Information Marketing Association Information Marketing Association Wed, 26 Oct 2016 07:25:35 GMT July 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-64205"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUp1bHkyMDE2SnVtcFN0YXJ0Lm1wMw%3D%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching call. I'm so happy to have you here today. I'm Robert Skrob, the President of the Information Marketing Association. If you'd like to ask a question, all you need to do is hit *1 on your phone. *1 gets you into the queue that way you can ask your question. We take questions in the order received. Our calls often go I don&rsquo;t know, man, 45 minutes to an hour or even more. We've had calls that have lasted two hours, and other times we wrap up in 15-20 minutes or even less sometimes depending on what's going on. So it is up to you and your questions. </p> <p>There's quite a few of you on the line and very often it takes a little bit of prodding and even last month I almost ended up ending the call and then I had a couple of folks that were jumping in, clambering to ask a question and that kind of started a whole windfall of questions. So to get in your questions now just hit *1 on your phone to get yourself into the queue. </p> <p>One of the things that I've been really focused on with the info marketers that I've been working with is something I'm kind of naming at the moment transformation, or transformational marketing. </p> <p>What I see so many folks doing is focusing on what they have to deliver and talking about, &quot;I've got this product,&quot; or &quot;I've got this membership site and it's got these modules,&quot; and I was actually just talking with someone today that's got a membership site and he's got all kinds of training videos in helping you in this area. </p> <p>He's got a tool that you can put in information and it gives you back a dedicated plan for what you're trying to accomplish. And then he's got this other system. And the whole site is really more about what he has instead of on what the problems that that system could solve. </p> <p>So I see it over and over again that you get so focused on delivering a tool versus a solution, and whether that tool is a coaching program and we'll talk on an ongoing basis or a seminar and you can come here and I'm going to reveal x-y-z, or it's a product and you're going to buy this and you're going to have access to these tools and templates, whatever it is that you are offering as an information product it's critical that when you offer it you focus on the problems that your product solves rather than on what you are delivering. Does that make sense? </p> <p>It makes all the difference in the world related to results; also it makes a magical difference when the customer actually joins. </p> <p>One of the things that we did with Ken Hardison and his business, and he serves attorneys who are in the personal injury space, and one of the things we figured out was shoot, attorneys that are brand new that are a solo practice they have very different types of questions and problems than do attorneys that have larger firms that once they have an associate then they have a much different set of problems than maybe the attorney who has a firm administrator. And they've got a very separate set of problems than in a law firm that maybe have multiple offices. </p> <p>So as you move forward in your business it's critical that you focus on your target customer and the problems you solve versus figuring out all this stuff about what you're going to deliver, is it going to have bonuses, is it going to have different toolkits, or what's going to be involved, instead always focus on what you're going to deliver and how the solution is. </p> <p>The key is when you focus this way and think through this now it makes it so much easier to deliver because you brought them in with a particular problem that they have. If you're going to focus on a problem you're going to focus on their most important problem and now because you brought them in with a problem then you're able to focus on how to get them solving that problem as quickly as possible. And that's what makes all the difference. </p> <p>So if I for some reason sell you let's say a library of online videos then when you come on I don't necessarily know what you want out of that library. I don't know what would benefit you. And so instead I say, &quot;Here's the library. Come on in.&quot; And now it becomes difficult for me to motivate you. But if I know that you have a specific problem then I can say, &quot;Hey, you got this problem it hurts doesn't it? It irritates you because of this or that.&quot; </p> <p>Maybe you're trying to learn how to speak and I have this whole library of speaking resources and how it's going to help you learn how to speak, well if you come in and I don't know exactly what type of speech you're trying to do, are you trying to sell, is this something you're doing internally, is this something you're doing at the industry association, then I don't know exactly how to motivate you. </p> <p>If it's speaking to sales and it's, &quot;Hey, you got this opportunity coming up to sell, you could either make a little bit of money or a lot of money. Do you want to waste this opportunity or do you want to maximize it? If you want to maximize it then go here and this will help you get started.&quot; </p> <p>So by being able to focus clearly on the problem not only do you have increased conversion but you also have increased engagement which then leads to long-term retention. So a lot of times folks are like, &quot;Oh man, if I focus on a particular problem it's really going to narrow down who I'm able to speak with.&quot; But what you find when you actually implement this is that it actually expands the number of customers that you can keep because you are more problem focused versus on your product focus. </p> <p>Again, this is all your time. If you would like to ask a question and get in the queue just hit *1 on your phone. And our first question comes from David in North Carolina. How are you David? Good to hear from you. </p> <p><strong>David:</strong> I appreciate all that you've been writing on retention and I'm working on retention, but I'm still struggling with retention. So let me tell you what I've done that you pointed us to so far. I am measuring, so I've got flat growth I'm probably adding 5-6 people to my monthly membership program every month, but I lose about the same number every month and I've been flat for about a year. </p> <p>So I redid my welcome letter much along the lines that we learned about in the online training program that you did a couple of months ago and I think I have a really good welcome letter now. Now I just published it so a lot of people haven't gotten this yet, but we're just sending it out now so we just started that. I also redid my newsletter and I spent some time with Shaun Buck and read his book, you know, I had a crummy newsletter so now I got a hard copy newsletter which I think has good content in it. It's about -- what you're talking about right now it's about solving problems that they have. And then I do a monthly coaching call like this with my group. </p> <p>And I also do a monthly interview that I send out much like you do. So that's in a nutshell my program. </p> <p>What would you do if you were measuring your retention, you saw you were flat, or where would you point me and you saw that you've got some long-time people but the average person tends to join 2 to 4 months and then says, you know, they're really just not able to use it. They're busy and they're just not going to continue. </p> <p><strong>Robert:</strong> One of the things that I would really want to look at is kind of where in that member life cycle are they quitting. </p> <p><strong>David:</strong> At 2 to 4 months. </p> <p><strong>Robert:</strong> But are they implementing and they feel like they have accomplished what they want to accomplish or are they not getting started? </p> <p><strong>David:</strong> I don't think they're really getting started. I think, you know, if you remember back when we originally talked about this, a lot of people come to me through a training class which is three months long and then I upsell them into this monthly program. About half the people that enroll in the training program actually do it and they really like it. </p> <p>I get good feedback and those are the people that tend to convert because I have coaching calls with them and it's going really well, so they convert to the Insider's Circle program. But I think as soon as those coaching calls are kind of over and now it's up to you to join the monthly coaching group call like we're doing right now that people just sort of, you know, because I'm not pestering them to have a meeting they just sort of fall off the map. </p> <p><strong>Robert:</strong> One of the smartest things that I learned when I joined Weight Watchers was the very first thing that happens when you join is they set a goal with you. And so it's hi, they get your name and then you stand on a scale and then they take your money and kind of get you set up and give you a little welcome book and they say, &quot;We recommend that you set as your first goal losing 10% of your body weight.