Cutting through the fluff.
December 10, 2007
The past two weeks have concerned me. There have been so many products launched, and their sales letters make them look so good. I've been in this business for a few years now, so I've learned how to cut through the fluff and select the products that actually appear to be offering something solid to buy and test. Before I knew how to do this I wasted a lot of money (and, just as importantly, time) on products that now I wouldn't touch with a 10-foot pole.
I wanted to share my selection methods with you so that you will be prepared if you haven't been in this business very long. Even if you have, you might find a few points helpful (or might be able to add some of your own in a comment below).
Learn The Basics Before Buying Anything
You can't build a house without first laying the foundation, so before I talk about what I look for in a product, first let me tell you what you should already know before you buy anything related to internet marketing. There is a lot of information freely available on developing these basic skills, and I personally feel you should have at least some practice in each of them before spending any money on a product.
1. Learn to write copy that sells.
If you're going to make it in business online as an individual, you need to learn how to write a good ad. Whether it's a 5,000 word sales letter or a small AdWords ad, you need to know how to draw in visitors and turn them into customers. If you have had no success doing this, then no product is going to help you.
There are only 4 steps involved in turning a visitor into a paying customer:
1. You have to get the visitor's attention.
2. Once you have their attention, you have to hold their interest.
3. While you have their interest, you must stimulate a desire.
4. Finally, with the visitor's interest and desire peaked, you have to demand that they take action.
Developing your skill in each of those four points takes time, but you need to learn to do that before you start purchasing products to help you build your business. If you haven't at least gotten some skill in the area of writing ads, no amount of additional knowledge will help you if you plan on selling products as an affiliate. After all, no matter how much traffic you can generate, if you can't convert a visitor into a customer, you'll still go broke.
Even if you plan on building your business around content creation and advertising (such as AdSense), you still need to learn this skill. At the very least you need to learn how to grab a visitor's attention and hold his interest. That turns a one-time visitor into a repeat visitor. Having great content will naturally draw a wider audience, more links from related sites, better search engine rankings, etc.
Really, if you can't write good copy, you're going to have a difficult time succeeding as one-person business. Start off selling lower-priced items, since it is much easier to convert people for a $7 product than a $77 one, and you'll build some confidence as you start to make a few sales.
2. You need to learn how to build an email list.
No matter what niche you're working in, you need to make sure that you're building a list on the back-end of any website you have. Even mainstream businesses are doing this now. I regularly receive emails from Amazon.com, Lowes.com (a hardware store in the USA) and other sites that I shop at. They send how-to information (especially Lowes), and let me know about products that I might be interested in.
If you're not building up a list, you're missing out on the lion's share of your profits, because it's the customers you've already got who will come back and buy again and again. The hardest part is turning a visitor into a customer. Once you've got a loyal customer it's a lot easier to get repeat business.
So learn how to build an opt-in page (which will again put your copywriting skills to the test), and remember to send your list valuable information in addition to sales pitches. If all you do is sell to them, they won't stay on your list long.
3. Learn how to drive traffic to your site.
Whether it's through search engine optimization, pay-per-click ads, social bookmarking or any other method, you need to know how to drive at least some traffic to your web site. There is a ton of great, free information available on how to do this. There are some great products that will teach you how to take this to the next level, but you need to have a little bit of a feel for it yourself first so that the additional information makes sense.
This is incredibly important, too, because no matter how good your copywriting skills are, if you can't get visitors to your site there's nobody to buy whatever you're selling!
Let me give you an example of why you need to have some basic understanding first. I have a very successful link-network service that you might already be familiar with. It has hundreds of happy customers gladly paying the monthly subscription because it is ranking their sites very well for their chosen keywords.
But you know what? I also have a lot of people who cancel their accounts because it doesn't work for them. Do you know why it doesn't work for them? Because they don't know how to do keyword research and pick the right keywords to target in the links they get. They never learned how to do that (and many of them refuse to read the how-to guide I give them on the subject).
It doesn't matter how many links you have into your site if you're targeting either a) keywords that get zero traffic or b) keywords that there's no way you'll ever rank for without having 100,000 links or more! If you do either of those things you'll never see a positive return on your investment.
That's why it's so important that you have a little bit of skill first, before investing in the products. It helps you to understand how to get real benefit out of the products.
Okay, So You've Got Some Skill, Now What?
Once you have at least some skill in those three areas, you're in a much better position to cut through the fluff of sales letters and their promises. You don't need to be driving thousands of visitors a day to your site, or making thousands of dollars a month from your efforts yet — you just need to have enough skill to have some consistent traffic, have made a few sales and added some people to your email list. Once you've done that, then the information below will help you a lot more.
When you look at a sales letter, there are 3 things that you need to analyze before purchasing:
1. Does the sales letter show proof, screen shots, stats and evidence that it works?
This is important. There are some really good copywriters out there who could sell an ice-maker to an Eskimo! They can make anything sound like "the next big thing" and make you really feel like you're missing a huge opportunity if you pass on it.
