Why all my stuff looks like it's been beaten with the ugly stick
Published: Mon, 02/01/16
"Your books and newsletter and products are all black on white
text. Have you ever thought of doing a more designed look and feel?
With pictures, colors, maybe the odd video even."
My answer:
No, and I'll tell you why.
Whether any of us like it or not, whether it makes sense or not,
the more pretty something is generally the less value its given
because it looks mass market -- like something that belongs in a
book store. And bookstore products usually don't command much of
the green stuff, even if the info is worth hundreds or thousands.
Example?
Nightingale-Conant.
I once read Dan Kennedy talk about how they sold some expensive
course on success (something like that) and it was all prettied-up,
slick, and "valuable" looking.
The result?
Lots and lots and lots of refunds.
So they decided to make the product ugly -- photocopied pages in a
binder. No bells. No whistles. The kind of format that'd make a
designer weep and gnash her teeth.
What happened?
Refunds dropped like a politician's pants at a brothel.
Same with ebooks.
They're digital "air" -- with no tangible value.
Many of them are even more plain Jane than my stuff. Yet, they
often command $27, $37, $47 or more... while in a book store that
same information, all dolled up and designed, would not get even
$15, most likely.
There are exceptions to this, of course.
Like, for example, Gary Bencivenga's DVD course.
But even then, we all would have devoured it even if it was black &
white and ugly (wouldn't have mattered to me or anyone else I know
who possesses it).
Anyway, so that's one reason.
Another?
I'm lazy.
Especially when it comes to video. (It took me about 2 weeks to get
around to shooting a 24-second video testimonial for a friend
recently, that's how much I despise video).
Another reason:
My stuff is readable and presentable as is.
So, anyone who would not buy or consume one of my products because
the sales letter or product is not dolled up would not be a good
customer for me, anyway.
Anyway, that's why my stuff is ugly.
Plane Jane.
And, not going to win any design contests.
If someone doesn't like it, they don't have to buy.
For everyone else:
My flagship product is "Email Players". It's a print (black &
white) newsletter. It's 16-pages long. And, each issue is packed
from stem to stern with my best ideas for making more sales with
email.
It ain't pretty.
And, it ain't cheap.
But, it is profitable for people who use it.
Details at:
http://www.EmailPlayers.com
Ben Settle