July 18th, 2008 by Bob Bly
New media gurus these days rave about getting tens of thousands — or millions — of page views on MySpace and YouTube.
But any idiot can put up a video that gets a ton of traffic. The easiest way: just use sex.
As Steve Hall writes at www.adgabber.com: “Anytime you stick a stunningly beautiful, hot looking, busty girl in a video, wide viewership is not far behind.”
When I took my first marcom job in the late 1970s at Westinghouse Defense, a product manager told me: “Forget all that marcom crap you guys do; HERE’S how to sell defense systems.”
He opened a thick binder with 8 X 10″ color photos of bikini models straddling missiles and control panels.
What the social media/online video crowd seems to be missing is that getting attention is easy — always has been. Just use sex, violence, or weirdness.
However, getting the kind of attention that draws qualified prospects who are interested in your product — and ultimately buy — is another story.
And relatively few marketers — new media or old — are masters of that skill.
Anyone can post a video of a hard body girl in a bikini doing jumping jacks.
But how do you monetize that if you are not selling relevant, related offers like beauty, health, travel, or fashion?
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