Unlike scientists before him, Albert Einstein saw that space and time are woven together into a fabric he called space-time.
They create a blanket upon which everything in the universe exists. Gravity exists because massive things warp that blanket. It is like dropping two bowling balls onto the space-time blanket and watching them roll towards one another. Space-time andmass createattraction.
If Albert were a carpet cleaner, he would see that the fabric of Internet marketing is city-service. They are woven together and all Internet marketing exists within the fabric of a city-service. You must see that as well, or your marketing will fail.
A prospect exists because she seeks a specific result: Cleaner carpet or tile or upholstery, or a dry basement. But the prospect exists in a specific place.
So to attract customers, you must present your message in terms of city-service. You do not just clean carpet. You clean carpet in Phoenix. You dry basements for the good people of Denver or you restore tile and grout for families in Naperville.
Mentioning one without the other gains you nothing with search engines or consumers. Webpages (and even domain names) should contain both service keywords and name the cities where those services are offered.
One without the other is useless. Search engines see that you clean carpet, but where? National franchises create massive websites with hundreds or thousands of pages, each a shining example of city-service marketing.
Albert would make certain his pages did the same. Target all your cities and all your services. Give each city-service its exposure as it if was one thing because it is. City-service andcontent createattraction.
Matter and energy
Albert knew that the stuff that exists within space-time consists of matter and energy. But matter and energy aren’t really different things. They are the same thing in different forms.
He also knew that matter and energy couldn’t be created or destroyed… they could only be changed in form. Within the fabric of Internet marketing, or as we now know it, city-service marketing, there is only one thing, and it is called content.
Like matter and energy, it can be changed in form. Content can appear as articles, videos, an infographic, stories, emails, ads and offers. It changes from form to form, but it is all really the same thing.
Albert would see that both consumers and search engines have, to a great extent, rebelled against traditional ads, especially the pushy type.
They like to be “wooed” by relevant articles, stirring videos and simple illustrations with words and pictures (infographics) that tell useful bits of information. They want to be entertained, educated, fascinated and even surprised with content. Only then will they give you their attention and ultimately their money.
As a cleaner or restorer, Albert would change the form of much of what he presents away from traditional ads in favor of instructive and entertaining content.
More and more, only captivating content attracts!
New ideas… new possibilities…
Here Albert would really shine. Some people sell answers. But Albert would know that answers are dead things. Why? Because an answer, if one accepts it, stops the questioning! It’s over. No more need to think!
Only the process of questioning leads to new ideas, new possibilities and incubates opportunity.
He would keep asking himself questions. Here are three questions that Albert would surely ask:
1. If a guru spends 90 percent of his time marketing himself, how can he spend more than 10 percent of his time helping me?
I think Albert would not care much for gurus and would not look to them for answers, anymore than he would have asked the Dalai Lama to help him figure out relativity.
He would see marketing gurus as salespeople specializing in selling themselves. He would work to educate himself about something as important to his business as Internet marketing and look for help from legitimate service providers, instead of an all-knowing wizard on the mountaintop.
2. If duplicate content doesn’t work, why do I see it showing up everywhere?
Same stuff. Different places.
Just as Albert knew that stuff in the universe could not be created or destroyed, but only changed in form, he would understand that the same is pretty much true for content.
He would know that since he did not have a giant laboratory somewhere where he experimented with carpet fabrics and cleaning compounds, he would not likely come up with any “new” information.
Most content has been floating around for quite some time, and shows up in different forms all over the place. Albert might suspect that Google is more afraid of duplicate content than he should be. Since they talk about it so much, perhaps they see it as a giant shortcut for advertisers… a shortcut they have trouble dealing with. After all, a true statement is a true statement, and it has great value even if it shows up on a million web pages!
Are those who warn most urgently against duplicating content the same ones who are selling original content, which — of course — can get expensive? You often hear that you should create content so outstanding that it will be shared. Isn’t sharing also duplicating?
So Albert would say what he needed to say, perhaps changing it a little bit to make others (both people and computer algorithms) happy.
3. Can I do this myself?
Albert knew that everything was relative and he would certainly understand that a marketing budget must be relative to the income that it produces.
Also, he wasn’t afraid of hard work. He worked out all the complex mathematics that led to E-MC2 without the use of modern computers.
Wouldn’t he be excited to see all the wonderful things modern technology makes so easy for average folks to accomplish?
From creating websites and colorful postcards to researching keywords or sending out email newsletters, I think he would launch himself with excitement into all the opportunities to do-it-himself, or to have a computer-savvy family member or employee do it for him.
Instead of buying answers, Albert would have started asking questions.
Oh…what a carpet cleaner Albert Einstein would have made!
Gary Arndts is a cleaning and restoration Internet marketing specialist. Recognizing that fresh content is now an essential part of successful Internet marketing campaigns, Arndts, along with cleaning industry experts, offers cleaning and restoration content and a wide variety of marketing resources and artwork at www.MarketingZoo.com. MarketingZoo members get fresh videos, infographics and articles on cleaning and restoration each month along with a selection of artwork for hundreds of postcards, banners, emails, coupons and much more.