Talks About Your Wish Is Your Command And Infomercial Secrets! Disc 17

Talks About Your Wish Is Your Command And Infomercial Secrets! Disc 17

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00:00
[Music] if you're watching and you want some personal coaching personal consultation with me some personal advice I may I may not be available I don't know my schedule but there is an email address on the screen it's memory at website solutions us com the email address on the screen you can email in somebody will get back to you and there may or may not be an option for you to get some consulting with me or some one-on-one
00:34
work with me if I do make myself available there will be you know obviously a pretty large fee for my time consulting on the phone but if you want consulting if you have a scrip you want to run by me a product if you want some help on maybe finding the right buttons or or benefits for a product if you need some tweaking on upsells scripts or anything like that send an email and if you want some consultation and somebody will get back to you and maybe I'll be available based on my time availability when we looked at this whole procedure here there's one element that I want to
01:06
talk about and that is this upsell element upselling back-end or bounce backs upselling bounce backs one consideration is a lot of you are members in the global information that work some of you or not there's a product called your wishes your command how to manifest your desires and your wishes your command is a CD set the CD set I charged $10,000 per person for people to come and hear me do this live and recorded it live in the Alps then I
01:38
went into the studio and I edited some of the parts out and we recorded some of the things in the studio and package it together in 14 CDs and the 14 CDs there was your command basically talks about how to use the law of attraction to make what you want happen and it references a club that at the time was just an idea hadn't been formed yet called the global information network so it references that a little bit but at the end there's an invitation to join the global information network it's a pretty good package we then sold that package for
02:10
$1000 one thousand dollars people pay for that package then it was discounted down to $399 and it was sold or $2.99 $299 so it was sold for no three I'm sorry $399 that's what it was sold for and we sold a lot of tens of thousands at that price and we've given some different offers and different promotions on that product but it's a it's a pretty good product and the reason that you may want to
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consider upselling that to your customer is if a person gets your wishes your command there are a pretty good prospect to join the global information network and if you are a member in the global information network and that person joins using your affiliate code you get 20% of their membership dues for life so if they join for $1000 you get 20% Commission and then they pay a hundred and fifty dollar monthly dues and you get 20% of that for life and a certain point they may quit but we have people
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the majority of people over 80% of our members who join three years ago are still paying the hundred and fifty dollar dues so I have a pretty good long life span but most of the time when that member upgrades to the next membership level you also get 20% of that so there could be a long-term income developed from this person if they join gen and you remember but the person also has the ability to be a member in our affiliate program which means they can sell a membership or recruit somebody to join
03:45
the club and anyone may recruit you also get 20% Commission on anyone they recruit and then if this person recruits somebody you get a percentage of those dues and if this person recruit so do you get a percentage of those dues so there's a potential long term play that if you upsell your wishes your command to your list and I strongly we would encourage you to consider that because there's a good long-term residual income play on your wishes your command in terms of an upsell so something's wrong
04:17
if you're not in the global information network and you're watching right now you can just send an email to memory at website solutions you are calm and say I want more information on the global information network and we'll have somebody contact you and give your information on that club because it's something you should consider let's just go through this again just to make sure we understand a couple of basic parameters you produce an ad a long-form television ad a short format a long-form radio short form radio Direct Mail whatever you produce your ad you get
04:48
your ordering method an 800 number or it's going to be mailed in you test it you find out your calls per thousand you buy some media you then figure out okay I'm gonna take an order I'm gonna have credit card you know an upsell my upsell notice the Big C there when you're doing an upsell do you have continuity is one of the upsells upsell one upsell - do you have an upsell three continuity you could put an upsell three in there a
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newsletter or a supplement that sent every single month or maybe you find a skin cream and anti-wrinkle cream you're really excited about that you want to upsell as well that's a continuity so you can upsell this as well so do you have some type of continuity when you're really really tweaking every every detail when you ship the product your
05:48
box you're gonna have a lot of thought and consideration in terms of the Box how what is the box look like what Flyers are you putting in but remember it's always guess and test let me give you an example we're shipping out a hundred mega memories a week and so we are now looking at the bounce backs what do we put in the box I don't know well let's produce an eight-and-a-half
