How do you feel when you find out that someone’s perception of you is not good? Do you get defensive? You also believe that it’s incorrect. Or is it? If you hear it from a couple of people, then chances are that several more people have that same perception. [bctt tweet=”They say perception is reality. Perception can also be deception.” username=”DarrenLaCroix”]
It’s not the first time I have heard that statement, that I am all about the money. I sincerely appreciate the honesty from which it came. What bugged me was that it came from someone who attended one of my events. Really? And that was the takeaway?
Upon reflection, I think I get it. At one of our events, Stage Time Live!, the registration fee is low for people who sign up in advance. We used to make it accessible to all serious students of speaking. Because we do not charge much and the costs of running quality events are high, we have to find another way to fund them. The way we do that is to offer educational tools at the events. That additional revenue helps make the event possible. Most people have no idea of the cost, time, marketing, and energy required to host a live event. So, since we make the front end affordable, there has to be a way to make it work for us financially.
Even non-profit speaking associations charge over $1,500 for a convention. Some seminars that are affordable are total pitch-fests, meaning every presenter pitches hard. Some are even worse. They provide little actual content and work hard to manipulate you emotionally to buy.
My Philosophy
This may sound defensive, and maybe it is, but here is how I look at it. I’ve noticed that one of the toughest places to offer products in the back of the room is in Europe. Many despise speakers from the United States and for good reason. Many high-priced speakers give little practical content and pitch hard. People hate that! I do, too. The only way you can actually get their secrets is by giving them a boatload of money. When I first took the stage in London a few years ago, I immediately asked the audience, “Raise your hand if you think I’m here to sell you something.” About a third of the audience raised their hands. With a big smile, I said, “Perfect! I will not let you down!” They laughed. I acknowledged what they were thinking, what they did not like, and why. I explained that I would give them as much practical content as I could in the allotted time I had. Then, if anyone loved it and wanted more, they could get more. Fair enough? Yep! They were cool with that. They got good content for free.
One time someone wrote me a nasty email about my email promotions. They got my newsletter, and they were actually upset because I sent them an email about a new program I was launching. Upset? Opt off, please! When people buy magazines, the publishers also earn money from the advertisers. The publisher gets paid two ways, while understanding they still need to give the customer, the reader, what they want. I wonder if that writer gets mad at advertisements in magazines. Do they yell at the ads? I try not to picture that, but I do…LOL.
“Make no mistake, it’s a business first. You get to speak second. You get the order wrong, and you don’t get to speak at all.” –Ed Tate, CSP, WCPS
Every week for over a decade, I have written articles that I send to my over-17,000 subscribers for free. I have over 1,334 free videos on YouTube, and 97% of them are not sales pitches. I present to NSA’s Chapter and Toastmaster clubs around the world at no charge. Part of my business model is to build my newsletter list and give away content for free every week. I give content, give free content, give free content, give free content, and once in a while I promote. It is the privilege my subscribers give me for weekly, free, usable, practical content. Yes, during a launch of a new program that I believe in, I promote. I let them know about my free webinars too. Yep! Guilty as charged.
Here’s the coolest part: If you don’t like my content or don’t find it useful, please opt off! If an occasional promotion offends you, you won’t like my way of doing business. I believe I have the best free content on the planet. If you don’t like the content-rich videos I put on FB, please un-Friend me!
Another Perception to Understand
If your goal is to become a professional speaker, you have to understand the perception of prices, what you charge for a product or for a speech. I have a program titled Get Paid to Speak by Next Week©. Let’s say we give the program away to Person A for free, and Person B pays $497 for the same exact program. Who do you think will get more out of the program?
You and I must understand the value of what we offer. We also have to set a price and ask for it. If we give everything away for free, then it has no value. If we are afraid to ask for more, then, as Ed says, we don’t get to be on stage.
Yes, I love marketing. I am a geek about numbers and what happens and why. First, it’s how I survive. My mortgage doesn’t get paid if I don’t ask for sales. If I’m more worried about your perception of me than the reality of paying my mortgage, my mortgage won’t get paid.
