Here’s another example of (to me) inappropriate rage caused by Internet marketing:<\/p>\n
“I am ANGRY,” said LE in a voice mail he left me. “I ordered your World’s Best-Kept Copywriting Secrets, but instead of getting a BOOK, I get some computer file I have to download.<\/p>\n
“I don’t want to read your book on the computer screen. I want a BOOK I can hold in my hands. Either send me the book or cancel my order.”<\/p>\n
Well, here’s the copy from the landing page where LE ordered the book:<\/p>\n
“The World?s Best-Kept Copywriting Secrets … is an e-book. There?s no printing or shipping cost. The e-book is delivered as a downloadable PDF file.”<\/p>\n
What part of that do you think was unclear to LE? This wasn’t in fine print or a footnote, either. It was part of the sales letter.<\/p>\n
Of course, I gave LE back his money.<\/p>\n
The lesson for those of us selling information online?<\/p>\n
Make the format VERY clear in your copy. Specify whether your information is an e-book, e-course, MP3, audio CD, DVD.<\/p>\n
But LE, if you’re reading this — don’t you feel your “anger” was perhaps a tad inappropriate, given that I clearly told you it was an ebook you were ordering?<\/p>\n
BTW, LE, you don’t have to read an e-book on the computer screen. You can hit the print button, print it on your laser printer, and read a hard copy. I do that with all the e-books I buy, punch three holes in the print out, and store it in a 3-ring binder.<\/p>\n","protected":false},"excerpt":{"rendered":"
Here’s another example of (to me) inappropriate rage caused by Internet marketing: “I am ANGRY,” said LE in a voice mail he left me. “I ordered your World’s Best-Kept Copywriting Secrets, but instead of getting a BOOK, I get some computer file I have to download. “I don’t want to read your book on the […]<\/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-176","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/176","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=176"}],"version-history":[{"count":0,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/176\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=176"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=176"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=176"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}