There are a lot of people out there who have been saying that you don’t have to finish your entire product before you sell it – just 10% of the content. Then you drip out the rest of it over time.
But see, here’s the problem with that. If you release your product and it gets hundreds of sales, that’s great. You’ve just financed the other 90% of the product. Sure.
So how about if you only sell one or two copies?
Guess what! You’re now on the hook to develop the rest of the product. Whether it’s worth your time or not. Even if you got a tiny little 0.5% conversion rate on this shitty product (we all fuck up now and then), the little bunch of customers you can count on one hand has paid their money and expects you to deliver.
That’s like the shittiest test strategy ever. “I’m not sure this will work. I’m going to try it out, and if it doesn’t work I’m going to keep doing it anyway.”
That’s why I designed System Sixty the way I did. Each volume stands alone. If one of them doesn’t sell, that’s fine – the rest can be made or not at my option. If the whole series doesn’t garner any interest, I can trash the whole thing.
In any case, buying one volume doesn’t mean you get anything else. So the job’s done – I’ve delivered on my promise and you’ve gotten what you paid for.
I don’t really like this drip-feed thing unless everything’s already done. If I’m going to sell you thirty daily lessons in something or other, then I’d better have thirty lessons in-hand and ready to pass over to you. Because if I just make three of them and then say “I’d like to cash in now!” there’s a solid chance I won’t get a lot of sales… but I still have to finish the series.
It seems like a great idea when you’re making up in your head that hundreds of people will buy your shit, but it kind of isn’t when you drop your product on the market and only four people actually buy it.
People talk a lot about positive thinking and just having faith and trust that whatever you do is going to work, but the reality is that you have to do risk management. You think this is going to happen? Great! I hope it does.
But what if you don’t get that?
What if you get, you know, the opposite of that?
I’m not trying to bring you down here. It’s just reality: not everything you do is going to work. If something doesn’t work, what are you going to do? What does that mean? How can you get through it, and past it, and keep going… when it all goes wrong?
Pretending it won’t isn’t a strategy. It might be less stressful and more pleasant, but it’s just plain not going to work. Sooner or later you will fail. But that’s only going to be the end of the world if you let it.