You see, buying is a largely emotional reaction for most people. You want to succeed, badly, or you wouldn't even be reading this. If you have already seen some success, you probably have a strong desire to continue growing your business (otherwise, again, you wouldn't be bothering to read this and learn more).
You need to learn to park your emotional reaction to a sales letter and analyze it for what it's really telling you. The sales letter needs to demonstrate the products ability to work. Even showing a lot of evidence is no guarantee of your personal success with a product, but it's certainly a lot more convincing than having no proof shown at all. So if it doesn't show stats, proofs, or evidence, pass on it!
To help you know if the stats can be trusted, do a quick search on Google for the name of the person who created the product. Find out if others have mostly good, or mostly bad, things to say about the product owner. If the feedback is all negative, then it's an indication to shy away even if the stats look good.
2. Who are the testimonials from?
A good sales letter almost always has testimonials on it. Testimonials build trust, because it helps the visitor see that yes, other people have had success with the product.
But are the testimonials in the sales letter only from known internet marketing "gurus"? If so, do you really think these guys took the days or weeks of time to go step-by-step through the processes outlined in the product to see real success? Do you think they care enough about the smaller amounts of money or traffic that might be a big deal to us, but to them is just a drop in the bucket? Isn't it much more likely that what you're reading is an "I'll scratch your back if you'll scratch mine" situation?
Now, if the testimonial is from someone that you've known to provide real evidence and proof, that lends more credibility to their praise of the product. But if it's from guys who are always sending sales pitches and never providing valuable information with proof of their own personal success, pass! Don't think that just because you recognize the names in the testimonials that the product must be worthwhile. It's easy to fall prey to the logic that "if the big guys say it works, it must!" That simply is not always true. In fact, it very often is not true at all, especially in the world of internet marketing.
3. Is what the product delivering tangible or abstract?
I am a huge fan of the step-by-step reports that actually outline proven methods of success. I hate it when a product is all fluff and theory with no actually stated process.
I'm at the point now where I will not buy any product that does not revolve around the basic skills outlined above. If it doesn't teach you (again, in a step-by-step way) how to write better ads, or how to build a bigger email list, or how to drive traffic to your site — I pass.
To me, everything else is just smoke and mirrors.
Summing It All Up
A real business is about eyeballs, customers and follow-ups. You have to get more people to see what you're offering, offer it in such a way that they become customers, and follow-up with quality information and related products that will help the people who are on your list. If the product doesn't help you do that, it's not worth your time.
Learn the basics first so you'll be able to cut through the fluff and not be drawn-in by a great sounding sales pitch that offers nothing of real value or evidence. Build your foundation first so that your house won't collapse when the ground shifts. The Internet Marketing world is always offering new products promising "the next big thing." Yes, the ground is constantly shifting. If you don't already have a solid foundation, and you go chasing after all of these phony dreams, your house (your business) will collapse right out from under you.
Please post your thoughts and comments below.
Comments
86 Responses to “Cutting through the fluff.”
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Jonathan Leger has been earning his living online full-time since the fall of 2004. He regularly posts advice about search engine optimization (his current passion), AdSense and Internet Marketing. 
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Hi Jon.
I like this your statement: "A real business is about eyeballs, customers and follow-ups".
Thanks for the great sharing today.
- zack
As always you're right on the money Jonathon.
Everyone needs the basics before they can build their own online empire. Constantly buying every new program that comes out is a complete waste. Most of those hot programs end up collecting dust on your computer. They're no good to you without a basic online education first.
Thanks Jon!
Good points about how to get a foundation in internet marketing. I need to work on proof, screen shots, stats and evidence… and also getting quality testimonials. Thanks for the refocusing.
Great advice, Jonathan. In addition to what you said, here's a method many of my readers find helpful for reducing the number of fluff offers they receive in the first place.
Set 3 e-mail accounts to use when signing up for mailing lists. Use the first one as the entry point for all authors. Check it no more than once every couple of weeks. I set aside some time every-other weekend for this. By letting some time pass, I end up with multiple messages from most authors, can read them in one sitting, and then make a good decision about whether to stay on their list, or not.
Promote the ones that are good enough to keep reading to your 2nd e-mail account. Review this one weekly, looking for ones that provide a mix of content and offers that are relevant to your current level and project(s).
Finally, when you find an author whose message is right on point for where you are and what you are doing, promote them to the last of your 3 e-mail accounts. This is your short list. Read the messages that come in here daily, and act on them.
Remember too that things change over time. An author may stray from his or her message, your needs and level of expertise will change, etc. Don't be afraid, therefore, to demote an author back down a level, or to unsubscribe altogether.
The most important thing to preserve is your time and focus. I'd rather miss an offer or two than risk spending all my time being certain I don't miss any.
Nice basic guide. I read your blog for long time and I love it.
Thanks,
George
Jon:
Great topic and so true.
I think you're right about the evidence. If they can't show proof postive that they've had good results personally, why should I invest my time to learn from them?
Another thing I look for, is if a product or service has a discussion forum. This will almost always sway me into purchasing a product I think I could use because if it has an active community already built around the product I can get all kinds of useful insight into it BEFORE I buy.
