Hi everyone! Today we continue on with the series of fears and questions you guys have when it comes to product creation. This helps us get ready for the upcoming 90-day product creation challenge.
Today is the next concern in line – the fear you have of letting your customers down. First, I commend anyone who has this concern because it means you have a heart and you care. That alone will help you be a success online.
Here’s the video blog and then text below:
So here’s what was discussed in the video. This is not an exact transcript.
Think of all the ways you’ve ever felt let down.
Before you start guessing what ways other people are going to feel let down, start with the many ways you personally have felt let down when you paid your hard-earned money for something and it wound up disappointing you.
You can also maybe ask in a forum or reviews other people have done to see how they’ve been let down.
Here’s something I never thought about. On my Squidoo Quick Commission Guide page, I remember reading a review one of my affiliates did where they felt disappointed in my sales page.
Not the words – the fact that I didn’t go with a pro header. Look at the difference between the one above and this one: Guide to Cashing in on Shiny New Object Syndrome – you can see a difference in professionalism – especially for the typical IM audience.
So make sure you’re considering everyone you might let down. It will make you create a better product. I’ll go through a few common areas where consumers experience “let down:”
Don’t let them down during the order process.
Sales copy issues can be a letdown. When you don’t explain things well, or when you have an hour long video with no pause or fast forward or rewind button – and no text option – then you’re disappointing your audience.
A million different steps to actually order the product can be a letdown. Having to go through seven one time offers or upsells is real annoying. Save the extra stuff for an offer for later if you have to. Respect people’s time.
Some weird payment system is a letdown. Use stuff people feel comfortable with. Same goes for your affiliates. There are some shady affiliate companies out there – don’t use that kind of stuff. Use big name, well-known affiliate programs people feel comfortable using.
Download issues can be a disappointment. Before launch, test the system. Have a friend order it and you refund it right away. Just see if it works – not just the order placement, but the actual download and look into the file.
Pay attention to your emails. If you launch and notice complaints coming in that people aren’t getting their products, they will go insane with panic that you’ve just cyber-stolen from them.
Don’t let them down during the post-order process.
Email communication mistakes after you order from someone are common. You bought, so now they have you on their list. (I use double opt in but many don’t).
Follow-ups – too much versus too little? I tell people in email #1 that I email just about daily, and I give them a weekly option. I tell them about my mindset so they know if they want to stick around.
As a product creator, you want to maybe check in on your new buyers, make sure they’re doing okay with your product, see if they have any questions – but don’t bug them all the time with no value or abandon them for months and then pop up with, “Remember me?”
Nothing but hard selling in an email follow-up is shady. You are now on a confirmed buyer list. They will wring you out trying to get every last penny from you while you’re in buyer mode. Don’t do this to your customers.
Selling or lending your list is despicable. Don’t do it. You can always point your list in the direction of another marketer that you trust, but doing it behind their back is unethical.
Not replying to customer service emails is another faux pas. Don’t launch a help desk at first please. I HATE those things. Just stay on top of your emails and prioritize it with buyers at the front of the line.
Don’t let your product itself be a disappointment.
You’ll hear about it, so you have to act as soon as someone says, “This sucks!” Find out if it’s a legitimate complaint or if it’s just a freebie seeker, know-it-all.
Affiliates will quit promoting when your product either doesn’t convert or gets a ton of refunds. You want to keep affiliates happy every step of the way.
Keep it up to date. If you can’t, take it offline. I did this with my Squidoo product. That domain is still fantastic and I plan to do something with it one day. But the eBook kept getting outdated due to their continual changes.
Work on being multimedia minded. Your customers will have different preferences. I try to always do PDF with video now in most cases. I like people to have options. And even the text people often turn to video to “see” what I just “said” in action.
Make sure you don’t just suck at product creation. It’s possible. You might not have the right knowledge to research and share information yet. You can get better at that. But in the meantime, you might need to outsource.
You could outsource to someone for them to provide you an outline and research – or you give them the outline and have them write it – or let someone else do it from scratch and then you create accompanying videos to go with it. Many possibilities!
Let the fact that you fear letting your customers down give you the momentum to churn out a great product and allow you to make improvements along the way.
But let it stop there.
Don’t allow it to paralyze you with worry that even if you try your hardest, you’ll disappoint people. If that happens, and let’s go with it because you need to get your “what ifs” out of the way – then the worst that can happen is you’ll make sales and they’ll get refunded.
Then you have two choices:
1. Go back to the drawing board and find out where you screwed up – like an inventor does or…
2. Be a quitter.
And you’re not quitting on MY watch.