So there’s this phrase that fancy copywriters are using a lot. The phrase is “money getting,” as in “my product is . . . quite simply . . . a money getting system” or “you should buy my money getting blueprint.” Or whatever.
This phrase (“money getting”) appeals to buyers because it implies passivity. After all, who wants to buy a money earning system when they can buy a money getting system?
All of this brings me to “monetization.”
Let’s talk about monetization for a second.
Monetization is the process of taking something that’s not making money – and that (usually) wasn’t created with the intention of earning money (or getting it) – and then trying to squeeze money out of it.
Think about it for a second . . . if something is making money, you don’t monetize it. You might want to increase profits. You might want to up your margins, or improve your conversion rates. But you don’t monetize it.
It’s kind of like freezing an ice cube. It’s pointless.
Sam Walton never thought “how can I monetize my store?” (because that evil organization started out intending to make money).
Restaurants don’t say to themselves, “how can I monetize food?”
You don’t monetize a business . . . because it’s already a business.
So what we end up monetizing are things that were never intended to create money in the first place. And the result is kind of awkward. And unnatural. And amateur.
And like a diesel engine jerry-rigged to run on gasoline, it never quite works right.
It’s backwards. And it leads to a lot of mediocrity.
It leads to a lot of amateur eBooks, wasted time, and low ROI.
Amateurs monetize. Professionals build businesses.
Amateurs occasionally write mediocre eBooks that anyone else could have written, to squeeze a little money out of their website.
Professionals get up every day; look at themselves in the mirror; rededicate themselves to their mission all over again; execute like madmen; and produce excellence week after week after week. (Actually they produce excellence week after week regardless, because that’s the difference between an amateur and a professional).
I’m not saying this to talk down to you. I’m not saying this because I think you’re amateur. And I certainly have no high horse to ride. Because I’ve tried to monetize several times in my life.
What I am trying to tell you is that you’re better than monetization . . .
. . . and that thing you care about A LOT, it deserves better than monetization. It deserves to be a business run by a passionate person.
Or it deserves to be left the hell alone.
Pure. Unadulterated. And unmonetized.
That thing you care about. It doesn’t deserve monetization. It deserves better than that.