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by eleven sales letter what goes in the box what is a bounced back you can put a direct mail piece in the box just like this you can just shove it in it can be that easy you already have a direct mail piece we'll just shove it in the box you can take an ad that you made put it on
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an eight-and-a-half by 11 and just shove it in the box to one of those two things you're on a CD money-making secrets revealed success stickers revealed you can put that in the box so here's the point what do you put in the answer is you can put in anything just make sure you can test the results the key is being able to test the results so I'm
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going to erase this remember when you're doing any direct marketing you're gonna fail more often than you succeed most things aren't going to work but you don't have to be right the majority of times you have to be right once okay but the only way you can know if you're right is if you have the test results you have to have test results so let's say I'm testing this ad and I put this ad in here I put a hundred in this week
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a hundred and next week one hundred the week before I'm testing the results in order for me to test the results I have to know the data how many people ordered fine but but how many people got this so watch if I'm putting this in I have let's say this one here has no 800 number it just says mail in so the mail here
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says mail it in to improvement publishing Department aah 303 the Department tells them that was running this ad this ad was run in this publication on this date so you would say Department a and this week next week and the week after you use Department a the week after that you use
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Department B now why because you want a finite number of ads sent out if you use Department a week one two and three and you're shipping a hundred units each week you have 300 of these Flyers that went out you with me not 400 because the next week its Department B if an order comes in the Department B it wasn't part of the 300 you with me gut this okay so now you have a finite number I have 300
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Flyers each flyer cost me 10 cents it cost me $30 to send out those Flyers and that 10 cents was the printing and the fulfillment company charged me to put it in the package so my total cost with me so far perfect up to 300 I got two orders now the product that you were selling here
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and I'm just going to make it up is a $50 product your cost is $10 but you have to go through the other cost you have to ship the product to the customer so your shipping cost seven dollars you don't have no credit card charts charge because they paid by check you have no telephone charge because
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they paid by check and just mailed it in you don't have any other costs here you get your fulfilment your shipping and fulfillment and the cost of the product that's it with me so now let's just see if we made any money so are we have two orders so we just go through our sheet sales 100 media $30 two orders times $10
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is $20 product cost two orders times seven dollars shipping and processing is 14 3 4 5 6 64 minus 100 is 46 36 36 you made $36 profit you're with me so far
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you made $36 how much did you invest 30 your media was 30 you made over 100 percent return on your investment well that's pretty good it's still a lot of that now there's another magical number here you made $36 you sent out 300 300 that is 55 cents profit per person
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approximately you made $36 on these 300 people 300 people ordered mega memories ship the mega memory you put a flier in there and now you made an additional $36 which average which which amortizes out to 55 cents per person so you now automatically know that when you make a sale for mega memory you know on this PML sheet here that you have an additional 55 cents for every sale in
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profit coming down the road just when you ship the product out you start developing what's called lifetime value of a customer once you know what this person's going to develop in terms of revenue over the next 30 or 60 days to various testing when you do this even if you lose money you now add in an extra column but for every person who buys I know I make an extra $2.00 I don't have
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it now cash flow wise I know it comes down the road this makes sense now somebody says well is that good the answer is you don't know so here's how I run testing for the first three weeks I'll put this flier in but then the next three weeks I'll throw this in some other product because I don't know which one is gonna make me more money if
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I put this this in or this one don't know which one's gonna make me more money I don't know I'm only gonna know after I test so watch I got my numbers I have I sent this out for three weeks three hundred people right a month later I have the numbers after the three weeks I stopped and then I started putting this one in for three weeks remember it takes a month before you get the numbers anyway no I don't know what what's what's happening yet a month later here's what these numbers look like
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now remember here our ROI there was a little over 100 percent and it was 55 cents so let's just put this down from memory our ROI was a little over 100 percent and our our profit per customer was 55 cents remember that because watch I'm going to change the numbers but you have to know this for the first three weeks you're sending out a hundred mega memories sending this out but the next
