Marketer of the Day: Internet Marketing Podcast

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How to Create a Sales Page in WordPress

056: Seven Web Pages You Need to Create for a Successful Product Launch, and Re-Launch, and Consistent Residual Passive Income (Plus 7 Additional Bonus Pages At No Extra Charge)

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Setup Your Site the "Right Way"

Namecheap: Get your domain name at DoubleAgentDomains.com.
HostGator: This is for web hosting. After you buy your domain name, your site has to "live" somewhere. This is web hosting and fou can get this at DoubleAgentHosting.com.
AWeber: This is an autoresponder, your essential tool for building a list and keeping in contact with your customers. Get this at DoubleAgentAutoresponder.com.
WordPress: This is a free tool that you "place" at the front door of your site. It lets you edit your site and pages without having to know how to write or edit HTML code. You can just click around and create any extra webpages that you like using plugin's and tools that WordPress uses.

Once you get webhosting via DoubleAgentHosting.com, there's a special button where you can install WordPress on the front door of your site. Its' going to make creating all the pages we talk about today super simple.

Robert has a WordPress plugin called Paper Template that makes everything look like a plain piece of paper that you can customize. You can also buy Robert's course, Income Machine (www.incomemachine.com), which includes Paper Template as well as Member Genius, which is a plugin that allows you to take payments on your site and is integrated with PayPal.

Must-Have Web Pages

"Front Door" of your site (www.example.com): This is where your sales letter lives. You want to have a place for someone to buy something from you. This page, the sales letter, also has your buy button. Additional tip: when purchasing a domain, also buy a .com, not a .org or a .net.

Membership area of your site (www.example.com/members): When people have purchased your product, they go to a page where they create an account and then get access to the members' area.

This is a protected area where they can download the product and intake any additional content that goes with the product, such as videos, etc. Also, if they ask for a refund or stop paying installments, their access to this section can be shut off.

Training Page (www.example.com/training): This is where you put your 1-hour pitch webinar replay for your product/service. It makes everything simple and easy because you can use your webinar training as anything thing later on (i.e. a 'bonus') and just call it 'live training'.

Record your webinar using Camtasia, put it on YouTube, place that video code on this demo page, and then below that have a link that takes them back to your sales letter page/front page.

Demo Page of your site (www.example.com/demo): Here is where you can put a 5-minute demo of something you have in your product/course. This is where you'd put something exciting, such as 'before and after' pictures, evidence of your 3x income generation after flipping a house, or a trick that your software can do.

Just like for the training page above, record your demo using Camtasia, put it on YouTube, place that video code on this demo page, and then below that have a link that takes them back to your sales letter page/front page.

Nice-To-Have's

Opt-In Page (www.example.com/free): This is where you have just some simple free gift so that people will opt-in to get it, thereby joining your list.

Download Page (www.example.com/gift-download): This is where they're redirected to download the free gift. You have a link below that download for them to hop back to your sales letter.

Contact Page (www.example.com/contact): An easy form for people to fill out to contact you so that you don't have to share your email address. This is where they can ask questions, ask for interviews, etc. They could send tech problems here but it's better if you have a Help Desk page, which we'll mention in just a few minutes.

7 Extra Pages For No Extra Charge!

Blog Page (www.example.com/blog): This is where you put any articles and/or videos you find interesting to your niche. There are places on this page for them to go to your Opt-in page (and get on your list) or go directly to your 'front door'/sales letter site and buy your product.

Affiliate Center (www.example.com/affiliates): A page that tells others how they can recommend your course and make a profit from selling it themselves. This is also where you'd have banner ads and swipe copy for your affiliates to use so that they can more easily promote you.

To see an example of how this looks, go to the Action PopUp affiliate page. The easiest way to have an affiliate program when you start out is through ClickBank.

Robert's Member Genius plugin functions with ClickBank. You can get Member Genius by itself or by joining Income Machine to get the complete system including the sales letter plugin, blog, autoresponder, and traffic training, and more.

Support Page (www.example.com/support): This is your Help Desk page. We use ZenDesk for this.

Secret Door area (www.example.com/secretdoor): When Robert and Lance do a launch the best way to fire people up is to announce that they will be closing the offer soon. But sometimes you want to experiment with cold traffic like FB ads, etc.

That means, you take your sales letter and use a WP plugin called Post Duplicator to make an exact copy of the sales letter where you've now opened the button back up to buy but you don't advertise that it's open to your list.

Essentially, you're trying to see if your ads work and the only way to tell that is if you have the sales closed to the public and so any sales you get that are from this Secret Door page you know are from ad driven traffic.

Welcome Page (www.example.com/welcome): This is your upsell page. If someone buys Paper Template, they would be redirected to this page that says something along the lines of "Welcome to Paper Template, but do you want to buy Income Machine too?"

The cost would be the price difference between your large package (the upsell) and the product they just purchased.

Coaching Page (www.example.com/coaching): Offer coaching that is specific to the product that you are selling. For example, if you were selling a course on playing guitar, here is where you would offer say, 4 one-on-one sessions for customers that are still having problems or want to advance even more in guitar playing.

Your copy would say something similar to "Are you stuck? You came to the right place! In just 4 sessions with me, we'll get your roadblocks taken care of."

Your coaching should have a large dollar amount attached to it. Even if you have no clients or just a few taking part, it's fine. It is just an opportunity. Provide a link for them to go straight back to your .com front door site if they don't' want coaching.

Application Page (www.example.com/application): This is where a customer submits an app for your coaching program. You ask them specifics such as:

"What is the URL where you need help?"
"What is your monthly budget?"
"What are you looking to get out of the coaching? Is there anything else you need? "

You can use Google Forms to set this up. Once they hit submit, it notifies you. It will pile in the responses into a google spreadsheet.

Use a scheduler called TimeTrade to schedule a Skype call with them to discuss this further. The ones that you want to talk to, you then send them to your coaching page to join up.

