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Secrets Of The1000 Dollar WSO

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Secrets Of The1000 Dollar WSO Powered By Docstoc
					Secrets Of The $10,000 Warrior Special Offer

Copyright © 2007 by Willie Crawford

NOTE: This report comes with absolutely, positively NO redistribution rights. It is for your personal use only. I may at some point offer resale rights, but not currently. If you purchased this report from anyone other than Willie Crawford, you purchased a pirated copy from someone with bad karma! In this report, I share with you very powerful techniques that I use to conduct very successful Warrior Special Offer. This report is for informational purposes only. We make no guarantee as to the results you'll get from using the information in this report. YOU ASSUME ALL RESPONSIBILITY FOR WHAT YOU DO WITH THIS REPORT AND THE RESULTS THAT YOU GET!

Derived From An Interview Between Willie Crawford and Michael Worthington. For more great info from Willie be sure to frequent his blog at: http://WillieCrawford.com/blog/

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie Crawford and Michael Worthington Interview… Michael: Hello everybody. This is Michael Worthington of www.Video-How-To.com and today it's my great honor to be joined by veteran Internet marketer Willie Crawford and we're going to be talking about how to have a mega-successful WSO or Warrior Special Offer. Now the first thing I need to do is give you a short disclaimer, otherwise known as, “The lawyers made me say this.” Okay? All rights to this interview in all of its formats are the properties of Michael Worthington and Willie Crawford. All rights are reserved. This material comes with no rights for you to redistribute it in any way without prior written permission from either Willie Crawford or Michael Worthington. What we will share with you is for informational purposes only. We cannot and do not guarantee that you will get the same results that we do. We do not guarantee that you will earn any specific amount of money from using this information. Again, you assume all the responsibility for what you do with this information and the results that you get. Okay, we got that out of the way. Now, if you’ve been around Internet marketing for any length of time at all then I know you had to have at least heard of The Internet Marketing Warrior Forum. Willie Crawford, who has been selling goods and services since 1996, going on 11 years now, was a moderator on that forum for about three
3 Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

years. So he knows a little bit about what we're going to talk about. Now, Willie, I want to thank you for joining us today and how about telling us a little bit about yourself before we get started? Willie: Hi, Michael. Thank you for inviting me on this call and yeah, I have been online since late 1996, as you said. Back then I was still in the Air Force and I built my business in my spare time. We talked before about how we often work at our jobs and we come back home so tired that we fall asleep at the keyboard or whatever. Well, I did that many, many, many nights. I'd fall asleep and wake up and I had typed a whole screen full of letters because my hands were resting on the keyboard. But I watched a lot of people who worked with me in the military in particular who did a job they didn’t like necessarily but they retired after 20 years or whatever and they came back to work at that same job they hated as contractors a few days later, making a little more money but again, just doing something that they knew. They knew they could make good money doing it, but they hated their job. I told myself I didn’t want to do that and so I started building Web sites before I retired from the military and by the time I retired from the military I went fulltime Internet and I never looked back. My first huge success was actually just a simple soul food or southern cookbook that I wrote part of while I was at work on my computer in the military. I now sell e-books, software. I have membership sites. I do some coaching. I speak at seminars and enjoy what I'm doing. I think I joined the Warriors back around 1998 and back then I can remember reading that there were around 33,000 members. It was a huge members’ only membership site and
4 Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Allen Says, who owns the site, moved it to a different platform, I don’t know, maybe three years ago, and when he did that, not all the members moved over. So I don’t know what the membership is today but it's still, I'm convinced, the most popular, the busiest forum in the Internet marketing niche and so it is a good place to learn and to hang out and to network and as is the topic of this conversation, to even sell goods and services directly to the members. I post items for sale there all the time and if it's at the right price and the timing is right and it's something people are really interested in you can make some really, really good money at it. Michael: Well, let's talk about that, then. Let's get on into it. I've got a list of questions here that I have kind of written down as sort of a guideline and I'm just going to read these questions off to you and then you tell us what's going on. Sounds like a plan to me. All right, sir. The first thing, if I'm not being too nosy here, but how much money have you personally made running these WSOs? Well, the WSOs that I run, I run fairly infrequently, at least I used to and I make anywhere from around $2,000 to in excess of $10,000 from my WSOs. A lot of it depends on, again, the timing and the pricing and it's got to be on the right topic. It has to be something people really, really, really want to know or really want to buy. Well, how do you determine what you're going to sell, what's hot and what you can sell? Well, I surf a lot of Internet marketing forums and forums on different issues and I use that surfing and it looks like I'm wasting time but I'm actually researching. I'm watching what people are talking about. I scan the subject lines to see what
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie: Michael:

Willie:

Michael: Willie:

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they're asking questions about. I read what they're complaining about to see if it may be a problem I can solve with a product. I read what they're worried about and see if I can address that in a product or even in my copy for a product. Some forums, like the Warriors for example, they have this feature that shows how many views each thread has had and also how many replies each thread has had so that lets me very quickly scan the threads in the different forums or the different sections of the forum and determine which of those threads is the most popular. And that is an indicator of what people are really interested in too. I look at, again, which threads are the most popular. I go through the special offer threads in particular because I'm interested in what people are buying. So as I go through those threads, I look again at which ones are getting the most views, which ones are getting the most response. But I also look at how long that offer’s been up there because if somebody runs a three day sale, you don’t expect them generally to get as many responses as somebody that runs one for a week or two weeks or whatever, so I look at that too. But I'm looking at which ones are really getting people excited and I look at which ones somebody posts something and they get five responses or less and a hundred reads. That tells me, “Don’t go there.” I read the responses. Are they primarily positive or are some negative saying, “I bought this thing and it doesn’t work.”? Also, as I go through my e-mail each day I read e-zines and I look at discussion lists. I look at what people in my niche are talking about there, what they are concerned about there, asking myself, “Is there a potential product out there that would make a good WSO?” So that’s how I do it. Michael: Well, that’s like Marlon Sanders always says, “How do you know what sells? Whatever they're buying.” Right?
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Willie: Michael: Willie:

Right. Marlon teaches “survey them” too. Uh huh. So how do you know what price to charge? Well, when it's a Warrior Special Offer people are looking for bargains and so lower is better. It's just that I don’t like undervaluing my products so I go as low as I'm comfortable with but I don’t want it to be too cheap. But more people will buy at a lower price. So it depends to an extent upon my ultimate purpose in running the Warrior Special Offer. If I'm doing it so I can gather a bunch of testimonials and use those testimonials on a sales page to release the product later for a general market, then I'll price it lower. If I'm trying to build a list of people interested in a specific niche, maybe SEO or list building or conversions or product creation, if I'm trying to build a list on one of those topics maybe I'll price it low just to get some names, to get them through my order process. And my order process does generally capture them on autoresponders, where I can later invite them to join my regular list. So it depends on the purpose. With all of my products, and I do mean every WSO I've ever created which are mostly e-books or reports, I build backend into it, which is I have links to recommended products. You tell somebody how to solve a problem and you recommend a product, if that’s what they need, and it makes perfect sense to me to make that recommendation for a product that you make a commission off of. I don’t see anything wrong with that, if you honestly believe it's a good product and you use it. Maybe even in your recommendation you provide social proof by showing them where and how you use it and they’ll buy it. So if you can build those factors into it, if you're going to make money on

