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June 27, 2006
Evangelists work for free
Pop quiz: What's the term for a program that pays someone for a referral of a product and service that results in a sale?
The answer is, of course, an "affiliate" program. If you had answered "evangelist" program, you would have received a failing grade. But you didn't because you read this blog.
Methinks the online news service PRWeb is confused. The service recently announced an "Evangelist program" that provides "industry-level Compensation... for promoting and facilitating PRWeb sales to their specific markets." Yes, they capitalized compensation with a Capital C.
Evangelists spread referrals, recommendations and word of mouth freely because they believe in an idea, product, service or brand, not because they receive industry-level compensation.
Just to be clear:
* Affilate program: Amazon Associates. Get paid for referrals.
* Evangelist program: Maker's Mark Ambassadors. Spread buzz freely.
If PRWeb thinks compensation for referrals is the answer, more power to them. Calling it an evangelist program is disingenuous.
Other blogs that reference Evangelists work for free:
» Church of the Customer Says All Salespeople are Disingenuos? from MultiLeveler
Church of the Customer has a very interesting post about evangelism vs. affiliates. Here is a clip: Evangelists spread referrals, recommendations and word of mouth freely because they believe in an idea, product, service or brand, not because they rece... [Read More]
» Pass It On : Why Evangelize? from Case-Notes from the Artsy Asylum
Jackie at the Church of the Customer Blog says Evangelists work for free.Evangelists spread referrals, recommendations and word of mouth freely because they believe in an idea, product, service or brand. Just to be clear: * Affilate program: Amazon Ass... [Read More]
» Cen you be an Evangelist and an Affiliate? from MultiLeveler
There has been some debate about evangelism and affiliates and I wanted to address some of the excellent comments made to a post I wrote about Church of the Customer missing the mark on the subject.Ann Michael writes: I buy... [Read More]
» Paid Posting is the New Splog from n.sputnik
Jackie Huba wrote about a new services PRWeb is going to launch where they will play bloggers to write about a product or service. Her headline is Evangelists work for free (I like that). Coincedently, there are a couple ot... [Read More]
Hi Jackie,
First, thanks for the dynamic reply. I've been a fan of this blog, and your work, for some time now. I think TypePad or Guy Kawasaki were the originating ping-points o finding you. Both credible in my book.
Here's where I believe it might be valuable to look at PRWeb's point of view (disclaimer: I'm a PRWeb evangelist, and was long before there was any sort of compensation system in place).
You're right that Evangelism and an Affiliate program span a spectrum of the WOMMA universe. But far from diametrically opposed.
In the case of PRWeb, if you read the fine print in the release, it's a selective program that is an invite to existing Power Users (or regular, consistent and knowledgable clients). It's not for everybody, and I believe the press release was positioned as such.
PR, especially in the case of PRWeb's approach to PR distribution, is inherently evangelistic. It's content that sparks dialogue, debate and concensus.
Do you truly feel PRWeb is out of alignment with the definition of "evangelist" in wanting to give back (industry compensation) to the people who FIRST have helped build your brand and position in the marketplace? Is it just the semantics that are at stake here, or the art of the pitch?
We (PRWeb evangelists) did it long before we even thought a compensation system would someday be available. We did it because the PRWeb process and platform flat-out work, even better than anticipated (aside: I “met” PRWeb’s CEO, David McInnis, years ago at something like 2:30AM because I was doing a light hack of the PRWeb system, and he was still coding at time of night time. He called at that insane hour, and we started a dialogue. He was a gentleman, and he was interested in helping me get the best results possible. He wasn’t afraid to lead the dialogue).
I have both evangelists and affiliates pitching my own software products. When I learn of one of the former, especially inside a Fortune 5,000 company who digs what we do, I find a way to compensate that individual that makes the feel recognized and appreciated. Whether that system is established and in stone, or fluid and flexible. Affiliates came first to make the money, then fell in love with what we do. Evangelists are just the opposite, and may never really take into account the bump a few extra dollars may make for “efforts” that are natural on their part.
The real question ought to be: Does providing industry level compensation (think advertising agency ad placement rates in this case) turn evangelists into money-grubbing, low-integrity shills, or does it recognize them, put a little smile on their face for their organic efforts? “Do we do it for love, or do it for money” as the song says?
Listen, PRWeb was originally an ad-based online business. When David took to heart how he best felt a business could benefit by soliciting more of a contribution-based system than a hard-dollar enchange, he saw his sales and business model finally take off (and mind you, this was in 2001, when dot-com’s were crumbling and turning to dust). He labeled the process “FairCommerce” and you can read more about it here: http://prweb-inc.com/about.php
The bottom line? I use PRWeb because it works. I share the benefits, create user guides for clients and spend an inordinate amount of time talking about this business because I believe in the company, and I absolutely love the service.
