Modern technology’s rapid evolution and changes also affect us, Internet Marketers. Daily, new products to improve our Internet marketing experience, to outsmart the competition, to become more effective, to better our websites and blogs, pop up and lure us at every step until many of us become addicted to these offers and develop an affliction referred to as the Shiny Object Syndrome. Here, I offer you the cure.
Internet marketers are a pretty smart but a rather ruthless bunch who will try to lure you to look at their offers by any means they can. The successful IMers are very clever with their words of persuasion.
The videos and the sales pages are awesome these days, truly professional. If you are like most bloggers or internet marketers who want to make money online, before you’ll know it you will get hooked by the sales page promises.
Purchasing a product that is worthwhile, is not a problem and it needs to be done from time to time. The problem is when it gets out of hand and Shiny Object Syndrome takes a hold of you.
What Is Shiny Object Syndrome
It is a state of a complete unreasonableness on your part. You fall for new buzzwords, new trends, new better and faster ways of making money online and so on. You get to the point where every time you see a promising promotion, you feel you have to buy it. Many of the products you buy get never even looked at and are forgotten somewhere on your cyber shelf. You hardly ever follow up with purchase related action.
There are 2 variations of the Shiny Object Syndrome
1. Purchases from a single internet marketer
I have to confess that this actually happened to me. Without naming names, tan extremely clever and now very wealthy marketer has developed and promotes products continuously. Some of them are pretty good, and his webinars are very well prepared and informative. His “bonuses” are outstanding. But let me start from the beginning…
Before this marketer became a product pusher, he created an amazing a product, a course on niche marketing which I bought. I was very impressed and extremely happy with what I learned. To this day I use the information. Because this man was so good and the course was so full of very valuable information, I started to follow him, as did thousands of others like me.
But then things changed. As he got wealthier, he hired a team of developers and he began to spew products left and right. And as time went by, his products became more and more expensive.
In time what became interesting (and not immediately obvious to me at the time) was that as soon as he “hooked” people he came up with another product that promised to work even better. The product(s) might have been his or may have belonged to another marketer.
Because of my initial experience with his course, he hooked me tight and I suffered a major case of Shiny Object Syndrome specific for this marketer. I bought many products from him. Some of the products that I bought I only purchased because of the amazing bonuses he offered. Some I put to use, but some I did not even have time to implement yet.
I remember one day he came up with quite an expensive and a fairly complicated software (he did not spare money and time on R & D) and many people bought into it, including myself. It was supposed to be the complete solution to IM and blogging, authority, traffic and so on. It was not a get rich quick scheme product. The software definitely had (and has ) merits.
However, a few days later, he promoted another software product that also “represented” the end all and be all for all our marketing problems. In his blind greediness, he did not even give us a chance to get acquainted with his newest, expensive and complicated product he sold us a few days prior!
And that’s when it hit me… This is crazy and it has to stop… The greed overtook all his senses… I suddenly realized that it was no longer about us, his followers, but about the money in his rapidly growing accounts…
I have not bought a product from this man since then. I still receive emails from him in case there are updates about the products I already have. So I am able to follow what he does. And nothing has changed…
I would like to share with you an excerpt of a recent comment left by one of his customers on a video sales page of yet another of the “best of the best” products he is promoting:
I need to make your other products work before buying yet another one. My goal for 2015 is to stop the Shiny Object syndrome and make money with products already purchased! Any emails that do not support using them to make money and actually bringing in some money for me will be cut off.
I have unsubscribed from all of my lists except the ones that support their programs I already purchased. And when I keep getting offers for new products constantly, I unsubscribe since that shows greed over conscious product creation, IMHO. So far I have helped many internet marketers get rich at my expense. And it is time to stop!
This product you are promoting seems like the latest cycle from some “guru mastermind group” to scrape money from us poor “Norma Jeans” and I for one am disappointed in you. I purchased (your product) because I believed in your integrity and am having a hard time getting it to do what you promised, this yet another product push leads me to wonder… sorry, just 2015 IS the year I earn money without buying any more s**t.
I could not say it better than the commenter did!
I am not blaming the marketer. He is doing what marketers do best. Making money. But in retrospect, I shudder when I think of my own stupidity for falling into his trap.
2. Random purchases
This next type of Shiny Object Syndrome is likely even worse than the one I suffered from. This is the case where people get completely crazy when it come to purchasing products. It is nothing short of addiction. Plain and simple.
The afflicted person, loves the fun, the excitement and the unexpected of a new IM and money making products that come on the market.
