Earlier this year I received a Facebook message from a person representing a well-known author and speaker who has done quite well in the infomercial space.
I was told their group was interested in meeting with me to explore the possibility of creating an infomercial that would feature me and teach people about the opportunity for making money on the Internet.
Now I have received calls similar to this many times before. Usually it turns out that it is a studio looking for people to pay them to film an infomercial. In other words, they are selling airtime for their program.
I run from those "opportunities".
But this call was different.
Would I get sucked into the world of late-night infomercials?
Based on the East Coast, the group seemed interested in visiting with me.
Upon doing some research, I discovered that the person in charge had been doing infomercials for quite some time. I was at least willing to listen to what they had to say.
I was, however, sure to ask if there would be ANY fees associated with me doing an informercial with them. I told my contact that I had been "sold" on buying airtime before, and that if we were going to do something together they would have to foot the bill.
I realized that I was potentially shooting myself in the foot by being so upfront, but I wasn't going to travel to the coast only to discover that I would be investing more than my time and expertise in this endeavor.
I was assured that there would be no fees.
I should have recognized the first red flag when I asked if they would be paying for my airfare to visit with them.
They said it was customary for business prospects to make their own way for a meeting.
I was curious and bought an airline ticket.
The visit to their headquarters was very pleasant.
The guru I met with and his team were very kind. They were knowledgeable about their space and seemed genuinely interested in me and what I brought to the table.
I learned a good deal about the infomercial business and how money is really made.
After a few hours in their offices we went to grab some food. It was there that a second red flag went up.
As we discussed how much it would cost to produce an infomercial, the guru told me how we would share production costs to be fair.
* RED ALERT! *
It's times like these where you find out what you are made of.
I've learned a lot about boundaries the past few years. Boundaries are designed to keep good stuff in and bad stuff out.
Allowing your boundaries to be violated always leads to bad things. And I had committed to myself and to others to always be honest about my feelings regarding my boundaries. To be clear, it is also important to respect other's boundaries.
I knew I needed to speak up.
Surrounded by the guru and his team, I stopped the conversation and said something to the effect of this...
"Hold on a moment, please. When I spoke with Bob (name changed) about coming out here, I specifically asked if there would be any costs on my part in regard to the project. I was told that your team would cover the entire thing. My responsibility was to be the talent and bring the education and product."
You could hear a pin drop.
In my mind, I knew at that moment that I would not be doing any business with this group. I wondered why I had wasted my time and I felt violated that I had been deceived.
Regardless, the time was fruitful. I learned more about myself and realized I was in no hurry to enter the infomercial world.
Several months passed...
Sometime in June I was introduced to another infomercial group. This time, it was a west coast studio. And they wanted to speak with me.
I thought, ok... I will listen to what you want to propose.
This particular group was also established in the space. In fact, they had created at least two informercials that were internet-related.
I spent some time speaking with the two owners on the phone. And I made sure to ask very specifically if there would be any fees involved in a project.
They assured me that they would cover every expense associated with the infomercial. From pre-production to post-production and including all back-end sales, I wouldn't have to spend a dime. Only my time would be at risk.
I explained that I was uncertain about entering the space and needed to know more. I also told them it was important for my wife to be on board with me.
Their solution was for Mary and I to fly out west to meet with them and see their facility.
Who would foot the bill for the travel?
They offered to pay our way.
Immediately I thought this was a classier operation than the east coast team.
The lesson here is that if you are inviting someone to do business with you, you should pay for their air and hotel to visit you on your turf.
I appreciated the offer and booked our reservations.
Mary and I really enjoyed our time with the owners of the company. They were both very nice, seemed authentic and they understood the industry very well.
They had an impressive operation and they answered every question we asked to our satisfaction.
Mary and I went back to Colorado and I knew I needed to give it some thought.
An infomercial might mean that I would get national television exposure.
It could mean more speaking opportunities.
It could mean more book sales.
And, of course, it could mean more money for me, my family and my business.
Those were all very appealing to me.
However, it didn't take me long for my mind to confirm what my gut was telling me.
I do not want to do an infomercial.
Before I share my reasons, let me say this.
I have nothing personal against infomercials, the people who produce them, the people who star in them or the people who watch them. My decision to not participate is based on my personal preferences.
With that said, I give you my reasons for not doing an infomercial at this time.
First of all, my personal brand is valuable to me. For better or for worse, the perception of infomercials has a very negative connotation in our society. Usually airing late at night when television time is cheaper, the infomercial exists for one reason... to sell product.
There's nothing wrong with selling product. I am a capitalist and a big believer in entrepreneurism. But it is the way in which informercials have traditionally sold products that has left a bad taste with so many.
"Buy now!"
"Operators are standing by"
"Only ten available!"
Let's face it. Whether you are selling a piece of exercise equipment or the world's best knives, or you are presenting the best real estate system or Internet course, the infomercial is a hokey way of presenting and selling product.
Now I can see how the methodology might be appropriate for selling a product such as Shamwow. (You'll say WOW every time!) I mean, it's a towel, right?
But we're not talking about selling a physical product. We're talking about selling me. I am my brand.
