The Secrets Behind The 200 Billion Dollar Infomercial Industry! Kevin Trudeau Disc 9

The Secrets Behind The 200 Billion Dollar Infomercial Industry! Kevin Trudeau Disc 9

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00:00
[Music] so you've picked your product and again remember the objective here but for those of you watching the DVDs and for everybody else here in the room as well this seminar is really about how you can find a product or be in the direct response business and it's it's what I did it's exactly how I did this and how I learned it I have I happen to have learned a lot before I got into TV infomercials and this is a this is a
00:34
journey that really started for me in 1975 76 77 where I read books by Joe carbo on Direct Mail that was the form of marketing back then it was before infomercials and really before short form television it was a Direct Mail and print advertising there was no internet it was very little radio advertising or direct response on radio the gentleman who founded Home Shopping Network he kind of invented that idea of selling on
01:05
the radio and he invented the home shopping idea and it was an interesting story he had a truckload of some some product that he just couldn't sell and he owned some radio stations so he decided to go on the radio stations during time that he couldn't sell advertising for and he said listen I got these things anybody want to buy him and he gave at a big discount and people called in and bought him and that's how he started selling things it started on the radio and they thought well if it works on radio maybe I can do it something on television with this as
01:35
well and that's how home shopping came about HSN was the first one and then of course QVC and then a bunch of others as well that's the whole idea of home shopping started so it's an interesting journey of how this whole thing developed my background back when Direct Mail was big in the 70s was what I did I did classified ads and print ads and Direct Mail and got involved with some of the guys who are really big in short form television Arthur ship as I mentioned with the Ginsu knife and arm ago cookware that
02:06
was associated with those guys and learned a lot from them they taught me a lot and it was an ongoing journey plus I had a lot of other places was learning about marketing and communication and how to connect with somebody to get them to you know come to kind of your way of thinking and and and by what you were selling and I learned a lot about sales and a lot about marketing during this period of time so before I got into infomercials I had this pretty big background and when I got into infomercials the first
02:37
infomercial mega memory I did not do the show I was the guy getting the royalty so the the interesting story behind this and I want to share this because this is so key there is that training balance scale between thinking and technique in this particular workshop it's mostly about the technique obviously but the thinking if it's not there the technique won't really won't work it won't work as well so the thinking is really key and to show you an example of this when I
03:09
was in the memory training business I was teaching live seminars now there's a lot of guys who'd love to teach seminars and really get off on standing in front of a group of people and speaking and it's all about that and it's nothing wrong with that you know you have to do what you love to do there's a lot of guys who love to speak and you know that's what they love to do they really get excited about it and again there's nothing wrong with that they do a magnificent great job I particularly never enjoyed that quite frankly when I and some of you may find that surprising but when I do these things if you notice
03:39
I start at 9:00 and I end at noon and I started to named at 5:00 it's like you know it's like that listen this is the time that's allotted I'm getting my message across and I'm done and and I say that not in a mean way I'm not here to - you know some guys hey to five o'clock I'm still going you know and it's and it's not about and they delivering a better message or they they empowering the people better or they educating you better or you're learning better it's about them performing and they're enjoying it and there's nothing wrong with that because you're probably enjoying it too and it's like yeah keep
04:10
going okay there's you know that's that's all fine but when I do this it's I want to get something taught to you in the shortest amount of time possible for your benefit and for mine it's like look this is what it is let me teach it to you you got it I think the part all right because it you know saves you time it saves me time we're both happy so it's a win-win you got it in a shorter period of time so when I was teaching memory seminars we would go out and we would book appointments to do
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live speeches and I'm gonna teach you how to do this because this is an effective way of selling a product and the speeches that I would do were at Rotary clubs at Chamber of Commerce meetings or any group that had a group of salesmen maybe a real estate company you know they had a group of salesmen or an insurance company they would have a group of salesmen or car dealership they owned a group of salesmen and these companies had sales meetings on a regular basis and we would call them and we would basically say hey listen you know you have a regularly scheduled sales meeting how would you like to have a memory expert come out to do a 30 to
05:13
45 minute presentation on the benefits of a pal for memory and how a good memory can help people make more money in sales it's a fun exciting presentation it'll be a great change of pace to your normal schedule sales meetings a lot of the other dealerships and real estate companies and ears had our speakers out and they love them and it's completely for your charge and the way we make money is at the end we'll pass out a schedule of workshops that we have in the area and if any of your people want to go we would encourage them to buy a ticket there's no pressure on anyone to buy a ticket to the seminar
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but a lot of people do take advantage of it if they do they do it at their own time at their own expense and certainly that's going to help you because they're you know investing in themselves for personal development and they're probably gonna make more sales so would you like us to come out and speak at your sales group a lot of people said no and a lot of people said yes and those who said yes we would go out and make a speech and so maybe this was the sales group here and I would get an introduction and I would get up and do a little 30 or 40 minute speech pass out my my paces a paper with workshops from
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memory there and then encourage people at the end to buy again no pressure nobody felt pressured to buy and a lot of people didn't buy and a lot of people did sometimes everyone in the room bought and sometimes one person in the room but it was different you know I gave the same presentation just that's how it works and it was very lucrative you know we would go out and speak and sometimes we'd have one speech in the morning maybe two and we're done by we're home at 12 o'clock and we were bringing in briefcases with two thousand
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three thousand five thousand eight thousand twenty thousand dollars every morning and it was a very profitable business we worked out of her house it was a group of guys Blane a thorn was one of them and and and we had our cheap aaalac it was it was another one you heard the name Archie our fishing buddy and we traveled around the country doing this and it was a bunch of other guys too we had a great time we made a lot of money and we delivered a great product the comments that people got were phenomenal when people bought the workshop then we actually had to deliver it and it was a three-day class it was
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taught from 2:00 to 5:00 in the afternoon and then a duplicate session in the evening from 7:00 to 10:00 Tuesday Wednesday Thursday so you had to come into one session either the 2 to 5 or 7 to 10 on Tuesday he came into one session on Wednesday and one on Thursday so if I was teaching the class I would teach the 2 to 5 then I would do it again from 7 to 10 the exact same class then on Wednesday I'd do it again and then Thursday I'd do it again this is a lot of work just so you know it is a huge amount of work it is incredibly tiring especially when people are paying
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$300 to come to a memory seminar where they get a hundred percent money-back guarantee at the end if it doesn't work so you're dealing with a lot of stress and pressure thinking you know you got to deliver the goods here people in the room by the time they leave have to be able to remember people's names and they have to be able to do this you know we got to deliver this is you know this is not you know this is put up or shut up right so there's a lot of pressure here good news is everyone got it and you know once in a blue moon somebody asked for a refund which we tearfully were
08:15
refunded but but you know we did because it was almost like we felt bad that we didn't deliver the goods that we didn't get to you you know was really it wasn't oh here's the money back I feel bad about the money was like man I what did I do wrong not to get you it was really an interesting feeling that we all if we got a refund request that rare case we'd be you know tortured what did we do wrong you know what did we do wrong why didn't we teach what did I do wrong to not get this person to get it it was really an interesting phenomena that
