Why buy books or courses?
My answer is of course my opinion, though that opinion is backed with many years of experience. And I presume you're reading my blog because you're at least interested in if not value my opinion.
Most people buy books or courses for the wrong reason.
Why Buy Books Or Courses In Your World
Here's what I see most people's buying behavior driven by in the online marketing world:
You buy books or courses because you are looking for the magic bullet.
You are looking for a quick win.
You are looking for the easy answer.
These are bad reasons.
The truth is you're unlikely to find the answers in what amounts to a shiny object.
Success comes from many factors, and most of all from the internal sense of success that you have about yourself. Your beliefs. Your outlook. And these lead to the actions you will (or won't) take.
My Answer To "Why Buy Books Or Courses?"
My answer, which you shouldn't really be surprised at by now, is quite different.
I buy a book or a course because I have identified a NEED.
There is a GAP between what I know and where I want to go.
Take this book:
This is a $57 book.
Why did I buy it?
I was not looking for a fast answer.
I did not need help with process, in terms of "How do I do what I do?"
I wasn't lacking some transformational magic bullet that would change my life.
I invested in this book because I wanted a specific thing. I wanted some words and phrasing around problems business owners have when they're looking for improvements in operational excellence. These are vital to the effectiveness of the starting point of my marketing & sales funnel.
What better source than a book on that topic?
Have I got some pain point language from my own experience? Of course. But I wanted outside opinions. Something different, something new to me.
And it was well worth it to make what a lot of people would think of as a scary investment ("No way am I spending $57 on a book") in order to find that out.
Note how specific my need was.
How easily success would be met by the investment.
How big the payoff is (five and six figure projects) from this decision.
And now contrast these terms with those, probably not fully clear or understood, you've been using in your decisions about why to buy books or courses until now.
>> Jason Kanigan is a business strategist and process optimization expert--whether it is a sales process or fulfillment process, we should speak. <<