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How to Start Business

The Internet is a pretty amazing tool for business—so long as you know how to use it. It is essential to understand that the Internet doesn’t work like more traditional forms of media. The Internet has changed the way that businesses and consumers interact. In order to help you understand this new paradigm here are a few of the key concepts essential to success on the Internet - especially in the blogosphere.

  1. It’s not just about having an open mind; it’s about having an open strategy. You can’t control the Internet. Once you put something out there for the world to consume, assume that they will consume it but not just in the format you offered. It doesn’t matter if it’s audio, video, text, software, hardware or any other service—they’ll want to use it in ways that you can’t even imagine.
  2. Piracy is the sincerest form of digital flattery. Which problem would you rather deal with: people stealing your intellectual property, or people ignoring it altogether? It’s a tough call, but if you empower your audience instead of offending them with restrictions, you stand a better chance of succeeding.
  3. Mind-share is equally as important as market-share. You can’t have a share of the market if your product isn’t on the minds of the people in that market. If your brand has been mentioned seven times inside your own social circle it’s well on its way to being adopted by the market. Pay attention to your mind-share in the marketplace, but remember you can’t quantify everything: Brand is virtually untrackable.
  4. “Viral” is a buzzword, not a marketing strategy. I can’t tell you how many times I’ve listened to a PR agent prattle on about how they have an amazing campaign in the works. I cut these people off mid-explanation and grill them on the meaning behind their catchphrases and what they hope to gain at the end of the day. Most of them don’t have an answer. You’d be surprised to learn that most marketing and PR professionals don’t have a clue about how the Internet works.
  5. Community creates itself. Just because you install some forum software doesn’t mean people are going to be beating down the doors to get through. It’s good to have a structure for a community If it’s gaining little traction however, it’s probably not a software problem. If people aren’t interested in what you have to offer, maybe what you have to offer isn’t all that interesting.
  6. Press releases are dead. Don’t stop issuing official documents that explain what’s happening inside your company. I’m warning you though, these things are on their way out as far as the global conversation is concerned. The name of the game is interaction. You’re simply shouting at brick walls with one-way distributions.
  7. Join the conversation. It’s not just about having a blog, a podcast or an account on MySpace or YouTube—it’s about engaging your existing customers directly on their own turf, and attracting potential customers through similar means. The world doesn’t work for you or your company—they’ll see it differently than you do. Your approach should reflect this reality.
  8. People trust people, not companies. Make your name(s) known and be as accessible as you can afford to be. When problems arise your biggest supporters will appreciate being able to connect with another person instead of getting lost in a voice mail maze. Your users will be comforted to know that another human being is going to help rectify their issue. Who hasn’t felt the frustration of “talking” to a machine when all you needed was to ask a simple question?
  9. Transparency is crucial. The Internet has a built-in BS detector. It won’t take long for people to see through any kind of double-speak. If you did something wrong, admit it before people call you on it. The worst thing you can do is sweep something under the rug in the hopes that nobody will ever notice. Dude, it’s the Internet—someone will eventually realize what you’ve done. Your brand stands to suffer if you don’t admit your own mistakes.

    If your product sucks, make it better. Don’t just throw money at a problem it only makes a more expensive problem. Worse yet is pitching resources into a marketing, PR, or branding exercise for a product that sucks. Don’t rely on staged focus groups—talk to your most passionate users and your strongest advocates. Read what people are saying across the World Wide Web (if they’re saying anything about you in the first place).

The Internet is unlike any other kind of media. It isn’t only a way for your company to communicate with consumers, but a way for them to communicate with you. If you remember nothing else from this collection of tips, remember this: The Internet isn’t just a bunch of cables and wires—it’s an interconnected network of people.

41 Comments

[IMG tor's picture] I am interested in how to run a successful Internet business these days - and Chris Pirillo has some wise words on his blog How to Start Business ~ Chris Pirillo: The Internet is a pretty amazing tool for business—so long as you know how to use it. It is essential to understand that the Internet doesn’t work like more traditional forms of media. The Internet has changed the way that businesses and

Chris Pirillo shares his thoughts on  Internet Strategies for New Businesses.  There are some great ideas on how a businesses should use the Internet to engage their customers through the power of conversation. Tagged with business of design | Leave a Comment

Press releases are only dead in the echo chamber and among blogs (I hope this is what you meant). It would be stupid (in my opinion) to not send press releases to local newsmedia and instead hope for the conversation to play itself out.

Otherwise, excellent list and some really great advice!

Am a big fan of your mind, my young friend.

You are a fantastic tech writer, and you have nailed this very well. Very cluetrainy and love the emphasis on the core values and desired concrete results.

Seth Godin is my fave internet mktg. guru. Al & Laura Ries explain branding better than anyone I know, esp. see “The Origins of Brands” book.

Yes. An astonishing product will naturally get buzz and viral effects based on how it serves its user base, how it gratifies customer needs, or corporate objectives.

To keep hammering away at establishing oneself as an authority, as you are doing is the real secret. No short cuts exist.

It’s not about traffic or numbers or popularity. The priority is to keep doing something, something that is difficult and meets a need, keep doing it, keep promoting it, improving it, sharing it with others.

GIve away tons of free stuff, advice, music mp3s, whatever. Free samples get ppl hooked. Later offer paid upgrades, paid specialites, etc. Free generates Paid. That is another huge reality in the Share Economy of Web 2.0 and the Future Net.

When MSM wankers attack the “editor-deprived” realm of journalistic anarchy they think reigns in the blogosphere, they refuse to understand the self-policing nature of the blogosphere.

The blogosphere itself is the “editor” of any individual’s blog posts. If the post is nuts, it gets ignored or flamed, heavily. If it’s great, it gets memed and trolled, heavily.