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Podcasting Secret Training: What I’ve Discovered from Three Years of iTunes Podcasting (Using LibSyn and PowerPress) to Increase Sales and Traffic (And What You Can Do Too)

Just like anything in life, it's a good idea to know WHY you're doing something, as opposed to only "going through the motions"…

And if you're only dabbling, if this "internet marketing" thing is only a hobby to you, then it's likely you haven't found very much success because you rarely finish the things you start. If you actually want to make money, it's time to stop dabbling and actually create something. Don't "start" to create something. Actually make that single membership site, add that affiliate program to it, and get some traffic…

Podcast: Play in new window | Download (Duration: 37:40 — 34.5MB) | Embed
Subscribe: Apple Podcasts | Spotify | Amazon Music | iHeartRadio | Podchaser | RSS

You need to go all-in. The first problem I see with people going all-in is that they keep changing what they're going "all-in" for, which really isn't going "all-in." You probably know what I'm talking about. Changing to a new niche every month. Only focusing on Pinterest marketing one month because "everyone's" talking about it. Only focusing on Kindle comic books the next month because "everyone's" talking about it…

Let's separate the forest from the trees: the only things you need to focus on in your business are your list (so setup an opt-in page and follow-up sequence), traffic (setup a retargeting pixel, run Facebook ads and have an affiliate program) and offers (promote affiliate products and sell your own products).

When it comes to list, traffic and offers, there's the MUST-HAVE's (sales letter, email autoresponder) and the NICE TO HAVE'S (blog, podcast, Facebook fan page, etc.)

You "could" run your business without a blog (the website you see here) and you could run your business without a podcast (an internet radio show where you post audio episodes on your blog and they also appear in places like the Apple iTunes store).

BUT, if you already have SOME kind of sales letter and opt-in page in place, your blog is the TRAFFIC method to get more clicks onto your webpages and a PODCAST is a really easy way to consistently update that blog even if you have just a few minutes every week…

I highly recommend our Podcast Crusher course to get your podcast setup. You use your existing blog (or setup a new one) and use a special plugin called PowerPress and a file hosting service called LibSyn. You don't want to host your podcast audio files on Amazon S3 or on your own web host for a number of reasons. The biggest one is that it's easier to look at your stats. You can tell which episodes get the most play and that tells you what kinds of podcast episodes to create in the future.

The Robert Plank Show premiered on September 13, 2012.
I'm not a super prolific podcaster but I've published 56 episodes with exactly 41 hours of audio content in those three years.

I want to get you into podcasting (or BACK into podcasting if you've neglected it) because the traffic is steady consistent, as long as you publish consistently which is probably the #1 most important thing when it comes to podcasting…

Podcasting is just audio blogging that happens to get listed on Apple iTunes. Let's just call it what it is. In the past, when I had something to say, I'd spend a couple hours typing out some big long post (kind of like I'm doing to you now). When I want to put out a new podcast:

I spend about 10 minutes figuring out some bullet points (if that), and I hit record

I speak out my podcast "episode" in one single take, about 30-40 minutes. The "ideal" podcast length is 20 minutes, but that's a little short to cover the things I want to cover, although I don't want to go over 60 minutes

After recording the audio, I spend about 1 minute adding intro and outro music. Important: I don't edit out any "um's" or "ah's" or anything like that

It takes another 1 minute or so to properly "tag" the file for podcast players and add things like my cover graphic into the file

About 1 more minute to upload the audio file to the special hosting service (just wait for a simple file to upload)

Finally, I go to my WordPress blog at RobertPlank.com, click Add New Post, paste in the podcast title and "show notes" – basically, the bullet points I created to structure the show. This is a 30-second process. More recently, I've hired a person to listen to the podcast and type more detailed notes that I'll paste in later…

It's a 6-step process that takes 33-and-a-half minutes. Most people don't have a podcast even though it's easier to create than a blog post. Just speak your thoughts and then go through the checklist to publish it.

What I Didn't Do Correctly In My Podcast

Getting "some kind" of podcast online, even with just one quick 5-minute episode with zero music (that's how we have you create your first podcast episode inside Podcast Crusher) is more than most of your competitors will do.

BUT! Since launching the podcast, I've noticed many other internet marketers start podcasts, and they've done what I can only call a "podcast launch." I'm not sure if someone's teaching it in a course, but here's what I'm seeing new podcasters do:

Launch about three 5-10 minute podcast episodes the first day, and then another quick 10 minute episode after two days, then another 10 minute podcast another two days later

Get about 200 reviews to their iTunes podcast that very first day. It's very important that all 200 reviews roll in within those first 24 hours

With any luck, this will get you in the New & Noteworthy section of iTunes and possibly in the top 20 of your podcast's category (internet marketers use the "Management & Marketing" Business subcategory)

Wait a second... how do you get 200 podcast reviews within a 24 hour period? The internet marketers I've seen have been paying for them on Fiverr which I consider a blackhat technique. I'd be worried about getting banned from iTunes, and it will set you back a couple thousand bucks to hire all those reviews, but that's how many marketers are doing it. 200 reviews in 24 hours.

The next thing I didn't realize until recently was that you should be checking your rankings in iTunes. Open up the Podcast app on an iPhone or iPad and click on the "Top Charts" button, then browse to your category.

It's huge if you get into this "top 300" in a category even if you're near the bottom. My podcast has steadily climbed the rankings, then fell back down, and I've seen others rise fall in the rankings as well.

At the very least, when you check out this list you'll know what a successful podcast looks like.

Mistake number three: I wasn't consistent at first with my podcasting. Here's my podcast posting frequency:

11 new episodes in 2012
17 episodes in 2013
15 episodes published in 2014
16 episodes published in 2015 (so far)

There were no new episodes between November 2014 and March 2015, but other than that, I've posted "just under" one new episode per month. In 2015, I've been posting weekly from July and now well into September.

What I Did Right With My Podcast

There are a lot of things I did correctly with my podcast that you can learn from. First of all, I didn't start posting podcast episodes every day and then burn out after a month like many bloggers. I recorded a handful (five episodes) and only published a few.

