Internet Marketing is like HiDef TV
Ian Lurie Oct 20 2009
This weekend, my wife and I bought a flat-screen, LCD TV set. Hard to believe, but Ian Lurie, ubergeek, has never owned a TV larger than 36″, and hasn’t bought a TV since 2002.
We got it home, did all the hookup stuff. Turned on the TV. And our jaws dropped.
It is impossible to describe what hi-definition TV looks like. I’ve had people tell me. I’ve even seen it in stores. But until it’s sitting in your house, and you can pick out every hair on House’s stubbly face, you don’t understand.
Someone gave me all the data about 1080p and 120hz and LED backlighting. That didn’t hurt. But I still didn’t get it.
Most of the folks I talk to about Internet marketing don’t get it, either. That’s not a slap at them. It’s just a fact of life in a complex, sometimes arcane business.
I spend at least 75% of my working day persuading.
Persuading the developers to make a change for the sake of SEO.
Persuading a CEO to invest in content.
Persuading a potential client that yes, it is worth an extra 20% to just. have. everything. right. when your new site launches.
In short, persuading clients and prospects that a quality Internet marketing campaign, where everything just falls into place, will blow everything else they’ve ever seen clean out of the water.
You get the picture.
Actually, you don’t.
Because Internet marketing really is like hidef TV. Until you’ve seen it in action in your own business, on your own site, it’s impossible to understand.
That’s not the client’s fault, or the prospect’s problem. It’s my problem. If you’re an SEO, or a marketer, or a designer, it’s your problem, too.
Somehow, we have to find a way to show our clients what hidef TV is like, without putting it in their living room. I’ll keep working on that.
OK, enough navel-gazing for today…
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Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More