Home Business Tip of the Day: Your Second Most Important Communication

Hey Wes,
So have you got your personal narrative nailed down?
Get busy on it if you haven’t.
Because today, in this market, positioning yourself is one of the single most important things you can do to build a business.

    It creates easier sales
    It creates more loyal customers
    It creates more repeat and referral business.

    Trust me. Don’t skip that part of planning your business.
    But once you get that done, then what?
    Well that’s what I want to talk to you about in the next couple issues here. About what the rest of your communication should be about.
    This is something else you shouldn’t take lightly, because if your communication to prospects and client’s isn’t doing this specific thing, then you’ll be struggling down the path to failure.

    Time to explain what I’m talking about. Let’s dive in To higher profits and beyond,


    Your Second Most Important Communication

    By Rich Schefren

    OK. We’ve spent the last few issues talking about communicating with your market. Specifically how you shape your personal narrative.
    Once you get that down, you’re going to be way ahead of the game. But you’re far from done.

    Today I want to start talking a little more in depth about another area of communication that is vital to your business. One that can accelerate your success, or leave you stuck in the mud spinning your wheels.
    The area I’m talking about is…


    More specifically, free content that actually makes sales.
    You see, if the content you produce and give away isn’t clearly moving you closer to the sale, it’s actually moving you further away.
    So let me tell you a little bit of the back story. You see, I was out West a little over a year ago consulting for a well-known guru I’m sure you’ve heard of. He’s not in internet marketing but he’s been around for quite a long time. And his company is about a little over ten million dollars.
    They flew me out to get my input because sales had been flat.
    More specifically, the launches that they had done were mediocre at best. Sales from their blog were basically non-existent. Sales from the content emails they sent out barely moved the needle at all. And even their webinars and teleseminars really didn’t have the impact that they were hoping for.
    Now whenever I hear something like this I’m always thinking there is a problem in the way the content is being structured. More specifically, is the content that’s being delivered actually furthering the sale? Is it advancing customer’s desire to purchase the product that the company, guru, etc. is hoping to sell?
    You see, the big mistake this client was making, one I see so many people make these days, is thinking, "if we provide really good content, people will automatically want to buy our stuff."

    Guess what.

    That simply isn’t the case –

    And it hasn’t been the case for quite a long time.

    Valuable content for content’s sake, on its own and without a strategic plan behind it will not get more people to buy from you. Today we live in an age where great content is all around us. So the simple fact you are offering someone great content doesn’t have the impact that it once. It doesn’t motivate buyers with regard to actually stimulating a sale like it did when great content was much more scarce. .
    So that’s what we’re going to talk about. Content. Specifically the type of content that actually increases desire. The type of content that actually stimulates a sale.

    Are you suffering from weak content?

    Well, the easiest way to get a grasp on whether or not this really applies to you is how effective is whatever free content you’re putting out there is actually generating sales?
    For example, I’m well-known for the reports that I’ve put out, the free reports that I’ve put out to the public. In each of those reports I’ve made millions of dollars based on the sales that they cause. So that’s what I’m talking about.
    If you’re putting out content that doesn’t stimulate sales, then you really got to scratch your head and ask yourself why you’re putting out that content in the first place and could that content be better? Could it actually create the sales that you desire?

    It can.

    When you create great content that actually does advance the sale; that does create desire, what happens is that you build a momentum in your business where that content that is out there for free for the prospects and your marketplace to eat up and to consume, continuously increases your sales. Continuously brings new prospects and new customers into the fold. That’s when you have content that is really effective.
    So let’s talk about really why people have this problem. There are two different concepts that have floated around the market that I believe really cause more harm than they do good.

    The first and most problematic is called…

    "Moving the Free Line."

    This is the standard response entrepreneurs offer when they see the content they’re currently offering isn’t getting the results they hope for.
    If you’re a BGS or Founders Club member, you’ve probably heard me talk about Earl Nightingales comment about why you don’t want to do what the rest of the market is doing. This is a perfect case in point.

