I got an email the other day from someone cancelling their subscription to my email newsletter. I had sent out an email to a video by internet marketer Frank Kern. It wasn’t an affiliate link, I sent it because I learned soemthing valuable from it and I wanted to share. But this person wasn’t happy I was talking about selling and things that were unrelated to blogging.
I thought somebody perhaps just wasn’t paying attention. I just ran an entire week’s worth of posts on how to sell from your blog a few weeks ago. I have written about business blogging (which means business, which means sales) from the beginning. Pretty much all I have done on this blog is write and speak about using a blog to get customers and sell.
So I was pretty baffled by this.
But then I thought back to when the same thing happened previously. I had just released WordPress SEO Secrets, which was selling very well. Even as I was writing my sales copy for the sales page, StomperNet released their Formula Five product. I started to watch the free videos and began learning such fantastic things that I put my copywriting on hold. I learned stuff from watching those videos that easily doubled my profits of WordPress SEO. I thought that was worth sharing, even though I wasn’t an affiliate of StomperNet and would “get” nothing out of it but the satisfaction of helping my readers.
And I got an unsubscription email from someone who said I was too sales-y.
That wasn’t the only other incident of this kind, but I’ll spare you the details, because it would get boring pretty fast.
Here’s what I think is going on:
When presented with something that could really help them make more money online (and blogging is a big part of this now), instead of just playing at it, some people just have to choke. They sabotage themselves when they are on the brink of success, in order to maintain their self-image as a poor person or an unsuccessful person, even while they make noises about success and money.
I know, I know, we’re all armchair psychologists, aren’t we, but really. I could see unsubscribing if I sent something that was lame and sales-y or that carried no real value. But to have unsubscribes like clockwork when I send out what is at the time the most helpful thing I could offer? That just can’t be a coincidence.
Let me ask you something: if you are selling a product or a service online, and blogging is part of your marketing, then how can you not want to know everything you can in order to sell as much and make as much as you possibly can? Right? I mean, what are you doing?
Maybe you’re not serious? Just dabbling? Well then, don’t complain to me about crap like this because I am serious. I’m not dabbling. I’m in the game for real, and I’m here to help those who are also in this for real and take it seriously. This is the new world of business. This is what can save your ass from homelessness and hunger as the economy swirls down the crapper.
So if you don’t like me talking about selling, then UNSUBSCRIBE NOW. I don’t want you. Seriously.
You all know selling isn’t the only thing I talk about, but if you’re in business, then don’t you think it’s important? If you’re running a business, the purpose of your blog is not to hear yourself talk. It’s not for you to pass the time acting like you’re accomplishing something. It’s to get traffic that turns into customers.
If you’re with me, give me a holler in the comments. If you think I’m full of it, roast me. Say something.
I think that everyone have the choice to read or not your emails. Let him unsubscribe, down the road your loyal readers, the ones that really get what you write about, are the ones to stay and keep reading. I don’t enjoy criticism of the free of choice though, keep it up my friend.
I think some people acquire hate for money. Some people subject themselves to doing what they hate in order to make money, so they begin to equate money with something they hate. Another case is where they see people they disapprove of with money — so they think people seeking money are evil.
Both (and many other cases) have some lapses in logic, or over-generalization. But at the same time, it’s not anybody’s job to change them — we just have to state clearly who we are, so like-minded people are attracted, and those who are not like-minded aren’t around.
ari
“This is what can save your ass from homelessness and hunger as the economy swirls down the crapper.”
I AGREE 100%
Thanks
“Great spirits have always encountered violent opposition form mediocre minds” Albert Enistein
Totally see where you’re coming from, though I do see the unsubscriber’s point as well.
Regardless of what you think you’re providing, each email gets scanned for ‘credibility’ by the reader, before actually deciding to fully read it.
I found myself thinking the same thing as the unsubscribers upon ‘scanning’ your last email, though I don’t consider you to be a seller of junk nor an adviser of ill advice in overall.
I’d welcome the comments or complaints of your readers (or ex-readers) on this, it will only make you a better seller in the end.
I think this is a good example of how building a relationship and some trust with your readers is important.
I’m too distracted by the fact that I think I just realized I’m not signed up for your newsletter, so hopefully this will make sense. (How the heck did that happen???)
Anyway, I wouldn’t think of something like that as spammy if it was accompanied by a personal recommendation from you because I know you’re not the type that will push stuff just for the sake of making an affiliate sale. So maybe this person hasn’t been around long enough or something.
I did, however, stop visiting a particular website because the owner of the site who is very successful and adored in a certain industry has done nothing but plug Stompernet and seminars featuring guests who are selling something. Affiliate marketing has nothing to do with the type of community she runs and it just made me feel like she was taking advantage of that trust.
I guess people just have to go with their gut. Some people will appreciate the info, some will be annoyed by it.