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

the backend, you can afford to sell it for less. So that’s how I determine pricing. Michael: Yeah. That’s one thing I've noticed about your products. Your backend offers - they are relevant to the initial product. Plus I know you personally. We've met at seminars and talked on the phone so I know that you actually care about your customers. You don’t want to sell them junk. But there are a lot of crappy products being offered nowadays. I've bought them. I know you have too, so to me that would be the most important factor in a backend offer would be to, like you said, sell something that you honestly believe in, that’s going to help your people. Willie: Right. I actually have a saying that “No man has a right to play with another man’s dreams.” So I know that a lot of my customers are spending their last spare $20 to $50 and that’s all they have to spend on their business this month and so I don’t want to rip them off. I want them to actually get value out of what they buy from me and so I try not to sell anything that I'm not convinced would make the person’s life substantially better, if they use it. So yeah, we have the same philosophy there. Michael: Willie: “If they use it.” That’s the golden phrase right there. Yeah. Yeah. I mean you can't force them to use it. We all have hard drives full of stuff that would work if we would actually use it. Yeah. So my next question is, “How do you know when to post your listing? How do you know when the timing is right?” Well, I ask myself, “When are my ideal customers going to be online?” If I'm going to run like a three day special, I know
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Michael:

Willie:

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that a lot of my prospects work. The majority of my customers are probably in the U.S. So I ask myself, I want it to start about the time they're getting home from work and maybe logging into the computer. So I start right after dinner and - if I'm running it to end at a certain time or in a certain number of days - and I want to start it right at the time that I know a lot of my prospects are online. So I have to ask myself that question. You have to consider holidays, special events, televised events and things like that that might distract your people if you're going to limit it as to time to create scarcity. For example you wouldn’t want to run a special around the Super Bowl or a presidential election or some big new premiere, something that’s going to draw a lot of people to television. If it's a holiday weekend like the fourth of July where you know a lot of people are going to be visiting relatives out of town and may not have access to a computer, you're cutting off a lot of your customers who will come back and discover the WSO is over with. So you need to look at things like that. Michael: Willie: Yeah. But I basically like to run it when I know most of my prospects will be online. What I actually do is I go in and look at my server logs for my sites and look at the days and the times that I get the most visitors to my site. So I have a good feel for when my prospects are online, not necessarily when they're on the Warrior Forum but when they're surfing my site which tells me that they're probably visiting similar sites too. Okay. Let's clarify one thing here now for somebody who may not be that familiar with the forum. When you post a WSO it goes in the top of the list. Then everybody else who posts after you, your offering moves down the list. Right.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Michael:

Willie:
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Michael:

So you try to pick your time, whatever day it happens to be, you try to pick your time where you're at the top of your list when most of your people are online, right? Right. What used to happen was that every time somebody posted a response to a WSO it instantly jumped back to the top of the list and the moderators noticed that there were people who would e-mail all their friends and say, “Go post something on my WSO to keep it up at the top,” and this kept bumping it. So they changed the configuration of the forum to where when a thread is posted to your WSO, it never scrolls back to the top. As new Warrior Special Offers are posted that pushes yours down but they're not posted at such a fast rate. You can stay on the front page for a day and then by day two or three you're on the second page. So maybe every two days you'll move a page deeper into the listings but there are people who go there every day or two looking for specials. I don’t know how they use all the specials they buy, but they go there everyday looking for them and so they sift through four or five pages. Now one technique and I'm not sure what the moderators think of this, I haven’t asked them. And, I used to be a moderator so I'm still in contact with most of them. But one technique some people use is after three, four, five days, they will end a Warrior Special Offer and turn around and relist it which means you pay another $20. But every time you relist that WSO you're back at the top.

Willie:

Michael: Willie:

Ah. So if you have something that’s selling well and you're on page five or six and it slows down, there are people who will pay $20 and just relist it and I know several people who have told me they’ve done that and I've not seen any complaints. So I haven’t read where it's against the rules.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

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Just another thing you need to do before you post your Warrior Special Offer, at the very top of that forum there is a link that basically tells you what the rules are. You need to read those because they change from time to time. Michael: Willie: Michael: Uh huh. And make sure that you don’t violate any of them because if you do, your WSO is not likely to be approved. Uh huh. So that ties right into my next question. Now how long should you run a WSO? How do you know whether to keep it short or let it run on? Ummm…. Basically do you try to create scarcity or limit the number or do you just let it go till it plays out? It depends on what I'm selling. I generally run mine for about a week. But I don’t always announce when it's going to end, so people assume it's going to end sooner rather than later. But I've had them run for two weeks. If you're selling a limited number of something, let's say you're selling resell licenses to some software product that’s maybe fairly pricey and so you only want to sell five or ten then you say, “I'm only going to sell it for two or three days.” That keeps people from thinking that… they’ll just jump in there and if they want it, they’ll buy it. But if it's something that’s fairly low priced, so low priced that it's really a non-decision like the last WSO that I ran, people just looked at it and said, “Five dollars? I'm not risking that much,” and they bought it. You could even price it lower than that and the problem there is if you get a lot of tech support requests, you're working your butt off for a two dollar sale. You know?
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Willie: Michael: Willie:

Michael: Willie:

Right. Right. That’s why I don’t go below five dollars. I've thought about it but I don’t like going below five dollars because just to answer, “I never got my Download link,” just to read the email and decide what to do with it and look up the link and all that stuff, you don’t want to be working for two dollars an hour. Exactly. Yeah. But if you only want to sell a limited number of an item I'd go three days. But I would make sure it's three days when I know people are going to be online. Uh huh. Again, not around a holiday. Exactly. Now approximately how much do you spend promoting a WSO, including the listing fee? Well it costs $20 to list a WSO. You go to the forum. You type in the listing exactly as you want it to appear, and whoever the admin or moderator is for that forum reads it, and if it meets their guidelines and in their judgment you're not violating any of the rules, they approve it, and you get an IM that tells you to click on the button and pay via PayPal and as soon as you pay your listing appears instantly. So $20 for that and I may sometimes spend a few dollars on graphics. If my WSO is sending them to a Web page, I may buy e-book covers or a header graphic or something like that. But often I've just written a report and I just threw up a page that just tells them what they're getting without a lot of pictures. And later on, after I've gotten testimonials and feedback, and all of that stuff, and I want to go to the full

Michael: Willie:

Michael: Willie: Michael: Willie:

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

blown Web page to sell to the market outside of the WSO, then I pretty up the page and spend money on the full layout, the full Web site. But at first I spend $20. I may spend, with the graphic artist I use, I e-mail her and I say, “Here's the title for a product that I'm releasing. Give me some ideas, maybe some banners an ebook cover, a header graphic,” and she’ll come back with something. And 90% of the time I love it. This graphic artist is Michelle Brouse over at www.ECoverFX.com. Ninety percent of the time she’ll come back with something I love and I’ll say, “How much?” and she’ll e-mail me back with her price which may be lower than she charges most people. I don’t know. But I spend $50 to $100 on graphics. Michael: Willie: Um hmm. And that’s it. Ninety percent of the time it's a page hosted on a domain I already own. I have 16 hundred domains so I can find one that I've got a place off to the side I can throw a page up and it fits in with the URL that makes sense. Uh huh. So I don’t spend extra for hosting necessarily, and some $20 to $100. Okay, so after you get it listed then how do you go about promoting it within the forum and staying within the forum guidelines? You're allowed to use a signature file which I encourage everybody to do. If you’re a member of the Warrior Forum, a registered member, there's a link at the top that says Profile and within that profile there's a space to set up a signature file.

