Information Marketing Association Information Marketing Association Thu, 25 Aug 2016 11:33:29 GMT June 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63895"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUp1bmUyMDE2SnVtcFN0YXJ0Lm1wMw%3D%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p>Robert: Welcome to your Jump Start Coaching Call. I'm so happy to have you here today. I'm Robert Skrob, the President of the Information Marketing Association and you can jump into the line to ask your question by hitting *1, that gets you into the queue to ask a question today. </p> <p>Today's Jump Start call is all about you and answering your questions, helping you in your business, helping remove any roadblocks you have, helping you find clarity amongst all the options and choices that you have. And then also to help move your business forward. On these calls I help folks find the right market, I've helped folks identify the best way to launch, I've helped them figure out how to do a new product, how to launch coaching programs, how to launch events, you name it we have been going over all of those things over the last nine years that we've been doing Jump Start Coaching calls like this every single month. </p> <p>So if you have a question all you need to do is hit *1 on your phone and that gets you into the queue. These calls last sometimes we wrap up in 10 or 15 minutes if there's just a couple of calls and other times we can go for an hour, and heck we've gone for a couple of hours at times with everybody that has dialed in to ask a question. And it's actually kind of neat, so just hit *1, that gets you into the queue. </p> <p>It made me think as I was kind of going through that the second edition of my book, The Official Get Rich Guide to Information Marketing that was published in 2011, the way that that book was written was I went through probably at that time about four years' worth of Jump Start Coaching call recordings and I wrote down all the questions that were asked and I wrote down my responses. Then I organized all of that into a book and that's how that book got started and launched. I don't know if you've read that book, but there's five ways to launch your business, there's all about where all the money comes from in the information marketing business, there's all about how to help ascend your client and maximize lifetime member value, all that and more in that book and it's really quite remarkable that that was born out of these Jump Start Coaching calls. So this is certainly my favorite time of the month, my favorite thing to do with you in order to answer your questions. </p> <p>So I know there's quite a few of you on the line. Sometimes you can be reluctant to go ahead and ask a question. I encourage you to do so anyway, or just let me know that you want to chit chat about what your idea is. Just hit *1 on your phone and that gets you into the queue so that you can ask your question. </p> <p>One of the things that has really been pivotal as I have been working with folks on their marketing is that every communication that you are making to your member needs to be about the transformation. So much of the time as an information marketer we are creating sales letters and sales materials that are very focused on this is what you get out of this program. You're going to be able to do this and you're going to be able to do that and you're going to have all these great outcomes. And then when we deliver the product we give them the training, this is what you have to do, and we don't continue to have that conversation and provide that training within the context of the transformation that they're trying to receive or the outcome they want in their life. And what we do is we give them 87 things to do as a result of receiving the training without also giving them the motivation of what are the wonderful things that are going to happen for them because they have gotten the training. </p> <p>The other piece of it is, and I actually learned this from Dan Kennedy, you know, I was preparing, we have a monthly call and talk about, oh we're going to have this guest and this guest does this and come on. And Dan was like geez, you're going to have to promote it a whole lot better than that if you want somebody to come. And in fact, you have to promote it as well as you would if it was something that they were paying for each time. And so each and every content item that you publish as a benefit to your members that they pay for you have to build the value in that content item so that they will take the time away from everything that they're doing and all of their life's priorities and go wow, this is something I really ought to pay attention to. I would often see that within my marketing when I made the effort to really promote it and promote the outcomes that people would receive then all of a sudden I would get better results and more people would show up and participate. And then when I took a month off and didn't promote a piece of content that they were receiving then suddenly I would see that they weren't getting results. </p> <p>Also, I had a conversation today with somebody who has a membership program and she was telling me that man, you know, my members just say they don't have time to participate or they don't have time to come to events, or they don't have time to engage in the materials that we're sending out as an association. And while they're saying they don't have time what that means is that based on the information you have provided they've made the decision that what you are sending is less important than everything else they are doing in their lives because I can promise you if they got a flat tire today they would have time to put on a spare, go to the repair shop and get it repaired or replaced. They would have the time for that. If they got sick they would have the time to go to the doctor. So these things they are making time for the things that they're making time that they have determined are important. And if what you have can really and truly change their life then you've got to build the value in the outcome so that they will put aside everything else that they're doing so that they can engage in what you have. </p> <p>Like for instance, say you're selling a weight loss opportunity, not just like any other transformation that you might be selling, but of course if somebody is overweight knowing how to eat right and exercise could be of immense value to them. It could even be that by your sales message they get so riled up that they read it and they buy. Then they receive it and there is all these things and they're, awh man, I'm going to have to change this and I know for me I didn't like giving up Cuban sandwiches. I really like Cuban sandwiches and I really don't like the idea of not eating them, you know, once a week or so. But what finally happened is my goal for living healthier became bigger than the frustration and anxiety about giving something up. And when you are selling information, being a coach, delivering a seminar, delivering a training, if you expect somebody to make a positive change in their life chances are there is a whole bunch of beliefs, traditions, things that they have already been doing in their life that are fairly entrenched and in order for you, it's one thing for you to get them to buy what you are offering it's a whole other thing for them to actually implement it. And if you want them to implement it you've got to raise the stakes and continue to paint the picture of what life will be like after they've implemented your solution and do that with each and every piece of content that you are delivering. </p> <p>So if there's any way I can transform your life and your business here today just hit *1, that gets you into the queue, and what we can do for you is help bring clarity if there's a number of options that you've been trying to figure out or help you along the way with finding the next step. If you've got some ideas but don't really know exactly what you should do next or help you identify which would be your best niche or market if you've got a few different markets that you have been considering or thinking about, or anything else that you've been trying to do in your business. You just hit *1 and that gets you into the queue. And we'll leave the line open for a moment or two and see how many questions that you have or what I can do for you and then we'll go from there. </p> <p>It has been a pretty neat thing over the last several months working specifically with membership programs and one of the things that I have found is that the programs that are focused on actually delivering transformations for their members they not only get better retention, but they also get higher frontend sales. Customers buy from them more often and because they've become very clear about exactly what they do and how they impact their members, and the outcome their members can expect, that not only does retention improve, but their new member sales improve as well. </p> <p>Well, we'll give you just one more final call. Just hit *1 if you would like to ask a question. I know there's a bunch of you on the line and certainly happy to help and provide any input and support that I can for you. As this is our Jump Start Coaching call we are focused really on this program about helping you with your questions and answering anything that I can do for you in your business. So just hit *1 and that will get you into the queue to ask a question. If you don't get your question asked during this call our next call is going to be in July on July 19 and it's going to be at 3:00 Eastern or Noon Pacific, either one, and that way you can certainly jump in ask any questions or anything like that that you have at that time. There again, we will be back here on July 19 at 3:00 p.m. and we'll go from there. </p> <p>The other thing is your Best Practices in Information Marketing call is going to be on July 12 at 3:00 Eastern, Noon Pacific, and we're also going to talk a lot about membership programs at that time and how you could grow really memberships very specifically. </p> <p>So with that it's about -- okay, wait a minute we actually do have somebody who has jumped into the queue and we'll go ahead and get your name and information and that way we're able to help you and help your business grow. So go ahead in the meantime just make sure you've got July 12th on your calendar for your Best Practices in Information Marketing call at 3:00 Eastern, Noon Pacific and then put your Jump Start Coaching call there on the 19th at 3:00 Eastern. And if you have a question that you would like the answer to or just want input or advice then just hit *1 on your phone. In the meantime, we'll go to Greg in Maryland. Welcome Greg.