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Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
Information Marketing Mastery for Professional Speakers - Ford Saeks
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Information Marketing Mastery for Professional Speakers - Ford Saeks

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Information Marketing Mastery for Professional Speakers; Get More Bookings! Sell More Products! Create Residual Income from Your Expertise by Ford Saeks, Prime Concepts Marketing Keynote Speaker

Information Marketing Mastery for Professional Speakers; Get More Bookings! Sell More Products! Create Residual Income from Your Expertise by Ford Saeks, Prime Concepts Marketing Keynote Speaker

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    • 1. Information Marketing Mastery for Professional Speakers; Get More Bookings! Sell More Products! Create Residual Income from Your Expertise Halifax, Nova Scotia Canada – October 27, 2006 <ul><ul><ul><li>Presented by: </li></ul></ul></ul><ul><ul><ul><li>Ford Saeks, Prime Concepts Group Inc. </li></ul></ul></ul>
    • 2. Focus <ul><li>“ Add Value—Enhance the Customer Experience—Make a Profit” </li></ul><ul><li>-- Ford Saeks </li></ul>
    • 3. What is Your Biggest Marketing Challenge?
    • 4. OUTCOME <ul><li>Build Lists & Generate Leads </li></ul><ul><li>Get Booked and sell more </li></ul><ul><li>Marketing Action Steps </li></ul>DOWNLOAD THESE SLIDES AT: www.PrimeConcepts.com/events/caps102706.html
    • 5. Belief Systems (BS) <ul><li>Self-talk </li></ul><ul><li>Comfort Zone </li></ul><ul><li>Experiences </li></ul><ul><li>Role? </li></ul>
    • 6. Ford Saeks www.FordSaeks.com www.RandyGage.com
    • 7. Real Life Experience <ul><li>Events $ 67 to $10,000 </li></ul><ul><li>Coaching Program $ 177 to $75,000 </li></ul><ul><li>Products – FREE to $5,000 </li></ul><ul><li>Multi-day Presentations up to $ 50,000 </li></ul>
    • 8. Information Marketing Revenue Model Speaking / Training Products : Digital & Physical Coaching / Consulting ____% ____% ____% Your Expertise
    • 9. The Product Development Pyramid Introductory Products -- Lower Prices High-end Products / Events / Services FREE $ 9 $ 17 $ 27 $ 47 $ 77 $ 97 $147 $297 $497 $777 $997 $1500 $2700 $3700 $5700 $7500 $10,000 $15,000 $20,000 P R I C E
    • 10. Sample Product Pipeline $12 Book $77 CD Album $147 CD Album $297 Coaching Program $400 Home Study Program $1000 Seminar
    • 11. Product Development Strategy <ul><li>Use many types of products </li></ul><ul><li>Menu of products in ascending price points. </li></ul><ul><li>Let the customer test drive your information at lower prices, and graduate to the higher priced ones as they gain trust in you. </li></ul>
    • 12. Selecting What to Develop? <ul><li>Physical Products </li></ul><ul><li>Books </li></ul><ul><li>Booklets </li></ul><ul><li>Special reports </li></ul><ul><li>Newsletters </li></ul><ul><li>Audio programs </li></ul><ul><li>Magazines / Journals </li></ul><ul><li>Video DVD programs </li></ul><ul><li>Multimedia programs </li></ul><ul><li>Bundles & Upsell Strategy </li></ul><ul><li>Home Study Courses </li></ul><ul><li>Mini-Series </li></ul>