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three weeks your orders are increasing a little bit so now you're going to be testing this but you have a hundred and fifty mega memories going out a week so now instead of three hundred you're sending out four hundred and fifty you with me okay so now we've got 450 this is this cost a dollar this cost a dollar so let's go through our our cost now let's just say three people bought remember this one
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here we had two people buy right this one here we have three people that bought okay but the price of this product is a little different this product is $200 and your product cost is $30 so three people times 200 is
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600 dollars in sales correct okay but let's go through our math we don't know what works yet watch okay we always start with sales first this is what I'm doing going through the same basic parameters nothing different so what are the sales $600 what's the media the media is the printing it's four hundred and fifty dollars right because remember it's a
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dollar for every one of those kids to print print so my media is four hundred and fifty dollars I have three sales three orders times thirty dollars product cost that's ninety dollars I get three orders times ten dollars shipping in and and postage that's thirty dollars
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I got no credit card because it was all paid by check let's just say it was paid by check if it had if you took the orders via telephone you'd add in the telephone charges if you took the orders with a credit card you'd have to add in the credit card charges but let's just say we didn't in this example so now we have eight seven five hundred and seven dollars in cost six hundred AHL's in revenue we made thirty dollars our media we spent 450 to make 30 well
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on the other big we had a hundred percent return on investment we got $30 out of 450 people so we made less than 55 cents a person right a lot less which one of these is a better promotion the first one unless you take it to the next level this particular promotion sold your
19:22
wishes your command some of those people may then buy and become a member in gym in which are getting another $200 and plus residual you see how you see how far you can take it and I'm giving you this example because the first one made more money initially this one potentially could make more money over the next year or two you with me
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the point is you have to know the numbers and you have to test and it's always about testing it's always about looking at those numbers and just when somebody runs any test the simplest thing in the world just you know tell me what the numbers are and I asked for these numbers now let me give you some real numbers let's take this direct mail piece we ran some tests recently so the
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first data was we mailed 36,000 pieces so these are real numbers now our print cost printing was forty one thousand eight hundred and twenty dollars the postage was ten thousand forty dollars and then we had a business reply envelope that was in there and they
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telling me it's four hundred and thirty dollars I don't think that's the printing of it I think this number is what we were charged for postage when the orders came back the total is fifty two thousand two hundred and ninety dollars and three cents total revenue generated total orders sixty nine thousand three hundred and fifty three dollars so the first
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numbers I always want just simple enough what were our costs and what were our sales the first numbers I want to see if there's any any life at all because if your cost was fifty two thousand in your sales were thirty thousand you know you you you know you have some issues now in Direct Mail there's no calls per thousand correct in Direct Mail the only
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thing is what was the conversion rate what was the closing rate so can I change the closing rate and can I change the price now when we ran this test we actually didn't send out 36,000 pieces with the same offer we actually had nine different offers with nine with different price points we had one price point that was ten
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payments of 1997 or one payment of ninety nine dollars we had another offer ten payments of $29.99 of 199 and we had another offer of ten payments of thirty nine of 299 I just got these numbers I haven't gone through them all but the question is did one of these offers make money versus the others there was which
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price point made money so I don't have all the data broken down yet but I can assure you and I'll probably just do an update call so you can see these exact numbers that one of those offers is very profitable very profitable though now buying a list and sending them out we actually make money the good news with this product which is your wish is your command it doesn't have to be profitable it just has to be in a break-even because I know some of those people are gonna join Djinn and then there's profit there as well or
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thing so that's how we do the testing we just look look at the numbers let me give you another real-life example yes what happens is in the growth sales number I include the shipping and handling so when I put down gross sales let's say let's say I'm selling your product for $199 plus $19 shipping and handling if I sold one product my gross
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sales is 218 dollars so when I look at my gross sales number gross sales I'm including all the money that I banked with the exception of sales tax okay so shipping and handling priority shipping if I'm charging you for that upsells anything that I'm charging your credit card with the exception of sales tax that's was in the gross sales number so that way I'm still I'm adding it into the gross sales but now on these things