There's something encouraging about being a couple of weeks ahead on your podcast. I'm not saying you have to plan and film an entire year's worth of podcasts or anything like that. Actually, if you did that, you'd probably record a lot of bad episodes. But I want you to record podcast episodes close to TWICE as quickly as you publish them.

That means if you're planning on publishing a new podcast episode every week, record a quick one on Monday and another quick one on Friday BUT only publish one of those two. That way you can keep building up a "pool of content" and you have one in your back pocket if you don't feel like recording that week.

Next, hire someone to listen to your podcast and type up some shownotes. The "show notes" are the text that appears on your blog for that podcast episode. It's also viewable in most podcasting apps when someone listens to your show.

Posting "just" the podcast audio player alienates the readers on your list, but when I pay to get it transcribed, I end up with a transcript that sometimes 5,000-plus words… too long to put into a blog post. I put it all into a PDF document but that's still a lot for someone to read.

The answer: pay someone on Fiverr.com (the cost is $15 to $30) to listen to your podcast, and not type up a transcript, but take "notes" so you can post your summarized content as your show notes.

Another thing I did right: recording one-take content. Just imagine if you left edit-points throughout a 20 minute podcast, or you spent 3 hours removing the "umm's." Treat it like a radio show. You're allowed to stop for a second and say "umm" if you want. It's your show. Record all your podcast episodes in one-take. It's great practice for future products and webinars.

I'm also glad I created a Facebook fan page for The Robert Plank Show which has now grown into nearly 15,000 fans. You should have a fan page for your podcast as well.

Something most people miss out on is SEO with their podcast episode titles. If you publish a podcast and your blog post title says something like, "How to Record a Video" … that's one thing.

But what if you titled that podcast episode, "How to Record Screen Capture Videos with Camtasia and Upload Them to YouTube?" Now when someone searches iTunes for the terms "screen capture" or "Camtasia" or "YouTube", you'll show up in those search results.

As far as I can tell, iTunes only counts your blog post titles in these results and not the contents of your show-notes. But it amazes me when people put out podcast episodes that are only one or two words long, when they could be showing up in more places.

I'm not the kind of person who wants to run an "interview show" where I have a new guest on my podcast every week, but this is why interview shows (besides being easy to create) are an easy podcast traffic source. If you interview a Michael Gerber type of celebrity, then that podcast episode where you interviewed him shows up when someone searches for his name.

Heck, even if you're too chicken to have guests on your show, review their products and books. You can create an episode talking about Seth Godin's latest book and show up in podcast searches, for example.

Podcast Format & Formula

Our Podcast Crusher course shows you all the fancy details, like how to record and properly tag your podcast episodes, where to host them, what settings on your WordPress podcasting plugin to customize, how to promote that podcast, and more.

When I first created my blog, I noticed a handful of people always reading the blog at any given time. With the rise of attention-stealing sites like Facebook and a few Google slaps, I noticed the traffic drying up. Good news: now that I've been podcasting consistently, I always see a handful of people browsing the site. The traffic came back!

Numerous studies show that 20 minutes is the ideal length for a podcast. I've listened to podcasts on a 5-minute format, and that's not enough time to make more than one or two points. 10-minute podcasts are a little better, but as a listener, I find myself waiting for 2 or 3 to pile up, and then I listen to all those in a row.

On the other hand, when someone pumps out 60, 90, 120 minute podcasts… it takes me at least 4 separate sessions to get through them all, and the number one reason I unsubscribe from a podcast is because too many unplayed episodes pile up.

20 minutes is the ideal length if you can manage it. Most of my episodes unintentionally last about 40 minutes, but I do my best to keep them from getting any longer.

My personal formula for the best podcast episode possible:
Three sets of three bullet points each.

Just like with any content you create, you should be solving a problem which means either answering a common question or explaining an obstacle you overcame. If you can channel the frustration of others doing the wrong thing in your industry, even better. It will be impossible to shut you up in that case.

What do I put into those three sets of bullet points? We have three bullet points about the problem we're setting up and the alternatives or solutions that didn't solve that problem. Then, three more bullet points detailing the steps you'd take to solve that problem. And then, three additional bullet points on the actual case study of yours that used those steps to solve the problem.

Here's how I mapped out my 51st episode of the podcast, "Rise Above Being a Geek"…

What Problem Are We Setting Up?

How to complete projects instead of "chipping away" at them and get "something" for sale?

How to avoid being an "upsell hell" marketer who sells at $17, $27, $37?

If you give a mouse a cookie problem, going down a long path where nothing is complete

What Steps Can We Take to Solve That Problem and Rise Above Being a Geek?

Avoid OR

Tell and show what they'll do once they take your training

Superhuman demonstration w/ easy button

What Does This Look Like in the Real World?

Checklist Marketing: WP Notepad

Internet Marketing Basics sounds boring: Income Machine is a better system

Real life demo: Podcast Crusher

(There are other types of podcasts such as 10-part and 14-part list posts, but those are simpler... just go through the list.)

When I actually talk during the podcast, the length of each section gets pretty uneven, which is okay, because I can spend more time on the interesting stuff.

Ideas for Podcasting Content

If you've setup your iTunes podcast using our Podcast Crusher training, and you're still stuck, here are some starters for your at least your next six episodes:

Interview show: have a real conversation about something you genuinely want to know about, ask them questions they don't normally hear
How did you get started online?
What tools do you use in your online business?
Compare two schools of thought (i.e. Dave Ramsey vs. Robert Kioysaki) -- which is the best?
What's a common "saying" you can use to make a point? (i.e. The Mom Test, Self-Recharging Bank Account, Copycat Marketing)
What have you been up to in the past 30 days of your business? (live case study) -- i.e. backing up your website and what tool you used (not a list of possible tools)

The bad news about all this is, the information I've just shared with you is useless unless you setup your own iTunes podcast using Podcast Crusher. The good news is that once you have a guide, it's easy to setup your podcast and you could be listed on iTunes by this afternoon.

If you want to win at the content marketing game, have something setup, keep it online and update it as often as you can, once a week if possible. What's also great about building your own website and creating your content is that you can do it on YOUR terms. If I decide I want to decode a 5-minute, or 40-minute podcast, I can.

