INFORMERCIAL KING! Dominating The Infomercial Industry - Kevin Trudeau Disc 03

INFORMERCIAL KING! Dominating The Infomercial Industry - Kevin Trudeau Disc 03

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[Music] if you notice this chart what kind of pops out from from the way I drew this that's where the rubber meets the road you got to take the order you got to make the sale it's all it's all about making the sale this is really everything leads up to making the sale but that's where the rubber meets the road so these things don't happen right you're not going to get a lot of these
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and then this is after this is really the focal point here so any questions comments or observations on any of this yes good question question is when you ask for when you offer returns do you usually say less shipping and handling or restocking fees generally a lot of
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companies do that I never did that I just give all the money back there's enough there's enough if I buy a product and I feel like it's not what I thought it was gonna be and ask for my money back and they take and they don't give me the shipping and handling back it makes me feel boy you know if I bought something down at the at the store and I brought it back I got all my money back right they didn't say oh you bought something at Nordstrom's or Sears Roebuck or Kmart
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or Walmart and then you bring it back they don't say oh there's gonna be a restocking fee you get your money back so I want to make sure that a customer who buys from me gets all their money back and they don't feel like they're getting gypped a little even a little bit and you know boy you give somebody out of nine dollars you know or five bucks you know that's huge you know in terms of how they perceive the transaction so I'd rather have the
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person that's why I was telling you a lot of times I would say Catina give you know give money back and send him a free book anyway you know not only give me all their money back but send them a free gift for thanks for shopping you know here's here's a free gift because I want that person to be able to tell people about the about their transaction there's an old saying that says if you like the product you'll tell your friends if you don't like the product
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you'll tell everybody right so if they like the transaction they'll tell their friends they don't like the transaction they'll tell everybody in today's world with the internet you know unfortunately what occurs is you get competitors who actually go on the internet and put out negative information about you that doesn't exist I remember when the book natural cures came out it was number one on Amazon it was number one in the New York Times best selling list 26 weeks in a row I think it could be off by a week
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or two but I think it was 26 weeks in a row or 26 weeks in total and that's that that's it pretty a major achievement to have a book number one and the New York Times bestsellers for 26 weeks there were there abouts but it was also number one on Amazon which is not that big of a deal but when it was number one on Amazon how could it be number one on Amazon and every comment said the book sucks the books are rip off the books a scam like every comment why didn't have more people buying it well well we went in
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and investigated these people didn't buy the book they were there was an outside firm in India that was hired to go on and put negative comments just like you can hire a firm in India or the Philippines to write positive comments and the FTC has admitted that this goes on all over the internet that many of the comments you read on the internet whether it's on Facebook posts and so forth are not real comments that they're there you know one person who has ten
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ghost names and he goes on there and it looks like there's a lot of activity and so this this goes on and there's nothing you can do to stop it and so what has occurred over time with the internet is both the positive and the negative are carrying less and less weight every single month people are just saying wait a minute I went on Yelp and I looked at a restaurant that all these comments and then I went to the restaurant and it was horrible who are
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these people I went on TripAdvisor and I said I found a good hotel and I went to the hotel and it was about what are these people saying and they're so people are saying the comments and the testimonials online just don't have that much validity how can you trust them and so the the the the the credibility factor of what's written on the Internet just keeps going down and down and down but at the end of the day you don't want yeah any negative but you just you're just gonna get it so you you just don't
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try to create create anything that would create anymore what's already gonna be put out there that's just pretty much how it is yes that's a very good question and it's a very good observation Joan Bauer uses video testimonials and that's a technique that is kind of new in terms of my room back in the infomercial days video testimonials were used in infomercials and they're still used today if you watch infomercial there's a lot of video testimony on the infomercials right if you look at all my
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infomercials I almost never used any testimonials none whatsoever and now I'll tell you the reason why when I talk about how to produce an infomercial but video testimonials obviously are genuinely or mostly a real person although some video testimonials are faked some of them are reading scripts especially when you look at major advertisers the video testimonials on a major ad usually it says really small actor portrayal so they're all
