Information Marketing Association

Insider’s Look at “What I Do”

Thu, 17 May 2012 05:00:00 GMT

For 6 years, select information marketers have been “by-invitation-only” subscribers to Dan Kennedy’s Information Marketing Special Reports and Info-Marketing Letters. Now, for a limited time, Dan has opened his vault to make these available to you.

If you’d like to find out more about the archives, visit www.DKArchive.com. Here is an excerpt from Special Report #26 of the archives. I’m sure you’ll find it valuable and enlightening.

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I talked with tons of people at the SuperConference^SM and found many of them had curiosity, I think with purpose, into exactly what I do. They have a hard time getting a picture in their minds of how I spend my days or weeks. I am also increasingly aware that I do things other info-marketers do not. Putting all this together, I decided a look at a collection of these things might be of value to you. So I made notes over the past month, and here is the result …

FAN MAIL.

I read all my “white mail” (something I learned from Gary Halbert), and I respond personally to 90% of it. “White mail” means ALL mail other than orders. This can be complaints, customer service inquiries and such, and I used to randomly read that—now it is almost entirely going to the Glazer-Kennedy office and not mine, and is out of my reach or control (which is fine). However, I still get plenty of correspondence and faxes. Some of it poses business questions and asks for marketing advice. Some of it is foolish, like asking me where to buy a book I recommended. Much of it, probably three-fourths of things, copies of articles. Much of it is more personal; writing to me about alcoholism, other addiction, marital, financial, self-esteem problems or crisis, diabetes, or another disease. I get notes reminiscing about going to see harness races at the county fair with grandfathers; I get kids’ book reports on ‘Think and Grow Rich.’ I try to answer almost all of it. I am unfortunately not perfect at it, and people do go unacknowledged—but I try very hard not to let that happen. Sometimes a hand-scribbled note, sometimes a brief typed one, sometimes a lengthy response. I handle a constant and steady flow of all this, with surges typically occurring before and after events, when a new book comes out and is heavily promoted. It consumes hours every week. Many weeks, from 4 to 8 hours. I also still do critiques generated from coupons in books and products, although any from people living in areas where we have a local Chapter are re-directed to the local Independent Business Advisors—which has relieved me of a hefty workload that I could never seem to keep current with. Nearly a hundred info-marketers have me on their newsletter lists, too. I read them all; and try to jot notes back to everybody at least once or twice during the year.

Why do I do this? Shortly after the SuperConference^SM, I got a very lengthy, personal thank you note about the event and what being there had meant to this person, and he mentioned a year earlier my having responded to a note from him with a few hand-scrawled pieces of advice on the back of the envelope he sent it in—and how much he’d appreciated getting it, learned from the example, and made a point of doing it now with his clients. He may not have even remained a Member let alone ever attended a SuperConference^SM had I not sent that little note. This is not an isolated incident. My own admittedly unscientific and unprovable belief—from face to face conversations and correspondence—is that the overwhelming majority of our event attendees, ascending Members and best customers have had direct, personal “touch” by me. So I do it for business reasons, for profit. I also do it because I understand what it can mean to an individual, not to be ignored, to get recognition, a little appreciation, a little encouragement, let alone a bit of advice. I have been on the other end of that equation. I have been brushed off and ignored and know what that feels like. I have had somebody unexpectedly respond and take time and be helpful, and I know what that feels like. I figure, if a person takes their time to thank me, I should acknowledge it; if they think of me to clip and send an article or give me a book, I should thank them. If they bought a book of mine, even used, and take time to write to me, I should answer. Sinatra argued he owed fans nothing beyond his best performance on stage (although he was legendary for ‘secret’ generosity to countless individuals). I understand his point, but I don’t think I’m in his league, and I think the nature of what I do, although it includes performing, is different. Those two things combined make it my job, as well as a way of investing in the asset that supports me. But I also think of it as a responsibility. A responsibility of courtesy. Not an obligation, mind you; I am philosophically opposed to obligation. A responsibility I choose to accept. I could ignore much of this, dump much of it off on an assistant, and get away with it. I’m just not interested in getting away with it.

I have discovered that most info-marketers do not do this.Many have automated all such communication, so soulless email auto-responder communiqués or badly written responses from virtual assistants in Bangladesh go out. Others have a human assistant coldly dispensing with it. Many also do not get much of this kind of personal correspondence. In some cases, that makes sense, is in keeping with the nature of their businesses, and need sound no alarm. In other cases, it should be terrifying. One of the ways I “sense” how I’m doing, writing, speaking, communicating through all our media is this response. It is the equivalent of Peters’ MBWA—Management By Walking Around—for owners of retail stores, restaurants, practices or factories.

INFORMATION PROCESSING.

You can measure the information I process monthly by the ton.

I long ago conditioned myself to enjoy this—and to be fast. I enjoy spending an entire evening with boxes piled high of magazines, newsletters, catalogs, clippings sent by others, so-called junk mail, corporate annual reports, books, etc. This is often a weekly or bi-weekly event, totaling probably 8 to 10 hours a week. Most gets processed and discarded, like logs through a wood chipper. Out of it all, a relatively small number of pages are marked up, torn out, kept, marked to be copied and sent to different people, filed by subject matter, or acted on as warranted. I can speed skim and speed read so I can get through a lot—yet I never get to go through all I’d like to and would benefit from. Still, I probably go through a multiple of what most people do. This is an interesting behavioral divider, by the way … the highest paid and most successful CEOs, executives, entrepreneurs, copywriters I know are like me in this respect (or I am like them, as you prefer) … they plow through mountains of both focused and eclectic material daily or weekly. Most business owners are the opposite, process little, randomly. Most don’t even read the few trade journals of their own industry. I go through those from over 30 different industries. And most people do even less, all the way down to nothing.

Just as example, in the past week I read: the book CHARLATAN (outstanding!), two ancient books on ‘cold reading’ sent to me (a year ago) by Dave Dee, and a book Bill Harrison gave me about a political hitman; our trades—DM News, Target, e-Commerce; Forbes; Robb Report Luxury Real Estate, a couple days’ Wall Street Journals, one day’s newspapers from 3 cities; four newsletters I subscribe to and nine sent by info-marketers; a two month old issue of Rolling Stone from my get-around-to-it-stack; a huge box of “junk mail” accum’d over two weeks.

It is my belief that you have to process tons of information to get a few little gems every so often. I get more than I can act on, a problem, but preferable to the alternative: mental dullness. Or missing something.

Here’s an insight: I happen to prefer getting information to process that smart people have invested real money in producing, so I pretty much ignore the internet.Once per blue moon, I have things printed out for me. But I almost never bother looking at online sales letters—too great a risk of the having been casually slapped together. If I get a direct mail package from a smart direct marketer, in which tens to hundreds of thousands of dollars have been invested in preparation, printing and postage, I have greater confidence in learning something of certain value. An e-book is just too easy; a real book has somebody laboring over it, usually for months, editors involved, fact checking required by its publisher. An online e-zine treated as cheap, hasty media; a magazine, a high-priced print newsletter, invested in with time, care and money. So I make it my business to stimulate a huge influx of this invested-in material. (It is my observation and conviction that the less money it costs to put out a communication or solicitation, the less thought and time gets invested in preparing it. Human nature guarantees it.)

WRITE.

I write, a lot. For many years I very rigidly adhered to a regimen of writing for my own projects—books, articles, newsletters, accumulating bits and pieces and hunks without yet knowing where, when or how it might be used—for no less than the first hour to two hours every morning. These days I nearly adhere to it. Because I am willing to work less in toto, I now sometimes let other responsibilities steal that time. But not too often, or the discipline will, I know, deteriorate altogether. So I write. At the moment, I’m writing loose, unconnected hunks of material for five different intended books, newsletters for next month, blogs, new product in development for GKIC. This morning, for example, I started at 7 a.m., am quitting at 9 a.m., and wrote some material for the No B.S. INFO-Marketing Letter, some material for a book I’m working on, and some quick copy notes that stacked up in the subconscious overnight for a full-page ad I’m working on for a quasi-client, a start-up I have ownership in. Now I will close up that shop and turn my attention to a fairly high pile of what I lovingly call ‘assorted crap’—and really should re-name: correspondence, faxes, investment tasks, quarterly taxes to pay, scheduling snafus to figure out.

I suppose, on average, I write the equivalent of 20 to 30 book pages in each of these early morning sessions. About 7,000 to 8,000 a year … divided backwards, the equal of 30 to 35 books. In addition to that output, I put in another 8 to 16 hours a month just on the four main newsletters I write. Sometimes invest hours in new product, speech or seminar development. Separate from that, all the sales copywriting I do for clients, print ads, websites, complex direct-mail packages, direct-mail campaigns, multi-media, multi-step campaigns, the occasional infomercial script, in 07, two ghost-written books. I billed nearly $2-million in copywriting fees (plus royalties) in both 07 and in 06, and that represents a lot of output.

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If you enjoyed this excerpt, you may want to review the entire Dan Kennedy archive. It is available for a limited time at www.DKArchive.com. Every one of the 72 issues is packed with advanced, specialized, experience-tested insights into what it takes to succeed within the info-marketing business. Visit www.DKArchive.com to reserve your copy.

If you’d like to find out more about the archives, visit www.DKArchive.com. Here is an excerpt from Special Report #26 of the archives. I’m sure you’ll find it valuable and enlightening.

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FAN MAIL.

INFORMATION PROCESSING.

