Infomercial Secrets Revealed Video! Necessary Skills Disc 10

Infomercial Secrets Revealed Video! Necessary Skills Disc 10

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00:00
[Music] we all know because we've all been there and I have as well I've invested huge amounts of money going to real estate seminars and I've sat there taking mil 50 pages of notes and then go home and and go you know someday I'm going to invest in real estate and now let me try something a little bit let me buy another seminar I mean so you know you're here and for those of you watching the the videotapes you've invested a lot of money and time and
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you're going through this I hope that you choose something to engage in and focus on to make money and I know a lot of you whether you're watching this on videotape or hear live you're investing time and money to learn the direct-response industry here but you've also invested time and money before to learn other things and will in the future and that's good because I think even if you never engage in the direct response business the information that
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you're learning in this I think and I think you would agree can be helpful in a variety of fields when you agree I mean this can be applied in a whole host of different areas I mean some of the information you're learning about business and about dealing with people and so forth even if you never engage in the direct response business or never produced an infomercial or never run a short format or never do any of this stuff you know I hope you're getting a lot of value I think you are because this can be applied and to any area my
01:34
hope is that if you take right so you Tina have applied this to a variety of different ventures and enterprises over the years yeah and all with great success yeah so yeah really really understand that the data here is just not applicable to direct response it's really applicable to any type of business or venture I certainly hope you do engage in direct response but do so only if it's fun only if it really feels like it's in your sweet spot you know you have to do something you enjoy dr. Ted mortar was
02:30
over the house with the last few days and we were chatting and he was talking about how he was flying I think the Seattle may be a month or two ago and he was sitting next to a blue diamond filler Lou Diamond Phillips you know the actor and you've heard the story right yeah yeah it was a great story guy I never I hadn't heard he was share with me how blue was just really in his bliss you know doing what he loved to do and it's really it's really great when you wake up in the morning knowing that you're doing what you love
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to do it's really in your bliss and when you're in that when you're in that space the amount of money you're making almost becomes irrelevant and the stuff you have it becomes completely irrelevant I mean sure it's nice to drive a nice car and in the beginning the idea of waking up and deciding rolls-royce Bentley Ferrari Mercedes Porsche which one do I take is was really a big motivating factor and it was because I didn't have that stuff but once you get that stuff then you realize it doesn't matter what car
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you're driving it really isn't relevant because you're doing what you love to do and so you get up and it's like yeah the cars in the shop what am i driving oh I get the Ford Fiesta it didn't didn't matter it's like he it's like the car is I need to go from here to there okay I'm in the car I'm in the rental because you know somebody else is using that car and I gave that to somebody else and this is in the shop or whatever it's not even a consideration or an issue it doesn't matter you know when you fly and travel and you look at general itinerary
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you know all the force to our hotels were sold out you're staying at you know X Y Zed hotel which is you know I'm Hampton Inn or something or you know a Marriott you know you know courtyard you know which is not a super high-end hotel it completely is irrelevant you know it it it's not even a thought and I remember this because I was staying at a Marriott Courtyard once because I lose one of these things you flew in at 11 o'clock at night in your next flight the next morning was 7:00 in the morning and
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I you know got the plane what there didn't even think of anything except I want to get a good night's rest so forth and so on and the next day so we're just steak last night and I was like it where do I stay last night oh I guess a Marriott Courtyard by Marriott Courtyard and I was like what something I don't know why would you say there I go well why would I stay there I mean that that's why figured you'd be in a Four
05:04
Seasons I go get the Four Seasons it's like 20 miles away from the airport why would I want to do that I mean this one here is just like right there super convenient it's clean it's brand new it was you know like do you understand and so the status becomes like it's not relevant so doing what you love to do and certainly finding that bliss and by the way that bliss will change from time to time sometimes you'll really love doing a certain thing and then one day wake up and go you know something it's time to change you know the channel it's time to you
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know launch a new chapter and you get into different things so you always find your bliss whether it's direct response or something else and if you're in that space you'll be happy you'll be fulfilled and you will achieve your dreams whatever those dreams are and it's okay to have big dreams you know Rolls Royce Ferrari and we're saying if that's okay to have those type of dreams and it's okay not to have those type of dreams there's no right and wrong dreams and whatever dreams you want is is fine but just go for the your dreams not
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don't try to look at my dreams or Blaine a Thon's dream so dr. Ted's dreams we have different dreams you know dr. Ted's dreams was they have a chicken coop with a bunch of chickens in it okay not my dream you know but he likes to waking up and go and looking at his chickens and you know that's what he likes everyone's different right don't have different different objectives alright so in direct response those are the components of putting together an infomercial so let's just recap very
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quickly on terms of how to actually produce this because you got to make sure you know what to do you have your product whether it's mega memory or a product that you've come up with or design or or made or invent it or a license through somebody else you've gone through all the procedures you've called your production company or you're gonna do it at home you got your interviewer you decided whether you gonna do testimonials and then you quote shoot the show you shoot the show and
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maybe you do it the segment method where you do a bunch of segments and then edit it together and you have your show 28 minutes and 30 seconds long because that's what's gonna be sent out there's a couple of things you need to do before you go any further you have your show shot number one you have to make sure sure the show passes any legal issues that all the legal requirements are
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covered now this will vary from country to country and how do you do this well in the book we give you the list of FTC lawyers that can review a show and give you the basic legal parameters to make sure everything's cool and kosher in certain countries you simply send it along to the government regulator they review it for you send it back and clean up any issues and then you're done the United States is a little different and
