Posts Tagged ‘Social Media’


The 3 Biggest Mistakes To Avoid When Creating Info-Products

By: Dave Dee on: January 10th, 2013 4 Comments

“Anyone who never made a mistake has never tried anything new.”—Albert Einstein

Recently I was reading about some of the top mistakes made in 2012.

From political campaign miscues to Apple’s Public Relations nightmare with their new mapping service to Facebook’s mobile strategy which relied too heavily on one type of technology…companies talked about what they did wrong.

Mistakes are inevitable when you are out there giving it your all to create the business and life you want. I know I’ve made my fair share of them and my guess is you have too.

There are two things about not getting it right: Don’t be afraid to mess up. Failures, mistakes happen more often to those who are most successful. So it goes to follow that the more mistakes you make, the more successful you will be.

Secondly, whenever possible learn from others’ mistakes so you don’t have to repeat them.

So here are three of the most common mistakes made when creating Info-products (and how to avoid them).

1) You create a product your clients, customers or patients don’t want.  Sometimes, especially when starting out in info-marketing, businesses create a product that their target audience doesn’t want. In fact, this happens more often than you think.  You have a great idea for a product, but it turns out that your clients have no interest in it. Or maybe they don’t like the format it’s delivered in. For example, you create a set of videos or an audio program when your customers would prefer something they can read and write notes on instead.

How to avoid: Find out if your new product or service will be successful BEFORE you create it.

With the help of computer-generated imagery, you can design a virtual product and showcase it on a web page. You can test colors, the price of your product, the benefits of using it and more before you ever actually create the product. Then, take orders and with sales already in hand, create the product.

Using Pay Per Click (PPC) is one of the quickest and cheapest ways to gather information about key points such as pricing, features that are most important to your potential consumers, who your target audience is, offers, guarantees and more.

Focus on things that will make the biggest difference, such as your Unique Selling Proposition (USP), the benefits of your product or service, pricing and things that make your product different.

You can also write a sales letter for your product and see if your target audience will buy it. If they do, then create the product, and try mailing to a larger segment of your target audience. Remember to start small when testing, using a small geographic area to test first.

What to do if you’ve already created the product and it didn’t sell? This doesn’t mean it’s a bad product. It might just mean you need to market to a different audience. Test different audience segments to see if the product will sell in a different market.

2) A weak guarantee. Two facts you have to get used to with the info-marketing business are that there will be returns and there will be people that try to cheat you. However, most people won’t cheat you and as Dan Kennedy says, if you aren’t getting at least 10% asking for a refund, you aren’t selling hard enough.

How to avoid: Because people are afraid of refunds and being cheated, often times the guarantee is weak, if there even is one. You will sell far more with a strong guarantee, even with refunds, when you have a guarantee that removes all the risk from your customer making a purchase.

The instinct here is to have a short money-back guarantee. A week, two weeks, maybe a month. However testing has shown that a longer guarantee, 90 days or a year, out pulls the shorter guarantee.

3) You take too long to create your info-product. Of course, if you follow my advice to not create your product until after you know there is a demand for it, you’ll have no choice but to create your product quickly, because you’ll have orders waiting. However, if you don’t follow my advice, you may fall into this category.  Keep in mind that the longer you take, the less money you will make. Plus, if you have a great idea and take too long to bring it to market, there is a chance someone else will start marketing an info-product based on your idea before you do. Get it done and out there.

How to avoid: Instead of waiting for the perfect version, plan to create new versions with updated or improved material. Or, if you’re having trouble, invest in whatever you need to get it done, whether that is a ghost writer or resources that hand you shortcuts to creating an info-product. For instance, Dan Kennedy’s Info-Product Recipe includes the ingredients and how to’s for developing an enduring, successful million dollar info-product that cannot fail.

Adding info-products to your business is one of the smartest (and most lucrative) business decisions you can make. Don’t let the fear of making mistakes stop you. But avoid them whenever possible. And remember every day you wait is another day you aren’t making money on your idea.