    Anyway, the concept here is that we’re going to give more away than has been given away before. Somehow magically because we’re doing that, people are automatically going to buy from us. That simply is not the case.

    Think about this for just a second. if your content isn’t creating sales in the first place, how is giving more of it away going to help? Still that’s the mindset that most entrepreneurs work from.

    If your content doesn’t create greater demand your content is not effective. So the idea of moving the free line, while it’s a clever statement, doesn’t really capture in its essence what is necessary to create demand and make sales.
    Now there are a number of other content mistakes that entrepreneurs make as well. But i’m going to cover them in the next issue, so create any content in your marketing, stay tuned!

    Questions or Comments on this issue?
    Click here to send them to Rich!


    Until Next time…



    > Internet Marketing,Training — Wes @ 4:15 pm

    January 30, 2012

    SpidersWeb Home Biz Weekly for 2012-01-30

    > Internet Marketing — Wes @ 3:10 pm

    SpidersWeb Home Biz Weekly for 2012-01-23

    > Internet Marketing — Wes @ 3:10 pm

    January 23, 2012

    The Secret Qualities of Successful Information Products

    Dear Subscriber,

    Information publishing is the ideal Carefree Business. It’s one of the largest and most profitable industries in the world, full of entrepreneurs making great livings. And, there is plenty of room for newcomers to get in on the action.

    In today’s essay, Gary Scott shows you how to create profitable information products, the first step to getting your business off the ground.


    Jason Holland
    Managing Editor
    The Carefree Entrepreneur

    P.S. Our records indicate that you haven’t officially signed up yet for Carefree Entrepreneur. And, you’re missing out on an exclusive video available only to members. It features Michael Masterson speaking about his most important strategies for business success, especially for new entrepreneurs.

    Just go here to sign up for your free subscription and get access to the video instantly.

    The Secret Qualities of Successful Information Products
    By Gary Scott

    If someone asked you, "What’s the biggest chunk of the U.S. economy?" … you probably wouldn’t say "information."

    But, expenditures on information and information products account for over half of this country’s economy. That’s roughly $5 TRILLION!

    Why so much? Americans have an unquenchable thirst for information. We crave information to make us healthier … wealthier … more beautiful. But most of all, we want information so we can show others how much we know.

    I’ve developed a highly-successful publishing business selling information that people want. You can, too.

    The key is developing an information product that people not only want to buy but want to continue to buy (or renew). This isn’t hard – if you understand the following 7 Qualities of Successful Information Product Development.

    Quality #1: Is the Idea Interesting?

    Interesting ideas connect with a genuine fundamental aspect of life. And, the first person they have to interest is you. If you pick ideas that interest you, research and writing will be fun. But, interest goes beyond that. Your idea has to be truly interesting to your reader.

    For example, my first retail publishing idea in the early 1970s was for U.S. investors to invest globally. The idea was sound and remained very interesting for a long time.

    On the other hand, look at collectables. There will always be a collectables market. Yet, many collectables are attractive only because they are in vogue.

    If, for example, you had a publication about Beanie Babies back when they were in vogue, you could have done well. Today, that publication would fall on its face.

    Fads offer attractive publishing opportunities, but they don’t last. Publications about interesting topics survive.

    Quality #2: Is the Idea Legal and Ethical?

    I once got a letter about how I could mail First Class letters for only 3 cents! Indeed, the stamp on the envelope was 3 cents.

    This seemed interesting, since I spend hundreds of thousands a year on postage. The letter promised that, for $12, I could get details on how to mail First Class letters for 3 cents.

    This was too good to be true, but I was interested. A few days later, I got one photocopied page telling me how to do it. The page claimed that, as a business, the Post Office had made an offer to send my mail at the current rate. And it claimed that, as a businessman, I could counteroffer by putting a 3-cent stamp on my letters instead. If the Post Office accepted and mailed my letters, they accepted my offer. The idea was to simply mail all your letters with a 3-cent stamp, because most would get through. And, the idea was neither legal nor ethical.

