Are you overwhelmed with tools?
Every day I learn about a brand new marketing tool that is hyped as the greatest thing since sliced bread.
Even if I only spent a few minutes reviewing all these new tools, my day would be completely shot.
Most of the marketing for these types of tools relies on FOMO, the fear of missing out.
You will see countdown timers letting you know that the pre-launch discount will expire and that you can expect to pay at least 10x the current prices.
Do you use terms like charter member discount, early-bird sales, and beta tester discounts?
This is designed to force you to take action without totally understanding what you’re going to get.
In addition, they often use testimonials that are not about the product itself.
These testimonials will say things like:
- I feel like I can take on the world with XY product.
- Where has this product been all my life?
- I’m looking forward to using the product to dominate my market.
All the testimonials are typically forward-looking based on what somebody is going to do but hasn’t done yet.
Don’t forget the product comparison charts.
Notice they are never comparing apples to apples.
Instead, they use this to anchor in the product to the market leader which is often not really even the target market.
Yet pricing and selling points will lead you to think of them as a competitor to the market leader.
The product comparison checklist is designed to build credibility because they’re being compared against a much larger player.
With so many different software products launching faster than ever, it can be tempting to want to jump ship to the latest and greatest tool.
I myself am a victim of this. You cannot name an autoresponder that I haven’t used or tested.
Unfortunately, there’s a hidden cost to this.
How much downtime are you losing testing tools and looking for an edge?
Quit evaluating software and spend it doing what you do best.
When you jump on the early bird specials you are often working out all the bugs before it goes to market.
This could cripple your business operations.
When you look at the time and productivity lost to evaluating software products, it quickly becomes apparent that any expected gains are typically not worth it.
We always recommend clients use the software tools they have to their fullest before they start evaluating other tools.
Let me ask you a simple question.
How much time and energy have you invested in looking at software products for future needs that have distracted you from growing your business?