You can measure the information I process monthly by the ton.

WRITE.

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Weekly IMA Ezine: An Ethical Dilemma

Tue, 15 May 2012 05:00:00 GMT

May 15, 2012 | Week 20 of 2012

Each week I teach entrepreneurship classes to high school seniors as a Junior Achievement volunteer. Junior Achievement supplies the curriculum, solicits interested high school teachers and puts them into contact with volunteers like me to teach the courses to their students.

The entrepreneurship course is seven weeks long with topics including market analysis, differentiation, product development, marketing, ethics and business planning. Ethics is always my favorite because of the fun discussions it elicits.

One of the activities this week involved role play. I approached each student and said, “I’m your co-worker. I have discovered how to hack the time clock to add 45 minutes to everyone’s pay without getting caught. Now what do you do?”

The students’ reactions ranged from “Hook me up” to pretending they were asleep. Not one student was ready to turn me in for stealing, and this was at a Christian school!

After a few of those exercises, we role played that the student was the boss. I told each one that he or she owned a store and had caught an employee stealing a $100.00 bill from the cash drawer. I asked each student, “What would you do?” All but one was ready to fire the thief.

I asked the students who were without mercy if they were sure, and one girl became adamant, saying, “I don’t care if it’s $100.00, $10.00 or even $1.00; if you steal from me, you are out.” I found this hilarious considering 10 minutes before she was ready to hack the time clock when it was in her favor.

But that wasn’t the point of my question. In the end, only one student had the best answer. This student said, “Before I fired an employee, I’d want to find out why he stole the money.”

The exercise continued, and after interviewing the employee, the students found out he had a sick mother. He had spent his last four paychecks on medical care for his mom, and he was stealing the $100.00 bill to buy groceries. Even with this new information, most of the students were still ready to fire the employee while others wanted him reassigned away from the cash drawer.

The role of the ethics exercise was to encourage the students to gather more information rather than make quick judgments based on limited facts.

I’m all for being decisive, making decisions quickly and avoiding wasted time by rehashing yesterday’s choices. However, I’ve seen too many info-marketers spend a lot of time and money creating the wrong info-marketing businesses. They believe that because they’ve done something successfully in a particular way that a huge percentage of their niche or industry will want to know about it. Or, because they are a plumber (or a doctor or a businessperson), they think they know what plumbers (or doctors or businesspeople) are like in general as well as what they want. Even worse are those who have been operating in a niche for a few years. Based on their experience with coaching clients, they make generalizations about what the average person in the niche wants.

Most often, these are false assumptions. Successful info-marketers will make the following practices ongoing habits: surveying, asking questions and intense listening. It’s easier to generalize, and since the work of listening is often a challenge and doesn’t usually produce immediate revenue, it’s easy to put it off. But surveying, asking questions and intense listening will make everything else you do more productive.

What do you think of the ethical questions? Have you been surprised by your market, either good or bad? What came to your mind as you read this? Let me know your thoughts. Scroll down to the bottom of the page and post a comment. I read every comment and reply when appropriate.

Best wishes,

Robert Skrob

Multi-Stream/Multi-Screen Integrated Marketing Campaigns

The proliferation of media has made integrated lead generation and sales processes something of a lost art. There’s so much emphasize on generating traffic that converting traffic has moved to the back-burner. This program will help you sort through all your marketing choices to map out your own sales conversion process turning prospects into customers or pre-qualified leads for your sales team. You’ll learn how to integrate webinars, telesminars, email follow-up and direct mail into one cohesive process to generate sales.

Here is a quick summary of what we covered on this call:

How integrated marketing systems can transform your business.
The appropriate times when these systems are important for your business.
The scope of work, what you should be prepared to do to create one for your own business.
Shortcuts to get these programs created quickly.
Resources for getting these built yourself.

Listen to the audio program or read the transcript by visiting Multi-Stream/Multi-Screen Integrated Marketing Campaigns. Feel free to add comments and your own experience within the comments box at the bottom of the page.

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Experts For Your Monthly Calls

Many of our members need great people to interview for their monthly "CD of the Month" or "Monthly Teleseminars" for their own subscribers. To make it easy to find great people to interview the Information Marketing Association created the IMA Expert Interview Directory.

This is a directory of other IMA members who make themselves available for interviews. The directory notifies you if they have products and in many cases gives you a link to where you can listen to a sample interview.

If you need a few guests for your monthly calls, check out the IMA Expert Interview Directory. Or, if you want to make yourself available for interviews visit the directory and click the Update my Interview Directory Information at the right of the page to create/update your listing.

Promote Your Events to Other IMA Members

Include any seminars, events or even teleseminars in the Information Marketing Industry Calendar. As a member, you are welcome to include your listings for free.

The calendar is a great way for you to review what other IMA members are doing, see their marketing materials and learn how you can create better marketing materials for your events.

Check out the calendar and update your events at the Information Marketing Industry Calendar.

News to Share with IMA Members?

Robert is happen to share your news with other members. Do you have any successful product launches, seminars or first tele-seminar series that you’d like to share? Let Robert know at RS@Info-Marketing.org.

Dan Kennedy's April 2012 Info-Marketing Letter

Mon, 14 May 2012 20:36:37 GMT

Resources

Dan-Kennedys-April-2012-Info-Marketing-Letter-as-a-PDF-file.pdf

Dan Kennedy's Dan Kennedy's April Information Marketing Special Report was jammed packed with resources to help you build your information marketing business.

Here is a quick summary of the topics included:

The Truth of the Information Marketing Industry
The Death of the Student-Customer
What DOES the New Customer Want?
12 Ways to Comply with the “Convenience Demand”
Drucker’s Efficiency vs. Effectiveness and Our Integrity

As a member of the Information Marketing Association you are welcome to download the attached PDF file. This page is active through June 30, 2012.

Weekly IMA Ezine: The Myth That Cost Me Millions

Tue, 08 May 2012 05:00:00 GMT

May 8, 2012 | Week 19 of 2012

For most of my business life I’ve been the type of person who always wanted to learn how do everything myself.

Even things like network server maintenance. It was so difficult explaining what I wanted or finding someone who could fix it, I just learned it and repaired it myself. I figured it was easier to do it myself than try to find someone else and to communicate what I wanted. It’s made me really good at a lot of tasks. But although I have so many skills, it’s left me lacking in one important way.

I started figuring out that my approach was all wrong about 5 years ago. I had a telephone call with Rory Fatt of Restaurant Marketing Systems. He told me, “I never try to learn how to do something myself. Instead, I find the best person and pay them to implement for me. It’s a lot faster.”

Interesting, I thought. But then, I came up with a whole bunch of reasons why Rory’s way was wrong and my approach of doing everything myself was better. For instance, quality control, independence, investment, the challenge of explaining what you want and a bunch more.

A few months later, I began to discover that Rory is right. Speed of implementation is more important than any of the other “reasons” I had come up with. The world is changing too fast. By the time you or I go through all the work to learn a completely new business, the opportunity may have already passed.

Today, I work with a lot of vendors and partners to help me implement projects and business plans a lot more quickly. I discovered that my problems with communicating what I expect and delegating are skills. And, the reason I was getting so frustrated was because I hadn’t developed those skills. Now I understand that learning how to delegate, communicate expectations and reward success are a lot more important skills than anything as technical as network support or video editing.

For years I told myself I should be self-sufficient. It seemed like a worthy goal. Yet, in today’s world it’s impossible. Our productivity and leverage comes from being part of a group of people working together to achieve more than they could if they were each “self-sufficient.”

Best wishes,

Robert Skrob

Getting Your Customers To Take Action So You Can Keep Them For Life

When you get your customers to take action, it drastically improves your chances of keeping them in your programs. How many ways are you trying to spur your customers into action so they became “engagers” instead of just subscribers?

The benefits to you are obvious, but engagement is in your customers’ interest, too. Engagement helps your customers get better results from their investments in your products and programs because it moves them from studiers to doers. The first actions can be extremely simple. (It’s even better if they are.) The key is to create movement, to break your customers’ inertia and to get them involved with you. Once that happens, your customers will get better results, and they’ll stay with you longer.

Types of Engagement

You can spend a lot of time engaging on social media sites like Facebook and Twitter—with people who may or may not be your customers. After all, these sites were created to engage people.

Instead, try using the following engagement programs designed specifically for your customers. I’ll focus on engaging with customers who have already purchased something from you. Note: Each of these programs works for products delivered offline as well as for online products and programs.

Read the complete article by logging in to MyInfoMarketingForum.com with your user id and password here: Getting Your Customers To Take Action So You Can Keep Them For Life

Promote Your Events to Other IMA Members

Include any seminars, events or even teleseminars in the Information Marketing Industry Calendar. As a member, you are welcome to include your listings for free.

The calendar is a great way for you to review what other IMA members are doing, see their marketing materials and learn how you can create better marketing materials for your events.

Check out the calendar and update your events at the Information Marketing Industry Calendar.

"Is he the world's best kept secret?"

“I recently booked a consultation with Robert Skrob, and in the many years of hiring consultants and coaches, I have never, ever received such valuable and specific advice as I did during that call. And as a result of Robert’s laser-like answers to my questions, I have since completely changed my business model, and I suspect very strongly that the time with Robert not only saved me years of potential heartache, but that the changes will deliver a lot more money into my bank account with a lot less stress.

