At one of the earliest internet marketing events Robert ever attended, he went to one of the Q&A panels. Usually, in these panels, people will have these really vague, generalized questions and in turn the speakers will have really "big", generalized responses, answers that don't really give any specific, overly helpful answers. During one of these, an attendee asked "Where can I get graphics made? "
Most speakers will answer with something like, "You can go to any one of these 10 sites", which isn't very helpful.
At this particular one, a speaker, Ross Goldberg said: "You need to get graphics made. Is anyone in the audience a freelance graphics designer? Okay, during the break, go talk to each other. "
Sometimes it really can be that easy.
Ever since that moment, every time Robert listens to a podcast or reads a blog post, he looks for that one solution, pursues it and gleans from it what he needs instead of going down the learning "rabbit hole."
He's heard a lot of struggling marketers talk about how much they've spent on "X" amount of courses over the last X amount of years. He thinks to himself, out of the 30 or 40 courses you bought, what was the best one? What did it teach you exactly that you implemented?
Often, Robert talks about "The 4 Daily Tasks", the principle of taking 4 tasks a day at 3 tasks for 45 minutes each and 1 "gimme" task at 15 minutes.
Why The Time Limits?
Because no one actually puts in a 40-hr week. Even if you are paid on that basis, you still do things like: take long lunches, wait for the coffee to start, wait for the computer to boot up, talk to your coworker, etc. There's no point in committing to 8 hour days.
What works better are focused spurts of productivity, actually putting something in place, actually implementing something that can bring you money.
Checking your email, retweeting, Facebook posting, etc. should not count as one of your tasks.
Sometimes, exceptions can be made if those activities can be proven to bring you traffic. So, what about grouping off of these activities together that are distractions and have it be the 15 minute task? It's all about the activities that you do.
Since we're talking about activities that do or don't result in bringing you money, we're going to look at some of these today.
A "7-Ways" Type of Book vs. A "7-Steps" Type of Book
Unconscious incompetence: you don't know what you don't know. For example, you know what a sales letter is but you don't know any of the elements of one, such as how to add graphics, do code, build a webpage, write good copy with compelling bullet points, etc.
Conscious incompetence: you realize that there are holes in your knowledge. You know what a sales letter is and you know all the elements to make a good one but you don't really know how to develop or implement them successfully.
Conscious competence: you understand all the aspects and how to fix them. At this stage you might even understand some advanced aspects.
Unconscious competence: now you're just the maestro. You just "know" how to do something without really thinking about it. You couldn't really tell someone how to do it because it's so easy for you and it's a smooth process. You don't even think about the steps anymore.
In any situation, we want to get someone from unconscious incompetence to conscious competence. But it's very easy for us to overlook the newbie point of view especially if we're now masters at it.
When you're making anything on any topic, and you're an expert at it, it's easy to show off your knowledge even though it may not be helpful and in some cases harmful.
If you're teaching "7 Ways To Do...", you're giving people multiple "OR's" which can be really confusing for a beginner.
You only want to do this as a way to "introduce" yourself to your audience. It should be something that is either free (like an opt-in "gift") or very low-ticket because it's not terribly useful for your audience.
Instead, you want to do something high-ticket if you want to make a great income, and you want to make it a "7 Steps To..." product.
An easy way to decide what steps to include is to have your end goal figured out and backtrack from there all the steps necessary to achieve that end goal.
Having an end goal, a quantifiable result in sight is exciting to your customer.
Private Label Rights Articles vs. Resale Rights
"Private Label Rights" are where you can buy or sell groups/packages of articles, and make limitless changes to them, including claiming ownership of the articles. One of the most common purposes of buying articles like this is to supply your own website.
For example, you have a product on how to plan a wedding and you have a free blog but you don't want to spend all day writing articles. An option would be for you to go to one of these PLR sites (like master-resale-rights.com), and now you have 10 blog post articles that you can tailor to make it look like you wrote them. You'd use the articles to market your product.
Another option is, what if, for $5 you can get an article written on any topic that you want.
You could allocate $50 and hire 10 different article writers, and have 10 articles in a few days that you could do whatever you wanted to with. Then, you'd have this 10 article pack for $10 each so if you made 6 sales, you'd have a $10 profit on each pack of 10.
The theory behind this was that Robert could keep picking random niches, and just keep generating different packs of articles and before he knew it, he'd be multiplying his money every step of the way.
Sometimes this worked but it was very hit or miss on the niches.
Resale Rights is where you sell the rights to the product but with no changes allowed. Resale rights work better. They're more substantial and far more high-ticket.
For resale rights, you want to create an entire product, something high value, where you include videos, plugin's, checklists, etc.
The strategy is to make a very good course that sells successfully and after a couple of weeks, start selling re-sale rights to it after you can demonstrate how successful your sales were, your "proven track record."
When you sell the resale rights to your product, you are selling it "as is", meaning the buyer can't change it.
You can sell it for a much higher price because once the person buys the resale rights, they will get 100% of the sales income. It is literally a "business in a box."
There's a big difference between selling a $10 package of articles and selling a $300 product with resale rights, that has a built-in sales letter, maybe some email examples, videos, etc.
You could also cap the number of resale rights so that you don't have to compete with all of the copies out on the market. There's something to be said for raising the price based on exclusivity and ease of income-generation for the resale-rights purchaser.
You should sell at least one thing that is high-ticket ($500 to $1000+) because all you need to do to get that to happen is to change a number on a sales letter (i.e. change a $50 product to a $500 product).
You may have to put an extra day of thinking into your offer, you may have to add an extra tool or something like a one-on-one coaching session, a resale-rights option, or you may just have to market it better.
Although you will make less high-ticket sales as compared to low-ticket sales, the amount of $$ will more than make up for that.
Your only purpose for having low-ticket items is to have people get on your list and to get people used to buying from you.
To get that $100-$1000 sale (average $500), what could you sell?
High Ticket Product Bundles vs. High Ticket Webinar Class
Initially, Robert looked at all the "small", lower-ticket items he was selling (i.e. a pop-up plugin for $20, a guide to making sales letters for $10, etc.) and combined them to create one giant, behemoth product package.
It worked so-so. What happened was that:
- Potential customers saw ALL of these things and thought "I'm only going to use 10% of it. Let me go find that one thing and buy it separately."
- Because there were so many lower-ticket items that made it up, Robert had to include the sales letters/sales copy for ALL of them. It was about 102-page sales letter!
- It was kind of a huge mess and people reading it probably gave up.
Interestingly, this actually goes full-circle because if you sell a high-ticket product bundle, full of smaller, random pieces, that is very similar to selling the "7 Ways to...." product/book, etc.
What works better is a high-ticket webinar class. This is now similar to the "7 Steps to...." product where you tell your customers what the end goal/result is going to be at the end of the webinar.
For example, the end goal is that you will have your WordPress site set up, your blog portion is bringing you traffic, your sales letter portion is bringing you money every day, your membership site portion is delivering products and offering upsells, etc.
You could backtrack from your end goal to compress it into 4 Modules and 3 Bonuses. Each module should be about 30-60 minutes so, ideally, you could then divide it up so that it closely matches your 4 Daily Tasks. That means that one of your daily tasks would be to create your 1st module, your 2nd, etc.
Don't overload it with 20, 30, or some other crazy amount of modules. That is overwhelming and it looks like you are just throwing stuff in there, which is no different than the product bundle we just talked about.
When you present it as 4 Modules, each module being about an hour, and each module has an end accomplishment, that is so much easier for your customer to "swallow."
Maybe it seems scary to offer a webinar for a high price of $500. How do you justify that?
You need to offer them something in the webinar package that's worth a couple of thousand dollars so that the $500 price is a real steal.
Ask them how many times have they tried to set up a WordPress blog and failed?
Include 5 different WordPress themes that sell separately for $100 each. Include some WordPress plugin's that they will also set-up as part of the course to complete their site. For instance, you could include an SEO plugin.
You could install a plugin like WP Notepad that they can fill out and submit to your help desk to get their first articles written by a writer you hire for them.
Visit MembershipCube.com for everything you need (including all of the software) to have your own income-generating membership site!
051: Rise Above Being a Geek: Use This One Little Trick to Shortcut Years of Trial and Error in Your Internet Marketing Business
Whatever project you have going on, what would it take for you to complete, round out or get to the next milestone of that project today?
Turn that project into a product. A project is something that you're just always tinkering away at, an ongoing venture that is never going to be completed. You need to complete it.
Robert comes across so many people who have websites that aren't done and the reason why is usually pretty silly...
"I need to have one-click upsell in place", or "I need to have this special thing in my member's area."