    • 13. Selecting What to Develop? <ul><li>Digital Products </li></ul><ul><li>E-newsletters / E-zines </li></ul><ul><li>MP3 Downloads </li></ul><ul><li>Streaming Media audio/video </li></ul><ul><li>Teleseminars </li></ul><ul><li>Webinars </li></ul><ul><li>E-books </li></ul><ul><li>Multimedia programs </li></ul><ul><li>Membership Sites </li></ul><ul><li>Software </li></ul><ul><li>Online Coaching Programs </li></ul>
    • 14. Selecting What to Develop? <ul><li>Services </li></ul><ul><li>Coaching </li></ul><ul><li>Consulting </li></ul><ul><li>Seminars & Workshops </li></ul><ul><li>Speaking Presentations / Keynotes </li></ul><ul><li>Professional Services </li></ul><ul><li>Webinars / Teleseminars </li></ul>
    • 15. Digital Audio Products <ul><li>Record using your computer. </li></ul><ul><li>Edit them using Audition or tools from www.InternetAudioGuy.com </li></ul><ul><li>MP3 for Digital Downloads </li></ul>
    • 16. Product Development Tips <ul><li>800 number </li></ul><ul><li>Website URL </li></ul><ul><li>Direct number for international customers </li></ul><ul><li>Offer in combos. </li></ul><ul><li>Cross-Sell other Tools </li></ul><ul><li>Include a bio & position yourself as the Expert </li></ul><ul><li>Use testimonials </li></ul><ul><li>Package for delivery method </li></ul>
    • 17. Product Development Tips <ul><li>Price to value, not cost </li></ul><ul><li>Price at psychological price points </li></ul><ul><li>Test prices ending in “7” </li></ul><ul><li>Develop a catalog / Magalog </li></ul><ul><li>Use Roman Numerals for the © year. 2006 = MMVI </li></ul><ul><li>© (P) Copyright your intellectual property. </li></ul><ul><li>Get ISBN Numbers. www.bowker.com </li></ul><ul><li>Include a Recommended Resources Section </li></ul>
    • 18. Catalogs Development Tips Download a sample at: www.ProsperityUniverse.com/prosperousliving.pdf
    • 19. Psychological price points <ul><li>(Test different prices.) </li></ul><ul><ul><li>9. </li></ul></ul><ul><ul><li>17 </li></ul></ul><ul><ul><li>27 </li></ul></ul><ul><ul><li>37 </li></ul></ul><ul><ul><li>47 </li></ul></ul><ul><ul><li>77 </li></ul></ul><ul><ul><li>97 </li></ul></ul><ul><ul><li>147 </li></ul></ul><ul><ul><li>177 </li></ul></ul><ul><ul><li>197 </li></ul></ul><ul><ul><li>297 </li></ul></ul><ul><ul><li>397 </li></ul></ul><ul><ul><li>497 </li></ul></ul><ul><ul><li>777 </li></ul></ul><ul><ul><li>997 </li></ul></ul><ul><li>Then even numbers after $1000 </li></ul><ul><ul><li>1500 </li></ul></ul><ul><ul><li>2000 </li></ul></ul><ul><ul><li>2500 </li></ul></ul><ul><ul><li>3000 …etc. </li></ul></ul><ul><li>Don’t print the decimals .00 </li></ul>
    • 20. Packaging Considerations <ul><li>Distribution Channels? </li></ul><ul><li>Back-of-the-room </li></ul><ul><li>Direct Mail </li></ul><ul><li>Digital Delivery “Downloadable” </li></ul><ul><li>Bundled with other products </li></ul><ul><li>Retail Stores </li></ul><ul><li>Shipped Direct to the Customer </li></ul><ul><li>Exported </li></ul>
    • 21. MARKETING: The PSP Method tm <ul><li>MESSAGE – “Why?” </li></ul><ul><li>MARKET – “Who?” </li></ul><ul><li>METHODS – “How?” </li></ul>THE POWER IS IN THE MIX!
    • 22. People respond to benefits! <ul><li>Features </li></ul><ul><li>You </li></ul><ul><li>Product / Service </li></ul><ul><li>your Company </li></ul>Creating Benefit Messages <ul><li>Benefits </li></ul><ul><li>Emotional State </li></ul><ul><li>Feeling of “Why” </li></ul><ul><li>Intangible </li></ul>Converting Features into Benefits : “ You Get…” or Ask “Which Means?”