When it comes to Information Marketing, I doubt there is anyone on the planet who is more of an ‘accessible expert.’ Robert is not only extraordinarily experienced, he is also a realist and is without doubt, the world’s best kept Information Marketing secret. I would recommend him to anyone who wants to accelerate their information marketing success.”

- Tom Poland

Many members face “information overload.” All of the information and choices overwhelm them, and they don’t know how to begin. They need someone to talk them through their experiences and their interests and to give them a step-by-step plan for building their information marketing businesses. Or they have a plan but need help finding resources and vendors. The help you need is available to you as a member of the Information Marketing Association.

Robert Skrob, IMA president, is hosting 45-minute private one-on-one telephone consultations to give members an outline for growing their information marketing businesses. Robert regularly charges $1,200.00 for a two-hour consulting and coaching call. As an IMA member, your investment for your 45-Minute Private One-on-One Info-Marketing Success Consultation is only $247. 00. Call Suzanne at 850/222-6000 or email her at to schedule your call. Get help to replace your frustration with success. Contact Suzanne to book today.

April 2012 Jump Start Coaching Call

Thu, 03 May 2012 12:49:47 GMT

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Robert: Welcome to your Jump Start Coaching call. This is all about you and helping you move in your business. This is one of my favorite things to do every month and I look forward to it. Sunday when I was looking at my calendar and what I had coming up this week I thought oh my goodness, great. I'm glad this is the week of the call and I'm glad today is the day of this month's call.

If you would like to ask a question press one on your phone. That gets you into the queue to ask your question. These calls often go an hour or even 90 minutes or even longer than sometimes. Or sometimes they wrap up pretty quick. I think last month's call was wrapped within, I don't know, 15, 20 minutes. So it can go either faster, slow depending on who's calling in and what type of questions you have and how involved the answers can become. So go ahead and jump into the queue when you can. Press one on your phone and that gets you in the queue so that you can ask your question.

I do have a question that was e-mailed to me and that's always an option. If you would like me to answer a question on one of these calls via e-mail. Moniqua sent me an e-mail and you know what, let me go ahead and read Moniqua's question to you because it's going to be, rather than me just giving an answer it probably would make more sense if I went ahead read her question and then was able to go ahead and give you that answer. It's coming up on my Outlook because what I did is I made a note to myself to make sure that I looked at Moniqua's question so that I would have an answer.

Well it's not coming up but what Moniqua wrote was that she has a, here it is, now it came up. Question and answer. Moniqua said, "My question is I have been absent from social media, blogging and sending a newsletter to my list for over a year. What five to 10 steps do I need to take to revamp my brand, re-engage my list/audience to prime them to invest in my membership program and other products I sell on my website?" So five to 10 steps Moniqua.

Number one, it's very important, I can't tell you how many times I've seen this but you must create a very detailed profile of your target customer. What does your customer want? Who are you trying to serve? Who is it that you are trying to solve problems for and then define pretty clearly what types of problems can you solve. So if it's children or it's parents who have children with ADHD then even coming up with the different sub groups within that. Maybe by age of the children, or by grade, or by the types of challenges that the children are having. If its particular business, talked with a gentleman this afternoon who's in the dry-cleaning business and not only is he in the dry cleaning but very specific type of dry cleaning. So he's got a very unique customer and it's not your just general run of the mill dry cleaning company.

So it's very important that you define exactly who your customer is. That's number one so that you can be very clear about who they are, the types of problems they have and how you can solve those problems.

Then you re-introduce yourself by showing how you've been, for the last year, helping people solve those types of problems. So in any of these e-mails that you put out and that you post on your social media, Twitter, those types of things what I prefer to post and send are ways of thinking rather than things to do. So I don't know if you have noticed but week after week after week I could be giving you things to do in your business.

Well what would happen very quickly is you'd become completely overwhelmed. And so if I wrote each week make sure you do this one Facebook tool or make sure you use this little trick or do this or that. Every week your audience would become overwhelmed also because you're giving so much information about what to do and they already can't implement what you're giving out for free, then very often they won't be buying anything from you.

So instead, instead of giving them things to do give them things that they need to think, ways of thinking. So what sort of success mindset does your person need? What do they need to believe about the world in order for them to be able to solve their problems? And then put those types of things out and you're not giving away your content because you still are helping the problem solving. But yet what you'll find is that content that tells the way to think is often the stuff that you would get the best comments on anyhow. It doesn't cannibalize your product and it helps make you attractive.

So I would start posting those types, the biggest mental obstacle in getting this X result and then you could break those down into different steps. But think of it like this, you've got to have a positive mental attitude. You got to be associating with people who are succeeding rather than failing. You've got to have a clear, defined goal. All these things are universal no matter what you are trying to teach and so by delivering that, via social media, you make yourself very addictive and you don't cannibalize anything you're otherwise selling.

Second are stories. Everywhere possible promote success stories of current clients that you've worked with, clients that you've worked with in the past or if you don't have any actual clients then do success stories that you have witnessed or observed, kind as a journalist. Last five years everybody's been talking about the amazing success of Apple and the IPad and the IPhone and how Steve Jobs is in tune with research and development and engineering and how he makes his products simple and while they may not have as many features as the competitors. The features they do have are much more elegant, much more stable and work together more easily and they do 99 percent of what most users needed anyway. So that's just an example and you could do a teaching thing all about Steve Jobs or a teaching story all about Starbucks. So it's using an example and using examples to demonstrate the success that comes from solving the problems you promised to solve.

So that's the type of success story that you want is kind of to show a before and after picture. Alice had this problem. She used this solution and now Alice's life is so much better. So that's the number three thing. So number one was creating a detailed profile. Number two was to post things about what people should think. Number three is to post success stories. Number four are why don't you host a free call? You can make it a Q&A call like this. So maybe you come up with five or 10 or 15 minutes worth of things that you are going to talk about and then you'll open it up to Q&A to have folks participate. But this way you can get engagement and get folks doing something as a result of the information that you're giving out. So I'm going to answer your top questions on XYZ and then you open it up. You maybe talk for 15 minutes then open it up for those questions.

Next are, number five, and finally are surveys. Posting out. Now Facebook makes this so much easier. You can go ahead and create little surveys. And you want to make them about small things rather than big things so that it's just a simple click one or the other. And you can start getting folks to see what you're doing and get engaged. Maybe it's asking them about their biggest breakthroughs or asking them about the thing that they prefer.

You can do a little bit of business building. So which logo do you like better or which tagline or which product should I create? But some of that sounds so self-serving. I would almost prefer to make about questions that they would get a benefit out of having answered so that they can see that you're really more about helping them then you are about getting information to build your own business. So Moniqua I hope that helps and gives you the information that you needed to answer your question.

And now we're going to go to live questions. If you'd like to get in on the game you can just press one on your phone. Press one and that gets you into the queue to ask your question. Right now we're going to go to our first question and that is from Kim in York, Pennsylvania. Welcome Kim.

Kim: Hey Robert. How are you?

Robert: Fabulous. Thank you. Thank you for joining me.

Kim: Good. Thank you for having me. I have a couple different questions. Having just come back from Super Conference and taking the time to plan and change things up a little bit I decided to move forward and we've done a good job of developing our information marketing product. We're a marketing agency. But the one thing that we've not done a great job in is monetizing our database. So we have an e-mail list of 5,000 plus people who we send a blog to every other week. It has a pretty good click open rate and we've gotten one to two major counts from it for our consulting side of our business but we've not been feeding people into the information marketing side of the business. And our information product is a subscription based marketing information product. So we're going to start now or we were already, before I went to Super Conference, going to be launching a rebranding next week with a new logo, slightly changed name and to really promote that there's two sides to our business – the consulting side and the education resource side.

But I wanted to know because my sense is I have a suspicion that we're going to, because this is such a different way of marketing and such a different way of introducing yourself and having conversation with people when you're pushing people to go into a club or go into a system and people have not heard us on the consulting side talk about this before. If there's any sort of transition of conversations about it that you recommend or giving people an option not to receive that information or how we should be approaching that.

Robert: My first thing would be to have some sort of event and it can be…

Kim: We are doing that.

Robert: Well I was thinking that you could be a teleseminar or a webinar event. And then all your communication is about driving people to that.

Kim: Okay.

Robert: And it could be free and you're giving some sort of, it's how to get more customer in a week than you've gotten all year or some sort of benefit. And then once you have them on that call you can sell them as hard as you want. Because those folks have self-selected into participating in the webinar. Your ideas to try to make that webinar or teleseminar as interesting and compelling as possible and yet it still really be structured as a sales presentation for your monthly program. And then folks who are used to simply getting an e-mail once every other week aren't pestered with sales messages about joining a program that they don't really have enough contexts to understand what it is.

Kim: Sure. Okay.

Robert: Because with e-mail you'll find, you'll probably even see this yourself, maybe you miss a couple of e-mails and then all of a sudden you'll open one for whatever reason, you've got a moment or a subject line grabs you and the person is talking about some program but because you missed the last two or three e-mails you have no idea. You don't have context for what they're talking about. You're kind of out the door.

So if you instead make your series selling them into the idea of joining you on a webinar or a teleseminar. Then once you've got them you can state your case as to all the problems they have, the solutions they need in order to solve that problem and then how your monthly program it can deliver those solutions.

Kim: Okay that's great. That's a great idea. So we were going to launch in the branding in our initial, we've announced that we're going to have a brand change. We haven't said what it is going to be yet. We give the reasons why and then next week we're going to announce the new brand and we were going to launch this VIP bonus that we're giving two free months in our membership along with like $700 dollar value package. So we're going to promote that as part of this rebrand but your suggestion would be to not do that. Instead send people to a webinar?