Ask yourself: Is that really going to make a difference? Is the missing element really going to double your income? Is it worth delaying your income for X number of weeks? Or worse, is it ruining the potential to make income on that product at all?
You can round-out what you have in the next 24 hours.
What if you have an e-book that you planned to be 100 pages but you only had 10 pages completed? What if you just put that out there at this moment? Just about anything you put online, is re-doable. You can edit your sales letter later if you do an expanded version of the book.
Psychologically, it's really important to have something out there right now for sale.
Let's say you have a website with an information product about selling on eBay. You wanted to have a huge 12-part course but right now, you only had time to make 3 parts. Maybe then you edit your sales letter to remove the parts promising Parts 4-12. So, now, just for the time being, it is a ‘beginner' eBay course. Maybe your original intent was to make it $97 but now that it's a fractional part of the entire series that you can market as a Beginner course, you price it at $17.
There is something very psychologically important about having at least something completed. Now, you just have to go back and complete the rest and edit your sales letter, if you feel like it.
That's the entire basis of thinking behind Robert and Lance's program called Income Machine.
"If You Give A Mouse A Cookie"
The plot of this children's book is that if you give a mouse a cookie, he's going to want a glass of milk. If he drinks the glass of milk, he's going to want a napkin to wipe off his milk mustache. Then, he's going to need a mirror to make sure he's wiped it completely off. After looking in the mirror, he realizes he needs a haircut, so then he needs scissors.
It's about how one silly thing can take you down a very long path where nothing is ever complete.
A promise means that you live up to what you told your customer the product is about.
Don't tell your audience that you're going to show them how to create a 5-Minute Video Sales Letter but then spend 90 minutes explaining it. You are going to confuse and frustrate them and lose their attention.
Put yourself in the attendee's shoes. If you "promise" to show them a video sales letter, they want to know what that is. They don't need to know every technical detail.
How To Rise Above Being A Geek
Being a geek is not just about being a techie who knows A-Z about computers. Instead, it's about being so detailed and over-inclusive of every tiny factor that you exhaust your audience.
How do you avoid doing this?
#1: Avoid the "OR" as much as possible.
Don't give your audience an endless list of choices.
If you're teaching a class on podcasting, don't give them a list of 5 microphones they can use. Tell them the one that you personally use.
If you do that for every single step of your presentation/course, your customer is going to be more confused than when they started.
That's why in their Podcast Crusher course, and their Make A Product course, Robert and Lance say, "Use this one piece of software and you can get fancy later if you want." They're only going to give you one solution for each step.
#2: Tell Your Customer What They Can Do With the Finished Course/Product
Going back to the video sales letter, show the customer how it is used successfully.
Give a before and after on a site that didn't have a good rate of conversion and after the video sales letter was done, it drastically improved.
This means that your know what your end game is and what the result will be. In other words, you are ‘promising' the customer what result they are going to have when they are finished with your course. If you know what your end result is, you will know when you get there.
#3: Have a Superhuman Demonstration
This means that you take something that normally takes "forever" to figure out and compress it into 5 or 10 minutes. That's huge!
Why only 5 or 10 minutes? Because of people's short attention spans.
Going back to the video sales letter example, that would take the average beginner days to figure out, learning it on their own, etc. If you say "I'm going to do this really fast. I'm going to prepare a PowerPoint presentation on this and record it in 5-10 minutes from start to finish", that's not something most people can do.
For one, it will really impress your customers. Secondly, it will give them everything they need to know without confusing and tiring them out. If you tire people out, they miss half of what you're telling them anyway.
#4: The Easy Button
To rise above being a geek, what can you lay out for someone that is just a no-brainer, no work easy button?
If you're selling your course on video sales letters, what if you said "I will record your first 5 minute video sales letter for you." Or, that you'll critique it for them. Or, if they create it, you will record a split test. Or, you'll review it and record your version of it to show them possible improvements.
That might help out some people with their fears and frustrations.
Sadly, if Robert asks most people, "What if you sold a $97 course on how to record a video sales letter for your online business, and for that $97, you will also record a 5-minute video sales letter for them?" The average person says, "Forget it. Because if I get 20 sales then I'm going to have to do 20 x 5 minutes of work ." There are a couple answers to this:
- If you make 20 sales at $100 you made $2000. Not too shabby!
- And, a fair estimate is that only 10% of your customers are going to take you up on your offer.
- You can also add in a couple of hoops to jump through. For example, "If I am going to record your video sales letter, I am going to need these 10 things from you. (a headline of this, a screenshot of that).
- A very small percentage of people are actually ever going to take you up on this.
So, if you sell 20 and only 10% take you up on it, that's TWO people. Now you've done 10 minutes of work for $2000.
When you do these above-and-beyond things, this is a chance to get a customer for life. If you end up being flooded with so many sales of your course and you are swamped with all of these video sales letters that you have to create, then it's a good problem to have and it's time to outsource it.
You could increase your price now to $120 and take that extra $20 from each one and hire a freelancer to create the video sales letter based on the 10 things the customer provided in that checklist.
This is a way of marketing that shows a path for getting someone to the end point with the use of templates and checklists, something you can create very easily and sell pretty inexpensively.
To use the example for the course on video sales letters, you present it as "What you want at the end of this course is to have this and this done. When you have these in place, your video sales letter is ready to go!"
Put together a series of steps that someone is going to take from having nothing to being at the end point of that video sales letter.
Make a series of questions that are formatted as "Did you….?" The first 10 questions might be equipment based. Then you have another group based on setup/preparation, etc. etc. You want to do about 30-40 questions in groups of 10.
To make this process very easy, Robert has a WordPress plugin called WP Notepad that will enable you to set up this checklist/questionnaire and put it on your membership site. The cool thing about this plug-in is that you can "spy on" your members. Don't worry, this isn't nefarious spying! You can pull up an entire screen and see what checkboxes people have clicked on, what parts they filled out, how far along they are, etc.
This is powerful because you can see where people are getting stuck in your course and you can focus on where you can help people complete it instead of getting focused on geeky little details that people don't care about and that will only discourage and frustrate them.
The Other Side of the Coin
While you need to avoid being too geeky and advanced, you also need to avoid being too "basic" about a subject.
No one wants a course about "Internet Marketing Basics." The Basics sounds like you're only going to give theory but not any kind of result.
Make it exciting and focus more on the results. People don't want to know all the chemicals and processes that go into building an atom bomb. Instead, they want to know what they can DO with an atom bomb.
Robert's course Income Machine is "secretly" about the "basics" of setting up a list, creating content, starting a blog, running a membership site, etc. but the end goal is that you have all these pieces in place. Yes, it's about learning the terminology but it's also about having everything in place with the end result being a membership site where users can start making money.
You wouldn't call it "Membership Site Basics." Whew, that's boring. No, you want to focus on the result, which is "Get Your Membership Site Up and Running and Making Money in Three Days!"
Have a Case Study
If you have a course about creating podcasts, like Robert's Podcast Crusher, you want to actually create a real podcast during that course.
In other words, don't just give your customers "words." Give them a real-life demo. There's something really helpful in telling people exactly what you're going to do and then doing an actual real version of it, and not a test.
Then, you can go back to the checklist showing them everything you did together. Now, your customer knows they can apply it themselves. When you show people something "for real" it makes a lot more sense than just written text or speaking.
- Rise above being a geek.
- Avoid the "OR" because that just confuses people.
- Have an end goal so you know when it's been achieved and it shows your customers the results that they can have.
- Show something simply and "super-humanly" that most people can't do.
- Use the easy button.
- Have a case Study both in the pitch and in the actual product. It's huge if you can have a "Before and After."
050: Fifty Game-Changing Internet Marketing & Online Business Breakthroughs from 37 Mentors Including Mike Filsaime, Armand Morin, Jim Edwards, Stu McLaren & Others
An action-packed 50th Episode Anniversary Special with 50 Game Changing Internet Marketing and Online Business Breakthroughs from 37 Mentors...
Four Daily Tasks
You need to be completing 4 Daily Tasks. Before he realized this, Robert would have days where he'd knock out 20 or 30 tasks and then weeks would go by where he was burnt out and couldn't get the motivation to get anything done.
As soon as he realized the 4 Daily Tasks Principle, things really changed for him.
Today, of all the things you need to do, think about the 4 most important:
- Send out emails
- Run pitch webinars
- Set up sales letters
- Set up "buy buttons"
- Contact affiliates to promote our products
- Of all of those things, what is going to move you along the path of making money TODAY? That's where you should be concentrating.
On a weekday, you want to do (3) 45-minute tasks and (1) 15-minute task. On a weekend, do (4) 5-minute tasks. For more info, check out Robert's book called Four Daily Tasks.
