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Anonymous Marketing Is Dead | ||
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You know Super Billy and UltraProfit2K and BloggerBarbara and SEOKungFu? *For the record, I am just making these up. This isn’t aimed at an actual person. Well, their days of making money online are numbered. In the past few years, things have really evolved with Internet Marketing and one of them has to do with ONLINE IDENTITIES. You used to be able to get away with using some anonymous “username” as you communicated with others online — even for business purposes. But that has now changed. The most successful marketers online are ones that will build brands and a loyal following with THEIR ACTUAL NAMES. And in some rare cases, a pen name. As ‘Social Marketing’ is becoming more a part of our marketing lives, it’s now apparent more than ever that the Old Generation of anonymous usernames isn’t going to cut it. With the growth of Facebook, Twitter, blogs, and other forms of social marketing, users want to feel like they are communicating with ANOTHER PERSON, or even a new FRIEND. Well, giving a new friend you just met some bogus, made-up name isn’t going to exactly benefit that relationship. It would be a bit insulting, actually. If you’re going to take the time and effort to ‘get involved’ online in discussions and other ‘conversations’ (for marketing purposes) you’re going to LOSE A LOT OF MONEY if you’re going to use something other than YOUR FULL NAME. Again, as an option you can use a pen name, but you must be consistent with it. Want to know one of Facebook’s ’success’ secrets? The majority of their users are USING THEIR REAL NAMES. Anonymous posting and conversations is so 1997. Think about it… if you’re using Twitter, or even an online discussion forum, which posts and comments (especially those without a prior relationship) do you TRUST and VALUE the most? Yep, it’s the ones from people using their full name. Most people naturally equate anonymous communication as a COWARDLY ACT. And, no, I’m not saying that everyone that posts anonymously online is a coward. But that’s the PERCEPTION and FIRST IMPRESSION that most people have. If you’re going to use the Internet for marketing purposes you better get over this ‘anonymous’ communication stuff quickly — because you’re only losing potential business and personal name brand recognition EVERY TIME YOU POST. I’m a huge ‘trend watcher’ online, especially when it has to do with marketing. There’s a major EVOLUTION that’s happening now in relation to online identities and how people are effectively using the Internet to drive traffic and sales to their business… The anonymous communicators are being IGNORED more and more. They just don’t get the attention and ‘interaction’ that they once did. It’s like most serious marketers are thinking, Well, how professional can they be if they aren’t even using a real name? Another thing that adds to all of this is the TROLL FACTOR. If you’ve been involved with online discussion forums then you are probably well aware of what a “troll” is. It’s a person that posts (anonymously, of course) some garbage to a thread you’re reading or even starts a junk thread just to “stir the pot” and piss people off. Well, anonymous posters of any kind (forums, blog comments, social networks, etc.) are often being considered trolls now (even if they aren’t) because so many people are finally communicating online with their real names. So the bottom line is this… Do You Want To Make Maximum Money In Your Online Efforts? Then start participating around the Internet using your FULL NAME. If you’re going to run a REAL BUSINESS that people spend money with then you should be using your FULL NAME. For every successful marketer someone can name that uses some sort of anonymous moniker others can name 1,000 successful marketers using their full names — and this trend is just getting started. PERSONAL BRANDS are becoming more valuable every day. Don’t wait to start building and growing the EQUITY in yours. UPDATE: SECOND UPDATE: Peter, Great insights, but I think you are misunderstanding me a bit… And just to clarify something, Eben and Frank happen to be very close friends of mine. I’m fully aware of what they’re doing and ‘why.’ In fact, I *am* building something I can sell, it’s called Income.com, my company. My post is in regards to ONE-TO-ONE communication online. When you are interacting with other individuals in some form of conversation. I’m not talking about promotions, advertising, or any other form of marketing. I’m talking primarily about COMMUNICATIONS online. Yes, you use a Twitter name that’s more about what your company does, and that’s fine. However, I’d bet you anything that your Twitter efforts would yield better results if you posted as an INDIVIDUAL instead — and that’s my primary point. Prospects have a stronger bond with individuals and not things or company brands. Do we buy from Virgin America and not Richard Branson? OF COURSE. But if Virgin America tried to effectively use Twitter for their marketing, they’d be better off doing through A *REAL* PERSON that ‘represented’ Virgin America; and no it wouldn’t have to be Richard Branson himself. But prospects would feel ‘closer’ to VA if they could bond with an actual representative from the company. A good example of this is Matt Cutts the “Google Guy” that is very involved in online discussions on behalf of Google. It’s also ironic that you mention large companies. Do you know who the largest “figure head” personalities in the world are? CEOs. CEOs are carefully hired to be that personal representative on behalf of a large company to Wall Street, the media, and to large clients. Why doesn’t IBM just hold earnings report conference calls with a disguised voice and just a big IBM logo? Because of the HUMAN ELEMENT. People want to hear from the CEO. That’s who they are connected to when dealing with that component of that company. And, no, I’m certainly not saying that all consumers are worried about connecting with the CEO of a company they buy from. But my point is, in any ‘personal’ communication it will ALWAYS be 1,000 times more effective if it’s truly PERSON-TO-PERSON. Human beings want to interact with other human beings, not ‘things’ company logos/names, etc. And that’s why EVERY successful company has REPRESENTATIVES that communicate with the market, the media, and with their partners. It’s no different online. (And this has nothing to with asset structuring and being able to sell a business.) -John Reese
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May 5th, 2008 at 9:51 pm
Hey John,
I agree that “Anonymous Marketing Is Dead” in fact from what I have seen the more transparent you are the more people bond with you.
Great post!