</p> <p>Greg: Just getting started with my information marketing business. I'm a real estate investor. I have a meet up that I meet with a group of investors once a month for about the last two or three years. In terms of my first product I do videotape my meetings and they're on various topics in terms of my first product can I just burn the videotape to a DVD and sell that, or how would I go about the first product? </p> <p>Robert:  Thank you very much for your question Greg. Great to meet with you. What would be the outcome of somebody watching that meet up? </p> <p>Greg: It would help them in getting started with investing in real estate. </p> <p>Robert: Okay. </p> <p>Greg: A lot of novice investors are kind of fearful of investing, so I do this free met up just to give free information. It also gives me leads, so it brings the leads to me in terms of me buying properties, but it gives them the information in order to get started investing in real estate. </p> <p>Robert: Okay. If you were able to put together a lesson or by putting together three or four of those or five or six, or however number, then most certainly that there is an opportunity to reuse that content and what you've done in order to publish that as some sort of product. So the format isn't as important as being able to position it for the member or the buyer as to what they're going to get as a result. Not necessarily get in terms of video, but what's the transformation that they could have in their life. Can they go from where they are to buying a property? Does this help them identify becoming an investor is right for them? Does this help them maybe with one type of investing? So whatever is the outcome be focused on delivering outcomes for people rather than content and then certainly if you've got content that you can recycle in order to produce that then by all means. </p> <p>Greg: And should I also have some type of booklet or handout along with that? </p> <p>Robert: It certainly doesn't hurt, but it doesn't matter one way or the other. I think the more you're able to -- I would probably be on the side of okay, if I was a notice investor what would be helpful and useful in having me go from being a novice to becoming an investor and then what are the steps that I need to take along the way to get there. And if you could do that simply by watching that video then that's fine. If printed materials, manuals or something like that would be helpful to deliver that outcome that's fine too. I guess I'm not too concerned about exactly what the content is as long as it clearly delivers what you're promising the outcome will be. </p> <p>Greg: Okay. All right. And should I put that into like a series of video, DVDs? For example, I have one video of for example wholesaling real estate and then another of flipping real estate, and then another of buying and holding being a landlord, so should I put those in a series or try to sell those individually? </p> <p>Robert: So would those give me a new skill? With like playing tennis, if I don't know how to play tennis and you teach me backhand or even forehand or you teach me serving, does that teach me tennis? Or is there kind of like an overall sort of piece that has to come together in order to make it work? </p> <p>Greg: Well, overall in terms of learning the different aspects of tennis or the different aspects of real estate investing. And then from there you can choose which type if not all that you want to go into. </p> <p>Robert: Okay. So if the outcome is we're going to detail five of the types of real estate investing and that way you can at the end of it you will know what you're able -- then yes, I think then that sounds like a perfectly fine product. </p> <p>Greg: Okay. </p> <p>Robert: More than anything you just focus around making sure that you have a promised outcome and that your product clearly delivers that outcome for your client. Beyond that whether they are videos or printed or manuals or videos and manuals all that's based on whatever you feel delivers that outcome the best. </p> <p>Greg: Okay. Thank you so much. </p> <p>Robert: Awesome. Great chatting with you Greg, and keep in touch I look forward to hearing how things work out. </p> <p>Greg: Thank you. </p> <p>Robert: All right. So if you would like to jump in the call we'll do a last call, just hit *1 on your phone to get in the queue to ask your question and then we'll wrap up from there. Again, if you don't have the dates on your calendar then July 19 is going to be your next Jump Start Coaching call where you can phone in with questions. And then July 12th is the next Best Practices in Information Marketing call. So with that I guess we'll go ahead and wrap up since we don't have anybody else in the queue at the moment. Thank you very much for calling in today and participating in today's Jump Start Coaching call. I hope you have a fabulous Fourth of July with your family, and I look forward to talking with you next time. </p> <p>Oh actually, it looks like we do have -- Fred, are you still on the line </p> <p>Fred: I'm still here. I couldn't let you go. </p> <p>Robert: All right Fred. We'll get you in the last minute. I just saw that you popped through. </p> <p>Fred: Yeah. I'm a CPA and I specialize in providing tax reduction and audit protection strategies for realtors, and I do coaching, you know, one-on-one coaching and I'm going to do some of that through webinars or teleseminars. But I was wondering, my question is I've been struggling is what kind of a benefit can I provide if I do like a membership program for somebody. I'm struggling with what kind of an ongoing benefit I might provide to get people that would be valuable for people to sign up for that? Do you have any ideas? </p> <p>Robert: And so the key would be around your core market, the real estate professionals? </p> <p>Fred: Well, I specialize in dealing with realtors just because that's my business model because I can reach them and so forth and learn how to talk to them. But then I'm wondering is there some kind of a benefit I could provide that they would want to have and sign up for an ongoing membership program. </p> <p>Robert: All right. So what you want to start with is the member and that's these real estate professionals. And think through what they really need in their lives in order to help them grow. What direction are they trying to head? What are they trying to accomplish and how can we help them get there? It's really the core of where we want to start our thinking. And with real estate professionals they are typically out on their own, yeah they have an office, but the type of support, you know, they're not getting any of this type of support out of that brokerage office. And what is it that they need in order to operate their little business and move forward? </p> <p>Fred: Right. One of the things I'm going to do for another program is do like a focus group and talk to them and find out maybe dig down into get some responses from them of what they feel their needs are, but I know most realtors aren't sophisticated in terms of tax or even in terms of business, they're lousy record keepers. That's what I've identified so far as the needs that they have that I could help them fulfill. I like your concept of transformation, help them transform their lives so they're confident that they're dealing with these issues and they can concentrate on other things in their business. </p> <p>Robert: I even think that a lot of these folks, I mean the folks that are interested in keeping up with their books and running a business aren&rsquo;t typically the ones that become real estate professionals. </p> <p>Fred: Right. </p> <p>Robert: And they most often really hate this sort of thing. So I wonder if even your membership if it would be more valuable to flip this into some sort of subscription around a package of services that you could provide and make this about giving them their freedom back, you know, freedom from high taxes, freedom from paper work burdens, freedom from red tape, freedom from fines and late payments, freedom from interest overcharges, and have these are the processes and then you make this about helping them pull together everything they need in a year. </p> <p>Fred: That's a very interesting concept a subscription program that offers them services because they're a lot more opportunities to provide online bookkeeping and so forth that I could then help them to keep implementing and like monitor that every month on a subscription basis and help them manage taxes on a subscription, set up a program to do that like over the internet. </p> <p>Robert: And have an ongoing -- I mean I think if these folks were interested in receiving information about taxes or updates then they wouldn't have become real estate professionals. </p> <p>Fred: Right. </p> <p>Robert: But they don't want to