List, Traffic and Offers
Everything you do in your online business goes to one of these 3 categories: list, traffic, or offers. If it's not, it's probably not making you any money which means it's not essential.
- List: building your list or sending emails to your list
- Traffic: doing ads, blog articles for SEO, podcasts for SEO, working with your affiliates to drive more traffic to your site (p.s. all of this is also building your list).
- Offers: information products, iPhone apps, coaching programs, affiliate links that you promote.
Of all the things you could do today, you want to do something that meets at least one of these aspects as part of your 4 daily tasks. It's easy to get caught up in what you should do first, the "chicken or the egg" syndrome.
Robert's program, Income Machine can help with this. It shows you how to fill up the list, traffic and offers by still only completing 4 daily tasks. It shows you the 8 things to set up to satisfy having a good list, having decent traffic and having at least 1 or 2 offers for someone to buy. What you'll discover:
- How to choose a niche
- How to set up a website
- How to set up an Opt-In page
- How to set up an email follow-up sequence
- How to set up a blog,
- How to write a sales letter
- How to start a membership site
- How to drive traffic to your sites
Check out Robert's book called List, Traffic, and Offers. And, now for 50 Great Business Lessons from Robert's Mentors...
Mechanics, Marketing, Business, Branding and Strategy
- Allen Says: If you just have a sales letter, a payment button, a download page and a short report solving a problem, that's all you need to get started. Robert has started a lot of auto-pilot business just from having these 4 simple components.
- Gary Ambrose: One person CAN do everything. Gary is one of the first people Robert ever joint ventured with.
- Lance Tamashiro: A big result can be too scary for potential buyers. Go for a small achievable results in a short amount of time. Lance is Robert's business partner.
- Gary Ambrose: It's all about the Joint Venture. It's better to have an okay product with a lot of great affiliates and traffic rather than a spectacular product with no affiliates. This does not mean to put out bad products, but there is a point where it's good enough and it's more important to have good marketing than a perfect product and average marketing.
- Armand Morin: Double your prices. It sounds scary but all you need to do is edit a number on a website. If you want to make 10x your income, are you going to build up your list by that much or are you going to charge more?
- Josh Anderson: If you're making a newbie product, the budget for that is $100. That's a price point that doesn't hurt much for anyone that's new to a niche.Once you've done that, you can think about what else you could include in that $100 product and that is your upsell.
- Eric Louviere: Create a technology or a term that's more than a thing that already exists. If you tell someone that you have a copywriting course, that's okay, but if you call it the ‘copywriting and persuasion course' or the ‘hypnotic persuasion course', you're making it more than something else.This is the same principle Robert used when naming Income Machine. No one else has a term like that. And, there's really not a term for all those things bundled together.
- Michael Gerber (from the E-Myth): Checklist your online business processes so that they are repeatable. Robert has never met Michael personally but The E-Myth is one of the best business books he's ever read.
- Big Jason Henderson: Deliver downloads in a membership site even if it's a single-payment low-ticket item. If you're making all of these sales on your information product, why not put the product into a membership site so that you can show them upsells, etc.?
- John Calder: Get out more. There are places that you hang out, like FB groups, forums, etc. and if you're not careful, it becomes an echo chamber. You get locked into a certain way of thinking.
- Allen Says: No one wants to hear you saying "we here at Beltman industries..." What they want to hear about is you as an individual and real person. It's tempting for people to go all over Facebook and pretend to be Trump International and to seem really big, but it's better to be just an individual person.
- Eric Louviere: Go on a site called EzineArticles.com, search your niche, pick out 3 articles. They will allow you to take up to 25 articles from any niche. Their condition is that you copy the entire article with everything intact including their byline. You can paste all 3 of these articles into a word document.Then sandwich your own gigantic links in the text between their own links in the bio boxes. Even if you're brand new in a niche and don't have time to write original articles, get 3 of these together in a logical sequence and then sandwich your links in between them so you're still abiding by the terms but you're also making something that leads back to your sites.
- Ryan Deiss: You don't want to have an opt-in bribe promising 7 Ways to do xyz, 7 tips for xyz Why? Because customers don't want to wait around for all 7 things.
- Mike Filsaime: Email every day. It's okay to email old offers. When someone joins your list, the first 7 days especially, they're the most active they are ever going to be.
- Robert Puddy: The best day to send an email broadcast was yesterday. The 2nd best day is today. This is a huge newbie problem. It doesn't really matter as long as you send something. Don't be superstitious. You're missing out on opportunities.
- Jim Edwards: Blend content and pitch in your email. When we build this list of subscribers, it's really tempting to give them lots of advice and helpful tips and freebies and goodies. You intend to warm them up and then hit them with your paid product in 2 or 3 months. You've overwhelmed them and you've gotten stuck in the Friend Zone.Because you've given them all this stuff for free, when it's time to sell, they've either cooled off or figured they have everything they need for free. It's too much of a shock for them to switch gears into paying you.
- Brian Garvin: Send new subscribers daily pitch emails, especially the first 7 days. If someone opts in on a Monday-are you really going to wait?
- Jason Parker: Commit to emailing for the same offer all week long What Robert learned from him unintentionally was that if you have something for sale, you need to dedicate a week to doing that. If someone is mailing for the same offer all week that tells you it's selling. If they're changing it every day. that tells you it's not selling.
- Marlon Sanders: Your list gets trained. If you send your list free stuff every day for 6 months and then you ask them to buy something, they're not going to buy. But, if you send offers to them every now and then, they're used to you being the person who has things for sale. They also get trained for high-ticket and low-ticket. Mix it up. There's a real danger in offering them low ticket for too long. And, they're not trained at all if you don't email them regularly.
- Michael Fortin: Every post on your blog is another possible email in your follow up sequence.
- Armand Morin: The "Why didn't you buy?" email. See Robert's episode #48 for a full explanation on this concept.At the end of 7-10 days you have a lot of people warmed up but are on the fence. Out of all the possible things you could do or say in an email this gets the most responses.
- Gary Ambrose: Combine 3 things that don't belong together to create kooky and creative emails. The emails that are going to get you the most opens and clicks are the "weird" ones because they stand out.
- Steve Schneiderman: Unintentionally, he taught Robert to mix up email subject lines. What irritated him about being this guy's subscriber was that literally every week or two he would send out an email titled "An Update From Steve Schneiderman" instead of having interesting subject lines. Robert never opened these "update" emails.
- David Cavanagh: Sometimes you just need to sell something quick for $10 to wake your buyers up, to get the juices flowing again.
Product and Content Creation
- Jason Parker: Taught Robert that you don't delete your websites, your blog posts, etc. If you have a .com website out there, even if it only made 1 sale a year, that would double the money you're paying to keep that domain going. What can it hurt? Robert has a lot of old products out there. They still work they are still functional and still make occasional sales. Why cancel out all the effort you originally put in?
- Paul Myers: Sell the notes based on actions you're actually taking. Let's say you learn something, like WordPress blogging. You can buy some courses on WordPress and go in and play with it. You yourself might figure out a better way to do it, especially if you're applying it to your specific niche (i.e. WordPress for carpet cleaners). Now, you have a personal checklist, notes, etc. Make a case study of yourself and sell those.
- Mike Filsaime: Solve a problem, and then sell a product about how to solve it, and then sell a product about you made money selling THAT product.
- Jim Edwards: Taught Robert about how to do video and not to overthink it. Jim used to do a lot of video blogs using Camtasia.
- Wes Blaylock: You don't need to reinvent the wheel.
- Ben Prater: Simplification. Create "simple ware" type of software that only does one quick thing. You don't need to create the next Microsoft Word or Adobe Photoshop. A lot of people try to compete on features but what if you made a piece of software that was just a one-click?
- Stu McLaren: Create a product that other businesses use daily and that their business depends on. Stu invented WishList Member. He told Robert to make a product "call home" and have other businesses depend on it. This is where the product stops working if someone discontinues their membership in your site.
- Matt Bacak: The A9 method. He taught Robert how to recycle a single article into blog posts, press releases, videos, etc.
- Brian Garvin: Give your affiliates a lot of tools to promote your product. Articles, affiliate banners, tweets to paste, Facebook posts, extra audio files they can give away, etc. Make it easy for them to ‘sell' you.
- Tim Ferriss: The Pareto Principle or the 80-20 Rule. He didn't invent this but he made it famous. 80% of your actions only generate 20% of your income, but the other 20% generate 80% of your income.
It's a matter of optimizing, rearranging and prioritizing.
- Tim Ferriss: Parkinson's Law. The time it takes to complete a task expands to fill the time that you've allowed to do it. Tim is also the author of The 4-Hour Work Week.
- Jeanette Cates: Make any decision in 6 seconds or less.
