{"id":1761,"date":"2011-05-04T11:28:15","date_gmt":"2011-05-04T02:28:15","guid":{"rendered":"https:\/\/regex.info\/blog\/2011-05-04\/1761"},"modified":"2011-05-04T11:28:15","modified_gmt":"2011-05-04T02:28:15","slug":"scott-kelby-responds-dazzling-with-his-marketing-magic","status":"publish","type":"post","link":"https:\/\/regex.info\/blog\/2011-05-04\/1761","title":{"rendered":"Scott Kelby Responds, Dazzling With His Marketing Magic"},"content":{"rendered":"\n\n\n
\nNOTE<\/b>: Images with an icon next to them have been artificially shrunk to better fit your screen; click the icon to restore them, in place, to their regular size.\n<\/div>\n\n\n

Scott Kelby's marketing skill continue to amaze me.<\/p>\n\n

I posted the other day in “The Amazing Marketing Power\nof Scott Kelby<\/a>” that I was<\/span> disappointed in Scott Kelby for hyping a\nproduct<\/span> close to him in a blatantly<\/span> dishonest fashion. It seems<\/span> that he\nresponded to the tsunami of criticism a few<\/span> days later in a video<\/span><\/a>\non one of his sites, KelbyTV, where, around 10 minutes into the show, he\naddresses the issue.<\/p>\n\n

He says...<\/p>\n\n

“... the biggest complaint we hear from Lightroom users is... “We wish we didn't have to go to Photoshop to do things”<\/i>... They want to stay in Lightroom. I understand<\/span> that. So I told<\/span> OnOne, if there was a way<\/span> you could do a layers<\/span> plugin, right, people... people would love it...\nSo, they went and did it.<\/b>”<\/div>\n\n\n

This is shockingly dishonest.... the “went and did it” has nothing<\/i> to do with\nthe context he set up. Folks saying “We wish we didn't have to go to Photoshop<\/i>” are not\nasking for an external application with a different<\/span> name.<\/b><\/p>\n\n

But Scott is apparently the master of spin because he has he balls to\ncompletely switch gears from the very question he introduced (solving the\nbiggest complaint he hears from Lightroom users) to the unrelated\ndiscussion<\/i> of who might want to buy the product he was hyping.<\/p>\n\n

Just amazing. I am in<\/span> awe.<\/p>\n\n

It's as if he said...<\/p>\n\n

“... the biggest complaint we hear from husbands is... “We wish we didn't have to take out the trash out to the curb”<\/i>... They want to stay in their home when they dispose of their trash. I understand<\/span> that. So I told<\/span> Acme Inc, if there was a way<\/span> you could dispose of trash without leaving the house, right, people... people would love it...\nSo, they went and did it.<\/b>”<\/div>\n\n

... and then you find that “did it” really means that they now have\n“garbage<\/b> bags” instead of “trash<\/b> bags” that husbands have to\nhaul to the street. You still<\/span> have to leave the house. The problem<\/span> initially posed is not at all addressed, though he made it seem so to those\nwho trusted him. And then when<\/span> you point this out, that he's been so\ndisingenuous as to be dishonest, he rolls his eyes to the delight of his\nfandom and fires back with “If you don't want<\/i> garbage bags,\ndon't buy<\/i> them! Duh!<\/i>”<\/p>\n\n

That's his real marketing genius, shifting focus to the unrelated criticism\nabout the product being overpriced and underfeatured, because it allows him\nto respond with the completely reasonable “if you don't want it, don't buy it”.\nWith attention now on this tangential issue, he conveniently ignores the\nwhole question of whether he was honest in the first place.<\/p>\n\n

In the video, he then went on to read one of the critical comments that\nsomeone left on his blog, but does it in a belittling<\/span> fashion, making fun\nof the English, reminding me of how the “cool” grade-school clique would\npick on others on the playground. It was pathetic<\/span>.<\/p>\n\n

Scott was joined in the video by Adobe's Terry White, who passed up on\nhis opportunity to make things clear, instead also focusing attention on\nthe unrelated “if it's not for you, don't buy it” angle. I'm so very<\/span> disappointed.<\/p>\n\n

I don't have a vested interest in Scott Kelby or whether people fall for\nhis untruthy self-serving hype, but for me it comes down to a simple<\/span>\n“dishonesty sucks”, especially when it comes to someone whose reputation I\nhad<\/span> previously held in such high regard. I understand<\/span> now that the high\nregard must have been due to a lack<\/span> of attention on my part, but this\ncurrent situation is one where my technical knowledge allows me to see the\ndishonesty clearly and immediatley, more so than many photographers at\nfirst might, so I feel<\/span> some obligation to share that knowledge in these\nblog posts.<\/p>\n\n\n

