Marketing To the Average Joe


It isn’t everyone who can log on and take off. Some of us have trouble remembering our mailing address, much less our email address, and many of us have no clue whatsoever what an IP address is...

For those of you who are already laughing, remember that what I just described is your average surfer. I get letters regularly from people who seem to have a fifth grade mentality. Some of those letters are stuff that’s so funny, I want to put it in a book and publish it.

Sadly, the sites you make are going to have to be targeted to the average surfer, and some of your average surfers are so dim that a solar eclipse looks bright. I’m sorry to say it, but some of these folks obviously missed the brain train.

I have yet to see a site directed solely to geeks. I’ve seen geek girls. I’ve seen geek guys. But I’ve not yet seen the site that is completely geek oriented, complete with nude Macs and a Calculus book. Matter of fact, I wonder now if that would sell.

On the other hand, I have seen sites that look as though they were written specifically for the surfer who doesn’t have a brain cell to stand on. Those are the sites that seem to sell the best, because those sites make it so hard to screw up that it’s almost impossible.

Most of what I see, however, are sites that seem to have been built by the same folks who don’t know their left from their right. I have been ranting about these sites recently. I begin to think that these things are just being made to taunt me. Not that I’m paranoid or anything, but seriously, how many times can I make fun of the same thing on hundreds of sites?

Moving along, when I said in an earlier article that you should write your site directed toward the average Joe, I did not mean that you should write it as though you ARE the average Joe. There is a difference.

The average person in the United States has a 12th grade education. Don’t laugh, this is better than it was only twenty years ago. At least we’re coming up in the world. Most porn surfers are those folks. Average intelligence, average income, and average lifestyle.

You have to set your site up for these people. There is no map of the interweb. They can’t stop to ask for directions at the nearest gas station. They could use a search engine, but where’s the guarantee that they’ll find your site? Once they find your site, what’s the guarantee that they’ll want to stay there?

Submitting your site to search engines is only one way to make it easy to find. Yes, those META tags are great, but how many other sites are out there? How many of those other sites are ahead of yours in the rankings?

Submit to link lists, free site listings, create an email newsletter that can be sent out, (remember: double opt in!), trade links with others and do everything you can think of to get your site out there. That way, the average Joe can see mention of your site everywhere he looks. Repetition is a key way to get your site noticed. He’ll go visit it just to see what everyone else is talking about.

Make the site eye-catching. Don’t give free peeks by putting full nudity on the splash page or the tour pages. Give a peek at a breast here and there, or just use some nice faces to liven up your tour. Make the average guy really want to see what you’ve got there. Make him pay to see it.

Market toward the average Joe. Don’t assume that all of your surfers have the required intelligence to graduate college. Remember who you’re dealing with for the most part. And for those of you who are considering it, I’ve already started making a site for the geeks.

Take care of yourselves! ~ Tala

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