Your Thoughts on Audio Products? (as a customer)

[LB]

What are everyone's thoughts on informational products in audio form?

I'm talking about conceptual big idea stuff that does not require one to view diagrams or click on hyperlinks to understand.

I'm also talking about professionally done audio, studio microphones, sound booth, compression etc. not some hacked together phone recording.

Does the idea of listening to a recording turn you off to purchasing compared to an ebook or similar format?

[Dennis Sim]

You can always have ebook + audio together.

You just can't sell audio alone. You need transcript.

[Alan Petersen]

I agree with Dennis. A transcript of the audio recording is a must if you're selling it.

[LB]

Originally Posted by Dennis Sim

You just can't sell audio alone. You need transcript.

Sure you can...I've purchased plenty of motivational and marketing audios on CD with no written words attached.

But thanks for the input, I'll take that as "no" to audio only.

I'm curious what others think as well.

[J Elizabeth Dize]

I enjoy them...however it's really tough to find a time where my baby isn't sleeping/or I don't want to distract him to listen to them. I tend to prefer written material, but love the option of audio

[zerofill]

Originally Posted by Dennis Sim

You can always have ebook + audio together.

You just can't sell audio alone. You need transcript.

Anyone remember Picture Pages with Bill Cosby? Who is going to be the first to release their new audiobook in picture pages form lol? Ebook to follow along with a cool pen!

YouTube - Picture Pages J-5

[Headhunting55]

Lack of a transcript would not be a deal-breaker for me. It would be a nice bonus, but I have come to prefer audio to text in most instances. I spent a LOT of time in the car (I live in L.A.) and I have found audiobooks and recorded teleseminars to be lifesaver. I also prefer listening when laying by the pool, going to the beach, working out, etc. It's a big timesaver.

[Cowboy]

The bottom line would probably be what type of content the audio is presenting.

For instance, motivational audios work well for me. However, if trying to learn
something I prefer something written and videos.

But do not discount the popularity of podcast and the like.

Cowboy

[lakshaybehl]

Audios do have higher percieved value than text, but I thin its not wise to give just an audio unless you are giving it away free. You definitely need transcriptions!

[Lance K]

The only thing I despise about audio products is the fact that most people won't/don't edit them down into multiple smaller files. It's a pain in the butt when even on high speed it takes forever to download.

Other than that, I love audio products. Transcripts are nice, but definitely not a deal breaker if they're not included.

Better than a transcript would be a pdf outlining the main points covered with the top 3 or whatever actionable take aways.

Hope that helps.

[Anthony Robinson]

Personally, I think there should be more products that have audio included. There are many times that I would be able to listen to something on the ipod but don't have time to watch a video or read the text. I've noticed that I have more time available for audio than anything else. In the car, gym, on the bike, etc. I think you need text, video, etc to be able to show diagrams, links, screenshots and the like but I'd like to see more products that offer at least some portion of it in audio format

[TeeNee]

Everyone learns from different methods. I happen to retain
information more easily if it's in audio form, but others prefer
reading, so it's good to offer different formats to your
customers.

Also think about those who may be hearing impaired and
would not benefit from audio. To them, a transcript would
be very valuable.

So thumbs up for audio, but only if it's included with other
formats as well.


~ Tara Needham

[Jelasco]

Originally Posted by Alan Petersen

I agree with Dennis. A transcript of the audio recording is a must if you're selling it.

I agree. I wish a certain marketer with a thick Asian accent also agreed, as I got stuck with an audio-only product of his that was very hard to understand.

It doesn't cost that much to make a transcript.

[impact-productions]

As a customer I hate audio and video. I always read quicker than the pace that audio and video go at, and I like to be able to go back over the sections that interest/solve my problem easily. The absolute worst thing are the products that come with a 'video instruction manual' all the like - so you have to waste loads of time listening to inane chatter for the ten seconds of content that solves your problem.

I also like to look at things at work when I'm not busy and video/audio are both impossible in that environment.

I think they can be a nice addition, but they can never replace the written product. I'd certainly never buy audio/video only products.

[freudianslip27]

I think part of it depends on the niche. I wouldn't run out and buy an IM related audio (especially without a transcript) just because its an audio. I much prefer to skim through the stuff and choose what I want to focus on, something that would be impossible with audio.

However, in other niches you can really stand out if you have "audio". There's nothing wrong with offering more than the competition

Matt

[Sirius Lin]

Personally, I like the option of having a transcript to go with the audio. Actually, I can take the transcript over the audio anytime. I don't know why, but I seem to absorb written words better.

~ Sirius

[fred67]

I really enjoy Audio products. I have a load of Dan kennedy's that are great. (Among others of course)

I really don't see the need for transcripts either. I never read them because they're usually machine produced and include all the Umm's, Ahhh's & Man's that can send you bonkers.

As long as your pricing is sensible and the content's good you're onto a winner.
Many thosands like to use otherwise 'wasted' time in traffic jams and journeys to listen to audio's instead of music.

Pete

[fred67]

Originally Posted by Lance K

The only thing I despise about audio products is the fact that most people won't/don't edit them down into multiple smaller files. It's a pain in the butt when even on high speed it takes forever to download.

