Category: Selling

Paying to Be Upsold

After a bit of a hiatus, it’s time I dust off my keyboard and get to work.

I attended a digital summit last week organized by a reputable platform. I’m going to deliberately keep this post’s detail vague because I’m not upset by being upsold to the point of it changing my opinion about the platform or the purpose of the summit. On the other hand, it clarified a few things about the nature of online business that I thankfully only paid a few bucks to learn.

The summit was meant to bring together content creators to discuss the business of making money online. I’ve flirted with this idea, and I have some project ideas for online content that I intend to provide for free for the ethics boards I serve, so I thought learning about some of the business and strategic best-practices would help me think through the project steps.

The three-day event brought together a few creators I’m familiar with, and I bought in at the early bird pricing, so I thought even if I attended the equivalent of one-day’s worth of sessions, I wouldn’t feel bad having put down some money for the access.

The first session was about creating an online course using the best practices used on the platform. Since I work in academia, I’m aware of some of the work that goes into creating a course. I would charitably say that I’m not the best fit for the target audience of the course, but I took notes and found some of their insights useful.

But just after halfway through the scheduled event, they switched from presenting about the tools and tactics of content creation to discussing some of the exclusive perks that could be available for a limited time to the summit attendees. As I sat watching, I was amazed that a lot of the various tactics they discussed in the previous 40-minutes were being applied to the session attendees in an effort to upsell a package. For a limited time, if you bought into a $100+ monthly subscription, you’d have access to a half-dozen pre-recorded courses, a half-dozen 2-month trial access to software, a more in-depth set of lessons about all the topics we just learned about, and a few other odds and ends (like unlimited replay of the summit sessions).

I don’t blame the platform for choosing to go this route, but I was shaking my head when I thought that I paid to be given a reduced-value presentation of a larger set of courses, and was being upsold on it. I paid to be sold to. I was even interested in one of the keynote Q&A’s and was disappointed that it was a twenty minute video call. The guest speaker has put out more value for free on his various social media channels than what I received at the summit.

Again, I’m not above this – I think there is some value in what I learned, and I’m not necessarily the target audience, so it’s wrong of me to complain about not liking the content. I just hate that I had to pay a small price to learn this lesson about the nature of online content creation. It’s a series of remixes of content (a cousin of the animated bibliography, it seems), trickled out slowly to optimize the conversion rate of your mailing list.

I understand that in order to make money online, you have to play the game. The problem is I hate that the game is mostly concerned with optimizing for views, rather than genuinely trying to help solve problems. Perhaps it’s a signal that I should heed. If I don’t want to play the game by the rules, I either have to get out of the game, or be so good that I invent a new category. Either way, my main takeaway: creating content online is going to remain a side initiative for me, rather than my main source of income for the foreseeable future.

Stay Awesome,

Ryan

Podcasts and Book Marketing

I’ve noticed an annoying trend in the podcast marketing of new books.  The marketing itself works quite well – I’ve purchased a number of books based on authors who appear on podcasts I listen to and discuss the main ideas of the book with the host.

The problem I have is when it seems like a significant amount of the content discussed in the podcast accounts for large chunks of the book’s main ideas.  For instance, I picked up a book recently and all of the key ideas (the theoretical framework and main argument for why the topic is important) laid out in the first 70 pages were discussed on a podcast.  I’m curious whether the rest of the book will be similarly spoiled, but I’m holding out to be surprised.  From what I’ve seen so far, though, the next 150 pages are presented as tactics and strategies to apply the main ideas, so I’m not overly optimistic.

I understand that this is part and parcel of the marketing format for these books.  An author is invited onto a show with a certain audience reach, the two discuss the book as a common framing device for the conversation, and everyone is happy – the author gets promoted, the publisher gets advertising, and the podcast generates revenues on sales kickbacks and sponsored content.   The only person that loses is the reader who pays for a book that was effectively summarized an hour-long conversation for free.  This is doubly bad when the book is an animated bibliography, and you’ve read enough books in the genre to get the punchline from the stories cited.

I can’t put all the blame on the author.  After all, they are just trying to sell their book and there is going to be a lot of repetition of the talking points if you do a lot of interviews.  A lot of the blame, instead, falls on the quality of the podcasts.  I find that podcast hosts tend to stick to a common format of teeing up questions based on key points from the chapters.  Sometimes this is handled smoothly, as in cases where the host poses an interesting question that the author uses to circle back to something discussed in the book.  But I have listened to podcast episodes where the host states a thesis from the book without a question, and the author then just elaborates on that point.

In an ideal world, I would want an interview the way it used to be when I watched Jon Stewart’s run of the Daily Show, where the author would be invited as a guest to the show on the pretense of discussing the book, however the conversation would be about whatever Stewart wanted.  Often the conversation was an excuse to catch up, swap stories, and bore little direct connection with what the book was about; the book was usually mentioned as an afterthought as the interview wrapped up.   Maybe this wouldn’t sell as many books, but at least I wouldn’t feel cheated reading through a book I already had the conclusions for.