~Brett
http://www.FreeTrafficBigProfits.com
May 5th, 2008 at 10:39 pm
what about folks on twitter like @techcrunch or @problogger, etc using their website brand?
what ya think about that?
i have @successfool for my twitter but have also made sure i secured @alejandroreyes as well…
May 5th, 2008 at 10:43 pm
John,
Excellent post and so very true. This is even more critical if you are in the market of providing information to people. People need to be able to trust that you can provide them with the information that they need to improve their lives in whatever way they are trying to improve them and providing your full name (or at least a pen name) adds to that trust. Even if its just a character (like The Rich Jerk) but just an anonymous no name approach is going to have much lower conversion rates and much lower profits.
Roosevelt
May 5th, 2008 at 10:48 pm
I agree, John.
But I would also add to your comments “Business Name”.
You mention a pen-name as being acceptable in rare cases. I would use Scobelizer as an example. But don’t be afraid to do business in the name of your company. For you that would be interacting as “Income.com”.
May 5th, 2008 at 11:00 pm
Great post John, thanks.
The one thing I would add to the whole issue is that of pictures that are posted, especially on the Social Networking sites. I use my real name and a real picture of myself to help people connect with me. Some people use pictures of their cat or car or whatever, and that’s all fine and good. But, one is probably leaving money on the table by not being totally upfront and real.
Mellisa McJunkin
Digital Information Tour Guide
http://www.digi-info-broker.com
May 5th, 2008 at 11:05 pm
Why does using a nickname and or a business name make you seem as though you are hiding something?
I don’t get this.. maybe never will. Being a woman and openly offering up my full name and information is just not something I feel is in my best interest regardless of what I am marketing.
Now, I am not being deceitful, I am not hiding, you can find out my full name if you really want, and I am being pretty much “me” as I can be.. so I am perplexed as to why someone would not trust me just because I am not using my full name?
May 5th, 2008 at 11:10 pm
Hi John,
I agree about the increasing need for business transparency. I was just thinking about posting some cool personal pictures on Facebook to help with my name brand identity for my new friends.
I have been fortunate at most social networking sites to be able to use my real name when signing up.
Thanks for the tweet with link!
Your tweets shows up on my home page now with a twitter feed.
To Happy Customers,
Clay
May 5th, 2008 at 11:11 pm
Great comments, everyone. (Smiling to see everyone using their full names!)
Alejandro - I think a company name/brand is okay to use, but I think for “one to one” communication you can’t beat the ‘personal’ connection that a name provides. TechCrunch (Michael Arrington), problogger (Darren Rowse), and others can get away with it much easier because their company brands are already well known online — ironically, they became known because of THEM and the hard work they put in to make themselves personally known. (Both popular bloggers who use their real name with all posts.)
Nathan - I agree. Using a business brand WITH your name, I think, is the best of both worlds. I just think in a lot of one to one communication (as I just mentioned to Alejandro) a real name works best. Twitter, for example, is a microblogging platform and I think is best suited for a personal name. Robert Scoble can get away with using Scobelizer because he put in the time to establish a name for himself first — just like Arrington as mentioned above. But you’re right, a combination of both for branding and relationship building is best. Hence the reason I have an income.com logo on my Twitter page and any other content I publish.
Mellisa -Great point about the profile photo! I’m going to add a little ‘update’ to my post.
May 5th, 2008 at 11:18 pm
Elle - because it’s naturally harder to ‘connect’ with a THING as compared to a person, and someone’s full name makes it more intimate. And it’s perfectly okay to NOT want to reveal your full name — some people don’t. If that’s the case, then I recommend you start using a PEN NAME. A lot of authors, experts, actors, and marketers use them everyday. In fact, many of the most famous people you’ve ever heard of don’t actually have the same legal name. For example, if your first name is Elle, then maybe you want to keep it as your pen name first name, but then just make up a last name to use. I have seen some women establish pen names using their real first name and then their real middle name as their last name. But it’s up to you.
May 5th, 2008 at 11:39 pm
Yeah, I agree with the post. I think pen names are okay as long as it’s only a name and not a completely crafted persona. I don’t mind pen names because some people might be afraid of too much transparancy on the web (we have no “internet police” yet, so caution is still important) or they might have a name that is simply not nice and compelling - which is not their fault. Personally, I can connect with people if they are honest and consistent in what they do, with or without pen-name.
May 5th, 2008 at 11:39 pm
I stopped hiding from my day job bosses and made my first sale after I started using my real name and spent time talking to people to learn what they want. Back to the basics…
May 5th, 2008 at 11:50 pm
Some very good points all around. My user most everywhere is Msterilinn and my face (yeah, it’s really me) is right there with my user and my full name in some places. I can no longer remain annonymous *sighs*, so I can see no reason to try to hide my identity. Thus far I have been lucky, found a lot of very interesting friends and business associates, and have avoided the dangers one can run into in such a public space. The relationships that have evolved have been genuine and quite rewarding, personally and from a business standpoint. Of course I am not totally rich like John, LOL, but I am happy. And my friends know they can trust me, as I have never given them reason to believe otherwise.
May 5th, 2008 at 11:56 pm
hmm, my name is Richard McLaughlin (and I use it everywhere)
my gmail is Richard P McLaughlin (without spaces, and I needed the middle initial because the name was taken)
my blog is Richard McLaughlin dot biz
I think I have this point covered.
May 5th, 2008 at 11:57 pm
Take aim, Fire! The no-name (untrusted) marketeers can stand aside while the people willing to put their names on the line and take some serious risk rise to the top.
- Your post is right on target, best of luck, Bill Heaton
May 6th, 2008 at 12:05 am
Totally agree with you John
No more secrets, transparency, realness, responsiblity for one’s actions and words.