&quot; </p> <p>And when I joined I was 235 so that was 23 pounds. And you know at my height that was not my, you know, getting me down to 202 would not have been still my healthy weight, or ideal weight or anything, but it was an incremental goal that allowed me to focus on accomplishing something versus on all the hassles and challenges and frustrations of trying to get from here to there. </p> <p>Do you happen to have a -- is part of your coaching calls are you working with them to set goals around this? </p> <p><strong>David:</strong> Well, the coaching calls are in the training class, so the training class is a particular sales process that they're learning and there is a very specific goal to that training class. And then the Insider's Circle program is meant to kind of keep them building and improving the metrics that they would have set in that training class. </p> <p><strong>Robert:</strong> Are they creating something as specific as a weight loss goal? </p> <p><strong>David:</strong> Yes. What it is is they're learning a particular presentation and how to -- most of them are selling like what's called an IT services or managed services program to manage a small business computing department kind of thing. So there's this little assessment that we do that builds the justification for getting that client to buy the managed service program. </p> <p>So in the class I'm teaching them how to get an opportunity to go through this assessment with the client and then how to conduct that assessment with the client. So those are the three coaching calls that I do during the training class. And usually they have kind of got a cursory idea but they're not very good at it at that point. </p> <p>So if I'm listening to you and I'm hearing what you're saying it would make sense and actually it says in my welcome letter that I want you to really perfect and have one more call that is part of the Insider's Circle and then perfect this presentation. </p> <p><strong>Robert:</strong> What about helping them set a specific sales goal of what they want to sell. So just like in Weight Watchers in order for me to be able to lose weight I had to learn how to plan my meals, I had to learn what to eat, not to eat, I had to learn the relative calories or points and so I think that's kind of what your sales system is. So there's the learning of that, but then there's the execution of that to the point where they actually sell and meet their goals. </p> <p><strong>David:</strong> Yeah. So I could set a goal for instance to set up a certain number of meetings and convert those to business, let's say set up 10 meetings over the next two months and convert half of them to business, something like that? </p> <p><strong>Robert:</strong> Yeah. So that there is a fire in them. The answer is there's a lot of these types of things that you'll want to do, but this one I think was the one that I don't remember hearing in your system, but if as part of one of these coaching calls, you know, with your membership I could do something like I could ask you how many members are you at now? &quot;Okay, well that's very good. Good job for growing because you certainly have been working hard and I'm proud of you for that. Where do you want your membership to be at the end of the year?&quot; &quot;Okay, well that's a good number and certainly we can see that from what you're doing you're not yet going to reach that, but what I want to do is really help you through this program, help you generate the membership numbers that you want to hit.&quot; So you kind of can flip it with yours. &quot;All right. How many sales are you making? What are your metrics? What are your success metrics? And where do you want to be?&quot; And then make the alumni or your ongoing program about hitting those numbers. </p> <p><strong>David:</strong> Yeah. I can certainly visualize here, like I could even create a little form that I send out to them to track the number -- they're selling long-term managed contracts so it's almost like membership, you know, it's numbers of companies they're managing so we could say, &quot;How many companies do you have under contract right now?&quot; &quot;Well, I got 25.&quot; You know, &quot;How many do you really want to have by the end of say a year?&quot; &quot;Well, I'd like to have 50.&quot; &quot;Okay. So let's set that goal and let's use this process and start to measure.&quot; Is that what you're saying? </p> <p><strong>Robert:</strong> yeah. And I don't know whether or not if automating it off the top is the right way to go or if you would want to incorporate some of that into your coaching calls so that you can learn kind of what they're saying and doing and how to use it. </p> <p>I think eventually even being able to make that language part of what you talk about, so if I was in Weight Watchers I would talk about how wonderful it's going to feel -- most people are going to Weight Watchers because there's a specific event that they want to lose weight for, and the people at Weight Watchers figure out what that event is and then keep talking about it's going to be so awesome. You're going to look great at your daughter's wedding, or you're going to look great at that reunion, or you're going to look great at your wedding. </p> <p>So rather than me being so focused on giving up bear tracks ice cream or moose tracks ice cream, whatever it's called I'm instead my attention is on how good I'm going to look at my daughter's wedding. </p> <p>And I think that's what you want to do with your membership communication is keep them focused on their goal and their desired outcome so that they get excited about that, and then learning your process, going through these things then when you're focused on your goal you care a whole lot less about all of the pain and all the frustration or anxiety or the learning pains that you have to go through in order to get there. And so as much as possible let's get them focused on their desired outcomes. </p> <p><strong>David:</strong> Yeah, okay, that makes a lot of sense. I'm sort of thinking through ways that I could implement that but I think that's a great idea. I could actually use the third coaching call in the class -- or actually the first coaching call to set the goal and then when we've had our three calls it's easier to say now, you know, we want to get to that goal by the end of the year. I can help you do that. Stay in the Insider's Circle program. </p> <p><strong>Robert:</strong> So what this is all about is helping you, we talked a lot about the how to and now it's using that in order to achieve your outcome and I can't wait. And then one of the things you talk about in your newsletter, that's one of the things that I figured out a long time ago that has really served me is that the newsletter is about the members. And so you don't necessarily talk about you but you talk about what outcomes your members are receiving and getting and what's happening in their lives. </p> <p>And you make your newsletter into, you know, kind of like the People Magazine of your little world because all these people are, you know, really nobody understands how to sell these high end subscriptions installations like other people who are selling these high end subscription installations. And so me understanding that what other people are doing and how they're succeeding or what's going on is extremely valuable because it's probably the only place in the world where people are talking about this. </p> <p>And so by you featuring people who are accomplishing their goals it certainly sells your system. It gives recognition to the people who have worked for months learning your system and implement it and it gives hope and ambition to the people who are trying to implement it and haven't yet. </p> <p><strong>David:</strong> Yeah. </p> <p><strong>Robert:</strong> And maybe it gives a kick in the butt to those who want to are sitting on the sidelines and haven't implemented anything. And so by capturing their goal and then keeping that in front of them and I don't know if you have a forum or a Facebook page where people are posting that sort of thing and then coming back and reporting or if you want to make that part of your coaching calls where you're asking them for goals and outcomes and success stories and then you can talk about it on the coaching call where you can go, &quot;David in North Carolina, he grew his membership this month. He had at the beginning of the year that he was going to get to X-number of members and by golly it's October and he's already gotten there. Great job David I'm so proud of you.&quot; </p> <p>And then you go on with whatever you were going to do in the coaching call. So that inspiration to those who aren't yet doing it and it makes the guy who you just recognized feel like a million bucks because his wife thinks he works too hard, doesn't get enough respect at the office, his boss doesn't think he works hard enough, he doesn't have anywhere to turn and if you're able to give them inspiration and recognition then that's what is really going to help drive that. </p> <p><strong>David:</strong> Yeah. All right. Yeah, good that makes a lot of sense. </p> <p><strong>Robert:</strong> Awesome. Anything else? </p> <p><strong>David:</strong> Well, let me implement some of those things and report back. </p> <p><strong>Robert:</strong> All right. Sounds great. Now I've seen your letter haven't I a few months ago? </p> <p><strong>David:</strong> You did, but I redid it completely so I'll be happy to send you another one if you'd like to take a look at it. </p> <p><strong>Robert:</strong> I would be happy to. Send it over whenever it's convenient. Happy to take a look at it, and also as you implement the goals feel free to send anything like that that you'd like -- a technique that I've been using quite a bit with clients and so would love to hear how you've been able to implement that. </p> <p><strong>David:</strong> Okay. Will do it. </p> <p><strong>Robert:</strong> All right David. Great chatting with you. </p> <p><strong>David:</strong> Thank you. </p> <p><strong>Robert:</strong> And if you would like to ask me a question, quite a few of you on the line, all you need to do is hit *1 and that gets you into the queue to ask your question. And I think that that's an interesting opportunity. See now when you are flipping your membership instead of you offering benefits or offering a service or access to certain tools and instead you're focused on solving a problem, now all of a sudden you can take goals around that problem and help them monitor those goals until they've got that solution. </p> <p>And so kind of going back to what I started with at the top of the call, going to, you know, thinking of yourself as a problem solver and that your membership and process is a path to solve a problem completely changes everything. And then as you have folks that are solving that problem and achieving those results they are going to feel great about it and they're going to want to share those results, they're going to engage with other people that have had similar outcomes and similar experiences and that's where the community really kicks in. </p> <p>Before folks have had a positive outcome the community isn't really as strong because there's not this shared vision or shared pain or shared process or experience that they've gone through. It's really only after you've helped them solve a problem, overcome an obstacle that they now have they're kind of invested in this and they're open and interested to and engaging. </p> <p>If you'd like to jump in, and I know there's quite a few of you that are on the line, if you'd like to ask a question -- I kind of do a last call -- just hit *1 to get yourself in the queue and you can certainly ask your question. And if you're not able to get your question asked but you think of a question that you want to ask no worries we have another Jump Start Coaching call coming up on August 16 at 3:00 Eastern/Noon Pacific and we'd be happy to chat with you at that time and answer any questions that you have then. So with that I think we'll go ahead and wrap up today's call. </p> <p>Thanks David so much for your question. Anyone else feel free, you can send me an email if you have a question in the meantime, or I'll chat with you on August 16th at 3:00 Eastern/Noon Pacific. Thank you very much. I look forward to chatting with you soon. </p> </div> Thu, 01 Sep 2016 22:58:37 GMT Dan Kennedy's August 2016 No B.S. Information Marketing Special Report <div class="assets"> <div class="facebook-like"> <iframe src="" scrolling="no" frameborder="0" style="height: 24px; width: 100%; margin-bottom:1.5em" allowTransparency="true"></iframe> </div> <h3>Resources</h3> <ol> <li> <a class="" href="/community/news-and-updates/download/L2ZpbGVzL2FjY291bnRzL2ltYS9hc3NldHMvZmlsZXMvZGFuLWtlbm5lZHktaW5mby1sZXR0ZXIvRGFuLUtlbm5lZHlzLUF1Z3VzdC0yMDE2LU5vLUIuUy4tSW5mb3JtYXRpb24tTWFya2V0aW5nLVNwZWNpYWwtUmVwb3J0LWFzLWEtcGRmLWZpbGUucGRm" title="Dan-Kennedys-August-2016-No-B.S.