Tạp trí Internet Marketing Số 06 Nov-Dec 2011


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Tạp trí Internet Marketing Số 06 Nov-Dec 2011

  1. 1. NOVEMBER /DECEMBER 2011 Magazine BRETT MCFALL ON ALL THINGS MARKETING VIDEO MARKETING WITH InternetMarketingMag.net THE MONEY IS IN THE LIST RE-MARKETING MIKE KOENIGS SECRETS WOW FACTOR MARKETING MARKETING DOES SIZE REALLY LESSONS FROM STEVE JOBS TEASE DON’T TELL MATTER? Facebook.com/InternetMarketingMagazine The Original and Best Internet Marketing Magazine Designed Specifically for the ipad, iphone, Android and the Web
  2. 2. THE STATE OF THE INTERNET From the Desk of the Editor The world media was a buzz about the soon to be release iPhone 5. The launch felt a bit of a flop as it was the new iPhone 4S that was released instead. It was a bit of a PR disaster for Apple that they could have easily avoided by announcing in advance that it wasn’t going to be the iPhone 5. Apparently its part of their normal product lifecycle where they want iPhone 3 users who have just finished their 24 months plans to upgrade to the iPhone 4S and then the iPhone 5 will get released at the time when iPhone 4 customers are just at the end of their 24 month product lifecycle. It’s all designed to sell more devices. Artificial Intelligence goes Main Stream with Siri Siri is an Artificial Intelligence personal application for IOS5 on the iPhone 4S. The Internet is the fastest changing communications media in the history of mankind. It’s very hard to keep track of all this stuff yourself. In this section we will keep you up to date with the very latest of what is happening online from the big players in the marketplace. You will notice a lot of Apple News this issue, as they have been the big player with the most major news, changes and releases. Steve Jobs Passing It goes without saying that Steve Jobs, the Co-Creator of Apple had a major effect on the Internet and the devices it’s served on. October 5, 2011, around 3:00 p.m., Jobs died at his home in Palo Alto, California, aged 56, six weeks after resigning as CEO of Apple. His legacy will live on for decades to come and he will be sorely missed. We have a feature article later this issue with more on Steve and his effect on the world and in particular his business and marketing lessons. Siri on iPhone 4S lets you use your voice to send messages, schedule meetings, place phone calls, and more. Ask Siri to do things just by talking the way you talk. Siri understands what you say, knows what you mean, and even talks back. The Internet Marketing Magazine team tested Siri as soon as it was released. We found that it works well for simple things like asking it to make a call for you. It may be perfect for the travelling salesman whose office is the car. It seems like it can do some cool stuff so it’s really down to the individual figure out what it can and can’t do and test it. It’s called Artificial Intelligence in that allegedly it will learn and change it’s behaviour over time based on your preferences. Here is Apples video demonstration of how Siri works. Apple unveils new ‘iPhone 4S’ not iPhone 5 Mobile Internet is on the rise thanks largely to the success of the iPhone, as an ever growing percentage of the world population has a browser and internet connection in their pocket at all times. NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 1
  3. 3. Apple IOS 5 Unleashed For Business Owners and Marketers here are 3 key features to consider: • Newsstand • Twitter Integration • iCloud Newsstand is a custom newsstand for all your subscriptions. It’s a great place to subscribe to publications that you read like magazines and newspapers. It has a subscription feature built into it so as new issues become available; Newsstand automatically updates them in the background for you. If you are a publisher of content you should also consider trying to deliver your content via newsstand as it makes good sense to have your content where the people are. Twitter is now integrated right into iOS 5 and each of the apps. This will surely help the popularity of the twitter service which many business owners were not seeing as relevant anymore with the rise and rise of Facebook. iCloud stores your music, photos, documents and more and wirelessly pushes them to all your apple devices. iCloud is seamlessly integrated into your apps, so you can access your content on all your devices. This is the next evolution of Cloud Computing from Apple and is designed to replace the failed MobileMe service, which didn’t live up to expectations. with simpler needs, like: reading books, watching TV and movies. I personally think it’s too small at 7” (iPad is 10”) for reading magazines comfortably. Price Point changing Online Amazons iPad Killer? AMAZON is out to burn Apple with the recent release of it full colour tablet called ‘Kindle Fire’ that’s less than half the price of the iPad. The Kindle Fire runs on Google’s Android software and costs only $US199 - the cheapest iPads retail at $US499 - and will let users download books, magazines, newspapers, videos and music. It will have access to apps through Amazon’s Android store and it backs up its contents wirelessly on Amazon’s servers. Will it beat the Apple iPad? Unlikely. It’s smaller in size, has access to far fewer apps, can’t scale up on storage and isn’t intended to capture and manipulate personal media. But it could be viewed as the best iPad alternative for those NOVEMBER /DECEMBER 2011 moved onto precious metals, then coins and notes, followed closely by credit cards. The next evolution is using your smart phone as your wallet (credit card). Google has recently launched ‘Google Wallet’ - an app that makes your phone your wallet—with Citi, MasterCard, Sprint and First Data. With Google Wallet, you can tap, pay and save using your phone and near field communication (NFC). It is no real secret that it is getting harder to sell big price point digital products online without a Product Launch. The amount of free content available online as well as the advent of low price stores like the Apple iTunes Store result in users habits changing to lower priced purchasers. This doesn’t mean that there isn’t a fortune to be made in low priced apps. Some of the biggest apps in the iTunes App Store are allegedly doing over $80k worth of sales every day. That’s a lot of buck transactions. If you don’t have a Citi MasterCard and you want to use Google Wallet you can use the Google Prepaid Card. The Google Prepaid Card is a virtual card that you can fund with any of your existing credit cards. IOS users download on average between 10 and 60 apps for their devices meaning that they are making multiple purchases. With the value delivered by these low price apps I believe that App Sales will eclipse Song Sales over time. Make Your Phone Your Wallet We started with the barter system, then The business implications of this technology are far reaching too: Gift cards: Google Wallet can store gift cards for participating merchants. When you tap to pay at a merchant, Google Wallet transmits your gift card information to the terminal. This is very clever. Internet Marketing Magazine 2
  4. 4. Offers & Loyalty: Google Offers are deals on products and services at local or online businesses. Whenever you buy or save a Google Offer, it automatically syncs to your Google Wallet so your offers are always with you. Google Wallet can also store loyalty cards for participating merchants. The world of the coffee loyalty card will never be the same again. From the Desk of the Editor Internet Marketing Magazine is currently being prepared for release in Apple’s new Newsstand. The app is being developed and fingers crossed it should be available on that platform by the time this issue comes to digital print. We are currently looking for a part time Android App developer who can take our Android Mag app and develop and evolve it ongoing in both functionality and also the platforms that it is to be delivered on such as the Kindle Fire. If you have these skills and are looking for some more contract work shoot us through your CV to info@internetmarketingmag.net. Back issues of Internet Marketing Magazine are now being made available free in the iTunes App Store. We previously had these at 99c but have now made them freely available. At the time of release of this issue readership is just over 26,000, which is good growth for 10 months of a new publication. Due to demand we will be changing the issue releases from bi-monthly to monthly as of January 2012, so you can expect to get some great content from us next year and more regular updates. Magazine release dates are changing to be roughly the 7th of each month. Thanks for all your great feedback on the new Internet Marketing Magazine membership site. We are glad so many readers are getting great value from it. You will now find the new Bret McFall Interview audio in the ‘Audio Expert Interview’ section. It’s free, so if you haven’t been sent your link to the members area please feel free to sign up for it today at http://internetmarketingmag.net/become-member/ Until next time… Wishing you the best of success online Greg Cassar GregCassar Internet Marketing Strategist & Editor – Internet Marketing Magazine All the Killer Graphics You Need for Your Own Online Marketing Business Ω eBooks and eCovers Ω DVD & CD Covers and Labels Ω Website Graphics Ω Book Covers for Print Ω Manual Covers Ω Logo’s And Any Other Graphic You Can Think Of. If You Can Imagine It We Can Create It Contact us at www.KillerCovers.com NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 3
  5. 5. Empower people around the world with a $25 loan loans that change lives www.kiva.org NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 4
