NOVEMBER /DECEMBER 2011
ON ALL THINGS
MARKETING IS IN THE LIST
MIKE KOENIGS SECRETS
DOES SIZE DON’T TELL
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
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:
• Twitter Integration
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
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
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
NOVEMBER /DECEMBER 2011 INtERNEt MaRkEtINg Magazine 4
BRETT MCFALL ON ALL
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
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
CheCk Out‘The Essential
Expertly Master this Massive Highly Targeted Business Owners Guide to
Cost Effective Traffic Source
Facebook Marketing’ Today!
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
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
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
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
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
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
(higher paid affiliates), I wouldn’t be where I am today.
” We care
Building Websites that Capture Leads & Sell!
Providing ‘Done For You’ Targeted Traffic
Solutions with Every Website
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
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?
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...
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.
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. They even provide personalized setting up a chain of punk rock clothing
coaching and advice from their free article franchise stores, he is more than just another
review process. Internet Marketer – he’s a business builder.
Most recently, David has started the almost
All you have to do is write a unique article overnight success, Melbourne SEO Services –
and submit it into the system and Content one of Australia’s leading online marketing
Crooner will take care of the rest for you. companies. Now he’s looking to help you,
They will post the article to hundreds of small and medium sized business owners,
sites and article directories without you grow to the next level. Discover how he can help you: www.MelbourneSEOServices.com
having to even worry about setting up
NOVEMBER /DECEMBER 2011 INtERNEt MaRkEtINg Magazine 19
NOVEMBER /DECEMBER 2011 INtERNEt MaRkEtINg Magazine 20
BOOST YOUR BUSINESS WITH
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
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
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
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.
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.”
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
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