Information Marketing Association http://www.info-marketing.org/ Information Marketing Association Wed, 10 Feb 2016 21:52:46 GMT December 2015 Jump Start Coaching Call http://www.info-marketing.org/resources/jump-start-call-archive/item/december-2015-jump-start-coaching-call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-62281"> <div class="configuration {file:'http://media.info-marketing.org.s3.amazonaws.com/jumpstartcalls/IMADecember2015JumpStart.mp3',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/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQURlY2VtYmVyMjAxNUp1bXBTdGFydC5tcDM%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 is my favorite time of the month where I get to talk with you and help you with any problems or challenges or obstacles or anything like that that you&#39;ve got going on in your business. And this is our last Jump Start Call of the year. Happy New Year, Happy Holidays! I&#39;m so excited about having you on today and helping you really launch into the New Year with clarity and gusto and turn all your dreams into reality, kick of those goals and have a fabulous, fabulous 2016.</p> <p> So let&#39;s get started on 2016. You are welcomed to ask questions. This is what this is all about. And if you&#39;d like to get into the queue just hit -- it&#39;s *1, isn&#39;t it? I forget already. Shane is our operator.</p> <p> <strong>Operator:</strong> That is correct, *1.</p> <p> <strong>Robert:</strong> All right. Thank you Shane. He&#39;s our operator and what he&#39;ll do is take your name and city and get you in the queue in the order that&#39;s received. I&#39;ve only done probably a hundred of these, so forgetting if it&#39;s one or *1 I guess is pretty normal after you&#39;ve done maybe hundreds of open call in type calls. But anyhow, *1 gets you into the queue. And what this is all about is certainly there&#39;s plenty of you here and I know most of you would prefer just to kind of listen in and participate and that&#39;s perfectly fine. You are welcomed to listen in and participate. But if you&#39;d like me to work with you on your business all you need to do is hit *1. Shane will take your name and city, get you into the queue and I&#39;ll be happy to answer questions.</p> <p> How long we go depends on you and how many questions we have. Sometimes these calls wrap up in 20 or 30 minutes, other times these calls can go well over an hour, but I&#39;m happy to help you in your business and answer any questions that you have and support you. So hit *1 and that will get you in the queue.</p> <p> One thing that&#39;s come up quite a bit lately are clients who create their own limitations. Just to give you a quick example, I had a call actually even earlier today with a client and they&#39;re having challenges with their coaching program because they&#39;re bringing on a number of clients, a number of clients are and there are 1,400 coaching clients, and they bring on clients. And of the 1,400 coaching clients that they have they have about 100 of them that are really poor performers, that they are not getting results. In a way the 1,400 clients are paying about $1,500 a month for coaching and what happens is when they join the coaching program the $1,500 becomes a barrier to their continued growth. They&#39;re a type of business, but by spending $1,500 on a coaching program some of them that now don&#39;t have cash in order to do increased marketing or to hire the people they need in order to systemize their business or any of those types of things. And so the clients are really kind of hamstrung. And so the idea was, you know, is there a way to give them three months without paying, or can we decrease the fee, can we somehow make it easier, somehow change what we&#39;re offering, can we make -- the other thing is they need to come to in-person training, can we somehow help them pay their expenses. And really the obvious choice is to stop selling to customers that do not have money. That&#39;s of course what occurs to me when you got 1,400 clients and 1,300 of them are doing fabulous let&#39;s not bother with the 100 that don&#39;t have money that probably aren&#39;t qualified to begin with to be in the program and move on and go work with someone else.</p> <p> Unfortunately, the way they&#39;re thinking is they&#39;ve got a call center, they&#39;ve got coaches, they&#39;ve got all these things going on and they feel like if they restrict who their call center calls then their call center won&#39;t have enough people to book into the marketing and in their events, their preview seminars, and then now they won&#39;t be able to compensate their telephone people. And then in their previous seminars they&#39;ve got two teams that go and do preview seminars and they&#39;re concerned that if they have fewer people at their events that the previous seminar teams won&#39;t be as effective selling the people who are qualified. So all this kind of goes to they&#39;ve put these constraints on themselves so they&#39;ve boxed their way in to go in, &quot;Wow, we really need to fix this problem of these hundred clients who don&#39;t have money, who aren&#39;t paying and are causing a lot of hassles and aggravation.&quot;</p> <p> And any time you are putting the needs of a handful of clients over the needs of all your other clients you are really hurting yourself. And it is much more fruitful to invest time on how can we better serve the 1,300 clients that are getting great results, that do love us, and are growing versus how do we help string along the people who are under performing. And kind of what we sold with was really a complete reinvention of the business to replace the -- because currently those hundred clients and the flow it&#39;s not a static 100 clients because clients come in and clients go, but that revenue from those clients that they&#39;re generating is about $1.4 million. So they don&#39;t want to go without the $1.4 because that would be a whole lot of money that they are having to forego. And then they&#39;re also looking at, &quot;Oh my goodness, if we could actually collect from those clients then maybe that would be a whole lot more money.</p> <p> But nonetheless, anytime you&#39;re focused on the worst performers you&#39;re costing yourself a lot of money. And instead of worrying about those who don&#39;t get results give them every opportunity and give them a hand up and create a system that helps bring them along but in the end if they don&#39;t come along you&#39;ve got to focus on those that are, and build your business around the folks that are performing and that are growing rather than trying to bring together and kind of bootstrap and pull up the ones who are under performing.</p> <p> Just a real quick kind of key that I&#39;ve seen work well and completely change how somebody approaches their business and grows. So if you have a question and you would like to jump in the queue all you need to do is hit *1 on your phone and that gets you into the queue. And Shane, for some reason it looks like Skype on my computer has crashed and so I can&#39;t see any messages that you have, so as folks jump in to ask questions I&#39;ll stall a little bit to give folks a little opportunity to click in and ask the question. But as folks jump in to ask a question just interrupt me please and let me know so that we can bring them on and I can answer your questions and focus this time on you and what you need versus me just kind of going off on what some of my clients are doing.</p> <p> <strong>Shane:</strong> All right. We actually do have a question from Dave in Charlotte.</p> <p> <strong>Robert:</strong> All right Dave, glad to have you on. Welcome.</p> <p> <strong>Dave:</strong> Thank you. Can you hear me?</p> <p> <strong>Robert:</strong> I can.</p> <p> <strong>Dave:</strong> Okay. Great. Yeah, good to hear from you Robert.</p> <p> <strong>Robert:</strong> Thank you.</p> <p> <strong>Dave:</strong> And I appreciate the web class that we were going through, so I had a couple of follow-up questions on that material actually.</p> <p> <strong>Robert:</strong> Okay, fabulous, so we&#39;re talking all about membership and membership retention for your program. That sounds great.</p> <p> <strong>Dave:</strong> Right. Okay. So if you remember, my people group that I&#39;m going after are salespeople that primarily are selling technology to manage small company IT and the place where I&#39;m really focused is the information security side of that. I&#39;m trying to help these guys build that piece of their business. So I was looking at the materials from the welcome day, and I&#39;ve probably lost as many people as I&#39;ve gained month-by-month over the past year, so I&#39;ve just sort of been flat in my growth even though I add probably six or seven people. And my welcome kit I know is not that great. So my program is like $49.00 a month, so it&#39;s not the $35,000.00 program as the automobile program has, but I&#39;m working on my kit this week and so I&#39;m just kind of trying to outline the pieces that would show up, you know, I guess when you first signed up and would there be some follow on. So if you would kind of walk through maybe in a little bit more detail in that size investment, you know, a welcome letter like what would that be versus the roadmap sheet and what other materials might you -- you don&#39;t want to spend too much you keep saying, but exactly what really should I send them and should I send them some stuff over a period electronically or a hard copy. If you could just sort of outline that for me a little more explicitly it&#39;d be really helpful.</p> <p> <strong>Robert:</strong> Yeah, no problem. And also part of your workshop feel free to ask via email and we&#39;ve got actually another call tomorrow, so I&#39;m happy to take these calls and things here and/or there.</p> <p> <strong>Dave:</strong> Okay.</p> <p> <strong>Robert:</strong> One of the stories that I&#39;ve told on the last workshop that for the benefit of everybody else that&#39;s on this program will bring them up to speed is if you walk into a restaurant and you are absolutely starving hungry. You haven&#39;t eaten lunch, you had skipped breakfast and it&#39;s about 3:00 in the afternoon, the place is dead, you can&#39;t find a hostess and you&#39;re like frantic, hungry, headache, your skin is crawling, you&#39;re just starving. And you finally find the hostess who&#39;s doing some table work and she kind of comes over, takes you over to your booth and your server meets you there at the booth and says, &quot;Oh wow, you look pretty hungry. I tell you what, this time of day there&#39;s three things that come out of the kitchen the fastest. They&#39;re number one, number two, and number three. Would you like to order one of those or would you like to see the whole menu?&quot; How does that make you feel?</p> <p> <strong>Dave:</strong> Well, not good.</p> <p> <strong>Robert:</strong> Well, you&#39;re still hungry, but when somebody comes in and says, &quot;Wow --&quot;</p> <p> <strong>Dave:</strong> Well it&#39;s confusing. It&#39;s overwhelming, right?</p> <p> <strong>Robert:</strong> But doesn&#39;t it make you feel taken care of?</p> <p> <strong>Dave:</strong> Oh, oh, when the person recommends. Yes. The person says here&#39;s what you ought to do. That&#39;s what I want. Yes.</p> <p> <strong>Robert:</strong> Right. And so likely whether you want one of those three things or you choose off the menu you&#39;re going, &quot;Wow, she really gets it. She gets me. This is somebody who understands what I need and really feels prepared to deliver it,&quot; because in that little exchange not only has she diagnosed your problem but she&#39;s also provided a ready recommendation for how to solve that problem. Human nature when somebody diagnoses a problem we have we automatically assume that that person also has the solution. And whether that solution is correct or not, but this is why there are so many drugs out there, so many false promises about cures that don&#39;t work is we totally suspend skepticism when somebody diagnoses a problem we have and is able to clearly articulate our problem we automatically assume that they know the solution and really logic goes out the window. It&#39;s just programmed into our brains. So that feeling of taken care of that they understand the problem is exactly how we want our new members to feel.</p> <p> <strong>Dave:</strong> Right. Okay.</p> <p> <strong>Robert:</strong> That, &quot;Wow, somebody really gets me.&quot; And likely when you sold the program you sold them by telling them that they had certain problems that they needed to solve and the way that they could solve those problems is by taking advantage of this poorly recognized, under implemented opportunity within their business.</p> <p> <strong>Dave:</strong> Yes, in fact I can tell you just quickly what it is that converts it every time. They&#39;re signing up for a class that&#39;s online from me, it&#39;s prerecorded. So they&#39;re going through the class, the class is three months long. And I have a coaching call. I get on the coaching call and I show them what I call the conversion blueprint which I say to them, &quot;Well, how many calls does it take for you to get a meeting?&quot; And it&#39;s usually like a hundred to get two meetings in a month and I&#39;ll say, &quot;Are you happy with that?&quot; and they&#39;ll say, &quot;No.&quot; And then, &quot;When you get into that meeting are you converting them to something that leads to justification, which is a security assessment,&quot; and they&#39;re like, &quot;Well, no, usually we&#39;re showing our corporate presentation and there&#39;s nothing to do after that.&quot; So I&#39;m like, &quot;Okay, well how would you like it if I could show you how to get tons of people into a meeting with a better value proposition, convert into assessment, show them something urgent and move forward?&quot; And they&#39;re like, &quot;Hey, great.&quot; &quot;Okay, that&#39;s what this program&#39;s going to teach you.&quot;</p> <p> <strong>Robert:</strong> Awesome. So now when you go into the welcome kit piece you want to completely resell them on that story.</p> <p> <strong>Dave:</strong> Yeah.</p> <p> <strong>Robert: </strong>Because you cannot assume that because you&#39;ve moved from you selling they are buying and now they&#39;ve given you the credit card, you cannot assume that they have any earthly idea what they just bought or why.</p> <p> <strong>Dave:</strong> Right.</p> <p> <strong>Robert:</strong> And you may have even, it&#39;s like, well, yeah, you may need an experience where somebody told you some story about what it was but then you really didn&#39;t know exactly what it was you were buying. You just thought, &quot;Yeah, it sounds good. I don&#39;t quite understand but I&#39;m ready.