I'm counting on this more and more these days because I don't need the agravation of buying something that's not going to work in my situation.
Keep up the good work Jon!
–Steve
Jonathan, nice article. Concise and to the point. The past 3 weeks has seen a nearly unprecedented number of internet-grow-wealth-schemes. Paul S. of XsitePro fame, also wrote a thought provoking article centered somewhat around the same theme as yours but looking at it from a slightly different angle. Not sure if you mind if i throw in his url, but it's here http://www.xsitepro.com/realreason.html , and it compliments what you have said in your own blog quite nicely.
Warm regards
T
Top notch post as usual Jon, keep it up!
Really great post! I enjoyed reading it. I agree that learning basic copy skill is important and something that everyone needs to work on. It's an on going thing that you just have to learn and test.
I also totaly agree that alot of the testimonials are manufactured. You have to just keep an eye on whos face seems to appear on every sales page going…
The email list is so important!
People crave INFORMATION, and with the Internet, the exposure is greater today than it was 15 years ago.
That's why newsletters, paper or ezine, are so successful, Of course, if you can sneak an ad in there, or a product review, even better!
I like the idea of having a forum page for every item you sell. This gives users a chance to see a thumbs up or thumbs down.
@ Steve.
Steve, you are so right about the active discussion forums because no one knows the product, its support or it's issues etc., like those who have bought before and who are struggling through their own demons while trying to get the product to do as advertised.
T
Great topic, as usual, Jonathan. I have been following your comments and suggestions with great success. Thank you for all the valuable information. You are by far my favorite internet marketer!
Catherine
PS: I also own your Instant Article Wizard and has made me a lot of money already!
Hi Jon,
Great post. One of your best to date and that's saying something, because your attention to detail in researching and producing actual case studies is second to none.
Like you say, testimonials mean nothing if it's the same old, same old, writing a glowing review. I'd much rather have some unknown happy customer telling me exactly how it helped their business (and letting me see the website they did it on) than some self-proclaimed guru who sends me a bunch of ads every week for the next big thing, with absolutely no research whatsoever.
Keep up the good work!
~ Paul
You are right about learning BEFORE buying. It's putting hte proverbial cart before the horse.
However, I disagree with you on the "facts" part of your article. Too many times I have seen great looking stats and shots of "accounts" that proved to be false. Anyone who is good at working with and manipulating graphic images can show you whatever they "want" you to see - not REAL facts.
Not that many months ago a "launch" went out and everyone jumped on the bandwagon promoting the product. Later the "proof" offered turned out to be non-existent just good graphics manipulation in photoshop.
I tend not to believe those "proof" statements much anymore , instead, I look for a well designed manual -if its software. Or a well written step by step plan if its an ebook or course.
It really amazes me that many of these so called experts can't even write a decent article, ebook or wouldn't even know html code if it slapped them in the face. They just pay others to do all of the work for them and then claim it all as their very own work.
Thanks ofr oyur honest opinions and advice. The newbies and less experienced need it to save themselves a lot of grief and money.
Michael
Thanks for including the basics. It was a great review and made me realize I need to go back sometimes. I think the scariest part to me is creating a list.
One question though. What would I do with a list generated from {snip: no personal urls please} where sales ARE normally a one off thing. If they buy, they generally have a two year contract or longer. If anyone has ideas I would sure be open to them.
Excellent post, Jon. I agree totally, since I was also one of those that spent a lot of money - that's why I'm the Info Diva!
People need to be very selective when purchasing and make sure it's something they can use NOW that will benefit their business.
Notice I say "business" - too many people are looking for the next "instant business". I've been in business a long time and I have yet to find an "instant business." You have to build a solid foundation and that means learning as much as you can.
I do appreciate your comment about 'parking your emotional reaction to a sales page'. It's really easy to get excited about the claims being made just because they are telling you something you badly want to hear. I'm trying to be a little stricter with myself, more rational, and your reminder is timely.
"learn the basics first"
Yup I only learned that the hard way and blundered into 2 awful "systems"-you know the ones, fail proof, fool proof systems- in my first year online.
I spent the second year recovering from the first one!
Now that I sort of know what I'm doing I can see good advice everywhere! Including here!
I am not so sure of going by screenshots and testimonials. I barely look at them and wonder if they have been fabricated
I do take notice though of Readers' comments at amazon, providing there is a sufficient number of them.
Alex
Well put Jonathan!
Too often people are not prepared to put in the discipline required to succeed long term. To be honest, I like it that way because it makes the rest of us wo are, look good.
To me, to succeed (online or off)we need disciple, time, effort and vision. It's simple - but it aint easy!
Thanks for sharing your material.
Rhys Coffin
New Zealand
Good article Jon.
Still too many people are taken in by good copywriters, and testimonials from people who some of us realize most likely havent even tried it out.
Review sites are also something you should take with a pinch of salt.
Good copywriting / marketing doesnt necessarily mean the products any good , so dont be afraid to use the 100% guarantees, when offered , and ask for your money back when products not up to much.
Jonathan:
Great blog post on "Cutting Through the Fluff".