If I type out a 200-word or 2500-word blog post (like this one) I can do that and no one can tell me otherwise. However, I'll use the TEMPLATE or the GUIDE for a successful podcast to ensure I knock that "nice-to-have" task out within one sitting, and get back to the "must-haves" that bring me all my online income.

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055: Time Management Hacks: Install These Quick Computer Programs Today to Get Yourself Over the Hump, Complete All Your Projects, and Have More Fun

When we run our own businesses and don't have a "boss" to answer to, it can be easy to fall back into old habits of goofing off. It's easy to fall back into the habit of filling up time because when you worked at your "day job", the objective was to fill up 8 hours a day.

Podcast: Play in new window | Download (Duration: 45:30 — 41.7MB) | Embed

Today, we're going to talk about getting all that clutter that we're used to from a day job out of the way.

Quick Computer Programs Everyone Can Use to Improve Their Productivity

Online Stopwatch: Use this to time yourself doing a task so that you truly commit to getting it done in a certain amount of time, i.e. knock out a blog post in 10 minutes instead of thinking about it for an hour.

Camtasia: This software can record everything you're doing online. This is excellent software for recording tutorials, software walk-through demo's, etc. You can simultaneously record your processes as well as your spoken audio. We'll talk more in depth regarding Camtasia a little later in the episode.

Google Calendar: This is free and you already have it if you have a Gmail account. If you don't, you can just go to www.google.com/calendar to get it. It's great because you can synchronize it to your iPhone and iPad as well as share it with other users, such as spouses and business partners. It will send you popups/emails for upcoming appointments. Don't schedule EVERYTHING you do on your calendar-you'll just end up creating a glorified to-do list. Use it for essential appointments, such as meetings and webinars, etc.

Don't forget to check out Robert's Book, 100 Time Savers for more useful advice.

Essential Software/Programs for Internet Marketers

Camtasia Studio (again): You can record a full video and save that but also have the option of saving just the audio portion. You could use the audio for doing something like a podcast.

You can even record tutorial videos or "helper videos" just for yourself. If Robert has a particular process he has to go through, that he doesn't want to forget, he can record the entire process and then post that video to YouTube.

Some examples would be how to convert a .wav audio file to an MP3 file:

... Or how to convert any graphics file into a JPEG thumbnail:

... Or how to upload a book to CreateSpace:

Now that you have this process, you don't have to write it down on a piece of paper or make extensive notes. Your entire tutorial is accessible anywhere you can access internet to get to YouTube.

Access Robert's video tutorials at his YouTube channel. Be sure to subscribe too.

GoToWebinar: Use this software for setting up all of your webinars.

WordPress

Most all other things that Robert needs to accomplish in his business can be taken care of through WordPress and various WordPress plugins.

He uses a plugin called Paper Template to create landing pages, opt-in pages, download pages, thank you pages, etc.
He uses a WordPress plugin called Member Genius to take payments in combination with PayPal.
Then, he uses a plugin called Backup Creator to back up his WordPress sites and if you back it up to another place (i.e. your hard drive, etc.), you've now cloned that site and you can use it over and over (with editing) to produce multiple sites.

These are all plugin's that Robert has created and you can get all of them in one package by joining Income Machine today.

Additional Software/Programs You'll Find Useful

GoodSync: Developed by the same creators of RoboForm, it allows you to synchronize your folders with FTP websites, Dropbox or Amazon S3 buckets.

Let's look at this scenario: When you record a video that you want to put online (like your membership site), first you have to record it, then you have to edit it, then you need to produce it and save it to a folder on your computer, then you would have to open up an FTP program (like FileZilla), then you have to drag the file over and wait for it to upload to your website, at which point you probably go create or edit a webpage and finally your video is there. It's A LOT of steps.

GoodSync automatically uploads certain files to your website. You specify which folders it syncs when a new file is added to that folder. So, essentially, as soon as you would produce and save the edited file from above, GoodSync would automatically recognize it as new and sync it over to your website.

It's skipping an entire step of you having to open the FTP website and wait for your videos to upload.

As part of Robert's sites, Webinar Crusher and Double Agent Marketing, he and his business partner Lance run monthly Q&A video calls. They record them using Camtasia, perhaps do a little editing and then save them. As soon as that step is done, GoodSync recognizes there's new files added to those folders on his computer and it uploads them to the websites so that the replay is always available.

RoboForm and LastPass. If you don't have Roboform, get it. You want to use the "Roboform Everywhere" option.

Roboform remembers all of your passwords and stores them, encrypted, in the cloud. If you ever have to reinstall your computer or certain programs, you can retrieve those passwords from Roboform. You don't have to remember your own passwords for multiple sites and you don't have to have them written down ANYWHERE.

There is also a RoboForm app for smartphones, tablets, etc. There is also a master password to RoboForm so no one can just get on your computer and have access to everything.

LastPass is great for for shared sites.

Jing is useful for capturing screen shots that you can then send as a file. That way, you don't have to send them an entire tutorial or video, etc., just the one piece that you're discussing.

You can then save that screen shot as a file to the public folder in Dropbox.

Dropbox iss similar to GoodSync in that you have folders that syncs up to the cloud.

It's good for sharing files with others but you can also use it between your own computers. For instance, you could edit a file on your laptop, save it to the Dropbox folder, and then it's the exact same version on your computer when you get home from a business meeting.

Dropbox has a public folder that you can save videos and documents to. No one else has access to it until you provide them with a link from that public folder and now you can share those certain files with them. It's also free (up to a point).

Google Sheets: The free Google equivalent of MS Excel. Just like with Google Calendar, you can share your "sheets" with or without editing privileges. It's handy for having documents that you share with your business partners, employees, and outsourcers/freelancers.

This is part of Google's "Google Drive" products which are free software programs almost identical to Microsoft Office products that are browser-based (instead of computer-based).

Google Chrome Bookmarks Bar: This is obvious but most people don't think to use it. Most of us are familiar with bookmarks but we have 100's of them in different folders that we never even use.

