WOW! Infomercial Secrets That Made Kevin Trudeau a BILLIONAIRE! Disc 11

WOW! Infomercial Secrets That Made Kevin Trudeau a BILLIONAIRE! Disc 11

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[Music] the direct response industry consists of long-form television short form TV long-form radio short form radio direct mail email print space ads classified an Internet that's pretty much the entire direct response industry there are
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experts in classified ads there are experts who specialize in print there are experts who specialize in email marketing there are experts who specialize in Direct Mail there are experts who only specialize in short form radio or long form radio or a short form TV and there's a lot of guys out there that are experts in terms of producing long-form TV infomercials I'm not the only person and I don't know all the answers and I don't have all the information I just have what I've used which is obviously been very successful
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free so if you want to go into this industry or any industry I always encourage people to get as much information as you can you know one one key element of success and in your wishes your command under the money-making section at the end some people 100 percent missed the key elements that I talked about that came directly from the Forbes 400 their richest people in the world and one of
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the elements that is there is they became an expert in their industry they really became knowledgeable about their industry they really really became fanatical about being a great student of their industry and this is something that's important when you look at people who succeed in anything whether you know Mike Tyson you know reach the pinnacle of success in boxing he was a student of boxing he studied all the great boxers
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he knew the history of boxing he all the great trainers he studied boxing as a whole industry Tiger Woods when he reached the pinnacle of his career he was an amazing student of the game he knew the the history of golf courses the history of golf course designed the history of club manufacturing he studied the history of ball manufacturing now how is studying the history of ball manufacturing gonna help you play better
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golf today it's it's it's it's immersing you in that industry because you get what you think about most of the time you become really fanatical about this you're thinking about the industry all the time so if you want to become an expert in an industry whether it's network marketing or whether it's direct response marketing or whether it's the speaking industry or the real estate industry or the stock industry or currencies or whatever a retail or coffee shop I have a friend
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brandy knows you can ask brandy out in Germany who has a coffee shop when we go out there to Germany we visit our friend Mario at the coffee shop mahuri o is a crazy obsessed person with coffee and he's got this incredibly profitable little coffee shop but when you go there and ask him about coffee he lights up and he talks about the history of coffee and we're coffees manufactured and all the plants he's visited and and I said
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to him I said visiting a coffee plant how is that gonna help you and your business become successful he says I don't know but it does and the answer is we do know because he's thinking about coffee which means he's vibrating coffee his energy is coffee coffee coffee coffee coffee and you walk in there you go boy I want some coffee I want some more coffee give me a big car I'll buy some coffee I'll take off what take one of these coffee machines I don't know why I'm buying all this stuff I actually just wanted to
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come in for a piece of Danish but his energy is coffee you with me so I don't know all the answers and I'm not I'm not you know the most knowledgeable person in the world about any of the industries there are a lot of people who know a lot of stuff and I would encourage you if I was sitting in your chair and I was listening to a speaker talk about the direct response industry and this is what it was an interesting that I wanted to get involved with what I would do is what I actually did when
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when back in 1975 when I got exposed to direct response marketing my reading joke carbo's book on Direct Mail back then we didn't have an internet keep that in mind you know we didn't have videotapes it wasn't live seminars you couldn't travel around you had books and that was it and so I went to the library and for those of you don't know that's a building what actually houses books called the library I went to the library
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and I thought okay I want books on direct marketing on print marketing and advertising on sales letter writing on copywriting so I would go to the Dewey Decimal System in the card file and I'd look up words like copywriting ad writing advertising and I would and it wasn't a lot of books but I got him anyway and as time went on cassette courses started coming out and Marion will tell you because she sees just a fraction of
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my of my library cassette courses on marketing books on sales letter writing books on print advertising when Ted Nichols has had his book on marketing I would seek these people out and I would write them back thing you didn't have email she actually wrote letters you didn't have a typewriter so you wrote a letter and your writing had to be legible and you wrote letters to people and said please do you have a book do you have any courses do you do any consulting on on the industry and most
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of them like no would you consider it no it was hard to get information but today is different you can just go online and Google direct marketing sales letter writing print advertising and there's a whole bunch of courses and books and seminars and things and and what do these people know well they know something you know you take what they know add it to what you know use discernment to decide what you like and what doesn't you know more than them ten years from
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now you're the Guru do you understand yes yeah you know it's a good question the question is do I have a recommended reading list Tina make a note and I'll have Marian go through my library and pull everything that I have in my car in my library which is mean this is the stuff that I
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learned and there may be and there is probably stuff that has come after you know that that's out there which is very valuable as well I always believe that you can get value from everything that you know if I'm something if I'm sitting next to a drunk at the bar I can get some value from him talking and maybe it's just clarifying what not to do you know oh you understand but I can get some valuable experience and some valuable knowledge out of every situation from every person but
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certainly from every course out there there's no nothing very bad courses but somebody's putting on a course and charging money people are paying and writing good comments this is lots of great value there so there's a huge amount of data and value but if we look at these various forms of marketing and you wanted to just focus on direct mail my gosh there's probably you know hundreds of hours of training you can get just here if you want to get into print there are hundreds of hours of training that you could you could get
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involved and I would suggest the the concept of continuing education always being student always being teachable always thinking you can learn a little more and I think that's a good I think it's a good place to be a good space to be when you're always learning ed Foreman you know he knows it all no he doesn't because he's always learning he's always good his notes and you know he's always learning you know I was recently in a seminar some of you were there
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hey Joel Bauer I was there for seven days you know I took you know notes notes and I'm learning I'm always learning there's something I can always get better at and learn from an experience or something I'm doing or in the industry that I'm involved with things are changing and moving there's always new stuff out there so I'm giving you a template I'm giving you basically all you need to become successful because it's what I did and what I continue to do but my point is if you if you really love this idea and like this particular industry or whatever industry