  6. 6. BRETT MCFALL ON ALL THINGS MARKETING A failed English student, Brett McFall eventually became one of Australia’s best direct response advertising writers. Over the past 21 years, he has written over 10,000 adverts, sales letters and websites for 153 different industries. Today he’s known more for his internet marketing businesses and his ability to teach internet marketing in an easy-tounderstand way. Brett has many simple Internet businesses that generate over $750,000 a year from home. GREG: Today I’m very honored to have with me expert Internet marketer, copywriter and also event promoter Brett McFall. Welcome to the call, Brett. BRETT: It’s my pleasure to be here Greg. I’ve been interested in what you’ve been doing and I really want to be able to see if I can help you give the viewer, the listener, the reader get awesome value from this interview. GREG: Bret, you’ve been successful online for many years, and are also very well known in the Copywriting area. Can you tell us a bit about your story and how you ended up where you are now? BRETT: It’s not a path I’ve ever envisioned. I never thought I would actually end up like this but as I was working at an advertising agency on the 90’s, I knew I wanted something else and that’s when the internet happens to come in. I was daydreaming during lunch time seeking out what this internet thing was and I saw some genius there and I thought “Wow if I could pop my own website up, I wonder if I could have my own business online.” The ideas began to dwell while I was working for another agency and I could see other people in America who were actually offering Copywriting and I then realized you can actually hire someone from here in Australia directly from America over the Internet directly. I could see a lot of genius in NOVEMBER /DECEMBER 2011 this and that’s when I really got a lot of interest and launched my own website. But before I even launched my own website, I’ve been writing a newsletter. I’ve been giving away tips to business owners on how to improve their marketing. And it came to a point where they would just say “You seem to be so good at what you’re doing, can you just write the advertising for us?” and that’s when I started my income on the side. These dudes were putting their $5,000 to $10,000 in my account because I was really producing amazing results for them. I was the first copywriter to actually have a money back guarantee in Australia and that was ground breaking at the time. So it wasn’t a hard transition to go from working for a company to working on my own in the copywriting field, I’d always had the idea, but it took for at least 5 years to have the guts to do it. So I was just there watching the internet while doing my stuff writing for clients, I got my own website up and people started to subscribe to my newsletter, I was getting top 10 rankings on Google, it was easy as anything to get rankings back then. In Yahoo, I was number one with everything and then Google, I went to number one. It was so easy basically cause there was no competition. As I started to get good results people start to say, “Well how are you doing it, can you show us?” and that’s how I developed. Until I met an American who was running seminars about Internet Marketing and I said, “We should bring that concept to Australia,” and we liked it and it just went nuts. We were the first people to bring internet marketing seminars to Australia. It was simply a revolution that happened early 2000 that changed the industry forever. Then I started to sell online and people started to buy my DVDs & manuals. GREG: Bret, you have a good reputation in the Copywriting and Ad Writing space. What were some of the Internet Marketing Magazine 5
  7. 7. The marketing of any business can be so much easier if the people follow that one simple rule. GREG: I’ve seen you teach a concept before about 4 MMO’s. Or in other words the 4 fundamental ways to ‘Make Money Online’. Can you explain what you mean by that for our readers and listeners? real gems of knowledge that if you could start over again in this space you wished you’d known earlier? BRETT: I have really one core answer to that cause it covers absolutely everything. It is this one principle; it is the reason why I am here now. Give away your best secrets. If you go to business school, they will teach you to compete, and they teach you to give your customers a little upfront and then give them everything else only when they’re paid, it’s the general lesson you’ll get taught by conventional schools and systems. But I say, do the total opposite of what others are doing, and you’ll do better, because what most people are doing is wrong. Whatever gives your customer the best value, give it away. If you truly do give away your information, your answers, your solutions, suddenly now you have a relationship with your customers. It is one thing to tell your customer how to do something or give them more than everybody else, but tell them how to apply it and for them to want to know all the other things that you know as well. It’s really creating that relationship. No matter what field you’re in, give your answers away that help your customers. Your customer suddenly feels, “Wow this is someone I actually like dealing with cause there’s no pressure here.” There’s no pressure to buy in order to get what they really need, now they wanted to do business with you even more now that they can relax. Instead of you having to sell yourself to them, they now want to become your customer. It’s a completely different way of doing things. NOVEMBER /DECEMBER 2011 BRETT: The first way to make money online is to remember, your website is just like a traditional business. Your shop front is simply a website, that’s it. So the first thing you can sell is physical products. And so they don’t have to be anything special, just cameras, books, you name it, anything that people want. Physical products can all be sold from a website. They can be your products or somebody else’s. Secondly, you can sell digital products. They are products you can download, like software, e-books, audio files, and videos. Digital product is just anotherway for you to get information or solution. It can be your own digital products as you create them yourself, or you can buy somebody else’s digital products and sell those from your site. Either way, you have options. And people often said, “How can I possibly sell products online, I don’t have and I don’t have any product idea?” That’s okay, you can find other products which have licenses that are allowable and you can buy the licenses and you can sell the product at your site, it’s a great way to start. GREG: The good thing about digital products is the margins can be great, as you have got very low costs. It can be a great way of getting ahead. BRETT: Awesome, Greg. The thing is there are so many tools nowadays to enjoy digital product; we have iPads, iPhones etc. Therefore it’s a fabulous area to get into. The third way to get yourself online is to sell your services. Solicitors, dentists, hair dressers, all wonder, “How can I do it online? Do I really need a website?” 48% businesses in Australia still don’t have a website. It’s crazy, they need a website. How do you do that? Simply educate your market. Give away your best secrets. Create a website and that allows you then to contact people if they join your database and give you their name and email. You can contact them with special offers or about coming in to your store. If you don’t want to sell things from yourself, you can sell other people’s stuff. You can recommend other people’s stuff and take a commission. So selling your services is totally doable online and very very cool. The last way is simply to recommend other people’s products. You simply make a business by recommending other people’s products. You don’t have a business; you don’t really have anything other than good recommendation. You can recommend someone else’s software, like I have software and if you recommend someone to buy that software, you get 50 cents for every dollar I make. There’s no reason you can’t set up a deal where you send people along to their site and if they turn to a customer they give you 10-25% of the sale which can be a grand at least. It’s called Affiliate Marketing; you may have heard of it, it’s really awesome :) GREG: What traffic strategies do you find yourself implementing on a new site when testing if it’s going to be successful and then when rolling it out on a big scale? BRETT: I’ll give you two ways that will bring you this. If I’m going to start a brand new product or someone else’s product to go to an affiliate marketing arrangement, it’s still a brand new site. The first question I ask is, “Can I get it ranked? Can I get that website ranked on its’ own?” I’ve got a way of doing that. I’ve got one technique right here. That if I can do this technique it means, that site is self-sufficient and then I’ll tell you where I can take it after that. I’ll give you a strategy to get you something ranked. Internet Marketing Magazine 6