&quot; Right?</p> <p> <strong>Dave:</strong> Right.</p> <p> <strong>Robert:</strong> And then the other piece of all of this is it&#39;s a lot easier to buy a diet program than it is to actually do a diet program. And now that we have flipped them from buying and so where all I got to do is pull out my credit card to actually doing where I&#39;ve got a lot of habits that have been built up about the way I eat, where I eat, what I enjoy, the types of food I fantasize about, the types of places I go to and if you&#39;re going to come in and tell me that I&#39;ve got to change a lot of that then I&#39;m going to be a little grumpy. And same thing with you and your customers, they&#39;ve got habits and things that they&#39;ve built up and they&#39;ve got ideas about how to sell and pieces of books that they&#39;ve read and things that people have taught them and things that they&#39;ve tried that haven&#39;t worked and things that they have tried that have worked and all of that imagination and those stories are all going up through their head and you&#39;ve got to help them clear all that away and focus on one story for three months.</p> <p> <strong>Dave:</strong> Okay.</p> <p> <strong>Robert:</strong> So in your welcome letter, number one you want to resell them on the program.</p> <p> <strong>Dave:</strong> Okay. And so that should be probably a fairly easy to read short letter I would think, right?</p> <p> <strong>Robert:</strong> Yeah. I&#39;m thinking of this letter as a page, two at the most. And so it&#39;s just a quick story. It could be positioned like a story. It could be positioned as the greatest problem facing this profession today is X, and now you are holding the solution. Or it could be Joe Smith had this problem. He was frustrated. He had nowhere to turn. This was happening. That was happening. All of it was bad. He was frustrated. He implemented what&#39;s in this program and in 90 days he enjoyed a business that was x-y and z.</p> <p> So number two is you want to illustrate what life is like after. Paint the after story. And I&#39;m doing this by memory so this may be a little out of order or a different terminology that I used on the live cast. But number one is resell them on what they bought. Number two is sell them on the dream. Why they&#39;re doing this. Paint the story of what this is going to be like after they have experienced this.</p> <p> <strong>Dave:</strong> Right. Okay.</p> <p> <strong>Robert:</strong> Number three is I&#39;ll usually give them a quick where to start.</p> <p> <strong>Dave:</strong> Okay. &nbsp;And this is part of that same letter?</p> <p> <strong>Robert:</strong> Yeah. These are paragraphs.</p> <p> <strong>Dave:</strong> Right.</p> <p> <strong>Robert:</strong> And then number four is the lean in paragraph. So it&#39;s, some folks have reported being overwhelmed, have been frustrated and felt like that this is sometimes hard. Anytime you learn a new skill, whether you&#39;re learning how to play tennis, learning how to play golf or swim it&#39;s often very challenging in the beginning. This program was made for you to help you through those times, so if you feel overwhelmed, if you feel like you don&#39;t have enough time or if you feel frustrated because you&#39;re not able to get the results that you want contact me, reach out, post on the message board, however you engage with your folks, so that we can help you get great results through this program. We&#39;re all about helping you.</p> <p> So what we want to do is plant a seed in their head so that when they do feel frustrated and overwhelmed that they come into the program versus run away because for the most part our reaction is to get the heck away from anything that&#39;s causing us pain.</p> <p> <strong>Dave:</strong> Right. Okay. Cool.</p> <p> <strong>Robert:</strong> And we want to teach them that. I&#39;ve seen some letters where they say, &quot;Everybody experiences frustration,&quot; but I wouldn&#39;t want to say that because not everybody does and we don&#39;t want to set that frame that this is frustrating. The frame we want to set is some people experience frustration, some people have these problems, and we&#39;ve created this program just for you and we&#39;re going to help you overcome any frustration, time constraints, and that kind of thing. You got that, right?</p> <p> <strong>Dave:</strong> Yeah.</p> <p> <strong>Robert:</strong> All right. I&#39;m trying to write copy and remember this at the same time. And then like paragraph five is you made a smart choice. Basically congratulating them on getting started. So that&#39;s a letter, it essentially has five paragraphs or a few more if you want to elaborate on one of those points.</p> <p> The next piece is like when the server came up to you and said this is your problem, which of these three things do you want? So that was a diagnosis and then providing a cure. So what I frame this as is like a quick start. Well, you know what for you because you have a 90-day program, it may be nice to give them a little poster. It could just be 11x17 sort of thing, but that outlines like think of a Candy Land game where it just kind of goes back and forth where it shows them what their journey is going to look like and then what&#39;s at the end of the journey, how it&#39;s going to completely change their life. And the journey is the modules within your program and illustrating to them the transformations that each of those modules are going to deliver. And so it kind of sets the frame of okay, this is 90 days, but at the end of 90 days I get this wonderful, magical thing that I want to have happen in my life and so I can see that I need to start here.</p> <p> <strong>Dave:</strong> Right. Okay. Yep.</p> <p> <strong>Robert:</strong> Does that make sense?</p> <p> <strong>Dave:</strong> It sure does. Yeah. Now, you want them to stay forever, right, so the 90 days kind of gives them they&#39;re going through this class that&#39;s 90 days, so I can outline that. And then I&#39;ve always kind of build the stay with the program as the success stories and the catalyst and staying up with the trends in the information security business which constantly change, so you kind of want to stay in the program long term so that you are up to date and have the success around you so that you can continue to implement these things and grow. So you would I guess paint that picture in this roadmap?</p> <p> <strong>Robert:</strong> I guess at the moment I would focus on the first big transformation and then on day two start talking about this being a community of success and a community where we&#39;re always refining and always improving this program.</p> <p> The other thing that I&#39;ve often done is you make the program -- now how are you selling it? Is this course a gift with purchase or how are you positioning it when they buy?</p> <p> <strong>Dave:</strong> The way it works is the class that they take is 90 days long, so that is being offered through technology distributors and manufacturers to their resellers, so Checkpoint Software, biggest firewall company in the world buys a block of 90 classes, gives it to their reseller, I&#39;ve never met the guy, he signs up. He&#39;s in it already. It&#39;s prepaid. He&#39;s not paying anything for it because it was given to him. But I get him on the call and I start going through these diagnostic questions with my blueprint trying to identify where his big challenge is. And usually it&#39;s one of two or three things. So then I say well, are you in the Insider&#39;s Circle? And he&#39;ll say no because he doesn&#39;t hardly even know what that is. I explain what it is and I say, &quot;There are some materials that I want to give you as part of that Insider&#39;s Circle and you can sign up for it for free while you&#39;re in this class. As soon as the class is over, 90 days after you started it, it&#39;ll start to bill you $49.95. You are not required to stay in it, but I recommend you because this will help you implement. And in fact, let me give you some page numbers from the book I&#39;m going to send you and the materials I&#39;m going to send you for the program that will help you fix this problem you just pointed out.&quot; And so I show it to him. He goes, &quot;Yeah great, sign me up.&quot;</p> <p> <strong>Robert:</strong> So I would position this, so this is how this product helps you make a specific transformation. And then after that the coaching program or the mastermind or your ongoing is about implementation. So this is going to unlock all the secrets you need in order to make this transformation, in order to achieve this, but what we&#39;ve often found is that you have a lot of questions you need some support, you need a group to be able to really get the specifics of how you implement it in your particular situation and that&#39;s why we&#39;ve got this mastermind group in order to provide you the support.</p> <p> <strong>Dave: </strong>Right. So would you put that on this roadmap piece?</p> <p> <strong>Robert:</strong> No. That would be something I would do separate because the roadmap is the transformation.</p> <p> <strong>Dave:</strong> Right. I gotcha. Okay. So is this something you&#39;d send out as a separate hard copy piece or just like an email follow up, or how would you communicate this?</p> <p> <strong>Robert:</strong> I would be sending it out as hard copy, but if you wanted to do it digitally you could.</p> <p> <strong>Dave:</strong> No, hard copy&#39;s good. I&#39;m just trying to picture in case I create this and I send it out when?</p> <p> <strong>Robert:</strong> At join.</p> <p> <strong>Dave:</strong> When they join. Okay.</p> <p> <strong>Robert:</strong> So we&#39;ve got a letter, we&#39;ve got a roadmap that shows them this first transformation. So we do have where to start in our letter. The other thing would be what are the overriding, we&#39;d probably have to make a list, but the theories, what does somebody need to believe in order to be successful implementing this transformation?</p> <p> <strong>Dave:</strong> Okay. So the big ah-ha here is when we do a specific, like you know what a lunch and learn is, right?</p> <p> <strong>Robert:</strong> Sure.</p> <p> <strong>Dave:</strong> Okay. When we do a lunch and learn around security we&#39;ll go out and advertise to business owners that we&#39;re going to teach you the trends and show you where the big challenges are going to hit you next year when you start to transfer your company to cloud technology and mobility and all of this, and so you&#39;re going to want to come to this. So in four weeks we can get 30-50 high-level people, CIOs to come to this meeting, but a salesperson when they make sales calls, trying to set up one-on-one meetings they&#39;re usually calling and saying, &quot;Hey, I want to come by and show you my corporate presentation,&quot; which is boring and about nothing specific. So they can&#39;t get a meeting. So what I&#39;m doing is I&#39;m taking them back to that same principle and I&#39;m saying, &quot;Let&#39;s market something very specific to these people. Let&#39;s bring them a mini-presentation, and I&#39;m going to show you how to do that.&quot; I give them the tools to do it so they can show a company what&#39;s going to happen to their security over the next 12 months if they don&#39;t change what they&#39;re doing right now. And then a way to assess that security to show them that they actually have some major problems they don&#39;t know about which leads to immediate business. Does that make sense?</p> <p> <strong>Robert:</strong> Yep. Okay.</p> <p> <strong>Dave:</strong> And that&#39;s what I&#39;m giving them.</p> <p> <strong>Robert:</strong> I understood. So in order for me to believe that your system is smart I&#39;ve got to believe that expert status is important, that being positioned as an authority versus a salesperson gives me an incremental advantage in the sales process.</p> <p> <strong>Dave:</strong> True. Like an advisor.</p> <p> <strong>Robert:</strong> Right. I&#39;ve got to believe in multi-step marketing versus single-step marketing because they could just send out this letter that says buy, or paste an ad that says we do security and you&#39;re all messed up and we can fix it, but so the multi-step is you got to send them first to a seminar and then at a seminar you got to close in the back of the room, in the back of the room there&#39;s a certain thing you do, and then that leads to a contract.</p> <p> <strong>Dave:</strong> Right.</p> <p> <strong>Robert:</strong> And so they&#39;ve got to believe in multi-step marketing versus single-step marketing. They got to believe in educational marketing that by being an educator versus a salesperson that you are differentiating yourself and you&#39;re providing value and that by providing this value you&#39;re going to attract more customers to you than your competitors and when you get a customer they&#39;re going to have a higher value because they already understand the value of what you are delivering.</p> <p> <strong>Dave:</strong> Yeah.</p> <p> <strong>Robert:</strong> They need to believe in one to many sales instead of one-on-one, and that there are economies of scale and things that get them to do it. They need to believe that they can talk in front of people. They can do this. So not only do they need to believe that it works, but they need to believe that they can work it, that where they are in life they can stand up in front of a room of people and actually make this happen. They need to believe in systems that they&#39;re going to track the results. They need to believe in workshops that workshop marketing, or these preview seminars actually work and that people will come to a meeting in a meeting room when, heck I can&#39;t get them to watch a three-minute You Tube video, how am I going to get them to leave their office, pick up their keys, get into a car, drive to a meeting room, or drive to a hotel, park, go into a meeting room, how am I going to make that happen if I can&#39;t even get them to open my darned email?</p> <p> <strong>Dave:</strong> Right.</p> <p> <strong>Robert:</strong> And this is just the beginning of the things I&#39;ve got to believe before I care about your program.</p> <p> <strong>Dave:</strong> Good. Yeah.