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you're in continue to learn continue to grow continue to educate yourself and it have that that sense of excitement and about learning something new that you don't know yet you know maybe there's something new out there and if there's an area you want to focus on you know let's say you're a dot and you're gonna be a doctor well you pay general practitioner but do you think I want to focus on feet okay good well you could be educating yourself for the next 15 years on feet and you'll know more about feet than the other doctor over here who's focused on brain surgery right you
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don't know anything about brain surgery but you know something about the brain maybe you couldn't perform a brace maybe you could to save someone's life but you know obviously he's better right and vice versa so same thing here I'm teaching you kind of the overview of direct response marketing that you can apply to any form here any of these forms of direct response marketing but if you want to focus in on one particular area there's a lot more that you can really fine-tune and get really crazy and fanatical about and the point is the process of doing
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that it's just not the information that you learn or a technique that you learn that you can apply that you'll see a result the idea is the process of being teachable and the process of engaging and continuing education keeps you focused on the results and keeps your vibration correct which makes you successful in that particular field of endeavor does that make sense again whatever it is whether it's real estate or whether you're a lawyer or whether
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you're practicing in a small business you know you're in the florist business or you're in the your culture business or your in the farming business or whatever if you stop educating yourself your vibration is gonna continue to just to die when your success ratios go down or your probability of success goes down but when you're educating yourself so always open to learning more then your vibration is always keeping fine tuned again whatever industry that that is so we talked about long form short form
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long form short form and again we started with long form TV because if that's what you kind of focus on right right off the giddyup just basically taking that you can easily produce a short form with the long form television it's very easy to produce a long form radio and a short form radio they're all very very very similar they're very similar in nature to produce now that brings us to some of these other forms and these are the more of the print forms we don't have audio and we don't
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have video next one is direct mail now direct mail there are basically two types of direct mail pieces and I have some up here and during the break feel free to look through some of these direct mail pieces to give you an idea however let me give you one form of or one method of educating yourself going forward which is really one of the
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best methods and I call it the Sam Walton method you can educate yourself in direct marketing or infomercial production or internet marketing by buying courses or going to seminars or reading books and some of them are inexpensive and they're all good I think you can get great value but there's another way of continuing to educate yourself it's the Sam Walton method Sam Walton who started Walmart which say it's the largest retailer in the world he said in
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Walnut Walmart at a time when the largest retailer in America was Sears Roebuck and I believe second was Kmart and there was Target I'm not sure where that was at the time that he started but I think those were the big three Woolworths made a minute in there as well but definitely Sears Roebuck and came out were right up there and he was starting with these goliaths and how did how did he beat them well one thing he did is he did what's called the end-around and this is exactly what I
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was talking about earlier in the seminar about you want to be in a marketing space where you don't have a lot of competition remember I told you that you don't want to look like if you want to have a magazine and you're on a rack with a hundred and fifty magazines versus one magazine in Iraq with ten what's better if everyone's doing missed and you probably don't want to be there there's too many people over there competing maybe go over here remember I told you that and this is exactly what Sam Walton did Sam Walton said Sears Roebuck is in all these major metropolitan cities they went out for the biggest markets but there's a lot of
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small markets like Bentonville Arkansas where Sears Roebuck is nowhere to be found and K Mart's nowhere to be found so why don't I go to the small markets where the big boys are avoiding and just saying ah they're too small they're ignoring the small market there's no competition there so let me go there and that's what he did right so that but that kind of verifies or validates what I talked about initially but there's another method that Sam Walton did in order to make his store
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better than anyone elses in order to make his stores better than his competitors in order to make his stores better than Kmart and Sears and in order to learn how to make his store good because Sears was a good store Kmart was a good store what did he do he spent over half of his time walking around Sears stores and Kmart stores taking notes going what are they doing that's a
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good idea what are they doing that's a good idea I want to add that in my store again he did not really innovate duplicate don't innovate with me okay our store set up whatever merchandise they have wherever
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they have it and beat their price there you go and at that time Kmart was ignorant of what he was doing not because they didn't know him obviously they had this letter however right right so they were in a cop big competitive battle they're dealing with with Sears and a big competition against the big a
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big competitor and they they weren't focusing where there was no competition correct and again the key that what you said was Sam Walton duplicated success he duplicated it didn't really innovate he just did one little factor different which was beat him on price him on price but it was yeah correct right and he did they he would spend this time in these stores looking at what other other companies were doing and and this is sometimes
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people have a hard time grasping the simplicity of being coming successful and people sometimes grasp the simplicity of some of the techniques that I use because if you want to become successful in writing a print ad or a direct mail piece or an infomercial or a short form radio or short form television commercial one of the best things you should do is simply look and duplicate other people's ads there was watch successful infomercials and then
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copy them and look at them and analyze them look at successful short form commercials copy them look at successful short form radio commercials look at successful print ads look at successful email ads look at successful websites look at successful things and just duplicate them my very first direct response campaign was in classified advertising when I was a kid I used to go over my grandmother's house on my aunts house they had houses right next to each other virtually one
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step away you walk out of one door you hit the you go down the stairs hit the ground walk up the stairs and you're in my aunt's house so we're right next to each other and they were all Italians they were from Italy so there's tomato plants in the backyard and things which made it really fun you know always fresh food but I'd go over my aunt's house by the way that was a point of detail when I tell the story did you notice that has nothing to do with the story the tomatoes yeah but I'm pointing this out now because that's detail in the story
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and what am i doing by the way I'm telling you a story and I'll just stop here for a moment if you notice this entire seminar all communication is what I'm teaching you to be a phenomenal communicator with your spouse with your kids with your neighbors at your PTA meeting at your Chamber of Commerce meeting if you want to be a successful communicator in life use these techniques use two techniques stories short remember that
