I hate all the cheesy, worthless, sales pitches I’m seeing proliferated across the internet as “free training.”
More often than not, they piss me off, and for a couple of reasons.
- Nothing is free. I may not have had to pay money to watch your webinar, but it cost me my time and opportunity. And as we all learned in high school economics, opportunity cost is a real cost.
- “Training” involves imparting a skill. Most of the “FREE AMAZING TRAINING” videos I see don’t actually teach you how to do anything. At best they teach you what may need to be done, but when it comes to how, the answer is always, “buy my stuff.”
- Driftnets were outlawed for a reason. You may be trying to catch your “big tuna.” Perhaps a $1000 plus sale. However, driving massive amounts of unqualified traffic into your blog, or video, or webinar, with big promises, then putting them through a sales pitch for something they can’t afford (in good faith and integrity, anyway) is not sustainable. You may just “toss them back,” but you just leave bigger questions, cause more stress, and burn a lot of potential relationships.
Now, I’m not saying we shouldn’t be using content marketing. Quite the opposite. Just understand what you’re trying to do, and for who. Here are some suggestions.
- Stop fishing. Start farming. Farming is a longer term play, but it can be far more sustainable and scalable. This means that you put out content thatactually helps people solves their problems. It’s not a sales pitch. It’s real value.
- Add value, add value, add value… and then recieve…Read More.