No more hiding behind curtains or as Mellisa says … Avatars.
All part of the new age in not only marketing but all human interaction.
Using your full name “John Reese” (that is your name right?
was one of the reasons I continue to listen to what you have to say.
May 6th, 2008 at 12:08 am
Great outlook, Seth!
And, YES, John Reese is actually my name.
There are, however, plenty of other trustworthy and “legitimate” marketers that are using pen names. A great example is Jason Potash that most know of. Potash is not his real last name. His real last name is a lot longer (and harder to spell) so he shortened it.
May 6th, 2008 at 12:09 am
Hi John,
Right on target, as usual. It’s a basic marketing principle: If you want people to find you, you must build and promote your brand. Branding 101: consistency. You ARE your brand, most especially online.
To your continued success,
Zoey Jordan
May 6th, 2008 at 12:11 am
[…] John Wrote… Most people naturally equate anonymous communication as a COWARDLY ACT. And, no, I’m not saying that everyone that posts anonymously online is a coward. But that’s the PERCEPTION and FIRST IMPRESSION that most people have. […]
May 6th, 2008 at 12:15 am
Morning John
Great post and absolutely right. I would take it one stage further in terms of brand association with your own name. What do people think of when they see your name? Do they think quality products, information or services? Or do they think “oh I saw them doing…..” on that forum?
We need to ensure that everything that people see online associated with our names is positively promoting our brand.
Take care
Paul
May 6th, 2008 at 12:22 am
Great post John.
Another area that needs addressing is icons, and people using avatars instead of a photograph to represent themselves.
I doubt that there are that many people who have been hit so hard with the ‘ugly stick’ that they can’t display a real picture of themselves.
Cheers
May 6th, 2008 at 1:41 am
Honesty is the best policy right. It certainly makes life alot simper anyway, but nobody is perfect.
If you are up front at the beginning then things can be much smoother down the track.
Sure in marketing as in life
PS: I like your zany front page graphics reese.
May 6th, 2008 at 1:58 am
It would be nice to see more eBay users use real names And stop hiding behind the ebay user names.
May 6th, 2008 at 2:00 am
yhanks for a great post john,
i however have one question……
What if you are marketing to a number of niche groups, lets say 3 to 5 totally unrelated niche markets; wouldn’t it be rather difficult for people to consider you an expert in all 5 niche markets?
May 6th, 2008 at 2:11 am
John, I agree with you 100%. And I think I mentioned this to you before, but when Income.com officially launches I hope that you encourage people to use their real full names on the new messaging platform. It’s no fun connecting to someone who doesn’t tell you their real full name.
I know for some women (maybe some men too) that they don’t like to use their real full names with their photo for fear of being stalked online — which was my case in the past. But yes, using your real full name is what everyone should do.
Blessings,
Lisa Paredes
May 6th, 2008 at 3:00 am
Transparency on the Net is definitely part of the evolution.
But it is only natural and right.
If someone is sending you emails a couple of times per week or someone is aking you to invest your money in their product or service the marketer should stand proudly behind their offer with name card in hand.
People feel more comfortable doing business with someone they know, at least by name.
That is a good question though about having multiple niches. How can we adapt this philosophy in the instance? Also along the same line if have an ebook or other infoproduct ghostwritten or outsourced how do we claim those products?
May 6th, 2008 at 3:26 am
John this is true, I have a user name: Richcroc because when i wanted to give my real name it was already taken. But I try to definately use my real name which is Claudia Apfelthaler all the time. I must say it doesn’t make me very happy when I see cartoon figures as avatars. I like to see a face behind the name. As you say we are communicating to each other - we are real people.
May 6th, 2008 at 4:03 am
Ok, John, you tell ‘The Rich Jerk’, I’ll tell YouTube sensation ‘Hot For Words’, and we’ll let someone else mention to Allen Says of the Warrior Forum that it’s now ok to take off the ‘Invisibility Cloak’ he borrowed from Harry Potter and come speak at the next big IM event!
Nice post.
All success
Mr.Z
(who really is Dr.Mani)
May 6th, 2008 at 4:14 am
Of course, I agree - totally :o)
Except - I have the most common name on the planet it seems, and vary between a university lecturer, a children’s author and porn star and much more, depending on whether you’re searching from the UK or US - (Google Julie Anderson!).
I have taken to combining my name and my company’s to represent me online - peoplemapsjulie - although I always display my full name in my profile, for transparency’s sake.
This works well, but mainly because I’m not actually the main personality in my outfit anyway. And therein lies our other issue - guru status brings with it celebrity, and a celebrity can only ever be an individual. So the personality becomes the brand and not the company or product.
But what about Mars or Wrigley? These dynasties have produced two huge global brands, without any celebrity status of the individuals behind them. Could that happen in today’s interweb climate? Or can it happen only if you manufacture a widget, rather than a knowledge-based product?
May 6th, 2008 at 4:32 am
To tell the truth, I never bought anything from any of the famous Acronyms. I know from long experience on Crime Online that trust is misused to the extreme online. So if anyone sends me an e-mail from “admin” or is not willing to show their face on any of the social media sites, I click away almost immediately.
On the other side there are several well known marketing names who I will not do business with, because of how they have dealt with people, myself included, in the past. They lost my trust. I have now extended this to people who officially work with them. So being associated with a, let’s say, a shady character will be detrimental to someone who has proven to be an honest, trustworthy person.
Maybe I am one of the few who thinks this way, but in my opinion, how you handle people online does have an influence on how you are seen by the masses. A negative opinion is something you cannot measure and it’s hard to correct once it’s there.