Of course, Scott doesn't mention that in response to the initial\nbrewhaha I created<\/span> a\nLightroom<\/span> plugin<\/a> that actually does<\/i> integrate Lightroom images, non-destructively,\ninto layers within Photoshop. To my knowledge<\/span> he's never mentioned any of my Lightroom plugins<\/a>,\neven though they are likely responsible for the majority of plugin installs\nin existence. He should<\/span> mention them because it would directly benefit his\naudience, but I believe<\/span> he doesn't because he doesn't make any money by\nmentioning other people's free plugins. Normally I'd think that such a self<\/span>-serving\nattitude would result in being shunned to the margins, so it's a true<\/span>\ntestament to his amazing powers of self marketing that he continues to command\nattention.<\/p>\n\n

\n\n

FWIW, here's the transcript starting at 9:58 into the video:<\/p>\n\n
Scott Kelby:  <\/td>\n\n

So here's the thing, it's a plugin for Lightroom. It gives<\/span> you pretty much, you know, multiple layers... you can add layers... you can duplicate layers, you got all the blend modes... multiply da da dah...\nSo here's how that thing came about, just so you know.\nSo, OnOne Software was here a few<\/span> months back and they showed us all the stuff that they're doing in the future and amazing... truly amazing stuff.<\/p>\n\n

(show sidetracked momentarily by an unrelated production issue)<\/i><\/p>\n\n

So, it does this basic layers functionality... they came and they showed us all their new stuff for the future... we were blown out... and then they said\n“what are you hearing from people... you know, what are people... whatch'r biggest complaint that you hear from people?” that maybe they could solve?<\/p>\n\n

And I said \"Well, I do a<\/span> nationwide tour on Lightroom... Matt and I both<\/span> do, we do this big tour, and the biggest complaint we hear from Lightroom users\nis we hear one thing. We hear them<\/span> say “We wish we didn't have to go to Photoshop to do things”. They love Lightroom so much (and so do I) that they want to stay in Lightroom as\nmuch as is humanly possible. They want to stay in Lightroom. I understand<\/span> that. So I told<\/span> OnOne, if there was a way<\/span> you could do a layers<\/span> plugin, right, people... people would love it...\nif they had a layers<\/span> plugin.<\/p>\n\n

Alright, and so they said \"Actually, we already do some kind of layers stuff in our stuff now.. if we made it standalone\" I thought<\/span> that would be great.\nThat would be fantastic. So, they went and did it. They made a plugin.<\/span><\/p>\n\n

'Cause here's the thing, and I think that there's a misnomer<\/span> here. Number one, not everybody that uses Lightroom has Photoshop or Elements. I talk to<\/span> people every single day that came up from iPhoto and they bought Lightroom. They don't have Elements.... they don't have Photoshop... but they would love to do layers. That's all. So, it's not for everybody, if you have Photoshop...<\/p><\/td><\/tr>\n\n

Terry White:<\/td>\nIf you have Photoshop, there would be very little reason to use the plugin.\n<\/td><\/tr>\n\n
Scott Kelby:<\/td>\nRight. I didn't<\/span> say “This is breaking news for Photoshop users”, I just said<\/span>, you know, this is, um, this is big news, it's... it's a game<\/span> changer for everybody that can't afford Photoshop and doesn't want to learn Elements,\ncause learning Elements is like learning Photoshop.<\/td><\/tr>\n\n
Terry White:<\/td>\nYeah<\/td><\/tr>\n\n
Scott Kelby:<\/td>\nSo and it brings up all kinds of other issues, 'cause it manages photos one way and all kinds of stuff...\n<\/td><\/tr><\/table>\n\n

I have no idea what he was trying to communicate in that last sentence, but anyway, he then goes on to belittle the commenter that disagreed with him, but does not in any way address the root of the criticism.<\/p>\n\n

This was the first time that I'd seen Scott in video, though I suspect<\/span> it will also be the last.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

Scott Kelby's marketing skill continue to amaze me.<\/p>

I posted the other day in \"The Amazing Marketing Power of Scott Kelby\" that I was disappointed in Scott Kelby for hyping a product close to him in a blatantly dishonest fashion. It seems that he responded to the tsunami of criticism a few days later in a video on one of his sites, KelbyTV, where, around 10 minutes into the show, he addresses the issue.<\/p>

He says...<\/p>

This is shockingly dishonest.... the \"went and did it\" has nothing to do with the context he set up. Folks saying \"We wish we [...]","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,13,4],"tags":[],"_links":{"self":[{"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/posts\/1761"}],"collection":[{"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/comments?post=1761"}],"version-history":[{"count":0,"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/posts\/1761\/revisions"}],"wp:attachment":[{"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/media?parent=1761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/categories?post=1761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/regex.info\/blog\/wp-json\/wp\/v2\/tags?post=1761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}