i once had a Clickbank product with an upsell into a monthly program. it ran for two years and had like 24 issues of really decent content.
unfortunately, although lots of people signed up for the program…i had trouble with engagement.
few watched the demo videos.
few listened to the celebrity guest interviews.
once, i recorded content and only realised i’d forgotten to post it the NEXT month!
not ONE complaint 🙁
people continued their subscriptions because the price was low enough to forget about. not because they enjoyed it.
while this might sound cool, the problem was no loyalty was being built with the program. and it was deflating to pretend to be energetic as i spoke to an imaginary listener, knowing no one was actually listening.
i bring this up because, in my experience, few people care about the digital content they buy.
to you, digital product delivery might seem appealing–It’s simple. it has leverage. and the storage and bandwidth costs are so low you probably don’t even know there are any.
but engagement with digital products is rubbish.
you’ll only learn this with experience.
customers perceive digital products as low value. so you can’t charge much for them, no matter how good your content is. and because they perceive them as low value, customers are likely to put off consuming their digital purchases. then forget them.
and if that doesn’t bother you, it should.
you have big problems when people aren’t engaging with your products.
by not engaging, they’re not benefiting from your product. and if a customer doesn’t benefit from your product, they start second-guessing their buying decision. and it matters not that it’s their fault and that you did your part, made a good product, and delivered on your promises. regardless, they’ll feel like they wasted money. and soon they’ll refund or chargeback, and their laziness becomes YOUR problem.
besides, when a customer has a good experience with your product, they buy MORE stuff from you. but they won’t have that good experience if they don’t even START using your product.
what’s the solution?
send them a physical product.
because the product arrives physically, they have no choice but to remember it. so even if the customer’s lazy ass doesn’t bother to consume it right away, the product is present in their world. which is a LOUD reminder they got something for their money. they’re unable to justify refunding or cancelling (they know it’s their fault). so instead, they get off their lazy butt and start using what they paid for.
and they have a good experience and buy more stuff.
speaking of physical products, that’s the topic of Authority S&H.
it’s a brand new course i’m bundling FOR FREE with all Super Traffic Machine DIY Kits ordered in December.
authority S&H is a video series. it’s all you need to know about designing, building, fulfiling, and shipping physical info products. get it for free ONLY in December, only with a Super Traffic Machine DIY Kit subscription.
so if you think making physical products might be something you want to do today or down the line, look at this page i wrote for you:
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