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fake but generally the use of a video testimonial with a real person talking about it that's going to hold that huge amount of weight compared to a written testimonial so a video testimonial is a pretty pretty effective technique yeah and and I applaud Joel for promoting that to get out there because it is a pretty pretty effective technique and I think it's becoming even more effective provided that they're short that can't be very lengthy and they have to be pithy because it just takes time to
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watch them all but when you're reading you can actually read a bunch of testimonials quicker than watching and the same amount of time but the the value of the video is probably gonna be stronger than the written because it's real anybody can write anything and make up any name right but if it's a video it's the real to real person yeah so there's a really effective technique yes that's a good question internally Tina when we were running we had four top ten
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shows if it stopped me from wrong year but I'm pretty sure it was you and me Cathy Niemeyer and Jeff and we did 100 million yeah in a year 12 months so we had a robust staff of four Jeff didn't do much yeah am i right but it was all and we were talking about that remember
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it was all him and so what happened was there was a company that was formed and he claimed it was his company and he did it all and so what do I do I said fine you can have it I said you can have it I'll just go off it's not my enough company you can have all the informations if you have it all see how well you do yeah we did infinitely more after than we did then and that was like the greatest thing since sliced bread but
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the point being is you know when we left and we just said well listen you can have it all I didn't fight him so you think it's hers fine take it and build it into a big company it's vanished in in like a nanosecond right because you know you he was there at the right place at the right time we didn't create that so remember it's your ability to create that you always have to have faith in all of you are creators if you listen to
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your wishes your command if you've if you're a member in gym and you've listened to the success mastery course at levels one and hopefully if you've listened to level two and level three and level four level five you're learning that you are a creative being and you have an unlimited ability to create this is the gift that you all have this is the thing that very few people have any faith in they don't think they have the ability to create so when something is created around them they want to take it and steal it hold on to it and and and it's like this is mine this is mine this is mine and it's
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know you have the ability to create so if you have the ability to create Walt Disney had the best example of this and you may have heard the story where he created the cartoon character out of his own mind out of his own imagination that was gonna make him wealthy it was gonna be an iconic cartoon character that Walt Disney created that was gonna make him rich and famous and make all of his dreams come true this little cartoon character and he had a bunch of investors and business people involved
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with that project in New York and they looked at this cartoon character and they thought the same this cartoon character is it this is gonna make us all rich and famous this is gonna make our dreams come true this is it and they said we have an ability right now to force Walt Disney out we need to get rid of Walt Disney he's trouble he's the problem just like they tried to do to Steven jobs Steven jobs must go from Apple he's
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the problem so they got Walt Disney out through some legal wranglings and Walt Disney was left without the copyrights of this cartoon character and this group of investors in New York had the cartoon character and Walt Disney was out and Walt Disney was devastated because they stole his creation the cartoon character that was gonna make him rich and famous and he was devastated that they stole it from him that they took away his
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creation and for two years he was virtually destitute and despondent as they started to build this cartoon character into a major worldwide iconic figure but then while Disney woke up one day and realized something interesting and that is this a cartoon character that he created was called Oswald the rabbit and he realized that Oswald the rabbit was not going to make Walt Disney
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but that he Walt Disney actually made and created Oswald the rabbit and he said if I created Oswald the rabbit I can create somewhat something else and in a day he created something called Mickey Mouse what what's that Steamboat Willie that's exactly right of exactly but Oswald the rabbit was the original was exactly today nobody's ever heard of Oswald the rabbit but we've all heard of Mickey
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Mouse so it's your ability to create that's the gift that you have never forget it and never fear it never think it's gonna leave you because that is what you have that nobody can steal it's your ability to create whether it's in the infomercial business or the direct marketing business or whether it's in the speaking business or whether it's in the franchise business or whether it's in the multi-level marketing business or affiliate business whatever you want to do in your life you have the ability to
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create it's your ability any of the questions comments or observations on this yes good question question is the viability of database marketing based on model privacy issues well most of the privacy issues are based on websites so when you buy a product from a website everyone has different privacy issues the fact of the matter is that the majority of websites and which you make a purchase your names are sold American Express sells your names the bank that you bear a member of sells your names the
