To: Samuel from UserOnboard
Re: Your New Onboarding Book
It’s 10.40am here in Australia. It’s hot. There are no kangaroos where I live, but instead I’m staring at shadow-play between blue gum trees and the amazing Autumn sunshine… then *BAM!*, “Samuel from UserOnboard” grabs my attention. It’s your email. Very few emails engage me these days… But you’ve never wasted my time with useless, copycat vomit like so many others.
Just like the fact that few emails truly engage me, I typically don’t bother sending feedback to non-clients unless they ask for it (simply because I have a to-do list longer than my arm most days!). But your “rookie mistakes” comment suggested you’re still looking for answers (we’re all rookies really aren’t we?!? It’s my mantra: always learning, always evolving), and I just wanted to try and help out somehow. That’s reciprocity in action I guess.
So, for me, it was mainly pricing and “framing” that stopped me from buying.
Firstly, I guess I just don’t expect to pay over $30 for a book, let alone an e-book, unless I’m totally hypnotized by it somehow. And the other packages seemed to be priced too high for me because they weren’t positioned as something much more valuable than a book + extras.
Example: a book + extras = approximately $40-50 in my mind, yet I’ve happily payed over $400 straight up (10x the expected cost of a book) for a course with basically the same amount of content.
Was it any different to an e-book that includes examples, checklists and worksheets? No, with the exception of…
[a] how it was positioned (calling it a “course” versus a “book”),
[b] putting it online (or in an email sequence), not as a download, and
[c] the fact that it was cut up into lots of smaller pieces rather than presented as one item.
Could your book be re-purposed as a course or other higher-perceived-value concept? For reference, the best example of a high-value online course I can think of right now is Noah Kagan’s course (I’m not an affiliate by the way, so there’s no gain in my sharing this with you, he just does a stellar job).
And all I felt was my frontal “logic” lobe lighting up.
Don’t get me wrong. Your sales copy is great. But I didn’t get the sense of my imagination or emotions switching on and tuning out the rest of reality for that brief moment in time.
I believe we’re all looking for these “singular” experiences — even in sales copy.
I might have felt differently if I had seen, for example, at least one micro (i.e. a single paragraph) case-study of how the tips shared in your book saved or gained a startup $XXXX — that way, it engages my imagination (puts me — or someone like me — in the picture) and contrasts/frames the “small” cost of $49 against the $XXXX I could potentially save/make by following your recommendations in the book.
Of course, most people “know” that good user onboarding = $$$, but…
I believe that spelling it out with a specific example (with specific numbers) is much more powerful.
And — *relief* — they don’t even have to be your own stories…
…Just examples of how these tips and ideas worked for other people.
Overall, I feel THAT is what it’s missing for me: stories. I’ve read far too many sales pages over the last 15+ years to feel very engaged by them anymore (even though yours is definitely WAY better than many I’ve seen)…
But a relevant story gets me every time.
Incidentally, I’d love to share more with you about my ideas on storytelling for sales if you’re interested? Let me know.
@MattBCumming Matt, what a killer blog post, dude. I loved your analysis, there. And framing? Is fucking important. Proof. Good call!
— Ashley Ambirge (@TMFproject) March 29, 2014
Oh, and… It drives me crazy that I don’t have a dishwasher.
So I tend to value audiobooks far more than reading books these days — mainly because I can listen to something useful while doing time-wasting mechanical tasks (like dishes), but also because I spend 27 hours per day in front of some sort of screen otherwise — crafting taglines and stories for clients, designing logos, books and websites, learning as much as I can, and then obsessively re-reading TMFproject posts in my “down-time”. I’ve been known to buy an audiobook for $40 when I could get the hardcopy for $15. It’s MUCH easier to convince people like me to buy an audiobook — even in cases where we wouldn’t bother buying the reading book version.
I wonder how many other people prefer audio and would buy that if it was offered as a first option? It’s a point of difference too.
Yet, I may still buy it anyway 🙂
. . .
I hope this is useful feedback somehow? Let me know if it helps!