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Ideas without action: worthless or valuable?

July 13th, 2018 by Bob Bly

My fellow internet marketer, the brilliant Ben Settle, recently
wrote that he doesn’t like selling his information to
“opportunity-minded buyers,” more commonly known as “opportunity

The classic opportunity seeker is addicted to business success
and get-rich-quick books.

They love to read, attend conferences, go on webinars, listen to
podcasts, and take courses.

They are “information junkies.”

Unfortunately, they are, for the most part, armchair students.

They enjoy learning.

Only, they never take any action, never do what is taught in
their study materials, never start a business, and never make any

Ben says, “I do everything I can to persuade them NOT to buy my

“I don’t want ’em around.

“I don’t want their money.

“And, I don’t want them wasting my time.”

When I read this, I emailed Ben:

“I used to feel as you do, for many years.

“But some people, I found, simply enjoy, as a hobby, reading
business books and taking courses.

“They just are interested in the world of it and also like
learning, but don’t actually want to do the nitty gritty work and

Why deny them their reading pleasure?

I don’t.

Statistically, if a thousand people buy your money-making
program, only 10% will read it all the way through — 100 buyers.

Of those 100 buyers, only 10% will take action and actually do
the thing the course teaches — 10 students.

Of those 10 students, only 10% will persist until they succeed.

In other words, 1 out of 1,000 “make it.”

Your numbers may be better or worse … but they will likely fall
roughly in this range.

So 999 have just bought for reading and learning pleasure.

And what’s wrong with that?

People read about and study all sort of subjects, all the time,
just for the intellectual reward and to find something that
excites and engages with them, and entertains them in their
leisure time.

That’s why we have public libraries, bookstores, and Amazon.

After all, no one faults me for reading books on physics even
though I am not going to become a physicist.

Like Ben, my greatest reward is the student who succeeds and
tells me about it.

But I have no problem with people doing what they will with my
books, DVDs, audio CDs, and training programs.

It’s their money and their choice, right?


This entry was posted on Friday, July 13th, 2018 at 11:42 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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