Who wants to learn Italian?

By Les Popham


March 25, 2021

Let me tell you a little story:

A couple are planning next year’s summer holiday. They pick a two week trip to Italy.

[Yes, I know what you’re thinking, but bear with me. It gets interesting, I promise.]

Hubby says “We have 12 months before we go, so let’s learn the language. It would be cool to be able to speak to the locals in their own tongue. It can’t be too difficult!”

The wife agrees, saying “Good idea!”

So they go online, find a course that teaches Italian, and hit the Buy Now button. A few days later, a CD-ROM arrives in the mail. (It might be a download link these days, but you get the picture.)

Now, how many people who do this actually end up speaking enough Italian to get by while on holiday, do you think?

In marketing circles, it is well known that a 2% conversion rate is what you can expect, on average.

So, out of every 100 people who buy this particular course, only two actually get the benefit.

70% of those CDs never even get taken out of their wrappers. It seems like people have a subconscious perception that once they’ve paid their money and received the product, they should know how to speak Italian. Totally illogical, of course, but there it is.

A further 20% get opened, but the user never gets past Lesson 1.

Another 8 get part way through the course but don’t complete it.

Leaving just TWO people who actually end up with a decent grasp of the language.

Only two out of one hundred. Let that sink in.

There are a number of lessons to be learnt here.

First, notice that even though only two really learned the language, all one hundred people ordered – and paid for – the course.

My point here is that if a customer buys from you, it’s up to them what they do thereafter. You have no control over their subsequent actions, and why should you worry; you have their money and they have the product they wanted.

Second, consider the parallels with courses you may have bought yourself, for whatever reason – have you taken the action required to get the full value out of them?

I’ll bet you haven’t, just like me!

Third and last lesson is one I have had to learn, the hard way, over the years –


Choose one of my courses that solves a problem for you, study the course, and


Sorry to say it, but if you don’t take that action you are wasting your money. Money that would have given you an advantage.

Believe me, I’ve been there!

Until next week, my friends, my very best to you and yours. Stay safe for just a little longer!

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