2006 - the 700 million dollar man

Or, just as bad, they get locked into ONE way
of marketing on the Web. Put all their cookies into one basket, and lose sleep
every night wondering when the hammer will fall.

That’s just
a horseshit way of doing business and living your life. Both
Gary and I, in our brief time here on the planet, have already blown through six
or seven MAJOR technological changes in the way a sales pitch gets delivered to
a prospect... and we’ve mastered them all.

Infomercials, toll phone numbers, fax blasting,
email blasting, heck, even the battle between Federal Express and the Post
Office (which has made express delivery a dream marketing tool for smart
marketers with super-targeted lists) have all radically changed the
landscape of the advertising game.

This never-ending roller coaster scares the
pants off most marketers.

But the
truly savvy veterans just shrug, and get busy exploiting each new
delivery system as it arrives. And count up the money.

Newbies who think the Web has always been with
us, and will never change, may have stumbled on ways to rake in a few bucks... but
their lack of experience is setting them all up for a vicious wake-up
call.

I LOVE the constant change going on. It’s been
this way my entire career, and every time some technology burp causes everyone
to run around screaming about how it’s all “different” now, I just laugh... and
adjust.

The way you deliver your sales message
may change radically.

But what
you PUT into that message will still be based on the “classic” tools of
world-class salesmanship.

Listen
carefully: You can hire geeks to wrangle with the technology for
peanuts.