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Blane and myself we all had this feeling it was so much about the people and again when I look at this now you know this is one of the reasons why it was so successful because it was really about you getting this and you really getting the benefit from it and that really really made a big difference but at that time we were really working hard traveling around the country doing these seminars and really working hard and if we wanted to take a vacation let's say we wanted to take two weeks off and Blaine and Jeremy and Mark and
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Don and Archie and me one said let's just take off to an island and screw around for two-three weeks we didn't make any money because we weren't working so our income was based on our ability to perform and it was fine because we had made enough but the income stopped and so that business is a good business it's a great bit very profitable but unless you're working it the money doesn't come in and so using me the law of attraction using the technology in your wishes your command
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how to manifest what you want I put out into the universe what I wanted and what I wanted was I want to have the ability that money comes in even though I'm not working I want to have money coming in week after week after week 24 hours a day seven days a week I want the cash register going Kachina catching catching and I want to be getting money I don't know how that's gonna happen I didn't know how but I put out what I want to be in result and everyone said that's impossible how can you do that I don't know how
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it's impossible how can you do that I don't know how but that's what I put out into the universe and then I went to New York City and I went to the Carnegie Deli which is a very famous delicatessen I sat down and the tables they have at the Carnegie Deli anyone here been to the Carnegie Deli or you been that a girl yeah okay so you kinda like sitting next to people right you know it's like I almost like a group table they're very close and sometimes there's a table with four chairs on this side and four tiers on this side and they sit you right here
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you know you and your friend and you're sitting next to people that you don't know I mean you're like this close right now can I have the mustard and it's like a group thing yeah very intimate so I sat down and I ordered the de niro's which is half corned beef and half pastrami on rye got my sandwich and the guy sitting right here I'm sitting here next to my girlfriend and the guy sitting right here I'm looking at I'm thinking he looks familiar and then I go wait a minute you're Bobby singer I've seen you on television you know the blackjack expert I bought your course from TV on an infomercial he says
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yeah thanks how'd you like it I go well I loved that it was really easy for me because I'm a memory expert so I have a you know a good memory so using the your information and having the ability to count the cards it's really easy goes your memory expert tell me about that so I told him I teach seminars and so on and so on and he says you should sell that on television via an infomercial and I said no no selling memory courses won't work on TV because I have to teach a seminar and if I do it on television the people won't buy it
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the only sales people buy it only business people buy the course he says no no you can put this on a home study course I go no you don't understand anything about the memory business you can't put it on a home study course it has to be taught live because I have to answer the questions because no you can put in a home study course I don't know you can't teach it effectively in a home study course has to be live and it won't sell on top of it you guys know I think it will sell on TV no nobody will buy it on television I'm putting out what I want I get what I want and you see what
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I'm doing any of you do that so he says well listen here's my car do you have a your contact information they said yeah and he said I want to send you a contract I want to make an offer goes well wait a minute like how does this thing work he goes well you don't have to put up any money you just pay a roll you get a royalty I said okay because I ain't putting up any money because they ain't gonna work so we exchanged information that night I went back to my hotel I get a phone call from my buddy Alex Duarte who was in Reno Nevada and he was talking to an old
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friend of mine at Beckley and beckley was one of the first infomercial guys in 84 who sold the course called the millionaire maker he was the original millionaire maker and he was the guy who sold courses on how to buy real estate with no money down and Ed was talking to Alex and Alex says you know Katie he's doing the memory training now and Edie said oh that will sell on television so I get a phone call that night from Alex and says Alex Kevin this is Alex I'm talking to Ed and wants to do an infomercial with you on memory
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improvement with your memory thing and I said this is the stupidest thing in the world I just heard from this guy Bobby singer today that I meant put that in the phone and it won't sell on television you can't do it I did the same thing this is no I think it'll work no it won't work I put out into the universe what I wanted and I am fighting it tooth and nail like I don't want this because it's not what I thought it's not the how that I thought I'm fighting him so finally I said look do you know this guy Bobby singer yeah he's a great guy think I'll do a better job I said well
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whoever sends me a contract first so I called Bobby singer back I said you know at Beckley yeah well he's hooked up with Kevin Harrington you know Kevin Harrington is on Shark Tank now I said kevin has a company called Quantum I talked to these guys they want to do a deal with me for mega memory and you know I don't know who I should go with why should I go with you and and so for that I call him back and I said look I'm dealing with both of you guys you know it's an open book here so whoever sends me the contract first is who I'll go with so I get a contract from with Ed Beckley and Kevin Harrington in quantum
14:33
and I you know read it over and you know make a couple adjustments over the next day or so and I sign it the next day I get the contract from Bobby singer and I call Bobby hey Bobby I'm really sorry I just signed yesterday with quantum to this day Bobby singer says that 24 hours cost me around a hundred million dollars being 24 hours late cost him a lot of money and I don't know exactly how much of course but it was obviously a huge amount of money so I went out and I said listen how do we do infomercials and they said well there's a lot of ways to
15:04
do it but you talk in front of a group so why don't you just basically come to Fairfield Iowa and I'll put a group of 50 or 60 people together in a room we'll have a couple cameras set up and you just get up and just do your regular speech and we'll just film it and that's it and then we'll edit it together and I'll have you look at the camera and do a call to action asking people to buy and then we'll shoot a couple testimonials asking people who bought who used your course what they thought about it edit that in so the very first
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infomercial was a few testimonials me doing a speech edited and during you know I would talk a little bit you'd see a picture of me on stage talking to the group and then a couple testimonials and then me looking at the camera asking people to buy it was it what we call a standard infomercial at the time with a guy on stage back then the original infomercials were basically somebody giving a presentation to a group of people and then it would take that and they would edit it down and throw some testimonials in and do a call to action and it was done that was it that was
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that was it when we put that on the air and in the first 12 months he did I don't remember the exact numbers but somewhere around 80 to 100 million dollars and my royalty was five percent so it was very profitable obviously then it was very interesting and this is this is what happens all the time Kevin Harrington who owned quantum had now a company doing a hundred million dollars in business with my infomercial so I went to Kevin and said hey this is pretty profitable why did I shoot
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another infomercial with you and he said men and then and now no no I'm bringing in somebody from Hollywood somebody who knows what they're doing and we're gonna produce really high-end infomercials you know I built this company and I really know what I'm doing and this is when Tina always says these people are absurd what happened so so he went off and he hired a guy named Earl Greenberg's passed away now who was an executive at NBC and they spent a couple