Yes, I talk about business. There is no way to teach the business side of speaking without talking about marketing and money. If you are in my Stage Time University Business Mastery program, you know we teach from our successes AND failures. Members get the Get Paid to Speak by Next Week® program and they get LIVE mentoring calls twice a month for $77 a month. When something I do bombs, it becomes a teaching tool to help others in the business. So, I won’t apologize for talking about money. If that gives off the perception that I’m all about the money, so be it. I love what I do, and anyone who knows me well knows my true intention.
Yep, maybe sometimes I do push too much. I put years of effort into a new program that you can get for a few hundred dollars. For example, Secrets of Storytelling cost $22,248.90 to create and launch, never mind learning from a decade of experience and the energy and effort that went into the event we filmed. Craig’s storytelling model for speakers is brilliant. People can get access to it through my STU Presentation Mastery level for $47. Do you think I’m getting rich on that? It is all about wanting to help people get what they want, to be a better and more memorable storyteller. Why? So they can make a difference.
Why I Do What I Do
I know that you have a story and someone needs to hear it as my friend and Coach, Mark Brown says. I believe that everything I learned the hard way, from years of stage time, can help you tell your story. I can’t be in front of every audience you will be in front of. You’ll be in front of many audiences I’ll never see. If somehow, some way, something I teach you helps you leave a more memorable message on the hearts of people you speak to, I feel that I have played a tiny role in helping you help them. That is how I plan to make an impact on the world, through people like you who care about their audiences.
The Smart Lady
It was a smart woman who told me that her initial perception of me was that I was all about the money. The important part was that she came to an event and saw for herself. She then looked deeper, came to another LIVE Master Workshop, and then ended up in my STU Platinum Program. I’m glad she gave me the opportunity to prove myself. She wanted to see who I really am and understand my intentions and how I could help her get what she wants. Think about this: I’ve never had a highly-paid speaker upset with me about presenting offers for my programs. I’ve had many people who are earning nothing complain about my offers.
What This Means to You
First, we need to be careful of our own perception when we view others. Let’s look deeper into people we encounter. In one interaction, chances are we are seeing only the surface. Look more deeply.
Second, people will get inaccurate perceptions of you. It’s normal, but do not let it define you. Work on becoming the deeper person that the world will eventually see. Be so good that people who know you will help correct perceptions of you. As it is said, the truth always comes out in the end. Consider this question, do you deliver value? Is your value, valuable? If so, ask for a sale.
Also, remember that people do need to be sold. Even on the most important self-development message you thank think of! No matter how much value you have, people still need to be sold. There is much competition out there. Unfortunately, the better marketer and salesperson often wins, regardless of the value of the product. The value of the product does matter, however, because it is the foundation of your business and either makes the next sale easier or harder. Oh, yeah, one more thing, there is always a next sale. If you don’t believe me, watch a kid who wants something. They will persist and don’t really care one bit about your perceptions of them. Kids are always about the end result. Are you?
Stage time,
Darren
Want more results? Get more insights. STU. www.stagetimeuniversity.com
Darren,
Thanks for writing this blog. It’s not easy to hear comments like these, and it easily puts anyone in defense mode. I’ve only heard you in person one time, at a Toastmasters District Conference, and you left an impact on me. I still bring some of the tips and tricks I learned in your keynotes to my club, and you inspired me to share your message of Stage Time, Stage Time, Stage Time with my club in a speech (which they asked me to give multiple times) and through e-mails encouraging my club members. And I’m somewhat ashamed to say that I never paid you a penny.
I know your motivation is not about the money, despite having to make a living. Based on some earlier blog posts, I know it’s not easy and is not often a lucrative business. I commend you for what you are doing, and just know that you DO have an impact on people all over the world. I think that’s pretty cool.
Thanks for all that you do!
-Sean
Thanks, Sean! I appreciate it. I will keep it up, if you do too!
Darren,
Thank you for what you do.