  8. 8. There’s this technique called, Expired Domain Names. I can actually buy expired domain names which previously were a website but for whatever reason, that website has gone down, the person doesn’t run the website from it anymore so the domain name which used to be that website is now available for sale. So if you go along buy some expired domain names, often these domain names have back links, sometimes hundreds of back links, which means they can still get ranked, even if there’s nothing there on the website. These backlinks are brilliant for Google because as soon as you put a webpage back underneath these domain names, the web pages are instantly getting ranked on Google and Yahoo, so in a matter of days, you can start getting traffic. That’s one method I use for getting instant free traffic. And here’s one little tip here. You have got to start now offering fresh content on the site - that is the absolute principle of the Internet; you have to have fresh content. Buy the domain name, put a page, start adding content, particularly fresh content. That is how you respect Google and Yahoo because that’s exactly what they’re looking for. The second question I ask is, “Can I get people to stay?” I have contact with hundreds of really good Internet marketers but I don’t find many who actually pay attention to getting focused on getting them to stay on the site. They get so excited on how much traffic they can run and bring to the website. But how can we get people to stay, if they don’t stay, you basically have a lame duck, and it’s not going to work long term. I have techniques where I can keep people on the website maybe 5 minutes, 10 minutes, 15 minutes and in the end, they are still on it spending money. So the sales process can be another subject of a whole another interview. Now if you can’t answer those two questions, then there’s no point in actually getting traffic to your site. You got to be able to get them to stay, and when they stay, have them take an action of some sort: either they give you their name NOVEMBER /DECEMBER 2011 or email, or buy. Otherwise, you’re not going to get a business long term or you won’t be able to get it off to the ground. GREG: What advice would you have for those of our readers and listeners who have bought every course and implemented a heap of stuff and are just not making money online? BRETT: Buying courses, doesn’t make successful, it just gives you extra knowledge. It all comes down to implementation. I often demonstrate this on stage, I actually call somebody up on stage and I’ll have a tennis ball and ask them, “Can you catch a tennis ball?”, and they will say, “Absolutely, I can!” then I will tossed them the tennis ball on stage, and they catch it. But then I’ll say, “Hold on a second, let me do this. I have 12 tennis ball here in a jar,” and now I toss those all at once at the person who agreed to catch the tennis ball, and they do their best to catch the 12 tennis balls. The most that anybody has caught is 4 out of the 12, it’s because it’s an extremely hard thing to do. What it really shows is the limit of our brains. It’s physically not impossible to catch the 12 balls, if you were a super genius, super quick it could be done. But the point is our brain just can’t deal with too many thingsat once. What I’m trying to teach is to do things step by step, one at a time. If you’re going to buy a course, buy one course, hold on to it, implement it then don’t bother on the next course until you’ve actually exhausted the first course. What’s happening is, people have what they shelved at home which are at least 2-3 courses, maybe more. They are all good, they are perfectly round furry tennis balls but if somebody in that course offered you webinars, seminars, DVDs, CDs, teleconferences, personal coaching, more live seminars, that’s like 12 tennis balls being thrown at you. There’s not a chance you’ll be able to implement them thoroughly. You have to dedicate yourself to mastery. Implementing is really where it’s at. If you’re not making money and you’re implementing all these strategies, there’s one of two things wrong, either the strategy simply doesn’t work or you haven’t implemented it properly- and that’s where I find a lot of people messing up. It’s hard to get an average person go to a website, download the software they have just purchased and install that software on their computer. That’s a three step process, and it’s extremely hard to have an average person to complete all these steps. They don’t read all the instructions, they think they know what they are doing and it complicates the process. If the average person struggles with this downloading some software to their computer, how can we possibly think they are not going to struggle when they to go and implement a pretty cool internet marketing strategy or a social media strategy or a traffic strategy that usually has a lot more steps to it than that and involves a bit more brainwork than that. You only have 2-4 weeks to actually take an action before you lose the whole momentum. In the first week, if something doesn’t work, you need to realize is it me, or is the strategy? You have to be honest with yourself. If it’s you, get someone else to make it happen. If it’s not you, then you take it up with that person who teaches you and get them to do whatever they can to make sure that they show you or you get your money back. So don’t sweat things, just get your money back or make it work. Internet Marketing Magazine 7
  9. 9. GREG: I found at certain times you might have everything in place, but if you don’t give it enough energy, then it’s not going to get there. If you don’t give it enough focus, enough love and attention, what I call ‘Energy Units’ then it’s not going to work. BRETT: …and it’s not a hobby Greg. It’s not a hobby. A business online is not a hobby, which means this has got to fit in. It has to fit in with the rest of your life, which probably have to do with your family, children, maybe outside, maybe do sport, maybe just do whatever, but it has to have priority. And if doesn’t have priority then it is just a hobby to you and don’t expect it to be a business in terms of results. GREG: That’s an important point you’re raising. It’s a business not just a hobby. It has to have the same business fundamentals that apply in the offline world as well, as far as supply and demand. I could really love green triangles and I’m going to do everything possible about promoting green triangles online but if you’re not really interested in buying green triangles or even reading about green triangles and no one else is, then it doesn’t really matter, does it? BRETT: Agreed, great point. Here’s another question to ask is, “Who is actually is offering green triangles and how much time are they investing in the business compared to you?” If it’s more than you, then they’re going to kick your butt. GREG: If you had to start all over again is there anything that you would do differently? How would you make a go of it from scratch if you didn’t have a reputation or big list? BRETT: The rules now have completely changed from how I started. What I would do these days, the smarter way to do things is not to try and reinvent the wheel. What I mean to that is, we already know that if you are starting today and you wanted to start to make some money, NOVEMBER /DECEMBER 2011 for you to find the niche and test the niche, create a product, test the product, improve the product, that can be done, should be done and should give you a process to you will follow for the next 10 years anyway. That is a good business. But if you’re actually getting started really quickly and make money now, where can you go piggy back on somebody else’s success where there’s already a market, already money being spent or already a trend? ordinary job. Prepare to gamble, prepare to risk them, prepare yourself that it might just not work. For example, Facebook is a massive trend right now; it is one of the number 1 places on the Internet. Everybody seems to have their own Facebook account, if they don’t they at least have heard of Facebook and know what it’s all about. So what can I do that could piggyback on Facebook’s success? What tools do users need that are currently not available? What can I possibly do to make Facebook easier, quicker or more profitable, more resourceful, more whatever and I would do that. GREG: How best can the Internet Marketing Magazine community find you online and find out more info about your events? Let me push the example even further, that could mean you could just go and interview 10 people who are experts in Facebook. They’ve got more ‘likes’ than anybody else, more friends than anybody else, How do you get it? What did you do then? How did you do this? Just interview them and just come up with a product which then you can sell to who wants to get online and have a business using Facebook. Suddenly you got a product which knows a trend. You’re talking about thousands of people who would love to have a product like that. So for your average person, that’s what I would do if I have to start all over again. It’s one way, but it’s not the only way. Here’s the last thing I want to say, that the internet is the cheapest place to fail. You cannot lose your house by starting an internet business. You can start a business for a few hundred bucks and that’s a worthwhile investment. If you can devote 100% of your time to your business, it works. BRETT: They can simply go to BrettMcFall. com. When they go there, there’s a free newsletter. Of course, if they don’t want to sign up, there’s free information in there. Like reports that I’ve done, insights that I’ve done, interviews that I’ve done and all the stuff that I’ve said, that in this place they’re going to have for free. It’s all there in the site. There’s also stuff you can learn from courses and programs, whatever that suits you, it’s all there. You’re all welcome to go there and just enjoy it and I wish you all the best. EDITORS NOTE: The full audio interview is now available for you in the new members area. If you are already a member you will have been emailed a link to it. There are hundreds of ways to make money on the internet. So no matter who you are, if you want to start a business or be good at business on the Internet, you’ve got to be able to do have a gamble. You have to be able to gamble at some stage, but you need to calculate your gambles. That’s the difference between an entrepreneur and someone with an Internet Marketing Magazine 8
  10. 10. Marketing is the Most Important Skill Online to Master in 2011… Get Over 60% off Now Just $67 for Members Visit InternetMarketingMag.net to Become a Member Now & Receive Your Discount! Because that’s where the people are! 50% of people login to Facebook Every Day There are over 500 million people now on Facebook Expertly Master this Massive Highly Targeted Cost Effective Traffic Source ADVERTISEMENT There is a Gold Rush currently happening on Facebook. Jump on ahead of the Curve Check out‘The Essential Business Owners Guide to Facebook Marketing’ Today!