Instead, use the Bookmarks Bar for your most common sites that you go to EVERY DAY. You can also use it to bookmark certain docs that you're constantly using (like a Google Sheet) and editing and when you are done with that doc, you can just delete it off your bookmarks bar. The doc still exists but it's no longer a bookmark.

Additional Sites/Timesavers

Fiverr: A website for getting quick outsourcing work done at a fairly inexpensive rate, such as graphics, transcriptions, video editing, etc.

Backup! Backup your desktop, your files, etc. The time IS going to come when a computer crashes, you lose files, etc. Spending time on recovering files or creating new ones is a productivity killer! Here are some options:

Backup Creator: automatically backs up your WordPress sites. If you have a cPanel and/or dedicated server, use their backup options.
CloudBerry Backup: backup your desktop/any files you specify to an Amazon S3 bucket.
G-Safe: An external hard drive with 2 internal hard drives.
Amazon AWS Import/Export: You can mail an external hard drive to Amazon with specifications as to which S3 Bucket you want it saved to, they will do the upload for you, and mail you back your hard drive. It costs about $120 but it's worth it if you have a slow internet connection to get that "first" offsite backup in place.

Don't forget to relax! Give your brain a little bit of a rest and enjoy some podcasts (free at iTunes, Stitcher, and other podcatchers) or listen to an audiobook via Audible. Robert recommends you take in some fiction and turn off "marketing mode" for just a little bit!

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Productivity and Mindset Training Now

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WordPress Post Snippets: Easily Templatize Any Part of Your WordPress Blogs, Membership Sites, and Sales Letters

When people talk about their favorite WordPress plugins, you usually hear things about SEO plugins, security plugins, or backup plugins. By the way, the best backup plugin for WordPress is Backup Creator and the plugin you should use to manage, bulk load, and mass update your WP plugins is Plugin Dashboard...

But anyway, imagine having "chunks" of text for your WordPress site that you could re-use where-ever you want. You use shortcodes for this. For example, I have a podcasting plugin on my blog that I use to post audio episodes of my iTunes radio show. (Podcast Crusher shows you how to use the PowerPress plugin in WordPress to create an unlimited number of podcasts)...

If I ever want to display the current podcast episode more than once in a post, for example, one player at the top in addition to the one at the bottom, I just have to add this code to my post:

[ podcast ] (Without the spaces around those hard brackets.)

That's a WordPress shortcode. You post the "code" anywhere in your posts and pages and when it's "rendered" for public viewing, people see the podcast audio player as opposed to that "short" code.

WordPress Post Snippets allow you to do this: create any number of shortcodes such as: [ webinarcrusher ]. I can set that snippet to display a huge headline advertising my Webinar Crusher product, a link to it, maybe open that link in a new window, even toss in some bullet points and a banner.

Now anytime I want to link to Webinar Crusher, I just add the [ webinarcrusher ] shortcode (the video below shows how it's point and click simple) into my posts anywhere I want to mention it:

I used to use the WP Post Signature plugin (also free) to display the same link and ads under EVERY blog post, but I now prefer using WordPress Post Snippets because I have more control over what posts link to what offers.

The first 9 minutes of that video show how I use it on my blogs and sales letters. But after the 9 minute mark, it gets REALLY crazy... because you can pass VARIABLES into Post Snippets!

What does that mean? Well, you can create a post snippet called "offsite" that takes in variables called "url" and "title"...

Then set your "offsite" post snippet to this in your Post Snippet settings:

<a target="_blank" onclick="return confirm('Are you sure you want to leave this site?');" href="{url}">{title}</a>

This looks a bit geeky, but it's some HTML code that displays a link on a web page, and when someone clicks that link, a pop-up appears asking people if they REALLY want to leave the site.

Whenever you want to link offsite but you want to display that warning that they might not want to leave, just add this "snippet" or shortcode into your posts:

[ offsite url="http://www.incomemachine.com" title="Income Machine" ] (again, without the spaces)

Adding this shortcode will "plug-in" the "url" we passed (which is "http://www.incomemachine.com") and the "title" (which is "Income Machine") right into that code I showed you a minute ago, into the {url} and {title} sections of that code.

As I said, this might be a "little" advanced for you personally, but I've found it very helpful for re-using that "repeat" code in my membership sites if I have to display a lot of graphics, video and audio players, and download links.

Enjoy using WordPress Post Snippets in your WordPress sales letters, blogs, and membership sites!

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054: How to Sell on Webinars

Webinars are the best use of your time and the best way to make money. You've probably wondered out of all the things that you do, can you outsource some of that? Can you just be the creative person and do the few things that make the most amount of money?

When we're talking about webinars, we're not talking about a Google HangOut or a YouTube video or a Periscope broadcast or anything "fancy."

We're just talking about showing what's on your screen and saying what you're going to say in just 1 hour. It's that simple!

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What if you could turn whatever you're selling into a mini-launch event for a week?

You could say, "On this Wednesday I am going to open the doors to my new course." Or, it could be your service, such as a package for consulting services on how to run your own business (i.e. set up sales funnels, etc.).

You can put the description of your product/service that you're selling on your sales page.

That's great if people read the entire thing but many of them won't and for some people, it can just be sort of dry and boring and they won't read it or at the least finish it.

What can you do to compress all the different things about your product (or service) that you want to get across to people?

You could make a video which makes it a little more entertaining to your audience.

But, what if instead you take the points you were going to make in your sales letter and your video and make it into a one-hour live show, at a specific time and date.

There's no showing of your face involved.

Instead, you are showing the screen. It could be a web browser, a piece of software or a PowerPoint presentation.

If you have a one hour webinar it takes you exactly one hour to create that and you make sales through that webinar.

If you were going to make a 1-hr video that wasn't live, how many days would that actually take you? You'd probably be tempted to start adding a bunch of 'fancy' elements like graphics and music. There'd end up probably being too much scope creep in that and you would drive yourself crazy. Just get it on the calendar, show up and get it done and knock it out.