have to deal with it and they certainly don't want there to be any embarrassing mistakes or any fines or aggravation around it and if you could create a monthly program that was a couple hundred bucks or a few hundred bucks a month that provided them their business return, maybe even their personal return, you know, figure out if that makes sense or not, and then do other pieces around the bookkeeping or reconciliations or different sorts of returns and you'd know what they were. And if they gave you their closings and send you their check stubs on a monthly basis then that would give you everything you needed in order to make that happen for them. </p> <p>Fred: All right. So that's kind of like a membership program, but it's more built around offering some services rather than just providing information. </p> <p>Robert: And that's kind of where you're trying to get anyway is to be the service provider. It's just pricing it on a per month basis rather than trying to have to resell them once a year. </p> <p>Fred: Right. </p> <p>Robert: And then it's also it doesn't really take very many clients till you have a nice little monthly thing coming in without having to go get it. You're adding a couple of them every month and the thing grows. Now, in terms of the membership aspect, every good membership has a mission and so this would all be about protecting realtors, real estate professionals from high taxes, all the wage and hour laws and aggravations, all the IRS gotchas that are built in to the tax law and how you're helping provide all of these things. And it's you've been frustrated in a way that folks trying to take advantage of real estate professionals and how closing agents aren't looking out for you and certainly all the different marketing companies that are looking for money aren't looking out for you, but you can help them know what they're doing. </p> <p>Now the other thing is it would be interesting to consolidate -- how many real estate professionals have you done tax returns for? How many different people? </p> <p>Fred: Well, probably I don't know, 50 people a year. </p> <p>Robert: Okay. </p> <p>Fred: I have real estate clients. </p> <p>Robert: It would be interesting even to consolidate the information and I don't know if you would even be permitted to do this, but like how much money on average are those 50 people spending on marketing? How much in average are they spending on taxes, closing, you know, all the little different things that they're spending money on what are the percentages of commissions that are spent on these different costs, and that would be a pretty interesting report that you could publish. </p> <p>Fred: Oh, so that would be kind of a value-added benefit so as the, I mean like I know ADP does payroll and they've become kind of an HR go-to person for payroll statistics. So yeah, that'd be interesting. </p> <p>Robert: And so they try to publish and say oh well, people are hiring or they give their own -- they know when the Department of Labor stuff is going to come out so they try to beat that by a couple of days with their own numbers. </p> <p>Fred: Yeah, that's very interesting. </p> <p>Robert: For you it's more about being, so your members would not only know what they're spending on stuff, but they'd also have an average. Okay, this is your revenue and expense, but really kind of the first question is is that good? What about it? And you could give them an indication of how they compare to their peers in their community no less. </p> <p>Fred: Okay. So yeah, that's a very good idea. Thank you. </p> <p>Robert: The membership piece would be in that mission so rather than I'm providing services and you're giving me money, the mission is protecting real estate professionals from all these fines and that becomes an essential theme that you're talking about in and amongst everything else you're doing with these folks. </p> <p>Fred: Yes. The passion. </p> <p>Robert: Correct. </p> <p>Fred: Yeah. </p> <p>Robert: Then the other piece is on the recognition side. So if you've got a member publication that featured some of the cool things that different members of your community are doing. So x-y-z realtor had a great year. These are some of the marketing strategies he's using. And l-m-n-o-p realtor is, you know, next month you talk about l-m-n-o-p realtor and so there is a recognition factor where you are helping build a community of folks that work with you and make sure that their stuff is taken care of. </p> <p>Fred: Your tribe so to speak. </p> <p>Robert: Right. Exactly. So you have built around this core of these services, which is what you're trying to sell anyway, and you tribalize it by having a mission, giving recognition, inviting folks to recommend you and refer you to others, giving them a return on investment. </p> <p>Fred: Okay. That's a very good idea. I appreciate your input Robert. </p> <p>Robert: Awesome. Well it's great to chat -- (audio ended) . </p> </div> Fri, 29 Jul 2016 19:42:21 GMT Dan Kennedy's July 2016 No B.S. INFO-Marketing Letter <div class="assets"> <div class="facebook-like"> <iframe src="" scrolling="no" frameborder="0" style="height: 24px; width: 100%; margin-bottom:1.5em" allowTransparency="true"></iframe> </div> <h3>Resources</h3> <ol> <li> <a class="" href="/community/news-and-updates/download/L2ZpbGVzL2FjY291bnRzL2ltYS9hc3NldHMvZmlsZXMvZGFuLWtlbm5lZHktaW5mby1sZXR0ZXIvRGFuLUtlbm5lZHlzLUp1bHktMjAxNi1Oby1CLlMuLUluZm8tTWFya2V0aW5nLUxldHRlci1hcy1hLVBERi1GaWxlLnBkZg%3D%3D" title="Dan-Kennedys-July-2016-No-B.S.-Info-Marketing-Letter-as-a-PDF-File.pdf">Dan-Kennedys-July-2016-No-B.S.-Info-Marketing-Letter-as-a-PDF-File.pdf</a> </li> </ol> </div> <div class="html clearfix clear"> <p>Dan Kennedy's July No B.S. INFO-Marketing Letter<br /> was jammed packed with resources to help you build your information marketing business.  </p> <p>Here is a quick summary of the topics included:</p> <ul> <li>Definition and importance of REAL media</li> <li>Milleneals are discovering newsletters</li> <li>The reports of my kidnapping have been greatly exaggerated</li> <li>Forbidden secrets for only 10 cents</li> <li>On the incredibile shrinking Dan</li> </ul> <p>As a member of the Information Marketing Association you are welcome to download the attached PDF file.  This page is active through September 30, 2016.</p> </div> Fri, 29 Jul 2016 19:39:08 GMT Gamification and the Latest Member Retention Advances in Membership Sites <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63879"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1607-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Membership site technology has come a long way since I created my first password protected members-only site in 1996. Today, you can track progress, give badges, award certifications and create a community where reading and implementing your trainings becomes a bragging right. Building this leads to membership growth, better results for your members and long-term, stable, wealth for you as the community owner. This month&rsquo;s program is a deep dive in the latest developments to create engaging online communities for your vibrant tribe.</p> <p><a href="">Read More &#187;</a></p> </div> Fri, 29 Jul 2016 19:31:37 GMT Dan Kennedy's June 2016 No B.S. Information Marketing Special Report <div class="assets"> <div class="facebook-like"> <iframe src="" scrolling="no" frameborder="0" style="height: 24px; width: 100%; margin-bottom:1.5em" allowTransparency="true"></iframe> </div> <h3>Resources</h3> <ol> <li> <a class="" href="/community/news-and-updates/download/L2ZpbGVzL2FjY291bnRzL2ltYS9hc3NldHMvZmlsZXMvZGFuLWtlbm5lZHktaW5mby1sZXR0ZXIvRGFuLUtlbm5lZHlzLUp1bmUtMjAxNi1Oby1CLlMuLUluZm9ybWF0aW9uLU1hcmtldGluZy1TcGVjaWFsLVJlcG9ydC1hcy1hLXBkZi1maWxlLnBkZg%3D%3D" title="Dan-Kennedys-June-2016-No-B.S.-Information-Marketing-Special-Report-as-a-pdf-file.pdf">Dan-Kennedys-June-2016-No-B.S.-Information-Marketing-Special-Report-as-a-pdf-file.pdf</a> </li> </ol> </div> <div class="html clearfix clear"> <p>Dan Kennedy's June Information Marketing Special Report was jammed packed with resources to help you build your information marketing business.  </p> <p>Here is a quick summary of the topics included:</p> <ul> <li>Getting people to physical events, away from home, at hotels and conference centers, into classrooms and exhibit halls and communal and fraternal experiences is essential </li> <li>Three gold magnets, to draw &lsquo;em in, even if, basically, they don&rsquo;t want to come </li> <li>The essential parts of every movie blockbuster that you must apply to your events BEFORE you launch your marketing </li> <li>WARNING: The natural temptation you must fear and fight against</li> <li>Dan Kennedy&rsquo;s dictum about events, miss this to your great detriment.</li> </ul> <p>As a member of the Information Marketing Association you are welcome to download the attached PDF file.  This page is active through August 31, 2016.</p> </div> Fri, 01 Jul 2016 19:17:12 GMT Essentials of Boosting Member Retention and Generating Member Referrals <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63660"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1606-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Information marketers don&rsquo;t get many referrals from their members. While part of this is inherent in the business; mostly that&rsquo;s an excuse. Info-marketers don&rsquo;t get referrals because few info-marketers create a system for equipping members to make referrals and making growing the membership a community value. This program focuses on how info-marketers can grow their business using referrals and how to retain members for further faster growth.