Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
The IM-MYTH  RUSSELL BRUNSONCopyright 2008 © DotCom Secrets, Inc.         All Rights Reserved                  1
Legal Disclaimer:The information services and resources provided in this eBook are based uponthe current internet marketin...
Table of ContentsSection 1The IM-Myth (A Ferrari on a DeadEnd Road) …………………………………………. 04Section 2Seven Steps to Instantly ...
1 The IM-Myth (A Fer-  rari On A Dead End         Road)  Hey everyone – I appreciate you taking 30 minutes outof your busy...
While I know that’s a little weird, I guarantee thatthere is someone else reading this report right now whoalso collected ...
vertising, and LOVE being marketed to. If I dont likean ad campaign for a company, my wife has learned thatwe "ban" that c...
found that I had fallen short. Not much (within a fewthousand dollars), but I hadn’t quite made it.  That same year my wif...
I figured it would be great reading on the plane so Iordered it and made sure it would be shipped to me be-fore I left.   ...
$8 million a MONTH!!! He then told me about all theways he generated leads, his back-ends, continuity pro-grams and more… ...
as a business, I promise you that you’ll never reach thelevels that you should have.  During my interview with the “$100 M...
2  Seven Steps to In-        stantly IM-Proof Your Busi-          ness  When I decided to write this report, I really want...
stable, but make you 10 times the money while doingalmost the same amount of work.  Here are the seven steps:   • Step 1: ...
When all is said and done, it really doesn’t matter HOWbig your list is, it matters how many buyers are on thatlist. If yo...
over again, wouldn’t you spend a little more time andmoney marketing to them?  So the key with this is that as soon as som...
to 50 percent are the ones who are willing and able totake out their credit card for more information.  I’m not going to t...
I would just an email list. Aggressively meaning I’ll pickup the phone to sell something to them, I’ll send themsomething ...
Now that you know who the buyers are on your list,there are some ways that you can actually get them tofinance your offlin...
So I offered a front-end DVD that had some veryunique content on it. I didn’t charge anything for it, ex-cept $7.95 to cov...
2. We made (and continue to make) tens of thou-        sands of dollars from this letter, and our custom-        ers finan...
more people to our $5,500 workshop. Yes, we brought inan extra 55k, and it didn’t cost me a dime to do it. (Yes,they even ...
month. This goes out every month to our top buyers.These are people who are willing to spend $49.97 everymonth to get a DV...
Example of an offer we included with one issue.Lindsey shipping out one month’s worth of the maga-                       z...
Brent and Kevin helping with the second load…You can see how many people are anxiously waiting              their journal ...
Don’t worry, after we hit 1,000 members, I didn’tmake my team ship them anymore – we moved to a ship-ping house which make...
Call centers    Behind the scenes at our in-house call centers  I know when I mention call centers some of you aregoing to...
office start calling our buyers to see if any of them wouldbe interested in it.    Behind the scenes at our in-house call ...
At that point, they get a percentage of the sale, but Idon’t pay them ANYTHING unless they make the sale.So again, the cus...
If you are currently generating buyer leads, and wantto plug a call center into your backend, then I can help.  Our call c...
Keep working the buyers   After you’ve generated the buyer lists, don’t just stopthere. Continue to market and sell to the...
3500 invisible letters…          30
Postage rates changed while we were doing it, so wehad to go back through and add on $.01 stamps to everyone… But we made ...
Step 3: Offline Automated Follow-Up Systems  As internet marketers, we all know that the fortune isin the follow-up. We sp...
them for their order, and offering them a discount onanother one of our products.  Then a few days later, the system AUTOM...
• Increase in customer referrals (building our af-         filiate program).      • More backend sales.      • Reduced Ref...
Some cards we sent using this powerful systemThey were written in my own handwriting, and person-         alized with our ...
Step 4: One-to-Many Lead Genera-tion  I remember one day I woke up and had an epiphany.What if I used all of these cool of...
get those types of ROI, then you just ramp it up as quickas possible. But my epiphany came when I realized this:  If I use...
So the key to this step is to focus on one-to-many off-line lead generation. Focus on the people who can bringyou a much h...
Jeff sent this postcard out to hundreds of potential       affiliates to help him with his launch.A postcard I sent out wi...
Brochure we send out to our                       newbie affiliates to help teachthem how to promote.                     ...
Step 5: Offline Lead Generation  This is where it starts to get a little more expensive,but if you’ve been working the oth...
tion is to test small, until you can get it to convert well,then you can do a mass roll out.  While in this report we don’...
This is Joe Polish’s ad running in Entrepreneur maga- zine – he’s trying to qualify the buyers from this       magazine by...
Another ad found in this month’s issue of Millionaire         Blueprint following the same model.                         44
Direct Mail  Direct mail is one of my favorite media for generatingnew leads because you can actually BUY a list of buyers...
list against the NCOA (National Change Of Address)to make sure the customers still live there – otherwiseyou’re going to g...