</p> <p> <strong>Robert:</strong> So I imagine there&#39;s some how to and some theory built into that but I guess what I would do is maybe create a one hour audio that goes through these marketing theories and why these theories unlock the magic -- these systems, these ideas how when worked together they create magical transformations. And help sell them on the foundation that you&#39;ve used to build this system because I don&#39;t really appreciate -- I can go to any one of these things and if I don&#39;t believe that workshops work then boom your whole thing goes out the window. If I don&rsquo;t believe I can get in front of a room the whole thing goes out the window and I stop. If I don&#39;t believe that one to many is important versus one-on-one the whole thing stops. So you&#39;ve got to show them and sell them on the reason why, you&#39;re essentially doing what you&#39;re teaching them to do which is educating them on the value of what they&#39;re delivering, and so you are educating them on all these component pieces of why multi-step marketing is good and who uses multi-step and why and how there&#39;s this whole thing of content marketing out there that is huge right now all focused on providing information to generate a lead, and educational marketing is where it&#39;s at that people don&#39;t want to be sold, but they&#39;re attracted to information that helps them solve their problem. And so if you are in the business of helping people solve their problem then you&#39;re going to attract customers to you instead of you having to go after them. So I would have an hour, or even two, if necessary, audio that gives these background theories about why your system works that helps sell them on the foundation.</p> <p> <strong>Dave:</strong> Yeah. Okay. All right. Good.</p> <p> <strong>Robert:</strong> And then the last piece, I guess after they sign up, when they sign up for your program they&#39;re directed and given some sort of code that allows them to get access?</p> <p> <strong>Dave:</strong> Yeah. What I do right now is I send them four CDs that cover some of these things, but it&#39;s probably not as succinct and it&#39;s four different hours, so what you&#39;re talking about here would probably be easier to consume. And then I also send them a copy of my book which I have already given them some page numbers out of which covers some of these ideas when we are on that coaching call. So that&#39;s what I&#39;ve been doing right now.</p> <p> <strong>Robert:</strong> I guess take me through the process of you giving somebody some codes, that somebody goes to one of their clients and says, &quot;This is great! You got to see what David&#39;s got and you know what? You get it for free. Here is a link and a code.&quot; Right?</p> <p> <strong>Dave:</strong> Usually a partner a technology company is working with Check Point, Check Point manager sends them my name and says, &quot;You need to go to this sales training. This is great stuff it&#39;ll really help you ramp your sales up,&quot; and he copies me. My team reaches out and says, &quot;Yeah, great, we&#39;d love to get you signed up for training. Here is a link, sign,&quot; and then we schedule our first coaching call. So they sign up, they get access to customer hub, they get an email that takes them to the first lesson, there&#39;s six main modules and they get kind of an outline of what that looks like and they begin the process. And usually we try to schedule that phone call pretty early on so I can show them here&#39;s what you should be doing, here&#39;s how to take advantage of this, and then I&#39;d bring them to the roadmap and I start working through the conversion process to show them what they&#39;re trying to build and how that&#39;s going to happen, and then I introduce the insider&#39;s circle and they sign up.</p> <p> <strong>Robert:</strong> So when they come to customer hub you&#39;re essentially sending them to the first module?</p> <p> <strong>Dave:</strong> Yeah. I send them a link to the main index. I need to sort of change this because there&#39;s not an intro video, so I&#39;m going to create an intro video later on this week before Christmas, and then they would go to the first module which has a picture of the roadmap that says, you know, &quot;Here&#39;s where I&#39;m taking you. Here&#39;s lesson one.&quot;</p> <p> <strong>Robert:</strong> So exactly where I was getting to was that intro video. And I think that I would use the letter that we outlined, your welcome letter, as a template for that video.</p> <p> <strong>Dave:</strong> Okay.</p> <p> <strong>Robert:</strong> So reselling them on the story, you know, follow magic tape solution is the sales letter model. I would do in that video a minute or so of, Hey, these are the problems out there and these problems cause this, it causes that, it causes this, it causes that,&quot; and it&#39;s often very hard to get folks to appreciate what you&#39;re able to do. There&#39;s a lot of myopia out there and a lot of people don&#39;t believe that this could happen to them. Well, this is the solution. And when you have the solution this is what&#39;s going to happen in your life. This is going to be easier, you&#39;re going to make more money, you&#39;re going to have more sales, you&#39;re going to have more business, you&#39;re going to find it easier to get clients, clients are going to come to you versus you having to chase them, clients are going to say thank you to you, they&#39;re going to appreciate you more and all these transformations. Number two was the after story, so you try to sell them the after story. The third is where to start. So here you&#39;ve got this program. You&#39;ll find that you have this roadmap to take you all the way through. The lean in story. And then congratulations, you&#39;ve made a very smart choice and I want to commend you for it.</p> <p> Do you want to also do a little paragraph in there or your statement about the club? So one of the other benefits that you have the option of taking advantage of is this club. Two months&#39; free trial, I think that&#39;s how you&#39;re going -- I&#39;m guessing.</p> <p> <strong>Dave:</strong> Yeah.</p> <p> <strong>Robert:</strong> And it&#39;s going to help you implement and helps give you a lot more information. If you&#39;d like to take advantage of that click here to get signed up in your trial.</p> <p> <strong>Dave:</strong> Oaky. Yeah.</p> <p> <strong>Robert:</strong> But yeah, so that way, and I think that&#39;s all I would do at the moment is your intro video, a letter, a roadmap of how to get to this transformation and then this audio of what they need to believe.</p> <p> <strong>Dave:</strong> Okay. And so I&#39;m hearing there that you wouldn&#39;t keep sending my book out for free during this process probably.</p> <p> <strong>Robert:</strong> I&#39;d have to see the book, but I guess I don&#39;t have any problems with it, my only reason that I hesitate -- I like it because it positions you as an expert, it gives them an introduction. I don&#39;t like it because it costs, it&#39;s probably expensive, it&#39;s probably $10 or something?</p> <p> <strong>Dave:</strong> Well, it costs me $4.00 to buy the book and it costs me $5.00 to send the book. So yeah.</p> <p> <strong>Robert:</strong> Yeah, that&#39;s my only hesitation is the expense. If you look at this and you&#39;re perfectly happy with sending the book marked up to show them the paragraphs or the pages, I do not believe it takes away at all from what we&#39;ve outlined here and it does contribute authority. My only thought was I set out with this going okay, I need to be conscious of your budget.</p> <p> <strong>Dave:</strong> Sure. Yeah. Okay. Well, this is very helpful. Yeah. This is great. Very concrete. I can build this now.</p> <p> <strong>Robert:</strong> Okay. Awesome. Well, I&#39;m glad that you had the opportunity to call in to this call and this is a great exercise that I&#39;m sure a lot of our callers got a lot of value out of, so thank you.</p> <p> <strong>Dave:</strong> Absolutely. Thank you very much. Enjoy your Christmas by the way.</p> <p> <strong>Robert:</strong> Oh, you too, thank you and Happy New Year.</p> <p> <strong>Dave:</strong> Thank you.</p> <p> <strong>Robert:</strong> All right. Our next call is from Kevin in Calgary. If anyone else would like to get on to ask a question feel free to hit *1 and we&#39;ll work you in before we&#39;re over. So Kevin, welcome.</p> <p> <strong>Kevin:</strong> Hi Robert, can you hear me?</p> <p> <strong>Robert:</strong> I can. Glad that you&#39;re here. Sorry for the first one going so long, but I hope it was informational for you.</p> <p> <strong>Kevin:</strong> Yeah, it was. I was taking notes throughout the whole thing and definitely there&#39;s some things that I&#39;ll be looking to apply to my own business. But it&#39;s always useful to hear about from other people and what they&#39;re doing. But Robert, I&#39;ll tell you just a quick five minute background about myself. I hope I don&#39;t go over five minutes. Feel free to interrupt me halfway through if I start (inaudible 00:45:54).</p> <p> My journey in information marketing started about three years ago when I went to Dan Kennedy&#39;s Information Marketing Summit over in Nashville. Before I went to that conference I&#39;d also gotten a copy of your book. It was the blue one that you wrote with Dan Kennedy. I forget what it&#39;s called because I gave it away to somebody, but that was really the beginning of what I was trying to do. But what had happened was my background is in hospitality and the industry that I work in is in bars and nightclubs and restaurants.</p> <p> <strong>Robert:</strong> Okay.</p> <p> <strong>Kevin:</strong> And about five years ago I published a book called Nightclub Marketing Systems. And this book was something that I put together just because I was interested -- at the time I was an employee, I was working for a company as a bar manager and I wanted to make the break into consulting. And so I wrote the book basically as a positioning tool because I wanted to be able to show people that I had author credibility and just to get people to take me seriously because I am still quite young. I&#39;m 32 right now and when I started this I was 27. So I felt that the book would be a good credibility building tool especially because if I was going to be selling myself to people most of them would be older than I was and most of them would be more experienced than I was. So I felt that the book would be a good tool to use. Anyways, I went to Nashville to try to figure out how to turn this book into a business and that was why I wanted to learn how to do information marketing. As luck would have it, when I came back from Nashville to Calgary I kind of serendipitously fell into an opportunity to work with a company that does liquor inventory audits for bars and nightclubs and restaurants, and what happened was this franchise called Bev &amp; Co it was actually featured on TV at the time on a show called Bar Rescue.</p> <p> <strong>Robert:</strong> Right.</p> <p> <strong>Kevin:</strong> And so I got involved with the franchise and about two years after I&#39;d gotten involved with the franchise the person who owned it in Calgary he fell ill and he basically gave me the entire business.</p> <p> <strong>Robert:</strong> Wow.</p> <p> <strong>Kevin:</strong> And so what&#39;s happening now is I&#39;ve applied a lot of Dan Kennedy&#39;s marketing strategies to just grow the business and I&#39;m happy to say that since using all those strategies like we have a newsletter that goes out every single month now called The Nightclub Marketing Letter, I also use the book as a credibility building tool, so anytime I get an inquiry from a customer that&#39;s interested in getting their inventory audited I send them a package that&#39;s a shock and awe package, it&#39;s got a list of all of our testimonials, all of the logos of the bars that we have as clients. It also has a copy of my book and multiple copies of my newsletter. It&#39;s basically just a prime and pump before I even make the follow-up call to say, &quot;Hey, I got your inquiry. Let&#39;s meet for a talk,&quot; and that type of thing, right?</p> <p> So utilizing these strategies it&#39;s been really successful in helping me build from the auditing business because even though my business does not provide any type of support for nightclub people on the marketing end, what it does is it makes me a more positioned expert in their eyes.</p> <p> <strong>Robert:</strong> Yeah.</p> <p> <strong>Kevin:</strong> So my closing ratio from my auditing business is huge. I close like one out of two people that I meet with. And most of my meetings with people are very productive, you know, there&#39;s no resistance really, you know? It&#39;s just like how much does it cost and give me the stuff for me to get started, you know, that type of thing, which is wonderful. But I&rsquo;m at the point now where because my auditing business requires labor I&#39;m scaling my business right now through people and I think that every single entrepreneur listening to this who has tried this before by opening multiple locations, hiring more people, getting market structure you kind of get tired of it after a while you know, because you can&#39;t grow the business unless you add more stuff. And after a while, you&#39;re just like, &quot;I&#39;m not making any more money. My gross is going up, but my net is basically the same.&quot; And so that&#39;s kind of where I am right now. I want to get back to the same question I asked before I came back because when I came back from Nashville after seeing Dan Kennedy I was like, &quot;Hey, I&#39;ve got to turn this nightclub marketing system into an information product,&quot; and then it kind of just became the marketing tool that I use to build my auditing business, but now I&#39;m kind of like at the point where okay, the auditing business is solid. I could keep growing it and it will continue to grow, but my growth is quite incremental right now. I would like to be able to get back to turning the knowledge about how to bring people into nightclubs and bars as customers and how do I copy that information and turn it into a coaching program where I could have this type of product disseminated all over North America, all over the world. That&#39;s my biggest goal.