Cutting Corners in Internet Marketing Might Get Us Stuck

by Stew Shaw

in Internet marketing, Thinking

Post image for Cutting Corners in Internet Marketing Might Get Us Stuck

All over the news this week in Australia are images of a fully loaded Chinese bulk carrier well and truly stuck on a coral reef on Queensland’s famous Great Barrier Reef. Allegedly the ship’s captain was attempting a shortcut instead of following the designated shipping channel. The intended payoffs? To save a few hour’s travel and a couple of thousand dollars worth of fuel, while carrying a load of coal worth millions of dollars! It was a plan that has backfired badly to be sure and one that’ll eventually wind up in the courts.

I don’t know about you, but many times in my life I’ve deviated from following tried and trusted paths. Cutting corners in this manner always seems a good idea at the time but in the long run the folly of making those choices gets revealed and consequences of bad choices have to be lived with.

Does the same truth play out online? Internet marketing is a fertile field for purveyors of programs, schemes and tools promoted as helping us get rich quicker. Our inboxes get flooded with messages promising we’ll rapidly get to page one of Google, or build our optin lists to 1000s of hungry buyers within a short time, or that effortlessly we’ll be able to set up a network of income producing sites, and on and on.

I confess to being a sucker for signing up for some of these programs. Why, I wonder?

Is it because of a rogue geek gene that expresses itself in my passion for implementing new software and finding technological solutions? Or is it because right now I’m time-poor? I hold down a full time job that has me working 5 nights in a row every week while everyone else is sleeping.

Sure, I’m conscious that the real work of building quality websites involves effort and time. Similarly, writing articles that contain valuable content is not easy, and surely cannot be automated. And I haven’t even begun to do video properly yet.

Having described some of my realities, I’m putting on record that I’m aware of the risks of taking a short cut towards my goal of developing an online business. As someone interested in affiliate marketing, right now I’m testing a handful of tools that automate a lot of the time-consuming drudgery involved in setting up niche websites.

The worst thing that could happen from my latest venture is that I’ll be left high and dry with a suite of reseller accounts (including one for webhosting, and another that enables you to buy cheap domain names). But as I see it, both form the necessary infrastructure to implement a rapid expansion of my projects on the Internet. And if I run aground for whatever reason at least I’m small enough not to attract hoards of helicopter news crews!

What do you think? Is it ever wise to plot an alternative course instead of following the designated path? Do you know of Internet marketing shortcuts that really truly function as promised, providing that you take action to implement all the steps?

Image credits: Thanks to Babak, http://tumblelog.ir/post/23806414/scissors-graffiti
  • ClintWhite
    Like my Dad used to say ...if your gonna do it, do it right
  • Crystal
    I really like this guy but he's a bit older 46 but every time he comes on he don't flirt - and when he comes on he goes im in a game. then when i start to flirt about sex he goes urghhhhhhh . and gets an excuse to ----go offlne but hides under a different name on a game site, I'm not stupid !!>>>>>>>>> He started the sex talk and now i dont see him any more ! sighs. and now he saying he maybe going to the gym more :/
  • markgubuan
    Stew,

    Short cuts only work if you've taken the long way before. In other words, I feel that it's ok only if you can ensure quality and the proper outcome every time.

    Mark
  • Stew,

    It is amazing how many shiny objects people try to entice us with online. You're right... falling into the trap of following one thing, then seeing the next new thing and following that, and so on... although it seems like it will help, will end up grounding us!

    Thanks for the insight.
    ~ Pat and Lorna
  • I say go for it! This journey is new and exciting! We are learning every step of the way! We've found a bunch of like minded people from all around the world! We're communicating in the comfort of our living room! We are good people and we'll attract the people who will help us to succeed! Sure it isn't happening yesterday, but it will happen today or tomorrow! I'm not making my fortune yet either but I'm on my way and helping other whenever I can!
  • paulgardner
    There are no shortcuts. You have to have maps, plans and the right tools.
  • Great analogy! I know I got involved in far too many worthless but expensive "schemes" when I started in this business. I could write a book on what NOT to do :-)
  • andrewgallagher
    To answer the question you pose there No,

    There are 0 shortcuts as hard as that is to believe.