25:02
I have to pay for it okay okay we write reran we ran a short form radio test short-form radio test media we spent $5,000 for short-form TV this particular radio ad was called a soft offer it said call for a free CB success Secrets Revealed or call for a free CD money-making secrets revealed
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because those CDs sell your wishes your command so we were doing a two-step we produced a radio ad and the radio ad said call for a free CD money-making secrets revealed we tested another radio ad call for a free CD success were built on on those CDs we had 800 numbers and a website which was coded so that we knew that that 800 number was only on that CD so if we sent out 500 CDs and any orders came in a hundred number who's from
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those people who got the CD with me remember you always have to know where the orders came from when we gave out a website on there as well we gave up both an 800 website if they use this particular URL it was only on that CD so we know the order came from that CD so after we ran the media and we shipped out all of the CDs we raid it waited around 30 days to see if anybody bought an egg you remember anybody bought your wish is your command and then what are the numbers so here's what the numbers
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were the total gross sales of your wishes your command was thirty 1264 we spent $5,000 in short form media but we had to send out a lot of CDs so the CDs mailing postage and everything cost 25 20 now I don't have the exact number of orders so I can't tell you what the
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product cost is but the cost right here which is seven thousand five hundred and twenty that's our total cost we still have to cut we still have to take out 800 number we still have to take out credit card charges we still have to take out the cost of the wishes your command and shipping me your wish is your command right but certainly this is very profitable very profitable and then plus we know that some of those people who
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who buy your wishes are communicated by the next product it takes effort this is what I said when I when I said about the infomercial business or any business this is not something that you sit in front of our computer for an hour and then leave and say you know we're the millions of dollars I mean people absolutely are are it's astounding to me what people think things are you have to put in time there
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is requirement of physical time doing real physical things there are things when I sit in front and for example let's say you're gonna edit an 800 number in or something I may go and sit in front of with the editor to make sure it's done right for four hours I remember one time I was with the guy in Dallas Texas we went in this is when they had these editing machines it was all done tape it wasn't digital like it is today and they actually had to take a
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razor and spliced the tape and splice it together I mean this was you know and I was there for a short edit job and I was watching the guy do this and I go that's not how I want it and then he'd have to do it again and I got there at 7:00 at night and me and my buddy didn't finish until 9:00 the next morning we were up all night long it was an all-nighter but
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you know you go to college and you're studying for a museum you study all night long oh you want your degree study all night long and then somebody cries they have to study to take a test or I have to put in a few hours to do this no you don't have to quit you know quit you don't have to you want to be a green beret you want to be a Navy SEAL no it's hard want to be a
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millionaire it's hard it takes work it takes effort you're gonna deal with challenges and situations and roadblocks and there are gonna be stops and there's gonna be people that try to steal your dream and there's gonna be things that come up that you don't anticipate no kidding let's take a thousand millionaires and put them across the stage and say how easy was it every one of them's got a horror story but the reason they're there is because they
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went through it it's it's not easy it takes effort but it's available to everybody who's willing to just make the decision so this takes some effort who's gonna buy the media now you have to start making some phone calls there's some time there you have to talk to you because when they cook we meet when you call them then our there and then they don't call you back and when they call you back you're not there so it takes time to even set up a meeting buyer you
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with me then calling to set up the dub house and then calling and set up the inbound Oh just to get up your own 800 number to go into your own house you could be on the phone you know for a couple days trying to get that sort of that yeah it takes it is a little bit annoying Oh setting up your company getting a merchant account these things take some effort and take some time this is what business is take some effort and take some time is it worth it I think so I think it's worth it I think it's worth
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it in terms of fun I think it's worth in terms of excitement a sense of fulfillment sense of adventure you're playing a game in life and other potential financial rewards really big yeah other financial risks really high number there there there there's real you know money and time you have to invest but it's not completely got out of control make sense so in this particular example we took a short form radio ad and it was
