Here’s another example of (to me) inappropriate rage caused by Internet marketing:
“I am ANGRY,” said LE in a voice mail he left me. “I ordered your World’s Best-Kept Copywriting Secrets, but instead of getting a BOOK, I get some computer file I have to download.
“I don’t want to read your book on the computer screen. I want a BOOK I can hold in my hands. Either send me the book or cancel my order.”
Well, here’s the copy from the landing page where LE ordered the book:
“The World?s Best-Kept Copywriting Secrets … is an e-book. There?s no printing or shipping cost. The e-book is delivered as a downloadable PDF file.”
What part of that do you think was unclear to LE? This wasn’t in fine print or a footnote, either. It was part of the sales letter.
Of course, I gave LE back his money.
The lesson for those of us selling information online?
Make the format VERY clear in your copy. Specify whether your information is an e-book, e-course, MP3, audio CD, DVD.
But LE, if you’re reading this — don’t you feel your “anger” was perhaps a tad inappropriate, given that I clearly told you it was an ebook you were ordering?
BTW, LE, you don’t have to read an e-book on the computer screen. You can hit the print button, print it on your laser printer, and read a hard copy. I do that with all the e-books I buy, punch three holes in the print out, and store it in a 3-ring binder.