I frequently get similar questions from viewers and subscribers all over the world.

They often ask me "Jim, what do you think of So-and-So's product?" or "How does So-and-So's product compare to your product?" or "Should I buy So-and-So's product?"

Typically these questions are about physical products, software or information products.

People ask for my opinion not only because I write a newspaper column, but also because I've produced and sold tens-of-thousands of products to people all around the world for the past nine years.

Bottom line: people want a clear, concise "yardstick" against which to measure any online purchase so they never feel ripped off.

Let me say right up front that I believe 100% in free-market competition and that having multiple products and perspectives on the same topic ultimately improves any marketplace for everyone.

I thank the Firefox browser and Linux operating system for getting Microsoft off its gigantic backside and addressing some serious issues.

But, with so many new products coming to market online, everyone must operate with a simple, effective criteria for evaluating any offer, especially in the business arena.

Let me offer you the exact same 2-part benchmark I use to evaluate any business offering that crosses my desktop.

This will help you avoid getting caught up in the "hysteria" of the moment and buying on impulse, rather than on careful thought.

Part #1 - I ask myself this question: Do I really need this in my business or is this just something "new" for the sake of something new?

If I realize that I'm just getting sucked into the "try something new" mentality, I put the purchase on hold for 48 hours to "cool off."

If I honestly decide I need the product, then I move on to part 2.

Par #2 - I ask myself this question: Has the person selling me this software, product or course actually DONE (more than once) what they are selling me "how to" do - and can they prove it?

If someone sells a piece of software, I want to know how much time it saved, how much money it saved, how much effort it helped avoid, and how much money was made as a result of using it - and I want proof!

Let me simply repeat the mantra of the classic Wendy's commercial from the 1980's: "Where's the beef?"

If someone tries to sell you a piece of software that claims to get 10,000 visitors to your site, ask to see screen shots of their server logs and sales in their merchant account.

If someone tries to sell you a course on creating website video, ask how many money-making videos they've put online over the years (ask for specific URLs) and run like heck if their personal website doesn't have the first video on it (or if they just put one up this week)!

You'll never go wrong if, before you buy anything online, you demand concrete, demonstrable proof that lives up to the claims made by the person or company selling it.

In the immortal words of Ronald Reagan, "Trust but verify!"

Copyright 2006 Jim Edwards