Resources for Information Product Producers from Ghost Leg Media
Jan 08 2009
Merchants, online or off, suffer from the delusion that customers care about the businesses they patronize. No, we don’t! Customers go to a store to buy or to pass the time or because they were walking down the street and a clever window display caught their eye, or, or, or… a hundred personal reasons that [...]
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Jan 07 2009
Why is Good Customer Service such a hard concept for eBay sellers to grasp? I have lost count of the times I have heard a seller say, “I offer great customer service … but…” There is no “but.” It doesn’t matter if the buyer is a jackass. It doesn’t matter if the buyer sends rude [...]
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Dec 07 2008
When you sell on the internet, you can be tarred by association. Even if you never associate with anyone, you are in danger. Many people see the internet as an open sewer, rotten with schemers and scammers and bandits, plotting to steal your money with every mouse click. Whether this is only occasionally true or [...]
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Nov 30 2008
If you could hire Jeff Bezos for minimum wage, would you do it? How about hiring Bezos and his warehouse staff and his shipping department and his order fulfillment apparatus? For pennies? Fulfillment by Amazon is one of the smartest ways to outsource your shipping, warehousing, and postage costs and it offers an added bonus [...]
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Nov 27 2008
How many ways are there to tell your customers to take a hike? I was recently asked to rewrite a customer service letter for a landscape company. Every December and January, this company lays off most of its crew and cuts back its service. Right before the reduced hours begin, it sends a form letter [...]
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Nov 25 2008
Are there any Good Guys on the internet? The previous post talked about not falling for the zombie schemes of get rich quick marketers. We all agree, we don’t want to do that. But there are legitimate coaches and teachers selling their products on the internet. How do we tell the Good Guys from the [...]
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Nov 23 2008
Zombie ideas. They are brain dead, but they never go away. They never die. They keep coming back. With every new day, zombie marketing schemes devour the brains of dreamers who read that you can make money, lots and lots of money, on the internet. SEND MORE COPS Have you ever seen Return of the [...]
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Nov 21 2008
Google has added a new feature to its Search results. You can vote the individual results Up or Down. The rankings, for now, only change your personal results – but nothing Google does is ever so limited for long. How will these votes, when aggregated, influence Google? Are they another of the oncoming, rumored, and/or [...]
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Nov 16 2008
Do you want to be to be the Number 1 answer to a Google query? Then think Long Tail. You know it already. It is easier to rank for long tail searches than for common keywords. It is almost impossible to rank well for a term like “Doctors,” but you should be able to optimize [...]
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Nov 11 2008
Is customer service an expense or an investment? Consider this story: Cindy Shebley, an eBay PowerSeller, fired one of her product suppliers because of their brain dead customer service. Cindy was the exclusive sales rep for a specialty product. She would make the sale, then contact the product creator who would ship it to the [...]
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Nov 08 2008
Naomi Dunford made almost $200,000.00 so far this year with her blog IttyBiz. Bet that got your attention, huh? I’m a regular IttyBiz reader and I assumed Naomi was doing OK, but I had no idea just how OK she was. About two years ago, Naomi, a professional copywriter, decided that there was an opportunity [...]
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Nov 04 2008
Are you listening to your customers? Really listening? Communication is an amazingly complicated transaction. Words, spoken or printed, are just the beginning. Conversations take place in a hidden web of experiences and emotions. When a customer says, “Why is this so expensive?” they may mean, “Are you trying to rip me off?” Or they may [...]
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Oct 14 2008
This is a true story. A friend of mine produces a one hour webinar that teaches internet sellers how to market their business. She wants to do a class on newsletters, and she invited a well-known, easy for beginners to use newsletter company to be her guest. They declined. Well, that’s annoying – but the [...]
Oct 04 2008
Your marketing must tell your buyers in the most straight forward way why they should buy. Your copy must answer the question, “What’s In It For Me?’ You know that. You’ve read it a thousand times. So why is it so hard to do? Because you haven’t had the chance to practice often enough to [...]
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Oct 02 2008
No one admits they are in favor of bad customer service. You’ll never find a business person who says, “Pleasing you is worth about $4.37 on a $500.00 sale – so you get 2 minutes – and no more – of my time.” You will find thousands of people who say that Customer Service is [...]
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