After the meeting out west, I gave some thought to the reasons people do infomercials where they are representing themselves and their product. I don't want to put everyone in a box, but I find that by and large people in infomercials fit into one of these three categories.
- The first are virtual unknowns and have no real reputation at stake. You know the guys I am talking about. You've never heard of them yet they are the experts in their field and they have a system that can make you wealthy. I call this the "nothing to lose" person. I've seen a number of infomercials featuring so-called "Internet experts", yet I've never heard of most of these people.
- The next type are those who either don't know or don't care how they appear on an infomercial. I know people who have appeared in infomercials. They either don't believe that their reputation is affected or it doesn't matter to them because the money is so good. I don't judge them for that. It's a personal choice.
- The last type are those who have had a good reputation, but they are past their prime. At this point, an infomercial looks like a great way to leverage past successes into current revenues. I can think of at least one person I know that has taken this route.
I already have a great reputation which I am very protective of. I've been doing business online for over fifteen years, have created a number of successful products, best-selling books and get to speak on a number of interesting and exciting platforms. I feel like I am just getting started!
Infomercials are known for over-the-top excitement, massive income claims and high-pressure sales tactics.
Of course, a number of shows manage to incorporate other hot buttons to make the sale.
Jeff Paul's Shortcut to Internet Millions, anyone?
The infomercial featured two well-endowed actresses with very low cut tops discussing how they were now making thousands online thanks to Jeff Paul.
I've got nothing against beautiful women. Heck, I married one! (shout out to Mary!)
And I understand that there are hundreds of channel choices on cable and satellite. You need to give people a reason to stop and listen to your message.
But if the message NEEDS busty women to get people to stop, I question the value of the message.
I told both groups I met with that an infomercial with me would require a few things.
First, I would have to be completely authentic. I would want to be the same on television as I am in person. What you see is what you get.
Second, the approach would NOT be "make millions on the Internet". It would be "how would you like to make an extra $500 or $1000/month on the Internet?"
Lastly, there would be no busty babes to get people's attention. If what I have to say isn't interesting enough for people to stop and listen, forget about it.
But what I realized is that no matter how authentic I would be in an infomercial, there is still a stigma associated with the format.
I wish I could change the way the infomercial is done. Who knows... perhaps there IS a better way that doesn't feel so hokey.
But there is a reason infomercials are done the way they are. Just like the long-form sales letter, it works.
I asked a number of family members and peers what they would think if I appeared in an infomercial. The responses were fairly divided. But I have to wonder if we really take people in infomercials seriously...
The other reason I cannot do an infomercial is the way that they are monetized.
When you call an 800# and request a course on how to make money in whatever the infomercial is touting as the the back-end sales, you become a lead.
There is NO profit in selling front-end products via 800#. In fact, the front-end product is usually a loss leader. The whole point is to get the lead so the customer can be presented with a higher priced product.
The higher-priced product is usually in the form of ongoing coaching or a live event.
I am not opposed to coaching or live events.
We charge up to $10,000 for people and businesses to join us in our offices and work directly with my team.
I have no problem charging those fees because I know customers will always get what they paid for and then some. There is great benefit to working directly with me and my team.
However, coaching offered to customers via a call center would not be one-on-one with me and my team.
Let me say this.
Both organizations I met with have developed nearly airtight processes in place to make sure that the sales process is completely transparent. They have rigid compliance for their salespeople so that their call center does not become a boiler room atmosphere. And customers must completely understand what they are purchasing, what kind of promises have been made and what their rights are.
I applaud them for adhering to such standards. Not only is it the right thing to do for the customer, but it covers their legal bases as well.
But the bottom line for me is this...
Even if I provide the content of my coaching program, do I want a third party administering that content and training my customers?
My gut tells me that I should have greater control on who my coaches are and what they are teaching.
So, I have decided not to do an infomercial at this time.
Would I ever do an infomercial?
Yes, under the following circumstances.
1) It is more content-driven and less product pitching. If you have ever seen me speak, you know that I always seek to over-deliver on content. At events where a product pitch follows my talk, it is my goal that everyone in the audience has action items regardless of whether or not they purchase my courses. I don't like the contrived manner in which informercials are scripted, so authenticity and true value would be paramount.
2) The back end model is new and different. With television time being expensive and front-end products having a low price point, it is essential to monetize the lead. Otherwise there is no sense in creating a show in the first place. So what is the new model? I can't say that I know. I just know that a new model is needed in order to change the perception of the infomercial into a more respectable vehicle.
I'm not sure either of these conditions can be met, but I would be open to doing a show if I could fully believe in what I was doing.
Yes, I am potentially turning away a nice chunk of cash by not doing an infomercial.
But I feel very good about it.
Money is important, but there are things that are more important to me. And I will not trade those values for a buck.
I have always wanted to do a television show of some kind.
The Next Internet Millionaire is a pilot for what could be accomplished.
I really think the viewing public is more ready for a show on Internet business now than they were in 2007 when the show was produced.
And whether it is a reality show, a segment on an existing show or a stand-alone interview-style program, I believe I am TV ready when the right producer comes along.
By the way, if you are a TV producer or know one who would be receptive to doing something cutting edge in this arena, contact me here!