Michael
May 6th, 2008 at 4:37 am
Julie,
Google, Yahoo and Microsoft couldn’t keep their brand names separated from their founders for long, could they?
Michael
May 6th, 2008 at 5:26 am
We don’t buy from Richard Branson, but we all know who Virgin is (or used to be anyway). We don’t buy from Bill Gates, but we all know who Microsoft is (or was).
And that is another point raised by Eban Pagan, et al.
One aspect of business is to build it and sell it. No matter how much you love it, or how long down the line it is, unless you want to be IMPRISONED by your own business (freedom being something which most IM started IM to gain) you need to build your asset (something I know you are keen on) you need to separate your business and personal identity.
That doesn’t mean you don’t have a personal brand, or identity, or kudos/charma/ethics which are public, and help to define your business brand, but it means that your professional identity is different. Just like film and pop stars have personal lives.
YOU are not the normal! “John Reese” IS the brand. When John Reese dies (or retires) John Reese the brand will not exist.
We can see the way that Frank Kern repositioned his personal reputation (Which was all he had) in to one of his brands, Mass Control.
Now he has an option.
Mass Control as a (sellable) brand and Frank Kern as the person behind the brand, “at the moment.
I use an avatar because I look like crap. You look like a film star.
I hope that business is one of the few places that my lack of good looks and deep voice, does not get in the way of people listening to what I stand for.
I use the Twitter handle “ReikiMusic” because that is what my Twitter brand identity is about. My name means nothing. I am a long way from Pete Buick being synonymous with Reiki Music. So I describe my brand by what it is.
I some wyas that is mor ehonest.
John Reese is synonymous with something in IM, not sure what, (oh yeah folder 2.0 - LOL).
But even you are the personal identity behind your brands traffic thingy and business thingy.
I wasn’t actually being funny when I said “thingy”, I really don’t remember what you do. I only remember “your” name.
Now maybe that is the way you have intended it be. But AFAIC it means your business isn’t sellable. And if you suddenly have an epiphany and want to do baby clothes instead, what does John Reese mean to that market?
And wouldn’t Toddlerz be a better marketing tool?
Peter
The man behind ?
Well 550 things, which is another reason why “I” do not work as a brand.
I am not Richard Branson, Bill Gates or John Reese. Who is?
And would you really rather have a picture of Ed Dale, or a Cartoon Character?!
May 6th, 2008 at 6:31 am
Hi John,
I agree with you whole heartedly. I used to be very reserved and shy about leaving my name anywhere on the internet, let alone my photograph.
Subsequently I have learned that I prefer talking to people whose names I know, and realized that this must be true for other people too. If I am not prepared to share my name with you, why should you bother with me at all.
And, Peter, in business and in my personal life, looks and voices have never been important to me. It is the person behind the face and voice that count. It is the integrity and honesty of the person I am dealing with that is important to me. As long as they have proved to me that they can be trusted, I will never judge a book by its cover, so to speak.
That is why I love Social Networking . I use Skype a lot for business, and for getting to know people.
I am also convinced that my name is so unique that it is very unlikely that there would ever be anyone else on the net with the same name, so I also know that one day when I am famous (lol) I will be known by my name.
Hyla Weimann
May 6th, 2008 at 6:31 am
John,
I know you are familiar with DK who talks so much about putting personality in copy. I’m sure he’s not the first to talk about this, but your post is basically saying the personality can be amplified when it has the required authenticity and integrity of a person…that is real.
By the way…still grieving over the Reese Report…Sniff…Sniff…but I’ll make it
May 6th, 2008 at 6:58 am
I couldn’t agree more. As I’m doing business online I find myself looking for real
people and their profiles. That wasn’t the case a year ago.
May 6th, 2008 at 7:29 am
Great post, John! Transparency has been a part of my genetic makeup even before the advent of UseNet newsgroups, Majordomo, bulletin boards, IRC, and the like…before it was “en vogue” (I’m not *that* old; I started young! ;)).
The only thing I don’t have publicly posted is my home address and home phone number, but I’m pretty much an open book otherwise.
And the cool thing about the privacy concerns is that you can be as public or private as you want on Facebook and Twitter, etc.
Carol
May 6th, 2008 at 8:04 am
Its ok to share a bit about yourself on a blog etc… so that people know who they are dealing with - a fellow human.
Personal brand management has always been important in traditional business it is no different online.
It should be taught in Marketing courses.
James Schramko
May 6th, 2008 at 9:57 am
Right on! More and more people are beginning to understand that trust is an important part of selling. That’s a key to any kind of networking, including social networking. Jeffrey Gitomer, like many other sales trainers, says that people will buy from you if they like you and even more if they TRUST you. Part of building the trust is knowing who is behind the curtain, or getting rid of the curtain entirely!
May 6th, 2008 at 11:36 am
Hmmm….. interesting post…. but I think I’m going to continue using my pen name.
I use a pen name for one reason and for one reason only: I do it for the protection of my family.
If someone has something bad to say about me online, I don’t think it’s fair to my family that their name is dragged through the mud just because some idiot wanted to personally attack me online. Even more importantly, I just don’t need the whole world to see that I am a successful online businessman (given all of the robberies and thrill-killings that seem to occur these days).
Believe me, I would MUCH RATHER use my real name online. Unfortunately, it does not seem to be a wise thing to do given the state of our current society.
I appreciate your advice to be consistent with my pen name though; I’ll definitely take that to heart. :O)
May 6th, 2008 at 11:44 am
I really agree with this post and I was really starting to wonder about the same thing myself. I know I dont reply to or even let a comment on my blog unless I do see that its indeed a real person leaving me the comment. I learned quite awhile ago that I was going to want to use my real name in any kind of my marketing efforts exactly for the reasons of this post. Great stuff John!
