Missed an article from this series? Look for it here.
“Tackling the Buffet with a Small Stomach”
I don’t want to drop names here, but at 8:30 Monday morning, I received a text message from an online marketer about a course (s)he’s pushing, which was to close that night, in the hopes that I would join. A few hours later, I got a voicemail (probably automated) from the same person. The course, as far as I can tell, is not only successful, but valuable, and I’m assuming very helpful to anyone who isn’t fully versed in its strategies. It’s also expensive. If I were to sign on with it, I’d commit about $997 (or $1,997, depending on the package) over the course of just a few months, which is a heavy margin to devote my low income to. Having that kind of sales pitch at 8:30 on a Monday morning through my own phone is alarming, even if the course is probably very good.
Why did I get this sales pitch so early in the morning? No idea, but I got the pitch at all because I signed up for this person’s mailing list. I did that because (s)he was offering free information that I wanted so I could better my marketing skills. Or, I don’t know; maybe I just liked the freebie (s)he was giving away. Could’ve been anything.
One of the components of indie publishing, marketing, authorship, readership, etc. is that entrepreneurs and budding entrepreneurs want people to sign up for their books, courses, etc., so those who do sign will go onto their mailing lists. This is no surprise, as the number one thing they all teach those learning to market effectively is to create a mailing list. Lead by example! But to get the information they’re offering, you have to take this step. Generally that means giving out your email at the bare minimum, or your first name and email on average. This is generally accepted practice, and most people don’t mind signing up for free things if the return investment is no more than basic contact. If most people offer escape clauses (read: the unsubscribe list), then there’s little to no risk in signing up for these things.
But, signing up for these free things means getting the sales pitch, whether you want it or not.
Now, having to submit my phone number as well as name, email, and whatever else I’ve forgotten by now (I don’t have a firstborn yet, so I didn’t have to hand him/her over in exchange for “free” advice or a product) is a rare thing, and I’m legitimately surprised that anyone would actually take advantage of having my number. But that’s what I had to offer to get the free thing (I believe it was a paperback sent to my house—oh, my mailing address was something else I had to offer, yay!), so I went with it. Now I get these sales pitches to my email and phone, and I would no longer be surprised if I started getting fliers in the mail for these same products. Was it worth it?
Honestly, if the information I get in return is any good…
And that brings us to the theme of this week’s installment of the Marketing Author 001. When we’re trying to improve our education, especially when we have no prior foundation with the thing we’re trying to improve—in effect learning from scratch—then we seek out those experts who have charted the path before us in an effort to learn what works and what doesn’t so that we don’t have to make the mistakes that they made for us. It’s a bit like a child seeking advice from his parents. Hopefully, the parent has useful advice, and we share the same hope for the experts, or “gurus,” we seek out to answer our questions (in the form of free webinars and ebooks).
When we find these experts, we find free advice attached to their brand messaging, but that free advice comes with a price. In nearly every case I’ve encountered during my year of marketing research, I’ve found that the free advice is merely a taste of the premium advice that comes inside a training package that includes hours of videos that break down concepts, strategies, etc. for maximizing the knowledge housed within the concepts established in the free trainings. For example, Bryan Cohen, a copywriting expert with a stellar track record, has a course called Selling for Authors, which helps writers crack the copywriting code for better sales and marketing of their books, but he doesn’t pitch the course without providing a free webinar that breaks down how to develop the opening hook of the book’s sales page. It’s genius marketing (something I’d expect from a professional copywriter), and it upsets me time and again when I realize I can’t afford the course yet because I usually want to sign up for it. Thanks to his testimonials (something most of these experts have on their course sign-up pages), I’m inclined to believe him when he says his strategies work. I’m sure they do.
But does everyone who offers a course designed to help me, the independent writer and marketing author, have the right stuff to guide me along?
This is where the waters get murky because everyone is offering something for free in an effort to get you to buy something bigger and badder for a heftier price. It’s real easy for any of them to entice a desperate author who just wants to make a friggin’ sale. It’s also real easy to invest hundreds of dollars into a course that provides information that can be found for free if given enough time to research and experiment.
Fortunately, most if not all of the experts admit that the information they provide can be learned for free (through practice, trial and error, etc.). But the tradeoff, they insist, is whether the free money is worth the high cost of time (and the high financial cost of learning through failure) that comes with doing it all yourself. If you do your own thing long enough and calculate the time and energy you’ve spent trying to learn on your own what they offer in their courses, then you might find that they’re speaking truth.
However, the question then comes down to whether or not their advice is consistent for the average author and not just for themselves.
The person I wrote about at the top of this blog had a very successful first attempt at publishing. Most people do not. Does this mean his/her methods were a fluke? Not necessarily, but not unnecessarily, either. I won’t actually know the answer to that question without going through the process myself. But, it seems that many of the people who have gone through the process have found success, so maybe it does work. As I said, it seems like a great course, and I’m generally skeptical when anyone tries to advertise their products to me with such gusto that it makes me wonder if they’re overcompensating for something. I still remember when the distributors of the Super Mario Bros. movie, starring Bob Hoskins and John Leguizamo, began marketing on television six weeks out from release when the average movie at the time (in 1993) was waiting until about two or three weeks within release range to begin the television ads. I suspected the movie was awful because they pushed it too dang hard and started too dang early. I don’t generally trust anyone who oversaturates their product with advertising. But, it doesn’t mean I shouldn’t give them a chance.
The fact is, if you want free information, you’re going to have to sign up for mailing lists, and if you sign up for mailing lists, you’re going to have to start making decisions to research, accept, or deny the products they want to sell you. There will always be a sales pitch when those freebies start pouring in. Just like a hungry man at a buffet table, you’ll have to decide when you’ve had enough information that you can confidently let future sales pitches fade away. Fortunately, you can unsubscribe as soon as you get the info you want. But, I think it’s useful to keep your subscriptions open because sometimes you’ll want to receive the next free thing they give you, and if you’re really ambitious, you might even want to consider buying the product they’re trying to sell, as it may just be the thing that helps you to tip toward the realm of success.
In any case, I’ll talk more about courses in a future installment. For now, practice devouring free information in moderation. Be wary of samey advice coming from multiple sources. At some point the free info will overlap with other free info you’re getting and you’ll stop learning new things at the freebie level, and that’ll be the point when you’re ready to decide what to do the next time an offer rolls around with that sweet marketing butter sauce drizzled over it.
Next week we’ll focus on the marriage between patience and intelligence. Stay tuned.
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