-Information-Marketing-Special-Report-as-a-pdf-file.pdf">Dan-Kennedys-August-2016-No-B.S.-Information-Marketing-Special-Report-as-a-pdf-file.pdf</a> </li> </ol> </div> <div class="html clearfix clear"> <p>Dan Kennedy's August No B.S. Information Marketing Special Report<br /> was jammed packed with resources to help you build your information marketing business.  </p> <p>Here is a quick summary of the topics included:</p> <ul> <li>A chief human fallibility that dare not be ignored</li> <li>Why you believe what you believe</li> <li>This is how your customers operate – like it or not</li> <li>Understand how this can work AGAINST YOU, just as it can work for you</li> <li>Specific suggestions to bringing something your customers eagerly want</li> </ul> <p>As a member of the Information Marketing Association you are welcome to download the attached PDF file.  This page is active through October 31, 2016.</p> </div> Thu, 01 Sep 2016 22:55:28 GMT Harnessing Today’s Subscription Trend <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-64189"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1608-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>There has been an explosion within the subscription industry in recent years. While information marketers have taken advantage of the mass acceptance in recent years there&rsquo;s been tremendous growth outside of the industry. This program will focus on bringing insights from large multi-million-dollar subscription businesses to you. I&rsquo;m speaking with Kathy Greenler Sexton of, the premiere news site for the subscription industry.</p> <p><a href="">Read More &#187;</a></p> </div> Thu, 01 Sep 2016 22:50:01 GMT June 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63895"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUp1bmUyMDE2SnVtcFN0YXJ0Lm1wMw%3D%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p>Robert: Welcome to your Jump Start Coaching Call. I'm so happy to have you here today. I'm Robert Skrob, the President of the Information Marketing Association and you can jump into the line to ask your question by hitting *1, that gets you into the queue to ask a question today. </p> <p>Today's Jump Start call is all about you and answering your questions, helping you in your business, helping remove any roadblocks you have, helping you find clarity amongst all the options and choices that you have. And then also to help move your business forward. On these calls I help folks find the right market, I've helped folks identify the best way to launch, I've helped them figure out how to do a new product, how to launch coaching programs, how to launch events, you name it we have been going over all of those things over the last nine years that we've been doing Jump Start Coaching calls like this every single month. </p> <p>So if you have a question all you need to do is hit *1 on your phone and that gets you into the queue. These calls last sometimes we wrap up in 10 or 15 minutes if there's just a couple of calls and other times we can go for an hour, and heck we've gone for a couple of hours at times with everybody that has dialed in to ask a question. And it's actually kind of neat, so just hit *1, that gets you into the queue. </p> <p>It made me think as I was kind of going through that the second edition of my book, The Official Get Rich Guide to Information Marketing that was published in 2011, the way that that book was written was I went through probably at that time about four years' worth of Jump Start Coaching call recordings and I wrote down all the questions that were asked and I wrote down my responses. Then I organized all of that into a book and that's how that book got started and launched. I don't know if you've read that book, but there's five ways to launch your business, there's all about where all the money comes from in the information marketing business, there's all about how to help ascend your client and maximize lifetime member value, all that and more in that book and it's really quite remarkable that that was born out of these Jump Start Coaching calls. So this is certainly my favorite time of the month, my favorite thing to do with you in order to answer your questions. </p> <p>So I know there's quite a few of you on the line. Sometimes you can be reluctant to go ahead and ask a question. I encourage you to do so anyway, or just let me know that you want to chit chat about what your idea is. Just hit *1 on your phone and that gets you into the queue so that you can ask your question. </p> <p>One of the things that has really been pivotal as I have been working with folks on their marketing is that every communication that you are making to your member needs to be about the transformation. So much of the time as an information marketer we are creating sales letters and sales materials that are very focused on this is what you get out of this program. You're going to be able to do this and you're going to be able to do that and you're going to have all these great outcomes. And then when we deliver the product we give them the training, this is what you have to do, and we don't continue to have that conversation and provide that training within the context of the transformation that they're trying to receive or the outcome they want in their life. And what we do is we give them 87 things to do as a result of receiving the training without also giving them the motivation of what are the wonderful things that are going to happen for them because they have gotten the training. </p> <p>The other piece of it is, and I actually learned this from Dan Kennedy, you know, I was preparing, we have a monthly call and talk about, oh we're going to have this guest and this guest does this and come on. And Dan was like geez, you're going to have to promote it a whole lot better than that if you want somebody to come. And in fact, you have to promote it as well as you would if it was something that they were paying for each time. And so each and every content item that you publish as a benefit to your members that they pay for you have to build the value in that content item so that they will take the time away from everything that they're doing and all of their life's priorities and go wow, this is something I really ought to pay attention to. I would often see that within my marketing when I made the effort to really promote it and promote the outcomes that people would receive then all of a sudden I would get better results and more people would show up and participate. And then when I took a month off and didn't promote a piece of content that they were receiving then suddenly I would see that they weren't getting results. </p> <p>Also, I had a conversation today with somebody who has a membership program and she was telling me that man, you know, my members just say they don't have time to participate or they don't have time to come to events, or they don't have time to engage in the materials that we're sending out as an association. And while they're saying they don't have time what that means is that based on the information you have provided they've made the decision that what you are sending is less important than everything else they are doing in their lives because I can promise you if they got a flat tire today they would have time to put on a spare, go to the repair shop and get it repaired or replaced. They would have the time for that. If they got sick they would have the time to go to the doctor. So these things they are making time for the things that they're making time that they have determined are important. And if what you have can really and truly change their life then you've got to build the value in the outcome so that they will put aside everything else that they're doing so that they can engage in what you have. </p> <p>Like for instance, say you're selling a weight loss opportunity, not just like any other transformation that you might be selling, but of course if somebody is overweight knowing how to eat right and exercise could be of immense value to them. It could even be that by your sales message they get so riled up that they read it and they buy. Then they receive it and there is all these things and they're, awh man, I'm going to have to change this and I know for me I didn't like giving up Cuban sandwiches. I really like Cuban sandwiches and I really don't like the idea of not eating them, you know, once a week or so. But what finally happened is my goal for living healthier became bigger than the frustration and anxiety about giving something up. And when you are selling information, being a coach, delivering a seminar, delivering a training, if you expect somebody to make a positive change in their life chances are there is a whole bunch of beliefs, traditions, things that they have already been doing in their life that are fairly entrenched and in order for you, it's one thing for you to get them to buy what you are offering it's a whole other thing for them to actually implement it. And if you want them to implement it