MARKETING: Free Lunch and The Bigger Picture

Right on Sean... if you truly believe in what you're doing there's nothing wrong with making an offer at the end. That's that!

Hey Sean, your initial action and follow up reaction were completely in line. All of us adopt this approach, after all, that is how we are able to offer free services (webinars) that we can. Also, I don't know what your position is on this (and not passing a judgement on anything, since I don't know you from Jack...), but consider giving to charity (or saying that some part of proceeds from the day's purchases would go to charity). It would ease people's mind that you are not an out and out capitalist with an intention to sell and make a quick buck. Though in reality, we all are!

Great post! I don't understand how people think everything is free and nobody wants to make money. I remember when I first started affiliate marketing, I refused to sign up with any sites to learn anything. I figured all the info I needed was on the 'net' ... I just had to dig for it... In hindsight, I would gladly have paid a few hundred dollars for someone that had been though all the trial and error to shoot me straight. There's value in experience and when you give out great advice and information for free, I think there's no problem trying to promote a product or service at the end of the day...

Your answer was very tactful and waayy nicer than others would have been. There's nothing wrong with listening to a sales pitch anyway. All you gotta do is say "no" if you're not interested. There's always going to be that one person that tries to bring the esteem level down some, huh? Keep smiling and enjoy your success!

Sean, Sincerely, your response is best in this case. Though some marketers have abuse use of webinar. Lateef

Sean, Love what you are doing to help all of us with social media. You mentioned that I can use Hummingbird to add several thousand people to my twitter account in 2 minutes. I heard from another online marketer AND read an article where the rules say not to use a 3rd party to gain followers (software like Hummingbird?)... Can you comment on this? I am going to start adding followers but do not want to jeopardize my account. Thanks for your advice.

Congrats on your webinar! It sounds like all the hard work really paid off and was greatly appreciated. Keep me updated on future webinars! Your New Twitter Friend, Nelbeebuzz

I was one of the many who took that WONDERFUL webinar and got a lot of it BTW! Yes you had a sales pitch at the end and SO WHAT- that is how you make you money. I knew I wouldn't be able to afford the product (wishing I could ) but I wasn't offended. Oh well can't make everyone happy! Thanks again for such an awesome webinar!

Hi Sean, Can you give this webinar video? I would love to watch it...

Sean, I absolutely think you responded well! Very professional, but with posture, and a touch 'o' humor. :) There's always gotta be someone. One could put the shoe on the other foot, or a ball in the other court, and say "Why would you attend a Webinar and expect NOT to be "sold" or promoted something?!" Duh! Anyway, kudos to a good response! I attended your webinar tonight and thought it was great; super content-rich, helpful, and fun! ;)

Sean, I think you handled it quite well. I wonder if the person who said that would be willing to give his content away for free without asking people to hire him? Some folks simply want it all without having to pay for it. He should realize that you're still giving away great content, but that you can't give it all away. You're not running a charity. Keep doing what you're doing and take his comments with a grain of salt. He sounds like he wants something for nothing. If he's in business for himself, I truly wonder if he does that for his customers/clients? If so, he won't be in business for long. Hope all is well in Malarkeyland! Warmly, Lis

Sean, I commonly feel the same way on webinars as the consumer who sent you the comment and find myself having to walk a fine line between asking too soon for the business or giving away too much. The presentations and marketing materials provided by you and Lewis HOwes are great. Keep them coming! I can deal with the plug at the end due to it is part of doing business. In regards to the consumer comments, you can't make everyone happy! Weigh the comment appropriately. If you have lots of comments like this, then maybe you should re-think your business model. Since you probably don't, give it the amount of time it deserves....2 second response. Avoid being defensive. Less is more. Leave the consumer happy that you noted his response and will consider it in future presentations. Enough said! Also, check out www.socialmediaexaminer.com for examples of covertly marketing to consumer. Check out book called "The Go-Giver" as well! Cheers! Paul June Barrel O'Monkeyz PS

