{"id":97123,"date":"2025-02-19T09:20:42","date_gmt":"2025-02-19T09:20:42","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/who-do-i-pay\/"},"modified":"2025-02-19T09:20:42","modified_gmt":"2025-02-19T09:20:42","slug":"who-do-i-pay","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=97123","title":{"rendered":"Who Do I Pay?"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p style=\"text-align: justify\"><span style=\"font-family: arial\">When a conference recently asked me to pay five-figures to speak to an audience of a few hundred professionals, mostly third-party service providers, I presented an alternate case.<\/span><\/p>\n<p style=\"text-align: justify\">\n<ul>\n<li><span style=\"color: #3d85c6;font-family: arial\"><b><i>&#8220;Why would I pay five figures to speak to maybe 75 decision makers when I interact with my community of anywhere between five hundred and ten thousand professionals (depending on the content) on a daily basis at no cost to me?&#8221;<\/i><\/b><\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div><span style=\"font-family: arial\">Let&#8217;s just say the &#8220;alternate case&#8221; didn&#8217;t go very far.<\/span><\/div>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">In fact, whenever I communicate the concept of building a community (i.e. best customer and prospect list) so you don&#8217;t have to pay a third party for access to anything, I get the &#8220;Ed Bowling&#8221; response.<\/span><\/div>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div>\n<div class=\"separator\" style=\"clear: both;text-align: center\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiczoJ6weLLpEBGXnOjYo5WY2-xJqL4yYPaRhyphenhyphenW3WcVKCJch1CDK29uCnr6_XcMnvHd_9K0YxeBoQSHJrwcPJH4EfDtcogvUiMH8nAS6XbdFfU8MKm3NcnAPnHEldomvECCbuzej5ti3_NqmEToyBtct7BZa_14tF0xj2vybAzoEAPCW66Ro1ZUCQ\/s1000\/HatesIt.jpg\" style=\"margin-left: 1em;margin-right: 1em\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" data-original-height=\"721\" data-original-width=\"1000\" height=\"231\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiczoJ6weLLpEBGXnOjYo5WY2-xJqL4yYPaRhyphenhyphenW3WcVKCJch1CDK29uCnr6_XcMnvHd_9K0YxeBoQSHJrwcPJH4EfDtcogvUiMH8nAS6XbdFfU8MKm3NcnAPnHEldomvECCbuzej5ti3_NqmEToyBtct7BZa_14tF0xj2vybAzoEAPCW66Ro1ZUCQ\/s320\/HatesIt.jpg\" width=\"320\" \/><\/a><\/div>\n<p><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div><span style=\"font-family: arial\">At a conference, a Marketing Executive looked me in the eyes and earnestly issued a memorable sentence.<\/span><\/div>\n<div>\n<ul>\n<li><span style=\"color: #e69138;font-family: arial\"><b><i>&#8220;I just want you to tell me what the next big thing is so I can pay for it to scale my business.&#8221;<\/i><\/b><\/span><\/li>\n<\/ul>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">Come on. The marketing executive was not willing to do any work. None. She wanted me to tell her something for free, something she could throw money at so her business would thrive and she&#8217;d look good.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">Her business recently announced that it was shutting down.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">Do you want to know what offends so many of my readers? They&#8217;re offended when I talk about the marketing brilliance of <a href=\"http:\/\/Headphones.com\">Headphones.com<\/a>&nbsp;&#8230; especially readers who advocate a &#8220;pay to play&#8221; style of marketing (i.e. give Google money, Google gives you clicks). Think about what they&#8217;ve done.<\/span><\/div>\n<div>\n<ul>\n<li style=\"text-align: justify\"><span style=\"font-family: arial\">500,000+ registered community users (i.e. a prospect list), plus all the data of what each registered community user is interested in \/ reads \/ views, paired with an Action Stream of email\/text featuring items\/content that relates to the content the registered community user interacts with. You could do that, right? What stops you from doing that?<\/span><\/li>\n<li style=\"text-align: justify\"><span style=\"font-family: arial\">Nearly 200,000 subscribers to YouTube reviews, content, and the weekly podcast (a three-hour show published live nearly every Saturday and then recorded for everybody else).