I really enjoyed your coverage of the "internet marketing basics". This has really helped me to focus on these basics before looking to purchase any further internet marketing materials.
Thanks so much, Jonathan.
Sincerely,
Daniel Tetreault
Business Development Manager
IMG Ventures
I agree with those who said that screenshots and stats can be photoshoped. That's true, and I've seen it done.
That's why it's always good to do a quick Google search for the name of the person who is selling the product. Find out a little bit about them before buying. Are the trusted? Lots of good feedback? Or is it mostly negative and "he's a ripoff" kind of feedback?
That can give you an idea of whether or not to trust the stats shown.
Hi Jon,
First class summary I would say.
I agree with those who are becoming suspicious of all this 'evidence'. You for one have worked hard on developing relationships with your customers/readers, and I for one accept what you offer as evidence without question. It's that trust that is the real value in a business relationship.
Regards
Charlie
I agree, Charlie. The value of trust cannot be overestimated.
Actually, those enticing sales pages can be invaluable - as models to follow in how to persuade a visitor to become a buyer. After all, if they got you whipping out your credit card because of their great sales pitch chances are it's working well on others, too.
So studying *how* they've done *what* they've done on that page can be very beneficial - in some cases much more beneficial than buying their product!
I remember a comment a few years back about a well known guru of the time. It went something like "this guy will show you how to make millions: burn his course and study his salesletter".
That's a little cynical, but probably not too far off the mark. I paid for the course at the time and was naive enough to think it would actually teach me what to do. There was always a bit 'missing' that seemed to be the crucial bit. Cliffhangers in novels I like, but unresolved endings in marketing products???
…The Internet Marketing world is always offering new products promising "the next big thing."…
Those of us old enough to have been around a few years know how true that statement really is and not just in the online world of Internet Marketing. Ever watched a commercial for the latest dishwasher tablet? You'd think they've saved the planet.
Besides, the supply of 'next big things' doesn't seem likely to run out any time soon, so there's always opportunities later, if you have to pass this time round.
…I am a huge fan of the step-by-step reports that actually outline proven methods of success. I hate it when a product is all fluff and theory with no actually stated process…
Absolutely agree 100%. I just bought a report that, on the face of it, might have been full of fluff, but after the 2nd page they started delivering the real 'meat and potatoes'. I'll feel more kindly disposed to their products now in the future because they've delivered what they promised.
I honestly think that this has been an excellent post. Kudos to that!! The comments to the post too have been quite a revelation.
We have a content development business wherein we've had clients asking us to provide content pertaining to internet marketing and other topics. It has been our endeavor to provide content, especially 'info-ducts' (information products), that adhere to the 'step-by-step' structure as iterated by Jonathan.
In this internet world of cluttered and fluff information, it is very important for internet marketers to provide good and USEFUL stuff to their patrons. Also, it is important for users of these info products to cut through the clutter and fluff to get to the meat.
Well done Jonathan……and thanks.
Jon,
It does seem that some marketers put more effort into their sales page than their actual product! I am guilty of falling for a few of these too good to be true offers myself.
I would say the money is in the list, if you treat your list with honesty and integrity.
Ted
Hey Jonathan,
Once again, a very well written post. It seems that as time goes on, the hype gets better and much more numerous in the IM field. I guess that's due to more and more folks entering it and trying to make a buck. Any help in being able to cut through it all is surely appreciated, so again, thank you for the post. One of the things I like to do when checking out a person is to search for their name and then put a "+ opinion" in the search box. You'll usually get links to forums where you can read what other folks have posted about the person you're checking out. While you can't go by just one post, if there seems to be a pattern from the different forums visited, it helps give you an idea of what kind of person you're about to deal with!
Cheers,
Mark Krusch
Yep,
Even an old cynic such as myself can be led astray with good copywriting and presentation skills. But on the whole we are often sold 'Magic Beans' to help take us to the place where we find the 'Goose That Lays The Golden Eggs'.
I think most of us know that buy the time the Magic Beans land in our palm they've been passed around so much that any magic they once had is much diluted, if it's there at all.
I think that anyone who's been in this game for a year or two or more, and knows the basics, is actually shooting him or herself in the foot by even READING 99% of the 'Next Big Thing' e-mails as tjhey hit our Inboxes EVERY DAY!
But I know the feeling, the fear that you are going to miss out on something by 'unsubscribing' from all those lists you signed up to.
NEW YEARS RESOLUTIONS:
) Unsubscribe from every e-mail that offers you a Clickbank product without cloaking the link.
2) When 3 e-mails from different 'gurus' are all promoting the same BIG THING (J.V. heaven!) unsubscribe from all but the one you like best - better yet unsubscribe from them all.
3) Find Blogs that educate and inform and improve you as an internet marketer and subscribe to their RSS feeds. That way you might actually get some good info that'll help you increase your income and it won't cost a you a penny!
Sorry for the long comment, once I started I couldn't stop
Clive
Boys and girls, I am about to be shot down royally for my comments, but, this and a couple of bucks will get you a good cup of coffee in many places.
I am new to the internet game, but, I have quite a few years of experience in news and print advertising, and well as display work and operated my own business prior to retirement.
