Marketing on the web

Seven years ago, I started working with a new client that is in the health business. You may even remember some of the story I told in the past… as I sold more saunas for them when it was 90 degrees outside, than when it was 20 degrees!

Just this week, I was talking to a business associate and this experience with the saunas came back and reminded me of an important lesson.

When they first came to me, they were just getting started and were unsure of how best to market and sell these infrared saunas.

Their initial reaction was to create some “beautiful” advertisements showing pretty people rolling around on the grass having a jolly old good time.

To the graphic designer they had hired, this was the way you make money selling saunas in magazines and newspapers.

To the new entrepreneurs, it was a really “professional” way to portray themselves.

They honestly thought this would make them millions running the kind of advertisements that you and I KNOW don’t work.

Heck, that’s what everyone else does - it MUST work …

Right?

Wrong.

I knew that was the worst thing they could do - so I got busy.

Infrared saunas were new on the scene.

The company they represented was the world’s largest manufacturer of infrared.

And I smelled a story…

I dug deep and started reading everything and anything I could find on infrared.  What it was (it’s a form of heat your body naturally gives off, and absorbs from the sun), how it works, and why you would want to use infrared heat in a sauna, versus rocks or steam.

It was utterly fascinating all the health benefits I found associated with infrared… and the word needed to get out there.

So I put together a sales letter for them, and a special report to build the value to the prospects and buyers.

The title I gave it… “Sweat Secrets of the Happy and Healthy” How you can sweat out almost any
health problem, concern or condition… in your own home… easily, quickly, safely and most importantly …
Effectively!

Discover the 5,350 year old secret of using sweat to cure any health ill.

It then goes into the story that I thought would work best with the target audience that would read this information. I am not posting this for review and critique, this was written many years ago, and I would have done it differently now, but that is not the point that matters to you…

Dear health seeking friend,

Thank you so much for requesting this report … it may just be the most important information you read this year.

Why?

It has the power to change your entire future … through better health … a much stronger immune system … and helping you rid your body from all those toxins that are hiding within you.

The first time I ever heard about far infrared saunas I asked “so what?”

I mean I grew up with a sauna in our basement. I remember it like it was yesterday. That incredibly intoxicating cedar smell, the heat, the sweat, the relaxation.

So what?

All saunas are the same thing as infrared. Right?

Wrong! Very wrong.

Soon, I discovered why far infrared is different… very different… even life changing… I met Ron Easton (the
president of Contagious Health) in December 2002 and heard his story. And that changed my life. He was diagnosed with cancer of the throat and heavy metal toxicity in his blood.

The conventional cancer treatment scared him more than the disease itself.

So he went on his own. Changing his lifestyle, eating better, reading every possible book on the subject, natural cures and success stories.

Then he discovered the research on far infrared. It sounded incredible.

Millions of people used it… successfully.

Research studies… lots of them.

And success stories… reams of them.

With all types of health problems… treated and alleviated.

When Ron first started using sweat as a treatment, he can only describe the results by the following:

“After an hour of heavy sweating, I would get up from the white towel I was sitting on and there was a black outline of where I was sitting! ”

This… was the toxins being forced out of his body.

When he first saw this… it hit home… hard.

Think about the questions that would and should be going through your own mind if this was you… “Just how many toxins are in my body? How many of these toxins can I sweat out? What can I do to keep those toxins out of my body.”

Think about it… the repercussions… no chemicals, no prescriptions - sweat was doing an amazing job of cleaning me up.

The report goes on for 22 pages walking them through the facts about infrared saunas, the health benefits, and, of course, how they could get their own infrared sauna delivered to their house.

Now, here is the reason for today’s article…

That simple little special report STILL generates sales - 7 years later!

It is hidden away on my one main website, but the search engines know where it is. Just last week I had another phone call about these saunas - from someone who was wanting to put down their
$6,500 to have one delivered to their house.

