Some people wonder why I don’t do eBooks.
In other words… why, for example, don’t I offer Crackerjack Selling Secrets or The Copywriting Grab Bag as digital, instantly downloadable products… and don’t I know I’m losing sales as a result?
Methinks it’s high time I ‘splain myself on this.
Here are some common reasons people give on why you should sell eBooks, and my reasoning against those reasons (how’s that for a tongue twister?)
Reason #1: Hassle mailing & printing stuff
This is a huge myth.
Fact is, it’s LESS work and thinking on your part selling physical products. Why? Because when you have it set up right (with the right fulfillment house) it’s all automated anyway.
For example:
When someone buys one of my books, I get a notice from 1Shoppingcart and so does the fulfillment house. They then print, pack and ship them for me, and send the customer (and me) the tracking numbers (usually books are shipped on the same day).
This way, I don’t mess around with software.
I don’t waste time mailing people passwords.
And I don’t freak out about illegal downloads, etc.
The key thing here is “the right” fulfillment house, though. I’ve gone through 3 in the last 12 months and the 3rd one was the charm. If you need printing and fulfillment done, Rich Selby is your man. This dude and his staff will take care of your business as if it was THEIRS:
Reason #2: No instant gratification
One customer recently said he almost didn’t buy Crackerjack Selling Secrets because of the no-instant-gratification factor.
He has a point.
And I definitely understand where he’s coming from on this.
Some people really do prefer digitally delivered products and hate waiting around for the mail, etc.
But I’ve observed something about this over the years.
Overall (this is not ALWAYS the case by any means, so no offense to anyone in particular), I have found physical product buyers to be MUCH better customers. In other words, they need less hand holding. Don’t complain as much. And have less of an “entitlement” mentality.
They also are better REPEAT buyers.
Why is this?
I don’t know for sure.
But it could be there’s more gratitude and feeling of getting something truly valuable when it’s mailed to you. It’s almost like Christmas when it arrives. It generates good feelings in people about you and your business. I know I feel that way when I buy something that’s mailed to me. But most people don’t exactly drool over downloading “air”. Especially when it has to be printed out and you see how much FLUFF is in most eBooks.
More:
People are FAR more likely to READ a physical book.
That, to me, is the numero uno reason against eBooks. It does you no good to buy one of my books and not read it. Frankly, I’d rather you NOT buy one of my books if you are just going to let the book collect dust on a shelf.
If that means I lose a few sales, so be it.
Reason #3: More refunds
Some say refunds are higher with physical products.
Is that true?
I don’t know, but it could be.
The reasoning is, people often download digital products, they then get “lost” on the hard drive (filed away for later), and then forgotten about until after the guarantee period.
I guess this is supposed to be a good thing.
Almost like the seller is “getting away” with something.
But I don’t agree with that mentality at all.
What’s the point of selling products that are forgotten? That don’t help people solve an urgent (painful!) problem? That don’t make a difference in their lives?
Take Courtney Houde, for example.
Courtney studied my Copywriting Grab Bag book so intensely (scratch that — FANATICALLY) that it helped take him from working the nightshift at Subway to working as an inhouse copywriter for one of the most successful info-marketers on the Internet.
Or copywriter Marya Miller who told me she’s getting so much “milage” out of it, that it’s made a difference in meeting her mortgage every month.
Or Roger Haeske (the “42 year old teenager”) who, shortly after buying it, said just ONE tip alone (on page 106) was already putting money in his pocket with an article he wrote.
Or Terry Dean who said he found something like 10 new things to test on only his first reading.
Or… or… or… ah the heck with it.
I think ya get the idea.
Anyway, hopefully that sheds some light on why I don’t do eBooks (The Affiliate Trump Card being the exception).
I understand I might be losing sales.
And I do realize it makes those who prefer digital products (understandably) annoyed and less likely to buy.
But it’s been more than worth it, so far.
Not only in sales… but in the results people have had.
Ben Settle
P.S. By the way, the above is just the strategy I choose to use for my specific business model. There are some businesses who definitely SHOULD only sell digital products. It all boils down to what’s best for YOUR own unique goals, strategy and marketplace dynamics.