    They have never paid off for me unless very temporary, but even then its not good for others duplicating when they get in at wrong time or don't know how to promote it.

    Always best to stay extremely focused and one tracked when it comes to building a list. And best for trust.
  • Hey Steve,
    Great post. Cutting corners when quality matters can be bad. I find that cutting corners can leave you short changed. It may seem like the best thing to do at the time, but somewhere down the road, it always backfires. Excellence in everything is the only way to go! On the other hand, cutting corners in your process to get to an intended outcome could be considered efficiency. There have been many times I have seen new and innovative methods developed in process areas, as a result of someone taking a shortcut. These kinds of shortcuts are good....I call these innovation. I think it all depends on what the task at hand is and following your instincts. You have to be true to yourself. Your short cut could be the next multi-million dollar idea!
    Krista
  • Stew Shaw
    Krista those are some great points you added. Agree with you about quality - there never can be any alternative to doing your best or at least providing no less than the customer expects.

    And here's to innovating our next multi-million dollar ideas. Yo!
  • I've almost tagged onto one, but skepticism stopped me. It's hard to discern a lot of this stuff from fact or fiction. I guess I'' learn by doing, but hopefully I can minimize my short cuts.
  • Bill - ah the value of skepticism at times like that. But at others it can stifle progress, do you agree? Thanks for commenting.
  • It's always good to find new and better ways to accomplish something - but at the same time, we shouldn't reinvent the wheel.

    I think that as we follow instructions - the principles that have been put in place for us to succeed, that we will find ways - through masterminding with others... that improve the system..

    But we will probably seldom plot an alternative course from the blueprints that have been given to us to succeed.
  • Good points Paul, thanks. Not reinventing the wheel is an interesting thought on the issue. That's why for example we put up web pages via blogging platforms - quick, simple, effective. Not many HTML coders around these days!

    Agree that masterminding is great for finding tweaks and alternatives that alone we'd never think of.
  • Stew,

    This is very thought provoking. In my career with Network Marketing and Internet Marketing, there are certainly ways to short cut our way to success by following proven paths and learning from people who have documented results. However, we all have to pay our dues. We all have to master the necessary skills to make it long term. So in short, yes are ways to short cut but we also have to understand that anything worthwhile takes some time to master.

    Eddie
  • Can't disagree with you there Eddie. I like your phrase "short cut our way to success by following proven paths," even though it contradicts my main thesis!

    Shortcuts typically come on the scene last, by definition. In theory they're an alternative way to reach the same goal that the original path led to. But like with the ship's misadventure, unforeseen things can happen.

    In general, people today haven't got time or patience to master the skills. They want the rewards handed to them on a plate. Milking this weakness, no wonder so many gurus promote "Easy."
  • nancyburkebarr
    Hey Stew, my friend! It has been a while....but I am glad to be back by to say hello. This is an excellent topic and deserves considerable thought. I have always taken the long route, never getting stuck on the reef. :) I am a hard and highly focused worker and in my early years, this was a successful strategy. As I have grown older, and my responsibilities have expanded dramatically, this path has become more and more difficult to walk.

    I think that the answer lies in the ability to choose when to take the short cut. Not every situation calls for your all out efforts and short cuts are appropriate. Each person must decide which situations those are. For me, everything seems to require all out effort...but, I am working on this and learning to make distinctions.

    Thanks for a thought provoking post.

    Mentor Mama
  • Nice to have you swing by again Nancy!

    Ah ha, you might have nailed one of the reasons we take shortcuts. Age! Once (long ago for me) we were young, full of enthusiasm, unbeatable. Eventually the engine runs out of steam. Time ticks on by.

    Great points about how to decide. I'd add that stepping back and considering the bigger picture is important too. Some ideas for tweets can be left untweeted, posts that we could have written, remain unwritten. Websites we had ideas to launch, could remain unlaunched ...forever. Without causing us grief.
  • Hey Stew,

    Thanks for the post. I believe from my experience in offline business that the purpose of technology is to automate and/or speed up already defined and proven processes for efficiency and scalability. That is what I have in mind when I look at the tools and stuff being promoted on the Internet. I find that a lot of Internet Marketers / Online Business owners do not have well defined business plans, strategies, goals, objectives, and action plans. In my opinion, without these it is unclear to me how you could choose if a tool will work for you or not.