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every country is a little different for example one requirement is at the beginning of the show before the show comes on there has to be a disclaimer that says the following is a paid from program or the following is a paid program so you have to have a disclaimer at the beginning of the show and then at the end of the show there has to be a disclaimer on the screen that says the preceding has been a paid program and this keeps changing sometimes it says
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you have to put the name of the product sometimes you don't sometimes you want to put your company for branding purposes sometimes you don't get the ranker for example always likes to brand it the following is a paid program brought to you by Guddi anchor Corporation for Proactiv Solution so they want to you know they're proud that is coming from greffi rancor and they want to let you know the product as well other companies just say the following is a paid commercial program or the following is a paid program or the following is a paid commercial so that's
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like one legal parameter second one is when you put the 800 number on the screen when you do the call to action before the 800 number comes up there has to be a disclaimer on the screen for a certain number of seconds that says this is a paid commercial program or this is a paid program so that has to come up there on the screen before you put the 800 number up yes different parameters for short form TV you don't have to say the following
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as a paid commercial or the proceeding because it's it is a commercial and you don't have to sit you don't to put that disclaimer up when you put the 800-number up because the idea is the infomercials don't look like a commercial you know so they don't want to mislead people thinking this is a real television program but it's a commercial the short form commercials are commercials so there's no problem one other thing when you do your call-to-action a question is how long
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does the 800-number go on the screen if you're doing a very soft offer over here on this side of the scale and I say if people want more information on the mega memory home study course they can call the number on the screen and if they call today they'll get a 50% discount off the regular price to the program the 800 number is there now the question is how long does it stay there for and I'll give you the couple parameters it should stay there for at least two minutes it
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should stay there for at least two minutes it can stay there longer or can be up for the whole rest of the show it can at least two minutes then it can come off and come back again for two minutes and then come off but it can also stay up there for the rest of the show how do you yeah the reason is if it's up there for the entire time then it may smell of infomercial or selling
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and if you're catching somebody in between and there's no number there then it may you know it may catch more people it may get more channel surfers that's the idea because once the 800 number is up with them you know looks like a commercial of some form if there's no 800 number there and people are channel surfing and they see you being interviewed they don't know if it's a talk-show what what it is and so you may get a person to watch and then be encouraged to buy so two minutes and then off and then two
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minutes and then often and two minutes and off or in that range there's probably I think a good way to go but there is no right and wrong here and you can certainly test out a couple different things as well question yeah I'm gonna tell you when I what elements are most important to test next thing about that 800 number is do you put anything above it like call now for free information or do you put any
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words above the 800 number and the answer is I've done both I just put an 800 number up with no words at all and sometimes I've put some words above it or below it let's say for free information on mega memory the more words you put the more it looks like a sales presentation or an advertisement so I generally like less words but again
13:13
these are all different elements that there are really no right and wrongs here that you can use and basically what you feel is the best you can test and find out what works better if any some of them have no impact at all yeah I started that clock on an infomercial and
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I got that from from home shopping from the shopping channels when they had a clock up and they said you know this product is is we're moving on to the next product in two minutes and there was a clock up there ticking down letting people know look you got to buy now and when when the clock is done you can't buy this anymore so they had this clock up so I thought you know this would be interesting so you put that clock up again you're really creating urgency you got to do it now letting
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know people are winding down so it's like you got to make a decision because we're gonna be gone but now it's into the sales realm and it's you're moving away from the real TV program realm so there's that balance you know does it work more effectively or does it actually hurt you and again it's very difficult to determine in advance without some testing when you're doing these decisions you're really just seeing you know what feels right to the viewer so you kind of you know picturing it first and then testing the data it's a very hard thing to test and
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quantify so some guys have done it and sometimes I've done it the show works we just good it works you know whether or not you know that is a key element of making it work or making it work better we don't even know if it's hurting us all we know is the show works let's not change anything and then other guys was able to show work so let's spend the next year and a half trying to tweak and few make it work even better and again that's too much effort for me know if you call in the next and this
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this is why I said the FTC has this ridiculous rule because if I say if you call today you'll get a 50% discount off the regular price of mega memory that's accurate if you call today I'm not saying if you call tomorrow you're not gonna get it you with me so the 50% is always available just like if you say if you're one of the first 100 callers you're also going to get this free CD it doesn't say that if you're not you're
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not going to get it you're with me and so I went to the FTC I said I I think that's a little misleading you guys should they said no that's not misleading at all okay and that's why I said obviously it's that technique is working for some of them maybe the bigger guys in the industry and to the lobbyist they've paid to make sure that that is not you know affected by any FTC ruling at least as of now so absolutely if you say it's two minutes you have to call in the next two minutes it doesn't say after two minutes it's no
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longer available it just says we're going to be moving on to a different product in two minutes doesn't say you can't buy it after two minutes and so the clock is just there almost to just to let you know that we're gonna stop talking about it we're gonna stop offering it we're gonna move on to another product but you can still call them by can't give you an answer I