you've got to raise the stakes and continue to paint the picture of what life will be like after they've implemented your solution and do that with each and every piece of content that you are delivering. </p> <p>So if there's any way I can transform your life and your business here today just hit *1, that gets you into the queue, and what we can do for you is help bring clarity if there's a number of options that you've been trying to figure out or help you along the way with finding the next step. If you've got some ideas but don't really know exactly what you should do next or help you identify which would be your best niche or market if you've got a few different markets that you have been considering or thinking about, or anything else that you've been trying to do in your business. You just hit *1 and that gets you into the queue. And we'll leave the line open for a moment or two and see how many questions that you have or what I can do for you and then we'll go from there. </p> <p>It has been a pretty neat thing over the last several months working specifically with membership programs and one of the things that I have found is that the programs that are focused on actually delivering transformations for their members they not only get better retention, but they also get higher frontend sales. Customers buy from them more often and because they've become very clear about exactly what they do and how they impact their members, and the outcome their members can expect, that not only does retention improve, but their new member sales improve as well. </p> <p>Well, we'll give you just one more final call. Just hit *1 if you would like to ask a question. I know there's a bunch of you on the line and certainly happy to help and provide any input and support that I can for you. As this is our Jump Start Coaching call we are focused really on this program about helping you with your questions and answering anything that I can do for you in your business. So just hit *1 and that will get you into the queue to ask a question. If you don't get your question asked during this call our next call is going to be in July on July 19 and it's going to be at 3:00 Eastern or Noon Pacific, either one, and that way you can certainly jump in ask any questions or anything like that that you have at that time. There again, we will be back here on July 19 at 3:00 p.m. and we'll go from there. </p> <p>The other thing is your Best Practices in Information Marketing call is going to be on July 12 at 3:00 Eastern, Noon Pacific, and we're also going to talk a lot about membership programs at that time and how you could grow really memberships very specifically. </p> <p>So with that it's about -- okay, wait a minute we actually do have somebody who has jumped into the queue and we'll go ahead and get your name and information and that way we're able to help you and help your business grow. So go ahead in the meantime just make sure you've got July 12th on your calendar for your Best Practices in Information Marketing call at 3:00 Eastern, Noon Pacific and then put your Jump Start Coaching call there on the 19th at 3:00 Eastern. And if you have a question that you would like the answer to or just want input or advice then just hit *1 on your phone. In the meantime, we'll go to Greg in Maryland. Welcome Greg.</p> <p>Greg: Just getting started with my information marketing business. I'm a real estate investor. I have a meet up that I meet with a group of investors once a month for about the last two or three years. In terms of my first product I do videotape my meetings and they're on various topics in terms of my first product can I just burn the videotape to a DVD and sell that, or how would I go about the first product? </p> <p>Robert:  Thank you very much for your question Greg. Great to meet with you. What would be the outcome of somebody watching that meet up? </p> <p>Greg: It would help them in getting started with investing in real estate. </p> <p>Robert: Okay. </p> <p>Greg: A lot of novice investors are kind of fearful of investing, so I do this free met up just to give free information. It also gives me leads, so it brings the leads to me in terms of me buying properties, but it gives them the information in order to get started investing in real estate. </p> <p>Robert: Okay. If you were able to put together a lesson or by putting together three or four of those or five or six, or however number, then most certainly that there is an opportunity to reuse that content and what you've done in order to publish that as some sort of product. So the format isn't as important as being able to position it for the member or the buyer as to what they're going to get as a result. Not necessarily get in terms of video, but what's the transformation that they could have in their life. Can they go from where they are to buying a property? Does this help them identify becoming an investor is right for them? Does this help them maybe with one type of investing? So whatever is the outcome be focused on delivering outcomes for people rather than content and then certainly if you've got content that you can recycle in order to produce that then by all means. </p> <p>Greg: And should I also have some type of booklet or handout along with that? </p> <p>Robert: It certainly doesn't hurt, but it doesn't matter one way or the other. I think the more you're able to -- I would probably be on the side of okay, if I was a notice investor what would be helpful and useful in having me go from being a novice to becoming an investor and then what are the steps that I need to take along the way to get there. And if you could do that simply by watching that video then that's fine. If printed materials, manuals or something like that would be helpful to deliver that outcome that's fine too. I guess I'm not too concerned about exactly what the content is as long as it clearly delivers what you're promising the outcome will be. </p> <p>Greg: Okay. All right. And should I put that into like a series of video, DVDs? For example, I have one video of for example wholesaling real estate and then another of flipping real estate, and then another of buying and holding being a landlord, so should I put those in a series or try to sell those individually? </p> <p>Robert: So would those give me a new skill? With like playing tennis, if I don't know how to play tennis and you teach me backhand or even forehand or you teach me serving, does that teach me tennis? Or is there kind of like an overall sort of piece that has to come together in order to make it work? </p> <p>Greg: Well, overall in terms of learning the different aspects of tennis or the different aspects of real estate investing. And then from there you can choose which type if not all that you want to go into. </p> <p>Robert: Okay. So if the outcome is we're going to detail five of the types of real estate investing and that way you can at the end of it you will know what you're able -- then yes, I think then that sounds like a perfectly fine product. </p> <p>Greg: Okay. </p> <p>Robert: More than anything you just focus around making sure that you have a promised outcome and that your product clearly delivers that outcome for your client. Beyond that whether they are videos or printed or manuals or videos and manuals all that's based on whatever you feel delivers that outcome the best. </p> <p>Greg: Okay. Thank you so much. </p> <p>Robert: Awesome. Great chatting with you Greg, and keep in touch I look forward to hearing how things work out. </p> <p>Greg: Thank you. </p> <p>Robert: All right. So if you would like to jump in the call we'll do a last call, just hit *1 on your phone to get in the queue to ask your question and then we'll wrap up from there. Again, if you don't have the dates on your calendar then July 19 is going to be your next Jump Start Coaching call where you can phone in with questions. And then July 12th is the next Best Practices in Information Marketing call. So with that I guess we'll go ahead and wrap up since we don't have anybody else in the queue at the moment. Thank you very much for calling in today and participating in today's Jump Start Coaching call. I hope you have a fabulous Fourth of July with your family, and I look forward to talking with you next time. </p> <p>Oh actually, it looks like we do have -- Fred, are you still on the line </p> <p>Fred: I'm still here. I couldn't let you go. </p> <p>Robert: All right Fred. We'll get you in the last minute. I just saw that you popped through. </p> <p>Fred: Yeah. I'm a CPA and I specialize in providing tax reduction and audit protection strategies for realtors, and I do coaching, you know, one-on-one coaching and I'm going to do some of that through webinars or teleseminars. But I was wondering, my question is I've been struggling is what kind of a benefit can I provide if I do like a membership program for somebody. I'm struggling with what kind of an ongoing benefit I might provide to get people that would be valuable for people to sign up for that? Do you have any ideas? </p> <p>Robert: And so the key would be around your core market, the real estate professionals? </p> <p>Fred: Well, I specialize in dealing with realtors just because that's my business model because I can reach them and so forth and learn how to talk to them. But then I'm wondering is there some kind of a benefit I could provide that they would want to have and sign up for an ongoing membership program. </p> <p>Robert: All right. So what you want to start with is the member and that's these real estate professionals. And think through what they really need in their lives in order to help them grow. What direction are they trying to head? What are they trying to accomplish and how can we help them get there? It's really the core of where we want to start our thinking. And with real estate professionals they are typically out on their own, yeah they have an office, but the type of support, you know, they're not getting any of this type of support out of that brokerage office. And what is it that they need in order to operate their little business and move forward? </p> <p>Fred: Right. One of the things I'm going to do for another program is do like a focus group and talk to them and find out maybe dig down into get some responses from them of what they feel their needs are, but I know most realtors aren't sophisticated in terms of tax or even in terms of business, they're lousy