Pitch Webinars

You want to run a webinar when you have something for sale. That's the most important part. We don't want to run a webinar "just because."

"Just because" includes teaching a big concept. For example, if you teach a one hour course on InfusionSoft and give them all these business ideas, you've created 2 situations:

Either they're going to be confused about what to do with all the information with no way to apply it and/or they're going to go to your competitor to actually buy it because YOU didn't give them the option to buy right now.

If someone wants to buy something, you want to give them the chance right then and there.

What if you've got the idea but have not actually created the course yet?

Then, in the sales letter you want to list all the things you're GOING to have and just put a future date of availability on it.

That allows you to still sell it and then deliver it at a later date. To see what a sales letter looks like, go to WebinarCrusher.com.

This is a way to also present to your webinar attendees that since everyone is starting it together at a set date, that you're "all in it together" and everyone's participation will shape the way that the course is created.

Or, if you don't have a product created yet, you can go to www.clickbank.com (which is a huge site of affiliate listings) and see all of the products in your niche that you can promote as an affiliate.

Then what you would do is have your website, set up the webinar in GoToWebinar (included with Webinar Crusher), and send out emails/invites to your list about your webinar.

If you already have the product, you can look at the things that the sales letter talks about and think what sort of aspects you can make exciting for the attendees. What sort of cool demos can you do?

Don't be afraid of webinars! People who show up for your presentation have already make somewhat of a micro-commitment by setting aside time to watch your event.

You may have doubts about whether people will show up and stay for your 1 hr. presentation.

A lot of people WILL if you're at least somewhat interesting, if you can solve their problem, and if it relates to something they actually want.

Those that are the most desperate and need your solution right now will watch and listen to your webinar.

Running a webinar is a great little credential tool. You can take this presentation, record it and have it transcribed. Then, you can put it into a Kindle book, a Create Space book, etc. Now, you look even more professional.

Put the webinar replay on its own page. Why? Because there are some people who don't want to sit through an hour long video, they might only watch 10 minutes and decide then that they want what you're selling.

Install a button that allows them to go right to the sales letter/buy button.

During your live presentation you also want to mention the URL for the sales letter/buy button a few times through the webinar.

Don't Believe the Voodoo. Many people think that there's some sort of magic formula to doing a webinar "just right."

Some people watch these great stage speakers and write down everything that they say including the 'oohs and ahhs' and they completely overanalyze everything.

Stop looking at it like it's 100 steps or that you need to talk a certain way.

WWHW: Why, What, How-To, What-If

Instead, a good webinar can be summed up in 4 phases. This is the WWHW.

Look at your presentation and how you can break it up into these phases:

Your "why" is about 5 minutes. Why are you here? Why listen to me? You're setting up the frustrations of what led them to you.

Your "What" is about 15 minutes. This is where you explain your solution, how you're going to solve their problem. "Here's a couple of steps", "Here's what I want to show you", "Here's a 4 part process that I use to show you how to improve your sales funnel."

Your "How To" is about 20 minutes. This is your demo. If you can show software, that's great. If you can't, show your checklist(s), your system or some kind of before and after.

You're going to be moving slowly so you can show everyone exactly what to do. Even though a process might only take you a few minutes, you are going to dial it back to show them every single step slowly.

The more basic you are the wider appeal your webinar will have. We all want to believe that if we focus on the stuff that's fun for us, the more advanced stuff, that that your crowd will really love it.

Realistically though, in any kind of list you have, most of your crowd are going to be newbies or need to go back to the newbie area to improve what's not working for them or else they wouldn't need a 'solution.

Your "What If" is going to be about 10 minutes. Your "What If" is your offer and your closing.

"What if I could do this for you? Here's the package I'm offering that can improve your conversion rate by 70 percent!"

You want to be proud about the thing that you're offering and "introduce" it and remember to name the package that you're selling. You make it absolutely clear as to what you're selling.

You are telling what's in your product/package and how it will work for them. Essentially you are telling them what is included like you bulleted out in your sales letter.

If you do this webinar thing right, the whole 1 hour is set around demonstrating something.

Leave your hand OFF the mouse except as absolutely needed! If your hand is shaking because you're nervous or you're unconsciously playing with the mouse, your attendees are going to get distracted and annoyed and not pay attention to what you're saying.

"Avoid the Gap" between your "how to"/demo and the closing. Your demo wants to close with a solution so you avoid that awkward pause between your content and your pitching

Avoid "teaching" a concept. Instead, talk about YOUR product and how it solves their problem. If you're just "teaching" a concept instead of demo'ing your product, you end up having this really awkward transition from being a teacher to being a salesperson when you try and get people to buy at the end.

There are 4 pieces on how to effectively start, run and finish an effective webinar.

The Platform

Use GoToWebinar. Join Webinar Crusher today because includes a GTW account. GoToWebinar runs in its own separate software (and not a browser) so it's harder for attendees to accidentally click away and cancel by mistake.
Use PowerPoint for your slides.
Use Camtasia to record the presentation.
Use a $30 Logitech headset from Amazon (http://www.amazon.com/Logitech-ClearChat-Comfort-Headset-Black/dp/B000UXZQ42)

The Mechanics

The "WWHW" we discussed above:

5 minute Why: pattern interrupt & hook
15 minute What: 100,000 foot view
20 minute How: magic trick or "wow"
10 minute What-If: pitch, irresistible offer

Your Closing

When you are doing your closing, you want to list out your package/product elements in the same order as your why's (i.e. problems being solved) and the same order that you showed them in the demo.

You want them to line up. In other words, if you are going to solve 4 problems than you want 4 modules in that same order.

The Stack/One Sheet

This is literally one page/slide where you reiterate everything that is in your package, your bonuses and all.

You want to keep reintroducing the One Sheet between every 3 or 4 module slides.

Bullet Drip

Have you ever looked at a PowerPoint slide where someone has listed 5 bullet points and you have to read through all of them? And they do more than one of these in a row?

What Robert and Lance do in their webinars is drip out the bullet points. This is where you talk about and release one bullet at a time. Now, your attendees can't read ahead and lose valuable information you're talking about because they're busy reading.