</p> <p> I was looking at a program from a fellow named Jeff Walker not too long ago and he has a product called Product Launch Formula and he was talking basically about at the beginning he said that you don&#39;t want to sell what you want to sell. You sell what the people are interested in buying, and so you really have to make sure that before you create any type of information product you got to make sure that they&#39;re interested in being receptive to it. So even though I have 99% of the time people will ask me -- even though most of my marketing is my book which is the Nightclub Marketing Systems, the book, and my newsletter which is called The Nightclub Marketing Letter, I have very few people asking me for marketing advice, any type of marketing product or anything like that. Most people just ask me about auditing because that seems to be the primary question on people&#39;s minds. There&#39;s two basic questions in the nightclub business that every person who owns a bar has asked themselves. The first one is how do I get customers and the second is how do I stop my employees from ripping me off. I got the second question answered very well with my auditing program, but I&#39;m trying now to fill in the first question, which is how do you get more customers. And I know that there is some way to merge all this together but I just don&#39;t know where to start.</p> <p> <strong>Robert:</strong> Yeah. What I would do, there&#39;s two resources. I think it probably would be useful for you to read the blue book again.</p> <p> <strong>Kevin:</strong> What&#39;s the blue book?</p> <p> <strong>Robert:</strong> The book that you had said that you read right before Nashville.</p> <p> <strong>Kevin: &nbsp;</strong>Oh yeah, Information Marketing book. Yeah.</p> <p> <strong>Robert:</strong> Yeah. It&#39;s called <em>The Official Get Rich Guide to Information Marketing</em>, and you&#39;ll want the second edition because that came out in 2011. Both editions are good, but the second edition is by far much, much better.</p> <p> <strong>Kevin:</strong> Okay.</p> <p> <strong>Robert:</strong> On your question around dealing with people and having employees there is a call on the Information Marketing Association website. You could probably just search for it. The headline is Solve Your Hardest Business Problems and Scale Up with Speed and Confidence. You could probably just do, let me I&#39;ll search, I think solve your hardest, you just search for that on the site. My guess is that would be the first thing that would pop up in the search bar on the upper right. Yeah it does. So that call is with a gentleman named Verne Harnish and he has a new book out called <em>Scaling Up</em>. Where you&#39;re hitting up against, what you&#39;re experiencing is as you grow your business there are several kind of change points that what got you there won&#39;t get you beyond that point. I&#39;ve got a good friend and a client his business is at $5 million of revenue and he&#39;s actually gotten up to seven, but $5 million is a big tweak mark and he is now having to put in managers and kind of a level of support staff and build a culture and things that he never had to do before because he was able before essentially to talk to almost every single employee. $5 million, $10 million, $25 million, $50 million and $100 million are big pivot points in a businesses&#39; life cycle where the things that got you to $10 million will not get you to 25 and you&#39;ve got to learn completely different skills in order to move it from 10 to 25. And when you do, it&#39;s like running a completely different business. And so that book <em>Scaling Up</em> is specifically about those things that you need to learn at those pivot points in order so that things like employee problems don&#39;t become a reason why not, but leveraging yourself through people becomes an easy breakthrough for you. Scaling up is the beginning of that secret.</p> <p> I&#39;d love to see your newsletter and see what you&#39;re sending folks and see if I have any suggestions on exactly how to transform and help you make this pivot. But yes, you&#39;ve kind of branded yourself, you show up talking about audits and even though there&#39;s this other stuff around they think of you as the audit guy. And now we need to show up in a completely different way so that they can see you fresh and anew again and go, &quot;Oh, okay, yeah, this is somebody I need to listen to.&quot; And we can certainly talk through what sort of product that could be, but I&#39;d love to see what you&#39;re doing now to get a sense of where we need to go. And then maybe even first designing a little bit of a survey so that when we come out with the new program you&#39;ll be able to go, &quot;Yeah, I heard from my members, and I listened, this is what they&#39;ve asked for and now this is why we&#39;re delivering this program to you.&quot;</p> <p> <strong>Kevin:</strong> Okay. So could I mail you the newsletter because I send it out printed. I don&#39;t send it out online.</p> <p> <strong>Robert:</strong> Yeah, that&#39;d be fabulous. Why don&#39;t you pull together a little envelope of three to four things that you would like me to see. I am located in Tallahassee, Florida and if you don&#39;t have my email address just hit reply to any of the emails you&#39;ve received from me and ask me for, say, &quot;Hey, I&#39;d like to send you some newsletters. What&#39;s the best address for you Robert?&quot; And we&#39;ll get it, either Denise or me will get you my address.</p> <p> <strong>Kevin:</strong> Okay.</p> <p> <strong>Robert:</strong> But yeah, I&#39;d love to see what you&#39;re doing and then I&#39;ll be happy to give you some thoughts on it and if we need to get on a call we can.</p> <p> <strong>Kevin:</strong> Okay. That sounds good.</p> <p> <strong>Robert:</strong> Well, Happy New Year. There&#39;s an audio interview with me and Verne Harnish on the IMA site and that will be a great shortcut. And I&#39;ve heard from a lot of members who really enjoyed that call, some of which have went out and bought the book and such, and have really, really enjoyed that system. And then from there checking out <em>The Official Get Rich Guide</em> again and getting that kind of refreshed now that you&#39;re open to this, looking at this again. And that together with me looking at those newsletters will probably be ready to circle back for the next Jump Start call if not before.</p> <p> <strong>Kevin:</strong> Okay. That sounds good. I guess the last question I have Robert is that my business it&#39;s a business to business type of deal and there&#39;s forced continuity in it, so every single client is worth a pretty penny to me. It&#39;s not a volume business, so that being said, the amount of recipients that I send my newsletter to right now is just about a hundred and that&#39;s just in my local area in Calgary. So I know that long-term I&#39;d like to be able to turn this thing into a national/international type of business, but where would be a good place to start, for you just personally, if you were just starting building a list from the very beginning what would be some good ways to meet some people that are already in the -- like, one thing I was thinking about was Jeff Walker was talking about if you continually post content and the content leads to a subscription form where you have a newsletter, my newsletter or something, that&#39;s one place to start. I have around 800 contacts on my LinkedIn page right now and sometimes I get people signing up sometimes I don&#39;t, but would that be a suggestion to start off with or what do you think?</p> <p> <strong>Robert:</strong> Yeah. I&#39;d encourage you to check out, are you familiar with Nick Fosberg?</p> <p> <strong>Kevin:</strong> Is he the PR guy?</p> <p> <strong>Robert:</strong> No, Google, it&#39;s Nick Fosberg. I think he still does a weekly video and things like that. He has what he calls Bar Owner TV, and he also has a marketing product. So I would check out what he&#39;s doing and how that&#39;s working for him. And yes, kind of the standard way of building a list is to offer content. Is there some sort of secret that you could put into a free report. If you will look at RobertSkrob.com it&#39;s essentially what I&#39;m doing is building a list there and farming for consulting clients. There are a number of blog posts that I&#39;m publishing content. There is an opt in that has a special report so that I can capture their email address and have a follow-up system that helps turn that email address into a client. And then I&#39;ve been meaning to create a video every week and I just haven&#39;t gotten around to it. I&#39;ve been so busy. But yes, a weekly video, blog, a pod cast, an articles content, special reports they can opt in for, are all very common ways of building your list.</p> <p> <strong>Kevin:</strong> Okay. Great.</p> <p> <strong>Robert:</strong> Well, I look forward to chatting with you some more and seeing those newsletters. Thanks so much for calling in today.</p> <p> <strong>Kevin:</strong> Absolutely. Thank you so much.</p> <p> <strong>Robert:</strong> All right. Thank you very much Kevin. Thank you very much Dave. I appreciate your participation today. I also want to thank everybody for calling in and hanging out with us. I hope you have a fabulous holiday season and a Happy New Year. Thank you so much and I look forward to talking with you on your next Jump Start Coaching Call.</p> </div> Tue, 02 Feb 2016 01:16:41 GMT http://www.info-marketing.org/resources/jump-start-call-archive/item/december-2015-jump-start-coaching-call Dan Kennedy's January 2016 No B.S. Info-Marketing Letter http://www.info-marketing.org/community/news-and-updates/item/dan-kennedys-january-2016-no-bs-infomarketing-letter <div class="assets"> <div class="facebook-like"> <iframe src="http://www.facebook.com/plugins/like.php?href=http://www.info-marketing.org/community/news-and-updates" 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/L2ZpbGVzL2FjY291bnRzL2ltYS9hc3NldHMvZmlsZXMvZGFuLWtlbm5lZHktaW5mby1sZXR0ZXIvRGFuLUtlbm5lZHlzLUphbnVhcnktMjAxNi1Oby1CLlMuLUluZm8tTWFya2V0aW5nLUxldHRlci1hcy1hLVBERi1maWxlLnBkZg%3D%3D" title="Dan-Kennedys-January-2016-No-B.S.-Info-Marketing-Letter-as-a-PDF-file.pdf">Dan-Kennedys-January-2016-No-B.S.-Info-Marketing-Letter-as-a-PDF-file.pdf</a> </li> </ol> </div> <div class="html clearfix clear"> <p> Dan Kennedy&#39;s January No B.S. Info-Marketing Letter was jammed packed with resources to help you build your information marketing business.&nbsp;</p> <p> Here is a quick summary of the topics included:</p> <ul> <li> Lessons (That Should Not Be Ignored And Cannot Be Denied) From One Of The Largest Info-Marketers</li> <li> Method In Hef&rsquo;s Madness</li> <li> Direct-Mail Example Of The Month</li> <li> Are You Worth More Dead Than Alive?</li> <li> Thieves Like Us, No Honor Among</li> </ul> <p> As a member of the Information Marketing Association you are welcome to download the attached PDF file.&nbsp; This page is active through March 31, 2016.</p> </div> Tue, 02 Feb 2016 01:10:37 GMT http://www.info-marketing.org/community/news-and-updates/item/dan-kennedys-january-2016-no-bs-infomarketing-letter How the World's Best Companies Create a "Cult" Following Among Their Customers http://www.info-marketing.org/resources/info-marketing-library/archive/item/how-the-worlds-best-companies-create-a-cult-following-among-their-customers <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-62265"> <div class="configuration {file:'http://media.info-marketing.org.s3.amazonaws.com/bestpracticescalls/IMA%20-%20Best%20Practices%20-%201601.mp3',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="http://media.info-marketing.org.s3.amazonaws.com/bestpracticescalls/IMA%20-%20Best%20Practices%20-%201601.mp3" title="Download Audio">Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1601-TranscriptBooklet.pdf" title="Download Transcript">Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>How would you like to create a customer following similar to the Starbucks, UFC, NFL, Carhartt, Harley-Davidson or Red Bull? What do these companies do differently from those that are simple commodities? When you study these brands you&rsquo;ll discover six persistent principals any company can follow to create strong customer engagement and relationship using systems that scale. This program will show you how to create a customer &ldquo;cult&rdquo; for your business.</p> <p><a href="http://www.info-marketing.org/resources/info-marketing-library/archive/item/how-the-worlds-best-companies-create-a-cult-following-among-their-customers">Read More &#187;</a></p> </div> Tue, 02 Feb 2016 01:05:34 GMT http://www.info-marketing.org/resources/info-marketing-library/archive/item/how-the-worlds-best-companies-create-a-cult-following-among-their-customers Open Coaching Call for IMA Members - February 2016 http://www.info-marketing.org/community/news-and-updates/item/open-coaching-call-for-ima-members-february-2016 <div class="html clearfix clear"> <p> To help info-marketers grow their businesses, avoid obstacles and get their questions answered, Robert Skrob is hosting a special telecoaching 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 fast within the information marketing business.</p> <table border="0" cellpadding="0" cellspacing="0" width="100%"> <tbody> <tr> <td valign="top" width="25%"> <p align="center"> <strong>Call Date</strong></p> </td> <td valign="top" width="25%"> <p align="center"> <strong>Call Time</strong></p> </td> <td valign="top" width="25%"> <p align="center"> <strong>Phone Information</strong></p> </td> <td valign="top" width="25%"> <p align="center"> <strong>Listen Online</strong></p> </td> </tr> <tr> <td valign="top" width="25%"> <p align="center"> February 23, 2016<br /> (Future IMA call dates;<br /> mark your calendar now.)<br /> March 29, 2016<br /> April 26, 2016</p> </td> <td valign="top" width="25%"> <p align="center"> 3:00 pm, Eastern<br /> 12:00 noon, Pacific<br /> 8:00 pm, GMT<br /> 7:00 am, 24/02/16, Sydney</p> </td> <td valign="top" width="25%"> <p align="center"> At 3:00 p.m. Eastern,<br /> dial 512-879-2260,<br /> Enter pass code 726012#<br /> (Music plays until the call begins.)</p> </td> <td valign="top" width="25%"> <p align="center"> Instead of using your phone, listen live<br /> over the Internet at:<br /> <a href="http://bit.ly/IMAonline">http://bit.ly/IMAonline</a></p> </td> </tr> </tbody> </table> </div> Tue, 02 Feb 2016 00:55:34 GMT http://www.info-marketing.org/community/news-and-updates/item/open-coaching-call-for-ima-members-february-2016 Business Insights Teleseminar - February 2016 http://www.info-marketing.org/community/news-and-updates/item/business-insights-teleseminar-february-2016 <div class="html clearfix clear"> <h2> Growing a List of Raving Fans Who Want to Buy Your Products and Services</h2> <p> There are many of popular information marketing strategies out there. Facebook, social media, direct mail, joint ventures and all the rest. Beyond the fads, this business is about collecting a list of individuals who are interested in solving a particular problem, then offering them your solution to that problem. This call will be a return to the key fundamentals that make this business work. This program reveals how to design offers your list eagerly wants to buy. Send any questions or comments you have to Robert Skrob at RS@Info-Marketing.org to be included in the discussion.