Why don’t people use the internet marketing products they buy?

In an earlier post I talked about Frank Kern’s two commandments for online business success, and the first one was “Thou shalt not f*** around”. This commandment referred to people (like me) who buy internet marketing products, one after the other, and never actually do anything with them.

I found a video on YouTube where Frank and John Reese, another internet marketing guru, go to see Tony Robbins to talk about why very few people who buy internet marketing products ever use them.

Over 70% of internet marketing products are never used

There are a few versions of this video on YouTube, and unfortunately the version embedded here skips some important introductory information, which is replaced at the beginning by Tony’s introduction to the video. I used this version because it comes from Tony Robbins’ YouTube channel and doesn’t have any annoying callouts.

The bit that’s missing has a short discussion between Frank and John about a survey that showed more than 70% of internet marketing products are never used by the people who buy them. It’s this statistic that causes Frank and John to go and visit Tony to try to find out why that might be.

Upward or downward spiral?

The video contains some fascinating insights into how Frank and John got started in internet marketing, and how they got to where they are now. During the discussion Tony Robbins talks about how your beliefs can limit you or enable you to go forward and be successful in business.

The really fascinating part of the video is where Tony Robbins uses a model from his first book, “Unlimited Power”, to demonstrate the thought processes that can lead people to use internet marketing products that they buy, or not use them. This can be found at 14 mins 30 seconds into the video.

The model from Tony’s book is outlined in the diagram below, with the four squares representing someone’s potential for action and success, the action they take (or don’t take), the results they achieve from the action they take, and their beliefs that come from the results achieved.

Tony Robbins diagram

These beliefs arising from the results then affect the person’s potential going forward, so it’s a process of reinforcement that feeds on itself in a positive (enabling) or negative (inhibiting) way. That is, you can go into an upward or a downward spiral depending on how you act.

Belief in the products will lead to action

When applied specifically to internet marketing products, you need to start with the belief that the process outlined for the product will work, and you will be successful if you follow it properly.

So, you have the potential to follow the instructions and take all the action you need to take. This massive action will produce positive results that will enable you to believe that the action was worthwhile.

Continuing to act until good results have been achieved is an important part of the process, and this is where belief is very important. If you don’t believe, you won’t continue to do the things you need to do.

Good quality internet marketing products can help with this process, since they are usually based on the results someone else has achieved. This means that if you do what they did you should achieve the same, or similar, results.

However, if you start off thinking that “this probably won’t work, but I’ll give it a try”, you are doomed to failure. You won’t use enough of your potential to take enough action for long enough to get the results you are looking for.

Reinforcement of unhelpful beliefs

This will then reinforce your initial belief that it wouldn’t work, so you will use even less of your potential in future. You will probably give up on that product and buy another one, so you can repeat the same unsuccessful process.

After a while you won’t even take any action, you will just buy product after product and maybe not even read through them at all. I know I’ve been there and done that.

So the time has come to stick with a plan and not get distracted. The video I’m talking about here demonstrates the importance of having mentors (which I’ve found) to help keep you on track, and continuing to take massive action until the desired results are achieved. So let’s see how it goes.

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  1. That video infact this post has added to my motivation for what I do daily online and I just want to say thanks for posting this.It is really valuable

  2. Hi Keiran…Tony Robbins is one of my favorites for motivation! I have seen this video before but it is a great reminder to me…I have been known to get those shiny objects and never use them! Great post!

  3. Hello Keiran,

    This was a great article. Not to long along while doing some research I came across the same video. Of course I stopped my research and listened in. It was very inspiring.

    I like your title because it’s true. I mean, even I have purchased some products that I never used. Saying to myself, I will get to it, but never do. With that said, I will go to a product I purchased last weekend and check it out.

    Thanks for the kick in the butt Keiran.


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