Update – Friday (10/17) Noon Eastern to Saturday (10/18) Noon Eastern Anik has a crazy little bonus scheme attached to the product. Take a second look.
Follow me all the way through on this one – even if you would rather die than buy a training product online.
The story so far – I've been promoting Anik Singal's PPC Classroom Version 2 over the last few days. I think it's a great product and am thrilled to put my name behind it.
I got an email yesterday that asked the following:
why has it gone from 4 figures to 4 pizzas?
what is google now doing that's countering this strategy but hasn't taken affect yet?
if Amit sells 2M of these at $77 how does that affect what the market does?
I loved this email because I know it represented what a LOT of people were thinking or wondering. If you don't eat/sleep/breath this stuff like I do, I can't expect you to do anything but ask a question like that.
I tried a bit to answer (and explain) that question about PPC Classroom during the first part of today's New Media Matters show. The video is embedded below:
But the more and more I think about it, the more and more I want to say a few more things because these issues are important – no matter if you're buying a college education at Yale or attempting to copy something you learned at a free Podcamp somewhere – these simple rules apply.
If you try to copy someone completely, you will fail. In this particular case, PPC Classroom is just that, a classroom that teaches you a specific skill – or how to do something. The way to “win” is to learn that skill – not copy the results.
Let's take an example from the New Media space and our dear friend, the Ninja. In plane and simple English, attempt to copy what the Ninja does, and you will get killed. Learn everything the Ninja has to teach you about New Media and, my friends, have you achieved a great education. If Doug or Kent ever attempted to sell a “big ticket” how to videocast product or seminar – I'd attend in a heartbeat cause they know what they're talking about. It would be well worth the money.
It isn't about learning a “trick” – it is about getting an education that allows you to do great things.
Google likes “tricks” that make it money. Google loves pay per click and they love programs that purchase clicked traffic. Not only have they built a multi-gazillion dollar company but they've built one that prevents crappy clicks (part of the course training I might add) as part of the engine. This is not training that will ever result in Google changing a darn thing.
Love 'em or hate 'em, Google is an incredibly strong force on the net – if not the strongest. You need to understand to the depth of your soul what “they're in this for” if you want to get anywhere.
Strategic pricing is the best kind of pricing. Anik isn't selling PPC Classroom 2 at seventy bucks plus change because he invented that price. He's done some fabulous testing across the marketplace and is achieving his goals with this model. This isn't fire, aim, ready – it's the exact opposite. There is a very clear strategy behind all this. P.s., you don't become a household name with a 4-figure product.
I'm still surprised with the amount of pricing and purchasing that is done with nothing more than a “gut” feeling of how the market might react. Anik isn't the only one to test his way to the best pricing models and I'd dare say that if we saw more of that around, we'd all be in a better place.
Although this question was specifically about Anik's product, it was really a question much closer to the heart of what many are thinking and saying. I hope I might have shed some light on these issues – be they related to some Internet Marketing product or deep rooted questions on why “that other guy's Podcast” is doing so much better.
I'll leave you with a thought from my friend Armand Morin …
Success leaves tracks.
Are you following the right tracks?