The IM "secret" everyone knows but very few apply in their business

35 replies
Here's a very powerful marketing lesson if you recognize and use it.

When I was a kid, everyone on the block washed and waxed their own cars in the driveway at home - even in the winter. On any given weekend day (most everybody worked M-F 8-5) you could drive up and down the neighborhood streets and see hoses, buckets, sponges, a chamois, towels, brushes, portable radios ("transistors") and assorted vacuum cleaner gear littering driveways everywhere.

The smells of dish soap, Turtle Wax, Windex, and Copperton floating in the air signaled the chores were underway!

How often do you notice people washing their own cars at home these days? Seldom? Never? Why is that?

Today, it's much more convenient, easier, faster, less work, less hassle to pay a reasonable fee to drive through a car wash and be done with it. Car washes are everywhere so it's easy to find one wherever you happen to be.

There is a powerful marketing principle in this little story. If you "get it" and adapt the principle to your own business, you will sell way more products (or services) than otherwise.

People love "how to" information. It's online everywhere. People who frequent the Internet want to know how to do things, experience things, solve problems, find happiness, make their lives easier, be more productive, more fulfilling, and on and on. So marketers have learned that "do-it-yourself" (DIY) information and products sell very well. DIY is a very popular way of experiencing and partaking of almost any niche . . . but . . .

That's not the secret I want to divulge.

After 20 years in Internet business I have learned this invaluable truth: there are only so many people in any niche audience that are true hands on do-it-yourselfers - they are people that don't shy away from work - from "doing." The sad fact is, DIY takes work. Sometimes it's hard work, painstaking, laborious, tedious, and discouraging.

There is a much greater percentage of nearly every niche audience that are DFYers - "done-for-you" folks that would rather just buy a solution or a desire and have it handed to them without any work on their part.

So here's the full marketing secret: lots of people look for DIY solutions online, but many more people would prefer to buy a DFY solution for a reasonable fee if given the opportunity.

How can you incorporate this principle into your own products and services?

It's the difference between creating an instructional ebook and providing a done for you service.

It's the difference between telling someone how to get traffic and actually sending traffic to their web site.

It's the difference between learning to be a good writer and paying someone to write for you.

Understand this . . . I'm not knocking do-it-yourself.

I sell several products in that vein myself. But lots of experience online tells me that a greater majority of people seeking solutions would rather pay for them and have them delivered instantly, than take the time and effort to learn how to solve the problem themselves.

Figure out how to provide easy, fast, automatic, no work solutions or benefits in your niche and you will be on your way to greater profits and selling success.

Steve
#apply #business #secret
  • Profile picture of the author Brent Stangel
    lots of experience online tells me that a greater majority of people seeking solutions would rather pay for them and have them delivered instantly, than take the time and effort to learn how to solve the problem themselves.
    I agree.

    I recently registered some DFY domains - i.e. dfydogtraining.

    The perception of the marketplace is skewed by so many broke, desperate people wanting everything free that a lot of folks don't realize there are many people who are willing and able to pay for exactly what they want.
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  • Profile picture of the author Mike Anthony
    Good solid post

    I'd add that in many niches the DIYers are only looking to do itself because they are low on cash which isn't a good sign for you the seller.
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  • Profile picture of the author PerrierOnly
    Exactly why Fiverr is so successful! Great share.
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  • Profile picture of the author CityCowboy
    Originally Posted by Steve B View Post


    So here's the full marketing secret: lots of people look for DIY solutions online, but many more people would prefer to buy a DFY solution for a reasonable fee if given the opportunity.

    How can you incorporate this principle into your own products and services?

    It's the difference between creating an instructional ebook and providing a done for you service.

    It's the difference between telling someone how to get traffic and actually sending traffic to their web site.

    Understand this . . . I'm not knocking do-it-yourself.

    I sell several products in that vein myself. But lots of experience online tells me that a greater majority of people seeking solutions would rather pay for them and have them delivered instantly, than take the time and effort to learn how to solve the problem themselves.

    Figure out how to provide easy, fast, automatic, no work solutions or benefits in your niche and you will be on your way to greater profits and selling success.

    Steve
    Great post from you as always!

