As an info marketer with thousands of customers worldwide, I have delightful correspondence with hundreds of my buyers.
But from time to time, I also get some off-the-wall complaints.
Perhaps the most idiotic in recent memory comes from ST. She
recently purchased my e-book "Writing for the Christian Market"
and then immediately asked for a refund.
Reason given? The book was published in 2007. Displaying
stunning lack of understanding of the value of content, ST
lectured me as follows:
"I must say that I have been very disappointed that the book is
from 2007. I keep reading it wondering if any of it is still
relevant or if the resources and publishers are even still in
business. So much has changed in the past 7 years. Magazines
have folded, blogs are commonplace, and again, I'm not sure if
this content and ins in the market are still valid.
"I wish the promotion materials would have been forthcoming
with this information. I doubt I'll ever buy a product promoted
by Bob Bly again. The price seems too high for such a dated
work."
I immediately typed this reply:
"Your statement that a book published in 2007 is outdated and
worthless is shocking in its inaccuracy, especially considering
that you are a Christian writer or aspire to be one.
"If your logic is correct, then we should both return our Bibles
to the store or site where we purchased them for refunds, for of
course the Bible was published before 2007 – and therefore, by
your logic, is outdated and of little value.
"With all due respect, you are deeply misinformed. There are
two categories of content: timely and evergreen; the latter is
information that does not change with age or time. The Bible
falls into that category, as do thousands of how-to books and
videos.
"The advice in this book is completely accurate. It applies as
much today to getting published in the Christian market as it
did in 2007."
Yes, ST is right that in any older publication, some information
becomes dated.
For instance, I have written dozens of how-to business books
over the last 3 decades or so.
I am sure that the addresses, phone numbers, and web site URLs
for some of the resources recommended in these books have
changed or that the resources may now be unavailable.
But that's a minor detail. It doesn't speak to the core value
of my books and information products.
In many instances, way more than 90% of the advice in my books
is completely accurate and valid 10 or even 20 years after the
book was published.
This is especially true with books on "evergreen" topics like
leadership, success, small business, and writing.
It is less true with books on topics that evolve over time,
especially those involving technology, and of course that
includes marketing.
But here's the thing: an older book on an evolving topic like
marketing obviously does not cover new marketing channels
developed after its publication; e.g., there is nothing in my
Copywriter's Handbook on Pinterest or Google+.
But 99 times out of 100, that does not invalidate the ideas and
tactics the book does teach.
In the case of our Christian writing e-book, some of the
publishing outlets it lists have changed: old magazines have
folded, new ones have popped up, various blogs and web sites are
now markets for Christian writing.
But virtually everything else the author, Terry Whalin, says
about how to write for the Christian market is still spot on.
And with over 60 published Christian books to his credit -- and
experience as both a book editor and literary agent -- Terry
knows more about writing for this market than almost anyone
around.
Sadly, aspiring writer ST won't benefit from Terry's incredible
knowledge and advice on how to write and publish for the
Christian market ... for the silly reason that this book is 7
years old.
When it comes to my feelings about ST's e-mail to me, I close by
quoting Bugs Bunny, who famously said: "What a maroon!"
ABOUT THE AUTHOR:
Bob Bly is a freelance copywriter with 20 years experience in business-to-business and direct marketing. He has written direct mail packages for Phillips Publishing, Agora Publishing, KCI Communications, McGraw-Hill, Medical Economics, Reed Reference Publishing, A.F. Lewis, and numerous other publishers.