Ben Settle

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  • Anti-professional
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  • Email Specialist

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A few months ago, a respected guru (someone I like) said something on Flakebook along the lines of this idea of the hard to get to guru positioning is antiquated, and that transparency, authenticity, and accessibility is where it’s at nowadays.

I found that particularly amusing.

Why?

Let’s start with the last part about transparency, authenticity, and accessibility.

For one thing, the former two have always been in for smart marketers.

Being authentic and transparent is not something some millennial on Facebook invented. (Although, there are people who have only sucked on the Internet marketing teet to get their nourishment that think it all started with social media.) Look at many of the great old school businessmen who were doing this back when our grandparents were still toddlers. They were all transparent and authentic.

But what about the accessibility part?

Depends on what they mean by access.

Show me a manager or business owner with a 24/7 “open door” policy (with both customers and employees) and I’ll show you someone who doesn’t get jack shyt done, doesn’t get to see their families as much as they’d like, and are always just an email or text message away from someone interrupting their productivity and/or fun.

There may be exceptions to this.

But they are few and far between.

Ooh…

I can already see the flurry of emails from people who have been lied to by their favorite guru about this, wallowing in the cognitive dissonance fighting me on what I just said.

Good… let the hate flow, my young jedi…

Search your feelings, you know this to be true.

Fact is nobody cares about or values the easy-to-access whore at the bottom of the mountain.

What people want is the classy virgin at the top of the mountain, who you have to go on a dangerous quest to access.

If that analogy is too startling for you, then I’ll use this one:

People with money and a desire to kick some ass don’t learn karate in the easy-to-locate strip mall who will coddle them, and lump them in a class of 200 other people doing pointless punching drills in front of a mirror. They climb the mountain to learn kung fu at Pai Mei’s feet who will abuse, humiliate, and teach them the real secrets of combat, making them bloody their knuckles punching wooden planks, snatch out eyes, carry heavy water buckets up hills, and sleep on the floor to toughen them up.

So it is in the business.

You want people to devalue your knowledge and time?

Then by all means, be a time hoe and give them access to all of your time they ask for free.

If you want people to respect your time and what you offer, you make it harder, not easier, to access you.

Moral of the story?

The marketing white knight chivalry brigade and fluffpreneurs will have you giving all your time and best info away to move the free line, while the marketing cads and knaves like elBenbo swoop in and steal those same would-be customers right out from under your nose by learning how to sell to them using email each day.

To learn my uncouth ways, go here:

www.EmailPlayers.com

Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

PO Box 2058 | Bandon, OR 97411, United States | (815) 425-4483 | ben@bensettle.com

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