Or maybe I have too high of expectations of free content, which runs counter to the content farming that needs to occur to regularly post stuff for consumers.

Rant over (for now).

Stay Awesome,

Ryan

Beware the Salesman

Podcast ads.

Hacks and routines.

Blogs that promote and sponsored content.

Look to the incentives and see if they align with your own.

What’s in their interest might not be in mine.

This might change over time.  Sources that don’t sell might eventually sell.  There is a future where I might try to sell you something or join my mailing list.

Beware the one who sells you solutions for problems they don’t have.

Beware the sponsored content coming from authorities you like.

Beware the salesman who makes universal the particular.  The one who puts everyone into a clearly defined box.  The one who makes money on your problems.  The one who charges to join their community.

I’m not saying these are all inherently bad things; merely that they merit many second thoughts.

Secret shortcuts don’t exist.  If they were valuable, they wouldn’t be secret and they wouldn’t be a shortcut – they would be the norm.

Everyone has to make a living.  Everyone has something to sell.  But not everyone has your best interest in mind.

Caveat emptor.

Stay Awesome,

Ryan

“Give Business Card” As A Default Action

I had a strange realization last week.  I am now at a point in my career where I need to make “give business card” a default action for when I’m out and about, but not for the reason you may think.  Under normal circumstances, I feel it’s relatively rare that I have to give out a business card.  In most instances, my role has been too small and insignificant to warrant it, but also because I don’t really buy into the culture of swapping business cards with people in an effort to ‘network.’  I have been promoted to a new role, which entails more responsibility and autonomy when it comes to business meetings, but I’m still getting used to the idea of thinking of myself as an administrator or a manager.

Last week, I was in a coffee shop to grab a quick bite to eat before a meeting.  The cashier saw that I was wearing a jacket with our school’s logo, and he excitedly asked if I was a student or employee.  I let him know that I work at the college, and he asked in what area.  When he heard I work in the school of engineering, he proudly told me that he received multiple acceptances into our mechanical engineering diploma programs.  Since the coffee shop was dead, he then launched into a mini history of his background – he was born in east Africa, immigrated to the Middle East, did secondary school in the US, and now has his visa to study in Ontario.  He told me some of his education, that he had top marks in design in high school, and even has a portfolio.

His energy and enthusiasm was infectious, and he left a strong impression on me.  He sounds like a great kid, and I have no doubt that he will be successful in his studies.  I told him where he could find me on campus, and he said he’d find me in the future.

I realized as I was driving away that I had missed the perfect opportunity to give him my card and promise to follow-up if he had any questions.  I want to see him succeed, and if there was anything I could do to help, I’d gladly try.

Rather than seeing the business card as a way of helping myself, I should put more emphasis on seeing the business card as a way of helping others.

Stay Awesome,

Ryan

 

(Update) I Didn’t Get The Job (Part 2)

As an update to last week’s post, my boss confirmed with me that I wasn’t being offered the position.  While technically I’m in the running since HR hasn’t sent me the official email to say they have selected another candidate, my boss gave me the courtesy of not making me wait for HR to seal the deal.  And so, here I am, posting again about how I didn’t get the job.

Reflections and Learnings

One benefit of this round of interviews is that I was interviewed by my direct boss and one of the managers I support.  This means that I have access to much better feedback than what HR can give me.  Both bosses have offered to sit down with me and go over their notes from the interview, with specific feedback on how I could do better.  They are both invested in my improvement.

My boss mentioned when she told me I wasn’t getting the job that there is still room to redefine my current job.  Since then, I’ve been doing a comprehensive deepdive into my job and mapping it out.  I pulled my last performance appraisal and am looking over what I do well (my strengths) and identify where I need to improve.  This will give me a good lens to look for courses or opportunities to grow and better demonstrate my experinece.

Both bosses commented that I delivered a good presentation.  This is good to note, because I can take stock of how I chose to research and present the information.  HR sent me links to resources, and one of my bosses said I was the only one to name drop them during my presentatiton and interview, showing I did the work.

The more indepth feedback will help me address one of my interviewing weaknesses – I tend to ramble because I haven’t adequately prepared canned stories that showcase my abilities.  With their specific feedback I can reflect and collect stories of how I problem-soved issues, which will help me articulate my value.

While it might be the case that I lost out on the job because I was in competition with a better qualified candidate, I need to remember to always express my value to the employer.  I need to answer important questions like “What can I do for the employer?  What problems will I address?  What money will I save?  What opportunities will I exploit?” etc.  I will need to reflect more intentionally on what I bring and give it a narrative that tells a story.

Most importantly, I need to prepare so I can have more self-confidence.  You can’t sell a product if you don’t believe in it 100%, and I sadly still lack confidence in my value.

As one of the managers and I were chatting afterwards, he said there is a saying in his home country of Romania, which roughly translates to “a swift kick in the butt is still a step forward.”  I think this is a good perspective to take.

Stay Awesome,

Ryan

I Don’t Interview Well (Part 2)

Last week I interviewed for a new position in the office.  As I’ve mentioned before, I’m not very good in interviews.  As of writing, I have not heard back whether I’m moving to the next round of interviews (successful candidates will have a further interview with the manager and an interview with the College President), however I’m not overly optimistic that I’ll be selected.