    A lot of people are looking for easy solutions, ''done for you'' services, they only want to go the easiest, effortless, and less difficult road to solving their problems.

    A lot of marketers are already taking advantage of this marketing secret , especially in the MMO niche, you see it everywhere... ''Done for you Internet Marketing System, Done for you Sales funnel, Done for you complete online strategy, and so on''

    However, this can NOT be applied to other niches, while reading your post, I was picturing and thinking how I can implement this marketing secret in my niche, but I couldn't find how it's can be done...

    Most of the times you can ONLY give your prospects ALL the advice, information, Instructions, Guides, ... to help them achieve their goals, to help them achieve what they want.

    But the rest is up to them, you have simplified the SOLUTIONS to their problems... Now, they don't have to figure out anything, they just need to do what you have told them to do... ''DIY''.

    I can't think of much things that can be completely done for you... you're going to have to step in and do something yourself from time to time... NOTHING is fully automated and nothing is completely ''DFY''.

    In fact, a lot of marketers use this Deep Human Emotional Need of ''DFY things'' that most people believe it exists to sell their products and services... but soon, the client or customers realizes that it's NOT completely ''Done for You''.

    Even in the MMO niche, with all the ''DFY'' automated systems and strategies (Autoresponders, Sales funnels, ...) you will need to step in to configure things from time to time.

    That is why I believe there is NO complete ''Done For You'' Product, Service, or Solution.
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    • Profile picture of the author Steve B
      Originally Posted by CityCowboy View Post

      this can NOT be applied to other niches . . . I can't think of much things that can be completely done for you

      I think anyone that understands their niche and has just a little bit of creativity in their blood can find ways to deliver done-for-you solutions.

      The key is to get very specific in your product or service. Focus on a specific corner of the market. Don't try to provide the end all, be all solution for everything anyone would ever want to know in the niche.

      Consider specific tasks that you might do for someone. Think about steps in the overall process and everything that needs to be accomplished. Could you outsource or have someone else do them for you? If so, that step is a prime candidate for DFY.

      Really, I can't think of a niche where you couldn't apply this marketing principle.

      Steve

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  • Profile picture of the author felisitie
    Awesome post! I do believe that people are now looking for simple and easy DFY systems and solutions because it has been discovered that humans by nature are lazy and would often opt for easy and simple than hard and challenging. It has also been proven with sales copy headlines and email subjects that if you include these two words conversion is higher. It was also proved by the Mac computer whose great success was attributed to its easy of use and simplicity to that extant that users did not even need to refer to its manual before using it.
    .
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    • Profile picture of the author PvPGuy
      Originally Posted by felisitie View Post

      Awesome post! I do believe that people are now looking for simple and easy DFY systems and solutions because it has been discovered that humans by nature are lazy and would often opt for easy and simple than hard and challenging.
      While I think the point still stands, that many people are lazy and prefer the easy road, its a little too simple and incorrect to generally assume this is why people prefer DFY. DFY offers simplicity. I assume you're not suggesting we should choose hard and challenging just for the sake of it?

      But let's also not lose sight of the context, or the goal of DFY. If I wanted to experience sitting in a chair I built, then I certainly don't want DFY. But if I want a car to get me to and from work, I'm going to choose the DFY, because I don't know how to build a car.

      Perhaps closer to home, I have no desire to learn how to create compelling web graphics. I mean, I could learn. Spend money and time. Or I could just take advantage of the extremely reasonable fees and benefit from someone else's expertise. Not really a tough choice! Why would I try to be a jack of all trades? How does the rest of that expression go....Master of none?

      DFY allows you to focus on what you are good at. It increases overall productivity. examples abound on how technology and automation have changed the world. That's why DFY is always going to appeal to more people than DIY. Context of course dictates the exact balance between those two, but for the record?

      DFY is a-w-e-s-o-m-e!
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  • Profile picture of the author JohnMcCabe
    Originally Posted by CityCowboy View Post

    However, this can NOT be applied to other niches, while reading your post, I was picturing and thinking how I can implement this marketing secret in my niche, but I couldn't find how it's can be done...
    Here's an example for you, about as far away from MMO as you can get.

    When I was growing up, I sometimes visited a small resort on the shore of a large lake. Inside the store on the grounds was a rack of fishing books, rental videos, and so on. All centered around the handful of species the lake was known for.

