Dragon Paw Club Marketing

“Maybe unicorns ARE real!” — love that line.

My take is that if someone’s marketing a “secret” then there probably isn’t a whole lot of substance – because if there was substance, they’d be telling me about it.

I want a taste. I want an outline – not to go all official training-y or anything, but I want learning objectives. What will I get?

And since that’s what I want, that’s what I give in my sales pages. I feel like I have a different perspective from most people on the things I teach, and so for me to demonstrate that, rather than making wacko claims about secrets, is the best possible way for the people who can appreciate my perspective to know what my perspective is (and how it’s different), and get excited about buying and using what I’m offering.

In the end, doesn’t it really come back to good, solid, classic content marketing?
Grace recently posted…Excuse me- what is it you do again

Browsing Amazon.com the other day I found a book that looked like something I would really enjoy, read the reviews and still thought the same. The thing I couldn’t get over though was “Secrets” in the title. So the author lost a sale.

I used to gobble up secrets, but no more. Disillusionment makes my tummy ache…

And… unicorns are real (in my mind anyway) ;>

These tactics are utilized because they work. Everyone wants to be one of the cool kids, to know the secret handshake and to feel valued.

I’m grateful you are shedding light on this. It’s obvious that there are lots of us who want to do things differently.
Phyllis Nichols recently posted…SoundAdvice Sound Stage

Oh, how I’d *love* to leave a comment revealing everything I know about the secrets of marketing secrets, but I took this sacred blood oath, and if I told you here, out in the open, the Sekret Gaurdians would come after BOTH of us with really, really sharp swords, and I totally don’t want to expose you to that risk.

But if you’re a member of my own private secret club, why, THEN I can tell you, and the Sekret Gaurdians can’t do a thing about it! Because it’s still a secret, see? Joining is easy, too… just give me your name, email, credit card number and first born child, and I’ll get those Top Sekrit Secrets to you ASAP!

(sorry. I couldn’t resist. bad deaux)
Tori Deaux recently posted…When The Woo Goes Bad- “I Was A Teen-Wolfette!”

I have to confess that Clara’s note book full of drawings and babblings are brilliant! So yes, I have secret group stories: In elementary school I was apart of an exclusive group, first called “The Purple Hearts” till one of s got a phone call and thought for sure that the real Purple Hearts had hunted us down. We promptly renamed to “The Pink Ladies”.

Later, at a vulnerable point, I fell into a religious group that claimed to have the secret to know Jesus and avoid hell. True believers were obedient to leaders and my two-year long journey culminated with calls writing checks in faith and jumping up and down to get bills to disappear. I’m embarrassed that it took two years and cost me some cash, but proud that I laughed at the jumping thing and woke up.

This vid brings up a lot for me: 1) maybe for some, with no clue, there is some new info gained from the marketers of secrets, maybe they feel enlightened, but for those of us who are disillusioned, we probably knew a lot more than we gave ourselves credit for.

2) The real secret is that no information will change your whole life in an instant, even if in that instant you feel different, there’s always the work and undoing of old habits to be done. That part is often conspicuously absent from secrets.

3) The support that marketers of secrets have. They seem to be surrounded by a respectable group, which speaks to and pushes that pain point desire to belong.

I think you’ve hit a nerve! I could write a whole lot more I feel this. I’m excited for the emergence of a new paradigm for marketing and the support around respecting buyers and meeting needs rather than exploiting pain points to get your stuff sold. And though they might not intend it, I feel a little defiantly adamant that anyone who uses exploitation or pain as a tactic is about their product not the people.
Jen recently posted…The danger in loving too much- Letting go to find your authentic path

I’m with Christine! I don’t even notice this kind of marketing because the second you say the word “Secret” and I have already blocked you out.

Except you, Febeku. You said it and I listened.

Because of: connection, relationship, respect. These things can’t be there with the secret marketing type stuff, they can’t be there with any kind of marketing whose sole purpose is to make the most money possible.

In my marketing, what I’m trying to do is put this thing I made in front of the people who can benefit from it the most, in such a way that they can see what that benefit would be for them, and in such a way that invites them in.