NOTE:  Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

How to guarantee victory in your advertising campaign…

By: Dave Dee on: November 6th, 2012 9 Comments

Today people head to the polls in the U.S.A. to decide who will be our next president.

Over the past few days, candidates have displayed a mannerism that the most successful entrepreneurs use to chart their course to business victory.

It’s something you’ll need if you intend to unseat your competition. Fight off feelings of being overwhelmed and eliminate chaos. And lead yourself and your business to the transformation, quality of life, wealth and victory you deserve.

Can you guess what it is?

It deals with a problem many of our members say they struggle with…

A problem that is only going to get worse over the next couple of months as holiday distractions encroach on your already hectic schedule.

What do candidates do that you need to figure out how to do?

They know how to get things done.

In the final hours of the presidential race, they held a combined 14 events, spoke to undecided voters and ran ads and counter-ads.

And if you are thinking, well it’s different for them…they have money and people to help them get things done, I want you to suspend that thinking for a few minutes and consider instead what you can take away from their final bid for commander in chief…

Because there are some fairly significant lessons you can learn.

Take extreme measures: In the final stretch, both candidates took extreme measures…sleeping little, making stops in multiple states in one day. They basically did what they felt was necessary to get the job done.

Make a commitment to do what it takes to get your marketing out. If that means working longer hours a few days or outsourcing pieces of your campaigns you don’t have the expertise or time to do…do it.

It’s the people who are willing to do what’s necessary to get the job done that will achieve the biggest wins.

Leverage everything you have:  To the bitter end, both candidates are pulling out everything they have to win votes. And while you may be getting tired of strangers knocking on your door, a mailbox full of campaign literature, the barrage of ads and multiple phone calls each day—chances are your marketing is far from approaching saturation with your clients, customers, or patients.

When it comes to marketing, it’s important to leverage everything you have. That means with each message, don’t just rely on one media form. Send your message to your newsletter list, send it out as an email, a postcard, and post it on your blog. Then deliver it during a webinar and make posts about it on social media.

Simply using the same message in different formats is a great way to leverage the power of your message and reach the most people with it.

Don’t second-guess yourself: The Romney and Obama campaigns didn’t second guess their decisions on where they should make their final stops. They simply made a decision and did it.

With marketing, you never are 100% sure that what you do will work.  Make your best guess and just go for it. If you are really unsure, start small and test first. The point is that you need to make a commitment and just do it.

Do things simultaneously: Could you imagine if the candidates only ran ads in one state at a time or to one organization at a time?

Yet it’s common for small business owners to try one campaign before moving on to the next—believing they need to wait until they have more time to put together another one or more money to do a second type of campaign.

However, as Dan Kennedy says in Extreme Productivity Blueprint, “Nobody ever has any money left over. Nobody ever has any time left over…and if you’ve got any lying around, time or money, that you have left over, that you’re not doing anything with, somebody will take it.”

Put a lot of campaigns in motion all at the same time. For example, have a follow up campaign in motion while you are starting a new campaign. Run an ad in a specialty publication for your niche audience at the same time you are sending out your newsletter to them and holding a special event. Instead of setting up one lead funnel, set up multiple lead funnels.

Multiple campaigns means multiple sources of leads and income.

Think of marketing your business like you are in a presidential race.  You are attempting to sway prospects in your favor. In order to reach the top of your game and edge out your competitors, use these four tips and you’ll to pull ahead in your marketplace. You’ll find taking massive action eliminates that feeling of being overwhelmed because you’ll no longer be wallowing in indecision. Plus the big wins you’ll experience will only motivate you to want to do it more.

NOTE: The easiest (and least expensive) way I know to guarantee marketing victory is to come to one of our FREE Fast Implementation Bootcamps.

Whether you are new to marketing and GKIC or you’ve been a student of marketing for quite some time… you’ll discover ways you can quickly implement proven marketing strategies so you can grow your business FAST.

The best part is that this is FREE for GKIC members to attend (less a $97.00 deposit which is fully refunded immediately after you attend bootcamp.)

