The word of the day over at Dictionary.com is Cockaigne (\kah-KAYN\). It’s a noun and it means an imaginary land of ease and luxury.
A lot of my web development clients come to me with the idea that the internet is a Cockaigne for marketing and advertising. Business owners imagine that their magical, mystical website is going to naturally attract visitors. People will be compelled to buy just because there’s a buy button in front of them. These business owners ignore or forget the fact that their website is competing with BILLIONS of pages for MILLIONS of eyeballs.
Not long ago, I worked with a client who agreed to use traditional media to promote his business. I’ve got to tell you that after more than a decade slugging it out on the internet, promoting his business via television, radio and newspaper was like shooting fish in a barrel. The money he spent to air his television spots was 1/3 of what he was spending on Adwords.
Blogs are truly great marketing tools, but they shouldn’t be your ONLY marketing tool. One of the reasons that I advise my clients to blog is because a website you don’t update isn’t worth the money you pay to host it.
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