- Steve Manning: The secret to writing a book in 14 days is to write under pressure. Set a timer and write as fast as possible Write everything as if you're responding to questions. It's easier to do that then to formulate statements.
- Lance Tamashiro: You have a 3-day window on any of your projects from "idea formation" to "burn out." If you have an idea, do everything you can to get something out on it in 3 days or less.
- Marlon Sanders: Just list 10 reasons why someone should buy from you. That makes for a good enough sales letter.
- Ken Evoy Which sells more copies? A beautiful website with no text on it? Or, an ugly website with text on it?
- Gary Halbert: Blind, Strategic Headlines. It's like an exciting mystery. How do I make more money on my house by taking it off the market? Someone has to know the answer to that.
- Eugene Schwartz: You have 4 marketplace cycles: Novelty, enlargement, sophistication, and abandonment over and over again and it happens with everything.
- Joe Sugarman: Explain away the objections. Just bring it up immediately and explain why it doesn't matter.
- Mark Joyner: Print the price on the button.
- Ray Edwards: There won't be a replay (for webinars). It adds a sense of urgency
- Michael Fortin: Avoid Upsell Hell. Just have one upsell.
- Joel Spolsky: Split testing. You send half your visitors to webpage A and half to webpage B.They have a slight difference between them. Look at the visitor value. One site has $10 product and one has $20. On website A, 100 people purchased at $10 and on B only 70 people bought at $20. Yes, you made more sales at website A but you received more value from website B. In other words, what makes you the most money, not just the most sales.
- Ray Edwards: Keep your own side of the street clean. Don't complain. What is it going to accomplish?
- Dave Ramsey: Live below your means. It makes everything you do a lot simpler.
- Gary Bencivenga: Ask your subconscious for an answer to a problem you're having. Write it down before bed and sleep on it. Your subconscious will answer you.
Bonus piece of advice from Ryan Healy:Read fiction books unrelated to internet marketing to keep your creativity and motivation going. You can't be all marketing all the time. It's overwhelming. Your brain needs a break.
049: Continuity Membership Sites (How to Get That $97/Month Passive Income Site Off the Ground and Making Money)
Having a membership site is the best option for recurring revenue on your products. Say that you have something for sale, usually a course, and you want to know how to get the best "bang for your buck" on monetizing that product.
You could write a report or an e-book but there's a few problems with that. A Kindle book might only get you revenues of 99 cents each copy sold. A regular book might sell for $10 but after publishing and other costs, you will only net approximately a $1 on each copy.
If you're lucky, you will make that wonderful $10K but ONLY ONCE and in the meantime, you had to wait for 2 years of making no money on it and the information could be ‘dated' by the time of release.
Besides, who wants to read a book on how to get a podcast or book published or how to get site traffic, etc.? People want answers NOW.
Wouldn't it be more helpful if you showed someone on video how to do it?
If you record a series of videos on how to solve someone's problem, it's easy to justify charging $100-$1000 for that course that will bring them from start to finish.
A Quick Intro on Membership Sites
A membership site is where someone can become a member of yours for free or for payment...
For example, Facebook, Twitter, and Ebay are all membership sites.
Why? Because you sign up once and you have access to that site forever for as often as you want/need.
Netflix is also a membership site. This is one that you pay for.
You can have this membership site that can be free, or someone pays one time for access, or they can pay multiple times.
It doesn't make sense to randomly sell your video/video series all over the internet. It's a lot easier to manage your video content when you put it on to a membership site.
Membership Sites and Payment Options
"I want to have a membership site but I just don't know what I can sell for $100 a month over and over again" is where a lot of people get stuck.
It's not necessarily about someone paying you month after month into infinity.
Let's do a quick exercise: take a piece of paper and write $997. If you sold a $997 package on real estate, what would that contain?
The # of pages and the # of hours of video is just clutter. What you're really talking about is the VALUE of what you're giving them.
What is their end result that is going to justify the $997 program price?
For example, show them how to get their realtor's license, how to flip a property, how to buy and rent a property/become a landlord, etc.
Then you put it into video format so they can go at their own pace.
You can do additional valuable things like offer them milestone assignments, provide them with your "swipe file", provide them with checklists and templates, ship them a printed manual via Lulu (www.lulu.com) and/or give them access to next 6 monthly group calls.
Then, figure out how many of these $997 packages you would have to sell per month to meet your income goals. If you wanted to make $10K per month, that would be 10 sales or 1 every 3 days.
Here's where the fun comes in. If you take that $1000 course and split it into (4) $250 payments or (8) $125 payments, that opens you up to people that have that money in installments but didn't have it one lump sum and that's a cool place because you've just opened the door to a much larger segment of the market, which in turn could result in significantly more than the $10K a month goal.
If you're ever worried about the price that you charge, look at your competitors.
- You don't want to compete on price. You don't want to the Kmart of your niche. You want to be at their price point or slightly higher.
- You want to be in a niche where there are a lot of eager, hungry, wealthy buyers.
- If you haven't done a membership site yet because it's scary, then you don't know what's important and what's not or what's going to work for your part of the market, your ‘niche'.
You don't know what's important until you start doing it.
You need to fail fast, i.e. put out these websites and do them quickly before you get bored or distracted and then you'll figure out which ones work. When you determine your best one, you can concentrate on making improvements, etc.
How to Structure Your Membership Site
You can have a membership site that has only one product/package on it that people join just to get access to that product.
Fixed-Term Sites: where a customer pays one time for the product/package either as a one-time fee or in installments, and when the installments are finished they are done but have access forever.
For a Fixed-Term Membership Site, give people a choice in the sales letter (you can see what a sales letter looks like at MembershipCube.com), which shows people what they're going to get out of your site and lists all the advantages. Then, you use "side by side" buttons for the 2 different payment options.
Make the payment plan option as close to zero % interest as possible. That way, you're taking another obstacle away from them.
These sites generally have very little additional content being generated, with the exception of some Drip Content (see definition below). Some things that you could add would be a series of monthly Q&A calls (maybe 6 month's worth) or software or templates.
If the customer pays all at once, great. If they make installment payments, they get all the drip content up front, but if they stop making payments, then they will of course lose the course as well as the additional software and files.
Continuity Site: where you charge the customer monthly and indefinitely. You can have a membership site with just the one product/package but that also has "drip content."
Drip Content is little tidbits that you post every week or so, such as a new blog post, a new video, bonus files, etc. to keep your members entertained.
One of Robert's Continuity Sites is Double Agent Marketing. It was launched at $17 a month (now it is $47/month) and it includes resale rights (see below) and training materials and courses. There are backlogs of years of resources.
It comes with a starter kit, so even if someone is not ready to participate in Q&A they still get access to all the resources that are on the site. Once someone joins the site, there is a monthly "meet-up" group Q & A call.
In Membership Cube, Robert and Lance show the monthly call that they set up through GoToWebinar and set it up so it's monthly recurring. The link to join the call is in the members area of your continuity site and this is also where members can submit their question(s).
Then they use Camtasia to record the entire session. Once the recording is processed, it can be dropped into the members area of your continuity site.
Resale Rights: this is the Netflix of the internet marketing world. This is allowing someone to re-sell your product, or portions of your product, for a fee. For example, if you sell a course on how to do webinars, you could re-sell the rights to distribute that course for $20 per right and any money the buyer realizes from that is 100% theirs.
Then, if you're running a continuity site, you would want to have several of these "businesses in a box" as resources for your members. They would have paid the $20 to buy just the webinar class, but now you can charge $47 month because you can provide unlimited access to multiple programs.
Continuity Site with a Twist
This is a continuity site, along with the monthly Q&A PLUS a service that they won't want to shut off by cancelling their membership. For example, Webinar Crusher uses this concept. On this membership site, Robert has the "starter kit" which is everything you ever wanted to know about running webinars. Then they have the monthly Q&A session.
AND, it comes with a GoToWebinar account. You end up paying less than if you'd gone to go to webinar and paid them separately for you to have an account. And, for people who want to do webinars, they are NOT going to want this access shut down.
What You Want To Avoid
There are a lot of people who say, "Just make a site that's $5 a month and throw in one piece of content per week. Write an article. Record an audio. Have an interview. And because it's under a $10 payment these people just won't notice it and they'll never cancel." WRONG. There are several problems with this:
The way most payment processors work is that they will charge you a flat amount plus a percentage. For instance, PayPal may be $1 + 7.5% of your $5. If you charge $1000 for something, they might take $10 or $15 out of the fee which is not that noticeable but at $5 you've lost almost half.
Later on, when you want to have an affiliate program or a referral program for your product, who's going to promote you for a measly $1 or $2 which is all the affiliate promoter would be making.
The industry standard is 3-month retention. That's only $15 so why not just charge the $15 and get it over with.