I have always had a negative reaction to sales. It holds me back. It goes back to childhood – I learned it from my Mother. God Bless her, I miss her every day. However, that particular attitude I learned from her does not serve me. Oh well.
Despite that attitude, sales people are the grease of a civilized society because they bring buyer and seller together. No connection, no sale. No sale, no path to improved lives. No improved lives, no hope. God bless sales people.
Sadly, most people don’t have the privilege of getting to know you and experience your commitment and passion first hand. As much as you pour yourself into your work, Youtube, emails, and blog posts just aren’t the same.
I admire your conviction and fortitude and appreciate all the wonderful services that you provide!
Darren
There are givers and takers in this world and you are definitely a gold plated giver. The affordability of your programs, the thought that goes into and the diversity of presenters on your STU sessions, the clarity of instruction, the constant live events with new content and the depth and diversity of your online programs are outstanding.
Some people will always whinge about price, no matter where it falls or the value exchanged. The important thing is that you price according to your business model so as you have a profit which rewards the business and the owner. With profit you are free to do pro-bono work, have events that go the extra mile, and have the financial stability so burnout does not become a factor.
You are doing a great job and the world needs you to produce leaders and inspirers at all levels. Keep it up David
Thank, David, you too!
Sir, I have learn Speech ideas and orhlganisation from your YouTube channel.
I have organized few events in India and I can understand how much Time,Energy and resources we put.
Nothing wrong for charging.
Love your article.
Thank you!
Hi Darren
It is true that there are many sales people ‘out there’ who are only out to make money for themselves and do not really care about their customers or the quality of their product. However, having seen you live several times and bought most of your materials I would not put you anywhere near that category. You provide ABSOLUTE VALUE through your inspirational presentations and quality products. I have become a much better speaker/presenter/trainer from following your teachings and I thank you, sincerely, for everything that you have done.
For those people who resent you making a living and choose to learn from the “free is best” school of teaching, all I can say is “Ouch!”. Invest in the Darrenteed tried and trusted methods and you will rewarded many times over.
Much appreciated, David!
I had the good fortune to see you, Mark Brown, and Lance Miller in San Diego at a TM event. I realized you three were at a level I’d no idea existed, and how much work it took. You critiqued the District 5 winner before he competed in Kuala Lumpur. Dissected is a very kind word for what you did to the poor guy’s speech, and you gave reasons for every one of your corrections. The facility with which you three came up with ideas showed your virtuosity, and virtuosi deserve the big bucks. I had no idea that I would learn so much. I belong to a club in Dana Point, CA., and steer every new member to your educational materials to help them better their speaking prowess. I think you rock.
Thank you, Chuck! Keep sponging!
Darren
I was surprised by the statement that you are all about the money. I have followed for years since your spoke at Toastmasters District 65 (west have of New York State) conference. While I sometimes would like to be a professional speaker and storyteller (and think I would be good!), I’m on a different path right now. Keep doing what you’re doing! You can’t have a normal curve without someone on the tails.
“The laborer is worthy of his wages” 1Timothy5:18, “Never contradict. Never explain. Never apologize.” -John Arbuthnot
We expect fresh new information, you deliver. Thanks Darren.
Darren,
Thank you for this post. Everything in it was honest and useful. I appreciate deeply all you have done for my career. Sometimes it has taken me years to fully realize the depth of what I’ve learned from you, but that is only because I’m a slow learner. This was wonderful. Thank you.
Darren,
I remember you from when you and I attended New England Speaker’s Association meetings, long before you became the professional that you are now. You always impressed me as a sincere giver. I remember meeting Zig Ziglar when he came to Boston and he said’Help enough people get what they want and you will have everything that you want.’That is just a paraphrase but you are the REAL DEAL in action everytime you GIVE!
Jim Lawrence
PS Keep up the great work!
Darren,
I have learned it the hard way. What we see in the world is the reflection of what’s inside us. I had to learn to see my self-worth before I was willing to invest in myself by investing in products that will increase my value to the world.
Funny that I have another blogger whom I follow and respect talking about the same thing. Like you said, it’s a part of the process.