Michael: Willie: Michael:

Willie:

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You can turn on a feature that lets that signature file appear on every one of your posts and in fact at that forum, whenever you change your signature, every post that you have on that forum, including the ones you made years ago, every post that you made, the signature changes in that post. So it's like what I do is I just mention my WSO in my signature file. That’s how I promote on the forum. So I change it periodically. I may use a tracking URL that tells me that it was a specific signature that produced those sales and I may change it one or two times during the course of the day and see which of those signatures produces the highest number of sales and that’s the one I’ll stick with. So I test, too. When a customer buys, this is actually not within the forum itself, but when they buy I generally route them through an autoresponder on the way. Actually my system at ProfitAutomation.com, which is usually the sales link of the shopping cart I use, it generally routes them and adds them to an autoresponder. So they get rerouted to a Download page where they can download the product. But if for some reason there's a glitch or hiccup, they get an email saying, “Here's your download link,” and that means they're in my autoresponder and a day or two later they’ll get an e-mail from me saying, “I hope you're enjoying your product and if you are, can I get some feedback?” which is a way of asking for testimonials. And I go back sometimes and edit my WSO to add some of those testimonials. But you have to be careful how you ask for feedback. If you push somebody too hard in asking them for feedback there's a chance they’ll complain to the moderators and you may or may not have violated one of the rules in the moderator’s mind. And if you do that, the moderator could actually put your WSO on hold or delete it so you have to be careful there.

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But again, I ask for feedback in my autoresponder sequence. And going off slightly on a tangent, I take that feedback offered from those testimonials and add them to the product in the front or the back of this e-book. Michael: Willie: Um hmm. I'll put a page or two of testimonials because what that is, it is social proof. It reaffirms in this person’s mind that, “Yes, you made a good buying decision.” They open this e-book and they think, “Oh, I paid $10 or $20 for this thing,” and they have to be thinking in the back of their minds, first of all, “Did I get ripped off? Is this junk?” or whatever. So if right at the front of the book they read two pages of testimonials who are maybe fellow Warriors who bought it and they loved it. That says, “If you can't make this work then maybe there's something wrong with you or you're not putting in the right effort,” or whatever. That makes them feel subconsciously like a failure. Michael: Willie: Uh huh. It reduces refunds and so as you go through the days of selling the product you can come up with a version two where you took some of those testimonials and wrote them right into that e-book. And that increases stickiness. It reduces refunds, and that’s going off on a tangent but as I say a good sales technique. Well, that’s a good point to make because refunds are a part of doing business. We all know that and the best you can do is reduce them. You’re not going to get rid of them altogether. Yeah, I mean I've sold two or three dollar products and had people say, “Yeah, I read it and it's good but I really am not going to use it, so I really need my three dollars back.” So you give it to them and you're like, “Well, the PayPal fees are like
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Michael:

Willie:

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50 cents so it cost me to give you this back and I gave information that’s easily worth $100,” but it happens. Michael: Willie: Michael: Yeah. It's part of doing business online. And there are people who buy your product with the intention of refunding. Well, let me ask you this. Can you promote your WSO outside the forum, like to your list at the same time or are you violating the rules? Well, the rules, the last time I read them said that you are allowed to promote the same item at the same price to your list and so I post a WSO and as soon as it's up, the next issue of my newsletter I send out I say, “I'm running a special,” and I'll mention the Warrior Forum and I don’t see it as violating the rules. I'll also mention it on my blog or on my forum because a lot of my subscribers don’t necessarily get my newsletter, the spam filters and all of that block it. So I consider people who visit my blog at www.WillieCrawford.com/blog, or my forum, as subscribers. In fact many of them are subscribers to my RSS feed and so in my mind, letting my regular contacts know about a WSO I'm running isn’t violating the rules. At the same time, if I run a WSO and then a week later or a couple days later mention this product and make it on sale at a different price and my subscribers buy it and then they go over to the forum and notice it was a different price, half of them are going to e-mail me anyway asking can they get back the difference. Michael: Willie: Uh huh. Since it's not violating the rule as I read it, I advertise the special in my newsletter as well as on the forum.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie:

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Michael: Willie:

Well, do you happen to know right off the top of your head what are the rules on posting a WSO? Well, they change over time, so it's best to read that thread right at the top of the forum. But I know that people PM and they talk to the moderators, and so if somebody is bending a rule, the moderators do have a problem with that. I've watched people and received e-mails from people before who have had their WSOs rejected and the reason was because the moderators thought they were trying to game the system. They put something in the posting itself perhaps, the WSO listing, that somehow tried to bend one of the rules and some of the moderators, and they are all volunteers and depending on how tired they are and whatever, they may just say, “No,” and some of them are very inflexible. And they are humans and they are trusted to use their judgment and that’s perfectly fine. I was a moderator for about three years and it can be hard work. So I don’t badmouth them in any way. They do an excellent job, but it's their job to interpret rules and they can say, “According to the way we read it, you’ve broken the rules.” Again, I say, go to the top of the forum. Read the rules before you post and that way you can interpret them. But one of the rules is that the product you post has to be your own product, which makes perfect sense. If you could do a WSO for an affiliate product you could list any product on ClickBank and say, “I'll give you a 25% discount, just buy the product through ClickBank and send me your receipt and I'll send you back 25%.” If you're making a 50% or 70% commission on it, you're still way ahead. So you’d have the forum flooded with those types of things or you could just put together a package with a bunch of PLR products that you bought from somebody else. Well, a

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thousand other Warriors, or a hundred other Warriors, have those products. Michael: Willie: Right. So you could see where you wouldn’t just want people doing that. But you can take a PLR product, revise it, come up with your own graphic and your own title and at that point it is a different product. Um hmm. Then you could list that, also. And I don’t see anything wrong with that. If it is renamed it is a different product. You know the problem is when somebody goes to buy a product and they click through to the page and they see a graphic and a Web sales page that they have. That could create problems. So the rules are there for a good reason and they are very reasonable. Uh huh. Again, I don’t know all the rules. I say, “Read the rules and use your own interpretation,” and if your own interpretation differs from the moderator’s, they’ll let you know. Yeah. Yeah. So when you go to write up your WSO, oh what am I going to say? How do you write this, so you don’t cause a flag in some of your copy or whatever? Well, the most important part of your WSO is actually your headline, because people log into that section of the forum and they scan the headlines just as we do on any Web page we go to. We scan, looking for the page footing, section headers
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Michael: Willie:

Michael: Willie:

Michael: Willie: Michael:

Willie:

