Shel Israel and Robert Scoble talked about the value of blogging and transparency in their seminal work, Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers. But now I’m wondering if maybe I’ve gone too naked.
I finished a conference call a few hours ago with someone who said something that took me aback. Essentially, she said that I share so much on my website that she wonders what else I have to offer. Meaning, if everyone has access to the information I’m providing, why bother going further with me?
Wow. I hadn’t really thought that way. In my mind, what I’m giving you are the bigger pieces of the ideas, the strategies and the tactics, but not the customization and not the execution. THAT’s what I perceive my product is. That’s what you pay for. Plus my network. Plus my knowledge to adapt what I’ve given you over time (course corrections).
You tell me. Am I giving too much away?
Photo credit, kk+
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I think there’s always more to say and learn and share, or there would only be one blog, or everyone would say the same thing on Twitter, or no one would continue to research or develop anything.
I think Chris Webb wrote something about the value of free content at his blog, and I said there that I fundamentally believe that the more you can offer to a community/your audience/your customer free of charge, the more value they’ll place on the things you DO charge them for.
You’re building a relationship… and an addiction to your insights.
I wouldn’t change a thing.
I don’t think so. Ultimately people still need the expertise if they don’t have it. Therefor the more out there giving away tidbits here and there the more exposure you have. When they sit down to craft it themselves they’ll have questions at every turn and usually then pickup the phone or send an email to whom they consider the best authority they know.
Maybe you only heard it once for a reason ;)
Chris: At worst, you’re giving away valuable ideas.
At best, you’re spurring thought — for people either to try them on their own or showing your value.
Either way, you’re showing your expertise — expertise that I can’t usually customize to my particular needs. So, you may be too naked, but mostly, you’re just strutting your stuff (and other people’s stuff, too).
-Mike
Hmmmm… Sounds to me that the person on your conference call thinks you are either a one-trick pony… or as shallow as she is
Sure, you’re transparent about everything you’ve ~already done~ but are you only the sum of your past success?!
What about everything you can and will do?
I say to hell with your caller.
Interesting… I had similar thoughts about a new blog project I’m considering. I questioning whether or not I’d be giving too much away for free. Connie Crosby told me I should look at what you’ve done as an example for the same reasons you’ve outlined in this post. I’ll be watching the comments closely.
Giving too much away? Not at all. You’re giving away a sample chapter to a whole book of great ideas. Your readers read the sample chapter - some of them, sure, go away thinking “this is exactly what I need!” But others subscribe (myself included) realizing you have more to say than that one post. And of course others still will hire you, seeing your expertise in action and wanting to customize that expertise for their organization.
Keep giving it away!
Chris - you ask a great question in today’s open source and social media world.
I have very mixed feelings. I certainly love your posts and always walk away with a nugget or two that helps me execute better marketing for my company IteroText Translation Services.
However, as a sales person, there is the philosophy that you are offering free consulting. By giving away all that information you are in essence helping people become educated to buy from your competition.
If you think you have value beyond the content you share than make sure that value prop is clearly communicated to your potential clients. What is in it for me if I work with Chris Brogan.
The social media world is becoming very cluttered by every Tom, Dick and Harry saying they can do it. What makes you different? I know that you are a bit of a trail blazer and legend in this space but does your potential client?
In addition, don’t forget the phrase some will, some won’t, so what, next…
Keep up the great work.
What the client is paying for is your applying all that knowledge to them SPECIFICALLY.
You/We talk a lot but it’s largely theory based. There is a wide gap between this theory and actual implementation, especially for a large corporation that’s never tried it before.
They are buying your expertise, your failures they don’t have to go through, the books you’ve read, the whole knowledge base you bring. You are their guide. And that costs something.
Is this your way of asking if you’re a social media hussy?
Nah, I think you’re just right. Tell her it’s like breastfeeding, the more you give, the more comes in.
Let me ask you this:
“Do you think Seth Godin gave too much away when he first made all of his books available in e-book format?” Most, if not all, of them went on to be best-sellers!
In short: No, I don’t think you give too much - not at all. Maybe, and this is just my opinion, if someone like her perceives you as giving the store away, you need to make it clear somewhere that you still offer customization, execution and other things. In other words, make it clear that there are things people pay for that you aren’t including in your newsletters, etc.
Just my 2 cents.
Pooh! I was really thinking I was gonna see some skin here!! So dissapointed now. :) I don’t think you give too much, I think you give just enough to get people thinking and engaged. Besides, you wouldn’t be you if you didn’t feed us the oh so valuable information that you choose to share, which is barely a percentage of that, which you contain in that head of yours :)
I read a study one time that showed approx 10% of people who buy a (good) business book will apply what they learn on their own.
