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?