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and yes you teach technique and you teach information but if you notice this entire seminar if you watch these DVDs he's giving information story giving information story giving information story giving information story that's the whole whole workshop that's the form and the art of communication it's really the art of getting with the underlying intention and this is how you can be an effective teacher if you look at any of my training virtually anywhere that's pretty much how it is with rare
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exception if I'm drilling something then that's a little different but generally when I'm teaching something and trying to communicate that's always the technique utilized it's all those elements the intention the belief first stories the points it's it's all right there you know you'll see me throw in some tests testimonials a little bit you'll see me throw in some things for credibility right see if you look at what I'm doing and communicating or teaching this is it whether it's an
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infomercial or whether it's a conversation you're having at a dinner party it's the same and this is why people say wow you're such a great communicator you know if look at Ronald Reagan who was called the master communicator that's what he did that's what he does since then is that why it doesn't work you take someone else's letter and like just change it forward and then send it out correct if somebody else has a letter their energy is part of it if you just take that same letter change a
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couple words it could still work because maybe it's just a very effective letter but generally if you have your energy on top of it then you're okay it can be you don't have to you know have to change a lot correct I think I think that's correct and I think it varies I think if there's an effective technique out there you don't need to worry about it because it generally will work and this is the
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example of Soria I was sharing about my ons house with my grandmother's and this is how I got started so I'd go to my aunt's house and back then we had they had tabloids weekly tabloids called the National Enquirer and they called no one was called the globe the other one was called the national examiner and my aunt loved these she never threw anything away said they had stacks and stacks of these Globes and choirs and examiner's and back then it was only three TV channels so there was nothing on television and we weren't allowed to watch TV during the day
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anyway so if I was over my aunts house I had to figure out something to do and either play with the tomato plants or or do something so invariably I'd wind up reading these globe and Inquirer and Examiner magazines one of the things that are in the back of the back bed more so than today but back then they had a classified ad section and in the classified ad section they had a subject or a title called loans and financial and under this loans and financial they had little classified ads have said
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something like this get ten thousand dollar loans no collateral signature only we repay any time all eligible and they have an address and there was another one under that get five thousand to ten thousand dollars cash repay anytime no interest all eligible so I would run into my see my mother and I go all of our financial problems are handled look at
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this right here and they you know get it was slapped me around and get away from me kid and I'd go back and I would look and I would read these classified ads and I noticed the same ad was in the publication week after week after week after week after week after week after week after week after week after week after week so here's a little trick if you see an ad running over and over and over and over and over and over and over again whether it's on TV or radio or in print it works with rare exception could
23:12
have some dope just losing money but generally that's not the case it generally tells you it works so I mailed in for the for the loan information I didn't know what I was going to get didn't say so I put in a letter please send me information on the loan and I sent it in the mail then one day maybe about two weeks later I got something in the mail it was in an envelope about this size and it said information you
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requested information you requested said down here information your request as I opened it up and inside was packet of information and it was a letter in there and it basically was four pages and the letter said that there's a book that will teach you how to get these loans and the book is thirty-five dollars and it had an order form in there because remember there was no 800 numbers back
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there in the websites so it had an order form and it had a business reply envelope and it said put a check or cash they didn't take credit cards back that was check or cash send it in the thirty-five dollars almost on your the book well I had a paper out back then so I saved up some money they threw thirty-five bucks in there sent it off and a couple weeks later I got another envelope and in the envelope was a book there was really a booklet it wasn't right got a real book it was kind of a booklet but it was about 200 pages and I'm thinking this is a lot of
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information oh my god I got to read all this and I started reading all this information about how to get loans and financing which back then the banking industry was quite different than it was today but it gave information on how to go to a bank and open up a credit a checking account and ask for overdraft protection and they would give it to you instantly and that meant you had a two thousand dollar loan which you could go in and get use at any time well you had to pay interest on it but the interest didn't start for 30 days so if you wouldn't opened up two bank accounts to
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checking account with overdraft protection because they didn't do credit checks back then they didn't have a credit check available on computers so I can walk into one bank and say I'd like him up and checking account I have a $20 here sure Oh jab overdraft yeah well how much you get that for two thousand okay I'll take it then I walk into this banks have like level of checking account $20 first deposit you have overdraft yeah how much 2,000 I'll take it so then I could actually get my checks right right there walk over to the counter write a check
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for $2,000 and they would cash it and I have $2,000 in cash because I tapped into my overdraft and the interest didn't start for 30 days well 30 days later I have to pay this back or pay the interest what I did it I walked into your bank and I wrote a check for $2,000 went to the cashier got 2,000 took that 2,000 walked over to your bank paid off my loan so this was paid off and I had $2,000 on for 30 days interest-free but I'm gonna have to pay this guy back in 30 days well three days later I walked
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back into your bank get another loan and you could do this back and forth completely legal and basically have a two thousand dollar loan interest-free that you never have to repay and that was one of the techniques that was in this book and I thought that was pretty cool so I said it let me see if it works and if it works with two banks wouldn't work with ten so I walked around town opened up ten bank accounts I went out and got $10,000 cash in my hand and I thought this is unbelievable and I never
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have to pay it back because in 30 days I'll just go in through the other five banks give another ten pay off the first five so I get $10,000 I can use for anything buy a boat I can buy a car I can go in a trip to Hawaii and how much stuff costs in but I know you follow me this is unbelievable to me so I looked at that ad and I thought let me just do one little thing slightly different so I went and I put a classified ad in the globe just like they did I had my ten thousand rolls start money so I put an
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ad in and I said the ad said ten thousand dollars cash in twenty four hours guaranteed all eligible repay any time no interest because that's exactly what I did and I gave my address well I got hundreds and hundreds of letters and when these letters came in I then had to send him some information but I didn't know how to put together one of these fancy packages so I sat down at an old typewriter and took a piece of paper and I typed up a typewriter where the Oh was like all blacked out you know it's like
