"Thank you so much. Please send your orders right away."

I smiled as I read Stuart's "do it or die" message.

I believe his "tough nuts" stance is way of future. It's either that or be run over by subscribers who forgot they subscribed or are just having a bad day and want to take it out on someone: You.

I heard same sentiment when one sales genius and author told me he has a list of 40,000 names. When I asked him if he gets many flames, he said no. When I probed for more details, he said, "I'm giving these people free advice and bargain-basement offers. If they don't like it, *I'LL* un-subscribe them."

And I know another list owner who said, "I make it clear: If people don't like what I send them, I WANT them off my list. And if they complain, I'll TAKE them off my list."

It sounds like a recipe for creating a small list.

But more I think about it, more I like it. You may end up with a small list, but list will be valuable. Every person on it will be gold. After all, size really doesn't matter.

I'm on Stuart Wilde's list, and I intend to stay on it. If that means buying one of his books, so be it. I'll buy. (And I did.)

Sometimes we sellers and list owners have to be tough. Don't let customers push you around. If they complain and bicker and it seems unjustified, delete them. You don't need them.

The ones who stay will help make you rich.

Just ask Stuart Wilde.

The thing I see too many beginners get trapped into is creating a great ebook on a topic they know a lot about. They check to see what similar ebooks sell for and choose $19.95 or $29.95 as price. Then they settle back and watch sales roll in. These sales may be a slow but steady trickle, which satisfies many people. It's thrilling to do work once and generate a continuous income stream from it. It's somewhat intoxicating. However, writer also becomes infected with twenty dollar ebook syndrome and never tries to create anything higher priced. He reasons that his market has shown him that they want, and will buy, twenty dollar products. He's afraid to risk offering them something more expensive.

How do I know lots of authors get infected with this ailment? I talk to and email them every day. When I suggest to them that they need to create a $97 product or a $297 product, they tell me that their customers can't afford these products. I have news for them! Their customers are buying these products. They are just buying them from your competition. They tell me their customers won't spend a thousand dollars for a seminar seat. I have news for them, their customers are spending two thousand dollars for a seminar seat, they are just buying from competition. Your competitors are earning $500 commissions ... I do regularly.

The purpose of this article today is to prevent you from falling victim to this "syndrome." Consider this. If you sell one $297 audio product and make $200 or more profit, you've just earned more than if you had sold ten $20 products and made 95% profit. And you've only had to deal with 1/10th potential customer service issues. And you've only had to process one transaction. And believe, it or not, that sale was probably just as easy ... maybe easier.... than $20 sale.

One other insight I'll share with you - people who buy higher ticket items seem less prone to complain or request refunds. They are people of action, so they buy product, use it, and get results they sought. Many who buy twenty dollar products are looking for some magic solution or all-encompassing answer for only twenty dollars, and that doesn't exist. Part of that expectation is admittedly due to hype used to sell $20 products. We condition our prospects to expect something for nothing... and in process sabotage our success.

So your job for next few days is to plan out how you are going to convert your twenty dollar product or idea into something much bigger. No excuses, just do it :-)