Step #7 – After you find an offer that converts and at  least breaks even on the front end, slow start your  ramp up proce...
Step 6: The Truth About PR and WhyIt Doesn’t Work Very Well Online…  It seems like the big buzz word on the street lately ...
Me in the March issue of Millionaire Blueprint Maga-                        zine  What I’ve found VERY interesting is that...
They got on a T.V. show, they got into magazines,they were on the radio AND it didn’t cost them a penny!Offline PR is prob...
After I’ve been on local T.V. stations in those cities,we then take those media reels from the local news sta-tions, and t...
Almost hand written letters:A “handwritten” letter we sent out to a small section              of our buyers to upsell a  ...
A cool example of someone doing a very similar thing             Another very cool example…                        53
Another cool one   ☺  If these came to you in the mail, would you readthem? I’ll show you the companies that can do stuff ...
Hand delivered by the FedEx guy              55
Another very cool idea that is guaranteed to get you                      to open…                        56
Put your sales message on a menu (you can even add a                   “coffee stain”)                        57
Gold envelop really sticks out             58
No one throws away X-Rays from the doctors!                    59
The Infamous Tear Sheet..  This is one we did internally that was a HUGE suc-cess, and I’ve had literally hundreds of peop...
Want to know how                                 we did it…? We found a                                 company     that  ...
3 The 12 Month Inter-          net   Millionaire (Re-        sults)  My curiosity with integrating offline marketing intom...
online business use his offline techniques to build theircustomers and get more repeat buyers?  I just showed you a few sa...
5. And my time away from the offices has more then        doubled (in fact I just started going to wrestling        practi...
4 Our Secret Resource         and     Vendor List  We talked about a lot of cool offline stuff we’re doing.Here are a few ...
tearsheets, affixing postage stamps and more. All print-ing and mailing is done in-house. Minimum quantity perorder is 5,0...
Handy Mailing Services  Handy Mailing specializes in fulfillment for massmailings. They can assemble multiple components, ...
Fax: 620.628.4487Website: www.mcmannisduplication.comStructural Graphics  This is where you can get creative direct mail i...
Waukegan, IL 60085Phone: 800.958.5463Fax: 800.295.5571Website: www.uline.comRST Marketing  This company can print, address...
Email: info@envelopes.comPhone: 866.751.6528Website: www.envelopes.com2 Corporate Park DriveUprinting.com  These guys do i...
Upcoming SlideShare
Loading in …5
×

I'm MYTH

380 views

Published on

  • Does Penis Size REALLY Matter? The truth comes out... ●●● http://t.cn/Ai88iYkP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • SECRET: Men usually out of emotion, not logic. Take advantage of this and get your Ex back today! See how at: ➤➤ http://t.cn/R50e2MX
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

I'm MYTH

  1. 1. The IM-MYTH RUSSELL BRUNSONCopyright 2008 © DotCom Secrets, Inc. All Rights Reserved 1
  2. 2. Legal Disclaimer:The information services and resources provided in this eBook are based uponthe current internet marketing environment. The techniques presented havebeen extraordinarily lucrative and rewarding. Because the internet is constantlychanging, the sites and services presented in this eBook may change, cease orexpand with time. We hope that the skills and knowledge acquired from thiscourse will provide you with the ability to adapt to inevitable internet evolution.However, we cannot be held responsible for changes that may affect the appli-cability of these techniques.Screenshots in this eBook are from publicly accessible field archives. All prod-uct names, logos and artwork are copyrights of their respective owners. None ofthe owners have sponsored or endorsed this publication. While all attemptshave been made to verify information provided, the author assumes no respon-sibility for errors, omissions, or contrary interpretation on the subject matterherein. Any perceived slights of peoples or organizations are unintentional. Thepurchaser or reader of this publication assumes responsibility for the use ofthese materials and information. No guarantees of income are made. The au-thor reserves the right to make changes and assumes no responsibility or liabil-ity whatsoever on behalf of any purchaser or reader of these materials. 2
  3. 3. Table of ContentsSection 1The IM-Myth (A Ferrari on a DeadEnd Road) …………………………………………. 04Section 2Seven Steps to Instantly IM-ProofYour Business …………………………………….... 11Section 3The 12 Month Internet MillionaireResults …………………………………………..…. 62Section 4Our Secret Resource and Vendor List …….………. 65 3
  4. 4. 1 The IM-Myth (A Fer- rari On A Dead End Road) Hey everyone – I appreciate you taking 30 minutes outof your busy schedule today to learn about the IM-Myth.Before I get too deep into it, I want to introduce myself.My name is Russell Brunson. I’m from Sandy Utah, butmoved to Boise, Idaho a few years ago on a wrestlingscholarship. On the following page you will see a pictureof me the day before I left to college. And yes… that ismy collection of junk mail. 4