<\/span><\/li>\n<li style=\"text-align: justify\"><span style=\"font-family: arial\"><a href=\"https:\/\/headphones.com\/blogs\/home\" target=\"_blank\">At least a half-dozen hired in-house influencers who produce content &#8230; hundreds of articles and videos<\/a>. They know their products. Their editors\/producers make it look professional.<\/span><\/li>\n<li style=\"text-align: justify\"><span style=\"font-family: arial\">Mid-eight-figures in annual net sales of items that can be purchased easily on Amazon for the same price and delivered by Amazon days earlier. There is a disincentive to buy from this brand, and yet customers accept the disincentive.<\/span><\/li>\n<li style=\"text-align: justify\"><span style=\"font-family: arial\">A 365 day returns policy (vs. 30 days on Amazon).<\/span><\/li>\n<\/ul>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">I mean, 500,000 registered users &#8230; that&#8217;s your prospect list, right there (plus your most active customers to boot &#8230; they&#8217;re teaching your prospects on your behalf). And you know exactly what they are interested in in-between purchases &#8230; you can act upon it. Would you rather act upon that or act upon some rando who typed the word &#8220;WIDGET&#8221;? (and yes, the answer can be you&#8217;d like to do both).<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">All of that represents modern e-commerce.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">None of that represents paying Google money.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">None of that represents paying Facebook money.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">All of that represents putting Google\/Facebook to work FOR YOU, not the other way around.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">Still &#8230; here&#8217;s the feedback I generally get.<\/span><\/div>\n<div><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div>\n<div class=\"separator\" style=\"clear: both;text-align: center\"><a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgzkm1YY2r0lO_fucV9C-3ABrcodWjdIug2rGzxYSl5i3SwNu_MjJP_-8zcGuuZlSJUzaAVfvhH4GNLisf861aZHDbeKTp0m8Lm_9C1yuPtaA6K3BPCc5pWwTzWKaAMBj954HuXF151cOzGlpNNKAVogPtsLLt3FNMznQRbiJW7wLjgdBMcdUYgIw\/s720\/mtd_20250218.jpg\" style=\"margin-left: 1em;margin-right: 1em\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" data-original-height=\"720\" data-original-width=\"711\" height=\"320\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgzkm1YY2r0lO_fucV9C-3ABrcodWjdIug2rGzxYSl5i3SwNu_MjJP_-8zcGuuZlSJUzaAVfvhH4GNLisf861aZHDbeKTp0m8Lm_9C1yuPtaA6K3BPCc5pWwTzWKaAMBj954HuXF151cOzGlpNNKAVogPtsLLt3FNMznQRbiJW7wLjgdBMcdUYgIw\/s320\/mtd_20250218.jpg\" width=\"316\" \/><\/a><\/div>\n<p><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">You can build a team with modern in-house marketing expertise, paying them to do brilliant work building your own community (i.e. your own prospect list).<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">Or you can rent temporary access to your own customers and prospects, enriching Google\/Facebook in the process.<\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\"><br \/><\/span><\/div>\n<div style=\"text-align: justify\"><span style=\"font-family: arial\">You have choices. Who should you pay?<\/span><\/div>\n<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>When a conference recently asked me to pay five-figures to speak to an audience of a few hundred professionals, mostly third-party service providers, I presented an alternate case. &#8220;Why would I pay five figures to speak to maybe 75 decision makers when I interact with my community of anywhere between five hundred and ten thousand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":97124,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[11007],"dealstore":[],"offerexpiration":[],"class_list":["post-97123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-pay"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Who Do I Pay? - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=97123\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Who Do I Pay? 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