That simple little special report has been personally responsible for hundreds of thousands of dollars in sauna sales - and I have not been working with them for 4 of those 5 years now.

Imagine if the owners of that business actually had a clue and actually USED the report like it could be used…

Scary.

But, their loss can be your gain.

I have written many special reports over the years and am fully convinced anyone can use these to improve response and compel people to buy.

Subjects written:

- Power equipment
- Custom playsets
- Amish furniture
- Network marketing
- Business training
- Lead generation
- Chlorine removal
- Waste removal
- Massage
- Real Estate developments
- Fractional real estate projects
- Health supplements

Your business can leverage special reports and white papers.

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I am doing a full out call tomorrow on Special Reports
with Graham McGregor on creating them.

If you are interested:
Thursday, March 10th
1:00 (pm) PST, 2:00 MST, 3:00 CST, 4:00 EST.

(760) 569-6000
Access Code: 235097#
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You can improve your lead generation result using this type of information product, and you can definitely improve your conversions using this as well.

So, how do you start using white papers and special reports?

First thing’s first - aim to make it good enough to sell.

The report you do should contain enough good information that people would be willing to pay for the information on its own.

You should give them some powerful facts, advice, insider tips and advanced how- to information that would make them willing to share your report with others.

The second thing you need to do is dig deep and find out what they want most…

Look back on all the questions they ask you before buying. Write down all the objections they have when they first heard of your offer. This is the best time you can start conducting customer interviews, surveys, questionnaires, etc. You should be taking them to lunch - or having events that get them all in a room so
you can ask them what is missing, or what they would like to see from you.

You need to do the grunt work first, in order to give them a powerful report that can make you a bundle.

Third… the title of the report… If it’s good enough to sell, it needs a powerful headline that sells the content inside. I won’t go through how to create headlines here, throughout all the past editions of The Total
Package there are ample lessons for you there to get going.

But I will share this…

5 Profitable Special Report Title Formulas

1) How to __(insert benefit one)___ and ___(insert benefit two)___

How to Win Friends and Influence People

2) How To _____ and Simplify Your _________

How To Drop 5 Strokes and Simplify Your Golf Swing

3) ___ Quick Tips for Busy ________: Here’s What You Need To Know About _____

26 Quick Tips for Busy Sales Professionals: Here’s what you need to know to eliminate cold calls and double your productivity

4) _________: # Advanced Ways to ______

Web Video Fiascos: 47 Advanced Ways To Save Your Reputation Using Online Video

5) ___ Steps To Effective ______

18 Steps To Effective E- mail Management

Again, this is a start to your creation process.

I would recommend you create a few different titles and test them against each other to find out which ones pull better with your target market.

Try pay per clicks for testing, or classified ads (run your report title and a phone number in an appropriate paper, magazine or publication - online and offline).

You can and should be testing them on your squeeze pages as well.

Offer 2 or 3 different pages - each with a different report title.

When you get 50% more people asking for report title B over A, you know you have a winner.

Next… the content of the report…

Remember, you have to try and accomplish 2 things in your report - make the report good enough to sell - and make it good enough to buy from.

You have to hit them hard with everything you know about them, their deepest fears and concerns, and show them that there is not only an answer to their biggest problem, but the answer can be solved right here and now.

It’s a lot to ask of a little report or booklet, but very feasible.

Share with them:

* before and after photos and stories
* case studies
* testimonials
* hot trends they may be interested in
* reviews of books
* scientific data
* industry information
* biggest success stories
* courses
* newspaper clippings or headlines
* or other information out there that leads to the logical path they would take in order to make an educated buy decision

Remember … your content needs to lead them to the most important goal of the report - get them to BUY!

Make your research and content side of the report compelling… but do not give them everything. Tease them with a real solution - and make sure they see what is possible when they do solve their problem.

Build them up to the point when they are ready, willing, and able to call you up (or visit your website) to order.

Right then and there.

In the Sweat Secrets report, I detail the saunas, the free bonuses I included with orders (delivery, installation, and books on improving your health through saunas and infrared).

