Get Your Programs Here!
The thing I love most about the web is
how it messes with people's brains. Half the time, a business on the web
is EXACTLY the same as it is in the real world. The other half of the
time, it's absolutely nothing like the real world.
The trick is fitting the first half with
For example, I must have spent about a
half hour with my Dad the other day, explaining how online stock trading
works. And I really took my time to explain it, because he is, after all,
my Dad. I have to show him that it is possible to explain stuff without
Anyway, I laid it out to him very clearly:
"Ya see, Pop, it's doing exactly what human brokers do. Only instead
of paying them exorbitant fees for making a phone call, I click my mouse
for eight bucks a trade. See?"
Of course he couldn't see. He's my Dad.
It's his job not to see. "Where do they keep the stock certificates?"
he asked. "The same place your human broker keeps it," I said.
But when you get right down to it, he really wasn't interested in altering
his point of view in order to accept a new concept. So he probably still
thinks that the whole system is just a fad, like yo-yo's and mood rings.
Which brings me to the first point I want
to make: if you really want to do business on the web, you need to re-align
your brain's frontal lobe.
Lots of web heads make the mistake of
believing in the Math Fairy. They think that if they just get enough page
views this month, a certain percentage of those will translate into sales.
Wrong. Most of the time, all you're going to get is a lot of wasted page
views. Besides, why would you want to settle for a few measly percentage
points, when you could be shooting for a much higher percentage?
Well, before I tell you how to do that,
let's first lose that Math Fairy thing. And while we're at it, let's dump
that self-centered attitude, too. You know what I mean. The attitude that
most business people have of proclaiming how wonderful their business
is, without giving any regard to the people who are supposed to be their
Hey, isn't one Barbra Streisand enough?
So now that you've shed the Math Fairy
Syndrome and the Streisand Complex, let's start tweaking your brain. Let's
start talking about programs.
What, exactly, is a program? Well, it's
one of those things that's possible to do in the real world, but much
easier to do on the web, mainly because people are far more congenial,
open and eager to do business here. Essentially, a program is your making
an extra to help others make money so that you can. You can see big boys
doing this all the time. They call it an Affiliate program. or a Bounty
program. Hey, do I care what you call it? Nah. But I know it works. And
you should be developing your own -- and go way beyond just paying people
The FrankelBiz list is a typical example
of a homemade program. It helps broker deals between FrankelBees so that
each member can get a good value, make a reliable contacts and expand
their network online. Our sponsors pay list members to forward referrals.
I get business referrals, too, but I also get indirect benefits, like
great prices on hardware, software, services and retail products, including
a watch that has my ridiculous "bobbing head" logo smack on
the face. Everyone wins, because I took a few minutes one day to create
a venue that was totally outside my immediate business circle.
I was never paid to create FrankelBiz,
but it has paid off quite handsomely, for me and almost everyone who posts
to the list. Cool, eh?
That's why I recommend you seriously sit
down and think about what you can do in your business to get other people
more business. I think you'll find that by doing so, you'll generate honest,
reliable and friendly contacts -- because they're just as eager to grow
their businesses on the web as you are.
And that's something you don't find often
in the real world.
So go ahead. If you're a perfume retailer,
contact that women's clothier and suggest a reciprocal arrangement. Or
better yet, ask her to sell some of her stuff right on her site. If you
sell garden tools, hook up with a seed manufacturer and ask them how you
can help them sell more seeds.
I mean, if someone called you up and asked
how they could help send you more business, wouldn't you take the call?
Well, they are. But they're doing it with e-mail, instead.
Programs. That's the way you get more
business on the web. And if you're not careful, you could end up with
a lot more friends, as well.