    • 23. 10 Motivational Triggers <ul><li>More money </li></ul><ul><li>Save money </li></ul><ul><li>Save time </li></ul><ul><li>Look better </li></ul><ul><li>Learn something </li></ul><ul><li>Live longer </li></ul><ul><li>Be comfortable </li></ul><ul><li>Be loved </li></ul><ul><li>Be popular </li></ul><ul><li>Gain pleasure </li></ul>
    • 24. Developing Your “Money Message” <ul><li>Your Prospects? </li></ul><ul><li>Unique Message to Target Audience </li></ul><ul><li>Headlines & Action Steps </li></ul><ul><li>Copywriting Techniques </li></ul>
    • 25. Headlines & Titles “The 4 U’s” <ul><ul><ul><li>Urgent </li></ul></ul></ul><ul><ul><ul><li>Unique </li></ul></ul></ul><ul><ul><ul><li>Ultra-Specific </li></ul></ul></ul><ul><ul><ul><li>Useful </li></ul></ul></ul>
    • 26. Rate Each Headline (1=weakest; 4=strongest) “ Free Ezine Subscription” Urgent …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Unique …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Ultra-Specific …… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Useful …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4
    • 27. Rate Each Headline (1=weakest; 4=strongest) &quot; How To Get Targeted Traffic And Higher Sales ...In Less Than 27 Days&quot; Urgent …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Unique …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Ultra-Specific …… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Useful …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4
    • 28. Target Markets <ul><li>Profile your clients & customers: </li></ul><ul><li>Demographics – Statistics </li></ul><ul><li>Psychographics - Behaviors </li></ul>
    • 29. Valuable Assets <ul><li>Printed & Email Lists </li></ul><ul><li>How to Pick Lists </li></ul><ul><li>Compiled Lists </li></ul><ul><li>Response Lists </li></ul><ul><li>Use www.SRDS.com </li></ul><ul><li>In house list </li></ul><ul><ul><li>Prospects </li></ul></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Key codes </li></ul></ul>$ $ $ $ $ $ $ $ $ $ $ $
    • 30. Marketing Methods <ul><li>PAID – Advertising </li></ul><ul><li>FREE – Publicity </li></ul>TEST, TRACK, MODIFY, REPEAT .
    • 31. Test >> Track >> Modify >> Repeat <ul><li>What specific action steps do you use? </li></ul>
    • 32. Publicity Angles – Write Articles! <ul><li>Chase’s Manual Publicity Resource: Chases Calendar of Events </li></ul><ul><ul><ul><li>ISBN: 0071461108 $64.95 USD Product Line:McGraw-Hill McGraw-Hill </li></ul></ul></ul><ul><ul><li>Other Helpful Resources: </li></ul></ul><ul><ul><ul><li>www.Yearbook.com </li></ul></ul></ul><ul><ul><ul><li>www.PRnewswire.com . </li></ul></ul></ul>
    • 33. Creating Special Reports / Articles <ul><li>Ways </li></ul><ul><li>Keys </li></ul><ul><li>Secrets </li></ul><ul><li>Ideas </li></ul><ul><li>Steps </li></ul><ul><li>Strategies </li></ul>Pick a number between 1 and 50
    • 34. www.ResponseMail.com
    • 35. Internet Marketing for Speakers – Site Types? Deep / Full Content Examples: www.RandyGage.com www.PrimeConcepts.com www.FordSaeks.com
    • 36. Mini-sites (a.k.a. Sales Letter websites) <ul><li>Examples: </li></ul><ul><li>CashCopywriting.com </li></ul><ul><li>SpeakersInstitute.com </li></ul><ul><li>Duplicatefast.com </li></ul><ul><li>HowToSellinfo.com </li></ul><ul><li>CraftingYourVision.com </li></ul>