I just wouldn’t feel good about people buying my stuff because I pressured them, and them being disappointed because I lied about what it was. Ick! And I want to feel good about my work!
andrea recently posted…Creative Limits

I’ve got a secret…there are no secrets. This launch season has spurred a lot of frenzy from those in support of secrets and those who see the word secret (or other tactics that imply secrets) and feel like they’ve been stabbed in the heart. I would be the latter. My disappointment is mostly in myself for reacting, but I think that the financial climate of our country and the world has something to do with that. 5 years ago I’d have been less sensitive. I digress. I have been writing in my journal as I know this upset has more to do with me that any sleazy IMO marketing techniques. What I cam up with is this. I think all the techniques you describe imply secrets even if the word is not used. The message is “I have a secret you can’t live without and you have to pay me to get it.”
This implies teaching in the form of telling.

What I might like to see is this. “I have experience that might be useful to you. Would you like to pay me to explore possibilities and options?”
This implies teaching through interaction.

Can’t wait to see what your solutions are!
Gwyn recently posted…Broke- Happy &amp Hot- 1 reason I’m not going to B-School

Not having a piece of information doesn’t make it a secret. It just means you don’t know it yet.

If a kick-ass architect comes up with fantastic DIY garden shed designs, I’d be more than happy to learn all his behind-the-scenes architect tips that I might not learn unless I hung out with the profession.

Pro tips, great.

Secrets?

*sigh*

People are getting fed up with this stuff. Thanks for bringing it all to light, and in such an accessible way.
Stacey Cornelius recently posted…3 dent-the-brand mistakes you can turn to your advantage

More hawt smarts from some seriously fabulous people!

@Joely – That’s totally been my experience too. The more somebody leans on the secret thing, the less substance there is. There’s barely even any regular substance. Much less any actual secret substance.

I’m also with you on the formula thing. There are so many moving parts to life + business. It seems pretty much impossible for anyone to say do-this-and-have-X-in-30-days. At least not with any seriousness.

Yay you for learning to step away from the secrets silliness. It’s such a trigger-ey thing. At least it has been for me.

@Grace – Eggsactly! I think secrets get people to jump. But why not have people jumping because your shit is so amazingly awesome that they just can’t help themselves?

The different perspective thing is also a really valuable thing. Something totally worth paying for. In fact, I’d be quicker to fork over cash to someone I really dig that’s offering a different take than I would to someone pitching me with secrets.

@Jenny – Thank gawd for those changin’ times, eh?

And I’m totally with you on the feelings-and-psychology part. I just think there are other feelings + psychological bits to tap than those usually tapped.

So much marketing starts with the idea that people are broken. I don’t believe that. What if we started from a different place? What if we assumed wholeness + marketed from there?

I also think it’s totally fine to sell + buy something just because it makes us feel good. There are things I buy that don’t change my life is any huge way. But they make me feel fabulous. And I like that. And I’m willing to pay money for that.

But I’m clear about that going in.

What I don’t dig is when something that’s mostly feel good gets pitched as something life changing. That seems a leeeeettle dishonest to me.

I also completely agree that buyers have a responsibility to make different decisions. For sure.

And I also don’t believe that lets people who market off the hook. Sure. If buyers stopped buying, people would have to change their approach. But why ride it all the way to end?

I know it’s easier to do. But, other than ease + familiarity, why do it? Why not be an active part of changing the model before it totally gives up the ghost?

(And, of course, all of these questions are directed globally. Not at you specifically.)

In my head, both sides share pretty equal responsibility in making things different.

@Judy – I get it. The secrets thing has started to trigger my gag reflex with the quickness. Blergh.

Love this: “Disillusionment makes my tummy ache…

And I’m still holding out hope on that whole unicorn thing. I want to believe. I want to believe.

@Cotton Candy – The wondering that you so fabulously articulated? That’s exactly what got me to be jump. Even after I figured the secrets thing was probably bullshit. The probably part was the problem. Because it left room for the wondering.

There may be people out there who actually sell real life secrets. I’ve never seen one yet. So, for now, I’d say you’re definitely not missing anything.

You also made an interesting point about some people turning to the craptastic side when money gets scarce. I can understand why someone would feel the pull to do that. Money ack is some of the scariest ack ever.

It just seems like such an expensive decision to me. Something that costs way more than its worth.

@Phyllis – Right on. So true. And here’s to a different way of doing things!

@Susan – What you said about Mt. Everest seems really right on to me.

Giving somebody money for the benefit of their wisdom + experience + smartness is something totally legit. I think it’s actually one of the best reasons to fork over some moolah.

The other thing is people need different things.

It’s taken me 20 years to know what I know + to refine into something that’s super accessible + super effective.

My clients could definitely learn what I’ve learned. If they want to spend the time + energy + money to do it.