Robert: I would. For all the reasons that you mentioned before they have participated passively on receiving information. So in their mind their bargain is I came, got free information. They're thinking their deal with you is you send them free information that's somewhat entertaining and educational and that's the deal.

Kim: Okay.

Robert: It would be very difficult to have, you can pitch it and sell it and see what you get. There's no harm really other than maybe some opt-outs that you would have and pitching it is part of your rebrand but by getting them onto the call you've got them away from all the other madness at their desk, at least partially. You got that screen there. And you've got some attention for an hour or so. And now you've got a shot at really stating your case as to how they can benefit from this program. And I don't know that the rebrand is really relevant to them. That's more of your internal…

Kim: Yeah. We made it about our customers pain points though to really to back [inaudible 17:34] from that. Hopefully it's still about them and not about us.

Robert: Right.

Kim: Okay cool. I had another question, so we only had, and this came from your suggestion I think about a year ago, to I used to charge people a low price webinar and then because I used speaking engagement, sell a low priced webinar and then sell them on a more expensive social media course. And you said skip out the middle piece just sell the more expensive course, which has been great. That's what we've been doing.

But now we're going to develop a course that goes beyond just social media into regular, a system of marketing ROI and we've been selling the social media system for about $500 dollars. We've now increased it to a thousand on our site. So we can discount when we need to when we speak and there's more room to play.

Robert: Clever.

Kim: But the ROI course we're looking at pricing it more in the $2500 dollar range. The question is with creating that type of higher end product is it better to go straight to trying to sell that or to get them into our herd through either our club or through the initial product and then try to sell it to the more select group?

Robert: One of the things that, I'm going to have to back up for just a second.

Kim: Sure, sure.

Robert: One of the things that you were saying before is about how you had two sides to your business. You had a social media or you had agency where you do all the work for them and then you had an info marketing product side where they're buying a subscription program and some other products. I would prefer for you to think of it instead as a progression. And so right now you have, you think of it as like a stream. You have a stream that's flowing and on one side of the stream you have your paid clients and your agency and I'm guessing that a client probably has a value of somewhere between 50 to a hundred or plus, plus a year to you as an agency client.

And then on the other side you have all these potential clients and to get them from one side of the stream where they're just prospects, the other side of the stream is a pretty good leap. They've really got to be ready to plunk down some money and believe that you're right the person to plunk it down in before they're ready to jump across the stream.

So think of your social media product as stepping stones to get from one side of the stream to the other. And it really ought to be structured that way so that when they buy your thousand dollar social media program whether you've discounted it or not that that product delivers everything you promised it does and it talks about how you deliver, it talks about your client and the things that you do on behalf of the clients and reveals how you do them. And if they would like more information on your monthly program there is a step so that that can become, so maybe the social media gets them half way across the stream and then the monthly program gets them a couple more steps across the stream so that then they're ready to become a full agency client.

I would see the other product that you're creating, it could be in between, or as a start I would make it its own walkway across the stream. And create front end marketing for it and sell it as its own standalone product. So now you've got, well you have four things to sell and you'd have four different marketing funnels.

You've got your agency/client services. You've got your monthly program. You've got your thousand dollar product, the social media product and your $2500 dollar program. And each of them has videos or sales letters or webinars or materials to sell each one and then that way you can run an ad in a magazine promoting your $2500 dollar product. If you get four or five people who buy it then you've gotten all your ad costs and you've got a bunch of great leads that can move on to your monthly continuity program and/or to your agency program.

Then next month you can run an ad for the social media product and maybe it's got a special discount with a deadline. Of course that's got a lower price. You'd have to sell more like 15 of those. And so the idea is you make money on the info marketing but more than anything you liquidate the lead cost for generating agency clients. And if you get agency clients for free without, because normally agency clients require an account executive and lots of meetings and lots of work in order to get a client but if you can use the info marketing business to generate profitable agency clients that's as much as you'd ever be able to make selling the products on their own. Does that make sense?

Kim: Yeah that makes perfect sense. That's a great way of looking at it. Thank you I appreciate it.

Robert: And what I would also then, then as a bonus kind of, the third level advanced stuff then you have cross sell opportunities built into the fulfillment sequences for each of the products. So if customer A comes in, sees your ad for your social media product from XYZ magazine, buys your social media product they then get their product shipped. There's thank you, there's all the normal things and then after seven or 10 days the sequence automatically starts to sell them into the $2500 dollar program.

Kim: Okay.

Robert: And then you can actually even split test that, half the leads go into the $2500 dollar program and half the leads go into selling your monthly program. And you can see which of those gives you more profit based on sales. The $2500 dollar program probably has more cash margin in it per customer but the monthly continuity probably has, maybe it has more lifetime value. It certainly is probably a lower starting point.

So then each product has, so kind of the walkway across the stream if they go in social media then they're going to get, they're going to buy that, they're going to get it, they're going to be happy and then also that starts them, they're going to be offered hey look these are the other things. This is something else that we have to offer. A lot of people who enjoy the social media program have really loved the monthly implementation service we provide. And you can get into that, that pitch. And then if they come in through your $2500 dollar product then they get a pitch, "Well if everybody likes this, folks that like this also really get a lot of value out of our social media program."

See once you have the front end offers for each of those systems then running them as a sequence is really not a problem. Do you see how that works? Because if you're creating a webinar or a teleseminar now to sell your monthly program you can take all those e-mails you write to send to your list to try to get them onto the call and now you simply set them up as part of your welcome sequence. So when they buy product on day one it ships the product. But then on day 10 through 15 they're being offered to come to a teleseminar that will then sell them into your monthly implementation services.

Kim: That's great.

Robert: I was very advanced with you because you already are in the business as an agency. As an agency you've got high margin services that are often very expensive to sell because ordinarily you've got to take people off billable hours in order to be able to get them into the sales process.

Kim: Well and they're also somewhat expensive to execute because of overhead cost. That's why the information product side is so much more profitable.

Robert: But if you take somebody off of a billable project and put them onto a marketing function that's insanely expensive for you. And so if you can have this info marketing business delivering you clients at a very low or no cost or even out of profit then the agency is a whole lot more profitable.

Kim: Absolutely. Final question and I promise this one's quick.

Robert: Okay, no problem Kim.

Kim: For a duplication what are you using because we were delivering everything electronically and I want to start delivery more hard product. We were doing a printed newsletter but besides that all video, audio was being delivered electronically. But I want to give a higher value so I want to give them actual tangible objects. What service are you using for duplication of your audio CDs right now?

Robert: I actually move mine around. So I have probably four different companies that I work with just because I recommend so many I want to make sure that I'm doing business with a quite a few. Let me go to the info. Have you looked at the Buyer's Guide?

Kim: I have.

Robert: Let me look. I work with Speaker Fulfillment Services and they seem to do a nice job. Audio duplication – Information Distributors are good. They are doing my info marketing pyramid product and have been very good to deal with. McManus Duplication they're very nice folks and have also been very good to deal with. And they're not on here but Speaker Fulfillment Services is also a company that I'd use for my association product.

Kim: Great.

Robert: I've probably spent the most money with McManus Duplication. Over the years I've been doing a whole lot with them. But the other ones, I would let them know kind of what you're looking to do and see what they have to offer in terms of product and service. And those three that I mentioned are very solid companies that have concerned people working hard to make you happy.

Kim: Great. Thank you so much. I appreciate it. Once again you've been invaluable.

Robert: Well thank you. Pleasure talking with you Kim.

Kim: Thank you.

Robert: All right if you would like to get in the game just press one on your phone and that gets you in the queue. Our next question comes from Jeff in Monroe, Louisiana. Welcome Jeff.

Jeff: Hey Robert. Jeff Anzalone. How are you doing?

Robert: I am fabulous, thank you. How can I help you today?

Jeff: We had talked a couple months ago on the phone and I think we have something scheduled in June to talk more about the marketing, consulting program in the dental field.

Robert: Yes.

Jeff: I don't if you remember that or not. I know you're a busy guy. But anyway since we've talked I've been doing a lot more reading, own a bunch of the Dan Kennedy materials, went to the recent Super Conference in Dallas this weekend. And my question is there looked like a bunch of different ways to approach this. At first I was thinking about just having a coaching/marketing program and that's it. But on the other side he they gave an example of just getting the list of all the dentists we want to target just start sending them a free newsletter. Kind of like how they do it. Get subscribers and then from that offer the coaching program.

So I wanted to kind of see what your thoughts were on that and I guess as a side note I don't want to do something initially with, since I have small kids, I don't want to do a lot of traveling or a lot of stuff that's going to take up a lot of my time. So I just wanted to kind of give you that info as well and just wanted to get your opinion.

Robert: The nice thing about doing the newsletter for a few months in advance is that it gives your customers, your prospects an opportunity to get to know who you are and kind of what you stand for before you're asking them to do anything. And selling a coaching program to somebody doesn't know you is a lot like just showing up at their doorstep and asking them to get married because that involves a relationship.

However, sending out a newsletter not only does that cost money but then that also is going to take some time to create it, draft it and get it out the door. One of the things, one of my first things to work with you would be to figure out exactly what problems they have and how we are going to solve those problems. Is it through a monthly coaching program? Is it through product or through events where they come and hear you and buy from you? It's been a while Jeff since we spoke. I think about first of March or so. So I actually don't have the notes. I did have the opportunity. I did look at our notes of our call before we spoke. I don't remember exactly what we came up with but what I would like to see for you in this dental niche is to come up with a program that is priced high enough that it really peaks your interest. And two, gives you enough money to liquidate your costs pretty darn quickly.