Don’t miss one of the best ways to get more done.  [Find out when our next Fast Implementation Bootcamp is and learn more now]

The Vince Lombardi Principle Needed To Profit That Even Seasoned Businesses Neglect

By: Dave Dee on: August 7th, 2012 2 Comments

In 1959, Vince Lombardi (1913-1970) took over as head coach of the Green Bay Packers.

The team was coming off the worst record in their team history, winning only one game the entire season.

To make matters worse, the team hadn’t had a winning season in 11 years.

At his first team meeting, Lombardi looked the players in the eye and said, “I have never been on a losing team, gentlemen and I don’t intend to start now.”

Keeping his word, Vince Lombardi never had a losing season.

In his first game as head coach, the Packers won 9-6 over the Chicago Bears in their new City Stadium (later renamed Lambeau Field).

His first season was a huge success. The Packers finished with seven wins and five losses and Lombardi went on to win unanimous Coach of the Year honors.

In his second season, the Packers had eight wins and only four losses, capturing the Western Conference title, which brought Lombardi to his first NFL Championship game.

Although the Packers lost 17-13 to the Philadelphia Eagles that year, the next year, in 1961, after finishing the season with eleven wins and three losses, Lombardi lead the Packers to a crushing victory over the Giants, winning 37-0 in the NFL Championship game. The Packers first title since 1944.

Over the course of Lombardi’s 9-year career as head coach of the Packers, he guided the team to an impressive record that included five NFL Championships, two Super Bowl victories and a career record of 105 wins, 35 losses and 6 ties.

The thing is, in Lombardi’s first season, he didn’t get new players. He used many of the same players from that dismal 1958 record of 1-10-1.

He didn’t try tricky new strategies either.

Although strategy was important to Lombardi, his key to success was mastering the basics.

Lombardi was famous for his hard work and pursuit of perfection.  He once said, “Leaders aren’t born, they are made. And they are made just like anything else, through hard work. And that’s the price we’ll have to pay to achieve that goal or any goal.”

He would often dedicate long hours of film or practice study to just one element of play.

He drilled his players over and over on the basics such as blocking and tackling.

On the opening day of practice at the beginning of each season, before the team would go out on the field for the first practice, he would address his team of talented, veteran players with proven skills.  He would say, “Gentlemen, this is a football.” That was the most rudimentary thing he could say. From there he would take them through the essential elements of the game.

He understood how easy it is to neglect the basics, so each year, he’d remind them.

What assured his team of winning was executing those basics well.  Time after time, the Packers defeated teams by using a simple and methodical offense, not a clever strategy.

In business, it is tempting to look for the next new strategy and to forget about executing the basics well.

Don’t get me wrong, strategy, like in football, is definitely important.

However, when you work at mastering the basics first, you’ll find you can win consistently.

For example, creating a good solid unique selling proposition (USP) that you can use in all your marketing materials such as your website, elevator pitch, phone script, ads, etc.  is a critical basic. Something that even businesses which have been in business for many years have found by going back and perfecting to make a huge impact on their business.

Take GKIC member, Dwight Woods for instance. Owner of Unified Martial Art Academy, Dwight says after years of being in business, he saw a dramatic boost in business after refining his USP.  He says that if it hadn’t been for GKIC his business wouldn’t have survived. “Martial Arts schools can easily be commoditized… I learned about using the USP from GKIC and how to set my business apart,” he says.

The hot strategy right now is social media, using the Internet and mobile marketing. Sure, all of those are important, BUT first you want to focus on the basics—print and direct mail.

The backbone of direct response marketing is the long form sales letter. Again and again, it’s proven to be a winner and a solid, reliable tool for driving sales.

These are just a couple of the basics, however the point I want you to get, is to stay focused on the basics.  When you do, you’ll find like the Packers did, that you can not only come from a losing place to a winning one in a short period of time, but you can hold on to it year after year.

NOTE: Want more insider information on how to leverage marketing and sales to improve your business?  Click here to claim your special free bonus of $633.91 worth of marketing materials.