82% will do nothing after reading it.
But 8% will want a step-by-step plan for implementation/results.
The 8% is what who we need to seduce & win the trust of.
The 10% to support.
Screw the opinion of the 82%!
The other day I asked the same question to Cheryl Smith: I wonder how it is you make any money, what with all this writing for the general consumption. But you must keep enough for the clientele to keep them happy, or you couldn’t pay your server bill. I’d love to see a negotiation in action, as it seems like a mysterious process, though understandably confidential.
On a tangent, but important neverthless.
Transparency has very little adoption at this time, so doubts and questions are a natural progression. The old paradigm of letting others see only what we want them to see, will end sometime in the future and we will be left with just transparency. As we go through its adoption, we will feel naked. There are those amongst us who are humble and secure in our nakedness, but I believe it is a real small minority at this time
I think your blog becomes your validator. It is better than your resume when gaining new clients and readers. All of your blog posts provide reference material that proves that you are an expert in your field. If you keep everything hidden then it is harder for people to evaluate your potential.
There’s a fine balance between taking it all off and revealing just enough to pique one’s imagination.
I think you do an excellent job of giving away just enough tantalizing and useful bits of information to keep people interested and leave them wanting more. If you keep on with that tactic, people will always want more of what there is to offer. It’s all about where you draw the line.
As JP Micek says above, providing the information to people is one thing - implementation is something totally different.
Using the content you provide for free, can the caller then do what you would do for her? If yes, then perhaps you’re giving too much away.
If no, which is surely the case, then she is simply another uneducated consumer.
Selfishly, I would have to say please keep doing what you’re doing! Honestly though, I agree with what you said about giving general ideas. I find your blog hugely helpful, but it doesn’t do my job for me. It gives me tools to get an idea, but I can still imagine finding myself in the position of needing some outside help - and quite possibly coming to you for a personalized approach. The fact that I find what you do share so useful and as a result happen to think you’re a nice guy who knows what he’s doing means that I would be far more likely to use your consulting than I would have been if I didn’t have the same online “relationship” with you. So keep it up!
Chris, the nice side of everyone is coming out in the comments because you come across as a nice, caring, giving person.
That’s not a fault (and I’m not being sarcastic).
But you’ve got a perfect scenario here with a potential client feeling like they’ve got all they need from you. So…the customization and the execution isn’t coming across loudly enough, I’d say.
Maybe a great way to find out if you’re giving away too much: find out how many of your commenters, who are standing behind you giving the store away…are paying customers of your content?
I don’t mean that in a way that bashes my fellow commenters, but OF COURSE we’d like free guidance/consulting/advice/direction…
Her comment is a bit like someone asking a local guide in a foreign country why should someone hire them when there is a travel guide from Fodor handy.
Most clients could, had they the desire and resources, hire someone internally to do the same tasks they hire you for…as long as the opportunity cost wasn’t too high.
Rarely does the equation of (desire + resources)/opportunity cost work. Client’s are busy. There is always too much to do and social media is not part of the core focus to their success.
Frankly, her comment to you sounds like the comment of someone haggling over price. She is of course welcome to do it herself.
But let’s leave the factors of desire, resources and opportunity behind. Why hire a local guide? Because they can get you into those spots that aren’t on any travel guide.
That is what you do for clients no matter how openly you share.
I think you are actually improving your customer base, by quality, if not quantity. In the consulting business I think that one of the hardest initial issues is how well the consultant can work with the company - values, ambitions, goals, etc. all need to be in a certain alignment to achieve optimal results for both you and the customer. The transparency you demonstrate on your blog lets people get to know you and your style more than any other means I know of - before ever discussing a consultation.
The potential clients that already know enough about what you do, or would rather experiment on their own, are not your best clients anyways. The one’s that see the value in what your offer for free, should inherently see the value in what more you would have to offer by individually consulting with them.
I would argue your transparency improves the quality of your client base, by eliminating those that are not aligned with your ideas, or wouldn’t be interested in hiring similar services period, while also boosting the interest of those who see what you offer as a valuable service worth getting the complete package.
Think of it as the premium website membership model - 80% of your value will come from the %10 of clients who pay the premium. Is it a bad thing to change those numbers to 90% and %5 by being transparent? I would argue no.
I think your own writing answers your question:
- Are you writing to build your market (and your credibility, and your authority) or to satisfy the needs of your market?
- do you want to continually answer what are (for you) basic questions or do you want to share the basics and spend your time and attention on the new, leading edge, interesting stuff, and charge accordingly. You’re Chris-freaking-Brogan for goodness sake — why would you want to give the same beginner course over and over again?
