Most of what I read about SEO,
metatags,
website
tuning, is aimed at attracting citizens of a global web. That
certainly sounds impressive, but I haven’t had much use for it.
Most of my web promotion is targeted to
a specific community, for a limited time, a specific event. The web
destination delivers the experience, or the information, or enables
admission to a next level.
How do you create traffic for that?
Not everyone lives their life on the
internet. Most of the people I want to attract are full up with other
responsibilities. There is always more work left over at the end of
the day.
Clay Shirky writes, It’s
not information overload, it’s filter failure. And
successful people adjust every day, honing in on the important, the
strategic.
Before I go to a search
box, I need a concept, a desire. Still
I look to find a reason to believe.
If I can create that initial impetus,
an initial value, my audience will respond.
Jack
wrote a wonderful post explaining our Hot
Sheets. That’s somewhere in the middle of the process.
First they see us doing something additive, then they can get a
piece of paper that offers some good information. This is the
Information
Age. Information is a store of value.
The impetus for Jack’s post was being
approached at a recent meeting by an executive who said he already
knew Jack, but couldn’t place him. Jack gave him a current hot
sheet, and the man realized how he knew his, and accused, “But this
handout is different!”
Did you ever ask ask a four-year old,
“What’s new?” The answer, “EVERYTHING!”
What new with you?