record keepers. That's what I've identified so far as the needs that they have that I could help them fulfill. I like your concept of transformation, help them transform their lives so they're confident that they're dealing with these issues and they can concentrate on other things in their business. </p> <p>Robert: I even think that a lot of these folks, I mean the folks that are interested in keeping up with their books and running a business aren&rsquo;t typically the ones that become real estate professionals. </p> <p>Fred: Right. </p> <p>Robert: And they most often really hate this sort of thing. So I wonder if even your membership if it would be more valuable to flip this into some sort of subscription around a package of services that you could provide and make this about giving them their freedom back, you know, freedom from high taxes, freedom from paper work burdens, freedom from red tape, freedom from fines and late payments, freedom from interest overcharges, and have these are the processes and then you make this about helping them pull together everything they need in a year. </p> <p>Fred: That's a very interesting concept a subscription program that offers them services because they're a lot more opportunities to provide online bookkeeping and so forth that I could then help them to keep implementing and like monitor that every month on a subscription basis and help them manage taxes on a subscription, set up a program to do that like over the internet. </p> <p>Robert: And have an ongoing -- I mean I think if these folks were interested in receiving information about taxes or updates then they wouldn't have become real estate professionals. </p> <p>Fred: Right. </p> <p>Robert: But they don't want to have to deal with it and they certainly don't want there to be any embarrassing mistakes or any fines or aggravation around it and if you could create a monthly program that was a couple hundred bucks or a few hundred bucks a month that provided them their business return, maybe even their personal return, you know, figure out if that makes sense or not, and then do other pieces around the bookkeeping or reconciliations or different sorts of returns and you'd know what they were. And if they gave you their closings and send you their check stubs on a monthly basis then that would give you everything you needed in order to make that happen for them. </p> <p>Fred: All right. So that's kind of like a membership program, but it's more built around offering some services rather than just providing information. </p> <p>Robert: And that's kind of where you're trying to get anyway is to be the service provider. It's just pricing it on a per month basis rather than trying to have to resell them once a year. </p> <p>Fred: Right. </p> <p>Robert: And then it's also it doesn't really take very many clients till you have a nice little monthly thing coming in without having to go get it. You're adding a couple of them every month and the thing grows. Now, in terms of the membership aspect, every good membership has a mission and so this would all be about protecting realtors, real estate professionals from high taxes, all the wage and hour laws and aggravations, all the IRS gotchas that are built in to the tax law and how you're helping provide all of these things. And it's you've been frustrated in a way that folks trying to take advantage of real estate professionals and how closing agents aren't looking out for you and certainly all the different marketing companies that are looking for money aren't looking out for you, but you can help them know what they're doing. </p> <p>Now the other thing is it would be interesting to consolidate -- how many real estate professionals have you done tax returns for? How many different people? </p> <p>Fred: Well, probably I don't know, 50 people a year. </p> <p>Robert: Okay. </p> <p>Fred: I have real estate clients. </p> <p>Robert: It would be interesting even to consolidate the information and I don't know if you would even be permitted to do this, but like how much money on average are those 50 people spending on marketing? How much in average are they spending on taxes, closing, you know, all the little different things that they're spending money on what are the percentages of commissions that are spent on these different costs, and that would be a pretty interesting report that you could publish. </p> <p>Fred: Oh, so that would be kind of a value-added benefit so as the, I mean like I know ADP does payroll and they've become kind of an HR go-to person for payroll statistics. So yeah, that'd be interesting. </p> <p>Robert: And so they try to publish and say oh well, people are hiring or they give their own -- they know when the Department of Labor stuff is going to come out so they try to beat that by a couple of days with their own numbers. </p> <p>Fred: Yeah, that's very interesting. </p> <p>Robert: For you it's more about being, so your members would not only know what they're spending on stuff, but they'd also have an average. Okay, this is your revenue and expense, but really kind of the first question is is that good? What about it? And you could give them an indication of how they compare to their peers in their community no less. </p> <p>Fred: Okay. So yeah, that's a very good idea. Thank you. </p> <p>Robert: The membership piece would be in that mission so rather than I'm providing services and you're giving me money, the mission is protecting real estate professionals from all these fines and that becomes an essential theme that you're talking about in and amongst everything else you're doing with these folks. </p> <p>Fred: Yes. The passion. </p> <p>Robert: Correct. </p> <p>Fred: Yeah. </p> <p>Robert: Then the other piece is on the recognition side. So if you've got a member publication that featured some of the cool things that different members of your community are doing. So x-y-z realtor had a great year. These are some of the marketing strategies he's using. And l-m-n-o-p realtor is, you know, next month you talk about l-m-n-o-p realtor and so there is a recognition factor where you are helping build a community of folks that work with you and make sure that their stuff is taken care of. </p> <p>Fred: Your tribe so to speak. </p> <p>Robert: Right. Exactly. So you have built around this core of these services, which is what you're trying to sell anyway, and you tribalize it by having a mission, giving recognition, inviting folks to recommend you and refer you to others, giving them a return on investment. </p> <p>Fred: Okay. That's a very good idea. I appreciate your input Robert. </p> <p>Robert: Awesome. Well it's great to chat -- (audio ended) . </p> </div> Fri, 29 Jul 2016 19:42:21 GMT Gamification and the Latest Member Retention Advances in Membership Sites <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63879"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1607-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Membership site technology has come a long way since I created my first password protected members-only site in 1996. Today, you can track progress, give badges, award certifications and create a community where reading and implementing your trainings becomes a bragging right. Building this leads to membership growth, better results for your members and long-term, stable, wealth for you as the community owner. This month&rsquo;s program is a deep dive in the latest developments to create engaging online communities for your vibrant tribe.</p> <p><a href="">Read More &#187;</a></p> </div> Fri, 29 Jul 2016 19:31:37 GMT Essentials of Boosting Member Retention and Generating Member Referrals <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63660"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1606-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Information marketers don&rsquo;t get many referrals from their members. While part of this is inherent in the business; mostly that&rsquo;s an excuse. Info-marketers don&rsquo;t get referrals because few info-marketers create a system for equipping members to make referrals and making growing the membership a community value. This program focuses on how info-marketers can grow their business using referrals and how to retain members for further faster growth.</p> <p><a href="">Read More &#187;</a></p> </div> Fri, 01 Jul 2016 19:11:47 GMT April 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63372"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUFwcmlsMjAxNkp1bXBTdGFydC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. I'm Robert Skrob and I'm so happy to be here. This is my favorite call of the month. Glad that you are joining me and I look forward to working with you on your business. This is your call where I answer your questions and help you with your business, so feel free to jump in and ask a question. That's what this is all about, the kind of the format of this. Just hit *1, or is it *0 Carrie? I think it's *0 on your phone, and I forgot Carrie, I do this every month and have for years, but I know it changed like two years ago, I think it's *1. Anyway, hit *1 on your phone. That's what it is, so *1 and that gets you into the queue to ask your question.  