    Thanks again for this post.

    Make it a great day!
    God Bless,
    -ed
  • Good points Edward, bringing the argument back to the basics of what works in real (bricks 'n mortar) businesses.

    Whaddayamean the hordes coming online have no goals? Seems to me they do, and they distill it down to one phrase - "make money on the Internet." ;-)
  • karatedar
    Stew,
    You are an inspiration, my friend. I'm always learning from your articles.

    If shortcuts do exist, I don't have the key to them. I've learned to love the process, seek wisdom from everyone and focus on the goal:)
  • Thanks for those kind words Darlene. You've added a neat approach to sticking with the ways that are proven to work.
  • brucebackman
    Hey Stew…just another thought about this subject. I really like what you share and I like to RT your stuff. Ever thought about the TweetMeMe button…it is a shortcut for those of us who like to share your stuff on twitter. I have to cut and paste your twitter name to my Tweetdeck and then cut and paste the blog post url…anyhow it takes time. I am happy to do so but would love a button to click on to save those precious minutes. There is a FB equivalent also…I believe it is called FB share. I see your "tell a Friend" button but I personally don't like anything that I have to log onto from another's site. Just some thoughts…once you read this feel free to delete the comment if you like. Thanks my friend for listening.
  • Done! Silly me, I thought Tell-a-Friend was enuff.

    BTW, any idea when TweetMeMe's going to support Twitter's new retweet format, and incorporate a URL shortener? Thanks for the practical request Bruce. I'm totally all for saving time, you bet.

    Most importantly, thanks so much for the compliment and for tweeting my stuff. It amazes me to see references to my writings show up in my tweetstream
  • brucebackman
    Hey Stew…I personally don't think there is anything wrong with trying to find things that maximize your time. There are definitely some automated tricks that work well but if they become the "main thing" I think the business will suffer in the long run.

    There are so many different so-called shortcuts out there and I am sure many of them work to some degree or another. I think it takes a great deal of diligence to figure out what actually works for each individual. There are certainly many scams out there but I think most things fall into the category that they simply don't work for everyone.

    Most things work for about 3% of the people (I believe that is correct) who try them. It is good to figure out (as much as possible) if fitting into that 3% is going to be possible before purchasing something new. This takes a great deal of research…which I think is a great, great skill to acquire.

    Anyhow…those are my 2 cents worth. Thanks for causing us all to evaluate these things Stew!
  • Bruce - right on about getting the balance correct - which in this case is between hands-on and automation.

    Re what works and for whom, you're correct about the 3% figure but it's a telling statistic, it really is. Let me reword what that's about - only THREE percent of people who buy into any program actually DO SOMETHING with it. So now let's be generous and say 50% of those implementers had success. Therefore 1.5% of signups get the type of results promised. Get my drift?

    I want to be in the 1.5% this time!
  • maulreius
    When I started web-authoring a buddy of mine know of some "tricks" they seemed appealing but they were black-hat and eventually the black hat stuff is recognized and factored out of the equation when calculating authority and search ranking.

    I once signed up a twitter follower scheme. It promised hundreds of followers. I fell for it, signed up, got some followers but it was obvious they were poor followers and not interested in the least about what I had to say. I rarely tweet from that account anymore as it was my personal/general/political account. However, I opened up a new Twitter account and developing followers the old fashioned (LOL) way and the majority of those followers are good and we the situation is mutually beneficial. I read their stuff, they read mine.

    Be sincere and passionate and love what you are doing and all of the glories we seek will follow.
  • maulreius - thanks for adding these experiences. I'm a bit ignorant of black hat stuff, and in the 10 year gap between my forays into IM I think I missed most of its dark days ...hopefully.

    Like you I got sucked in by a Twitter follower app. And like you it wasn't until I walked away from that account and started over that I've once again enjoyed my time with Twitter.