One thing never changes - the prospective client cares not a hoot about your huge success. He or she just wants to make a living for himself/herself. Be honest. When you look at these sales pitches, what are you looking for. What can this do for me!!!
If you can honestly say that your interest is not entirely selfish, then get in touch with me. I have a bridge in Brooklyn that might interest you.
The benefits you have to sell are those that will allow the buyer to claim the profits, enjoy the prestige, reap the whatever that he or she is looking for.
I read one 50 page sales letter from one guy claiming to have made a milion dollars in one year with his fantastic product. All the copies of cheques were there - all the sterotypical presentation advances were made, but, one question bothered me.
Nothing is free. Everything has a cost - so how much did this guy have to spend in promotional dollars to make his million. I sent him an email and asked. He told me.
He spent money in print advertising, various types of on-line programs, and also mailings to the tune of just over a half million dollars - so - he did not make a million. He made a half million gross, so far. Subtract from that other production, R&D costs, salary costs, etc, and he probably made a quarter million.
To do that, however, he first had to have deep pockets to get his message out and running. The thing is that this was not a JV thing. This was a single product said to have been marketed by one seller to bring in a million dollars in a year. And, yes, it was a big ticket item.
Obviously, turning over the same dollars time and time again would take me 10 years to make a million. Why - Shallow pockets.
My personal system for considering these offers is much simpler. I move a little down the page and if that little slider on the edge barely moves, I know I have a biggie.
A biggie usually means expensive, so the first thing I need to know is how much. Too much and I don't care what the sales letter says. If my budget is shot it is shot and in a short while the thing will be back again - often at a discounted price.
I tap the "End" key - check the price, and more often than not, then tap the "Home" key and the "Delete" link in quick succession. I haave neither the time nor the inclination to read all that sales hype. It is the same "stuff" I have read a hundred times. They all use the same format.
Virtually all of these grand offers have one thing in common. They reveal nothing. You get only hype. With a used car, you get to kick the tires, drive it, take it to a mechanic, and you still get burned.
Your best bet by far is to identify your niche, build a list. Treat the list like family. Form a relationship involving honesty and trust. Leave the razzle dazzle to the big marketers and politicians. The little guy simply can't compete with them.
OK Scotty - raise the shields.
Good Luck and a very merry Xmas to all from Canada
Jim Parsons
Jon
Once again the proof is in the pudding. Very well thought out. Got me back on track.
Ambrose
Jon,
Thanks for the call back to basics. How many basketball games are lost because free throws and layups are missed? Mastering the fundamentals in online business is just as important in any other area where one wants to be successful.
Keep tellin' the truth!
- Dave
Outstanding post. It is so true that there is a lot of hype out there. Unfortunately, lots of people buy into the get-rich-quick syndrome. The fact is, one can make money, and lots of it, using the power of the Internet. The fact is, as you so well stated, there are processes and systems that must be established.
Great job, Jonathan. Really enjoyed the post.
Kathleen Gage
The Street Smarts Marketer
Jon,
It's so refreshing that someone of your IM expertise(and integrity)level put it out there for all to see - the Internet Marketing game is full of hucksters that play the "quid pro quo" game with their endorsements. There are just so many new products being introduced almost on a daily basis that it makes it difficult to distinguish a real "gem" of a product from all the others. And the sales letters are getting slicker and more persuasive as Madison Avenue marketers apply their trade in the Internet world.
But I have found that one little trick has slowed me way down in my purchases of the next "best" SEO technique or software. Regardless of how great the sales letter reads or how persuasive and time bound the offer, I always just tuck it away and come back to it the next day. It's amazing how just a little cool-off period can put things in perspective (and save you a lot of money). It works for me and maybe it will work for your other readers as well.
Happy Holidays,
Brad W.
Jonathan,
This is serious. Not joking around here. Your email on this subject just happened to be timely. Sunday (yesterday) I got my first mailing list going. I admit I had a tough time of it since there was no one to ask questions and I knew nothing of what I was doing. It took me 2 to 3 weeks to do it in my spare time but it is done now and I feel better. What I need from you is advice on what to use to get some quick traffic to my list page where I am giving away a desk top blog search engine type of thing for sign ups. It is just a little gimmick thing that actually works pretty good. You have in the past recommended things to get quick traffic to web sites. Do you have anything that would work for this type of project? I did post in about 100 blogs on the make money subject yesterday and got 5 members over night. Today I posted info on 25 Craig's lists. Do you know of anything? I am running out of ideas? I might try answers.yahoo.com .
bob
Jon,
I needed this post. Thanks. I've been struggling with getting the basics down and I think I am just starting to see the inklings of results. I've started to get pessimistic several times about the whole thing, I think from info overload. You've nudged me back on track.
Thanks again.
I second the very timely,I have an inbox 1/2 full of offers that all claim they are the best,greatess,ect
Its easy to get caught up in the sales line and wind up with more "stuff" that just sets on your hard drive.
