I made $100,000 from one idea


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I made $100,000 from one idea

  1. 1. Learn How One Solopreneur Made Over $100,000 from One Idea during One of the Worst Economies EverSimple Steps Anyone Can Use To Launch anIdea for Making Lots of Money!fromKathleen Gage
  2. 2. You may distribute this report to others, but must leaveeverything exactly as is and give full credit to Kathleen Gage.© 2012 Copyright Kathleen GageALL RIGHTS RESERVED. No part of this document may bereproduced or transmitted in any form whatsoever, electronic, ormechanical, including photocopying, recording, or by anyinformational storage or retrieval system without express written,dated and signed permission from the author.DISCLAIMER AND/OR LEGAL NOTICES:The information presented herein represents the view of theauthor as of the date of publication. Because of the rate withwhich conditions change, the author reserves the right to alterand update her opinion based on the new conditions.The lesson guide is for informational purposes only. While everyattempt has been made to verify the information provided in thisreport, neither the author nor her affiliates/partners assume anyresponsibility for errors, inaccuracies or omissions. Any slights ofpeople or organizations are unintentional. If advice concerninglegal or related matters is needed, the services of a fully qualifiedprofessional should be sought. This guide is not intended for useas a source of legal or accounting advice. You should be aware ofany laws which govern business transactions or other businesspractices in your country and state. Any reference to any personor business whether living or dead is purely coincidental.Page | 1
  3. 3. Warning! If you are looking for a get rich quick scheme and overnight success,this report is not for you. If however, you want information that can literally turnyour business around, then read the entire report. To gain the greatest benefit –READ THE ENTIRE REPORT!I have a reputation for being an ideas person. As far back as I can remember, I’ve hadideas - lots of them. I built my business by implementing concepts and taking risks. Aprimary focus when I work with my clients is to help them develop and implement theirvisions for their businesses.Although I enjoy a very comfortable lifestyle because of the success of my business, itwas not always this way. There was a time when I struggled to pay my bills and holddown a minimum wage job, primarily because I had fear about my ideas. I rarely didanything with my ideas other than think about them. I avoided anything that mightinvolve risk or failure. Interestingly, the more I feared failure, the more I experienced it.Somewhere along the line I developed a belief that success was for other people butnot for me. I also developed a belief that successful people were somehow luckier thanmost.Everything changed when I began reading about and studying successful people. I wasdriven to find out what made them tick. I was determined to find out why they got all thelucky breaks.I was in for a huge awakening. I discovered that success has very little to do with luck.In reality it has to do with belief, vision, effort, and action.Bottom line…successful people are willing to do what others are not. This was anincredible eye opener. A primary difference between those who achieve what theydesire and those who don’t is that when an achiever gets an inspiration, they explore itrather than discount it. They are also willing to take risks others are not.It has been said, "With risk comes reward." Armed with this knowledge, I became willingto step out of my comfort zone and explore my ideas. Not that everything changed all atonce – it was a process, and it took time. Little by little, step by step, my Street SmartsMarketing concept came to fruition, and my life turned around.Since those earlier years, I have successfully worked through my old beliefs. As a resultI have experienced incredible rewards. I went from a super underachiever to someonewho works with a global market, has several books published and more in the works,has been a contributing author for dozens of books and information products, loveswhat she does, and has a very successful business.All this has come from changing my beliefs and actions, along with having a willingnessto act upon ideas. What I find amazing is that while others are often struggling, mybusiness keeps growing.Page | 2
  4. 4. I don’t tell you this to impress you, but to impress upon you how important it is to checkyour beliefs and be willing to act upon your vision. The fact is, the majority of people donothing with their ideas and then wonder why they are not achieving what they want inlife.That’s how this report came to be. On a relaxed Sunday morning while working in mygarden, I was thinking about the number of folks I had met over the years whocomplained about their businesses being slow or that they just couldn’t find the rightopportunities. Some of these people are the very same folks who told me how lucky Iwas to always seem to be in the right place at the right time.I smile as I think about how “lucky” I have actually been. For example, take the idea Iwill be sharing with you in this report – the concept that has generated well over$100,000 in revenue.SIDENOTE: This report was first written in 2005. Not only have I added