Fear Or Loathing: Take Your Pick
Ian Lurie Apr 28 2008
In internet marketing, loathing beats fear any day. Loathing means you’ve evoked a passionate response. It also means someone out there loves you, too.
Fear means you hide in a virtual corner, not letting anyone see you. Maybe no one hates you. No one loves you, either.
Hiding In The Corner
I’ve heard many CEOs and other businesspeople tell me they don’t want to ‘expose themselves to negative press’ on the internet.
They’re afraid, and they don’t want to put too much information about themselves or their organizations online, lest they arm detractors with juicy tidbits.
So, they cower in the corner, hoping it’ll keep them out of trouble.
Pop Goes the Rumor
Truth is, you’re already exposed to all manner of crackpots, haters and other folks who despise your company, you, the clothes you wear or your choice of overseas distributor. They’re going to find it whether you’re online or not.
Fizzle Goes the Marketing
Even worse, the folks who’ll really love what you do won’t learn about you, either. The internet’s a big place. Stay silent, and you’re relying on ambient noise to send the right message about you.
Good luck with that.
No one’s going to hear about you on your terms. If you stay silent, it’s far more likely you’ll get ambushed by a bad review, an angry customer, or an unethical competitor.
Sorry, the internet’s not a fad. It’s not going away. You’re going to have to deal with it, or your marketing will fizzle.
Choose Loathing Over Fear
Don’t hide in the corner. Blog. Update your web site. Communicate respectfully with happy and unhappy customers. Use your own name in your communications with the world. Let them know there’s a human being behind your enterprise.
Someone will always dislike/hate/despise your company.
Others will love it.
My internets are clogged today, so no pictures. It would’ve taken me a week just to download ’em.
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