Thanks
Jon,
Thank you for another excellent article! You've made some very good points that should help a lot of people avoid chasing after the next big thing that keeps coming out almost daily. I really liked your comments about testimonials from the big name gurus… How true! It's a safe bet that they got a free review copy of the product before the launch and the same people will be there for the next must have product. I've been unsubscribing more than ever lately.
Keep up the great posts,
Leon Smith
Great post as usual, wouldn't expect anything less from you. By the way I see you gone back to your old photo. Were people not recognizing you from the new one.
With the latest "Giveaway" craze of hundreds of free old ebooks I managed to lay my hands on a few past offers that claimed over $100,000 in one month. Or anything like that.
So I studied a few of them. Either they made money from their huge mailing lists, which I do not have. Or they made money thru PPC accounts, money which I do not have either.
One of the ebooks clearly stated that you should make a steady 15%-25% above what you pay for adwords and this ligntened the whole story for me.
Most of these claims showing $250,000 on paypal have cost $200,000 of PPC money. "You will never get that kind of return without testing, twiking and what else FIRST". So is their claim …
Pure fraudulent advertising IMHO!
natural weight loss:
I went back to the old photo because my wife hated the new one!
I need to take another new one and see if she likes it better.
Jon,
I have a list, give-aways, opt-in pages etc. How large of list is large enough?Next … I'm finding entirely too much hype in the product launches to stake my credibility on them. For some reason I just can't bring myself to promote or believe the person who tells me he made 4 million in 3 days while living in the back seat of his car. Any suggestions? … (obvious hypothetical example)
Thanks a lot for the info. I finally came to the realization recently about what you are saying. I've probably wasted some money on products before I needed to. I just chalk it up to learning.
Hi Jon
Excellent post - many would have tried to sell this as an eBook - this was really a lot of very useful information!
Thank you for the good work.
Michael
I learned to be more selective about the products I buy. Another factor to consider is to look at what your business needs to grow right now. If your business needs more traffic, look for products who will teach you and help you build more traffic. If what you need is better conversion, look for that kind of products. And so on…
Luc
Your point about testimonials strikes a chord for me - I got fed up seeing the same "big names" providing testimonials for just about every new product. You'd thinkg that's all they did for a living!
another great post Jonathan, keep up the good work.
Hi, Mr.Leger, I don't know may be your post
is too late for me. Since I'm already fall
so many time to this kind of sales later.
Bought so many ebook without any apparent
result. Yeah..I'd seen so may same guru gave
the testimonial..Maybe something behind it..
A JV..perhap
Jonathan,
Excellent excellent post. I think that once you've been around IM for awhile, you start to really take for granted everything that you've learned. And product selection is a big part of the learning process.
I would just add one thing. Before you buy ANY product you absolutely must evaluate it based on your business model. Too many aspiring marketers simply have not chosen a business model to follow (i.e. affiliate marketing, ecommerce, adsense, etc)…and thus are prone to being easily persuaded to buy anything and everything promising to be "the next big thing". I myself have been a victim of this and it will absolutely kill you.
Now before I buy any product I ask myself this:
Will this help me with the project that I am working on right now?
If the answer is no, then I don't need it. It will only serve as a distraction. It's just that simple for me. I've found out the hard way that you can't chase more than one rabbit at a time or you won't catch anything. I still struggle with this being an entrepreneur…but at the end of the day, focusing in on one business model and having that in the back of your mind whenever a new product comes along will not only save you money - it will also make you much more productive.
Great post Jonathan. This is going to help alot of people.
Chris Hubbard
Hey Jon,
Thanks for a great bit of information (as usual).
I can't agree strongly enough with what you said about learning the basics first, before buying anything. There are lots of places to get the basics for free, and more than one point of view on them.
As one of my English teachers said in High School,"Lots of professional writers break the rules to correct writing but, to do so effectively, you must know the rules inside out. It all comes down to fundamentals.
This is true in any skill anyone learns whether it's playing golf, football, driving a car, riding a a bicycle, or even walking. You can't learn to run before you learn to walk.
You mentioned not being overly influenced by "guru's" testimonials. Very true but also beware of "guru's" Products. Some are excellent and well worth the money - some are not. Awhile ago, I bought a product from one of the really big names who promised in the salesletter a step-by-step program to set up a money making website. The product was disjointed and, to make matters worse, in the first days training material you were told to sign up for six other products on one, two, or three month trials. In other words if you didn't forget to cancel them you'd be billed on them. Too easy to forget. It's one of only two products I've asked for a refund on. Reminded me of a book which was read to me when I was just a small child called "The
Emperors' New Clothes". It was about a deluded Ruler who was convinced by his tailor that he was wearing a Magnificent suit of clothes when, in reality he had on nothing but his underwear. As he paraded down the street to show off his new clothes the whole crowd lauded and aplauded his fine wardrobe, being afraid to go against the grain. It finally took a little boy shouting out "He's in his underwear." to shake the crowd off the delusion.
Oops! I was going to make this short.
Thanks again,
Duane
Thank you very much for excellent article, Jon !
You're right! We have to build step by step. Maybe I have to spend more time to create a mail list and some useful keywords….
Mai
Hey Jonathan,
I have been studying your Adsense website, the one you created for the niche marketing case study, and I have been looking at the way you set your links throughout the pages.