- Is the value of your site your content, the comments, or both? (not this comment, but, you know, the others.) You are selling ’social’ and ‘community’ services after all, right?
You give a LOT. But you get too, right?
While you do give away lots of excellent and valuable information, that simply proves that you’re intelligent and an expert within the industry. No blog post is going to address the varied issues any one company might face. That’s what you pay for–having a big, brilliant brain on your exact case instead of giving generalized advice.
Sharing is what ultimately gives you the credibility. I think the viewpoint you mention in your post may be a little short-sighted.
I suppose it is true that someone could theoretically collect all of the knowledge that you have posted and shared on your blog over time and use that knowledge in some fashion. I think the key is that knowledge does not necessarily mean understanding.
Just because I know something about social media doesn’t mean I can effectively utilize all of the various tools out there. That doesn’t even take into account things like your network and resources that come into the picture when you are “hired” to help.
I say keep sharing and don’t hold back.
No, youre not sharing too much.
Think of it like books. I could learn many many things by reading books, I could learn Spanish, French, German, the theory of relativity (I think), how to cook chinese food, how to make a car, and onwards, I’m sure you get the picture.
But I don’t.
Why not? the information is there, and if I need a car why do I buy a new one rather than make one? Or why do I get a translator for business meetings rather than learn the language myself?
As I see it it is for any number of reasons. Whether it be lack of time to learn, lack of time implement. Perhaps I need my results to be expert (who wants to test drive my first car with its first attempt at brakes?), or I need the information tailored exactly as I want it (technical writing done via an english-german dictionary is unlikely to translate well).
Even with the huge plethora of information today there is a need for experts to tailor and implement.
So to say it again, no you are not too naked. Your service is not the provision of knowledge, but the tailoring and implementation of it.
One of my consulting friends has said, “Don’t be afraid to give it away.” It is possible the webinar caller is reflecting a part of her own value system about sharing or not sharing expertise.
On the other hand, as I scan for types of blogs out there - how do you get the balance right?? E.g. - How do you share, be open, transparent, authentic, all that along with with strutting your stuff, telling the stories - ties to examples of customizations of your expertise — (Yep, I know strutting isn’t your style, but I infer this market message from one of the commenter on this post.)
Maybe that is the naked question. –D
So, maybe we’re talking about a selling issue, not a marketing/strategic issue.
Recruitment Nick basically said your audience could continue to read your posts, listen to your podcasts, follow your example, etc., and think they’ve got it down. But they don’t. The implementation is missing. I totally agree.
But unless your potential clients KNOW that, they’ll make these snap judgments all the time.
Unless you’re running a not-for-profit business or you see being giving as an end in and of itself, you’ve got to get the message out that they DON’T have everything they need yet, without your “premium” services.
People have to know that you’re giving them A, B, and C to be start the path to success. But to fully achieve their goals, they need D-Z. Without D-Z, they’re really just getting out of the starting gate.
That’s my point. You’ve got to get the message of what D-Z entails into their heads. Give away all the info you want, I think it’s a great practice, just make sure people are fully aware there’s more needed to fully accomplish what they want.
Actually, Chris, I think the criticism has some merit - to a point.
Anyone sufficiently intelligent and entrenched in your world (that of social media and marketing and all that jazz) can take your broad strokes and germs of ideas and probably perform a job very similar to what you would do, if they were so inclined.
What they’d lack is your wisdom, agility on the ground, and track record of execution.
The thing is, most folks aren’t entrenched in our world, and chances are, if they’re looking to you to hire you, they’re not. They’re CEOs, business men, startupologists, or any number of things. They may know your business a little, but not enough to do your job.
Essentially, the net answer is 90% of the time, your nakedness doesn’t harm your business. There is a certain set of folks though that you’ll cut out of the equation of ever needing your services, though, because you’ve taught them too well.
As to the question of whether you’re giving too much, I think only you can answer that. You clarified your perception in the post–your customization, execution, network, and knowledge are your product, not the ideas by themselves. So if you’re okay with that, then no problem!
Personally, I think that the information you share on your website builds credibility, so that those who need more will feel confident in seeking you out to provide it. Do *you* feel that you are getting a good return on that investment in your readers?
The key is to give away the appetizers, but charge for the entrees!
Hey Chris,
I’m not sure if you have trackbacks enabled, but (as always) you have inspired me to Blog on the topic.
In short, you can never be too naked… and that’s because I think this potential client is looking at this channel as if it’s traditional. This is not a scarcity model.
More here: http://www.twistimage.com/blog/archives/you-are-never-too-naked/
Hmm, the social networking equivalent to Ron Jeremy? Nah, I don’t think so.