  5. 5. While I know that’s a little weird, I guarantee thatthere is someone else reading this report right now whoalso collected junk mail. Me with a pile of “junk mail.” Summer of 98 While I know that’s a little weird, I guarantee there is someone else read- ing this report right now who also col- lected junk mail. I’ve got to admit, I’m an advertising junkie. I love ads.When I read magazines, I go straight to the back andread the ads. I dont mind getting spam, I hate when people changethe channel on the radio or TV when a commercialcomes on. Im not sure if Im the only one, but I love ad- 5
  6. 6. vertising, and LOVE being marketed to. If I dont likean ad campaign for a company, my wife has learned thatwe "ban" that company until they get commercials thatwe like. Anyways, to cut to the chase, I’m obsessed withall this stuff and LOVE to talk about it. I got startedonline a few years ago, and instantly fell in love withinternet marketing. On January 1, 2005 I set a goal. I was graduating fromcollege that year, and wanted to make a big splash fast!Some of you may remember because I did a whole prod-uct just so I could “call my shot.” I wanted to make$2,739.73 a day for a whole year. That was my goal. Why was that number so important to me? Well, be-cause when you take $2,739.73 X 365 days, you get themagical number “$1 Million!!!” That was my goal, and I started to bust my butt to hitit. What I found out really quickly was that while it ispossible to hit the million dollar mark in just 12 monthsusing only the internet – it was VERY hard. During this12 month journey, I tried almost everything that I couldthink of, yet when I got my end of year tax report back, I 6
  7. 7. found that I had fallen short. Not much (within a fewthousand dollars), but I hadn’t quite made it. That same year my wife and I went on a cruise tocelebrate my college graduation and also the news thatwe were about to have twin boys! About a week beforewe set sail, I heard a rumor about a very controversialmarketing book. My wife and I on our cruise where I spent the whole time reading and re- reading a very con- trover- sial mar- ketingbook. 7
  8. 8. I figured it would be great reading on the plane so Iordered it and made sure it would be shipped to me be-fore I left. I got it the day we were flying out, and put it into mybackpack. We had a four hour flight, so while my wifewatched "Madagascar" on the plane, I started to read thebook. After reading just the introduction I saw exactlywhat the hype and controversy was about. Four hours later I was annoyed that we had to get offthe plane because I wasnt finished reading the book.Over the next 7 days of our cruise I read and re-read thebook. You see, the book was written by a 28 year old guywho made over $100 million dollars (yes ONE HUN-DRED MILLION) in 23 months marketing a productthat sold for just $60. I was so excited that when I got home, I called the au-thor on the phone. His name is Vince James, and I hadto find out if he was legit. After about 15 minutes on thephone, I knew this guy was the real thing. He told me about the night that he typed out the fourpage sales letter that would eventually make him almost 8
  9. 9. $8 million a MONTH!!! He then told me about all theways he generated leads, his back-ends, continuity pro-grams and more… I was blown away and actually hired him to do a threehour consultation for me, (which luckily turned into oversix hours) where he showed me how a guy with an onlinebusiness like mine should be using basic offline tech-niques to take their business from a million dollar a yearto a million dollars a MONTH!!! Ever since that consultation, I’ve been implementinglots of different offline strategies into my online business,and have been amazed to see that we’ve more than tri-pled our income each year since, and actually spent lesstime and effort than when we were marketing 100 per-cent online. So, what is the IM-Myth you might be ask-ing? The myth is that internet marketing is a business.The internet is not a business. The internet is a type ofmedia (just like radio or TV) that can be used to generateleads VERY quickly for your business. If you realize that, and look at it like that, then youcan use it as a tool to make tens or even hundreds of mil-lions of dollars a year in your business. If you focus on it 9
  10. 10. as a business, I promise you that you’ll never reach thelevels that you should have. During my interview with the “$100 Million Dollar”man, he told me something very profound. He said,“You know Russell, the internet is very cool, but I feellike I’m in a Ferrari on a dead end road. You can make abunch of money really fast, but if that’s all you’re using,you really can’t go past that tiny road.” He then went on to show me exactly HOW to get thepower of that Ferrari, but on a road that doesn’t end. Ihope that this report will help show you HOW. ☺ 10
  11. 11. 2 Seven Steps to In- stantly IM-Proof Your Busi- ness When I decided to write this report, I really wanted todo it as a warning to my clients, customers and friends.I’ve seen a few too many people have all their eggs in theIM basket, and when things shift or change, they loseeverything. That is why it’s very necessary to “IM-Proof” yourbusiness, meaning that you find ways to supplement off-line tactics that will not only make your business more 11
  12. 12. stable, but make you 10 times the money while doingalmost the same amount of work. Here are the seven steps: • Step 1: Qualify your buyers • Step 2: Customer financed offline tactics • Step 3: Offline automated follow-up systems • Step 4: One-to-many lead generation • Step 5: Offline lead generation • Step 6: The truth about PR, and why it doesn’t work very well online • Step 7: Ninja tactics to make you stand out At the end of this report I will also show you our ven-dor list for the people who do all of this cool stuff for usat very small costs.Step 1: Qualify Your Buyers One of the biggest half truths that is consistentlytaught in internet marketing is, “the money is in the list.”The actual truth is that the money is in the buyers onyour list. It’s a small difference, but it’s VERY important. 12