    • 37. Upgraded Mini-Sites <ul><li>Example: </li></ul><ul><li>DuplicationNation.com </li></ul><ul><li>Use these when you want to Build credibility. </li></ul><ul><li>Your product has a higher point. </li></ul>
    • 38. Seminar Registration Websites <ul><li>Examples: </li></ul><ul><li>SacredSecrets.com </li></ul><ul><li>ProsperityPowerExperience.com </li></ul><ul><li>HowtoSellinfo.com </li></ul>
    • 39. E-Course Websites <ul><li>Examples: </li></ul><ul><li>www.FreeMLMcourse.com </li></ul><ul><li>(visitor subscribes then is emailed the course through an Auto-responder series with upsell on each lesson) </li></ul><ul><li>www.SuccessInMLM.com </li></ul><ul><li>(visitor subscribes then is guided through the HTML course online with an upsell on last lesson.) </li></ul>
    • 40. Viral Marketing Hub Websites <ul><li>Example: </li></ul><ul><li>CheckOutTheBiz.com </li></ul><ul><li>(view now, and a buy option.) </li></ul><ul><li>Check-out-the-biz.com </li></ul><ul><li>(with squeeze page to capture email and subscribe to the free e-course.) </li></ul>
    • 41. Online Coaching Program Websites
    • 42. Design with Your Prospect in Mind! <ul><li>Who is Your Audience? </li></ul><ul><li>Planning Navigation </li></ul><ul><li>Unique Messages to Targets </li></ul><ul><li>Headlines and Action Steps </li></ul><ul><li>Use 3 x 5 Cards </li></ul>
    • 43. “ Page” Worksheet in Study Guide <ul><li>Title </li></ul><ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>Headline(s) </li></ul><ul><li>Action Step </li></ul><ul><li>Filename </li></ul><ul><li>Notes </li></ul>
    • 44. Shopping Cart Software <ul><li>Check out the shopping cart at: </li></ul><ul><li>http://www.1shopping-cart.com </li></ul><ul><li>Other Resources: </li></ul><ul><li>http://primeconcepts.com/links.html </li></ul>Work book Page 12
    • 45. Add a BLOG <ul><li>www.TypePad.com << Vendor </li></ul><ul><li>www.Blogger.com << Vendor </li></ul><ul><li>www.WordPress.com << Software </li></ul><ul><li>howtosellinfo.typepad.com / << example </li></ul><ul><li>primeconcepts.typepad.com / << example </li></ul>
    • 46. Making Your Site Successful <ul><li>Effective Copy: Features vs. Benefits </li></ul><ul><li>Domain Names – Keyword Domains </li></ul><ul><li>Text-driven, photo/graphic complemented. </li></ul><ul><li>Grouping Sections </li></ul><ul><li>Text links </li></ul><ul><li>Testimonials </li></ul>
    • 47. Making Your Site Successful <ul><li>Everything “clickable” </li></ul><ul><li>Site map directory </li></ul><ul><li>Auto Responder Series </li></ul><ul><li>Set up ALT tags <alt=text </li></ul><ul><li>Audio & Video } Sample Selling </li></ul><ul><li>Action Steps on Every Page! </li></ul>
    • 48. Helping the Search Engines <ul><li>Compelling Content </li></ul><ul><li>Strong page titles </li></ul><ul><li>Meta tags—key words, phrases </li></ul><ul><li>Meta tags—page descriptions </li></ul><ul><li>Reciprocal Keyword links </li></ul><ul><li>Keyword Density </li></ul>
    • 49. HOT SEATS – Web Sites
    • 50. <ul><li>Create it </li></ul><ul><li>Borrow it </li></ul><ul><li>Buy it </li></ul>Main Methods of Getting Traffic:
    • 51. <ul><li>CREATE IT: </li></ul><ul><li>Get Ranked: Search Engines / Directories / www.dmoz.org </li></ul><ul><li>Opt-in E-zines Newsletters </li></ul><ul><li>Viral Marketing Elements </li></ul><ul><li>Publicity / Special Reports / Free Articles </li></ul><ul><li>Place Your Content on Other Sites </li></ul>Main Methods of Getting Traffic:
