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Well, in a nutshell, here’s why I will NOT be going to the Ed Dale Coming Homee conference, and why I will be attending the List Control conference, and a quick marketing lesson …

First, some background, I’m not the normal conference attendee in that I have complete freedom to choose when and where I go to conference, and money can safely take a back seat to location, fun, and yes, even content (and yes, that sadly tends to rank last in my list). As I’ve said before, I mainly go to seminars to recharge my batteries, and to give me a strong push in productivity. Typically, while I may not learn a ton, I tend to meet a few good people, and always tend to have skyrocketing productivity, whenever I attend a seminar or conference. It’s always worth it…

Ed Dale has a conference in San Diego this weekend, and Frank Kern is two weekends later - both in San Diego. The first, called Coming Home, I’ll pass on, and the second, List Control, is “free”, with the purchase of Frank’s product.

I attended, strangely enough, Ed Dale’s and Frank Kern’s last conference, which they did together in San Diego a few years back. I remember it well, because … well, I didn’t like it very much. I didn’t get very much out of it, and thought it was poorly run. That being said, I actually didn’t hold that against them (everyone can have a mis-step every now and then), and I follow Ed Dale and Frank, obviously, and have purchased a lot of their stuff. As for Ed Dale, I’m an immediate edge member, purchase every course Ed does, and think he’s quick funny, bright and straightforward as an internet marketer.

However, after having been to a prior Ed Dale conference, bought every course he’s done, and been a current immediate edge member, I simply don’t think I should pay the same as a brand new student of his. No, it’s not about the money - as he is asking a relatively small amount for the conference - but it is about how you treat your customers. Internet marketer’s by and large, have a horrible way of forgetting about their customers moments after they’ve made a purchase. I’ve felt this way again, and again, and likely, if you are reading this blog, and a compulsive course buyer, you’ll know of what I speak.

So, when I asked if there was an alumni rate, a special, a discount, or anything, it kind of sucked when I was just treated like everyone else. I was simply told to go to the main page if I wanted to attend. I mean, isn’t ANY seminar an easy way to give a thank you to your customers or even a small discount of appreciation? Would it have cost anything to have a special discount page, or even a thank you page for registration, aimed towards past customers? Should every conference do this?

In short, the answer is yes. You’ll see this done again, and again, in many conferences - and I’m a supporter of it, because it DOES work. Even a small discount, or treatment that makes you feel like you’re treated slightly better for being a customer, or an active follower, really hits that psychological trigger of appreciation. I’m a strong believer in this, and you’ll see this spread throughout my marketing.

For example, I have a seminar coming this summer. Over 1000 people attend (and no, it’s not in the marketing niche). However, this seminar gives me the ability to appreciate my customers. I give them special rates, and bonuses, if they attend. I let them know I have not forgotten them, and quite the opposite, I remember their purchases from years ago, and continue to pile on thanks, and bonuses. It gives me the opportunity to thank those whom have purchased from me, and I take the opportunity firmly. I want my customers to feel special, and know that they are treated special as well.

So, no “Coming Home” for me it seems. No problem. If I start off by not feeling appreciated, I can’t see how I’ll feel any more appreciate when I get there. That being said, I understand, Ed probably would have acted differently than, perhaps, the customer service rep whom I talked to. Regardless, just using this to make a point.

Let’s contrast this, briefly, with List Control, where the seminar comes as a bonus to a course. It’s a little bit of an unfair comparison, but as you can tell, since the conference is a bonus, I already FEEL appreciated for buying the course. For many, the reason they bought list control, WAS the conference! We all know it’ not free - hotels, flights, taxis, food, etc … it still costs thousands of dollars to attend. However, because we, as customers were “given” this as a bonus, it was very easy to say yes, and very easy to appreciate the “gift” of being able to attend. Frank has made me feel appreciated for being a customer - plain and simple, and it worked.

How can you appreciate your customers? It’s easier than you may think!