HI Shawn, As requested, here are my thoughts regarding the participant's comments and your reply. As an author who sells programs based on his content, I completely understand and agree with most of your comments regarding the need to "keep the lights on." You're in business and have great products and services to sell. Offering a webinar jam-packed with content is a wonderful way to serve many people and, at the same time, introduce them to what you have to offer. I also understand the participant's complaint. I'm sure it felt like he was aiming his complaint directly to you but I don't see it that way. Rather, it seems like he's lamenting the industry as a whole. Let's say he's following lots of educators and attends many teleseminars. It's safe to say that he's constantly bombarded by pitches for webinars and teleseminars that are offering content and selling products and programs. If he attends even a few of these events then the aggregate result may be an overwhelming feeling that everything offered is a pitch. And, your argument that... "If you watch TV – you see commercials every ten minutes. If you watch a football game it’s more like every 5 minutes....If you go to college — there is tuition. If you watch a webinar that is providing content, most of the time the presenter will offer up something for sale. That is the nature of the game." ...is exactly his complaint. He's complaining about the nature of the game. And, it seems like, in his own way he's asking you to change the game. And, I bet, with your status as an influencer, you can. Consider an "always-have-something-to-invite-people-to offer." When I started my business, this is back in early 2000, I offered a complimentary teleseminar that I called the “Think Big Revolution.” I offered it on a weekly basis, and it was designed to help people think bigger about who they are and what they offer the world. Sometimes I would discuss a topic that was specifically related to getting more clients, and other times I discussed different principles and strategies that would help the callers be more successful in business and in life. But I never sold anything. Ever. I did it every week at the same time for 6 years. When others were only doing teleseminars to pitch products and programs I was doing something different, something that ran contrary to the nature of the game. It allowed me to provide something of value with no expectation of anything in return so that when I did offer a promotional teleseminar for a coaching program people know the difference and were more open to the promotional teleseminar. Oh, also, I would always make a point of differentiating - so that when it was a promotional call I clearly identified it as such in the email I sent out (there was no Twitter then :), the website I put up, and again at the beginning of the call. In closing, I should state the obvious and say that I'm not perfect and don't have all the answers. I've received many bad reviews over the years and complaints from people similar to the one you received. And, of course, as Bill Cosby once said, "I don't know the key to success, but the key to failure is trying to please everybody." But I do know that our industry is suspect. And, the general default is to assume that all we are doing is selling. Finding ways to honestly counteract that perception may go a long way to actually changing the game. With the utmost respect, Michael Port Author of Book Yourself Solid (and others :)

Sean Cannot believe I missed the webinar, how did it slip past me? I think over here in the UK we are just catching up with the whole webinar thing, having great difficulty just getting them started but that is another story. I think I am most bewildered to understand why anyone would think that you would put in all the great content you and Lewis always do, just for the love of us out here in learning land! I think it is fairly obvious that you need to pay your bills and in my experience you are one of the teams who actually do offer great content AND the opportunity to buy more from you. Too many webinars are just sales pitch from start to finish. Long may you keep on doing your thing to the benefit of all - our learning and your bank balance hopefully. Angela

Sean I have learnt so much from both yourself and Lewis and am so grateful for the information that you have so freely shared, with such infectious passion. I am an Educational Developer in Higher Education, with a research interest in the use of social media to enhance student engagement. Whilst I have gone on to buy your books and can see the tremendous value the 500 Million Strong could offer, this product is not for me at this moment in time. However the point is, I will always remember your help and who knows in the future I may have a direct need to explore more or indeed recommend it to friends who are in business. Please don't change the way you work as it is people like yourself and Lewis that directly or indirectly provide inspiration for others. Sue

Sean, I think your response was extraordinary. I consider myself to be an above average communicator and I must say, I couldn't have put it any better than you did. There are some people who no matter how much value you may provide, they still don't think it's enough. They come from a place of deep-rooted entitlement and will always feel short changed in some way. Personally, I probably wouldn't have acknowledged that comment. You're not obligated to answer all comments, good or bad, and the mere fact that you did and that you were totally great about responding to his negative comment makes you a champion for taking the high road. Bottom line is everything in your training is available to him for FREE on the internet, on Twitter, on Linkedin but it would take him a year or two to pool the information to use it. You and Lewis collapsed all your knowledge and experience and hours of learning into a convenient training program and that, in my opinion, is what we pay for is convenience. An organized compilation of easily accessed, easily understood, and easily implemented information. I want to thank you and Lewis for your free training and your paid training. To say it again, your response was completely appropriate and in good spirit. Wishing you and Lewis much success with all your endeavors business or personal and with Tony Robbins ;o) if you're still working on that relationship Sean! Charlie The whole idea behind social media is list building. What's the purpose of list building? To host one FREE webinar after the next and never offer a premium product at the end of that webinar. I don't think so!

