If you sell a product that teaches others how to sell another product, then you will run into the following question eventually:
If you can teach me to make money for $197, why don’t you just teach me for free, and then I’ll give you $400 from the profits?
Anyone with intelligence who has never sold a “How to Make Money” product online and doesn’t understand the mentality of 90% of the people who buy these products will ask this. Maybe not out loud, but they will think it.
It’s a question that internet marketers need a ready answer to, because those that ask it have enough common sense and intelligence to actually make money online. So rather than replying “Screw you”, internet marketers should be trying to convert these people into paying customers and successful entrepreneurs. This article addresses this question.
Below is an email I recently received from a potential customer for my Musical Instrument E-Bay Powerseller Course. This email is representative of the 90% club I mention above:
I really got burned buying Walutech’s system which is really of no value. I don’t really have the money to buy something else now. What are your interests outside of music and physics? Perhaps you would be willing to accept something else of value, I don’t know, or even a promise to pay you far more in the future? I live in Carmel, IN just north of Indianapolis and am a college student graduating this December. I am hoping to be able to find a good way to supplement my income coming up to give myself more options. I visited your websites and immediately told a friend of mine: ‘this is a guy who’s going to make alot of money.’ I am sure you are very busy, I am just hoping we may be able to find some mutually beneficial arrangement. Anyway, thanks again for your time.
-Justin
I’m sure Justin is a great guy. In fact, I’d like to buy him a beer. But unfortunately, he is exactly the reason why it is essential that we sell our products for $197, $297, $597 instead of just taking a cut of the profits.
Here was how I replied:
Hello Justin,
I’ve seen Tony’s (Walutech) ebook course (I got a copy free to review for him), and it has quite a bit of good information. I got some time saving automation tips from it, but i wasn’t impressed with a lot of the ebooks. That being said, doing what he tells you to do will result in making some money. Although I’m not a fan of what I call the “underachiever method” — making $0.30 per sale — which is what you end up doing selling $0.99 ebooks on E-Bay.
My point is, you can make money using what Tony teaches but you actually have to do something with the information. You actually have to list a crap-load of ebooks and set-up the automation software. I know, because I’ve done it. Doing this produces a profit of at most a couple of hundred dollars a month, which is not much. But I’ve used the traffic to generate leads for more expensive products, which has resulted in higher ticket item sales.
Musical instruments have about the same profit margin as ebooks. They have a higher price, so they generate more profit per sale, but the profit margin is still about 30%. So there are similarities: you have to list a bunch of instruments to make sales and money.
Here’s the most famous question every “Make Money with My System” hawker has heard: If you can teach me to make money for $150, then why not teach me for free and then I’ll give $300 from the profits?
Here’s the answer: When I sell information like this course for $150 or more, 80% of the people who buy the information do NOTHING with it. They do not list a single instrument. 20% do something and they make money.
If I made the price $9.99 for the course, then I would sell 100 copies a day. But 99% of the people who bought it would not use the information. And I’d waste a lot of time explaining to 99 people that they didn’t make money because they didn’t DO anything. There is no magic button on the front of the manual.
The course is priced as it is to keep those who are looking for a magic money tree at bay. (Plus I have to take into account the cost of marketing and producing the course. I’m not selling an ebook. I’m selling a real, hold-it-in-your hands manual with a data CD).
Chris Moore
http://www.keyliberty.com
I learned a lesson about price from selling guitars on E-Bay. Most E-Bay guitar sellers charge only enough to squeeze out a $2 profit on each sale. They charge $0.99 plus some really high shipping and handling charge. So the customer thinks they are getting a steal for $0.99! That is until they get the bill for the shipping.
These sellers have horrible feedback ratings. Why? They sell a cheap, Chinese made guitar for $0.99. What do the customers expect?
There are two types: Bargain hunters and Stealers.
People who bid on a $0.99 auction at the last minute expect a STEAL. They feel entitled to an item worth well more than what they paid. They expect nothing less than top of the line for their $0.99, especially if they’re paying $30 for shipping and handling.
I do things different. I list guitars starting at $29.95 with reasonable shipping. I make $12-$18 profit off of each sale. My prices are HIGHER, but I still make more sales and more money than the competition. Why?
I don’t care for stealers. They are nothing more than a pain in the ass.
My customers are bargain hunters. They want a serviceable instrument and they want a good price. That is what I provide. They know they aren’t getting the top of the line. They are getting exactly what they are paying for. So they are happy.
Bargain hunters stay aways from $0.99 auctions because they can spot the scam.
The same rules apply to buyers looking for “how to make money online” information. I could sell my Musical Instrument E-Bay Powerseller Course for $9.99. I’d sell 100 a day. But 99% of the customers would do NOTHING with the information. And just like Justin, they would complain about how they got ripped off.
When I sell the same information for $197, I sell less. But a lot of those that buy the course do something with the information because they have more invested. My inbox fills with testimonials instead of empty legal threats.
A higher entrance fee parses out the window shoppers who believe there really is an “Easy Button” like those in the Staples commercials.
So if you’re going to sell anything online, don’t sell to the bottom feeders for $0.99.
If you ever encounter a “system” that claims it can make you wealthy, and the cost is only $27, be very skeptical. Either the hawker on the other end is a pricing moron and doesn’t know a thing about value, or they have NO CLUE how to make money online. Either way, stay away.