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Does it pay to go to marketing seminars?

September 14th, 2018 by Bob Bly

In a recent Facebook thread on the relative value and merits of
copywriting and marketing seminars, my FB friend BM wrote:

“I haven’t been to a live seminar in years. I’m too busy doing
work for clients. How do I sharpen the axe?

“I have every book, ebook, and CD set that Bob Bly has published,
plus I’m an AWAI Infinity member and I have lots of good stuff
from Steve Slaunwhite and Ed Gandia. I’ve cut the number of other
gurus I follow to three.

“It’s all recorded or printed so I can go back to school on my
own time. After taking this inventory I realized that if I did
nothing else I would not live long enough to read/listen to all
of them again. And you want me to sign up for your seminar in Las
Vegas? Egh!”

There are many who, like BM, are highly skeptical that the value
of seminars outweighs the time it takes to attend, especially if
the event requires plane travel.

And many others for whom the tuition is too stiff. They search
for less expensive education and can almost always find it.

My take on expensive seminars and conferences– those with
tuitions in the multiple thousands of dollars — and how to get
essentially the same knowledge for less money and time — is as
follows:

1–I always prefer to sample an expert’s free information before I
pay.

Almost all gurus have websites with a ton of free content — yours
for the taking.

Study that first.

If you don’t like that content, then why would you pay for more
of the same?

(I just saved you a ton of money!)

If you do like the free content on the guru’s website, then one
of two things can happen.

Either it’s so useful that it answers what you needed to know,
you don’t need to buy anything else, and you’ve solved your
problem for free.

Or, it’s so good that you are now confident in getting more
training and advice from this expert, and thereby improve your
odds of successful learning while reducing risk.

2–After I study the free content (e.g., blog posts, articles,
e-newsletters, free reports) … but before I move to a big
purchase … I look on Amazon to see whether the guru has written a
traditionally published paperbound book on the topic.

A dirty little secret many info marketers don’t want you to know:
often their books contain more content, better organized, and
more clearly presented then their expensive courses and products.

Reason: mainstream publishers require a degree of editing,
rewriting, copyediting, fact-checking, and proofreading that 99%
of info marketers don’t come close to. Result: clearer, more
complete, and better organized information.

3–Now, if you have gotten all you can from the guru’s
low-cost/no-cost content … and you still want to study with them
… you can safely and confidently invest in their higher-cost paid
info products.

But … and this is a warning: do not overbuy.

Listen, I love it when I get an email showing a subscriber who
just spent a grand with me buying a dozen different products; I
like money same as anybody else.

But at the same time, I worry about that customer and information
overload.

It’s like going bonkers at Barnes & Noble, buying every book that
looks good to you, and then putting them on your shelf and never
getting around to read them.

At least traditional paperbound books are a nice decorative touch
in a room. You don’t get that with PDFs, mp3 files, and streaming
audio. So unless you actually consume and use the content, buying
info products is pointless.

I know this list isn’t conclusive. But these are the primary
factors that weigh into my decision whether to pull the trigger,
shell out the dough on an expensive seminar, and fly hours to
attend … or walk away.

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This entry was posted on Friday, September 14th, 2018 at 12:30 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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  2. Julio Nunes said:

    I have been lately attending a few seminars and I can say that it is well worth the experience.

  3. Josh said:

    It’s kind of a double edged sword because seminars can be great for growing professionally as well as staying up to date on the latest trends. But at the same time, there are some rips offs out there who just want to take your money. So I would say go to a few seminars a year but do so through referrals or at least make sure you do plenty of research before dropping a lot of money.
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