Sean, I think that you handled it very well, and got your point across. It's a shame that some people like guy will just never be happy. Keep on truckin' Justin http://www.InternProfits.com

I think you handled it well but could easily avoid this happening again by disclosing upfront that you are an affiliate or whatever. Then you can dismiss it I think your stats are pretty good as 1 negative response from over 1,000 is very minimal compared to the amount of negative and cynical comments being posted on the net these days.

Sean: I think your reply is excellent. When you leave your "commercial" to the end that gives anyone the choice of exiting the webinar before they have to listen to it or simply choose not to purchase. And when the information shared is profitable, how can listening to a short pitch for a product or course be such a hardship? You could have charged for the webinar!:-) But you didn't, and by giving your time and energy in sharing, you will in turn receive back, whether in orders from the webinar or in some other way in life. You can't lose, but the fellow who complained will probably not prosper with his attitude. He chose not to purchase your offer, but there were obviously many who felt it was worth having and would be missing something valuable if it wasn't offered. Keep up the good work.

Gee Sean, why not give it all away. I mean, after all, your kids can go barefoot and they really don't need to eat all that healthy food... Kidding of course, some people just don't get it. Your job is to give us as much as you can and our job it to absorb as much as we can and then buy more if it suits us. I don't remember being forced to buy your excellent products... I missed your most recent webinar but having been on several others I can say that the information you gave away was worth more than a lot of products I've paid for. My advice to you is to get a little bit thicker skin and listen to all the people you make happy and forget the occasional grumpy ones. Who knows what was up with the complainer, he probably spent the night in the dog house or something, more than likely, it wasn't you at all. So keep the good stuff coming, I appreciate it and judging by the other comments I'm not alone. Thanks, Phil

Your response was more than gracious...I go on a lot of webinars mainly because that's my way of keeping up w/things. I have no one to teach me these things and I'm not in the market generally to buy. I expect a pitch at the end of a webinar and if it's something that I feel would benefit me I make a note of it, my budget is limited and I only get to "shop" once a month. Sean, you & Lewis BY FAR give the best content in a given time frame and your passion's exudes which I believe is infectious...lol ☺ I'm going to have to ditto w/Gayle Murphy, I believe she said it best. I'm putting together a project now (slow in the making but getting there) and I've had reservations on a few things - you both have managed to change my mind and when this thing takes off, I'm sure I'll have you both in my credits! I'm unsubscribing to a lot of my newsletters so I can get better focused, but u guys are definitely staying on. Keep on what your doing, it's appreciated immensely! ♥

Sean, I listened to many of your webinars and I always learned a lot. I am thankful to you and your team for bringing us so much information and in a friendly cozy manner; a fun way to learn and interact. I have signed up to some of the courses your offered because I am interested and all the bonuses you offer during the course are so tremendously valuable; Thank you! I wish you the success you and your team deserve. Nathalie

Sean, Excellent response. The thing with giving away great free content is there is a tendency not to value it. You and Lewis always provide useful information that can benefit us if we choose to act on the information. It is always about choice. I can express gratitude for the free knowledge you provide, or I can bemoan the fact that you pitched another product. I have learned to embrace Wayne Dyer's philosophy of "letting go of the good opinion of others". As Dyer states, when he gives a presentation to 500 people, there are 500 different opinions of how they felt about it. Be confident in the fact that you are providing excellent value. I appreciate all the knowledge you provide, and I understand that there is sometimes a price to pay for that knowledge. While I understand where that emailer was coming from(I was there myself not too recently), I choose to express my gratitude for all the goodness in my life. Guess what, more keeps coming each time. Thank you Sean for all that you do! Aloha, Steven

