One of the first things you notice when you get materials from Dan Kennedy is that they aren’t glossy. They aren’t printed on luxurious paper, with fine bookboards and perfectly sewn bindings.
Usually its a comb binding or a 3-ring notebook, if it’s bound at all. And there might be typos and some hand-drawn diagrams.
Dan insists that perfect is the enemy of good. It isn’t at all unusual to hear him say “good enough is good enough”, largely because he is all about taking action. He might write a book in a weekend because he is capable of covering the topic in that time, so why spend 3 years writing it?
This is one of the reasons that Dan can produce the volume of info that he produces. The binding might not be worthy of a collector, but the information isn’t any less valuable as a result.
Along those lines, a guest post from Wired on the topic of good is good enough.
I know what you’re thinking.
“Aren’t you the one who is always talking about differentiating yourself with higher quality, high-touch service, etc?”
Yes indeed and continue to I stand by that.
You should remember that I’ve also suggested that you have multiple tiers of products and services to reach more people with that wonderful (whatever) that you do/create.
It isn’t just about quality. Your lower end product might still be high quality – it just won’t be a Bentley. And that’s OK, because not everyone wants/needs that.
As a result, you need to “show them the ladder”: Show them how to do business with you. Here’s the entry level product/service and here’s where you go next.
If you need a visual: Sell them a Chevy. Next time, sell them a Buick. Then an Oldsmobile. Then a Cadillac. Skip a rung or 2 if they wish.
There’s always room for improvement of those products. You’ll likely never create a perfect product the first time out. Well, you might – but it might take you 10 years to perfect it.
By that time, someone will have sold your market a Buick.