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a short form radio ad that said would you like to make more money there's a free CD money-making secrets revealed call 1-800 five five five one two one two and get the free CD money-making reveal you'll reveal secrets on how to make money call one eight hundred five five five one two one two four money-making secrets reveal if you really want to make money you need to do something and do it now call 1-800 five five five one two or two for a free CD but did I tell you the CD is free it's absolutely free just call all you have to do is call to get it we ain't sending it to you unless you call
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so call one eight hundred five five five one two one two for the free CD there's a two step because you can't remember this in short form television and short form radio you really can't ask for money unless it's a $19 product but radio you can't ask for money because radio you don't have the visual you can ask for money on a short form television but only if it's under 19 bucks or nine bucks but really
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you can't really because it has to be in retail at the same time so don't try to ask for money on a short form television definitely not never ask for money in a short form radio it's always a two-step yeah yeah I was a radio is a radio infomercial yeah for mega memory yeah yeah sure you could you could take you
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can take a TV infomercial interview and just take the audio track and now you have a radio infomercial yeah absolutely you can record well if you're being recorded on somebody station they won't let you then use that and buy time because there's a copyright issue so you have to physically go in and do it again exactly so what happened with me is I was on wmn with this guy Mike Maillard and he interviewed me live on the air on
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his radio show for mega memory and when I was in town and I came up with the idea I called up Mike and said Michael time to get off you know love and I said I want you to interview me again for mega memory said well I already interviewed you for the show I go know when you're done with the show I want you to interview me not live on the air but as if it was live and interview me and let's let's tape it and I want to be able to use that so I can buy it on people station so you can MIT you know say your name is Mike Villar but don't say you're listening to WN in you know W wouldn't radio because it's gonna be a
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she's okay I'll do that for you so he did it to me as a favor with with radio or TV it's always a two-step and again the two steps are as well as classified classified ads short form radio and short form TV always think two-step so if you're running a classified ad or a short form radio ad or short from television ad always think I'm just asking the person to call for free
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information and that could be a free DVD it could be a free CD or it could be just free information you could even use the word free information pack which gives you the flexibility of choosing whatever you want and testing various things call for a free information pack so you can say well let me send DVD let me send a CD and let me
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send just a direct mail piece to 100 people and see which one is the most profitable you don't know which one's gonna pull the best results to your testing correct all you want to do is send them the information because they don't have enough information to make a purchasing decision so if you're running a short-form television or a short-form radio or a short for classified let's say for mega memory let's use that as the example call for free information on the mega memory home study course when
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they call you can now send them a direct mail piece with information on mega memory or you can send them a DVD with an infomercial for mega memory and the 800 number on that DVD is only on the DVDs you send to the people from the short-form radio you're with me so now if they call an order you know where it came from now there is one other thing you can do when you get a phone call on a 2 step and that is if you happen to be
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or happen to have really good salespeople then you can sell and this is what Shawn Shanahan Deadwood Hooked on Phonics he said call 1-800 ABCD efg he didn't send them anything he had good sales people answering the phone and this is what we did with mega memory we did not send them information because we had good sales people on the phone so when people called in for free
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information the free information was hi I'm here to give you free information what questions do you have about mega memory and I may be on the phone with you for 10 or 15 minutes because I'm a Salesman and I'd get a commission if you buy if you don't I don't make any money so there's a little bit of in turn you know I have a the ability to sell so this works if you're a good salesman I was paying 20% and that vary based on
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revenue per call and revenue per sale so we had like a little structure there that you had to be in a certain range to get the percentage so you couldn't be just like blowing through phone calls because if you were just getting 20% Commission you would just call you know take the call and it said you do want to buy no I'll go to the next guy because one of these guys are gonna be an easy so III figured we figured that out real quick that there were scammers out there you know salesmen who were kind of beat the system so we came up with a little
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sophisticated system of you had at the end of the day we looked at your revenue per call and what your revenue per sale was and we just figured out what the closing rate should be and we figured out how many minutes you should average per call and what your upsell closing rate should be and so we figured out what the parameters should be so you should fall within this yeah when we figured out revenue per sale we looked at okay if in commissions you know we