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government sells your names everyone sells the names I mean that's just what happens say again the credit reporting agency sells your name your name is being sold a thousand times a day so you have the option of telling customers whether it is or not but if it's done appropriately it's never an issue it's really never an issue as long as it's done appropriately and professionally and ethically you never have an issue when you're selling through an 800 number it's never an issue you're collecting the data you have a customer
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and you're offering to this customer other products and services that may they may have an interest in you're not pressuring them if you're sending them a piece of mail it's not annoying to get a piece of mail maybe to some people and there's a stack miss much but you know you get catalogs you know think about Christmas time how many catalogs you get in the mail well your name was sold I mean so it's really not it's not an issue the viability of database marketing is there yeah another question products sure a bounce back when we get into that
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area there's a whole bunch of ways we can do bounce backs adding a product sample with your sales letter isn't one option as well and we'll talk about that one when we specifically focus in on that area okay what I want to focus on now is the first step in the process which is product let's talk about mega memory mega memory is one product so it may not be the best product there's a good chance in fact an excellent chance that you can create a better product a product that has more sales and more profits than mega memory
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or any of the other ones I mentioned so the question is how do you pick a successful product so I'm going to tell you the two secrets that I've used and nobody knows this quite frankly this is the simplest thing in the world remember you know I remember being in Boston in 1975 when the Boston Red Sox are playing the Cincinnati Reds in the 1975 it was a great year for the Boston Red Sox they almost won the World Series but they
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lost to a better team the Cincinnati Reds and it was a thing magnificent World Series for those of you who watch baseball that year but in the outfield of the Boston Red Sox they had Carl Yastrzemski in left field they had or Jim Rice at Dewey Evans and right field and they had Freddy Lynn in centerfield if you ever watch Freddy Lynn catch a baseball he did it effortlessly they always said that this
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guy looked like he wasn't even trying that he made it look easy but the reason he made it look easy was he was that good so one of one of the keys here is as to there's two areas I'm gonna try to make it look easy because if you understand the basic simple principles you don't have to make it hard so what
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I've done over the years is really fine-tune methods and I've eliminated a lot of the so that it isn't complicated it's really easy so how do I pick a product this two things I do and I never shared this with anybody from the public but when I tell you it's almost like if I was a magician and I did this great magic trick and you were all amazed and then I said well let
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me show you the secret well the secret takes about three seconds right and then you go like that was it then you're all like bummed out like I thought I thought it was magic well I'm gonna reveal that I'm gonna reveal the I'm gonna reveal how the magic trick was done and some of you are gonna get a little bit disappointed I'm sorry that you're going to be disappointed but some of
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these secrets when you when you when a secret is revealed usually it's not mind blowing it's usually the exact opposite because you think it's something bigger than it is the secrets are always like revealing the secret to how a magic trick is done it almost makes you feel bad so I'm warning you in advance that you may be going through this feeling this week when I reveal some of these secrets because they are real no one knows them they do work but it's like revealing a magic trick it may
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disappoint you a little bit but I'll tell you anyway so hopefully you'll be able to disappoint so how do I pick a product there's two things I do basically the first thing is this when you pick a product you have to ask yourself a question don't take any notes just listen to how I do this and then you'll understand when I pick a product I imagine there's a room of a thousand people and the thousand people in the room are an average group of people men and women
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different ages different economic backgrounds different parts of the country you know New Yorkers people from San Francisco people from Texas and Iowa and Mississippi and Georgia and Chicago and all over just a mix the general mix of people average for people okay mix of people and when people would come to me with products and ago do you think this product will sell sometimes I put on a psychic hold
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on but here's what I'm doing I'm asking this in my head if there was a group of a thousand people and I asked them a couple questions about this product would they raise their hand example let's deal with mega memory well mega memory sell in mass marketing and that's what we're talking about here we're talking about mass marketing not targeted marketing there's a difference between mass marketing and targeted marketing and after the fine at first