</p> <table border="0" cellpadding="0" cellspacing="0" width="100%"> <tbody> <tr> <td style="padding-bottom: 0pt;" valign="top" width="25%"> <p align="center"> <strong>Call Date</strong></p> </td> <td style="padding-bottom: 0pt;" valign="top" width="25%"> <p align="center"> <strong>Call Time</strong></p> </td> <td style="padding-bottom: 0pt;" valign="top" width="25%"> <p align="center"> <strong>Phone Information</strong></p> </td> <td style="padding-bottom: 0pt;" valign="top" width="25%"> <p align="center"> <strong>Listen Online</strong></p> </td> </tr> <tr> <td valign="top" width="25%"> <p align="center"> February 9, 2016<br /> (Future IMA call dates;<br /> mark your calendar now.)<br /> March 8<br /> April 12</p> </td> <td valign="top" width="25%"> <p align="center"> 3:00 pm, Eastern<br /> 12:00 am, Pacific<br /> 8:00 pm, GMT<br /> 7:00 am, 10/02/16, Sydney</p> </td> <td valign="top" width="25"> <p align="center"> At 3:00 p.m., Eastern,<br /> dial 512-879-2260,<br /> enter pass code 726012#<br /> (Music plays until the call begins.)</p> </td> <td valign="top" width="25%"> <p align="center"> Instead of using your phone, listen live over the Internet at<br /> <a href="http://bit.ly/IMAonline">http://bit.ly/IMAonline</a></p> </td> </tr> </tbody> </table> <p> &nbsp;</p> </div> Tue, 02 Feb 2016 00:53:18 GMT http://www.info-marketing.org/community/news-and-updates/item/business-insights-teleseminar-february-2016 Dan Kennedy's December 2015 No B.S. INFO-Marketing Letter http://www.info-marketing.org/community/news-and-updates/item/dan-kennedys-december-2015-no-bs-infomarketing-letter <div class="assets"> <div class="facebook-like"> <iframe src="http://www.facebook.com/plugins/like.php?href=http://www.info-marketing.org/community/news-and-updates" 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/L2ZpbGVzL2FjY291bnRzL2ltYS9hc3NldHMvZmlsZXMvZGFuLWtlbm5lZHktaW5mby1sZXR0ZXIvRGFuLUtlbm5lZHlzLURlY2VtYmVyLTIwMTUtTm8tQi5TLi1JTkZPLU1hcmtldGluZy1MZXR0ZXItYXMtYS1QREYtZmlsZS5wZGY%3D" title="Dan-Kennedys-December-2015-No-B.S.-INFO-Marketing-Letter-as-a-PDF-file.pdf">Dan-Kennedys-December-2015-No-B.S.-INFO-Marketing-Letter-as-a-PDF-file.pdf</a> </li> </ol> </div> <div class="html clearfix clear"> <p> Dan Kennedy&#39;s December No B.S. INFO-Marketing Letter was jammed packed with resources to help you build your information marketing business.&nbsp;</p> <p> Here is a quick summary of the topics included:</p> <ul> <li> Watch as I enrage and entire geneder: Why info-marketing aimed at women entrepreneurs consistently fails to be profitable</li> <li> Uh-oh, where did all the sales tax revenue go?</li> <li> The wheels of government interference, law &amp; justice often grind very slowly</li> <li> Psychic friends</li> <li> What works:&nbsp; Welcome to Jurassic Park</li> </ul> <p> As a member of the Information Marketing Association you are welcome to download the attached PDF file.&nbsp; This page is active through February 29, 2016.</p> </div> Tue, 12 Jan 2016 17:34:20 GMT http://www.info-marketing.org/community/news-and-updates/item/dan-kennedys-december-2015-no-bs-infomarketing-letter An Important Outside Perspective on What You and I Call Information Marketing http://www.info-marketing.org/resources/info-marketing-library/archive/item/an-important-outside-perspective-on-what-you-and-i-call-information-marketing <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-62000"> <div class="configuration {file:'http://media.info-marketing.org.s3.amazonaws.com/bestpracticescalls/IMA%20-%20Best%20Practices%20-%201512.mp3',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="http://media.info-marketing.org.s3.amazonaws.com/bestpracticescalls/IMA%20-%20Best%20Practices%20-%201512.mp3" title="Download Audio">Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1512-TranscriptBooklet.pdf" title="Download Transcript">Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>While we often explain to our clients that innovations come from outside the industry you and I often look for our new ideas within the information marketing world. Often, we have to get outside our world, to seek out an expert who understands what we do but brings a different point of view. This program is focused on giving you a completely new point of view on your information marketing business, identify some of the opportunities as well as mistakes you may have be blind to.   </p> <p><a href="http://www.info-marketing.org/resources/info-marketing-library/archive/item/an-important-outside-perspective-on-what-you-and-i-call-information-marketing">Read More &#187;</a></p> </div> Mon, 04 Jan 2016 22:06:11 GMT http://www.info-marketing.org/resources/info-marketing-library/archive/item/an-important-outside-perspective-on-what-you-and-i-call-information-marketing IMA Ezine Week 50 of 2016: Make 2016 the Fastest Growing Year Ever http://www.info-marketing.org/community/news-and-updates/item/ima-ezine-week-50-of-2016-make-2016-the-fastest-growing-year-ever <div class="html clearfix clear"> <style media="screen" type="text/css"> <!-- body { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11.5px; line-height: 20px; margin-top: 0px; } p { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 12px; line-height: 20px; color: #1A1A1A; } h1 { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 20px; font-weight: bolder; color: #006699; text-transform: uppercase; } h3 { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 15px; font-weight: bold; color: #232323; line-height: 20px; letter-spacing: 0.01em; } table.wrapper { background-color: #FFFFFF; border: 1px solid #999999; } .header { font-family: Helvetica,; font-size: 18px; color: #FFFFFF; background-color: #A00526; } .issue { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 14px; color: #FFFFFF; font-weight: normal; width: 750px; background-color: #A00526; padding-top: 2px; padding-bottom: 3px; padding-left: 5px; } td.footer { height: 61px; padding-bottom: 0; background-color: #334364; } td.footer p { font-family: Arial; font-size: 10px; font-weight: normal; color: #ffffff; line-height: 14px; margin: 0; padding: 0; } .style1 { font-size: 12px; font-family: Helvetica, Arial, "Trebuchet MS", Verdana; line-height: 20px; color: #232323; } .style2 { color: #FFFFFF; font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 14px; } table.col2boxes1 { background-color: #E9E9D6; border: 1px solid #666666; } table.col1boxes1 { background-color: #F1F1F1; border: 1px solid #666666; } --> </style> </div> <div class="html clearfix clear"> <table border="0" cellpadding="0" cellspacing="0" class="wrapper" style="width: 750px;"> <tbody> <tr> <td align="left" class="issue" colspan="5"> December 15th, 2015 | Week 50 of 2015</td> </tr> <tr> <td valign="top" width="506"> <table align="center" border="0" class="col1boxes1" style="width: 490px;"> <!-- content --> </table> <table border="0" cellpadding="0" cellspacing="0" height="870"> <tbody> <tr> <td height="auto" valign="top" width="5"> <table cellpadding="0" cellspacing="0" height="auto" style="background: #F1F1F1; border: 1px solid #666;" width="487"> <tbody> <tr> <td class="content-copy" style="padding: 0; color: #000; font-size: 14px; font-family: Georgia; line-height: 20px; text-transform: none;" valign="top"> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <h1> <img alt="pres bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/pres_bar.png" width="487" /></h1> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <p> <strong><em><img align="right" alt="robert graphic" height="205" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/robert_caricature.gif" width="235" /></em></strong> The constant struggle to produce marketing campaigns and to fulfill the promises you have made to customers makes it difficult to spend much time planning. But the only true shortcut to success is planning.</p> <p> Once you have completed your planning, you&#39;ll be better able to stay on task, monitor your results and implement new ideas that may come up during the year. Without a planning calendar, it&#39;s easy to get distracted by a great new idea or a sudden emergency and forget about your real priorities.</p> <p> Planning doesn&#39;t have to be a long, ugly process. Instead, here is a four-hour planning success template. Use a wall calendar so it&#39;s easy to see the entire year at a glance. In one afternoon, you can create your operations plan for 2016. Set aside just four hours to work through this easy step-by-step process, and you&#39;ll have the shortcut to success for 2016.</p> <p> <strong>1:00 - 1:30 p.m.<br /> A Candid Review of 2015</strong><br /> One of the most important parts of planning for 2016 is to reflect on the year that has just passed. Open your 2015 calendar and review your activities for the year. Take a look at each month for two minutes or so. Write down a couple of successful activities from each month that you want to repeat in 2016. Also consider the activities that generated disappointing results so you can avoid them in 2016.</p> <p> <strong>1:30 - 2:00 p.m.<br /> Create Your Business Targets</strong><br /> Before you can plot out your year, you have to give careful consideration to where you want to be when the year ends.</p> <p> Determine your revenue and customer acquisition goals for the year. How many sales do you want to make to new customers? If you have multiple products, write down the anticipated sales for each one. Also, how much money do you want to make this year? Chances are, most of that has to come from profit on backend sales to existing customers. Better to know your earnings goals in advance so you can plan activities during the year to generate that revenue.</p> <p> These are all difficult questions to answer; do the best you can and feel free to revise the numbers as you go.</p> <p> You&#39;ve worked for an hour, and your calendar is still blank. Twenty-five percent of your time is up, and you have &quot;nothing&quot; to show for your effort. While it may look like you haven&#39;t accomplished anything, setting your goals now will make 2016 a lot more successful. Although you haven&#39;t yet planned a single event or activity, you&#39;ll be better off for the time you have spent reviewing the past year and creating your business targets.</p> <p> <strong>2:00 - 2:20 p.m.<br /> Customer Acquisition</strong><br /> As you run your company, it&#39;s easy to become focused on the operational deadlines. It&#39;s rare for a prospective customer to call to complain that you haven&#39;t sent him or her any marketing this month. Since people who aren&#39;t customers aren&#39;t in your face complaining, it&#39;s easy to forget about them. But they are the most important. No matter how loyal your customers are today, eventually they won&#39;t be your customers. It is critical to add new customers every month so you can maintain and increase your business.</p> <p> In the last planning step, you listed your customer acquisition goals for each of your programs. Now you need to outline the marketing work for the year to generate those members. For each month, map out customer acquisition offers, events and marketing campaigns. The key is to make sure you continue your customer acquisition efforts throughout the entire year.</p> <p> <strong>2:30 - 3:00 p.m.<br /> Sales to Existing Customers</strong><br /> As your business grows, you&#39;ll discover customer acquisition increases in cost. Perhaps this year if you spent $36,800.00 on a marketing campaign, you could get 420 new customers. In 2016, you may discover that same $36,800.00 delivers only 303 new customers. These increasing costs require you to focus a lot of attention on selling additional products and services to your existing members.</p> <p> Plan activities that will generate additional revenue from your existing customers. Use the number you determined as your annual profit target to map out the necessary backend programs to achieve your goal.</p> <p> <strong>3:00 - 3:20 p.m.<br /> Fulfillment/Customer Relationships</strong><br /> Once you acquire a customer, the most important thing you can do is to keep your promises. If your marketing told the customer you would deliver a product that would solve a particular problem, you better deliver that product. Providing high-quality products helps you retain customers longer, makes them want to buy more and encourages them to upgrade to higher-level coaching programs.</p> <p> Map out the activities you need to do to deliver on your promises. Outline any ongoing deadlines. Also include time for product revisions.</p> <p> <strong>3:20 - 3:40 p.m.<br /> Administrative Improvements</strong><br /> Take a few minutes to note any administrative improvements you want to make during the year. Planning for them makes it easier to execute your marketing because your momentum won&#39;t be interrupted by emergencies that could have been avoided.</p> <p> Do you need to add people to your team? Do you have a dashboard to monitor your business? Are your employment policies up-to-date? Do you need to create some educational materials for your team members so they have a better understanding of your goals and activities to help them do their jobs? Do you have scripts to handle in-bound customer calls? Do problem vendors need to be replaced? Do you need to set up an investment program to maximize cash you receive from your business?</p> <p> These activities need to be planned out for the year to make sure you allocate time to complete them. There is no sense worrying about them or feeling guilty because you don&#39;t get them all done. Plan some time each month during the year to get a few of these items completed. By the end of the year, you&#39;ll be a lot better off than if you had tried to fit them in as you went along.</p> <p> <strong>3:40 - 4:00 p.m.<br /> Add Date Commitments</strong><br /> Jot down any conferences or seminars you would like to attend in 2016. Look for conferences within your niche that you should attend. Plus, this is a good time to note events you&#39;ve wanted to attend but haven&#39;t found time for in the past.</p> <p> <strong>4:00 - 4:30 p.m.<br /> Big Picture Planning</strong><br /> Take a quick look at that list of 2015&#39;s successes and disappointments you created in the first phase of your planning. Are there any successes from 2015 that need to be included in your calendar for 2016? Are there any disappointments from 2015 repeated on your 2016 calendar that need to be removed?</p> <p> Also, look at the work distribution. Did you load up too much work in any given month? Are travel commitments reasonable to maintain your workload? Are there ways to redistribute activities to make projects easier?