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million dollars producing all these incredible infomercials and every one of them were bombed none of them worked and the company went bankrupt and then they went off and tried to do other things none of which really became successful after that but the point the point being is that's how I started and and I said well I'll just you know start my own company so I started my own company I brought in a lawyer and I said listen we will start our former corporation will set up a merchant account and I'll shoot
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it infomercial so I looked in the phone book this is when we had phone books for video production and I found sound video impressions in Des Plaines Illinois they called up and a guy named Paul Sneed here into the phone and I said hi I want to shoot a 30 minute infomercial and I wanted to make it look like the Larry King said can you do that sure so how much is a cost and so forth and so on I went over to him I told him what I wanted I said look I just want a set built that looks like the Larry King show I can't be identical giving this
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copyright issue but I wanted to look pretty much like the Larry King show and I'm gonna hire a guy I know who's a radio host who interviewed me once and I'll fly him in and he's going to sit there and he's gonna ask me some questions and we're gonna shoot this live and I want the cuts and I want the the way that the show looks I want to look just like the Larry King show so watch the Larry King show and watch the camera angles watch the lighting and watch the cuts and just duplicate that now there's a key element here duplicate
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success two key secret duplicate success duplicate don't innovate duplicate don't innovate there's no reason to reinvent the wheel it's already been figured out if you want to open up a fast-food hamburger place what's the best location wherever there's a mcdonald's they've spent millions of dollars in market research they know that's a good location why would you want to reinvent the wheel
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you understand don't don't innovate just duplicate success so I said how much would it cost and we negotiated the price and I said fine so I showed up i sat down I was a little thinner I was a little younger I had better hair back then or some people say worse hair back then and I sat down and I shot the show in 28 minutes and 30 seconds and that was it it was done and I had my show now how did I shoot that
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show I shot that show by sitting down beforehand and doing this and said okay what are the features and benefits of mega memory would how would how is it unique and how does it compare what type of before and after stories can I use what type of objections do I have to do I get do I have to make sure are addressed in the show and how do I address these things by telling a story
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so I would say okay one objection that people get is they say what is it basic word association so how do I handle that I'll just have Andy ask it you haven't just asked the objection well isn't this just basic word association since I know that's a common objection I'll just have mask it another common exception is can I do it well how do I handle that well money-back guarantee and I'll tell some stories of people that you would think couldn't do it but did and then if they can do it I can do till handle that
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objection what are the features remembering names and faces so all I did was I sat down and I just put together my stories and I drilled my stories and I practice my stories and I practice my stories and I practice my stories and when I sat down on the show I had a card about this big a blue card and I had my stories written out not the story written out just Calculus story Wall Street story that's the only words I used and I had him there and I'm a
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memory expert but I'm on camera I'm nervous I'm under stress maybe I'll forget so by just having him there I felt a little more comfortable I never had to look at it anyway but I just had it right there in front of me and it's no problem having a card in front of you watch a TV show whether it's a Pierce Morgan or an old you know Johnny Carson show or an Oprah show they have cards don't they they're holding the card says Oprah right I mean they're not afraid to hold you know because plus they have earpieces but they also have cards because they need to have those notes so
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there's no problem with that so I sat down and they did the interview and the infomercial was done guess plus test and then we tested it was they'll teach you so the point being is making an ad whether it's an infomercial whether it's a short form don't complicate it there is a very simple procedure here it's a very simple procedure so the the concept is I'm teaching you what I did and it worked
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and that show worked and it was a big hit and then I thought you know mega memory is not gonna last forever there's a life there's a life span to a product on television you only sell it for so long before kind of everyone gets exposed to it those who are gonna buy have already bought and those who ain't ain't gonna and then you start getting reduced sales and then you know the pet rock craze is done there's a life span okay so I thought this is gonna end at some point and if it does that's fine
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because that we you know we're making enough and we have no overheads and no big infrastructure that if it ends it's it's fine but what if I can do this again and I don't know if I can so what what I have to do I have to find a product so I put that out into the universe I use the information and the technology that's in your wish is your command and that's in the success mastery course that members of the global information learn levels 1 and
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then levels two and three and four and five and obviously the more training you get the better it works and I use that and I said I need to put this out into the universe and then when I was in New York and I boom Howard Bern world's fastest reader and then scotf Landsberg and then i bumped into dr. mortar and a bunch of other people along the way as well and I would go to them and I would say you know would you like to do it infomercial
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and all I did was I took my original contract that I signed for my 5% royalty and it just changed the names why I mean why pay a lawyer to do it it's already done again I try to do things as simple as possible no reason to reinvent the wheel no reason to do extra work you don't have to so I took that contract and I said to Howard here's a contract and I said let me tell you why it's a good contract because I'll show you
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here's the one I signed if I was willing to sign this contract with a company for 5% royalty I think it's fair that you sign it with me makes sense the same thing I signed and everyone looked at me like yeah okay and even since then I looked at it and I made it even more fair or not more fair but actually I've given the author even more advantages you know because I don't want to lock them up and I've really taken to make sure that the contract is
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really really fair and balanced hundred percent now the contract if I'm putting up the money to produce the show and I'm putting up the money to do all the work and so forth and I have to make the lion's share of the profits because I'm taking all the risk because the author takes no risk at all and if they don't like that if they want a 50/50 deal and they say well you put up all the money but I'll give you the product I don't do that that's just like not that that's not fair just not fair I mean and I'll tell you what why don't
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you shop around and try to find somebody who'll do that deal and if you do I'll send you a bottle of champagne and wish you congratulations or good luck and if you don't and you want to come back and revisit it I'm open to it you know please shop around and I'm always like that with people when people said well I don't like this or I don't like that ago that's fine you don't have to buy you have to participate you up to be involved go either shot your own thing or go with somebody else and I wish you well you don't have to you don't have to be here you know this is what it is and so that's so that's what I did I went out
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there and I got other people and when I got those people I did exactly this procedure so I had my product mega speed reading mega math dr. Dory's health alternatives doctor mortar Master's high whatever it was and I said okay I want to produce a an ad long-form television I need stories what are the features of benefits how is this unique how does it compare any some before-and-afters what objections would people have I need to make sure I have an intro you know right