Most credit cards have a 3-year life before expiration. That means the average person has a year and a half remaining on their card before it stops being effective. Then, if you try and make contact again to re-bill them they're likely to just not do it once they realize they've not really been getting anything useful out of your site.
- The bottom 80% of your list will buy all your low ticket offers.
- The next higher 15 % will probably buy mid-ticket up to $100 or payment plan
- 4% will buy high ticket
- 1% will probably buy everything
If you're running a $47 or other similarly priced continuity site, you're going to get about 1% of your list to join it. If your list is only 1000K subscribers that's 10 people and if you have a $47 a month site, that's $470 a month just for showing up an hour of your time each month. There aren't many jobs where you can do that.
If that dollar amount is not high enough to meet your goals, you just raise the monthly fee for your continuity site.
Do you have a low-ticket membership site? No? Then set it up.
It's a lot easier if you have no other sites already to have a fixed-payment site.
A great start would be a $100 site. Do you have a high-ticket membership site? No? Then set it up.
Move on to the $1000 site. You can then break that one up into payment plans to appeal to a wider range of customers with different budgets.
Once you have those cranking, set up your continuity site. Create that a Q&A site with the expectation of about 1% of your list joining it. Create a service you can tie in so that your members never want to cancel.
048: Email Marketing: Are You Building a Buyer’s List? (Or Any Kind of Email List At All?) and the “Why Didn’t You Buy” Email
- Your customers get trained to open your emails.
- Your customers get trained to buy from you.
- Your customers get trained to attend your webinars.
Whoever has the biggest email list wins. Facebook and Twitter followers are not that list.
Think about that for a second. You can post all day but who has the biggest list in the world? Facebook. When you're on Facebook, don't you receive emails from them AT LEAST weekly?
Even if a customer opens your website or followers check out your Facebook page, all of the most popular sites (Amazon, eBay, Netflix, Facebook, Pinterest, Instagram) use email lists too.
"It worked so well, I stopped doing it."
In other words, don't neglect your list.
When we first start out doing something, sometimes it goes so well that we get lazy and we backslide. Then, we start losing income and we have to work twice as hard to get to where we were.
Numbers, Numbers, Numbers
A lot of people are shooting for the wrong kind of numbers...
It's not a big achievement to say you have a 0% refund rate if your website says absolutely no refunds and you spend your time ineffectively arguing with customers over $5 and $10 transactions.
Don't waste your time moving people from one list to another to achieve a "false" click-thru rate:
Say you have a list of 10k subscribers. Many people send out an email saying something like, "I have a new course coming up soon and I don't want you to get bombarded" so "instead, I want you to go join this other list to be on the exclusive XYZ launch list." They'll send their subscribers to that new list to sign up for the launch.
Let's say out of your 10k subscribers only 100 sign up on the new list. That's a really small amount...
When they announce the launch, 80 of those 100 click on it and they have an 80% click thru rate. In reality, your total interested subscribers are really only less than 1%. It's a lot of unnecessary steps.
A better use of your marketing is to get 100 new subscribers per day to your EXISTING list.
How? Add some exciting content to your blog, like videos.
Then, on the sidebar, you say something like "if you want to get exclusive articles, sign up here" and then you create the opt-in page where you offer a free report of your best few pieces of content. Now, you have additional potential customers on your list.
The service you use for this is called AWeber. AWeber is a permission-based (i.e. your customers "opted in") email marketing system...
$1 Dollar Visitor Value
This means that when you average everything out, when someone lands on your webpage, you want that visit to be worth $1.
If you're selling something for $100 you want that to convert at 1% to equal $1. If 100 people go to your webpage and you have a $100 product you want at least 1 buyer for that $100 product.
That's why you want 10k subscribers, at a minimum, so if you have a $1 per visitor value you still make that $10k per month.
Daily 1% List Decay
Your email list is going to decay every day by 1%.
If you have a list of 10k people, you can expect to lose 100 people per day.
At first, that goal of adding 100 people a day we talked about earlier sounds like a lot, but at some point it will level off in that if you're losing 100 people per day but you're gaining people at 100 per day you are still at a net list of 10k.
Expect a 2% click thru rate list-wide.
That means if you have 10,000 subscribers, expect 200 people to click thru when you send an email. If you have a $100 product for sale that is moving, then you can expect at least $200 a day in sales just from 2 people at a product that's $100 each purchase.
Then, if you email your list about the same product for the next 5-7 days in a row, the rate of clicks remain about the same. At a 2% click through rate, if you sent out 10 emails on that same product, you could expect to get 20% of that list to buy.
That would be 200 net people for sales of $2000. This can really add up.
You want to have a 6% refund rate when it comes to your products. If it's lower than that, you are not marketing aggressively enough and you're not selling enough. Any higher and there may be something wrong with your product. To learn this whole system and get vital information on how to successfully build and utilize your list, check out IncomeMachine.com.
Things You Need to Do to Successfully Utilize Your List
Have a way for people to sign up and become email subscribers.
Give them a way to "opt-out." Every now and then you'll see opt-out's. If every now and then 1% or so opts-out of your list, you're doing your job right. Besides, you don't want to waste your time marketing to people who will never be interested.
Market to your list. Don't forget about it and don't be afraid of it.
If you do at least once a week, that's great. Robert does once a day. Have something interesting to say every day:
- Did you check out the thing I have for sale? Here's the coolest thing about it.
- Describe different feature(s) of your product every day.
- Give them a couple of good reasons to click on a link, to go to one of your podcasts or blog articles for example.
What to Avoid in Your Email Marketing (Important!)
Some people will tell you to write stories in your emails, that it will keep people coming back for more. No, no one reads all their emails and they usually don't read them in order. Customers will get tired of doing this.
Some people advise you to come up with about 20 tips about some such subject and send your list one tip every day. This is just a great way for your customers to save your emails in a "saved email folder" and never get around to reading them.
What's worse, another tip is to interview 10 experts, and include 1 interview each day. Your subscribers get tired of that because if they miss a day or two that's a few hours to catch up on and they'll give up.
- Pay attention to the emails that get the most click-thru rates
- Pay attention to the email others send that get YOU PERSONALLY to click through
- Pay attention to what headings seem to work, or are "weird" (in a good way, because they get noticed)
- The best subject lines that work are ones like: "hey", "frustrated", and other one-line "teasers."
An email subject line that just says "frustrated" works well because it makes people question what's frustrating.
When they open the email, you can then talk about what's frustrating in business. For example, how to write an e-book, how to publish it, etc. and then tell them the "simple solution" which is your product.
The first 7 days are most important. Even if you don't want to email people every day, when they first become subscribers, email them once for 7 days in a row.
That's when they're hungry and looking for an answer to their problem and might be ready to buy something to solve it. In the first few days, you want to email them the link to get their free content, and then email them about your product.
After that first 7 days, you want to get them to take any kind of action. Opening an email and clicking a link is an action.
Even if they're not ready to buy just yet, they may still be thinking about it, so you want to throw out some questions in those emails to get them to think about how buying your product is going to solve their problem. That's where the "why didn't you buy?" email comes in.
Use The "Why didn't you buy?" Email
This is super-important and is the best email to send.
"Why didn't you buy?" IS the subject line.
In the body you say something like, "I noticed you haven't yet claimed your membership to our Make a Product book creation course. Did you know that we can show you how to: (insert what your product claims to do). Click on the reply button and tell us why you didn't buy."
This does a few different things: If they already bought from you but get this email, you can reply: "Great. What did you think of the course? What motivated you? Where's your book?" so now you can piece together a testimonial to use from this person to use on the sales letter.
- If someone is an "on the fence" buyer and writes back saying, "I didn't buy because of X reason", maybe they say the price is too high... now you can tell them there's a payment plan
- If they say they can't be sure the system works, you can tell them there's a money back guarantee
- If they say something specifically related to the product, you can tell them the solution or maybe you need to add something in the sales letter
- Even if they never plan to buy, you still stand out because a lot of people never even bother to ask
This email gets the most responses out of everything that Robert sends. They came to YOU looking for a solution.
Find out why they haven't bought the solution yet. Don't forget that you can find out more about this entire program of list-building and successfully utilizing your list by going to IncomeMachine.com. It shows you how to:
- Build a free opt-in page
- A paid membership site
- An email follow-up sequence
- A sales letter
- How you can utilize the list for paid ads, etc.
- And more
Don't be another statistic! Run your online business model, product, and sales letter through "The Mom Test" to discover how to sell faster and easier without resorting to painful "copywriting" or piling a lot of extra money into your business. It'll simplify your internet marketing...
