Find what you should never do, and do it

I can’t claim this as my own idea although I’ve adpated this slightly from Seth Godin’s original.

I put out a lot of websites, more than a lot of other marketers and people ask pretty often where all the ideas come from. I have a big thick ideas book that I’ll never get through even if I live to be 100, but one of the other main ways to get a product noticed (which often means it’s profitable too) is to do the ‘never’

So for example – most marketers don’t answer their own email – but both myself and Sara Brown do, so it becomes a selling point, as well as infinitely more satisfying that having some bloke in Darjeeling do it for you.

Another example would be most marketers mail their lists via an autorepsonder every 4 or 5 days. So I do it twice a month or so – once with my newsletter and once with an offer. Again this is something I was told I should ‘never’ do. Once I hear the word ‘never’ it’s time to do exactly the opposite.

Which is why I give away many top quality ebooks/tutorials for free. Just look around my blog and you’ll see what I mean.

Sure there’s an upsell – for a nominal amount you can grab the full Master Resell Rights, often rebrandable too, but unlike other marketers I let you see the book first – download the personal edition for free and if you like it (and most people instantly see the value in owning the rights) take the upsell.

 There’s no heavy selling, nothing is hidden and it works. This again was something I was told I should ‘never’ do – show people the product before they purchase – takes away the ‘mystique’ it seems.


Do the ‘never’ – it’s one of the best ways I know to grab yourself a hit product.

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4 responses to “Find what you should never do, and do it

  1. The Rich Peasant

    Tony, a while ago I told you that you were a genius.

    I now bestow on you the as yet unused title of ‘Double Genius.’

    #The biggest misconception about work is that you have to spend most of your life doing it – T. Ferris

  2. Tony Shepherd

    LOL Thanks for the title – even though it sounds like a 12 year old malt!

  3. Mark Dickenson

    Great blog. Keep up the good work.

    BTW, I think a great title for your next laucn would be Sheep-Free-Marketing…hmm..maybe I should snatch up that domain now that I think about it 🙂

  4. Dan

    As always…. Great Info….

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