    There were also racks with two different versions of the topographic map pf the lake (which showed the underwater contours). One version sold for $1.95 (this was in the 1970s) and the other sold for $9.95. The only difference between the two maps is that the resort owner took a felt tip pen and marked productive fishing spots - no need to 'learn the lake'. The DFY version outsold the other version by more than 10:1.

    It wasn't even the most profitable version of the DFY fishing experience. That title went to the guided fishing trips the resort ran three times a day. Pay your $40 and get on the boat. If you needed tackle, they loaned it to you.

    Originally Posted by felisitie View Post

    Awesome post! I do believe that people are now looking for simple and easy DFY systems and solutions because it has been discovered that humans by nature are lazy and would often opt for easy and simple than hard and challenging. It has also been proven with sales copy headlines and email subjects that if you include these two words conversion is higher. It was also proved by the Mac computer whose great success was attributed to its easy of use and simplicity to that extant that users did not even need to refer to its manual before using it.
    .
    Laziness isn't always the motivation behind the DFY urge. Often it's a lack of confidence. One of the easiest DFY sales is the person who tried DIY and failed.

    It would be cheaper for me to put in a vegetable garden and grow my own veggies, but I've tried doing it the hard way. Last ime I grew a garden, I hired a guy with a rototiller to do the grunt work. Now I take it one step further - if I want truly fresh produce, I hit up the farmer's market.

    (Cowboy, there's another non-MMO niche for you.)
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    • Profile picture of the author Oziboomer
      Originally Posted by JohnMcCabe View Post

      Laziness isn't always the motivation behind the DFY urge. Often it's a lack of confidence. One of the easiest DFY sales is the person who tried DIY and failed.
      In my traditional business of custom picture framing we see this situation all the time.

      I also sell DIY training, coaching etc to help people achieve a successful DIY outcome and I provide some basic training on one of my youtube channels.
      http://youtube.com/user/endurart

      This channel not only generates DIY course buyers but also generates DFY customers who are looking for an expert to solve their problems and the failed DIY project fix-up.

      Agreed..the easiest sales are to the person who has tried DIY and failed.

      The reason I offer both is that the momentum often swings between DIY and DFY depending on external factors like the economy, what's on the TV home improvement shows etc.

      Sometimes the DIY route isn't just a financial decision but more of an emotional one and there is a social aspect to it also with group DIY training which I find is quite popular.

      Best regards,

      Ozi
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  • Profile picture of the author Edwin Torres
    100% agree! This is the age of instant gratification and people are lazy. We want stuff done quick and don't want to wait all day for a solution.
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    • Profile picture of the author Steve B
      Originally Posted by Edwin Torres View Post

      100% agree! This is the age of instant gratification and people are lazy. We want stuff done quick and don't want to wait all day for a solution.

      Edwin,

      I'm not sure that I would label most people as lazy, but it seems that most look for ways to limit their own involvement. Maybe it's a lack of time, maybe they feel incompetent to complete certain work related tasks, or maybe they just have other much high priorities.

      Sometimes they just want to move on to other things. As evidence of this "phenomenon," just think of all the do-it-yourself instructional kind of material that we all seem to purchase but often never really get around to actually trying. People buy all kinds of products online based upon "the dream" from a compelling sales letter, but very often that's the end of it. They don't apply the work necessary to make the dream come true.

      Done-for-you solutions (DFY) are very popular, partly because they allow us to focus our limited time and effort on other things we deem more of a priority for our personal attention.

      Steve
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  • Profile picture of the author Terry Kyle
    Good post thanks Steve. In my own software business, I try to develop software-driven SaaS solutions that our niche may not have realized were even possible with software that is mostly DFY-oriented and now you're into a monthly recurring (sort of) DFY business model.
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  • Profile picture of the author lala72
    Love this piece. It's so in-line with a service we've created, and we sometimes question whether we're really that great of a sell. This article helps remind me that we are. Thanks, chief.
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  • Profile picture of the author fishhao
    I'm pretty new to the forum but what do you think of the homechef thing? Would you consider that a DFY? For me it seems like a nice balance of DFY and DIY where you can pass up on the shopping for ingredients and go straight to the cooking, which is what a lot of people really want (maybe after eating).
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  • Profile picture of the author ChrisBa
    Great post. Totally agree. The same idea can be illustrated with restaurants/fast food and severa other industries as well.
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  • Profile picture of the author ShawnLim
    Totally agree that people nowadays are looking for a quick-fix or instantly solutions. This is why weight-loss pills are selling like hot cakes and people are looking for ways to make money online without having to put in any work.