</p> <p><a href="">Read More &#187;</a></p> </div> Fri, 01 Jul 2016 19:11:47 GMT April 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63372"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUFwcmlsMjAxNkp1bXBTdGFydC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. I'm Robert Skrob and I'm so happy to be here. This is my favorite call of the month. Glad that you are joining me and I look forward to working with you on your business. This is your call where I answer your questions and help you with your business, so feel free to jump in and ask a question. That's what this is all about, the kind of the format of this. Just hit *1, or is it *0 Carrie? I think it's *0 on your phone, and I forgot Carrie, I do this every month and have for years, but I know it changed like two years ago, I think it's *1. Anyway, hit *1 on your phone. That's what it is, so *1 and that gets you into the queue to ask your question.  Our operator Carrie will take your name and information and that helps get you started. </p> <p>So what we do each month is we have these calls in order to answer member questions. Sometimes our calls wrap up after 10 or 15 or 20 minutes, other times we go until, you know, we've had an hour and 45 minutes or even two hour Jump Start call marathons before. It all depends on you and what's on your mind and what we can help you with in your business. So just hit *1 on your phone and that gets you into the queue to ask a question. </p> <p>So I just came off of the Boston Marathon just a few weeks ago and that was pretty darned amazing. There's half a million spectators that are along the course. The course, it's 26 miles long, and you start about 24 miles away from Boston and run from one point to another and you start in this little town called Hopkinton and then you are running through all these little towns some of which are almost as old as Boston itself, and the specific tribe of the town is based on being able to play your music louder and scream more intensely than the other towns along the Boston Marathon route. And so as a runner you're caught up in this concept to cheer you on more affirmatively as you go and it's just an unbelievable magical experience. There are thousands of people in every town holding up signs, banners, cheering you on, giving you things, oranges and fruit and wet towels and sponges to wipe off with and it's just an amazing experience. And then the last turn for the finish is as good as it could be it gets even better because about a half a mile to the finish line and you can see it out in the distance, and there on either side of the course people are lined up ten deep screaming, ringing cow bells cheering you on and it was an experience that I simultaneously wanted to be done and at the finish line as soon as possible and I also never wanted it to end and have that moment last forever. So it was a truly remarkable opportunity and I certainly would hope for any of you that are interested in running marathons to be able to have that opportunity for yourself because it was truly, truly amazing experience. </p> <p>So with that, I certainly am open to taking your call. That's what this program is all about is answering your questions and helping you with your business. Just hit *1 on your phone to ask any questions and sometimes we have a lot of questions, other times we don't have as many, so it just depends on you to determine how long our call lasts. </p> <p>One of the things that I've been really focused on is around membership programs and I had an interesting question from a client yesterday, he asked me about welcoming calls. So once you have a program how to welcome your members to the program in a way that builds engagement and he had more people dropping out than he was comfortable with so he wanted to really see if there was another way to build connection and that's why we kind of outline these calls. So what we did is there are kind of three core questions that you want to figure out when you're designing these calls, the first is when you're going to make the call, the next is who is going to make the call, and then third what the call is going to be about. </p> <p>So the first is when and I recommend that you make these calls between 3 and 10 days of membership, so that allows the initial excitement and confusion to kind of subside. You've gotten beyond the how do I log in type things and you're now able to have a little more meaningful conversation. If you want to have a customer service person make a quick call to check their information and shipping address within the first 48 hours that's fine, but for a real member onboarding call you'd wait between 3 and 10 days. </p> <p>The next is who you're going to have make these calls, and I would suggest that you use somebody with primarily a stale type mindset. This is really not a customer service call this really is a sales opportunity in order to one, get them engagement and into your membership, two, recommend any product, services, get them registered into any conferences, and three, work to ascend them to any of your other memberships that you may have available, move them up to a higher level of membership. So this is absolutely a sales opportunity and you want to make sure you've got the proper member of your team engaged and ready to make this call. </p> <p>So what's the outline of the call? I recommend that you use a sales format and the system we built for this client was based on Neil Rackham's book called <em>Spin Selling</em>. You may have heard of the book, it's probably 30 years old, something like that, so it's not a new concept it's just one that works and works over and over again. So the first thing you want to ask, so the salesperson gets on the phone and starts asking situational type questions. &quot;So tell me, what's going on -- hey, why don't you tell me what's going on in your life, and what are your top goals that you're working towards,&quot; or, &quot;What are the top projects that you're working on?&quot; Something like that just to get the conversation started and for them to give you a situation analysis of their life and their business. </p> <p>You may want to ask some follow-up questions and really make sure that you have a thorough understanding of what's going on in their business and their life and make sure that you're really kind of focused on what it is. </p> <p>Next, ask them about problems they have. &quot;So you told me that this is going on. What are your top key problems or frustrations that you are encountering here?&quot; And then let them go through those problems and you're going, &quot;Oh, okay. Wow. Interesting. Oh, I'm sorry to hear that. Ooh, that sounds tough.&quot; And you are really just trying to get a real thorough, again a thorough understanding of the problems and challenges that they're facing within their business so that you can understand and know where you need to send them. </p> <p>Next, fourth, after a problem is the implications. So if you don't fix this problem then what's going to happen as a result of that, and so you want them to tell you what it's going to cost if they don't fix this problem. So, &quot;If you continue having this problem in your business or in your life, what's that going to lead to, what's going to happen as a result?&quot; So this way they can tell you that, &quot;Oh wow, yeah, if I don't fix this then I'm never going to get this straight or my wife is going to hate me, or this is going to cost my business money.&quot; &quot;Oh, it's going to cost your business money? Well, how much?&quot; And really work to get a thorough understanding of the implications of the problem not just what the problems are, but also the implications. </p> <p>And next finally, the needs analysis. So, &quot;Why is it that you joined our program? What was it about it that you thought would be helpful for your problems?&quot; And then this way they are telling you why your membership is right for them. And it's a terrific kind of reselling of them on your key benefits as well as getting information now that you can prescribe to them other products and services, any conferences that you would have that would be of benefit to your members, and any other levels of membership that would be helpful and important for your members to participate in. So that was just a little template that we created based on his needs for his program to help onboard his members. And happy to help you with your business questions and business needs. Just hit *1 to ask a question and if we don't get any questions then I'll probably just wrap up here in just a few minutes. If you haven't gotten your question asked to day no worries because another Jump Start call is coming around just right around the corner on May 24th. And on May 24th we can get into your questions and answers. This is primarily focused on Q&amp;A so we take calls as long as we have them and happy to help you in your business on May 24th. </p> <p>So I guess with that I'm hearing no other questions or anything from any of you. I appreciate you joining me and certainly I know it's always interesting to jump in and see what's going on and what folks have on questions. And it does sound like we do have a last minute question that has come through, and in the meantime if you have a question, we normally need one to get it started, and it kind of grows from there, so if you have a question after this one just hit *1 and we'll get your question. In the meantime, we have Felix in the Netherlands. Welcome Felix, it's probably pretty late in the evening there. </p> <p><strong>Felix:</strong> Well, it's okay. It's still 9:00, 9:00 p.m. so that&rsquo;s still not that late. </p> <p><strong>Robert:</strong> Awesome. Well welcome glad you're here. </p> <p><strong>Felix:</strong> Thank you. Well, I'm glad I'm here too. I've listened to quite some Jump Start Coaching calls from you so I'm excited to be here live. </p> <p><strong>Robert:</strong> All right. Well, I'm excited too. How can I help you?