Risk Taker – The Internet has enabled “everyone” to be an Internet marketer.

With that evolution, the amount of competition you have has increased exponentially–and your competition is much more diverse, skilled and savvy than ever before. In order for your marketing activities to be noticed among the barrage of messages out there, you’ve got to be a little daring. If you’re not willing to try new things, be a little uncomfortable and take some risk, you’ll drown in the sea of similar marketers, similar messages, and bland ideas. Recommendation: Spend a day dreaming big. Let your mind wander. Come up with ways to get massive, immediate exposure for your business. Don’t let any limitations get in the way. Then, narrow it down to something realistic, yet crazy, and go do it. Have some fun. Mad Scientist – Risk needs to be balanced with logic. This is where the Mad Scientist comes in. Recognize that I said “Mad” Scientist, not just scientist. Marketing has always been part science and part art. In the past, the science part was less visible and less accessible to the masses. Now, with Google Analytics, Website Optimizer, e-mail marketing (complete with open and click reports) and many other tools, tracking your marketing activites – both successes and failures – is easy. These tools bringthe science of marketing to any computer anywhere in the world. If you’re not the type that likes to experiment, test hypotheses, tweak the experiment and test again – over and over and over – then you may not be cut out to be a modern-day marketer. But, if you love test tubes, titration and mass spectrometry, it’s time to turn your skills in the scientific method into your method for determining what works in marketing. Recommendation: Read everything you can at MarketingExperiments.com. Learn from others’ findings and get ideas for your own experiments. Geeky Analyst - Experimenting is one thing. But analyzing the data afterward is an entirely different story. It takes a different skill set – a different kind of warped mind – to sit and look at the results through every possible lens to determine cause and effect, determine the salient variable, and ultimately determine what the data is actually telling you. If your inner geek gets excited about slicing and dicing the numbers and the reports, then marketing might be your specialty. Recommendation: Read Avinash Kaushik’s Web Analytics 2.0. It’s not for the faint of heart, but there’s definite gold in those hills.

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