Our operator Carrie will take your name and information and that helps get you started. </p> <p>So what we do each month is we have these calls in order to answer member questions. Sometimes our calls wrap up after 10 or 15 or 20 minutes, other times we go until, you know, we've had an hour and 45 minutes or even two hour Jump Start call marathons before. It all depends on you and what's on your mind and what we can help you with in your business. So just hit *1 on your phone and that gets you into the queue to ask a question. </p> <p>So I just came off of the Boston Marathon just a few weeks ago and that was pretty darned amazing. There's half a million spectators that are along the course. The course, it's 26 miles long, and you start about 24 miles away from Boston and run from one point to another and you start in this little town called Hopkinton and then you are running through all these little towns some of which are almost as old as Boston itself, and the specific tribe of the town is based on being able to play your music louder and scream more intensely than the other towns along the Boston Marathon route. And so as a runner you're caught up in this concept to cheer you on more affirmatively as you go and it's just an unbelievable magical experience. There are thousands of people in every town holding up signs, banners, cheering you on, giving you things, oranges and fruit and wet towels and sponges to wipe off with and it's just an amazing experience. And then the last turn for the finish is as good as it could be it gets even better because about a half a mile to the finish line and you can see it out in the distance, and there on either side of the course people are lined up ten deep screaming, ringing cow bells cheering you on and it was an experience that I simultaneously wanted to be done and at the finish line as soon as possible and I also never wanted it to end and have that moment last forever. So it was a truly remarkable opportunity and I certainly would hope for any of you that are interested in running marathons to be able to have that opportunity for yourself because it was truly, truly amazing experience. </p> <p>So with that, I certainly am open to taking your call. That's what this program is all about is answering your questions and helping you with your business. Just hit *1 on your phone to ask any questions and sometimes we have a lot of questions, other times we don't have as many, so it just depends on you to determine how long our call lasts. </p> <p>One of the things that I've been really focused on is around membership programs and I had an interesting question from a client yesterday, he asked me about welcoming calls. So once you have a program how to welcome your members to the program in a way that builds engagement and he had more people dropping out than he was comfortable with so he wanted to really see if there was another way to build connection and that's why we kind of outline these calls. So what we did is there are kind of three core questions that you want to figure out when you're designing these calls, the first is when you're going to make the call, the next is who is going to make the call, and then third what the call is going to be about. </p> <p>So the first is when and I recommend that you make these calls between 3 and 10 days of membership, so that allows the initial excitement and confusion to kind of subside. You've gotten beyond the how do I log in type things and you're now able to have a little more meaningful conversation. If you want to have a customer service person make a quick call to check their information and shipping address within the first 48 hours that's fine, but for a real member onboarding call you'd wait between 3 and 10 days. </p> <p>The next is who you're going to have make these calls, and I would suggest that you use somebody with primarily a stale type mindset. This is really not a customer service call this really is a sales opportunity in order to one, get them engagement and into your membership, two, recommend any product, services, get them registered into any conferences, and three, work to ascend them to any of your other memberships that you may have available, move them up to a higher level of membership. So this is absolutely a sales opportunity and you want to make sure you've got the proper member of your team engaged and ready to make this call. </p> <p>So what's the outline of the call? I recommend that you use a sales format and the system we built for this client was based on Neil Rackham's book called <em>Spin Selling</em>. You may have heard of the book, it's probably 30 years old, something like that, so it's not a new concept it's just one that works and works over and over again. So the first thing you want to ask, so the salesperson gets on the phone and starts asking situational type questions. &quot;So tell me, what's going on -- hey, why don't you tell me what's going on in your life, and what are your top goals that you're working towards,&quot; or, &quot;What are the top projects that you're working on?&quot; Something like that just to get the conversation started and for them to give you a situation analysis of their life and their business. </p> <p>You may want to ask some follow-up questions and really make sure that you have a thorough understanding of what's going on in their business and their life and make sure that you're really kind of focused on what it is. </p> <p>Next, ask them about problems they have. &quot;So you told me that this is going on. What are your top key problems or frustrations that you are encountering here?&quot; And then let them go through those problems and you're going, &quot;Oh, okay. Wow. Interesting. Oh, I'm sorry to hear that. Ooh, that sounds tough.&quot; And you are really just trying to get a real thorough, again a thorough understanding of the problems and challenges that they're facing within their business so that you can understand and know where you need to send them. </p> <p>Next, fourth, after a problem is the implications. So if you don't fix this problem then what's going to happen as a result of that, and so you want them to tell you what it's going to cost if they don't fix this problem. So, &quot;If you continue having this problem in your business or in your life, what's that going to lead to, what's going to happen as a result?&quot; So this way they can tell you that, &quot;Oh wow, yeah, if I don't fix this then I'm never going to get this straight or my wife is going to hate me, or this is going to cost my business money.&quot; &quot;Oh, it's going to cost your business money? Well, how much?&quot; And really work to get a thorough understanding of the implications of the problem not just what the problems are, but also the implications. </p> <p>And next finally, the needs analysis. So, &quot;Why is it that you joined our program? What was it about it that you thought would be helpful for your problems?&quot; And then this way they are telling you why your membership is right for them. And it's a terrific kind of reselling of them on your key benefits as well as getting information now that you can prescribe to them other products and services, any conferences that you would have that would be of benefit to your members, and any other levels of membership that would be helpful and important for your members to participate in. So that was just a little template that we created based on his needs for his program to help onboard his members. And happy to help you with your business questions and business needs. Just hit *1 to ask a question and if we don't get any questions then I'll probably just wrap up here in just a few minutes. If you haven't gotten your question asked to day no worries because another Jump Start call is coming around just right around the corner on May 24th. And on May 24th we can get into your questions and answers. This is primarily focused on Q&amp;A so we take calls as long as we have them and happy to help you in your business on May 24th. </p> <p>So I guess with that I'm hearing no other questions or anything from any of you. I appreciate you joining me and certainly I know it's always interesting to jump in and see what's going on and what folks have on questions. And it does sound like we do have a last minute question that has come through, and in the meantime if you have a question, we normally need one to get it started, and it kind of grows from there, so if you have a question after this one just hit *1 and we'll get your question. In the meantime, we have Felix in the Netherlands. Welcome Felix, it's probably pretty late in the evening there. </p> <p><strong>Felix:</strong> Well, it's okay. It's still 9:00, 9:00 p.m. so that&rsquo;s still not that late. </p> <p><strong>Robert:</strong> Awesome. Well welcome glad you're here. </p> <p><strong>Felix:</strong> Thank you. Well, I'm glad I'm here too. I've listened to quite some Jump Start Coaching calls from you so I'm excited to be here live. </p> <p><strong>Robert:</strong> All right. Well, I'm excited too. How can I help you?</p> <p><strong>Felix:</strong> Well, actually I wanted to get some feedback from you. I'm really green on this marketing thing. I've only been, well the IMA I've been this is my first month and I've been a Gold member from the GKIC newsletter since August. Well, I also was reading lots of books by Dan Kennedy and I am basically starting from scratch so I wanted to see, yeah, if I can get some feedback on my plan to build some foundation. Basically, my plan is to -- I got this tip for (inaudible 00:14:49) from Dan Kennedy is to copy a hundred good sales letters by hand so I started at that this year and it's taking me a little bit longer than I expected, but -- </p> <p><strong>Robert:</strong> They're a little longer than you had anticipated aren't they? </p> <p><strong>Felix:</strong> Yes, yes, they take a while to complete. Next to that I'm also in the process of following a sales course by Tom Hopkins and well, basically when I complete these two steps I just want to get into finishing a book. I already have quite some material written down already, but basically my plan is to use that as, well as fodder for all kinds of articles, newsletters, you know, just repurpose it for all kinds of things later on. </p> <p><strong>Robert:</strong> Nice. </p> <p><strong>Felix:</strong> Yeah. Well, yeah, well (inaudible 00:15:58). It's good at first to start from scratch. </p> <p><strong>Robert:</strong> Sure. So where did you get the sales letters that you are using to create the copies with? </p> <p><strong>Felix:</strong> Well, I started out well, I have <em>Magnetic Marketing</em>, there's a lot of sales letters in there. I copied by hand and also whenever I encounter a sales letter like from GKIC for example, which is really compelling I save it on my computer and -- well, I keep it in a file on my computer like, you know, they call it the swipe file or something. </p> <p><strong>Robert:</strong> So let me make a suggestion because it was actually, so Dan got that suggestion from Gary Halbert. It was originally a copywriter named Gary Halbert that used to teach that and I recommend, there's a number of Gary Halbert sales letters that you could use and I'd be happy to send you them. So all you need to do is reply to any email that you've received from me and ask for, &quot;Hey, can I have the Gary Halbert swipe file?