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and I typed up and I said if you want and I just sacked there and typed it was very clear if you want to be able to learn how to raise $10,000 cash in 24 hours and never have to pay it back no interest and this is available to everyone all are eligible there really nothing else may say send in fifteen dollars that was how long the letter was
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for my report called my report quotes this is exactly the at that letter and this is how I did it and it was this simple again I wasn't thinking I was just feeling it was virtually a 5-line letter now how much is it going to cost I thought the other guy is thirty five bucks I will beat him on price so I
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wrote in and this is only $15 what else didn't they like about him what is unique how does it compare to the competition I didn't like that the book was a stick because he didn't I thought he'd have to write all those stupid words you could have described this in one page so I said and the best part about my report is it's only one page long and will take you less than five minutes to read and I actually did
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this in 24 hours so I know it works testimonial credibility then the call to action creating urgency I don't know how long I will make this offer available 15 and I sent I went down to sir speedy printing with my letter that I pulled out and on the way there got a little crinkled and I said they didn't have
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these Xerox machines back then you actually had to give it to him and they had to do offset printing with it so I said I want to print these how many I'm counting up the number of letters I have and I goes I bet anything a thousand so what's the cost okay fine so he printed a thousand I went home I thought oh I need envelopes so I went back to sir speedy printing I need envelopes give me a thousand fine so now I had math I need stamps so I went down to the post office you need a thousand stamps so I've got
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three thousand stamps so now I have to take the paper fold each one of them put them in the envelope look the envelope then take the stamp look the stamp and put it on and then address the envelope I'm thinking how can I do this - a thousand I'm gonna die of toxicity right I'll be like Susan and Seinfeld look in the envelopes remember with George and I I can't do this so I thought okay let me think
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sponge okay so now I get sponge and I'm sponging the letters and folding at them taking the stamp and sponging the stamp and putting the stamp on my father's look let me go what are you doing man nothing yeah I'm just telling some little school project and he's looking at me with these stamps they do this day after day after day after day and it's just taken a lot of time but it's like my whole night and you know I don't know if anyone's gonna send in the money but I'm all excited because I'm figuring the guy to me why wouldn't they I did on the
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other guys and so after about after about a week my father comes home with this little plastic machine he was the president of a gun club and he says here won't you use this for the stamps I go what's this he goes well you put the roll of stamps in and just push it down and it automatically looks it in stamps and I go why did you tell me this a week ago it's fine if you didn't ask me I didn't know that they had machines I could do this I'm you know taking each stamp on a sponge right and put them so I did that set of telling these out and
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then when the bottle ten days later I start getting my first responses and I wound up getting over 25 percent response rate which I had no idea if that was good or bad I thought there's something wrong because you know everyone should be sending me $15 I didn't know this was good and there were some guys out there in direct marketing that you know check the competition and they thought look at this letter it's
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typed up on some old typewriter it's like a paragraph and it's bad grammar this guy's a genius who is this guy they didn't realize that this guy was some idiot kid who didn't know what he was doing they thought this was all pre-planned you know that I used this typewriter and this whole technique and they were like mesmerised so they reached out to me tracked me down via letters back then you had to write letters there was no
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emails and stuff and I wrote back and I can we talked on the phone and I'm like yeah I don't know I don't talk on the phone no they're like you know what the inner a Sameer I said what's your response rate it's I write back you know what's response rate and they're going this he's he's so sly like ok ok so I say well you know I only have 30 people out of a hundred actually sending me the money and they're like we want to meet
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you because they were getting like 10 or 5% you know in their higher price promotion the point of the story is the point of the story is follow success just duplicate what's already out there and one of the greatest things you can do if you want to become successful is simply look at other people's promotions that are working you don't have to reinvent the wheel you can take a successful ad and just simply say I'm gonna take this and do it almost
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identical why change anything why reinvent the wheel why work so hard just you know if your products different than theirs when you're reading it saying what are they doing in this paragraph oh they're building credibility okay so let me write a paragraph that builds credibility for my product what are they doing in this paragraph oh that's a testimonial let me give a testimony for my product what are they doing in this paragraph they're talking about the benefits good let me write the benefits of my product where that paragraph is true with me they already have the template and there's a lot of
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them out there so in direct indirect mail in direct mail there's primarily two types of direct mail there's just there's a third type but you're not going to get involved with it but I'll show you anyways there's basically two types of direct mail the first type is direct mail is something like this and it's called a kit the first type of direct mail is called a kit and a kit can come in
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various size envelopes this is the most common but you can also see one that's a little shorter and a little longer or you can see one that's bigger you can get a bigger size or even an eight-and-a-half by eleven okay it can be big so a kit can come in various size envelopes any size really and what a kit consists of we open up your kit it will consist of some type of return envelope
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an envelope that's already addressed usually a business reply envelope so no postage is required so a person can send in their order a kit will also come with an order form something where people can put their name and address city state zip telephone number credit card number or check off a box that says cash is enclosed or tell them also how they can write a check who to make the check out
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to and for how much the order form also has sometimes a web address so they can order via web and the order form may also have an 800 number these days or and a fax number so if a person wants to fill this out and fax the order in they can do that so the various ways to take an order from Direct Mail is you have your order form somebody can mail in the order they can pay by check money order cash or credit card on the form they can fill out this and then fax it in on the order form there's an 800 number and on the order form sometimes there's a
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website now you don't need an 800 number you don't need a website you don't need to have it faxed you can have it where it's just mail and only nothing wrong with that either the other part of the kit is called the sales letter the sales letter is the the words the letter that actually is read that sells the product and the sales letter is pretty much the long-form television infomercial if you just transcribe the infomercial
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there's your sales letter just with a couple grammatical tweaks but that's what this is the sales letter is the exact same presentation that's in long form again just with a couple minor adjustments because it's print and you want to sure your grammar is correct it may also have a few extra bullet points you can you know tighten it up a spigen but it's the same thing the sales letter this one here is 12 pages long but the sales that it could be two pages it