some valuablenew information since the first edition, but the revenue from my Street Smarts Marketingidea is now many times $100,000; it is multiple six figures.After thinking about my idea for a while, I shared it with some close friends. The primaryquestion many asked was, “How do you know it will work?” I didn’t. But I knew that if Ididn’t explore the idea, there was no doubt that it wouldn’t work. Period. End of story.The next question was, “Won’t that be a lot of work?” Without a doubt there would bework and effort involved. But I was willing to work to make my vision a reality.Amazingly, there were those who said, “Unless there’s a guarantee, I wouldn’t be willingto do something like that. It’s too much of a risk!” These sentiments were exactly like mylimiting beliefs of many years ago – the very beliefs that allowed me to master failure.Theres no shortage of people who want something for nothing; or they want absoluteguarantees. They want success, money, and position without putting any effort into it.Rarely – if ever – is this the way things work. Success takes risk and effort. Ask anysuccessful person if they had to work for what they have, and they will tell you, “Yes!”When I first thought of my idea, I was pretty sure I would make money from it, but littledid I realize how much it would be. The best part of all is that years later it continues togenerate revenue for me and for others. Not only have I made money, but many of mycolleagues have, too. They were able to take the essence of the concept and apply it totheir companies. One person told me that if it hadn’t been for my idea and how theywere able to apply it to their own business, they would not have generated the kind ofrevenue they have over the last eighteen months. They said that my solution literallysaved their business.Page | 3
  5. 5. One client utilized the essence of my formula for his San Jose, California-basedmortgage company, and experienced incredible gains from it. Not only did he generatea substantial amount of new business, but existing clients appreciated what he did, andhe hired three people who were so impressed with what he had done that they wantedto be a part of his leading-edge organization. (You know revenue had to be up if hehired three more people!)On the flip side, some have taken the initial part of the concept, used it, and then quitbefore they fully capitalized on the opportunities that lay ahead. They used only part ofthe formula. They fall into the category of people who want instant success or absoluteguarantees without any risk or effort. When they didn’t instantly make massive amountsof money, their response was that the idea didn’t work. The reality is that their beliefsystem and their lack of ongoing action blocked their success. They weren’t willing totake the idea as far as they could.Its important to understand that my idea has nothing to do with getting rich quick. Its asystem – one that will make you money if you put effort into it.The concept came to me during one of the worst economic downturns ever. Thedownturn happened suddenly and in a way no one would have guessed. The economywas doing great. Business was booming for lots of people. My primary source ofrevenue was from speaking and training. Everything was humming along with no end insight. That is, until 9/11.As with many businesses, 9/11 changed virtually everything I knew to be true overnight.The year following 9/11 was a tough one for me and almost everyone I knew. In myindustry, securing speaking and training engagements was nearly impossible. I watchedbusiness after business fold. Not only were businesses in my industry folding, butbusiness everywhere was negatively impacted. Clients who had paid me thousands ofdollars for my services prior to 9/11 were cutting budgets. Conferences were beingcancelled, and travel was down.Feeling some panic, I knew that if I didn’t become very creative and flexible I would beclosing my business forever. I scaled back on nonessential expenditures. I cut backwhere necessary and did what I could to generate revenue. I was making just enough tokeep my doors open. I was able to pay my bills, but it was a tough grind.I was not going to let this situation get the better of me. Over the years I have learnedthat there will be times when things are very difficult and it seems that there is nosolution to a problem. But it is often in our darkest hours that the best ideas come to us.In some cases it takes only a bit of discomfort to motivate us to try things differently.Other times it requires a lot of discomfort in order to do things differently.I resolved that no matter what, I would keep my business going. I got very creative, andwas able to pay my bills and once again add to my nest egg.Page | 4
