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Product Delivery Game Change to Marketing by MP3 Player

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There is a quiet revolution happening with product delivery on The Internet. Web marketers doing their product creation have realized that the perceived value of a digital product is everything, so they are turning to packaging alternatives, to create mystique and increased attraction. Will these clever marketing tricks work?

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No longer is a simple digital download able to hold the curiosity and offer the intrigue that it did back in 1998. This fact was hit home to the writer by marketers advising students to offer a CD hard copy of any downloadable digital product, purely to increase the product’s perceived value. Educators maintained that something tangible, held in the hand, just feels ‘worth more.’

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Then the game changed irreversibly when the largest supplier of software for the PC brought out the Office suite on a flash drive — effectively giving away the gift of a piece of hardware, and yes, increasing the perceived value of that computer software product. A radical change indeed! Was that a stroke of genius?

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If that was the intelligent move of the 21st Century, wait for the next development! Just last month the Boise, Idaho based marketer Russell Brunson tried a rather risky experiment. He imported 10,000 MP3 players from Hong Kong, then had them pre-loaded with his latest online business training course, mysteriously known as Micro Continuity. This is a business plan or model where you give away free items before you attract a prospect into a membership area with recurring billing, so as to create a flow of residual income.

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The risky experiment turned into an overwhelming success for Mr Brunson. His new method of product delivery by mp3 player worked so well that he had to phone up Hong Kong for a repeat order of the hardware item. Note also that he was paying his joint venture partners a generous $ 27 for each hardware item given and delivered, bearing his audio mp3 training files. The profitability of all of this depended on the customer uptake and subscription to the ongoing training inside the member site.

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So what is the marketing lesson to take away from this? Is it simply the more value you give, the more you will receive? Clearly, perceived value is King and the act of giving generously up-front is Queen. Together these marketing principles will work massively for anyone considering better ways of product creation. Especially if the ultimate goal is to generate an endless residual income.

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Geoff Dodd is a New Zealander with a background in psychology, now living in Western Australia. He has had extensive Internet experience since 1996 and is a webmaster operating 34 web sites.

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