These people are like mad groupies hanging around the forums, particularly the Warrior Special Forum (WSO) where the new products are offered at a greatly reduced price. If you would ever check some of these forums on regular basis you would come to recognize the names of the sickest Shiny Object Syndrome sufferers.
Although some of the products that are pushed on WSO are quite good, much of it is crap. Often these products represent a cheap way of accumulating subscribers to one’s list.
I still receive WSO alerts for certain keywords, meaning products that are offered in my area of interest, to keep in touch with what’s new in the market. In the last 4 months of 2014 I received many WSO alerts about products from one marketer. Each product was different. At the end of the 4 months I got so tired of seeing the marketer’s name that I unsubscribed from that particular alert.
But before I did that, out of curiosity, I went through my inbox to see how many new product alerts did I get from this single marketer. The average was about 1 per 10 days. Can you imagine what garbage that marketer produced when he spitted out products at about every 10 days?
And do you know why he did that? Because for every product he spewed out there were hundreds of sick wannabe, “wanna get rich quick scheme” marketers who bought his products.
Many of the syndrome sufferers don’t even open the products they purchase. They are like shopaholics, who shop and shop, store their price tagged purchases in their closets and never even take some of the purchases out of the closet to enjoy. They sometimes don’t even know what they bought.
The problem is that in this ever changing world it is very easy to become addicted to the shiny, new, problem solving promising products. It is especially easy when you trust someone, like I did, or if you become a part of a mass environment, like the WSO forum, where you get swayed to buy by the rest of the people’s reactions.
How To Overcome The Shiny Object Syndrome Affliction
There are few steps you need to take to overcome this addiction
- Almost like with any addition you have to quit “cold turkey”.
- You have to sit down, think about your goals you want to achieve and the problems you want to solve.
- You have to accept that you do not have to be an expert in every facet of online marketing. Concentrate only on a few key areas and excel in those. For example, we have Instagram, Facebook, Pinterest, Google+, and so many more social media that are essential for IM. Stick with one and do it well!
- Do not use new tools just to use new tools. For example, just because a new social media site comes out it does not mean that you have to jump on it right away. It may not even be appropriate for your target niche.
- Make sure everything is in place for success before you start adding anything new and start shuffling things around in your business plan.
- Don’t add anything new to your plan unless your current plan is already succeeding. Adding something new without understanding why your current one is failing will likely still result in failure.
- Don’t waste time on items that will not directly help grow your online business.
- Always remember, that although a product may seem really important for your needs at the moment, if you don’t give in, you may get it later or when another similar product will hit the market in the future (and they will).
- Ruthlessly unsubscribe from product pushers.
New bloggers or Internet marketers are the easiest prey for product pushers because they want to become successful and make money online in a hurry. Given some of the riches made online, newcomers know that is possible to get rich on the Internet, but they are not sure how to go about it. The “guru” stories are fascinating to them and they begin to follow a few. They scour Internet marketing forums for new information and before long, a vast majority of them succumb to the Shiny Object Syndrome.
Interestingly, a vast majority of newbies never even make it off the ground and fail miserably in the cyberspace cesspool. The fact that they keep buying new products stops them from focusing on their goals and within a short while they become scattered, overwhelmed and overspent. And they fail!
As a newbie, or someone who has not yet become successful, it is important for you to purchase a few products to help you get started. After all you are setting up an online business. Just like in an offline world, there are start-up costs for newly established businesses. But you need to have a goal and you only need to choose products that will help you achieve your goal.
Get a mentor if you lack a specific online knowledge. Choose your mentor carefully and follow his recommendations to a tee. You do not have to reinvent the wheel!
But always be on guard! Don’t allow anyone to convince you that you need something this very minute. Sleep on it, consider and reconsider it, before you finally decide to make a purchase. Stop making Internet marketers rich at your expense, especially when that expense is unnecessary!
Of course, you must use new techniques, technologies and strategies in your plans. After all the online world is ever evolving. Just ensure that the techniques, strategies and software you choose are directly related to achieving success in your overall marketing plan.
And by the way, I no longer suffer from the Shiny Object Syndrome. Now I am focused and my online business grows steadily. I work step by step toward my successes.
I do have a mentor now. One that never pushes unnecessary products for me to buy. Rather he offers a helping hand when I need it. He is not for everyone, but you may want to give him a try…
Now it’s your turn! Have you ever experienced the Shiny Object Syndrome? Share your thoughts in the comments below, I’d like to hear from you.