Plus I gave a fixed phone # and e- mail address for them to get moving right now.

And it worked, and still continues to work (7 years later), selling $6,500 saunas from a FREE Special Report.

It will work for you too.

SIDE NOTE: If you typically deal with longer sales cycles (B to B is common), have your first report “sell them” on asking for your second report.

In other words, let your reports take care of 75% of the sales process.

The reports can do the leg work you were doing in the past of pre- qualifying, answering questions and objections, education, and uncovering additional concerns and needs.

(Offer them multiple books - each one covers a different area of concern. Whatever ones they request will tell you where their greatest area of need is right now.)

Please let me know your thoughts, and if you have any further topics on this you would like to see discussed.

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I am doing a full out call tomorrow on Special Reports
with Graham McGregor on creating them.

If you are interested:
Thursday, March 10th
1:00 (pm) PST, 2:00 MST, 3:00 CST, 4:00 EST.

(760) 569-6000
Access Code: 235097#
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To your success,

Troy White

PS: This was originally written for Clayton Makepeace’s Total Package at www.smallbusinessmastery.com

PPS: This is a sample of the type of tutorials you find inside The Business Mastery Course at
http://www.thebusinessmastery.com - as well - on the main page, you will find an 11 minute video
(half way down) that shows you an inside look at the type of videos you can expect.

continue

8 years ago I blindly quit the corporate sales world and went back to my entrepreneurial roots.  I had 1-year old twin daughters at home, and my very understanding wife let us become a zero income family so I could follow my dreams.

Fortunately for us, I had some decent commissions owed to me from the last job I ever had.

Unfortunately for us, I had no clue what to do - or where to start.

Not a great way to start a business.

But we persisted, and have loved every minute of the ride.

Yet, there is one thing that has nagged me for the past 8 years…

…the fact that I never found an all-inclusive business building program.

I bought lots of ebooks, took seminars, invested in software, had coaches.

All said and done, I have invested a VERY healthy six figures in my education.  More than my University education!  And 10 times as effective for small business growth.

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When a good friend of mine, Lars Gustafsson, of The Body Mind Institute, approached me with this idea, I was all over it.
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Lars has been in business for many years as well. He has invested a substantial amount in his education and business growth.

But he was just as frustrated as I was with the tools out there.

So he became a master at producing quality online training programs and videos for the fitness business.

Now he wanted me to produce THE business building program we had both been looking for.

…one that covered all areas of business growth… not just the fad of the week

…that that entrepreneurs could use to grow rapidly

…while building a solid foundation for sustainable success (rather than getting caught by Google Slaps and ridiculous claims that were far more hype than reality)

…and one that we could both be proud of when people from around
the world heard about it.

In partnership with The Body Mind Institute (an accredited college), I am very excited to bring to you

The Business Mastery Course
http://www.theBusinessMasteryCourse.com

Incredible amounts of hours have gone into the production of this video/audio online education program.

And I have given you the tools and techniques that have made my clients millions in the past few years alone.

Like Chris, who is now averaging over $2,500 per DAY profit.

What would that do to your lifestyle?

Did I mention Chris is not even 30 years old yet?

Chris took a small part of what is in The Business Mastery Course and built a highly profitable empire with some hard work and persistence.

What do you think?

If I could deliver you THE course that pulls it all together for you…

…one that covers the basics of business growth right alongside the advanced techniques

…one that is guaranteed to deliver results

…one that shows you step-by-step what you need to do

…one that includes access and information from the worlds leading experts on areas I personally know little about

Would that be worth a few minutes of your time to review my video here http://www.theBusinessMasteryCourse.com and let me know your honest thoughts?

This is the one I always have wanted to produce.

Please let me know your thoughts on the video.

To your success in 2010 and beyond!

Troy White

PS:  Watch the video, have a look through everything, and take close note of the bonuses… just one of the bonuses is what took Chris from $0 to $2,500 a DAY in profits.

