In the online marketing world, we are so used to SHOUTING.
We have BIG, BALLSY headlines. We use scarcity to get orders. We use hype. We make outrageous promises. We have countdown clocks. We tell everyone to share, tweet, like, and hashtag everything.
And yet, there are some people doing VERY well…. by doing the exact opposite.
I’ve spent the past two days at an event I’ve been attending regularly for the last five years. It’s about 15 minutes from my house, right in the middle of Stamford, CT. And you’ve probably never heard about this event.
It’s invitation-only (if you don’t operate your business with high integrity, you cannot attend).
It’s over $2K to attend.
There are just a two speakers a day – the rest of the time is engaging in high-level conversation and sharing. Of course, I always have to crack a joke when it’s my turn on the mic as I share content.. but I digress.
It sells-out all 80 spots in a few days with no sales letter – just one email.
The web site has virtually zero copy. You’ll only see the name of the event. The location. The date. The price. And a “Buy Now” button which I actually setup for him (I did it for him in 5 minutes using paypal).
Oh yeah – and we are NOT allowed to promote it while the event is going on.
The event organizer says, “This is a safe place. What we say is kept here so you are NOT allowed to quote any speakers”. Meaning no tweeting, hashtagging, liking or any other crazy program you social media freaks are into (ok, those are my words).
Can you imagine? It’s the OPPOSITE of every event I’ve ever attended.
In fact, this is now the ONLY event I’ve attended over the years where I have not been a speaker (and I was honored to speak at it 4 years ago).
HOW HE DOES IT
Since we are not allowed to promote the event while it’s going on.. I will honor my friend and keep it quiet. But since I know him so well – I’ll let you in on how he does it.
HE GIVES FIRST and never asks for anything in return.
He cherishes relationships.
It’s rare for him to meet-up someone and not have a book in hand to give as a gift.
He shares information. He gives feedback. He connects people without a need for “reciprocation”.
Unlike so many marketers, when someone does a favor for me – I can tell in a second they are going to eventually “call in” that favor. I’m a New Yorker… I have a sense for it. But not with him. He gives and you just know it’s from the heart.
For years, he held monthly dinners with another entrepreneur in NYC. They’d bring together three to five other entrepreneurs who have never met before and would treat them all to dinner. That’s right – just to connect everyone. And they would pay for the dinner (plus give us, yes, more gifts).
They asked for nothing in return.
It was at one of those dinners, I connected with Noah Kagan (founder of AppSumo, who then spoke at my last DotComXpo).
So when he sends an email letting you know about his next event. And you know the level it will operate – you are sold before you even get to the web site. Heck, you are sold before you even OPEN the email (and yes, his email ALWAYS gets opened).
Don’t believe the hype. You can operate at a higher level – and it’s where I’m still striving to get my business to.
When you build your business with integrity. And create lasting relationships. This is the exact type of thing that can happen for you.