  13. 13. When all is said and done, it really doesn’t matter HOWbig your list is, it matters how many buyers are on thatlist. If you start watching the mentality of the buyers onyour list, and really watch what they do closely, and howthey react, you’ll notice some interesting patterns. For example, someone who is a buyer will not just buyonce. They usually buy often (and some people buy everytime you offer something). I watch each day as the buyerlists come in that I’ll see the same people’s names on thelists every few days. I also know this because I am a buyer. If you ever havea chance to come to my offices you’ll see literally over$200,000 worth of books, courses, tapes and more in mylibrary. I am a rabid buyer who will buy as much infor-mation as humanly possible on the subjects that I ampassionate about. I am the type of person that you want on your list. Your goal with your marketing should be to identifythe buyers on your list as quickly as possible. Just think, ifyou knew the people on your list who were most likely tobuy, and you knew that they’d probably buy over and 13
  14. 14. over again, wouldn’t you spend a little more time andmoney marketing to them? So the key with this is that as soon as someone joinsyour list, you want to qualify them as a buyer, or abrowser… Let me show you what I mean… We have multiple lead generation websites with onegoal. That goal is to get our visitors name and e-mail ad-dress. I’m sure you’ve heard a million times about“squeeze pages,” and that is exactly what I’m talkingabout. The goal of this squeeze page is to take all of my traf-fic, and to qualify that traffic into those who are willingto give me their name and e-mail address in exchange formore information. Pretty basic, right? Out of 100 visitors who come tomy squeeze pages, on average about 35to 50 percent ofthem are willing to give me their name and their emailaddress for more information. Now that much we are taught over and over in inter-net marketing. Yet the next (and more important) stepalmost everyone leaves out. The next IMMEDIATEgoal is to qualify your buyers to find out who of those 35 14
  15. 15. to 50 percent are the ones who are willing and able totake out their credit card for more information. I’m not going to try to qualify them with a huge pur-chase, a very small one, usually something where I charge$1 (or free) plus shipping and handling. By doing this, instantly I am finding out who the buy-ers are on my list. Who are the people who are willing topull a credit card out of their wallet for more informa-tion? Again I do this by getting them to make a smallpurchase. After they make that purchase, something very excit-ing happens. 1. They give me their credit card information. 2. They give me their shipping address. 3. They give me their phone number. Now I have found out who the top buyers on my listare. They have raised their hand and told me that they area buyer, and because I know the mentality of buyers, I’mwilling to market to this list a lot more aggressively than 15
  16. 16. I would just an email list. Aggressively meaning I’ll pickup the phone to sell something to them, I’ll send themsomething in the mail or both. This is KEY… you need to qualify the buyer on yourlist immediately. You will see why this is so powerful inthe upcoming steps. Let me show you an example of howwe do this:Step 2: Customer Financed OfflineTactics 16
  17. 17. Now that you know who the buyers are on your list,there are some ways that you can actually get them tofinance your offline marketing to them! I wanted to talk about these now, because the BIG-GEST complaint every time I mention the fact that youshould be marketing offline to your customers to aninternet marketing crowd is that they can’t afford to doit. So, let me show you a few examples.Free CD, DVD or Report Technique I wanted to test out some direct mail, but didn’t want to lose a ton of money if I screwed it up too much, so I decided to see if I could get my buyers to help me fi- nance it. 17
  18. 18. So I offered a front-end DVD that had some veryunique content on it. I didn’t charge anything for it, ex-cept $7.95 to cover printing, shipping and handling. Be-fore we mailed this out, we took about $.13 from that$7.95, and printed a four page sales letter that we in-cluded with the DVD. Can you guess what hap-pened….? 1. Because this letter ONLY went to buyers, and it didn’t cost me ANYTHING to send out. 18
  19. 19. 2. We made (and continue to make) tens of thou- sands of dollars from this letter, and our custom- ers financed the whole thing. In fact, the whole goal of this letter is to get people toinbound call our call center. We are averaging over $500 from every person whoresponds to this letter! Even if this was a complete flop, and not a single per-son bought, it really didn’t matter, because it didn’t takeany money out of my pocket to test out! I’ve seen this done in other markets with a “secret” re-port, cd’s, dvd’s or anything else that had to be shipped.This way you can start testing out some direct mail with-out spending any money. Here’s oneunique thingwe includedin one of ourmailings thatended upbringing in 10 19