Worth a look: http://www.theBusinessMasteryCourse.com

The words you use in your marketing…WILL make or break the success you see.  It really is no different than a live sales call - except this time it’s in print - or on their computer screen.

Copywriting is really “salesmanship in print” and here are some basic techniques to make your marketing and sales materials do what they are supposed to - sell more products and services.

1.      Have your offer in the headline – or near the top of you advertisement. Possibly have a Johnson’s box (box that highlights areas of importance) with the offer near the top or on the right hand side after your initial 3 paragraphs.  This will weed out tire kicker immediately as they realize it is not free – they have to pay.  That and many people are ready to read the whole thing – but are interested (possibly) in what your offer is.

2.      Refer to specific pages within the copy, or in the bullet points. Talk about a major benefit of your product then “and on page 14 you will see exactly how to use this to accomplish ….”  The way you write this can lead in to chapters or sections within a chapter – “and on page 27 you will learn the gap between reading and acting on your offer.”

3.      Design a 2 step advertisement. Web based or not – 2 step advertising can pull in exponentially more inquiries – and build your database very quickly.  Instead of asking for an order from your web page – offer them a free report for giving you their physical address. No pressure for “another” ezine that won’t get read anyhow.  With all the spam and filtering problems – you seriously need to start building an offline database.  Ask yourself this – if the internet “shut down” or your backups of your client’s emails disappeared – would you still be in business?

4.      Make your free report more enticing! Offer them information that they will not find anywhere else…or would have to look for a long time anyhow to find.  For example – “Five simple ways to write a PS and especially a PPS that will triple your sale this year.”  Typical free reports have minimal content and more sales letter than anything – so make sure you are delivering on your promise in the report before selling them.

5.      If you are having people call an 800 # for a recorded message – make sure they know no one will answer, that no one will be phoning them back, and that they will not be hassled – unless they ask for someone to call.  This leaves no pressure on them and their resistance to calling will be dramatically lowered.  With their guard down, the likelihood (if your recorded message is good) that they will leave a number is much higher.

6.      Make a fantastic headline as part of your order process. Add in a hidden benefit that you have kept quiet and bring it out right before the inquiry form or order form.  People love pleasant surprises so give them some.  If they have read all your copy right to the end – they are obviously interested.  Throw in one or two more significant benefits and they will be yours.

7.      If you are marketing more locally – make sure your local numbers, addresses, etc are displayed prominently in your copy, and at the end of your copy.  Weave in a great story about your local business and show them you really are local – and your responses will be dramatically higher.  Make sure your phone number (especially in local newspaper or magazine ads) is very prominent and positioned well.

To your success,

Troy

Me… an Oscar winner?  That kinda has a nice ring to it!

The call came in 3 weeks ago and I have been getting quite excited over what is about to happen.

I was nominated in 2009, and again this year, for a Calgary Business Oscar, and I quickly realized what a brilliant idea this was.

A friend and former client of mine both started the Oscars and came up with a winning idea that every single one of us should be using.

(Note: she was asked to change the name this year but the lessons are still as powerful..  The video shows you how to vote at http://www.TroysOscar.com)

Think about what she has done with this simple idea:

* Generates Massive Media Attention.  The media is hungry for creative ideas in the local community… especially ones that are so easy to understood and showcase in their show or media.  It makes for great local content, and an idea like this one brings together 100+ local businesses they can also talk about.  A solid contact with the media can generate you a solid years worth of media mentions.

* Help for her Non-profit.  The person behind all this runs a private school for grade 1 through grade 9 (Green Learning Academy).  It is a non-profit school and they are always looking for innovative ways to raise more funds so they can expand and keep up to date with their computers and text books.  They are selling tickets to the event for $150 each, and I see a full house well in order.

* Business attention.  With over 100 businesses having been nominated for multiple different areas… the buzz is all over town.  The businesses are spreading the word to their employees and their friends, family and customers.  Each one single entry into the Oscars will bring back thousands and thousands of site visitors.