    It is a great way to monetize and market our products or services with this in mind. However, for those who are looking for results and success, please remember that you need to take action no matter how.
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  • Profile picture of the author laxmankafle
    Motivational .. thumbs Up Sir ))
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  • Profile picture of the author ShayB
    Yep. The DFY solutions I offer far outsell the DIY ones.

    For my clients, it's not a matter of laziness. It's making the most of their time.
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  • Profile picture of the author art72
    While I am often the stubborn DIYer it has it's downsides, no doubt. A recent example comes to mind, my boat motor recently started acting up, me being the 'mechanically inclined' type used it as an excuse to go out and buy a new 'Father's Day" mechanics tool kit to replace the old one, lol.

    Only after replacing the gas tank, lines, filters, spark plugs, and dismantling and reassembling the carburetor and reads... found out it was a .50 wire on my kill switch... some $300 later!

    The point is, sometimes the intelligent choice is to pay the marina $100 to sort it out, as opposed to learning boat mechanics! But, I can say this... I got new tools and fixed the damn boat myself! (...and if ever I have to tear down the carburetor down again, I know exactly how to do it, lol)

    Seriously though, being the opposite of lazy can actually be time consuming, expensive, and although I enjoy challenges like that... there are times when I question; "Was that the best way to utilize my time?"

    ...and for the record, mechanics and doctors scare the hell out of me, I'd rather put that trust in my own hands! - I know of few honest mechanic shops that I'd trust fooling around with my vehicles or boat. (*No offense to the fact, they may actually exist!)

    Luckily, I haven't needed an operation or surgery yet, god knows; I'd probably have a neurotic breakdown if I couldn't find a DIY solution, lol.
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  • Profile picture of the author nikhilsonu44
    Great Post. 100% Agree with you steve. There are many sites in online which are example of this like fiverr, seoclerks and etc where many people get done work easily in short time.
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  • Profile picture of the author gingerninjas
    It's all about making things simpler and instant gratification (or quicker at the very least), whether it's online shopping (who can be bothered to go to the mall anymore), online banking (people can't stand waiting in line for a teller), ready made meals (who's got time to cook)... the list goes on. In our time-poor society it is fairly obvious people are looking for solutions that are holistic and complete without too much fuss. I work closely with a web developer and graphic design team and we offer a one-stop shop content, website and design solution for clients, rather than clients needing to arrange all the pieces themselves. It saves them time, sometimes gets them a better deal and they don't need to do all the running around to multiple suppliers themselves. It is just the way things are heading and I agree we should embrace it and provide what our clients want. Done for you is King and i'd rather go with it than fight it.
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  • Profile picture of the author desley
    Originally Posted by Steve B View Post

    Here's a very powerful marketing lesson if you recognize and use it.

    When I was a kid, everyone on the block washed and waxed their own cars in the driveway at home - even in the winter. On any given weekend day (most everybody worked M-F 8-5) you could drive up and down the neighborhood streets and see hoses, buckets, sponges, a chamois, towels, brushes, portable radios ("transistors") and assorted vacuum cleaner gear littering driveways everywhere.

    The smells of dish soap, Turtle Wax, Windex, and Copperton floating in the air signaled the chores were underway!

    How often do you notice people washing their own cars at home these days? Seldom? Never? Why is that?

    Today, it's much more convenient, easier, faster, less work, less hassle to pay a reasonable fee to drive through a car wash and be done with it. Car washes are everywhere so it's easy to find one wherever you happen to be.

    There is a powerful marketing principle in this little story. If you "get it" and adapt the principle to your own business, you will sell way more products (or services) than otherwise.

