Would you buy a car and never drive it?
One of the most frustrating things about the information marketing business is the fact that very few people actually use what they buy. In fact, a significant percentage never even open the product--it arrives, and they put it up on the bookshelf along with all the other products they never used.
Is this good or bad? It's neither--it's simply what is. Most people don't use the information they buy, much like most people never use the exercise equipment they buy. The thing to understand, though, is most people get their "emotional sustenance" from the act of buying, not from the use of the product. And you, as an information marketer have to be OK with that.
See, a lot of people buy information products for entertainment purposes--instead of going to a movie or watching a football game, they buy an information product they will never use. That's why you have to understand you're in the entertainment business as much as in the information marketing business. While the product does have to deliver (or over deliver) on the promised information, it also has to provide entertainment. In other words the product has to be created for both the users AND the "entertainees."
Now, should you be like your customer and put a product you buy on the shelf? Not at all--you should open it, read it, study it, use it, and review it long after the purchase date. I still listen to information products I invested in in 1996 and STILL learn things from them. That's how the successful person uses information products... unfortunately it's not how most customers do. Don't let this bother you, though--it's just the way of the world.
I'm going to end this issue with another edition of "Randy's Corner"--in this edition Randy addresses a common question he hears on the phone, so pay close attention.
***Randy's Corner***
Randy
My website address (URL) is too long, no one will go to that.
Can't you make it shorter?
First of all the length of URL isn't going to drive traffic to your site, you are. If you want to know how to do that effectively go to www.michaelkimble.com/toolkit to upgrade and get Michael Kimble's Instant Online Business Building Toolkit, or if you already have it read it. It's just that plain and simple. All the information and promotional materials are there for the taking.
To get back to the shorter URL. Go to www.godaddy.com and register a domain name and have them redirect to your site, but remember even a shorter, flashier domain name is not going to get you traffic.
Sincerely,
Randy
Customer Service Manager
Group M Marketing, Inc.
Thanks for the great input, Randy!
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
Is this good or bad? It's neither--it's simply what is. Most people don't use the information they buy, much like most people never use the exercise equipment they buy. The thing to understand, though, is most people get their "emotional sustenance" from the act of buying, not from the use of the product. And you, as an information marketer have to be OK with that.
See, a lot of people buy information products for entertainment purposes--instead of going to a movie or watching a football game, they buy an information product they will never use. That's why you have to understand you're in the entertainment business as much as in the information marketing business. While the product does have to deliver (or over deliver) on the promised information, it also has to provide entertainment. In other words the product has to be created for both the users AND the "entertainees."
Now, should you be like your customer and put a product you buy on the shelf? Not at all--you should open it, read it, study it, use it, and review it long after the purchase date. I still listen to information products I invested in in 1996 and STILL learn things from them. That's how the successful person uses information products... unfortunately it's not how most customers do. Don't let this bother you, though--it's just the way of the world.
I'm going to end this issue with another edition of "Randy's Corner"--in this edition Randy addresses a common question he hears on the phone, so pay close attention.
***Randy's Corner***
Randy
My website address (URL) is too long, no one will go to that.
Can't you make it shorter?
First of all the length of URL isn't going to drive traffic to your site, you are. If you want to know how to do that effectively go to www.michaelkimble.com/toolkit to upgrade and get Michael Kimble's Instant Online Business Building Toolkit, or if you already have it read it. It's just that plain and simple. All the information and promotional materials are there for the taking.
To get back to the shorter URL. Go to www.godaddy.com and register a domain name and have them redirect to your site, but remember even a shorter, flashier domain name is not going to get you traffic.
Sincerely,
Randy
Customer Service Manager
Group M Marketing, Inc.
Thanks for the great input, Randy!
Let's get to it...
Mr. X.
Group M Marketing
Kimble and Kennedy Publishing