* Potential client attention. Everyone loves an out-of-the-box idea! And people take note on who came up with the idea.  My guess is that many of the business owners and their employees are paying very close attention to what Green Learning Academy is going here… and are noting what a great school they must be running here.  I would estimate that Green Learning will see a substantial boost in attendance over the next 12 months.

* Existing client and partner attention. This was a complete surprise to me (she put it together all on her own)… and I was very happy to hear about what she was doing, and, of course, about my nomination.

* Fun!  Who doesn’t love a fun party?  They are doing the Red Carpet. Celebrity look-a-likes.  Mock up Oscars all the nominees can have their picture taken with. Paparazzi. Media everywhere. Black and white formal attire.  I CAN’T WAIT!  It sounds like a complete blast and I am very excited about the whole night… if I win my category…even better!

* Marketing memorabilia for years to come.  Think about all the different ways she can tie in the photos, the videos, the endorsements and testimonials.  This is what serious marketing is all about.  Imagine the fun the kids will have looking at all the photos of celebrities at the party (kids don’t care they aren’t the real
ones)

* Annual event now set in stone.  She owns the domain, the idea, and will make this Calgary’s biggest business bash of the year.  And there is no reason to think she can’t do this every year from here on in.

So my question to you is…

Why don’t you have an Oscar ceremony?

Why don’t I?

Anyone can do it… with some planning and hard work.  And the potential rewards look to be substantial.

>>> How am I capitalizing on this?  <<<

Well, that is a lesson in itself here.  I have put together the following page http://www.TroysOscar.com which will be promoted to everyone in my database, everyone I am connected to through my social network, everyone in my address book… you name it… I will be sending them to that page.

It helps them understand what is going on, how to vote for me, and (most importantly) what is in it for them.

I would really appreciate your support!

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Can you take 2 minutes and go vote for me?

…Pleeeeease?

http://www.TroysOscar.com
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Can’t wait to share the story and photos with you… hopefully I will bring home the Oscar and will share with you my plans for the Oscar in the coming year.

The serious question here for you to consider is… how can YOU do this right away?  What event could you put together that involves your clients, your prospects, your suppliers?  What could you do that is unique, that is tied into major events, and that could bring you massive amounts of media attention?

>>> Some of the monthly events coming up you can easily tie into:

FEBRUARY MONTHLY EVENTS:
________________________________________
International Boost Self Esteem Month
International Friendship Month
International Expect Success Month
National Weddings Month
National Time Management Month
National Snack Food Month
National Parent Leadership Month
National Wild Bird Feeding Month
National Cherry Month
American Heart Month
American History Month
Black History Month
Children’s Dental Health Month
Responsible Pet Owners Month
Bake for Family Fun Month
Candy Month
Creative Romance Month
Library Lovers Month
Bird Feeding Month

MARCH MONTHLY EVENTS:
________________________________________
International Idea’s Month
National Social Worker’s Month
National Craft Month
National Frozen Food Month
National Caffeine Awareness Month
National Noodle Month
National Nutritional Month
American Red Cross Month
Music in our Schools Month
Woman’s History Month
Youth Art Month
Optimism Month
Spiritual Awareness Month
Irish-American Month
Youth Science Month
Humorists Are Artists Month
Peanut Month
National Bed Month

I have hundreds of these kind of ideas and templates in my 2010 Cash Flow Calendars program (if you haven’t at least looked at how you can get 10 X your investment back in 30 days, you had better read this now http://www.cashflowcalendars.com/cashflow.html .

It really doesn’t have to be that difficult… we just make it so.

>>> What BIG event is coming up that you can tie into?

> The Oscars?  (why can’t you pull something together in time?)
Easter?
> Valentines Day?
> Saint Patrick’s Day?
> Spring?
> School’s Out?
> Summer Time?
> Camping Season?
> Baseball Season?

I am encouraging you to look at all angles of your business to find story angles you can use.