And so I would like to see some sort of high level coaching program, something that we could sell for 15, 20, 25, $30,000 dollars, and maybe that's broken up over a year or two but that way you're able to, if we go from zero to 20 customers and ordinarily you'd think oh my gosh I only got 20 buyers. But if the 20 buyers are buying something that's $20,000 dollars then that gives you some money pretty quick.

Jeff: Right.

Robert: One of the most successful sales systems right now are driving your people into a live in-person event and it could be at your city. And so planning eight or nine months out, promoting an event. First you introduce yourself with a couple of newsletters, maybe have a couple of interviews that you mail with that to help establish who you are and to demonstrate that you're an expert and somebody that is able to get great interviews. And then start promoting your event to that same list.

If cost is a factor what I would suggest is that you choose a thousand prospects and maybe you, what part of the country are you in?

Jeff: Louisiana.

Robert: Louisiana. So maybe you pick Texas. I'd probably go outside of my home area. But maybe you pick Texas and you have a big event in Houston. And you promote to a thousand dentists in a radius around Houston who you think is a great prospect and that's who you send the newsletter to and that's who you promote your event to.

You could have the event in Houston or if you want to have the event in Louisiana you can as well. It doesn't really matter. All I'm looking to do is to create a sales process where you can go and target a thousand prospects and we can test that without breaking the bank. Because if we're trying to send a sequence of…so if we're going to have an event in October then I'd like to see you send newsletters June, July, August, September, October. So you would need June, July, September, October, so you'd need at least four maybe five issues of your newsletter. Now that newsletter really isn't a newsletter as much as it is a step in your sales sequence. So don't worry because after you send it to this thousand people then you're probably only going to communicate with the people who bought anyway right?

Jeff: So this isn't something that you're trying to sell, this is just a free newsletter?

Robert: This is a free newsletter to introduce yourself. Think of it as you're trying to get them to warm up to you and to see how brilliant you are. Nobody really had any idea. If I say, "Superman," that means something to you because you've heard about his exploits however fictional or not. But if we say, "Harvey Campbell." Well Harvey Campbell means nothing to you. You have no idea about his exploits. So we've got to teach people about your exploits so they see you as Superman rather than as some other Harvey.

And the newsletter, those five issues, they're going out maybe at the first of a month or what have you but those are part of your sales sequence. So now when you go and you decide you're going to promote to a thousand people in Indianapolis and you're going to pick a radius around Indianapolis to help promote your event, well you can go back with the same five newsletters that you sent to these people in Houston.

Jeff: Got you.

Robert: Because you're not necessarily talking about anything date specific. It's all about marketing and case examples and how you're Superman.

Jeff: Okay.

Robert: And those newsletters you might have inserts in there promoting your event but you want to make them look like newsletters as much as you can.

Jeff: And one more part to the question if you don't mind.

Robert: Sure. But what I want to make the point of is is that the newsletters are five steps, five of the steps in your marketing sequence and then you're going to probably fill in with a few more mailed steps and you're probably going to have at least two or three teleseminars or webinars in order to try to get that thousand people to engage with you so that you can then also sell them into your event.

Then once they come to your event you have the ability to sell them into your high priced coaching program.

Jeff: The other part to that question is I read some that he mentioned doing some area exclusivity and gave an example I think an attorney or attorney's aid that sent out I think like a 120 sales letters to the top estate planning attorneys throughout whatever, whatever country or the state or whatever. And said, "This is our program. We're only doing one per area. You are the best estate planning attorney in your town. If we don't hear from you in seven days then I'm sending it to," and then gives the names Joe Smith, second best.

And then another way that they did it was they just sent it to all the attorneys in the area and said, "Look we're sending this out to all these attorneys. We're only giving this particular product to one person in this area." So it kind of gives it like an urgency sort of thing. They had a lot of good results with that. So I wanted to get your opinion on making our whatever program or coaching program or marketing program we're doing, maybe just specific to one person per area.

Robert: The area exclusive are very good as part of your business. And they're also a good way to start. You will end up with as many as 130 to 150 areas in your program. Is kind of by the time you start breaking it up, breaking up the country it kind of falls in. I think there's 200 you could sell but there's probably only about a 150 that folks would want to buy.

And yes the nice thing about area exclusivity is it ups the price because now you can make the point that they're going to be the only one that has this. And two, the sale becomes as much about shutting out my competitors as it does getting this for myself.

Jeff: Got you.

Robert: And I have used that pitch before. I wrote these are the people that we're sending it to and you give them a list of the people within their community that's going out to. In addition to your newsletters the piece is between are that type of item.

Jeff: Got you.

Robert: Now Dave Dee sold a lot of coaching. He launched the coaching program in the estate attorney's world using teleseminars and he is brilliant in the teleseminars. He's very good at delivering them. He's really got a lot of energy. And he's terrific. And teleseminars can work. As the in person seminar seems to be more dependable though. But there's certainly nothing wrong with testing the teleseminar, see how it works for you and if you're not happy with the results then dropping it to an in person seminar.

Jeff: Okay.

Robert: So the media isn't as important there as designing the right program. And when we talk in more detail we can really down to that, outline this program for you so that you know exactly what you have to offer.

Jeff: Sure no problem. Thank you for the information.

Robert: All right Jeff. Well thanks for dialing in. It's great to hear from you. I look forward to talking with you soon.

Jeff: Absolutely.

Robert: All right if you'd like to get in the game and ask a question just press one on your phone. One gets you into the queue to ask your question. Our next question comes from Ben in Canada. Welcome Ben.

Ben: Hi there Robert. How are you?

Robert: I am terrific. Thank you.

Ben: That's good, that's good. Thanks very much for having these calls. This is great. I'm very, very green to this. In fact I'm still sort of evaluating the whole process and just looking to get started. And I guess my question is how much of an expert do you need to be in one particular field to really make a good go of this? My situation is that I used to be a graphic designer up until about three years ago and I took sort of a 180 degree change of events there and now I'm into rent-to-own real estate and I've done quite well with it but I don't know everything. I've maybe got a good grasp of maybe 2/3 of it and the other third I sort of muddle through. So I guess my question is is that enough I should I really try to refine the system first before starting to market it as a product?

Robert: For a lot of people you're far beyond where…your knowledge is far beyond where most people start.

Ben: Okay, that's good.

Robert: And so yeah. It's more about the customer Ben than it really is about you and so info marketing is all about solving somebody's problem. So if you know enough to help them solve their problem then you know enough and then you know more expert, there is no higher level of expert than that.

Ben: Right.

Robert: And then you only have to kind of keep ahead of their next problem and then the problem after that and it's not really a matter of you having a complete collection of knowledge as it is about staying ahead their next problem you're helping them solve.

Ben: Right. So would you suggest that my initial product would be composed mostly of the knowledge I'm very sure of and then as I grow as an investor I can improve my product and improve my services and that sort of thing?

Robert: You skipped ahead again. Who is it? You have to think very carefully about who is that you are helping? Are you helping realtors? You helping investors. And if you are helping investors then how old are they? What type of assets do they have? What type of experience? Have they been in real estate before and now are out? Who is this customer that you think that you can help? And then the product should solve their problem. And if you don't have the content you need in order to solve their problem then you need to go get it at learn it and then if you do have what you need to solve their problem then you're done. That's it.

Ben: Right. Okay.

Robert: And so it really has nothing to do with you and what knowledge you have. It's all about who is it you are serving, what problem they have and how can you help them solve that problem? And then going out and getting that solution. And heck you might get into it and figure out that you don't even have to deliver anything. It's you putting somebody together with somebody else.

Ben: Right. So do the market research first. Find out what the market wants and then just make sure that I gear the product to that?

Robert: Correct.

Ben: Yeah, okay. That's great. Thank you very much.

Robert: No problem Ben. It should be a good learn off that you don't have to really worry about what you know. It's more about the customer.

Ben: That's great. Thanks very much Robert.

Robert: Excellent. Great speaking with you Ben. All right if you'd like to jump in the game and ask a question you are welcome to. Press one on your phone and that gets you into the queue to ask your question. At this point we're going to go to Dean in Orlando, Florida. Welcome Dean.

Dean: Hi Robert. Pleased to speak with you. I sent you some information not long since. I'm a veterinary coach. We coach veterinarian practices and I was asking you about advertising in the trade magazines and things because it was quite expensive to advertise in the big trade magazines. So I took your advice and I was going to some of the state magazines instead, to the state associations and we've actually been able to get some articles published in three of the state magazines coming up, which I think is going to be a big, big help. I did have a question about coaching but you've answered that one with dental guy.

But the other question is we do a lot of client newsletters for our clients. So we do the newsletters that the veterinarians send out to their clients and we're very unique in what we do because we personalize them to the individual clients. The clients get a newsletter with their actual pet's photograph on the front. So it's very compelling and it ties them into the practice.

We're getting to the stage where now we're trying to automate the process. So we have as little involvement as possible so that the vet can go online and they can upload their pet of the month and their employee of the month and these sort of things that we let them do to sort of personalize it to them. And on the flip side of that we're working with a company who's going to actually extract the data from the veterinarian practice management system so that it spits out the client list. We're getting to a stage now where it can be scalable and we can scale it and do a lot of these things.