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at the beginning what's gonna be the call to action it's gonna be a soft offer or a harder offer am I gonna have any testimonials filmed or put in there and I never did I just told stories because back then this cost a lot of money it took a lot of time so I didn't do it now today with webcams and cameras it doesn't take a lot of time it doesn't cost a lot of money so you may want to consider it and I thought I'd what can I do to add credibility you know do I need to bring in a celebrity do I need to
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have a story in there with the celebrity for credibility or you know New York Times bestselling author been on national television but in newspapers or magazines you know what what can be there and who's who you know maybe it's an educational background MD ph.d something that's verified you know here's the actual diploma so what can I put in for credibility so this is what I did before I shot the show to make sure all the elements were there and then the way we shoot the show was very simple we
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decide what type of asset we want and back then I don't like to reinvent the wheel I had the set already I had the desk that looked like Larry King we had the RCA microphone which is in pulse needs when you walk into pulse needs sound video office it's right there in the lobby the original RCA microphone that we had in the ambience in show it's kind of like a little little trophy day to display because that was a start we had that we had the background that looked
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similar to Larry King but dissimilar enough not to get sued for copy friendship and that was it it was a very simple set wasn't it elaborate so I decided what said I wanted it could have been a living room set you know with a couch or a couple chairs maybe a set that looked similar to the Today Show with Matt Lauer Matt Lauer interviews somebody what does it look like maybe it was a set that would look like Oprah if Oprah is interviewing somebody was it
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looked like or remember the Arsenio Hall Show he had somebody what did it look like or the David Letterman Show or you know Johnny Carson to Jay Leno if they were interviewing somebody what would their set look like here's the point this is the next secret I use very powerful secret there's a technique called anchoring anchoring is when there
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is something presented to you over and over and over and over and over and over and over and over and over and over and over and over and over and over again and it has credibility whatever that is credibility or the feeling of credibility is anchored to you so if you perceive something similar those feelings of credibility are going to automatically spring up resistance is futile you can't not get it in let me
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let me give you the example say understand what the hell I'm talking about back when Larry King was on CNN the CNN Larry King set and Larry King who was always in suspenders with no jacket on and had that RCA a microphone and had that desk and had that black background with the little blue lights map of the world that set was credibility it was on CNN Larry King and if you were being interviewed on the
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Larry King show you were credible so that set had credibility so when I built the set to look like Larry King and I had Andy Anderson come in and I put him in suspenders it wasn't Larry King nobody thought it was Larry King everyone knew it wasn't Larry King but it was similar enough that it instantly elicited feelings of credibility because that credibility feelings were anchored so a secret that
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I use that I've never shared before and everyone has missed is that all I do when I'm picking a set as I go on TV and I say okay what show has a lot of credibility do people watch a lot Oh here's the view and did you notice one of my shows for debt cures looked like the view I was sitting in the middle there was two girls to my left to two gals to my right on a table with coffee cups and if you looked at that set and
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you put up on another video monitor the view they were similar not the same but similar enough to anchor the feelings you with me so if you do any type of show have it anchored that's something that's already established duplicate don't innovate I have a very successful show right now running that looks like a 60 minutes expose and it looks like a 60
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minutes expose free money it's a huge successful show but it looks like a 60 minutes expose why does it look like that because we looked at a 60 minutes expose and we did it very similar they figured it out already they did all the market research they got 300 employees they got all these people who did all this work and camera angles and lighting and everything good good why reinvent the wheel just do something similar you get the anchoring plus you save a lot of
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time and money duplicate that innovation question that's exactly correct the question was if I don't have anything to add credibility and by the way 90% of the products don't so you have to worry about that that's why credibility is at the bottom it's the least important but if by doing an anchoring technique in terms of set design you automatically get it just think about it when I had when I did the first mega memory show what credibility I have I'm a world-famous memory expert I'm 22 I
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never went to college flunked almost flunked out of high school what credibility do I have nothing nothing I go I taught some seven hours on memory I get no credibility at all so by building that set automatically raised credibility by doing the demonstration and remembering the people's names and so forth that added credibility because it showed I could do it I actually could do do the thing so I had to do some things to bring up some credibility but certainly there wasn't a lot of credibility in
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that show question good question question is from doing something on Telemundo do I want to use a 60-minute set or something that those viewers would watch you can use the existing set this is just a different this is just an additional advantage so you don't have to take and shoot if you're shooting a show just for Telemundo then I would suggest those viewers what shows do they watch what talk shows they watch and
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mimic something that that that audience watches if you're in the European Union or if you're in the UK if you're in Australia what shows are there and if you're gonna do a show that's just for that market or you're gonna start in that market then that would be the show I was hitting the American market first so I was looking for something there I was to shoot a show right now a brand new show for Australia or for another country I would look at what sets are being used there what are those people
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familiar with that would give me an advantage yes is the selection ok let me give you the let me do let me give you the I'm gonna give you the answers let me let me rephrase the question first question is how do you decide what set to use is it based on the product and the answer is sometimes it is but sometimes it isn't I'll give you an example I took the
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Larry King set and I put Dalton McCreary on that set selling straight shootin golf and everyone said I was insane and my theory was if if this guy has such a revolutionary golf teaching system maybe Larry can be interested in interviewing the guy and maybe people would really go this must be revolutionary for him to be on the Larry King show that was kind of my theory and it was the first and only
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golf product ever to work outside of the golf channel because back then if you produced a show or a product for golfers you ran that infomercial on the Golf Channel or on sports networks but it would never work on regular broadcast that Dalton McCreary straight shootin golf worked on the Golf Channel obviously it worked on sports networks and it worked generally as well first and only whatever so sometimes the set you choose
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is based on the product that the product is the market is for example women maybe a daytime talk show type set that women are watching more Venna Larry King set may work more appropriately but generally speaking I don't get that I don't fine-tune it that much because it's not that significant of difference so when I pick sets all I'm doing is I'm looking at and the basic sets that I use
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are what we call bolero king set or a living room set or view set there's one other set that we use from time to time it's called the Inside Edition set and it's one of these 60-minute interviews or Inside Edition interviews where they're really in your face and this set by the way isn't a set it's two chairs in a room where all the lights are darkened it's a simplest set in the world to set up and it's two chairs and it's one chair like this and the other
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chair is right here and you're sitting this close to the guy and there's two cameras it's three cameras one camera shooting this way one on me and one on the interviewer and the one on me they always make sure that it's like you know this close-up so you can see the perspiration and everything and so you you that that's one way of shooting the interview as well so long form infomercial I'm going to give you now that's kind of the general old review but the basics I'm producing a long-form