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mass marketing is when you're running an ad on television for example you're hitting a cross-section of people it's you know the demographic it's hard to really you know clear down sure you could run on a station or on a on a on a program that has a specific demographic you know like this program is mostly watched by women so therefore if I run an ad I'm targeting women this one is watched by children so if I'm running an ad children are watching they don't have credit cards this ad is
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gonna run during a time slot when a lot of men watch you know Spike TV or something like that at one o'clock in the morning maybe there's a higher male audience so depending on where you're running an ad if you're running a print ad in Playboy magazine what's your demographic you know men primarily primarily male right if you're running in Women's Day magazine what's your market generally women if you're if you're running in the National Enquirer it's generally older women you use every
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magazine has a different demographic of who's reading that magazine so if you're placed an ad you can target what group may be more likely to buy your product if you run an ad in golf magazine are you selling and you're selling a product on how to play better tennis do you think that's the best place to put an ad for how to play better tennis no it's golf magazine you want to talk about a golf product with me so far so we have targeted marketing or we have
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mass marketing so let's talk about mass marketing first when you look at a product and say will it sell in general mass marketing and again mass marketing is long-form TV short form TV long form radio short form radio these are all forms of mass marketing some of them you can you can define your demographic better to make it work but let's talk about mass marketing generally it's the first thing I generally do is the product doesn't have mass appeal the question is does the product have mass
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appeal so with mega memory I ask myself questions so what question would I ask the room about this product to see if they would have an interest so for example if I were to say how many people here in the room would like to improve their memory and I have to guess of how many people would raise their hand probably not a lot I would think and I would guess right or wrong probably not a lot people say how many people would
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want to improve their memory but if I were to ask this question how many people in the room has this happened to you walk up to someone for the first time you shake their hand and that person gives you their name and as soon as the handshake breaks the name just kind of drops right to the floor has that happened to anybody here in the room now how many people do you think would raise their hand the majority of people I have a product that potentially can sell watch I have a product the
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product is how to lose weight here's the question I asked to the audience in my head how many people here have an interest in losing some weight probably a majority people would raise their hand I have a product that increases energy how many people here would like to have increased energy probably a lot of people maybe the majority would raise their hand I have a product that shows people how to make more money question to the audience how
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many people here would like to make some more money or learn how to make some more money maybe the majority of people would raise their hand I have a product that can reduce debt how many people here in the room would like to learn how to pay off your debts quicker and faster and become debt free probably the majority people would raise their hand so I have products now that I know have a potential to work in mass marketing because I'm getting a majority people to raise their hand watch how many people
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here in the room would like to learn how to do needlepoint do I see any hands that's probably a weak product that's probably not a product that would sell in the mass market place so when you have a product you have to ask yourself what question about that product could I ask the audience where I could get a majority people to raise their hand and if you can't come up with a question about that product where you can get a majority people to raise their hand you
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probably have a weak product and in doing this procedure you're also figuring out the sell buttons do you understand that so in mega memory when I did mega memory my question was how many people want to improve their memory I don't think a lot of people who are thinking I really want to improve my memory maybe but it's which is stronger how many people want to improve their memory or how many people have had this happen to you shake hands with someone you get their name and as soon as the handshake breaks the dangerous drops to the floor that
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identity which you think will get a higher response second one so now I know that the button for the mega memory course is remembering names you're with me I know that's a button because that got what's called it got their head a bobbin you're going yep that's happened to me okay so the point here when picking a product and here's and here's the first
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secret you're picking a product you have to figure out questions you can ask this mental audience of a thousand average people a question and if the majority aren't raising their hand and you you don't get their head of bobbin where they're going yep then you probably don't have a product that'll sell if they're going yeah kinda you see the difference between yep that's happened to me do you see the difference how many people does this happen to you shaking hands you got the