  20. 20. more people to our $5,500 workshop. Yes, we brought inan extra 55k, and it didn’t cost me a dime to do it. (Yes,they even paid for that $1 we hooked to the insert).Print continuity program The next, even more powerful thing to do is to get your top buyers onto a monthly continuity pro- gram where they are ex- pecting to getsomething in the mail from you every month. You can do this with a “CD of the month” club,“DVD of the month” or even a print newsletter. I’m suremany of you have seen our print journal and DVD of the 20
  21. 21. month. This goes out every month to our top buyers.These are people who are willing to spend $49.97 everymonth to get a DVD and a 44 page manual from us. Because of that, we also include special offers to thesebuyers each month that we don’t make available to oth-ers. But again, all of these offers are financed by our buy-ers because they are paying the production, shipping andother costs associated. And they are willing to do it be-cause of the high quality of the content they receive eachmonth. It’s just like T.V. I’m willing to sit through 15 minutesof commercials every 30 minutes because the quality ofthe show I’m watching makes it worth it. ☺ Just think, the mail man is hand delivering my salesmessage to my top clients every month, and they are pay-ing to hear from me. That is the type of situation youwant to get in with your top buyers. 21
  22. 22. Example of an offer we included with one issue.Lindsey shipping out one month’s worth of the maga- zine… 22
  23. 23. Brent and Kevin helping with the second load…You can see how many people are anxiously waiting their journal and DVD 23
  24. 24. Don’t worry, after we hit 1,000 members, I didn’tmake my team ship them anymore – we moved to a ship-ping house which makes it a LOT easier on all of us. ☺ 24
  25. 25. Call centers Behind the scenes at our in-house call centers I know when I mention call centers some of you aregoing to roll your eyes because of how much you hate theidea of getting called by some unsolicited caller. I used to be the same way, until we decided to try oneout. We put together an offer that was so good, you’dhave to be crazy to say no, and we had a few guys in our 25
  26. 26. office start calling our buyers to see if any of them wouldbe interested in it. Behind the scenes at our in-house call centers We didn’t do any real hard selling, just making a greatoffer to our top customers. Within a week we had soldout all 10 slots at $5,500 each! I was so excited that wedecided to build out a full call center. The best thing about our call center, is that I don’t paythese guys ANYTHING to call my buyers! That’s right;it’s completely free, until that customer buys something. 26
  27. 27. At that point, they get a percentage of the sale, but Idon’t pay them ANYTHING unless they make the sale.So again, the customer is financing this offline tech-nique. “But Russell, I don’t want to start a call center…” I don’t blame you. It’s a lot of work, and you have tomanage, train and motivate callers. So, if this sounds like you, then I’ve got great news.You can outsource your buyer leads to a call center forfree, and they’ll do all that work for you. For example, earlier this year I did a real estate project,and generated about 800 buyer leads. I didn’t want to setup a real estate call center, or provide any real estatecoaching, but I had these leads. So I found a good call center and teamed up withthem. I gave them my leads, and they did the calls, salesand training for me, and cut me a check each week in ex-change. ☺ We sold well over $100,000 worth of coaching and Ididn’t do anything except email them an excel sheet withmy buyers’ phone numbers on them. 27
  28. 28. If you are currently generating buyer leads, and wantto plug a call center into your backend, then I can help. Our call center is currently accepting a few more ac-counts for internet marketing, real estate, or any othertype of wealth building leads. If you are generating atleast 100 new buyer leads a week then you can have myteam call, close and coach them for you. If you are interested in working with our call center, orone of our partner call centers, please submit a supportticket to www.customerhelpdesk.org asking for someonefrom my offices to contact you about becoming a leadprovider for our call center. In the subject line of your email write: “Call centerservices” and in the body of your email include: Your Name: Personal Email: Phone Number: Number of buyer leads you can generate each month: The niche your customers are in (real estate, internet marketing, etc...): 28
  29. 29. Keep working the buyers After you’ve generated the buyer lists, don’t just stopthere. Continue to market and sell to them offline. Letme show you an example of just how powerful this is. During my first direct mail campaign to my custom-ers, I wanted to do something that stuck out. So I wenton eBay and found some clear envelopes. I then wrote afour page sales letter for a product I was promoting as anaffiliate. I then exported our customer list and printed out abunch of labels. I thought it would take two or threehours to get these all shipped out. Because of how hard itwas to put paper into the invisible envelopes, and becauseour stamps wouldn’t stick very well, it turned into a sevenday nightmare. Let me show you our work: 29
  30. 30. 3500 invisible letters… 30
