This post describes a certain technique the biological spider uses to catch its prey. And this same technique can be mimicked to online marketing.
This technique works like magic if used extensively. I do my best to describe how to use this technique when creating websites and writing articles.
In the introduction post, we discussed about the spider tensile. According to Wikipedia, the spider tensile is described as the weapon of the spider which is strong as steel but light as feather.
This technique works like magic if used extensively. I do my best to describe how to use this technique when creating websites and writing articles.
In the introduction post, we discussed about the spider tensile. According to Wikipedia, the spider tensile is described as the weapon of the spider which is strong as steel but light as feather.
It is described as
having a natural elastic compound that can paralyze the spider’s victim with a
single strike when in its territory.
I was thrilled when I
learnt how the spider seduces victims with a cunning trick I ostensibly named; the pheromone trick.
We shall use the
pheromone trick by adapting to it tactics and learn from this spider.
This will fascinate and
charm our online visitors to our territory too. Territory here can be our website, or
attracting them to the sales page of our product or services page. Every single
authority figure has a pheromone trick.
It is the trick that
mimics their victims, clients or followers to always be attracted to them like
the pull of a magnet.
So what is this pheromone trick? The spider uses this technique to trick, influence
and seduce other species to fall into its territory.
According to scientist,
the spider species releases a pheromone into the atmosphere which is similar to
the other victims mating culture.
This pheromone is
identical to the other specie’s or insect female pheromone. This identical pheromone
attracts the other male insect in the atmosphere once diffused.
Like a trap, the other
species will be pulled closer to the territory of that spider.
And mistakenly as most
men can watch a sexy dressed female person walk on the roadside while they erroneously
drive to the wrong side of a road, the pheromone of the spider is used as bait and
misguidedly followed to its territory by other male insects.
These other male
insects postulate the pheromone to be that of their own species. And nicely
done, a homemade dinner is brought to the spider.
The spider will strike
the male victim with its biological silk weapon through detections of
vibrations of its woven webs caused by the incoming victim.
It will paralyze the victim
with a single swing of speed and power like the speed of a fired gun thrown
from it biological silk. Then it will role the prey with the silk like an Egyptian mummy making it difficult to escape. There is a serious lesson from this story.
The spider saw it could
produce the same scent of pheromone that could conjure it victims to think they
were meeting their own species. The question here is;
How was the spider able
to mimic the same pheromone from the other species so flawlessly and undetectable?
With charismatic authority in mind, all we need to do is study our targeted customers and use
the pheromone trick to reach our authority spider goal.
We can mimic this same
pheromone technique in the area of building authority websites. We can prepare
this pheromone idea by asking the following questions:
·
What problem do
we recognize in our market, visitors, subscribers or listeners that can be
explored, learnt and intelligently provide with solutions and answers? (NOTE:
The spider saw this problem by exploring the other male insects or victims and
concluded that the other insect couldn’t identify the difference between their
pheromone and that of the spider. And only in this case he
saw an opportunity to find its prey.)
·
How can we identify a problem and solution in our chosen market in a way that will intelligently
mimic our online visitor’s situation?
·
What can we
study about our market which relates to people’s lives that will automatically
attracts them to trust us as experts?
Spider webs accordingto the calendar of scientist has existed for more than 100 million years. (As calculated with the carbon 14 dating
method). Insects get trapped in spider webs which provide nutrition to the
spider.
We are not studying the
anatomy and features of the spider but rather, the behavioral aspects and
stealing the concepts from it intelligent survival tactics.
Techniques like their
trapping skills, their method of spotting prey by the change of vibration on
one of their spinning webs and more.
Their method of
creating webs which allows the spider to catch prey without having to expend
energy is a core concept.
We shall talk more
about how to find the right stuff for our target market or the best bait and
trap for our prey. (And prey here is
related to customers or visitors to our site).
In a spider’s point of
view, the technique is to trap them with its silk (designing an idea about a story or article which intrigues them and
traps them to subscribe or buy from you). We shall discuss more about all
these ideas and how to adopt them.
According to
scientists, the tensile strength of the spider’s silk is greater than the same
weight of steel and has much greater elasticity if compared in terms of the
weight of the spider, the strength of their prey against the weight of humans
and their tools.