So what are your thoughts about infomercials? And what do you think of my decision?
Please leave your comments below.
Joel
You have integrity..
Enough said.No use in going in to all the reasons Infomercials have a reputation.
Hey Joel, I applaud your decision.
I think it sounds ridiculous to most people
that you'd turn down that second opportunity,
but based on the reasons you listed you show us
where your values lie.
Thanks for the insight in the infomercial business as well!
Interesting stuff.
I do have a question... why couldn't you get your own team
to actually handle administering your content that was sold?
Maybe a chance to grow your own team?
Why did a 3rd party have to handle it?
-Steve
http://SteveNam.com
Hmmmm,
I did not used to but I now look at the people on infomercials as used car salesmen and women. I think that you will have to have a very unique approach that does not looked staged. You can definitely leverage what I like to call your "image capitol" to make it happen the right way. Perhaps test something on the net first.
Wich I new about the 2007 show.
Oakland
Carpe Diem!
Joel,
Excellent thoughts as always. I've seen "Mentored by a Millionaire" - but I have to agree with you, that if the medium is not right, it's a lost cause. Even worse if you combine it with a people mismatch. I'm a bit of a misfit myself- and so I also am a bit wary before jumping into new environments where I'm at a loss. Hard-sells turn me off, and I wouldn't feel comfortable doing them myself.
Thanks as always for sharing your life stories, and giving your user base interesting insights to think about.
Best,
Bob
Thanks for sharing the process of how you made this decision. One of the key factors that impressed me was that you asked for your wife's input and valued any warning she would give.
I have discovered after 42 years of marriage that my wife is close to 100% right in perceiving danger. A good starting point for many of us as to whether to take a specific step is our willingness to discuss it with our spouse.
I heard one guy say who had a string of business decision regrets, "Why talk to her, she always says NO?"
I have come to the point, after many business or investment regrets gone sour, that if I want to know God's perspective on my decisions, bounce them off my wife.
By the way, I didn't ask her about sending this. But if Joel was asking me to be his business partner, I would check with her. But then he never would, because his wife would have nixed the idea.
Very interesting read Joel. I think the approach of making someone an extra $500 to $1000 per month is more authentic and just imagine the testimonials you could gather for that program!
Back in 2007 the internet was still viewed as a bit "risque". It is not any longer. Hell, my 73 year old mother finally is banking online so that pretty much means it is in the mainstream to me at this point.
The problem lies with the over hype of the "make millions fast" crowd. (I shlosh through all the internet marketing emails every day that say the same thing). There will always be a market for that, for sure. However, if you could manufacture a way to bring it to the viewers with a simple plan (three steps) to help them cover the car payment or the rent and in a more authentic way (as you pointed out) I think it could go through the roof.
And then we could all say "we knew you back when" -:)
Good Luck! (personally think you are ready to do an infomercial.... the right producer hasn't come to you yet)
Hat's off to you my friend for standing tall. I'm always inspired by someone whose values rise above the dollar, and is willing to make the hard choices in life. We need more leaders who can do the same, and in so doing, spread inspiration and hope.
This was the most interesting article of yours I've read so far. I'm not qualified to even opine on whether you made the right decision, but the process was riveting.
Joel- You bring up some great points, but you also say:
"There's nothing wrong with selling product. I am a capitalist and a big believer in entrepreneurism. But it is the way in which informercials have traditionally sold products that has left a bad taste with so many."
"Buy now!"
"Operators are standing by"
"Only ten available!"
Isn't that the same hype that I see with so many product launches these days from respected IM gurus? It seems to me that the IM space has much in common with the InfoMercial space.
But, my hat is off to you for avoiding that level of hucksterism both with your own products and by just saying no to infomercials.
Hey Joel,
I loved feeling like I was part of your thought process in your writing. On the whole, I don't care much for infomercials. That said, I don't know how I'd have ever heard of Tony without them a loooooong time ago!
Whatever decision you make for you, using your gut, is the right one, IMHO.
Joel,
Thanks for sharing your thoughtful insights. It nice to see a marketer with solid values!
Mark
Captain Comm, your a real American hero !!!
Smart move Joel, no amount of money is worth tarnishing your reputation.
"Money is important, but there are things that are more important to me. And I will not trade those values for a buck." Joel Comm
Some of the Internet marketing out there has a bit of the Snake Oil Salesman reputation that infomercials tend to carry as well.
I appreciate that you have shared your thought process and resulting decision with us. By sharing your thoughts and business consciousness we, too, can continue to model the highest ground and integrity of the best "gurus" out there. As one of the leaders on line, I applaud you for your transparency. Thank you.
Terry
Joel,
Methinks you protest too well!
As the creator of iFarts and the other app (I forget the name) where people can dress up as terrorists and be blown-up to kingdom come... it seems your queasiness over infomercials is a tad overdone.
But very well written & presented. Kudos!
A great "Twist in the Tale" - I thoroughly enjoyed the manner in which you approached this subject.
Yes infomercials are a pain - no matter where in the world you live. But to extract the negative out of the equation and put it into a different frame of mind, this could very well become a positive value.
Thanks for this "food for thought". Good luck and maybe we will see a change in the manner in which infomercials are approached.
