Way back in the stone ages of Internet marketing, one of the “must do’s” for every marketer was to set up multiple accounts, one for every niche they were going to promote. The most widely quoted reason for this was to not water down one’s authority on a single topic, because the belief was that no one would buy a marketing e-book from the same guy who was selling dog collars.
I have seen other reasons for multiple accounts given, such as protecting original content, but I think that all reasons for multiple accounts add up to one sum; bullshit.
What do I believe is the real reason? The marketers felt slimy about what they were promoting. Aching to make money quickly so they could have statistics to quote in their own get rich quick e-books, some marketers would push and promote any product that preyed on the weak and desperate.
Maybe they really didn’t feel slimy about what they were promoting, but the multiple accounts allowed for the marketer to be ingenuine about his efforts and spammy about his tactics. If a campaign failed or was flagged as mildly fraudulent, the marketer could walk away unscathed, because no one really knew who he was.
Personally, I think that tactic is bogus and is being seen as more dishonest than writing about a wide variety of products. In fact, I’d be willing to bet that you (the reader) really has no problem buying a television this week from the same person you bought car insurance from two months ago. Why? because you trust the writer’s opinion and experience. He is not hiding, and with the amount of information at our fingertips, products do a lot of their own selling.
Think about shopping at Wal-Mart for a second. The reason Wal-Mart is successful is because a shopper can make a purchases of respected brand name products for not only lower prices than most other places, but all at one stop. We trust Wal-Mart to deliver what they are offering and we keep going back.
When Wal-Mart decides it wants to build on a certain site, the company spares no expense to secure that site AND deliver a store that the community will accept as asthetic. You’ll find many different styles of Wal-Mart stores, but they all say Wal-Mart.
Personal branding is tantamount today, because it is easier to see all on the Internet. We can surf from one site to another quicker and scan so much more information that we could even two years ago. This is how we build a reputation, because we are exposed, and this is how it should be. We should be honest about who we are and then attach products to our personal brand.
Although some still practice the art of multiple accounts and attach false personal brands to products, the tide is changing and we can be proud of who we are and allow ourselves to promote any and all products we choose.
Let the buyers trust us or expose us.