I recently refunded a Positioning Manual for Technical Firms customer.
I always do that--when asked--as part of my Insta-Refund Guarantee.
Out of more than 1,000 sales of this book, I’ve only ever had five refund requests. One person said the book was too advanced for where they were in their career (they were just starting freelancing), two were dissatisfied with the content for reasons they didn’t elaborate on, and one was a dingaling who initiated a chargeback instead of taking advantage of my no-questions-asked refund policy (he would have gotten his money back 3 weeks faster if he'd asked for a refund).
That's a refund rate of somewhere around 0.5%. I was once told that a major information products publisher has a chargeback rate of 20%. Not a refund rate of 20%, a chargeback rate of 20%. My 0.5% refund rate is world-class by comparison!
About that fifth refund...
Finally, someone who asked for a refund went on to elaborate why. He said:
Appreciate the refund. I have accepted a job so the material was pretty much irrelevant to me at this point. Have a good weekend.
I appreciate the additional information, but this guy is delusional if he thinks a) he’s not going to benefit from understanding positioning at some point in his career b) that job is going to last forever and he won't be struggling to fill a gap in employment with some quick and well-paid freelance work.
In 2008, I was working for a small marketing firm in Portland, OR.
Like everybody else at the company except for the most senior guy, I got laid off in December of that year.
That's actually what began my journey to self-employment. After getting laid off, I coasted on unemployment for a few months, conducted a very half-assed job search, and then got hired as a part-time contractor by my old employer. After that I got a few more freelance clients and BOOM, I was in business!
Or so I thought.
I had plenty of enthusiasm about working for myself. "How hard can this really be?", I thought.
I had no understanding about how to position, market, or properly value and price my services. That skill gap came back to haunt me over, and over, and over again for the next 5 years. If you've been on this list for some time, you know many of the painful and embarrassing results this skill gap created for me. Overall, it meant that revenue was unreliable and inconsistent, and stress was high.
In retrospect, instead of operating as a generalist (I called myself a technical writer back then) I could have focused my marketing on the market vertical I was most familiar with: technology, or more specifically, commercial software companies. That one small change would have changed everything for me.
That's the main goal of my Positioning Workshop. I want to help you apply all my tricks of the trade to choose a good market vertical focus, develop a great positioning statement, validate your choice, and develop the basics of a new marketing message to reach that new market vertical focus.
And of course, my Positioning Workshop comes with the same Insta-Refund Guarantee as my book, which is one more reason to see if it's right for you: /positioning-workshop/
Talk to you soon,
If your dev shop got fewer than 10 leads last week, you need to take this free email course --> http://positioningcrashcourse.com