&quot; and I'll send you, you know, half a dozen or so of those sales letters which are really excellent for that explicit purpose. </p> <p><strong>Felix:</strong> Wow, that's very generous of you. I really appreciate that. Thanks. </p> <p><strong>Robert:</strong> And I've used those myself and with a lot of clients over the years in that type of exercise and have really appreciated the results that folks have been able to achieve. So I'd be very excited to hear how it works out with you. </p> <p><strong>Felix:</strong> Okay. Great. That's, well I'm glad to hear that it's a good approach. </p> <p><strong>Robert:</strong> Yes, absolutely. You know, like with the marathon nobody would expect to start running one day and run a marathon the next. And I think it's important that you be real kind to yourself if it takes a few weeks or months to create ideas or to come up with exactly what you want to do. Certainly consider attending an Info Summit or an event that could get you some more ideas and put you in contact with the right people. But be kind to yourself. Myself I was running for six years before I ran the Boston Marathon and most folks say that that's a very, very short time for that. So for you if it takes you a couple of months to find the right idea of studying and thinking and writing then give yourself that time and space because it certainly is you're learning in the meantime. </p> <p><strong>Felix:</strong> Yeah. Well, that's very reassuring to hear your Boston Marathon story to compare it to myself. Yeah. No, it's well that sounds very logical. Also like with fitness for example. Yeah. </p> <p><strong>Robert:</strong> And so that's what you're doing really is you're really developing new skills so just like fitness or just like learning to play tennis or learning to swim these are skills that certainly you can learn. You know, anybody can learn to play tennis with some sort of proficiency or golf or anything, but there is a learning curve and so it takes some time to learn the skill and practice it and then to do it, so that's certainly how this works. So give yourself some space and do what you're doing with your copying out the sales letters and keep your eyes opened for opportunities that, I think in particular being able to see things that are being done in the US and maybe translate them over into the Netherlands is a terrific opportunity because there could be plenty of things you could import that, or ideas that you could import that you could be operating in a real environment with very few competitors. </p> <p><strong>Felix:</strong> Oh yes, yes, probably yeah, most likely. Well, that's a great answer actually. Well, maybe I can -- I also hear a lot about -- I often hear it repeated in this GKIC world that you should do marketing before you create a product, but is that also, well how about writing a book and then doing marketing and then creating a product? Is that a sound approach as well? </p> <p><strong>Robert:</strong> Yes, certainly, however, like for instance, and I've worked with quite a few clients, I mean certainly writing a book is a very valuable tool and it's a great marketing piece that will help you grow a business. So by all means if you have everything that you need to create a great book then go after it. Also, what you may find with a lot of folks is that they can build a business by getting customers now or getting customers more quickly and saving the book for later. That way they speed up getting the money by selling a product or service now and then they can write the book down the road and often they find that the book is even better because they've learned more and they've got more case studies and examples that they can use. So it's certainly up to you, if you've got what you need to create a book by all means do it, or if you feel like it'd be faster for you to do it without a book by all means let's start making money and growing a business before you have your book done. </p> <p><strong>Felix:</strong> Okay. Yeah, the reason I basically why I asked that is because aren't you at risk for becoming a commodity if you don't have a book? </p> <p><strong>Robert:</strong> You certainly are able to better differentiate yourself if you have a book and books are excellent at that, but at the same time let's make money. I would not put off making money now until you have a book. So you may as well start selling and generating customer and delivering results sooner and then get the book and implement it and use it as a marketing tool when it's ready. But by all means I would start now and improve as you proceed forward. </p> <p><strong>Felix:</strong> Okay. No, that's great feedback. I think that's all I have to ask of you today. </p> <p><strong>Robert:</strong> Well all good. Well Felix, it's been a real pleasure speaking with you and I wish you the best good night and I appreciate you spending your evening with me. </p> <p><strong>Felix:</strong> Thank you. I appreciate your comments and it was a real pleasure. And enjoy your afternoon. </p> <p><strong>Robert:</strong> Thank you. All right. Well, with that we are going to wrap up today's Jump Start Coaching call. Thank you so much Felix for calling in. I appreciate everybody who called in to listen in and participate that way. And with that I'll talk with you next month May 24th on your Jump Start Coaching call. </p> </div> Thu, 02 Jun 2016 17:38:10 GMT How to Seize the Membership Economy to 5X Your Company <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63356"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1605-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Just a few years ago we rented movies when were ready to watch them, today 6.74 million subscribers pay monthly to access movies on Netflix. When info-marketers introduced monthly continuity it was a novel concept. Today memberships are widely promoted and customers are a lot more open to maintaining multiple monthly subscriptions. This program looks at the trend towards membership programs, reveals insider secrets of some of the world&rsquo;s largest programs and how you can make your business five times more valuable by seizing the membership opportunity. </p> <p><a href="">Read More &#187;</a></p> </div> Thu, 02 Jun 2016 16:37:01 GMT March 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63058"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQU1hcmNoMjAxNkp1bXBTdGFydC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. This is Robert Skrob, and this call is all about you and for you, answering your questions. When you're ready to get into the queue to ask a question just hit *1 on your phone, that gets you into the queue. And I'll take your questions in the order they're received. I certainly look forward to the opportunity to help you in your business. Very often these calls can go for an hour or more, geez they've gone for a couple of hours sometimes, other times we wrap up in 20 minutes or less. It just depends on you and how many questions you have and what we can do for you in your business. So just hit *1 on your phone and that gets you into the queue and then that way you can ask a question when you're ready. </p> <p>One of the things I've been really helping folks focus on is the transformation that their product and their program creates for their new member. Very often I see a member marketer and they create a list of benefits that they're going to deliver on a monthly basis. And then what they do when they sell that is they promote that list of benefits, I'll give you this newsletter and I'll give you this audio and we'll have this conversation and then we'll do this, and all that's fine and good but that doesn't tell the member or the prospective customer what sort of transformation they should expect as a result of having that relationship with you. For instance, what I'm looking for here, my goal when I come on this call, is to help give you clarity over your best business direction and to help you identify what your very best next step is in your business. </p> <p>So when you come on a Jump Start Call, you can come with questions, you can come with vague ideas and my goal during our time together is to help you clarify exactly the steps that you want to take over the next month in order to move your business and grow something that in a month may not be impressive, but in five years could be a multi-million dollar business like my friend and client Sean Greeley, I had a call with him last week, his coaching business is Net Profit Explosion, it's on the Inc. 500 list and he has a coaching business that's in the UK, North America and in Australia. I met with his leadership team, it used to be just Sean and I would meet, and now he brought his leadership coaches from UK over and from Australia and his coaches from throughout North America into his offices in Orlando, and we met for the day to talk about how they're working with their fitness businesses, fitness members in order to get better results and how to onboard more coaches, and also the next level of their ascension within their business. So it's kind of fun to see these grow up. </p> <p>And I can tell you I remember talking to Sean, it was in I think probably 2010 and it was he had this -- maybe it was 2009, November 2009 he came up to me at an Info Summit and we talked and he was selling a few little products online and we talked about what he was doing and so it's amazing to see, but really it doesn't take that long and he's now -- it's public information because he's on the Inc. 500 list, so he's over $7 million in revenue on an annual basis and you could be too. So I'd love to work with you and help give you that clarity today. If you have a question, just hit *1 on your phone to get yourself into the queue. In the meantime, we'll take our first question from David in Charlotte. Welcome David, great to chat with you again. </p> <p><strong>David:</strong> Robert, good to hear from you. So I have two pretty quick questions here. One is I'm struggling with sending out this CD thing, so let me tell you where I am. I'm redoing my welcome kit and I redid my newsletter so I think it's a good letter I got a lot of input from Sean Buck over at Newsletter Pro on my letter. But I'm noticing that a lot of the cars today don't even have players in them anymore they really just have USB ports, so if the welcome kit really is good and the newsletter really is good how valuable do you think it is to still send out a hard copy CD if you send them an email that has an mp3 download link or someway to get it into their phone that's easy? </p> <p><strong>Robert:</strong> I think I would do both because for a lot of your potential customers it's not