  6. 6. Others took notice. They wanted to find out what I was doing to keep things going whilethey continued to struggle. They wanted to know if what I was doing would work as wellfor them as it did for me. I was confident that my strategies for doing business couldwork in countless industries and businesses.The more I shared my strategies and solutions with others, the more new ideas came tome. With all the inspiration that was coming to me, it seemed a floodgate of ideas hadopened. I was getting really excited about what lay ahead. Knowing that in everyproblem is the seed of something great, I set about to see where the greatness layhidden.The number of people who took an interest in what I was doing grew day by day; moreand more people wanted to know what to do to grow their businesses. People I hadfreely offered recommendations to were referring others to me.This is when my very special idea came to me. Realizing almost everyone was on alimited budget and that I could give away only so much free information, I knew that if Ipackaged my information in a cost effective way, it would be my saving grace. Withnearly twenty-five years of marketing experience under my belt, and lots of peoplecraving valuable information, I intuitively knew I would be able to generate additionalrevenue while providing a valuable service. The only problem was that I wasn’t quitesure how to begin, other than knowing that if you want to figure out how to dosomething, you should find people who have already succeeded at doing it and modelthem. That’s exactly what I did.During this time, there were a handful of people who were doing incredibly well in spiteof the downfall most others were experiencing. Willing to learn from the best, threecolleagues and I flew from Salt Lake City to Los Angeles to attend a weekend successseminar hosted by one of the biggest names in the real estate foreclosure industry. Athousand people were in attendance, all interested in making money in real estate.Although none of us were in real estate, what we wanted to learn was the experts’strategy for selling their products and services. We knew that if we could figure out theessence of what these experts were doing, we could probably make it work in anybusiness or industry. We simply needed to learn how to package our products andservices into cost-effective information products – products we could sell very cost-effectively to accommodate the many entrepreneurs who would benefit from them.People sat for hours on end through that complimentary presentation on how to makemoney by buying foreclosed properties. The speakers introduced packages ofinformation we could purchase, most selling for thousands of dollars. At the end of eachpresentation, folks were literally running to the back of the room to buy whateverproduct was presented. We watched as hundreds of thousands of dollars (possiblymillions) were being spent. And this was during an economic downturn!In essence, the presentations allowed attendees to get a taste of what these expertswere offering, and the products being sold went deeper into specific solutions for thePage | 5
  7. 7. real estate market. It was brilliant. Throughout the weekend, light bulb after light bulb litup in my mind as the simplicity of what we saw became apparent. I was excited to getstarted and introduce a useful informational product to the market.After my Los Angeles experience, I was more convinced than ever that if I couldeffectively package my knowledge, I could generate enough revenue to keep mybusiness going. I knew there was a market for the knowledge I wanted to share. But Ididnt have any capital, and I didn’t know exactly how I would create my first full-fledgedinformation product. I had no idea how long it would take, how much content I wouldneed to include, or when I could introduce it to market. Yet I knew I had to make ithappen. It was either that or watch my business flounder.One of the experts from the Los Angeles event presented an information product abouthow to sell from the platform. The price tag was $1,500. Knowing that it would cut mylearning curve substantially, I bit the bullet and invested in the program. Even though Ihad years of experience selling from the platform with a national seminar company,nothing compared to the knowledge I gained from this investment. Not only did I get myinvestment back many times over within the first few months, but I continue to this dayto use those strategies to generate untold revenue.A Word of CautionBefore I share with you the step-by-step process for development and implementationof this concept, I caution you against looking for differences between my business andyours. What I am going to share can apply to virtually any business in any industry. Ihave used the strategy with dentists, mortgage professionals, real estate professionals,massage therapists, restaurant owners, consultants, home-based businesspeople, andeven Feng Shui practitioners.SIDENOTE: Since this report was first written, I have successfully implemented thestrategy in my online business. I have taught it to countless others around the globe,demonstrating how they can successfully use the strategy both online and offline.The idea I developed, implemented, and made some great money from was to packagemy knowledge into a multimedia program so that others could literally take myknowledge back to the office with them. Simply put, I created my first product andintroduced it to my market by way of free mini-seminars. From the very first event Ihosted, I knew I had hit a home run.Page | 6