When I say that I don’t do well in interviews, I have to own the fact that not doing well in interviews is wholly my fault.  For last week’s interview, I spent time studying for the position and about engineering educational accreditation processes, and constructing a presentation about the key domains of the accreditation process, but I spent next to no time preparing my answers to the interview questions themselves.  My preparation was largely to watch two mini-courses on Lynda.com on interview prep, and to take notes on some case examples I could bring up for achievement or behaviour questions.  Only  the night before, for about twenty minutes, did I have my wife run some sample questions past me.  My lack of preparation and practice on answering questions is entirely on me.

I did have one insight, though, that gives me some solace.  In thinking about how poorly I thought my interview went, I reflected on how many interviews I’ve done in my career to date.  This was my 5th interview, and only my third interview for a non-entry level position.  I  realized that one of the reasons why I was so unprepared, and why I didn’t spend more time prepping my answers is that I don’t know how to prepare for a mid-career interview.  The phrase “what got me here won’t get me there,” comes to mind in this scenario.  I don’t yet have a clear picture of what I should be aiming at in interview questions.

I know the mechanics of the interviews – I should be demonstrating value to the employer and painting a picture of what I can do for them.  I should consider what their questions are trying to elicit from me and tailor the response accordingly.  When giving a behavioural- or achievement-based answer, make sure to ground the example using the STAR method (situation, task, action, results).  Link strengths back to the job competencies, and identify weaknesses from the job competencies that I’m actively addressing.  I know these facts, but because I lack confidence in myself I have a hard time selling it to others because I don’t believe it for myself.  No amount of resentment towards the dog-and-pony show process will elevate me above other candidates.

If I want to succeed, I need to get better at playing their game.

Stay Awesome,

Ryan

The Value of a Myers-Briggs Test

There seems to be a publishing cycle, where every year a new slew of articles are released to damn personality tests, such as the Myers-Briggs.  Lifehacker published one recently, and a book was released at the end of summer about the mother-daughter duo who created the assessment tool, which can be paired with a book released a decade ago discussing personality tests more broadly.

A few years back, I was thinking about my career, and I happened to take the test.  According to it, I’m a INTP, the Logician, an introverted big-thinker who is logical but adaptive.  A year later, I took the test again and I drifted into ENTJ territory; apparently in that time I became more extroverted and more rigid in my planning.

This, of course, is the biggest issue with these personality tests.  They tend to overly rely on generalizations of fluid behaviours and attitudes.  People rarely have stable traits over time, and the test tends to loosely clump these together in attempt to create a meaningful picture.  In this, the Myers-Briggs is nether reliable nor valid from a scientific point of view.  As the Lifehacker article points out, along with many others, it’s dangerous when you base decisions on the conclusions drawn from these tests for things like dealing with others or hiring employees.  The best thing you can do, the article claims, is to use it as a fun conversation starter and nothing more.

But I find value in the tests for another reason.

Humans are drawn to stories.  We like crafting narratives to explain events and give meaning to our lives.  While we would want our stories to align with true accounts of history or phenomena (a book I recently bought argues that it’s not possible), we can still find value in stories that are not, strictly speaking, true (I’m appealing to a coherence-model of truth, rather than a correspondence-model of truth; I never thought I’d drag that grad course back up in conversation again…).  We can find value in a story even if we are agnostic towards it being literally true or corresponding to a fact “out there” in the world.

When it comes to my career, one problem I have is that I have a hard time knowing how to sell myself.  When you are crafting your resume or CV, or when you are interviewing for a position, you are trying to create an appealing story of yourself.  You are painting a picture of the kind of person you are that aligns with the demands of the job or the needs of the employer.  Sometimes, it’s hard to create a compelling story for yourself.  You don’t know what to include, what to leave out, and what needs some mild spin.  You have to decide how to play-up key points and downplay unsavory details.  How you choose to connect the dots can make a large impact on what others will think of you as a candidate.  You don’t want to be dishonest, but sometimes the “truth” is very compelling.

One critical area that the Myers-Briggs can offer value is providing inspiration for how to tell that story.  It creates neat little packages that arranges details in interesting ways.  It allows you to take the generalizations and apply them to your own experiences.  It’s the same trick astrology uses – if you make a statement sufficiently ambiguous, you can find confirming evidence to support it.  Using this to your advantage, you can create a compelling backstory for yourself while also prompting you to fill in the details with good stories.

And if something does fit?  Leave it out and move on.

As long as you don’t pigeonhole yourself, you can tell a story about you that shows how valuable, interesting, and desirable you are to others.  The Myers-Briggs can offer some themes and typologies to help sell the best version of you.  Just don’t believe everything you read.

Stay Awesome,

Ryan

Post-Script: After I drafted this post last week, Seth Godin posted some thoughts about changing your story.  If I’m randomly coming up with ideas that coheres with advice from Seth, I count myself in good company.

~R