May 6th, 2008 at 11:47 am
John,
You mean since we are (should be) professionals, that we should use our full names and pictures online?
No way…
I never understood why there ever was a SEOMonkeyKong998 or ButterRum237 ever…in the first place…it just never made sense to me. Even if you are using what was an anonymous media like the Internet (not any more)…you still shouldn’t try to hide.
Joseph Ratliff
Author of The Profitable Business Edge 2
May 6th, 2008 at 1:03 pm
I couldn’t agree more. I have a select list of people I purchase from because I feel like I know them, even if I have never met them. So who do I buy from - those that let me see the “real” them. Even when I get copy and pasted sales emails from the same people I always buy fromt he person I know the best.
I try to be as personal as I can in my business, I admit I have a long way to go, but I do use a personal picture (the same one) for all my avitars and profile pictures on all forums, Squidoo Lenses and Hub pages, and websites that ask for a picture.
Thanks for the post John and a little kick in the but to improve my personal branding.
Chris Stirling
May 6th, 2008 at 1:06 pm
Hey John
Thank you for bringing this issue in to the public eye! I was beginning to think all sanity and logic had left the internet marketing game. It was driving me nuts to see so many marketers using ridiculous pen names (obviously silly pen names) and hiding behind fake personas.
Using the internet should not be seen as any different from “real world” interactions. One wouldn’t dream of walking up to a prospective customer and introducing oneself as “Mr. XYZ”, so why would we approach our internet-based customers any differently?
Our number one job in online sales is to instill trust, and the number one way to destroy that trust is to hide behind fake identities.
Honestly, if we have nothing to hide, if we are not ashamed of what we sell, if we truly believe in our products, then why on earth would we disguise who we are?
Again, thanks John!
~ Sylvie Fortin
Co-Founder of http://www.SuccessChef.com
and proud of my name and business reputation!
May 6th, 2008 at 4:43 pm
[…] Reese just announced that the days of Anonymous Marketing online is dead. I’m going to qualify his statement by saying that it’s dead if you want to use any […]
May 6th, 2008 at 6:00 pm
Peter,
Great insights, but I think you are misunderstanding me a bit…
And just to clarify something, Eben and Frank happen to be very close friends of mine. I’m fully aware of what they’re doing and ‘why.’ In fact, I *am* building something I can sell, it’s called Income.com, my company.
My post is in regards to ONE-TO-ONE communication online. When you are interacting with other individuals in some form of conversation. I’m not talking about promotions, advertising, or any other form of marketing. I’m talking primarily about COMMUNICATIONS online.
Yes, you use a Twitter name that’s more about what your company does, and that’s fine. However, I’d bet you anything that your Twitter efforts would yield better results if you posted as an INDIVIDUAL instead — and that’s my primary point. Prospects have a stronger bond with individuals and not things or company brands.
Do we buy from Virgin America and not Richard Branson? OF COURSE. But if Virgin America tried to effectively use Twitter for their marketing, they’d be better off doing through A *REAL* PERSON that ‘represented’ Virgin America; and no it wouldn’t have to be Richard Branson himself. But prospects would feel ‘closer’ to VA if they could bond with an actual representative from the company. A good example of this is Matt Cutts the “Google Guy” that is very involved in online discussions on behalf of Google.
It’s also ironic that you mention large companies. Do you know who the largest “figure head” personalities in the world are? CEOs. CEOs are carefully hired to be that personal representative on behalf of a large company to Wall Street, the media, and to large clients. Why doesn’t IBM just hold earnings report conference calls with a disguised voice and just a big IBM logo? Because of the HUMAN ELEMENT. People want to hear from the CEO. That’s who they are connected to when dealing with that component of that company.
And, no, I’m certainly not saying that all consumers are worried about connecting with the CEO of a company they buy from. But my point is, in any ‘personal’ communication it will ALWAYS be 1,000 times more effective if it’s truly PERSON-TO-PERSON. Human beings want to interact with other human beings, not ‘things’ company logos/names, etc. And that’s why EVERY successful company has REPRESENTATIVES that communicate with the market, the media, and with their partners.
It’s no different online. (And this has nothing to with asset structuring and being able to sell a business.)
-John Reese
May 6th, 2008 at 6:51 pm
What’s really dead is the “MR. X” type promotions, thanks to recent developments!
Re: Marketing forums & blogs…
If you go outside of the Warrior Forum crowd, this really isn’t as big an issue. I can point to several blogs and IM forums that could care less, so I disagree with the blanket statement that anonymous posters are being viewed as trolls. Trolls are judged by their negativity and attacks, whether screen name or birth name.
Also, just because someone doesn’t reveal themselves on a marketing forum doesn’t mean they are anonymous to their actual market. “Super Billy” on a IM forum may be known as William Jones to the Chiropractor market.
If “Super Billy” drops a gold nugget about increasing conversions, and you dismiss his advice because he isn’t promoting himself as “William Jones” on the IM forums, then you’re acting foolish.
Let’s also keep in mind that there are many mega marketers who will never participate openly in a forum or blog, and they use a pseudonym in their market place. (technically, someone using a pseudonym is anonymous.)
John, you’re one of the few marketing experts I respect but I see this issue a bit different.
May 6th, 2008 at 6:58 pm
Fred,
I totally understand your point. And there are always exceptions to everything.
But the bottom line is this… if you take the same contributed value, the same posts, the same opinions, the same offers to help others on a forum, and you compare someone doing so as “Super Billy” vs. “William Jones”, William Jones will WIN EVERY TIME.