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and stuff like that. So people just go down the listing of WSOs and it's whatever headline grabs their attention. So what I do is I make a big, benefits-laden but honest promise. I mean, you know you can promise someone they’ll get a better search engine listing or that they can make a certain amount of money or get a certain number of subscribers or that you’ve got software that will increase their link popularity or whatever - and as long as that promise is true you're not going to break any laws. And that’s something that Dan Kennedy calls the giant promise in his copywriting courses. I use that because if you tell somebody in a headline, “Make an extra hundred dollars a week,” that doesn’t get people excited. But, “How I make a thousand dollars a day,” people will want to read that. That will get the e-mail opened. Michael: Willie: Yeah. So that’s the way I start with the headline and people will look at your WSO. If it's too wordy, too long, too hard to understand they are going to stop reading it and not order. So I sometimes start with a story but often I just start out with, “Here's how this is going to improve your life,” and just quick and pithy and benefits laden, just like any other copy you write. And then you need to tell people exactly how to order that WSO because so many people want to use that “Buy Me a Beer” button. Michael: Willie: Yeah. But that “Buy Me a Beer” button isn’t configured to send people to your download page. It's configured so that they go to PayPal, make a payment and when they click “Return to Merchant” it sends them back to the Warrior Forum.
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Michael: Willie:

Uh huh. It doesn’t send them to you. So if they use that button, the process is not automated. So I tell them, “Click on this link to buy,” so that they are sent through PayPal. And when they click Return to Merchant or whatever, they're sent to my download page and my autoresponders triggered and all those things that I want to happen so that I'm not manually processing every order. So I do that. Again, that’s just standard copywriting. If you were writing a direct mail page you might say, “Pick up the phone. Dial this number and you'll get one of our operators.” Or you'd say, “Do this and mail it today,” or whatever. You give them very specific instructions on how to order. In the Warrior Forum you need to do that too. You need to say, “Click on this link,” or, “Go to this Web page to confirm I'm actually selling this item for three times as much but don’t buy there and come back here.” Or, “At the very bottom of the page there's a little tiny link that says WSO. Click on that and you'll get the special price.” But you’ve got to be very specific in telling them how to order. You need to use “Reason Why” advertising. People are wondering, “Why are they selling this at this special price?” If you're trying to raise money because you want to throw a birthday party for your daughter or you want to buy your wife a surprise, a nice present for her birthday or something like that or you're just behind in the bills, tell them because people can understand that. If they can relate to it, if it's a believable reason, they may buy something they don’t necessarily anticipate using right away, but they want to help you out. So they may buy it for that reason. So use “Reason Why” advertising. Tell them why you're running a special. It may be because you're trying to collect testimonials. If they know that, they're more likely to send you a testimonial.

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If it's only going to last for a certain time tell them how long it's going to last. Again, give them proof that they're getting a special price by showing them that it sells for more at other pages and give them that social proof by adding any testimonials you have, even at the beginning of the first listing. But certainly maybe go back and edit it later and add some more. I don’t think that the moderator will have a problem with you adding testimonials as long as when you do it, just put in the listing itself, “Added,” or, “Edited,” or whatever it is and add the testimonials and you're good to go there. Michael: So, as far as - I've done WSOs before that - sometimes I've done some that’s got four or five hundred views and then I've got some that had only say two hundred and fifty views and maybe only sold ten products. So how do you create a buying frenzy in this Warrior Forum? Social proof is the biggest thing. If your listing is in the top three because you just listed and already there are 20 comments, then people think, “Wow, people are really interested in this.” So social proof is very critical to get it rolling so that when your first few customers buy that you need to e-mail them or PM them or say, “I notice that you just bought my product. What did you think? If you liked it can I get a testimonial?” There's nothing wrong with asking them what they thought. You would not want to bribe them, but ask them for a testimonial because you need that social proof. You need to get the thread heated up to where people - when they look at it they see that there are a lot of views and they see there are a lot of comments on it. And again, the headline is the most important part of the listing. That’s what's going to get them reading it. So you
21 Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie:

need that killer headline that promises a huge benefit or one that uses curiosity. Michael: Of course, doing your research ahead of time and knowing that you're posting something that a lot of people want to begin with, is a big part of it too, I'm sure. Absolutely. There's no point in even doing a listing, well you can do a listing for something you know is not going to sell a lot if you are just trying to collect a few testimonials. But if I were going to do that I would probably go to the JV section of the forum and just post, “I'm looking for a few reviewers for my product,” and I would get testimonials that way. But you do need those testimonials as social proof. In fact, the last WSO that I ran, I posted that I was looking for five reviewers and I got those reviewers and I wrote those reviews, those testimonials from some of those reviews right into my listing. So I had the social proof, which once people started reading it, created that frenzy. It's getting those first few people. Once they see that others are doing it, then they think, “Well, yeah. I was thinking about doing it and the fact that other people whose opinions I respect, are also doing it, sort of affirms that I'm making a good decision so I'll go ahead and do it too.” You know, that’s what social proof does. It says to the person, “Yes, you're thinking about doing it and it's not a dumb decision because other people are doing it too,” you know. Michael: Willie: Michael: Yeah. I want to make a quick comment right here and we’ll try not to lose our place, but I bought your last product. Thank you. “How To Make $1000 - $2000 In 24 Hours Or Less,” and shortly after, I did get the e-mail, “Michael I noticed that you just bought my product and how about shooting me a quick
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Willie:

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testimonial if you liked it?” I mean, that e-mail was written so well, that I thought you had picked my name out of the PayPal receipts and written me that e-mail directly to me. So that plays a lot on that personal touch. What am I trying to say? It's like it was written directly to me. You know? Willie: Yeah, I do use personalized autoresponders and you can configure it where you have the message in the autoresponder written like a personal message. And most autoresponders will append that CAN-Spam stuff at the bottom of the e-mail right? So what you can do is add 20, 30 blank spaces in the e-mail which will push all that CAN-Spam stuff way down to the bottom of the screen. And most people reading their e-mail in their client may not even scroll that far down to notice that it's an autoresponder. At the same time, I do scroll through my list of customers and when I recognize a name I will often PM them or IM them and say, “You know, you just bought my product. If you liked it, can I get a testimonial from you?” There's nothing wrong with asking for testimonials. In fact people will buy your product, really love it, and then 99% of them aren’t going to give you any kind of feedback, unless you ask for it. Michael: Willie: Why is that? If they don’t like it they're going to tell the world about it and tell you. But if they do like it it's just human nature to say, “Well, I expected to get my money’s worth and I expected to like it.” They give enough for the thought. So you need to ask for those testimonials and then use them in your WSO and in all your marketing.

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Michael:

Well, one other question I had for you is how about a guarantee? Now we're talking about a little bitty amount of money here and people are getting to the point now that you get a lot of mail where you get packages, even $200 packages that say, “There's no refund on this. No guarantee. No refund.” So how about your WSO? Do you offer a guarantee?

Willie:

I do, but like my last one was a five dollar product. I didn’t mention the guarantee. The thing is, if you're selling via PayPal and the customer e-mails and files a complaint with PayPal and they could say, “I was disappointed with the product,” or, “I didn’t get what I expected,” or, “It wasn’t what was promised,” any number of spurious reasons, PayPal is going to give you an opportunity to respond. But I think that most of the time they will refund the person’s money and so there's a guarantee that’s implicit there. At the same time, Visa and MasterCard offer all their customers buyer protection. So if a customer says to Visa or MasterCard, “I didn’t get what I expected,” there is a chargeback, and if you're running it through your regular merchant account then you're going to be charged a chargeback fee. So if you sell a five dollar item you get a twenty-five dollar chargeback fee.