The Price Drop

When you come to the part where you ask for the money, that makes a lot of people uncomfortable but you have to make it fun.

If you added a dollar amount for each element through your presentation and came up with this pretty large amount (let's say $8K) here's where you say:

"The Good News is it's NOT $8000….it's not $1000, it's not $800…", etc.

You keep telling them what they're not going to pay until you get to your dollar amount and then direct them to your URL.

You can also have some more slides telling them reasons to go buy, such as a 30 day money back guarantee, other customer testimonials, etc.

And, since you are going to have your screen displayed to your audience, go ahead and go to the URL yourself too.

Avoid Q&A sessions. If your attendees have that many questions, it's probably something you should have included in your presentation.

Plus, there's always 1 or 2 people who ask really "out in left field" questions that you're better off answering privately.

Q&A's make your webinar end up in a whimper and not a bang.

The Cool Factor

You want to have an awesome title with a promise and solutions. Think of 3 really awesome things you can promise them.

In other words, you don't want to have a webinar called "membership sites."

Think more along the lines of "Have your membership site online today" or "Start making sales by this weekend" or "Drive thousands of people to your site in the next 3 days."

Don't use the word "learn", use the words "discover", "uncover", "breakthrough", etc.

Take a minute to think about: "what would I pile in on this if I had a magic wand?" Look at what you came up with and figure out your hook.

Is it exciting to just show people checklists? No. But, it would be exciting if you offered to record their first webinar FOR them. That's something really "cool" that no one else is probably offering.

The Push Button Software

If you don't have software, because you're in a niche where it may not apply, find a way to make it apply.

It makes your selling a lot easier.

Giving people guides and lessons is great but people like things that are interactive.

That way people don't necessarily have to 'learn' stuff and apply it they can just use software to get to the point where they want to be.

Webinar No-No's

You don't need a slick, word for word polished script.
It's better if you're "human" and come across as real.
Don't worry about how many or how few attendees show up. Just promote it all week. If a lot of people show up great, if not, you'll get them on the replay.
Don't mention the time and date on the presentation. Keep it evergreen. This way you can use it in future contacts with your list, put it on a membership site, etc. Don't go on for too long and don't run them on the half or quarter hours. People will get bored and drop off and people drop off at the top of the hour so they will miss part of your presentation.
You don't need to get too fancy. Just have one presenter. You don't need a team of people.
Don't go too long between webinars. Your webinar "muscles" will weaken. Run one a month and aim for 10% increase each time.

Closing Thoughts

Are your competitors running webinars?

If so, attend them. Check out which "do's and don'ts" from today that you now notice.

Check out Robert's course at Webinar Crusher to get all of this info and lots more useful how-to's on how to run your own successful webinars!

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053: Journaling & Documenting: The Amazing (And Almost Too Simple) Shortcut to Killer Productivity, Multiplied Results and Increased Sales

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Most problems in Robert's business are not fixed by a crazy solution or a fancy piece of software. It's so easy to think that the reasons that you're not doing well or that you're not happy with your business is because you don't have one-click upsell, or because your website is not mobile-responsive, or your prices don't end in some magic number.

It's tempting to think that everything that has been ailing us and our business can be fixed with a magic wand. But, usually it's something really simple. Usually when you get tripped up or stalled/delayed, etc., it's typically because of these reasons:

Scope creep: you plan on something simple and the more you think about it, the bigger and more exciting it gets and before you know it, it's a huge beast of an undertaking and way more than what you intended. All of a sudden, you've gone from something that would take you one week to implement to an entire year.
Procrastination: there are a small number of activities that WILL make us money and an unlimited amount of activities that will not make us money and it's a lot more fun to sit around and think about all the non-money making ideas instead of just starting work on an actual money-making idea.
Distraction: letting yourself focus on a variety of things that keep you from our goal. For example, you might sit down in the morning to work on your e-book, but then you get an email about a product you must buy and next thing, you're reading about that product, buying that product, and hours have gone by.

How do you actually stick to completing everything that you've started? Today, we're going to talk about a real system to get you through the things that trip you up.

Journaling and Documenting

Have a Checklist. If you don't have a checklist, you're going to miss important steps.

For example, while recording and publishing this podcast, there are some steps that Robert has to go through each time.

It may seem silly to have a checklist for something that seems easy or that you do "all the time", but it's easy to miss a step which could affect your outcome. Sometimes, when you do something over and over and achieve mastery on it, you will blow through it faster and faster and take it for granted which can result in being sloppy. Adhering to a checklist will keep that from happening.

Most, if not all, of Robert and Lance's courses contain checklists. If you joined his podcast course, Podcast Crusher, there's a checklist for everything along the way, from setting up your first podcast to marketing your podcast and everything in between.

They also do this with Webinar Crusher. There's sections on how to create our PowerPoint presentation, how to find attendees, running and recording the webinar, and post-broadcasting/remarketing. They have a checklist for each part.

Google Calendar

Google Calendar is great because if you have that master calendar you can easily see things, delete them, move them around, etc. You can have multiple calendars (such as a family calendar, a business calendar, etc.) and you can share these different calendars with different people, but the screen YOU are looking at has all the different calendars in one place, in different color codes.

You can synchronize the calendar to your smartphones, tablets, etc. You can set it up to give you alerts/pop-ups.

But, there are a few caveats about using calendars to be aware of:

Appointments on the calendar are good until you start loading up to the point that when you look at today's agenda, there are 20 different things on it, which is entirely too overwhelming.
This is also what happens with the "To-do list." It also sounds good in principle but the same thing happens with the overwhelming amount of tasks. It grows faster than you are able to complete anything!
Some people swear by tools like Evernote, Dropbox, Gmail, etc. and if that works for you, great, but just in Robert's personal experience of meeting people who use these tools, they work for maybe a month or two before the system overtakes them. Too much time is spent managing that system as opposed to getting real things done.

Get a Help Desk

This is a real shortcut to efficiency and outsourcing effectively.