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infomercial I'll give you the options the first option is what's called an interview and the interview is you pick the set it could be a Larry King set it could be a what we call the living room set could be a view set could be an Inside Edition set and one person or more than one person is interviewing you you've seen me being interviewed by two people sometimes in order to pick those
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sets find a show on television that you think you like and a lot of people are watching and it doesn't have to be identical but what you're looking for is something very similar and make sure you're looking at the camera angles how would the shots done when they when they're when when met when Matt Lauer is interviewing somebody what is the shot I also used by the way the I call the Johnny Carson set I used that with Danny
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Bonaduce we built a set and that was a little more elaborate and expensive because we had to have a live studio audience so it's a little more costly but that was the other set that I used and then of course a big production is not a set at all which is the 60 minutes but we're not talking about that we're just talking about interviews here so in the interview style you get the Larry King set your living room set you have you set you get an Inside Edition set and you get let's say to Johnny Carson set
40:05
and there could be others and it's basically an interview and the interviewer is just interviewing you like a real interview and if you notice there's a question and an answer and a question and an answer and it's a conversation and two question and an answer and all you're really doing is going through your stories and so in order to prepare for the interview you
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just have your stories ready I like to have the interviewer and I never meet so there's magic happening on the set and it's filmed live to tape 28 minutes and 30 seconds I don't like to do retakes however I know guys who do retakes we're the way they shoot the show and this is an option as well is they start off by saying okay we're gonna do this in segments and then they're gonna edit the
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segments together so segment one is always the interviewer looking into the camera doing what's called the set up and the set up could be something like this thanks for watching this edition of a closer look I'm skip Peterman my guest today is Kevin Trudeau author of the mega memory home study course and founder of the American memory Institute Kevin thanks for being my guest that's a setup very quick right that's the setup so some times the way people shoot shows
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is to say alright skip let's do it let's let's look sorry ready 4 3 2 1 hi I'm skip above the buck let's start again ok ready 1 4 3 2 1 hi I'm skip Peterman welcome to this edition of a closer look my guest today is the teleprompter was not moving we have to shout again teleprompter man all right let's do again already or 3 2 1 hi I'm skip Peterman welcome to this edition of a closer look my guest today says you too can improve your memory does it really work or is it a scam
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we're gonna find out my guest Kevin Trudeau thanks for being here cut perfect alright let's go to segment two and so sometimes you do it that way we actually just shoot one little segment at a time now they say okay skip ask them the first question I've kept it exactly what is mega memory in the American memory Institute cut that sounded pretty good let's do it one more time just in case Kevin exactly what does make a memory in the American memory is to cut perfect
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all right Katie you ready yep well what we are is we're the largest memory training follow me they do it that way they just keep cutting and then they put it together because if you bumble you said let me I didn't like the way he answered that let me try it again okay and a lot of first-timers love this because it's like this is easy because I use no fear of making a mistake well when I do mine and Tina will know this and Paul Sneed and also John Denny's produced my shows they know
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I go look when we start it's live television if I knock off my you know the coffee and spill it all over my fit myself we're not cutting we're not saying stop okay I am doing the rest of the show with coffee all over me and in pain because of the scalding coffee that's just how it's gonna go am I right Zenith yeah yeah yeah yeah he's out there coffee and I go can somebody bring him some water we don't say cut because it's live
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television and then somebody comes offstage with the headphones here you know and if you're watching that it's real correct nobody's BS alarm is going off they know this ain't staged this this is obviously real and when you're talking you're talking so much from the heart because you're not in the think stage when you're doing the cutting and pasting generally you're thinking a lot of the words and you're thinking so you're more into the thinking as opposed to the
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speaking from the heart and pouring out your energy from from from you know the intention yeah well Johnny was correct did they filmed it five o'clock it wasn't live they filmed it at five o'clock and then they rebroadcast it but yeah they always in same thing same thing what Letterman I mean Letterman and Leno they're not live but they're filmed live to tape so with rare exception that they cut something but they're basically doing it as if it's a live television show as they're still
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filming it and so that's what I do even though we're not like Saturday Night Live is actually live but you know the Carson show was filmed at five o'clock same thing with Jay Leno the film at five o'clock but their film is if their life of theirs mess up some screw-ups they just carry on with rare exception do they edit anything and that's pretty much what we do so how do you make the infomercial again I want to make sure you completely understand you got your product you go through this you have your stories you're gonna choose an
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interview first first option okay I want to do an interview what's the set gonna look like okay fine who's going to do the interviewing how do you get that person the answer is it can be anybody anybody who's articulate who can talk who can ask some questions it doesn't matter who it is we generally call up a talent agent and find somebody who has a journalistic background and somebody who has on-camera experience so ideally we
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find somebody who is a journalist maybe a local news anchor or a local reporter somebody who's not in a big market they don't make lots of money and they'd only charge $1,000 for a whole day and that varies from person and you don't pay him anything after that it's a one-time fee and they know how to dress they know how to read a teleprompter and so forth so you have your person you decided your set
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you have your stories all ready to go if you're gonna be the person talking about your product and if it's not you who's gonna be the spokesperson you have to find that person actually do the selling to do the talking then who's gonna actually film this now you get a couple options here option one is you go by three high-definition cameras for a couple hundred bucks and set it up and you can do this in your house it doesn't have to be world-class
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production it can be kind of underground production you can do it this simply or you can call a production company and again what did I do when I first started I opened up the yellow pages and found somebody made a phone call and the first one I called said yeah they can do this and I was done I didn't even get pricing in your in your book direct response
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directory there's a list of production companies we're also going to give you as an addendum to this the two that I used which are not even in here the two that I use you'll all get as an addendum which is sound video and also John Denny and they do all my stuff and they're incredibly reasonably priced but you can go and open up the yellow pages and find anybody in your local town and it could be some guy who works out of his house and he's got a couple
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high-definition cameras and just knows a little more about lighting than you and will charge you $300 for the day you follow me because the set can be in your house doesn't have to be in a studio with professional lighting sure it'll look better in class here and so forth but you don't have to you know spend huge amounts of money on production to get an infomercial produced and it will still work production quality does not mean success yes yeah the type of cameras you're
