Hi Linda,

> The day that the consumer trusts everything
> they read because they saw it on the
> Internet will be a sad day, indeed, don't
> you think? Hurrah to the doubters.

I don't think Michael said you should "trust everything you read". That would go against everything he's generally written.

However, in my experience, you often have to wade through a lot of "useless" information to get the "gems" of information that you need....

Information that is "useless" to others doesn't mean that it will be "useless" to me. It might be "useless" to others because they already know it, or they don't have the skills to use it. However, my circumstances may be different - and it could be that one vital piece of information I need to make a business project work.

Because everyone's needs are different, it's a fact of life that you have to go through at least some "useless" information to get the vital gems. That's because what is "useless" to other people, may be "useful" to you.

The only way to find out for sure if something is "useful" for you is to buy the book and read it.

> That may be valid if it was relevant. I
> don't think it is. Twenty bucks for a book
> if it can make you financially independant
> would be a miracle indeed - if the book
> could do that.

A book certainly could do that in some cases. A person could be on the verge of financial independence, needing just *one* more thing for everything to fall into place (because he or she already has everything else that he or she needs). That one piece of information could be contained in just one book - or even on one page.

> Every day, I get at least one email from
> another person with dreams of building
> wealth on the Internet. They always want to
> sell "how to make money online"
> programs. "How to succeed"
> programs. Why? Because they see the
> "gurus" selling that and raking in
> the dough.

I agree that many people go for this - they think it's the way to make money. That's why I personally haven't written any such reports - and instead sell ebooks of others who have more experience than I do.

(There are marketing-related ebooks I could now write, because I do know about and have had success in those areas - but that's a post for another time.)

In reality, I think there are much better opportunities in targeting "non-marketing" target markets. The "marketing" crowd has to be one of the toughest markets around, because the competition can be overwhelming. As you point out, many of them are very experienced too.

On the other hand, if you go outside of the "marketing" target market - it's surprising how many people don't even know basic marketing techniques! The competition is much less - if you know marketing techniques, then you have a competitive advantage.

> So, they want to learn. But... slightly
> jaded now, they want to be sure of what they
> buy. They want assurance that the advice
> they are paying for is credible.

> How very sad that the person SELLING the
> book didn't know how to offer that
> credibility and assurance. So - ever hopeful
> - the consumer asks around.

I think it's natural for most people to ask around, partly because many people like to "follow the crowd". Most people don't like to be too different from everyone else - it's human nature. This is also what Robert Cialdini writes about when he talks about "social proof" (in his must-read book "Influence"). Asking around is a "short cut" to making a decision (which can sometimes be a flawed short-cut).

What Michael was pointing out (I think) was in part how this can be a flawed method of decision-making. Just because the crowd does one thing - does that mean that it's also the best thing for YOU to do?

Of course not!

I've never been a crowd follower. I've always "stuck out like a sore thumb" to some degree. I've always prided myself on making my own mind up, even if it goes against the "crowd". (And I've noticed, this trait seems VERY common among successful entrepreneurs....)

I agree that it's not always the wisest course to blindly follow the crowd. The "crowd" can be wrong. Stock market bubbles are one example of this - where the "majority" can be wrong!

Anyhow, to summarize, I don't think Michael was necessarily disagreeing with what you're saying, but he was simply pointing out how it's not always in your best interests to "follow the crowd".

If you want to break away from the crowd and do BETTER than them, it makes sense that you have to do something DIFFERENT from what they do - doesn't it?

People may ask their grandmother, their next-door-neighbor, their old friend from high school - but unless these people are entrepreneurs, their opinions on entrepreneurial issues are probably more based on fear of the unknown than on any real knowledge.

Of course, do your due diligence and check things out - that's what I do. But follow the crowd? I don't recommend that.... It's always better to think for yourself!

- Dien Rice