Info Products Fail

You can lead a horse to water but you can make it drink :)

If I buy but don't use an information product, I blame me not the seller. If I buy broccoli and don't eat it, I blame me and not the grocery store.

p.s. RE: Information products, sometimes I just open the box so the brilliance can get to me thru osmosis :)

I too have trouble opening the box! I am so busy and so even though I have the best of intentions when I purchase, the busyness of life and the lack of accountability allow procrastination to take over!

Great thoughts here! Love the car video -- haven't made videos in my car yet. I think I should start doing that!

Hmm yes well my credit card certainly knows about information products, But have I implemented them? Yes and No. I'm a little slow with the implementation but my problem is that I have already bought another one before the previous one is implemented. Yes I know I have an illness that I really am trying to cure! But I agree. If there was coaching (whether group or individual) attached to information products then we would not necessarily fail to implement as we are being held accountable. And honestly who likes to fail in front of others? Also, more than likely it is taking us twice as long to implement a system by ourselves (it could be up to 100 times!) than it would if we were coached through the process. Weighing it up then, pay extra money for coaching versus your own (revenue earning) time. I think I know what I would choose.

Hi Elizabeth,

I love this topic...mostly cause I agree...to a point. I think that the idea you can ship someone a box of stuff and have them successfully implement your system and become your biggest raving fan is ludicrus.

But here is what I have seen work:
- There are a small percentage of people who learn best from reading & listening to audios. I have sold many audio-based learning programs to people who will never hire me as a coach but simply wanted to learn that specific system.

- With a proper "implementation guide" or quick start process, people who have don't have the budget for high ticket or on-going coaching will benefit. For instance, I created my ULTIMATE Success Generator (my coaching in a box) because it literally walks people step by step through the same steps I coach my clients in. We got better results for people when I offered a quick start guide to help them focus and create an implementation strategy.

Here are some keys to making it work:
- Don't throw in too many bonuses. It just overwhelms people. Keep it simple.
- Don't over hype your marketing. It just creates an avalanche of unhappy clients and returns.
- Think of ways to help people WANT to consume your product. Checklists, sample schedule, quick start consults, etc.

Great post...thanks!

I should be commenting about your content here, but I'm actually commenting about your ability to do video with your daughter "awake" in the car. Is she usually in the car with you for your other 'car' videos too? I cannot do anything with my 6 year old around. Kudos to you!

Hrm. I actually watch, read and implement these things, but at my own speed. I have one that's web only that I'm working through, and a "shiny box" course that I haven't started yet. But I will.

What I've found out: The few that I've purchased have been worth every minute of _time_ I've put into them.

It's just unreasonable for me to think I can break open the box and become instantly successful, so I don't think that.

Even if someone boxes up their *exact* system that took them 10 years to master, there's no way I'm going to get the same results without at least a couple of years work.

Frankly, one the best systems I've found so far is Ben Saurez book "7 Steps to Freedom," which I picked up on Amazon on $1.35. It's not very popular because it requires *grueling* hard work, and accurate record keeping and reporting at each step.

But the value added by community cannot be overstated, and can't be gotten from a book!

OK, I have given up on info Products as well, I figured that most people do not even look at them. I know for myself - I put them in a shelf, promissing myself I watch it later, get carried away, or something comes in between and forget. So now I hardly ever watch it. As far as your teachings and lessons I watch them online and when I know you are broadcasting i turn on my computer and actually sit on front of it and the good thing is I can put up my headset and listen to waht you have to say and at the same time answer mails and/or work on my projects.

As far as your little angel goes on the backseat of your car - she just is too sweet. Just like her mommy.

Thanks and God Bless

Um - I am guilty of having info products that I've never opened. I can't say it is totally the sellers fault or even the product itself that makes it stay in the box. Sometimes I was just looking for an answer and by the time the product arrived, I didn't have the question anymore. Sometimes I just felt no connection to whatever it was I purchased. Sometimes the seller offered maybe a forum or a followup call, but I just didn't feel compelled. Maybe I'm lazy?

I can't WAIT to see how this model rolls out because I love learning from you!!

Like you suggested, all my info products have a live mastermind component associated with them. And now that I'm adding coaches to my virtual team, they will be the ones to take over the mastermind components for my info products, thus freeing up my time more.

My programs also incorporate a "learn, then do" component. Each of my students are paired up with a client and they have to implement with their client what I taught them. There are tons of deadlines and accountability lined up along the way so now there's no excuse to dump things on the shelves and forget about it.

The testimonials are flying in now that I've moved to this format. People love being held accountable and I enjoy being that person who keeps them accountable.

Sounds like an excellent solution Leesa! I agree, adding the mastermind support & the implementation component sounds like a great way to get the students moving. And, if you're getting testimonials, then you *know* they are getting results. Awesometastic!

Way to edit out your kid! She'll get you for that wen she's older. Mine do! :-)

I will say that every info product I've purchased has been implemented. I'm a little on the frugal side, though, and strongly believe that if I am going to spend the money I need to put it to good use. Did I always get the results I was aiming for? um, no .And I'm one of those home-studiers, so I'm always reading and implementing something - I'm sure I'm the exception, not the rule.