</p> <p><strong>Felix:</strong> Well, actually I wanted to get some feedback from you. I'm really green on this marketing thing. I've only been, well the IMA I've been this is my first month and I've been a Gold member from the GKIC newsletter since August. Well, I also was reading lots of books by Dan Kennedy and I am basically starting from scratch so I wanted to see, yeah, if I can get some feedback on my plan to build some foundation. Basically, my plan is to -- I got this tip for (inaudible 00:14:49) from Dan Kennedy is to copy a hundred good sales letters by hand so I started at that this year and it's taking me a little bit longer than I expected, but -- </p> <p><strong>Robert:</strong> They're a little longer than you had anticipated aren't they? </p> <p><strong>Felix:</strong> Yes, yes, they take a while to complete. Next to that I'm also in the process of following a sales course by Tom Hopkins and well, basically when I complete these two steps I just want to get into finishing a book. I already have quite some material written down already, but basically my plan is to use that as, well as fodder for all kinds of articles, newsletters, you know, just repurpose it for all kinds of things later on. </p> <p><strong>Robert:</strong> Nice. </p> <p><strong>Felix:</strong> Yeah. Well, yeah, well (inaudible 00:15:58). It's good at first to start from scratch. </p> <p><strong>Robert:</strong> Sure. So where did you get the sales letters that you are using to create the copies with? </p> <p><strong>Felix:</strong> Well, I started out well, I have <em>Magnetic Marketing</em>, there's a lot of sales letters in there. I copied by hand and also whenever I encounter a sales letter like from GKIC for example, which is really compelling I save it on my computer and -- well, I keep it in a file on my computer like, you know, they call it the swipe file or something. </p> <p><strong>Robert:</strong> So let me make a suggestion because it was actually, so Dan got that suggestion from Gary Halbert. It was originally a copywriter named Gary Halbert that used to teach that and I recommend, there's a number of Gary Halbert sales letters that you could use and I'd be happy to send you them. So all you need to do is reply to any email that you've received from me and ask for, &quot;Hey, can I have the Gary Halbert swipe file?&quot; and I'll send you, you know, half a dozen or so of those sales letters which are really excellent for that explicit purpose. </p> <p><strong>Felix:</strong> Wow, that's very generous of you. I really appreciate that. Thanks. </p> <p><strong>Robert:</strong> And I've used those myself and with a lot of clients over the years in that type of exercise and have really appreciated the results that folks have been able to achieve. So I'd be very excited to hear how it works out with you. </p> <p><strong>Felix:</strong> Okay. Great. That's, well I'm glad to hear that it's a good approach. </p> <p><strong>Robert:</strong> Yes, absolutely. You know, like with the marathon nobody would expect to start running one day and run a marathon the next. And I think it's important that you be real kind to yourself if it takes a few weeks or months to create ideas or to come up with exactly what you want to do. Certainly consider attending an Info Summit or an event that could get you some more ideas and put you in contact with the right people. But be kind to yourself. Myself I was running for six years before I ran the Boston Marathon and most folks say that that's a very, very short time for that. So for you if it takes you a couple of months to find the right idea of studying and thinking and writing then give yourself that time and space because it certainly is you're learning in the meantime. </p> <p><strong>Felix:</strong> Yeah. Well, that's very reassuring to hear your Boston Marathon story to compare it to myself. Yeah. No, it's well that sounds very logical. Also like with fitness for example. Yeah. </p> <p><strong>Robert:</strong> And so that's what you're doing really is you're really developing new skills so just like fitness or just like learning to play tennis or learning to swim these are skills that certainly you can learn. You know, anybody can learn to play tennis with some sort of proficiency or golf or anything, but there is a learning curve and so it takes some time to learn the skill and practice it and then to do it, so that's certainly how this works. So give yourself some space and do what you're doing with your copying out the sales letters and keep your eyes opened for opportunities that, I think in particular being able to see things that are being done in the US and maybe translate them over into the Netherlands is a terrific opportunity because there could be plenty of things you could import that, or ideas that you could import that you could be operating in a real environment with very few competitors. </p> <p><strong>Felix:</strong> Oh yes, yes, probably yeah, most likely. Well, that's a great answer actually. Well, maybe I can -- I also hear a lot about -- I often hear it repeated in this GKIC world that you should do marketing before you create a product, but is that also, well how about writing a book and then doing marketing and then creating a product? Is that a sound approach as well? </p> <p><strong>Robert:</strong> Yes, certainly, however, like for instance, and I've worked with quite a few clients, I mean certainly writing a book is a very valuable tool and it's a great marketing piece that will help you grow a business. So by all means if you have everything that you need to create a great book then go after it. Also, what you may find with a lot of folks is that they can build a business by getting customers now or getting customers more quickly and saving the book for later. That way they speed up getting the money by selling a product or service now and then they can write the book down the road and often they find that the book is even better because they've learned more and they've got more case studies and examples that they can use. So it's certainly up to you, if you've got what you need to create a book by all means do it, or if you feel like it'd be faster for you to do it without a book by all means let's start making money and growing a business before you have your book done. </p> <p><strong>Felix:</strong> Okay. Yeah, the reason I basically why I asked that is because aren't you at risk for becoming a commodity if you don't have a book? </p> <p><strong>Robert:</strong> You certainly are able to better differentiate yourself if you have a book and books are excellent at that, but at the same time let's make money. I would not put off making money now until you have a book. So you may as well start selling and generating customer and delivering results sooner and then get the book and implement it and use it as a marketing tool when it's ready. But by all means I would start now and improve as you proceed forward. </p> <p><strong>Felix:</strong> Okay. No, that's great feedback. I think that's all I have to ask of you today. </p> <p><strong>Robert:</strong> Well all good. Well Felix, it's been a real pleasure speaking with you and I wish you the best good night and I appreciate you spending your evening with me. </p> <p><strong>Felix:</strong> Thank you. I appreciate your comments and it was a real pleasure. And enjoy your afternoon. </p> <p><strong>Robert:</strong> Thank you. All right. Well, with that we are going to wrap up today's Jump Start Coaching call. Thank you so much Felix for calling in. I appreciate everybody who called in to listen in and participate that way. And with that I'll talk with you next month May 24th on your Jump Start Coaching call. </p> </div> Thu, 02 Jun 2016 17:38:10 GMT How to Seize the Membership Economy to 5X Your Company <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63356"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1605-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p>Just a few years ago we rented movies when were ready to watch them, today 6.74 million subscribers pay monthly to access movies on Netflix. When info-marketers introduced monthly continuity it was a novel concept. Today memberships are widely promoted and customers are a lot more open to maintaining multiple monthly subscriptions. This program looks at the trend towards membership programs, reveals insider secrets of some of the world&rsquo;s largest programs and how you can make your business five times more valuable by seizing the membership opportunity. </p> <p><a href="">Read More &#187;</a></p> </div> Thu, 02 Jun 2016 16:37:01 GMT March 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-63058"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQU1hcmNoMjAxNkp1bXBTdGFydC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. This is Robert Skrob, and this call is all about you and for you, answering your questions. When you're ready to get into the queue to ask a question just hit *1 on your phone, that gets you into the queue. And I'll take your questions in the order they're received. I certainly look forward to the opportunity to help you in your business. Very often these calls can go for an hour or more, geez they've gone for a couple of hours sometimes, other times we wrap up in 20 minutes or less. It just depends on you and how many questions you have and what we can do for you in your business. So just hit *1 on your phone and that gets you into the queue and then that way you can ask a question when you're ready. </p> <p>One of the things I've been really helping folks focus on is the transformation that their product and their program creates for their new member. Very often I see a member marketer and they create a list of benefits that they're going to deliver