Know-How Exchange : Strategy

Phil's described your problem.

What you need is a simpler document, starting with an overview: what is it you propose, what it'll cost, and why it'll work.

Create a test environment. If you can, talk to the owner of a site that routes a bunch of emails. Create logs showing the actions your software would take (and why) based on your proposal.

Next, you need peer review. Voices of other Internet engineering experts to agree with your proposal and findings.

A cost/benefit proposal. How much will this cost, who will have to foot the bill, and the ways that your system can be defeated (there's always a way - perhaps stage a Black Hat challenge).

To get the politician's ear, you need to get the ear of their constituency. If you can show how much SPAM is costing in lost productivity, electricity, storage, etc. you should be able to convince the US Chamber of Commerce to be interested, etc.

Once all the pieces are in place, then talk to the elected officials. But by that time, they will no doubt have heard about your proposal and will be enthusiastic to support it.

What happens if I own Company A, and my 1,000 employees all sign up for the Company B (my competitor) email newsletter, and we all report it as spam using your service?

Also, this:

"Enforcement is straightforward -- if a server owner allows objectionable email to be sent, the owner is notified of the infraction and if it doesn't stop, the owner is fined and if the violations persist, its IP address gets removed from the approved list."

...really does nothing to stop 100% of spam. "Objectionable" (in whose eyes again?) can still be sent.

I'm sure if I spend more than 5-10 minutes on this, I can come up with a list of reasons why this is not plausible.

And the advice you've been given about getting to the point much faster is spot on and well intended, so I hope you'll take it in the positive spirit intended.

What you need to do is develop the marketing plan for your product. Start with an understanding of who the target audience should be and why your solution is the right one to address their most pressing problem. When you identify that, the marketing battle will be more than half won.

There are many technical solutions to real-world problems, but they often disappear into the ether because the owner (or patent holder) can't figure out whose problem the solution addresses. I've been involved in several projects like this for a Fortune top 25 company. Some of the neatest technology "solutions" have been killed because there is nobody for whom the solution is worth a serious investment.

I'd be happy to discuss with you. The key point in responses above is clearly right -- you need to distill the "story" into a short-and-sweet summary of the benefit for a very specific target audience. Writing to a bunch of politicians about this was probably a waste of time; this isn't the most important issue for them (or for the government overall).

Dear Bob,

You sales letter, although well-intentioned, is too long and too technical. SMTP and Vint cerf? Huh? Bob, no one cares. Truly.

YOU might care but to the average schmoe, it means nothing
and if you keep it as part of your message it will kill your sales.

Your overall message needs to get across just three points:

1. This is the problem.
2. This is how you can fix it
3. This is what you want your reader to do next.

That's it. Done.

More than this and you'll strangle interest. I guarantee it.

As part of #2 above you need examples, yes, but more importantly, you need solid proof and you need these in the shape of testimonials: social proof from John Doe that he bought your solution and that, good lord! It worked!

Your letter will pull more in terms of response with a kick ass headline, and with a stronger opening statement. The opening of ANY sales message is VITAL. Get it right and people keep reading. Screw it up and you're basically SOL.

I'm sure you're a nice guy, but all the blurb about you, who you are, how old you are and so on—it's irrelevant. Just as no one cares about ME, no one cares about you and the fact that you were a System Architect - Chief Technology Officer is really NOT on anyone's radar when they're shopping for something for themselves.

All your reader wants to know is what's in the relationship for them.

If you go to Sears to buy a new fridge and you get the salesman's life story and qualifications, I think you'd be glancing around for the exit. I know I would.

You also need more bullet points, a rock solid and MEMORABLE guarantee (As an example: "My system will stop your spam or I'll eat my boots sitting naked in a vatfull of rattlesnakes on Christmas day!" is WAY more memorable than "Money back guarantee").

You need more subheads for skim readers (which must ALL connect), and you need to shorten your line length.

You also need to consider adding a signature, and a couple of post scripts in which you restate the problem, repeat your offer and what you want people to do next, and restate your super memorable guarantee.

And everything you DO wind up saying in your sales letter? Say it in a video as well. The person who WON'T invest five minutes in reading a sales letter WILL invest five minutes in watching a video.

Just keep your message relevant, concise, and benefit-rich. Every step of the way your message MUST be about your reader and what YOU and your killer application can do for them.

Marketing-wise I'd urge you to start a blog, post to as many online forums as possible, and to use social media platforms such as Twitter, Facebook, LinkedIn (which IS the place for your résumé and all your qualifications), and YouTube.

Online video isn't difficult. A Flip Ultra HD camera will set you back lass than $200 and its quality is AMPLE for your needs.

I hope this helps.

Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Bob

The way I understand your website, you're not selling a product or service.

You're advocating for a new US Government department of e-mail address registration.

Why?

Why should the government be involved? What's in it for them?

How will it work across international boundaries. Will I, as an Australia resident, be obliged to register with the US Government?

Or will the Australian government, and all other governments, be obliged to set up something to mirror what the US government does?

If so, I think that would be a fatal flaw (as would be relying upon Government for ANYTHING) - I sincerely doubt the ability of various administrations around the globe to coordinate on anything.

I heard another spam-proofing idea - based on a 0 .01 cent charge for every e-mail, charged by the ISP to the account holder. Spammers have to send millions of e-mails to make even one sale, so that would render their operations unviable overnight. At least, that's the theory.

Whatever happened to Sender Policy Framework?

You end your letter to members of Congress with the comment 'I am constantly looking for a flaw in my system'.

Are you really? I'm able to help you with this one:

Your solution seems to be US-centric, xenophobic and based on a set of biases and prejudices that have nothing to do with actual e-mail content.

Meanwhile, I'm sticking to MailGuard for all my anti-spam, anti-virus and internet security needs. It works, it costs me very little, and doesn't require a billion-dollar government initiative, nor any change in ISP or SMTP protocols, procedures or behaviour.

ChrisB