Most of them don’t need that. They don’t want that. They just want some help shifting stuff. So, for them, it’s worth giving me some moolah to get stuff shifted quickly without having to spend a gajillion hours figuring out how to do it themselves.

@Tori – Sekret Gaurdians. *snorts*

@Elana – I heart the Matrix/spoon thing. I think learning to trust ourselves is super smart. I also think it’s super smart to ask (and pay for) help when we need it. The key, I think, is to develop the discernment to know what we need. And to separate the stuff on a sales page from what we actually need at the moment.

And, the thing is, not everybody doing this is a huckster. In fact, most people I know aren’t. They’re really good people doing really good things in the world. Stuff that helps people. Stuff totally worthy paying for.

They’re just using what they’ve been taught. They’re doing what a million different sources are pointing to as The Right Way.

I’ve tried to be really careful not to talk about people in this discussion. Because we can’t really know what’s in somebody’s heart + head. But, mostly, because I don’t think it’s really all that helpful.

Understanding tactics + what’s behind them feels more helpful to me. Not just because it gives us a chance to buy + sell in a different way. But also because it lets us separate how somebody does something from who they are. And I feel like that’s fundamentally important.

@Jen – Your purple hearts/pink ladies story made me smile. And the religious example just breaks my hearts.

You’re totally right about new information. You (collectively) can be one step ahead of somebody and have information that’s totally helpful + worth paying for.

I think a lot of new information gets marketed as secret information. And that’s just not true. And I don’t think it’s just a semantic difference either.

And your second point is dead on! Information alone doesn’t change your life. Ever. But the secrets thing suggests otherwise. It kind of relies on somebody believing that they’ll learn X and suddenly life will be different.

Maybe that’s why sometimes people walk away from these supposed secrets feeling like there’s nothing to them? Because there’s no here’s-what-to-do-with-this kind of thing in place.

And yesyesyes to what you said in point #3. I know a lot of people jump on something because everybody’s talking about it. They don’t want to be left out. That’s a deep urge + a hard one to fight.

@Christine – I’m with you completely. I actually had to reshoot this video because I went on a three minute rant about The Secret. Which made the video horrifically long. And extra swear-ey. A second take was definitely needed.

@Andrea – You made a really good point about how secrets + connection/relationships/respect don’t always line up.

If we tried the same tactic in our personal or romantic relationships, we’d probably end up in the shit pretty quick. With good reason.

So why drag it into business relationships?

And what you said about how you market? Yes. This.

That’s the foundation, isn’t it? Especially when that goes hand-in-hand with the kind of gorgeous relationships you build with your people.

Because when you have those relationships, this twist-ey stuff isn’t necessary.

So if that’s how someone gets people to jump on their offer, it might be helpful to look at the whole relationship thing.

@Tammy – The alternatives to the twist-ey may not be as fast or flashy. But I think they’re way more sustainable.

When I read your comment I thought about the difference between fast food + homegrown food.

One is obviously faster. And maybe a little tastier sometimes.

The other takes more work. And takes longer to make. But it’s so much more nourishing.

Maybe not the perfect metaphor. But that’s what popped into my head when I read the smarts you spun about relationships + trust.

@Gwyn – I think you’re right about the climate.

Some people are seriously struggling. And they’re scared shitless.

So when someone says they have a secret that can fix the situation? Yeah, it’s probably striking a deeper chord than it would if someone wasn’t so scared.

I’d love to hear more about how you see the differences between teaching-through-telling and teaching-through-interaction. Feel like sharing the Twitter version of how each model looks?

@Mr. Pants – I love how you sandwich smartness between megafunny. (You should sell the secrets on how to do that. Mortgage payment! Bing!)

You’re totally right about not having to fall into a big puddle of suck to make the monies.

A lot of people are scared that there aren’t viable alternatives. At least none that actually bring in moolah.

But that’s totally not true. So I’m extra thankful to you for dropping a great example of making-the-monies-without-getting-gross.

Thanks, man.

@Stacey – Yep. Dead on.

Pro tips are different than secrets. Completely worth paying for. But not even a little secret-ey.

And, like I said, I’d pay for pro tips way sooner than I’d pay for secrets. So it doesn’t seem so helpful to go that route when the other might be way more appealing.

@Scott – Yeah, that seems kind of silly to me. Stolen secrets. Oy.

@Elizabeth – It’s a sticky trigger, isn’t it? I’ve gotten hooked by it too. And the ignoring-of-our-knowing… yes. So hard. So common. So familiar to me. Isn’t it wild how often we think we’re the one exception?