LOL

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These are great tips, even for publicizing a personality (as in “official website”). Thanks so much for posting this!

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very good read

I couldn’t agree with you more! While traditional media is still here to stay, new innovative ways of engaging, communicating, and forming relationships with target audiences need to start getting more traction in company communication departments. And as you point out, it’s about realising that these new “platforms” need new approaches.

“Viral” is a buzzword, not a marketing strategy. I can’t tell you how many times I’ve listened to a PR agent prattle on about how they have an amazing campaign in the works. I cut these people off mid-explanation and grill them on the meaning behind their catchphrases and what they hope to gain at the end of the day. Most of them don’t have an answer. You’d be surprised to learn that most marketing and PR professionals don’t have a clue about how the Internet works.

PARDON???

this point already renders you an idiot and therefore, the whole article. so it happened that you only met the unskilled pr pros? now THAT surely means virals are just a buzzword and has no meaning, no use, no nothing at all. you “grill them?”. stop patting on your own shoulder and shaking your own hand. any pr pro with half of brain should be able to “grill” you for asking such a stupid question in the first place. i guess you are a “pro”.

I love your number #9 - transparency is everything. Just like some would say - “don’t bull sh**t the bullsh**ter ” :)

Great article

Hi Chris, We have had contact over the years with your website supporting my software from time to time. At the end of the day I have always looked to you as an Internet Guru and what you have put together here pretty much sums it up - In other words you point out nicely that there is no set way to do well on the internet. I have taken a different road to you and you to them. Success is all relevant at the end of the day, It’s just that your success is (at the moment) greater than mine :)

See you there ;)

Your article has very little to do with the article’s title. Thanks for wasting my time.

9 Steps to a Better Online Business…

For those that dont know much about the net and have a business that they want to get into the net then this is a pretty good primer. It still needs alot of follow up research but none-the-less its a good step up…..

0 | category: collaborate | by Toro2 7 minutes ago | viachris.pirillo.com

[...] Now imagine if you could apply Kyle’s principle to bootstrap a business. Start with very little, maybe a service you can perform, and offer it for something else - maybe equipment, furniture, services or even money. Reinvest or use whatever you get, and refine/ improve your product or service. Repeat the process. The accumulation may be slow, but a controlled process is necessary if you don’t have loads of capital. And these days, there are hundreds of free web applications for entrepreneurs and freelancers, to help you get started. Filed under: Financing, Cash Flow, Entrepreneurship [...]

with consumers, but a way for them to communicate with you. If you remember nothing else from this collection of tips, remember this: The Internet isn’t just a bunch of cables and wires—it’s an interconnected network of people. The above from here:

‘free advice’ about how to start a business is just one way of keeping in touch with future vision from a more technical approach that utilizes technology to teach the masses. The great part is that every year he hosts a small get together called

Dat ik uiteraard niet de enige ben met zulke opinies, las ik onlangs nog bij Chris Pirillo. Die man kent het web door en door en is het type web-entrepreneur waaraan velen zich spiegelen. In puntje 6 van het lezenswaardige “How to start business” zegt hij het volgende: Press releases are dead. Don’t stop issuing official documents that explain what’s happening inside your company. I’m warning you though, these things are on their way out as far as the global conversation is concerned.

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, which you should probably grab a copy of if you fancy the thought of organizing the world of information we’ve created as a species. Peter Merholz has a review of the book on his blog too. Chris Pirillo gets down with how to start a business online - and he has some very good advice, too. I agree with pretty much everything he says in the post but the highlight is clearly how he defends something I do too - having an open strategy. On quite the same topic of businesses, Lane posts up on

[...] How to Start Business ~ Chris Pirillo (tags: business startup marketing web2.0 internet blog) Posted in Internet. [...]

Great post. I think you’ve succinctly stated what most marketing, PR, and executive-types would spend hours blathering on about. The only difference, is that you make a well stated point, whereas, most of them continue to truly miss the point and could never answer anything more in-depth than, “is having a viral marketing strategy important”.

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Chris Pirillo’s excellent post on marketing in the blogosphere. A lot of this applies to all marketing.

is not full of people it is likely not a problem with your software. How do we build this community is a key concern for the companies I work with, and is something we discuss constantly when planning for iRent2u.com. The article can be found here: http://chris.pirillo.com/2007/05/08/how-to-start-business/ The article starts here: The Internet is a pretty amazing tool for business—so long as you know how to use it. It is essential to understand that the Internet doesn’t work like more traditional forms of media. The Internet has changed the way

[...] davidlitsky.com is transparent — wisdom from Chris Pirillo, whose words I have used as a guide to starting a business on the internet. Once you put something out there for the world to consume, assume that they will consume it but not just in the format you offered. [...]

to understand that the Internet doesn’t work like more traditional forms of media. The Internet has changed the way that businesses and consumers interact. In order to help you understand this new paradigm here are a few of the key conceptsHow to Start Business[Technorati] Tag results for business+start+up Posts tagged with “business+start+up” on Technorati

I really appreciated this post. I wanted my readers to see this also so I’ve provided a link to it from one of my recent posts.

http://northstarthinktank.typepad.com/northstar_thinktank/2007/12/how-to-find-a-g.html

Keep up the good work!

or other people if you only had the right product or information. That’s how great companies are born. Check out some other great blog posts on this topic: Business Quote of the Week Give Away Your Business Ideas Most Profitable Small Business IdeasHow to Start Business

hi, i guess i’m the first one to post here, but I have recently started an online business that helps other people do research on the subject of online businessness such as affiliate marketing, advertising, pay per click systems, etc

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take a look before you start hunting all over for info and maybe getting lost, at tipconnection - all the important links to business books and dvd’s are on one page and all great sellers!.

enjoy

jen

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