  8. 8. The process is simple:1. Gain clarity on your expertise and passion.2. Analyze your market.3. Develop a plan that includes a timeline for creation and implementation.4. Determine which vendors you need to work with.5. Create an information product based on your passion and expertise.6. Focus on keeping costs down and profit margins high.7. Set a date for your free event.8. Put effort into marketing and promotion of your event.9. Develop your presentation and your product offering.10. Plan and be prepared for backend opportunities.11. Follow up.12. Rinse and repeat.The following are the specific details for each step:1. Gain clarity on your expertise and passion.When you do what you love, what you do is more enjoyable. When I began my businessin the early 90s, I offered a wide range of consulting and speaking services based on avariety of topics. Although this worked, and I made a decent living, I found there weresome services and topics I wasn’t very passionate about. It seemed the more generalmy offerings were, the less I enjoyed what I did. I discovered that when I focus on what Iam truly passionate about – the services that really bring me joy to share with others –the more I want to put forth the time and energy into my business. When I wasntfocused on services I was passionate about, I found myself extremely drained at daysend.After careful examination of my market, my business, and my passion, I eliminated theservices I felt I had to offer and only offered the ones I love and have the most expertisewith. When you have a skill that you are passionate about and love, and that othersdont know much about, it is a perfect scenario for packaging your information into asolid revenue stream.From as far back as I can remember I have loved marketing and promotions, which areoften a struggle for others. Many entrepreneurs cringe at the thought of marketing,primarily due to not knowing how to do it effectively. They go into business with noknowledge whatsoever about how to efficiently and cost-effectively market theirbusinesses, and they waste untold amounts of money trying various strategies. I knewthat given the right kinds of tools, virtually any business can not only survive, but thrive.Page | 7
  9. 9. With the turn of events after 9/11, I became more committed and passionate than everto teach people how to position their products, services, and companies in the mostcost-effective, high-return way possible. Knowing that people were still deeply impactedby the downturn of the economy, I developed a program that would allow virtuallyanyone to market a business on a shoestring budget. I was confident that if I couldshow people how to stretch their marketing budgets and create marketing dollars wherenone currently existed, not only would the program sell, but I would be doing somethingvaluable for my customers.This is when my first Street Smarts Marketing program was created. What started outas a one-product offering has turned into multiple information products and services.Little did I know how much my business would grow as a result of pursuing this oneidea. The same can be true for you. However, you must be willing to put effort intopackaging your information.It starts with a few simple considerations. First, what are you passionate about? Whatgets you excited enough to get out of bed each day and put your feet on the floor?Based on your answers, what is your vision for a product or service you could developand sell? What need does it fulfill for your potential customers? What need does it fulfillfor you?2. Analyze the market.One of the first considerations in the development of any product or service is to knowwho your market is and whether they have a need for what you offer. This takesresearch. You need to follow market trends, survey your market, notice what yourcompetitors are doing, and stay on top of the latest information. After a close analysis ofmarket trends, I KNEW other small business owners would be an excellent market andthat they were in dire need of great marketing systems and strategies.The greatest challenge my target market had post 9/11 was marketing their businesseswith little outlay of cash. Based on this information, I was able to more accuratelydevelop something that fit their needs, wants, and budgets.Think about who your market is. What is their greatest challenge? What keeps themawake at night? Do you have solid data to justify your product or service? Will peoplepay for your product or service? Is there enough of a profit margin to make itworthwhile?3. Develop a plan that includes a timeline for creation and implementation.The next step was to create a plan that included all aspects of rolling out my newproduct. I spent a fair amount of time in the planning stage to ensure that I had coveredall the bases. To ensure greater success, you must develop a plan. Many entrepreneursfly by the seat of their pants rather than putting time aside to plan what they will take tomarket.Page | 8