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could be 24 pages there's no right or wrong here the sales letter has some bold headlines the bold headlines will either be a benefit or overcome an objection or designed to give some credibility the headline to do one of
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these things and again at the end of the sales letter tells you how to order there's a call to action in direct mail the call to action is always at the end you usually don't put it in during the sales letter the other part of the kit is some testimonials people writing about how much they like the product this is what I call the standard
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components of a kit you can get look at kits and some people are very creative there may be five other components sometimes there's a letter that says do not open this unless you decided not to buy and then you open it and it's just another sales letter so this is what is called direct mail kit if you get direct
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mail kits in the mail you may want to get into the habit of keeping them and putting them in a file so that you can look at them later and then if you want to produce a direct mail piece for a product you simply go through the successful kits that you've received and said I'm gonna make one that looks like this I just duplicate it that's what you're doing the templates already there it's already done when you go to the printer go I want to look exactly like this you
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give it a template you get them all but it's all done for you the second kind of direct mail piece which has been my forte because as you know doing extra work is not you know in my my DNA it's called the letter and this kit can come in an envelope this size this one here is a direct mail piece from Senator Rand
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Paul yeah the Republican National Committee the Senators and Representatives and Democratic National Committee they all use direct mail and I've written many of these so them ministers television alum Angeles they are experts at Direct Mail if you see a TV evangelist called make a $10 donation get on their mailing list and you'll start getting direct mail from them asking for donations you now have great templates I wrote many of those over the years the
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letter you'll notice if you notice the letter and I'm gonna I'll keep these up here so you can look at them if you notice a letter looks like it was typed you notice it looks like it's a typed letter so the letter form of direct mail looks like it's a typed letter a couple components here if you look at the letter if you look at this letter the paragraphs are not very long are they
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key never in direct mail have long paragraphs it's always short this is an excellent example he's got one small sentence and then double-spaced then one sentence double-spaced one sentence double-spaced it makes it much easier to read when there's a paragraph that's much harder to read so when you're writing Direct Mail keep paragraphs very very very very short it's better the
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shorter the paragraphs one sentence or two is max that's fine then there's an order form and this is another beautiful example of an order form this particular sales letter is for the National Association for gun rights standing up for freedom defending the Second Amendment and it has various components there which you can see there's no right and wrong quite frankly if you get a hundred different direct mail pieces is gonna be a hundred different kinds of
42:52
order forms but they're all simple and easy to read and fill out simple and easy and not complicated you'll notice the letter is front and back save paper it's not stapled together you'll notice it's paper as if it was typed and sent to you not glossy not printed not colored except for the headline which
43:21
would be on stationery but the second one there is no coloring except for the signature a letter can be in there's also a return envelope for the order form a letter direct mail piece can be in an eight-and-a-half by eleven like this or can be in a standard envelope it could be a very standard envelope another
44:02
example of the letter here's one from Steve Forbes looks like an invitation to a wedding or something and you open it up we have a letter but this letter is not in the form of a tight letter but it's a short letter but it's in a different form so it's still a letter so this is kind of a hybrid between a kit and a letter it has the order form this one
44:41
here he's using a heavier stock for the order form because it's more of an invitation and like you're you have to RSVP and actually that's exactly what he said mr. Kevin shadows RSVP form oh the artistry people and it's like yes I want to send you money no it's an order form it just happened to call it an RSVP form because it's an invitation and invitations get an RSVP no it's an order
45:11
form and it has has a business reply envelope yes business reply is always the best they don't it's postage free you only get charged if they use it okay so you can take a look at this one after your leisure so you have a kit and you have a letter that there's a hybrid the ones you want to stay away from initially are this type these are the what we call
45:52
brochures brochures can come in different sizes there's one here small size Reader's Digest ran a cover story on something entitled the pill that can end aging doctors anti-aging breakthrough and this as you can see is full of pictures and color and words and there's a lot of stuff here right this is very big a lot of
46:30
pictures it's graphics this cost a fortune to make okay it cost a fortune to make here's another one why doctors keep ignoring the most important organ in your body new evidence shows the most life-giving organ in your body your colon is totally out of whack pictures color mmm I mean just all types of stuff
47:03
there's a business reply order form in the middle on both of them if you notice there's or it's right there this is reply envelope in the middle on both of them order form on the back this particular order form you have order the easy way by phone call 1-800 or by mail so they give you two ways to order no website no fax just 800 number or mail
47:31
easy order forms I said I would suggest stay away from these especially in the beginning because they're very costly to make but I when I see a good ad I keep them and I put them in my file my file is entitled ads I have lots of these files it was original file called to buy but I don't like to throw away file folders so I bought everything in that
48:04
file so I crossed it out and then it became the add file so these are up here for your review any questions about Direct Mail yes okay I have to see it because I'm not exactly sure what you're referring to is it okay but it's not a letter it's basically a pump like a postcard on both sides that works as well that is not as
49:04
effective generally stop me from wrong I would bet that that is not giving you the price and an 800 number to call and saying call with your credit card is probably calling for more information bingo right but it's call for it's basically call for a free quote or call for a free assessment right okay this is called a two-step so what you're describing is a two-step process and a
49:41
two-step is when you use an ad like direct mail not to solicit an order but to book an appointment or get an interested party and until the real sales material can be presented whether it's a DVD when you when you watch for example an ad on television for tempur-pedic mattress before they were in retail stores they would say call for
50:11
free DVD and and a sample of the tempur-pedic material so the ad wasn't trying to sell you anything it was just trying to get you to ask for the free information the free information the DVD then tried to sell you the mattress but then they'd actually call you as well and outbound firm to try to sell you because a salesman had to make that sale for three or four thousand dollars so it's a multi-step process and depending on what you're selling a two-step process may be effective or maybe you're required
50:43
especially if you're selling something you know over a thousand dollars then a two-step process would be required so you want to just kind of book the appointment in network marketing for example that's what you want to do generally you want to you know contact somebody and then book an appointment to get face-to-face so you can you know present whatever you're offering whether its products or the business opportunities they can make a sale good
51:06
question yes check this out yeah yep yeah there's another and there's several more there's a lot more than we're describing here but there's another Direct Mail technique which to me is misleading and fraudulent so I don't talk about it but I certainly get them in the mail it's you basically put together your ad in the form of a story