on a monthly basis. And then what they do when they sell that is they promote that list of benefits, I'll give you this newsletter and I'll give you this audio and we'll have this conversation and then we'll do this, and all that's fine and good but that doesn't tell the member or the prospective customer what sort of transformation they should expect as a result of having that relationship with you. For instance, what I'm looking for here, my goal when I come on this call, is to help give you clarity over your best business direction and to help you identify what your very best next step is in your business. </p> <p>So when you come on a Jump Start Call, you can come with questions, you can come with vague ideas and my goal during our time together is to help you clarify exactly the steps that you want to take over the next month in order to move your business and grow something that in a month may not be impressive, but in five years could be a multi-million dollar business like my friend and client Sean Greeley, I had a call with him last week, his coaching business is Net Profit Explosion, it's on the Inc. 500 list and he has a coaching business that's in the UK, North America and in Australia. I met with his leadership team, it used to be just Sean and I would meet, and now he brought his leadership coaches from UK over and from Australia and his coaches from throughout North America into his offices in Orlando, and we met for the day to talk about how they're working with their fitness businesses, fitness members in order to get better results and how to onboard more coaches, and also the next level of their ascension within their business. So it's kind of fun to see these grow up. </p> <p>And I can tell you I remember talking to Sean, it was in I think probably 2010 and it was he had this -- maybe it was 2009, November 2009 he came up to me at an Info Summit and we talked and he was selling a few little products online and we talked about what he was doing and so it's amazing to see, but really it doesn't take that long and he's now -- it's public information because he's on the Inc. 500 list, so he's over $7 million in revenue on an annual basis and you could be too. So I'd love to work with you and help give you that clarity today. If you have a question, just hit *1 on your phone to get yourself into the queue. In the meantime, we'll take our first question from David in Charlotte. Welcome David, great to chat with you again. </p> <p><strong>David:</strong> Robert, good to hear from you. So I have two pretty quick questions here. One is I'm struggling with sending out this CD thing, so let me tell you where I am. I'm redoing my welcome kit and I redid my newsletter so I think it's a good letter I got a lot of input from Sean Buck over at Newsletter Pro on my letter. But I'm noticing that a lot of the cars today don't even have players in them anymore they really just have USB ports, so if the welcome kit really is good and the newsletter really is good how valuable do you think it is to still send out a hard copy CD if you send them an email that has an mp3 download link or someway to get it into their phone that's easy? </p> <p><strong>Robert:</strong> I think I would do both because for a lot of your potential customers it's not easy to get the audio onto their phones. So like even my daughter, who's 20 years old and is on Snapchat, yes, she gets music on her phone through iTunes, but the whole thing of like getting something that's not from the iTunes Store somehow onto her phone she couldn't conceive of how to make that happen. </p> <p><strong>David:</strong> Okay. </p> <p><strong>Robert:</strong> And doesn't really even want to. So like she'll Snapchat a storm, you know, she can use the user interfaces, but like there isn't a clear path of how to get audio on your phone you've got to know what you're doing a little bit, but once you do it it's not that hard but still I think a CD is still more convenient for a lot of your potential customers. </p> <p><strong>David:</strong> Okay, well that answered that. And the other quick question here was in talking to Sean Buck and redoing my newsletter, he recommends that when people drop out of your program that you continue to send your newsletter for several months even up to 12 months to try to get them to come back and I'm just wondering what you think the value is of continuing to do that once someone has actually made a decision to drop out? </p> <p><strong>Robert:</strong> It depends. For somebody that has a high transaction value with a client that maybe you're going to sell them consulting services that could be $100,000 or $50,000, well then you'd probably send them the newsletter for free anyway in order to have a lead for your consulting services. But if your main goal is membership then you'd probably want to maybe have something else that you send them on an ongoing basis or nurture them through some sort of drift campaign, maybe there's an article that comes out or something that's made specifically for them because you really actually want them to be disconnected from the community but yet then have something that says, &quot;Hey, there's some cool things going on,&quot; kind of like, &quot;Hey, the water is great here in the pool. Why don't you jump on in?&quot; versus trying to immerse them in giving them something that they've already said no to. But I think it needs to flip more into a marketing piece as part of the ongoing drift versus what would ordinarily be a fulfillment community building piece at that point. </p> <p><strong>David:</strong> Okay, good. Yeah, that gives me some ideas. </p> <p><strong>Robert:</strong> And I love Sean. He's a great friend and if I were in the business of printing and mailing newsletters I'd probably tell you to continue sending them too. </p> <p><strong>David:</strong> For five years. </p> <p><strong>Robert:</strong> But yes. And it certainly doesn't hurt. And again, if you had a high value consulting offer where you only need one and that pays for all your newsletter budget for the entire year, because actually for my consulting services I'll find, you know I hunt and peck leads and when I see one I put them on my newsletter list. And every now and then, like today actually I have a call with one of those and it turns into a client. So Sean has, and he has most of his clients are actually using the newsletters more for that than they are for what you're doing which is fulfillment and building a community out of it. </p> <p><strong>David:</strong> Right. All right. Good. Yeah, no, that's great. In fact, I just had a thought here that it would be pretty easy for me to build a set of marketing materials by month, you know, 12 different sets, real simple, some duplication and just have my people that send my mailed newsletter out, once they get off the program stop the newsletter and whatever month it is they get that package which might be an advertisement for something or a series of advertisements or a sales letter or something and just send it out every month for the rest of the year. That'd be easy to do. </p> <p><strong>Robert:</strong> And there's two different ways, you can do them in sequence so that each month they get number one and then you've got eight people get number one and four people get number two, and twelve people get number three. Or just do it by the month so there's a January packet and so everybody that cancelled in the last 12 months gets the same thing in January, and everybody that cancels in the last 12 months gets the same thing in February. What I like about that is it's a lot simpler. But 10 years ago I would have had 12 different things and 12 different fulfillments and people would be busy here sending out all kinds of packages all kinds of times. What I like about doing the other is that it allows me to be very seasonal about it and there can be reasons why, you know, because it's Thanksgiving and we've got January coming up that you want to get in now and I could make the offers very specific to the time of year and nurture them that way. That was an ongoing project so that each month I would have three or four hours blocked off of okay, what's my drift campaign for my past members going to be this month and sometimes it fell in my lap because I would have a piece of content and I could promote it. One of my favorite promotions is gift with purchase and get this free and it's free when you join and you rejoin. Members are already benefiting from this. You can get this for free if you join. And a lot of times if I have a special call or a special piece of content or a special thing, an event that gave a deadline, because if you're going to reveal something amazing on April 10th then it lends a natural deadline of okay, I've got to respond. And we'd have people calling in on the 9th going, &quot;I paid and I really want access. I don't want to be left out. Please give it to me.&quot; And so, &quot;Oh, no worries. You're a member. We've got you. You're on the list. Don't worry about it.&quot; So that's generally how I did it is I set aside time each month to do that nurture campaign and I made it time sensitive based on what was happening and what sort of benefits I was rolling out at that time. </p> <p><strong>David:</strong> Yeah. That's good. Well, good. That makes me feel better. I was hesitant to have someone pay for my newsletter and then get it for free for some period. </p> <p><strong>Robert:</strong> Yeah, doesn't that kind of send the wrong message? </p> <p><strong>David:</strong> Well I think it does, but yeah, the marketing -- </p> <p><strong>Robert:</strong> If I stop paying the electricity and then they just leave it on for free it's like, &quot;Well, why was I paying for it for 20 years?