Sean, I've attended two of the webinars you and Lewis have put on, and you're pro's. There was nothing inappropriate about what you did. You delivered a LOT of valuable tips that we can put into action immediately (still using the Hi tip and love it). You earned the right to promote your product, and since quite a few bought, obviously you were filling a need. With any constructive feedback, you simply need to evaluate if there's validity in the comment. If so, examine what needs to be changed and then do it. But in this case, I say, Keep on doing what you're doing. And clearly, the 99.9% of people who gave positive feedback agree with my assessment. Your message is important and valuable. Meredith

As someone who trains on doing webinars I have to say that: Your webinar was one of the best I have seen on the giving great content and then making a pitch. There are a number of reasons for doing a webinar and there are lots of webinars going on in the world today where webinars are used for marketing purposes and list generation, rather than for making a pitch. However the model of giving great content and then making a sales pitch is one that works for various reasons. I suspect that your correspondent complaining about it is one who works in the online information marketing business, where there has been a glut of poor-ish webinars with some content and then a pitch. I know that one of your tips on your last webinar was one that I personally found more than worth the time invested in attending your webinar and indeed if I had more time available I would almost certainly have invested in your product. Incidentally would you be amenable to doing an interview on Webinars for our training program?

Good response I couldn't have said it better myself, keep up the good work thanks

Oh please! Anyone that's ever listened to more than one teleseminar or webinar a week knows that you guys ARE THE KINGS OF FREE! I get more out of your events, then 10 others combined. (I know this is an assumption) But, we're all adults here and we should value anything that comes our way that we can use, that we don't have to pay through the nose to get. And, you guys are so giving with your time and content. Ask this guy how many other online classes he went to that week and sent the same email to. He's a sponge. I just had a conversation with a studio this morning that actually said to me, "Oh, you change? Oh, I'm so sorry, I didn't realize you charge for your services. I have no budget for that." And, this is someone I genuinely like and care about, so I'm clear that it's not about me. It's about me educating my consumer about the high value of my media expertise and the services I offer. Shake it off Tiger and get back on the field! Warm regards, Gayl Murphy

Funny How all the comments are positive... Are you not filtering comments? Please, Sean, quit user superlatives, and superlatives only when you write: you wrote "positive" & pouring like 10 times. And prove what you write. Thank you.

I'm still waiting for sales pitch at the end of your blog post! ;-) It's a wierd Catch 22: The people who want everything for FREE are also the ones (ironically) not seeing success in I.M. (probably because they don't value you their OWN time & knowledge & put a price tag on it). It then becomes a vicious cycle: they are broke so they want YOUR stuff for free. Pitch away my friend, -James Wedmore

Your such a class act Sean, it really shows that you care about people. Keep in mind that this is one comment out of 900 people that attended, so you should first be proud of that. Secondly your response was professional and you even extended him the opportunity to be a part of the monthly inner circle program, what more can you ask for? Bill Cosby (not Crosby) once quoted "I don't know the key to success, but the key to failure is trying to please everybody." This holds true in your situation and really should help you sleep better at night. :) John Komatsoulis

I think you handled it really well. I think we've all grown so used to commercials and ads that we don't really think of them as sales pitches anymore. I was on that webinar, took a lot of notes and when it was time for you to give the sales pitch, quietly left. I thank you for all the great information you give for free and wish you tons of luck with your sales. The people who expect us to do what we do without making a dime from it are people who have never tried and have no idea how hard it can be.

Hi Sean, You responded quite tactfully to the comment about webinars & sales pitches. It's naiive on the part of the commenting person to expect you and Lewis to host a webinar where you just give away all the info without any attempt to engage people afterward. (Frankly, I think he was just messing with you). I have attended two of your webinars and this most recent one was excellent. I was not annoyed in the least with the 'pitch' that came toward the end--I actually looked forward to it and hope to become a customer in the near future--my only regret was that I missed the deadline to watch it a second time, without my day's distractions. As I delve more deeply into social media practices, I want to know where the experts are and who is available to help me (yes, for a fee--we all have to eat!). As a PR person, I am constantly bombarded with "free" requests and "grow with us" fallacies, so I understand how a remark can sometimes hit a sensitive nerve. Keep up the great work!

The problem is Sean people don't understand that I give you some free and the rest You need to buy.LOL Great come back and this person will get out of it what he puts in.

