Just about everyone I revere in marketing — including marketers with decades more experience than your humble story teller has — avoids an admitted “blunder” I routinely commit in my business each day.
A blunder that is easily observed in all my sales letters.
A blunder I’ve had world class marketers personally warn me about.
A blunder that, despite all this, I profit from repeatedly.
What is this blunder?
I described the products and books I sell as “books” and “products” instead of “manuals” and “programs”, or some other description that implies more value for something that costs hundreds of dollars than the words “book” or “product” do. In fact, I’ve been repeatedly told by people much smarter and more experienced than Yours Humbled (and shown their test results to boot), that people don’t want to pay a lot of money (especially the hundreds of dollars I charge) for mere “books” — and this is especially true for books with professionally-designed covers such as mine that scream “MASS MARKET!”, like something you’d see selling for $12 in a bookstore.
There have been many tests showing the foolishness of what I do.
Including from companies like Guthy-Renker, for example.
And I will even be the first to admit:
Calling my books “books” is simply dumb.
At least, by conventional standards, and by the experiences of people much smarter and more successful than myself.
So why do I do it then?
That, my fledgling, is explained in the coming April “Email Players” issue.
More irony:
The shallow-thinking goo-roo fanboy will read this email without the context provided in the April issue and think, “Ooh I need to change my copy to say books instead of manuals!”
And that’d be foolish, and almost certainly hurt their sales.
Reason why is, there is something else going on here.
Something that goes well beyond product descriptions.
Something that runs like a river of gold through the entire upcoming April “Email Players” issue. And, if you apply the mysterious concept I am referring to in all areas of your business, I suspect you will see success of unprecedented levels over time as I have since doing it some 18-months ago in my business.
But, the deadline to get this issue is almost upon you.
After I send this issue to the printer, that’ll be it.
To subscribe while there is still time, go here:
Ben Settle