  11. 11. ADD SOME “SEINFELD TYPE WOW” TO YOUR ONLINE MARKETING! By John Dwyer, Principal of the Institute of Wow If you’re reading this article, chances are that the “Seinfeld headline” contributed to you deciding to at least scan the story. When asked to contribute to this issue of the magazine, it was requested that I provide my thoughts on “online wow factor marketing”. But the truth is that there is virtually no difference in “wow factoring” one’s online communications versus offline communications – wow factor thinking is an indisputable marketing game changer, no matter what your channels of communication are. You’ll note I’ve decided to use the name “Seinfeld” in the headline of this article. Why? Because it has wow factor in spades! And because it’s relevant – as you will see. Let’s face it, any headline with the name Seinfeld is bound to attract more attention than just about anything else – and the purpose of me using such a title for this article is to demonstrate that business owners have to look for “the Seinfeld type wow” in all of their communications if they want to rise above the clutter. (I work with Jerry Seinfeld – but more about that later.) A USP (Unique Selling Proposition) is no longer sufficient. Once upon a time, Woolworths Supermarkets distinguished themselves from competitors by offering the bonus of packing your bags for you. NOVEMBER /DECEMBER 2011 And in the age of “self-serve”, perhaps that was a reasonable USP . However, Woolies quickly realised that they needed to do more than just this and subsequently developed what I call “a magnetic wow factor”, in their case, 4 cents per litre petrol discount when you spend $30 or more. McDonalds developed their evergreen wow factor more than 20 years ago, with the introduction of its famous Happy Meal product with the free toy! And of course, Dominos dined out for many years on its wow factor offer of “pizzas delivered in 30 minutes or it’s free”. 12 – meaning that McDonald’s made quite a bit of money from me through their Happy Meal wow factor product! I reckon I probably spent millions of dollars on Happy Meals over many years and yet couldn’t tell you what a Happy Meal actually costs! (I am prone to exaggeration, but trust me, we bought a lot of Happy Meals!) Macca’s cleverly took our eye off the price because of the free wow factor bonus of the Disney toy! Just one Wow Factor Idea can revolutionise your sales overnight! Notice these wow factor offers are designed to take your eyes off the price? One of my clients is the Greater Building Society, which operates in Australia in New South Wales and Southern Queensland. I have six children aged from 13 to 25 and at one stage; we had six children under Whilst it is a $4.5 billion business, it is by no means a large bank when you compare Internet Marketing Magazine 10
  12. 12. it to the likes of the Commonwealth, Westpac or NAB financial institutions. I’ve been providing wow factor marketing advice to this financial institution for over a decade and many years ago developed a home loan incentive, which catapulted their loan portfolio to new heights. The marketing concept was “Get A Home Loan and Get A Free Holiday”. Yep, that simple! back for more through devising a repetitive trade stimulus. and devised a plan to score one of the biggest entertainers in the world for a small Australian banking institution. So why did I pick Seinfeld as part of my headline? Because two years ago, I was able to score none other than Jerry Seinfeld as the spokesman for the Greater Building Society, the client I previously mentioned in relation to the Free Holiday offer. (Excuse the pun!) Now this wasn’t a free holiday, petrol discount or buy 2 and get 1 free offer. The society was using a “1% Honeymoon Discount for the first 12 months” as its acquisition scheme previously and I recommended they cease doing that and use the same investment to provide consumers with an instant wow factor gratification of a “Free Holiday”. Their home loans doubled almost instantly and for 9 years, they were the only financial institution in the world never to advertise an interest rate with their home loans. Can you believe that? Never did they advertise a price for 9 long years! How would you like to be in the position of doing that? So where does the Seinfeld part come in? Now if you have read this far, I’m guessing that my “wow factor Seinfeld headline” pretty much did its job. It attracted your attention and hopefully my content thereafter has kept you from straying to another article. And that’s what you should do when designing some form of wow factor idea for your product or services. Hook them with the “Elvis Found headline” and then keep them coming NOVEMBER /DECEMBER 2011 The rest, as they say, is history and Jerry signed on for a multi-year advertising deal – and the building society has laughed all the way to the bank! This was a wow factor of a totally different dimension, one which attracted massive attention and maintained that magnetic appeal every single day. Yes, the real Jerry Seinfeld. The society wanted to lift its brand persona and brand awareness and gave me the challenge to do so. When I asked if they wanted wild or mild, fortunately those choose wild! (I think they knew that I didn’t do “mild” very well – ha!) I won’t bore you with the details, but I proposed the wow of all wows to the building society’s management, namely to use a big celebrity spokesperson such asJerry Seinfeld. After they had fallen around the floor laughing and sharing exclamations such as “JD, you’re kidding yourself ” or “JD, you’re dreaming!” – I jumped on my bike And how did we exploit this online? Easy. When the advertising campaign launched in July 2009, I organised a YouTube video that featured the “behind the scenes” secrets of our New York television commercial shoot. Let’s face it, everyone wants to see “behind the scenes”, particularly when it involves a big celebrity. A huge publicity campaign was launched, heralding the return of Jerry Seinfeld to the small screen. Press Releases were distributed to both offline and online media, with the result being massive coverage throughout Australia and overseas. An independent assessment of the offline exposure in the first 3 days of the launch was $2.5 million worth of free publicity. Internet Marketing Magazine 11
  13. 13. The YouTube “behind the scenes” footage became the 24th most watched YouTube video that week in Australia. whether than person be a chiropractor, lawyer, accountant, surveyor, landscaper or hairdresser. I always cringe when I visit a business website and see a lack of “wow” on the Home Page before the fold. News of the marketing coup went viral – like crazy! So if you believe you’re the best in town at what you do, make sure this is communicated through all of your marketing efforts by positioning yourself as “the expert”. Your Home Page (particularly before the fold) is as important to you as the front page of the Woman’s Weekly is to its publisher. The Greater Building Society went from having around 100 Google results to over 5 million during just the first week of the campaign, courtesy of its brand name being associated with Jerry Seinfeld! Before I knew it, I was fielding journalists’ interview requests from the UK, the US and Japan! Two years later and the Jerry Seinfeld campaign with the Greater continues to go gangbusters, all because of “wow factor thinking” when it came to marketing. The Greater went from being reasonably well known in one state of Australia, namely New South Wales – to a household name virtually overnight. Would this have happened if the Greater decided to drastically reduce its home loan interest rate for a short while? No way. And that’s why if you own a business, you need to tap into “wow factor thinking” rather than price discounting. And preferably “wow factor thinking” that has both short and long-term benefits for you. (ie: Instant sales with an ongoing repetitive sales stimulus.) Be the “expert” both online and offline! Another hugely powerful “wow factor” for business owners is to be seen as is “the expert in your industry”. And this expertise needs to be demonstrated both online and offline. Let’s face it, we all want to deal with the person who is seen to be the foremost exponent of their industry, NOVEMBER /DECEMBER 2011 And what do experts do? They giveaway lots of free stuff! Think of the likes of Steve Irwin, Don Burke, Gordon Ramsay and the various MasterChef personalities – they all giveaway free advice and free reports! And the great thing is that such giveaways can cost you virtually nothing these days, as you can provide free downloads of reports or videos from your website or a Landing Page. So for example, let’s say you’re a pest control business. Why not give a “wow” to your website visitors by giving them a Free Report titled “The 7 vital things your pest control operator needs to do when spraying your home for bugs and white ants!” Or if you’re a car dealer, why not give a “wow” via a free report on “The 5 scary mistakes that most people make when buying a car – and most car dealers don’t want you to know about!” By providing such free advice, you are creating an image of being the “go-to guy” whenever someone has a problem in your area of expertise. I call this technique “magnetic wow factor marketing”, because you become a magnet to prospects. Whether you’re a lawyer, personal trainer, florist or car mechanic - position yourself as the expert and watch new clients gravitate to you. It’s a “wow” that keeps on delivering returns to you. So don’t waste it. Make sure you have a compelling wow factor offer, together with a Free Report, which provides extraordinary value to your prospects. I won’t go on about backlinks, Ezine articles, Facebook and Google Adwords advertising here, as I’m sure this has been covered by dozens of other contributors to this magazine. However, may I say that it is immeasurably easier to gain results from all of these traffic stimulus channels if you have a “wow factor offer” for your products or services. We are all attracted to attractive things, hence it should be no surprise that petrol discounts at the supermarkets capture our attention as well as Macca’s free toys with their children’s meals. Just recently I was able to instantly triple sales for one of my clients whose target audience was landscapers. How? We simply offered the landscapers a free carton of Crown Lager Premium Beer as a bonus for a certain spending requirement. And surprise, surprise – landscapers came out of the woodwork to snap-up the offer and leave my client scrambling for more stock! (A nice problem to have mind you!) We simply emailed a Landing Page Link to our landscaping prospects, inviting them to click through to watch a video presented by an attractive young lady, explaining the Free Beer Giveaway. Internet Marketing Magazine 12