  10. 10. Your plan needs to include the goals of the project, deliverables, target dates, costs,resources needed, milestones, risks involved, and projected revenue. A huge part ofyour project plan is your budget. You also need to know what the risks are, what can gowrong, and what you will do about it if that happens. Your plan should include who willdo what, what vendors you will use, and what your primary role is.Keep in mind that no matter how well-planned your project, you will need to makeadjustments along the way. Dont be so attached to your plan that if change is indicatedyou refuse to make it!4. Determine which vendors you need to work with.Your particular project and preferences determine what vendors you work with. Severalof the vendors I worked with have home-based businesses. Although working with largecompanies can have advantages, the advantages of working with home-basedbusinesses are their flexibility and their ability to make quick decisions.In spite of finding creative ways to keep costs down, I still had a sizable financialinvestment in the development of the product, including CD duplication, printing,recording studio time, and packaging, to name a few. Even though I was taking a riskand had no guarantee that this product would work, I knew that if I didn’t follow through Iwould forever wonder where my idea could have taken my business.SIDENOTE: Since this report was first written, the costs of taking a product to marketare much less. Barrier to entry is minimal compared to what it was.Most solopreneurs and small business owners will have to work with vendors, and therewill be cost involved. As you think about who you will work with, consider all the prosand cons of who you choose. Lower cost does not always mean a better deal. On theother hand, higher cost does not necessarily mean better quality. Check out the peopleand companies before you make a final decision. And by all means, get everything inwriting. It will save confusion and frustration later on.5. Create the information product based on your passion and expertise.Next came the development of the product. I started by outlining what I wanted toinclude in the program based on my research. I wanted to make sure there was enoughsubstance to justify the investment my clients would be making.For the first Street Smarts Marketing program, I included a nearly 200-pageresource/learning guide, three CDs, and one day of live training. I didnt have all thisfigured out right away; the vision unfolded once I had a general idea and begandevelopment.Page | 9
  11. 11. There are a number of products you can take to market. What you create will be basedon your research, timeframes, budget, and skill set. Information products include books,CDs, MP3s, white papers, reports, teleseminars, webinars, podcasts, and multimediaprograms, to name just a few.To really make this work at the level I wanted, the look and feel of the final product hadto be top notch. If I was asking customers to invest their time and money, I couldn’t cutcorners on the look and feel. I wanted a professional-looking product, not somethingthat looked like it was created and packaged in a basement office somewhere. Sincepackaging was critical to the success of the product, I hired professionals to help me putit together.The finished product looked great. It is something I am proud to have my name on.There has been more than one occasion when I walked into the office of a client whohad purchased my program to see it proudly displayed on their bookshelf. That tells meI hit the mark on packaging. Many customers told me there were times when they wereworking on a marketing project and were able to pull my product off their shelf, refer to aparticular section, and find just the right answer for their particular situation. Chancesare that if it hadn’t looked good enough to be a part of their resource library, it wouldhave been stored away somewhere and not used as an ongoing resource, proving theold adage, “out of sight, out of mind.” My goal is to always be present, even in myabsence.Another consideration for the success of anything you sell is pricing. How often has aprice been set without the proper determination of what the profit margin will be? Notonly do you have to figure your initial costs, you also have to figure how much your timeis worth. You also have to know what the market will bear. Price your product or servicetoo high, and people won’t buy it. Price it too low, and the perception may be that whatyou are offering isn’t worth the trouble of buying it.After researching what information products were selling for and doing some furthermarket research, I set my price at $299. This included the nearly 200-page learningguide, three CDs, and the full day of training on the marketing mindset.6. Focus on keeping costs down and profit margins high.Once I made the commitment to follow through on my idea, the process seemed to takeon a life of its own. It seemed all the resources I needed began to show up just when Ineeded them! Here are a few examples:  I was able to work out an arrangement with a design company through which I offered training services in return for design work for my product. This cut costs a great deal.  I found a printer who would do a low run on the written material for a very good price.Page | 10
  12. 12.  I utilized the services of a home-based recording studio that offered me the option of paying on a 30-day net basis.  