    • 52. <ul><li>BUY IT: </li></ul><ul><li>P ay- P er- C lick Advertising (PPC) – Google Adwords, Overture and others. </li></ul><ul><li>E-zines – Pay for Advertising Listings </li></ul><ul><li>Banner Advertising </li></ul><ul><li>Traditional Marketing / Direct Marketing </li></ul>Main Methods of Getting Traffic:
    • 53. Google Adwords
    • 54. Google Success <ul><li>Narrow Themes & Keywords </li></ul><ul><li>Select your top 20 Keywords and write 2 ads for each one </li></ul><ul><li>Do your research using: </li></ul><ul><li>Inventory.overture.com </li></ul><ul><li>& www.google.com </li></ul>
    • 55. Keyword Research <ul><li>Create a list of at least the top 50 main Keyword or “keyword phrases” that you think YOUR prospects would type into a search engine, then grow your list to 500. </li></ul><ul><li>Use those keywords in articles, specific web pages, HTML Metatags & Page Titles. </li></ul>
    • 56. Keyword Research & Tools <ul><li>Keywords or Keyword Phrases </li></ul><ul><li>Overture Tool </li></ul><ul><li>Google’s Sandbox </li></ul><ul><li>WordTracker.com </li></ul>http://inventory.overture.com https://adwords.google.com/select/KeywordSandbox
    • 57. Overture Keyword Tool <ul><li>3 Keys to Look For: </li></ul><ul><li>Number of Searches </li></ul><ul><li>Out of Category Words </li></ul><ul><li>Shrinkage in Counts </li></ul>
    • 58. http://www.Wordtracker.com
    • 59. Domain Name Research <ul><li>www.NetworkSolutions.com </li></ul><ul><li>www.GoDaddy.com </li></ul><ul><li>www.DeletedDomains.com </li></ul>
    • 60. <ul><li>BORROW IT: (share resources) </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Cross-promotions / Fusion Marketing </li></ul><ul><li>Strategic Partnerships </li></ul><ul><li>Joint Ventures </li></ul>
    • 61. Measuring Success <ul><li>VALUE PER VISITOR (VPV) </li></ul><ul><li>Sales $ / # of visitors = VPV </li></ul><ul><li>Example: $1000 / 5000 = .20 </li></ul><ul><li>OR: Total Profit / # of clicks = VPV </li></ul>
    • 62. InternetProfitKit.com <ul><li>www.InternetProfitKit.com/special.html </li></ul>101 Proven Tactics & Tools You Can Use to Build Your Information Marketing Business!—Guaranteed! Special Offer! Only $ 97 (reg. $ 297 )
    • 63. www.CashCopywriting.com <ul><li>Randy Gage's How to Become a Copywriting Stud! </li></ul><ul><li>This manual is like no resource you have ever seen before. Randy lays bare his entire treasure chest of copywriting secrets, teaching you exactly how to do what he does. He reveals the psychological triggers that cause people to act. </li></ul><ul><li>You'll learn how to write throat-grabbing, gut-punching, persuasive, emotional, “killer” copy that will have prospects crawling naked over broken glass to get what you're selling. </li></ul><ul><li>Get it now at: http://www.cashcopywriting.com </li></ul>
    • 64. CONTACT FORD SAEKS at www.FordSaeks.com --- www.PrimeConcepts.com Ford Saeks Prime Concepts Group, Inc. 1807 S. Eisenhower St. Wichita, KS 67209 1-800-946-7804 1-(316) 942-1111 www.PrimeConcepts.com/testimonialform.html Take Action!
    • 65. <ul><li>HERE IS A LINK TO MY INSIDER SECRETS VENDOR RESOURCES… </li></ul><ul><li>http://www. primeconcepts.com/links.html </li></ul><ul><li>Thank You for Attending! </li></ul>

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