Tạp trí Internet Marketing Số 06 Nov-Dec 2011

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?
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The Original and Best Internet Marketing Magazine Designed
Specifically for the ipad, iphone, Android and the Web

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.


Internet Marketing Magazine

1

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


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.


2

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

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4

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


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


5

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.


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.


6

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


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.


7

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,


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


8

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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.


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


10

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


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.


11

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,


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.


12

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.



13

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


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.


14

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.



15

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.

”

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16

“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.


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.


1
7

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!



18

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


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


19

ADVERTISEMENT


20

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


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


21

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


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


22

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


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


23

(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



24

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


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.


25

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



26

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.


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.


27

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


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.


28

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