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