Believe it or not, there’s a lot of overlap between social dynamics and internet marketing, and most of it exists within the early introductory phase.  Within the context of social dynamics, I’m talking about the first time a man introduces himself to a potential mate.  And within the context of internet marketing, I’m talking about the first few seconds after a new visitor arrives at your website.  In both cases, it’s important to make your intentions known right from the start.

The problem is that the mind instinctively tries to categorize new information in order to facilitate understanding.  As a result, people quickly categorize things they come across in their daily lives.  In social dynamics, it’s important to be kind and respectful at the beginning but the potential mate may categorize you as a friend if you don’t communicate your true intentions at the beginning.  In internet marketing, you have to provide value and earn the visitor’s trust but you must communicate your revenue model before the visitor pegs you as a free resource.

For some readers, this may sound overly simplistic or even sexist.  But the fact is that people like to understand the reality they’re a part of.  In social settings, people are more comfortable when they understand what the other person wants.  It’s either friends or romance.  And if you start in one category, it’s difficult to switch over later on.  In business, people are more comfortable when they understand how you intend to make money.  Whether they decide to buy or not, the proactive honesty enhances the trust factor.

In social dynamics, they refer to this as owning the frame.  When you introduce yourself to someone for the first time, you own the frame.  You have complete control over the reality they experience.  You can present a small timid reality or you can present a strong confident one.  You own the frame and the person you’re meeting can only evaluate the reality you present.

Now, it’s very important you follow through on the frame you open with.  A lot of people are great at presenting impressive frames to the people they meet but then they fall short afterwards and the resulting inconsistency makes them look disingenuous.  Owning the frame has a lot to do with understanding your own strengths and weaknesses, and then confidently presenting your strengths at the outset.  Doing so ensures consistency with your true personality while setting the stage for a positive escalation.

In internet marketing, a lot of websites get stuck in the rapport phase.  Responding to today’s value-first marketing moniker, they get stuck providing endless quantities of value, trying to build trust, but never get to the revenue generation part.  Owning the frame within the context of internet marketing means you absolutely must present your revenue model with confidence on your homepage and you’re better off presenting an overwhelming online identity to your new visitors.

The objective is to present your visitors with a parallel world; a universe they never knew existed.  It should demonstrate so much content and so many implications that the visitor feels like they stumbled onto a goldmine, so much so that they wouldn’t question your preeminence within the field.  At the same time, your revenue model should be front and center, allowing first-time visitors to quickly understand your financial lifeblood.

Owning the frame is a concept that can benefit your personal life and your business life.  It’s a way of thinking.  It’s a philosophy.  It’s an instinct to display your true nature with confidence, knowing romance and profit are not dirty words.  It’s about being honest with the universe and trusting that most people are looking for the same things you are.  Owning the frame just gets you to the finish line a lot faster, that’s all.

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