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2.6 - Stuff You Should Know

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2.6 - Stuff You Should Know Powered By Docstoc
					U LTIMATE O FFLINE - S TUFF
Y OU S HOULD K NOW

http://ultimateoffline.com



The Ultimate Course for finding, helping and profiting from
small businesses with offline consulting. What works, what
doesn't and how to avoid as many headaches as possible in
offline consulting!




by Gary King




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ULTIMATE OFFLINE - STUFF YOU SHOULD KNOW

DISCLAIMER & IMPORTANT NOTICES:

You may not reproduce, distribute, share, sell or give away any part of this course without the
express written permission of the publisher. If you received this guide elsewhere (meaning you
didn't buy it from http://ultimateoffline.com) it's stolen. Contact me at
fraud@ultimateoffline.com and let's make it right.

The publisher has strived to be as accurate and complete as possible in the creation of this
report, but makes no warranties or representations that the contents are complete or accurate
due to the rapidly evolving nature of the Internet.

The information contained in this product is 100% the opinion of the author only. It is not to be
construed as business or consulting advice.

The sole purpose of this product is to share the experiences of the author. No guarantee or
implication of income or success is implied. This product is not a substitute for, nor considered
to be a source of professional, legal, financial or accounting advice. All content of this product
(yes, everything) is the sole and exclusive property of the author.




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Table of Contents
Stuff You Should Know.................................................................................................................... 4
The Law ........................................................................................................................................... 4
Forming a Business ......................................................................................................................... 4
Clients To AVOID ............................................................................................................................. 5
   Dentists ....................................................................................................................................... 5
   Churches ..................................................................................................................................... 6
   Not for Profit Organizations........................................................................................................ 7
   Schools ........................................................................................................................................ 7
Standing Out ................................................................................................................................... 7
   Why Flipping is the Wrong Thing to Do ...................................................................................... 8
   Traditional Keyword Research is Wrong..................................................................................... 9
Go the Extra Mile .......................................................................................................................... 10
   Reminders/Renewals ................................................................................................................ 11
   Winning a Client with This ........................................................................................................ 11
Wrap-Up........................................................................................................................................ 12
The Next Level............................................................................................................................... 12




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STUFF YOU SHOULD KNOW
In every course, there are things that are important, but just don't "fit" somewhere. They kind
of stand out on their own, but perhaps not enough to be a separate guide, you know?




THE LAW
This guide is that collection of nuggets - please don't dismiss it if it seems unimportant to you
for some reason. Some of the best tips I can give you are contained in here...




It's entirely up to you to comply with the laws about running a business in your country, state,
city and county. I am absolutely not a lawyer and couldn't begin to tell you what the rules that
apply to you are.

I will say that they are normally small business organizations or associations that help guide




FORMING A BUSINESS
new business owners - seek them out. Find out and comply with the requirements that you
must meet.




Don't get hung up on spending weeks trying to pick the "perfect" business name. Most people
are going to know you by YOUR name, not your business name.

If you don't have ANY ideas, no problem - call yourself something simple.

GKMarketing for example - GK for Gary King and Marketing. Simple.

Don't get cute and try to spend a fortune on logos and stuff, just get something out there and
go!

If you find you need business cards, you can find a place to get them free like vistaprint.com
(not available world-wide, but just search for free business cards)

Here's a couple of even better ideas...
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When someone asks me for a card, I don't say no, but I say "Sure! I'll also send you an email as
well so you've got everything in one spot".

Now I type them a quick email with my contact info. BUT, I have THEIR email and I ask for their
phone number at the same time - they will give it to you because they are already letting you
into their life.

Another option - find a printing company in your area. Do your spy work using the Finding
Clients guide and video to find one that needs your help!

Talk to them - tell them you'll help with their web site and let them pay for part of it with
business cards. You're just breaking out on your own, so you're being creative!

Look, businesses like to trade services, some of them a lot, so they are likely to agree.

You get biz cards AND you get a new client.




CLIENTS TO AVOID
Just be careful trading too much in the way of services - you want to get paid, not get 100,000
letter heads or something crazy.




(at all costs in my opinion)

There are exceptions to every rule, but here's my 15+ years of experience. If you find that you
land these clients, that's awesome. I just don't focus my efforts there because there's so much
low hanging fruit elsewhere.

I don't want this section to be negative, just realize that there are reasons why these clients are
difficult to engage.



Dentists
Yes, I've mentioned that I do have a dentist for a client.


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Look, Dentists and Doctors are their own special animal. They are really hard to get in touch
with and EVERYONE is trying to sell stuff to them because they figure they have lots of cash to
spend.

The problem is, they KNOW everyone is selling to them and they are BUSY. I've seen so many
recommendations from other courses and people on forums saying to target Dentists and
Doctors.

In my opinion, these businesses are a niche, not a mainstream target for offline consultants,
ESPECIALLY new offline consultants - DON'T waste your time new folks. You've been lied to and
won't stand a chance at getting in unless you've got some inside edge.

Truth be told, the one dentist I have as a client was BROUGHT to me by a business associate!

Remember how in the Proven Money Makers guide I talked about outsourcing and surrounding
yourself with good people? I do. She is one of them.

She does copywriting, TV, Radio, etc. and her client (this dentist) needed web work. Presto!
I've hosted and done maintenance and web visitor reporting for 2 solid years for this guy, now
I'm redesigning his web site. Nice.



Churches
Hey, settle down. I don't have anything against churches. It's just that they usually either have
a member that runs a big advertising agency, so THAT company gets the job. Or, there's a
church member that does web sites as a hobby (or for their job) and will do it for them on the
side.

It's hard to compete with what's viewed as family, especially if they are doing it free for the
church!




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Not for Profit Organizations
I'm all about helping - hopefully you've realized that by now as you've gone through this course
- it's the basis of getting clients in my business.

Here's the deal. Not for Profit organizations typically don't have much money to spend. They
survive on donations. The money they DO have, they use for their cause, NOT to pay web
developers or offline consultants.

I donated a web design, 5 years of hosting, email, technical support and even paid for the
domain name renewal for a not for profit. It made me feel good, but never, repeat, never
brought me any paid work.

Care about your community and the world. Be philanthropic when you can. Realize that not
for profit's are not cash cows.



Schools
Sometimes you can get a private school to throw some cash your way. It's rare, at least for me.
Usually there's a student or even an entire class that will do web site stuff for the school, so
again, you're competing with free.




STANDING OUT
That's a fight that's hard to win, especially when you realize that money they pay you could be
used to buy new computer equipment or something for the school... see the problem?




How do you get the attention of the would-be customer? I gave you some ideas in the
contacting clients and getting through the gatekeeper guides, but here are a few more.

I've done this one when I had a client on the hook for re-designing or building a first web site.
It's not 100% guaranteed, but it works great!

Build a site and SHOW them what it can look like.


                                                                                                    7
Use a template or something, and keep your time investment LOW - you don't know if this will
pay off or not.

My favorite way to do this is to use one big graphic. Use the Photoshop file from a template
(edit with Photoshop or Gimp) and just pop their logo in it.

Show it to them.

When they see their logo on that page, it seals the deal - it's like the power of suggestion, and
shows them what it COULD look like.

You have to put forth some effort, but build one and swap the logos around if you are targeting
a group of clients like all the plumbers in an area.

If need be, GIVE away the site to get the hosting and up-sell potential. (don't forget
maintenance and web site reporting)

Tell them you are doing this for a limited time to establish yourself.

This works great, especially if their site looks like garbage.

Remember - there is a lot of cash is in the residual payments... monthly checks - month after
month after month.

Don't forget to ask for a small setup fee ($25-$99) to help cover a little of your time.



Why Flipping is the Wrong Thing to Do
If you build a web site for a customer, they have a legal right to it, so I'm NOT suggesting that
you do something wrong here.

What I am saying is this. Virtual property has value. If you are building up an Authority Type
site (discussed in the "Proven Money Makers" guide) then DO NOT sell the site to someone.

Your asset and its value are gone.

Rent it to them. YOU keep the valuable asset, they borrow it while they pay you.
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I've read lots of recommendations to build up stuff like CityNamePlumber.com and then flip it.
You can only pull that trigger once... then, you have to start ALL over again. Yuck. Keep it and
earn from it!



Traditional Keyword Research is Wrong
If you find yourself in a keyword conversation or search engine optimization conversation with
a client, realize that most of what you've probably been taught about keyword research is
WRONG for local targets.

Why?

A dentist in New York doesn't CARE if he appears as number 1 for results to a searcher in
California. Google KNOWS this and as I type these words, they are restructuring things to show
more and more local results.

So, if you do keyword research for say Boston Dentist, you'll see it has 6,600 broad results, but
"only" 590 Exact Local Searches (at least when I did the search).

I just used Google's External Keyword tool and entered the term.

If you're not familiar with it, the site is free and it's here:

https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaR
equestType=KEYWORD_IDEAS#search.none

So what's the problem? ONLY 590 searches per month doesn't sound like a big market, right?