The spider’s silk
microstructure is under investigation for potential applications in industry,
including bullet-proof vests and artificial tendons.
Researchers have used
genetically modified mammals to produce the proteins needed to make this
material.
If spiders can develop
such a great biological ammunition to target their victims: so can we do to our
online ideas.
If we want to grip
users under our website and subscription for the rest of our online publishing
and business life, then the pheromone trick should be taken to the heart and
practices dearly through all pages and every article. This idea is a metaphor.
The metaphor about the
tensile strength of the spider’s silk is picturing great ideas or stories which
pull users to our site.
In 2009, Dan Brown’s
book “The Davinci Code” sold more
than 200 million copies.
Reading the book myself
and studying his style of writing made me aware of how and why most great
writers use the spider technique without knowing they are using it.
Even though Dan Brown’s
next book after the Davinci code couldn’t sell as much as it’s previous, it was
estimated that, most people rushed to buy his next book because the first book
did all the work.
It pulled it victims
like the way the spider entangled it victims with it tensile silk.
This is the concept and
what I have observed and invite you to explore with your chosen market. When
you have selected your chosen market, you must develop the spider technique
using the pheromone trick to pull your visitors to you.
Dan Kennedy,
who wrote magnetic marketing exposes
this idea in another approach but indirectly using the pheromone trick.
Dan said and I quote: “The
way of professionalism is taking something that is extremely difficult and
making it very simple.”
If you can study your
chosen market, find problems, especially the extremely difficult ones, and make
it very simple by creating serious solutions, you have established a pheromone
trick that has placed you or your business as an expert in that field.
It is a concept about
how to create simplistic solutions from difficult problems for a
specific market.
You use your solutions
as a pheromone to mimic the ammunition of the spider when attacking it victims.
The ammunition of the
spider is called the tensile.
However, the magical aspect of this ammunition is the strength as called the
tensile strength.
Therefore, the tensile
strength of your silk (a convincing idea)
or the elasticity of your silk will determine how long a user or reader may
keep on reading the contents of your website, article or even refer another
person to buy from your products or affiliate links.
Steve jobs was
seriously obsessed with this pheromone approach. He identified that, most
American consumers were very obsessed with design, simplicity and quality. He
dragged his workers to the wall in extreme times only to arrive at these three
concepts. And today Apple still uses this perfectionism culture.
We shall apply this concept
further, when writing the authority contents after launching our website and
finding our right market.
Your tensile strength
which will be a mind technique is to the purpose of making your writing skills
more conjuring with the idea of giving your users or readers quality contents,
feeding them with what they want.
The whole secret is
researching further about the potential markets or niches and coming out with
an idea or solution that will be absolutely related to their problems, lives or
lifestyle. And then satisfying them with your unique solutions.
If we can tap into the
consciousness of a market, study, learn and come out with quality and concrete
solutions to problems in that market, then we will be regarded as experts in
that field. Automatically, we will exhibit the pheromone trick when we study
this market diligently.
The whole manufacturing
engine behind the building of authority websites is to know how to utilize the
pheromone trick. And the best approach to use the pheromone trick efficiently
is to study the top icons or bloggers who are already making remarkable
breakthrough in that market.
Since we cannot examine
every single problem of a customer or member from our potential markets, the
best way is to study the top icons or masters from these markets.
The same idea, as the
spider studied the female pheromone and produced the same scent, we should also
study the top players in our market and try to come out with great solutions.
I used the same
pheromone solution when finding the bestrated WordPress theme for building the authority spider website.
When we study the good
qualities of our competitors or masters, we exhibit their qualities, merge and
integrate them with our original qualities.
When we do that, we
establish a new demonstration of mastery and originality that will be considered
as one of the masters or big players in the game.
Our pheromone will be
that of the masters. And we will pull subscribers and visitors like magnets.
When we study these
masters and demonstrate their values with ours, we launch an example of
Authority.
After all, in the
events of war, when the captain or commander is executed, the whole army surrenders.
The same followers who
followed these masters will follow us, when they see the same qualities in us.
And they will surrender to us.
