The Yin and The Yang of Media and Traffic Expertise
The Yin: If your entire business is dependent upon one source of traffic, one advertising medium, your business is a train wreck waiting to happen.
The Yang: If you are really, truly proficient at the use of one source of traffic, one form of advertising media, you can always cherry pick lucrative advertising opportunities and make money, regardless of what is going on in the market.
Most direct- and online-marketing success stories I've seen over the last ten years have this in common: The entrepreneur became extremely proficient at the use of ONE sales channel and used it to develop a firm foothold in a desperately competitive marketplace.
This is why I advise: Become a ninja at ONE way of buying traffic and ONE way of converting that traffic.
Then get your business off the ground.
Then diversify your advertising exposure.
The people I’ve seen who went on to experience sustained and prolonged success rapidly expanded into other media, other opportunities, and new dimensions of value so as not to be dependent upon that one beginning advantage long-term.
Read more here…
Perry Marshall
About the Author
Entrepreneur Magazine says: "Perry Marshall is the #1 author and world's most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax."
He is referenced across the Internet and by The Washington Post, USA Today, and the Chicago Tribune.
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Great post Perry!
Any reason why you’re sending the article over to a separate WP.com account and not keeping it on this blog/site?
So you know, on Firefox that article on the other WP.com site is in extremely small text … squinting … squinting.
Cheers,
Mike Z
I completely corroborate what “Mike Z” just said.