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looking at are basically just video cameras now if you look back there the camera that they're using if you were to come into a set that I'm using their camera is similar to that and that's a very high-end camera it's on a tripod so it's a high-end camera but you can produce the infomercial with today's technology with an Olympus camera this big just a high-definition video camera that you take on vacation with you I mean you don't need anything that crazy so that's your cameras you didn't you do
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need audio and make sure you always have either a lapel mic because you don't want to be using the audio from the camera which is five feet away because you're not gonna have a good sound yes the local television stations yes no you can call out because it depends on the market some smaller markets there's local access channels and they have little studios that are already built and they can help you and so forth and very minimal cost it's an option as
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well so actually to the point is to produce a show it doesn't cost a lot of money it is not that expensive to produce a show yes oh I'm not there and the question was after you shoot the show then what do you do with it yeah we're not there yet yeah that's the next that's the next step that's that that's here yeah we're still on here okay so shooting the show you got your product you get your stories you decided
50:40
who's gonna basically do the presenting you have your interviewer you decided your set now there's another couple of questions you have to ask first question is are you going to use any testimonials and if you are you can use very poorly produced testimonials somebody could do it from their webcam and just email it to you that's a good testimonial no you never pay for testimonials yeah you never pay for testimonials you don't have to because people who want to make
51:20
a testimonial do so because they're genuinely telling you they want this some big companies like got the rancor will pay for testimonials and when you see an actor for example talk about a drug and giving a testimonial you know Phil Mickelson is talking about some arthritis drug well he's paid millions and millions of dollars to do that okay it's a paid testimonial it doesn't say by the way Phil's been paid millions of millions of dollars to make these statements which it should but in infomercials it's always better never to pay for
51:51
testimonial the person gives a testimonial and it's real everything is fine it's got to be accurate with any testimonial it has to be 100% verified a person says something they should actually send in a written statement and an affidavit verifying that it's true and that way you know you're covered so if you have testimonials and you get them they can be from a webcam a homemade testimonial guy can be this t-shirt doesn't have to be fancy sound
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quality average it's all good the key with testimonials is you want them definitely under a minute and I will and I'll tell you how you do this if you want to do testimonials here's the procedure get a cup of coffee sit in front of the TV and just flick through the channels and look for infomercials and when you see a testimonial time them and see how long they are and just watch
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them and you're gonna see how to do testimonial I know how to get one shot what what the key elements are and whatever you shoot think is it about the same length is it is it basically the same flavor and if it's not compared to what you're seeing on television then you're probably it's probably a bad testimonial because if it's on TV and infomercials right now that's the ones that are working so just again duplicate don't in it I mean yeah duplicate don't innovate you with me just just success
53:32
breeds success just follow the successful pattern it's already been established it's already right there again I I've never used testimonials and shows except for the very very first one which Ed Begley produced otherwise everyone since then I haven't used any I think I use one with had some audio testimonials call in or I had some Collins so video testimonials is one effective way now how do you weave in video testimonials if you're interviewing me for mega memory I may say by the way let
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me show you what some other people have said about the mega memory course let's take a look at this and that's how you what's called thorough to the testimonials that's one way where I actually say let me show you what some other people have to say about mega memory let's take a look at this so you can actually throw to a testimonial the second way to do it is you don't throw it all it's just a cut you're just saying and that's what the memory core
54:35
says it helps people develop a super power memory and then it just cuts right to a testimonial it's just edited right in so there's no throwing to the testimonial so those are the two ways to add in the video testimonial when you're doing an interview you can also do a call in so you're on your Larry King set
55:06
I'm being interviewed by Andy Anderson and if I'm on Larry King somebody may call in correct and they want to ask me a question or somebody may want to call in and make a comment about mega memory because they've gone through it so I'm sitting there with Andy Anderson and sometimes we say to make the show even more realistic we have a call in and so Andy will say by the way Kevin we have a caller on the line with a question what's your name
55:38
this is Joe from Chicago Joe you're on with Kevin Trudeau yeah Kevin what about student says mega memory really help with students so now the caller is asking me your question sometimes you add that in now some people said well how do you do that well there's two ways to do it you have somebody and you say you're gonna call in this number this is the studio line and this is the question you're gonna ask nothing wrong with that the way I generally did it though because I always wanted to be as real as
56:08
possible is that have I'd have a room with three or four or five people that I did not know we'd have the TV monitor there they'd be watching the show just like they were home watching me and there was a phone right there and we said if anybody has a question pick up the phone and if you don't don't so I didn't know what the question was and the reason I did it that way was I'm getting a real question that somebody is thinking about you with me it was as
56:40
real as possible so you can throw in a call and we call it a call in yes good question what happens if somebody asked me a question where either a I don't have an answer or B I don't have a story to back it up I basically if you gave me some question and I'm like I'm tied to four to think of one but let's say that you came up with a question blah blah blah and I don't have an answer I would say you know I really don't have an answer for that but let me tell you someone I think
57:23
more important boom I just get off it and so the way to address that quickly is you know I really don't have an answer for that or I'm really not sure of the answer for that or I really don't know the answer for that because you're being straight up you're not trying to BS them but then you have to do a transition but let me tell you what I think is really even more important then you go off and say you know such-and-such the next type of call-in is a call-in
58:01
testimonial and sometimes in that same room watching the monitor as I'm filming the live infomercial I would have some people in the room who have actually gone through mega memory Oh again we're using that as an example it could be any product and I would say if you want to call in and make a comment about how much you liked mega memory here's the phone so as you're watching the show if you feel compelled call in so sometimes that be
58:38
doing the interview and the interview would say we have a caller by the way someone so how does the interview know that because the guy behind the camera has a has a card that says caller and so the interviewer who's looking at me sees the card and he knows oh we have a caller I mean that's how they do it not magic sometimes they have an plug in their ear and the producer or director
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says you have a caller on the line so he hears it that way those are the two ways that the interviewer would know you've ever something in their ear or a card yes yeah good point it depends on what their question is yeah so if they bring up something I the phrase let me let me well let's talk about some it's more important you don't want to invalidate them so it depends on what they're asking or you know let me tell you something that I think is significant or
59:53
whatever without invalidating them for sure absolutely so the second caller is the test what we call the testimonial caller so the interviewer will say Kevin we have a caller on the line what's your first name this is a Harry we from from Michigan you have a question or comment for Kevin yeah you know I actually went through this mega memory course I was with Kevin live without the live seminar and I got to tell people this is the best thing in the role I was very skeptical I didn't know if I could do this I thought I was sending up the money back at the end of the third day I
01:00:24