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don't know but I do know that if you give the if you call today you'll get a 50% discount as long as it was a real legitimate price that it was really sold for and you're really giving a 50% discount you're fine even if you're offering it the next day if you say if you call today and only for today this offer is not going to be available tomorrow do you have the right to change your mind and still offer the 50% discount tomorrow over the a regulator have an issue I can't tell you if they'd
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have an issue or not okay so you shoot your show you have your show you make sure the legal parameters are in place now you're gonna put the show on the air but before you do how are you gonna take the order so you have to get an 800 number you have to get an 800 number now before I talk about 800 numbers or ordering
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methods I want to show you how to take the data from the long form because that's what the next step is into all these other areas because now this is just how you fine-tune your presentation or your pitch into any of these other media's so let's talk about short form television yes yeah there's actually a couple other styles there are a couple other styles of TV infomercials that you can produce
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one style which is not used today very effectively and I think could be is the original style the original style was speakers now let me back up and I'm glad you brought this up because I almost bypassed that whole thing look go away but somebody's wrong here I'm forgetting something okay when infomercials started the Ronald Reagan deregulated in America television time because if you remember
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in 1984 actually 1983 at one o'clock in the morning or two o'clock in the morning if you were watching the station they would sign off I'm gonna would sign off for the night they were like gone there's nothing broadcast at night they signed off advertisements could not be a more than two minutes and when Reagan deregulated and said no advertisements can be as long as they want there's no there's no time limit on on ads when that happened there was a bunch of guys most notably a guy by the name of Ed
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Beckley who were travelling around America teaching seminars on how to buy real estate with no money down they had made some money buying real estate with no money down but they realized they could make a lot more money selling seminars on how to buy real estate with no money down and so what they did is they would go into a city Phoenix Arizona they would buy print advertising space and they would say learn how to buy real estate with no money down by the
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millionaire maker ed Beckley come to this hotel for a free 90-minute seminar on how to buy real estate with no money down and they would give a list of hotels and the dates and the times and you went walked in and there was hundreds of people that would show up and beckley would get on stage he had a screen and he started showing all this property that he or her students had purchased with no money down and how much money they made and he gave a
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90-minute presentation giving you some techniques on how to buy real estate with no money down but mostly designed to sell you a two day weekend seminar for $1000 cuz it back in the eighties so it's like you know three or four or five thousand dollars on how to buy real estate with no money down and he would then say the normal price is $2,000 but if you buy today before you leave you get it for Half Price and it's first-come first-served because
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once it's sold out it's sold out and the people went to the back of the room some of them left and some of them put down their credit card or wrote a check for a thousand bucks to come to the real estate seminar this was a 90 minute presentation and that's what they did then they would teach the real estate seminar you know six weeks down the road then they would go to another city he was constantly on the road so when Reagan deregulated and beckley said what if I just film my presentation and take
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my weekend seminar and just audiotape it the thousand all a weekend seminar what if I just audiotape the whole thing and put it on cassettes now I get a home study course the millionaire maker how do I buy real estate with no money down and what if I just filmed my presentation and put it on television and had people call an 800 number to buy the course I don't have to do seminars anymore but he said I have a 90 minute presentation I have to I can't sell it in less time than 90 minutes takes 90
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minutes for me to get people to buy so he filmed himself and edited it down to 60 minutes the first infomercials for an hour and so he then he went to the television stations and he said I want to put this one-hour TV program on your on your television station when you sign off at one o'clock in the morning and you would say no one's gonna no one's watching them I don't know what to charge you and I would say well I'm
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gonna offer a product for sale so what if I give you 20% of the sales it doesn't cost you anything to put it on the air you're just pushing in the tape because you're already off the air right this is just extra money for you so you say sure I'll take 20% I mean if it's nothing it's nothing but if it's something it's something to text your money good so just run it all night so that went on the air a few people
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called to buy the course for five and he was four hundred ninety nine dollars back then the home study course and so Eadie said wow we sold five thousand dollars worth of stuff tonight here's your check for you know a thousand you're like this is great and so II D thought how do I get more people to watch I ran ads in the newspapers to get people to come to my live seminars why don't I run ads in the newspapers and tell him to go to the TV station and
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watch the program and that's what they did they put ad saying watch at 1:00 a.m. ad Beckley teach how to buy real estate with no money down and then people would go now they knew that there was something to they should consider staying up and watching then then sales dramatically skyrocketed so that's how the infomercial business started and it was all real estate guys and all they did was they just filmed themselves standing and from a group for a group
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full of people they he wasn't talking to the camera he was talking to the audience and they just filmed it that's all they did later Edie then took that one hour and Shrunk it to a half an hour and figured that if he if he tightened up his presentation that he just focused on some of the benefits I got rid of some of the fluff that he could still sell in in a half an hour and that's how half our infomercial started this is there
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was no testimonials he gave all the stories himself he showed all the real estate then he actually filmed one of the first testimonials with people who actually bought real estate with no money down and he added that in that element in to the to the infomercial so Edwards one of the pioneers major pioneer in the industry and he was the guy I did my first infomercial with so the second style is a live seminar where you're standing up and you're selling or talking about your product to a group of
