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Monday, April 20, 2009

5 Reasons You Buy So Many E-Books Looking for the Magic Pill Written by: Joseph Ratliff

This post is going to hit you straight in the gut. It isn't
going to feel good either, so if you can't stand the truth…stop
reading…but then call me when the money runs out for your
internet business.

Just keep in mind as your reading this post, that you are not
the only one guilty of searching for a "magic pill" to explode
your online business (I used to as well in the beginning).

Nope, as a matter of fact, 90% of us (at least) are guilty of
at least one if not all of these things (and if you think you
are in the 10% club, do a hard check to be sure).

Take these to heart, make some mental changes, and your success
online will soon find you.

There are 5 primary reasons why we get caught up investing in
e-book after e-book, trying to search for some magical device
that will skyrocket our online businesses with little effort.
You can also apply these 5 reasons to any information device
attached to some sort of promise (remember the sales letter).

I will tell you that no such device exists, and while there are
tools that accelerate your business' growth, most of us don't
make full enough use of those tools anyhow.

NOTE: Coaching, mentoring, and business growth groups are not
included in this, because of a distinct difference, those types
of guidance usually come with a sort of accountability factor
and other variables that an e-book or study course does not.

This brings me to our first reason…

Reason #1 - Pieces of information

Have you ever purchased an e-book that made a promise to you?
Most do…from this one…

"Using this system to generate an income of over $10k a month
in less than 30 days!"

to this one…

"I have found the secret to easy cash on the internet!".

There are a ton of different promises that are made, but the
reason that you will most likely never make that kind of money
online with this one e-book, is that it is only a piece of

The last time I checked, an e-book cannot "coach you" on the
rest of the answer necessary to make the system in the e-book
work. Nor would it be expected to do that. An e-book provides a
part of the answer, but the writer of the e-book used a complete
business system based on sound business growth principles in
combination with the "solution" presented in the e-book to
generate the results obtained and mentioned in the sales letter.

Quite frankly, the information in most e-books is actually good
and works. But the odds of you having all of the rest of the
pieces in place to use that information to 100% of its potential
are astronomical. Sorry for the dose of reality there.

In conclusion, if you had all the pieces you needed to run a
successful online business, you would already be running one.
Buying e-book after e-book is not the answer, unless you have
grown businesses online before, and are damn sure you only need
that one piece to make your system work.

On to reason number 2…

Reason #2 - The Consumer Mentality

Let's face it, we all like to go shopping once in awhile.

Guys, I don't want to hear the "I never go shopping, I always
know what I want to get from the store" line…because I know that
it's total B.S. (Craftsman Tool Section in Sears anyone? :) ).

Since we like to go shopping as human beings, and just "look
for things to buy" once in awhile, we have developed what is
called the "Consumer Driven Mindset". It's inside all of us to
some degree.

The sad part is, that applies to e-books as well.

And the website with the section that drives home my point here
is The Warrior Forum by Allen Says.

I have been a member of that forum for about 3 years now…and
there is one section that takes full advantage of the "consumer
driven mindset" in all of us…the WSO, or Warrior Special Offer
section. This section of the forum is specially created for
Warriors to sell and market their products to other Warriors.

Now think about that for a second…

The Warrior Forum in and of itself has enough information and
such to build an online business in just about any niche you can
think of. Some of that information comes from six and
seven-figure earners online as well.

But yet, there is a section on that forum where Warriors are
selling to other Warriors, and thousands of dollars change hands
every single day. From one Internet Marketer, to another.

Interesting huh? The forum has more than enough information to
totally build an online business, yet the same people who are
members, and internet business owners themselves, are also
shoppers buying even more information.

Which perfectly leads us to reason 3.

Reason #3 - The Human Condition…Laziness/Denial

Here is where I will lose the majority of you reading this post
(which I appreciate by the way :) ).

You, by human nature, have an element of laziness and denial
within you. You cannot deny it.

We all seek the shortest, or most efficient way of doing
something…including building online businesses or making money
online. For those of you that are successful already,
congratulations, but you are part of this group as well.
Successful individuals might have to look a little deeper within
for those "moments" of time when laziness creeps in, but it is
there every time. We are not robots.

You could tell me that you work hard, are very successful, have
"dialed in" marketing processes etc…but you cannot tell me that
you are not human.