51:45
written in a newspaper and then you go down to your you know the printer and you say I want you to print this on newsprint and on one side make it look like stock market quotes and on the other side make it look like it's an article written by a journalist in the newspaper and make it and tear it so it looks like I tore it out and then put a post-it note on there with what looks like a handwritten message for me saying check this out and then there's
52:17
companies that do this and they fold it up and they put it in an envelope and they hand addressed the envelope they do these usually in the Philippines where the cost of doing this was very inexpensive for India and then it's mailed to you and it looks like you're getting this piece of mail from somebody who actually hand wrote the envelope and there's like a friend set you like they saw something in the newspaper ripped it out and send it to you as a favor and that and that sells something so yeah that that's a technique that's used it
52:48
does absolutely work I don't I stay away for cuz I think it's obviously a little bit misleading because it's just not real Direct Mail is very simple the point here is at this point in the workflow we are producing an ad okay just producing an ad so how would you produce a direct mail piece for a mega memory or whatever product you're using all these components you're finding a direct mail piece that you
53:19
like and you're just duplicating it with your product you're just basically changing the words but it's the same what we call layout so if you were to and we'll use mega memory and example you're gonna use this technique so your direct mail piece for mega memory would have the same exact thing but instead of saying from Senator Rand Paul and you're the the state of the the Capitol building you would change this to
53:50
whatever you want maybe your address or just a PA box or something there's the customers data it will have a stamp on it there's various ways again when you're duplicating something you duplicate it this one has a stamp steve forbes has a stamp another one may have some business stamp you know but not a
54:20
real stamp stamps work better okay and there's when you when you have a mail to the mailing house that you go to they'll put it on and you said i want to look just like this so this looks like it's a real stamp it doesn't look like junk mail necessarily and then your direct mail piece will look exactly like this from a distance it'll look the same it won't say senator rand paul yuletide to change that but it'll look the same so
54:52
the first sentence here says dear mr. trudeau well you would change that so when you're mailing it to your mailing list this has been laser done so they'll put dear mr. jones gun grabbers around the globe believe they have it made so you can go line by line and say okay what are they trying to do there they're trying to initiate fear again you can go line by line gun grabbers
55:24
around the globe believe they have it made so what are they trying to do there now they're trying to maybe elicit fear you can or you can just and you can say what can i what can I put in that line to describe my product what can i what can I say that's similar but relating to mega memory or whatever the product is or you can just say let me just take the long form TV and just go through the whole thing the American memory Institute is one of the largest memory training schools in the world it's been around quite a long time and teaches people all
55:56
around the world how to develop a superpower memory I imagine being able to walk into your room and meet 3040 people it's it's right there right it's right it's already been produced and then it just goes here your order form you just basically change it so that it's an order for mega memory you go down to the printer and say here this is the template I want it to look like and here are the words and make give me a
56:27
give me a mock-up of something that looks exactly this one with my words and now you have your jerk mail piece very inexpensive you only have to go to a print of these days if you have an Apple computer or any computer you can do this yourself and if you don't know how there's some 16 year old in the neighborhood who does I mean really it's that simple today doesn't cost really anything to do in in the old days we had to go to graphic design artists who did these on what's called unlike
56:58
storyboards where you actually had a big thick piece of cardboard and with a razor with a razor pen they would have to print this in their machine and then cut out the words and then put it on the the sticky cardboard and and and with a ruler make sure that the layout was perfect so when they were laying out a direct mail piece or a print ad it took forever it took days for them to do this and then when they delivered to you it
57:29
was like sealed it in wax paper because this was it it wasn't like in the computer and will just print another file you know this was it you know it was like this is the painting yeah there's no there's no there's no duplicate of this and I we would take this down to the printer you know and go I want to get this printed and this was like my gold because this was the master today it's completely different so Direct Mail is easier than anyone
58:04
ever thought because if you have your long-form show produced you have all these buttons laid out you have all you have all the text you have all the words are already done the question then is what format do I want to use well pick one you can pick this one you can pick this one you can pick any format and just plug in the words into that template that's already exists get a master made and then you're done and
58:37
I'll tell you how to get it printed and how to get a test and all that stuff but that's basically how to produce a direct mail piece and the reason why I say this is it is ridiculously easy I produce direct mail pieces in a couple hours people think it takes weeks or months and in every other company it does because they have committee meetings but we're using this technique it just doesn't take that long it doesn't have
59:07
to and you can get out different pieces and test very inexpensively and find something that works very quickly there are a lot of great books on copywriting Direct Mail and if this is an area of interest to you I would encourage you to read them they're fascinating they're interesting if you like marketing and sales like I do and they'll talk a lot about specific words and things which may have some relevance but then usually that they usually don't have a lot of
59:38
relevance yes mm-hmm oh and so in Switzerland you can't do direct mail you can't put it in okay if it's an advertisement for something got it so in Switzerland you can't even use this and if they don't want it okay every country has different rules and regulations regarding direct mail
01:00:29
regarding print regarding TV so every every country is slightly different so I'm not particularly sure about the rules and regulations in Switzerland or in the EU or and so forth but whatever the rules and regulations are as long as you know what they are then you adhere to them and and everything is fine okay so the next type of AD is email email is
01:00:59
basically a letter but I'm going to give you a couple ways to do email the first email method is when a person opens up their email there's simply a long letter so it's just a long email - long letter that they have to read and at the end is a call to action the call to action is
01:01:30
either an 800 number or a link to what's called the landing page where they can place their order that's the first way to do an email the second way to do an email is the email opens and there's only one sentence basically saying you really need to watch this video or there's one or two
01:02:08
sentences which all they're designed to do is encourage the person to click the link to watch a video so this is the second type of email marketing so you get the email you open the email and it says if you want to learn the secrets of having a superpower memory click on this link or you need to watch this short video and they click and then there's a video and what video would be there well
01:02:41
it could be the long form infomercial they're with me pretty simple another way would say if you're interested in being able to remember hundreds of peoples of people's names after meeting just once click here and then it goes to a landing page or website landing page and on that landing page there's words and maybe there's a video as well so there's maybe more
01:03:14
information on that website landing page so these are the three basic ways to use email marketing and the question is where do you get email names to email we'll talk about that this is very effective when you're what's called database marketing to your customers because this can be an effective way to database market the downside with emails today and this is something that very
01:03:50