This technique is
gained by using Charismatic Authority
as we discussed in chapter 7. Therefore charismatic authority should be adapted
by mimicking the pheromone trick in a chosen market.
This is what the genius
Mozart has to say about studying other colleagues or masters.
“It is a mistake to think that the practice of my art has become easy to
me. I assure you, dear friend, no one has given so much care to the study of
composition as I. There is scarcely
a famous master in music whose works I have not frequently and diligently studied.” ―
Wolfgang Amadeus Mozart
Mozart always had a
gift for absorbing and adapting valuable features of others' music. His travels
helped in the forging of a unique compositional language.
In London as a child,
he met J. C. Bach and heard his music. In Paris, Mannheim, and Vienna he met
with other compositional influences, as well as the avant-garde capabilities of
the Mannheim orchestra.
In Italy he encountered
the Italian overture and opera buffa, both of which deeply affected the
evolution of his own musical practice.
By learning about our masters,
we have already learnt the pheromone trick. This technique works like charm and
will transcend anyone to charismatic figure.
When we are able to
identify prolific and creative patterns about the leading figures, then we have
learnt all the secret to attracting our potential customers. To be able to
mimic a specific pheromone in a specific market, the best practice is to extremely
learn about that market and come out with a solution and information or solution
that critically benefit them.
In other sense, we
should strive to study ourselves, our products, our services, our employees,
our family and anything that surrounds us. Our whole personality should benefit
anything that connects to us.
The most important
thing is adding our unique core values and talent, making this technique
original.
Since this book focuses
on websites, it is required to read about the top authority bloggers. It is
required to know what makes them tick. And it is required to know their common
traits.
The first advice is to
build ourselves a career with a great goal.
We do it by selecting a personal godfather or an aspired personality we
wish to become in our preferred choice of market. This personality should be in
the same market we are willing to build our project on.
This will help us build
a strong relationship with our market. We shall discuss more about how to
select the right market in chapter 11.
Also, it will not be
entirely accurate to discern everything there is to know about every authority
figure in the industry, but knowing some few and fundamental turning points and
choices in their lives may improve our progress.
The famous Charles de Gaulle said: “Nothing great will ever be achieved without
great men, and men are great only if they are determined to be so.”
To start our website
pheromone trick, we should pick about four to five personalities in our market
who are making positive breakthroughs.
To help us accomplish
this task, we shall continue our imaginary story about Augustus.
We shall look at the
process Augustus used to arrive at the following top authority figures in the
internet marketing and website building world. And how he was able to learn
from this preferred authority figures.
Augustus decided to
launch his own profitable website because finding job in his country was not
easy even with a degree in information technology. However, he had read a lot
about how some top internet bloggers made thousands of dollars in the web
industry through blogging.
He decided to leverage
his academic skills to find the top bloggers in his chosen market and to find
out their pheromone.
Augustus decided to use
the Giant search engine Google to make the research. The following shows the
list of the keywords he used to arrive at the top 5 internet marketing and
online marketing personalities.
His objectives was to
find the top internet bloggers and study their process or their pheromone
trick.
1. “ top internet marketing websites"
2. “ top blogging
websites in the world”
Augustus found out, it doesn’t take outstanding
effort to start researching about this personalities. He was not looking for
great websites, but the great bloggers.
With the keyword “top internet marketing
websites” he found out forbes.com published a post about the top 10 online marketing bloggers to follow in 2014.
He decided to use this article for his
research because forbes.com at the time of his research was regarded as a great
website and foremost, this post was sitting at the top index of Google. The
following are the names of the top 10 online marketing bloggers he found:
·
Brian Clark
·
Belle Bert Cooper
·
Matt Cutts
·
Rand Fishkin
·
Michael Hyatt
·
Avinash Kaushik
·
Neil Patel
·
Wil Reynolds
·
Danny Sullivan
·
Gary Vaynerchuk
He therefore decided to summarize the
stories of two of the above mentioned names and how they earned their money
online. He also decided that, once he got the whole picture, then he will
position himself to their pheromone trick.
He found out that
anyone could use the same process to select the top authority figures in any
market. Augustus found and admired Brian
Clark and Neil Patel even though all the above list are great bloggers.