Funny thing, I gave a webinar without a sales pitch and other than feeling good about helping some people, I benefited nothing. Not something I want to do again. Why would anyone go to all the work to put together and present one of these things without having a sales pitch!?! (To be honest, I would have had a sales pitch if my sales page had been ready, but I put all the time into the webinar and not into getting the page ready. Have something to sell first!)

Hi Sean, Great post! I agree with what you said, but there is another way you could look at this. I'm a learner, so I tend to approach most situations thinking "What can be learned here?" A comment like that would have made me curious and I would have likely responded by asking "Why do you think that? What has your experience been? How do you see it being done differently?" If it's 1 comment out of 1000, it's not likely going to hurt your business if you disregard it, but choosing to interpret it as an opportunity instead of a "negative" could lead you to ask interesting questions. I heard Joel Comm speak this weekend and he said something that really stuck with me. He said everyone talks about the importance of thinking "outside the box." "Forget the box. There is no box," [...if you want to think creatively]. So, ..what if...? What if there were no time-tested, approved methods? What if you could do as the prospect suggested? How might you do that and still make sales, ...what could that look like? The question might lead nowhere or might lead to a seismic shift in the way you do business. But choosing to ask the question will take you places that writing off a complaint never will. Any customer who takes the time to write to you has an interest in your business, ...and the potential to eventually become an evangelist or raving fan. I like the way you interact with your customers and I think it will put you light-years ahead of people who try to run their businesses on auto-pilot. ...just sayin' :) Best!

Could not have said it better myself. When you do an event virtual or face to face you will always have someone with the wrong set of expectations. Not you fault it is the nature of the beast. The key thing to remember is that you can't be all things to all people.

Spot on Sean. You guys do give great content and come on seriously I don't think there is a single form of education or entertainment that doesn't have some cost. There's no doubt someone could take what you share for free and very quickly get results. But there are always people myself included who will happily pay for a "shortcut" to success by following in the footsteps of those who've done it already, like you & Lewis. Great stuff & keep it coming. Josh "before the ice was in my grill"...

Thanks Sean for the great information - With a ton of quantity on the call you demonstrate your expertise and then offer the possibility of getting more. As a teacher, I've struggled with "giving the pitch" and making the sale. Recently I've come to understand that there will always be those wanting it all for free. The value of what you share is worth them committing to a payment for more. The free sample up front - gets them in the door where the "boat load" of content is waiting their response. Your response was right on. Like those who chose to unsubscribe aren't meant to be on a list anyway - not everyone is the right fit as a customer as well. Let them go. Who said it once? Focus on those who do want to be there and continue to over deliver. Terry http://facebook.com/smallbusinesswebsolutions

Sean, you handled it well. I think that yes, the days of just let's put up a bunch of awesome content and get nothing in return-are gone. That's what a blog is for :) Seriously, I thought you handled it right. They can choose to stay or leave, the choice is theirs. No one is forcing them to attend-plus they are looking for value, otherwise, why show up at all?

I understand the sentiment here - sometimes it's refreshing to simply receive some helpful advice from someone, with no strings attached. (like Chris Brogan). I think it boils down to trust. This is not to say that you and Lewis are not providing value. Lewis has provided me invaluable advice in the past, in person, with no strings attached. And Sean, you and I have chatted on the phone about stuff, bouncing questions off each other. Just be careful to "keep it real" - don't be the "chamois guy!" You guys are way better than that - stay that way.

Well said Sean. I was in the webinar and you and Lewis work hard to bring us great marketing tips and valuable information on the edge of the marketing trends today. To gather your content and offer us amazing results you had to gain the experience and knowledge to pass that to your audience. I am quite sure you've spent many hours just figuring, trying things out, and doing research. I believe getting paid for your hustle & creativity is well deserved, especially for the bargain price you were asking for. You and Lewis offer an unbelievable price to business owners for an investment that would pay back a million times more. If a business owner hired a marketing company they'd pay well over that amount. Great job guys and keep up the good work! - Jacquelyn

I was on the webinar. There was plenty of great FREE information. Not to mention, you and Lewis also offer plenty of other free information. And I appreciated the offer to do more training with both of you-- even if right now wasn't the right time for me to sign up. Some people just object to ANY form of advertising or attempting to make a dollar, regardless of how much value you offer. Don't let it get you down!