Step 1: If you're answering customer support queries over email, don't do that. Use a Help Desk instead. Emailing regarding customer issues is not efficient or effective.

From a customer point of view, if someone has a problem with one of your products, and they receive a response, they can always have it to refer to. They're not sending emails to an individual person where there is the back and forth of "I sent it", "It got lost", etc. Instead, they are posting the query/problem on a central help desk system.

Most help desk systems (Robert and Lance use ZenDesk), issue "tickets" whenever a customer initiates contact.

From the business point of view, you CAN have only yourself responding to tickets at first if you are a very small "outfit." But, if that becomes too much work later on because your business has grown, and you need to hire an extra person, you really don't have to do too much. You just have to create an account for them in the Help Desk system so they can access tickets.

If ZenDesk is currently out of your price range, there is a free option if you have a webhost that utilizes CPanel. There should be a QuickInstall button, you can install a free help desk solution called OS Ticket.

If you don't have CPanel, you can go to DoubleAgentHosting to get hosting that has the CPanel and OS Ticket capability.

Install the Help Desk solution in the "support" folder (aka page) of your website. If your website was www.backupcreator.com, then the Help Desk solution would be at www.backupcreator.com/support.

For whatever external freelancers or employees you might add to your Help Desk, you'd want to have a process in place for answering tickets.

For example, the customer wants a refund. There is a "script" that you'd want your Help Desk person to go through before a refund was issued:

Every Help Desk program allows you to have "canned responses." These are just responses that are pre-written and can be chosen from an automated system based on what sort of customer query comes in.

Step 2: Don't just start creating "canned responses" right off. You and/or your business partner will want to answer tickets yourself for a little while to see what the most common questions are coming in.

Step 3: After a few weeks, take some time to sit down and group your messages.

Step 3A: Responses. Figure out 2-3 responses to your most common messages.
Step 3B: Assignments. This is where you hire your freelancer or employee. Some queries/problems they are just not going to probably have the answer to. This is where they can assign the complicated queries back to the correct parties (in Robert's case, he is the programmer for their plugin's, etc.)
Step 3C: Procedures. The follow-through on the request, such as a refund.

This is where a Checklist or a Procedure Document would come in. For example, you'd have a Document/Checklist that would say, "If Customer wants this-send this email. If customer wants that-assign back to Programmer, and so forth.

About 80% of the queries/issues that come in will and can be handled by your Help Desk personnel. The other 20% will have to probably be assigned to one of the business seniors/owners but this process cuts way, way down on the time that ownership has to spend working on routine tasks.

Journaling/Journal Entries

This doesn't need to be paragraphs long. It is just 3 quick sentences about something you did TODAY. What is the purpose of this?

You're doing it with the consideration that at any one moment, an emergency could happen and one of the business owners/partners could become unavailable due to illness or injury.

You need to have procedures and checklists in place that would be easily replicated by another so that the business keeps functioning.

You can use any word processing software but Google Docs is a good option because it's basically a Word document that you can share just like a Google Calendar.

Then, you go to your Google Doc and post 3 quick sentences about what you did today that you'll need to know about later.

Some examples are:

What steps would I need to take to record and publish a podcast?
Quick directions on how to get your text messages to display on your iPad.
Directions on how to get your Google calendar to display on your iPad.
If you're the programmer, it could be how you fixed something on your WordPress blog (like the "white screen of death").

If you're the accountant, it might be who you gave refunds to that day or whose accounts you fixed.

If you're in charge of marketing, it could be how many affiliates you contacted that day.

Remember, these are just a few bullet points about little quirks that you may forget several months down the road and will need again but more importantly, they are a documenting of what you've worked on or "secrets" that you know so that if something were to happen to you, the business could keep working because your partners can pick up right where you left off instead of guessing where you've left things.

Just a warning: Do not use this for passwords. For that, use a password manager such as LastPass.

Hiring Freelance Employees Efficiently

Many people want the ego trip of hiring a team and looking at themselves as just the delegators while everyone else does the actual work.

The problem with being just the delegator is that no one else is going to do the job as good as you.

You need specific procedures/checklists in place, so while you do get to the point where you cannot do everything yourself, you DO need to do at least some things yourself at first so that when you make the directions and procedures for it, they are complete and can easily be followed without you having to micromanage tasks.

A good place to hire freelance employees from is Upwork. Upwork freelancers install a program on their computer that will show what their screen looks like while they are billing you for time.

A mistake people make when hiring employees is in not requiring them to create "X" per day. For example, if you're going to hire someone to be your Facebook ad manager, hire them on the basis of them creating 3 new ads per day. That way, they're not just dilly-dallying for a month and then at the end, rush to make a bunch of stuff.

If you take Robert and Lance's Income Machine course, and discover how to make a Thank You Page, Opt-In Page, etc., what if you hired someone to once a day look at your site and create new ideas for free gifts/free reports, and created a new Landing Page and Opt-In Page.

Even if you only hired them for a month, at the end of the month they will have created 30 new reports and 30 new Landing Pages and Opt-In Pages. If you hire someone on a 30-day basis to create 30 items at X per day, then, you know after the first few days if they are going to work for you, and if not, you can move on to the next freelance employee. That's better than waiting for a month and they don't deliver at all.

Closing Thoughts

Robert uses a system called 4 Daily Tasks. What you did for your 4 Daily Tasks are definitely something that you could include in your journal entries to document your goals and productivity.

Checklists are a powerful tool for productivity and efficiency. Document all of your processes from your podcasting to your Help Desk procedures. Checklists ensure that no steps are missed.

Everyone thinks they can hire an exact clone of themselves and they're going to do exactly what you would do in the exact same way. It never works that way.

This is why having procedures in place that are the same across the board will be far more efficient for your business.

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052: Three Activities That Don’t Make Money vs. Three Activities That Make Money

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?"

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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.

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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!

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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?

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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.

The Promise

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.

Checklist Marketing

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.

Closing Thoughts

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."

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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...

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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.

E-mail Marketing

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.

Productivity

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.

Copywriting

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.

Personal Growth

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.

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