Thanks for this article, Joel.
I've been thinking hard about infomercials and can't think of one that is selling a BRAND or a PERSON instead of a product. A cold, hard, mass-produced product.
Hey, Dan Kennedy has made lots of money advising Guthy-Renker on skin care products, but I notice Dan never did one for himself as "the product."
I think THAT is what gives you the real rub here. It's what does it for me.
TV is not unlike the successful Internet marketer: it builds a large audience. But how it then follows up with them, the tactics it uses in infomercial sales, the lack of connection that YOU get with your client or customer - well, THAT separates it from those of us who stand before a room filled with people, tell them about our product, and then mingle with them at "the back table."
Seems that you made the right decision and that you're happy with it.
Best to you and Joey.
Charlie Seymour Jr
http://PersonalSuccessMarketing.com
Kudos Joel! If there's one thing you don't need is to enter the "set it and forget" marketing segment. Why aren't you pursuing your own weekly TV show online with Ustream or any of the video vehicles available? God knows you could make that happen across your already huge following. Drop the email bomb and watch your fans scramble to line up for the show. Let the viral begin. Neil
You did exactly what you were supposed to do... followed your gut. Ron Matthews was the first one who told me we have brain cells in our gut. If a decision makes you feel bad then you know it's not the right one for you (http://altmedangel.com/gutbrain.htm). Congrats on deciding what's best for YOU and your family. Mary's a lucky lucky lady! (Those last pics of you two on FB are SO sweet and really show the love between you guys! What a team!) PS: Thanks for considering and including your fans in your decision by the way! I think if you ever do venture into the infomercial world you will turn it upside down!
You know Joel, I get what you're saying about people having a negative feel about informercials. (I happen to love Vince and his "you're gonna love my nuts" Slap Chop.... ever the pitchman... but I know I'm not 'the norm' in that).
However, I was first introduced to the likes of Tony Robbins watching informercials at around age 13 or 14, and I've continued to follow him for years. At the same time, I've long since stopped caring about Don Lapre's "tiny classified ads in THOUSANDS of newspapers".
My point? It's all about content. I think good content is good content and completely transcends the medium.
Food for though anyway...
Josh
Joel,
I've known you a long time. Generally, I think you are a brilliant mind when it comes to online marketing...or even marketing in general.
But this time you've blown it. :-)
Yes, there is a lingering negative perception of infomercials from the hucksters of yesterday (and a few left today). But that perception is skewed by how you ask the question.
Ask people if they own any Craftsman tools, or a Roto-zip, or use OxiClean or Orange Glo. Ask them if they have lost weight on P90X or South Beach diet. How about the millions of families who use Proactiv to treat acne? Most likely the people who claim to have a negative attitude toward infomercials don't even realize they are benefiting from infomercial products and services.
But the bottom line is that infomercials can have a huge POSITIVE affect on building or enhancing a brand. In my many years in the business, I've worked on infomercials for Quaker State, Bayliner Boats, Daytona 500, Nautilus Fitness, Orange Glo and more. Companies such as IBM, Sunbeam, Tupperware, Avon, and Toyota have used infomercials. None of these brands were negatively affected by the use of the infomercial format.
What about the affect has on a “Personal Brand”? You'll hate this example, but ask Barack Obama how his infomercial affected things? Don't remember it? Well it was an all-out, multi-million dollar infomercial campaign that aired right before the election. (For one interesting take: http://blogs.kansascity.com/tvbarn/2008/10/the-obama-infom.html) Do you think for a moment BHO's handlers would let him appear in an infomercial if they felt it would taint his brand or cost him the election? No way! It was done with high quality production values and made a huge impact in the minds of voters.
Your conditions are correct.
#1 An infomercial does NOT have to be cheesy. If can be focused on the content and the RESULTS of that content without being over the top.
#2 The infomercial industry is reeling right now from (needed) changes to the back-end model brought about by the FTC and the major credit card companies. Why don't you be the one to revolutionize the model?
Revenue from infomercials and other DRTV related media accounts for $20 Billion in sales each year.
Your personal brand is poised to put a big chunk of that into your pocket.
But you gotta take a chance.
Let's talk.
Marty M. Fahncke
Oh my, I remember the Jeff Paul's infomercial it was horrible! The acting was as bad as I have ever seen.
And the claims were laughable. "I made $130,000 in my first 6 days!!" I feel sorry for the people that bought into that and Jeff Paul should be ashamed.
I do agree with the other comment about the "sense of urgency" does appear in many emails from gurus.
Greetings Joel,
I too believe that you made the right decision. Your integrity and tell it like it is approach are the reasons why I stay on your list and have bought your products.
Until the infomercial industry truly matures on the legislative and public perception levels, its best to stay away from it.
The Next Internet Millionaire on the other hand is an excellent idea that deals with real people, not actors.
Hopefully, we'll get to see a sequel to The Next Internet Millionaire. :)
Warmest Regards and Best Wishes Always,
Felix J. Torres, Founder
Life and Health Insurance Quotes Information Center
My youngest son (then 14) and I watched a kitchen knife infomercial once. "Throw out all of your kitchen knives - you only need this one." Then they added a paring knife to the deal. Then came the steak knives, bread knife, chopping knife, etc. Half way into the show my son remarked "they are sending you as many knives as they told you to throw out. I guess their one knife isn't that good." That was the point I knew my son had critical thinking skills.
