In which the inevitable question is axed:<\/p>\n
“Your books and newsletter and products are all black on white\u00a0text. Have you ever thought of doing a more designed look and feel?\u00a0With pictures, colors, maybe the odd video even.”<\/strong><\/p><\/blockquote>\n
My answer:<\/p>\n
No, and I’ll tell you why.<\/p>\n
Whether any of us like it or not, whether it makes sense or not,\u00a0the more pretty something is generally the less value its given\u00a0because it looks mass market — like something that belongs in a\u00a0book store. And bookstore products usually don’t command much of\u00a0the green stuff, even if the info is worth hundreds or thousands.<\/p>\n
Example?<\/p>\n
Nightingale-Conant.<\/p>\n
I once read Dan Kennedy talk about how they sold some expensive\u00a0course on success (something like that) and it was all prettied-up,\u00a0slick, and “valuable” looking.<\/p>\n
The result?<\/p>\n
Lots and lots and lots of refunds.<\/p>\n
So they decided to make the product ugly — photocopied pages in a\u00a0binder. No bells. No whistles. The kind of format that’d make a\u00a0designer weep and gnash her teeth.<\/p>\n
What happened?<\/p>\n
Refunds dropped like a politician’s pants at a brothel<\/span>.<\/strong><\/p>\n
Same with ebooks.<\/p>\n
They’re digital “air” — with no tangible value.<\/p>\n
Many of them are even more plain Jane than my stuff. Yet, they\u00a0often command $27, $37, $47 or more… while in a book store that\u00a0same information, all dolled up and designed, would not get even\u00a0$15, most likely.<\/p>\n
There are exceptions to this, of course.<\/p>\n
Like, for example, Gary Bencivenga’s DVD course.<\/p>\n
But even then, we all would have devoured it even if it was black &\u00a0white and ugly (wouldn’t have mattered to me or anyone else I know\u00a0who possesses it).<\/p>\n
Anyway, so that’s one reason.<\/p>\n
Another?<\/p>\n
I’m lazy.<\/p>\n
Especially when it comes to video. (It took me about 2 weeks to get\u00a0around to shooting a 24-second video testimonial for a friend\u00a0recently, that’s how much I despise video).<\/p>\n
Another reason:<\/p>\n
My stuff is readable and presentable as is.<\/p>\n
So, anyone who would not buy or consume one of my products because\u00a0the sales letter or product is not dolled up would not be a good\u00a0customer for me, anyway.<\/p>\n
Anyway, that’s why my stuff is ugly.<\/p>\n
Plane Jane.<\/p>\n
And, not going to win any design contests.<\/p>\n
If someone doesn’t like it, they don’t have to buy.<\/p>\n
For everyone else:<\/p>\n
My flagship product is “Email Players”. It’s a print (black &\u00a0white) newsletter. It’s 16-pages long. And, each issue is packed\u00a0from stem to stern with my best ideas for making more sales with\u00a0email.<\/p>\n
It ain’t pretty.<\/p>\n
And, it ain’t cheap.<\/p>\n
But, it is profitable for people who use it.<\/p>\n
Details at:<\/p>\n