Michael: Willie:

Yeah. So the refunds are implicit because PayPal is using Visa and MasterCard and PayPal doesn’t want to piss off Visa or MasterCard. Absolutely. PayPal is going to give people their money back if they complain. Jay Abraham teaches that whether you state the guarantee or not it's there. So he teaches, why not make it a selling point?
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Michael: Willie:

Right. With certain items on most of my Web pages I do mention a guarantee for that reason. It just reassures the customer. But in some WSOs I will not mention a guarantee. A lot of PLR products I've purchased that are inexpensive, at the bottom of the page it says, “There are no refunds.” I don’t think that’s enforceable because again, Visa or MasterCard is going to give the customer back their money if they complain.

Michael: Willie:

Uh huh. So you can put that on there and that will intimidate a lot of people who might think of requesting a refund into not doing it. It will also hopefully discourage those people who are thinking to themselves, “Well, I'll just buy this product, download it, and once I've got it I'll request an instant refund five minutes later anyway.” And there are people like that out there. There is scum out there that will go to PayPal and you're selling a ten dollar product; they’ll change the amount in PayPal if you haven’t set your PayPal button up so that the amount can't be changed. They’ll change it to five or ten cents and your order will go through.

Michael: Willie: Michael:

Oh. Yeah. There are some slimy people out there. A lot of this goes back to what we were talking about a while ago. I know you, and I have tried my best to copy you and some other big name marketers: I don’t sell a product that I expect to need to refund in the first place.

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I know you don’t, either. You only sell quality products and probably when you get the rare refund request it's probably a shock to you. Willie: It is and sometimes you feel actually sorry for the person that requests the refund, especially if they buy a five dollar product and they go, “I agree it's a good product and I agree with the information but since I'm not going to use it right away I really need that five dollars.” You think… Yeah, it makes you wonder why they bought it in the first place. Right. Right. Because well you know… I know that a lot of these people have no problem with going out and spending five or ten dollars on a pack of cigarettes or a six pack or whatever, but they can't afford something that’s going to improve their lives, you know? Right. Exactly. Well, let me jump on down the list here. How about deliverability? How do you deliver your products when somebody buys? Let’s get a little detail on that. Well, I generally use my payment processor. I have an account at www.ProfitAutomation.com which I also own, but it's a shopping cart system and an autoresponder system and ad tracking system and a bunch of other stuff, and affiliate program system all rolled into one. And the reason I use that is because if I just set up a PayPal button or whatever I don’t automatically capture their contact information, so I can't follow up with them. But if I integrate PayPal with my shopping cart system at Profit Automation, when they go to order, they’re asked for a name and an e-mail and then they click the PayPal option and they are sent to PayPal where they complete the purchase. And the shopping cart tells PayPal what page to send them back to, to download the purchase.
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Michael: Willie:

Michael:

Willie:

So it automates the process and that’s basically what I'm looking for. I see people post a Warrior Special Offers that say, “Buy Me a Beer and I'll send you the download link.” Well, that’s work you know. Michael: Willie: That’s a lot of hands on, especially for a five dollar product. Yeah, and so I like to automate it and that’s the way I do it mostly, is through my shopping cart system. I've also seen some other good systems. I can't remember his name now. Robert Plank has one that I think is called WSO Automator or something like that that basically lets you configure your offer so that even if they use the Buy Me a Beer script, I think, it will send them to the right page. But I know Robert has a product that lets you automate the system which is again what I'm proposing is just that you make it hands off. Lately I've also set up a help desk at www.WillieCrawford.com/helpdesk. You know, usually a system is supposed to be fully automated but sometimes PayPal is a little slow in talking to the shopping cart so it doesn’t deliver the customer to the right page where it says, “The order wasn’t approved,” or whatever. I have many of my sites now have a link that just says “Help Desk” and a person can go there and submit a help ticket. This help ticket system that I use doesn’t require them to register, first of all, which I think is a pain in the butt to have to register at a help desk first and confirm your registration and then go back and file a help ticket. That’s just jumping through hoops to buy something from someone. So you go to my Help Desk and you just click the link that says “New Ticket” and you fill in your information and as soon as you do that there's an application running on my laptop and there's an application running on two people’s computers that help me with tech support stuff. And that
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application checks every five minutes for a new help ticket and it beeps when there's a new help ticket. So within five minutes of you posting a trouble ticket or a help ticket, somebody knows about it and can go in and give you the download link or handle whatever the problem is. So, I do it hands off but I try to keep links on all my sites that send you to one centralized help system so that you can get help fairly quickly if you need it. Michael: Willie: That system sounds exactly like what I need. Have you got a link to that? They can go to my blog, www.WillieCrawford.com/blog and from there I talk about it. ** ADDED NOTE: It’s http://TheRealSecrets.com/helpdesk.html

Michael: Willie: Michael: Willie:

Okay. Because I don’t have the link right in front of me. Okay. What I will do is as I read through the transcript actually, of this call, because we do plan on having it transcribed, I will add in a link there and make a note, “This is not a part of the call itself but this is a supplemental note,” and I'll put a link in there to that system. Because I do really like the system, it doesn’t have all the bells and whistles of one of those $600 or $2,000 help desks systems, because it was designed for marketers, but it does exactly what I need it to do.

Michael:

Right.

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Willie:

It's extremely powerful and I really like the fact that it notifies me with a beep on my computer and a desktop icon that tells me, “Hey, you’ve got two, three, five help trouble tickets or X number of new trouble tickets waiting for you,” and I can just go log in and in a matter of minutes take care of them. That sounds like a deal. Yeah, I realize that’s kind of off the topic of the discussion. Well, it's part of the delivery process though because if a customer has a problem they need to know that they need to not panic. A lot of people, if they don’t get delivered right away to that download page or they don’t get an e-mail within seconds with the download link, they panic thinking, “I've just been ripped off for two dollars,” or whatever. And often that download link and that e-mail went to the spam folder. Yeah. Well, I had a situation myself just a few days ago where I bought a product that I wanted, a graphics package and didn’t get the follow up e-mail like you were saying. Right. All right, well then I didn’t get my download either. So I emailed the guy I bought it from. The next day I e-mailed him again. The next day I e-mailed him again and I was nice. I said, “Look, I know this stuff happens but I haven’t got my download link.” So he was using a Yahoo e-mail address for his support e-mail.

Michael: Willie:

Michael:

Willie: Michael:

Willie: Michael:

Oh, okay. So your e-mail is probably going to the spam folder. Yeah, probably going out in cyberspace somewhere. And I actually didn’t have any recourse but to file a complaint with PayPal to get his attention.
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Willie: Michael:

Right. As soon as he e-mailed me back I said, “Look man. I'm sorry. I gave you the message. I wrote the message in the dispute. I said, I'm sorry to do this but I had to get your attention somehow. I e-mailed you three times and I really, really want this package.” So having a support desk like that, I can see where that would really help - where people know they can get in touch with you in minutes - would help a lot in case of glitches that do happen during the sales process.

