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A great post on the teaching/honesty/storytelling approach that I try to stick to here at Triple Dogs. Please read this as I couldn’t have said it any better myself!

There is nothing new about Marketing 2.0. These techniques have been used outside of the mass media since the beginning of humanity. Whenever you’re trying to reach people in a more direct fashion (as opposed to through a television screen), authenticity, transparency, dialogue, proof, and education are crucial. Online is no different.

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Recently, we’ve been doing a lot of work on information products, specifically around lead generation. What was my impetus for doing all this work? Well, I’ve wanted to run an information publishing arm of Triple Dog Dare Media ever since the beginning, but I didn’t really know how to pull it off.

So I started doing a ton of research. I read Joe Vitale’s 7-day ebook, which was a good read, but some of the ideas in it seemed a bit out of my reach as an owner of a very busy consulting practice. For example, I couldn’t see myself spending a week concentrating on just an ebook. I’d also picked up a ton of other free resources on creating information products, all of which were based on writing ebooks.

Then, suddenly, I found myself writing an ebook for O’Reilly on Lead Generation. Guess what? I did the impossible. I wrote it in 10 days, then refined it over the next month with my terrific editor, Simon St. Laurent. I was exhausted after that effort, and knew that I couldn’t sustain that effort indefinitely.

I knew that if I were going to do more information products, I’d need some kind of organizing principle to keep my mind from exploding. Lead generation offers up an enticing combination:

1) It’s an important topic for business owners.
2) We can help people with free information, sell information products, and offer followup consulting services.
3) There are so many subtopics that it’s almost impossible to run out of things to say.
4) It’s an evergreen topic that won’t get old soon.

I knew I had a good thing with the O’Reilly ebook (I mean, how many times do you get a branded info product like that? Fantastic!) and that I needed to build on my momentum. But I was still stuck. How do I leverage this opportunity?

Well, about this time I stumbled upon this little gem, 7 steps to creating & selling a niche information product, a tubetorial.

To make a long story short, the author of the video series provides one shockingly simple remedy to creating niche information product–use audio podcasts first, it only takes an hour or so do each one, not days. WOW! We were off and running!

So what’s the whole point of all this?

* Provide a valuable set of information products to new & existing clients.
* Create passive income for us.
* Lets me meet & interview all kinds of interesting people.

I’ll keep you updated as I go.

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Nice article from Wired on some up-and-coming techniques, including mobile ads, hypersonic sound, and messing about with Google Maps.

University of Texas’ Burns adds that GPS-enabled mobile phones in Europe are already creating new advertising opportunities. “I was standing in a tiny Italian village and my cell phone showed that there was a restaurant two blocks away,” he says. “This form of advertising can be very persuasive.”

Now, talk about your lead generation! Very cool. But here’s a scary idea from Maxim:

And, of course, there’s no shortage of tech gimmicks and stunt-vertising like the Cartoon Network’s Boston blinkies. Last year, Maxim constructed a giant version of its magazine cover (featuring Eva Longoria) in the desert outside Las Vegas; the result was large enough to be seen by orbiting satellites. Last month, Gulfstream sent one of its planes on an eight-hour, 10-state flight that mapped the company’s logo on web-based tracking applications.

Eva Longoria’s image on satellite? Wow, I could really run with that, but I won’t.

Here’s the part I really liked, though:

Burns agrees, and adds that technology has brought new metrics and measurability to advertising. “Pay-per-click means that you know exactly what kind of activity your ad is generating,” he says. “For agencies, it represents an entirely different level of accountability.” Vedrashko says a plan by TV-ratings provider Nielsen Media to begin measuring viewership of commercials will add another layer of accountability.

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