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person's name and as soon as the handshake breaks the name just kind of drops right to the floor is that happened anybody and people are doing this yep if you get their hands raised and their head a bobbin you got a product it'll sell because not only did they say yes but they said yes with emotion and that's really the the magic trick that's the trick of figuring out what people want is to be able to get
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them to say yes but get them to say yes with emotion that is the trick and that will help you determine whether a product is going to work or not now we're going to do some exercise together because I'm going to show you how that works so that's the first secret to picking a product know what what price point should a product be in the answer is there is no real price point you can sell anything
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from a five thousand dollar product down to a $19 product it doesn't really matter is there a sweet spot usually under 100 bucks is a sweet spot but certainly under 300 is really great as well when we were selling doctored awardees program we had doctored awardees health alternatives he had a book called shark cartilage jaws for life the shark cartilage draws for life no jaws for life the story of shark
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cartilage that was the name of the book and that was part of a audio program called doctored awardees health alternatives that was the name of the product we did the infomercial with dr. Duarte there was a soft offer which means we didn't mention a price so the infomercials call-to-action was if you want more information on the book jaws for life that serves shark cartilage and dr. door DS health alternatives just call the number on your screen if you
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call today you will receive a 50% discount off the regular price of the program so people call because they don't know what the price was this allows us to change the price and test different pricing you with me the number of calls that came in don't change but we can then determine how do we convert those callers to a sale and at what price to make the show profitable with me so far so when the calls came in we got a certain number of calls and we started testing prices and you may
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remember this we tested $59 $79 $99 149 179 we wound up at 249 dollars because people would buy it no matter what price would cut up it was almost the same percentage we dropped by maybe one percentage point every time we went up to a 20 or $30 but the profit went up dramatically you with me so it was 249 was the point where if we went over that then it dropped down a lot and the profit wasn't as much two hundred and forty-nine
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dollars this is back in the in the early 90s 15 16 18 years ago whatever it was yeah we did the same with mega memory in the price point as well and this was 15 or 20 years ago so two hundred and forty nine dollars back into 90s what does that in today's money you know three four hundred bucks so price is never a big issue it's something you just test if there's desire for the product well
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I'm gonna tell you where you start based on the cost of the product so there's usually a margin there okay so the first technique that to determine the product is you have an imaginary room full of people you ask yourself what questions can I ask about this product where I can get them raising their hand and their henna bobbin and you want the majority of people raising their hand and get their head above it that's going to determine I was I was in joel bauer seminar and there was a gal
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there who had a product that she wanted to sell and she was you know very passionate about this particular product and she grabbed me in the hall and i said well you know why do you think this will sell because I'm passionate about it I see him but does anybody else passionate about it was almost like it was irrelevant to her well you may be you may like it but I don't know if everybody else does if you want to sell are you gonna make sure it's a product that people want to buy with me makes sense okay now there's a second a second
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technique because it was a product that we sold very very successfully called Dalton McCreary straight-shooting golf now let's picture the same room full of people thousand people and I asked him the question how many people here in the room would like to learn how to hit a golf ball perfectly straight and farther than ever before can I see show of hands do you think the majority of people would raise their hand to that no of course not because the majority
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people in our golfers but watch the difference those who do raise their hand actually jump up on their chair and raise their hand are you with me so there's another way to pick a good product and that is if there's not a majority of people the smaller amount that say yes are emphatic yeses they're passionate and if anybody's a golfer here you know what
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I'm talking about because a golfer was like I'll pay anything to hit the golf ball straight never slice are you kidding me I'll pay anything price is not an object I'll pay anything so these are the techniques that I've used to determine whether a product is gonna sell or not let me give you a couple other little secrets about picking products there's a couple categories that just
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automatically work I told a friend of mine well Tina you remember Ken yeah and when he got together with protein power I said Ken if you came to me with this idea for this infomercial for a product called protein power into basically a protein shake which helped people lose weight and I said Ken if it's a product that'll help people lose weight it automatically works so you should have
