Fear of Letting Your Customers Down

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.

Tiff 🙂

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24 Responses to “Fear of Letting Your Customers Down”

  • Great tips! I think this could be the start of a handy checklist for before people launch their products.

    The first step to not disappointing seems to be with the sales copy. You don’t want it to be so lame affiliates won’t promote and you don’t want it to be annoying to the buyer. You also don’t want to hype up your product to be more than it is.

    I’ve been working on writing my sales copy. I’m not really good at writing traditional sales copy so I’m kind of going my own direction with it. I hope it ends up working out!

  • “You are not a pimp and I am not your prostitute” love it!

    With regards to making sure everything works, I have definitely had the issue of download pages disappearing and zip files not opening for my PLR store. It is a little scary receiving those emails but as long as you catch them in time, you can usually save the day.

  • Mary Kathan says:

    I agree with limiting the upsells….I have had to unsubscribe from a couple individuals due to this.

    With some of these guys it takes 25 clicks to try to get off the sales page if you don’t want it…”WAIT buy it for less”…”STOP” reconsider and buy this…. etc etc etc. Cannot deal with it.

    As far as the fear of Disappointment – You can either give it a try and risk a customer being disappointed for a day – or you can do nothing and Disappoint yourself for life.

    Mary Kathan

  • Good points in here today. Looking forward to the next challenge.

    Thank you for yesterday giving me a new angle on sales outlets for some existing products that I will need to follow up on.

    May re-package the content to create a set of new higher priced products for that venue.

    That gives me two ideas for product creation for this challenge … maybe do both.

    You rock! You are unsinkable, like Molly Brown… Even when you are feeling black and blue all over, nothing knocks you down for long, you just keep bobbing back up, and working harder than ever.

    So glad to see the videos, I miss them on the days you haven’t posted any – lol!

    Hugs to Honey Bunny too.

  • Tamsin says:

    Great checklist, Tiff. I more I read of things we need to take into account the more I’m going with start off small with my first product! There’s plenty of time to go big!

    • Tiffany says:

      Don’t think of it in terms of big or small – just think of a topic. The size of the product will iron itself out during the product creation process and will be whatever it needs to be. Might turn out to be a short report. Might end up a full large course. Ya never know 😉

  • Sharon says:

    Hi Tiff,

    Hope you’re feeling better today.

    I love the tips you shared. I remember how I felt let down. There’s this big name marketer woman and she’s really sweet and everything and so helpful. Yet each time I buy any of her products/coaching…EACH TIME … I feel so disappointed like I wasted my money. I still follow her, but I never buy anything from her no matter how tempted I am.

    I don’t use help desks either, I hate them. But I never thought about the pro header thing. Thanks.

  • I have to admit that while I haven’t received much from John Chow in the way of sales pitches, I did get them when I became his affiliate. Could be coincidence and I was further on in his auto-responder for the product and being an affiliate has nothing to do with it.

  • Great advice Tiffany, Thank you. I am customer-service driven to a fault. Some think that’s a bad thing, others admire it. Considering my numbers, I’m pretty proud of being that way.

    I opened my first store in 1980. As of my April 1, 2013 check up, 60% of those customers still purchase from me on a regular basis. 33-years is a long time to purchase beauty and skin care products from one person, especially when they are available on every corner these days.

    Why has it worked all these years? Everything I do is “solution-based.” No trends, no hype – just solutions.

    • Tiffany says:

      That is impressive Holly! Congratulations!

      Bet Titan had a little something to do with it 🙂
      I know Honey demands all credit.

  • Edie Dykeman says:

    Although I’ve been creating my own products, I like that we have the option to outsource if we want. For me, that lessens the fear factor and lets me know there is a way out – not that I intend on taking. 🙂 But, at least it is there.

    Your list of how we can let buyers down is good as it gives us a working checklist that we can follow to make sure we are touching all the bases.

  • Debi J says:

    You’ve got some great point here that will definitely have to be checked off with what I’ve got ready and what we’re doing!

    I know how Honey feels…it’s allergy season here in AZ as well (too many people moved in and decided to bring their plants from home with them!)

    I did a Sunday vlog but forgot to send out an email but it’s here (putting together the email now).

  • Tasha Marie says:

    It is so vitally important to be willing to change things as you go if needed!

    I too was thinking as I was reading this – it could be an awesome start to a new product! lol

    It is always a good idea to try to put ourselves into the shoes of our buyers.

    Awesome post here Tiffany. (As we know it will always be)

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