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people and it's being filmed and in this style there are two ways to do it one I'm being filmed and I'm talking to the audience second I'm being filmed and I'm talking to the camera as well so I'm talking to the audience at home and if you're at home right now watching this see the difference so there's two ways to do it one is you just you never look at the
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camera and the second way is you look at the camera in addition to the audience because that's an audience that you're talking to you as well and that's a effective way to do an infomercial it's not being done at all today or very very little bit but it's it's still a very effective way same exact elements the only difference is nobody's interviewing you you're still telling your stories you're still doing everything exactly the same nothing changes just the delivery so
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that's the second kind of infomercial the third kind of infomercial is the 60 minutes expose style infomercial which you see being run right now very effectively for the free money book this is gonna take nine months to make and it's very costly because there's a lot of shooting a lot of travel a lot of
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editing it's a big production so I didn't I don't encourage you to go down that road initially for those of you here in the room if you want to get into into this and down the road I just call me and I'll introduce you to all the right people who do it all and you know if you have a budget for doing this and want to go into this area it's not a bad thing it's just costly and challenging it's a little time consuming and so forth but certainly available to you and I'll work with you one-on-one on all this it's pretty easy to do the next
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kind of infomercial is really the standard infomercial the standard infomercial includes virtually all of those elements a standard infomercial includes number one someone being interviewed but maybe only for 45
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seconds at a time short where it's somebody being usually interviewed someone always somebody is asking a question to somebody else standard infomercials include lots of testimonials standard infomercials also include it's the person in their element so if I'm speaking in front of a group teaching they show what's called b-roll footage of that so if it's Mari Winsor selling Windsor Pilates there is footage of her
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in her studio teaching people Pilates if it's tae bo that they're selling they have pictures of Billy Blanks in you know exercise gear in front of a group of people at at one of his clubs you know leading a group into tae bo so it's it's the person in their element you know b-roll v role of that and sometimes they have a little bit of the expose style where they're on location
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and that's really what the expose style focuses on it's always on location like you know we went to a mall and we're asking people about this bed you know do they really like it so you're getting you know on location testimonials like firsthand people using the product oh we get this ad device so we went here to the gym and we got these Oh with the Venice Beach I saw this one they had they went to Venice Beach and you know
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Muscle Beach and had all these big guys try this tell me about how this is working on your abs oh my god this is killer ab workout really it really is Wow you know it's like expose like look we wanted to see what what real athletes think of it you know and wow they're really impressed with me and so esteem that informational has many of these elements standard infomercials cost one hundred and fifty million dollars to shoot lots of filming lots of footage
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everyone wants to film more and shoot more and write more scripts and send you more bills and do more editing and add some music yeah that it's all about billing you for production I mean that's really what it comes down to because none of these people make money if if make any more money if the show works or doesn't work so it's all about billing for production so if you're gonna get into the infomercial business you can go through
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this book direct response directory under production companies and you can call some of these production company I want to make an infomercial how much does it cost and some of these production companies are happy to take your call and they will also tell you tell me about the product well it's just glass really wow that's really that's a good product they want your business they're not gonna give you any honest
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advice you're with me like don't waste your money don't produce an infomercial for the glass no one's gonna buy the glass the they'll you know oh yeah and they'll say you know you really should consider doing testimonials and you should consider you know let's build a nice set I think we should do a brand new set I think that we should build a say a set that's specifically designed for you with giant glasses in the background I think what do you think you think yeah big glasses yeah it cost a
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little more but I think it's really gonna help sales okay are you with me so you got to be careful of this so if you're producing infomercials stick with method 1 or 2 in my opinion and that's the interview method or you set up a camera have a group of people give a presentation do a little editing on it and you get your infomercial you you you can we've an in a call to action when
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you do a stand-up one by the way let's say that I'm here and I'm gonna do infomercial for mega memory so I'm just going to give my regular 30 or 40 minute presentation on mega memory right during the presentation to you I can go right into the camera and say bye if you're watching right now you'd like to get your own personal copy of the mega memory home study course simply call the number on your screen if you do call today we will give you a 50% discount off the regular price to the program and course mega memory is unconditionally guaranteed so let's go back about what we're talking about
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students so you can do your call to action right there another way to do it is you do your presentation you go back and you edit a certain point where you're sitting here folks the students are all gone if you're watching right now and you want to get your own personal copy your mega memory pick up the phone and call right now and get the mega memory home study course if you do call today you'll receive a 50% discount off the regular price of the program so pick up the phone and call now and get mega memory it's something you'll never
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forget I mean I'm just doing this off the top of my head right so there's your call to action or or you do your presentation and then a certain point it cuts away to thee how would you like to have a mega memory imagine being able to walk into a room meet 30 40 people remember all their names better than students sitting right so you can do a 60 second or 2 minute call to action hard offer that spliced in or edited in