Bad situation: A lot of internet marketers too caught up in ‘jargon’ and reinventing terms for concepts that already existed + a lot of people not wanting to look stupid and admit that they don’t know what something is = missed sales .
Too many marketers get too involved in making simple concepts difficult OR they are so vague and oversimplified that they sound ‘sketchy’.
Your marketing should ideally be able to pass "The Mom Test"...
Piece #1: Can You Explain What It Is That You’re Doing Online In A Way That Your Mom Could Understand It?
In other words, can you explain it to someone who isn’t "stupid" but is not necessarily internet-savvy and has zero interest in "internet tech stuff."
Piece #2: Are You Solving A Real Problem?
Figure out what people want to know and where they are personally stuck and how you can help them.
Example: Your niche is the stock market. Most people just want to know how to get started, how to trade some simple stocks. They want to learn how to buy a stock, read the stock quotes and make some return on their investment. They don't need to know the inner workings of Wall Street. THAT is not a real problem you are solving.
Piece #3: Can You Explain It In Less Than One Minute Or In One Sentence?
Just "state the facts."
Uber is a good example. Instead of saying, "I am a freelancer for a website that facilities transportation and is in direct competition with more traditional ways of hiring drivers for important events", etc., you would say, "Uber is a Peer to peer taxi service that costs less than traditional taxi service."
Piece #4: Do You Have A Physical Item?
Tangible items tend to lend credibility, especially to people who are unfamiliar with internet technology and feel that they need to see and touch something for it to be legitimate.
Let’s say that everything you have for sale is 100% online and is in the form of digital downloads.
- You can put this internet-based digital information (ex: a 4-module course) on a physical product like a DVD and puts it with a service called Kunaki.
- Robert uses Sony DVD Architect to create the DVD and Kunaki is company that specializes in DVD replication, packaging and distribution.
- Another option: take several of your blog posts, cut and paste them into Word and then turn those into an e-book.
- Go to Amazon KDP to create a Kindle format version of your book, and CreateSpace to create physical/printed copies of your book.
Robert's course, Make a Product, has a lot more information for you on how to publish your own e-book in less than 24 hours. Go check it out!
Piece #5: Is This Something That Can Change A Life Within 1 To 30 Days?
If it takes longer than 30 days it’s not exciting and you’re probably not doing a very good job marketing.
You need to have a set goal in mind of what your customer is going to achieve or will have been able to produce, as a result of their learning from you, WITHIN 30 days. Will they be able to play guitar? Will they have their own membership site up and running?
- The average person, whether they’re a mom or not, does not understand a lot of the "technical stuff" and think that everyone on the internet is a "crazy new start-up."
- This is not about having an elevator pitch or a customer avatar.
- This is about explaining things in real, simple language and understanding that just because something might be exciting to you or seem simple to you, it might be going over your customers’ heads. Play it safe and dumb it down.
Ask your list and get feedback. Probably 80% of your list thinks that you’re too advanced.
Newbies are going to outnumber experts. The things that are going to keep bringing in leads are your simple things, the ones that are the "first step."
Yes, you want to have high-ticket items that are more advanced but don’t forget about your lead generation, introductory products. People want to know the basics.
No matter how many mistakes you make or how slow you progress, you're still way ahead of anyone who isn't trying.
Very few marketers even make the effort of doing Thank You cards. Should this be part of your everyday routine? Are there tasks that are a "better" use of your time?
Maybe. But, what if, no matter what niche you're in, you just singled out 4 random customers today and just jotted down 4 quick Thank You's? It would take just a few minutes out of your day but put you way ahead of the curve.
You just want to thank your customers for buying from you. There's no "sell", no discount and no hustle. You are just thanking them for their business. They are part of your success. Here are your tools for "Thank You" productivity...
Thank-You Tool #1: WPKunaki
When someone joins their membership site, the plug-in pops up and asks for their mailing address and runs it through the address validator. Lance would be really crazy not to be collecting addresses.
It's nice to have it on hand. He can use it for Thank You cards, he can use it to send them webinar or DVD copies as just a quick bonus. He can also use it for geographics to target customers later for Facebook ads.
Thank-You Tool #2: Phone Calls
Sometimes Lance will even call them on the phone.
If someone just bought a $7 e-book from you, they're not expecting anything at all, not even an auto-responder-generated email. So, if you make that call, you're way ahead of anyone else.
If someone bought from you and you contact them the same day, they are going to just be happy and not have any complaints.
Thank-You Tool #3: Send Out Cards
This is a service that will allow you to send traditional cards to your customers. These are NOT electronic cards. They are "paper" cards like you would get at the store so they are very personal, not "mass e-mailed" and they won't go to your customer's spam folder or look like another sales push.
There are also gift options within the Send Out Cards system that you can send to your customer as well.
To learn more about how Send Out Cards can help you personalize your relationships with your customers, go to DoubleAgentCards.com.
Thank-You Tool #4: Google Drive
If you have a Gmail account, you also have a drive account. If you don't already have one, go get one. It's free.
You can create any doc and have it be in your Google Drive, where you can now access it from anywhere.
A good idea here is to keep a journal of different contacts/activities that have with your customers. Here is where you can keep a journal of the Thank You cards that you send out.
You want to stay away from cheesy marketing. Many marketers tell you to look up today's holiday and give your customers a "special discount" for that day (example: a "Boxing Day" discount) or to look up your customers' birthdays market to them on their birthdays.
It sounds like a good idea but all these marketers who teach this have never personally marketed to me on in this way. They've really just posted an occasional sale here and there when they're probably running low in their bank account.
It makes more sense to just sell what you sell and be consistent. You don't have to have sales all the time if you're thanking your customers for being there.
The 1-4-15-80 Rule
- About 1% will buy everything you put out.
- 4% will buy most of your stuff.
- 15% won't always buy high-ticket items but they will probably buy things where they can do a payment plan.
- Then, your last 80% will probably not buy anything products/services over $20.
If that disappoints you, you can build a bigger list OR you can take better care of your list.
Even if your list is not that big you can still make sales. If you wanted to make $50K/month, would you rather have 100 subscribers and 50 sales of $100 each, regardless of the type of products? Or would you rather have 10,000 subscribers that only purchased $5 items. Robert has asked this of several of his customers and overwhelmingly people would rather work with the first option.
It's not necessarily about getting floods of people but about building a decent size list and really adding value in cultivating relationships with those who want to buy the higher-level products. It doesn't take much to:
- Mail them a DVD (Kunaki.com for DVD production)
- Mail them a book
- Send them Thank You cards (Vistaprint.com for address labels and postcards)
- Give them a phone call
Avoid the 3-inch DVD Syndrome
There are small writeable CD's. When Robert was first starting out, he saw these and thought, "Hey, cool I can fit this mini CD into a normal sized envelope. I can record something and send it out and I am going to make so much money."
If no one cares or no one plays it and it doesn't lead to anything it's not going to get you anywhere. In other words, something has to bring the customer back. It has to be intensely valuable and/or make the customer feel very valued.
Some Fun and Creative Marketing Ideas from Robert
One time for an event he took out Facebook ads that were so narrowed and targeted that the ad was basically just showing down to the 1 person he had picked out in Facebook.
For the one person he wanted to see it, he would put their name in the ad and their picture. He did successfully sell seats to seminars just based off this ad.
Another time, he went to Amazon and bought a huge box of microwave popcorn. He left the individual packages all sealed up in plastic and sent 100 of them out with copies of a quick letter. The letter basically said, "Here's some popcorn to watch this movie" and the URL in the letter went to an online "movie" that was pitching a live event. He spent $200 or $300 altogether on this marketing and sold seats to his event this way. It was a good return on investment.
An idea he's pursuing now is to send out copies of his Double Agent Marketing book to his customers along with a highlighter and a letter that says something along the lines of "this book has so much valuable information you'll need an extra highlighter."
Don't do this to prospects or to people you plan to joint venture or network with. Do it low tech. once you start getting fancy it really kind of backfires.
These "Thank You" and marketing ideas are for your current customers, your best buyers and those you want to come back. Do it "low tech." Once you start trying to get "fancy", it really looks cheesy and can backfire. You just want to say Thank You and do something fun for them.
You can always reach Robert at his email via firstname.lastname@example.org. He would love to hear from you about your business and what marketing you're doing that is working successfully, and is happy to hear your questions. He may even feature your question on the show!
The steps to get you to that magical $10K level...
There's a problem with people wanting to take shortcuts to get to that $10K per month level.
We want to get you out of that way of thinking. You have to do 3rd grade before you go to college. If you jump right in without the warm-up, you stand the chance of the whole venture falling in on itself.
You want to do this the RIGHT way.
A lot of people in internet marketing get to that number but without sufficient preparation, they fall into the trap of having to put a lot of money back into the business or maybe have to hire a lot of employees, so when it comes down to it, they're actually "netting" quite a bit less than the $10K per month.