Can someone effectively market themselves as a caricature or even anonymous label? YES, ABSOLUTELY. It’s done everyday. But, I believe, the exact same efforts coming from the name (or perceived name) of a REAL PERSON will have a far greater impact than coming from that anonymous label or non-name.
And that’s my point.
~John
May 6th, 2008 at 7:16 pm
Couldn’t agree with you more dude!
-Ryan
May 6th, 2008 at 7:18 pm
From your blog post:
“The most successful marketers online are ones that will build brands and a loyal following with THEIR ACTUAL NAMES. And in some rare cases, a pen name.”
My question:
Why would pen names only be appropriate in “rare” cases?
People only know what you tell them. If you present yourself as “Chris Franklin,” it’s assumed that’s your name.
Far better to use a different name that sounds “real” for every niche one operates in versus having the burden of having ones name associated with multiple niches that are radically different, don’t you think?
This is precisely why EzineArticles.com specifically allows its users to create more than one “author name.”
My own credibility would be in the toilet in *every* niche I operated in if people could “connect the dots” and realize I was the puppet master behind the curtain of various popular direct-to-consumer websites.
Yes, everyone prefers dealing with a “real sounding name”, but I’m genuinely curious as to why you seem to imply that pen names would only be feasible in “rare” cases.
I ask this in an open way, not intended to seem confrontational or abrasive. I truly am curious as to why you seem to place such an emphasis on ones legal “birth name” versus simply using a pen name.
Thanks in advance for your thoughts.
May 6th, 2008 at 7:48 pm
there are alwasy two sides to every coin.
While i think johns comments are always pretty spot on you shouldn’t preempt marketing events that have not occured. But I think this will eventually.
People do look for marketers with credibility, however its the content that is important. I dont care if a marketer calls himself, dumb dumb…mr X….the rich idiot, or what ever…just as long as his content is good.
Because good content, or great content in the end is going to help you make money, not if someone is promoting themself as a nickname or mr x. No body gives two hoots about that.
Content, great info, is more important than anything.
But when trust comes into the equation, you want a name to go with a face, so its still a valid point. but this whole subject is multifaced.
Cheers
May 6th, 2008 at 8:40 pm
Chris,
A pen name is completely fine. I just have worded it to say, “and in some cases, a pen name” and to have used the word RARE to imply that it’s “rare” that it will only work sometimes. I just meant to say more people use their real names than pen names but did not mean to imply that a pen name can’t work just as well.
Good points.
~John
May 6th, 2008 at 8:41 pm
TYPO CITY!
I meant to say “I should have worded it to say in some cases…”
May 6th, 2008 at 11:38 pm
Excellent blog post, John! I completely concur with your observations. I’m all for using REAL names and REAL headshots for all online identities!!
As it happens, I blogged the other day about the importance of using an attractive photo of your face on Facebook: “It’s Called FACEbook For A Reason!”
http://whyfacebook.com/2008/05/03/its-called-facebook-for-a-reason/
(the imported Note on Facebook is sparking great discussion too!)
May 7th, 2008 at 12:25 am
Just posted a few related thoughts on my blog…
http://www.workyourselfup.com/2008/05/why-the-majorit.html
This is a real opportunity for people!
May 7th, 2008 at 3:39 am
John,
Please make my day, post a picture of the murcielago. Is it a LP640.
Tony J.
May 7th, 2008 at 3:50 am
John,
Transparency is the way forward in my opinion. So many people hide behind their PC’s and scream at others in forum’s etc. It’s time to weed out the people who don’t take this business seriously.
After all, if you were the CEO of a large company you would find it hard to hide under an alias.
Ashley Banfield
http://www.onlinebusinessmarketer.com
May 7th, 2008 at 7:55 am
Great post, John.
I’ve been thinking about this a lot the last week or two, without really being conscious of it. Your post really helped to clarify my own thoughts.
It was Ryan Deiss’s recent launch that got my mind onto this subject. The whole “Mr X” thing completely turned me off. When you consider how transparent almost all IM “gurus” are these days in their marketing it makes makreting like that seem very unnatural.
I’m sure Ryan’s launch did great, but I can safely say I wouldn’t have bought that product no matter what it was, purely because of the Mr X thing.
On the other hand, I *have* bought from Jeff Walker and Frank Kern this year, and I also can’t wait for Traffic Secrets 2. A Big part of that is the openness of the marketing used by those I just named.
I think those of us selling in non-IM niches should be making much greater use of open, transparent marketing. At the moment, most niches are still full of (and often dominated by) anonymous, faceless marketers.
It wouldn’t take much to stand out in that kind of crowd.
May 7th, 2008 at 10:17 am
John — glad you wrote and posted this. It needed to be said.
Using your name and your photo (preferably several photos!) creates a much stronger and faster “know, like and trust” relationship. I’m published in numerous magazines all over the world… and I always insist the publisher include at least 2 or more lifestyles photos I submit with each article. The bonding and relationshipping this has created has been through the roof for me.
The result? Drop me in ANY CITY IN THE WORLD today and I’ll have a few friends there who are eagerly looking to have lunch or dinner with me… even volunteering to show me around, hang out and build an even stronger friendship.
One more thing…
When using “anonymous marketing” you are really “letting yourself off the hook.” You are taking away one key factor of taking your product from good to great… you are taking away “personal accountability.”
If you market anonymously, you can release a mediocre product, no problem.
However, if you market using your name… then you are PUTTING YOUR NAME ON THE LINE. It had better be the BEST possible product you could put out.
Thanks for all you do John.
Create Your Success!