CD duplication was done by a gentleman who also had a home-based business. His cost for a low run was very competitive, and he came highly recommended by several people I knew.If money is a limitation, think of people you know who may be able to do some type oftrade work. It is only a matter of letting your imagination soar. Keep in mind that in orderto create a successful exchange, the trade needs to be a win/win deal for both of you.You have to have as much to offer your partner as they have to offer you. Nothing soursa relationship more than one party feeling like they got the short end of the deal.7. Set a date for your free event.Knowing how important it is to have a timeframe for projects, I picked a date for rollingout my product. I had to give myself enough time to do it right, but not schedule theevent so far in the future that I wouldnt take immediate action.The key to successfully implementing an idea is to do so when the demand is high. Withthe economy the way it was, the number of people who wanted to market a product orservice, and the lack of really solid, cost-effective information available, I knew thetiming was perfect for rolling out my product by way of a live event.Then I needed to secure a venue. Once this was done, I was able to begin promotions.When you introduce your product or service to the market, you absolutely must addressthe prevailing attitude among buyers of the “try before you buy” mentality, which begsthe question, “How am I going to introduce my product to the market and get a highreturn on time and money invested?”Based on my Los Angeles experience, I was confident that offering a free workshopwas the way to go. By offering a free presentation, potential clients could hear aboutand experience some of the material before investing any of their hard-earned money.Regardless of what you do or what your industry is, this process can work for you.Here are some examples:  A cosmetic dentist I consulted with offered small, informal open houses at his office to talk with potential patients about options available in cosmetic dentistry.  A real estate company had a complimentary BBQ and invited members of the local community.Page | 11
  13. 13.  A mortgage planner offered a free seminar to existing agents and potential clients. She offered fantastic information about how to provide great customer service to homeowners.  An artist provides a free home-decorating newsletter that keeps her name in front of her market.  A furniture store provided a one-hour, free interior design consultation for anyone who was interested.All of these people gave something up front before ever asking for the sale. They werea resource before they were a vendor.SIDENOTE: The above examples are brick-and-mortar businesses. However, themodel outlined in this report can work equally well for Internet-based solopreneurs.Think about what you offer. What kind of an event can you host? What could you dothat would allow people to feel comfortable about their buying decisions?8. Put effort into marketing and promotion of your event.You can have the greatest product or service, but if no one knows about it, they cantbuy it. It can look good, be priced right, and solve a problem, but again, if people dontknow about it….well, it just wont sell. Promoting what you do is essential. Many peoplethink promoting is no more than paying for an advertisement. But simple advertising hasminimal impact compared to other ways you can get the word out.In order to succeed in promoting anything, good systems are essential. My promotionssystem included word of mouth, my email distribution list, other people who helped mepromote the event, press releases, an announcement on my website, and flyersdistributed in the local market. I also used a technique called viral marketing. In viralmarketing, people post notices on their websites and in their online newsletters (e-zines), and send messages out via their email distribution lists.SIDENOTE: In the last few years, social media marketing has become an integralaspect of any good marketing campaign. The best part of social media marketing is thatothers quickly spread the word for you if they know you, like you, and trust you.Much of my success was, and is, the direct result of how much other people help meget the word out. I partner with many people in this way. If you can find people who willhelp you market your product or service to their markets, you can have a greater reachand keep costs down. However, you must make sure it is mutually beneficial for allconcerned.Page | 12
  14. 14. 9. Develop your presentation and your product offering.If you are going to be successful at introducing your new product by way of a live event,you absolutely must have a stellar presentation developed. I ask virtually every client Iwork with to explore the possibilities of how they can introduce what they are doing inthe most non-threatening, cost-effective way possible. Often a free seminar or workshopis incredibly effective. By offering an information workshop before you try to sellsomething, you are creating value. You become a resource for that potential clientbefore you become a vendor.In addition to live events in your local market, you can use the same strategy withpreview teleseminars and webinars. Often I hear people say that they either can’tpresent to others or they are too fearful to do so. The reality is that presenting is likeanything else. With proper preparation and practice, it becomes easier and easier.Additionally, you will be leaving untold amounts of money in people’s pockets and out ofyour bank account if you don’t take advantage of learning how to develop stellarpresentations and sell from the platform.Hosting an information seminar can work for virtually any industry. As mentioned before,I have seen this tool successfully used in the real estate, financial planning, healthcare,and massage therapy industries, to name just a few. Depending on the industry, youmay want to keep your groups small, say six to ten attendees per session. The cosmeticdentist I mentioned above hosts information