Think back to that time — or, for most of us, those times — when you’re left wondering whatever possessed you to do what you did.
Odds are you were warned against it, but your defenses were betrayed by your impulsive desire.
Don’t think you’re now immune to the condition, either. Try to deny this:
Temptation is always there.
It’s a scenario — deviating from your original plan — that can apply to a number of situations.
To an e-commerce entrepreneur, this is the siren song of Shiny Object Syndrome.
Purveyors of shiny objects know and employ all the tried-&-true marketing techniques to make their deal attractive such as:
- Claiming it’s a passive cash machine requiring little effort.
- Posting testimonials that may as well be anonymous, and
- Displaying false scarcity as to when the offer expires.
The irony, of course, is those can be legitimate elements if used responsibly rather than deceptively. Desire overriding logic is one reason why even experienced marketers can get carelessly drawn into those deals.
Even more ironic for e-commerce entrepreneurs are the perfectly legitimate offers that have little or no relevance to their current business.
Our mantra for achieving the Dot Com lifestyle is as simple as it gets:
- Create a plan, something that you’ll enjoy doing;
- Find a mentor, someone who’s successful and interests you; and
- Automate as much of your daily business tasks as possible.
Avoiding Shiny Object Syndrome comes down to keeping the commitment you made to yourself that you’re going to succeed.
Advice abounds as to how to combat shiny objects, and most of it is well-taken.
However, it’s also useful to have a process in place for those times when the temptation can still be tough to resist, like the moment when that promotional e-mail hits your inbox and piques your interest.
Virtually all e-commerce entrepreneurs are creative people, so it’s only natural that an offer or two will receive consideration.
When it happens, by all means, satisfy your curiosity and have a routine for doing it.
1. Stretch out your investigation.
This is important. You’re giving logic a shot at competing fairly with emotion.
If there’s a scarcity timer for the offer on the sales page, ignore it. Very few marketers actually mean what they say in this regard, and frankly, that creates a credibility issue.
In essence, they’re trying to usurp your decision-making process. Is that really someone to whom you want to give your trust and your business?
Those who do mean what they say may take their product off the market when the offer timer hits zero, but they’ll often keep it available for purchase through other affiliates on the likes of JVZoo, Warrior, Zaxxa, et al.
2. If there’s a demo video, scrutinize it.
Virtually all products carry the claim that anyone can do it. However, virtually every product requires some sort of setup, so it’s worth checking out how long your learning curve will be in order to include yourself in that statement.
Ideally, check to see if a button exists where you can contact a human — as opposed to a chatbot connected to an FAQ section — to answer any questions you might have. Just respect their time; compile all your initial queries first.
3. Check a review site to scout the sales funnel.
It’s not a shock that most review sites are run by affiliates who promote the products they’re reviewing, so it’s rare that they’ll give anything other than glowing comments.
For your purposes, though, that doesn’t matter.
You’re seeking links to the product’s one-time offers (OTOs) so you can determine:
- What the entire product package looks like,
- What ancillary benefits — like resale rights — are available, and
- What the total cost of the product package would be.
Most of those sites are cut-&-paste jobs of the product sales page, so quickly scroll down all that to see if there are OTO links and descriptions.
Just do a search for the product name and add review oto. A veritable plethora of sites will pop up. Choose one and look for something like like this:
Click on the blue square+arrow icons to view each OTO sales page along with its price. (Some sites will include each price in this section.)
4. Compare the product’s features to your purchase inventory.
If you haven’t made a catalog of software and info products you’ve already purchased, it’d be a good idea to do so now, both for the sake of efficient administration and a stark reminder of what you’ve spent on products to date.
Hopefully, it won’t be that bad.
In any event, a thorough review of your inventory may reveal a product or two that performs the same or similar functions as the product under consideration. It might even be that some combination of those items can do the job.
It’s not really a surprise that such revelations occur more often than one would expect. After all, task automation is part of the plan, so product developers do a brisk business, and it’s not unusual for aggressive e-commerce entrepreneurs to get ahead of themselves every now and then.
Finally, shiny objects come and go. If you’re driven to achieve the Dot Com lifestyle, you won’t.
Never lose sight of the fact that it’s not any particular tool or product that will make success happen. It’s down to you.
In the cold light of harsh reality, here’s what a constant attraction to shiny objects is telling you:
Take another look at our mantra. It states to have a plan. Not a Plan A and Plan B. There is no Plan B.
If your consideration process shows a product or service doesn’t fit with the thrust of your plan, forget about it.