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What Amazon and Publishers Are Doing Wrong in the Information Marketing Field



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If you think about it, Amazon is probably the largest information marketer on the planet. True, they sell books, the least expensive info products, BUT, they sell a LOT of them. When I went to buy a book today I noticed something they were doing wrong.

When a physical book and the Kindle version of a book sell for about the same price, I buy the physical book. I PREFER a physical book for the most part. As much as I love my new Kindle, I will still buy physical books if the prices are about the same.

As an Amazon Prime customer, I get free 2nd day shipping. This makes it easier for me to order the physical version of the book. Although I can’t get a book INSTANTLY, like I do with the Kindle, it’s STILL pretty FAST service.

Given all the above, here is what happened today.

I found a book that I wanted to buy on Amazon. I didn’t check out the price of the Kindle version of the same book. MY mistake! As it turns out, the Kindle version cost about $4 less than the physical book. This WAS a big enough difference in price for me to have bought the Kindle version had I not been so impulsive. My bad.

Here is what I think AMAZON did wrong. When I ordered the physical book, I could have paid for ONE DAY overnight shipping and gotten the book the next day. I would have had to pay about $4 extra to do that. Even going that route, I wouldn’t have the book in my hands for about 24 hours.

I’ll bet your the same as me. When you order something you really would prefer to have it MAGICALLY appear at your doorstep the MOMENT that you hit the submit button to order whatever the item is. True? I know that’s true for me.

When I placed my order, Amazon SHOULD have presented me with an upsell. They should have offered me the Kindle version along with the physical book for a slightly higher price. I would have gotten my instant gratification AND I would have still gotten the physical book in a couple of days.

If you sell books, take note. When someone (like me), orders a physical book from you make SURE that you present people with the OPTION to buy the electronic version of YOUR book as well. IF you do this, you’ll make a lot more money.

After all, your upsell is ELECTRONS. It won’t cost you a dime more and you’ll make more money.

In this case, don’t be crazy, and don’t be like AMAZON, offer people the upsell and GRAB the extra cash!

Comments? Questions? Ideas??

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4 Responses to “What Amazon and Publishers Are Doing Wrong in the Information Marketing Field”

  1. Samuel John on October 29th, 2010 5:56 pm

    Fred,

    Perhaps my understanding isn’t all there, but I feel like the average consumer wouldn’t appreciate Amazon’s upsell like most of us “internet marketers” would. Maybe I’m wrong, but I feel like it would hurt them more than it would help them.

    Then again, I haven’t gotten my digital product out there yet, so I have no experience to draw on.

    Good observation, though. I surely would be convinced by the upsell!

    ~Sam

  2. Katherine on November 1st, 2010 4:16 am

    Very good. It’s a great idea. This fits right into what I talk about on my website/blog. We have to be sale’s people. If people are put off — I can’t help it. Who was it that said — Zig Ziglar? “The timid sales person has skinny kids.”
    http://www.katherinekay.com

    P.S. As long as we give the best quality products and services.

  3. Fred Gleeck on November 2nd, 2010 1:48 am

    Katherine, THANKS!I think the idea makes a TON of sense.

  4. Fred Gleeck on November 2nd, 2010 1:50 am

    Sam, I don’t think you need to be an “internet marketer” to understand a good deal. It just makes TOO much sense for the publishing industry to adopt it. They seem to have a penchant for suicidal actions.

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