Alex Mandossian is the first person I ever heard speak of the concept of “Product Consumption.” And he’s dead on target. If you can’t get your customers to even consume your product, then your chance for refunds increase significantly, and the chance that that customer will buy more products from you decreases significantly.
Similar in concept to Mistake #8 – No “Read This First” or “Getting Started” document – avoiding this mistake is essentially the application of online tools in the form of autoresponders to help your customers continue to move through your product in a positive manner. Where the “Read This First” can help get them out of the gate, the autoresponder is your best ally to keep them moving forward after that first day.
It’s that friendly little nudge after they’ve received your product that will help the sale “stick” and is designed to provide that helpful reminder of how to best consume your course for maximum benefit. It’s important to get people started quickly and keep their momentum going. So it’s fairly common to have daily autoresponder messages for the first week to ten days after the product purchase.
Product consumption is what it’s all about. It’s your job to provide your customers the utensils they need to help them to consume your information product.
