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This happens a lot with information products. When you read their sales pages, you get a laundry list of stuff that you will learn when you buy the product. You think “Wow! Yes, that’s exactly what I wanted to know, FINALLY someone is going to teach me how to do that! Woo hoo!” You get excited, re-read the whole sales page, look through 100 of affiliate emails to see who has the best bonus when buying through their link, go back and re-read the sales page just to make sure you’re really going to learn that one thing.
Then you visit the site of the seller to make sure he’s legit, read comments that people left to see if he’s “great” and if people love him. Then back to the sales page, giving it another once over, just to make sure. Then you re-read the fine print to make sure it’s not a continuity offer. Then you re-read that one part that caught your attention one more time and click the buy button. You get all kinds of emails confirming your purchase – at least 4. You read them all to find the one with the actual download link….and you get your product, all ready to learn that one thing. You skip everything else, and it all looks pretty detailed, “yeah, yeah..whatever.” So you just know you’re going to get some great information – but when you DO find it, it’s just a couple of sentences, and most of it is stuff you already know, like “you should do this wonderful thing…” The first bite you wanted from this product, fell to the floor, just like your steak.
You want to try to avoid building up the hopes of your potential customers, then letting them down with your information. They are coming to you to help them with a problem or to learn how to do something you promised to teach them. If you are going to teach them something be sure that you have the expertise to do it, otherwise you will leave out important details, or get the details incorrect (which could cause them more problems).
I recently reviewed a product where the author did not have the expertise to even do what he was teaching, but he still attempted to teach it – it made no sense, it was confusing and too many details were left out. If you want to include something you don’t have the expertise in this is a good opportunity to add a link to an affiliate product that can teach it better (don’t reinvent the wheel if you don’t have t0). You can even send them to a blog post, support site for a product, Amazon.com book, Wikipedia, any resource you have.
This will protect you and your credibility and you will still be seen as an expert because you won’t let them down.
Follow me on Twitter: LoveRockstar
Recently I bought a product it promised this and that. People were raving over it providing exactly what I needed and wanted from it. So I bought this membership program that told me all the information I already know.
The techniques were not special, they are things I do every day. It was just the basics of signing up with social media. While I got a refund, it was like my steak fell off the fork.
Thank you for having such a wonderful blog Gwen!
~ MJ Schrader
MJ Schrader´s last blog ..WordPress 30 Developer Features
Follow me on Twitter: gwenatanner
Hey MJ,
Thanks so much. I’m glad whomever you purchased from gave you a refund. That’s always a plus in my book! It’s so hard to tell what you’re going to get.
Gwen
Gwen Tanner´s last blog ..Meat- Fork Part 2
Follow me on Twitter: kathygriffiths
I’ve returned only a couple of products since I’ve been online. It was folks that I didn’t know. It was a lesson learned. I usually purchase products from folks I follow.
After I’ve followed them for awhile on their blogs, I get pretty comfortable and feel I can trust them.
The first time I ask for a return, I got an e-mail from the guy and he swore at me. Hmmmmm. Does that tell you something?
Follow me on Twitter: gwenatanner
Kathy – wow!!! I can’t believe he did that! You’re right, its best to buy from people you know pretty well.
I feel safe buying from ClickBank, but when it’s only PayPal I’m definitely a little hesitant. I tried to dispute a charge with them and they claim they can’t do anything with digital products.
Then the “owner” of the company wrote to me and said “Gwen, this is coming from the top…. blah blah” His customer rep is the one who lied and said she cancelled my subscription when she didn’t – and totally screwed up everything, but now I get scolded from “the top”. These people can be amazing.
Gwen
Gwen Tanner´s last undefined ..Response cached until Mon 28 @ 5:41 GMT (Refreshes in 59 Minutes)
Follow me on Twitter: piotrkrzyzek
Great great post Gwen.
It makes so much sense too. WAY WAY too much marketing hype and way too much complete and utter BS.
People wonder why I never buy their product, well Gwen. You just explained it to them why I don’t.
I now only buy from people I really trust and know who will give me quality, non-refurbished, information.
–PK
Piotr Krzyzek´s last blog ..Sigh- Headphones Me I’m Ignoring You
Follow me on Twitter: gjsuap
I know that feeling… Recently I doubt a lot for buying or no a product. In the meanwhile, it goes up $20 more… So I decided to buy it. The bonuses was expanded, but… It’s exactly the same material over an over!! Hear the author reading the manual is NOT exactly a bonus – not the $20 extra!. If he throw some new idea, or different, maybe.
I think I will ask for refund. For the first time ever!!
Saludos
Gonzalo.
Gonzalo J. Suárez´s last blog ..Camel- Horse designed by commitee