What link strategy are you using, how are you connecting one page with the other?
I am very interested in finding out! Thanks for all your help!
John,
Excellent information. This post is very "Paul Myerish". I hope you take that as a compliment. This deserves to be printed out and studied.
My own sales page sucks in my opinion, but I decided I would rather throw it up there first and see what would happen, instead of waiting until it was perfect.
I violate everything you say here
"The sales letter needs to demonstrate the products ability to work. Even showing a lot of evidence is no guarantee of your personal success with a product, but it's certainly a lot more convincing than having no proof shown at all. So if it doesn't show stats, proofs, or evidence, pass on it!
I plan to add some testimonials and revamp the salespage."
Although it sucks, it has gotten some sales, thanks mostly to Google love.
I haven't yet gotten an autoresponder setup, which I know is losing me sales because 98% of the people don't buy. That's my next step.
I guess my message to those out there is stop buying so much, and start doing a little.
The Guru-Go-Round keeps us all dizzy. It is so true you have to build, not ride, not pray for secrets to be revealed, just start learning and building.
One thing that might be worthy of adding here is that even the negative feedback that some products receive can also be sales pitches themselves. Any newbies who don't know what I'm talking about, look into DayJobKiller (by the way, my link doesn't go there, so don't consider this a promo!) I agree with Jonathan in that you should do a Google search on any product you are considering, but be careful not to make a quick glance and automatically assume the product is bad. This "negative" technique is all over the web (I'm guilty of it myself, because it does convert a lot of generally negative people into buying!). Take the time to read-up on the product from several sources. Blogs with a lot of reader comments are good places to start. This will give you a wider range of opinions and not just the blog posters' pitch.
Great… now no one will buy through any of my blogs! Me and my big mouth! Anyway, I hope this helps… there is a lot of bad products circulating in IM- not to mention other niches!
I like what you said about "step-by-step reports that actually outline proven methods of success".
I gotta stress that point on my sales letter.
Thanks a heap.
Adrian Lee
Hi Jon,
Well put.
Yeah, it is all about the basics, if one does not know the basics, how would he/she tell the fluff from the truth.
I believe in what Paul (XSite Pro) said in his latest report, FOCUS is the key. We must focus on one key area, may it be affiliate marketing, list building or other business models, if a new product comes our way, take a look whether could it REALY improve what we are doing (following your guideline), if it is not even related to what we are currently focusing on, pass it.
And oh yes, unsubscribe from those who just keep sending you mails asking you to part your money.
Jon, oce again, thanks for the wonderful post.
Cheers,
Keith.
Hi:
Thank you for this article. I am new to the business and am one of those who have spent money on different software I didn't use until I found your site and the software you promote. I like the step by step instructions that walk me through the process, something enormously helpful to someone who has not done this before and who has no software or internet experience. I like that you recommend other people's software that is relevant and build upon what you teach.My goal is to learn all I can ans start earning some money by the end of 6 months. I devour everyone's comments.
Hi Jonathan,
Just wanted to say that the posting on 'Fluff' is spot on. Not having been an internet builder for long I agree that it is so easy to be taken in by testimonials of the 'Guru's' who we get to know very quickly from surfing around.
This is if anything the most useful piece of information that newbies could have.
Regards
Anita
Hi Jon, valuable information as usual…
I'm one of the lucky members who made the wise decision to invest in one of your products, and you’re spot-on about keywords and taking the time to research them properly.
Keep on the good work
I started small with your "One Dollar Ideas". Hopefully, I shall graduate to your $7 Secrets.
Greetings and lotta loves from Malaysia.
Fantastic post, Jon.
I have plans to make big changes to my business model and mode of operation, and you've been a big influence in causing that to happen.
So thanks for the wonderful information you've shared.
Hi Jon,
I am reposting as I don't know why my previous post was deleted — maybe it was an error on my part.
Anyway, as I said previously, it is very gracious of you to provide this information for free. Other markerters would do well to emulate you.
I agree with you regarding using Google to do some research prior to buying any product. Additionally, if you have ever wondered whether a "work at home" type product might be worth considering, you should take a look to see whether it has been rated at the Work At Home Watchdog site. Currently there are 147 products that have been rated by people who have actually bought them. You can't get fairer than that. Go check it out.
Best regards and keep up the good work.
Nick
[…] My friend Jon Leger just made a very, very insightful post on his blog. […]
Hi Jonathan,
I couldn't agree with you more on the need to understand the basics of an internet business before plunging into the deep end.
Sales copies blatantly pander to the basic human weakness — a strong desire for a free lunch. So many people are completely deceived by spurious claims of instant wealth without effort. The awakening, when it comes, is rude indeed.
Great piece — salient, impactful and excellent advice.
Regards,
Dan
That is very good information, you know if you had a good ebook on this subject i would quickly buy it. You are one of the few who i trust my money with and always provide good information.
I share your concern. However, I have a deeper concern and it
centers around people selling an infinite variety of shovels,
and at times, having people digging in all the wrong places.