Thanks for the post. It reinforces my thoughts about you.
http://TheIntelligentNurse.com
As can be seen from the responses of the other commenters, you definitely did the right thing! Kudos to you. It's true, it would have been a major mistake for you. One that can never be undone and could lead to a lifetime of regret. Again, I commend you for sticking to your values. The marketing space needs more role models like yourself rather than those that are willing to lie and cheat to achieve the numbers.
Hi Joel,
I think your reasoning is sound. However, if, as you pointed out, you deal with a reputable company (just watch their previous shows) and see the script beforehand, and know what they are selling, including the upsell, you have little downside.
This is especially true if you are interviewed as an expert, which is easy enough for the viewer to check out.
You will be seen by far more viewers than buyers, and many of those will look for you online and a good portion of those people will be added to your customer or email list.
Again, I admire your integrity, but you may want to reconsider next time.
All the best,
Tom Justin
Joel, there are informercial companies that allow you to do your own informercial, your way. You don't pay them for producing the informecial, but you do split the profits. I'm sure you can negotiate a good split if you wanted to.
Nice explanation of your reasoning. I would think someone as creative as yourself could figure out a way to make the infomercial space work for your brand.
Joel,
Well all I can say is well done. More importantly well thought out plus what is really strange is you put those thoughts out there for your subscribers to know exactly what you are thinking and why. Your whole stance Joel is so far apart and above what so much of the crap floggers of the internet world do on a daily basis.
It really infuriates me that every product that comes out is $2,000 to $2,500 with very limited access to the guru and worse yet pushed by people who spend a whole lot of time about how many millions they make. Yet seldom do they talk about how many of their customers/students are making or the success from their material. Personally I could care less what they drive or where they live that is not relevant to the product producing results for me. My beef with this is not someone making money but if your knowledge in your own business is worth so much then why should you have to charge to the max to show someone how you make it in your own business. If the main income is not coming from their own business but from selling to others then that advice is not worth squat in reality.
Well that is the big cancer in the internet realm but it is sooo refreshing to hear from someone like you who marches to a very different drummer than this phony crew does. Great to hear from you.
Trevor Chilton
Costa Rica
Like a previous poster had mentioned, I'm not really in the position (like others here) to comment as to whether or not you made the right decision. Regardless, I do find it refreshing that you value your own reputation and brand so highly...instead of succumbing to projects or compromises in personal ethics and morals that could tarnish it. It's certainly admirable to see that that is a driving force behind your decisions.
Take care,
Howie
P.s. I hope one day I can be faced with such decisions. At that time, I'll be sure to give a shout out to my wife in my blog post, as well. :) (Thanks for the idea!)
Hi Joel,
You would lose total control on your product and cheapen it dramatically
I just got this today
Here comes the Snake OIL Salesman :
Marketing Director,
Recently I sent you a letter expressing my interest in the BREATHPATROL. Landmark Direct sells products through catalog, retail and television and I believe the BREATHPATROL would be conducive for a Direct Response Television campaign.
We offer two programs: A turnkey program that gives you the tools to run your own campaign, and our Premier Program wherein Landmark Direct will create a commercial and run the campaign for a share of the profits on sales if your product is approved.
Landmark Direct uses television not only as a means of generating sales through As Seen On TV commercials, but also as a way to build exposure and create awareness for an item. This helps the product find placement in catalogs and shelf space in retail stores. For every one unit sold on television, DRTV products generally see 7-8 units sold at retail.
If you would like to learn more about Landmark Direct and the DRTV Premier Program, please contact me at your earliest opportunity. I look forward to speaking with you.
this is how the try to pull you in
Gerhard
Joel-
Interesting post regarding infomercials. I think the only item I've ever odered via a informercial is Carlton Sheets' RE course, which was decent enough.
Some of the negatives you've mentioned related to informercials could easily be transferred to the IM space, as well, unfortunately. If anything, you are putting your your face in front of everyone in the informercial format, while someone can remain anonymous on the Internet and still sell a lot of #sometimes# lousy product. Infomercials aren't perfect, but neither is Internet Marketing.
Joel,
I applaud you for going with your gut feelings! I work graveyard and completely understand those "info" commercials. Now when you watch those, at least myself being an average joe (excuse the pun)! Don't you just switch the channel because you know it's a bunch of bs. Who trusts those people anyway?
You have to be trustworthy,how come you have to come on television so late? I'll watch a stupid movie late at night before I ever, watch an infocommercial.(Because I won't bother watching,I don't care what they're selling).
Bottom line...Be Real, why do this when people should be sleeping? Go on a daytime talk show...be yourself (we love you when your yourself!) You don't have to wear a suit, have your hair just right..we are just normal people trying to survive in these hard times.
Joel, I loved your blog (or maybe it was an email?) about paying high prices for these internet courses you know the ones..that ask for $1,000.
or more? You disliked that! Well, the normal American folk, is having a hard time just paying there house payments, utilities, gas for the old car and someone wants us to pay for their house payment? Talk about always feeling ripped off!