What I want to do is use direct mail to get it out to the veterinarians. So the question is do you suggest that we try and sell the new concept with a single step direct mail [inaudible 51:40] sending a letter and perhaps putting in it a sample of what our letter looks like. We could even do so it's got their actual details on it. So it's almost, ideally I'd want to put their logo and stuff on it. I think it would be a little bit [inaudible 51:55]. And we can send it out with their product's name and a sample logo and that sort of thing. Or do you think a two step system would work better where we send them to an online webinar or something like that?

Robert: If it were my marketing money I would definitely go with a two-step approach. In every niche this is true but especially in veterinarians. A lot of veterinarians are really not in the marketing. They kind of got the practice they want. They're kind of happy with the number of patients they're dealing with and to them it's really more about the animals. It really was always about the animals more than it was running a business anyhow.

And so what you want to do is to spend as little money communicating with those people as possible because they're just never going to buy from you. So I would, if I were going to market, if I was to send a mailing to all dentists it would be strictly, or excuse me, not all dentists, but all veterinarians, it would be strictly about here's a free report on how you can get more of patients to come to you more frequently and increase transaction size and have them come more frequently. That solution revealed in this free report.

And then when you deliver the free report you can then now you can get their logo, you can get those types of things and make that piece as elaborate as you have in mind because instead of sending out 10,000 of those you're sending 7550 of them.

And also you know the veterinarians who care about marketing have now identified themselves and separated themselves from the overall herd and you now can then offer them whatever you got.

Dean: Yeah, yeah. We've got an automated webinar system set up and we've managed to sell before using that. And we've also got a squeeze page set up. So what we normally do is we, for the other things that we do, we offer them to get…and we wrote a book as well on the secrets of growing your veterinary practice in the new economy. So to get some credibility, because I'm not a veterinarian, so we did that to get some credibility and what we do now is we send them to, for all the stuff we do we invite them to get a free chapter, a little chapter of the book and we give them a video on the number one thing they can do in their practice this week. That will get them more new clients.

And what that does is they go on. They get [inaudible 55:03] video and on the video we sell an entry level product and that seems to be working quite well. But with the new letter it's a much bigger value thing because they have to pay so much per item. So it's a bigger cost all together. But the other unique thing that we put in it, which we think will be a game changer in what we do is that we can actually put the reminder information in the newsletter. So when you as a pet owner get your newsletter it's got the reminder information for your pet or pets actually in the newsletter. So every month you're getting reminded that you got appointments due or vaccinations due and that sort of thing.

Robert: And the vets have good enough database to get that data to you?

Dean: Yeah. There's companies that work with him now where they actually send postcard reminders out automatically. So when your vet's due, whatever, you can get a postcard and it's got the pet's photo on it and it's got your [inaudible 55:58] this and this. But it's only done, at the moment, it's only done at the time when the reminder's due. In veterinarian practice that can be once every 12 months. The beauty of the newsletter is it's those in between times, that long time between them coming from one appointment to the next. They're getting hit every month and they're getting the reminder information every month. We put an offer in every month and we put referral vouchers on there so they can hand referral vouchers to their friends. So we've had clinics where they were getting no referrals at all and now they're getting over two dozen referrals just off the newsletter.

So we know it works. We want to scale it now and get it out to a bigger audience.

Robert: I'm glad to hear that you're doing lead gen. mailings into your webinar and generating results. I think that's great news. And it sounds like you are on the right track and tearing it up already.

Dean: Okay. Well thanks. Thanks a lot Robert. It was great.

Robert: Yeah I would keep that up. I would not invest a ton of money sending out your sales letter to the unwashed masses. You want to keep it…I guess I would prefer to see you send five normal pieces trying to generate leads out of the guy rather than spend $5 dollars sending one thing.

Dean: Yeah. The caveat of that is the company, obviously, the printer that we're working with they're making, if we make a dollar on our newsletter they make $2 dollars a newsletter. So they, quite obviously, very interested in us scaling as well. So we've said to them as well can you help us out with the marketing side? So they're prepared to spend some money as well to help get the message out to the veterinarians. Then if that changes your thoughts any.

Robert: Well then it's all the same. The problem is getting their attention and once you have their attention then they can decide whether they've got this problem or not or whether this problem is worthy of spending time on. And so what you're kind of concerned about, if you send one piece then it's oh geez did I get their attention or did it kind of fly under the radar and they never really noticed. So that's why I would rather send five $1 dollar mailings than to send one $5 dollar mailing. And even if he's underwriting the printing it's still when you get into a larger piece you got the postage cost.

Dean: Yeah, yeah.

Robert: But yeah I would rather do, and then when you've identified somebody's interested heck at that point call them, e-mail them, send them big packets that demonstrate the value, show them testimonial booklets. Once somebody has raised their hand, kind of agrees that they have this problem then you inundate them.

Dean: Right. Sounds like a plan.

Robert: All right.

Dean: Thanks a lot.

Robert: Good job Dean.

Dean: Thanks a lot. Take care.

Robert: All right if you'd like to jump in before we end to day's call just press one on your phone and in the meantime we will go to Summer in Illinois. Hi Summer.

Summer: Hi Robert. Thank you for taking my question.

Robert: Sure I'm happy to.

Summer: I am very new to this information marketing and currently I'm an independent market research consultant. And I'm trying to determine what would be some ways that I could translate or transfer that into information marketing. Market research can be, it's one of those things that I think most business owners need to do at least a little bit some of but it's not really a sexy topic if you will. So I can't see myself selling market research e-books and audio tapes and things like that. So I'm trying to figure out how could I use that skill set I have and translate it into information marketing so that I'm not just trading my time for money, real money.

Robert: How do you sell your products today?

Summer: Through my website.

Robert: And what is it that you sell.

Summer: Well I work primarily with small business owners, solo entrepreneurs mainly and I help them do things like identify target markets, assess their competition, learn about their industry and things like that.

Robert: So what's the deliverable of your service? What do they get?

Summer: They get a report based on their particular business or industry.

Robert: Okay. And do you have kind of set fee that you charge for that?

Summer: Kind of. I have it situated into different packages whether you're a brand new business or you're an established business.

Robert: Does the report change or just the price?

Summer: Well the report changes because the business changes.

Robert: So an established business has a more complicated report than does a beginning?

Summer: Correct. Right. And the price does change, I'm sorry, from a newer to an established business yes.

Robert: Okay. What is a beginning business price?

Summer: They are priced as $497 for a basic report.

Robert: $497 dollars?

Summer: Correct.

Robert: Okay. You'll probably want, my first goal would be to add a zero at the end of y our prices. But think about it – this business owner has, think of all the money they are spending in location, their infrastructure, the inventory, the employees, the lights, the fixtures, all this in a time, it could be a couple of million dollars. Certainly hundreds of thousands and you help them determine whether there are any buyers and how to reach those buyers.

Summer: Correct.

Robert: What my concern is is if we productize, I would be wanting to sell any products that you actually sold for $497 dollars or more much less the actual services.

Summer: Okay.

Robert: So you deliver what I try to preach new info marketers to do all the time and few of them rarely do. And so if there was somebody that could interview the marketer, could go out and do some research, could deliver a profile of the best target customer and then give them eight ways to reach that customer there's a lot of value there.

Summer: Okay.

Robert: So I don't know exactly what your reports look like but that would be a great place to start would be, and maybe your reports already have all that information in it.

Summer: Yeah they do. They're very thorough.

Robert: Okay. And then the product you're able to discount, see what you're doing is you want the services your provide to be high margin and they could be expensive. And then the products are helping you identify customers for your more expensive high margin services.

Summer: Okay.

Robert: But one way, in order to kind of launch your products business probably the easiest thing to do is host a teleseminar series. So what you teach or what you do can it be broken up into five or six steps?

Summer: Sure.

Robert: Then those five or six steps could turn into five 1-hour teleseminars that you could deliver each week for five or six weeks.

Summer: Okay.

Robert: And then you offer that sequence of teleseminars for $199 dollars. You record those calls. See now what you can do, think of it this way is today it's towards the end of April. Let's begin your teleseminar series on, let's say June 15. And all you need is a one page that has reach your customers less expense. Give more customers by spending less money on marketing or spend less money on your marketing and generate more customers. It's all about targeting. You can use the quote I know I'm wasting half my marketing expense but I don't know what half.

Market research is how you can make sure that you spend only the money you need to spend to reach the customers that are your highest value, most likely to do business with you. This is your shortcut to getting that done. You list your five seminars, maybe three or four bullets about each and then give them a way of registering for your teleseminar series. You can start the series in mid June. Run it for each week for five weeks. See now between now and June you don't have to do anything about the product. All you're doing is selling people into your seminar. So you're promoting the series. You're getting that out to your unconverted leads. You're getting it out to your network and offering for them to participate and buy into your program. All those points you're just promoting it.

Then when June comes around you can start week one of your training program and you just do one week at a time for the five or six weeks and if you record those seminars at the end of it not only did you get paid for your product but you got paid to create an information product that you can now offer for sale for others.

Summer: Okay. One quick question, I get probably in my inbox every day for a free teleseminars. Where would I find people who are willing to pay for a teleseminar?

Robert: Well you want to, well you're the market research person.

Summer: That was bound to be said to me. I know.

Robert: So who are the people who want market research, who have those problems that you could solve for them?

Summer: I find that people need market research but don't get it.

