If you read my article yesterday, you know that I am continuing today with my series inspired by Marie Forleo, about why people will pay for information that is available for free on the Internet. If you didn’t read that article, why not go give it a look now, and also watch the video in the article, it is stuffed with great information from Marie.
The first point that Marie raised in the video that we have to consider in this area is truly a key point.
Results vs. Random Information
Let’s say that you want to learn about how to build a paper airplane. You go to Google and type in “how to make a paper airplane”. Of course, Google is a great search engine, and it returns more than 15 Million results! Well, if you are like me, probably most of us, you probably open up the first 10 pages that Google gives you to look and see what the best method is to make a great paper airplane. So, you are getting information on how to build your paper airplane from ten different people, and you really have no idea if these people know the first thing about how to make a paper airplane. What you do know is that these 10 people are good at building a webpage and getting it listed on Google.
It is even possible that these people use completely different airplane building methods that do not work together, but you are taking in their information in combination and may build something that will not even fly!
However, maybe that first website listed on page 2 of Google was set up by an aeronautical engineer who is a true expert in the field. But, you never saw those instructions, because you only checked the top 10 search results. How would you have known?
You got random information, just by the stroke of luck… was it luck at all?
Now, if you really looked in depth at the search results you might have seen that Mr. Aeronautical Engineer offered a complete course on Paper Airplane construction for $99. You could have taken that course, not for free, but you might have gotten the world’s best paper airplane information! Mr. Aeronautical Engineer would have delivered your results, not random information. Let’s face it, by just browsing the web, what you ended up with was a bunch of random information that really was not very effective.
So, most people are willing to pay for results. If you can guarantee results you are way ahead of the game! I know that in my business, if somebody buys a book of mine, or if they take a course that I am teaching or hire me for consulting, I keep working with them until they have received what they were expecting. No matter what they have bought from me, I go out of my way to deliver for them… I am always available for email, I will often even call them on the phone if that is the best way to deliver the point that I want to make. So, if somebody spends their hard earned money with me, I make sure that I deliver. It is simply the way that I believe I should handle the situation to make sure that I am delivering value for the money spent.
If you called or emailed those 10 first results in Google and asked them why your paper airplane won’t fly, do you think they would help you? Well, it is doubtful, I would say.
So, what do you think? Are results preferable to random information? Are you willing to pay for results? If it is a topic that is important to you, I am betting you are willing to pay if you are guaranteed results!