.

Totally agree. I love the physical products, but downloadable or streaming audio often causes my other computer functions to FREEZE for 5 - 10 minutes. So even if you wanted to turn the dang thing off, you're stuck with it unless you unplug your computer.

Pete.

[webcashuk]

I really enjoy audio and whilst i like the written word would buy an audio only product,heck you only got to look at the success of audible.com to realise that it works.Sometimes when people have spent a lot of time at work staring at their computer screens or using their eyes a lot the benefit of plugging in their ipod and learning really is a benefit.But like some others have mentioned it is not quite so easy to just go to a certain spot in an audio if you want to remind yourself of something.

I think the best solution is for the product to be written but to give added value maybe even an upsell for the audio.Although if you are gong to offer the audio including a little clip so people can judge the quality before purchase may be of benefit


Peter

[JohnMcCabe]

Rather than rant for several paragraphs here (which I've already done and deleted before posting), I'll just add this...

David Letterman has a recurring bit on his show called "Great Moments in Presidential Speeches", where he transposes snips form famous presidential addresses with the current prez stumbling through something at an off-the-cuff press conference.

The other night, the three clips were:

Ronald Reagan's "Mr. Gorbachev, tear down this wall!"

Bill Clinton's "There's nothing wrong with America that can't be fixed by what's right with America."

W's "Is our childrens learning?"

Professionally done audios and carefully edited transcripts are like the first two clips- they aften take many hours to do.

Quickie phone recording / transcript offering are like Bush's comment- they take no time to prepare and often make the speaker look like a boob.

[Note: nothing in this post is to be confused with political commentary.]

[Scott Ames]

Originally Posted by LB

What are everyone's thoughts on informational products in audio form?

I'm talking about conceptual big idea stuff that does not require one to view diagrams or click on hyperlinks to understand.

I'm also talking about professionally done audio, studio microphones, sound booth, compression etc. not some hacked together phone recording.

Does the idea of listening to a recording turn you off to purchasing compared to an ebook or similar format?

There are plenty of audio books that people buy. I would buy something without transcripts if that's what I wanted. Most audio books sell because people want to listen to them in the car, but the written book is also available if they want it.

Professional recordings where someone reads an ebook turn me off. I would much rather have the author tell me the information in their own words with their own passion. The exception is an audio book of fiction. Even then, I don't want to know its being read from a script. Some recordings are good enough that you don't realize its scripted.

I don't like a lot of "Introduction" type music, and build up. I like it when they get right into the subject.

If the audo has lots of recommended resources and links, I like to have that in a seperate file so I don't have to rewind and try to piece together a URL that someone mentions.

[ExRat]

Hi,

I'm not drawn to audio as a customer, but sometimes I have been really impressed.

Once was a very economically priced WSO by James B Allen - it was very motivational and powerful, even though that probably wasn't the intention or focus of the product.

And I caught a video salespage recently by one of the Rhodes brothers and he spoke in a quiet spooky voice and I thought worked really well too.

[Chris_Willow]

I like audio product because I can listen to it on my mp3 player and don't spend countless hours reading pdf's and watching videos where the picture is worthless

Chris

[Rob Canyon]

Remember, Audios don't sell...

That's what the sales letter's do... If you believe in the value of your product, it will come out in the sales letter and if your sales letter converts then you've properly been able to appeal to the buyers in your target market.

Some offline and online markets only let you show a headline first, google adwords, this forum, offline classified ads etc.etc...

So you first need a headline that pulls them to the sales letter like the one in my sig file below.

Aren't you curious...

Cheers,

Rob

[braver55b]

Having an ebook and audio is a much better way to go and of course needs to be in an in demand niche.

Audio does have a higher perceived value than an ebook alone and thus most audio products are priced higher.

[GuruGazette]

This is going to sound horrible to some but for me it completely depends on where it's coming from.

I'd go broke at Nightengale Conent if I wasn't careful. I LOVE their audio stuff.

If it's from the "Internet Marketing" or "Guru" crowds though, most of the time I won't touch it with a ten foot pole. Why? Too often I've sat through 45 minutes of "how great I am" "how much money I spent developing this amazing thing for you" and "look at all my friends" Uggg...

Then there's the bad audio that can barely be heard. Those that crack and hiss, and those that have accents I can't begin to understand

[Ryan_Taylor]

For me, it depends on the product. For IM related stuff I like audio because I can work and listen to it at the same time. Particularly if its an interview.

If it's something that is a real breakthrough for me, requires thinking and visualizing how to implement, I prefer print so I can stop, highlight and scribble down my thoughts.

So, I guess that doesn't really answer your questions because it just depends... for me anyway.

[EcoverGuru]

Yea i think it would be a great idea to add transcript to the audio..cause for me personaly...i prefer listening to the audio and see the transcript time to time while listening to the audio. It would be a great combination.

[ShayRockhold]

It would depend on the type of material offered.

If it is a motivational-type thing, audio only is fine.

If it is explaining something technical, then a visual aid would definitely help.