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Tuesday, October 9, 2007

More on marketing...

After one of my recent posts about marketing on the Internet, I received this e-mail from one of my readers. I found it pretty interesting and I hope you will too!

Hey Mike,

I know you’re a busy guy so I won’t take up much of your time. As a business owner myself I study marketing and found the process by which I decided to purchase Bulletproof Knees interesting.

Basically, I’ve read much of your material on T-Nation and think that you’re knowledge and the ability to convey it is excellent so you didn’t have to sell me on that. However, justifying the expense for the book (especially since I’ll probably get hit with duty costs at the border) when there are so many alternatives out there was difficult to me. It’s not that it’s particularly expensive. It was more of a decision of which book to buy.

Here’s where it was strange. I’ve always thought that buyers decided that something was either worth the money or it wasn’t and that was that. Instead, I kept poking back in every so often to see the Bulletproof Knees site and reading over the same material. Eventually (today) it sold me and I made the purchase. I found that particularly interesting.

My guess is that there are several other readers on your mailing list in the same boat and frequent reminders and incentives to purchase the manual just might push them over the edge. Giving them a taste of what’s inside (maybe part of a sample chapter) might be enough to close the deal for some folks. I know it would’ve probably would’ve sold me earlier.

Anyway…you may or may not find this useful. I just thought I’d share.

Take care,


Want to know what's even weirder? After a short e-mail exchange, here was a second point he brought up that I also thought as interesting (and contrary to what the typical "Vocal Minority") might have you believe:

"The only way you’ll get them to cross the line is to do MORE marketing…or give different incentives."

Very interesting stuff indeed.

Stay strong

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