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paid Commission on gross sales sometimes we gave bonuses if you had a high high revenue per sale or high revenue per call revenue per call was the most important thing so if you had a high revenue per call sometimes we gave you an extra commission so now you had an incentive to upsell more because you wanted a higher revenue per call and you had a higher incentive to make sure that when you talk to somebody you sold them something because you wanted your revenue per call to be high so you've got bonuses and so there's a there's
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some sophistication in terms of paying salespeople if you have salespeople which I strongly encourage you because if you have a sales team you have a huge advantage because if you're running infomercials and you're running them into a call center yes you have scalability you can run a lot of media but the chances of you making a lot of money go down because they're not going to close the sale it's better if they
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have a smaller operation if you have a smaller operation the number of infomercials you produce that work will go up dramatically because if you have you know 20 or 30 calls per thousand and you run it into a call center there's no call center that's going to close a higher high enough percentage for you to make money but if the calls going to you you make money Sean Shanahan is the perfect example he had 1-800 abcdefg he had a certain number of calls per
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thousand I think it was 25 25 calls for every thousand dollars in media when he routed those calls into a big call center the people answered the phone and they read the script and he got a 5 percent conversion rate at $199 you can't make any money he needed a 25 to 30 or 40 percent conversion rate to make money and he said this is insane when I talked to a customer 70% of them buy so that's when he decided I have to build
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my own call center in effect I have to get my own salespeople and pay him on Commission so that they answer the phones and that's how we built a huge empire which unfortunately was the story by the Federal Trade Commission and the government because he was teaching kids phonics and they wanted to take it out of the school system so having an inbound call center answering the phones and keeping small is really something to consider you know a lot of times people go into into direct response thinking I
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want to basically you know get this huge operation outsourced fulfillment outsourced media buying outsourced inbound telemarketing and you know spend a half a million dollars a week and media that's hard to do because when you're outsourcing your media buying you're paying 15% more than you should for media and they're not getting the best rates so you're paying a premium for media then you're paying a huge premium to have the calls answered 70 80
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cents a minute if you get the best deal in the world maybe 60 but initially it's 70 80 $90 a minute they have the phones answer the people answering the phones are not selling a high percentage of customers they're not upselling a high percentage you with me and the fulfillment house you you're using is charging you a boatload for fulfillment and customer service so all of your costs are high the chance of you making an infomercial work go down dramatically you take that same exact information you
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buy your own media you answer your own phone calls you ship your own product you handle your own customer service you scale that up because this is you and three or four other people hearing the phone there guess what you make money you make good money you make decent money and maybe slowly you can build it up by bringing another person to answer the phone or another person answer the phone but you make good money there yeah yeah yeah some of you have a team and
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your team is kind of spread out with technology today it's really dealing with answering the phones a number one most important job is answering the phones so if you have a group of people and we've then did this before where the phone comes in first here and if I'm on the phone it routes and bounces over to your phone and if you're on the phone it bounces over to you then if you're on the phone to bounce over to you in Hawaii so yeah that's pretty easy to do also media buying if you have people all over the country fine you buy some media
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in your area you buy some in your area that way you can meet the people so buying media people can do and it can be done spread out absolutely initially setting up the banks or setting up the corporation's a guy gets assigned to that so when you're working with a team when you're going through your checklist you can assign different projects to different team members and so you're in charge of handling that you're in charge you're handling that and so they're working on various parts of your business of the guy's business and then when you're running bigger and bigger tests you know people are rolling also
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when you're working on a team one guy may be focused on direct mail now the guy may be focused on short form television the other guy may be focused on short form radio so you can start testing different things as well like that yeah but so the question was once around that's the cost of any Yahoo you want to track best practice to questions
