Dale King: Today I'm interviewing preeminent radio copywriter, Dan O'Day. Dan, tell our readers how and when you got started marketing
on the Internet.
Dan O'Day: I've been an offline marketer since 1976, with a mail order
catalogue of goodies for radio broadcast professionals. In 1996, a
radio acquaintance who was a very early Internet adopter offered to build me a website. He's since become a very big name online. We launched in early 1997.
Dale King: How long did it take for your site to become profitable?
Dan O'Day: Actually, we were profitable from the very first month.
That's due to two factors:
1. We built everything ourselves, cheaply. Actually, I should clarify
that a bit. By "ourselves," I mean my original Web designer and, when
personal circumstances forced him to drop out, his replacement. I
didn't do a damn thing, other than to say, "It would be neat if our visitors
could do this...and this...and this. And remember, I want to spend as
little money as possible."
2. I already had both an established presence in my industry and a
full catalog of products. Nowhere as full as it is today, but still -- We
had products to sell.
Dale King: Some Internet Marketing experts advise newbies to
steer clear of certains areas of Internet Marketing, like selling
e-books on how to make money, advertising services, SEO services,
copywriting, etc., because those areas are too competitive. Do you
agree with that assessment?
Well, I don't see myself as an Internet Marketing expert. I'm a guy
who's been successful in marketing on the Internet. The Internet is nothing
more than a way for me to communicate with my customers and clients.
Over time it's become an extremely important way. Most of my business is
conducted online, one way or another. But I'm not in the "Internet
business."
My business consists of two components. One is the products I sell:
books, CDs, software, etc. The other is my consulting services and
public speaking. I've spoken in 32 different countries (so far). Because my
niche -- radio -- is international, the Internet has proven very
effective in enabling customers to find me and my products. And at
times I do find myself amazed at how many consulting and speaking engagements were initiated when a stranger somehow landed on my website.
To return to your question -- now that I've established I'm unqualified
to answer it: I notice lots of would-be marketers who see the Internet
simply as a way to "get rich." While I'm sure there might be a few
people who were complete failures in life and in business in "the real world" but somehow managed to find fortune online, I believe online business success has pretty much the same requirements as offline business
success: a desire to achieve (which is not the same as "a desire to
make some money"); a desire to create something of value; a desire to
provide a valuable product or service to others (at a profit); a stubbornness that enables (or forces) you to keep going despite the skepticism of others....And for every item I listed that began with "a desire," we can add "and the ability to do so."
I see newbies saying on marketing forums, "I want to sell e-books. What
are some good topics for me to write about?"
Well, here's a suggestion from a lifelong writer: If you don't already
have something you want to write about, probably you're not a writer.
If you're not a search engine wizard, why would you be thinking about
selling SEO services? The people who already ARE SEO wizards AND have a passion for the subject are the ones who do really well in that field.
So I don't think it's a question of the field being too competitive.
It's a question of your having the skills required to compete on that
particular field.
If you ARE an SEO wizard or a master copywriter, there's always room
for another. But there's a big difference between experts and people who
only call themselves experts.
Dale King: I definitely agree with that statement. How is Internet Marketing different now, as opposed to when you first got started online?
Dan O'Day: In the early years, we didn't have to worry about spam
filters preventing legitimate e-mail from being delivered.
Probably the biggest boon to Internet marketing has been the explosion
of broadband. Some people reading this interview might be shocked to
remember 'way back when they had only dial-up. Remember the days when you WEREN'T always online? When you're always connected, visiting a website is easier than initiating a conversation with a co-worker in a cubicle across the office from you. An impulse strikes, and you can act on it immediately. Sixty seconds after hearing that your favorite author has
released a new novel, you can have an order confirmation in your
e-mailbox.
As for "Internet Marketing" in terms of using the Internet to sell
information products about the Internet, I'm nostalgic for the old days
when there weren't so many people declaring themselves to be experts.
Some experts did very well online, and gradually a seemingly endless
supply of wannabees decided that they could declare themselves experts,
too.
As a result, there's a lot of garbage being touted by a lot of people.
Dale King: How important has goal-setting been to your overall success?
Dan O'Day: Not very. Probably that means I'd be a lot more successful
if I spent more time setting goals, huh? I've always pursued projects that
seemed challenging and, hopefully, fun. My career suggests that I've
had a pretty good instinct for what radio people want, so in the long run
my instincts have proved profitable. But the only real goal I've ever had
is not to work for anybody else -- not to have "a boss." And that's been
the case ever since I stopped being a disc jockey at the age of 25.
Dale King: How important has reading been to your overall success?
Dan O'Day: Very. I read promiscuously. Not just business or marketing
books. In fact, most of my reading is fiction or special interest
nonfiction: sociology, theatrical magic, you name it. One of the oddest
books I've read is a 750-page tome on courtroom cross-examination
techniques. Cost me $95. But I've learned I can get my money's worth
from ANY good book. If a book teaches me something about myself -- directly or indirectly -- it's a worthy investment.
Dale King: If you could recommend one book that all Internet marketers
should read, what would it be?
Dan O'Day: DESIGNING WEB USABILITY by Jakob Nielsen. Don't let the title scare you. When it comes to the Internet, I am 100% non-technical. I can't write a lick of HTML. Heck, I can barely spell HTML. Because he was trained as an engineer, Jakob can engage in techno-talk with the geekiest of geeks. But his message is simple: Make your site as easy as possible for the visitor to use. Make it as simple as possible for the user. Make it fast, fast, fast.
Dale King: What person has influenced you the most in your lifetime,
and how?
Dan O'Day: Two friends, one now deceased, the other a rather famous
disc jockey. Both were incredibly generous people. I don't come anywhere close to their willingness to give of themselves to others. But they inspire me to try to give more, to have a more generous heart.
Dale King: If you could give my readers one piece of advice, what would
it be?
Dan O'Day: Find something you love, get good at it, and find someone
who either will pay you to do what you love or will pay for the results of
your doing what you love.
Dale King: Thank you very much, Dan. I appreciate you taking the time to do this interview.
Dan O'Day: I'm honored to have been asked. And now I'd better go see if I can find some goals to set. Can you recommend a good e-book that lists
good goals?
Dale King: Well, Dan, to be perfectly honest, you seem to be doing just fine without setting goals. However, since you asked, I highly recommend Brian Tracy's "The Ultimate Goals Program."
http://www.briantracy.com/catalog/product.asp?CategoryID=17&ProductID=204
Dan O'Day's website: http://www.danoday.com
Warning: This interview is the exclusive property of Dan O'Day. It may not be reprinted in any format...period!