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to you giving your presentation or you give you a live presentation and as you're giving the live presentation you cut away to some testimonials and you could get testimonials you know people who've gone through the program or gone through your product or purchase your product so you have your testimonials there with a little bit of editing the good news today is in the old days when you did editing you had the hire a company that had editing equipment with editors
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now you can hire a kid who's 17 years old in front of a Mac and he can do everything in the world and oh you buy an ice cream cone and he's happy I mean you know so it was a different world so you can do this stuff really really really really really inexpensively and the challenges were in this very interesting place where the production guys are trying to justify the cost and expense that they charge for their
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services when everything can be done on a laptop by a 17-year old for next to nothing in a matter of minutes but used to take hours now takes virtually minutes but used to cost thousands of dollars now is like 10 or 20 bucks we're technology so producing this stuff can be really really inexpensive yes
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good question question is how do you get the disclaimer on and also how do you get the 800 number on when you actually produce your show you don't have the disclaimer you don't have the 800 number if any editing is required and you finally have that done now you go to an editor it's you the 17 year old kid or a production company and say here's my you know infomercial I need to add what's called the head and a tail that's the beginning in the end the disclaimer that says it's a black screen or whatever
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color you want with the words the following is a paid commercial program and they they put that in the editor we'll put that in using some software program in a virtually a minute then the 800 number that gets put in by what's called the dub house which I'll explain later you send your master to a dub house and that dub house is going to be sending it out to the stations and there's going to be a different 800 numbers to put on each master sent to
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each station so that you know that when it ran on this station how many orders you got because this 800 number is only run on the station and that's how you do some tracking yes oh the standing in force is always 20 every information every information was 2830 with rare exception there was some cable networks that maybe 27 minutes or 28 minutes but generally if you're
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always 28 30 yeah I think it's nine ninety percent of all the media's 28 30 right like Elvis L 28 30 so infomercial producing that commercial the elements aren't very difficult when you get your product actually getting it on film and getting it filmed and getting it produced when you have these elements in you have a very high probability that the show will work then we're going to talk about how to test that how to tweak it what are the key factors in terms of
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one of the most ways you look at all these things you could test which ones do you focus on I'm talk about that and how do you track it how do you look at the statistics how you look at pricing we're get we're getting there right now we're really just talking about the ad because these two things are the most important if you pick the wrong product nothing will work if you have a great product and screw up on the ad which is the presentation or the sales presentation it won't work Howard Berg's product and Scott Flensburg
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product and Ellen crime ins product is three of them all three people went to Guffey Rinker and again bill bill and Gregg I have the utmost admiration and respect for they are brilliant businessmen they're honest they're hard-working they're ethical and they have built a monumentally successful company again I was called them New York Yankees the informational and drug response world fantastic when those
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three people and Ellen cried Minh when Scott plants Berg and Howard Berg went to gothy rancor and Ellen cried Minh actually went to a company before that named synchrony which was at one time one of the biggest infomercial companies in the world their infomercials did not work they had a good product but they produced a poor ad so this is very
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important if you have a good product but make a bad ad it won't work that's why these two are the most important things picking the right product but also making sure the ad works memory improvement was a good product but why is it that my ads worked better than all the other guys selling memory improvement products because my ads were better what does that mean that means I was hitting more of the features
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and benefits I was comparing this better to the competition setting it apart making it unique I was doing more before and afters I was handling objections better in the ad I was doing a better intro summary I had a better call to action I had better testimonials and I had credibility when these elements are all in your in your presentation with a good product then you have good success when Ellen cried man's relationship product was offered it was a good product
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they just didn't sell it right they didn't know how they didn't they weren't pushing the right buttons the correct hot buttons same thing with Howard Berg and Scott Landsberg so that's why this is the most important part this is all mechanical it's really okay you just do this this this it's just mechanical stuff this is what's called the creative this is all the maintenance and logistics this is
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the creative and this is the most important and this is what people don't understand this is what I do this is what I've been good at this stuff here is something that I brought people in to do and I and I have been involved in every aspect of it and this is another important point if you want to be successful in direct response or in life or in any business
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it's called integration you have to be fully integrated in your business which means you have to know everything about your business doesn't mean you do it all now as your business grows but guess what you should have done every aspect of your business at one point and you should chat with Tina because Tina will tell you stories and I remember the consternation that she was experiencing as I was physically doing these things
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but back then we had a lot of media running so we had the mega memories show running on maybe 500 different stations in a week and on every station had a different 800 number and orders would come in and I said I want to track these numbers and computers were just starting to come out right you know the internet we still had fax machines back then and so there wasn't all computerized it was
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just kind of coming and I said I don't trust any of these computers anyway I said I want you to tell the the the telemarketing company to print an eight-and-a-half by 11 sheet of paper with the order information for one customer and I want another eight-and-a-half by 11 piece of paper with the ordering information for the next customer so I want one cup member
43:52