</p> <p> Look at the year. Are there ways to move activities around for efficiencies and to make sure you don&#39;t create impossible deadlines for yourself?</p> <p> <strong>4:30 - 5:00 p.m.<br /> Update Your Personal Calendar</strong><br /> Open your personal calendar and put all of the dates and work you mapped out on the wall into your personal calendar. If you are running your info-business in addition to a job or another business you operate, plan around the work you have to do for that company.</p> <p> But go through and set aside appointments with yourself to make sure you have the appropriate time to execute your business needs. Save some time for other activities that may pop up as you go along. Something always comes up unexpectedly, so give yourself several hours of flexibility per week at this stage of your planning.</p> <p> <strong>Shortcut to Success in 2016</strong><br /> While it&#39;s good to have your planning calendar up where you can see it, you may not want it on your wall all year long. If not, set aside an hour or two each month to pull out your calendar and see if you are on track with the shortcut you laid out at the beginning of the year.</p> <p> If you discover you are behind on a couple of activities, it&#39;s a lot easier to get caught up if only a month or two have gone by. If you remember four months later that you were supposed to do something to generate an activity or revenue, chances are you&#39;ve lost that opportunity for the year.</p> <p> If you need help creating your plan or implementing your new marketing activities, let me know. Helping companies create better plans and execute more effective marketing is my specialty.</p> <p> <br /> Best wishes</p> <p> <span class="style2"><img alt="robert signature" height="53" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/RobertSkrobSignature.gif" width="175" /></span></p> </td> </tr> </tbody> </table> <p> <img alt="" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/best_practices_bar.gif" width="487" /></p> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <h3> Universal Info-Marketing Lessons from a Recent New Info-Business Launch</h3> <p> There are certain components that must be in place for any info-marketing business to grow and succeed. Those are all the more obvious during a start-up. Get an inside peek into a brand new info-marketing business start-up, see how the essential pieces came together and you&#39;ll have a great template to build and grow your info-marketing business. This program focuses on a rare, behind the curtain, peek on how a new business went from idea to paying customers with continuity income within a few short months.</p> <p> Listen to the audio program or read the transcript by visiting <a class="inf-track-96770" href="http://www.info-marketing.org/resources/best-practices-calls/item/universal-infomarketing-lessons-from-a-recent-new-infobusiness-launch">Universal Info-Marketing Lessons from a Recent New Info-Business Launch</a>. Feel free to add comments and your own experience within the comments box at the bottom of the page.</p> <h3> &nbsp;</h3> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> <td height="1000" valign="top"> <table cellpadding="0" cellspacing="0" style="background: #ffffff none repeat scroll 0% 0%; margin: 0px 0px 0px 10px; width: 225px; height: auto;"> <tbody> <tr> <td valign="top"> <table cellpadding="3" cellspacing="0" style="width: 220px;"> <tbody> <tr> <td style="padding: 0 0 10px 0;" width="270"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="member blog bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/member_resources_bar.png" width="209" /></h3> <h3> IMA Easy Content Library</h3> <p> 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?</p> <p> As an IMA member, you have access to the <a class="inf-track-96774" href="http://www.info-marketing.org/resources/easy-content-library">Easy Content Library</a>. This is a resource library of articles contributed by other IMA members that you can use in your own publications.</p> <p> You can insert these articles into newsletters, products or even books as content. As long as you maintain the author&#39;s attribution at the bottom of each article, you are welcome to use them.</p> <p> Check out the <a class="inf-track-96776" href="http://www.info-marketing.org/resources/easy-content-library">Easy Content Library</a> today. It&#39;s filled with a lot of great articles to read, and they may spark ideas for blog posts or other content.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <p> <img alt="DirectPay graphic" height="100" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/direct_pay.gif" width="202" /></p> <p> All credit card processors are NOT created equal! The moment our relationship begins, we fully dedicate ourselves to the success of your enterprise so you have time to develop the real art of your business. PPS will set you up with a customized merchant account so your clients can purchase your products and services more conveniently. With our real-time processing, the funds will seamlessly be deposited into your account. You can offer your clients more payment methods, automate transactions and much more!</p> <p> Practice Pay Solutions and IMA have teamed up for this superior offering. For more information, please visit <a class="inf-track-96778" href="http://www.info-marketing.org/resources/members-only-discounts/item/payment-processing-with-directpay"> Payment Processing With DirectPay</a></p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="events bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/news_bar.png" width="209" /></h3> <h3> News to Share with IMA Members?</h3> <p> Robert is hoping to share your news with other members. Do you have any successful product launches, seminars or first tele-seminar series that you&#39;d like to share? Let Robert know at <a href="mailto:RS@Info-Marketing.org">RS@Info-Marketing.org</a>.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="events bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/buyers_guide_bar.png" width="209" /></h3> <h3> Faster Implementation =<br /> Faster Profits for You</h3> <p> One of the toughest challenges can be finding vendors who &quot;get it.&quot; 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.</p> <p> For the last three years, members of the IMA have nominated their vendors for the <a class="inf-track-96780" href="http://www.info-marketing.org/resources/buyers-guide"> IMA Buyer&#39;s Guide</a>. This is a quick reference directory to help you find the best vendors in the info-marketing industry.</p> <p> 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.</p> <p> Check out the <a class="inf-track-96782" href="http://www.info-marketing.org/resources/buyers-guide"> IMA Buyer&#39;s Guide</a> today.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> <p> &nbsp;</p> </td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="IMA Health Insurance Plans" height="100" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/ima_health.gif" width="202" /></h3> <p> One of the largest barriers for small business owners and their employees is the rising cost and burden of health care, which is why the Information Marketing Association is proud to offer its members the opportunity to take advantage of IMA Health Plans. We offer you comprehensive, affordable health insurance coverage for individuals and companies, with as much as 42% savings over other insurance plans.</p> <p> The Information Marketing Association is pleased to provide our members with a national group and individual health insurance program with average health insurance savings of 42%. The IMA Health Plans&rsquo; Benefits Program is issued and underwritten by JLBG Health, one of the largest health insurance carriers in the nation.</p> <p> Please visit <a class="inf-track-96784" href="http://www.info-marketing.org/resources/members-only-discounts/item/affordable-health-insurance-from-ima-health-plans"> Affordable Health Insurance</a> for more information about this IMA members&rsquo; only benefit.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="interview directory bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/interview_bar.png" width="209" /></h3> <h3> Experts For Your Monthly Calls</h3> <p> Many of our members need great people to interview for their monthly &quot;CD of the Month&quot; or &quot;Monthly Teleseminars&quot; for their own subscribers. To make it easy to find great people to interview the Information Marketing Association created the <a class="inf-track-96786" href="http://www.info-marketing.org/community/interview-directory">IMA Expert Interview Directory</a>.</p> <p> 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.</p> <p> If you need a few guests for your monthly calls, check out the <a class="inf-track-96788" href="http://www.info-marketing.org/community/interview-directory">IMA Expert Interview Directory</a>. Or, if you want to make yourself available for interviews visit the directory and click the <span class="style7">Update my Interview Directory Information</span> at the right of the page to create/update your listing.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> <tr> <td class="date" style="font-size: 11px; font-family: Verdana; background: #ffffff; padding-top: 10px;" valign="top"> &nbsp;</td> </tr> </tbody> </table> <table cellpadding="0" cellspacing="0" style="width: 100%;"> <tbody> <tr> <td valign="top"> &nbsp;</td> </tr> <tr> <td valign="top"> &nbsp;</td> </tr> </tbody> </table> <p> &nbsp;</p> </div> Tue, 15 Dec 2015 05:00:00 GMT http://www.info-marketing.org/community/news-and-updates/item/ima-ezine-week-50-of-2016-make-2016-the-fastest-growing-year-ever Weekly Ezine: Failing Before You Begin http://www.info-marketing.org/community/news-and-updates/item/weekly-ezine-failing-before-you-begin <div class="html clearfix clear"> <style media="screen" type="text/css"> <!-- body { font-family: Verdana, Arial, Helvetica, sans-serif; font-size: 11.5px; line-height: 20px; margin-top: 0px; } p { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 12px; line-height: 20px; color: #1A1A1A; } h1 { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 20px; font-weight: bolder; color: #006699; text-transform: uppercase; } h3 { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 15px; font-weight: bold; color: #232323; line-height: 20px; letter-spacing: 0.01em; } table.wrapper { background-color: #FFFFFF; border: 1px solid #999999; } .header { font-family: Helvetica,; font-size: 18px; color: #FFFFFF; background-color: #A00526; } .issue { font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 14px; color: #FFFFFF; font-weight: normal; width: 750px; background-color: #A00526; padding-top: 2px; padding-bottom: 3px; padding-left: 5px; } td.footer { height: 61px; padding-bottom: 0; background-color: #334364; } td.footer p { font-family: Arial; font-size: 10px; font-weight: normal; color: #ffffff; line-height: 14px; margin: 0; padding: 0; } .style1 { font-size: 12px; font-family: Helvetica, Arial, "Trebuchet MS", Verdana; line-height: 20px; color: #232323; } .style2 { color: #FFFFFF; font-family: Helvetica, Arial, "Trebuchet MS", Verdana; font-size: 14px; } table.col2boxes1 { background-color: #E9E9D6; border: 1px solid #666666; } table.col1boxes1 { background-color: #F1F1F1; border: 1px solid #666666; } --> </style> </div> <div class="html clearfix clear"> <table border="0" cellpadding="0" cellspacing="0" class="wrapper" style="width: 750px;"> <tbody> <tr> <td align="left" class="issue" colspan="5"> December 8th, 2015| Week 49 of 2014</td> </tr> <tr> <td valign="top" width="506"> <table align="center" border="0" class="col1boxes1" style="width: 490px;"> <!-- content --> </table> <table border="0" cellpadding="0" cellspacing="0" height="870"> <tbody> <tr> <td height="auto" valign="top" width="5"> <table cellpadding="0" cellspacing="0" height="auto" style="background: #F1F1F1; border: 1px solid #666;" width="487"> <tbody> <tr> <td class="content-copy" style="padding: 0; color: #000; font-size: 14px; font-family: Georgia; line-height: 20px; text-transform: none;" valign="top"> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <h1> <img alt="pres bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/pres_bar.png" width="487" /></h1> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <p> <strong><em><img align="right" alt="robert graphic" height="205" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/robert_caricature.gif" width="235" /></em></strong> &quot;If I wear that shirt, some kids may make fun of me.&quot; But then he answered himself by saying, &quot;They may or may not. There&#39;s nothing we can do about what they choose to do; we can only control ourselves.&quot;</p> <p> My son, Robert William, is a junior in high school and he&#39;s participating in student government.</p> <p> Everyone in student government has to dress up once a week; for boys, that means wearing a shirt and tie to school. In a sea of sweat pants, shorts and T-shirts, someone in a shirt and tie really stands out.</p> <p> During our monthly shopping trip for new clothes that fit a growing young man, a pink shirt caught my son&#39;s eye. His first thought was, &quot;Oh, the girls will really like that.&quot; I confirmed Robert&#39;s thinking, but then he became concerned about what other boys might say about it. We bought the shirt. It&#39;s to impress the girls. Robert has decided he doesn&#39;t care what the boys say or think about what he wears.</p> <p> When I was creating my first info-marketing product, I thought a lot about the people who might say bad things about it. I had worked with my association clients to publish products on their behalf several times, but this was the first time a product would have only my name on it.</p> <p> My first product was about how associations can do better membership marketing, how they can sign up more new members and how they can retain those new members longer. I know the subject well, but I was concerned about what others would say.</p> <p> I thought about the people who had a lot more time in the industry than I did and what they might criticize. I also thought about my peers, wondering if the people I knew within the industry would see me as &quot;full of myself&quot; because I had published a product. I also worried about my peers at larger associations or in the big association cities like Chicago or Washington, D.C., looking down at me because I am from only the fifth largest city for associations.</p> <p> These worries held me back, slowed me down and kept me from publishing my product as quickly as I should have. It&#39;s a common mistake, but it&#39;s one I hope you will avoid. Launching your product quickly is crucial. Making your product available opens you up to valuable feedback so you can improve what you have to offer.