The Tellus News Digest Marketing Plan 0

When you join Tellus, we will ask you to share your contact lists with us. This is a double opt-in system. The people whose email addresses you share with us will know that you are asking them to opt-in to the Tellus Notice System.  ONLY THOSE PEOPLE WHO CHOOSE TO OPT-IN WILL BE INCLUDED ON THE TELLUS CONTACT SYSTEM.

Everyone who opts in to our mailing list system will receive a request in your name to send a similar  request to their email contacts.  This is how we expect to grow the audience for  Tellus.

We will use THE OPT-IN contact list to promote Tellus. Every time you publish an article, your friends will be notified so you don’t have to do that yourself. This is exactly what other online publications have started doing because they have also recognized that it is impossible to market editorial content any other way.

We will also ask you to post links to your Tellus articles directly to your own Social Media accounts. This will drive traffic to your articles on Tellus from your Social Media accounts…but it also enables you to keep your social media accounts up to date with current affairs. We will advise you to post links to other articles on Tellus to your social media accounts. This increases your activity on your social media accounts and draws more traffic to you, and then to us, collectively.

The Longer Version (with Explanations)

The average email user has a personal network of approximately 500 unique contacts,  including email contacts, Facebook friends, Twitter followers, Instagram buddies and so on and so forth.

This what we call your primary marketplace….but most of us NEVER send out bulk emails to our entire contact list. We never even think of doing that, but that’s the key to success on the internet.

Our marketing system is very simple:  If you take one hundred people, each of whom has approximately 500 people on their email lists, and put their email lists together, you would have a contact list of approximately 50,000 people. (Yes, there will a significant amount of overlap because of overlapping relationships, but bear with us.)

If you send out an appeal to your entire list, you might get as many as 10 percent of the people on your list to do something for you. ( A two percent rate of return is considered exceptionally good in direct mail marketing, but we are addressing a target population with whom you already have some kind of relationship, which makes a 10 percent rate of return feasible.) That’s 50 people.  If each of the 50 people who respond to your appeal to join Tellus sends the  same appeal to their lists, you might get 2,500 people to react to that appeal. That’s how networks grow.

Most of us would be thrilled to get 2,500 reads on anything we write…but let’s go one step further.  Each of those 500 people on the average person’s combined contact lists also have networks of approximately 500 people each. If they send out the same opt-in request, you now have 12.5 million possible “recruits.” which translates into 1.25 million potential members. .

In other words, a properly deployed marketing network that starts off with just one hundred people can create a universe of more than 12.5 MILLION potential readers. If we get a ONE PERCENT response from a network of 12.5 million people, that still works out to 125,000 hits on any given article, which turns any article into a “super-viral” article.

The Power of Network Marketing

The ability to address 125,000 people directly, without any intermediary between you and that audience, is economic, social and political power…and all it takes to get that snowball started is a simple email asking your friends – and their friends – to read your articles on Tellus.

But what’s in it for them?  Your friends might come to Tellus to read your articles, but why would their friends – people who don’t know you at all – click on the links to your articles?

The answer – as every fundraiser in the world knows – is that it all depends on who is doing the asking. The nature of the cause doesn’t matter. If my friend asks me to listen to a fundraising appeal, I will listen out of courtesy to my friend, and I will feel a greater pressure to give because of the friend who asked me to consider giving to that particular cause.

So, yes, at least some of the friends of your friends will make the effort to read your articles, but that’s only half the battle. The other half of the battle is to convert those casual visitors into Tellus readers, and that depends on the quality and consistency of the product we’re marketing.

That product is US, the articles we write, the comments we make about each other’s articles, the controversies that spring up among us, the information we provide, and the perspectives we share with each other.

So what?  Doesn’t FaceBook do that?  Doesn’t Twitter?

Well, in a word, no.  With the exception of Wikipedia, there are no publicly available social media publishing sites that offer visitors thoroughly vetted, professionally edited, timely, and informative articles on a nonpartisan website that publishes ONLY credible, well-documented information from a variety of viewpoints.

As we all know, FaceBook, with millions upon millions of posts being submitted from minute to minute,  is incapable of curating  the content on FaceBook and Twitter can’t even stop hate groups from promoting hatred on their website. These are examples of environments that are too big to police.

They are also too big to absorb. We cannot read a fraction of the material that appears on FaceBook and that is at least in part because we only have access to a fraction of the material that flows through FaceBook and other social media sites on a daily basis.  If it is impossible for the NSA’s massive Cray computers to sift through all that data quickly enough to identify and interdict threats to public safety, then it is also impossible for us to adsorb even a tiny percentage of the data flows through the internet.

Tellus, on the other hand, is starting off with universe of just 100 content creators, which means these plans go into effect as soon as we have enrolled the 100th contributor.  Until then, we will remain in beta mode, as we are now.

We are aiming to create a publication with a ten to one ratio of contributors to editors in an environment in which we trust each other to mediate the comments on our posts, and maintain good decorum on the website. In other words, our goal for Tellus is to be an example of an online civil society.

Now, if we were to expand our cadre of content creators to 500 people, look at what that does to the math:  With 500 contributors, our PRIMARY network would consist of 250,000 people, and our indirect connections would increase to 125,000,000 readers and writers.  ONE HUNDRED AND TWENTY-FIVE MILLION PEOPLE is equal to the total number of people who voted in the 2016 presidential election, and represents 39 percent of the population of the United  States.

Think that’s impossible?  Facebook has amassed 2.2 billion total users who access their system at least once a month, and earns billions of dollars a month in advertising revenues because they have those 2.2 billion users.

Well, 125 million users – defined as anyone who writes, reads, and comments on the contents of the Tellus website – is nothing to sneeze at either. Advertisers will flock to our site, which will generate the revenues we need to achieve our goals.

Tellus has a very ambitious objective: to sift the internet for the kernels of information that we think everyone should know, and present that data in clear, concise, well-written and well-edited language.  That’s our credo: the news without the noise.

We also have a very specific goal: We want everyone associated to with Tellus to be earning at least the average annual income for a writer in the United States, which is around $38,000 a year.  Some will make more; but that’s our goal for the average contributor. That’s not a lot of money, but it is a great deal more money than anyone else is paying the average contributor. We can say that because most of the sites you visit aren’t paying contributors anything at all.

We’re not doing this because we are altruists. We are doing it because we are realists. The only way that Tellus can accomplish its mission is to pay contributors a percentage of the profits equal to their contributions to the generation of that income.

In order to achieve that goal, the entire net profits after overhead and operating expenses, will be divided among the contributors.  Tellus is a closely held partnership.  We have no debt, no investors, no shareholders, and no physical plant,  so we have the ability to distribute our earnings in any way that we see fit….and we believe that the fittest way to divide the net profits after expenses is by dividing the net profits among the people who create and edit the content we are producing.

When you join Tellus, you are making a commitment to make a difference in the way information is being distributed in this civilization.  We’ve already made that commitment ourselves, and we are inviting you to join us.

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