Usually it’s the new thing that grabs the crowds attention and sends them running in the direction that the Guru has just pointed them in, selling them an Ebook with a tasty recurring post sale offer of course.
Mostly the crowd moves towards the new thing because they are searching for something that will stop their pain. The thinking being that the new thing will more likely offer a solution than something that is older.
The reality is, it’s not what is one offer that is the problem. It’s the attitude of the crowd.
The Internet speeds up this natural phenomenon and creates this mob that is akin to a cyber pinball, made up of millions of identities, bouncing from one new thing to the next new, new thing.
I’m no anthropological expert but I kinda think there was a time when one human said to another, “Check out this rock, it’s really good for bashing our enemies heads in”.
“No, no,” says another, “Try my rock, it has a beveled, rounded base with a soothing blue gradiated colour within the rock.”
“Cool, lets all get one”.
Meanwhile the tinkerer, or nerd, or geek of the tribe is wondering what happens if he attaches a rock to the top of a stick. Creating a more effective head bashing tool.
The point being, it’s hard wired within us to look for more effective solutions. This is what creates a thirst within us for the new, new thing.
Just because it’s new doesn’t mean it’s effective
Here is my point.
This year I started an email newsletter, focussing on link building. It’s a low noise high signal newsletter, I’ve sent less than a handful of emails out this year. But, it has been extremely effective as a communication and sales tool.
In terms of the Internet Email is very old and un-sexy.
I sent out the latest newsletter today regarding the Economics of Link Building. It’s very different to writing a blog post, more immediate and with a more direct line of communication.
Don’t go chasing the new, new thing into the wilderness until you have given the old and crusty tools a chance to be effective.