Art Jonak
May 7th, 2008 at 11:07 pm
John
I am so glad you discussed this in your post. Each time that I join a forum or any type of social event online I question whether I should use my name or a cutesy internet name. As I set up my twitter account recently, I pondered what name to use, and in my quandary on twitter I decided to follow what John Reese did with his twitter account name. I usually prefer to use my real name and deal with a real name - it feels safer and more personal.
In response to Mellisa about the avatar or profile image, I couldn’t agree more, and to take this one step further; most people are visual character’s and you connect on a deeper level when you see the photo of another. When I attend a conference I try to take a picture of myself with the people that I meet. If I email them in the future I can include the photo as a subtle reminder. When you meet so many great people at a conference, taking that one extra step helps to build the relationship. This especially holds true for a speaker, after meeting so many of the attendee’s, the faces and names become a blur, the photo you take may be the only way for them to remember you.
~Monique Fell
Real Estate Investing Training
http://www.moniquefell.com
May 7th, 2008 at 11:10 pm
I believe this is a very good thing.
No more hiding behind a fake name.
But what do you think about using your initials if it makes a name?
Meg McNeal
May 8th, 2008 at 6:53 am
Back in 2001 I was using the nickname “CLiX”. A few years later I started using my real name, and people to this day think that I bought my business from someone else by the name of CLiX..
May 8th, 2008 at 1:22 pm
with
May 8th, 2008 at 1:29 pm
this happened in the domain world about a year ago — where some of the most successful but reclusive domain professionals went public with their real names on their new blogs. The reaction was tremendous and their websites became overnight successes. A good example for you I believe… see conceptualist.com or sevenmile.com
May 9th, 2008 at 1:54 am
Hi John!
I’m totally agree with you, but for us that is European and Scandinavian, we better like to use a Company Name or a Pen name. This is because we think that is better for our Business? When we start to communicate with possible new members, we always use our real name, and give a full real information.
Kindest regards
Income Group
http://HowToMakeSuccess.googlepages.com
May 9th, 2008 at 3:20 am
(Digression)
John, are you affiliated with the site, jobslover.com? (i.e. is it legitimate? I ask because the layout, grammar, etc, is far from convincing).
May 9th, 2008 at 6:52 am
This socks! (not rocks) Amazing!
A blog post made 10s of naive people reveal their ‘real’ name.
This is real mind control. Tomorrow you’ll buy the supa-dupa new product that will make you rich and the publisher will get richer thanks to you, without you making anything. OH MY GOD!
You people diserve it.
PS: Privacy has its benefits. People don’t need to know your name, only your game. I’d rather give/sell something as a ghost than to trigger more trust in people by showing my name. I want them to appreciate my product, not my pretty face/name. It’s all mind games for the weak minds.
May 9th, 2008 at 8:21 am
5ubliminal - you go, boy…girl…it!
Thank you for enlightening us that by using our real names that we’re going to fall prey to a get rich quick scam. Thank goodness, you have the great logic to explain that to us.
Income Group - That’s interesting about European / Scandinavian businesses. Do you have any insight into how they might perceive someone using their real name prior to introducing the business name?
I agree completely with John about the setting of the conversation. For example, a blog is a conversational place and when I receive comments from people using their business name instead of their real name, I just get the feeling they’re there for self-promotion, instead of actual contribution.
May 9th, 2008 at 9:15 am
1. Dearly Beloved John:
2. Greetings and great to read from you once again!
3. Awesome truth embedded here.
4. This is the time where everyone have to show their face and help as much as is possible while the entire world keep drawing towards an epicenter.
5. Very amazing the level at which many are beginning to allow others into their day to day activities, maybe the effect of technology developments and social integration but all in all, hiding behind closed door days are gradually fading because while you are still keeping some information, someone is already sharing it in the open and massively too!
6. Keep the help coming, it sure is a plus and right on time all the ways.
7. Remain blessed and a blessing and we shall communicate again soon by the grace of God.
8. Regards, Olakunle Solomon Fatoye.
May 9th, 2008 at 11:22 am
John…. Great post, yes you are right, and with the way web 2 has evolved, and the amount of social bookmarking sites now out there it is the right time to get your name recognized.
There are however different social networks, and the way forward is to recognize how to post to these networks, and when, and with what name.
This may vary depending on whether it is a product you are trying to sell, or whether you are trying to build a business profile..
I will be following you, along with many others whilst I build by business profile, and make a living from Social Bookmarking and the Web 2 strategies..
Kevin Foulds
May 9th, 2008 at 11:01 pm
The post got some good points. BloggerBarbara and UltraFox are no more names to be used, that’s right. Instead are more real sounding names are used and still you would not know if it is the real name after all. Just look to Hollywood and what you see there, lots of people with pen names.
The real point is for that you have to be consistent in using one name when you want to establish a communication, Today everything is getting more complex. You have to be on so many social sites and also social bookmarks today. People want to communicate with you over all these different channels. For that reason it is important to keep one and only one name.
The picture is the hard part for some. I agree it is nice to see a face, but again no one knows for sure, at least the great majority you communicate with, if that picture is matching that name. Okay a picture of a Brad Pit, Tom Cruse, Obama might not be the right one, but an “unknown” face, will do better. Still best is a picture of yourself.
These days you have to find a new balance between privacy and public.
Cheers
Andrew
May 10th, 2008 at 2:18 am
I disagree that using a pen name is either cowardly or deceitful. There can be very good reasons for not using your real name particularly if you are a woman.
I have personally been stalked twice on the Internet: once by an ex-client who made my life a misery, and another by some lawyers who dragged my name into a case that was absolutely nothing to do with me. Once stuff starts flying around the Internet it rapidly spreads and you can never get rid of it.
