Just about everyone I revere in marketing \u2014 including marketers with decades more experience than your humble story teller has \u2014 avoids an admitted \u201cblunder\u201d I routinely commit in my business each day.<\/p>\n
A blunder that is easily observed in all my sales letters.<\/p>\n
A blunder I\u2019ve had world class marketers personally warn me about.<\/p>\n
A blunder that, despite all this, I profit from repeatedly.<\/p>\n
What is this blunder?<\/p>\n
I described the products and books I sell as \u201cbooks\u201d and \u201cproducts\u201d instead of \u201cmanuals\u201d and \u201cprograms\u201d, or some other description that implies more value for something that costs hundreds of dollars than the words \u201cbook\u201d or \u201cproduct\u201d do. In fact, I\u2019ve been repeatedly told by people much smarter and more experienced than Yours Humbled (and shown their test results to boot), that people don\u2019t want to pay a lot of money (especially the hundreds of dollars I charge) for mere \u201cbooks\u201d \u2014 and this is especially true for books with professionally-designed covers such as mine that scream \u201cMASS MARKET!\u201d, like something you\u2019d see selling for $12 in a bookstore.<\/p>\n
There have been many tests showing the foolishness of what I do.<\/p>\n
Including from companies like Guthy-Renker, for example.<\/p>\n
And I will even be the first to admit:<\/p>\n
Calling my books \u201cbooks\u201d is simply dumb.<\/p>\n
At least, by conventional standards, and by the experiences of people much smarter and more successful than myself.<\/p>\n
So why do I do it then?<\/p>\n
That, my fledgling, is explained in the coming April \u201cEmail Players\u201d issue.<\/p>\n
More irony:<\/p>\n
The shallow-thinking goo-roo fanboy will read this email without the context provided in the April issue and think, \u201cOoh I need to change my copy to say books instead of manuals!\u201d<\/p>\n
And that\u2019d be foolish, and almost certainly hurt their sales.<\/p>\n
Reason why is, there is something else going on here.<\/p>\n
Something that goes well beyond product descriptions.<\/p>\n
Something that runs like a river of gold through the entire upcoming April \u201cEmail Players\u201d 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.<\/p>\n
But, the deadline to get this issue is almost upon you.<\/p>\n
After I send this issue to the printer, that\u2019ll be it.<\/p>\n
To subscribe while there is still time, go here:<\/p>\n