  14. 14. Within hours of launching the e-marketing campaign, my client’s phone was ringing off the hook with some clients ordering 10 and 20 units of the product, in order to enjoy 20 or 30 free cartons of Crown Lager! And guess what? Not one client asked about the price! That’s what “wow factor marketing” does – it takes the eyes off the price and onto the bonus! All the best with marketing your business. Just remember that if your offer doesn’t have “wow”, take a deep breath and start all over again! John Dwyer is Owner and Principal of The Institute Of Wow and can be contacted at www.TheInstituteOfWow.com. The Institute of Wow provides Coaching Programs to business owners who want to distinguish their products and services from competitors in a dramatic, unique and effective way. NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 13
  15. 15. THE MONEY IS IN THE LIST... IF YOU KNOW HOW TO FIND IT By John Fancher One of Dan Kennedy’s golden rules of marketing is “The money is in the list”. The money is not in innovation. It’s not in products. It’s not in services. hyper-responsive 20%, 4% and 0.8%, you won’t maximize the revenue you could be pulling from them. The money is in the relationship you have with your list. No list = no money. Put Your Readers Through “The Maze” to Maximize Revenue So, every internet marketer worth his salt knows the importance of building an email list of prospects, followers and buyers. But then what? Well, most of us treat everybody on the list the same. We send the same messages out to the whole list as if everyone on the list had the same degree of interest and responsiveness to our offering. BIG MISTAKE. Because the 80/20 Principle tells us that 20% of your list will be responsible for 80% of your revenue. And (if the list is big enough and your offers are appropriately priced), 0.8% of your list will be responsible for 51% of your revenue! Less than 1% of your list will give you HALF of your revenue! So, if you’re talking to everyone on your list in the same way, that’s a big mistake. Why Speaking to the “Average” is Marketing Suicide First, a big chunk of your list will never buy anything. If you send them frequent, direct messages, they’ll get turned off and click “spam”. Second, if you don’t communicate frequently and directly enough with your NOVEMBER /DECEMBER 2011 So, what’s the profitable middle ground? Build auto-responder sequences that automatically identify your more responsive readers. Once those readers have been identified, you send them more frequent, more direct, more intimate messages...while leaving the non-responsive ones alone. The result? The readers on your list who like you, relate to you and want to buy from you get more from you. The glassy-eyed, bored, tire kickers don’t. What else happens? By speaking more directly and frequently and intimately with your best prospects, you are able to create higher-ticket offers (products, services, coaching programs, etc.) that pull more revenue from your list. A Peak Inside a Perry Marshall Maze Perry offers an email series called “9 Lies of Sales & Marketing”. That series sends out 9 messages in 9 days. Then it tapers off to maybe one message every 2 weeks, then once a month and so on. But within that series, Perry describes how writing white papers and free reports can help you generate leads. So, shortly after the 9 messages are completed, Perry offers them another email series on “How to Write a White Paper”. Readers who click the link for the white paper series are then sent several daily messages on that topic. And that series offers “gateways” into other series. If they don’t click on those gateways, the frequency of the messages decreases. What’s happening here? Readers are deciding whether they want to hear more from Perry or not. Those that decide they want more are getting more frequent, more direct and more intimate communication from Perry. But something far more crucial is occurring. Perry is learning who his best buyers are....and they are telling him what they want him to sell! When Perry first offered the white paper course he wasn’t sure how many people on the list would respond to it. What if only a handful of people had responded? Well, he would have sent them a few email messages and that would be that. Internet Marketing Magazine 14
  16. 16. But instead, many people opted in for that white paper series. So, Perry knew “I need to create a white paper product.” So he did - Two in fact. That’s revenue that he never would have known about had he not constructed a maze that allowed him to identify his hyper-responsive readers, segment them into separate lists and speak to them in an entirely different way that he speaks to everyone else on his list. Cheap market research. Found money. But John, Isn’t This Complex to Set Up and Execute? With email programs like Infusionsoft it couldn’t be simpler. All it requires is placing a link within the email message. When they click the link they are automatically added to the other sequence. No landing page required. It’s a one step process! John Fancher lives in the Chicago area and works as a copywriter, songwriter, band leader and Perry Marshall’s right hand man for their Autoresponder Bootcamp program. John has sold everything from insurance and copy machines door-to-door and is the author of “99 Questions to Jumpstart Your AR Brain” which you can download for free, here. Perry Marshall and John Fancher guarantee to increase your conversions by 30% in 90 days using the power of an Autoresponder Maze. You can contact John directly at john@ logosmarketing.net. So, when constructing your email sequences, be sure to include “gateways” or calls-to action that allow your readers to raise their hand and say “I’m different! I want more of you!” There is no higher-leverage activity you can engage in as an entrepreneur. NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 15
  17. 17. 7. Always provide an affiliate program for any product or service you sell online. Without affiliates and JV partners (higher paid affiliates), I wouldn’t be where I am today. ” We care about your ROI ” Building Websites that Capture Leads & Sell! Providing ‘Done For You’ Targeted Traffic Solutions with Every Website Internet Marketing Done For You * Need a new website built… a website that sells? * eed more traffic… from multiple traffic sources? N * Want cost effective leads? * Need Facebook Marketing? * Need Pro Google Adwords Campaign Design and Management? * Want a Marketing Funnel designed like the millionaire marketers? ‘Internet Marketing Done For You’ is the direct response marketing agency which is the secret weapon of many of the biggest marketers online Speak to the team at InternetMarketingDoneForYou.com today NOVEMBER /DECEMBER 2011 ADVERTISEMENT Internet Marketing Magazine 16
  18. 18. “TEASE DON’T TELL, THEN YOU’LL SELL!” Curiosity May Have Killed the Cat but It’s Also an Often Overlooked Key to Sales Success... How to Write Bullets Which Teases Your Prospects and Leads them to the Sale Here’s a secret to selling, which is often overlooked, but if you master it, it could pay handsome dividends. No, it’s not about inventing a better mousetrap. Of course you have to have a good product or service but as you know this isn’t enough. Nor is it enough to be able to convey the features and benefits of your product. It takes more, especially considering the increasingly savvy and even cynical outlook present in some markets. So what do you need to do? Tease your way to the sale... make them curious... get them hot for what you got. Here are Some of Mel’s classics... • What never... ever to eat on an airplane • Where to hide valuables in a hotel room • How to buy a house with no down payment • Sexual side effects – good and bad – of everyday medicines • The smartest time to file a tax return if you want to avoid an audit • Two famous cold remedies that can make you sicker if taken together See... don’t you just want the “answers” to each of these? Don’t they get you thinking? GOOD NEWS: there is a formula Mel used to become so good and help Boardroom sell so many books. What he did was combine two aspects of direct response marketing (get their attention and build desire through curiosity) and add a third ingredient... instant gratification. To sum up, here’s the formula: specific benefit of product + instant gratification it gives your prospect + intense curiosity. Go back and re-read Mel’s fascinations above and look for the formula. Always remember, people buy based on emotion not logic. So it follows you should be doing everything to infuse your copy with emotion, doesn’t it? Note the success or failure of bullets is really determined by how specific you are about the benefit AND the emotional words you use. Here’s how: fascinate them! The “How to” bullet And the way to do this is by writing “killer” bullets. No, not ordinary or boring bullets... but carefully constructed, well thought-out bullets. Always remember, humans are curious beings and we all want to know “how to” do things we can’t; probably why there is something like 7,000 book titles which begin with How to... Quick marketing history lesson: back in the 70s a gun copywriter by the name of Mel Martin helped propel Boardroom Books to a $100 million a year company. Mel’s particular genius was what he termed “fascinations”, better known today as bullets. So powerful were Mel’s “fascinations” some ads were almost entirely made up of bullets. NOVEMBER /DECEMBER 2011 To help, here’s a rundown of 5 main bullet types: Eg • How to lose 5 kilos in 7 days without sweating it out in the gym or starving yourself on rabbit food! • How to find the best insurance policy to protect you and your family The Warning Bullet Great for grabbing attention and pushing the fear button! Can be a very powerful way of getting an important point noticed and getting people to take action. I like to put the word warning in capitals for added impact. Internet Marketing Magazine 1 7