Robert: Who are the ones who need it?

Summer: Any business owner, small business owner.

Robert: You think? Who is it that it has the most value to? Don't they need to be spending some amount of money on their marketing in order to really feel the pain of having poor market research?

Summer: Absolutely. Yep.

Robert: So your best customer is probably a small business spending at least probably 25,000 a year on marketing, maybe even 50,000 or more.

Summer: Okay.

Robert: Is just my off the top of my head guess without having done any market research myself of who your customer is. And so if you are now, does that kind of set you now on a path to find these people?

Summer: Absolutely.

Robert: Because if I'm sitting there going, "Well I get most of my customers through referrals." Then I'm probably not a good prospect for you.

Summer: Right.

Robert: But if I'm dropping $50 grand a year or more in my marketing and you come along and say, "Hey I can solve the problem of where to reach your best customer," and it's at this point an amazingly low $500 dollars then boom you now have got my attention.

So that's the place I would start and I would start thinking about how can I identify and reach the person who is spending $50,000 dollars or more a year in their marketing. I used to do this by the size of their Yellow Page ad.

Summer: And my husband works for the Yellow Pages.

Robert: Oh okay. That's becoming less and less valuable because folks are not spending as much regardless. They're just not devoting as much money into their Yellow Pages as they used to be.

This has value to the right person. And even information marketers. How many times do I tell people to do market research and they just show up and they don't do it. But take a look. You have the second edition, take a look at that teleseminar section because now you'd be offering the teleseminar for a couple hundred bucks and please if you do your teleseminar you have people who show up and buy. Then at that point offer your program for a thousand bucks. And maybe you sell it for $997 and you apply the $197 dollars they invested in taking the teleseminar to the $997 service.

Summer: Okay.

Robert: So you're actually making $300 bucks more than you would've otherwise and they've got $200 dollars kind of burning a hole in their pocket and they're like, "Geez yeah she taught me how to do it but now I can just pay her to do it. I've already invested $200, now it's only another $800 bucks more."

Summer: Okay. That makes so much sense.

Robert: But if you are solving somebody's problem, which is making all their marketing that they're doing more effective then they're going to pay attention. Does that help Summer?

Summer: Tremendously. Thank you so much.

Robert: Well good.

Summer: Thank you so much.

Robert: Well thank you and I appreciate you calling in and I appreciate you being part of our program today.

Summer: Okay. Thank you.

Robert: Your next monthly Jump Start Coaching call is coming up in May and I'm pulling up my May calendar. I think it's that week of the 21st but my calendar is still coming up. No, not the week of the 21st. It is actually earlier. It's coming up on May 15th, 3:00pm Eastern, Noon Pacific. Be happy to take your questions again. And look forward to helping you.

Also coming up you have your Best Practices call. Interesting I show the Best Practices call on the 17th but I think it's actually earlier in the month. Anyway keep a look out in your e-mail for the dates because I don't think the dates I just gave you are correct because I normally wouldn't schedule both calls in the same week. So keep a look out for those dates. You'll get an e-mail probably the first of next week with all those details and look forward to helping you. Thank you for dialing in today and participating in today's program. And I hope you have a great month and I look forward to talking to you again soon.

Multi-Stream/Multi-Screen Integrated Marketing Campaigns

Thu, 03 May 2012 12:38:26 GMT

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Open Coaching Call for IMA Members - May 2012

Thu, 03 May 2012 12:25:19 GMT

To help info-marketers grow their businesses, avoid obstacles and get questions answered, Robert Skrob is hosting a special tele-coaching call for all IMA members. This call is an open question and answer format. In this format Robert is able to provide detailed answers to ensure members have everything they need to succeed. This is your time, dedicated to helping you make money within the information marketing business fast.

Call Dates	Call Time	Phone Information	Listen Online
May 29, 2012 (Future IMA call dates, mark your calendar now.) June 19, 2012	3:00 p.m., Eastern 2:00 p.m., Central 1:00 p.m., Mountain 12:00 noon, Pacific	At 3:00 p.m. Eastern, dial 512/597-6012, Enter pass code 726012# (Music plays until the call begins.)	Instead of using your phone, listen live over the Internet at: http://bit.ly/IMAonline

Business Insights Teleseminar - May 2012

Thu, 03 May 2012 12:23:38 GMT

Accomplishing More with a Team And Getting it Done Right the First Time

We have all experienced the frustration of delegating a project to an employee or vendor only to find yourself disappointed. The project delivered wrong, after deadline or not at all. “Why can’t I find someone who cares?” While finding the right person may be a science; delegating, motivating and monitoring that person is an art. The good news is all of these are skills you can learn and we’ll cover in detail on this month’s program. These skills will help you grow your business faster and make more money. Send any questions or comments you have to Robert Skrob at RS@Info-Marketing.org to be included in the discussion. Plus, you are welcome to call in to the call to pose your question or comment live during the call.

Call Date	Call Time	Phone Information	Listen Online
May 17, 2012 (Future IMA call dates, mark your calendar now.) June 7, 2012	3:00 p.m., Eastern 2:00 p.m., Central 1:00 p.m., Mountain 12:00 noon, Pacific	At 3:00 p.m. Eastern, dial 512/597-6012, Enter pass code 726012# (Music plays until the call begins.)	Instead of using your phone, listen live over the Internet at: http://bit.ly/IMAonline

Weekly IMA Ezine: Wish you could change the past?

Tue, 01 May 2012 05:00:00 GMT

May 1, 2012 | Week 18 of 2012

Members often tell me, “I wish I had known about info-marketing before; I would have made a lot more money.” This type of thinking is a symptom of a larger problem.

When we look back on an unpleasant situation in our lives, thoughts like these often occur: I wish I hadn’t said that; I wish I had done things differently; I wish I had stayed home that night. A lot of us have lost our heads in the heat of the moment, and then, looking back, we have thought of the one thing we could have done differently that would have changed everything. That is exactly the wrong way to think. Instead, we should recognize that we created those bad circumstances because we weren’t focused on the present moment.

It’s like driving down the road in your car looking only through your rearview mirror. At least that isn’t as bad as never getting into the car at all, afraid of what might happen to you if you ventured out.

Brett Farve finally succumbed to injury and age, but during his NFL career, he was considered a brilliant competitor. Farve was able to improvise, to react to present circumstances in new ways. In 1994, playing in the first Division Title game for the Green Bay Packers in 25 years, with no time outs, no time left and on the 10 yard line, Coach Holmgren told Farve to make sure he didn’t run the ball because the game would be over if he didn’t get into the end zone. Farve dropped back, saw an opening and dashed toward the goal line. He dove into the end zone in front of two defenders for the game-winning touchdown.

Brett Farve made a decision in the moment. He was aware of present situations and opportunities, and he didn’t let his or someone else’s past mistakes dictate what he did when he needed to do it. A lot of Dallas Cowboys fans criticize Brett Farve’s mistakes and interceptions. He made a bunch of them. However, the Dallas Cowboys never had a quarterback that won as many games and had as many playoff victories as Brett Farve did for his teams. Farve built a career by living in the moment.

We all make mistakes. Some cost you money, others cost you injuries and others may get you into legal trouble. But the biggest mistake is letting your past dictate your future. You cannot feel bad about mistakes you made 10 years ago, 5 months ago or even 2 minutes ago. Repair what you can based on what’s the most productive action you can take right now to build your business and your life.

And about wishing you had discovered earlier the best ways to run a business? Yes, I’d love to have learned how to run my business better a long time ago. I wish I had all that money back that I lost, all those missed opportunities. However, that kind of thinking only distracts you and me from our focus on the present.

What’s worse is a worry about the future. What’s going to happen if when we launch our new product? What’s going to happen when I deliver this brand new sales presentation? What’s that knock-off artist doing in my niche stealing my ideas and customers?

It’s important to look at trends, but we all must act in the present, working right now on the most important tasks to move our business forward. Anytime you catch yourself regretting the past or worrying about the future, snap yourself out of it by asking yourself “What am I doing NOW to grow my business?” If you can do something that’s constructive about the future or the past, then do it. If you can’t, then focus on the things you can do.

Do you agree, disagree or have an experience to share? What came to your mind as you read this? Let me know your thoughts below. I read every comment and reply when appropriate.

Best wishes,

Robert Skrob

Your Money Machine Blueprint

I want you to believe in yourself rather than in some “magic potion” product. There are ways to make money, ways to build a successful, long-term business. These methods require you to work through a steady process. They are like turning the crank on a jack-in-the-box. That guy isn’t going to pop out unless you turn the crank. In business, no money comes out unless you do some work.

In the Your Money Machine Blueprint webinar, I separate the myths from realities by telling the other side of common info-marketing programs, the truth no one else talks about. Everyone fears that if they give their customers the “downside,” then they won’t buy. Heck, that may be true; disillusioned customers might be turned off.

I’d appreciate your input on this.

You can register for the next webinar by visiting Your Money Machine Blueprint. Pick a date and time that are convenient for you.

If you are like the others I’ve shown the Blueprint to—people who have been silently hoping for someone to come along who will reveal what it really takes to succeed, step-by-step, without the lies and false promises about easy money—you’ll be excited to see what I reveal on this webinar.

Strategic Decisions for the New Economy

What changes are you making in your successful business to reach your goals for 2011? Often making the right business transformations at the right times are necessary for continued success. On the January Best Practices in Information Marketing call Bill Glazer and Robert Skrob will interview Travis Miller and Jimmy Vee, their letter was featured in Dan Kennedy’s Information Marketing Special Report #40, Treasure Hunt. This will be an advanced call on what Travis and Jimmy did to transform their business to a highly profitable lifestyle business.

