Continuing from Part 1…

I suppose at this point I should point out that in the great majority of these cases of “value disconnect”, it is not done intentionally.

What I mean is, hundreds of new and intermediate-level marketers are releasing new products in any given month.

It’s their product (possibly their first), they have a lot of time, money and energy invested in it, and are therefore quite proud of it.

And though they have a complete product, salesletter, email series, advertising campaigns and back-end all set up, they may have a lot of it wrong.

In other words, disconnected.

It’s kind of like a case of not being able to see the forest because of all the trees. They are so close to the process, they don’t see the flaws in it.

In short, they don’t really understand effective marketing.

Unless they’ve latched onto Dan Kennedy’s or Mark Joyner’s coat tails, chances are they are simply copying something they’ve seen on another site or read in a $47 dollar ebook.

So, what happens when someone copies a working, yet disconnected model?

They get the same results (more or less) as the model they are copying. In the case of membership sites, it’s the dreaded three-month churn rate.

Now, the other side of the coin is the customer who goes through the excitement-purchase-overwhelm-remorse-quit (with possible refund thrown in for good measure) model I described in Part 1 of this article.

Most buyers don’t really understand the buying process, much as the marketers don’t really understand the marketing process.

At least not in terms of avoiding or eliminating VALUE DISCONNECT that results in the “burn and churn syndrome”.

Just because a person can whip out their credit card and buy something, doesn’t mean they truly understand what just happened. Or what is going to happen next…

And just because the salesletter for a membership site said all the right things (or so you thought at the time), doesn’t mean that what is delivered on the inside will be as “push button easy” or autopilot” or “exponential” as it was presented to be.

Additionally, even though a membership site may actually provide the product(s), lessons, software, etc. it claimed in the salesletter, doesn’t mean you are at a point in your marketing development to fully use and capitalize on them.

Maybe you just think you are savvy enough and ready to learn and use the product and membership, when in reality, you are far from it.

A simple example would be joining a monthly software membership that promises vast riches when you don’t have a hosting account or know anything about how to set one up – let alone a website.

After a period of time, if you don’t figure out the other stuff, you’ll quit the software club (even if it’s great), since you don’t have your marketing machine anywhere close to being set up yet.

It’s not only a drain on your wallet, but also on your psyche, which is MUCH worse.

Hopefully, this has made some sense up to this point. And if you’ve personally gone through any of this, believe me, I can relate.

In the third and final segment, I’ll outline some of the ways you can avoid buyer’s remorse and the burn and churn syndrome.

Stay tuned…

Russ Guthrie