The Philosophy of Web Marketing: A Taoist Approach

The Path of Least Resistance in Web Marketing

A few months back, I found myself observing a stream winding its way across a flat plain in a high mountain valley. The stream eventually reached its destination - a small lake - but only after navigating through numerous loops and curves. This observation led me to draw a comparison between the behavior of water and the principles of effective web marketing. Both, it seems, follow the path of least resistance.

The Role of Email in Web Marketing

The initial interaction with a potential customer often begins with an email. This could be an advertisement in an online magazine (Ezine), your author bio at the end of an article, or your signature in your correspondence. However, in the sequence of events leading to an online sale, an email represents the point of greatest resistance.

Why is this the case? Firstly, your potential customer is reading your message offline. They need to connect to the internet before they can purchase your product, which requires effort and incurs cost. Secondly, if your message is in an Ezine, it's likely competing with numerous other messages for attention. Lastly, whether your message is an Ezine Ad, an author bio, or a signature, you've likely only had a few lines to explain why your product is superior.

Overcoming Resistance: A Taoist Perspective

So, how do we overcome this resistance? The ancient Chinese philosophy of Taoism, also known as 'The Watercourse Way', provides an answer. Taoism encourages us to emulate water and follow the path of least resistance. Water flows, it is soft, and it easily navigates around obstacles instead of trying to force its way through them.

Nothing in the world is as soft and yielding as water. Yet for dissolving the hard and inflexible, nothing can surpass it. The soft overcomes the hard; the gentle overcomes the rigid. Everyone knows this is true, but few can put it into practice. (Tao Te Ching, ch. 78)

So, what does the path of least resistance look like in an email? The answer is simple: offer something free!

The Power of Free Offers in Web Marketing

Successful web marketers are well aware of this strategy. In a recent survey of the author bios of fifty renowned Ezine writers, over 90% were not attempting to sell anything directly. In fact, the majority were not even trying to direct readers to their website. Instead, they were offering a free subscription to their newsletter. In other words, they prioritized building long-term relationships over making quick sales.

When I first ventured into the world of internet marketing, I was rather impatient. I had no desire to follow the path of least resistance. I envisioned a more direct approach, akin to the flight of an arrow straight to its target. However, statistics suggest that most online sales do not occur in this manner. On average, a customer needs to encounter your message seven times before they decide to purchase your product.

So, the next time you devise your marketing strategy, consider taking a lesson from water and follow the path of least resistance.