You can listen to the call online, download it for your MP3 player or read the quick-reference transcript online at Strategic Decisions for the New Economy.

IMA Easy Content Library

Are you looking for one last article for your newsletter? Would you like to have a guest column every month? Would you like to add a bunch of additional content to your website?

As an IMA member, you have access to the Easy Content Library. This is a resource library of articles contributed by other IMA members that you can use in your own publications.

You can insert these articles into newsletters, products or even books as content. As long as you maintain the author’s attribution at the bottom of each article, you are welcome to use them.

Check out the Easy Content Library today. It’s filled with a lot of great articles to read, and they may spark ideas for blog posts or other content.

Practice Pay Solutions and IMA have teamed up for this superior offering. For more information, please visit Payment Processing With DirectPay.

News to Share with IMA Members?

Faster Implementation =
Faster Profits for You

One of the toughest challenges can be finding vendors who "get it." It is difficult because oftentimes you must first educate vendors about your info-marketing business and its needs before you can outline your project for them.

For the last three years, members of the IMA have nominated their vendors for the IMA Buyer's Guide. This is a quick reference directory to help you find the best vendors in the info-marketing industry.

You should always do your due diligence before hiring any vendor, but this list will give you a head start toward finding one that will meet your needs, help you implement faster and get you from the project planning stage to the profit stage as quickly as possible.

Check out the IMA Buyer's Guide today

Weekly IMA Ezine: A Secret to Longevity

Mon, 23 Apr 2012 13:28:59 GMT

April 24, 2012 | Week 17 of 2012

What’s a secret to longevity in the info-marketing business? Launched in 1872, it’s 139 years old, predating the telephone and the electric light bulb. You may be one of its million-plus subscribers or never pay it any mind, but Popular Science magazine is worth studying.

The point of your and my info-marketing businesses is to provide value by helping our customers get results. But Popular Science isn’t trying to make its readers into scientists. So, why would someone read it? The fact is 1.2 million “someones” read it, and the magazine has maintained its numbers over the last three years, a difficult time for the publishing industry.

Popular Science attracts its large audience because curious people want to know how things work. The magazine provides a lot of illustrations and charts to demonstrate various interesting things, such as how jet engines, stem cell therapies and airline flight cancellations work. These charts help to satisfy the curious mind.

Before you dismiss the importance of a curious mind to your business, consider this: How many times have you purchased a product because you wanted to learn how something worked? (And once you learned how that something worked, you were satisfied—even though you had no intention of ever implementing it for yourself?) For each of those purchases, your primary goal in buying and consuming a product was to figure out how something was done.

No one in the info-marketing world seems to realize this is a huge driver in his or her business. Your customers aren’t necessarily buying so they can implement themselves. That’s our assumption, but it’s not theirs. Instead, many of them want to know how things are done. They want to know and understand how something works.

As info-marketers, we get frustrated by our customers’ fascination with what we call “bright shiny objects.” But that’s how info-marketing customers are wired. That exact impulse drove them to buy from you to begin with. And if you don’t provide them the next interesting thing, they are going to move on to another info-marketer.

Popular Science has perfected the business of providing its readers with the next thing. It is the magazine of “bright shiny objects.” You may assume Popular Science readers subscribe to learn; however, the magazine’s research clearly shows its readers enjoy the periodical as downtime, a leisure activity, an escape. With this understanding, Popular Science made its magazine more fun. No reason to provide encyclopedia-type articles; instead, make them entertaining for the readers to enhance their downtime experience. The content is geared to prepare readers to be the smartest persons in the room. By knowing about new technology and being able to explain things to their friends, readers increase their self-image.

An important point about products created for this type of customer: Include illustrations. These customers want to understand how something works and are less interested in the step-by-step details they would need to implement it themselves.

How many of your customers buy from you to learn how things work? How many buy for entertainment and as an escape? My guess is the customers in these two categories outnumber those who buy to implement.

Of course, the typical info-marketing product is geared in some way for people to implement. So, is it wrong to assume that some customers buy for reasons other than implementation? Should we create all of our products solely for the implementers and then allow the other customers to tune in when (and if) they want? Let me know your thoughts below.

Best wishes,

Robert Skrob

Your Money Machine Blueprint

I’d appreciate your input on this.

You can register for the next webinar by visiting Your Money Machine Blueprint. Pick a date and time that are convenient for you.

Your Easy Step-by-Step Instructions for Creating Business Systems

I noticed something strange a few weeks ago when I walked into one of the several McDonald’s stores I frequent. On every table in the restaurant, someone had placed a vase full of fresh flowers. They didn’t break the bank. Even a flower illiterate like me could tell they were inexpensive, perhaps daisies or something. But they dressed up the place a bit.

When I sat down with my Diet Coke and Bacon, Egg and Cheese Biscuit, the flowers actually started to irritate me a little (mainly because they were taking my attention away from my favorite snack). While I enjoy looking at flowers as much as the next person, I began to wonder why they were there. This franchisee had paid over a million dollars for the store and the systems that go into making it run efficiently. However, on top of everything else it takes to run a successful McDonald’s, this franchisee had decided the corporate system was lacking in one item: no flowers on the tables.

I became curious. I found the owner and complimented her on her flowers. I told her, “Your flowers are a nice touch of individuality in a sea of corporate sameness.” This made her so happy that she was beaming with pride.

I asked her if she had updated her operations manual to account for the flowers. Had she added maintaining the flowers to someone’s job description, scheduled replacement orders and provided procedures in case one of the vases fell off the table and broke? Her answer was “no,” and suddenly she was less impressed with me.

This McDonald’s franchise owner had made a critical mistake. A mistake many business owners duplicate every day. They introduce new processes and ways of doing things in their businesses without thinking through the goals, processes, responsibilities and control. It may be important to you to follow the entrepreneurial wisdom, “Ready, Fire, Aim” and execute a new program immediately rather than spending years of planning something before you do anything. While that’s fine, this advice presumes that you’ll go back and “Aim” later. From my experience, most just “Fire” without going back to fill in the critical planning steps that make their businesses sustainable and allow them to grow.

If you aren’t good at creating business systems, it’s not your fault. I’ve spent many thousands of dollars on resources and tools to try to learn how to do it. Even the most popular books are quick to tell you, “You need to systematize your business,” but they won’t give you an example of what they are talking about.

Finally, here is detailed information on how you can create systems for your business. This information has the power to change your life. While your business’s growth will come from your skill to generate new customers, your business’s lifestyle will come from your skill to create systems that will operate your business without your minute-by-minute attention.

Check out the rest of this article for business systems building insights, including a checklist for checklists, by visiting “Your Easy Step-by-Step Instructions for Creating Business Systems” in the Info-Marketing Resource Library.

IMA Easy Content Library

Are you looking for one last article for your newsletter? Would you like to have a guest column every month? Would you like to add a bunch of additional content to your website?

As an IMA member, you have access to the Easy Content Library. This is a resource library of articles contributed by other IMA members that you can use in your own publications.

You can insert these articles into newsletters, products or even books as content. As long as you maintain the author’s attribution at the bottom of each article, you are welcome to use them.

Check out the Easy Content Library today. It’s filled with a lot of great articles to read, and they may spark ideas for blog posts or other content.

Practice Pay Solutions and IMA have teamed up for this superior offering. For more information, please visit Payment Processing With DirectPay.

News to Share with IMA Members?

From Foggy to Clear and Inspired

“I went into the call feeling foggy, confused and uncertain. I left the call feeling clear, inspired and very certain on what steps I need to take to move my business forward. Not bad for a 45 minute session. You have saved me at least 2 - 3 weeks of time, and removed a lot of anxiety and frustration around feeling unproductive.

Thanks Robert. I highly recommended the investment in a coaching session with you.”

- Andrew Roberts

Faster Implementation =
Faster Profits for You

Check out the IMA Buyer's Guide today.

Information Marketing Association

Insider’s Look at “What I Do”

Weekly IMA Ezine: An Ethical Dilemma

Multi-Stream/Multi-Screen Integrated Marketing Campaigns

Experts For Your Monthly Calls

Promote Your Events to Other IMA Members

News to Share with IMA Members?

Dan Kennedy's April 2012 Info-Marketing Letter

Resources

Weekly IMA Ezine: The Myth That Cost Me Millions

Getting Your Customers To Take Action So You Can Keep Them For Life

Promote Your Events to Other IMA Members

April 2012 Jump Start Coaching Call

Multi-Stream/Multi-Screen Integrated Marketing Campaigns

Open Coaching Call for IMA Members - May 2012

Business Insights Teleseminar - May 2012

Accomplishing More with a Team And Getting it Done Right the First Time

Weekly IMA Ezine: Wish you could change the past?

Your Money Machine Blueprint

Strategic Decisions for the New Economy

IMA Easy Content Library

News to Share with IMA Members?

Faster Implementation = Faster Profits for You

Weekly IMA Ezine: A Secret to Longevity

Your Money Machine Blueprint

Your Easy Step-by-Step Instructions for Creating Business Systems

IMA Easy Content Library

News to Share with IMA Members?

From Foggy to Clear and Inspired

Faster Implementation = Faster Profits for You

Faster Implementation =
Faster Profits for You

Faster Implementation =
Faster Profits for You