important lesson learned: Big problem with OVER-delivering (case-study)

hey there,

here's the lesson I've learned in action:

When you deliver value -- it's often more valuable if you do not
overdeliver up-front.

Here's the long version (and I'll try to keep it short, as that was my main
lesson learned over the last month or so):

I'm in the process of launching a product, and as I strive to deliver value at
each step, I created TONS of really great video content which moves
people closer to their goal.

The testimonials from those who went through all of the content was
awesome -- and I'm super grateful that it makes a difference.

So: tons of value delivered, all for free, everybody happy, right?

WRONG!

My analytics show me this: less than 5% actually go through the entire lot
(it's a total of a little over 1h of video) -- the rest tune out after on
average 5mins.

Meaning: very little actual value delivered!

So, my lesson is this: no matter how valuable the content, if people do not
consume it, they're not getting value out of it. Mission failed.

May seem obvious -- but I was so 'blinded' by the initial feedback of those
who went through all the way, that I completely 'ignored' those who were
implicitly saying

"hey, this may be valuable, but right now I don't see the value -- and if I
can't see the immediate value, the risk of investing an hour of my precious
time is just too high".

Practical implication of this all: as a result of people 'having' to go
through an hour of video, most people 'forgot' to comment on
the thread where I initially published the content -- it had already
left page 1 by the time they were done consuming the content
(got a lot of 'friend' requests and PMs, but hardly any comments)

Conclusion:

I'll keep providing sexy content, but it'll be micro-wave popcorn sized.
Super-short article, sell the idea of "hey, here is content that'll rock your
world", then send them off

hope this is of help to someone

Cheers

Veit