Interview with the $928 Million Dollar Man, Tony Hsieh

By: Brian Horn on: July 14th, 2010 8 Comments

Tony Hsieh is the #1 NY Times Bestselling Author of “Delivering Happiness” and the CEO of Zappos.com, Inc.

We were both featured speakers at the “Summit of the Year” event last November in Vegas (which was a WILD trip…”Holla!” ) and we have been in contact ever since.

Tony has been out promoting his new book hardcore over the last month. I actually saw him on Fox News one morning, and it reminded me that I needed to call him for this interview.

Tony was cool enough to let me ask him a few questions about success, business and his views on social media.

Here are some excerpts of our conversation:

How do you create such a great customer service culture at Zappos?

It really just comes down to 2 things: making sure that you hire people whose personal values match the core values of the company (one of which is to delivering WOW through service), and making sure that everyone understands the long-term vision of the company (for us, it’s about building the Zappos brand to be about the very best customer service).

How have you incorporated social media into your customer service?

I personally dislike the term “social media”, as it distracts from what’s actually important: forming personal emotional connections with customers. While this can be done to some extent through Twitter and Facebook, our belief is that the telephone is actually one of the best ways to build that human connection.

What are you doing to survive as a retail company in this down economy?

Because we’ve always invested in customer service and the customer experience (we take most of the money we would have spent on paid advertising or paid marketing and instead invest it into customer service), we actually continued to grow over the past 24 months, despite the economy.

A lot of this was due to the loyalty of our customers (on any given day about 75% of our orders come from repeat customers).

How important do you think blogging and keeping your customers updated on a regular basis is?

The most important thing to do is to maintain a personal emotional connection with customers. Blogging is one of many things that we do in order to try to achieve that. Our philosophy is that the more meaningful touch points there are, the better.

Where do you see Zappos heading in the next year? 5 years?

For the next several years, we will be making a big push into clothing. Longer term, we really just want to build the Zappos brand to be about the very best customer service, so the possibilities are endless. We’ve even talked about one day building a Zappos Airlines.

How has merging with Amazon positively affected business? How has it changed business?

Unlike most of Amazon’s other acquisitions, they’ve left us independent so that we can continue to build the Zappos brand, culture, and way of doing business our way. It’s effectively as if we’ve swapped out our board of directors with a new one, so we fly to Seattle instead of San Francisco now once a quarter.

We are able to move even faster than before because we now have access to Amazon’s resources, but we leave it up to each individual department or sub-department to determine how much or how little they want to tap into that.

Who are you mentors? Who do you look to for guidance in your business life?

I really enjoy reading a lot of business books and try to learn something from each of them and think about how to take certain parts and apply them to Zappos. Some of my favorite business books include Good to Great, Tribal Leadership, Peak, Made to Stick, and Tipping Point.

What is your strategy for continuing to learn the tools you need to grow your business?

I’m always interested in reading new articles and books!

Wow….

Cool stuff from my man, Tony.  That trip was a total life changing one for me. Aside from the hanging out with top notch entrepreneurs, all the Grey Goose & Tonics, the moving side-walks, world class sushi and incredible shows…I also got to meet an amazing person that changed my way of thinking.

Don’t get opportunities like that very often. Be on the lookout for them.

Get Tony’s book too!  ;)

Social Networking Opportunities for a Small Business

By: Brian Horn on: January 6th, 2010 13 Comments

Social networking (also called social media) is a broad term, so in theory the definition could vary from person to person based on what they use it for.

To me, Social Networking and Social Media is simply any online tool or site that acts as a platform for interaction and networking.

If you can write a post, comment on a someone else’s post, add your own content, vote on content, or even just re-arrange the design of a site, then that is social media.

Wikipedia defines it as:

“tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.

This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences.”

Are there really opportunities for a business to succeed using social media?

Absolutely, if one factors the strengths and weaknesses of the media with the strengths, weaknesses, and goals of the business.

The reality of the matter is that various social media have different strengths and weaknesses.

Knowing which ones work best for your business is essential.
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