Transactional vs Relationship Selling

There are multiple channels that we currently use to bring exposure to EzineArticles.com for the purposes of attracting more quality original article submissions… and they can be grouped into two types:

Type 1) Encouraging and educating existing members on the benefits of writing and submitting more articles

Type 2) Identifying experts who have written articles, believe in the power of article marketing, but aren’t registered members yet.

The human marketing methods used so far has been our email newsletter, this blog, word of mouth campaigns, direct emails to our registered members, public relationships events & teleseminars/podcasts, *I Love EzineArticles* mug mailings, personal emails sent by our editorial team, and free bulk article submission labor assistance to high volume authors. Most of these could be classified in relationship selling where we/I share our values and try to attract those with similar values.

The other type of selling or marketing is “Transactional” where we add additional layers of programming into the user experience so that we remove barriers and create a loop or cycle that (in an automated way) encourages more quality original article submissions (while simultaneously discouraging non-qualified article submissions). In an ideal world, transactional selling allows for an increase in efficiency in the business model where everyone wins faster together without any incumberances of waiting for the human element to begin the marketing demand generation role.

One of the things that I really love about the EzineArticles model is that with every single article, every contribution creates value for every current and future contributors submission… but I’m not always sure that every member really knows or can directly see or feel the impact that they add when they submit their articles.

Every member sees their article traffic stats, but do they know the impact that their articles are having to assist the success of other authors and if every author knew that they were adding value to other authors…how could we figure out a way to communicate the karmic-circle that proves the reciprocation cycle is real? I don’t expect that an author would submit articles for the purposes of helping other authors even if that did in fact happen with their submissions… but the facts prove that every article submission that is accepted helps deliver value to the totality of the vehicle that everyone also benefits from.

I hope you don’t mind that I’m sharing some of the internal thoughts about how the EzineArticles model is transforming. My intent is to take you inside our minds and by doing so, encourage you to join our collective minds in thought so we can short-cut development cycles and achieve success together, faster. :-)

8 Comments »


1
Jennifer Thieme writes:

I really love your site, and part of the reason is your obvious desire to truly help others. Yea, making money is great, but helping others is better. And, if you can do both, and combine them somehow – well, that’s just about perfect!

I have no idea about the impact of my articles. I’ve had four comments on over 10K article views between my two author-names. That’s not a lot of feedback. And even though all of my articles have been picked up by a lot publishers, when I search for these articles to see where they are on the Internet, very often they are on a site which does not please me, for whatever reason. Not that it’s a bad site, but just mediocre usually, or a site which appears to be, not run by anybody who really cares about the content, but is just in it for the ppc clicks. So my articles are making other people money in a direct way, but are not making any money for me in a direct way. I don’t mind *you* making money off of them, because you host them, and because the “weight” of your site to Google gives them, initially, a high placement (first page usually) on related keyword searches. But the others? No, I don’t like that.

But after they’ve been picked up by publishers, the articles get burried on Google. This does not make me happy. I am *not* blaming EzineArticles, btw. Just relating facts and my thoughts. It’s that “duplicate content” penalty, I presume.

Anyway, what was your question? *smile* Oh yea, you didn’t really ask one, but you did say:

“I’m not always sure that every member really knows or can directly see or feel the impact that they add when they submit their articles.”

As I mentioned, I have almost no idea about the impact that I have to other authors, or readers for that matter, when I submit my articles. But the publishers? Yes, they’re making money.

Comment provided November 18, 2006 at 9:15 AM

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2
Ed Howes writes:

So far, the karmic value is largely assumed by those of us who consider such. On site testimonials here are very slanted toward spikes in website traffic and sales. What if EzineArticles was soliciting testimonials on the indirect benefits of publishing here? What about reader testimonials about how an article made a difference to them in some endeavor?

I was quite taken by the features offered on a competing content web site. Now observation has demonstrated either they attract very few readers or attract very few interested in the things I write about. I have commented before on this blog about more reader consideration and involvement on site. As a rule the readers are clearly not interested in commenting or rating articles, so I believe it is a great mistake to say we have provided this means of participation but readers aren’t interested. There has to be incentives to encourage reader participation and I have yet to see the promotion of such here, beyond author spotlights. Why aren’t you asking readers for suggestions to make the experience here more inviting, engaging? Many readers could be encouraged to write for contests and other reasons, before they take the plunge and begin submitting articles. The value of reader participation is yet to be recognized on much of the web. The social sites are changing this. Maybe we can learn something from them. Maybe we need an Ezine Article social club.

Comment provided November 18, 2006 at 10:09 AM

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3

Ed H,

First, I agree with your points.

Second, I’m not sure our readers are actually reading this blog… They came to EzineArticles for something other than discovering more about ‘article writing & marketing insights”.

We already do solicit reader feedback and let me tell you…they send us plenty of feedback daily… and that feedback is analyzed for patterns/trends that we act on.

Based on your comments, I think you’ll be very happy in a few months when we role out something that we conceptualized 2 weeks ago and began the plan to introduce it in Q1 of 2007.

Comment provided November 18, 2006 at 10:16 AM

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4
Ed Howes writes:

Chris,

Thank you so much for this rapid validation. I am thrilled just to hear you are getting a lot of reader feedback. If I have learned anything, I have learned patience and I am looking forward to our New Year surprise. :-)

Comment provided November 18, 2006 at 11:18 AM

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5
Pamela Beers writes:

I have met a lot of fine people on the internet from the EzineArticle family of authors. I continue to email them privately.

There are some sites I am not thrilled with, that have picked up my articles. There are other sites that are top rate. Oh well. It all comes out in the wash (what my grandmother used to say) and works out if ones intentions are honorable.

I write because I love to write and share information, in hopes it will help someone, somewhere or make them chucklel.

My grandfather always said, “the more you give, the more you get back.” He was right. I don’t give to get back. I give with the intent to share. It comes back when least expected and not always where expected.

Good grief, I’m probably getting too philosophical and long-winded! I continue to learn a lot from the articles I have read on this site. They, and the authors who write them, are a constant source of inspiration to me. I always rate and comment because I appreciate the work of others.

Chris & team… I LOVE my mug. I came home from the barn & saw a box on my doorstep. It was the mug. Being the sentimental slush that I am, I was moved to tears…of joy. Thanks so much for the continued inspiration.

Comment provided November 18, 2006 at 3:02 PM

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6
Louie Latour writes:

Hey Chris,

Thanks for the coffee cup!

Comment provided November 18, 2006 at 4:37 PM

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7
Lance Winslow writes:

Sounds like you are setting up an EzineArticles Think Tank, pretty interesting discussion indeed.

Comment provided November 18, 2006 at 7:05 PM

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8

“The more you give, The more you back” I agree with this point. It’s right for me. Thanks for your sharing. Looking forward to your update!

Comment provided January 2, 2013 at 9:04 PM

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