this one customer per eight-and-a-half by 11 piece of paper and I want them to send that to me FedEx it got a stack of papers like this and I personally will assign these by 800 number and time to the station and the media body so I can do and I can know the results are accurate and out right and I would sit there on the floor putting piles
44:23
together four hours and then I would add up every single order and pile write it down and compare that with the freaking numbers they send on the great because I didn't trust them [Laughter] but I was having fun and the point is I did that until I got to the point of comfort you're with me so I knew the
45:10
numbers so I did that the the the call center I went to the call center I said I want to answer phones so I sat there and I said my name is gonna be Joe Smith give me the headset and for hours and hours and hours I took phone calls for mega memory because I wanted to hear what the customers were saying and dealing with and I wanted to see is there a better way I can sell it is there by the way can upsell it and I would talk to all the people who are answering the phones
45:42
what questions are you getting I would look at each person's closing rates I was getting involved in every aspect of the business I was looking at the media reports looking at the ratios when I found that that $10,000 by doing 5,000 and then I go you know I would get involved in every aspect I visited the production manufacturing facility and said who's manufacturing this I want to see how it's manufactured what are you guys doing how does it work where's the fulfillment house I want to
46:12
see the boxes I want to see where they're stored I want to order the product I want to see how long it takes me to get the product I want to see what it looks like I got involved in every aspect every single aspect and if you want to be successful in business you really have to be fully integrated you really have to get involved in in every aspect of business and know every aspect of your business that way when you're talking to somebody that can't be snowing you because I didn't know I've done that and I know how that works it'll get you a better
46:42
better sense it's a big big advantage and very few people do it because it is huge amounts of work and very few people are willing to do that amount of work it's not required to be successful to do all that but I'm you know I'm telling you what I've done and I think it'll give you an advantage a higher probability of succeeding but the point is this stuff buying the media taking the order lit
47:14
requests stats upsells credit card processing and ballads and decline shipping the product getting the box to bounce Baxter returns database marketing none of this happens none of this happens accounting finance none of this happens unless you have a winning ad does that make sense if you don't have a winning ad this doesn't happen now you can get million people to buy media you
47:44
get a million people to take the order or do let requests or do stats or ship the product or make a box they're a dime a dozen and there's more in line it's ridiculous this is where the magic happens the the creative is the highest paying industry because the creative is something very few people can do do you understand the creative is something
48:14
very few people can do why do actors get paid such huge amounts of money well the good ones get paid using amounts of money because what they do it's it's hard to do it's hard to duplicate people are jealous of actors how how much money they make well fine you act guess what you suck no one's gonna watch you you can't act you're not Robert De Niro I'm sorry you don't have the charisma you don't have the acting ability you're
48:47
not you're not Robert De Niro you're not gonna make the money don't be jealous of Robert De Niro he deserves that what he makes because he's doing something that nobody else can do Oprah Winfrey did something that nobody else could do and there are a lot of people that tried do you remember Rolanda yeah I mean I remember Rolando right I mean think of all of the Ricki Lake's and all these people that tried to do Oprah type shows how many of them had the following an Oprah had some of them had
49:18
you know did okay but Oprah was special I mean who knows well you know the stars were lined up and the you know whatever it was but she was special she got an audience and she created something and you know she became an incredibly successful powerful person because she had something right the point is this aspect of your business and the reason why I'm focusing so much on it this is all mechanical this is the magic can this be taught the answer is yes maybe
49:49
not to maybe not to the degree that I've done it but it can be taught you can learn how to pick a good product and learn how to produce a good ad absolutely you can be taught you can do this and you can do it infinitely better than you're doing it now and can you do it good enough to to be better than 99% of the people out there I think so you with me it can be taught that's right first time she's here she's
50:47
working on me right from the beginning but she got involved in all the mechanical parts and remember this is called infomercial Secrets Revealed this is stuff I haven't revealed to anybody and she's like no no he had and blame me blame too he knows because he's like going crazy thinking I can't believe you've known me for this long and you've never told me this stuff yeah yeah yeah everyone thought that yeah no this a
51:17
little more to it behind so this is why this this is the most important part this is where the magic happens this is the magic willful dust this is the secret this is how to do the magic trick picking the right product and I and and this is about 50% of it if you get the wrong product you got no chance right but if you get the right product like Howard Berg Ellen cried when or scoff Landsberg and you produce a crappy ad you don't do this right it still doesn't work you with me so you have to have the right product and you have to have a
51:50
good at otherwise it won't work so how do you transfer the data from long-form television to these other mediums and it's very simple so let's start with short form television short form television is the same medium as long-form television the only difference is the time so all you do is you focus
52:25
on the main benefits now I'm gonna give you a couple ways to produce a short-form television commercial method one you look directly into the camera or someone looks directly into the camera and for two minutes sells the product it's a two-minute call
53:07
to action it has to include the features and benefits what makes it unique before and afters you have to overcome objections testimonials kind of Billy has to it still has to include all the elements it just it's just compressed it's all the elements it's just compressed so if we did mega memory for example a commercial could be how would you like to have a powerful super powerful memory how would you like to be able to walk into room meet 30 or 40
53:42
people and remember all their names or if you're a student be able to remember things for testing it better grades with less study time the mega memory home study course could do just that call 1-800 five have five one two one two call the number on your screen for more information on the mega memory home study course the course that's been used by hundreds of thousands feel it's not just basic word association it goes far beyond that it's one of the best-selling big improvement series of all time you're just throwing a few things in there you don't have a chance to tell stories that's the one thing in a short
54:12
form you don't have a chance to tell stories but you can use a short testimonial you could throw a video testimonial in there where somebody coming on says I bought mega memory it was the best thing I ever did I can't believe it I can remember names easier than ever before I walked into a room I met 30 people at a party I'm left and say goodbye to everyone with their first and last names they were impressed how short those testimonials are see how
