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Ok, days before the conference is actually starting, and I have to say San Diego is a beautiful place. I left rainy SF, and the temp. here is a cool 70 (and everyone is complaining about how cold it is). The downtown is plenty of fun, and tonight - there’s salsa dancing (how cool is that), a few blocks from the hotel, at Cafe Sevilla.

So, today, I’m going to try and network a bit, and sit down and read the two books Frank sent out as primers. One, Life’s Golden Ticket by Brendon Burchard, and the second is The Wolf of Wall Street. Interesting selection of books. I may try to download to my Ipad for easier reading (hadn’t though of that til’ now).

Ok, 2 minutes later, just did it. Found the Golden Ticket book (and got it) on Ibooks, but the other one is not on Ibooks. I suppose if I had downloaded the Amazon Kindle app, I may have been able to do it. That would have saved a bit of luggage!

Anyway, there’s my plan. Read, prepare, and mindmap the new (top secret) business. This last task has eluded me for many months - hopefully the new locale will get me jump started. This, combined with a copious amount of coffee, ample sunlight, and the occasional walk around downtown San Diego, will keep me plenty busy. Oh, and there’s a Nobu across the street. Really, how cool is that?

Are you coming down to the Frank Kern List Control Seminar? If so, drop me a line at info@marketingcrazy.com

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!

Why am I here? No, really, why am I here.

Right before attending the 12,000 person Adtech conference in San Francisco, and shortly after being shut down for an invite to the Moss Networks vip party (that’s right, Moss Networks told me “No Thanks”, as my search continues for a good small business PR firm), I was about to ask myself that question, as I was beaten to the punch by my uber-breakfast companion. Note: the companion was not uber, the breakfast was.

We sat eating a massive breakfast in the Ferry building at 11am (as we so often do), and he asked me, why the hell are you going to ADtech. I had to stop and ponder for a few moments as my late-night-salsa-dance addled brain took it’s time to get into business mode.

Why was I going to another advertising conference? I had just returned from the Underground online seminar, where I was surrounded by 500 similarly motivated, and equally successful go-getting “Basement Empire” multi millionaires, and now I’m going to a 12,000 person pitch-fest of yearly salaries, corporate cubes and 9-5′ers. What was I thinking …

I smoothly explained, after yet another cup of black-oil like coffee, that these conferences are at two ends of my business spectrum. These two styles of events are important for very different reasons.

The first type of conference is for internet marketers. This is where I’m at home. Surrounded by other people building internet empires from their basement. No commutes, few employees, but a real understanding of the small business world on the internet. We “get it”. We make enormous sums of money, doing what we love, and working how we want. I go to these conferences to feel at home, and be surrounded by people that are like myself.  That’s why I’m going to the San Diego event in May (and yes, there are TWO San Diego internet marketing events in May)

Adtech is the other end of the spectrum. I doubt that many, if any, baseline bedroom internet marketers really attend. This is the corporate world, and I come here to make sure I don’t lose all touch with the common and prevailing mindsets. This is where the kool-aid gets digested and disseminated. This is where the breadth of the advertising world gets, and makes, its money.  It’s intregral for me to be here - not to stay on the cutting edge, but to make sure I’m not so far out on the edge that I lose grounding, and thus lose touch with the masses.

Wow, now that I write it down, it doesn’t come off all that well, but you have to remember, it was 11am in the morning, after 3 hours of sleep, and I was about to enter a sell-sell-sell expo floor crammed with pushy people, suits, booth babes, and endless corporate hucksters. Honestly, a scarier proposition there never was …

Three Reasons to be here:

1) Small: To Stay on the Cutting Edge,  Big: To Stay Connected to the Masses

2) Both: To Learn about prevailing marketing mindsets and moods

3) Big: To test my patience (mettle) being hounded on the expo floor … and see what people spent display money on.

Yes, I have to be here. Yes, I have to stay connected to all internet marketing, in all its facets. This is a huge event, and I was surprised by the companies that were here, and more surprised by the companies that were absent.

Does anything here really have an immediate effect on my business? Probably not …

Am I learning? Yes, yes, I am.

Do I wish I had blown off ADtech and gone to see “Kick-Ass” with my friend? What do you think?

No one does it like Yanik. The Underground Online Seminar is underway … Yes, I’m incredibly bummed not to be at SXSW, but no doubt, I’ve made a great choice.

From the opening theme that plays, to the sold out crowd, this event is the only event I go to that really has delivered the goods for several years in a row. It’s the only event that I continue to go to, even though I will be trying to attend several others this year (broaden my horizons, as it were). The speakers here, mostly not of the “not-professional speaker variety”, are really excellent .  While it’s very rare that I might learn something I didn’t already know, it’s always mind expanding, and they force me to think! The first speaker is all about  … subconscious training!

Sounds crazy I know, but in truth, your mind, and your outlook, directly determine your success, far more than any other single factor. You simply won’t succeed if you don’t have the right mindset, nor will you break through earnings and growth plateaus without addressing the need for changing the way you think about things.

But for me, it’s more about inspiration, honestly. I simply want to get inspired, feel the passion, and be ready to work when I get home.  I had to sign a non disclosure to get in here, so I can’t really pass on any tidbit of knowledge I might uncover.

My word of the day. Simplification! I need to simplify my life … from uncluttering my inbox, and unsubscribing to many newsletters, to focussing on fewer projects, and doing “less”. Yesterday, Neil Patel spoke about being cheap (in an hysterically funny and self deprecating way), and I am so much the opposite. I’m a spender on the not-so-important things, and I need to get it under control.  I’ll perhaps ponder that at the Mandarin Oriental in Vegas next month…

Ha - ok, after that perhaps, I’ll really try to reign it in. I don’t think I’ll ever become “cheap”. I lack that gene. I give away everything I have to friends and family. I can’t help it. It’s part of me. I pay for dinners. Can’t help it. My dad infused me with that. I buy friends and families presents. Can’t help it, family taught me to. I overdo everything. I give away absurd amounts to charity. Perhaps enough is enough?  It certainly bears further personal investigation.

Yes, I bought an IPad. I feel the need to make this my very next paragraph after talking about simplification. I own a lot of digital gadgets. I have a thinkpad, an apple, two PCs, a blackberry, droid and iphone, kindle, flip, kodak zi8, etc … I tend to buy all the latest gadgets. I don’t see that changing anytime soon. I really like these “toys”, but there’s no doubt they complicate my life. My tech gadget lust won’t change, but I do see these five things changing in my search for simplification:

1) Less Email, Less Gmail Checking. Specifically, not check my email first thing in the morning until after exercise and breakfast. A tough thing for a basement empire owner, such as myself, to accomplish.

2) One big Task prior to Email checking. Yes, I have to accomplish just ONE single thing, prior to checking my email. That “thing” should be long term money making. Specifically, additional money. A new JV, a new distributor, something “new”.

3) More face to face, less emails, texts, and anything that doesn’t end with a handshake. I know, it’s the antithesis of the way I’ve done business for years, and I’ve done quite well without it, but this is more of a social goal to future happiness. I want to meet like-minded people, in a world where everyone is becoming more isolated (myself included).  We’ll see if this works …

4) Yes, Content. Get back to what I love, creating content. Yes, Marketing is important, but I want to create some new, amazing, stuff. What stuff? Well, that’s coming …

5) To Do List the night before. Keep an ongoing to do list, that syncs to my mobile devices and that I can sort by specific categories.  In addition, it syncs to my Google Calendar.

My vision phrase - I’m happy, positive, healthy, fulfilled, and I change people’s lives for the better all over the world. Yeh, I know, needs a little work. Perhaps a bit too wordy …

And, last but not least, Gary Vaynerchuck (sp?) is absolutely amazing, and a great speaker. I have never seen his show, but I now know why it’s so successful. He’s really absolutely amazing. What an experience - last year, Tony Hsieh, and this year, Gary Vaynerchuck. Polar opposites in many ways (demeanor), but also similar in many key ways, these keynotes were truly spectacular.

Ok, I had to share this! Hot on the heels of my post, Yanik Silver sends out an email blowing the lid off of what’s really going on at many supposed internet marketing conferences. Ok, so maybe not blowing the lid, as almost everyone knows this … but MAYBE you didn’t.

He says it better than me, so I’m going to reprint his email here (and put in my affiliate links to go to the seminar), but I really hope you listen. It’s so disheartening to see so many people go to seminars where the sold goal (aptly executed) is to get you to have an emotional buying response (over-riding your common sense), spend a lot of money at each speaker’s “presentation”, and leave (often) in more dire circumstances than when you came.

Here’s the scoop, direct from my email, to your ears and eyes (care of Yanik Silver’s hand):

Good morning Agent Evan:

I’m about to reveal confidential and privileged information that you probably won’t hear from anyone else (and I know some people definitely won’t like the fact I’m breathing a single word about this).

You see, I’ve been on the inside of a lot of seminars as a guest speaker and know
exactly how the ‘game’ works.

Here’s the deal: The host will invite a bunch of people to speak at their conference with two considerations in mind. #1 - How large their list is to promote the event and #2 - How well they can sell product at the back of the room.

For the most part (with very few exceptions) it’s true and here’s the other dirty secret…

Most speakers are not paid one thin dime to show up at these events. They have to pay their own pay for travel, hotel and meals. So before they even step foot on stage they are hundreds if not thousands in the hole. That means the only way for them to get compensated for showing up is to sell, sell, sell! Usually this translates to the fact they *have* to spend lots of time pitching their products and services. Really hammering the audience getting them to buy. Essentially their presentation is a thinly veiled commercial.

Why am I telling you all of this?

To show you yet another reason the Underground® seminar is different. I’m paying for the speakers to be there. I’m picking up the tab on their airfare, hotel and taking them out to some awesome dinners. They’re not there to sell you their products or services. (In fact, many of them have nothing to sell.)

Plus, I didn’t pick my speakers for their ability to fill the room. Many of them couldn’t
sell one ticket because their lists could give a flying fig about Internet marketing. I chose them strictly for the content they’d deliver to you for their real-world ventures.

—

http://www.UGOSeminar.com

—

Actually I’m so serious about delivering immediately useful content here - that I’m even putting up $10k of my own money. You get to vote for the speaker who gave you the most directly impactful information you can take straight to the bank. The winner is going to be awarded ‘Top Underground Marketer’ and they get a huge plaque. Plus they get a $10,000.00 check that goes to their favorite charity. (THEY sure don’t need the money!)

Now I can tell you one thing for sure - most of these guys and gals are super competitive. That means, they are going to go all out trying to outdo one another vying for “the crown” while you sit back and soak it all in.

Remember this event is not bringing in the same usual ”suspects”. I’ve managed to
uncover a secretive group of real-people making real money online *NOT* selling “how to make money online” info.

These ‘under-the-radar’ successes don’t advertise their accomplishments because they don’t need to nor want to. They are quite content to make their money “in the dark”  (while keeping their mouths shut and their secrets very close to the vest).

Look, it only takes one good idea to make this worth it for you. Don’t you think from a group of people selling $30 million online, all the incredible attendees and VIP guests you might pick up one or two new ideas?

My Internet buddies attending are coming here to learn NOT to socialize in the back-of-the-room like at typical seminars. And you can bet I’ll be taking tons of notes too.

http://www.UGOSeminar.com

February 3, 2010:

This is huge because you’ll save a full $1000.00 before the price increase but more
importantly the biggest bonus of all will vanish if you miss this deadline… When you sign http://www.UGOSeminar.com

Hopefully - I’ll see you there!

And that’s what he wrote me, and like he, I hope I see ya’ there….