TikTok is a Cautionary Tail for Marketers

TikTok is a Cautionary Tail for Marketers

Yesterday the U.S. House of Representatives voted to ban TikTok unless its parent company ByteDance sells its ownership interest in the app.

That’s got a lot of entrepreneurs and marketers shyting in their pants.

And for good reason.

There are millions of brands that have built massive followings on TikTok. Many of them rely heavily on the income it provides them.

Folks like Lynda and Paul Tran who own a beauty brand called Love & Pebble.

They have over 140,000 TikTok followers.

According to Paul, “A ban on TikTok would be devastating,” since 95% of their sales come from TikTok.

95%!!! Are you insane!?

Paul and Lynda broke the #1 rule in online marketing…

Never Build a Business On a
Marketing Channel You Don’t Control.

I don’t know how many times this has to happen before entrepreneurs wake up.

I blame laziness. Entrepreneurs and marketers who don’t study history and aren’t aware of just how dangerous building a business around a website or app can be.

Here’s a brief history for those who don’t know.

2008: Google changed the algorithm that affected the way it ranked websites.

Overnight businesses that had been getting 90-100% of their revenue from high search rankings found themselves gone from page one of Google.

Businesses with millions in revenue lost everything.

Facebook was one of the first social sites to allow you to build communities on their platform.

Millions of business owners invested time and money to build groups that they could then market to for free.

Then Facebook changed its algorithm making your posts and comments almost invisible – forcing business owners to buy advertising to promote content inside their own community.

Both Google and Facebook advertising used to be cheap. I can remember a time with you could get 5-cent clicks on Facebook.

But as demand for advertising grew, both Google and Facebook raised their prices. Businesses that were profitable at 5 or 10 cents a click were now unprofitable at 1 dollar.

Here’s my point…

When You Rely On Media You Don’t Control –
You Put Your Business At Risk.

That’s what 5 million business owners who use TikTok are realizing today.

It’s also why I am always harping on you to BUILD AN EMAIL LIST!

Email is one of the few digital marketing channels that you own.

No one can take your list away from you. Social media could go away tomorrow but if you have an email list your business will survive – because you haven’t built your marketing around media you don’t control.

Remember this…

“The money is in the list.”

Say it every day. Make it your mantra. Let it become part of who you are.

If you’re not building and nurturing your email list you are building your business on a house of sand.

It’s only a matter of time before a storm washes it away.


P.S. Tomorrow I’m going to break down the 4 primary media channels and how to use them correctly. So keep an eye on your inbox for that email.

P.S.S. If you get value out of this daily letter would you please share it with a friend or on social media? Here’s the link to send them: https://jasonstapleton.com/em/

Thanks :)

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