    The Postal Service’s Revenue Protection Department operates by spot inspection, true enough. So, yes, many of these 3-cent letters would get through. But, anyone mailing lots of them could expect to be investigated by the U.S. government. So, in the long run, it wouldn’t have been profitable. The fines (not to mention prison time) for these kinds of actions are very heavy.

    Quality #3: Is the Idea Attractive?

    Your idea has to attract first-time buyers. It doesn’t have to be pretty or pleasant. But, it must attract.

    Attractiveness appeals to emotions in some way. The emotions can be good, bad, or even ugly. For example, one ad that worked well read, "I’m mad as heck at the government for cheating us – here’s how to get even." It’s not a very pretty idea. But, it’s certainly attractive.

    A publication must hold your reader’s interest to succeed in the long-term. But, attractiveness gets potential readers to drop everything, read a sales story, and buy your publication.

    Quality #4: Is the Idea Usable?

    Your idea has to fill some need for your reader. This is vital to gaining repeat customers for your publication. The idea has to work for its readers.

    A publication can be entertaining. With a golf publication, for instance, the pleasure of reading about golf courses may be enough to make it useful if the main goal is to give the reader satisfaction through description.

    On the other hand, the goal might be to help the reader know how to get lower golf scores (pride). Or, show times at various courses when greens fees are reduced (savings).

    Quality #5: Is the Idea Understandable?

    Some years ago, the book A Brief History of Time was a New York Times bestseller for over a year. It was called one of the most-purchased/least-read books of all time. The author’s next books didn’t sell well. His books – all of them about quantum science – were just too complicated.

    Ask: Is my information understandable for my target market? As A Brief History of Time shows, being interesting can sell a book. But if it’s not understandable, you won’t build repeat business.

    Quality #6: Is the Idea Timely?

    A successful publication is tuned to the times. If it’s too far ahead of or behind its time, it won’t do well in the long run.

    I failed to understand this quality in the 1970s when I was first writing about investing internationally. I’d lived abroad for nearly a decade, so this idea seemed obvious. However, it ran contrary to public thought.

    Twenty years later, most U.S. investors were ready for this idea. Today, it is so common that local stockbrokers give free talks on the subject, so we’ve had to adapt. Because I understand this quality, I’m able to change, update, and innovate my publications constantly.

    Quality #7: Is the Idea Sellable?

    In publishing, marketing is a very important part of success. You can have the timeliest, most usable, interesting, easy-to-apply idea in the world. But if you cannot sell it, you won’t make money. Defining your market and deciding how to sell your idea correctly is an integral part of the product creation.

    I learned this lesson while pioneering the idea of investing abroad. As I said, my idea was right … but ahead of its time. Because I was out of sync with most American investors, my original selling failed.

    The product wasn’t salable until I discovered avenues that led me closer to the small percentage of Americans who were interested. This process of understanding the customer is called "focus," and it’s crucial to publishing success. For example, I found that though I marketed across the country to all professions and religions, a large percentage of my original readers were Jewish, Southern, or chiropractors – groups that had less trust in the establishment. Once I understood that all three of these groups perceived that the establishment had been, at one time or another, biased against them, I was able to zero in and focus my sales in those areas.

    Tap Into the Unquenchable Thirst for Information

    People in the United States – and all over the world – are seeking information and advice on every topic imaginable.

    And as a Carefree Entrepreneur, you can tap into that desire with your own information-publishing business. You can set it up from home – and work completely online if you want.

    Gary Scott, a multimillion-dollar information publisher, has created a program to show you the ropes.

    In his program, Self-Fulfilled: How to Be a Writer and Publisher, you get a proven plan for getting your publishing business going, step-by-step, with little startup capital. Plus, Gary shares the top contacts in the industry who’ll be happy to help you.

    Get all the details here.


    Ready to start earning 100% Commissions in your own Real Home Business?

    Get Started by CLICKING HERE Now!

    > Internet Marketing,Training — Wes @ 2:39 pm

    January 10, 2012