All too often the report does not exceed the sales copy. Without a doubt one of the most disappointing feelings occurs after you read a promising sales letter, take action by clicking the buy button, excitiedly download the file, open it up, read it front to back, and realize that it is useless. The copy on the sales page contained all the promises but the ebook left those promises unanswered.

Why would someone put the time in to writing a sales page but fall way short on the product? Possibly the sales page was outsourced and created by a professional. While the report was created by the seller. I have spent my hard earned money on both good and bad reports.

Lets analyze the options that were available to the seller:

Private Label Rights (PLR), gives the seller the right to claim authorship. This is common in the industry and a lot of sellers will just swap out the names and throw it up for sale. Sometimes without even reading it. Not bad if the quality is there but horrible if the quality leaves a lot to be desired.

Rewriting a Report, this could be from any report prurchased. Sometimes this will produce a more in depth report by building on the foundation that was already there. All too many times, though, a few key changes are made and the report is put up for sale. Change the tilte, utilize synonyms, rewrite some of the sentances, and out the door it goes. More junk in the market place.

Lack of research, great topic with lots of unanswered promises. Very common to say the least. A “How to…” that doesn’t explain or provide any direct process information is not worth the time it took to download. Why does the buyer buy? Because they need to know how to do whatever the sales letter has promised they will learn. They (the buyer) wants to acquire the perceived experts (seller) knowledge and to accomplish this the buyer is willing to pay for it. Too many times this will lead to let down.

What needs to be done:

It is time for the author to put the time in to generate a high quality fact filled publication. The value has to exceed the price. It won’t be long before the cat is out of the bag and buyers stop buying. Marketing online is starting to be perceived in the same way as a used car sale. You know what I mean, we’ve all been there – the 100,000 mile vehicle that we are told is in great condition and will last another 100,000 miles. Only to die 3 months later.

Are you your own worst enemy?

Natural attrition is going to occur and the bad will get weeded out. Why? Because as more knowledgable people are being forced from Corp America and the rest of the world they will look for something else which provides them more control of their own destiny. Some will end up here, online. They will make all the newbie mistakes and buy the junk. However, they will see thru the crap and realize that they can easily do a better job. That, my friend will get rid of the “perceived knowledgable expert”.

The bottom line is this:
1. Do your research
2. Write a quality product
3. Have a friend follow your instructions and provide honest feedback
4. Modify, repeat until you have it right
5. Price it right
6. Put it up for sale with your name “proudly” displayed as the author.