Ok now I’m going to go sign up for the newsletter and see if it tells me I’m already subscribed. If I’m not….seriously, how did I miss that??
Hi,
I’ve learned in time that people behave in strange ways sometimes. For example I was WebOptimization on Twitter. After I changed the account name to my real name I instantly lost more then 100 followers.
Another similar thing happened lat week when I lost another 115 followers in one morning. Maybe Twitter is closing accounts or maybe people don’t like the way my blog is going more into SEO.
My conclusion is I don’t care anymore. I’m sure that there are many who loved a product and because the company made something to it’s image or something else they stopped buying that product.
Thanks,
TomaBonciu on Twitter
Hi Michael -
You’ve hit on a paradox that can be pervasive among independents who tell themselves they want to be in business as entrepreneurs. The thought of actually having to go out and sell something paralyzes talented people. They’re filtering the idea through their own negative lens, no matter the source of the negative impression.
Sales/selling is something some people would just rather not have to do, even though you don’t have a business if you’re not selling something. They’re terrified of rejection, or being perceived as cheesy, or any number of things.
One of Pete’s and my businesses is a gift basket franchise. We’ve grown that to 14 locations in the US for the company, which has 50 locations worldwide. I can’t tell you how many times I’ve heard from independents just starting in that industry, “Well, I got into this business because I’m creative and I love to make baskets.” But they’re horrified when I suggest they might want to think about actually selling one, or going out and looking for a customer (marketing) before coming up with the product line. It’s almost as if they think customers are just going to come up to their door and keep them in business by magic. Keep creating! It keeps you away from companies who are going to be my customers!
This category among your readers is no different. I can imagine nothing better, if I were a designer, than pooting around with my html code all day long and not having to be concerned with selling anything to support it.
It’s the old “art vs. commerce” thing. It’s why folks sneer at network marketing – which is purely by referral. Are referrals and testimonials the strongest marketing tool? Pretty much. Yet, people focus in on why they could never stoop to that, or how they could never sell their friends. Don’t you sell a restaurant to a friend when you tell them about they might enjoy eating there? It’s their decision to go.
Arggh. You’re right. Dump the downers. I didn’t watch the Frank Kern video, but I read your email. And my reaction was, once again, you were sharing something you found valuable and we might find it of interest or help. Sheesh. The thanks you get!
How very dare you pump useful & free information into my inbox
Too many people think you should kick out content for fun. No excellent cotent like yours take a huge amount of time, and your should be rewarded for that time.
Hi,
It is really interesting what you say as I have run several websites from selling an e-book about property to my current venture which is selling nitro rc cars and trying to get the sales pitch correct by not sounding to aggressive or hypey but sells is very difficult.
I subscribe to most of the internet marketers email lists and most of them I just delete when they sell something mostly because I am not interested.
However, I thought the niche blueprint launch and the formula 5 launch was very good as they gave a lot of free and very helpful information to their prospects which not only helped them but sold their product or service to the list as they were being honest and open about what their service could do!
Frank Kern actually said that there are two core ways to sell a product which are;
1) Build Trust
2)And create Desire
And I have to say that I am right there with him because if you can build the trust with your prospects and then create the desire through their needs, you will never go without business and your sales will flourish!
Grant
Give me all your best expertise n’stuff and don’t try to sell me nuthin! – how many times have I told you that?
Sheesh, you’d think a guy would learn
I have reader who like my “case study” articles and others who like the hard core marketing ideas. Unless you are writing a blog for only yourself to read, there will always be someone who is unhappy about what you choose to write about.
I generally read everything you send BUT sometimes I am not interested. I delete that post and wait for the next one. No angst, teeth gnashing or handwringing. I think we have all become so worried about offending someone that the message is getting diluted.
Keep the faith – there are lots of loyal readers like me…:)
“This is what can save your ass from homelessness and hunger as the economy swirls down the crapper.”
You got that right. Say it like it is brother.
Wow, fantastic comments, everyone! Even if you disagree, I still want to hear from you.
You can sell without sounding like you’re selling, and in many ways that’s what blogs are perfect for. But there has to be point where you push people to DO something, and that’s where the wannabes chicken out.
We’re taught that tooting our own horn is not a good thing to do, but people get things confused. I don’t have to toot my own horn if I have testimonials to do it for me.
AND IRONICALLY ENOUGH if you actually go watch that video from Frank, he’ll show you exactly how to sell by just giving away free content, and you don’t have to be all sales-y. It’s one of the best things you’ll learn in this regard, and it’s perfect for blogs.
Purely hypothetical question:
If someone with oh, say, more knowledge on a given subject than you were to recommend a product which may help you also become knowledgeable about said subject, would you thank him for his help or punch him in the face and refuse to speak to him ever ever again?
Hmm. Decisions, decisions.