Willie:

And e-mail is just so unreliable. People e-mail you when they have a download problem and depending on how well they understand e-mail and the fact that with some ISPs 70% of all e-mail is not delivered, it's filtered without the customer even being aware it's being filtered, depending upon how well the person understands the e-mail process and how it works, you get a lot of complaints. So a trouble ticket system is certainly good to have. This is off topic a little bit, but you can watch screen shots of somebody like Mike Filsaime where they're showing their PayPal account. You'll notice up in the corner of the screen that little link that says, “You have unresolved disputes.” Well, that’s usually where somebody didn’t get their download link right away. If your download link is being sent by e-mail it doesn’t always show up in five minutes. It could show up an hour later.

Michael: Willie:

Yeah. Depending on how the e-mail is routed, I don’t know how the system works but I've seen e-mails take hours to get there. So there are people that just instantly go file PayPal complaints. So it’s almost normal for somebody who does a large volume of business to have a stack of PayPal complaints that they have to respond to.
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Michael: Willie:

Yep. It's just normal and so I always laugh when I look at a screenshot of somebody who is showing proof of their earnings and in the screenshot it will say, “You have unresolved PayPal disputes,” because that tells me these are just customers who didn’t get their order right away, panicked and filed a complaint. Some of it could be complaints where they really, really, really tried and didn’t get their order. Yeah. Like you said, that is one way to get the attention of the merchant. I don’t recommend doing that except as a last resort. Right. Right. That was my point. After you send three e-mails over the course of five days and you don’t get a response, then it's time to do something else, especially when they don’t give a support desk link. You know you’ve looked all over the Web site. You’ve looked through all of your correspondence. When there's no other link that you can use, then you don’t have any recourse but to file a complaint.

Michael: Willie:

Michael:

Willie: Michael: Willie: Michael:

Right. I don’t like doing it either. It hurts me in my heart to do that but hey, like I said, I wanted that package bad. Right. Right. So it was going to save me a lot of time and I mean it wasn’t but ten bucks. I wasn’t worried about the ten dollars but I wanted my product. So I didn’t have any choice, but to get his attention.
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Willie:

And that’s something that we sit on both sides of the fence. We act as merchants and so we ask ourselves, “Why are you so panicky because you didn’t get your download link right away? You didn’t wait for the system to get it to you, when sometimes e-mail is slow.” At the same time when I buy something I want it right away, too. So you’ve got to put yourself in the customer’s shoes and that’s why I think you absolutely need a help desk because as I said, e-mail is so unreliable.

Michael: Willie:

I'll move on up to the next question which is, how often do you run a Warrior Special Offer or WSO? Well, there are people who keep one running and it's a part of their business model, but I generally run one every few months when I'm maybe just on a forum or reading an e-mail or whatever and I read about something new that I know enough about to write a special report on, or I have enough experience to tell how to solve a problem. But often those ideas come to me and in a matter of hours I've written a report and refined it enough to where I feel comfortable selling it. So very often I'll just jump in there and put up a WSO as I'm writing a sales letter and planning on selling it to the larger market. So I generally do them once every couple of months but I've had months when I've done two.

Michael: Willie:

Are WSOs part of your overall marketing mix, your marketing funnel so to speak? Yeah, it's a way of getting people who have not dealt with me before, who don’t know who I am to get them onto my list. When they get on the autoresponder because they bought a special report, that doesn’t give me permission to add them to my newsletter list.

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But it does, in my mind give me permission to send them an e-mail a week later, a month later saying, “I hope you're enjoying your purchase and can I get some feedback? By the way, I share a lot of really good information in my newsletter and I'd love to have you join my regular list.” That’s where I encourage them to join my regular list. If they don’t join my regular list then I may over the course of a year send them one or two e-mails out to that autoresponder that captured the people who bought that specific product. Maybe when I come out with a new edition or I add a bonus or something, but I don’t add them to my list. I use WSOs primarily for list building though. Michael: So you basically only follow up with these people one time after they buy a product and then if they don’t join your regular list you just wait till the next WSO or what? Well, it depends on what they bought but I ask them for a testimonial. If it's a product that I later set up an affiliate program for I may send an e-mail saying, “If you really like this product you can make some money telling others about it. I've set up an affiliate program.” That’s incidentally a good way to grow your affiliate program automatically. You just put an e-mail in your autoresponder sequence that says :you bought the product so you're the best person to tell others about it if you liked it” And that’s a good way to get some really good affiliates. But again, you don’t have permission to just bombard those people with e-mails. You want to gently over-deliver and nudge them to join your regular list. Michael: Okay, well what about a one time offer, or an upsell when somebody buys your five dollar report? I know this last time, this last five dollar report it was just the report and nothing else, no other pitches after it but on average or normally what do you do?
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Willie:

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Willie:

Friends like Yanik Silver have mentioned numerous times that if you offer an upsell, typically if it's priced right and it's related to the interest of that marketplace and what they just bought, probably 30% of them will go for it. So that’s another 30% of sales without you having to spend any extra advertising dollars. So it certainly makes sense to have an upsell and the one time offer is something that actually I had not noticed prior to about two years ago and now all the scripts have it. Again, it just basically says, “You won’t see this offer again. It's just one time.” And if you make the offer just a no brainer, just something that’s so irresistible or such a tremendous value, people will look at it and even if they don’t think they're going to use it right away they’ll buy it. Some people believe that it should be priced within 30% to 40% of the price of the original item. Some go higher. Some go lower. But certainly the person’s already bought the main product. Asking them to buy something else isn’t costing you anything. They're not going to go and cancel their purchase.

Michael: Willie: Michael: Willie:

Yeah. At worst they will say, “Where is the link that shows me my product download?” Yeah. So you want to make it easy for them to find that link. There are people who make it very difficult to find that link. I think that’s bad. Yeah. I hate that.

Michael:

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Willie:

There are also people who, my friend Cody Moya for example, I visited part of his site where he offered you the one time offer and if you said, “No,” you were offered a downsell, a stripped down version of the product. And if you said, “No,” you were offered a really stripped down version of the product. And the link at the bottom said, “No, I can barely afford a hamburger or whatever, so I don’t want anything else. Just give me my product.”

Michael: Willie:

Yeah. He had like three downsells and that’s aggressive marketing. But I'm willing to bet he makes a higher percentage of sales, more conversions than anybody else. So Dan Kennedy does something similar. You go and you sign up for his free three month trial subscription of his newsletter. You buy that and en route to it you get a confirmation page that offers you something else at a ridiculous price.