54:42
quick so short-form TV is relatively simple to do the gut the best thing about short-form is remember this very simple technology and that is duplicate don't innovate if you have a product a magic tea and you want to sell the tea and you think I want to do a short form added for the tea fine if that was me here's
55:17
what I would do and this is what I've done I sit down in front of the television and I figure out by watching television commercials short form commercials that may be selling a similar type of product that I like and I record them so now I have short form commercials that I see running a lot selling a similar kind of product or short form commercials that I like and I
55:46
go okay I'm just gonna do what they did just change a few words here they're duplicate don't innovate people cannot believe it's that easy yeah it's really not that hard all right what's their first you know frame you can sit down with an editor and go look here are the ads I want mine to look like theirs okay and then the creative guy sits there and comes back and here you go that looks great and you magically produced a short form
56:17
television commercial and one thinks you're a genius and you get and you get your fault you're following a winning formula that's that's what you do it's it's not rocket science you don't have to reinvent the wheel so television is relatively easy now you can do some other methods you can actually take your long-form television show and take bits
56:47
of it edited it out and put it together and make a short form commercial that's the second way a third element is called the voiceover with b-roll footage by the way b-roll footage is footage where there's no sound so it's just images it could be an image of the product it could be image of you in your element let's say you're
57:27
teaching a seminar or doing something or it could be a product being demonstrated that's what b-roll footage is so the next element is called a voiceover and the voice-over is just the voice-over b-roll footage and the other way to do a short form add is add all those elements
57:57
together so for example I'm going to produce a short format right for you right now we're going to add a few elements together and again all it is is taking pieces or blocks and just putting them together like the Legos or something and you can be creative and mix and match you have all the elements there okay so element one somebody talking directly to the camera hi I'm Kevin Trudeau I'm the founder of the American memory Institute and author of
58:31
this program the mega memory home study course if you'd like to be able to develop a superpower memory you need mega memory I went through the mega memory course and now my memory is better than ever before the great thing about mega memory is remembering names by the way these are testimonials but right follow me so you saw that first and then boom there was a cut to a testimonial now I can walk in through me 30 or 40 people and and and remember all the names the best thing
59:02
about mega memory it also works for students my son went through mega memory and was getting season these now straight A's studying with less studies time megha memory also is super quick and easy and then another testimonial you follow me or it then cuts to and you'll be able to do some amazing things then it cuts to me doing the demonstration on the danny bonaduce show so you take that element out of that infomercial and that was spliced in then the voice of god the
59:37
picture is this and you here to get mega memory simply call the number on your screen today you can get a 50% discount off the regular price to the program normally 297 dollars today just one 4995 unconditionally guaranteed call the number on your screen now get the mega memory you've always wanted call them out though i just it's you follow me by the way if i just recorded that we could just tweak that down and it's fine we just throw a few elements in that's
01:00:10
all we did right no you no retakes yeah exactly it's no you're no do-overs exactly it can that's what a short-form is so it could be one thing it could be others and it's already there you just watch television and watch a short-form commercial oh there's one okay let me record that and just look at them the best way is just look there right there and the reason I say that is because the short-form commercials today
01:00:42
are slightly different than they were five or six years ago so when you're producing a man look at those successful ones today they're hitting the mark okay that's how that's what a short-form TV is long-form radio there's really only one way to do a long-form radio it's an interview but
01:01:16
you can add in testimonials or call ins long form radio is the same as long form television the difference is you can really only do an interview somebody's interviewing you and you can have in Collins either calling questions or testimonials or you can also add in testimonials but there are only audio testimonials sometimes I've taken my long-form television and just use the
01:01:54
audio track for radio which sometimes just worked fine I just listen to it and go does this work yeah sometimes it needs just a little editing but I already got it done again you know I work really really hard but I want to work any harder than I have to that makes sense yeah yes 28 minutes and 30 seconds so that one's easy
01:02:27
short form radio it's the same as short form TV the only difference is you don't have any visuals so if you shoot a short film television sometimes the audio track is fine for short form radio or if you make a short form radio track that's the audio track you use for television use to add in the images they're the same so what is short form radio it's it's usually well there's only two elements here you have a voice of
01:02:59
somebody selling the product and you could have some testimonials put into by the way there's one other element on both short form TV and short for radio and music you could have music in there in the background you can have music on short form in the short form again you're just talking about features and benefits how is it unique before and after any objections are handled the CTA is the whole thing the whole thing is a CTA and any testimonials something to do
01:03:33
credibility it's it's all of us all those elements are there that's what you're looking for yes yeah yeah if I do if I'm interviewed for a TV infomercial right so Andy Anderson is interviewing me for my 30-minute TV infomercial I can
01:04:05
take that audio track and that's my 30-minute radio infomercial as long as I listen to it and I know it works I mean I can just feel that it's fine that I'm not there yet hold on to that question yeah hold on good question yeah yes the
01:04:36
question is the disclaimer requirements on radio versus TV they're changing all the time and they don't know what they are right now the last I heard was before it starts just the following two paid commercial program so you have to actually just put an audio the following is a paid commercial program the preceding has been a very courtship program I don't think you have to do it when you do the call to actions during the show so long form TV short form television long form radio short form radio again they're there all right
01:05:09
there short form radio is very simple you got 60 seconds that's the sweet spot for short form radio 60 seconds that's the sweet spot 60 seconds long form TV you want to start with 2 minutes 60 seconds is where you want to be but in the beginning you could go as high as 2 minutes or 90 second but if you can nail it in in 60 seconds you have an advantage when you produce a
01:05:41
