Infomercials Masquerading as CONTENT in the Information Marketing Space
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One of the ways that many folks who sell info products are trying to get you to buy their products and services is through webinars and teleseminars. Many of these events are promoted as INFORMATION sessions. MOST of them are in fact simple SALES sessions.
I have no problem with people trying to sell anything. What I DO have a problem with is folks being disingenuous about the process. IF you’re going to do a webinar or other event and call it a LEARNING or CONTENT session, then make sure and deliver at least a FAIR amount of content.
If you don’t, you may make some sales in the short term, but people will catch on. They will quickly learn that when you invite them to come to a CONTENT event, you are really just trying to SELL them something. People are actually pretty smart.
No question that every info marketer, including myself is trying to sell you something. The question is what is the BEST way to do that and NOT piss off customers and potential clients so they never come back to you?
Here is how I see it.
IF you’re trying to sell someone a product or service, go ahead and hold a webinar (or teleseminar, or live event) in which you deliver good, serious content. Make it so that people COULD, if they chose to, take your information and actually do something with it on their own.
People who attend your events will then fall into three categories.
People who come to events and NEVER intend to do or buy anything. There are always a certain number of folks who would rather spend 90 minutes on your webinar than play Canasta or Gin Rummy. They have a lot of time on their hands and figure you can help them kill some of that time.
The second group is those folks who will come to your event and take copious notes. They will then go off into cyberspace and do their darndest to actually try and implement what you were teaching them. Some will actually SUCCEED. Bravo.
In that same second group, there will also be a certain percentage of people who will TRY and won’t be successful for whatever reason. At least they made some effort to give what you were talking about an honest try.
The final group are those who after listening to what you have to say decide they want the BENEFITS of what you’re describing but don’t want to do ANY of the work themselves. Those folks then call or email you and ask you to do it FOR THEM.
If your goal at an event is to sell people, and most of them are, the question becomes what is the BEST way to do that.
When you do an infomercial (an event of any sort that APPEARS to be CONTENT, but is really nothing but a fluffy, disguised sales pitch), I have NO DOUBT that you will make some sales. BUT, the number of sales you will make, over time, will dramatically DECREASE.
My God, take a look at product launches! They are getting increasingly more HYPEY because their numbers (on average) are going down.
Why? Because people aren’t STUPID! They come to one or two of your webinars or teleseminars and they assess what your “modus operandi” is. When they figure out that all you are doing is holding informercials, they will stop attending, and unsubscribe. Now you’ve lost them for good.
So the issue is not whether or not you should be attempting to sell people on your list. The answer is a RESOUNDING YES. The question is how to do that MOST effectively.
I would submit to you that you will make MORE sales LONG TERM if you actually deliver content at your events. The question is of course, how much content?
Most of the folks that sell info products are nervous that if they give away REAL information, that people WON’T buy. I think they are dead wrong. I just think that doing things that way will lengthen your sales process. But, it will KEEP people ENGAGED. They will stay with you.
So, when you have an event, ask yourself honestly: Is this event 80%+ content? If so, you’re on the right track. People will NOT begrudge you selling 20% of the time. They WILL take umbrage at your selling more than that amount.
The fear that most marketers have is that by giving people the HOW of the process, they won’t buy from you. I don’t agree. I just think it may take a little longer.