  19. 19. Eg • WARNING: What you must never eat if you want to lose weight! • WARNING: Errors almost 97% of dieters make and what you can do to avoid them NOW The Why Bullet A very powerful way to get them curious... After all we all want to know why something is the way it is! Eg: • Why you should ignore the advice given by 99% of diet “gurus” and follow this all-natural method for losing weight and keeping it off • Why renovating and upselling is up to 9 times more profitable than building and renting The Secret Bullet Everyone loves a secret... We’ve been brought up on them (remember the “Chinese Whispers” game for example?). What we love even more is finding out the contents of the secret and getting something new we didn’t know about! Holding secrets is also good for positioning you as the expert because it gives you “power” and makes others want what you have. Eg: • • • All bullets are basically the same, right? WRONG! Discover the proven formula for writing bullets which virtually guarantees increased conversions Strongly recommend you practise writing bullets because when done well they really can make a huge difference to your success. Start with Mel Martin’s formula and then apply to the bullet types listed above. Last thing... cosmetics rules. Here are the rules I generally follow because they have proven to be most successful: • • • • No full stops at end of bullets (full stop signifies an end... you want them to keep reading) Use bold, underlines, BLOCK CAPITALS, italics, different fonts to make it interesting (but don’t overdo it!) The little black dot is usually most effective but by all means test other types of bullets Begin each new bullet with a capital letter Good luck and happy bulleting! Steve Plummer Copywriter and Marketing Strategist Steve Plummer is one of Australia’s highest paid and in-demand copywriters and is the personal copywriter for Australia’s “Millionaire Maker” Mal Emery. Steve’s marketing and writing savvy have resulted in hundreds of thousands of dollars in extra sales for many happy clients. Follow Steve’s blog at StevePlummerOnline.com The SECRET to negotiating deals real estate agents never reveal... You’ll be kicking yourself when you see how they do it! 5 Secret Strategies Revealed for adding value to your home with minimal upfront costs The Right/Wrong Bullet Good credibility builder again because it clears up common misconceptions. Eg: • All diets must be supplemented by exercise, right? WRONG! Now you can lose weight without sweating it out in the gym all day! NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 18
  20. 20. AN ARTICLE DISTRIBUTION TOOL WE USE FOR SEO BACK LINKING… OUR CONTENT CROONER REVIEW by David Jenyns accounts for those sites. You can schedule your article posting so your links will be drip fed for up to twelve months from submission for a natural link building pattern. For every article you publish you get hundreds of backlinks. Once you submit your article to Content Crooner, it is published in as short a time as two days. As new sites are added to the network, previously published articles will automatically get distributed to these new sites. Every article is reviewed by the computer and by a live reviewer. If they find any issues that might prevent the article getting published, they get in touch with you and help you resolve the issue. This ensures the quality of all articles and increases posting rate. Content Crooner is one of the services we use to distribute our articles. Read below to find out why this is part of our SEO Method. Are you looking for an easy way to get plenty of backlinks to multiple sites to increase your exposure and rankings? If so, Content Crooner may be the answer for you. Content Crooner is an article distribution service that boasts having the most comprehensive article distribution list around. Their automatic article distribution gives you wide distribution, many links and more traffic than you ever had before. Your article will be distributed, amongst other places, to Google, Bing, GoArticles, Ezine Articles and will even be linked to social media like Facebook and Twitter. This service is a way to bypass the tedium of manual article submissions forever. They even provide personalized coaching and advice from their free article review process. All you have to do is write a unique article and submit it into the system and Content Crooner will take care of the rest for you. They will post the article to hundreds of sites and article directories without you having to even worry about setting up NOVEMBER /DECEMBER 2011 You can submit as many articles as you like, there is no limit. You simply pay a monthly membership fee and this covers everything. You are also able to monitor your campaign’s results with their article distribution and exposure reports. Trying to track hundreds or thousands of articles would be almost impossible, but Content Crooner does this automatically for you in one central interface. This allows you to easily track your articles in the major search engines so you can further boost the articles that are ranking well and uncover easy to rank for long tail keywords. To get started and to try out the service, you could test it on a few of your sites and see if your rankings are positively affected. If you are disappointed with the results, they do offer a thirty day money back guarantee. We have used Content Crooner to great effect here at Melbourne SEO Services and have been pleasantly surprised with the boost in rankings we have been able to achieve, especially for low to medium competition long tail keywords. Some of our articles have sticking power and have been at the top of the search engines for over a year. Give this service a try and find out the many benefits for yourself. David Jenyns (www.davidjenyns.com) has many stories to share, from selling the Melbourne Cricket Ground for $24.95 to setting up a chain of punk rock clothing franchise stores, he is more than just another Internet Marketer – he’s a business builder. Most recently, David has started the almost overnight success, Melbourne SEO Services – one of Australia’s leading online marketing companies. Now he’s looking to help you, small and medium sized business owners, grow to the next level. Discover how he can help you: www.MelbourneSEOServices.com Internet Marketing Magazine 19
  21. 21. ADVERTISEMENT NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 20
  22. 22. BOOST YOUR BUSINESS WITH VIDEO MARKETING An Interview with Mike Koenigs by Andres Quijano Because of how it engages, persuades and motivates like no other marketing tool, Video Marketing is and will continue to be one of the most effective ways to achieve your business goals. With websites like YouTube and MetaCafe increasingly becoming popular among web users for searching video content, such is seen as a golden opportunity by web marketers and online business promotion experts. Today, it is among the most popular medium utilized to promote products and services, generate traffic and leads and eventually make a sale. The immense popularity of video marketing and the growing interest of NOVEMBER /DECEMBER 2011 customers in video content have shifted many businesses’ approach in ensuring their brand visibility and getting quicker product promotion results. Andres Quijano of ANQ Solutions interviews Mike Koenigs of Traffic Geyser and talks about their experiences with video marketing and why they would recommend it to businesses, regardless its size and nature. ANDRES: Mike Koenigs has been in the video industry for over 30 years. He created Traffic Geyser: a service that allows you to broadcast your videos to multiple sites with no expertise required and with only a few minutes of your time. Many have found the service to be very convenient and effective in SEO campaigns and in promoting their businesses online. Mike, can you tell us a bit about your story and how you got to be where you are today? MIKE: I started programming when I was about 14 years old. My goal in life then was to race, and write video games. But life change after I watched a friend of mine built his record company, creating products and selling them with distribution. I saw him built a pretty amazing company that was worth millions of dollars in a short period of Internet Marketing Magazine 21
  23. 23. time. Another friend of mine, also started producing music and artwork and selling them online, and he built himself about a half-a-million dollar business just working out of his house. So I really saw the power of online. That’s when I got introduced to the idea of creating a software service, and so came Traffic Geyser and later on Instant Customer; and also creating information products - the first which was ‘Infomercial Tool Kit’. The second one was called ‘Everything you should know’. But since then, my company has been able to produce several multi-million dollar launches. support. And ultimately if you help your customer help themselves by teaching them, train them effectively - that’s going to ultimately benefit your business. ANDRES: Mike, from your personal opinion, being in the video industry for a very long time, what makes a video so effective over other forms of marketing? MIKE: The best way to sell a product is by painting a picture and creating a story with pictures and audio and being able to connect and involve someone and be able to demonstrate that the thing actually produces results. ANDRES: Some business owners believe that the Internet might not be for them. Do you think that is the case? Is there actually an industry that cannot take advantage of this huge Tool that is the Internet? MIKE: One of my great mentors is Gary Halbert. He said, “Every single problem in the business world can be solved with a sales letter.” And I often now say that every single problem can be solved with a video - whether it’s a sales video or a training video. There are many ways you could be educating your prospects, your customers and your users using videos. I believe that every problem can be solved with a story, ideally told with a video. So to put that in general practice, I would argue that every single business needs to be online. Also, every business should be able to prepare and educate a customer to either use or consume your product or help themselves as they have challenges or support questions. What video allows you is to educate a prospect so they’re ready to become a customer and you can shorten the sale cycle, you can decrease your cost in delivery and marketing and training and NOVEMBER /DECEMBER 2011 So when you see a television infomercial for example the Blue Block sunglasses commercial which is famous even to this day, basically what they did is they went out in Venice Beach in CA and started handing out sunglasses to people and they put them on and the first thing they say is ‘wow - I can’t believe how great everything looks’ – because they were polarized sunglasses, and this is some of the first glasses of their kind and it blocked out of the blue which basically caused the eyes to see a lot more contrast. Everything looked more vivid and sharp. But what they’re doing is capturing the reaction shot of a person and you can just tell it wasn’t a setup - it wasn’t fake. ANDRES: What is the secret on your videos that actually will make people want to buy your product? What must your video have for you to be able to actually convert them into sales? MIKE: What I’m going to do is I’m going basically to tell you the formula. I’ll use product ‘Traffic Geyser’ in the example. So the first thing you want to do in every video is open up hope (1st step). Every small business seller around wants to import traffic and they need to get more leads. If you can make a simple video and press a button and distribute it all over the internet and be able to get top Google rankings and get to all the search engines, all the social media and all networks in just a click of a button, how do you want that? Of course there isn’t a business owner around that doesn’t want more traffic and show up in the search engines – so that’s number one – it’s the hope. Now, the next (2nd) thing is what we call the inspiration phase. So what you want to do is inspire someone to pay attention, to listen and desire that ultimate thing. The inspiration phase usually comes from demonstrating the product and showing the results. The next (3rd) phase is the motivation. So what I’m going to do with you right now is I’m going to show you how it works and I’m going to show you how you can try the system out for as little as a dollar and see what kind of results we can get for you. So beyond that there is no contract, you can leave at any time, you’ve got no worries here. And what’s even better is you’re going to see people just like you use the system and get results and they get free videos video marketing training. I’ll show you how to sell a video; I’ll show you how you can set up your own little video studio for as little as $200 to shoot and edit videos that would be broadcast online and get you qualified traffic. Ok? So the whole idea is I’m motivating you to Internet Marketing Magazine 22
