If you are working on growing your business, you probably are constantly looking for that new technique in marketing, or trying to learn how to spend less time marketing. Or you’re trying to figure out marketing IS!
But, no matter what stage you’re in, my guess is you’ve attended a few teleseminars on at least one topic that promises to take your business to the next level. There are some great role models and knowledgeable professionals out there who truly help people who wish to grow their business, who work out of integrity and honesty. But for every one of them, there must be HUNDREDS who are just after the wholly dollar. And those ‘others’ DO make a reputation for themselves. The funny thing is although they make a reputation, and create a frenzied following, these followers don’t last very long.
I wish to expose strategies of those who are living outside of integrity, today:
1. There’s a trend I’ve noticed that seems to have taken hold, lately: It’s the hard-core seminar that will give you the ‘secrets’ to… whatever… that starts with the speaker’s own story.
Ok, I like a good personal story as much as the next person. However, when the stories ALL sound the same, you know something’s up!
And that’s where making a difference with integrity comes in. Is it right to make up a personal story in order to sell your program or to generate business? Because, I have to admit that, after seminar after seminar, when everyone relays the same personal story, I can’t help but believe the story has been contrived…
I haven’t been almost homeless and found ‘the’ answer by accident and today live in a mansion. I haven’t had to depend on others to feed me, just on the door of despair, only to find ‘the’ solution to all my failures and today have homes in all contents. And, personally, if I hear these stories from one more person, I may just scream on the call!
2. My other pet peeve is trying to sell a process to EVERYONE. You know: “I did it this way, and it will work for YOU, too!” The first red flag that pops up for me is that this person has no CLUE what’s best for anyone else, and it’s obvious just by that statement that they certainly don’t know business! Not EVERYONE is going to succeed the way *I* did, and as a business professional, I would never presume that my way is the BEST way. As a result of my business education, I have learned how to help clients determine their OWN best way, and we use my expertise to help them make that way the path to success for them.
3. The final complaint I have is with these programs that cost thousands and thousands of dollars, but are targeting the person who really can’t afford to be spending that much money. I totally agree with the strategy of creating a sense of urgency and limitation in marketing. And I understand the concept of perceived value; the higher the monetary value, the higher the perceived value. It’s a very effective technique. And for some audiences, who are more advanced, the more expensive programs are just what they need. But they are for the people who can afford such programs! These are not for people who are building a business on a shoestring budget. This is irresponsible for the person selling the program and it’s REALLY irresponsible for the buyer. How is this teaching good business to emerging entrepreneurs?
I struggled with this question when creating my Just Jump into Business membership program. I looked at all types of programs and concluded that the PURPOSE of my program was to be able to help more people achieve their dream of business ownership and success. How can I do that if they go broke paying for my program?
As a consumer, I enthusiastically encourage you to search what’s out there to help you grow your business. But search for resources with a critical eye. What background and education do these ‘marketing guru’s’ have? Who do you know has used the program or service? Check all testimonials if you are seriously considering the program. The more expensive the program, the more thoroughly you should investigate. Anyone online today can say on their website or on a phone call that they are rolling in dough. But “What’s behind that curtain”, really? Can you even afford this program, or will it be BEYOND a financial stretch for you? Finally, if you ask them to help you determine if you can afford their program, will they concern themselves with what’s best for YOU, or what’s best for THEM?
Margie
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Hi,
Successful marketing is one that helps an entrepreneur to grow their business. Use marketing strategies according to your business types; otherwise it will also ruin your business.
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