You’re just a big ol’ Purple Cow - how can anyone implement the knowledge you share verbatim and end up with results greater ( or even equal to ) yours?
You mentor, you inspire creative thought, you help your proselytes avoid the most common pitfalls while engaging them in meaningful dialog.
Being online most of the time generates an occasional self-doubt - ignore it! I think it’s pretty safe to say you’re on the right track.
it’s scarcity mentality
vs.
abundance mentality
you;ve gotten back 3 fold what you’ve “given away”
you’re right on track :)
And in the end- it’s what Kat says. Your talent is abundant; everyone can read a book, but not everyone will take those words and apply them - change them from adjectives into verbs- turning description into action.
In this life, we reward action. Many people need help getting those balls rolling, and there’s plenty of work available for people like you who help make that happen.
I look at it like this:
Michael Jordan, while he was at the top of his game, could have written a book called, “How to Play Basketball the Michael Jordan Way.” He could have given the book away to every coach, player, and GM in the league. It probably could have improved the overall play in the NBA, but would any of those Coaches or GM’s have refused the chance to have Michael Jordan on their team because he wrote everything in a book for free? Would his talent have been worth any less as a member of a team?
Gimme a break.
Are you sure your caller doesn’t work for the Knicks?
I should defend a little bit. She had a valid point related to the business conversation.
My hand-wringing and further thoughts and worries are more from the perspective of whether the overall premise: do I give too much away, was accurate.
You all seem to say no. But then, you’re my friends. : )
No you do not give too much away. What a dumba$$ thing to say. You give context and a view of the forest here on this blog. In order to get a map through the forest and a list of the trees, your client needs **you**.
Reminds me of the expression, “Sometimes you need to fire your clients.”
Two great consulting companies have been my home, one for 9 years and one for 4. Both companies have a wide-open policy about sharing and teaching everything we have with our clients. We have never yet shared our way out of a good client in spite of practically trying to do so. In our experience, if what you have to offer continues to evolve (or even if it just your approach that adds value), you’ll actually get a tighter, more profitable, and more symbiotic relationship the more you share. Key words: “good” and “symbiotic.”
Okay, trying to be unbiased here.
I think that you have a good balance between offering advice and giving too much information. This is why:
1) When our company interviews consultants, we pay more attention to the ones who are open with their knowledge. Their transparency proves their interest in working with us and their expertise in their field.
2) Reading a consultant’s blog does not make you an expert. This isn’t to say that you won’t learn, or that you should stop reading blogs. But there’s no substitution for the experience that a seasoned consultant will bring to the table. Our company has found that doing things in-house is definitely possible, but may cost more in time and mistakes. So, reading your blog might help to educate her staff, but hiring you directly could save her company time and money.
3) Your generosity in giving advice builds your credibility and your reputation.
4) In line w/ your tweet the other day - form follows function. Like you said, your blog provides the bigger pieces. If she reads your content and formulates a strategy based on general information, it may not fit her company’s goals.
5) Blogging is an investment of effort. You couldn’t write (well) about it every day unless you have a pool of knowledge to draw on, or you’d just end up repeating yourself or other people. There is a reason people are listening to you. For my part, it is because this is where I can come for practical, current information on social media and related technology. Your posts contain original thought. Original thought comes from (shocker here) the person who is thinking it. Remind her that your blog is valuable, but can’t problem solve for her.
If this person feels that you are too transparent, which admittedly can be an issue, I’d wonder where she is coming from. Maybe she’s in an industry where confidentiality is stressed, and she’s uncomfortable with that level of transparency that a blog suggests.
In any case, she doesn’t seem to really understand what you’re offering when you consult. Maybe sit down with her (if you have the time) and explain some of the process that you would go through when partnering with her business to accomplish her goals.
If none of this works (in addition to the many helpful comments above), she truly might just not be ready for a consultant, and your time would be better spent working with a company that is. Later, if she is still interested, and has a greater understanding of what you would bring to her company (or just of the gaps in her company that you could help with), you could reconnect.
* Just noticed your comment - I think 3 have appeared since I started thinking about this, so it’s time to wrap it up! I think this still applies to clients in general, although I wrote it towards the specific client you mentioned.
I thought about this a fair bit when I first started blogging. I agree with Whitney Hoffman that people can read what you write, but only some will take what you write and apply it themselves.
There are so many others who for whatever reason–too little time, inclination, skill–will not apply it themselves and will come calling because they know you are the expert.