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no problem and he made a very successful infomercial and then he thought he was an infomercial guru right because I did it once I can do it again and he's never made another successful infomercial and he's probably tried dozens and dozens and dozens and dozens of times because he didn't understand because every time you went out there he was not picking the right products he just didn't get it and I didn't want to tell him because
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remember we don't want competition so he never really asked and there's some proprietary secrets that I know so let me give you the categories it almost always work weight loss if you have a product that you can truthfully claim will help somebody lose weight you have an excellent chance for success
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it's not an automatic nothing's an automatic is you if you make a bad ad it still won't work but the probability of success is very very high next category how to make money this is a category that always works has worked since the beginning of infomercials in 1984 in 1984 when Ronald Reagan deregulated television in America and allowed long-form commercials to be run do you know what the first commercials were on set on home study
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courses on how to buy real estate with no money down how to make money in real estate those were the first courses sold on TV first things in the beginning in those days that's all that was really sold it was how to make money courses it was a lot of real estate yes that the categories have problems every category has problems with FTC now the biggest one is cancer if you have somebody that's like a cancer care because that's a trillion dollar
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industry and so if you look at and I know a little bit about the FTC there's a great documentary by the way if you have not seen it I really encourage you to see it about Brzezinski and it's undirected right now they're running it a lot it's the documentary about stanislav Burzynski the houston doctor who developed a protocol of helping people cure themselves of cancer and it's an amazing documentary of how the
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government basically I mean it is mind-blowing about how the government is just about stealing patents and protecting the trillion dollar cancer industry I mean the documents from the government that says we don't care about the people being cured we don't that's not the issue here I mean we don't care about the people being cured I mean the reason you have laws is to protect people and your job should be about the benefit of people there was a Romanian on there said you know I just came from a
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dictatorship in Romania but the dictator never stopped a doctor from saving a life here in America you're the FDA is stopping doctors from saving lives and they say we don't care about the patient this is about adhering to the law I mean the law is there for the people you know not to protect the power of the FDA or the FTC or to
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protect the profits of the cancer the trillion dollar cancer industry so the FTC looks at everything but in terms of list of priorities anything to do with health an ingestible product that has to do with health or or disease cure claims is probably highest on the list so disease cure claims are the highest FTC issues any product you take that you claim cures a disease or an ailment and that's
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why we got in trouble with coral calcium crow calcium was an ingestible and we made the error of quoting Nobel prize-winning doctors and the New York Times that stated that calcium deficiency could lead to cancer and we were promoting calcium the government said well you're implying men that your product has a cure for cancer no we're not implying anything we're stating the fact that if you have a calcium deficiency you're more prone to get
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cancer and so you should be taking some calcium supplements and that's that that's the truth nothing wrong with that but cancer is a taboo subject so that's number one weight loss gets looked at but as long as you have documentation there's not a problem just look on television how many products are on TV for weight loss Sensa is all over there with dr. Hirsch and there's constant programs for weight loss all over television so as long as
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you're following FTC protocols and going through you know legal protocols to make sure that claims are truthful and honest and meeting the guidelines you have no problem there same thing with making money as long as you put the proper disclaimers that individual results will vary because they do you make honest and truthful claims with the proper disclaimer so you don't mislead people in terms of the efficacy for example when I promoted this particular seminar I think I was very clear and I have all the transcripts of all my promotions to
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verify because when I do it again I made sure I clarified anything that was incorrect that look you know it takes work you know there's no guarantee I mean it be very clear in terms of what you're promising and what you're delivering so money is also not an issue you start going down if you're dealing with how to hit a golf ball straight they really don't care you'll hit it 50 yards further than ever before I mean okay how do you I mean if you look at the golf ads and this is funny I was talking to a friend of mine we're
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watching the golf and there was an ad for a driver and he said in the ad was this hits it 15 yards farther than our last year's driver well if you look at this company's ads every year every year their driver hits at 15 yards father than their previous driver well that means today you should be hitting the ball 650 yards just add up the numbers right I mean it's like a it can't happen none of it makes sense you know