Rather, the important thing is to promote a consistent persona: that is not too difficult if you can project your own personality. People get to know you, the genuine person, but simply under a different name. And I can identify with the poster above who wanted to hide their real name from their day job boss.
And, women (often) change their name when they get married so we get used to having a split personality(!) Using another name doesn’t mean you’re a fake.
May 10th, 2008 at 3:04 am
If you want to use your own name especially in web 2.0 sites you should also be careful as to the quality of content you post . There have been cases where prospective employers have found jobseekers in all their wild glory doing antics they
would not like their employers to see.
As to did they get the job ? your guess is as good as mine !
But the point john makes is correct , if you want a better response you should use your name.
May 10th, 2008 at 7:11 am
Great Post John,
I completely understand and Realize what u r saying
Real Person will rule Online where Trust is such a huge issue.
social sites even makes it almost mandatory to have true presence.
well john, why don’t u have any form of http://www.sharethis.com button on the blog.
we cannot share this great things u post,lot of people will benefit from the great post you write.
that’s really sad.
thanks
really waiting for traffic secrets 2.0 and waiting to be ur customer.
thanks for everything.
really take care and all the very best.
sumit
May 10th, 2008 at 10:21 pm
[…] name and email address in the form to the right. *******************************Well it looks like John Reese at Income.com scooped me on my transparency series. He did an excellent post about it and pretty well sums up my message […]
May 10th, 2008 at 10:53 pm
I want any person that come’s to my website to know that they can trust me
and that I’m an honest person
who does’nt run and hide after a sale, so I show my picture with my real
name and a E-mail and a number & address where they can contact me,
and my partner does the same
you can’t gain their trust hiding behind a fake name, for some of our
client’s are Grandmother’s and Grandfather’s and they want trust you if you do,
and we want them to know we’ll be there every step of the way,
so I fully agree with you John.
May 11th, 2008 at 7:15 am
Reply to Alice Seba:
Income Group - That’s interesting about European / Scandinavian businesses. Do you have any insight into how they might perceive someone using their real name prior to introducing the business name?
Reply: Sorry, but I have No information about that, but I guess it can be better for the Business if you are using the real name.
Anyone looking for a Home Business they can start at No cost? You can find one here:
http://HowToMakeSuccess.googlepages.com
May 12th, 2008 at 8:14 am
[…] John Reese already addressed this issue : Anonymous Marketing Is Dead I hope you find it helpful […]
May 14th, 2008 at 3:36 am
I recently posed a question to Facebook friends, wondering what was behind the professional facade that internet marketers present. However direct barrier-dropping responses have been few so far.
Making internet networking a shade more personal appeals to me, after all I prefer to do business with someone I feel I know or have met.
I am a committed social internet networker within my niche area.
May 19th, 2008 at 1:17 am
[…] days of anonymous marketing and communication are dead. These days, everyones want to know the people behind the companies they work with. The more that […]
May 31st, 2008 at 3:25 am
[…] I’ve been reading a post from John Reese about how “anonymous marketing” is dead. […]
June 24th, 2008 at 7:58 am
Thanks john for sharing these valuable tips. Well, it is sometimes difficult to practise it,
when your name is so common and all the domains related to your names are also not
available - and you have to face a stiff competition to get your name ahead of the race.
June 29th, 2008 at 11:56 am
Hi John i agree with everything that you had to say and I also belive that using your fist and last name is more professional and also draws more trust to your site. I mean look how many people you draw to yours and you seem as if you are a very honest guy,so who wouldn’t want to purchase anything from you!
June 30th, 2008 at 7:52 am
Hi John,
I bought from you the Traffic Secrets on the first launch day - but it was a complete waste of money and time. I did not asked for a refund - but I should.
It is sure an interesting staff, but for me it was only Information overload with the common guru blah-blah.
I suggest you a new title for a new ebook/course, that would interest the 98 % of the Internet Marketers:
“Burned out? How to start again your Internet Business after you were ripped off by the so named Internet Gurus after speding 100000s for their secret tools and courses -and as a result you lost almost everything?”
The Situation the book should solve/based on: you have only max 2 months to debt and max 500 USD to start again. –> you MUST earn minimum 2000 USD after one month.
The solution should be SHORT and GOAL oriented - and MUST WORK in Praxis.
The burned out marketers do not have the time to read long guru blah-blah.
This would be sure a bestseller. (10 % royalty for me :-.)
John, if you can do it - you will be a heroe for a lot of people. Otherwise only a “guru” as the others…
Remember: you owe some for the people who trusted you and bought from you a lot of stuff.
Anyway I wish you all the best.
regards
Joseph Pal
PS: I wrote this comment, because I think, you could change the “guru lies”, the “I strach your back if you strach mine…” attitude - that I am full of. May be I am not the only one.
I think, that you are honest and intelligent enough to understand, that someone should stop the lies on the internet. May be you…
July 2nd, 2008 at 10:25 am
i definitley feel that human contact is important in marketing and that internet marketing needs to be more careful and humanized. contact is the key.
July 3rd, 2008 at 1:08 pm
Its True. But it took too long for its death. And let me assure you that MuVar will never die as its going to stay for a long.
July 8th, 2008 at 8:29 pm
It’s true, anonymity is becoming pretty outdated quickly.
August 21st, 2008 at 4:04 am
I understand the comments about pen names for family security, but the as the perceived risk of a transaction goes up for a customer, the greater a customer’s need to know who they’re dealing with.
If you’re buying a $2 trinket, you probably don’t worry too much about who’s selling it and whether they are using a pseudonym. If you’re buying a $100,000 car, you’re more likely to want some certainty about who you’re dealing with.