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Sales Negotiation| Article #152 :THE SATURATION MYTH

Many people talk about saturation. They believe that once a site has been out there so long that everybody in the world is either promoting it or at least knows about it, it becomes impossible to promote the site with any amount of effectiveness. Actually, the reverse is true. And to demonstrate that, I am going to show a real world example. I will then explain why the reverse is true.

I have been an affiliate of Stan Stuchinski's "Secrets Of The Big Dogs" ebook for over 3.5 years now. I go up against hundreds of affiliates every single month. On top of that, the book itself is over 6 years old, so certainly by now this book has to be close to impossible to sell. Well, the month of October just rolled by and I had a 30 sale month. My best of 2006 and my third best month of all time for me. I averaged 1 sale for every 33.73 clicks on my affiliate site each day. Almost a sale a day. Most marketers are happy with 1 sale for every 100 clicks. Granted, I've been refining the art of ad writing for a long time so that does help. But, let's take a look at those numbers against the numbers from another program.

The other program is my own. This past February I came out with my own book. Actually, it has now become 6 books. In comparison to Big Dogs it is quite new. We haven't even hit the first year yet. So if I'm getting those kind of numbers with a book that is considered ancient where I have to compete with hundreds of other affiliates, then I should make a lot more sales with my own book, not counting affiliate sales of my book. More importantly, I should convert a lot better. Guess what? Not even close. I had over 15,000 visitors to my site last month and yet only made 100 sales. I averaged a sale for every 150 clicks. Why? I write the same quality ads. What's different? I have plenty of testimonials claiming the book is great. So what's wrong?

The answer isn't obvious. At least not to the newbie. But the reason is simple. It's called brand recognition. When people see Big Dogs they identify with it. They say, "Oh yeah, I heard of that. Haven't tried it yet. Sure have been seeing lots of people promoting it. Hmmm, must be pretty good if so many people are hawking it." See where this is going? Enough people are promoting it so they feel there is at least a chance that it has value.

What about my book? It's new. I have very few people promoting it. So people are a little more skeptical. You don't see people coming to this forum asking about Big Dogs. But you do see people coming here asking about my book because they don't know enough about it. They need to be reassured. In other words, they need to see those hundreds of people saying, "yeah, it's a great book." Once that happens, sales will increase. Need proof? Six years later, Stan Stuchinski is still selling over 1200 Big Dogs books each month. I'm happy to make a couple a hundred.

So the next time somebody brings up the topic of saturation, pray real hard that the program you want to join is as saturated as possible.

You'll have a lot easier a time getting members.

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