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no FTC is going after them for false and misleading advertising quite frankly they should because it's a little misleading yes what's that what is the FTC sorry from Switzerland in America the FTC is called the Federal Trade Commission so they're responsible for truth in advertising and to make sure that there's no false and misleading advertising they also the government regulatory body that covers antitrust issues consumer fraud cases
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etc yeah in in Australia for example the agency is the Department of Fair Trading and I'm not sure with the agency there's very agencies in Europe in England it's the ITC I think it is there's there's different regulatory bodies and they're all slightly different although similar some in Canada for example they're one of the best regulatory bodies quite frankly because when you produce ads you simply submit it to the agency in advance which is what they should do in
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America because the idea is look we don't want to mislead consumers so you're the government agency here's our ad here's all the documentation is it okay and if you say no well what about this or what about that well no here's the documentation wouldn't you say it's okay we're good thanks very much you know the government works together with business in America it's different in America when you run something the government doesn't want to work with you in advance and they won't even talk to you in advance you know they're a little bit
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you know difficult to deal with there they're probably the most difficult agency globally at least all the other agencies in England and throughout the European Union I'm not sure about Switzerland but I know throughout the EU as well as Australia New Zealand South Africa they're very easy to get along with and you have to go through some steps but once those steps are done in the beginning in terms of infomercials and advertising it's easy to run and you have no regulatory issues other countries like India also great place to market a lot of english-speaking people there
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things aren't difficult to translate Mexico South America also very easygoing of course Brazil is Portuguese Brazilian Portuguese the rest of South America is Spanish they have no no big issues there as well so back to product so the idea here is when you're picking a product you want a product where you can get people's hands raised if you ask him a question about it get their head of bobbin or get people to enthusiastically jump up on their chair and say yes if it's a smaller group in terms of categories we talked about weight loss
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talked about making money another category that is very very effective is anything to do with children because parents will spend money on their children before themselves so in America some of you may be familiar with a program years ago by professor only called where there's a will there's an a which was a course which helped people do better how kids do better in school
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hooked on phonics was a successful program which helped kids read so children's education or things to do with children benefitting children helping children next pets it's a smaller market but smaller market but people spend more money on their pets than they will own themselves you know I have a little dog and you know what we do for our little
44:36
pets so it's crazy right so if it's a pet product you're in pretty good shape and also from a regulatory standpoint you you don't have a lot of issues there with pets so if it's something that benefit the pet you're usually in pretty good shape there but again when you're dealing with health issues even if a pet you just have to make sure there are certain protocols to go through any questions on picking a product okay so
45:09
what yes those are proving their money in the bank so to speak what about something that as a potential improvement but today the the question is these are proven categories the ones I gave you what about categories that maybe aren't proven and the answer is let's go back to our question so if you have a product or an idea ask yourself what question would you ask the audience and would you get a majority people to raise their hand and
45:53
if you can then that's a product that could sell so we get two ways to pick products either one just find a product that falls into one of those categories or if it doesn't fall into one of those categories let's use the other method and the other method for example mega memory really doesn't fall into one of those categories it's certainly not a weight loss product it's really not how to make money product it really well maybe has to do with children because one of the things is you do better in school but it's kind of only one element
46:24
and maybe it has to do with make money because remembering names can be helpful in business but not it's not like how to make money right it's kind of weak in that area so it doesn't really fall into any of those categories so that's why you would use that secondary method of asking people so you can look at products let's take a few other ones as an example let's take mega speed-reading so mega speed-reading is here's the question you would ask the audience
46:54
you bring up Howard burg the world's fastest reader he takes a book reads the first chapter of a book that he's never seen before I have 10 books over here we pick one randomly he reads the first chapter fine I then scan through the book and ask him a couple questions about the book and he nails the questions and everyone is like it's like a magic trick so now the questions how people hear anyone would like to be able to do that follow me most people that
47:25
yeah well I want to learn how to do that you with me or how or scotf Landsberg the human calculator scotf Landsberg has a calculator and i have a calculator in front of me he's sitting there I go let me give you some numbers 396 465 527 what's the answer and he rattles up 1768 and everyone's and I chose the calculator yeah and I go how are you here would like to be able earn how to do that it doesn't fall into one of those
