I recently listened to a crinkly and old interview with Carl Galletti.
Carl is one of the copywriting and marketing greats.
He worked with Gary Halbert, hosted some of the first conferences on Internet marketing (he called them Internet Marketing SuperConferences), and if he does any client work or coaching any more, he probably charges a few grand an hour if you want to talk to him about marketing or copywriting.
Well, in this interview, Carl talked about the first move he made from the world of direct mail to the Internet marketing world.
Back then, he had a printed catalogue that he used to send to prospects.
The trouble was, he was slow about sending these catalogues out, and his prospects would often cool off by the time it arrived.
So once the Internet hit, Carl had a brilliant idea.
He figured he would simply put all that catalogue info up on a website. Whenever a new prospect appeared, he would point them to the website instead of shipping them a printed copy.
Sounds like a great deal, no?
Save money on printing and make it much more convenient for your customers as well, right?
Another triumph of the digital age?
Except, what really happened is that after Carl moved his printed catalogue online, his sales plummeted.
People simply weren’t ordering.
The same products being sold, the same information being shared, and yet people weren’t buying from the website like they were with a paper catalogue.
According to Carl, it’s a matter of being proactive.
A paper catalogue sits there in your house.
It’s on the table, in the bathroom, on the kitchen counter, constantly reminding you, “Look at me! Look at me!”
Whereas a website… is nothing.
It’s a bunch of pixels on your screen, and once you visit it and leave, you are unlikely ever to go back.
Like I said, Carl thinks this is a matter of being proactive rather than reactive.
As a marketer, you have to put your message in front of your prospect, over and over, until he’s ready. You can’t wait for him to remember that he might want what you’re selling.
This is a lesson that applies today with ICOs as well as it did in the 90’s when Carl was selling advertising books.
You have to go to where your prospects already are, catch their wandering eye, and remind them you might have the right ICO for them to invest in.
In Carl’s case, he solved his problem by getting people’s emails and writing to them regularly.
In your case, it could be email, but it could also be Facebook, or YouTube, or participating on Bitcointalk.
Whatever you do, don’t just sit and wait for investors to come to your site.
You have to go to them first, and go to them often.
P.S. If you need help with email marketing for your ICO, so you can be proactive and have a shot at a successful ICO, I can help. You can find out more here: