Yesterday, there was a great conversation in one of the Skype rooms. This conversation had some great truths all through it.
Truth #1: “We all got lazy and aimed at getting a share of an ever-decreasing pie instead of trying to bake a bigger pie.”~ Paul Kinder
No truer words have been spoken lately. That is a great description of what happened in the Industry. That is why you kept seeing ad platforms being advertised inside other ad platforms with not much else in between. Everyone fighting for a little piece of a small pie. Perfect explanation.
Truth #2: Aim your advertising outside this pie to help grow the pie. Yes, this will require purchasing advertising, in many cases. The potential for growth can only be accomplished by reaching outside the inner circle. If you can’t afford to launch an expensive advertising campaign, then “advertise with bigger guys who you know do advertise outside”. Trust me we understanding having a limited budget. Use your advertising budget wisely. Nothing against smaller exchanges, everyone starts small. But, if you are thinking about growing your exchange, then you need to spend those advertising dollars at a larger pool of prospects.
Truth #3: “New owners gotta prove themselves not expect it given to them on a plate.”~ Paul Kinder
No one is given a free ride. No one. Every owner you see with a larger membership base has earned it by working hard every day. It amazes me when we get a support ticket from a new owner, most of the time someone we have never heard of, asking to exchange upgrades. Or, asking us to JV for them. Sorry, no free rides. Prove you are going to be here 2 years even a year from now and then we can talk. Harsh? Maybe. But, I know Jolynn and I did not expect any other owner to promote our sites. And, if one of them did, we felt honored.
The truth is we ALL need to stop being lazy. Us included. We ALL need to reach outside the pie and bring new members inside our niche. We ALL need to capitalize on the endless possibility of enormous growth. If you don’t want to spend a $1000 on an ad campaign, then spend a $100 with someone you know who is reaching outside the pie. As individuals, we can still grow together.
PS. Thanks Paul for some great quotes. 🙂