Why Haven’t I Made the Purchase?

By on November 22nd, 2008

I’ve been studying martial arts for over a year now (tae kwon do) and I occasionally purchase Black Belt Magazine to help with my training. In one of the issues, there was a product advertising for a resource (probably an ebook) that promises to introduce me to body weight exercises that will increase my strength and make me a more effective martial artist.

I’ve almost purchased that product on at least two separate occasions, but never have. I didn’t think anything of it - but I know there’s a lesson there. What is it that could be going wrong? It’s clear that he’s a successful marketer, so why has his message not reached me?

The first time I almost bought it, I stopped myself because I felt inexperienced with the subject matter and I didn’t want to be dependent on the ebook to teach me. So I went online and read some reviews. They said basically what I suspected - that the information is out there, for free. I wrestled with that for a while. Do I want to pay someone $97 dollars to do the research for me, or do I want to do the research myself?

Granted, I know that personal experience is a big part of the draw with buying that product, but it didn’t interest me.

I don’t remember much about the second time. It probably went pretty much like the first because I recall reading the same review twice.

So, what have I learned?

You need to reach your customer and have a voice they will come to trust. It is in that trust that you will make someone feel like they can’t live without your product.
No matter how hard you try, you simply won’t reach anyone.
It’s in the fitness niche. I seem to have digital impulse buys related to internet marketing, but not fitness.

I’m sure this particular marketer isn’t crying that I haven’t bought the product. To them, I am a statistic. I am a member of the list that simply didn’t convert. But it definitely is a good learning experience to sit and figure out why that might be.