Michael,
As one of your students from the very beginning, I must say that the amount of knowledge that I have gained from you is financially unquantifiable. Witnessing the evolution of your understanding of the web has been extremely helpful in paring down the most relevant and leading edge information on the Internet. Honestly, there isn’t a day that I don’t use you or something you’ve said to explain a web-based idea or concept.
I think there is an important lesson here.
The times people have unsubscribed have been subsequent to you introducing someone else’s product. The difference between you and these other online marketers is that you are coming from a web background and applying sales and marketing techniques online. Your content is legit and the way you present it is too. These other guys are coming from either a sales copy writing background or direct marketing and they are trying to learn how to apply their techniques to the online marketplace.
You could be right about those unsubscriber people’s motivations, but maybe not. Maybe they were just hard core web purists, and they got the “sales vibe” from these other guys like Frank Kern. They may have felt like you were selling out, or just lost that sense of trust in your opinion because they feel like web success is more than sales copy and moving units.
You don’t really know what there motivation was, but the cool thing is that you asked us, like, “Hey, what’s up with this?”, and you’ll be able to really gain some insight into the motivation of your audience and what they want or need. I think those people haven’t been following you long enough to fully grasp the value that you bring to the table. Don’t sweat it though. Their loss.
Man, I gotta say though, you teach me everything. You’re like my older bro. Blogging, Vlogging, WordPress, Linked-In, Viddler, Twitter, GVOD, Web 2.0, whatever.
Thank you =)
Michael I know you have to respond to being bashed openly online, not sure about that silly email stuff. But if it means anything, man you have insane content value . . . daily. Keep in mind although you may have been blogging for several years others are new to the game.
Hell, some may jump in not even realizing they’re on the field. Know what I mean?
You’ve heard of the story about the man preparing for a long journey and leaving varied amounts of talents with his servants instructing them to invest while he was out. He gave them talents according to their individual abilities. What they did with it was based on their abilities. Proves that ROI is not only about the vehicle. Much depends on the driver.
LaRon | @laroncarter
Don’t those who might think you are too into the selling aspect understand that we are all, at the very least, selling OURSELVES when blogging?
I also don’t get the need to notify someone that their blog no longer suits. Just delete the feed, for cripes sake! Move on. No one cares. LOL.
I haven’t been following you all that long, Michael – yet long enough to know that whatever you recommend always has great value.
I pass by lots of emails thinking I’ll get to them “later” – but yours I open with anticipation. They never disappoint.
There are a lot of people out there pounding emails to people with affiliate products and offers right now. Candidly, it is annoying at times, and in my opinion they risk marring their reputations.
In this case, I can only assume that this person doesn’t really know you, or is fed up with the “spam”, and directed their frustration toward you.
Let it roll off your back. You are awesome and your content ROCKS!
If they dont like the emails they are receiving then let them unsubscribe. You dont need people who arent going to use your information anyway. You need people who are going to read your content and use it to their advantage, which is what I have been doing for the last month and a half. I must say your content has helped me tremendously. Thanks, Chris
Hi,
This is certainly a hot topic of conversation! I agree with you Michael, if anyone wants to sell anything, there has to be a call to action….
However, where people have been made wary(especially in the internet marketing/ bus opp niche) is the mega hipey sales letters which claimed they would show you how to become a millionaire in 6 weeks or whatever…esentially the looooong agressive sales letter and the agressive sales line!
However, I think one of the best ways to sell is to let people try/sample or use your sample before they buy. And some of the great mediums for doing this are video or audio which is huge at the moment.
People love visual and audio mediums and this is an awesome way to sell because you can prove to your prospects in an interesting way what your product/service can do for them.
Even though the written word will always be a strong source of the sales process for websites, video and audio will change how people buy and sell forever.
And if you can combine, strong desire filled copy and combine it with a good video on your sales page then all the better…you’ll be onto a winner…imho of course:-)
Grant
Frank’s funny, at first I thought the video was a joke, but I learned more last week for free from him than from a bunch of books on marketing. Connecting with people’s desire to be an artist and to learn how to paint is key. My blog stats shot up from a change of perspective and focus. I’ll keep taking the free advice, thanks,
New Subscriber in VT
I was an avid follower when you wrote about the joy and pain of developing blogging as a sales tool for your business. I am now less so, as your moving into in the business of selling things (seminars, others stuff, whatever).
A subtle switch, but now I see a conscious and distinct choice to move from writer to web sales person. So while I love to read about the challenges of building a personal brand, I have no time for constant sales pitches.
So its with sadness that I read this post and make this (last) comment. Good luck with this direction. Its just not mine.
I think you deserved to sales your knowledge, i’m disagree with wayan, everyone is free to choose own way
People are wired to make excuses to revert to medicority. It sucks, but they lash out at anyone that challenges that status quo. Learning a lot from your site. Thanks for enabling subscribe to comments.
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