Michael: Willie: Michael: Willie: Michael: Willie:

Right. Maybe a set of ten CDs for like $20 or whatever. Yeah, I ended up buying those. I did too and then you buy those and you're offered something else. He had like four or five upsells in a row. Yeah. And they were all at ridiculous prices you know. I went for the first one and then I just said, “No, I'm not buying anything else. I like your price but I'm not buying anything else.” Yeah, that’s the same thing I did.
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Michael:
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Willie:

Actually I viewed his forms code and I knew that if I bought it what page it was going to send me to next. So I clicked through to the other pages and they may have changed that now. They may have encrypted the forms. So certainly you do want to incorporate one time offers and you want to incorporate upsells and you want to offer things on your Thank You page, because basically if the person has just purchased and they're given a Thank You page that says, “Here, download your product,” or, “There's an e-mail coming with a download link,” they're left hanging with what do I do next? You may as well tell them where to go next and what to do next while they're out there surfing the Web. Say, “Wait, don’t go look at your purchase yet. Here’s something else to add to that clutter on your desktop.: [Laughter]

Michael:

Yeah. I don’t have the nerve to be that aggressive. I guess I need to develop it. But Mr. Willie, here is the biggie now. What everybody has been waiting to hear probably the whole time. Now I notice when I look at you and Paul Meyers and several other “old timers” we’ll call them, although you're all younger than I am, now you particularly, your WSOs are just incredibly successful. Like your last WSO was a five dollar product. You had I think the count’s up to around 4,000 views now.

Willie: Michael:

Right. Right. And me I'm lucky to get 400. Okay? So what is the secret? What makes your WSOs different from say mine? Other than - okay, I'm not Willie Crawford.
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I don’t have the credibility that you have, the years in the business that you have. I'm relatively new, so what is the big secret to make your WSOs run so big and do so well? Willie: Yeah, I have to admit that name recognition does come into play there. I would be being deceitful if I didn’t mention that and that’s why you want to, even when you register at forums, you want to use your real name because if you use some call sign, or whatever, people like to deal with real people. So you want to build that name recognition. That’s why people will often throw out Mike Filsaime or John Reese’s name in a thread because they know it will get more reads. Michael: Willie: Yeah. I have several big secrets. One is what Dan Kennedy calls the giant promise and I mentioned that already. People want to know, “What's in it for me?” They want to know, “Why should I even bother to read this thread?” They're scanning the WSO listings and they're saying, “I'm looking for a bargain. I'm looking for something that’s going to solve my problem, that’s going to make me money, that’s going to make my business successful.” Michael: Willie: You have to get their attention first. You have to have a headline that says this is going to solve your traffic problem. You have five visitors a day and if you buy this product you'll have ten thousand visitors a day. But you can't make a promise unless you can deliver on it. Yeah. You do need to have a headline that’s benefit filled. That’s the first thing, because you’ve got to get it read and if it's at an insane price like I think I mentioned price in a number of
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Michael: Willie:

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them, I know I did, in a number of WSO's. Because people will wonder, “Well, okay, yeah this sounds great but he's probably charging $37 or $47 for it.” Michael: Willie: Well, you have a reputation for that for selling high ticket items. Yeah, but if you put right in your headline that it's only five dollars or two dollars or three dollars or seven dollars, if they can see the value of what they're getting, it's going to get them to read the e-mail. So you’ve got to get them to open it first and that’s what the headline does. Even if they don’t recognize your name, if the headline promises a big, big benefit, something that’s going to solve one of their problems, eliminate one of their pains, prevent them from losing something, they’ll open it. Then once they open it you need to have that social proof. You need the testimonials. You need the feedback, and all that stuff, so as soon as they get into it they’ll read it - that triggers them posting comments and building up the responses to the threads. You see, when people scan the titles, they're scanning the reads. They're scanning the responses and if a thousand people read something and only five people responded to it that says nobody was really interested in it. They read it and they thought, “This is not for me.” And you can look at the “Warriors Special Offer Forum” and see where a hundred people read and not a single one posted a response. Michael: Willie: Yeah. I look at that and I think, “Well, nobody even thought enough to respond to it. Nobody bought it and said, “This was great,” so I'm not even going to read that if I'm in a hurry.
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So you want those responses and if that takes looking at your list of buyers and PM’ing one or two of them and saying, “I noticed you bought my product. What did you think? If you liked it can you give me some feedback in the forum?” Michael: Willie: Michael: Willie: Uh huh. I don’t think there's anything wrong with that, you know, because all they can say is, “No.” you know? Yeah. It should be somebody you know, somebody you’ve communicated with on the forum before. It shouldn’t be a total stranger generally speaking. And that’s why you want to interact on the forum some, so that you do know people and feel comfortable asking them for some feedback because again, you need those responses to trigger that frenzy. So I got to listening to you talk and lost my train of thought. [Laughter] Willie: Michael: Willie: I do that all the time. Well, I guess that pretty well covers it. I had another question I wanted to ask but I've done lost it now. I remember in an earlier conversation you implied that, “Yes, you're Willie Crawford and you can do all these things, but what about the complete beginner?” Yeah. Yeah. Something to that effect. Go ahead. I have to admit that if you don’t have the name recognition, what name recognition does, what a good reputation does is it provides credibility so people are more willing to take chances on purchasing from you than somebody they’ve never
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Michael:

Michael: Willie:

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heard of, especially if others in the forums are saying good things about you which does happen with me often. If you're a complete beginner that’s why you have to have good copy and if you're going to post a Warrior Special Offer that headline has to say, “This is really good.” And even in that WSO you need to let them know who you are. Again, don’t use some weird name on the forum. Use your name. Put up a profile so when they click through it…. If I see a WSO listed and I click on the person’s user name and there's not even a link to their Web site, I can't go check them out and see who they are, what they're doing, what they're selling, I'm not going to buy from them. If I've never heard of them and there's no link to any Web site they have but there's a WSO there, they're just a phantom figure. I'm not going to buy from them. You’ve got to let people know who you are. People buy from people they know, like and trust. And they can like you just because they look at your picture and you remind them of an uncle or a grandfather or a brother or whatever. Michael: Willie: Yeah. They think, “He looks so sweet.” [Laughter] So you’ve got to let people know who you are. There are people who won't like you because of your picture. That’s fine. Not everybody is your customer. Michael: Willie: Yeah. But people connect with people and so if you're new, your WSOs probably won't do as well as one put out by Paul Meyers or somebody like that, because Paul’s been publishing
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

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e-mail newsletters for I don’t know, 12 years or longer. And he will not recommend a product that he has any reservations about, absolutely. He's built just such a sterling reputation that people will jump on his offers and he delivers. He over delivers. Michael: Willie: Always delivers excellent content and he is fiercely loyal to his customers too. He's protective at all costs. Right, and not only that - he knows what his customers want, what his list members want. So you go to him seeking a joint venture for example - and this is off the topic - but if it's unrelated to what they typically buy because of the demographics then he’ll say no. He doesn’t offer them unrelated items even Internet marketing. He's built that trust, that loyalty so when he makes a recommendation people buy it and when he does a WSO, people buy it. So you’ve got to get in there before you post your WSO. You need to interact on the forum, post in threads, let people know, share your opinion. Share your thoughts. Share your experience. Let people see who you are. Post a picture. If you look psycho maybe you shouldn’t post a picture. [Laughter] But otherwise post a picture. I mean it doesn’t matter how much hair you do or don’t have, or how big your ears are or whatever. Most of us aren’t comfortable with how we look or how we sound in recordings and stuff but uh - get over it. Michael: Yeah. I worked in a little radio station years ago and I got off of that. I mean, I sound country and I've tried to change it but you know I'm 53 years old. It's too late to change it now.