I am happy for you that your gut put you in the right place, to be able to stand up for what is right. Because you know better than that! That's right you are better than the person out there again saying I will give you this for free, then the next day...let me tell you about this and I will only charge you after seven days a low monthly fee of $47.00. Ok. I realize you have to sell...but be open, be honest,be yourself, be a real person, not a person who will take your house payment then say tomorrow ...Oh do I know you?
I personally will not watch an infocommercial. As you know very well, you have to make a name for yourself on the internet to make money! You've made that name, people trust you. That is like you say so valuable. Trust and commitment and Love what you are doing is more important than blowing it and doing something your heart is not in.
Ok. point 1: Do it if your heart is in it..not the pocketbook
point 2: Be yourself
point 3: Don't follow someone else's rules...it's your reputation
you've worked hard to get where your at!
point 4: Do it during the day...people's mind's aren't a sleep
point 5: Tell the truth, don't pull a curtain over the product, state it takes hard work.
point 6: Make sure all the steps are in place...like you need to do this first and it will not be easy until you do this! (Your first 500-00 to $1,000.00 may not come over night. You need to build up your base of customers, etc.
Ok, there is my windy thoughts! Just from a plan ole Joe!
Best Regards,
Ramona
Joel, there is no question in my mind that you made the right decision. I'm sure that you could present, on television, powerful and useful information. but Infomercials are not designed to present information, mostly they are designed to target hot buttons and get people to buy without even really thinking whether they need the product. That is NOT what you provide to your clients and customers. Definitely the correct step, the honorable step, the professional step.
Joel,
Thank you so much for taking us through the steps and thinking process that lead up to your decision to not do infomercials as they are currently presented.
You've confirmed the extreme importance of going with your gut. If we can remember that "we" are our brand, it helps us to make better decisions about how we put ourselves out there.
All the time, energy and money you've invested over the years in building your products, service and brand cannot be tossed aside for "late-night stands."
Congratulations!
I totally agree with you. Infomercials are usually boring and repetitive.
I usually turn them off. I also turn off commercials. Most are to catch the unaware, unknowing buyer; who probably can not afford what they are touting anyway.
Hey Joel, I've received those offers, too, where my "share" of producing the informercial or pilot program would come close to $10 grand. It didn't seem like a partnership if I were providing all of the talent, expertise and content, and footing the bill, too. I, too, learned about how informercials make money at the back end.
I'm convinced that legit production companies share in the risk by committing to foot production costs, at the very least, and am always open to entertaining their proposals, and I'm wary of the ones that don't.
I think you made the right decisions and I look forward to seeing what else comes your way!
Elizabeth Yarnell, author, speaker
www.ElizabethYarnell.com
Joel,
I wasn't sure I wanted to read you email, not sure why but it may have been that spam-like taste of the word "infomercial." I am glad i read it anyway, your value here is not the decision to do an infomercial or not. The real value in what you wrote about was the recounting your methodical process for vetting the projects based on a higher calling and standard. Know your barriers AND stay behind them!
Very cool to look at and you are spot on regarding the low integrity and reputation problem that infomercials now face and so do a lot of internet marketers too...
Thanks for making my day!
You are way above and beyond infomercials. Stay away...far away from them. Greater opportunities will come your way. You can take that to the bank!
I agree. It's great to hear the truth. I applaud your decision and it demonstrates that "Your Brand" is more important than dollar signs.
Joel,
Check this out.
Seems to me that Andy Jenkins has been showing people how to produce "infomercial"-level videos through his $2K course called Video Boss. And I have witnessed several gurus use his methods for recent IM launches including the "retired"(but now mysteriously back from the dead) Mike Filsaime in his Affiliate Dot Com coaching program.
This infomercial style "product launch formula" (a la guru Jeff Walker) hype is getting really old.
Who can we really trust in the IM space? Seems lots of newbies are willing to part with their hard-earned cash in amounts of $497, $997, $1997, or even $2997. I gather Eben Pagan is a master of helping people pay through the nose for very basic info products dressed up in infomercial style campaigns where he stars against a black background.
Keep up the good work and keep your "competition" on their toes with your integrity.
Hum, I dunno, Joel, this post seems like a lot of rationalizations to me. We all have been suckered into something and then been mad about it (friends of yours have done that to me, but that's another story). Sure, everything you say can be substantiated, as all opinions can be. But you are also dissing a whole group of viewers who tune into infomercials for a message. You may judge what's out there, but you may also put out your own product, knowing that it can help people. Tony Robbins is a good example. You will always get people to say, ya, Joel, infomercials suck! But....it is yet another opportunity to get your message across to a huge demographic of people looking for information to better their lives. Many people would say the same thing about Internet marketing which you are a strong part of (not to mention some of the yahoos you have associated yourself with online and in conferences). Bottom line? Who cares about the definition of infomercials? it's just another media tool that you can leave or evolve into what you want it to be. Don't give us that "Holier than thou" image. There are two sides to every coin. You are transparent in that you took the bait, and now you bellyache about being taken in by a couple of groups. Get real. Be confident in your message to the world, but don't shoot the messenger. And be a little more aware of the people you already associate with, if this means so much to you.