He also found out that,
most of these successful authority bloggers were generating millions of dollars
annually and their main resources were the computer and a WordPress platform.
And that, knowing how
most of these top bloggers and site owners succeeded financially was absolutely
necessary for his survival.
The following are the short
stories he drafted from his chosen two;
Brian Clark
Brian Clark is the
founder of the famous internet marketing website CoppyBlogger.com.
He has been regarded as
a serial entrepreneur in Boulder, Colorado.
He is the founder and
CEO of Rainmaker Digital which is the head company of Coppyblogger and other
companies like StudioPress, Rainmaker FM and the Rainmaker Platform.
Studiopress.com is
responsible for the great WordPress theme genesis which will probe more when
searching for the right theme for building our website in authority spider.
Augustus found out
that, Brian Clark started the projects which included the personal development
newsletter called Further. And also
the new Rainmaker podcast for digital entrepreneurs and
another one called Unemployable
which is a resource for providing smart strategies for freelancers and creative
entrepreneurs.
Brian started creating
his website in 1998 and by one year, he had his first online success.
Brian used the
Authority Spider model by implementing the pheromone trick in the creative
entrepreneurship industry.
He did this by
positioning himself as a consistent authority figure by providing needed
information to entrepreneurs through his website.
He built content
marketing solutions for this market and helped the market through launching of
online marketing content ideas and using additional offline businesses through
marketing and infrastructure.
It all started in 2006
when Brain started his renowned one-man blog called Coppyblogger.com.
Coppyblogger rapidly progressed into a significant digital trade magazine for
the online business because he focused on it as an authority website for more
than a year.
(Remember that, a great website has to offer great solutions to
customers or visitors for consecutive of times. My real estimate is more than a
year. You must be very consistent to publishing and marketing)
What also fascinated
Augustus was how Brian ignored online advertising as his source of income when
he started blogging.
All he did was publish
good and quality content to his market through the building of online mailing
subscribers. He saw that opportunity building trust with his subscribers and
within a year was able to build more than 50,000 subscribers.
Augustus also saw that,
Coppyblogger never took venture capital and made it to 8 figures in annual
revenue without advertising.
He only made all his
income through his trusted audience who always visit his site through the
mailing subscriptions.
All he did was publish
new articles weekly and send this articles to his mailing list.
The following are the
questions Augustus asked himself after finding out about Brian’s blogging
strategies.
1.
Why did Brian
choose to ignore the use of online advertising like Google AdSense or Affiliate
programs when he started his blog?
2.
What are the
approaches he used to convince visitors to subscribe to his mailing list?
3.
How Brian Clark
was able to make sales with subscribers and what effective conversion rate
strategies did he use?
Augustus found out
Brain chose to ignore online advertising and affiliate programs because of his powerlessness
to control his revenues with their platform.
Note: Even though
Google AdSense is recommended in this book as well as Affiliate programs like
amazon associates, Mailing list are far more controlled and can be trusted.
They can be trusted because you own your list. The subscribers are saved to
either the mailing service Aweber or Mail Chimp and also backed up by yourself.
And because you are trusted by them when you exhibited the pheromone trick or
Charismatic Authority, when you suggest a link from other private affiliate
networks to your subscribers, you will make money as well as great good
friends.
In chapter 24, we shall
go through the guide “Mailing List”.
Which will give more answers to the number 1 question above. We shall look at
the advantage of using mailing list and the connection between mailing list and
building authority websites.
Augustus studied some
of the approaches Brain used to lure visitors to his subscription and the
following describes how he did it.
Visitor Incentives: Coppyblogger used eBooks as incentives to harvest
emails as subscribers. All he did was write great and quality eBooks targeting
his chosen market. The following banner shows the gateway to some of his great
mailing list.
And when the visitor
decides to download any of this books, they will have to sign up, enter their
name and email which automatically subscribes them to his mailing list. (NOTE: if
the spider mimicked the pheromone of other species to trap them, then when we
also mimic this same strategy on our website, haven’t we implemented the
pheromone trick?J)
And with this trick,
the most important thing was to use Charismatic Authority to feed them great
solutions to their problems. And then he was able to make sales by creating new
projects like StudioPress, Rainmaker FM and the Rainmaker Platform which was
used to make huge sales to his trusted clients.
