Until Easter last year… when I decided to become a saint (it ain’t going that great, by the way)… since age 7 the only thing I ever wanted to do with my life was be a musician.
Primary instrument, guitar… if you care to know.
That had been the number one passion — and focus — of my life for 50 years.
And I spent a lot of dough on it.
An awful lot of dough. (I’ve lost track… but I passed six-figures decades ago.)
And don’t even get me started on how much instructional material I’ve bought. I’ve got a frickin’ tome of those. Numerous tomes, in fact.
However… since December of 2020 I’ve hardly even touched the guitar. And all that instructional material sits unused on bookshelves and hard drives.
Yet… I keep buying it.
The other day I got an email from Tim Miller, a guitarist and teacher at Berklee College of Music. It was an offer for membership to his instructional site.
It’s crazy cheap… only $39/month. And there’s enough material on there to keep you busy learning and practicing the rest of your life. Literally. No exaggeration.
I wanted to sign up right away.
Then I thought to myself, “Look, dumbass.” (I’ve always been really hard on myself. You don’t treat yourself that way, OK?)
“Why waste your money? You’ve already got libraries of instructional stuff and you’re doing absolutely nut’n with it.”
Now, the problem isn’t the $39 a month. What held me back is knowing that I’ve already got a ton of stuff that I’m not doing anything with. So it makes no sense whatsoever to buy any more, right?
But we human beings do not make sense. In fact, darn near nothing we do makes any sense whatsoever.
’Cuz we’re emotional creatures, not logical.
Oh sure, we use logic to justify the things we do. But all decision we make — especially buying decisions — are driven by emotions, not logic. (If you doubt that then you ain’t much of a marketer. Because this is a fact of human psychology. And you better take a crash course in “street cop psychology” to get yourself up to speed if you wanna succeed as a marketer.)
So guess what I did.
Even though it makes no logical sense whatsoever… I bought access to Tim Miller’s guitar lessons website.
Because even though it’s doubtful I’ll do anything with it anytime soon, I like knowing that it’s there for me when I am ready to dive in.
Which could be today… or ten years from today.
Or even never.
But… it makes me feel good (key words there) knowing that it’s there for me whenever I’m ready for it, ya dig?
And that should make you feel good, too.
The answer is simple:
You see, I always felt bad when people would buy my products and never do anything with them.
I’ve even had people pay me very high fees to create marketing assets for them. Mid to high five-figures, in fact. And even some of those folks never implemented them.
I used to feel bad about that. Because I felt like I had done something wrong. As if their non-implementation was my fault somehow.
But you see, its just human nature. As they used to say to us in my old Amway days, SWSWSW… some will, some won’t, so what.
Listen, people buy your products for their reasons. And in many, many cases the main reason is to make themselves feel good or feel better.
And many times the act of buying itself accomplishes that goal.
Or… they just want to have it available “someday.”
So there’s no reason for you to feel bad. You can’t control who uses your products and who doesn’t.
My experience shows it will be 80/20. (Or worse)
In other words, 80% just buy and never do anything. In fact, most people never read any of the books they buy… or never even crack the cellophane on the products they buy.
20% will do something. Maybe not much… but something.
If we’re talking about any kind of make moolah/biz improvement products, my experience shows that the numbers work out closer to 95/5. (Or worse)
In other words, 95% of your buyers will do nut’n honey.
However… they still feel good. Because the act of buying itself accomplishes the goal of feeling good or feeling better. (Yeah, I know I repeat myself. I do that with the most important points.)
Exactly like when I signed up for Tim Miller’s guitar instructional site. (It’s a dopamine/brain chemistry thang. But that’s a lesson for another time.)
So, if like me, you’ve struggled with bad feelings because most of your customers don’t use your products… don’t feel bad.
First of all, it’s outside of your control. (Actually, darn near everything is outside of our control. It’s just that we entrepreneurs and marketers don’t like to face that truth.)
Second, it’s just human nature. And that’s something nobody can change.
And last but not least… you can *feel great* because you’re serving your fellow humans by providing products/services that make them feel good.
And if they don’t feel good about the purchase, you can simply refund their money. (’Cuz only a sordid, sleazy schmuck would deny a dissatisfied customer a refund.)
BTW, my friend Glenn Livingston told me that the word schmuck means “useless penis” in Hebrew. I don’t know if that’s true or not… but I’ve been using it a lot ever since then. Now do you see what I meant about my journey to sainthood not going all that great?
Anyhoo… I just want you to feel good. In fact, I want you to feel great. And I hope my little diatribe helped you do that.
All the best,
P.S. My opinion is biased — ’cuz I created the darn thang — but I think this could help you feel great… in record time.
At least that’s what it has done for me and dozens of others.
However… prepared to be shocked. ’Cuz this the most outlandish, most unbelievable claim I’ve ever made.
But just stick with me and I’ll explain that — even though it sounds loco — it’s 100% true.