If you are skeptical about long copy, hype-filled promotions for “get rich quick” info-products…well, you should be.
Subscriber JE, recently complained to me, “One thing that bugs me is when people have one or two successes and then go out and sell their ‘system’.”
He says the reason these systems often don’t work for others who follow them is that “you can’t package up luck.”
What JE is talking about is perhaps the biggest flaw in the entire business of information marketing in general…and business success/self-help/personal improvement info-publishing in particular, namely, that just because certain steps worked for the author, that does not mean others following those steps will get the same results, and in fact, more often than not, they don’t.
One of the problems, as JE has accurately identified, is that the only test of the system is often the author’s personal success.
If you are a consumer of info-products on business and success topics, does the author have students who, following his system, achieved some levels of results, even if not equal to his?
If he has no successful followers, then I would pass on buying the course or program.
Why do so many info-product promoters teach systems based on their own personal success, only to have so many buyers fail to achieve anything close to their results?
Again, one reason, as JE notes, is luck. Luck plays a huge role in success and as JE says it cannot be packaged and sold, unfortunately. The info-product seller may have had luck, and he has no way to confer that luck on you.
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For instance, my wife is a home decorator, and in her field there are info-product promoters selling all kinds of courses on how to succeed in the home decorating business.
But if you have no taste, no eye for design (and I don’t), your chances of succeeding in the home decorating business are slim to none.
And it may sound elitist to say this, but intelligence is also a prerequisite for success in many fields and it too cannot be packaged.
My youngest son is a computer science major at Carnegie Mellon, and despite my own degree in chemical engineering, I could not complete his course of study; I simply don’t have the aptitude or the mathematical ability required (and I was pretty good at differential equations, but I sucked at Fortran).
So as a consumer of info-products, how do you make wise purchases, and by that I mean buy courses that actually succeed in teaching you the skill or business covered?
Here are a few suggestions:
1. Go to the websites of the big players in your niche of interest and mine the free content there. You can often get quite an education without shelling out a dime. For example, see the library of free marketing and copywriting articles on my site.
2. Start with their traditionally published books sold on Amazon. Often these books are a much better value and are more clearly written than their package systems courses and they contain 5X more info often at 1/5 the price or lower