Kevin Savetz IS owner of Savetz Publishing (SavetzPublishing.com). Kevin's 90+ web sites generate more than 8 million page views per month, and his FreePrintable.net newsletter has more than 250,000 subscribers. His web site FaxZero.com allows users to send faxes from their computers for free, and users have sent more than 2 million faxes since the web site's inception. Kevin has been online since the 1980s and started out as a computer journalist, writing several books about the Internet as well as thousands of articles on technology topics for publications including Computer Shopper and the Washington Post.
Get it? Kevin knows how to run and promote successful Web businesses. He calls himself an "Un-Marketer" with an old-fashioned style of promotion. Below is an interview and some tips Kevin provided:
You call yourself an "Un-Marketer." So you hate marketers, is that it?
I am in many ways an affront to some of the more-recent takes on marketing. I went to journalism school and my stomach churns at the thought of deceptive, gimmicky, or poser marketing. I think "sell the story, not the product" usually only works with unintelligent or naïve consumers, and I'd rather have smart people who come back for my stuff again and again because it's good.
Does attention work?
I've seen what happens when marketing is approached as a one-shot deal: You get a Digg spike or other form of attention with the result of short-term ...