What does that have to do with buying e-books?

Well, quite a bit happens in our businesses doesn't it? So,
when you see an offer to make any part of that business easier,
or a "magic marketing shortcut" that points the way to double
sales within 30 days or less…you start to think…

"Could this include me and my business too?"

That thought leads to another one…

"Could I be missing a piece of the puzzle?"

And then denial sets in…

"In buying this e-book with a magical solution, I wouldn't be
like other people who are falling for the marketing behind the
solution, I am just taking advantage of this opportunity!"

And you buy the e-book or study course looking for that answer.
The really interesting point is…if a solid marketer developed
that product…they are preying on that very emotion and a series
of others; our laziness, denial, greed, ego, etc…

One other emotion is a reason for buying e-books in and of
itself though…

Reason #4 - Misplaced Hope

I hate to bring this up…because it is so common.

Many of my coaching students, clients, and many other business
owners at one point have "hoped" that their marketing or other
business processes would work, and that some big windfall was
heading their way.

Do you know who this type of Hope is? She is a tired old girl
getting ready to retire…she cannot carry businesses!

It is this misplaced "hope" in your business processes that can
kill it…and if an e-book promises to bring you a ton of "hope"
in a 50 plus page package…we fall for it all the time and buy
that e-book. It is pretty easy for any marketer worth their salt
to tap into this emotion at their will.

Quit hoping, and start testing, and taking a more scientific
approach to your internet business. If developed properly, this
scientific approach can put you in a position where instead of
hoping you will get results…

You will know what results you are going to get!

On to reason 5…the final reason for this article (there are
actually a ton more).

Reason #5 The Feeling We Are Being "Lied To"

Have you ever bought an e-book with some promise of a complete
system, or other remedy to a business problem you have (the
secret to marketing by the way)…

Only to have that solution seemingly fail to work (remember
Reason #1)?


While surfing the net, you come across a similar solution,
perhaps packaged in a different way (the way you package
information is another marketing secret). This solution seems to
include another piece of the puzzle in your internet business

How does that make you feel?

Most would feel this (I cannot speak for everyone) :

"Dang it, why didn't that other e-book give me the entire
answer, like this one does!"

Guess what, this e-book won't give you the entire answer
either. But I will bet you feel "lied to." Some people even take
this feeling another step and get a refund on the other
e-book…and read this one with a "complete" answer (it isn't).

In conclusion, there are a few points that are the bottom line

* With the knowledge that we don't want to make just one sale
to our customers, and we want to strike as broad a part of our
niche that we can with multiple products…why on earth would any
marketer worth their salt at all give you a complete answer in
just one e-book? We don't. Instead, we work to build your trust
enough to buy another piece of the solution from us…and will
structure offers with that in mind (retaining you as a

This is why my business model is to only offer complete
solutions to my clients (i.e. coaching, copywriting and
consulting, etc…). While more of an investment, I know that I
could never provide a complete solution in one e-book.

* You are lazy by nature. You need to try and stifle that part
of your nature, knowing that there is no magic pill to grow
businesses, period.

* The time you are wasting buying e-book after e-book would be
better invested in testing another piece of marketing, and
finding a scientific process of your own that will work with
your business alone (then you can sell an e-book to others on
this process ;) ).

* If you are about to use the excuse "Joe, I believe in
self-education and these e-books are only purchased to satisfy
that end of my business." I will probably point you to your main
computer's hard drive and ask you to do a deep gut check on two
things… 1) How many e-books you have on that hard drive.

Now, I would have you compare that with 2) How many e-books on
that hard drive have you actually read fully and implemented.
You see, self-education is part of my business too…but I can
tell you that any e-book or educational material that I have
now, has been read and implemented. Not to say that I am perfect
by any means, I was where you are now about 4 years ago, and
have since deleted all of the e-books on my hard drive.

I have found that in the end, in most cases, we already have
the ability to build businesses. We have to develop with our
businesses online, make the mistakes, pay the dues, and grow a
successful one to really know how to do it again. That type of
process will not take as long if you quit buying e-books and
looking for the magic pill. It doesn't exist.

Once you know how to build a very successful business, you can
simply duplicate and eliminate mistakes…and e-books won't be

About The Author: If you would like to investigate the shortcut
to making money online, in fact to generate six figures within
12 months... visit

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