wasn't perfect but I would I could I you know we did a mock cocktail party and I met I think 15 people remembered all their first and last names I couldn't believe it and you know since then I use this and I'll tell you what this is just really one of the best investments I made for time and money yeah I would just encourage people to give this a go this is a lot of fun and it really works for everybody well thank you very much for calling I appreciate that comment so when you get that type of testimonial caller your response is well thank you very much for calling I appreciate that
01:00:54
comment and that may spring or pop into my mind a story that may spring or pop into my mind a story so that person gave that testimonial and I go well thank you very much for calling I really appreciate that comment you know Andy this reminds me of something I was doing a meeting in Miami Florida actually was Orlando it was a board meeting there of a major fortune 500 company they had these present presenters coming in for
01:01:28
two days giving these presentations I was next to the last guy so people were like you know let's get this thing over with so when I walked in one of the things I did was during the break because I had a chance to meet all the people who are in the meeting the conference room there's about 30 people there so when I walked into the me two things number one I had no notes and secondly as I was standing there I refer to everybody by their name and people were looking around with a big smile
01:01:57
noticing what I was doing and let me tell you something if you walk into a room full of people and you meet twenty or thirty people and you leave and say goodbye to everyone you met with their first and last name I guarantee when you walk out of the room they'll all gonna remember you boom I got my story which keyed in on the testimonial you'll follow me and again that's a that what I just tell you is a story that I have and I'd say I'm almost the same all the time slightly different from time to time but it's
01:02:29
it's what I call the Orlando story it's the boardroom story so I know the story and it's a true story I met the people before I was the last guy I mean all I'm doing is recalling a story that really happened you know I'm just telling a story and notice it was short most people tell stories it's too long brevity brevity so the first type of of infomercial you can make is the interviewer so again you
01:03:02
have a couple questions do you want to use the testimonials question here good question question is what about dress there is no right and wrong if you watch me on camera almost always I'm in a suit and tie but that's just my style and Who I am if you're in there was remember I don't know if you remember a guy named Dave del dotto Dave del dotto was an infomercial King 15 years ago real estate with no money
01:03:33
down he wore a white suit and a very light-colored shirt opened up down to here and that's what his stylist Don la Prix big infomercial guy always had a polo shirt on short sleeve polo shirt and jeans so that was his style so there is no real right and wrong depending on what you're selling I mean if you're talking about education or something you know there's the dress is it just appropriate to what you're selling if
01:04:06
you know when I was selling the straight-shooting golf guess how I was dressed like I'm on the golf course when I was standing here talking about straight-shooting golf I was dressed like I was going golfing I'm not gonna be a suit and tie with a golf club in my hand with goofy right so the dress should be appropriate to pretty much what you're selling and also appropriate to the set okay so the next question you have to ask yourself oh you're gonna have are you gonna have your
01:04:35
introductory and summary written that'll be put into a teleprompter so that when the the introductory in summary is different than the setup the setup that's what the interviewer does the interviewer looks at the camera and says hey thanks for watching my name is Joe Smith you're watching another edition of a closer look my guest today is so-and-so who's the author of such-and-such boom it's that quick right so that's a set up next is you need the introduction the introduction or the summary is the first question you get
01:05:07
you have to give that summary so the first question that you get in the interview you have to give that overview in that summary and that has to hit the hot buttons it has to hit the the key features and benefits like Kevin thanks for being my guest thanks for having me well tell us about mega memory and the American memory Institute well what we are with the largest memory training school in the world been around for quite a number of years and what we basically do Andy is we teach people all around the world how to develop an instant recall super power memory so people can do some pretty amazing things
01:05:38
like walk into room make 30 or 40 people remember all their names or a student could study for exams and get better grades with less study time or you can remember appointments directions make speech of that notes you can stop absent-minded it's like you might have this happen to you walk into room in the house to say why not come in here or where the keys where if I'm paying where's my that's how familiar you're with me it's it's it's autopilot I drilled it a million times I got it down I can do it like that now if I couldn't I could throw it in a teleprompter I needed it
01:06:09
they have my little summary but it doesn't have to be perfect but if you just drill it it's not that long people forget you know when you go to school I don't know if it's I don't know what schools like today but I know what school was like when I was in school and we had vocabulary words and definitions on Monday and it was a test on Friday and you had to get him by memory and we were given a poem a three-page freaking poem and we were told you're gonna have to commit this by memory to recite it in
01:06:40
two days and we had to repeat say it verbatim people are afraid to be able to say things verbatim but I'm not even saying we say it verbatim just generally but you do have memories I mean you do have the ability to recall things you know trust your memory so the next the question is are you gonna use testimonials the next question is what is your CTA gonna be so before you this is all the decisions you make before you
01:07:12
shoot your show are you gonna have a soft offer CTA and that's the one where the interviewer says if people want your course how do they get a hold of you well they can call the number on the screen if they want more information about the mega memory home study course and if they do call and if they do by today we will give them a 50% discount off the regular price of the program that's the softer softer in the world right and then every inch you go well Kevin if people want your mega
01:07:43
memory course how did it get ahold of you well if the people do call the number on the screen today we will give them a 50% discount or more information and I would encourage all of you who are watching right now if you do want more information about mega memory please call the number on the screen and again if you do decide to purchase today we will give you a 50% discount off the regular price of the program and it is unconditionally guaranteed so please call the number on your screen right now that's a little harder isn't it but still soft but I looked into the camera
01:08:13
next call to action Kevin if people want more information on mega memory how do they get ahold of you well basically folks if you're watching right now and you want to improve your memory pick up the phone and call and get the mega memory home study course it's unconditionally guaranteed hundreds of thousands of people around the world have used it and I've found it to be incredibly beneficial if you want to be able to walk into a room and meet 30 or 40 people and remember all their names pick up the phone and call right now get mega memory and if you do call you'll
01:08:45
get a 50% discount off the regular price of the program now if the lines are busy just keep calling generally when we come on talk shows we get a lot of response so if the line is busy keep trying the 50% discount is available for today only a little harder Kevin if people want more information on mega memory how do they get a hold of you well folks if you're watching right now if you want to improve your memory and you should pick up the phone and call and get the mega
01:09:15
memory home study course if you're a parent and you have children in school and you don't get this for them shame on you you're doing a great disservice to your children you want them to do well in school but you're not giving them the tools to help them this is a course that will help the students be able to learn better too be able to study less and remember more and potentially get much better grades as well as increase self-esteem if you're a business person and you want a
01:09:47
better memory because you know that a powerful memory means more money in business pick up the phone and get mega memory remember the think of the advantage of being able to remember names and faces this is a phenomenal course hundreds of thousands of people have gone through it and you can get it today for 50% off the regular price of the program and it's unconditionally guaranteed if you get this program and you go through it and you're not thrilled for whatever reason you be the judge send it back for a full refund no questions asked folks hundreds of
01:10:18