short-form television commercial for a product ideally you produce a two-minute a 90 second and a 60 and then you run them and test them against each other to see which one's giving you the better results I'll show you how to look at that because sometimes initially you need two minutes for it to work and then only after it's out there while we'll the 90 second work or the 60 second work on radio you got to start with 60
01:06:11
seconds because that's yeah that's that's gonna allow you the most buys if there's a somebody that'll give you more time than that then take it and produce it but the the ads are always the same you're just hitting the benefits for a certain amount of time and then you're doing the call to action so I'll time this and I got a second hand here so 60-second radio spot for mega memory I got my microphone how would you like to
01:06:43
have a superpower instant recall memory imagine walking into a room and meeting 30 or 40 people and being able to remember all their names or if you're a student being able to study for an exam and get straight A's on the test with little little very little study time because of your superpower instant recall memory the mega memory home study course is a revolutionary breakthrough and memory improvement technology is unconditionally guaranteed and guaranteed to improve your memory five from the percent or more or your money back call 1-800 five five five one two one
01:07:14
two that's one eight hundred five five five one two one two that's one eight hundred five five five one two one two call today and receive a 50% discount off the regular price of the program and it is unconditionally guaranteed call one eight hundred five five five one two one two four mega memory one eight hundred five five five one two one two and improve your memory today that was 60 seconds
01:07:44
there's a radio commercial it's benefits what benefit that I hid names and faces and students those are the two big ones that I wanted to hit I didn't want to hit everything under the Sun I kind of hammered on that right I gave out the number a million times didn't I it's radio people forget that's why they're buying mega memory they can't remember the number so I had to hit it a bunch of times I didn't give a price call call call going back to what you said as far
01:08:21
as making yourself two weeks yeah hold on to that question because when I get to testing that's when I get into all that yeah and there's how to read results and read results the key here is how to produce the ad right now we might not run it in testing that tough just like how to make the ad ya know you
01:09:02
could add music you don't need music right but the only elements to get his voice now it's you have that voice you can also throw in a testimonial yeah you can also throw in a testimonial so in a short form radio just like television you can throw in a testimonial so watch here's a his one with the testimonial imagine having a superpower instant recall memory imagine being able to walk into a room and meet 30 or 40 people and be able to remember all their names or if you're a student being able
01:09:33
to study for an exam and remember all the information and get perfect straight A's with less study time or learn a foreign language with ease because of your inner superpower memory hundreds of thousands of people have already benefitted from the mega memory home study course I got mega memory and I really loved it my children loved it too I got mega memory and I started to make more money in my business I got three promotions with my superpower memory it was easy and fun the mega we home study course is available now call 1-800 five five five one two one two you receive a 50% discount if you
01:10:05
call today that's one eight hundred five five five one two the mega memory home study course is fun easy and takes a few hours to go through improve your memory today impress others call one eight hundred five five five one two one two that's one eight hundred five fifty five one two one two I love the mega memory course it was the best investment ever made call 1-800 five five five one two one two by the way I tried to do some
01:10:33
impersonations of testimonials yeah those are called be any numbers and big numbers are really really good years ago now what's really smart and I got a number one eight hundred remember and then it got really stupid and gave it away so you if you find a vanity number excuse me if you find a vanity number you can try to find them we've searched
01:11:07
all the memory numbers and we've you know they're all owned by people and things like that so they're pretty much all gone so you can't really use them anymore that we you know we looked at all the remembers and reminds and memories and calling everybody and you know ah very good question and it's a it's an interesting question and it's a question that the answer will change the question is if you give out an 800 number or do you give out a website address or did you give out both I can't give you an
01:11:43
answer I can give you this answer when I give out an 800 number only it works the reason is an 800 number is an 800 number they can't Google anything they can't search around they have a number to call they call they talk to a sales person a sales person tries to sell them they buy and you give out a website the whole idea of sense of urgency goes away it's a website well I'll check it out later it's a website I'll check it out later so a website there's really no
01:12:17
urgency a website people read there's nobody there to sell them they can Google they can check it just doesn't seem to be any sense of urgency with a website but but there are short form ads and give out websites and they're working at least they must be the ads are continuing to run so I don't know the answer so that's these are the basic four elements now the good news for those of you here in the room I think I made a point that I can produce a short
01:12:50
form ad pretty damn quickly now if you were to go to a production company in here and ask them to produce a short form commercial there are a lot of companies that produce short form commercials professionally and they do a great job they produce a lot of ones on television and they'll be happy to charge you 30 40 50 thousand dollars to write a script that I just did in 60 seconds you with me yes oh yeah what I
01:13:24
generally do let me tell you exactly how I do this I actually have a recorder right here and I just do exactly what I just did one two three four five six seven eight times then I take the recorder and I transcribe it then I sit around and play around with the script and then I'll sit there in the studio with an actual written script I don't write the script I do what I just did because now I'm out of my head just see them see the this is the magic what I do what I was capable of doing
01:13:54
what you just saw which quite frankly is astounding and you may not realize just how astounding it is but if this room was filled with all the people in this direct-response directory and they just saw what you just saw jaws would be on the floor all over the room because they've been in the industry for 30 years and they'd never seen anybody do what I just did never I hit the timing perfectly and if you could put it on the air right then and there one take it doesn't happen
01:14:24
what you just saw it doesn't happen if I levitated okay it's you know ten feet off the ground for five minutes it's the same thing what you just saw I'll Pat myself on the back but how did I do that I instantly quickly and instantaneously took my thoughts and shut them off and I instantaneously thought about mega memory and how it's gonna impact people's lives for the better and then I just opened my mouth and the words
01:14:55
reflected the feeling some people call that channeling but the words are simply a verbalization of my emotion or my intention or my feelings and the words are filled with that energy therefore it's in a work infinitely better [Music]

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