I’m an evangelist regardless of the compensation. But it’s so cool that I can also look in my mailbox on a monthly basis, and see that my words have value, not just in effecting the results our client’s receive, but in PRWeb’s long-term viability and sustainability. And what do i do with a portion of my proceeds? Upgrade press releases, and spend time doing the things I love in business... like evangelism.
I think it’s time to start recognizing that evangelists are the ultimate affiliates in that they organically pitch what they love, vs late night TV hawking-for-bucks.
Maybe we’re on the same page, and I’m caught up in the semantics, or confused (also a real possibility). But I think/feel/believe that when I make a conscious effort to share something I’m excited about, the money isn’t the primary game for me. It’s passion, from the gut. It’s about the message more than anything else. And that’s a major difference between the affiliate and an evangelist.
Affiliate? No way! Color me Evangelist, please!
(and thanks for starting a fire here, Jackie!).
Warm regards,
Mark Alan Effinger
http://www.RichContent.com
Mark,
Thanks for your lengthy response. It's obvious that you are a huge fan of the company : )
I think you have made many of my points for me in the post. You evangelize, not because you are paid, but because you believe in the company. Most customer evangelists we've interviewed do not WANT to be paid, because 1) they don't do it for the money and 2) they don't want the recipients of the evangelism to think they are shills.
There are lots of ways to recognize evangelists and it's not compensation. Zane Safrit, CEO of Conference Calls Unlimited, is known to send flowers to every person who refers his company.
As I mentioned in my post, affiliate programs are great, and they work because the disclosure is clear: people are getting paid for referrals. When PRWeb calls their affiliate program an "evangelist" program, it unnecessarily adds confusion to whether people are getting paid or not for referring.
And I think it is prudent these days for companies to be very clear on disclosure and ethics. Just my two cents.
Thanks again for engaging in the discussion : )
Someone should explain this distinction to the P&G group that's bribing moms to talk up their products to friends (in exchange for free product and coupons), without showing the moms how to disclose that in a nice way up front.
A friend who talks up something to me (and I find out after they were paid) loses my trust. Dan Gilmor agrees.
You?
P&G's going down the same path that has given mlm (network marketing) such a bad name - telling their recruits that all they have to do is "talk to people like you always do - and get paid for it."
Only no one they talk to about their products knows until after, and then the anxiety sets in as both parties have to deal with the fact that the first friend is actually selling the stuff she just talked up.
Much to the surprise and often, chagrin, of the friend.
This is not a good thing.
Kim,
This lack of disclosure is a major issue, I think, for P&G's Vocalpoint (moms) and Tremor (teens) networks.
That's why the FTC is looking into P&G's practices in this area.
Hi Jackie,
Thanks for the kind response. I sincerely hope I wasn't over the top in my response... when you talk about a company that has changed your life (such as PRWeb has changed mine, my company's and my clients), the blood runs PRWeb red.
As for the term evangelist vs affiliate: I believe when David McInnis started the program (http://www.prweb.com/releases/2006/6/prweb398276.htm ), the intent was to get a caliber of folks above the level of your typical affiliate: this ain't about the money, this is about results.
When Guy Kawasaki spoke of Evangelists wayyy back in The Macintosh Way, he had simply added a credible voice to what I was already doing, using the language I was already using. Synchronicity was at play here, and it resonates with people in the place of the evangelist (I started Church Planting in the 80's, so evangelism was also deep within my core from the very beginning).
I just returned from a week with Roy Williams, the mastermind behind "The Wizard of Ads", http://www.wizardacademy.com.
Roy is an amazing coach in that he lives and breathes what he preaches. And one of the more fascinating elements he teaches is about "surprising broca". In this instance this means using a unique and creative term to get past the left-brain firewall we've all installed, and into the creative side of the mind. That side looks for fun, engaging language, and thrives on it. Evangelist, in the context of expanding PRWeb's business, is slightly left of center. Then your critical, analytical mind can make sense of it, and decide whether this is a good thing or not.
Evidently, from a marketing position, it's working.
The real test will be if we can get truly passionate evangelists to engage and keep the fire alive with their own passionate, principled prose, not bad hype. We'll see.
Thanks again. If you're interested, I'll let you know how the program is coming along. And whether the company IS finding the evangelists... or just the money-hungry affiliates...
P.S. Keep up the fantastic evangelism of your own. Your blog and book are making a real difference for those of us in the trenches.
Warmest regards,
Mark Alan Effinger
http://www.richcontent.com