</p> <p> What got me through my fear of what others would say about my product was a focus on my customers. Just like my son only focused on what the girls at his school would think about his shirt, I focused my attention on my prospective customers. My only worry was to provide my customers with the tools and the support that would help them in their daily lives.</p> <p> If you are allowing potential critics to slow you down, you are costing yourself money as well as the confidence and pride that come from producing a product you care about. Even more important, you are withholding breakthroughs and support from the customers you&#39;ve dedicated yourself to serve.</p> <p> What do you think? Am I right, or do you have something to add? Let me know your thoughts at <a class="inf-track-96756" href="http://robertskrob.com/failing-before-you-begin/">Failing Before You Begin</a>. Scroll down and leave your comments at the bottom of the page. I read every comment and reply when appropriate.</p> <p> <br /> Best wishes</p> <p> <span class="style2"><img alt="robert signature" height="53" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/RobertSkrobSignature.gif" width="175" /></span></p> </td> </tr> </tbody> </table> <p> <img alt="" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/best_practices_bar.gif" width="487" /></p> <table border="0" cellpadding="0" cellspacing="0"> <tbody> <tr> <td class="floated-copy" style="padding: 0 5px; color: #000; font-size: 12px; font-family: Arial; line-height: 20px;" valign="top" width="100%"> <h3> The Key Difference between Info-Marketing that Fails and Succeeds</h3> <p> One of the biggest mistakes for info-marketers, experienced as well as those just starting out is weak copy. First, info-marketers must recognize that every coaching notice, every newsletter, every email and everything the customer sees is an opportunity to make a positive impression, create a sale or retain a continuity member. This program focuses on the essential copywriting principals for your most important sales letters as well as the everyday messages you send to your clients.</p> <p> Listen to the audio program or read the transcript by visiting <a class="inf-track-96758" href="http://www.info-marketing.org/resources/info-marketing-library/archive/item/the-key-difference-between-infomarketing-that-fails-and-succeeds">How to Launch and Grow an Info-Marketing Business While Also Running a Successful Full-Time Business</a>. Feel free to add comments and your own experience within the comments box at the bottom of the page.</p> <h3> &nbsp;</h3> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> <td height="1000" valign="top"> <table cellpadding="0" cellspacing="0" style="background: #ffffff none repeat scroll 0% 0%; margin: 0px 0px 0px 10px; width: 225px; height: auto;"> <tbody> <tr> <td valign="top"> <table cellpadding="3" cellspacing="0" style="width: 220px;"> <tbody> <tr> <td style="padding: 0 0 10px 0;" width="270"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="member blog bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/member_resources_bar.png" width="209" /></h3> <h3> IMA Easy Content Library</h3> <p> 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?</p> <p> As an IMA member, you have access to the <a class="inf-track-96762" href="http://www.info-marketing.org/resources/easy-content-library">Easy Content Library</a>. This is a resource library of articles contributed by other IMA members that you can use in your own publications.</p> <p> You can insert these articles into newsletters, products or even books as content. As long as you maintain the author&#39;s attribution at the bottom of each article, you are welcome to use them.</p> <p> Check out the <a class="inf-track-96764" href="http://www.info-marketing.org/resources/easy-content-library">Easy Content Library</a> today. It&#39;s filled with a lot of great articles to read, and they may spark ideas for blog posts or other content.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <p> <img alt="DirectPay graphic" height="100" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/direct_pay.gif" width="202" /></p> <p> All credit card processors are NOT created equal! The moment our relationship begins, we fully dedicate ourselves to the success of your enterprise so you have time to develop the real art of your business. PPS will set you up with a customized merchant account so your clients can purchase your products and services more conveniently. With our real-time processing, the funds will seamlessly be deposited into your account. You can offer your clients more payment methods, automate transactions and much more!</p> <p> Practice Pay Solutions and IMA have teamed up for this superior offering. For more information, please visit <a class="inf-track-96766" href="http://www.info-marketing.org/resources/members-only-discounts/item/payment-processing-with-directpay"> Payment Processing With DirectPay</a></p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td class="content-copy" style="padding: 6px; background: #E9E9D6; border: 1px solid #666; color: #000; font-size: 12px; font-family: Arial; line-height: 20px; text-transform: none; text-align: left;"> <h3> <img alt="events bar" height="50" src="http://www.info-marketing.orghttp://www.info-marketing.org/files/accounts/ima/assets/images/email/news_bar.png" width="209" /></h3> <h3> News to Share with IMA Members?</h3> <p> Robert is hoping to share your news with other members. Do you have any successful product launches, seminars or first tele-seminar series that you&#39;d like to share? Let Robert know at <a href="mailto:RS@Info-Marketing.org">RS@Info-Marketing.org</a>.</p> </td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> <tr> <td style="padding: 0 0 0 20px;"> &nbsp;</td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> <tr> <td class="date" style="font-size: 11px; font-family: Verdana; background: #ffffff; padding-top: 10px;" valign="top"> &nbsp;</td> </tr> </tbody> </table> <table cellpadding="0" cellspacing="0" style="width: 100%;"> <tbody> <tr> <td valign="top"> &nbsp;</td> </tr> <tr> <td valign="top"> &nbsp;</td> </tr> </tbody> </table> <p> &nbsp;</p> </div> Tue, 08 Dec 2015 05:00:00 GMT http://www.info-marketing.org/community/news-and-updates/item/weekly-ezine-failing-before-you-begin October 2015 Jump Start Coaching Call http://www.info-marketing.org/resources/jump-start-call-archive/item/october-2015-jump-start-coaching-call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-61687"> <div class="configuration {file:'http://media.info-marketing.org.s3.amazonaws.com/jumpstartcalls/IMAOctober2015JumpStartCall.mp3',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/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQU9jdG9iZXIyMDE1SnVtcFN0YXJ0Q2FsbC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Operator:</strong> Your host for today's call Robert Skrob. </p> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. This is all about you and your business and answering your questions and helping you move forward. I'm Robert Skrob, President of the Information Marketing Association, and you know what? This is like my favorite day of the month where I get to talk with you and help you with your business. It's something that I look forward to and certainly excited to work with you. So to jump in the game, you are welcomed. There's two ways to play the game. One, you can listen and that's perfectly fine, and I certainly encourage you to hang out and enjoy what we talk about today. Or another way to play is to participate and when you participate I work with you on your business and typically with a number of folks calling in I'm able to talk to folks for quite a while, so I certainly encourage you to jump in, to participate. All you do is hit *1 on your phone and I got to tell you while there's quite a few folks on the line there's often there's just a very few folks that look to participate and that's fine. Not everybody wants to do *1. Some folks are just ready to listen for a little while and I certainly encourage you to do that if that's what you prefer. </p> <p>What we'll do is we'll go as we have calls, so sometimes I'm with these calls 15-20 minutes, other times geez, we've gone certainly an hour lots of times, but 75 minutes, 90, or even longer depending on how many questions and how much activity there is. So I certainly encourage you to hit *1 to jump in the game and ask a question. </p> <p>And I thought it would be helpful for you too is I had the opportunity last week to speak in front of a group and it was a mastermind group, and I'll just keep it confidential for the moment, but nonetheless, they're selling something that their customers really need but they really like to put off. You can think of it like maybe as a weight loss program where everybody needs, or a lot of people need weight loss, there's a lot more people who could use it versus the number of people who are actually buying it, you know, maybe it's a fitness program or something. And so from them, they were really kind of stuck marketing, they felt like they were stuck marketing to people who only knew that they needed their product or service. And so we got to talking about it and certainly in any niche there are people who know they need your product or service. So they know they need your information, they know they need what you have to deliver, that you are providing them with a benefit and when they see that your information is going to help them in their life then they're ready to buy it. All it is is getting yourself in front of the people who know they need you. </p> <p>But there is a much bigger group of people that don't yet know that they need you and it may be because they haven't thought about it or they've come to, like with maybe with if it's fitness they feel like they don't need you, they could do it themselves, but then they never do, or they feel like that they're just not going to exercise, it's not for them, and they just don't need any of that. But for whatever reason, they don't know yet that they need you. And I kind of used the example, I got to tell you cancer is a devastating disease and it really hurts a lot of people and it certainly kills people even and I take it very seriously. I am raising money right now for a charity called Cops for Kids with Cancer, and Cops for Kids with Cancer raises money to give to families -- the cops raise the money for families who have children who are undergoing cancer treatment and they contribute up to $5,000 for treatment and/or living expenses for the kids while they're going through those cancer treatments. So cancer is a devastating disease, but for a lot of cancers such as breast cancer, they've really determined that mammograms are a great way to help catch cancer early when it's treatable, and yet only about 50 percent of the women who are of age that would be recommended for a mammogram are actually getting them done. And for men it's actually much worse because there's colonoscopies to identify colon cancer and yet less than 40 percent of the recommended age for colonoscopies are actually getting those done. </p> <p>So what do the folks that advocate for mammograms or colonoscopies do? Do they go like so many businesses and just go, &quot;Oh well, I guess we'll just sell to the people who know they need us. We'll just market to them.&quot; No. They're about saving people's lives, so they're on a mission and they are going to help folks recognize how important that mammograms are, how important colonoscopies are, and they're not going to take 50 percent for an answer and in fact the only reason why it's 50 percent is they've been promoting it for the last 15 years, 20 years maybe even, and doing a great job to build it up to that. </p> <p>So how do you make people want something that is as unpleasant as a mammogram or colonoscopy, and/or it's the same answer for how do you make somebody want to work out or exercise or any of these other things that we could be offering as a product or service? Well, what the cancer advocates do is talk about the stories and tell stories of the woman who died of breast cancer because they caught it too late. And they show the picture of her widower and her kids and how she's not around but she could have been had they just caught the cancer a little earlier. Or with the colonoscopy about the 55-year-old man who worked his whole life and died of cancer and never got to enjoy all the work he put into his career because he didn't have colonoscopies to look out for that. </p> <p>So they tell very personal stories depicting the outcomes of not embracing the program. And they are not shy about it because they're trying to help people live and help them not die of cancer. And for you in your business if you are really helping people and improving their lives and helping them achieve things that they couldn't achieve by themselves then you can't be shy about telling them stories about what's going to happen if they don't embrace your program. And you can't be shy about illustrating to them the benefit of jumping in because otherwise you're really not able to reach but a small percentage of the people you could reach if you were using these emotional stories to get the word out. </p> <p>So I'm certainly happy to chat with you more specifically maybe about the stories for your business and how you could use those within your own marketing, or talk about anything else that you have going on that you could like my help on. All you need to do is hit *1 on your phone, *1 gets you into the queue so that you can ask your questions. That's all you need to do is just hit *1 and that gets you into the queue. </p> <p>Again, sometimes with these Q&amp;A calls folks are kind of shy and there's this kind of big threshold resistance about being the first person to ask a question before folks want to jump in, and other times generally after the first question gets started then we go for a long time because folks don't want to be the first but they want to get in before the end. So make sure you get in before the end. Go ahead and hit *1, Stephanie will take your name and your city and then we will be able to recognize you and go from there. </p> <p>One thing I wanted to let you know is that your next Jump Start Coaching Call is going to be on November 24th. So if you don't get your question answered this time then I'd be happy to chat with you on the 24th and we can go from there. </p> <p>So in the meantime, we're going to go Bill in North Carolina. Welcome