  31. 31. Postage rates changed while we were doing it, so wehad to go back through and add on $.01 stamps to everyone… But we made $22 in profits for each of thesethings we shipped out!!! Now I hope that doesn’t scare you away from usingdirect mail. While it was a pain in the butt, we made $22for every envelope that we stuck into the mail. Was itworth it….? Heck ya it was. Now that I’ve learned a few things about direct mail,it’s actually almost easier to do it than it is to send anemail. Let me show you the steps I take now: Step 1: Write the sales message in Microsoft Word. Step 2: Mail merge the person’s first name into the document. Step 3: Get a CSV file of my entire customer database Step 4: E-mail both files to City Blue Printing. That’s how easy it really is (You can find out CityBlue’s contact information in the resource section at theend of this report). 31
  32. 32. Step 3: Offline Automated Follow-Up Systems As internet marketers, we all know that the fortune isin the follow-up. We spend days getting our autorespon-der sequences set up right, we spend hours tweakingcopy and doing everything we can because we know thatmost of our money is made when we follow up with oursubscribers. Yet for some reason, when it comes to following upwith our actual CUSTOMERS who have given usmoney, even the few guys who are doing it, usually stopafter one letter, or one phone call. I think the biggest reason is that it’s very hard toautomate offline marketing. We did start using one sys-tem that is very powerful to automate our offline follow-ups. I’ll tell you their name in a minute, but let me ex-plain how it works first. What happens is, after someone becomes a buyer, myassistant logs into a special website, and adds their con-tact information into our database. That system thensends them a physical postcard immediately thanking 32
  33. 33. them for their order, and offering them a discount onanother one of our products. Then a few days later, the system AUTOMATI-CALLY sends another card telling them about how tobecome an affiliate, then a few days later another one up-selling other products. It works just like an e-mail autoresponder, but withpostcards and greeting cards. You are able to upload yourown picture, add your own signatures, personalize thecards with your buyer’s name, AND even have the cardswritten in your OWN handwriting. It’s a VERY powerful system that we started using inour company about a year ago. Here are just a few of thethings we’ve seen since using it: 33
  34. 34. • Increase in customer referrals (building our af- filiate program). • More backend sales. • Reduced Refund rates. • Higher levels of customer satisfaction. • Money saved on direct mail. • And much more... It costs about $1 to send out each card, and again, I letthe buyer finance it. If they spent $7.95 on a front endproduct, then I’ll spent $5 from that to contact themthrough mail with cards. To find out more information about using this service,please visit www.PostcardAutoresponder.com The key here again is to try to automate your offlinemarketing to make it more like internet marketing byusing automated follow up systems. You can see some example of some postcards we sentout on the following page: 34
  35. 35. Some cards we sent using this powerful systemThey were written in my own handwriting, and person- alized with our customers’ NAMES!!! 35
  36. 36. Step 4: One-to-Many Lead Genera-tion I remember one day I woke up and had an epiphany.What if I used all of these cool offline tactics I was learn-ing, not just to generate new customers, but to generate aLOT of new customers FAST! Let me show you how most people use direct mail: They send out a letter to a lot of people, and get a per-centage of those people to send them back money. Thegoal is to spend $1 to earn $2 back in return. If you can 36
  37. 37. get those types of ROI, then you just ramp it up as quickas possible. But my epiphany came when I realized this: If I used direct mail to recruit affiliates, then each af-filiate I signed up, would be equal to a LOT of sales (notjust one if I were using it to find buyers). So we started sending mail, postcards, packagesANYTHING and everything we could to potential jointventure partners. I didn’t have to send out as many packages, but let’ssay I sent out 100, and I get 10 people from that to sayYES and help me promote my project, it could equalhundreds of thousands of dollars! 37
  38. 38. So the key to this step is to focus on one-to-many off-line lead generation. Focus on the people who can bringyou a much higher return than you can with a customer. It will cost you less, and you’ll acquire a lot more buy-ers. Let me show you a few cool mail pieces we’ve sentout, and that we’ve had others send us.This was attached to a huge box we received with info about the sender’s new product they were selling. 38
  39. 39. Jeff sent this postcard out to hundreds of potential affiliates to help him with his launch.A postcard I sent out with Postcard Autoresponder to a few hundred affiliates to get them to help with our launch! 39
  40. 40. Brochure we send out to our newbie affiliates to help teachthem how to promote. 40
  41. 41. Step 5: Offline Lead Generation This is where it starts to get a little more expensive,but if you’ve been working the other methods we’ve al-ready talked about, then you’ll be able to afford this typeof lead generation. When Vince talked about the Ferrari on a dead endroad, I asked him where I could find a long, never-ending road. ☺ This is what he showed me… There are five big players when it comes to offline leadgeneration: 1. Magazines 2. Direct Mail 3. Newspapers 4. Radio 5. T.V. In our company we have been testing small in all ofthese types of offline lead generation. Some are workingbetter than others, but the key with offline lead genera- 41