few people really grasp and understand if we look at bell curves today Belt let's back up years ago when the internet first started if you got an email it was like a big thing wasn't it like wow I got an email I remember that somebody would send you an email then pick up the phone and call you and say hey did you get my email like why did you just call me and tell me what you told me an email I haven't checked it
01:04:21
yet Oh check it then call me back well why don't you just tell me what's in it no no no I sent you an email you're gonna read it hey Katie willing deceive want to go to dinner tonight callback yeah I got your email yeah I'll go to dinner okay good steak huh it's like what why are you using email just call me we've talked three times already what is the point here right but it was like the new cool thing and if you got an email it was a big to-do correct and if you got an email it was credible it
01:04:52
had to be real because somebody sent you an email so whatever is here must be really important I mean look there's a a prince in Nigeria who his bank accounts are frozen and they want me to go get the money wired into my account and and they're willing to give me 10% handling fee I better call this guy this three
01:05:22
hundred million dollars here and in the beginning people would say hello yeah I got your email yeah yeah be more than happy to handle this okay what do you want me to do why you need my bank account do you feel not a problem sure you know right am i right and all these people got suckered because it was an email today when you get emails first off you have spam filters so a lot of them we just blown through there and the credibility of
01:05:53
what's in an email continues to go down down down down down so email marketing is continue to get weaker and week in a week and we can weaker and the open rates just continue to go down down down down down so this is this is an example of people jumping into an area of marketing and I'm not saying it's bad and I'm not saying to avoid it I'm just making you aware that at this moment and things could change in 12 months and
01:06:25
they probably will everybody's going here and it's it's a declining area Direct Mail and print nobody's getting into anymore and it's actually much better marketing area in the old days you used to get just so much junk mail it was insane it's decreased hesitant dramatically so there's less competition in this in this genre print space this is one of my favorites
01:07:01
because I'm gonna teach you a way to buy media here which almost guarantees your success oh by the way this was the example of another kit it's a different size envelope this is another direct mail piece and this kit has an order form has a business reply envelope has a
01:07:33
sales letter in here here's your sales letter sales letter testimonial sheet again you can go through this and see this one doesn't have a stamp it has US postage stamp on their outside time sensitive documents open immediately oh Christ what is this from the government or something one of it one of the one of the keys with
01:08:03
direct mail is the first key with direct mail is when you get it the thing is have I done something to get you to open it or just by looking at it the trash it is junk mail so the first trick with direct mail the first secret is what can you do to get the person to open it time sensitive documents open immediately who's it from I don't know doesn't say
01:08:33
it just says urgent package delivery god that has a tracking number this must be important you with me yeah Publishers Clearing House mm-hmm oh yeah yeah yeah Publishers Clearing House exactly our American family publishers that was the prettier company for a long time so this is another example of direct mail for if we look at this one and here's another example this is again from Senator Rand
01:09:09
Paul he likes to use these big envelopes and this one is a little different because the letter is on glossy and it doesn't look like it's typed up it's it's got color to it so again there's really no right and wrong is the point and the way you make Direct Mail is you don't have to reinvent the wheel when you find one you like that's the one you just ask my template make it look exactly like this there's no copy writing on the layout you're following
01:09:40
there's no copyright infringement on the on the on the layout or the way it's designed so it's already done so here's a few to look at now print which is one of my favorite things generally there's a couple kinds of print ads there's a lot of kinds of print ads but for direct response I'll give you a couple ones first one is it's all about the product this is a print ad 2 full-page print ad
01:10:12
that's the product HCG solution weight-loss breakthrough and this is designed there's a small amount of print with ordering information and the order is you can call or go to a website so they're very simple ad to weight loss which it's a category this was done because of the popular popularity of the HCG program because of the weight loss cure book so they're already had that
01:10:45
met credibility out there and people were very familiar about this this phrase and so that's an ad will you show the product we'll have nine little bye words order it's a simple one next full-page ad lose up to ten pounds a week on the sensational Aztec valiant rediscovered Aztec super grains so powerful you eat
01:11:17
yourself thin new new book reveals agent Aztec nutritional secret set a copy of the book it's got a copy of this woman and she used to be 350 pounds she lost all the weight on the Aztec value no it doesn't say that but you obviously think that you know she looks this way because of the Aztec diet this I've talked to the FTC and said this is fraudulent because this is misleading people think
01:11:52
that this woman has this body because of the aspect diet she'd never even read the book I don't think she can read she was hired as a supermodel to be here to give people the illusion that this book will give you this it but they say it's okay and this is an ad you'll notice one two three four columns you'll notice small paragraphs again if you're gonna put together a print ad you find one you
01:12:24
like and go make it look exactly like this you just change the product and change the words layout should never be your concern another one and these are the ones that I like by the way these are my favorite style amos health cures better than prescription drugs three columns it looks like an article doesn't it doesn't necessarily look like an
01:12:55
advertisement and in America when it looks like when it doesn't look like an advertisement you have to put the word advertisement up there so people know that it's not part of the magazine it's very simple where's the call-to-action where is the call-to-action you can't see it but if you read it at the very end it says here's how to order simply print your name address in the words Amos health secrets on a piece of paper and mail it
01:13:26
along with the check or money order to improvement publishing company P o box that 197 middle branch Ohio Visa or MasterCard send card number and expiration date there's no 800 number you have to mail in an order and I know who this it has been chores and why do I know this because Ben Schwarz uses this technique every single time he says simply print and he puts print in all caps your name
01:13:57
address and the words Amos health secrets he uses this every single time so I know it's been and when it says Ohio I know it's been because that's where as but before I got there that's his calling card is his that that's his call to action oh yeah a newness since the 70s and it's a very simple and he's like me I don't complicated Katie I do one headline I do three columns and that's it no order form it's just it is the
01:14:30
business a print ad not direct mail so it's a this is in a magazine okay and here's another one that is a little different but same style now if you notice the difference between this one looks really purely I'll do it this so you don't have but it looks purely like an article right like an article in the magazine this one kind of does but he they added in a color picture and down
01:15:00
here he's got an 800 member so it's definitely an ad you with me to shoot a difference okay so this one here have a headline calcium cocktail as years back to your life it's called a headline then you have what's called the sub headline which is the next one and then you have two columns because of the size of it and if you read this there'll be some testimonials in there it'll be features and benefits it'll basically be the
01:15:29
infomercial just crunched down yes yeah this is a good question so this ad says calcium cartel adds years back to your life nutritional science reveals you may be able to reverse bone loss clear arteries stop muscle cramps sleep better and improve heart health with this miracle complex there's a lot of health claims there so this particular
01:16:12
