A Marketing Story.

People sometimes ask me what I do for a living.  We will get to that but in the meantime – a short story. It could be about time-travel, or it could be about something else..

One day you are walking down the street and you see a movie theatre, a cinema, that you have never seen before. The Usher greets you at the door and you ask him what movie is on.

“Well Sir, he says, it’s a very special movie tonight. I think you will enjoy it.”

“Ok I’ll have a ticket thanks.”

“Very good Sir, that will be $47 dollars.”

You say, “Ouch! That’s a bit steep isn’t it?”

“Sir, I said it was a very special movie. I know you will like it. I assure you it is worth every penny.”

“Well, if you say so, O.K. here you go.”

“Certainly Sir, Thank you. Here is your ticket, and don’t forget your popcorn, and please help yourself to anything you would like from the bar.”

You go in and the film starts, and immediately you notice that this is like no film you have seen before. The actresses and actors are all stars. Not only that, they are from all the different eras of film making.

What a line-up; Charley Chaplin, the Marx brothers, Marilyn Monroe, Elvis Presley, Charlton Heston, Anthony Hopkins and many others and even Brad Pitt. They are all having a great time together. You think that’s kind of weird since some of them have been dead for a long time.

At the end of the movie, you come out and the Usher greets you and says,

“What did you think of the movie, Sir?

You reply, “Well it was amazing, all those fantastic actors, and I never expected to see them all in the same movie. It was rather special for me you see, because I have always wanted to be an actor but I never knew how to get into it. I tried a few things but could never get into a film.”

“I am really glad you enjoyed it Sir. Actually this may be of interest to you. We are having an after-film party right now, backstage.  I have one ticket left, if you would like it.”

“Would I what! How much for the ticket?”

$997 dollars? What the ?   What kind of party is that?

“Well Sir,  Yes, it is $997 dollars, which may sound like a lot to pay for a party, however in light of what you said, it may interest you to know that the actors will be teaching the guests how they too, can get into the film industry. You could be taught by Jimmy Stewart or Humphrey Bogart or one of ours, Sir Lawrence Olivier for example. Would that be of interest to Sir?”

At this point you suck in some air and think about the actors you are about to mingle with and be trained by. You hear yourself saying, “Here’s my credit card!  Gimmee that ticket!”

The Usher leads you through another door to behind the big screen where a full-on party is happening. Jazz is pumping, smoke of all kinds is blowin’ in the wind and everyone is having a great time.

Dustin Hoffman sees you come in and says, “Hi, I hear you want to be an actor. “

“Sure do!”, you say. Dustin says, “Well I am here to help you.”

He talks with you for about an hour about the different paths to an acting career and what would best suit you. Meanwhile the Usher has been circulating and making sure you are well fed and watered. He comes up to you and Dustin. Then he says something that blows your mind even further than the air in the room is doing…

He Says, “Actually Sir, Nineteen of us are having a meeting in just a few minutes in the next room. We need 20 people to start. We have one place spare for someone who wants to join us all in making a film.  It will be the best film ever made, and you have already met some of the cast. You were telling me how you’ve always wanted to be an actor, so, would you like to join us in this film?”

The room begins to spin a bit while you take a deep breath. The usher continues,

“As you can imagine Sir, it costs a bit to make a movie but we believe it will make 22.5 million dollars net, minimum. That means over a million each if you do the maths.   Sir, can I interest you in this last remaining ticket? It is $10,000. Will it be you or someone else Sir? You look at the cast, do some sums and with an ear-to- ear grin you say. “I’m in!”

Well that is a funny little story but in a way, that is the industry we are in.  What you have just seen is a “Funded Proposal” in action.

So what do I do for a living? In the context of this story, I am the Usher of course!
© Copyright,  Andy Bu Internet Marketing,  2014

For more information on how to create your own “Funded Proposal” Click here …>>    How to build a Funded Proposal

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Darth Vardar Files – Branding as an Internet Marketer

Darth Vardar was an enigma. Hidden behind black visor and diamond carbon fibre (or whatever it was), he presents an image that is not unlike many marketers on the internet today. Shyness, fear of identity fraud, privacy concerns or just plain old-fashioned shame for their dodgy practices, prevents many internet entrepreneurs from “coming out” and showing who they really are.