  42. 42. tion is to test small, until you can get it to convert well,then you can do a mass roll out. While in this report we don’t have time to cover eve-rything that we’re doing, I did want to show you a fewsamples of stuff that’s working.Magazines to generate leads: There are a few ways that you can use magazines, onethat we’ve seen others do very successfully that we areworking on modeling is driving people from magazinesto your online offer. Look how a few other guys are do-ing it now: 42
  43. 43. This is Joe Polish’s ad running in Entrepreneur maga- zine – he’s trying to qualify the buyers from this magazine by sending them to his website. 43
  44. 44. Another ad found in this month’s issue of Millionaire Blueprint following the same model. 44
  45. 45. Direct Mail Direct mail is one of my favorite media for generatingnew leads because you can actually BUY a list of buyers!Yes, if you buy the right lists, everyone you are sendingsomething to has bought something similar in the past!!! The keys here are simple. Step 1: Take your existing online buyer list, and run data tests to find out your customer profiles. This will tell you who your best customers are, where they live, etc… (you can get this done at www.melissadata.com). Step 2: Call a list broker and tell them you want to rent a BUYER list of people who have bought a prod- uct similar to yours in the last year. Start small (usually the minimum order is 5,000). Step 3: Use a company like Melissa data to scrub the list you just rented with your customer profile list so that you are only sending mail out to those people who are MOST likely to buy. You can also run this 45
  46. 46. list against the NCOA (National Change Of Address)to make sure the customers still live there – otherwiseyou’re going to get back huge stacks of undeliveredmail.Step 4: Follow the steps I laid out earlier for sending aphysical letter to that list: • Write the sales message in Microsoft Word. • Mail merge the person’s first name into the document. • Get a CSV file of my entire customer database • E-mail both files to City Blue Printing.Step 5: Check your ROI, and see if you broke even onthe front end. Implement continuity programs andother backend programs to make your profits.Step 6: If you do make a profit, rent a larger segmentof that same list or other similar lists and repeat. 46
  47. 47. Step #7 – After you find an offer that converts and at least breaks even on the front end, slow start your ramp up process and add more and more lists. Be sure to monitor them closely so you make sure each mail- ing is still profitable for you.Notice my target customers are in segments 18 and 32. Kids and Cul-de-Sacs and New Homesteaders. 47
  48. 48. Step 6: The Truth About PR and WhyIt Doesn’t Work Very Well Online… It seems like the big buzz word on the street lately hasbeen the power of online PR. Now, I don’t want to say itdoesn’t work, but it works differently than offline PR. Our online press releases have given us thousands ofback links which fit into our SEO strategy, and they havehelped us set up a few good deals behind the scenes.BUT… As far as buyer lead generation, it didn’t even touchwhat one article in one magazine did for our company.Last March, I was featured on the cover of MillionaireBlueprints magazine and on the newsstands around theworld. It brought in diverse buyers from around the worldthat I would have NEVER had access to in the past.This really got the wheels in my head spinning. I’m also obsessed with Donny Deutsch’s TV show“The Big Idea” where he interviews millionaires andfinds out how they got to the top. 48
  49. 49. Me in the March issue of Millionaire Blueprint Maga- zine What I’ve found VERY interesting is that almost eve-ryone he asks that question to always gives one of tworeasons… Either they were found at a trade show, orthey got some free offline PR. 49
  50. 50. They got on a T.V. show, they got into magazines,they were on the radio AND it didn’t cost them a penny!Offline PR is probably the most overlooked way to gen-erated leads in the IM world. We just hired a PR expert (for a LOT less than you’dthink) to run our PR campaigns for us. She’s already setup speaking engagements around the country, and work-ing now to get me some local media in each of those cit-ies. Here are pictures of a few of the shows they have got-ten me onto so far: 50
  51. 51. After I’ve been on local T.V. stations in those cities,we then take those media reels from the local news sta-tions, and take them to the bigger national media showslike The Big Idea, Today Show, Oprah and others. I used to wonder how people got on those shows, andI’ve found it usually isn’t by accident. They follow simplerules to get there. I highly recommend finding a PR company with ex-perience to help you set up a PR campaign to brand yourbusiness and help you to generate more leads.Step 7: Ninja Tactics to Make YouStick Out The key to all this offline stuff, is that you want tostick out like a sore thumb. Because people throw awayjunk mail. You’ve got to do things to make them keepthe letter, open it, read it, and act on what’s inside. Let me show you a few cool ninja tactics we’ve beentesting out and others we’ve seen people testing out onme. ☺ 51
  52. 52. Almost hand written letters:A “handwritten” letter we sent out to a small section of our buyers to upsell a similar product. 52
  53. 53. A cool example of someone doing a very similar thing Another very cool example… 53
  54. 54. Another cool one ☺ If these came to you in the mail, would you readthem? I’ll show you the companies that can do stuff likethis at the end of this report.Things That Make You Go HMMMMM…. If this showed up at your door, would you open it? 54
  55. 55. Hand delivered by the FedEx guy 55
  56. 56. Another very cool idea that is guaranteed to get you to open… 56
