ll be looked at as a long-term asset. Listing this as one of your resume skills is certainly an eye-catcher for most.

        16. Reliability

        Work isn’t always easy or fun. You have to be willing to pull your weight, even when times are hard. Otherwise, your co-workers won’t feel as if they can count on you. Reliability is important in maintaining the cohesion of a team. You should let people know that they can rely on you.

        17. Transparency

        To work as a team, members must be willing to share information with each other. Are you willing to own up to your mistakes, share your challenges, and accept consequences like an adult? Let them know that you’re transparent and reliable.

        Personal Traits

        Your resume is about selling yourself, not just your education and work history. The good news is, your “soft” skills are a great opportunity to differentiate yourself. Use bullets beneath your past experiences to prove you have them.

        18. Adaptability

        In any role, you’ll need to adjust to new procedures, rules, and work environments. Remember, these are always subject to change. Being able to adapt ensures every transition goes smoothly.

        19. Proactivity

        An autonomous employee can get work done without being instructed every step of the way. Orientation is one thing; taking on challenges of your own accord is another. Being proactive is an essential resume skill, especially if you’re eyeing for managerial roles in the future.

        20. Problem-Solving

        When problems arise, can you come up with appropriate solutions? Being able to address your own problems makes your manager’s life easier and minimizes micro-management. Problem-solving is an important yet often overlooked resume skill.

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        21. Creativity

        Can you think outside of the box? Even roles that aren’t “creative,” strictly speaking, require creative thinking. Creativity also helps in your ability to solve problems.

        22. Organization

        Staying organized makes you more efficient and reduces the risk of mistakes. Organization skills make life easier not just for you, but also for other members of your team. This makes it an important skill to put in your list of resume skills.

        23. Work Ethic

        Every company wants hard workers on its team. You’re applying for employment after all, not a place to lounge around. Putting this on your list of resume skills is just as important as actually exhibiting it in the workplace once you’re hired.

        24. Stress Management

        How well do you work under stress? If you’ll be required to meet tight deadlines, you’ll have to prove you can handle the heat.

        25. Attention Management

        Whether you’re developing a partnership or writing a blog post, attention to detail makes all the difference. People who sweat the details do better work and tend to spot problems before they arise. Use Maura Thomas’s 4 Quadrants of Attention Management as a guide to managing attention.[3]

        26. Time Management

        Time is money. The better you are at using company time, the more valuable you’ll be. Show that you can make every second count. Managing your time also means being punctual. No employer wants to deal with a team member who’s constantly tardy. This is commonly included in most people’s resume skills, but not everyone lives up to it.

        27. Patience

        Things won’t always go your way. Can you calmly work through tough situations? If not, you’ll struggle with everything from sales to customer service to engineering.

        28. Gratitude

        When things do go your way, are you gracious? Simply being grateful can help you build real relationships.[4] This also helps foster a better team atmosphere.

        29. Learning

        Employers want to invest in people who are looking to grow. Whether you love to take online courses, read, or experiment with hobbies, make sure you show you’re willing to try new things.

        30. Physical Capability

        Many job postings have the classic line, “must be able to lift X amount of pounds” or “must be able to stand for X hours per day.” Play up past positions that required you to do physical labor.

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        31. Research

        How easily can you dig up new details about a concept? Research skills are critical for marketing, business analysis, writing, account management, and more.

        32. Money Handling

        Being able to count bills quickly and accurately is important at any company with a brick-and-mortar storefront. Integrity and honesty are key when you’re running the cash register or reconciling bank statements.

        Commitment

        To employers, every new hire represents an investment. Are you worth investing in? Prove it. Employers need to see signs of commitment before they bring you on board.

        33. Longevity

        Hiring managers love to see long tenures on your resume. This suggests that you’re in it for the long haul, not just passing through for a quick buck.

        34. Fidelity

        For an employer-employee relationship to work, there has to be trust. Employers tend to find out when someone is hiding side gig or sharing information they shouldn’t be. References from past employers can prove that you’re loyal to companies that hire you.

        35. Obedience

        You won’t agree with every choice your employer makes. With that said, you have to respect your role as an employee. Obedience is about doing what your leader decides is best, even if you have a different perspective.

        36. Flexibility

        Life is full of surprises. A month into your new job, your role could change entirely. Flexible people can roll with the punches.

        Final Words

        Perform a self-audit: Which of these skills will your potential employer want to see? Add them to your resume strategically, and you’ll be that much closer to your dream job.

        Tips on How to Create a Great Resume

        Featured photo credit: Van Tay Media via unsplash.com

        Reference

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