Interesting world.
I applaud your integrity and decision.
It's posts like these that comes when I have to make a similar decision that shout to me "you are not the only one like this on this planet"
For those of you critical of my decision, I'm not sure you read everything I wrote.
1) I am NOT opposed to all infomercials. I am opposed to doing one the way they are typically done. If you will read closely, you will see that I believe there can be a better way to do it. If I receive a proposal that I believe allows me to maintain my integrity AND best serves the customer, I would definitely take a closer look.
2) I am not "dissing" a group of viewers. I realize people make purchases based on what they want (or think they want), as well as on emotion. The traditional infomercial style plays on those emotions and goes over the top.
3) I find it not just a little amusing that someone doesn't see the irony in coming to my blog and calling me "holier than thou". ;-)
Joel
Joel,
Great decision about not participating in infomercials. All your reasons are valid. There's also a burst of self-empowerment when you say "no" to a business opportunity. It keeps your focus alive and exercises your 'choice' muscles. I recently said "no" to a business opportunity and I walked out feeling more powerful than ever! Looking forward to meeting you at JVAlerLive in Denver!
/Dan Tredo
Great integrity Joel! I love how you stand up for what you believe in! You've kinda become a quasi-role model of sorts for me. I like what you stand for, what you deliver and now you show integrity! Thanks for the post!
Joel,
Bravo to you! But you almost sound as if you are justifying NOT doing an infomercial. Some marketers will do anything for a buck, but you know that protecting your reputation/brand/persona is so much more important than the quick and easy dollar.
Looking forward to meeting you in Denver later this month. I get the impression that you truly "do good stuff".
Stacey McNeill
Joel,
I applaud your decision and share your perspective.
There have been times when I walked away from several
"goldmines" because they were not consistent with
either my values, or my reputation.
I too am a firm believer in over delivering.
Because when you create great content, the perception
people have of you is not of a "hungry salesman" out
to make a buck (which almost always, rightly, raises
suspicion), but rather of a knowledgable person that
I can seek advice from.
That's more important to me than how much product I
actually ever sell.
Because if you think about it, the moment you succumb
to ANY price, that is the defining moment of how much
you are really worth!
If a person is ready to take a cup of coffee without
paying for it, when all the office employees are all
requested to help foot their share of the shared costs,
that person unwittingly has defined their worth.
$1, $2, $4, or whatever amount coffee costs in your
area.
That was their price. And they undermined their values
to achieve their immediate desire.
By maintaining a strong commitment to protecting one's values,
not only is this a smart business decision, but even
more importantly, it defines one's self worth in their own eyes!
Depending on an individual's level of self worth, they will
either be more productive, or less productive.
Because like the point you wanted to drive, that when
selling yourself, "you" are the brand.
So by doing something that changes the way you view
yourself, you've either improved or hurt, not only your business,
but your self.
That is why I totally agree with your decision to turn down a
lucrative offer, because it reflects genuine wisdom.
And yes, you are right. Had you appeared in one of those kinds of
infomercials we are all used to, i think I certainly would view you
with a bit more skepticism and alot less acceptance of what you
are trying to sell me.
I'm glad you shared this!
Ron
Hi Joel,
I really like your books by the way. Regarding infomercials; I actually like and enjoy watching them if they have anything to do with making money in any way. I am far more turned off by the endless slew of slick and slimmy launches by all the internet marketers--I particularly dislike the ploys and pre-engineered deadlines and the limited number of products available tactic to get you to buy or else... I have learned that the deadlines usually always reanimate themselves and that the limited number of products or systems always seem to magically populate themselves. There is one IM online who has been having a going out of business "firesale" almost everyday now and all of the super affiliate "gurus" hit me up for new product launches nearly everyday as well and they all have the same price point of $1997.00 and they are all selling essentially the same stuff only packaging it or presenting it in a different way and all of these are on the same page with each other--they might as well form one big Guru corporation together. In the past three months if I had actually purchased all of them (every new guru product launch) I would be about 25k lighter. Now, don't get me wrong I love the business model of internet marketing; I just think that most of the people currently doing it are doing so with far less integrity than those behind the average infomercial. And, there is one real estate infomercial guru who I think does it with class and integrity and really wants to help people make money. My personal last words of wisdom though are to forget about all of the IM Gurus out there right now and just buy Joel's book Kaching or any other book he has written. I don't know Joel personally, but, I feel that he is likely a lot like that real estate guru I mentioned. Joel I wish you all the best!
David J.S.
Joel,
You've obviously given this infomercial thing a lot of thought and I greatly respect the fact that you don't jump on every money making bandwagon that comes along (which is about every 15 minutes). There is so much deception out there in this internet marketing thing. I also appreciate your recommendation of a more realistic goal (for most of us) of simply trying to make an extra $500-$1000 per month online. I think it's fairly common knowledge among the IM's who have made it and continue to do so is they realize that the majority of IM wannabes won't make anything. Thus, the sales pitches from "Make Millions Online In Your Underwear" to "How About a Couple Hundred A Month" is less deceptive and certainly much more realistic. And you were the first big name guy that I'm aware of to call it that way. And I respect and appreciate that you are true to who you are and what you stand for in life and in business. That's rare these days and I bet you sleep well at night. "There's a sucker born every 5 minutes" isn't what you stand for in an industry that swims in it. Thank You!
