The ROPE Line
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I first moved to New York City in 1979. Just out of graduate school and Disco was still HOT! I had a friend who a few years later worked as a bartender at Studio 54. David Dickerson was his name. He used to play football for Mississippi.
David got me in ONE TIME to see what all the “fuss” was about. Once was enough for me. It was fun, but unless I had a contact like David, I was unwilling to wait at the ROPE LINE that virtually every decent club had in NYC in those days.
In New York, it’s always been clear which clubs or venues were worth going to. The ones that had the lines. The ones that were TOUGH TO GET INTO.
Unless you were a celebrity, or knew someone who worked “the rope”, your chances of getting into THAT club was LOW. VERY low! Basically NIL.
Nice story. How does it relate to YOU as an info marketer?
YOU have to create a CLUB that has a ROPE LINE.
One quick step back here. There are, and were back then, clubs that set up Rope Lines to LOOK like they were hot. These clubs would set up a line and even PAY shills to stand outside acting like they were waiting to get in.
At first this worked (a little bit) with people who weren’t all that savvy who were just walking by and bumped into the place on the street. But in short order, even without TWITTER, NYers figured out who was for real and who wasn’t.
So the real question is how can you create a legit ROPE LINE?
Looking at the analogy carefully, in information marketing terms, you need to have great products with great content to not be “discovered” and found out by those in the know.
In 2010, the word spreads fast. Either way. Good or bad. So, if you have crappy products, lacking in content, you’re on your own.
By definition, to have a ROPE LINE, you have to have more people on the OUTSIDE who want to get in . . . than there are spaces available in the club.
When you first get started, and don’t know a whole lot, go with a smaller venue, you can always move up!
Here’s a good example.
My friend, Dave Hamilton, the WebMarketingMagician, has just set up a club. He has set up a SEO club. WATCH OUT! Those clubs in NYC should be nervous, right?
Well not exactly. BUT, for the right person, possibly YOU, this is exciting news.
What am I saying?
Dave has set up a club where he is only allowing 10 people in the door. When we spoke about this in person, I GUESTIMATED that the number of people who would want IN the CLUB would be around 2 or 300.
So, let’s see if I’m right here.
How would YOU like to be on the first page of Google (the ORGANIC, natural listings) for the DEAD CENTER keyword that you select? My guess is, that lot of people just read this paragraph again.
Check out THIS video: