I have created several successful products over the last few years that have all been designed to be delivered fully-automatically on the Internet. One reason for the success of these products is that during the early stages of development I followed a few basic “product development rules” that helped me to reduce the products chances of failure, and greatly increase their chances of success.
Here Are The Rules:

• The demand for the product should already exist in the marketplace.
• The cost of promotion for the product should be minimal. (Easy to reach customers)
• The product can be created by me or created for me by someone else for a small fee.
• The product will only take a short time to create. (Weeks not months)
• The product has a high perceived value.
• The product has a low inventory cost. (Preferably zero)
• The product copyright is fully owned by me – allowing me to sell re-print rights later.
• The product is delivered immediately and automatically after the order is placed.
• The product is always paid for prior to delivery. (Not download now pay later)
• The product is unique wherever possible - no one sells the exact same solution.
• The product has back-end, up-sell or repeat sale opportunities.
• The product appeals to professionals and others with money to spend.
• The product’s benefits are easily recognised and understood by prospects.
• The product has little or no after sales support.
• The product has buy-out potential. (Someone may want to buy the source-code)
• The product has minimal legal liabilities.

I always try to ensure that any Internet product I develop is created following all or as many of these rules as possible.
A Very Quick Re-Cap On Product Development
As I have written in the previous articles in this series. I always try to define a “target group” of customers before I come up with a product. By identifying who your potential customers are, how they behave, and what type of problems they are currently facing; It makes it so much easier to develop a product that your customers will want – and a product that will almost “sell itself” through customer referrals.
Here’s The Details Of The Product I Am Currently Developing…
Okay, here’s some real life stuff for you to get your teeth into. Please bear in mind that this is a real live project… which I have not released details of yet.
During the past month I have been learning how to easily create and host streaming audio files on my web pages – using the new Flash technology from macromedia. (This is faster than using any other audio format such as .mp3 or .wav files, and at the same time more attractive to look at on a web page)
I had the idea for this new product to help webmasters a few weeks ago, whilst placing the audio recording of John Carlton on my website in the article XXXXX. It took me three days to find some software that could help me to achieve what it was I was trying to do – without signing up to a $30 per month 3rd party hosting service. (Talk about expensive!)
During the last month I have immersed myself in stacks of information about Flash Movies and Flash Audio. I have been learning as much about them as I possibly can. In the process I have visit numerous websites and discussion forums and read many of the messages posted by other webmasters.
From these forum messages, I have gained a great deal of useful information about creating and uploading streaming Flash Audio files for the web. I have also learned a lot about the wants and needs of other webmasters. I have learned what areas of file creation they need help with and what features and add-ons they’d like to see for their audio files.
Because I was going through the same experiences using Flash myself – I was able to relate to many of their problems. I knew how they felt. I was sharing the same frustrations. In theory, I had become part of a very small niche-group of webmasters who all wanted to make best use of Flash Audio Technology.
In Essence And Without Knowing It, I had;
* Identified a target market – Thousands of new and experienced webmasters all trying to use Flash Technology.
* Identified a low cost way to reach that market - Via the macromedia website (and several other independent) discussion forums.
* Identified a problem that needed solving.
* Learned that most of the webmasters already using Flash (and other multimedia formats), had previously spent hundreds of pounds on specialist software products which cost them upwards of £100.
Sound familiar?
Next came the fun part… choosing the perfect product for the market!
The Perfect Product
As I have stated previously, coming up with the perfect product is so much easier when you know exactly what problem the product will solve, and who is actually experiencing the problem in the first place. For example, if I wanted to come up with a product to a target market of webmasters who are having trouble understanding and using Macromedia’s Flash Audio Technology and who want to use it to create interactive web pages, or talking websites, then coming up with product ideas wouldn’t be too difficult.
My Potential Options Would Include
* A step-by-step ‘how to’ Video/DVD demonstrating how to create a new flash movie, embed audio and video effects in the flash file, and create special effects.
* A step-by-step ‘how to’ eBook showing how to create and upload flash audio files to your website via screen-shots and on-screen videos.
* A software program to automate many of the required tasks of flash audio production. Complete with a royalty free graphics library containing numerous audio button styles and movie sequences.
Okay these are just a few ideas… But I could probably come up with twenty or so more ideas if I had a couple more days to think about it. (The more I use Flash Audio myself the more additional products I can think of.)
All of the products would appeal to any webmaster having trouble understanding and creating Flash files. Also, done properly each of these solutions would have a perceived value of at least £55 ($99 USD).
Since only the second two product ideas fit in with the basic rules I follow for Internet based products (as defined at the top of this article), this is where I have decided to concentrate my attention.
The result being that in a few weeks time I will have ready for sale on the Internet, an extremely simple-to-use software programme that automatically creates unlimited “web ready flash audio files.” (This is guaranteed to solve all of the problems I faced.) I will then bundle this software together with a step-by-step ‘how to’ eBook. (This ebook will also double up as the “help” files for the software.)
This product will be unique in many ways, and it will sell for $67 on the Internet. However, I thought you should know that I will be giving you the chance to download a fully working version for free from this website as soon as it is ready – but only on one condition. I’ll tell you more about that when the time comes…
One Final Word On Defining Products
As a product developer you must start by first identifying your target market – choosing the perfect product for that market suddenly becomes a whole lot easier. Then by selecting your desired selling price for the product before you finally decide upon ‘exactly’ what it is you are going to sell, you’ll be able to develop a product that suits your financial targets and simultaneously set a high perceived value for that product in the eyes of your customers.
Take the time to immerse yourself in the experiences of your target market. Understand the problems individuals face within this group. Think about niche markets which you are already part of (I am a webmaster too). Try to focus on those areas wherein you have already spent a great deal of time and money learning something important to your career.
Now think about how many times you have said to yourself ”I sure wish I could find and buy a [BLANK] to help me [BLANK]. Each time you have done this… that “Blank” is a potential product which someone should consider developing. (Maybe even you). If it fits all or most of the rules for product development of internet based products I outlined at the top of this article – then go for it.

For most of the part, these products generate an income for me completely on auto-pilot leaving me to concentrate on developing further new products, and the managing of the ‘off-line marketing campaigns’ for the mail order side of my business.
By ensuring complete automation of these Internet products, it means the work that I did last year for example, like developing a new image hosting service for auction sellers at: www.imagestorepro.com  and the fill-in-the-blanks auction template at: www.auction-o-matic.com  ); continue to pay me each month with very minimal maintenance on my part. By minimal maintenance, I mean literally a few minutes here and there answering customer emails etc.
The point I’m trying to make is that I have an overall income strategy for hitting my sales targets each month – So should you. This strategy didn’t just fall into place automatically mind; I had to quickly define a few basic rules based on my past mistakes.
1. A series of £20 products which can never generate £100,000. If you want to make £100,000 with your products each year, then you need to develop the kinds of products that you can price at a level that can generate £100,000 a year. Without a strategy, you may end up developing a series of £20 products which can never generate £100,000. Set an annual income goal, and then develop products that can be priced to achieve that goal.
2. Avoid selling anything for under £40. My experience tells me that selling something for less than £40 requires too many sales to make much profit. Generally I want to earn at least £50,000 from any product I market through the mail and £5,000 for any Internet based product. And if I price below £40, it will take too many sales, too many customer to generate a contacts and too much support decent profit. But if I price at £40 (and well above), I can do quite well on fewer sales and fewer support issues.
Also think about this. A product priced at £20 will require 5 times as many sales as a product priced at £100 to generate the same revenue.
Put another way – 500 sales of a £20 product will earn you £10,000, while 500 sales of a £100 product will earn you £50,000. The same amount of work is usually involved in fulfilling the order.
3. Product support is expensive. No matter what you sell, there will be some product support required. Some products (software), will require a lot more support than others. The more support you have to provide, the more it costs you in time and resources. For that reason, always factor the cost of support into your product prices.
Imagine the nightmare if you sell 1000 units of a software product you priced at £19.95, and every single customer calls you on the phone requesting support. How much will it cost you to answer 1000 phone calls (or give refunds to the calls you can’t take?).
Better to price the product at £100 and only sell 100 units. You’ll make the same income, but support costs will drop by 90% (90% fewer customers). And whenever possible, create products that by their very nature don’t require much support. (provide as much help inside the product as you can!)
4. Too low a price kills sales. Setting a price too low is a very common mistake. If your price is far below the expected price and far below your competitor’s price, customers will think something is wrong. Better to have a higher price – which usually indicates better quality. I learned this the hard way.
5. You’ll only sell a small percentage of your projections. Marketers almost always over-estimate the number of products they will actually end up selling. People tell me they expect to sell thousands of their product. They’ll say, “I only need to sell 1,500 units to break even.” In reality, very few independently developed products sell more than a 1,000 units. Yes, it happens, but rarely – unless you spend thousands on marketing, or run a loss-leader
Still, if you price your product right, you can do quite well selling just a few hundred units. If you sell 300 units of a £100 product, you generate £30,000. And if you have ten products doing the same volume, you generate £300,000.
6. Finally as we have already discussed – Don’t try to reach your annual income goal from sales of just one product. If you have high annual income goals, don’t try to make all that income from a single product. You’ll be better off to have an assortment of related products (all appealing to the same general target market). Doing this encourages customers to buy several items at a time – increasing your per order volume. If you have ‘all your eggs in one basket’ product-wise, you can get taken-out immediately by sudden changes in the market place or consumer demand.
My Personal Product Pricing Strategy
When it comes to choosing the perfect price for your products, I believe it’s best to price your product before you actually come up with the final product.
That’s right, come up with the price before you develop the product.
This way, knowing in advance what the price will be, it is much easier to create a product that matches the asking price.
To me this makes a lot more sense than trying to come up with a price after the product has been developed. When you do it that way, your pricing options are pretty much locked in by the limitations of the product and the market being targeted. For example, if you have developed an eBook showing how to make money on the Internet, you are pretty much locked into the price of other eBooks offering the same information (just a few dollars). You may want to charge more, but most likely your effective price will be limited by customer expectations.
But if you start with the price, before you come up with the product, you can find the right market, and build the right product to fit the price range.
The Selected Pricing Point For My New Product
I’ve decided that my product will be priced at $67.00 (approx £40) The product will have a far higher perceived value than this amount (judging by the price of similar products aimed at the same niche market I have defined). I also firmly believe that I will be able to sell at least 200 or so copies of this product. As we’ll see from ‘running the numbers’ in just a moment this could… at the price I have chosen…  return a substantial profit.
[I am pricing this is US Dollars for the reasons mentioned in Part 1]
Let’s Run Some Numbers
I thought it would be useful for you to see ‘hands on’ how setting the wrong price can have a disastrous effect on your new product. Then to also show you… how by tweaking your selling price, you can almost guarantee success with your new product.
I have put together a worksheet for you to use as many times as you like. (I’ve also entered some typical development costs). Try changing the retail price of the product and see how quickly it effects the break even point… and the point at which your profits from this product will pass several significant financial milestones. To use the worksheet click here.
Closing Thoughts On Pricing
One of the greatest things about developing products is that you get to choose the kinds of products you want to develop and the niche markets you wish to sell into.
My belief is that if you really want to be successful, you have to choose to develop products that are priced for your success. To help meet your financial goals.
Think about your target income from your development of this new product first. – (You should remember from Part 1 of this series, right upfront I set my goal to $10,000 )
Second set the price of your product to meet your financial goals, based on how many units you think you will be able to sell in the first few months. Also take into account how large your defined market is and perhaps how many similar competitors you have.
Don’t forget to always run the numbers before you start a new project. It could save you thousands of pounds and hours of your time.

If you didn’t know this already I’m not surprised many people set off in completely the wrong direction the first couple of times round.
So which type of markets should you stay well clear of? Well I have short listed four of them for you… The first three I’m sure you will completely understand… the fourth may be a little hard to understand, especially coming from me.
There are four markets you should never even think about selling into. These are:
1. Have Anything to do with a product the offers health advice: Or worse, selling any device or supplements with health claims. Even if you are a qualified doctor with a ton of letters after your name. This is still a dangerous area. Even if you believe you are completely protected because you are just an ‘agent’ for some giant network marketing company. Do you want to open yourself of to being sued by some over zealous customer? Is it worth the risk?

2. Have anything to do with a product that offers financial advice: Giving people advice about pensions and investments or stocks and shares. If you try to pose as a professional passing on information and you have not passed your exams as an Independent Financial Advisor you could land you in deep trouble. The professionals have studied this business for years and know the moment the market changes. They also have taken out millions of pounds worth of professional indemnity insurance. Best leave it to them then heh! So don’t do it!

3. Have anything to do with a product that offers legal advice: Same as above, except when you give legal advice and you are not an qualified solicitor, there’ll be plenty of real solicitors and barristers waiting round the corner just to tear you apart. So don’t give legal advice either.

4. Have anything to do with the business opportunity market: This used to be a really good market to get into a few years back. But these days you’ll need a good few thousand pounds in start up capital to be seen as a professional. Because the industry has become so overrun with con artists and get-rich-quick scams. This market is full of people with years of marketing experience and deep pockets, and this puts you at a severe disadvantage. You’re better off choosing a market where there’s a whole lot less competition.
So, remove any idea of selling into these four markets and you have more than doubled your chances of success. (Yes, I know you really wanted to get into the biz-op market, but things change. Stay out of the biz-op market and your life will be a lot simpler.)
What’s Left?
So we’ve written off four possible directions for your future product. Including the one general direction that almost everyone thinks is the one to get started in (business opportunities).
What could possibly be left?
Well, the good news is . . .
almost everything else is!
That’s right, once you eliminate the four ‘don’t do’ markets, you’ll find the remaining markets virtually untapped by people with marketing skills like yours. See, with the majority of direct mail entrepreneurs concentrating on the income opportunity/ biz-op market, almost every other market is . . .
wide open!
That’s right, find a niche in just about any market other than income opportunity/biz-op, and you’ll have the place pretty much to yourself. You won’t be competing with literally tens of thousands of people trying to sell the same product to the same old audience.
In many cases, if you pick a target market, you may be the only person offering unique products to that niche customer base. And that puts you in a position of almost guaranteed success.
Now, before we go any further, I want to make sure you understand what I’m saying.
I’m telling you to stay out of the income opportunity/biz op market, and instead look for niche markets where you are either the only one, or one of just a handful of people offering products tailored to people specifically in that market.

“If the Market is a Chicken… and the Product is An Egg… The Chicken definitely came first!”
Let’s take it one step further.
Defining who your targeted customer is, before you create a product, makes it a lot easier to create the kind of product they will actually buy.
For example, if I know that my target customer is someone who has just spent over £3,000 on a set of golf clubs because he wants to start playing golf at the local club, then I have a pretty good idea of the kinds of products (especially information products) he is likely to want to buy.
But if I know nothing about my customer, if I don’t know his recent purchase habits, his area of interest, his age, his language, or his ability to pay, coming up with a product for that person is going to be extremely difficult. In fact, it is unlikely that I will be able to come up with the right product for this person – even after several tries.
So, since it is almost impossible to come up with the right product without knowing who the customer will be, it only makes sense to first define who exactly you are creating products for.
One of the most important rules of successful product development is . . .
The easiest thing to sell is…
a product people already want to buy.
But before you can create a product that people want to buy, it helps to first define who the ‘people’ are. Are you with me?
And since it is you who gets to define who you want to sell to, shouldn’t you take advantage of that opportunity by defining the most highly qualified target market possible? Don’t you want customers who have the desire, ability, and need/want to buy the kind of product you want to create?
Again, it only makes sense. Choose as your customers the people most likely to purchase the kind of products you can create, and then create the exact products they want.
If you do that, create a product people already want, a product that has little competition and has a crowd standing in line wanting to buy, you will succeed.
It’s that simple.
Here’s how to do go about it.
How To Find A Targeted Group Of People Just Ready To Hand You Money For The Right Product
To me the target customer for my new internet product will be someone that:
* Has an immediate desire to buy my product.
* Has the financial ability to pay the product’s asking price.
* Has a proven history of purchasing related products with a similar price to mine.
* Is easy to reach via joint venture partners, discussion forums and search engines.
* Has a desire to purchase additional related products aftewrwards.
When looking for a market that meets the above characteristics, I generally first look at my own buying patterns and product desires. The reason?
I am part of large target market of consumers who spend money on the internet, and am also part of several sub-niche markets. I spend my money on some clearly defined types of products (in many cases, software development tools, website development tools, professional lighting and professional audio equipment for the entertainment industry and property investment information – just to name a few).
Being part of those sub-niches means I have some knowledge of what people in those sub-niches experience, what problems they face, what products are available to them, how those customers find information, what discussion groups they visit, what magazines they read, and what price ranges they are used to seeing for products in those niches.
Being a part of these niches gives me ‘inside’ information on how people within these niches think, what ‘hot buttons get their attention – and this gives me (and you within your own niche) a tremendous advantage when thinking about the kinds of products people in those markets want to buy.
Think about the sub-niche markets you are involved in. These will probably include certain areas of technology, certain areas of product development, certain hobby activities, specific business skills, financial interests, and more.
Somewhere in your sub-niche interests is the perfect target market for your next product.
Further defining the niche
When looking for qualified target markets, I also like to look for sub-niches where:
* The customer will have an ‘urgent’ need or burning desire to purchase my product that supports this sub-niche.
* The customer will have previously invested a significant amount of money in a major product in this sub-niche.
* The customer can see an ongoing reward for purchasing products in this sub-niche.
* The customer will have a very limited selection of products supporting their needs this sub-niche.
* The customer will understand that paying for specialised information or a tailor made solution is usually a good investment.
By narrowing down your target markets even further to those that meet the criteria above, you can carve out a sub-niche where your chances of success will be greatest. You have limited time and resources available to you, why should you waste either by starting in the wrong way and developing a product first… or creating a product for the wrong market entirely…
As I have said before, I like to gamble when the odds are in my favour… not the bookies.
Sub-niches to avoid
When looking for a target market of customers, you would do well to avoid those with the following characteristics:
* The customer has little or disposable income
* The customer only has a temporary need for my product (one that will pass quickly)
* The customer has no history of buying products from a distance or on the internet.
* The customer has a numerous choice of products and suppliers who can solve their specific product requirements in their sub-niche.
* The customer is difficult to reach by internet or email.
* The customer has not shown previous commitment to the sub-niche by buying complimentary products.
* The customer is looking for a ‘cheap’ or free solution.
* The customers is in a sub-niche where piracy is accepted or even encouraged.
Finding your perfect sub niche of qualified customers
Generally speaking, the best sub niche of qualified customers will be one with which you are already involved, or want to be. It will be one where there is a continual demand for a series of information or software products with a central focus. It will be one where immediately after you develop the first product for the sub niche, your customers will ask you for another.
While finding the perfect sub niche of qualified customers can take some time, it is almost always time well spent. And certainly it makes sense to start out by targeting customers ready, willing, and able to buy a specific product than it does to start without having any idea who might want the next product you create.
Next article in this Project Diary series – I will be taking a look into coming up with the right pricing model for your products and overall income strategy.

The biggest lesson I have learned about marketing on the Internet is this – You need to price your products in the currency that the majority of your target market will be happy to pay you in. If you don’t do this you won’t make many (or any) sales.
Don’t agree? Okay then imagine this:
Would you happily agree to pay 74,762,650.00 Turkish Liras on your credit card to download some software from a Turkish webmaster… without checking what the conversion in Pounds Sterling was first?
No I thought not… by the way it’s only about £28.00 / $50.00 (at time of writing.)
Although the Internet has made the world a much smaller place and has given us the ability to chat and trade globally like never before; most American Internet users are still not used to purchasing from companies that are located outside the USA.
In fact you may even be fooled into believing that they still think British people still go round wearing bowler hats and driving Austin Mini’s.

In contrast Brits understand that it’s okay to buy in US dollars and have done so for some years now. I don’t know about you, but when I get my credit card statement through each month and look at some of the Internet purchases I have made, I’m actually pleasantly surprised at how little the items cost in sterling compared to how much I originally thought they’d be when I first saw the dollar price.
Since my new product will be aimed at a world-wide marketplace, I am going to be using the primary currency of the Internet – US Dollar. Of course it goes without saying that if I was targeting my marketing towards a niche UK audience, I would of course have chosen to use £ Sterling.
Let’s Take a Look at the Steps Ahead
Over the coming weeks each of the steps listed below will be covered in more depth, either on or following the days I spend working on this new project. For now though let’s take a brief look at the ‘product development template’ I am about to follow:
Step 1. Defining A Target Market – Working Out Who Your Customers Are Going To Be
It’s a good idea to work out who your customers are going to be before you choose a product. – The is the biggest mistake new product developers make: Coming up with a product before they find a market.
The danger is that no one will want the product you have just spent the last 2 months creating, worse still, there might be no one interested in the book you have just spent 2 years writing! No amount of money thrown at marketing will change this – you’ll just end up out of pocket.
When you have found your target market, you’ll probably want to narrow it down some more, until you find some customers with the following characteristics:
* They have purchased products online in the price range you are contemplating.
* They are easy to contact via possible joint venture partners and discussion forums.
* They have a history of buying numerous products within their interest area (multi-buyers).
In another article, I will discuss how to find this type of customer group on the Internet.
Step 2. Come Up With A Product These People Are Going To Want To Buy
After you have defined your target market, start learning their purchasing patterns and buying habits. Try to discover the problems that they are facing and start thinking how you could solve these. A great idea is to search www.google.com for discussion forums where you think these kind of people ‘hang out’ on the Internet.
Look down the threads of the forum for questions like:
“does anyone know how to…” and  ”I am having trouble with …”
To clearly understand the problems these people are experiencing, try to get involved in forum discussions and visit the same websites they visit. This will help you to feel the same joys and frustrations they feel, which in turn will give you the insight you need to come up with the kind of products these people will want to buy.
In my opinion the best products are still ‘information products’ and ‘light software tools’ This is still what my entire business is based around.
Step 3. Work Out A Suitable Price.
Before you work out too many of the finer details of your product, it’s probably a good idea to come up with some idea of how much you are thinking of charging. You are going to want to make a profit out of this after all.
In most cases product developers set the prices of their products way too low. Thus creating a situation where making a loss is pretty much guaranteed.
In a recent article, I talked about ‘how much a website visitor is worth to you’. If you read that article you’ll already know that setting your prices much below $50 would mean disaster, especially if you also had to pay for the duplication and shipping of a tangible product.
Again the biggest mistake is pricing items too cheap!
Step 4. Define & Develop A Product – Solve A Problem!
Once you have done your homework the real fun begins! To substantially increase your chance of success with your new projects, you’ll want to create, (or pay someone else to create) a unique product exclusively for you. Ideally it should solve one or more of the problems that you know your target market is currently experiencing.
As you can imagine, being the only person selling a “one-of-a-kind” product means that you have no immediate competition. And therefore will have more customers buying directly from you. This of course allows you to build a larger customer list, to whom you will be able to offer more products in the future (along similar lines of course).
Depending on the product defined it may be possible for you to create the product yourself. For example Books, eBooks, CD ROMs, Audio CDs can all be produced in house within a relatively short time span. In other situations where the product is more detailed or perhaps software based, it may be worthwhile paying someone else to develop the product for you.
You will be surprised at how quickly a ghost writer can produce a new book, or just how many days it “really” takes a programmer to create a software application.
Step 5. Choose A Suitable Name – Set Up A Website – Start Effective, Low Cost Marketing.
If you have carried out the research in steps one and two correctly, you’ll want to start concentrating on the presentation and marketing for your new product as follows.
* Choose a name for your new product. (and perhaps consider registering the trademark) The name you choose for your new product can have a huge impact on your sales so think carefully. The right name can help sales soar, while the wrong name can ruin a product before it is released. We’ll cover this in another article.
* Register a domain name; create a google.com optimised web page for demonstrating and showcasing your product complete with online demo’s, trial downloads, frequently asked questions, screenshots. Etc.
* Post in the discussion forums (where you researched and defined the product that there is now a solution available for the problem).
* List the product on eBay auction sites. Most product developers do not realise how important this can be. Here are two reasons for starters. Firstly eBay listing pages regularly turn up in Google’s search results because www.google.com crawls eBay just like any other web site.  Two: Millions of people searching eBay everyday would also find your product listing.
* List the product at www.Amazon.com If the product is a Video, DVD, or book, get it listed on Amazon. This is not as hard as you may expect and can only add to the public exposure your new product craves.
* Use Press Releases. Take a trip over to www.prweb.com and submit news worthy press releases for your new product. Prweb can submit your press release to thousands of press contacts around the globe.
* Set up a free affiliate program, and bid on www.overture.com and www.google.com  AdWords for paid traffic.
Step 6 Deliver Quality So You Can Build In Big Back End Profits
The secret to earning big profits and gaining numerous testimonials, reviews and life long customers from this business is to deliver a product that meets or exceeds your customer’s expectations. Always try to go the extra distance and over-deliver.
Never try to con or trick your customers. You will regret pulling the wool over their eyes when you realise a con comes back to haunt you more than twice over. Also at some point you will be asked for a refund. When this happens to you, make sure you provide the refund promptly.
It’s far better to have satisfied customers who think you sell fair products at a fair price and who recommend you to others (via discussion groups and product reviews), than to have dissatisfied customers doing their best to ensure that no one ever does business with you again.
Also bear this in mind. I read in a recent newspaper article that dissatisfied customers are likely to tell ten times more people how upset they are, then a happy customer is likely to tell people how good his experience was.
We will look at these steps in more detail over the next few weeks, and I will give you specific examples throughout. You will be amazed at how quickly a project can be rolled out.