In the world of commerce, sex has always been a surefire product. It practically sells itself. Everyone wants it at one time or another — some can’t get enough of it. When done right, sex is satisfying and lots of fun. Everyone knows intuitively how to do it. And since there are lots of ways to do it, everyone can find a way that works for them.
What if online news could say the same things:
• Everyone wants it.
• It’s satisfying and fun.
• People know how to do it.
• There’s lots of different ways to do it.
Now that would be a successful business model.
Look at your own online news offering and ask yourself if you can say the same things.
How many people really want your online news? How often do they need it? Do they get crabby when they can’t get it? How grateful are they to you to have gotten it from you? (Gotten any roses lately?)
How satisfying would you say your online news experience is? Do people come away from a session with your online news product glowing? Did they get what they wanted? Was it fun for them? And, perhaps most importantly, did they still respect you after they were through?
When they go into a session with your online news, do they pretty much know how to do it? Do they feel awkward, like it’s their first time, fumbling and hunting around or do they feel smooth, sophisticated and in control?
Is there more than one way to get your online news? Can everyone get what they need from the experience? Do you accommodate the “slam, bam, thank you ma’am-ers,” those who are thorough and methodical, those who like foreplay and toys, those who want to take some time with it and explore, those who like the pillow-talk afterwards?
Think, too, about those who are in the business of sex. Pimps are the managers of the world of sex commerce. What is it they know about their operation that leads to success? What lessons might you learn from pimps?
1. If you give people what they want, they’ll be back for more — and they’ll be willing to pay.
Satisfied customers know and trust your product. They know the experience will be discreet and safe. They always get what they want. It is you they will come back to. They won’t haggle over price, because they know what they get will be worth it (and they really, really want it.)
2. Don’t be small and discreet. Big and flashy attracts the attention you need.
You don’t see many drab prostitutes, hiding their most attractive assets. They promote themselves and package themselves aggressively. They know what they need to do to attract their customers. They tantalize with the promise of big fun ahead.
3. Take care of your stable and they’ll be loyal and productive.
Bad pimps terrorize their crew. They rule by intimidation and fear. They dictate and bully. Good pimps nurture their crew. They make sure they are happy and safe. They watch out for their interests. They protect them and give them presents and praise them for their contribution to the team.
4. Own your territory.
Pimps know their realm. They protect their territory. They make clear that their product line is the one to go to in certain parts of town. They cover their territory and let encroachers know they won’t fare well in their neighborhood — so they might as well leave.
5. Make friends in high places and they’ll let you do your work.
Pimps play ball. They know what they need to do, who they need to schmooze to make sure they can stay in business, get their jobs done, and be profitable.
So, take it from the pimps. Get out there, own your corner, take care of your crew, know what your customers want — and give it to them. They won’t just cruise by and speed away, they’ll stop and play — and everyone will be delighted.