advertiser has review had this reviewed by his legal counsel he's got a documentation file and he's willing to deal with the potential risk did I dealt with no nothing really but you know they don't attack everyone just there you know just the people they like just the people they like oh yeah but this is a
01:16:45
book yeah this is a michelle --the cures better than prescription drugs it's a book so again that you have a lot more leeway when you're dealing with informational publications the point here is and I will leave these up here for your perusal as well I'm gonna put them over here what I do and what I recommend and encourage you to do also is get the National Enquirer get the
01:17:19
globe get the the Sun the National Examiner go down to a magazine store get Popular Mechanics get whatever magazine your zit flip through by magazines and rip out the ads the ones that catch your eye the ones you like and all you have to do is have a file of ads the templates are done for you and ideally we want as ads that have been run a lot because that means they work if you only
01:17:51
see them in one publication and never again to throw that one away because that one didn't work so look for the ones that you see over a week after week after week after week after week that means they work and now you have half of the job done all it is is just changing a headline changing some of the copy which you're you already got because it's just a series of stories you shorten the stories and all you're really doing in these ads when you read them is they're simply just Baker's basically telling you the features and
01:18:22
benefits focusing on the benefits why it's unique or compared to something else before and afters handling any objection they have their call to action they may have some testimonials and they're doing something they had credibility that's what it is that's all it is and again if you can't do this and you know but at this point in the game you've already established that the product fits their criteria so you'll find it 90% of the products you'll say no to anyway so my time to
01:18:54
get here you're already way ahead you get something that has a lot a lot of shot a real good potential yeah it's a good question and let me tell you where I look for ads I look for ads in mass marketing publications but because I market things that are mass marketed now I'll give you an example let's say and at one time I was working with Mike Segal ten time we don't world champion pool player and I thought boy I love
01:19:35
Mike like a brother and you know he's I want to help him but if you no help yourself no I uh how do you do it for me all right so I thought let me grab Robb Report magazine because what can Mike sell he can sell personal lessons he can sell pool cues so let me grab robbery port magazine and see if they got pulled kills for sale if there's somebody there selling pool cues and so I thought well I could put together an ad and put it in
01:20:08
Rob report because maybe the high income people that read Rob report would be interested in a high mq or a personal lesson and I was looking through Rob report at those ads to see what I could find and duplicate and I couldn't find any even though even the pool cue ads were only there once and then gone and once and gone which I was saying I don't think there's a market here because they're not here long enough so I passed on it but generally if you look at the products that I market I if I was
01:20:40
marketing let's say a a yoga type product let's say DVDs on yoga yoga well then I would buy every yoga magazine and look at what's being sold if I was selling master ties protect yourself kung fu I get all the martial art men's health maybe even you know playboy or something because you know who's the market there me you know so I think of who's the market and for magazines I'd look at magazines you know that that have an audience or the market that I'm trying to achieve so print is real
01:21:12
simple just like Direct Mail it's very very simple a print ad now classifieds classified is also one of my favorites because no one's doing it anymore and I think it's just an opportunity that's right there it's super inexpensive to test there's not a lot of risk and it's super easy so let me tell you how to write a classified ad a classified ad is only
01:21:41
going to be one or two sentences so you you really don't have a lot to say and let me tell you the trick about classifieds you can't sell anything in a classified ad you can't ask for an order you can't ask for money you don't have enough information you know they don't have enough time you don't have enough time they don't have enough information you with me in a classified ad I can't give
01:22:14
you enough information about mega memory to say send me $300 improve your memory send $300 to you with me learn how to remember names and faces send $300 you can't ask for money you with me so what do you ask for you ask for their name and address so you can send them free information all classified ads are are a
01:22:44
lead generator it's called a two-step classified ads are two steps just like I did way back in in the beginning my classified ad said $10,000 cash in 24 hours guaranteed all eligible repay any time no interest free details or free information and then I put my address Collegiate enterprises International and I put the address there my pl box never
01:23:20
use your home address so anybody show up you don't want that right so what do you put in the classified ad it's that short so if it's mega memory learn how to develop an instant recall superpower memory remember names and faces facts details students get better grades with less any time free information and an address now you can put an address there with a male free information or you can
01:23:51
put an 800 number or call for free information so the classified ad is only designed to get people to want free information there's two ways they can respond one is a phone call that can call for free information or secondly is by writing in for free information thirdly you can put a website down I've never done that because my area was
01:24:30
before websites so with 800 members that was the cool thing bless you so I got mail why did I want mail I wanted mail because I wanted to mail them something back I was using direct mail as my media so I wanted you to send in via mail your contact details so I could mail you back a direct mail piece that's how I wanted to do it I could have you call an 800 number the problem there is if you're
01:25:02
calling an 800 number it's costing me 60 cents a minute you're with me and you could be a fruitcake on the phone for five minutes so that blows the whole thing so I like mail now if I have an a website maybe you then go to the website and the website does all the selling has all the information there that that could that could potentially work I don't know so I usually don't use 800 numbers unless there's one exception the one
01:25:37
exception is if you have a professional salesperson and if the phone call goes in to what's called an IVR which is an automated system so you keep your cost down and a person dials the 800 number and it could be even just a voicemail thank you for calling please do your name and phone number and one of our associates we'll get back to you for more information about the mega memory home study course please leave your name and phone number and someone will call
01:26:09
you back to give you free information about the mega memory home study course beep now the other option is you can put a phone number there but not an 800 number then it costs them not you and that's a good viable option to test as well but classifieds all you're trying to do is get somebody interested you're just trying to get a lead and with that lead you can then either send them an email presentation you can send them a direct mail presentation
01:26:39
you can send them a DVD or CD as well for example there's a promotion we've done recently and we're testing and getting ready to roll out which is turning very effective where the classified ad says basically we'll send you a free CD money-making secrets revealed and people then call give us their address and we then send them a free CD money-making secrets revealed which in turn sells the product your
01:27:13
wish is your command and so we know that when we place these classified ads a certain number of people call because I want the free CD when we send out 100 CDs we get a certain number people that buy go online or call me how to number actually buy the or she's your command so the you know it is a viable way of get people to get your wishes your command that product so there's different ways you can you can respond to somebody who is on a classified ad you can send them a DVD of the infomercial for your product video right
01:27:45
if they give you their email you know you have now had their email address you can send them a direct mail and an email you can even follow up a phone call later as well if they give you their phone phone data so there's a lot you can do with that prospect so classified ad is always a two-step and very very very effective [Music]

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