&quot; Well David, it's great to connect with you again and let me know if there's anything else I can do for you. </p> <p><strong>David:</strong> All right. Very good, well thank you. </p> <p><strong>Robert:</strong> All right. Well, David was the only one to hit *1, so all of you that are sitting on the fence right now if you would like to jump in all you've got to do is hit *1 if you do like to participate, just kind of watch you certainly are welcome to, and what we'll do is your next Jump Start Coaching Call is actually going to be on April 26th at 3:00 Eastern, Noon Pacific, and your upcoming Best Practices in Information Marketing Call is going to be on April 12th. It's a really pretty cool call we have coming up. It's all about sales and one of the things that I have seen in information marketers that I have worked with is that when you add a telephone sales component that the business really starts to grow. So I mentioned Sean Greeley at the top of the call, really one of the big transformational things within his business was rather than relying only on letters and emails and landing pages and email follow up sequences, he added to that a telephone system and all of the hassles, yes it's a nightmare. He's got a director of sales and he's got a bunch of telemarketers and folks that are handling the leads and following up and talking with them and writing scripts, so it does create an overhead, but it grew the business to more than $7 million a year. So what we're going to talk about is really all about that sales component and how to build that out in your business. </p> <p>So the last call, hit *1 if you'd like to join, otherwise we'll go ahead and wrap up for today because, and again where we started is the big transformation is what you want to be talking about within your marketing, within your customer bases, not just what your program is but how it's going to transform the life of your member, help give them clarity, help give them focus, help give them the tools and resources they need to success, and focus on the outcomes they want versus what your program really is because they don't really care exactly what it is, it's like, &quot;Oh geez, I would have joined if you had given me a free call every month but because it's only a newsletter I'm not going to join.&quot; They never have that kind of thought. It's, &quot;Okay, will this really do what it says? Will I really get this outcome? Is this for me? Is this something I can do? Is this something that really works?&quot; Those are the things they're thinking about and those are the things you want to address more than, &quot;Okay, this is what you're going to get.&quot; </p> <p>So with that we'll go ahead and wrap up today's call. Thanks David for your question. Appreciate everybody that joined me today and I hope you have a great month of March, the last couple of days, and a terrific April. And if you need anything in the meantime please reply to any of the messages you receive from me and I'll be happy to help you as much as we can. So thanks a lot and I'll talk with you soon. </p> </div> Wed, 04 May 2016 02:19:34 GMT The Multi-Million Dollar Info-Marketing Secret, Telemarketing <div class="audio-player" style="width:260px;"> <div class="html5-audio-player" id="player-63042"> <div class="configuration {file:'',height:28,width:260,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> <div class="file"> <a href="" title="Download Audio"> Download Audio</a> </div> <div class="file"> <a href="/files/accounts/ima/assets/files/best-practices-call-transcripts/IMA-BestPractices-1604-TranscriptBooklet.pdf" title="Download Transcript"> Download Transcript</a> </div> </div> <div class="html clearfix clear"> <p> In the beginning, information marketing was all about generating leads for sales people to save your best sales guy from having to waste time cold prospecting. This foundation has been lost by many among all the fancy talk of landing pages, social media and big money coaching programs. Yet, the largest, fastest growing information marketing businesses all use telemarketing. This program dives into the sales function and reveals the critical components of making a sale over the phone to complement your online marketing efforts.</p> <p><a href="">Read More &#187;</a></p> </div> Wed, 04 May 2016 02:09:39 GMT February 2016 Jump Start Coaching Call <div class="clear"> <div class="audio-player" style="width:300px;"> <div class="html5-audio-player" id="player-62773"> <div class="configuration {file:'',height:28,width:300,skin:'/flash/player/skins/glow/glow.xml',icons:false,controlbar:'on'}"></div> <p>To view multimedia content please make sure you have Flash and JavaScript enabled in your browser.</p> </div> </div> </div> <div class="file"> <a class="" href="/resources/jump-start-call-archive/download/aHR0cDovL21lZGlhLmluZm8tbWFya2V0aW5nLm9yZy5zMy5hbWF6b25hd3MuY29tL2p1bXBzdGFydGNhbGxzL0lNQUZlYnJ1YXJ5MjAxNkp1bXBTdGFydC5tcDM%3D" title="Download Audio">Download Audio</a> </div> <div class="html clearfix clear"> <p><strong>Robert:</strong> Welcome to your Jump Start Coaching Call. I'm Robert Skrob and I am reporting proof that having a flu shot does not guarantee that you will not get the flu. I have been diagnosed with the flu now and I've got my first Tamiflu dose so if I cough in your ear or sneeze or sound groggy or cranky or any of those things please excuse that. I wanted to make sure that I was here at the appointment time to take your questions. And so if you'd like me to answer your question to help you jumpstart your business and help you with anything you have please hit *1 on your phone. This call is our monthly Jump Start Coaching Call through the Information Marketing Association and frankly it's my favorite call of the month because I get to help members like you move their business forward and answer questions. A lot of times we can really break through obstacles and make sure that you've got the vendors and the support and clarity and what you need in order to grow your business quickly and strong. So just hit *1 on your phone and that gets you into the queue to ask your question. And we'll just take questions in the order that they are received. </p> <p>In terms of this call, sometimes the calls go an hour or longer and other times we wrap up in 20 minutes. It just depends on how many calls we have and what sort of questions we get. So with that you can get into the queue simply by hitting *1 on your phone and we will take our next question which comes from Dave. Welcome Dave. </p> <p><strong>Dave:</strong> Hey Robert, it's Dave in Charlotte, North Carolina. </p> <p><strong>Robert:</strong> Excellent. Glad to speak to you. </p> <p><strong>Dave:</strong> Just to catch up here. I have a couple of questions. One of the struggles here, I went through the class with you and we worked on my letter, my welcome letter. So looking out at over the past 12 months I've added people and I've lost people in the Insider Circle group, you know, my baseline program, and I'm still running at like 50. So for 12 months I've been adding people but I'm losing at the same rate. I'm still even. And so I'm wondering what other things would you recommend that I start to really look at to make this program, you know, without adding a bunch of stuff, what would be highlights that you think, you know, you probably really need to focus on these four or five things to get somewhere. </p> <p><strong>Robert:</strong> So what you're talking about is member retention and making sure that the members feel like they're getting so much value that they couldn't possibly consider dropping out of your program. </p> <p><strong>Dave:</strong> Right. I'm starting wonder if it's any or is the market I'm going after just doesn't like this kind of program. Tell me if that's wrong thinking and that just a tweak of the program that would save it. </p> <p><strong>Robert:</strong> Now the way you are selling it where somebody else is paying for it and then they pick up and then you're kind of looking for the member to stick with it is a particularly challenging onboarding model. Kind of what I've seen is when someone else is paying for it they often don't engage in the same way as if they come out of pocket and pay for it. But the upside of your model as you know is that it's nowhere near as expensive for the participant to get started and you can actually scale up a lot faster and expose your program to a lot more people faster than you would if you were trying to sell it onesie, twosie. So the thinking is that you do have a little higher of a bar in order to get somebody who hasn't paid for this to really care about it and want to engage. </p> <p><strong>Dave:</strong> Right. Yeah. </p> <p><strong>Robert:</strong> And so your first part of the program you want to really sell this. So no matter who you are and what sort of membership program you have when somebody joins one of the first things you need to do is really resell them on the dream because it's a lot easier to buy a diet program than it is to do a diet program. But if I have like a goal I want to look great in my skinny jeans, and I want to really show up in this great dress and look good, then I will be a lot more motivated to go ahead and do that diet. And the successful diet programs what they start with, really one of the first things they start talking about is resell them on why they wanted to do this diet and keep those goals in front of them. So really one of the first things you want to do when somebody joins this program is g4et them to express why this thing is beneficial to them and what it can really do for them so that you can help them really want to engage and embrace this program and make it personal to people who are doing it not just doing the program because it's free. </p> <p><strong>Dave:</strong> Right. Okay. </p> <p><strong>Robert:</strong> Does that make sense? </p> <p><strong>Dave:</strong> Yeah. Okay. So I'm sending the letter so what would you do in addition maybe to make that happen tactically? Would there be something else that you would maybe I'm trying to -- well, I'm already on the phone with them because I'm doing the coaching call as part of the class, if you remember they go through the class first, and then I enroll them into the Insider Circle. So I'm already coaching with them on the phone. What would you recommend I either send them, give them, talk to them about or use that coaching call somehow different to make that connection? </p> <p><strong>Robert:</strong> So as part of that coaching call, and even part of the class, I would work to make part of that coaching call raising the stakes for participating in this program. So within that coaching call I would include some conversation about, you know, if you are able to implement this program successfully what does it mean for you, your income or your life or what are you looking for, you know, really paint that before and after picture with them so that they're going, &quot;Wow, I can really see how important this is. Thank you. Oh my gosh, this is going to be a real lifesaver.