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Hello, SoundBoard Members!

John Federico

Today, at the request of my friend Richard, I'm participating in a Mastermind with a group of SoundBoard members - chief executives of growing businesses in the NY area that meet to discuss issues regarding their businesses.

There's interest by this particular group in learning how to apply tactics such as SEM, SEO, weblogs, RSS, podcasting and a number of others to their specific businesses.

Since the discussion will revolve around this topics and include weblogs, I thought I publish the follow-up material here on BrandBrains. Of course, I'm publishing this before our discussion, so expect this post to be updated to reflect the actual content of our conversation.

In our conversation, I'd like to discuss what I call "Flywheel Marketing". Have you read Good to Great by Jim Collins? Remember the Flywheel Effect?

The momentum of the heavy wheel kicks in your favor. It spins faster and faster, with its own weight propelling it.

You aren't pushing any harder, but the flywheel is accelerating, its momentum building, its speed increasing.

Flywheel Marketing takes advantage of the persistent nature of the Internet - and Google Juice - to increase brand recognition, site traffic, lead generation and the rate of customer acquisition.

I'd also like to discuss what I refer to as "Intersections". This concept is similar to The Long Tail, except that it's specific to your business and the phraseology associated with it.

That phraseology can be useful in both SEO and SEM. What's your customer searching for? Where do their interests intersect with your business?

With all that in mind, think about Weblogs:


  • High Recency

  • Frequent Indexing by search engines

  • Diverse Intersections

  • Persistence

  • Conversational

  • Influential

Then think about RSS:

All the characteristics of Weblogs, plus:

  • Increased Recency

  • Increased Frequency

  • Frictionless Distribution

Can persistent, relevant, frequently-indexed information help people find YOUR business on the Internet?

Here are some articles I'd recommend you read when you have a moment. All of them are from my favorite marketing resource, MarketingProfs.com:


I'd also recommend Ann Holland's MarketingSherpa, which is an invaluable tool for the interactive marketer. Make sure you subscribe to the Sherpa newsletters.

After you've digest that material, read (or listen) to the following books:


  • Gonzo Marketing, Christopher Locke

  • The Anatomy of Buzz, Emanuel Rosen

  • The Deviant's Advantage, Watts Wacker & Ryan Matthews

  • Your Marketing Sucks., Marc Stevens

Finally, read the following blogs:

And of course, this weblog!

Hope you found our discussion helpful.

-jf.