Four Daily Tasks
We've covered the Four Daily Tasks principle before. To recap, it means to take 4 tasks EVERY DAY that you can complete. 3 of them are your longer tasks, your half hour to 40 minute tasks. Then, you complete a "gimme" task that take just a few minutes.
Being able to finish FOUR THINGS EVERY DAY is very purposeful and motivating.
Why "tasks" and NOT "time"? It's not a matter of how many hours you put in per week. That's an employee way of thinking, i.e. "If I make $10 an hour and I put in 40 hrs. this week, I've made $400."
You're not an employee. You're a one man show, a business owner. For you to be successful, it's about hitting milestones.
Your four tasks need to be things that are actually able to be completed that will put you in the position of making money.
Changing your Twitter background doesn't do that. If you're making a membership site, and you've only made 10% of it, that's not complete. If you register a domain name for your site that is a complete task and puts you on the path. If you have set up your membership site that someone can see is complete with a PayPal button, THAT is a complete step.
When it comes to mindset, one of the most powerful things Robert ever learned was it's either inside of you or outside of you.
If something is not working for you, only one of two things needs to happen: you either change the way you think about it or you change what you're doing.
80% of your problems are in the way you think about them. If your business is not succeeding and you're walking around complaining that "life isn't fair", it's time to stop feeling sorry for yourself and do something different. If you're buying thousands of dollars of products but you're business still isn't up and running or successful, these 2 things need to happen:
Finish one of the courses that you keep buying. Stop feeling sorry for yourself and start implementing something.
The problem with your beliefs is that your beliefs are set in stone first. Then, you filter the information and facts that you find through that belief system in a way that lets you reinforce those beliefs. A lot of this is subconscious.
If your personal belief is that making money online doesn't work then everything you read or take in that says the opposite, you will ignore it or think it's fake.
What's really scary about this is it turns into an echo chamber. You're going to believe that people who think and talk like you are smarter than everyone else, because you can relate to them better. The problem is that if you're grumpy and you make friends with 5 other grumpies, you reinforce each other's beliefs and drag each other down.
"Whether you think you can or you think you can't, you're right." -- Henry Ford
We need to model. We need to look at what it is that we want. We need to find who has it. Then, we need to emulate what they are doing to get there.
Steps On The Path To $10K Per Month
Phase 1: Freelancing. This is your quick way to get from $1k to $2k per month.
- Fiverr (Fiverr.com)- a website where you can sell any service that you are skilled at. It doesn't have to be an advanced skill. It can be anything from transcription to voiceovers to converting documents to testing iOS apps.
It sounds like you'd have to make a crazy amount of sales at $5 each to get anywhere, but the secret is in the up-sells. Additionally, although it doesn't sound like much, it may work out to be $7 or $8 per hour of work in income, you've now saved the time from having to spend countless hours looking for a job, you can work from home avoiding gas and parking costs, etc.
- Uber (Uber.com) – this is like being a private taxi service. This works particularly well if you're in a larger-scale city and can work peak times, like weekends and nights. It is possible to make $1000 or more per week doing this if you can meet those 2 aspects.
- Airbnb (AirBNB.com) – a property rental service. You can rent out a shared room, a private room or an entire home. Like Fiverr, there is a public profile rating system so you can see other reviews and know who is trustworthy and who is not.
- Ebay and Craigslist (Ebay.com and Craigslist.net) If you're using it and have no plans of using it in the future, sell it!
- FBA-Fulfillment by Amazon. This is where you find items that are low-priced and ship them into Amazon and make a profit on the difference between what it's sold for and what you purchased it for.
There's a little more advanced information to this and you can find out all the different ways to use and profit from FBA at Robert's program, www.dropshipceo.com.
Phase 2: Information Products. This is where you can make about $2K to $5K per month.
At some point, you're going to cap out on freelancing opportunities and just not be able to get over that $1K-$2K mark due to time constraints, etc. This is your next step.
First, you want to find a niche. Go to Clickbank.com and check out their "Marketplace." These are all the subjects and topics that people are looking for answers to. These are their "pain points"-the issues that they have where they are willing to pay for products that can help solve them.
Then, you can go to Robert's site, IncomeMachine.com, where you can find out how to take advantage of that niche, how to build a product with video and/or e-books, how to optimize putting together a program for people to purchase.
Once you get on the way with selling your product, you are building a "list", i.e. people who are purchasing your product that you can market to in the future.
As you build up that list, you can then joint venture with other peers in your niche (or a very similar niche) to piggyback on each other in an affiliate-type structure, where each of you benefits from the sale of either one of your products and you're both building lists.
You can also set up podcasts or webinars at this point, where you interview each other, guest blog, etc. This grows and grows.
When you're putting together information products for sale, it's best to go from "idea to implementation" within 3 to 7 days.
Some of what you turn out will be great and some of it may turn out to be duds.
It makes no sense to spend a year or two trying to get it perfect. Just get it out there and your customers' responses will tell you what you're doing right and wrong.
The ones that turn out successful, you can then spend more time revising and improving those or capitalizing on them. Let the duds go. They were just experiments.
As your information product business grows, you can let go of the more time-consuming and less-paying things you were doing to get by, you can step renting your room, etc.
Phase 3: Passive Income. This is where you're getting to that magical $10K per month.
This is the dream that you want to achieve. You need to build a membership site where people are paying to keep engaged with your program in one fashion or another.
Robert's MembershipCube.com will walk you through all the steps to set up a successful membership site.
For example, one of Robert's clients/students, Dr. Charles runs a directory. There's a certain procedure he teaches other doctors. When the doctors buy and complete his training, they get added to the nationwide directory so local people interested in that service can find them. These doctors are paying Dr. Charles monthly to stay in that directory. If they stop paying, they are deleted.
Ask yourself, what sort of service related to your niche would people be willing to pay for month after month? Do you have something where you could also provide a directory that people can pay to join?
Robert also has membership sites that people pay to have access to, such as www.podcastcrusher.com and www.makeaproduct.com. People want to learn how to do podcasting and create e-books because these are items that you can sell that will generate leads. What skill do you have that you can teach people that will provide them with real value?
Once you've developed your information product in Phase 2 and a membership site in Phase 3, your next step to that $10K per month passive income can be coaching.
You've developed your DVD on guitar playing in easy steps in Phase 2, then you created a membership site in Phase 3, where you show monthly how to learn in just 1 day all the popular radio hits and started a directory for local guitar teachers.
The next step would be coaching. For a certain $ amount per hour (say $200 per hour), you will get on Skype with your client and walk them through any difficulties they are having or help them with starting their own local guitar teaching business.
Now, you've gotten to a level where you wake up in the morning and have an entire leads list that you can email with future products and services. You're pretty advanced at this point and getting ABOVE that $10K is going to seem a lot easier than it was GETTING to it.
P.S. 5 hours per week to $10K....where'd that come from? Your 5 hours per week is your 4 daily tasks. Spend an hour or less every day on the path to making money. It's fun, things move a lot of faster, and it keeps you motivated!
044: Offer vs. Product: The Easiest and Fastest Way to Make Money Online with Your Membership Sites and Websites, Plus: The Power of the Magic Wand
The Difference Between an Offer and a Product
The Product: This is a solution to a problem. Also called an "information product"
The Offer: Is the whole package grouped/stacked in a way that's really "sexy"
Let's Break Down Information Products
Here's a little exercise for you:
Go to ClickBank.com. At the top there is a tab that says "Marketplace." Click on the magnifying glass. It shows top offers on this site. These are real things that people are looking for-i.e., infertility cures, how to play piano, etc. Since people are looking for them, you know now that these are subjects that people are willing to pay for if you provide an "information product" that will help them fix it.
An Information Product can be an E-book, a video, or a PDF file. It just needs to be digital.
An Information Product is a step-by-step repeatable solution to a problem many people have.
Let's Break Down Offers
An offer is how you "package" the Information Product.
Most solutions involve combining 2-3 things, if not more, so those become your "offers."
This is the "extra stuff" that people will find exciting and desirable.
For example, if your Information Product is an E-Book on "How to Play Piano", your "extras" could be that you're going to teach them how to read sheet music or you're going to teach them how to play the most popular 5-10 songs right off the bat. You could include a monthly video meetup (via Skype or Google Hangout) to talk about what they're learning.
Now, they're not getting "just a book." Anyone can go buy a book and they probably already have and didn't find the answers they were seeking. You are here to take it to the next level and give to them what other's didn't.
What Do You Need To Sell Effective Offers?
Here are Robert's "Geeky Copywriting Terms"...