seminars for four to eight people. This is acost-effective way for him to educate potential clients about general and cosmeticdentistry while they are getting to know him in a non-traditional way. As a result of hispublic sessions, he has been invited to other companies to present his information totheir staffs. Sometimes the groups are up to fifty or sixty people. This is an incrediblyvaluable way for him to build great doctor/client relationships without using traditionalmethods to get his name in front of patients.I knew that by offering a complimentary session I would attract folks who didn’t knowme, gain free publicity by sending out press releases, and be able to create anincredible amount of value for people regardless of their buying decisions. It was also agreat opportunity for potential clients to experience my in-house training presentationstyle.Page | 13
  15. 15. Three primary parts to a presentation:  Introduction  Body (main message)  CloseIntroductionOne of the most important parts of your presentation is your introduction. It shouldaccomplish the following:  Set the tone of your entire presentation  Set the context or framework for what you are offering  Answer these four questions: o Who are you? o What do you do? o Why are you here? o How is what you are saying relevant?  Establish your confidence, competence, and credibilityPage | 14
  16. 16. Introduction Your introduction establishes your confidence competence credibilityI’m comfortable as I know my stuff! I know this isthe identified expert relevantPage | 15
  17. 17. BodyA solid body of information is essential in setting the stage for influencing a buyingdecision. The body of the speech should inform educate entertainThe close has already begun while you are in the body of your presentation, throughstories, case studies, references to books you have authored, other presentations youhave done, and anything else that gets audience members thinking they want more ofwhat you have to offer.Page | 16
  18. 18. CloseCrafting a powerful close takes practice and belief. Important elements in the close are:  A clear overview of what you are selling  Testimonials from satisfied customers  A clear call to action  Confidence in what you are offering  Mini-closes throughout a stellar presentation  An order form or sales webpage Your profit center – the close begins in the smooth belief in what introduction transitions you are sellingPage | 17
  19. 19. There were countless people who advised me to charge for the initial seminar.Amazingly, these were not people I sought out for their counsel, especially since theywere struggling in their own businesses. Every indicator I had was that by offering asample, my sales would be brisk. I knew that if I created enough value during the initialsession, there would be plenty of people who would be interested in purchasing myproducts and services.It is the same with you. If you can create value before you ask for a sale, you will gaincredibility in your customer’s mind.What kind of seminar or workshop could you offer to your current and potential clients?What is of interest to them? If you don’t know, ask them.10. Plan and be prepared for backend opportunities.A huge part of the success of this process is knowing that your live presentation is justthe beginning of the revenue stream. It is the culmination of what you do prior to, during,and after the live event that determines your level of success.On the day of the rollout, I had 125 people in my free information seminar. I sold twenty-five programs at the $299 price (that’s $7,475!). The added value for these folks wasthat they were invited to the bonus one-day program during which they would gainfirsthand knowledge about the marketing mindset and marketing a business on a limitedbudget.Although I was pretty confident that I would generate a tidy profit from product sales, Iwas quite certain the greatest benefit would be from spin-off products and backendbusiness. Little did I realize just how much backend business would come my way! Overthe years it has been worth hundreds of thousands of dollars. One sale led to another,then another, then another.Again, this strategy can work in virtually any industry. One dentist who used thisstrategy sold over $29,000 worth of dentistry services from one information seminar hehosted! If it worked for him, and it works for me, it can work for you.A client of mine who is an artist sold over $1,000 in workshop seats when she made apresentation at a local art association.11. Follow up.It’s incredible how many people fall down on the job when it comes to follow-up. Theyput great amounts of time, money, and effort into generating leads, and then do nothingwith them. Or they make one sale, and leave it at that. If someone has purchased fromyou once, they are more likely to purchase from you again than a stranger is; that is, ifyou do your job right. So follow up – it’s crucial to your success.Page | 18
