This is not verbatim, but I captured the essence of what the guy had to say:
The perfect situation is where your advertising is good, your product is good – and the customer never uses it.
And because they like you, because they think you’re a nice and trustworthy person, the next time you sell something they buy it – and never use it.
And so on.
No one is harmed.
Everyone gets what they want.
In this case the customer gets diversion, entertainment and escapism – because that’s what most information products are.
And the publisher gets paid.
Now you don’t go into every day thinking about customers who don’t use your goods.
But people are busy.
I just opened up some bonuses from a product I bought 2 years ago. So we all do it.
In my case I have no feelings one way or another for the publisher. If he has something good in the future I might buy it.
My lag time has nothing to do with him.
And I personally have some products that are still being bought or used nearly 10 years after releasing them.
So the message here is two-fold.
Make sure your messaging is good and the product is consistent with what you promise.
People are busy. They get around to buying or using your product when they get around to it.
So play the long game!