Yes, if you develop some proprietary thinking around a client’s project, you don’t want to share, but otherwise this really is the signature of what you are doing in the collaborative, open community spaces you are working in. The book Wikinomics by Don Tapscott and Anthony Williams is all about opening things up and sharing. You will get more back in return.
Without this openness you would not have created such a strong network around you. And, that is one of your greatest “secret” weapons.
Cheers,
Connie
Heh, the more you give away for free, the less I need to pay you. And not to get into that whol blogosphere echo chamber issue, however, a lot of people in this ’social media’ chamber give away plenty of valuable information. Annnnd that can all be taken out of the Chamber of Echoes, taken to clients and corporations that know nothing of you, and charged top dollar.
No one is the wiser. (doesn’t make it right, but it does make money for someone… else)
I perceive it a different way. It seems to me that if you have so much to give away on your site then you must have much, much more that you can give in person or in direct connection.
It seems to me that you don’t want to be spending your time answering the same questions for your customers all the time. You want to empower them to do all sorts of things better for themselves and then to come to you for the really hard stuff, or the really specialized stuff. That way you don’t have a boring job, constantly rehashing the same 10 points everyday. Instead you get a dream job where you get to dig in deep and explore only the most delicious challenges.
I think it’s OK if you give away ideas - you have an endless supply.
I think there is a definitely a line that needs to be held (although *finding* that line is an art).
As someone who does get paid for his consultancy in online marketing, the reality is that companies will gladly interview you and try to get all the information they can out of you… for free. Their priority, after all, is their bottom line.
And then not call you back - they’ll lead you up to the point where you think they’re ready to do a deal, then walk away, so they can milk every bit of knowledge out of you.
So I believe this person did you a favor in telling you what they did.
Here’s my experience: Almost every time I was completely open I didn’t get the work. Almost every time I gave away SOME candy, but not all, I got money to put food on the table.
When it comes to my professional efforts, I’d rather have 100 people who paid me than 10,000 people who I didn’t get nary a dime from.
You have an advantage as you have a “name brand” in being Chris Brogan, which allows you more flexibility and leverage. You’re in the catbird seat.
However, you need to clearer about your value proposition. Heck, I never knew from looking at your site that you even offered services yourself.. and I’ve met you (very very briefly) but I still didn’t know you did anything but work on putting together events and speaking.
A friend of mine puts it perfectly - Your product - your “milk” - is knowledge - if you give it ALL away for free, no one will buy the cow.
If you shared less, I wouldn’t be here to post this comment. To play off the tired movie quote: If you only build half of it, they won’t come.
Long before social media, there was always a fear about giving out too much info and having potential clients walk away with freebies-one sales trainer called it “spilling too much candy on the floor.” There is some balance–you don’t want to give away 100%. But on the whole, I think you’re better off being transparent, providing good info and perspective, and conveying your knowledge and expertise. I agree with the other poster: what you share you get back in return x times. In the end, you’re building a personal brand–and the more people know about you,the more they’re likely to hire you.
It’s a balance. The general knowledge I get from sites like these helps me inform management and prep my thinking and planning to use these techniques for marketing campaigns.
However, implementation is a very tricky point. As someone who piloted early web and e-mail campaigns, I know the pitfalls of thinking this stuff is simple and DIY. Expertise at a specific client level is critical.
Chris:
Sharing is one thing, knowing how to apply what you’ve shared and build upon it are very different things. As wilson commented, development and implementation are very different than what you post
No matter how much information you publish fingerspitzgefühl can’t be taught. It comes from experience and intuition and the ability to be able to tell good from bad.
Generally, I think your strategy is spot on.
Information is, and will continue to be, free. If you don’t serve it, people will find it elsewhere. The true value is in the relationship, the experience, the consulting, etc.
However, interesting coincidence was this quote I read the same day from Gibson’s new book “Spook Country”.
”
“Secrets,” said the Bigend beside her, “are the very root of cool.” P.108
Or, as Sting says in “Nothing bout me”:
“Lay my head on the surgeon’s table
Take me fingerprints if you are able
Pick my brains, pick my pockets
Steal my eyeballs and come back for the sockets
Run every kind of test from A to Z
And you’ll still know nothing ’bout me
Run my name through your computer
Mention me in passing to your college tutor
Check my records, check my facts
Check if I paid my income tax
Pore over everything in my C.V.
But you’ll still know nothing ’bout me
You’ll still know nothing ’bout me
You don’t need to read no books on my history
I’m a simple man, it’s no big mystery
In the cold weather, a hand needs a glove
At times like this, a lonely man like me needs love
Search my house with a fine tooth comb
Turn over everything ’cause I won’t be at home
Set up your microscope and tell me what you see
You’ll still know nothing ’bout me “