Features-what it is. In this example, it is an "extra" on how to read sheet music.
Benefits-what you can do with it once you learn it. Once you learn how to read sheet music, you can literally read limitless songs. The benefit is WHAT YOU CAN DO WITH IT. What people are REALLY looking for is what THEY can get out of your training.
The Hook-what the offer hinges on. This is where you boil down your offer to the coolest thing you have included and inform about it in a short, concise sentence. This is what most of your marketing and your follow up emails and your sales copy is going to hinge on. Most people are going to be sold on the one thing because it's the coolest thing you have going on.
Let's put ourselves in the mind of your prospect . Someone just wants to play the piano. They want the shortcut. Your "Hook" would be: PLAY GUITAR TODAY.
That's an easy way to find a hook-take something that people expect to take months or years to learn and show them how to do it in a REALLY short time.
On his IncomeMachine.com, he teaches the 8 things you need in under 3 days. Shows people how to stop spinning your wheels and get something completed.
The formula is: How to get something big in value for little in money in a short amount of time without a lot of unnecessary stuff and fluff.
The Magic Wand-what would you add into this package if you could wave a magic wand, if anything was possible? It doesn't have to be practical. Think big and open up that creativity.
A Short Little Break for Some Quick Thoughts from Robert
Dunning-Kruger Effect: intelligent people tend to underestimate themselves while idiots tend to be overly confident and very often loud. That's okay. Just rest in the knowledge that if you're quiet but very capable that's okay too.
Facebook: Everybody's Facebook persona is better than real-life. When you see someone on there who's bragging every day, just know that they're more than likely overcompensating.
Thank You: Just say "Thank You" when you receive a compliment. It's that simple.
And, now…back to the show!
Let's Talk About Consistent Passive Income
This is your goal in Online Marketing. You want to get to a point where people are continuing to buy from you but you are not working harder than ever to keep up. The goal is to work less and continue having income and grow and excel.
People make a lot of mistakes in this area. Here's where they fall down:
- People think that you can just create a membership site at $5 or $10 a month. They believe they will get 50k customers at a tiny monthly cost who will never remember to cancel it. That's not a way to make money. The way to find real money is to find solutions for people, price it reasonably, have happy buyers on your buyers list and continue to sell to them.
- People just load up their site with interviews, articles and tidbits, etc. That's a lot more work for you and it has no substance and more fluff for them. Again, the way to find real money is to find solutions for people, price it reasonably, have happy buyers on your buyers list and continue to sell to them.
- People want to give a "bulk discount" or a short "free trial" with a payment later on. That's just gimmick-y. You only want to price low (and it needs to be a high value product) if you're trying to build a list to sell higher-priced products later.
- People use "geeky" research tools. Doing all this research on your competitor's blog posts and ads and pricing is not productive. You don't want to look to your competitors just for their pricing. To make this productive, you need to be concerned with what their hook is and come up with something better. The core of your marketing should be fixing a problem your customer has in a unique and fresh way.
- People load up their site up with 20 bonuses, 1000 hours of video, etc. No one cares how many hours or years you worked at something. What they care about is "is this solution going to fix my problem?"
- People get too close to their offers and too in love with their own stuff. They are so worried about having stuff and more stuff, that they end up just churning out crap. Again, think of a problem you're solving, create a product to solve that problem, throw in some offers that mean something and that you can keep active on a consistent basis for people to continue to buy packaged just as it is.
Okay, I've had enough problems! Let's Talk SOLUTIONS!!
What Makes Good Offers... What You Need to Know:
- Not all websites can be recurring membership sites. For ex: "Dollar Shave Club." You're not a startup. You're here to start making money, not invest millions.
- You need to solve a real problem 1-30 days. This is why Robert likes FIXED TERM membership sites. It's easier to make the course and sell it over and over again. The average attrition rate for membership sites is 3 months. If you charge someone $10/month and they only stay for 3 months then you've only made $90 and you constantly have to come up with new content to hopefully even keep them on your site. INSTEAD, solve their problem in a shorter amount of time, package it that way, that's what's on your sales and membership page(s) and you can keep selling that same product over and over again for $150. It's easier to sell once than to keep people engaged indefinitely.
- Sell what you sell. Sell what you sell at the price you always sell it at and make it really easy for the customer to buy it. No one wants to wait 2 hours on a video for a "buy button" at the end and no one wants to pay $100 today and see it discounted to $50 the next day. Both of these tactics will just annoy potential customers.
- Stomach buying from your competitors. That's right, buy your competitor's product. See what they're leaving out and how you can maybe do something better than them. If they're champions, then figure out how you can emulate them.
- Eat your own dog food. Use the products you sell. Make it clear on your site to your potential customers that you use them.
- The Magic Wand (yeah, it's that important we said it twice!) Do something fantastic. If you're Information Product is teaching them how to have their own membership site, do the initial set-up for them and your information product is how they can "run it."
How Do You Present an Offer?
First is The Core Offer. Tell them how many modules they're getting (the ideal number is 4). Every 60 to 90 minutes they get to the next milestone.
Tell them about the bonuses (which are also digital, like PDF checklists). Then, here is the physical bonuses (it could be anything from a DVD to a handheld video recorder, depending on the product you're starting with and the cost).
The FOUR Questions that will determine what you include in your total offer package:
- What do people need to fill in the gaps? Could you send an iPod or camera to record video? Can you hook them up with an adwords coupon to help get them started?
- What new problems do they have now that they solved the first problem? For example, they set up the membership site, now they need content. So, now you have a training on how to record and publish PowerPoint content using a video player.
- Is there anything that can be a shortcut for them? An external service, a "Done-for-You" or even a simple calculator
For example, in DropshipCEO.com, Robert offers a built in software tool that generates an email to all the customers requesting them to leave an Amazon review.
Is there something huge and cool that you could put in the offer that makes them say "Gotta Have It." For example, In Robert's SpeedCopy.com, he includes his huge swipe file.
The "Ultimate Offer Master List"
You need to go "Deeper Focus." Really hone into those things your customer desires.
- Template or Checklist or a Swipe File: For example, a Checklist with How to Play Guitar would ask, "what kind of guitar do you have/plan to buy? Do you plan to play acoustic or electric? Did you buy extra strings?, etc. etc. You want to group these in 10-question sections by break-down of the subject. One guy who does real estate includes a swipe file of all of his successful real estate ads
- Software (can be Web-Based or External): For example, WPNotepad.com lets customers track their own progress through their program on your membership site.
- Or, you could offer a coupon for an external service, like a coupon for Camtasia Studio software.
- Or, it could be a bundled service. Customers who purchase the program at WebinarCrusher.com, get automatic account with "GoToWebinar."
- "Done- for- You": Just like it sounds... do something for them. If you're teaching them the Amazon FBA program (Dropshipceo.com), offer to make their first call to a supplier WITH THEM.
Go for the Low-Hanging Fruit (stuff that's pretty easy to do)
- Mixed modalities: Make audio and/or video for things that are also written. Or, if your Info Product is already in video, provide them with an accompanying manual (use Lulu.com for this)
- Resale Rights: This is a right to resell this and that part of your course. Don't sell the entire course. But, you can give sell them re-sale rights on maybe 3 of the videos in the program.
- Personal coaching: Statistically, only about 5 -15 % of your customers will actually talk to you. Use TimeTrade.com to put up a special link in your site where they can schedule a time to talk to you. Or, give them access to text you with questions (use a Google Voice number for this).
Extra content: interviews with experts. Extra resale rights you bought and re-packaged from a site like Master-Resale-Rights.com. (just don't tell them you did that)
"Go Large" with Enlargement
- Extra Live Webinars: like a monthly recurring webinar where your customers can have a Q & A session.
- Physical items like DVD's: (use Kunaki.com) or cameras, etc as discussed above
- Offer them "community": Facebook Groups or Forums (the tricky part about forums is either a ghost town or a mess that you have to moderate).
- Certification Directory: Dr. Charles runs membership sites for different surgery procedures. As part of other doctors paying him monthly for access to the instructional videos, they're part of a directory. Then, when Dr. Charles advertises, and someone seeks him out, they will find a physician near them trained in his methods.
- Live event: "I'm going to teach you how to do this at this time and this place" on't offer this without an actual date or hotel booked. Or, you can rent out a smaller space, like a loft (check out AirBNB.com).
- "Bundle It": Buy a program from this site and get access to an additional site.
10 Built-In Benefits that Should Come with Every Offer
- Proof and results
- Customer support
- Up to date
- Guarantee refund
- 24-7 access
- Lifetime upgrades
- Access to course forever
- Community (means what you want it to mean as much or as little as you want)
Robert's Closing Thought: When someone google searches your name what comes up? Make sure it's what you want them to see!