I just ordered Kevin Trudeau's latest book, The Weight Loss Cure--'They' Don't Want You To Know About.

And I did it from the "official site" The Weight Loss Cure by Kevin Trudeau
because I wanted to get 'hit' by what upsells they were offering... By the way, instead of ordering over the net I used the phone number provided on the website-- I'll tell you why in a moment.

No matter what you think about Kevin the guy knows how to market and I think whenever you order from someone like Kevin you're going to get quick course in up-sell marketing.

I ordered the weight loss book because of a specific marketing idea I have in mind.

If you check out Kevin's website you'll see the offer of being able to get Kevin's first two book for just the cost of shipping and handling. HOWEVER that offer is not immediately available on the website ordering page. And because I wanted those two books also I phoned in my order.

Quick note here-- Now I'm not saying that later in the web ordering process that I wouldn't have been able to add those books for the cost of shipping BUT on the initial page you are not given the opportunity to add the books... nor are you given the opportunity to choose a faster shipping method.

Obviously this is done in order to "force" the person wanting to order the book to have to call in the order and get "hit" with the upsells in a more efficient manner than what the net provides. I mean even with the advent of pop-ups and what-not a human voice is still the best method of pitching up-sells.

Anyway I ordered the weight loss book for $19.95 and was offered "standard shipping" for $9.95...

Then I was offered the two previous books (the "Natural Cures" books) for "only" the cost of shipping and handling which was $9.95 per book.

Then I was offered the original "Natural Cures" book on CD at the discounted price of $19.95 plus FREE shipping-- I passed on that.

I was then offered Kevin's "Stop Smoking" CD for $9.95-- I passed on that.

I was then offered to join Kevin's membership website and newsletter for $9.95 per month with a 30 day free trial and then I would be billed monthly on my credit card (which they already conveniently had... they take all the billing information when you first call in-- then don't offer the up-sells and THEN try to get your billing info when you may be pissed off due to all the up-selling going on )

FINALLY I was offered a "rush" shipping option (Priority Mail-- even though they don't call it that) for ONLY an extra $9.95-- which I took-- They explained that "Standard shipping" would take "4 to 6 weeks", which I knew was crapolla but I considered this a marketing lesson so I wanted to play the game and I wanted the books quickly.

In total I spent $19.95 in order to get 3 books AND I spent $39.80 in order to have them shipped.

Yeah, it's a "racket" but folks this is how the game is played. This guy has sold tons of these damn books and he knows what he's doing.

The bottom line is take these lessons to heart and figure out how to apply them to your own business.

very educmacational! Thanks!

I sell used books online on Amazon and eBay and it pains me to read that. All three of those books would fit in a free Priority Mail Flat Rate box and the postage would cost $8.95. It would cost about $6.00 including packaging and "handling" to send them all Media Mail.

I know you ordered from his site to experience his marketing methods but why would the average person order from his site when they could go to Amazon and buy all three hardcovers for $49.96 and pay $0 for shipping? Buyers hate paying more money than necessary for shipping and eBay has regulations preventing overcharges like that.

If I applied them to my book business I'd go out of business.

I think the point was more about the use of upsells rather than the method (S&H) of which it was done.

I'd say you have a much higher probability of going out of business if you don't use upsells than if you do. In every business.

Yes, I know. But I would never charge someone $38 for shipping three books for my upsells. That isn't right, in my opinion, and it's hard for me to imagine that potential customers wouldn't be put off by a $38 shipping charge. Most complain about paying $3.99.

And if I wanted to buy his book I'd go straight to Amazon or Borders and wouldn't even think about finding his website and ordering it there. I assume the average buyer of his book goes to Amazon or a bookstore to buy it too.

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Price is why Amazon is so popular. All of my book customers care about price, especially shipping costs. And, yeah, I know, Amazon does upsells too. I'm just saying that I think it's OK to do upsells and charge reasonable postage costs rather than blatantly overcharge. If I was at a website that wanted to charge me $38 for shipping three books I'd leave the site without a second thought.

You make some very valid points about shipping charges Anita, but you have to keep in mind what's going on here...

They are offering the books for "free" with the stipulation that if the customer just pays s&h they can have the books at no cost. Obviously we know that is a "game" BUT I think people are willing to forgive the high cost of the s&h in order to get the "free" deal. It's all psychological-- I know it, you know it and everyone else knows it BUT the lure of the FREE BOOK is so strong that our minds temporarily forgive the hosing we're taking on the ridiculous shipping charges.

Does the FREE BOOK + $9.95 s&h out-pull $5 BOOK + $4.95 s&h?

I'm betting it does.

I agree with you. I don't enjoy being ripped off.

And price is a factor. Just because it may not be the main factor doesn't make it a non-factor.

I watched a show on PBS last night about haute couture. And even those rich socialites try to get the best bargain on a one-of-its-kind designer dress (they lose weight so they can fit into the the item the model wore on the runway, and not deal with alterations...lol!).

Getting the best value at the best price is how the rich get rich.

The rich get rich through the effective use of leverage, not obsessing over things such as a $3 difference in the price of a sweater from merchant A and merchant B, etc.

There comes a point when the nominal price savings isn't worth the time it takes to discover it.

Hey, I like a good value too...

But the rich get rich by turning low-value assets into high-value assets.

It's all about turning 50 cents or 72 cents or 10 cents into a dollar WITH it consuming as little of your time as possible.