Thread: Internet Marketing

He's basically telling us "be careful, marketing works!" It was an interesting article, but seemed a little idealistic. The whole "your dollar is vote" seemed a little too analytical. Yeah, your dollar is vote, but no one views it as such. Too many people dont have the time or motivation to research every aspect of the product theyre buying... especially when its a relatively insignificant amount of money, like $20 for a bottle of "buffered" creatine, or $10 for some methylated vitamin C. Marketing works so well in the supplement industry because its more cost effective for many people to just buy whatever happens to blip across their radar screen than spend several hours analyzing how smart that purchase is. Ethics and business dont normally mix well, and the myriad of products that get regurgitated with a new label every year in the supplement industry is proof enough. The fact that they actually make money each time around speaks volumes.

The people who will take the time to investigate a supplement, to try and understand its mechanisms of action, and to really try to make an informed decision aren't the type of people who cell-tech and others are marketing to, anyway (which is why i think that article would have a better effect printed somewhere like bodybuilding.com... seems to be preaching to the choir at avant). The people who consider fitness their hobby, not just a means to an end (killar abz for teh ladiezzz), will generally see through even the most ardent shill with a little effort. Anyway, Carpe Diem, right?

Well, I think its a bit deeper than that.

First, he opened up the potential readers eyes to what types of marketing are out there.

Then he explained how you should evaluate them.

Also, the dollar-vote concept is Dante's and his old article on that was terrific. That said, while many don't realize/understand this concept, they should, which is why he presents it. If you add up the average supplement buyers monthly purchases you see what I mean.

Lastly, I'll just state that the readership of M&M is larger and broader than you think, and indeed is reprinted elsewhere.

Well, after reading Dante's old article, ive got a better sense of what Paul was talking about... but still, i think the idea of voting with your dollar is a moot point, as the majority of consumers will not educate themselves, and thus the most profitable enterprise will still be flashy ads and huge markups. And if a company like Avant ever does make some spectacular breakthrough that lets you piss out fat, which may finally trump all the GNC hype, you can be sure the FDA will stop by for a visit.

Yes, the educated dollar-vote is a valid concept... but it pales in comparison to the uneducated dollar-vote. I see what Paul was trying to tell people, but as with Dante's article (published over 2 years ago now), i dont see it making much of an impact. Then again, im probably being over-critical. Better to try than just resign yourself to the way things are.

Hell, im quite guilty of falling into many of the traps he outlines in that article - the kilo's of various white powders sitting in my kitchen cabinet are a testament to that. I initially tried to play ball on the same field as the guys at avant, and in my naive enthusiasm i ended up making just as many mistakes as someone who gets all their information from muscle mag. I thought i was helping myself, by using "science" instead of hype. However, im beginning to realize that science only half-understood is just as misleading as a flashy ad.

Anyway, I lost track of where i was going with this, so congratulations if you made it this far.