My readers often complain to me that the gurus they follow are aloof and inaccessible.

You often can’t reach them by phone, and either you get a ‘no’ reply to your e-mail or an automated reply from an
auto-responder.

My readers say this is rude and it angers them.

After all, they bought the guru’s book or course…or might someday soon.

Doesn’t this entitle the customer to some personal time and customized advice from the guru himself?

Well, yes and no.

I personally answer my own phone and reply to my own e-mail messages.

But I don’t think other authors and info-marketers are obliged to do so (though I think they should).

When you buy a Stephen King novel, you understand that he is not obligated to discuss the plot with you – and most likely will not do so.

In the same way, when you buy a business book for $20, you are purchasing the contents—and nothing beyond that.

The author may also consult and speak, but he charges thousands of dollars for those services and just buying his book doesn’t entitle you to them, right?

One famous copywriting guru complained to me that some of his readers have the unmitigated gall to call him up, ask for free advice, and then grumble when they don’t get it.

“Do they not realize my paying clients get first dibs on my time?” he asked me.

I do. It makes sense to me. And I hope to you too. But still, I desire to help my readers as much as I can while still having time for a life.

So how do I respond to queries and complaints, both phone and e-mail, without becoming overwhelmed—and unable to get my work done?

For e-mail queries and complaints, about 90% are routine (e.g. did not receive a product they ordered on my website, can’t open the PDF of an e-book, need help becoming an affiliate, etc.).

These I pass on to my assistant, because she can handle them better than I can.

About 10% require a more thoughtful answer. These I answer myself—either via e-mail or sometimes a brief phone call.

Tip: when a customer has a problem or complaint they register via e-mail, calling them on the phone and helping them one-on-one converts them from complainers into rabid fans.

They are shocked that you actually took the time to call—and care enough to resolve their problem personally.

Of course, I can’t talk to everyone all the time: I have copy to write for my clients.

So I use caller ID to screen my inbound phone calls.

After the call, I listen to the voice mail.

If it’s routine, I pass the request or complaint on to my assistant for handling.

If it’s a situation where my personal attention would add value or create satisfaction, I will call back and help them.

However, as an information marketer, you want to avoid the trap of allowing people you don’t know to pump you endlessly for free consulting over the phone.

Speaker Patricia Fripp has a great technique for handling these brain-pickers which I use.

When someone who is not a client wants to ask me questions, I say: “My time normally sells for $500 an hour. I will give you 5 minutes—starting now.”

This script makes the caller understand that your time is limited…and that by talking with them without charge, you are doing them a favor and giving them something of value.

5 minutes may not seem like much. But at $500 an hour, 5 minutes of my time is worth almost $42. That’s a generous gift to give a total stranger.

The time limit also forces callers to get to the point, not waste your time with long explanations, and listen to what you tell them without debate or argument.

Here’s another way you, as an expert, can save time answering questions from readers…

Produce content—an FAQ page on your website, a blog, a newsletter, a special report, an information product—on the topics you are asked about most often.

Then, when people ask you for advice on Topic X, give them the URL of the website where they can either read your content for free…or purchase your information product on Topic X.

Am I clear on how to handle inquiries from clients, customers, prospects, readers, and fans?

If not, I expect you’ll call or e-mail me for clarification—and I welcome hearing from you.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

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