Keep it up and continue being who you are. As if you can be anyone else.
My daddy used to say, “you get what you pay for.” In many cases that is true. But you give so much more. I do not perceive you as “all about the money.” I see you as personable and caring. You gave no-cost presentations at our Toastmasters clubs = you are generous! I envy your energy-bunny attitude.
Affectionately,
Mickie
Darren,
I’ve been following you for years since the World Championship of Public Speaking. (longtime Toastmaster)
I’ve recently joined STU to “walk the walk” vs. “talking the talk”. Lady and the Champs 2 years ago and your most recent “Stagetime Live” were great events. I didn’t feel like you were “selling” only providing more options for those of us that wanted to dive deeper. I’m very appreciative of your input, style and enthusiasm for what you do. You are the path I’ve chosen to help me on this journey to professional speaking.
I have zero problem with you offering programs for sale. There’s just no way you can give someone a complete education in a short, easy-to-consume piece of free content. When people get upset that there’s something being offered, I usually take it as a sign that they just haven’t been educated about how this business works, so I try to walk them through it. If they push back, then I will flat out point out their sense of entitlement to get everything for free. Was college free? Do they eat for free at restaurants? I like when you release new programs. It’s your paid programs that have made me a better speaker since I started looking at your stuff about 15 years ago (has it really been that long?), not the occasional free Youtube video that I stumble across.
Thank you Darren for all the hard work you obviously have put in and shown all us what is available out there if we want to put a little more effort/work into developing ourselves.
I believe there are people that are focused on the money and not the value delivery. Sometimes we all have and need to focus on the money side of any relationship. After all, it is the tool of choice for trading for what we want (food, housing, etc…).
Those that are focused on the produce only, will be forced to focus on the monetary side at sometime.
You and your team continue to out deliver the value verses the financial investment. Please keep up the worthy effort, it is great appreciated. You and your team have become a great example for those still developing their team, self and product(s).
Well said Darren.
I enjoy the “free” posts and have purchased from you.
Craig McGregor – New Zealand
You are brilliant. That’s all I have to say.
Darren, I agree with you. People do not understand how “the money works.” As an artist, I’ve often had people question the cost of what I have created. How long did it take me to make? My grandmother/teenager/any person you can think of could probably make that for a 10th of what she is charging.
I learned to have a thick skin pretty quickly! Keep doing what you are doing. Those who want to speak and are not willing to invest in themselves will soon find that others are not willing to invest in them.
Darren,
I get it. I am not offended nor put off by your various emails selling content or your sales pitch. In fact, I am amazed how much time and energy you put in to your business and you consistently come up with new material.
Keep going man… More power to you…
“If you’re good at something, never do it for free.”
The Joker
It should be the creator’s choice what they chose to give away and there are a plethora of people trying to convince you of the ‘value’ of ‘exposure’ vs payment. I love Jon Acuff’s response to people asking for free services. He asks, What’s your budget? If they come back with free, he immediately responds, Out of respect to my other clients, I’m not doing any additional pro-bono work at this time.
But Ed’s statement has been the definition of failure of many people who don’t treat what we do as a business with the duties, obligations and sometimes sacrifices it requires in order to get the rewards. Thanks again, Darren for the sage insight.
Bravo, Darren. You are one of the most generous speakers/professionals I have ever met. You give away a lot (for free), you offer special discounts (coupons), you never fail to share what you have learned the hard way, you make it easy for others to learn in a fun way.
Thank you for everything.
So true!
Brilliant as always! One of the things I learned from you and have taught to others is that we can’t give the audience everything we know in a short time.
If we don’t offer resources because we are afraid to offend someone we are being selfish. Ouch!
What I have learned from you, the rest of the Champs, and Fripp has allowed me to build the speaking and coaching business I always dreamed of. I have now spoken in 12 countries on 4 continents and have created a full time income in the speaking industry since 2010.
None of this would have happened if you hadn’t offered your products at a Toastmaster meeting in 2007.
Best,
Guy