The Marketing Guru Dog and Pony Show: Rant from a Frustrated Estudiante
Got this rant from Joe DiSorbo, from Singapore:
From: Joe DiSorbo
To: Perry Marshall
I find myself saying the same I was saying a year ago.
There are a bunch of tools and information out there and it looks like a jumbled mess. There is nobody actually selling results.
Let’s take your recent Renaissance Club news letter for instance. Let’s say I agree with you about Bullock and Livingston and I want to try their services. I can’t.
The best I can do is spend $1000 on more CDs and manuals so I can spend 41 hours trying to learn something Glenn is an expert at which I never will be. Let’s face it, Glenn is Glenn. It’s a waste of my time to try an recreate Glenn’s work (and time is the most important factor). It is like trying to copy Michaelangelo. I will never be able to replicate his work no matter how detailed his explanations. Glenn’s systems works for Glenn because Glenn has a lifetime of education and experience behind it.
It’s much more effective for me to hire Glenn to do it for me. However, this is not cost effective because Glenn is most likely making too much money as a marketer ($2000 an hour or something) because all the huddled masses are buying tape sets and getting no where. This puts the cost of hiring him out of reach.
Here is an example
New York to Los Angeles
*My need is to get from NY to LA.
I see an on line advertisement in this regard and that leads me to visit a Ford dealer. They tell me I can have this great car that will take me
from NY to LA in 3 days or less, in style.
I say great, I’ll take one, how much are they?
Ford says “well, you can’t buy the car, but for $995 we will sell you this 41 hour CD set that teaches you everything you need to know to build your own car. If you need more guidance, then for $9,995 you can come to a seminar where a guy who actually built one will tell you exactly how he did it. At the seminar you will learn everything including where to mine the iron ore used for parts, how to build a headlight, and all the other thing you need to get from New York to Los Angeles.
I say, ” but I just want to buy the car. I really don’t want to learn how to make the car.”
And they say, “Oh, you’re one of those, you want to do it the easy way. You’re one of those customer that wants US to do all the work. Isn’t it enough that we are telling you everything you absolutely need to know to build the car. You just don’t seem to get it. How ungrateful can you
I say, “I just want to get from NY to LA. That is what I want to buy. I don’t want to buy the plans to build a car. I have no interest in building cars. My interest is in getting to NY.”
They say “OK, we will sell you an actual car, but the price is $1,000,000”.
I say “$1,000,000!, why does one car cost so much. This is a nice car but that is way too much”.
They say “Because the ROI in selling the information on how to build the car is so lucrative, it doesn’t make any sense for us to waste time actually building cars for people unless they pay us $1,000,000 a car. It is much easier to sell information because it doesn’t have any moving parts, it doesn’t break, has no warranty or guarantee, and customers keep buying it year after year.”
I say, “Oh, sounds like a good business. However, it looks like I’m taking the bus. By the way, I have some land off the coast of Florida I am trying to sell, are you interested?”
They say, “No, but we have a list of people that might be”.
*I also want to talk about the “art” factor. The “art” factor is the one thing that is never mentioned in Internet marketing. Internet marketers disguise the art factor as systemization. Everybody acts like marketing is a system that can be replicated with the push of a button. The real truth is that the difference between the winners and losers is the art factor.
Internet marketers do not address the art factor for obvious reasons, because you cannot replicate it. It is personal.
You can give me a Picasso paint by numbers set and I can complete it, but it isn’t going to sell at Sotheby’s for $20 million. The same is true for Internet marketing. I can read every book or listen to every tape set on copy writing, web site design, Taguchi, or Guinea Pigs, copy it to the letter, but it still isn’t going to make me a million dollars.
The thing that is going to make me a million dollars are the intangibles, the art factor.
The art factor *IS* Internet Marketing.
If you don’t have the skills or time to become an artist then the next option is to hire the very best artists. That is what I am trying to do but even that is very difficult. Unfortunately, unlike in Michaelangelo’s day, the artists are now very expensive and practically out of reach.
Frankly, the Internet marketing community is selling air, nobody is selling results.
I think there is way more money to be made in providing actual results to business owners than just selling air.
My challenge to you is this.
Show me a way that actually delivers measurable results to business owners and I will show you 5 times more money in your pocket than your making selling info products.
See you in Chicago.
To: Joe DiSorbo
From: Perry Marshall
First, there’s much truth to the ‘art factor’ idea and that’s why I talk about giftedness and personality so much.
Second, I would disagree with the perception that selling info products is more profitable than selling results. Actually Glenn is having the following problem with his survey product: It works, it’s color-by-numbers, there’s very little art in it, it’s step by step, systematic. If people
use it, it works. You don’t have to be Glenn to make it work, you only have to be methodical and detailed about following his formula. You do
have to follow the formula, and it’s involved.
The problem Glenn has is that his research product is hard to sell. It’s NOT air. Air is easy to sell. Real work is hard to sell. He and I have discussed on a number of occasions the fact that he’s selling this *in spite* of the fact that he makes more money just sitting in his cave and using it than he makes by selling it. In other words he’s so hard to hire because he can make more money selling his own thing than selling someone else’s thing. The reason he wants to sell his research system is because he likes to teach, he feels he has something to offer, and it gives him some notoriety in a community where some notoriety can bring you more good things.
The reason Jonathan Mizel is not in the guru business these days is that when you’re a guru everyone rips off your ideas and sells them for
cheap, and besides, he makes 5X as much money sitting in his cave selling non-info products to non-internet marketers. And that’s the God-honest truth. That’s what he’s doing now. And making a mint.
That said, you can realistically hire Glenn if there’s enough money in the deal for everyone involved. If I were you I would at least talk to him.
And you can get the art you’re looking for just by hiring a top copywriter. Top copywriters (even non-guru ones) are expensive simply because the magic they create is so valuable. Yes, copywriting is art. I don’t think that’s very much of a secret.
Oh, and one last thing about the Art Factor: The biggest thing that appears to be art factor but really is not is really knowing your market. Knowing what they want, need, crave, fantasize about, hope, fear, dread, worry about.
If you’ve been completely immersed in your market for a long time, you might know the answers to those questions. But the un-artistic, color-by-numbers way to find out those things is step by step market research. Not much of an art factor there. But it does work. And how it works!
For Part 2 of my answer to Joe DiSorbo’s rant, go on to “Fact vs. Fiction in the Guru Biz.”
P.S.: If your marketing doesn’t work, is it the Art Factor, or is it something else? Glenn Livingston’s method is my #1 resource for debugging marketing projects that “should” work but don’t. Glenn has assembled a series of highly informative, free interviews and documents about using market research to laser-target your online sales efforts. Get the free interviews at http://www.livingstonreport.com.
To add a NEW comment, go to the bottom of the page