I have a strong feeling this is going to get some emotional comments – but here we go..
In the “information marketing” world all of the product creators have been fed the same line that goes something like this…
“If someone is NOT successful with your product, it’s not your fault – it’s THEIR FAULT”.
But whose fault is it?
The big mouth who gets on stage to sell his $5K coaching program and doesn’t feel bad at all when his clients have a ZERO success rate because, after all, it’s not his fault – it’s THEIR fault.
Then, mr.guru goes on to say to himself (and anyone that will listen)… “My other student, Joey, made $X with my system – so it must work. And if it doesn’t work for you, you can’t blame me”.
But is Joey’s success more of a fluke? Or good timing? Or does the system really, really work?
Look, there is no bigger proponent of taking responsibility than me. I firmly believe in personal responsibility in regards to your health and your wealth. No excuses.
However – with such a large percentage of people who buy “internet marketing” products getting zero results – are they REALLY to blame? Or does the problem go deeper.
OK, let’s get one excuse out of the way.
No matter how good the product is, if you don’t take action on what is taught – that is YOUR (the customer) fault. No ifs, ands, or buts.
But what about people who DO go through the product in detail but do not get results.
After selling A LOT of products with a track record which I believe is unsurpassed (just look at the fitness industry’s biggest success stories and 95% of them got started with my products), here are my thoughts…
The reason for failure (besides not taking action) is one of 4 reasons..
REASON #1: THE PRODUCT DOESN’T WORK
This is aimed at the “Internet Marketing” products. Many of the product creators either come up with an “idea” they think will work.. then slap some copy on it and sell it to the masses.
But the concept has either not been tested outside the “make money online” niche OR never tested at all.
When I first started, most of the “IM” products I bought were rooted in sound marketing concepts (stuff by Mark Joyner, Declan Dunn, Jonathan Mizel, and Marlon Sanders). But as the years went on… the quality of the content went down the toilet with never-ending launches and hypey products.
Which brings me to reason #2..
REASON #2: THE TEACHING SUCKS
Another point that can’t be overlooked is the quality of instruction in the products. And it falls into 2 parts..
A) There is no step-by-step. The “guru” will say something like “create a squeeze page” and then you are on your own to figure out EVERY detail. WTF?
B) There is no progression. It’s just a bunch of random videos and PDFs with no system to implement.
A lot of recent products fit neatly into this category.
REASON #3: YOUR IDEA SUCKS (THE CUSTOMER)
This one falls squarely on the shoulders of the customers.
They have their idea and are set in the ways no matter what. I’ve worked with clients like this in the past – and I can tell you it’s frustrating. This can take the shape of many common blunders…
- The market doesn’t want what you are selling (you never asked what people really want)
- Your pricing is not realistic at all
- You want to deliver content that should be a one-time purchase as a membership site
- Your hook is weak
- Your product/company name is terrible
- You refuse to invest any time or resources in good copy. Or good design.
- And the list goes on and on…
And finally, there is reason #4…
REASON #4: YOU DON’T WORK FOR IT
OK, it’s close to the “not taking action” excuse, but goes a little deeper.
This is someone who believes they can buy a product, click a few buttons and suddenly they are RICH!
Or, they put up one video on youtube and the orders should be flooding in while they sit on a beach watching the waves roll in.
Or they blog for one week and give up when they get no comments or traffic.
Nope. Sorry – that ain’t how it works!
You are going to have to put some sweat in and if you don’t enjoy spending time on the computer then go get a real job – this just isn’t for you.
WHO IS TO BLAME?
My goal for this post is to open up some real dialog about what is going on in the world of marketing.
It’s stuff that is never really talked about in the open. And the “it’s our customers fault” has become so common – it’s time to REALLY take a closer look at it.
Please post your thoughts below and share this…
DO YOU AGREE? DO YOU HAVE SOMETHING TO ADD?
WHO IS TO BLAME?
P.S. If you want to join action-takers and real teachers, check out DotComXpo.
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