The Value of Information

From time to time I get emails from people who, for whatever reason, are skeptical of buying the guide. That doesn’t bother me because I expect that. What does bother me is when people ask for free information in order to “be convinced.”

I get a lot of comments. They come from all kinds of people. People just starting out, people coming up, people who claim to be successful. But there is one common thread:

$30 is a lot to pay for information.


I have books that I paid $50 to $100 for. I have consultants that I pay anywhere from $85 to $150 an hour (or more). The average cost of a trade directory is well over $100. I know because I just bought one for $150. It gives me industry contacts (in a different but related industry). It’s the consumer oriented information that is free or cheap, but not the business information.

Anyhow, the point I am trying to make is that I have to pay if I want to know. I, personally, am beyond the point of wanting basic “how do I” business information. Sure there are plenty of organizations that dispense free business advice, but much of that is general, basic, business 101 information. When you get to the point of needing very specific information, you find that it comes at a cost of some sort.

The person who thinks $30 is too much to pay for information is the person who doesn’t know the value of information and I don’t respect that. I have colleagues that feel I should charge more. I really don’t because I try to balance that with the hordes of stay at home mothers looking for supplemental income, people who actually don’t have the money to spend.

But you guys, and you mostly end up being men, who spend all this money and make all this money but think $30 is too much for a guide just kill me. I don’t respect you. I don’t respect you because you don’t respect me. I most of you are playing games because you just want to see what you can get.

Anyhow, there is a lesson to be learned here. As you progress in business and become more knowledgeable, the information you seek will be more specialized. Because it is more specialized, it will cost a lot more to get it. Think about that. A public school primary education is free, but a college education (for most people) costs a lot of money. Specialized information. General legal information can often be found free, but specialized information costs more. You see how it goes.