The thing I hate is binders. Binders fail for me. They're clunky, stuff falls out, and I know that marketers esign it s that you'll purposefully lose pieces so you can't return them. THAT to me FAILS big time.

That said, I agree with the desire to want to help people, and when I heard the statistic that only about 20% of your customers actually implement, I nearly fell off my chair. In light of the new FTC requirements for results based testimonals, I don't want to say "80 percent of my clients never even open the dang box, but listen to the 20% who DO!"

Seems a bit anti-climactic for me.

For people like me, info products are a godsend - there are some events I never would have paid toattend, and I can catch the highlight reel at a comparatively bargain price. For the general JQP, though, I think the 80% rule is problematic enough that we should look at what we're doing.

My approach has always been that I'm not in business to sell stuff, I'm in business to help people improve their lives (hopefully by making a affirmative buying decision with me). That's my best consolation when a customer doesn't implement.

I've read that only 10% of people will even *open* the binder/book (and a smaller percentage than that will actually read it, then a smaller percentage will implement...). That completely freaks me out.

Loved the piece with your daughter!

Aside from that, last week I cleaned out my office and took inventory of all of the info products that have been collecting dust in my office. It ain't pretty. I promised myself that I would not buy another one until I had gotten thru all of the others I already have. This was especially difficult this weekend, when I attended my first live event and almost every single speaker was pitching...you know what...an info product or service at the end of their presentations. I did it though, I stayed strong and didn't buy a single one. Probably not what the host of speakers wanted to hear, but you are dead on with this video!

Hey Marta,
Let me know what you've got, maybe I'll buy some from you, and you can make some $$ back!
Lisa
lisa@yourwriterforhire.com
or tweet me: @davincidiva

I almost had to get a special binder bookcase for all my program treasures. My favorite binder/dvd program is Christian Carter. Why? Because Ms. Forleo was a guest panelist on it. Then I bought her book, did her coaching program, met you, and goodness knows what else is next. Is that an example of paradox?

Yes, I don't *regret* buying all those products b/c they let me to where I am today, in the same way ... one coach led to me another, who let me to another, who let me to this friend, who introduced me to this idea, etc. etc. :)

This is the 2nd video of yours I've seen. Both were in the car. LOL

Ya. I've stopped buying info products, websites, etc because I've not implemented yet. Sometimes I'm too easily distracted. Other times they don't live up to the sales hype.

*Cute kid :)

Aww your daughter is just adorable!

Ahem. Info products. I'm pretty sure I'm a recovering info product junkie. I found that online course do work much better for me though. Like actually doing the work / learning the content with other live people makes a HUGE difference! It keeps you accountable, moving forward, and just plain old more fun too.

So yes info products fail. And honestly I can't keep tons of binders or DVDs because I like to keep things simple... in case I move again. ;) I think your Money Tree System is great, and would do even better in a virtual format like you're doing now.

Plus, it's good for the trees. ;)

I'm going to retool/relaunch The Money Tree System (or whatever I end up calling it) in Dec/Jan, using this new format. And, I have *tons* of new content around financial stuff that I want to add, anyway. :)

This is painfully true for me. I am becoming much more aware that I want interaction and accountability - and I think my clients do too.

Info products are over-rated as income boosters. I think they prevail because info-product gurus have brain washed us into thinking we need to sell them. They have their place and some of them are great. Problem is, if everyone is trying to sell them, who's going to buy them all?

This is funny... I actually almost bought two info products in the past few months, but didn't because I didn't ever see myself opening the box. One of the reasons, isn't really the packaging though it's the fact that I find that most products only provide a portion of the story. I feel like I'm always missing something. The magic sauce, so to speak. I think most need a bit more hand holding through the process then what a box provides. Interesting to see you handle your new approach.

People need a community to support them, and some people need 1:1 time w/ a coach to ask questions & provide accountability. It's just got to be leveraged enough so the person running the program can physically do it w/ lots of people, all at once. We shall see!

I think it's the connection to others in the group and the connection to the leader that is necessary... Is the access to you easy? and for you it's defining how the access occurs..

AND you got a new order, AND you were upstaged by the cutest Little Angel in the world. ha ha! What a great concept. I love the idea of combining a highly leveraged setting with the ability to genuinely help folks who are at home! I think this is subconsciously why I have not really made a big "home study" course yet. I hate the thought of selling folks short, so i will be watching how you pull this off.

Yes, it always did not feel right & I never had a really *big seller* and I think that was one of the reasons. Let's see how my current program & the relaunch of my financial system work in this new format!

Hysterical! I had opened most of my info products, had implemented about half of them. After watching them collect dust for 6 months, I boxed them up and sold them on eBay. Making money back = (say it with me Elizabeth) AWESOMETASTIC.

Funny, as I was recording this video I got a "new order" email that I sold one of my info products (The Money Tree System, which is going off the market today). #thingthatareironic #thingsthatmightbeinconsistent