  57. 57. Put your sales message on a menu (you can even add a “coffee stain”) 57
  58. 58. Gold envelop really sticks out 58
  59. 59. No one throws away X-Rays from the doctors! 59
  60. 60. The Infamous Tear Sheet.. This is one we did internally that was a HUGE suc-cess, and I’ve had literally hundreds of people ask mehow we did it. Let me show it to you. It looks like it was ripped out of a newspaper, and ithas a hand written note from this person’s friend named“J.” The address was also hand written with no returnaddress. 60
  61. 61. Want to know how we did it…? We found a company that printed these awesome “tear sheets” that can look like they were torn out of a newspaper or a maga- zine. (Their name is on the resource list). They also have over 700 people who will hand writepost-it notes and address envelopes for you!!! For our initial run we sent out 5,000 copies of this,and with the printing, postage, handwritten envelopesand sticky notes, it was about $6,300!!! A little over $1each, and the response rate was through the roof!!! 61
  62. 62. 3 The 12 Month Inter- net Millionaire (Re- sults) My curiosity with integrating offline marketing intomy online business really started out about two years agowhen I got a copy of Vince James’ book, “The 12 MonthMillionaire.” When I first read the book, I loved the concept of us-ing offline techniques for my online business, but reallystruggled to see HOW I could apply it to my business. After I read the book, I hired Vince to consult me onthis exact problem. How could someone like me with an 62
  63. 63. online business use his offline techniques to build theircustomers and get more repeat buyers? I just showed you a few samples of what we’ve beendoing during the past two years, but I really wanted toshow you some of the fruits of what adding this type ofmarketing has done for us. 1. My company has grown from a three man opera- tion in the basement of my duplex to 40 full-time employees in my immediate office (and growing fast), plus about a half dozen other full-time workers overseas. 2. We’ve more than tripled our profits EVERY YEAR since we started adding the offline ele- ments. 3. My customer/buyer list has skyrocketed by over ten times. 4. Attendance of my $5,000 per head workshops (recently raised the price to $11,000) have more than quadrupled in three months and we are now doing them twice as often. 63
  64. 64. 5. And my time away from the offices has more then doubled (in fact I just started going to wrestling practices again last week!) 6. And a whole lot more. I’ve never sold the recordings from my interview withVince because I wanted to test it all out and make sure itall worked first. As you can see from above, it works verywell. Recently I released the six hour recordings from myprivate consultation and the transcripts for the first timeever at www.12MonthInternetMillionaire.com. 64
  65. 65. 4 Our Secret Resource and Vendor List We talked about a lot of cool offline stuff we’re doing.Here are a few of the “secret” resources that we are using.I hope you enjoy!!!Think Ink Marketing Think Ink Marketing helps personalize mass mailingsto the recipient with handwritten envelopes and post-its, 65
  66. 66. tearsheets, affixing postage stamps and more. All print-ing and mailing is done in-house. Minimum quantity perorder is 5,000.7402 Prince DriveHuntington Beach, CA 92847Phone: 714.841.2041Fax: 714.841.2012Website: www.thinkinkmarketing.comE-mail: info@thinkinkmarketing.comCity Print, Inc. This company can realistically duplicate a handwrittennote to make your mailing look like you wrote it speciallyfor the recipient. You can even get what looks like a cof-fee stain on the paper if you like!235 S. EllisWichita, KS 67211Phone: 866.907.1222Fax: 316.262.4409Website: www.cityprintusa.com 66
  67. 67. Handy Mailing Services Handy Mailing specializes in fulfillment for massmailings. They can assemble multiple components, orjust fold, insert and seal a single letter. And City Printdelivers to Handy Mailing for free!3839 Dora St.Wichita, KS 67213Phone: 800.624.3622Fax: 316.942.0224Website: www.handymailing.comMcMannis Duplication & Fulfillment McMannis specializes in low cost replication ofDVDs and CDs. They will also deliver to Handy Mail-ing for free.310 West Railroad StCanton, KS 67428Phone: 620.628.4411 67
  68. 68. Fax: 620.628.4487Website: www.mcmannisduplication.comStructural Graphics This is where you can get creative direct mail ideasthat you won’t find anywhere else. Many of their pieceshave interactive parts that hook your prospect’s attention.38 Plains RoadEssex, CT 06426Phone: 866.428.8969Fax: 860.767.2451Website: www.structuralgraphics.comUline You can get a wide variety of envelopes and mailers(including the metallic gold envelopes I showed earlier)at good prices.2105 S Lakeside Dr 68
  69. 69. Waukegan, IL 60085Phone: 800.958.5463Fax: 800.295.5571Website: www.uline.comRST Marketing This company can print, address and mail your directmail campaigns. You can also get special envelopes thathave the UPS logo on them but have a much lower post-age rate.1272 Corporate Park Dr.Forest, VA 24551Phone: 434.525.1028Website: www.rstmkt.comEnvelopes.com You can get “Express Mail” envelopes that you cansend at the regular postage rate through USPS. 69
  70. 70. Email: info@envelopes.comPhone: 866.751.6528Website: www.envelopes.com2 Corporate Park DriveUprinting.com These guys do inexpensive and quick printing of post-cards, flyers, brochures and more. Their online orderingsystem is easy to use.10936 Santa Monica Blvd.Los Angeles, CA 90025Phone: 888.888.4211Fax: 310.575.4141Website: www.uprinting.com 70

×