thousands of people can't be wrong pick up the phone and get the mega memory home study course what I believe to be the best memory improvement system of all time a little harder Kevin if people want more information on mega memory how do they get ahold of you well here's how people can order if you would like a powerful memory now you do the it's not me at all I'm gone this is the CTA with the voice of God or the voice over right showing the product and
01:10:51
you get 14 CDs and a workbook of course normally sells for 297 dollars but today if you call it's 50% right have your credit card ready so that's a hard sell so those are the ways to do CTAs and people always ask me what is the best way to do a CTA and the answer is nobody knows unless you produce them all and test them all which can be time intensive and costly so nobody really knows so I generally do a soft one or
01:11:23
something I do something kind of in this range someplace just depending on how I feel at the time I don't put that much attention on it the key is how I feel at the time it's kind of like what I feel is gonna be the best I'm not in here but the good news is sometimes on that set I may say let me do a couple other CTAs and we'll have those in the can which means we film them after we do the show we film a couple of separate CJ so I can splice them in if I want to test different versions I already get the set
01:11:57
everything's right the airman the suit and so you can run a couple CTS and sometimes people do that a lot question yes yeah good question it's could you change or I guess are you asking we do basically three or four call to actions and an infomercial so generally it's the same call to action throughout all okay but you could put you know a softer one and then a harder one or a softer one or keep the hard one
01:12:28
to the end and maybe do the soft ones in the beginning sure it you know you can you can mix those up and maybe some soft ones for the first one or the second one and then you get a little harder or start soft and then slowly get harder and then put the big call to action at the end with the voice over you know that's that's probably an effective technique I've actually never done that but that that sounds pretty interesting to me that's right yeah yeah any other questions about si TAS are called to
01:13:00
actions so once you make that yes here's the answer the question is and sometimes when you watch infomercials or if you're watching any type of direct response commercial there's a call to action and they'll say for the first 50 callers so for the first hundred callers notice they don't say for only the first 50 callers or only the first 100 callers because otherwise they'd be lying so you have to be careful about what's called
01:13:47
urgency in CTAs you must create a sense of urgency what that means is you must create a reason to do it now not later in every CTA there must be a reason to do it now instead of later and I'll give you the basic options you have if you call today you'll get a 50% discount off the regular price of the program now
01:14:20
notice I'm not saying but you won't get that tomorrow follow me the Federal Trade Commission has certain rules and this is one of the dumb ones because they allow this every one business actually allow it they go well that's not misleading I was the one who said I think it is misleading you know all these people say for the first 50 callers I think that's misleading because you're thinking well you know you follow me but I go no that's not misleading I go someone's paying you guys I mean so I
01:14:50
probably you got you know Greg and Bill I know you guys don't do that you know but somebody in the industry is paying for certain things because they're using something that works and they don't want to change so the bottom line is you have to create urgency so the first way that I've always used is if you call today you'll get a 50% discount now again the real regular price has to be established has to be real and the 50 percent has to be legitimate another way is for the first 50 callers or for the first hundred callers or if you call before midnight
01:15:21
tonight you'll get X and that's either a discount or some premium or some bonus and if you call today you'll get thrown in the advanced mega memory system a $300 value absolutely free I'm miss picking that up or you'll get this CD wealth money-making secrets revealed you get this CD thrown in absolutely free okay so you can throw in a bonus or a
01:15:53
premium so they're really two options here in terms of creative urgency is there has to be a time limit a time frame there's gonna be some reason do it now not later so it's you to call today or for the for the first 50 or 100 callers you'll get this it's either it's either a price reduction or it's a bonus or both price reduction
01:16:19
Banas are both generally generally speaking when you do the first call to action that's it's the same call to action as it is the second time the third time in the fourth time that's the general rule of thumb so if you look at infomercials when you see the call to action for the very first time it's the same call to action that they use the
01:17:03
next time the next time or the next time generally it's it's always the same so if you're gonna give a bonus or an incentive or yeah for the first 50 callers somebody just you know right out the giddyup then that that's what's that's up that's that's what's them well the reason you have the call-to-action several times throughout the show there's two basic reasons number one the majority people don't watch the show right from the very beginning that's why that call to action usually has to include the benefits because it has to recap the benefits
01:17:39
because if you miss the first six or seven minutes you missed my little summary at the beginning so the call to action has to include it that's why when you notice when I looked at the camera here and did my little call-to-action I hit at least the two buttons names and faces and students because I was reminding people of the benefits of the course right so the call to action has to you know then we put it several times and it includes everything because you don't know when a person is watching so how do you produce
01:18:11
an ad again we're focused kind of on long-form television but these st. this exact same technique is going to be applied to every one of these just slightly different all the same components we're just using what's called different media so a long-form television the media is twenty eight minutes and thirty seconds video a short-form television it's video but it's only two minutes or 60 seconds so the media is pretty much the same but the length is different so you have to make some modifications so all you're
01:18:42
doing is you're taking all the data from long-form television you're modifying it for short form if you're doing long form radio you have 28 minutes and 30 seconds but you have no video you only have audio so you take exactly what you were gonna do for the long-form television and just modify it slightly for the fact that there's no video so you can't use video testimonials you have to think it's only being audio so you can't be showing something on radio because nobody can see it let me show you this graph okay on television that's fine but on radio you can't do that right so you make a
01:19:13
slight modification the point is it's not changed there's nothing different it's just slightly modified because of the difference in either the media which is video audio or print or the length of time 30 minutes or 2 minutes or 60 seconds so it's just some modifications it's exactly the same same thing with short-form radio direct mail the media is print you have an unlimited amount of time because you can just put more material in there but you
01:19:44
don't have video you don't have audio all you have do is visuals and words so it's the exact same message everything is exactly the same it's just packaged in a different media it's just a slight modification it ain't hard that's why if you focus on this first which is why that's first long-form television you're getting everything done so that all these other ones are just like they're just like boom bang boom but don't think and we made so much money here and Keenan knows I said let's not even
01:20:16
bother with this yeah we'll just do this you know so you know I get them for fun just to show that they work but it's like you know you can choose the amount of work you do now there's reasons why you may choose short form TV or short form radio over long form based on the product you're selling so sometimes you'll think no this product works better in short form
01:20:52
Lin long form or it works better in Direct Mail it doesn't work that well in long form and that happens sometimes but it doesn't matter if you kind of focus on long form generally and and kind of put it in the whole package together you're putting together the sales presentation you're putting together all the components for you to sell that product via any form of direct response if you're doing what if you're doing exactly what I'm telling you to do the stories the benefits overcoming
01:21:23
objections creating urgency testimonials credibility if you do all this you get everything you need for every other form of direct response marketing it's all there question yeah we're gonna give you some examples we're gonna give you some examples of short form TV or radio yeah yeah because again when we when I focus on that I'm gonna tell you how you fine-tune it and and what the big differences are they're not major ones but there's just a couple
01:21:57
little now elements that you have to know here's what's in short form here the key elements here's the key elements in Direct Mail - there are few key elements [Music]

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