The lesson Augustus
learnt here was in other to become a great authority figure and become an
Authority Spider making thousands or millions and change the lives of people as
well as his, he will have to come out with a business or online product which
will be a solution to the problems in his market.
He will have to create
his own product online, either tangible or intangible.
Spencer Haws from nichepursuit.com did the same by
creating a keyword research platform called LongTailPro and continues to make sales to his subscribers.
So the master lesson Augustus learnt was to make
up his mind, brainstorm and come out with an online product which will solve a
problem in his chosen market. This strategy is far more controlled than using
affiliate market or advertising
Neil Patel – Entrepreneur, Angel
Investor, and Analytics Expert
Neil Partel is one of
the vibrant and highest SEO and marketing experts in the world. He is known for
his prominent websites like KISSmetrics, Crazy Egg, Hellobar and QuickSprout.
Neil Partel launched
his first online venture with a board named Advice Monkey when in high school.
What inspired Neil Partel to go all head out in the internet marketing niche
was when his hired marketing company failed to gain traction.
He decided to learn how
to drive traffic to his site. Neil eventually ended up launching his great
career in the online marketing world. His company has served Fortune 500
companies like Hewlett Packard, Samsung, Amazon, Microsoft, Walmart, General
Motors and Viacom. Patel declined a $5million offer to sell his company.
Patel’s company has raised more than $17million.
Partel’s turning moment
was when he decided to tackle a failure from a hired marketing company to
create authority in that niche.
He became an influence
in his niche. His authority in the internet marketing world is very positive.
So I decided to
investigate what truly made Neil Patel such an important figure, I researched
his website, quicksprout.com, subscribed to his mailing list and this is what I
found:
The success story
behind Niel Patel is governed by his integrity. Neil’s integrity was
demonstrated when he refused or declined the $5million offer to sell his
company. Most writers and bloggers would have received such an amount without
any hesitation.
But studying Neil’s
lifestyle showed he was not living on a silver platter. He declined a $5million
to gain a $17million profit.
The lesson here is to first have a great aim and
goal, and then you must be consistent and have a very strong integrity that surpasses
any short term possibility or temptation.
Augustus found out Niel
Partel used the same online incentive technique in quicksprout.com like Brain Clark to harvest emails or subscribers. Niel
created a touching banner which asked questions leading the visitor to enter
their website’s URL.
And then taken to
another page where they will be asked another powerful rhetorical question. “Would you like to learn how to improve your
SEO score?”
And off course most visitors will answer by clicking
on YES with the intrigued and attracted yellow color. Most of the time, the eye
is focused on the yellow which is a shouting color.
In chapter 23 “Conversion
Rate Optimization (CRO)”, we shall study the conversion elements and colors
used for controlling the user’s action like what Niel has done.
And then once they
click on YES, they are taken to a third page which finally asked for their name
and mail. Awesome. J
The visitor will
complete the pheromone trick by entering the first name, email, monthly
marketing budget and lastly, RESERVE
YOUR CONFIDENTIAL CONSULTATION WITH NEIL.
They are then taken to
either Aweber Mailing list or any other list for the mailing process.
Augustus saw that most
of the top 10 listed bloggers published on the forbes.com site practiced this
same technique and hardly used any online advertising service but a mailing
list so they could sell their own self-made products or services.
The master technique
Augustus got from Neil was the three further page conversion techniques he used
to trick visitors into subscribing.
But however, the final
gunshot he used to sell to these subscribers was to mail them great solution to
their problems in their market and eventually feed them with his self-made
services or products to speed up how they will accomplish their needs.
In Neil’s case, he was
able to create a commercial monthly subscription package which teaches website
entrepreneurs to market their websites effectively.
Therefore we should use
the pheromone trick to mimic these authority bloggers and harvest great emails
for a higher percentage of conversion rate.
You can use the
pheromone trick in any endeavor or product market you find yourself in. Just
study what the top players are doing. Study their flaws as well as any
opportunity. First do what they do and add originally to your style reaching a
unique selling position (USP).
The next chapter talks
about how to use creativity to construct the powerful contents these
subscribers will be hooked to and loved.
