July 21


Shake that Money-Maker! I Think Not.

By Sara Canaday

July 21, 2010

marketing, monetize, product launch, prouductize, sales

Since when did being labeled an “expert” stop meaning someone who is licensed, specially trained, experienced, and research-oriented and become someone who simply knows how to maneuver internet marketing, game the crowd, and make big bucks selling $49.99 on-line packages?

Don’t get me wrong, I’m not bemoaning the fact that marketing on the web, has offered enterprising solutions for both corporations and sole proprietors.And, I’m fully aware that using the web as a medium to get my message out there is a sound way to expand my reach. However, I’m really resistant to the idea of building a massive contact database and then exploiting the heck out of it by developing campaigns designed to hammer these folks with pages and pages of sales text, one-of-a-kind offers, and act now bonuses.

This concept of product launches with preliminary and on-going campaigns, while not new, is what folks like me are being told is the way to go. “Build ‘em up, make ’em think they have only one day to buy the product, and then WHAM! you will get orders the day you launch!”

<p”>Words like “scarcity”, “limited time” and “double bonus” are what you will find in the literature that details the process of an on-line product launch. Build in perception of insider information, create the “appearance” of popularity, make it addictive by feeding the audiences a “high” every time they receive small bits during your campaign, so that they can’t resist the final offer.

No thank you.

I may not realize the same trajectory by using a much more subtle, deliberate, and targeted approach, but I’m not willing to compromise my values or my brand.The good news is that there are a number of smart ways to expand my message. And my decision regarding which route to pursue will be just as thoughtful as my message, and more importantly, the clients I serve.

Thank you very much.

What do you think? Are experts, speakers, or other leaders being asked to compromise in order to “package” themselves? Have you had to face decisions about where that line lies for yourself?

Sara Canaday

About the author

Sara began her journey working full-time while she earned an MBA. As she climbed the ladder of corporate America, she repeatedly observed a surprising phenomenon: the most successful people weren’t necessarily the ones with the highest IQ or best job skills. She recognized instead that career advancement was much more closely linked with how people applied their knowledge and talents — their capacity to collaborate, communicate, and influence others.

Today, Sara is happily fulfilling that commitment as a keynote speaker, author, and executive coach. These venues have given her the opportunity to mentor and support thousands of people in diverse situations, inspiring many of them to move from insight to action with dramatic career results.

  • Sara,
    I’m in full agreement. I’ve always grinned at the irony that self-claimed experts slide by the fact that their true expertise is huckstering. It’s not online marketing in the truest, fullest sense.
    Their expertise is targeting and making money from those who want to make money.

  • Sara-
    Great post. There are two types of people playing the way you describe… those who are really providing products and services that make a difference in the lives of those who buy….. and those who are just sucking cash out of people for the sake of making themselves rich. The problem is you cannot always tell the difference, because some are like snakes.
    Buyer beware.

  • Also- I agree with Tim- those making the most money online are the ones teaching others how to make money online. It’s like how the people in the gold rush that made the most money are the ones who outfitted them and sold the gear. I do think that there are some really decent and smart people out there providing high value, but there are also lots who are just repurposing/repackaging their same content over and over and skating right on the edge of ethics & Google rules.

  • I do niche marketing online in fields other than internet marketing and what I know for sure is that “make money online” products sell. I’d say after being involved in marketing online for 10 years that the “make money online” niche generates more income with less work than any other niche. Fact is you can make a lot of money selling to the money seekers and still provide real value by selling quality information that helps them. The two are not mutually exclusive. And you can do it without, scarcity and other tactics based on FEAR. People generally work too hard to generate income online when it’s actually simple. Nice blog and thoughtful post.

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