Is All That Fluff Really Necessary?

You're right, it depends on the audience and whether they need all the extra information to help them to make a decision or take action.

Thanks,
Adam

Regarding the idea that it's always a "no-no" to add more to an info-product than the short-version nuts and bolts, that evaluation varies widely from customer to customer.

As an info-marketer, if you want to add the most value, do this:

1) Create a short-version synopsis that highlights all the key elements, in a format that a pro customer who doesn't want to waste time can learn what they need quickly.

2) Add extra info going into more detail for people who need more help, so those who can't jump from step 1 to step 10 have a roadmap of how to fill in the gaps of their own personal knowledge.

I'm pasting in a previous blog post I wrote on the subject:

Newbies Want Quantity, Pros Want Quality

People trying to create information/training products often ask things like "How long should my ebook be?"

That reminds me of:

Q: How long should your legs be?
A: Long enough to touch the ground

There is no right or wrong answer, but here's a generalization depending on who you're marketing to:

Newbies often don't appreciate the value of information. No matter what they're sold, if they don't get a LOT of it, some will feel they were shorted and it could affect your refund rate.

The more experienced tend to appreciate specific, valuable info without the fluff.

(I personally despise enormous font size with enormous margins double-spaced to use up more pages. It's harder to read, harder to take in, and it turns me off.)

It's kind of like restaurant portion size: In the U.S., it's widely known that many restaurants give oversized portions, the customers overeat, it's bad for them, and it makes them feel like crap when they're done.

But the alternative is to reduce portion size, which causes some patrons to feel like they paid too much for what they got which could hurt repeat business (even though what they ate was exactly what they should eat for a meal and they left with a full stomach, just not feeling sick).

Wow, that's a great line. I would add that to my sig if I were you.

KJ

Wow.... I quickly read your signature file and thought it said "Turkey Product Launch Manager"

Adam, here is the problem, and while I know many people here will say, "Oh
no Steve, you're wrong", as a product creator, I know the truth. I've seen
it all.

Give somebody a 5 page PDF with a killer tactic that can easily make them
$3,000 a month, charge them $47 for it and they'll ask for a refund.

Give somebody that same tactic with 30 pages of filler and charge the same
$47 and they'll say it's gold.

Sadly, way too many people who buy informational products equate value
to the number of pages the product contains.

I know...tons of people will right now come posting to tell me that I'm wrong,
that they'd love to have a 5 page book with a tactic that will make
them $3,000 a month.

I know better.

And that's why, sadly, there is a lot of fluff in products.

What I do, and I'm nuts for doing this, is create products with the
"required" page count but nothing but content.

Problem is, that much content is worth much more than I could charge
for it. So I end up having to charge the same price that other people
charge for half the content. I work twice as hard for the same income.

Not many people will do that.

I'd love to just put together a simple 5 step process that I know would
easily make somebody 3K a month, and charge what the info is worth.

If I did...my refund percentage would be through the roof.

THAT is the reality Adam.

And that is why you find what you find in ebooks.

When customers can start to recognize the value of a product NOT based
on page count, this problem will stop.

Until that day comes (don't hold your breath) expect things to stay as
they are.