They can hide behind pen names, avatars, nicknames, usernames, email sales funnels, alta-egos and logos to present themselves as what they are not. Their customers, colleagues and on-line “Friends” get to see a side of them that they project but there is something seriously missing.

Authenticity, reality, genuineness, trust and human-ness are the victims of this strategy.  Sooner or later the truth will be revealed in one of those awful moments whereby we all cringe and hold our breath as D.V says,

“Luke, I am your Father!”

Well the truth of the matter is that ole Darth will probably feel a lot better out of that stuffy old suit, the planets probably won’t jerk out of alignment, the stars won’t fall, the sun will shine on his face and the Empire will be a better place.

In the marketing world trust is crucial. If a prospect or someone we are helping, does not trust us, do you honestly think they will believe what we say about a product, service or program we are promoting?

People are most inclined to buy from us if they feel we are like them. If they don’t know who we actually are how is that going to happen?

It wouldn’t hurt to think about it.

Three Kinds of Marketing in the Internet Age..

Three Kinds of Marketing

In the context of  Marketing, Direct Sales, Home Based Business Opportunities, Multilevel Marketing, Network Marketing or whatever flavour spins your wheels; it is interesting to consider history and the approaches taken. The world has changed with the Internet age and so must our marketing… Perhaps?

Let’s take a look at the changes that have occurred and see if we can shed some light on the progress or otherwise that we have made.

First of all, what is marketing?

Marketing is the process of communicating the value of a product or service to customers for the purpose of selling
that product or service.” -Wikipedia

Put another way,  “Marketing is finding a need that a person or distinct group of people (“a target market”) has and finding a solution to their problem and communicating the benefits of that solution to them in such a way that they will want to obtain it.”     -Andy Bu

So what are  these changes that have occurred and how should we respond in our efforts to adapt and improve as we help our customers find what they need?

Traditional Network Marketing Methods are marked by.:-

  • face to face, slow communication to a known audience.
  • reliant at first on your personal list of family, friends work colleagues, then the COLD MARKET,
  • paper media, hand-outs, fliers, fax, letterbox drops and then the dreaded TELEPHONE.
  • expensive resources, paper based
  • pretty much restricted to daytime hours
  • pretty much restricted to immediate geographic location

This is the traditional way of finding a market, finding out what the market needs and then publishing in magazines radio television etc advertisements that your product is available for them to buy and hurry as stocks won’t last etc! or take a direct sales company like Amway, and work your LIST.


With the rise of the internet came many changes that enabled marketers to vastly scale their operations and at the same time reduce their costs.  As a result much of the customer contact was lost or diluted.

  • impersonal contact using Internet and technologies, auto-responders, social media, mobile etc. detached, remote, focusing on “clicks”
  • Instant Communication, Large unknown audience, spam
  • Inexpensive or free resources, e.g. email, WordPress etc.
  • 24 hrs a day market
  • massive growth
  • unlimited by geography

This impersonal model worked well for a while and many marketers got very wealthy as a result but over time, as the market became more sophisticated and demanding, the methods used became less and less effective.

The Third Way –The Hybrid

This in my opinion is the way of the future. The best of modern techniques, modern media and technologies, and good old-fashioned face to face customer contact, in other words.

The Internet-Plus-Personal-

Contact To quote from an “old-school” marketer whose name I forget, (it was so long ago  it was on a cassette tape!),  “Changing the world, building your business, one person at a time, belly to belly, eyeball to eyeball.”    I am not sure about the “belly to belly”  bit but he has a point in that we are , in spite of the Internet and its vast reach, still human beings and the thing we all respond to in one way or other is human contact.

This quiet revolution is taking the best of both schemas and having a huge impact on results achieved by those practising these methods. Today we have tools and systems that can sift and sort through the millions of people participating on the Net each day, sort them into categories, find out what they like and want and need and find or create a product or service that satisfies that need.

We can then have a face to face conversation with them via “social media” to build relationships. We can offer them human connection, help and information and the solution to their need or problem. Then and only then, once they have rapport with us and trust us and know that we have a solution and are trying to help them, they will usually choose to buy from us, rather than from some anonymous stranger.

So do yourself a favour, learn from the past, look to the future, connect with people and whatever you , do it now.!
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©Andy Bu -Marketing Today, 2014