  24. 24. take some action. And ultimately click the button below and try out the system. Ideally what you’re going to do next is you’re going to show some transformation (4th step). So you’re going to show physical proof that there are people just like you who have seen results. These are before and after shots. Sometimes you’ll show a screenshot of traffic that a website got from basically no traffic to seeing maybe showing a thousand visitors a day. Now if you’re selling your own products or service… what you’re going to do is show a before and after. Show someone using your product and getting results. Now this fifth step, which is really, really important here is what we call the transcendence (5th). And what ideally happens in every business is where you get customers who actually become your ambassadors - and start sharing the results that they’ve got that actually generating more customers and more clients for you. They’re just there spreading the word – basically your business goes viral. They actually actively engaged in teaching, training or promoting and marketing your product. That’s what every business wants. ANDRES: Some videos get passed around quickly in social media and from one person to the other because it catches a huge amount of interest to viewers, who in turn, want their friends to experience the same entertainment from it. Thus, a video goes viral. Is there a rule of the thumb when it comes to determining which videos might click to the viewers or which will not? MIKE: I’ve seen very, very few people have ever been able to purposely create a viral video. Unfortunately if something goes viral like it’s hundreds of millions of views are usually funny, or they’re accidents, or it’s a musician or some form of entertainment. One of my very popular NOVEMBER /DECEMBER 2011 videos that I put together that actually went viral a little bit - is a created a free course on how to speed read and it’s at the domain FreeSpeedReadingSecrets.com for example. So I made this video – it got picked up and people started distributing it and it’s literally a half-hour free course on how to speed read, and there is a book, an eBook as well. Now I could have sold it – but instead I gave it away. Why? Because it generates leads and it generates visibility that introduces people to me and they are like ‘Hey this guy likes to teach and give this stuff away - What else might he have?’ So the other thing you’ll do is create short educational videos and training videos. I created videos on how to market online only to give them away and those in turn drive more people to my businesses that signed up and eventually buy our products and services. So the key is instead of focusing on how to make a viral video that will be seen a hundred million of times - that’s an accident. Focus on making hundreds of thousands of videos and one of them gets picked up. ANDRES: As not everyone has the skills to shoot really professional videos or own highly technical recording equipment, video marketing might come across as an expensive and tedious approach to begin with. Not really. When done correctly, no matter how amateur and inexpensive these videos are, it can help you drive tons of traffic to your pages and convert these visits into sales. What do you think it takes to come up with good videos, or what is a good video? MIKE: You can make a really, really nice professional video with an iPhone or a $200 webcam or whatever it is. And what people are going to react to or respond to is human interest - they’re going to respond to a story. They’re going to love to see the before and after. They want to know what kind of results they will get and in fact, people are less likely to trust something that is too well produced. If it looks like the speakers are actors, people aren’t going to trust it. There are some basic principles, which you want to adhere to - have good audio and decent lighting – so people can actually see what’s going on. The big but is you’re better off just being authentic and real –they’re really going to respond to someone who is just like an ordinary person – just like them. Ordinary people will outsell actors. They are also going to respond to something that looks real. ANDRES: What are the practical things to observe when shooting a video? MIKE: Never shoot video where there is light behind you because you’ll just look like a silhouette. The second thing you should have for every shoot is use an external microphone. When shooting videos, oftentimes they pick up outside noise interference and people will notice that you have bad sound – they’ll think your video is bad. If you have a good sound, even with a cheap camera, they’ll think it’s a good video. Audio makes a huge difference in the perception of quality. Back lighting is the other one. Never shoot with someone against the window. Always have the video on the subject and you’ll be your back would be facing the light. There are many other tools that will help one, even with little experience with video marketing, to be able to come up with a successful campaign and get the results he want. ANDRES: Can you tell us about JustLikeMyChild.org, a foundation you and your family, along with your company have been supporting? MIKE: Our business’ vision or goal is to create a million entrepreneurs. My business partner and I do truly believe that the fastest way to help the economy Internet Marketing Magazine 23
  25. 25. (world economy or local economy) is in every country is to help create entrepreneurs and marketers and sellers and also create jobs. My child, who has been working in Africa for the past 5 years, has raised over 2 million dollars now for the foundation since it began. And my wife, she has built schools, right now 6 schools that have been constructed, 4 hospitals with an operating room and at the same time sending young boys and young girls to school to be educated. People in this community of 600 thousand get AIDS treatments, malaria treatments and dental care. Everyone is being treated to a sustainable business, to a sustainable way to take care of themselves. The whole idea is it’s a holistic treatment, a holistic program. So with our business Traffic Geyser and Instant Customer, we donate a significant amount of money to the cause, to the foundation every year. Mike Koenigs is best known as the guy who created the Web 2.0 syndication service, Traffic Geyser that distributes over a million videos per week and generates top ranking, web traffic and leads in minutes by sending video content to over 70 video sites, social bookmarking, social media, blog and podcasting directories. He’s credited for making “Infomercial Toolkit” and inventing the “Internet Infomercial” for marketing and selling products or services with video on the web. Meet Mike and visit Digital Café at www.trafficgeyser.net/lead/digital-cafe Andres Quijano is CEO and web developer of ANQ Solutions dedicated to providing competitive rates for quality online solutions to businesses across Australia. To know more, visit ANQ Solutions website at www.ANQSolutions.com.au NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 24
  26. 26. DOES (LIST) SIZE REALLY MATTER? By Janet Beckers You’ve probably heard the phrase “The money’s in the list”, even read it in this issue of Internet Marketing Magazine. But how much money and how big does the list need to be? To find the answer to this question, I interviewed some of the most successful business people in the world and grilled them on how much money they make from their lists, what size your list needs to be and what list building methods get the best results. This is where quality beats quantity every time. A small list created by attracting subscribers from a high quality source will out-perform a larger list sourced from less effective methods. So in this case “Size really DOESN”T matter”. So let’s look at the list The people I interviewed had very different businesses and styles. Some were known for their rapid list building techniques while others were known for creating smaller targeted lists with high conversion rates. Some built their lists using mainly “offline” methods, others used paid advertising and others used social media. Despite their differences, every one of them agreed on 2 things: 1. You can only make impressive money from your list if you have created a strong suite of products and services with increasing price points. This is sometimes called “the Backend”, or “Ascension Model”. In other words, you are not going to get rich by selling a $20 eBook if all you have to offer your customers is that book. However, you will get rich if you can offer the buyers of your $20 book other products that solve their problems, ranging from $20 to $500 to $2000 to $20,000 and beyond. The other thing they all agreed on was: 2. Not all traffic (places you find your ideal customer) are created equal. Not All Traffic is Created Equal NOVEMBER /DECEMBER 2011 who join your mailing list after seeing your present on stage (this can be a small local business group or a large multi-speaker event) will be subscribed to your email list and be added to your Internet Marketing strategies. Without fail, people who have seen you present have greater trust in you and a better understanding of the solutions you provide. They will usually become your best customers. 2. Being Interviewed on a Teleseminar: I love this method and every person I interviewed mentioned this as a powerful list building technique. You are seen as the expert because you are being interviewed, you are endorsed by the interviewer who has invited their own subscribers to listen to the interview and you have often a whole hour to develop trust and respect from the listeners. This has all the benefits of presenting to a group in person except you don’t have to dress up, travel and pay for accommodation. building methods that attract the highest quality subscribers to your list. By high quality, I mean people who are much more likely to join your list in the first place and then far more likely to purchase the products and services you have to offer. So let’s look at the top 4. 1. Presenting in person to a group: OK I know what you’re thinking. This is a magazine about Internet Business so why am I recommending a method that is the exact opposite to hiding behind your computer screen? That’s because the people 3. Referrals from other list owners: People who are referred to you by someone they already trust and respect will transfer some of the trust and respect to you. This means they are much more likely to buy from you (and join your list in the first place) because they figure you must be great as someone they trust said they endorse you. The lesson from this? Spend a lot of your time nurturing relationships with potential Joint Venture Partners. They will help you grow your business faster than you can ever do on your own. Internet Marketing Magazine 25