easy to get the audio onto their phones. So like even my daughter, who's 20 years old and is on Snapchat, yes, she gets music on her phone through iTunes, but the whole thing of like getting something that's not from the iTunes Store somehow onto her phone she couldn't conceive of how to make that happen. </p> <p><strong>David:</strong> Okay. </p> <p><strong>Robert:</strong> And doesn't really even want to. So like she'll Snapchat a storm, you know, she can use the user interfaces, but like there isn't a clear path of how to get audio on your phone you've got to know what you're doing a little bit, but once you do it it's not that hard but still I think a CD is still more convenient for a lot of your potential customers. </p> <p><strong>David:</strong> Okay, well that answered that. And the other quick question here was in talking to Sean Buck and redoing my newsletter, he recommends that when people drop out of your program that you continue to send your newsletter for several months even up to 12 months to try to get them to come back and I'm just wondering what you think the value is of continuing to do that once someone has actually made a decision to drop out? </p> <p><strong>Robert:</strong> It depends. For somebody that has a high transaction value with a client that maybe you're going to sell them consulting services that could be $100,000 or $50,000, well then you'd probably send them the newsletter for free anyway in order to have a lead for your consulting services. But if your main goal is membership then you'd probably want to maybe have something else that you send them on an ongoing basis or nurture them through some sort of drift campaign, maybe there's an article that comes out or something that's made specifically for them because you really actually want them to be disconnected from the community but yet then have something that says, &quot;Hey, there's some cool things going on,&quot; kind of like, &quot;Hey, the water is great here in the pool. Why don't you jump on in?&quot; versus trying to immerse them in giving them something that they've already said no to. But I think it needs to flip more into a marketing piece as part of the ongoing drift versus what would ordinarily be a fulfillment community building piece at that point. </p> <p><strong>David:</strong> Okay, good. Yeah, that gives me some ideas. </p> <p><strong>Robert:</strong> And I love Sean. He's a great friend and if I were in the business of printing and mailing newsletters I'd probably tell you to continue sending them too. </p> <p><strong>David:</strong> For five years. </p> <p><strong>Robert:</strong> But yes. And it certainly doesn't hurt. And again, if you had a high value consulting offer where you only need one and that pays for all your newsletter budget for the entire year, because actually for my consulting services I'll find, you know I hunt and peck leads and when I see one I put them on my newsletter list. And every now and then, like today actually I have a call with one of those and it turns into a client. So Sean has, and he has most of his clients are actually using the newsletters more for that than they are for what you're doing which is fulfillment and building a community out of it. </p> <p><strong>David:</strong> Right. All right. Good. Yeah, no, that's great. In fact, I just had a thought here that it would be pretty easy for me to build a set of marketing materials by month, you know, 12 different sets, real simple, some duplication and just have my people that send my mailed newsletter out, once they get off the program stop the newsletter and whatever month it is they get that package which might be an advertisement for something or a series of advertisements or a sales letter or something and just send it out every month for the rest of the year. That'd be easy to do. </p> <p><strong>Robert:</strong> And there's two different ways, you can do them in sequence so that each month they get number one and then you've got eight people get number one and four people get number two, and twelve people get number three. Or just do it by the month so there's a January packet and so everybody that cancelled in the last 12 months gets the same thing in January, and everybody that cancels in the last 12 months gets the same thing in February. What I like about that is it's a lot simpler. But 10 years ago I would have had 12 different things and 12 different fulfillments and people would be busy here sending out all kinds of packages all kinds of times. What I like about doing the other is that it allows me to be very seasonal about it and there can be reasons why, you know, because it's Thanksgiving and we've got January coming up that you want to get in now and I could make the offers very specific to the time of year and nurture them that way. That was an ongoing project so that each month I would have three or four hours blocked off of okay, what's my drift campaign for my past members going to be this month and sometimes it fell in my lap because I would have a piece of content and I could promote it. One of my favorite promotions is gift with purchase and get this free and it's free when you join and you rejoin. Members are already benefiting from this. You can get this for free if you join. And a lot of times if I have a special call or a special piece of content or a special thing, an event that gave a deadline, because if you're going to reveal something amazing on April 10th then it lends a natural deadline of okay, I've got to respond. And we'd have people calling in on the 9th going, &quot;I paid and I really want access. I don't want to be left out. Please give it to me.&quot; And so, &quot;Oh, no worries. You're a member. We've got you. You're on the list. Don't worry about it.&quot; So that's generally how I did it is I set aside time each month to do that nurture campaign and I made it time sensitive based on what was happening and what sort of benefits I was rolling out at that time. </p> <p><strong>David:</strong> Yeah. That's good. Well, good. That makes me feel better. I was hesitant to have someone pay for my newsletter and then get it for free for some period. </p> <p><strong>Robert:</strong> Yeah, doesn't that kind of send the wrong message? </p> <p><strong>David:</strong> Well I think it does, but yeah, the marketing -- </p> <p><strong>Robert:</strong> If I stop paying the electricity and then they just leave it on for free it's like, &quot;Well, why was I paying for it for 20 years?&quot; Well David, it's great to connect with you again and let me know if there's anything else I can do for you. </p> <p><strong>David:</strong> All right. Very good, well thank you. </p> <p><strong>Robert:</strong> All right. Well, David was the only one to hit *1, so all of you that are sitting on the fence right now if you would like to jump in all you've got to do is hit *1 if you do like to participate, just kind of watch you certainly are welcome to, and what we'll do is your next Jump Start Coaching Call is actually going to be on April 26th at 3:00 Eastern, Noon Pacific, and your upcoming Best Practices in Information Marketing Call is going to be on April 12th. It's a really pretty cool call we have coming up. It's all about sales and one of the things that I have seen in information marketers that I have worked with is that when you add a telephone sales component that the business really starts to grow. So I mentioned Sean Greeley at the top of the call, really one of the big transformational things within his business was rather than relying only on letters and emails and landing pages and email follow up sequences, he added to that a telephone system and all of the hassles, yes it's a nightmare. He's got a director of sales and he's got a bunch of telemarketers and folks that are handling the leads and following up and talking with them and writing scripts, so it does create an overhead, but it grew the business to more than $7 million a year. So what we're going to talk about is really all about that sales component and how to build that out in your business. </p> <p>So the last call, hit *1 if you'd like to join, otherwise we'll go ahead and wrap up for today because, and again where we started is the big transformation is what you want to be talking about within your marketing, within your customer bases, not just what your program is but how it's going to transform the life of your member, help give them clarity, help give them focus, help give them the tools and resources they need to success, and focus on the outcomes they want versus what your program really is because they don't really care exactly what it is, it's like, &quot;Oh geez, I would have joined if you had given me a free call every month but because it's only a newsletter I'm not going to join.&quot; They never have that kind of thought. It's, &quot;Okay, will this really do what it says? Will I really get this outcome? Is this for me? Is this something I can do? Is this something that really works?&quot; Those are the things they're thinking about and those are the things you want to address more than, &quot;Okay, this is what you're going to get.&quot; </p> <p>So with that we'll go ahead and wrap up today's call. Thanks David for your question. Appreciate everybody that joined me today and I hope you have a great month of March, the last couple of days, and a terrific April. And if you need anything in the meantime please reply to any of the messages you receive from me and I'll be happy to help you as much as we can. So thanks a lot and I'll talk with you soon. </p> </div> Wed, 04 May 2016 02:19:34 GMT The Multi-Million Dollar Info-Marketing Secret, Telemarketing <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63042"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1604-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p> In the beginning, information marketing was all about generating leads for sales people to save your best sales guy from having to waste time cold prospecting. This foundation has been lost by many among all the fancy talk of landing pages, social media and big money coaching programs. Yet, the largest, fastest growing information marketing businesses all use telemarketing. This program dives into the sales function and reveals the critical components of making a sale over the phone to complement your online marketing efforts.</p> <p><a href="">Read More &#187;</a></p> </div> Wed, 04 May 2016 02:09:39 GMT