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 Presented by: Ford Saeks, Prime Concepts Group Inc.

Presented by:

Ford Saeks, Prime Concepts Group Inc.

Focus “ Add Value—Enhance the Customer Experience—Make a Profit” -- Ford Saeks

“ Add Value—Enhance the Customer Experience—Make a Profit”

-- Ford Saeks

What is Your Biggest Marketing Challenge?

OUTCOME Build Lists & Generate Leads Get Booked and sell more Marketing Action Steps DOWNLOAD THESE SLIDES AT: www.PrimeConcepts.com/events/caps102706.html

Build Lists & Generate Leads

Get Booked and sell more

Marketing Action Steps

Belief Systems (BS) Self-talk Comfort Zone Experiences Role?

Self-talk

Comfort Zone

Experiences

Role?

Ford Saeks www.FordSaeks.com www.RandyGage.com

Real Life Experience Events $ 67 to $10,000 Coaching Program $ 177 to $75,000 Products – FREE to $5,000 Multi-day Presentations up to $ 50,000

Events $ 67 to $10,000

Coaching Program $ 177 to $75,000

Products – FREE to $5,000

Multi-day Presentations up to $ 50,000

Information Marketing Revenue Model Speaking / Training Products : Digital & Physical Coaching / Consulting ____% ____% ____% Your Expertise

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

Sample Product Pipeline $12 Book $77 CD Album $147 CD Album $297 Coaching Program $400 Home Study Program $1000 Seminar

Product Development Strategy Use many types of products Menu of products in ascending price points. Let the customer test drive your information at lower prices, and graduate to the higher priced ones as they gain trust in you.

Use many types of products

Menu of products in ascending price points.

Let the customer test drive your information at lower prices, and graduate to the higher priced ones as they gain trust in you.

Selecting What to Develop? Physical Products Books Booklets Special reports Newsletters Audio programs Magazines / Journals Video DVD programs Multimedia programs Bundles & Upsell Strategy Home Study Courses Mini-Series

Physical Products

Books

Booklets

Special reports

Newsletters

Audio programs

Magazines / Journals

Video DVD programs

Multimedia programs

Bundles & Upsell Strategy

Home Study Courses

Mini-Series

Selecting What to Develop? Digital Products E-newsletters / E-zines MP3 Downloads Streaming Media audio/video Teleseminars Webinars E-books Multimedia programs Membership Sites Software Online Coaching Programs

Digital Products

E-newsletters / E-zines

MP3 Downloads

Streaming Media audio/video

Teleseminars

Webinars

E-books

Multimedia programs

Membership Sites

Software

Online Coaching Programs

Selecting What to Develop? Services Coaching Consulting Seminars & Workshops Speaking Presentations / Keynotes Professional Services Webinars / Teleseminars

Services

Coaching

Consulting

Seminars & Workshops

Speaking Presentations / Keynotes

Professional Services

Webinars / Teleseminars

Digital Audio Products Record using your computer. Edit them using Audition or tools from www.InternetAudioGuy.com MP3 for Digital Downloads

Record using your computer.

Edit them using Audition or tools from www.InternetAudioGuy.com

MP3 for Digital Downloads

Product Development Tips 800 number Website URL Direct number for international customers Offer in combos. Cross-Sell other Tools Include a bio & position yourself as the Expert Use testimonials Package for delivery method

800 number

Website URL

Direct number for international customers

Offer in combos.

Cross-Sell other Tools

Include a bio & position yourself as the Expert

Use testimonials

Package for delivery method

Product Development Tips Price to value, not cost Price at psychological price points Test prices ending in “7” Develop a catalog / Magalog Use Roman Numerals for the © year. 2006 = MMVI © (P) Copyright your intellectual property. Get ISBN Numbers. www.bowker.com Include a Recommended Resources Section

Price to value, not cost

Price at psychological price points

Test prices ending in “7”

Develop a catalog / Magalog

Use Roman Numerals for the © year. 2006 = MMVI

© (P) Copyright your intellectual property.