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question is how do you actually keep the stats well I come from one school and then there's another school so there's no right and wrong the way I did it and Tina will tell you we had 300 people at mega systems and everyone had a piece of paper right they had physical order forms in front of them and they wrote these damn order forms by hand and they couldn't believe it why aren't we entering this into a database I said just shut up and write the order by hand right just take the freaking order
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because every time we looked at people in put it into a database what happened it took longer a whole long and it was like just write down the damn order get the customer off the phone make the sale move on later later we'll input it because there's downtime when the shows not running is downtime so just take the order go and get to the next customer take the order write it down then add them up I loved adding up the papers I mean it was so exciting ones taking orders then all of a sudden the calls
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trickle down to nothing because there's no shows running alright let's add up the numbers you know everyone's like adding them up and you know to me it's all it's all you know there's mass there it's as energy there's excitement people are ringing bells if they had over 50 remember we had little bells I think they may be ding I mean there's all types of fun things you can do you know who's number one so far alright let's give a big cheer boo boo participated in recognition you know who's selling the most so there's a lot there
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remember you have to start very small and just get your feet wet and go slow make sure things get worked out when you're first buying media come on I only got 10 calls per thousand ok does it mean the show didn't work or does it mean you paid too much for the media could be both maybe it's a poor show or maybe it's a bad buy maybe just but whatever it is the media cost too much and can you negotiate it down not always sometimes
47:31
you can right when you when you do these numbers as Tina said yourself and you're an integrated 100% and you've done it when you see a report you know instantly it's not right I remember one time I was with Neil I was with the CFO who wasn't integrated he was just doing numbers and Neil wasn't integrated he was doing something but I was integrated I was doing every aspect of the organization and I sat down at a financial meeting and I got the financial report and
48:30
honest to god and I'm not doing this to Pat myself on the back but it's just to show you what happens I looked at their important I said that that members wrong huh on line 18 the numbers wrong it says a million - that's wrong and everyone's talking like what do you huh this is a whole spreadsheet of numbers can I instantly see one number and I go that has to be wrong it has to be wrong ha how do you know I go look it has to
49:01
be wrong we're spending this much money on media each freaking week if we're doing a to ratio that's 4 million a week it can't be a million - you can't have a million - sales for the week I mean how much money are we spending in media what do I write that can't be right it's definitely right it can't be right it's impossible and nobody knew that nobody would know that unless they were doing the numbers like I was and then they looked and they found and it was wrong
49:33
of course it was I mean I just know you cannot be that number just can't okay it's wrong yes good question how many times you tweak and change before you stay stop if you're close tweak if you're close if you're way far okay then there's something really you know like calls per thousand okay got three calls per
50:04
thousand and my products is fifty bucks okay you're a long way from hitting something so let's first take a look at the show and the force that tweak and let's just say you know is there any life here you know did we forget to put the 800 number up I mean let's first let's look for a big error you know which hat has happened oh I remember one time we were in one time we ran a test five shows only one aired which happens it's called a DNR so the one show that aired generates like
50:36
five phone calls Oh terrible results terrible results five phone calls song gone I thought this was a good show so I call the number the number works I would do that I go well why don't you run it again so they take that show and they run it again now on five earrings it's like five or six phone calls I go really bizarre this this is like a a good show all we did was then we change one thing
51:08
in the show the show was working before now it's not what occurred was when the dub house got it and sent it out they sent out a a dub with the audio garbled phone of course no one's gonna buy can't understand ok I'm surprised with your five phone calls I mean I sounded like I was speaking Klingonese or something you
51:39
know it's like bizarre so sometimes you just have to check some of these things so the point is this whole procedure it is it's gonna be a work in progress for you you're gonna be going through one step at a time I also brought some of my favorite publications this is the globe and if we look in the globe there are some
52:09
fascinating articles in addition to that we also find ads so when you flip through this this is a full-page ad for product headline your money or your wife you know whether you have it right we go now there's an area called classifieds so you can look at some of the classified ads they're very short so feel free to look at classifieds let me just talk about classifieds and
53:06
classifieds you have magazines and you have newspapers let's talk about print you have newspapers and you have what's called tabloids then you have magazines so if you're wearing a print ad it could go and feel them stream but probably not if it's a woman's product if it's a male product then you know playboy penthouse field and stream you know Guns & Ammo depending on who your market is so there's a lot of magazines and a lot of magazines in classifieds as well as places for print
53:37
or space and newspapers have places for classifieds and places for space as well [Music]

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