  27. 27. 4. Social Media: Surprised? A high quality list is created from people who trust you. Social media, especially Facebook, Linked In and Google + that allow people to have extended dialogue with you (or at least read your dialogue with others) allows people to quickly judge if you are trust-worthy and know your stuff. Using social media effectively to grow your list is not an area you can afford to ignore. Done correctly, you will have an excellent and long-term return on your investment. This is just 4 of dozens of different methods you can use to build your subscriber list to grow your business. I cover a lot more of these in the interviews I am gifting you plus some very clever strategies to increase the loyalty of your new subscribers (loyalty = profit by the way). If you try and use every list building method at once you will spread yourself too thin and get poor results so choose 4 methods at first; master them and then add more to your repertoire. If you focus on the 4 listed above you will be well on your way to creating a large and responsive list that will be the foundation of your business. Good luck and let me know how you go. I’d love to share the story of your action and success with my community too. Janet Beckers, a.k.a.”The Wonderful Web Woman” is the founder of a successful and dynamic online community. She is an international speaker, best-selling author and mentor and has helped & inspired thousands to create their own success on-line. She is a multi-award winner, including most recently, Australian Marketer of The Year. She is passionate about helping YOU use the Internet to create a passionate and profitable business that is uniquely “you” A business that allows you to . “Shine Online” attract the perfect customers easily and make a difference - while having fun. , You can access the entire series of interviews “Does (List) Size Really Matter” for a limited time at www.wonderfulwebwomen.com/magnovember NOVEMBER /DECEMBER 2011 Internet Marketing Magazine 26
  28. 28. BUSINESS AND MARKETING LESSONS FROM STEVE JOBS By Greg Cassar Steve Jobs, Co-Founder of Apple, was a unique visionary and his influence, as a technology innovator will be sorely missed. Apple re-defined the MP3 player market with the iPod and the iTunes Music store set the standard for digital distribution of music and content. World leaders, tech giants, and countless ordinary people have paid tribute to Steve Jobs after his death, marvelling at how the Apple visionary made modern life more user-friendly. The iPhone not only raised, but really smashed the Smartphone bar and changed the mobile device world forever with the now-ubiquitous touch screen and shot down the idea that technical specifications were all consumers cared about. Rather, ease of use and an US President Barack Obama said Jobs, who died from cancer on the 5th of October, had “transformed our lives, redefined entire industries, and achieved one of the rarest feats in human history: he changed the way each of us sees the world.” Apple’s Mac Computer range have unparalleled industrial design while proving that computers can be irresistible as their users ultimately become raving fans. NOVEMBER /DECEMBER 2011 Jobs list of accomplishments are many and far reaching. So what business and marketing lessons can we take from them: 11 Business and Marketing Lessons from Steve Jobs 1. Design trumps function All the devices Apple made had one crucial thing in common: people fell in love with them. They felt passionately about them, in a way the world had never seen before. Design, as he explained in 2000, wasn’t about how it looked. It was about how it worked. “In most people’s vocabularies, design means veneer. It’s interior decorating. It’s the fabric of the curtains and the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service.” Mark Zuckerberg, Facebook Founder and CEO posted on Facebook “Steve, thank you for being a mentor and a friend. Thanks for showing that what you build can change the world. I will miss you.” After founding Apple in 1976 with Steve Wozniak, he was eventually ousted by the very CEO he had hired to run the company. Without him, Apple struggled and flirted with bankruptcy. With him, Apple flourished and will always be recognised as the greatest turnaround in corporate history, as Apple has become the largest company in the world by market cap. standard of computer generated movies for years to come. integrated user experience trumped everything else. The newest market that is still unfolding under Apple’s influence is the tablet market, whose standards have been set incredibly high by the iPad and now the iPad 2. During his absence from Apple, jobs also acquired and created Pixar. Starting with the original Toy Story they redefined the Apple products are just plain cool. They’re sleek, attractive, enticing and they work well. While other products may work just as well, people want something that looks good too. Steve Jobs was well aware of the importance of good-looking designs 2. Turn Your Customers into Raving Fans Apple has become a popular culture icon and adored by its customers on a level that most other brands can only dream of. Internet Marketing Magazine 27
  29. 29. They have done this with their sleek cool design and by creating insanely great brand experiences. They have turned their customers into Raving Fans. media, but those who have worked under him describe a hard man obsessed with perfection. As well as thinking big, Jobs liked to be across the detail too. Most people are either Windows People of Mac People. From my experience once someone has changed from the dark side over to the light side and embraced the Mac there is no going back :). They even become evangelists to try and get others to try it too. “My job is not to be easy on people,” he once stated. “My job is to make them better.” 3. Be a visionary leader, not a follower of the Pack Visionaries are always called crazy in the beginning. Be confident. You might be right, even though nobody listens to you. Jobs showed the world that thinking differently is acceptable. Do not be afraid to implement your ideas. 4. Improve on what is Currently Offered in the Market Place Apple is known as a highly innovative company that has completely transformed the way we think about entertainment and communication. But in reality, the business has built its success on improving what went before. It made the MP3 player better with the iPod. The mobile phone was improved with the iPhone. The story goes that the iPhone came about after Apple execs complained to each other about what irritated them about their mobiles. Jobs focused on what wasn’t working in current trends and overhauled it. 5. Keep a Strict Focus Jobs once said: “Apple is a $30 billion company, yet we’ve got less than 30 major products. I don’t know if that’s ever been done before… it means saying no to the hundred other good ideas that there are. You have to pick carefully.” 6. Demand the Best Jobs may have a favourable image in the NOVEMBER /DECEMBER 2011 7. Work Hard Steve worked at what he loved. He worked really hard. Every day. He was never embarrassed about working hard, even if the results were failures. 8. Turn a problem into an opportunity. Jobs got fired from the company he built, but came back to build the most valuable technology company in the world. “I didn’t see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.” Do not give up when facing obstacles. It might just be another hurdle you need to clear before arriving at your destination. card details once and then store it and all your details with your unique ‘Apple ID’ so that next time you are ready to buy you can buy with just one click. Having 200 to 300 million customers setup to buy with 1 click buy has no doubt largely helped the profitability of Apple in recent years. 11. Do What You Love Steve Jobs said: “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.” Do what you love. Seek out a business that gives you a sense of meaning, direction and satisfaction in life. Having a sense of purpose and striving towards goals gives life meaning, direction and satisfaction. It not only contributes to health and longevity, but also makes you feel better in hard times. Lets finish with Jobs’s parting advice to the Stanford graduates of 2005 in his Commencement Speech - “Stay hungry,” he said. “Stay foolish.” 9. Simplicity One of the largest and most widespread early arguments for switching to Macs was that they’re easy to use. People raved about how simple Mac computers were and felt no sympathy for whiny PC users who couldn’t find the files they stored or the ‘print’ command in Word. Bringing things down to a consumer level can be hard to do, but Jobs made the computer accessible for everyone. The same can be said for Apple’s other devices as we have a 3-year-old son who can work the iPhone and iPad to play Angry Birds. The same could not be said for many if any other mobile device brands. 10. Make it Easy to Buy iTunes is the most perfect ecommerce store online. It has an incredibly smart design where they capture your credit Greg Cassar is the leading Internet Marketing Strategist behind the scenes of many of the biggest Internet marketers in Australia and abroad (InternetMarketingDoneForYou.com). You can follow Greg’s latest updates by subscribing to Internet Marketing Magazine at InternetMarketingMag.net for the new members area and the latest issue updates. Internet Marketing Magazine 28
  30. 30. Your Free 24 Month Subscription is Valued at $311.88 & Now Includes Members Area Access Important: Become a member today and you will be notified the instant new episodes of ‘Internet Marketing Magazine’ become available... You will also receive additional surprise Internet Marketing Training eBooks and Video Series... Register your details now at http://InternetMarketingMag.net to get access to the Members Area and all Back Issues’ Experience the Benefits of the Internet Marketing Magazine in your life this year If you have enjoyed this edition of ‘Internet Marketing Magazine’ please head along to http://www.facebook.com/ InternetMarketingMagazine and click ‘Like’ or ‘Share’ to share the message with fellow switched on marketers, business owners and entrepreneurs NOVEMBER /DECEMBER 2011 ADVERTISEMENT Internet Marketing Magazine 29