Get ISBN Numbers. www.bowker.com

Include a Recommended Resources Section

Catalogs Development Tips Download a sample at: www.ProsperityUniverse.com/prosperousliving.pdf

Psychological price points (Test different prices.) 9. 17 27 37 47 77 97 147 177 197 297 397 497 777 997 Then even numbers after $1000 1500 2000 2500 3000 …etc. Don’t print the decimals .00

(Test different prices.)

9.

17

27

37

47

77

97

147

177

197

297

397

497

777

997

Then even numbers after $1000

1500

2000

2500

3000 …etc.

Don’t print the decimals .00

Packaging Considerations Distribution Channels? Back-of-the-room Direct Mail Digital Delivery “Downloadable” Bundled with other products Retail Stores Shipped Direct to the Customer Exported

Distribution Channels?

Back-of-the-room

Direct Mail

Digital Delivery “Downloadable”

Bundled with other products

Retail Stores

Shipped Direct to the Customer

Exported

MARKETING: The PSP Method tm MESSAGE – “Why?” MARKET – “Who?” METHODS – “How?” THE POWER IS IN THE MIX!

MESSAGE – “Why?”

MARKET – “Who?”

METHODS – “How?”

People respond to benefits! Features You Product / Service your Company Creating Benefit Messages Benefits Emotional State Feeling of “Why” Intangible Converting Features into Benefits : “ You Get…” or Ask “Which Means?”

Features

You

Product / Service

your Company

Benefits

Emotional State

Feeling of “Why”

Intangible

10 Motivational Triggers More money Save money Save time Look better Learn something Live longer Be comfortable Be loved Be popular Gain pleasure

More money

Save money

Save time

Look better

Learn something

Live longer

Be comfortable

Be loved

Be popular

Gain pleasure

Developing Your “Money Message” Your Prospects? Unique Message to Target Audience Headlines & Action Steps Copywriting Techniques

Your Prospects?

Unique Message to Target Audience

Headlines & Action Steps

Copywriting Techniques

Headlines & Titles “The 4 U’s” Urgent Unique Ultra-Specific Useful

Urgent

Unique

Ultra-Specific

Useful

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

Rate Each Headline (1=weakest; 4=strongest) " How To Get Targeted Traffic And Higher Sales ...In Less Than 27 Days" Urgent …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Unique …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Ultra-Specific …… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Useful …………… [ ] 1 [ ] 2 [ ] 3 [ ] 4

Target Markets Profile your clients & customers: Demographics – Statistics Psychographics - Behaviors

Profile your clients & customers:

Demographics – Statistics

Psychographics - Behaviors

Valuable Assets Printed & Email Lists How to Pick Lists Compiled Lists Response Lists Use www.SRDS.com In house list Prospects Customers Key codes $ $ $ $ $ $ $ $ $ $ $ $

Printed & Email Lists

How to Pick Lists

Compiled Lists

Response Lists

Use www.SRDS.com

In house list

Prospects

Customers

Key codes

Marketing Methods PAID – Advertising FREE – Publicity TEST, TRACK, MODIFY, REPEAT .

PAID – Advertising

FREE – Publicity

Test >> Track >> Modify >> Repeat What specific action steps do you use?

What specific action steps do you use?

Publicity Angles – Write Articles! Chase’s Manual Publicity Resource: Chases Calendar of Events ISBN: 0071461108 $64.95 USD Product Line:McGraw-Hill McGraw-Hill Other Helpful Resources: www.Yearbook.com www.PRnewswire.com .

Chase’s Manual Publicity Resource: Chases Calendar of Events

ISBN: 0071461108 $64.95 USD Product Line:McGraw-Hill McGraw-Hill

Other Helpful Resources:

www.Yearbook.com

www.PRnewswire.com .