It sounds like a bad keyword to choose according to everything most "experts" teach about
keyword research.

But they are flat w-r-o-n-g in this case.

Here's what that really means to a dentist in Boston.



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You can put 590 sets of eyeballs on her web site EVERY MONTH.

There are 590 people each and every month searching for a dentist in Boston.

How targeted is THAT? Laser-beam kinda targeted.

Do you think a dentist would like the possibility of 590 new customers in a single month? Uh,
yeah.

As I mentioned earlier in the course, one dentist client of mine told me that the lifetime value
of a new client (the amount he will earn from them as long as they come to him as their dentist)
is $9,000.

The possibility of having 590 new patients in a month, especially at that potential value is
incredible.

Sure, you won't get them all, but it sure seems like a good idea to target this phrase now,
doesn't it?!?



Hint: Use a coupon to get them in - make them print it out and bring it - free x-rays or
something. It works great - trust me my dentist client is more than happy to give the free x-
rays when he sees that the new patient needs thousands in additional care because they
haven't been to a dentist in years.




GO THE EXTRA MILE
By now, you've hopefully understood that my whole approach to offline consulting is to solve
problems. Help the customer get more money to their bottom line, and they'll gladly add to
yours!

Your clients will look to you to "just handle it"... to be their reliable go-to person.
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Here's a few things you can do to give them that little extra touch and make them feel special.
Kind of like a chocolate on your pillow at a fancy hotel.



Reminders/Renewals
Your clients will rely on YOU to keep track of when their domain name expires, etc. That's a
GOOD thing. First, you can renew their domains for them and keep them looking to YOU as
their only point of contact.

Also, when you reach out to them and tell them that their domain is due for renewal in 90 days,
they'll be taken aback - how did you know that?

You have to be a little organized here - use a paper calendar if you need to, I prefer electronic,
but whatever works, just do it.

I have personally seen a Fortune 1000 company nearly shut down for missing a domain
renewal. The renewal statement went to an accounts payable person, and that person didn't
know what it was, so she threw it away.

When the domain name registration expired, the company couldn't receive email, their web
site was effectively turned off, and it was NOT a pleasant time for them.

Preventing that kind of thing is an awesome thing to do for a client.



Winning a Client with This
One thing I like to do with new potential clients is to research when their domain name expires,
who the contacts are, etc.

When I first meet with them, I tell them that their domain name is up for renewal on so and so
date and please don't forget to renew it.

I remind them payment information may not be current (usually a credit card expires) and to
make sure they check that credit card information if they're set to auto-renew.

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I also tell them if their contact info is out of whack - sometimes the domain is registered to a
web developer or an Internet Provider, NOT the company - that's bad.

Remind them to find their login, etc. for their domain name. This administrative stuff is often
lost and needs to be recovered, and that takes TIME, so they need to start in advance, not the
day they realize their domain has expired!




WRAP-UP
Use your Client Contact Details checklist to keep track of these types of things - put them on a
calendar and stay organized!




You'll find your path as you start working with clients and you'll learn lessons along the way.




THE NEXT LEVEL
I've tried to share some of my most successful ideas and some of my, well, not so successful
ones so you at least don't have to hit those bumps in the road.




I hope you've enjoyed this course and it helps you to start or expand your offline consulting
business.

I believe it can, if you DO SOMETHING with this information.

Please - get off the hamster wheel of running at top speed and NEVER getting anywhere.

Dig in and try this! You can do it.

You will have struggles - that's life. Set your mind right now to say that you WILL get past those
hurdles.

Give this a fair shot. Don't just bounce to the next shiny thing.




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If you are thirsty for more, I've included additional guides for you in the folder called " 4-
Advanced Guides".

They include:

   1. 4.1 - Advanced Client Contact.pdf - Additional ways to find new clients and scale it up!
   2. 4.2 - Advanced Ways to Approach Clients.pdf - Unique ways to approach clients.
   3. 4.3 - Three Things Never to Say to a Client.pdf - Tips on Communicating Effectively with
      Clients.
   4. 4.4 - Finding Offline Clients.pdf - Documents the Main Method as shown in the video,
      but also expands upon that method.

Don't forget!

There's a sample contract and web site development agreement in the folder called "3 -
Templates and Forms". Always, always seek legal counsel for any type of agreement.



Thanks again for putting your trust in me by investing in this course.

Now, Get Going! Take Action. Make Some Money. Don't Let This Be Another Wasted
Course. Go for It!

To YOUR Massive Success,

- Gary King




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