Bill. </p> <p><strong>Bill:</strong> And listen, I've got a question for you. I loved your comment. I think you made a great point about so many people are stuck marketing to people they know that need it, but there's this much bigger group of people that don't know they need it, and so the way to get to them is to tell the story sort of the opposite story, you know, the story of the person who did not take your advice. They did not get a mammogram, they did not exercise, whatever it might be, and they had these tragic outcomes. You know, in business what made me -- I think you make a great point, but I was always thinking, you know, we're always talking about testimonials and stories about people, you know, this guy was struggling and he implemented my program and he got great results and wouldn't you like to have those kind of results too? So we're usually telling these success stories versus, you know, I deal with a lot of insurance agents, so there was an insurance agent who never embraced our concepts and he slowly faded and went out of business. So I wondered if you could just touch on the difference in the success story versus the story of the person who didn't do what you suggested and how we go about sharing that second story. </p> <p><strong>Robert:</strong> So in the other example, the client that I was with last week it was the type of thing if they waited too late they would actually end up in jail. And so it was pretty easy to find those stories where people ended up in jail because of what they were talking about. It's IRS stuff. And the way the IRS enforces the law against folks that have independent contractors they could pretty much just put anybody in jail and indiscriminately do. So it was easy enough to get the story of the negative ones because those are reported and public record. Once somebody's been sentenced or really even found guilty, you know, it becomes public record and you can tell that story and there's plenty of it. With something where they are choosing not to do a marketing campaign and are kind of stuck at status quo, usually you end up with those stories from somebody who joins subsequently. So whenever I hear, like I try to find these interviews or get these stories when I'm interacting with the clients, either on coaching calls or at meetings or something, maybe even after speaking where somebody goes up, &quot;You know, I saw you last year and I looked at what you had and I didn't buy.&quot; Well, you know, &quot;Why didn't you buy?&quot; And one, I want to hear those reasons for my own presentation but I also want to hear those reasons because that's going into the story, &quot;I didn't buy because I thought I knew it all,&quot; or, &quot;I thought I could do it myself,&quot; or, &quot;I thought I had what I needed already,&quot; or, &quot;I thought it wouldn't work for me, but then I bought and these are the results.&quot; It's generally those stories especially like when you're kind of selling improvement they usually end up with a happy ending after all, because that's generally where you end up getting them. </p> <p>You don't usually hear from the people who came to your session a year ago and didn't buy. And there's no way to kind of say, &quot;Oh yeah, they're mediocre as they were 12 months ago.&quot; </p> <p><strong>Bill:</strong> You know one thought I had as you said that was we know there's a certain number of insurance agents that wash out. I think it's about 30 percent of new agents do not make it each year. And so that may also be a way to go after it. You know, &quot;Are you going to be part of that 30 percent that doesn't make it this year?&quot; </p> <p><strong>Robert:</strong> Brilliant. Yeah. The key as you've discovered is to set your mind to telling the story and then you come up with all kinds of different ways to tell it. But if it never occurs to you to even think of doing that then you never really even know. And of course, there was the famous <em>Wall Street Journal</em> letter which told the story of two people, one of which subscribed to the <em>Wall Street Journal</em> and the other didn't. And the guy who did had a great life and the guy who didn't -- I actually wrote a letter like that. It was for the Florida Institute of Certified Public Accountants, and I kind of knocked off the <em>Wall Street Journal</em> article. It was about two CPAs and how they graduated together and they came across each other in an airport and one was this that and the other, and then they met the other and he was a whole lot more successful. And one of the things I got back was, &quot;Well, both of them are more successful than I am.&quot; </p> <p><strong>Bill:</strong> Right. </p> <p><strong>Robert:</strong> The one that was more successful had joined the FICPA and had gone to the education and had made contacts and had gotten new careers. But anyhow, so yes, that's essentially what that <em>Wall Street Journal</em> story is all about. </p> <p><strong>Bill:</strong> Right. Sort of the bold comparison between somebody who didn't and somebody who did and how different their life was. </p> <p><strong>Robert:</strong> Hmm-mm. And you can also I think with yours as well, you have the trusted advisor concept and you have the non-trusted advisor. I could visualize like a slide with a cartoon and the non-trusted advisor is kind of slumped over the phone handling price shoppers, and the trusted advisor it has a full appointment book and folks there to see him or her in order to do business because that's who everybody wants to deal with. </p> <p><strong>Bill:</strong> Yeah. Excellent. I had one other question, but it doesn't relate to the story so much. I'll be happy to hold it or ask it now. </p> <p><strong>Robert:</strong> Okay. Let's go for it. Sure. </p> <p><strong>Bill:</strong> So I was listening to your CD that came recently and you interviewed a guy, I can't remember his name, Paul maybe. You guys were talking about member sites and that sort of thing. </p> <p><strong>Robert:</strong> Oh yeah, yes. Of course. </p> <p><strong>Bill:</strong> So my question was in our business we're more of a traditional continuity program where we create a monthly program with an audio CD and a beautifully done report, we mail it out to our members at the end of each month. It's funny I think because you were talking about, you know, kind of use Facebook as a discussion forum and that's what we're using. We use Facebook as a discussion forum, and it's been a little under-utilized. We don't get as much of a vibrant discussion going as I'd like. But anyway, you've mentioned three different member sites. I think one was called Wish List and one was called Member Gate and then there was one Memberium or something like that, it was a plug-in for Infusion Soft. When I heard your CD my thought was immediately should we create a more elegant member site that would complement our monthly continuity program? And I wondered if you just had any thoughts about that for a continuity business. </p> <p><strong>Robert:</strong> Yeah. I think I would going forward. And I would also throw another one in there called <em>Get Reservoir</em>. It's a great site, but a terrible domain name. I still don't know how to spell reservoir. And actually the way it came out was I had paid somebody, I think I was the third or fourth person to get the API keys for Infusion Soft, for their Infusion Soft app, and back then if you wanted those keys you had to pay an extra $5,000 in order to get them, so anyway I paid $5,000 back I don't know, many years ago, eight years ago, and then paid another $15,000 or $20,000 to create this membership site. And then two years later we put another $25,000 into creating it and a couple of other people have also -- so anyhow this is a very robust site and I think it works better than most of the other systems. </p> <p>The secret that I have found to getting folks to interact on the site is by building into the products things that they're supposed to go do on the membership forum. So you create like let's say they're supposed to create an advertisement and they're going to put it into the newspaper or run it into some local magazine. Well, one of the steps of that is to post their ad onto the forum in order to -- before they place their ad they post it on the forum in order to get feedback. </p> <p><strong>Bill:</strong> Right. </p> <p><strong>Robert:</strong> And so now all of a sudden you've got a forum with some number of people going there and posting things. You do that, you build that within your products, so like every module there's homework to do and every module you need to go to this x-y-z forum and post it. And then also you can take a look at what other folks have posted for other samples and ideas that you can use. </p> <p><strong>Bill:</strong> Yeah. That's a great idea. </p> <p><strong>Robert:</strong> So people don't spontaneously use it. It has to be built into the product and program and so that's the key. I think that's kind of the most important piece of it. The member sites for me have been kind of a nice add on for a program, like kind of what you're thinking. I have very rarely seen them work as a standalone kind of all by themselves where there's folks are only interacting online. There is certainly a few but it's like restaurantowner.com has been a successful membership site for many years, and restaurant owners go and they provide content, but I mean there's like 300,000 restaurants, or probably even more, there's probably more like half a million restaurants in the country. So finding a couple of three thousand that want to be on a site is not as challenging. </p> <p><strong>Bill:</strong> Got it. Okay. </p> <p><strong>Robert:</strong> But that's what I found that works is building in, and then like each month on a monthly deliverable building in having them come to the membership site. I think initially what I try to start off folks with is having that come back to them and then being able to give recognition within newsletters and on calls. And then as it becomes too much, which happens, like, &quot;Oh my gosh, Robert, you had me have them send me this letter and send me that and now I've got so much I can't even talk about it anymore.&quot; That's usually when I go, &quot;Perfect, this is when we roll out a membership site.&quot; </p> <p><strong>Bill:</strong> Got it. </p> <p><strong>Robert:</strong> Because then the $5,000 to create a new membership site, which is about you could probably get by with $2,500, but it's generally there's some investment like that to really get it built out, even if you're doing these plug ins and then you're doing it yourself, it's still $1,000 plus you're going to have to put a whole lot of labor into it. </p> <p><strong>Bill:</strong> Right. And when we do use Infusion Soft and we are a, what do you call it? Front Page, what's the name of the software that's -- </p> <p><strong>Robert:</strong> WordPress?</p> <p><strong>Bill:</strong> WordPress, that's what I meant to say, yeah. We're a WordPress and Infusion Soft site. And so I was interested in Memberium because you said it was a plug in for Infusion Soft. </p> <p><strong>Robert:</strong> At least there's a couple of them that do that. </p> <p><strong>Bill:</strong> All right. And so currently we're using Facebook, and in your CD you made an interesting comment that we've experienced that the nice thing about Facebook is when somebody does ask a question it pops right up in my email, you know, that somebody has posted this question and it's easy for me to go in and respond to it and others and that sort of thing. Do you know if any of these others get Reservoir, Member Gate or Wish List or Memberium? Do any of them integrate in with that email feed kind of a thing so members become aware that something's happening? </p> <p><strong>Robert:</strong> Yes. I know that Get Reservoir does where members can opt in and out of getting the notifications of emails. And if you want to look at an old one it's probably five years old, maybe six years old now, but the Information Marketing Association membership site is on Get Reservoir. So the graphics look dated on that particular implementation, but you can get a sense of how it works, what the functionality looks like and you can make it look any way you want. But yes, they will have the members and you can sign up for notifications. It used to be with IMA there was kind of a more detailed onboarding process where we would really work with members to get their profiles set up and there's like a lot more articles they can submit and they can allow themselves to be an expert for other people 's calls, those sorts of things. That functionality is all built in into the site and so those types of networking things are in this that I've not seen in other programs. </p> <p><strong>Bill:</strong> Got it. Okay. So for us it sounds like we should look at Get Reservoir, and maybe Memberium would be the two best ones to look at. Or would you say look at all four? </p> <p><strong>Robert:</strong> I would look at, I think there's also one called aMember. </p> <p><strong>Bill:</strong> Okay. </p> <p><strong>Robert:</strong> And aMember is also a WordPress plug in. </p> <p><strong>Bill:</strong> All right. </p> <p><strong>Robert:</strong> And I have used aMember before. I don't have any aMember site set up at the moment, but sometimes when I'm selling a product and I just want it real quick and I'm not using any forums or really anything any fancy I'll just use an aMember site plug in with WordPress and be done. </p> <p><strong>Bill:</strong> Got it. Very good. Hey, thanks for letting me ask about that. </p> <p><strong>Robert:</strong> Oh, absolutely. Great to chat with you Bill. And I think we're talking again tomorrow if I recall, or I guess -- </p> <p><strong>Bill:</strong> I think it may be a week later. </p> <p><strong>Robert:</strong> Oh, is it next week? Okay. </p> <p><strong>Bill: </strong>But we're making good progress on all the homework that you've given us, so I can't wait to show you what we got. </p> <p><strong>Robert:</strong> Awesome. Well, and feel free to send it in the meantime if you'd like me to look at it and reply. </p> <p><strong>Bill:</strong> Absolutely. Hey, thanks Robert. </p> <p><strong>Robert:</strong> All right. Great chatting with you. Well, and that does it for today's Jump Start Coaching Call. Thanks a lot Bill for calling in with questions and thank you everybody else for participating and kind of watching. Love having you and look forward to chatting with you on your next call next month. </p> </div> Wed, 02 Dec 2015 13:19:31 GMT http://www.info-marketing.org/resources/jump-start-call-archive/item/october-2015-jump-start-coaching-call