Running a business is about more than buying tactic after tactic
and reinventing yourself over and over because you don't
understand the fundamentals. To me, it makes much more sense
spending time on formulating a coherent business strategy and
then buying the materials to aid in making it a reality.
I have no argument with people trying to make a buck. I do have
an argument, however, with those who sell tactics like they are
a business. I also have trouble with those who want to preach to
the marketing community about its future from the hallowed
halls of Shovel U. As John Stossel is fond of saying, give me a
break.
Business is about the same things it has always been about -
establish a relationship of trust through value. It doesn't
somehow change and your eyes need not glaze over in confusion
because you've decided to use the internet as a tool. Establish
a relationship of trust through value and you can keep providing
products to the same customers as the business landscape
inevitably changes. I hear it so many times, yet I see it so
infrequently practiced.
I just want to say thank-you very much for all of the really positive comments about me here. It means the world to me, and lets me know I'm heading in the right direction.
Copy.
My kingdom to be able to write copy. It seems to be the biggest stumbling block for many of us.
We know we have a great product.
If only my copy was of an acceptable level.
Maybe a $7 report will come out from a proven copywriter.
Cheers.
Jon,
Great post.
Agree with many of the other comments.
I have unsubscribed from loads of 'gurus' mailing lists - after a while you realise that you are not actually learning anything from them, but are being sold at the whole time.
For every product launch I go to the Warrior forum and check the product reviews section there - you get a range of honest views (affiliate links aren't allowed, so people comment truthfully rather than pushing their own links). It's then pretty easy to make a judgement on the product.
Keep up the good work.
Chris
Great and accurate information is the order of the day here. Well done Jon on an eye-opening article that resolves many questions. I have actually stopped buying things that only have testimonials from the gurus. They may well work for the gurus, but most of it does not do anything for anyone else. The reason it works for the gurus is exactly as you have stated in your information - they already know how to do everything that they need to BEFORE they got this product, so it was easy for them to use the software or learn from the book - it was just adding something to their arsenal, not really teaching them how to market, or how to improve their marketing.
Keep up the great work !!!
Jonathan,
Thank you for sharing your thoughts and keen insight with us regarding the vast world of internet marketing. I'm relatively knew to the game so hearing some great advice from a successful and proven marketer like yourself is a huge advantage to those of us on your list. You are one of only about 3 or so marketers that I trust online.
Best wishes,
David
Hi Jon…
I agree that to succeed online you need to have these 3 basic skills, know how to write good copy, how to build your mailing list and drive traffic to the site, but I believe the most important to be traffic, without which your site is worthless… copy and mailing lists are secondary to traffic.
About this phrase, "if the big guys say it works, it must!" That simply is not always true.", these big guys just happen also to be the product owner's JV partners…
Sales copy will always be sales copy, it is supposed to sell… the truth is, many write the sales copy even before the product, and in a number of times the sales page costs horrendously more than the product itself.
Hi Jon,
Would it be possible for you to give us a link to your keyword research guide?
Amanda:
Which guide is that?
@ JonathanLegerSuccess about "My kingdom to be able to write copy"
There are many great books for learning how to write copy. One of best, best, best books I could ever recommend is from a legend in the field - Joe Sugarman.
The title is "Advertising Secrets of the Written Word". So far it is the BEST copywriting/advertising book I've ever read.
Much luck.
I wish I'd had this advice when I started 2 1/2 years ago. It would have saved me thousands of dollars, literally. I kept buying things I'd need later on, not realizing that by the time I got to the point that I needed Adwords skills or SEO skills, that the web would have evolved and there would be NEWER, BETTER products being touted. I stick with a few marketers with particular expertise and and except for the occasional "giveaway" where I have to give away my email address for free products, I try to focus on my favorites. I'm willing to meet new marketers, because you never know when someone new to the scene will break new ground. But as far as the "same old, same old," I've been there done that, so I no longer waste my time. Thanks, Jonathan, again! Deb Gallardo
Good advice john, but as a new IM person myself i still get lost on writing good sales copy and putting it all together with back end email capture, screenshots and everything else that goes into it. Can you recommend any good ebooks that explain all this?
wii:
I found this to be a good starter report:
Zero to Fifty in 30 Days
It shows you how to do all of the things you mention.
Off-topic, I know, but I just noticed how the links at the top of the page, from your traffic exchange, shake every now and again.
That is a rather cool way of drawing attention to them
~ Paul
Paul:
Thanks, that's new. I'm testing it out to see if it increases the CTR.
I think it might Jon…. when I saw it I was like "hey, what happened there"
You come to expect things on web pages, so when something out of the ordinary happens it does draw your attention to it.
~ Paul
Cutting through the fluff.
Learn how to avoid buying garbage products just because the sales letter makes it sound great. Find out what really makes a product worth your money (and time).
[…] http://www.jonathanleger.com/cutting-through-the-fluff/ […]
I would like to commend you for your honesty when you said you got people who unsubscribe to your link network service. Others are afraid to disclose things like this in their business to keep their so called integrity.
Mr Leger you are a beacon upon the dark and hazardous ocean of the online marketing
Daniel G.