Why?
Because the would-be "netpreneur" has access
to way more training than ever before. It's possible to
get up to speed very quickly on what is needed to get
started online. This, in turn, means that people quickly
recognize what offers true value and what does not. They
see so many sales letters that they become, to a certain
degree, immune to the typical hype. They're willing to
spend - but they want value for money. They want to be
treated like intelligent and discerning adults.
So
here's a message to all 'gurus' (and aspiring gurus) who
are keen to get their share of the dollars waiting to
be sent flying their way via cyberspace.
1)
What does it take to make people want to buy "you"
rather than some other internet marketer?
2)
What might make people want to unsubscribe from your list?
3)
And what pushes them into asking for a refund?
What
Makes People Want to Buy?
-
They buy if they can see that a product will give them
new knowledge and understanding.
-
They buy if the purchase will speed up business growth.
-
They buy if a product will automate a task that eats into
their time. (People quickly learn to spend their time
on marketing and product creation, rather than repetitive
tasks.)
Tip:
Once newbies have been exposed to a few sales pages, it's
not long before they learn to look beyond the sales hype.
They study a sales letter carefully to work out what the
product will "really" offer them. (Do they need
this? Or will it duplicate something else they own?)
They
also learn to look for value for money. Some higher-priced
products are worth every cent. Some cheaper products add
very little to what they already know.
(Note:
Savvy internet marketers already realize that if they
put together online interviews offering truly valuable
information, they are far more likely to attract and keep
new customers. A quick example: Jane Smith listens to
a one-hour audio interview on search engine optimization
and traffic. She finds out some really useful information
she has not so far heard anywhere else. She decides that
this guy knows what he's talking about and shells out
a couple of hundred dollars for his products.)
What
Makes People Want to Unsubscribe from a List?
-
Getting four identical emails trying to sell them the
same product, because the sender hasn't figured out how
to move them from one list to another after they buy.
-
Getting a 'canned' email sounding full of excitement about
a new product or service - which turns out to be a duplicate
of the email they get from six other marketers who are
affiliates for the same product.
-
Getting email from a product creator about anything under
the sun because you bought XXX product from them. If your
customers sign up for a newsletter, they expect mailings.
What
Makes People Want to Ask for a Refund?
In
the past, buyers tended to shrug and write off a bad purchase.
But increasingly, people are prepared to stand up for
their rights. If they feel they have not received value
for money, they will ask for a refund.
So
what makes them decide to ask for their money back?
-
Software that doesn't work as it is supposed to.
-
Physical products (CDs, DVDs) that don't work on their
systems.
-
An e-book that is full of content easily found in an hour's
net-surfing.
-
An e-book that has skimped on content or that has been
poorly written.
-
An e-book that not only skimps on content but is full
of links to up-sells to get the 'really valuable' information,
or is full of affiliate links.
The
last case, an e-book full of affiliate links or links
to an up-sell...is something you should be giving away
free as part of your viral marketing campaign. Charge
for it and you risk your reputation for being a source
of quality information.
