In which the inevitable question is axed:
“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:
Ben Settle
