Don’t Judge the 900 Year Old Book By Its Cover….   by Tim Lowe

in Marketing / Marketing Tips    (submitted 2011-09-09)

I would like to, in advance, urge caution to any Americans reading this … especially if you are easily offended … and though I can guarantee the following account 100% truthful … I'm afraid it does not paint some of your fellow countrymen in a positive light…

I think it must be me … because I don't seem to have an awful lot of luck when it comes to colonials (I am referring of course to members of the former Empire, and not that ghastly practice involving a hosepipe which seems to be all the rage at health spas) I'm sure 99% of the citizens of these nations are both articulate and intelligent … It's just that I am at a complete loss as to why I always seem to encounter the other 1%…

The latest encounter happened after I had dropped off 'She Who Must…' at the airport to depart for a 'girlies' weekend somewhere hot, and then I met up with an old friend for a spot of lunch at 'Foxtrot Oscar' and then did some catching up while we went for a leisurely stroll around the Tower of London (well, you wouldn't expect me to sit in the park feeding the ducks now would you…?)

It was during this tour we encountered a chamber which housed a rather impressive book, a volume a good 8-10 inches thick (which was not, as many have suspected 'She Who Musts…' book of 'Tim's Greatest Faults'…) in fact the sign indicated it was a 900 page volume detailing the towers ordinance … to which one of friends from across the pond stated 'it must be a typo - any book that thick must be more like 9000 pages' and I had to do the decent thing and explain that the pages were thicker because they were made of animal skin (and followed shortly afterward with a less patient explanation of why it had not been written on paper).

The tour later led to the 'bloody tower', (which is where Raleigh was imprisoned, and refers only to one tower, and not the whole building as some believe) and it was in this area that, without reading any of the very interesting information provided, another 'touristy type' was explaining to his companions at a thoroughly uncivilised volume about where the cell walls must have been … and I felt another polite explanation was in order…

After I had explained there were no cells and that Raleigh was here with his wife, family and most of his household I was greeted with a looks of incredulity, repeated mutterings of the word 'cells', and the parting comment that our English prisons were far too luxurious … (It was probably for the best that I chose not to tell him that Raleigh's youngest son was both conceived and born during his imprisonment … I think the poor chaps head may well have exploded…)

You see, like these historically challenged individuals from across the pond, we all have some pre-conceived ideas about how things are (or at least how they should be) which can affect, not only the way we look at our own online endeavours but also how people respond to any offer we put in front of them…

Many people do seem to think that the same 'common sense' rules they apply to their decision making processes in their normal lives will not apply with anything they do on the internet because it was 'online' … well, I can assure you that it is usually that assumption that is the precursor to a very embarrassing fall…

While I was downstairs earlier one of my team was experimenting with some bits and pieces that created about £8-9 ($12) in the 5 minutes I was there… however that does not mean I can extrapolate the figures out and start claiming that whatever it was he did 'made £100 an hour' or '£192,000 a year' just on the basis of that one single event…

If the claims within your offer or your 'lead magnet' are at the outer limits of peoples credulity, of course they are going to be sceptical, and of course they would ask questions … if you are providing people with the means to make £10,000 a month, you need to credit them with the common sense to know that this is not easily done in the offline world, so you need to provide both proof that it is possible, and an explanation of how it is possible (without giving the whole game away upfront of course…)

This is why at the start of all of my workshops I show people my actual bank statements (not PowerPoint slides of bank statements) as proof that I've genuinely made millions of pounds online, so that people know what they will be learning is the result of a whole decades experience … and not some flash in the pan 'one off' occasion…

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