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie: Michael:

And there are people who connect with you because you're down to earth. You are who you are. Well, like I'm going to make a quick comment here and then we’ll finish up but anyway, in your “$1,000 and $2,000 dollar in 24 hours” report - I've had some comments from people which goes back to what was said. “Okay, I'm not Willie Crawford now. I can't make this kind of money,” or, “Can I make this kind of money since I don’t know the people? I don’t have the connections Willie’s got.” Well, suppose you only make $300 instead of $1,000 and it’s $20 to post the WSO you sell 20 instead of 2,000 well I mean you're still money ahead, right?

Willie:

You're still money ahead and you’ve got those testimonials and feedback from customers and you’ve got a product now that you should resell, you should continue to sell, put up a Web page and drive traffic to that Web page and test different prices. So you’ve got a product you can sell for years with or without resell rights. Yeah, I was going to ask you. I'm sorry to interrupt you Willie, but after your WSO’s over with what do you do with your product then? I don’t waste my time getting a product that I'm not going to use in some way whether it's added to another package as a bonus, sell it with or without resell or reprint rights, go back in later and re-polish it. I'm doing that with a number of products. I wrote a product that teaches how to generate an extra 5,000 new subscribers a month using a system that I use. So I wrote that product about six months ago. I didn’t do a lot with it afterwards and now I'm getting ready to rerelease that product in about a week.

Michael:

Willie:

Michael:
42

Uh huh.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie: Michael: Willie:

I wrote a product called “The Master Blueprint to Internet Marketing Success” in ’06. Yeah. I'm getting ready to release an updated version of that in two to three weeks. So I go back in and I polish those products and then I post links from my blogs or in my newsletter or in my signature file, saying those products have been updated and are available or I may run a new WSO. You run a WSO for your product and three months later, six months later run another WSO for the same product except now your listing’s different because you’ve got all that feedback and you can say it's an updated version because if you get negative feedback, people are telling you how to fix the product, how to make it better, use that to make it better and then the improvements that you made you list those as bullets in your copy, in your listing. Repurpose it. If you released it first as an e-book, do an audio or maybe even a print book or a Camtasia video showing how to implement the system. Take that research and that knowledge and turn it into other formats. Put it on CD or DVD or whatever and when you go to seminars and conferences, give out a CD with a copy of that product on there as your calling card.

Michael: Willie: Michael: Willie:

Uh huh. With live links back to your Web site or whatever. Yeah. Just repurpose it and reuse that content over and over and over again. If you don’t want to sell it, use it in those free giveaways to build your list. Don’t just let it sit there. Reuse it.
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Michael:

Yeah, Matt Gill and Kevin Wilke did that at a Shawn Casey conference. As a matter of fact it was when I first met you back in 2004 up in Atlanta. Okay. They were giving away CDs with a lot of Joe Vitale stuff on them and there's no telling how many Joe Vitale products they sold by giving those. I know I went back and bought a couple from the links in the CD. The secret there is to always build backend into your product. Have links to recommended resources. If you're discussing a problem in the product then you need to point out solutions. Hopefully that’s why you created the product. Right. If that solution is recommending a product, go over and sign up as an affiliate for it and use your affiliate link. Yeah. Good information. Right. Well, I think that pretty well covers everything that I wanted to talk with you about, Willie. What I plan to do is have this interview transcribed and offer it as a WSO myself if you don’t have a problem with that. Not at all. Not at all. I mean this is perfect for Warriors. It covers a topic that they’ve got to be interested in. Even some of the older Warriors should be interested in this thing. The ones who post the WSOs and they get a hundred views, they should want to learn what they're doing wrong.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Willie: Michael:

Willie:

Michael: Willie: Michael: Willie: Michael:

Willie: Michael:

Willie:
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Michael: Willie: Michael: Willie: Michael: Willie:

Yeah. So if we can price it right, it ought to do real great. I plan on offering it both as a PDF and an mp3 package. That sounds good because there are people who like to listen while they're out walking or whatever. Yeah. I like to burn mine to disc and listen to them on the way to work and back. Okay. It takes up a lot of otherwise dead time. It makes my driving time more productive. Zig Ziglar calls it “Automobile U.” he says if you have a typical commute time of most people in a large city, in about three years I think he says, you can get the equivalent of two years of college education in your car just driving back and forth to work. Wow! I hadn’t read that. Well, he talks about a young lady that is an executive assistant. I think she's a high school drop out and they run his employees through testing every so often to see what educational level or grade level they're working at or thinking at and she thinks at a master’s degree level now. Wow. Because she goes to seminars and conferences constantly, but she also listens to audios to and from work everyday. So that’s another tip for anybody that’s listening or reading. Take all the audios you’ve downloaded over the years and burn them to disc and listen to them when you don’t have anything else to do, when you're in the car or whatever.
Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Michael: Willie:

Michael: Willie: Michael:

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Willie:

Yeah. Or throw them in your portable mp3 player and while you're out getting some exercise. It will take your mind off the pain. [Laughter]

Michael: Willie:

Yeah. Have you got any closing thoughts you want to add? Just one and that is I want to encourage your listeners to actually use what we've just shared with them. We've shared a lot of really good stuff and it's stuff that works for me and so I don’t see why it wouldn’t work for them if they use it. But if they don’t use it, it can't work. Absolutely. And don’t be afraid to go ahead and throw up a WSO. Anybody who hasn’t read my special report, that we've talked about a number of times, I encourage you to pick up a copy of that at www.TheRealSecrets.com/24. And after you get a copy you can turn around and resell it. I think Michael also sells it so he can tell you how to get a copy of it through him. What it does is when you buy it you get the right to resell it and you make 100% instant commission when somebody buys it through you using the link we provide for you. But I will mention that you can't just look at the link that somebody else is using and say, “Oh, that’s their name plus their e-mail address.” It won't work that way because I've implemented an anti-fraud system where if orders come through from a link like that and you're not registered in our system, your orders are rejected. So your customers are trying to buy from you and they go to a page that says, “This guy is a fraud. He's not authorized to sell this product,” which won't help your reputation very much.

Michael: Willie:

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Michael:

And this particular product though, all they’ve go to do is go to www.WillieCrawford.com/support and somebody will get back with them shortly, right? Right. Absolutely. www.WillieCrawford.com/helpdesk. I'm sorry,

Willie: Michael:

Help desk. My bad. Okay. Well, Willie, man I appreciate this. I really want to thank you again for taking some time out of your busy schedule. Man, I believe I've got gold right here. I think anybody that implements what we just discussed will have a very successful WSO and it's very easy to list something in the Warrior Forums, the Warrior Special Offer section and make hundreds even thousands of dollars in a matter of days. It’s often easier than e-mailing your list or running ads or things like that because it's a very busy place where people go looking for bargains. Uh huh. Well, like I said, thanks a million. I really appreciate it and I'm looking forward to talking with you again. Thank you, Michael. I'm looking forward to doing other interviews with you. Alright. Bye. Take care.

Willie:

Michael: Willie: Michael: Willie:

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

Be sure to visit Willie and Michael at the member-only website… The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com

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Produced by Willie Crawford and Michael Worthington, members of The Internet Marketing Inner Circle http://TheInternetMarketingInnerCircle.com


				
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