&quot; Does that make sense?</p> <p><strong>Dave:</strong> Yeah. </p> <p><strong>Robert:</strong> And the way you do that, there's a book called <em>Spin Selling</em>. </p> <p><strong>Dave:</strong> Okay. </p> <p><strong>Robert:</strong> And what you'll find when you read the book <em>Spin Selling</em> is that S-P-I-N each stand for a different word, but essentially what the process is is so Dave, we're talking today about retention in your membership program,&quot; I'd ask, &quot;How many new members do you get in a month? Well, great. If we're able to just get -- you know, how many of them are you losing in a month? Okay. Well, if we're able to get 10% more to stick how much more money do you get per month because 10% stick?&quot; So I'd get you to calculate that and I'd work with you through that calculation. &quot;Then great. Well, that's not just this month. You get to do that every month, so that actually grows. So in 12 months if you're able to keep 10% more each month how much money is that at the end of 12 months?&quot; And I'd work with you with your numbers, not on a public call but if that's all you got then I'd certainly would either work them through a worksheet that helps them calculate that. If it's a big group public call or work with them as part of it so that you calculate with them exactly what the value is and what you're teaching them. So this is a very big impact. If somebody was going to come to you and offer you x-dollars which is the amount they just said, you know, &quot;What would you be willing to invest in order to get that?&quot; &quot;Oh, I'd be willing to invest Y.&quot; &quot;Great. Well, good news is you don't have to invest that because x-y-z is helping sponsor this program for you and we'll be working towards generating X-result and you know what? As we grow and as you implement this program you might find that you would like as many of our members do would like to invest in the ongoing membership and the investment for that is only Y which you could see is a whole lot less than what you said for yourself you'd be willing to invest in order to get this.&quot; So we've got to really ask them to quantify their pay. </p> <p><strong>Dave:</strong> Yeah. Okay. Yeah. It sounds like I need to get much more ROI focus in my reselling I guess. </p> <p><strong>Robert:</strong> Well, and that certainly is a big part of it, but also the ROI because right now I suspect is you're going right into delivering the training. </p> <p><strong>Dave:</strong> Well, yeah, so they sign up for the training, right, and then when they're in the training we start talking about things that they need in addition to basic training to really implement here and that usually requires some resources from the Insider's Circle so they say, &quot;Yeah, okay, add that to my program.&quot; </p> <p><strong>Robert:</strong> But see they weren't the original ones that bought so they don't have an emotional connection to you yet. </p> <p><strong>Dave:</strong> Right. Yeah. </p> <p><strong>Robert:</strong> And what you want is you want them to be really seeking you out as like an anecdote, as an anecdote to their problem, as the cure to what is ailing them in their lives. And until they do that then you're really just this, &quot;Oh geez, I got to go and pay attention to these trainings because x-y-z bought this for me and they said it would be valuable.&quot; And this is also one of the things that I'm doing with a lot of folks' programs are so for instance if we sell a training program to a business owner, let's say you sell it to a I don't know, a restaurant, well that restaurant owner came and saw your pitch and got excited about your program and bought. And now that restaurant owner is going to turn around and try to sell their staff on implementing the program. Well, probably when you sold the restaurant owner you told him all that money that he was going to make and how he was going to grow his business, well those messages aren't particularly motivating to the restaurant staff. You know, making the restaurant owner rich is not why they're at the restaurant. And in fact, they kind of resent that a little bit. Whereas, what we're doing is helping now provide a training class strictly for the staff that resells them on the program and how it's going to put more tips in their pocket if they implement the program than if they don't. And how they should thank their boss for introducing this program because it's going to help them make more money than at any other restaurant they could be working at. </p> <p><strong>Dave:</strong> Right. </p> <p><strong>Robert:</strong> And so I think that one of the things I would start with within your program is really teaching them that this is an opportunity that will unlock terrific riches and resources within their life. </p> <p><strong>Dave:</strong> Right. Okay. </p> <p><strong>Robert:</strong> Go ahead. </p> <p><strong>Dave:</strong> No, no, that's fine. Yeah. That sounds like the right direction for sure. </p> <p><strong>Robert:</strong> Because you've got a terrific advantage. Someone else paid for this and now you're able to roll it out and I just want to make sure that you're not skipping the step of reselling the person who's going through the program at how valuable this program is for them so that they can truly appreciate what they've been handed. </p> <p><strong>Dave:</strong> Yes. Okay. Well, I'm going to work on those and I'll probably come back with some clarification questions. </p> <p><strong>Robert:</strong> Yeah. And feel free to send me something to take a look. Happy to look at it and give you some thoughts. It's all about incorporating it into your curriculum and then incorporating it into the welcome package and the coaching of really ramping up that, you know, making it important in their lives, just like a weight loss coaching has to do is to kind of re-establish the dream, keep that in front of them and so that they stay motivated and feel that this is the most important thing they could be doing. This is so much more important, you know, looking great in the skinny jeans is emotionally more important to me than eating that cinnamon bun. And so I don't even care about the cinnamon bun because in my world looking great in those jeans is way more important, or living this healthy lifestyle is way more important than the emotional gain I might get from eating that bowl of ice cream. And so what you need to do within the first couple of weeks of your program, it's kind of nice you actually have maybe a couple of weeks where you've got their attention, whereas in a normal sales process you would be kind of fighting against everything, so you've kind of been handed this opportunity to get their attention, so during that time you need to get them emotionally invested in your program so that this becomes more important than anything else they could have going on on their desk. </p> <p><strong>Dave:</strong> Okay. Good. Yeah. I got a couple of ideas as you were explaining that that I'm going to give a shot at here. Let's see if we can get that going. </p> <p><strong>Robert:</strong> Well, Dave it's always a pleasure to connect with you. Thank you again for calling today. </p> <p><strong>Dave:</strong> Very good. Thank you. </p> <p><strong>Robert:</strong> All right. Now there's quite a few of you that are on the line as well and if you would like to ask a question all you have to do is hit *1, but there is no requirement or pressure. You don't have to ask a question, but if you don't have a question then we probably will go ahead and wrap up today in just a couple of moments, so hit *1 if you'd like to ask a question. If you have a question you'd like to look at future calls your next Jump Start Coaching Call is coming up on March 29 and that call will also be at 3:00 Eastern or Noon Pacific. So I certainly appreciate each of you coming to the call today. If you'd like to ask a question just go ahead and hit *1, get yourself in the queue. Otherwise, as I do have the flu, I've been trying to mute myself while I was talking to Dave so I didn't cough in your ear or anything, but with that if are no other questions then we'll go ahead and wrap for today's call. If you have anything you need from me please send me a quick email, just reply to any of the messages that you've received from me and those will make their way to my desk.  And again, we'll look forward speaking with you next time on March 29, 3:00 Eastern, Noon Pacific. Thank you very much for participating and I look forward to talking with you soon. </p> </div> Thu, 31 Mar 2016 20:33:22 GMT