Hi, all.

Yesterday, I bought myself a Christmas present. An ebook I'd wanted to buy for some time.

And this morning, I asked the author for a refund.

Gosh, I feel guilty. I also feel cheated.

I'm not one of those people who buy items intending to return them no matter what.

But on the other hand, I buy quite a lot online, so it shouldn't be surprising that once in a while, a product comes along that makes tons of promises, then fails to deliver.

Like this product.

No, I won't tell you the title of the book because I don't want to embarrass the author....in fact, I feel kind of sorry for the author, and here's why.

The book I bought was on how to write a book. I know quite a bit on the subject, especially since I buy a lot of books on writing, but I figured I could always learn more. And, seduced by the sales copy, I figured there had to be some nuggets I hadn't seen anywhere else.

I thought it could be good research for my own book on writing. I also thought that if his book was really good, I could put my own on the back burner and market this one instead.

But I got the ebook and almost cried. I felt betrayed. The writing style of the ebook on how to write was vastly different from the sales copy! The sales copy was straightforward, easy to read...even the autoresponder letters.

But the book itself was...well, not very good.

To top it off, there was very little new material...and I'm being generous.

Let me try to be fair: it is possible that this book could appeal to someone...just not me.

I think the author should have let the copywriter write the book, too, not just the sales material. If I've learned anything from this, it is to discuss that possibility with any clients who want me to write sales material for an existing information product.

I emailed the author and told him/her why I was requesting a refund. I also said to contact me for more information. I was diplomatic...I didn't say how bad I thought the book was...I said I didn't think I was the target market for it.

But I secretly thought the product was not as well-written as I expected and did not at all deliver on the promises of the sales letter.

And to be frank, there is a part of me that says I should pitch the author on rewriting the book. Or repurposing the content in some other form.

But I don't think I can do that. I would have a conflict of interest with my own project.

I suppose I should have known. The author's affiliate info states that there had been no refunds. Based on what I'm learning on this board, that could mean there had been few sales.

There is something funny...in a tragi-comic way... about a poorly-written book on how to write, though, isn't there!

Live and learn, I guess. Live and learn.

- v

Sadly, Valeria, your story is all too common, in my opinion. I'm far from being a pro at copywriting (which is why I lurk here more than I contribute) but I've seen far too many products where the sales letter was vastly superior to the actual product.

What to do? That's a tough call. Would any of you who copywrite full time want to expand your portfolio of services to include re-writing ebooks? It would improve the quality of those ebooks and would probably be an in-demand service... But would YOU want to do it? And couldn't it be done by existing proofreaders (although maybe not as well)?

I'll admit it; I think that copywriters are among the best writers PERIOD because of what they have to do -- grab attention and make a sale FAST. While it is a teachable skill, it's not easy to do it well -- and I think we'll always have problems like this because of that.

--Tom

Fugedaboutit! If the book wasn't as described, you aren't the one that failed to deliver.

I don't return much either but one thing that WILL get a refund request from me are misrepresentations in the sales letter. If a product is just mediocre, I don't usually request a refund, but I'll sure remember the marketer and not buy from him/her again.

That's one reason I buy damn few ebooks. It's too easy for some schmo to put together a shatty product they have no cost in. At least with real ink on paper books, someone has invested some money in it, so it's less likely the final product is going to be a joke.

If the ebook is authored by someone I know has some credentials outside the world of "How to market on the Internet" I'll take a look at it, otherwise-- not likely.

I know what you mean by a little bit of anguish in the return -- I did that once. I'm probably a little more hesitant now to purchase too, knowing that I just don't like to return something even if it doesn't live up to its promise (same reason I avoid product sales with attached "continuity" memberships).

It's funny, I would like to have kept on the author's list (probably about 6 years ago now) -- it was one of few lists I was on at the time for useful marketing stuff. But the author was very curt about the refund, and removed me from his list -- yet it was only that particular product I didn't like... so I was forced into being a "non-customer" for life, even though I probably would have made further purchases.

I do like the idea of having a strong guarantee to encourage "fence-sitters" to purchase, and possibly refund ... where the overall sales are larger and more profitable than where there are few sales/zero refunds ... and then making sure the content delivers.

I remember my first refund -- my wife was not happy about it and our client (printed product we sell to a niche market), but I did appreciate (and eventually we both shared the same view) that we at least got our client to stick up their hand and order... and the reason for the refund has helped us improve the product for re-release next month.

Valeria, at least you know with your approach you can justify the return, and your scruples are on the level!

I've seen a lot of ebooks that were obviously written by hacks hired off of Elance or somewhere. Somebody hires someone to write the ebook, hires someone else to write the copy, and presto! they have a product to sell. In those situations, the copy usually is much better than the ebook itself.

Hi, all...

Thanks for your encouraging responses.

I received an email from the company today -- along the lines of "Sorry you didn't like it. The author is a giant in his field. We'll get your refund to you."

I hit reply and sent back a short critique on how the book could be better -- but it went to an autoresponder!

What a drag.

- Valeria

I'm going to sell a book (physical) for $200. When I got it written on eLance I had a real fight to get it half decent at best. So I'm busting a gut to do a rewrite on my own, and will get other experts to help where they can.

Its taking a lot of time, but I'll be damned if I'm going to sell a sub-standard product. For that price I want to (and WILL) deliver the very best product on the topic possible that over delivers on the promises I make.

Hello Valeria,

it's sad that constructive criticism gets washed aside, as it's highly valuable feedback.

How many other people have felt the same way as you?

If anyone gets Dan Kennedy's e-mails you'll know the story he tells about meeting a bank vice president who said to him:

"You can't be president of a company - you're not even wearing a tie."

Dan's advice:

"One - for every ten that say it there are ten thousand who
think it.

Two - would you rather be right or rich?"

I think the principle above can be applied to numerous situations.

One of the worst things businesses do is lose a customer and not know why they've left. As a business you gotta know - it's in your interest and your customer's.

Valeria, I hope your critique is not only read, but acted upon. Afterall, they'd be stupid not to.

A good few years ago I was having a conversation with a data analyst from Wunderman (the direct marketing agency). He felt it was a serious problem for businesses that people were less likely to complain and instead vote with their feet and go elsewhere. Complaints could potentially save a business if you know how to use them.

Kind regards

Tom

Excellent point, Tom.

I think I will start suggesting that business owners use some sort of feedback form -- not one of those suggestion boxes, where you never know if anyone reads them.

But you know how we "pay" to get people on our lists? I think we should "pay" to keep our customers. So, we design a feedback form and give them something cheap but cool if they fill it out.

It would be so easy to add this to the autoresponder series for customers. Send them a link to survey monkey or something, then when they hit submit they are taken to a download page for a free audio or something.

They would be helping us improve our products, whether they stay as customers or leave.

If we really want to get fancy, we could add their names (the ones that give feedback AND remain customers) to a premium list -- a list of customers that care enough to give feedback, and give them first dibs on low prices or sales.

Thoughts?

- Valeria