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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.

Filed under: General Ponderings • Product Creation

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