“The chicken is the closest living relative of the Tyrannosaurus Rex.”

This was just one piece of intriguing, but probably useless information I’ve learned by listening in on my daughter’s video class this morning.

It’s also a great example of why trying to copy schools and universities, when you’re selling information products, will fail both you and your customers.

Traditional education teaches you things that might be useful someday down the line.

  • Arithmetic & spellings – probably useful.
  • Dinosaur family trees – less so, unless you aim on making a living from pub quizzes or an appearance on Mastermind.

If you’re selling online courses, then this approach is doomed. Your customers have a problem they want to solve right now.

Even if you manage to sell your product a few times (thanks Mum), the people who will buy it can’t apply the new skills and knowledge straight away, so you’ll never hear their success stories.

Without success stories, you’ll never prove to other buyers that your product is worth buying, and you’re on a downward spiral.

It’s why so many training businesses fail in down-turns as corporate training budgets get squeezed in favor of immediate problem-solving.

I have some resources to share about how to tackle this, but I want you to do something before I share them with you.

Let me know what’s the last ebook, course, or workshop you bought, that could apply right away, and what you put in place as a result?

I’ll pick out a couple of the best examples and break down why they’re so successful tomorrow.

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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