47:55
categories but it it satisfies the the technique the method of picking a good product that you get their head a bobbin and they raise their hand with me so in doing this you're also figuring out the way to sell the product as well because you're asking questions and the more questions about a product that you can ask that imaginary audience or you're energetically thinking who are they raising their hand and doing this the majority of people now that's going to
48:27
determine whether you have a good product so yes Tina that's right yeah correct we had we had a we had a product with Grandmaster Tai which was a protect yourself kung-fu series and we added some Chi energy and things and and we just needed to shift just a little bit again to get people to raise their hand and get their head of bobbin to get that thing to really sell and and when we when we when we tweaked that just a
49:18
little bit that's when it sold so again you're you know we had a product which was how to protect yourself a kung fu course and then we had some upsells on Qi energy and Tai Chi and things like this but it was all about private lessons with master Tai would you like a private lesson so the question was all of a sudden got the response was after you saw master Tai do his magic what's kung fu magic the question was how many people here would like a private lesson with master time.see then they go ah yeah okay so that was was the button
49:52
that we put into the into the promotion which made it work and so well I'll show you how to do this but the first thing we're trying to do here is make sure we understand the basic tenets of picking a winning product yes that's one Brandon's fantastic the other brand w-what what distinguishes between
50:29
brand and brand be that doesn't sell good question the question is let's say I see an infomercial for a product and then I see another infomercial for an almost identical product is the different brand but one infomercial sells really well and the other one doesn't okay let me give you the perfect example when I came out with mega memory within a few months what generally happens is when there's a successful product being sold on television there are groups that basically are like
51:01
parasites they're like vultures and these groups in this direct marketing world that's all they do is they do what's called knock-offs they don't do anything else they can't create so what they decided to do they're like vultures they can't make a kill but once there is a kill they'll go in like hyenas and go okay we'll get our piece you do all the work and then we'll go in because we're the vultures so there's a group of people in direct marketing and actually in virtually
51:33
every industry that are the vultures they don't create anything they wait for somebody else to create it then they go in like a vulture and they try to steal or they try to do a knockoff or try to get their piece of the pie and as much as they can that's all I do they just go from gig to gig and what they do is they could do knock-offs so when I did mega memory within a few months there were three knockoffs one guy used to work for me he did a knockoff Dave coffin to me god bless ya go ahead go for it goes I don't have a
52:03
you know a patent on ideas or entrepreneurship you know you want to do a memory program I taught you you work for me go for it no problem I mean I didn't invent memory training you know I don't care Harry Lorayne came out of the woodwork and did a show because I was successful and there was a two other guys actually - the four guys doing memory selling memory courses and me for total five at the same time I sold I outsold mega
52:35
memory outsold all the others two to one combined and Adam all the up mind sold to the one why was my course better than everybody else's the answer is how would you know until you bought it so certainly that wasn't the factor so the first question is does a successful campaign rely on a better product the answer is no it was simply a better commercial through better advertisement a better sales
53:06
presentation which when I talk about how to make an ad I'm gonna show you how to make the better commercial in the better salesperson so why was my commercial for mega memory or my promotion or my way of selling it better than these other guys who had well one guy Ben achill course because I taught him you know and I was taught by my Govan masters I didn't invent it you know I changed the way it was presented and the teaching method because I think I'm a better teacher
53:38
than Michael was or Billy burden so I think the course that I put together was the best in terms of effectiveness and the way it was taught I think that's the skill I have but in terms of the techniques itself is the same technique so the answer is it's a better ad okay so what yes questions no he's doing a math course it's it's a math guy yeah it Samantha it's a short form from a from a company called the great courses yeah and it said they have a bunch of courses there and he's selling a math thing on television and
54:18
if it's on TV a lot that is probably doing okay but because it's a very thick it's nine ninety five they use it as what's called a lead generator so they actually lose money on every sale but they're acquiring a name because once they make the sale and they need to make the sale they ship the product they've actually lost money but then they do this and I'll teach you what's called lifetime value of customer and how you can actually lose money here but through
54:49
cash flow management six months down the road you can be in the profit and that's how proactive built proactive in got the Rankin corporation they went to Ron Perlman and I think this is an accurate story I don't have all the facts verified so I'll give you the gist of it and if I'm not a hundred percent accurate its it's accurate in terms of the context so Guddi rancor had a protocol proactive which is an active
55:21
acne product they went to Ron Perlman and said listen we want seventy million dollars because

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