Here’s a recent incident that illustrates a valuable idea — “the
\npower of one good tip” — I want to share with you.<\/p>\n
What happened was this: my subscriber KW ordered one of our
\nhow-to business guides.<\/p>\n
The next day, she sent the following email to me:<\/p>\n
“Bob, I just ordered this and went through it quickly. This looks
\nlike a great book for beginners. Unfortunately, it’s too remedial
\nfor me, and it’s the first purchase from you that I am requesting
\na refund on, please.”<\/p>\n
We issued the refund immediately, without question or quibble, as
\nall marketers should.<\/p>\n
Then KW, being a straight arrow, said to be fair to me, she had
\ndeleted the PDF from her hard drive.<\/p>\n
But … my guarantee says clearly: “You can keep the ebook even if
\nyou ask for refund.”<\/p>\n
I told KW this — and offered, at no charge, to resend the ebook
\nPDF.<\/p>\n
KW replied:<\/p>\n
“Seriously?! Wow! I would be happy to have it back. There were a
\ncouple of items in Section IV that were quite helpful. Thanks
\nBob! Much appreciated.”<\/p>\n
Wait a second, KW, I thought. Hold the phone.<\/p>\n
You mean you LIKED the ebook, got something out of it, and you
\nstill told me to give you your money back?<\/p>\n
I immediately replied:<\/p>\n
“It’s my pleasure.<\/p>\n
“But here’s something to remember before you ask for a refund on
\nanyone’s info product again:<\/p>\n
“Namely, if there is even ONE item in a book that is helpful to
\nyou, that one idea or tip alone could easily be worth 10X or more
\nwhat you paid for the product.<\/p>\n
“My attitude as a consumer is that if I learn just one new thing
\nfrom an info product, I know my time and money have been well
\nspent.<\/p>\n
“And in that case, since you have gotten your money’s worth —
\nhasn’t the producer earned his pay?<\/p>\n
“Think about it.”<\/p>\n
There are 2 valuable take-away points here, one for you as a
\nconsumer of info products, and one for you as an info marketer.<\/p>\n
First, as a consumer of info products, understand that you should
\nread for repetition as well as for new ideas.<\/p>\n
Repetition has value, because we need to hear an idea or
\ninstruction multiple times for it to sink in.<\/p>\n
So if 95% of an info product tells you things you already know,
\nit is providing value by reinforcing your learning.<\/p>\n
Then, if you also get one or two useful new ideas or strategies
\nin addition, consider it a bonus.<\/p>\n
Second, as an info marketer, make the above points explicitly in
\nyour sales copy.<\/p>\n
This is typically done by writing on your landing page: “If you
\nget even just one new idea from my course, it can easily pay back
\nthe cost 10X over or more.”<\/p>\n
That way, you set a realistic expectation with buyers that
\nincreases customer satisfaction and reduces refund requests.<\/p>\n
Now, do I include that copy consistently on all my sales pages?<\/p>\n
No.<\/p>\n
Should I?<\/p>\n
Yes.<\/p>\n
When I returned the ebook to KW, she thanked me and offered
\nto pay for it again, which was highly ethical and admirable. And
\nto answer your question, I thanked her for that but did not take
\nthe money, insisting she keep the product free “on the house.”<\/p>\n
Why? Because it is always better to under-promise and
\nover-deliver than vice versa.<\/p>\n","protected":false},"excerpt":{"rendered":"
Here’s a recent incident that illustrates a valuable idea — “the power of one good tip” — I want to share with you. What happened was this: my subscriber KW ordered one of our how-to business guides. The next day, she sent the following email to me: “Bob, I just ordered this and went through […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1657","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1657","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=1657"}],"version-history":[{"count":2,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1657\/revisions"}],"predecessor-version":[{"id":1660,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1657\/revisions\/1660"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=1657"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=1657"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=1657"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}