Customers can't read

brandonbaker

brandonbaker

Member
Jan 10, 2011
576
3
18
New York City
For one of the eBooks that I sell online (yes, it's legitimate, no, I'm not scamming anyone), every now and then I get an email from a customer who thought they'd be receiving a physical book in the mail despite having the phrases "PDF download" and "instant email delivery" plastered all over the site and sales page.

It's a pain in the ass having to give refunds to these individuals because 1) they misread the sales page and 2) they already have my fucking book and want their money back.

WWYD? Just send them the refund (the book costs $35+) or tell them to learn how to read?
 


Tell them to go to Staples, print it, and buy a nice little cardboard binder.

Have an all sales final type of statement as well. And then create a stock, generic, very impersonal email you can just fire back at them.
 
On a serious note, it does always amaze me how stupid customers are. You don't realize how stupid people are til' you sell something.
 
When they click order, take them to a page with 2 options...

1. Instant Delivery + Physical Copy Shipped To Your Door: $Higher Price.

2. Digital Delivery Only: $Lower price.

There are plenty of places (even local print shops) who will automate fulfillment for you, your customers will know exactly what to expect, they're given a clear choice, and you'll probably find that many will opt for the more expensive/physical version.

There's a lot more perceived value in a physical book, and many demographics feel ripped off when they purchase what is essentially digital dust, as opposed to something tangible.
 
brandonbaker said:
WWYD? Just send them the refund (the book costs $35+) or tell them to learn how to read?
Click to expand...

Refund the purchase immediately.

Do not insult the customer. Rude comments can last forever, causing far more damage for your business than a few dollars.

Here's a template:

"Hi Customer,

Regarding your request for a refund, absolutely. In fact, I processed it for you a few moments ago. :)

Sorry for the misunderstanding regarding the digital file vs. a physical book. The material is valuable either way. I encourage you to read it. I think you'll enjoy it. If you do, tell your friends where they can get a copy for themselves.

By the way, assuming you love the book, you can earn 75% for every copy you sell (including those purchased by your friends!). Check out this page to become an affiliate.

If you have questions, just let me know!

Thanks!

Brandon"


When I used to promote my ebook, I ran into similar issues with customers. I created goodwill with them. (Rudeness delivers a horrible ROI.) And yes, some became affiliates, and a few actually produced sales.
 
Andrew Scherer said:
Listen to Jake.

Few people have the self-control take his path.

But it's the correct one.
Click to expand...


Goodwill can pay off big. I remember seeing a sale from a guy who was big in my industry at the time (this was back in 2003-2004).

I immediately refunded his purchase and sent him a quick note. It said,

"Hey Jim [not his real name]. Jake here. I just saw your purchase of my book. First, thanks! It means a lot to me that you're taking it for a spin. :)

Second, I just sent you a refund for the book. No need for you to pay for it. I'm happy just to know you're reading it. So, enjoy.

If there's anything you need from, just give me a shout!

Jake"


He became an affiliate and pushed a lot of volume. I don't know if he had a massive list or just a massively responsive one, but there were several mornings that I woke up to thousands of dollars in sales from him. More would come in during the day and evening.

Again, goodwill pays big. That and the fact that my book kicked ass.
 
scottspfd82 said:
When they click order, take them to a page with 2 options...

1. Instant Delivery + Physical Copy Shipped To Your Door: $Higher Price.

2. Digital Delivery Only: $Lower price.

There are plenty of places (even local print shops) who will automate fulfillment for you, your customers will know exactly what to expect, they're given a clear choice, and you'll probably find that many will opt for the more expensive/physical version.

There's a lot more perceived value in a physical book, and many demographics feel ripped off when they purchase what is essentially digital dust, as opposed to something tangible.
Click to expand...

^ This.

Use https://www.createspace.com/ for the physical book (by Amazon)

[ame="http://www.youtube.com/watch?v=wipTM0j1wrM"]File Uploading Tutorial - YouTube[/ame]
 
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