This is the prime opportunity to create some buzz around your business and your event… while leveraging those people closest to you in the event.

* The start of your own business - the trials and tribulations you went through.

* The growth of your business - what your customers said and did to help your company grow so fast.

* The story of your employees. Make them the celebrities and share their personal stories. They will love it!

* The story of your suppliers. Similar to employees, they are worthy of a great write-up that others can enjoy.

* The history of your industry, the long-past celebrities many may have forgotten.

* Stories of what keeps you going and motivated.

* Your personal stories - where you came from, growing up, your successes, your failures, your dreams and aspirations, and sharing some intimate details of what makes you … you.

Some important things to keep in mind while you plan your party:

* Invite all your existing clients (no matter how long it has been since they’ve heard from you).

* Ask and encourage them to bring their friends and business associates.

* Create a list of media, potential jv partners and associates you would like to attend.

* Invite your suppliers as well (the people you pay money to - the ones that should be throwing you a party! - chances are good they will talk you up big time to other potential customers in the upcoming weeks and months.

* Make them RSVP (and charge them a fee in most cases) to get a ticket - no ticket - no entrance (this is your way to get the mailing addresses of those you have never met before). You can be lenient at the door, as long as you get the contact information for those who show up unannounced.

* No sales pitches or talks allowed - this is not a reason for a pitch-fest (doing so would cause you much more harm than good).

* Send thank you cards to everyone who attends - include a business card only.

* Work on getting some sponsors to put together door prizes and a take-home package (samples of products could be included).

* Find something (or someone) you can make a big announcement around (charity donations, personal announcements, celebrity in attendance, etc) - this can create a highly memorable part of the evening that others will talk about for a long time [Note: at my Wild West Wealth Summit, I gave 10% of ticket proceeds to Ronald McDonald House. I brought my wife and kids up on stage to present the check to the Director of the Charity. The tears in the eyes of those in attendance was reward enough for what we did.]

* You would be wise to bring on an event planner for a larger party - it can be very time consuming and easy to forget small but noticeable details.

* You could also consider posting an advertisement in the appropriate trade magazines or newspapers that your ideal clients would be reading.

* Prepare or post an agenda. People like to know what to expect in the event. You can also mail this out with their invite.

* If you are a low energy type of person, bring along some high energy staff or family members to energize the group.

If you don’t want to throw a large party - or are just looking for ideas for smaller group appreciation events, how about some of these ideas:

* Host a scuba diving event where you meet with clients and family members at a local dive shop/pool - book off the entire pool - and have an “under the sea” party where they get to try scuba diving for the first time in a supervised safe environment (even the

die-hard

divers would love to come to this!).

* Host a wilderness hike. Hire a tour guide or experienced outdoors hiker to show you the surroundings, point out the areas of interest.

* Have a lunch delivered and catered on the top of the mountain.  Provide everyone with maps and transportation.

* Extreme sports can always be fun (but you may limit who attends). This could include 4by4ing, zip lining, mountain climbing, race car driving, sky diving, ATV driving, bob-sledding, etc.

* Go boating (and invite me when you do!). Not everyone is a boat freak like I am, but people love to be pampered. Rent a nice boat and have a drive, and serving staff in place - treat them like royalty and show them the open water.

* Host a murder mystery night. Hire a company that does this for a living - you can even go to your local acting and drama schools.

Everyone loves a good show and you can combine the show with a party and a great meal.

Think this through… there are ample opportunities there for you.  You just have to start doing it … now… not later.

I will keep you up to date with my run for the Oscar… thanks for your support. http://www.TroysOscar.com

To your success,

Troy White
http://www.TroysOscar.com

“Now is the time to fix the next 10 years” — Jim Rohn

PS: If you haven’t signed up yet, why not?

By now you could have had 2 promotions out the door, and made thousands of dollars in  additional profits.
All with simple copy and paste tools.

See for yourself…
http://www.cashflowcalendars.com

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