Hi Joel
I like you a lot because you say how it is and you stick to your most inner gut. At the time I had my business I thought about these informercials and how i could boost my business. Didn't have enough cash to do it. I also wanted it to be on my own terms. I think if you like to do one, investigate your own, make your own, may be there is a healthy alternative with your know how you may be able to come up with some thing good. So long live long and prosper
Juergen Kleinen
How 'bout a movie producer? :)
Ok, seriously, I like what you have to say above, however, I'm wondering how long it took you to get to the point where you were being asked to create an infomercial based on you, by what you say above.
It would seem that there are various steps that you've taken to get to that point, and in this era of instant gratification taking too long, my question or statement is, are people going to be willing to significantly pay for what you're offering. I'd want that question answered before I took the next logical step.
Personally I believe that if you believe in what you're doing, you've already got what would be an infomercial, AND it seems like you've already published it online. No need to get it out there beyond what you've already done....
Hi Joel,
I SO hear and agree with you.
I've been approached numerous times by those companies and have always come away with a feeling that makes my skin crawl.
The only one that didn't leave me feeling that way was a meeting with the biggest producer of infomercials (GR) --- but even then, I was concerned with the reputation of my personal brand.
My preference is for completely honest low-key promotional tactics - the antithesis of infomercial marketing.
So, like you, I stayed away and don't regret it in the least.
Good on ya!
Cheers,
Ros
Hi Joel,
Interesting article. The first question after reading this post and the comments below is this:
Have you made bad gut decisions before and if so why?
I feel you had a win on this occasion as you flirted with hype, generosity and the promise of something bigger, yet turned it down to stay true to slow growth and a marketable name. However many people DO trust their gut, ask their wife, look at the pros and cons, and end up in situations or business agreements they regret. Obviously you don't hear about those stories, just like the 473876434 people who don't win lotto, don't become online millionaires, don't find true love etc etc.
The most successful people on the planet have failed many times before they found something that worked for them. I would like to hear more about ventures which didn't work out which you thought would, but taught you a lesson which prompted something bigger.
I like that you listened with a cautious ear to something deep down you knew wouldn't make you bite in order to learn the game, learn why it works, and redefine a market hungry for something different (i.e a few hundred bucks extra a week). Could you have turned down a blessing in disguise somehow though?
Richard
I recognize the busty women in infomercials as a gimmick to get my attention. Sorta like a kaching button. It's not bad in & of itself, it's just marketing. Is this a case of the pot calling the kettle black?
I wanted to do an info-merical selling my product "How to Go Broke Buying Get Rich Quick Garbage off Info-mericals!"
I called the info-merical guys about it.
I didn't get a call back.
Joel,
Great story. Isn't it interesting how quickly people can go back on what they promised? Reminds me of something I once heard... that in Japan, the REAL negotiations start AFTER the contract is signed!
I've found this is true here in the U.S. as well.
Also, the whole upsell process that happens after you respond to an infomercial is pretty crazy. I actually documented out 11 different steps when I called in to buy a Jack LaLanne Power Juicer. I published all 11 steps on my blog close to a year ago.
Ryan
When I think infomercial, I think Anthony Robbins. He defined the form for my generation (I'm the same age as AR). I think he did it with flair and integrity. You could do the same.
The stigma you refer to regarding infomercials exists in your own mind, not in mine. Let me get the number of that West Coast company. LOL
Kevin Thomas
Joel,
After having the pleasure of receiving a lot of your products, I can only say that integrity is key. You seem to carry a great deal of responsibility when it comes to branding yourself, and as such, you do so with such pride. I believe you will be sought out by the right producers, who will honor your integrity and your sense of commitment to others (your customers/clients). That being said, however, I just wanted to let you know (as a customer), you have increased your values not only of yourself but as to how your customers see you now in such an honorable light. Keep up your good name and your good works, because of this you will be able to attain that goal of having your own show, based upon your terms, and one that you can stand proud to represent. If more people would use the same level of commitment to their customers as you do, it just wouldn't be so difficult for most of us (newbies) in this arena to trust them. Your value has just been increased ten-fold in my eyes, and I'm pretty sure in a lot of others eyes' as well. Thank you so very much for standing firm and staying true to yourself and your products. Just note, I am one of those whose been caught up in those late night infomercials and have many products that the only thing they collect is dust. I always thought the time-slot for infomercials were more sought to go after those of us who were unable to sleep at night due to their overbearing expenses or the lack of the financial means to handle same. But, now that you've cleared it up about the costs associated with these programs are much cheaper than prime time, that makes me feel somewhat better. Again, kudos to you and your integrity. You should lead the way as a Leader of Business Opportunities seeking to help those who need it most. Maybe you'll be able to strike a nerve on some that are in it solely for the money, and they'll see that you have long-term followers and not just one month at a time. Good luck again, with your endeavors.