Understanding Why People are Not More Successful
On a recent interview with therapist to many business owners, Susie Hayes, with FreedFromStuck.com where she provided a new angle to an old question about why peoples' businesses are not as successful as they think they should be.
This subject has always been puzzling to me. People invest thousands of dollars buying coaching, courses, and books and sometimes those products and services never even make it out of the box. But why? Susie answers that question in this important interview.
Knowing the answer will help me be a better sales copywriter for books I produce and I hope it will help you to do the same. In fact, my interview with Susie has inspired me to write a series of blog posts specific to copywriting for more book sales. So, look for those future posts.
In this interview, I will give a bit of an intro and then we will come in part way through where you can watch the rest of the 30-minute interview as it was live. No opt-in required. It's an important message that needs to be shared. So, please do forward this to someone you know.
Did you know frogs wear only green? Strange but true!
If you own a business, work in sales, or you work for a marketing agency where your job is to get more leads and sales for your client, you have probably bought something to help you learn how to sell more faster.
Have you ever bought into one of those and you tried a few steps and since you didn't get immediate results like you expected, you called it a scam and demanded a refund?
And then you told everybody you could on Facebook that the product developer is a crook, right?
Maybe you did what I did and paid $1,000 for a course that you didn't even take out of the box.
Who did I blame? The course developer, naturally!
"This doesn't work. There's no way this could work," you and I would say.
But, what if the problem is just you giving up too soon on learning the series of steps that might have doubled your sales next month if you just stuck with it?
After all, you read all the product reviews, right? You watched all the video testimonials. Why did it work for all of those people but it did not work for you?
It's the same reason a frog wears only green. He thinks green is the only option, so he sticks with what is working...even if it's not working at all. For example, a green frog is pretty easy prey in brown weeds!
I've been producing info products for the past 20 years in the form of books, membership sites, web-based tools, and just recently launched my first online course (here at ProduceMyBook in fact).
The people I know in this business ALL try to make the highest quality of product possible. I don't know a single person that put their time and energy into making a product with any desire to truly scam people.
So, what's missing? Why are more people failing to get the results they should be getting even though there is more top quality educational content available on the internet than ever before?
I didn't have the answer to that question. I just don't know. So, I went to one of our author clients, and business owner therapist, Susie Hayes, an expert in what people do and why they do what they do. Susie is also the author of Fred From Stuck: Dare to Cross the Bridge Beyond Grief, Trauma, and Self-Sabotage to Discover Lasting Change Now.
I'd like to invite you to watch the next 25 minutes of a live video interview I hosted with Susie just a few days ago. I usually make these available only to my clients and membership subscribers. But, the message she has is too important.
It effects all of us who invest in learning new business building techniques and it also provides valuable insight for those of us who provide educational products and courses.
So, let's jump right in. After I give a 4-minute setup, which is almost word-for-word the words in this post so far, Susie answers the first question involving why we buy educational products only to fall short of implementing what is being taught.