Creating Special Reports / Articles Ways Keys Secrets Ideas Steps Strategies Pick a number between 1 and 50

Ways

Keys

Secrets

Ideas

Steps

Strategies

www.ResponseMail.com

Internet Marketing for Speakers – Site Types? Deep / Full Content Examples: www.RandyGage.com www.PrimeConcepts.com www.FordSaeks.com

Mini-sites (a.k.a. Sales Letter websites) Examples: CashCopywriting.com SpeakersInstitute.com Duplicatefast.com HowToSellinfo.com CraftingYourVision.com

Examples:

CashCopywriting.com

SpeakersInstitute.com

Duplicatefast.com

HowToSellinfo.com

CraftingYourVision.com

Upgraded Mini-Sites Example: DuplicationNation.com Use these when you want to Build credibility. Your product has a higher point.

Example:

DuplicationNation.com

Use these when you want to Build credibility.

Your product has a higher point.

Seminar Registration Websites Examples: SacredSecrets.com ProsperityPowerExperience.com HowtoSellinfo.com

Examples:

SacredSecrets.com

ProsperityPowerExperience.com

HowtoSellinfo.com

E-Course Websites Examples: www.FreeMLMcourse.com (visitor subscribes then is emailed the course through an Auto-responder series with upsell on each lesson) www.SuccessInMLM.com (visitor subscribes then is guided through the HTML course online with an upsell on last lesson.)

Examples:

www.FreeMLMcourse.com

(visitor subscribes then is emailed the course through an Auto-responder series with upsell on each lesson)

www.SuccessInMLM.com

(visitor subscribes then is guided through the HTML course online with an upsell on last lesson.)

Viral Marketing Hub Websites Example: CheckOutTheBiz.com (view now, and a buy option.) Check-out-the-biz.com (with squeeze page to capture email and subscribe to the free e-course.)

Example:

CheckOutTheBiz.com

(view now, and a buy option.)

Check-out-the-biz.com

(with squeeze page to capture email and subscribe to the free e-course.)

Online Coaching Program Websites

Design with Your Prospect in Mind! Who is Your Audience? Planning Navigation Unique Messages to Targets Headlines and Action Steps Use 3 x 5 Cards

Who is Your Audience?

Planning Navigation

Unique Messages to Targets

Headlines and Action Steps

Use 3 x 5 Cards

“ Page” Worksheet in Study Guide Title Description Keywords Headline(s) Action Step Filename Notes

Title

Description

Keywords

Headline(s)

Action Step

Filename

Notes

Shopping Cart Software Check out the shopping cart at: http://www.1shopping-cart.com Other Resources: http://primeconcepts.com/links.html Work book Page 12

Check out the shopping cart at:

http://www.1shopping-cart.com

Other Resources:

http://primeconcepts.com/links.html

Add a BLOG www.TypePad.com << Vendor www.Blogger.com << Vendor www.WordPress.com << Software howtosellinfo.typepad.com / << example primeconcepts.typepad.com / << example

www.TypePad.com << Vendor

www.Blogger.com << Vendor

www.WordPress.com << Software

howtosellinfo.typepad.com / << example

primeconcepts.typepad.com / << example

Making Your Site Successful Effective Copy: Features vs. Benefits Domain Names – Keyword Domains Text-driven, photo/graphic complemented. Grouping Sections Text links Testimonials

Effective Copy: Features vs. Benefits

Domain Names – Keyword Domains

Text-driven, photo/graphic complemented.

Grouping Sections

Text links

Testimonials

Making Your Site Successful Everything “clickable” Site map directory Auto Responder Series Set up ALT tags <alt=text Audio & Video } Sample Selling Action Steps on Every Page!

Everything “clickable”

Site map directory

Auto Responder Series

Set up ALT tags <alt=text

Audio & Video } Sample Selling

Action Steps on Every Page!