  20. 20. I would not have gotten any further business from my information seminars had I notdone a great job to begin with. However, no matter how great a job I did, if I hadn’tfollowed up when requested, I would have left lots of money on the table.One woman at my first one-day training liked the course so much that she asked me tocall her to see about working one-on-one with her company. Without hesitation I madethe call. That one call turned into an additional $10,000 worth of business within acouple of weeks. From there, she referred me to one of her clients. That contract wasworth more than $10,000 – a lot more. And that contract led me to other customers. Alltold, that one client who bought my one-day program generated over $160,000 inrevenue, directly and through referral business. However, had I not followed through bypicking up the phone, I never would have realized that fabulous revenue.It’s incredible how many people throw opportunity away because they don’t follow up ona lead. This is one of the most detrimental things you can do to your business. Bewilling not only to follow up, but to keep in touch.SIDENOTE: Over the years, that one idea has generated hundreds of thousands ofdollars through various revenue streams.12. Rinse and repeat.When you find the winning formula, you want to make sure you fully optimize allopportunities. After your initial product offering and presentation, determine whatworked great, what didnt work well, and what you can offer next. Seek out otheropportunities that come as a result of your market position.Out of my original Street Smarts Marketing vision have come numerous speaking andtraining engagements, books, information products, teleseminars, and webinars. Inaddition I have entered into joint venture agreements with others who are just as clearabout the power and profit of taking an idea from thought to completion.You see, once you have a model that works, you can duplicate it over and over again. Ifthe original idea hits a point at which it no longer works, you will be able to apply thesame process to another product or service.Human nature is such that we often look at what another person is doing and list all thereasons it won’t work for us. Rather than searching for reasons why something wontwork, shift to, "If they can do it, so can I."If you say, “Someday I will take action on my idea,” the truth is that someday will neverhappen. You have to be willing to commit to a delivery date for whatever product orservice you are planning to roll out. Otherwise you will be one among the masses whoonly talk about their ideas and about how lucky others are. Wouldn’t you rather be oneof the lucky ones they are talking about?Page | 19
  21. 21. I know this process will work for anyone who is willing to take what I have outlined inthis report and apply it to their own product or situation. The process I have describedhas been used by many of my clients to create great revenue. These clients includespeakers, authors, coaches, consultants, solopreneurs, dentists, mortgage planners,real estate brokers, retail store owners, and more.Virtually anyone can bring benefit to their business by developing information productsand offering complimentary seminars and workshops. This is one of the most effectiveways to build relationships with folks who may want to do business with you.I invite you to look at all the areas in your business and find where this process wouldwork for you.Page | 20
  22. 22. Kathleen Gage, The Street Smarts Marketer, is an internationally recognized Internet marketing advisor who works with consciously aware speakers, authors, coaches, and consultants who are ready to turn their knowledge into money-making products and services. She does this by teaching them eProduct development, Internet marketing, multimedia program development, self-publishing skills, teleseminar development, and how to develop mentoring courses that they can offer their clients. Over the nearly two decades she has owned and operated her business, Kathleen has worked with thousands of men and women around the globe.As a bestselling success author, Kathleen Gage is a highly sought-after expert. In addition toher Internet marketing business, Kathleen has been a keynote presenter for conferences andconventions for nearly twenty years.Over the last twenty-five years, Kathleen has received numerous business awards, including the1995-1996 and 1999-2000 National Speakers Association Utah Chapter Speaker of the Year,1999-2000 Salt Lake Chamber of Commerce Business Womens Forum Achievement Award forbusiness innovation, The Leadership and Communications 2000 Award for ToastmastersInternational, and the Giant Step Award for 2004 from the Utah Department of WorkforceServices for business innovation and success.Kathleen has contributed marketing, promotions, and sales articles to hundreds of online andoffline business publications. She has hundreds of teleseminars, interviews, books, andeProducts to her credit.She is the author of 101 Ways to Get Your Foot in the Door; Message of Hope: InspirationalThoughts for Uncertain Times; Workplace Miracles: Inspiring Stories and Thoughts ofPossibility; and her bestselling book, The Law of Achievement. She is also the author of hersignature series, Street Smarts Marketing and Promotion. Her contributions can be found indozens of books and information products as a contributing author and expert.Kathleen Gage is known for her unique and creative approach to helping others understand thepower of beliefs, thoughts, and actions that promote the marketing mindset and create asuccessful life.kathleen@kathleengage.com (email)www.kathleengage.com (web)www.themarketingmindset.com (blog)http://www.facebook.com/InternetMarketingLifeStyleBusiness (Facebook Pro Page)Page | 21