Tom Webster, writing and speaking

A Strategy is not a Loose Collection of Tactics

Added on by Tom Webster.

Exhibit "A" is the current assemblage of tactics by Tony Robbins, who single-handedly invented the personal coaching industry that supports many Internet entrepreneurs today. Whatever your opinion of Robbins, there is no doubt that he has helped thousands--maybe millions--and is certainly an influential figure. You may or may not believe in his message of personal empowerment, but his counsel is sought by presidents, CEOs and captains of industry all over the world, so there's gotta be a there there, regardless of whether or not his view jibes with your personal path (full disclosure: it doesn't jibe with me, but I respect what he has built).

Robbins built his empire in the early days largely through infomercials, so he's no stranger to mass marketing information products--in fact, I suspect he could teach all of us a thing or two. Which is why I find his latest collection of tactics all the more puzzling. Robbins has aligned himself with the Internet marketers behind Mass Control, and if you have even sniffed around one of Tony's sites you are on their mailing list and currently getting bombarded with "Squeeze Pages" and "Ethical Bribes." These tactics work, I assume, because they have been used to sell a considerable number of information products--most of which tell you how to sell other information products. I am not going to cast aspersions on these tactics in this space, but let's just say that they don't sit well with everyone.

So, lately, my inbox has filled up with Tony Robbins' offers that look suspiciously like StomperNet offers. All well and good if Tony Robbins were trying to teach you how to be an Internet marketer, but presumably he is aiming a little higher. I can't help but think that Robbins has "altered" his brand somewhat in the pursuit of "conversion rates," and the author of the many "squeeze page"-esque offers I am getting by email hardly seems like the guy who once counseled Bill Clinton, or lent Gorbachev his jet. I've since unsubscribed, and I wonder if Tony has turned off potentially millions of customers who also don't much cotton to this approach.

The tactics may work--and maybe that's all anyone cares about. Dunno. What I do know is that this collection of tactics has altered my perception of the Tony Robbins brand, and should give you pause as well when choosing the tactics you will pursue to build your brand. A collection of tactics is not a strategy--but, if you aren't careful, it might imply one that you may not want to embrace.