    Love your last statement. I'd RT it if I knew your twitter handle.
  • maulreius
    Stew, you can attribute that to @WisSkier, please hash it with #DailyCrushers. Maurelius is handle I use when commenting and writing on politics and is currently the only Disqus account I have. It is also becoming less and less active.

    One technique on the borderline between black and white was the link exchange scheme. You place a link to a site on your front page and the linked site reciprocates. A lot of web rankers use incoming links as a metric of authority. However, most rankers can detect and discount link exchanges as opposed to "legitimate links". I don't place links on my front page except embedded into articles (a legit use of links), will not necessarily accept link exchange requests, and limit linked to sites relating to topical material. I may not regularly read the sites myself but they must be a site I would read. One last thing, I do acknowledge those who link to me and are topical.

    Another technique a buddy pointed out to myself was to put keywords into every piece you wrote in some obscure corner of the piece and make the text-color identical to the background. Yeah that would render the text invisible to the human reader, but 'bots and spiders would be able to read it (as well as anyone viewing the unrendered HTML) and perhaps use that in ranking the page. I never utilized this. That is definitely black-hat.

    Google says it well, sincerely create good content and make sure you present it in a neat and well conforming manner (i.e. make sure your HTML & CSS conforms to W3 standards. Browsers are very fault tolerant but that does not mean a developer is free to deliver sloppy code, spiders & 'bots are much more dependent on good conforming code) and as long as you do those things you do not need to resort to trickery.

    In fact, my recollection is Google will penalize your site for using black-hat SEO techniques. A good idea.

    The quote you give me props on, is based on a church hymn. "Seek ye first the kingdom of God and all these glories will be added onto you". St. Paul when he writes of love he is not necessarily talking of spousal love (as is the usual thought, that passage being commonly read at Weddings) but those thoughts can be can be generalized to all sorts of endeavors. I can have faith the computer system I am building is going to work, but if I don't love the reasons I am building that system for that faith may not be enough to get it done.
  • Wow, what a comprehensive reply - thanks so much. As promised I tweeted your great 1-liner as a quote, acknowledging you (as @WisSkier) and including #DailyCrushers. That was a novel way to milk a well known Biblical verse and sort of place it in an internet context. Who'd a thunk of that!

    Those nasty black hat techniques that you mentioned and were once all over the web sure look crazy in today's environment. Makes me glad I had my 10-year hiatus, otherwise I could've been caught up in the shady practices.
  • I'm with Debbie, I'm building by traveling the slow, tried & true road while taking a few calculated risks. Working all hours much like you but in the end, we learn more and are able to stay the course because we've already proven we're determined and in for the long haul. Short cuts are great...if someone has traveled the path before us and knows its a trusted route because sometimes moving faster doesn't necessarily mean you cut corners you just became efficient. If you're anything like me, you can't really afford to run aground so I'm just enjoying the view as I take the scenic route.
  • Thanks for sharing, Kel. You're made of the right stuff, I can tell.

    "Short cuts are great...if someone has traveled the path before us and knows it's a trusted route..." That thought begs for more commentary, both from the perspective of Frost's famous poem The Road Not Taken and the late M. Scott Peck's bestseller based on one of its lines. Will save it for another time.

    OK, I'll share with you one of the reasons I'm resorting to short cuts - I'm getting OLDER. The clock ticks, and in my work as an RN in ICUs I see many people younger than me getting dreadful diseases and debilitating conditions. Doesn't immobilize me but gee, ya gotta be a realist too (thinks).

    There's nothing at all wrong with how you're taking the scenic route. Calming.
  • debbiestevens
    Hi Stew,

    I wish I knew some internet marketing shortcuts that work, but I haven't found any. The problem with shortcuts, just like you said, is that you may be stuck before you know just because you try it.

    I am a calculated risk taker, and as such, do take risks. So I think you have the right idea here by asking what you have to lose and maybe if you can live with that, then you just go for it and see what happens.
  • "I am a calculated risk taker..." Me too, Debbie. Let's hope we're good at math!
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