Helping the Search Engines Compelling Content Strong page titles Meta tags—key words, phrases Meta tags—page descriptions Reciprocal Keyword links Keyword Density

Compelling Content

Strong page titles

Meta tags—key words, phrases

Meta tags—page descriptions

Reciprocal Keyword links

Keyword Density

HOT SEATS – Web Sites

Create it Borrow it Buy it Main Methods of Getting Traffic:

Create it

Borrow it

Buy it

CREATE IT: Get Ranked: Search Engines / Directories / www.dmoz.org Opt-in E-zines Newsletters Viral Marketing Elements Publicity / Special Reports / Free Articles Place Your Content on Other Sites Main Methods of Getting Traffic:

CREATE IT:

Get Ranked: Search Engines / Directories / www.dmoz.org

Opt-in E-zines Newsletters

Viral Marketing Elements

Publicity / Special Reports / Free Articles

Place Your Content on Other Sites

BUY IT: P ay- P er- C lick Advertising (PPC) – Google Adwords, Overture and others. E-zines – Pay for Advertising Listings Banner Advertising Traditional Marketing / Direct Marketing Main Methods of Getting Traffic:

BUY IT:

P ay- P er- C lick Advertising (PPC) – Google Adwords, Overture and others.

E-zines – Pay for Advertising Listings

Banner Advertising

Traditional Marketing / Direct Marketing

Google Adwords

Google Success Narrow Themes & Keywords Select your top 20 Keywords and write 2 ads for each one Do your research using: Inventory.overture.com & www.google.com

Narrow Themes & Keywords

Select your top 20 Keywords and write 2 ads for each one

Do your research using:

Inventory.overture.com

& www.google.com

Keyword Research 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. Use those keywords in articles, specific web pages, HTML Metatags & Page Titles.

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.

Use those keywords in articles, specific web pages, HTML Metatags & Page Titles.

Keyword Research & Tools Keywords or Keyword Phrases Overture Tool Google’s Sandbox WordTracker.com http://inventory.overture.com https://adwords.google.com/select/KeywordSandbox

Keywords or Keyword Phrases

Overture Tool

Google’s Sandbox

WordTracker.com

Overture Keyword Tool 3 Keys to Look For: Number of Searches Out of Category Words Shrinkage in Counts

3 Keys to Look For:

Number of Searches

Out of Category Words

Shrinkage in Counts

http://www.Wordtracker.com

Domain Name Research www.NetworkSolutions.com www.GoDaddy.com www.DeletedDomains.com

www.NetworkSolutions.com

www.GoDaddy.com

www.DeletedDomains.com

BORROW IT: (share resources) Affiliate Marketing Cross-promotions / Fusion Marketing Strategic Partnerships Joint Ventures

BORROW IT: (share resources)

Affiliate Marketing

Cross-promotions / Fusion Marketing

Strategic Partnerships

Joint Ventures

Measuring Success VALUE PER VISITOR (VPV) Sales $ / # of visitors = VPV Example: $1000 / 5000 = .20 OR: Total Profit / # of clicks = VPV

VALUE PER VISITOR (VPV)

Sales $ / # of visitors = VPV

Example: $1000 / 5000 = .20

OR: Total Profit / # of clicks = VPV

InternetProfitKit.com www.InternetProfitKit.com/special.html 101 Proven Tactics & Tools You Can Use to Build Your Information Marketing Business!—Guaranteed! Special Offer! Only $ 97 (reg. $ 297 )

www.InternetProfitKit.com/special.html

www.CashCopywriting.com Randy Gage's How to Become a Copywriting Stud! 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. 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. Get it now at: http://www.cashcopywriting.com

Randy Gage's How to Become a Copywriting Stud!

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.

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.

Get it now at: http://www.cashcopywriting.com

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!

HERE IS A LINK TO MY INSIDER SECRETS VENDOR RESOURCES… http://www. primeconcepts.com/links.html Thank You for Attending!

HERE IS A LINK TO MY INSIDER SECRETS VENDOR RESOURCES…

http://www. primeconcepts.com/links.html

Thank You for Attending!