    People love "how to" information. It's online everywhere. People who frequent the Internet want to know how to do things, experience things, solve problems, find happiness, make their lives easier, be more productive, more fulfilling, and on and on. So marketers have learned that "do-it-yourself" (DIY) information and products sell very well. DIY is a very popular way of experiencing and partaking of almost any niche . . . but . . .

    That's not the secret I want to divulge.

    After 20 years in Internet business I have learned this invaluable truth: there are only so many people in any niche audience that are true hands on do-it-yourselfers - they are people that don't shy away from work - from "doing." The sad fact is, DIY takes work. Sometimes it's hard work, painstaking, laborious, tedious, and discouraging.

    There is a much greater percentage of nearly every niche audience that are DFYers - "done-for-you" folks that would rather just buy a solution or a desire and have it handed to them without any work on their part.

    So here's the full marketing secret: lots of people look for DIY solutions online, but many more people would prefer to buy a DFY solution for a reasonable fee if given the opportunity.

    How can you incorporate this principle into your own products and services?

    It's the difference between creating an instructional ebook and providing a done for you service.

    It's the difference between telling someone how to get traffic and actually sending traffic to their web site.

    It's the difference between learning to be a good writer and paying someone to write for you.

    Understand this . . . I'm not knocking do-it-yourself.

    I sell several products in that vein myself. But lots of experience online tells me that a greater majority of people seeking solutions would rather pay for them and have them delivered instantly, than take the time and effort to learn how to solve the problem themselves.

    Figure out how to provide easy, fast, automatic, no work solutions or benefits in your niche and you will be on your way to greater profits and selling success.

    Steve
    Hi Steve,
    Great story and great information. In relation to car washes they've also sprung up in Aussie land not primarily as a DFY (which is incredibly convenient) but also because of water restrictions i.e. not allowed to hose on concrete da de da, in quite a number of areas across Australia.

    Hence the only other aspect of your story I would add is, look out for what council, state or federal requirements are taking place that just might give you a lead in to offer a DFY service. As it's not only convenient, but also can resolve other issues due to such requirements coming into effect.

    Hope this assists.
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  • Profile picture of the author gabrielrala
    people know the road to success but people are just afraid to take risks and gamble online, they want instant success!! sad but true
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  • Profile picture of the author celente
    my clients I get sick of say this....


    "wow, building a list, I will get to that tomorrow!"

    i say..... 'stop dicin around and do it today, it will change the way you do business and profits'

    they say OK, but never get around to it.

    LIST BUILDING will change your life and profits. When I did this, owned my house got married, and life free, before list building.....well....god that was a darn struggle.
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  • Profile picture of the author aizaku
    Originally Posted by Steve B View Post

    So here's the full marketing secret: lots of people look for DIY solutions online, but many more people would prefer to buy a DFY solution for a reasonable fee if given the opportunity...
    Nice post... that being said. I'm wrestling with this notion..

    If you're a one man show then you gotta trade time for money again... I don't like that..

    You could outsource and train folks but nothing is more unreliable then other people with your business. or more anxiety inducing...

    I used to drop ship diaper cakes and customer service turned into hell on earth so i got out of that business model quick.

    that being said, there is no reason you couldn't do both. DIY n DFY... but the DFY would have to be at high enough price point....

    Anyways, valid points, nice one !
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  • Profile picture of the author ivanadee
    Agree.
    As time goes by, people develop more needs to have easier life when everything can be completed by simply doing 1 click. The simpler the offer, the more profitable
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  • Profile picture of the author ydsimple
    Ye its peoples nature. They want everything now and without doing anything. :-)
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  • Profile picture of the author John Cho
    Excellent post. Thank you!
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  • Profile picture of the author luciesmazanska
    great post today so far!
    you are right, the same can be applied everywhere in every niche, in real or in online world.
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  • Profile picture of the author kerunai
    list building of course ...most people in IM knew but few do it
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    • Profile picture of the author discrat
      Originally Posted by kerunai View Post

      list building of course ...most people in IM knew but few do it
      Yeah, but not secret there. Cat let that out of the bag many years ago lol


      - Robert Andrew
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  • Profile picture of the author gabrielrala
    Thanks for sharing, this one helps I couldn't agree more, thumbs up
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  • Profile picture of the author HellAngle
    Very well said.
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  • Profile picture of the author hunahackback
    that's why there are many micro task sites
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