Kevin Trudeau's Infomercial Secrets Revealed! How to Become RICH Disc 01

Kevin Trudeau's Infomercial Secrets Revealed! How to Become RICH Disc 01

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[Music] I'm gonna be revealing infomercial secrets and there's a couple people here in the room that have been around me and the infomercial business and the direct response business pretty much since the beginning Paul Sneed and his crew who are running the equipment back there they produced the second infomercial I ever ever did back in 1991 the first one I did in 1989 so Paul and his crew has seen it all they've been around and been
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around me and everyone that I've been associated with from the beginning so if you want to hear some war stories you know grab Paul and buy him a meal or something and get him a drunk and they'll share with you you know Lee kalbi all the secrets and all that all the truthful informations since 89 90 91 and cents because they've seen it all tnen EPIP who's right here raise your hand because you need to raise your hand so people could see you Tina has an amazing story she's been around pretty much since the beginning
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as well right back what year was it there's a ninety one night yeah 992 team has been around since 92 so she seen at all and Tina has an amazing story as well when I first hired Tina what was your job yeah I hired her to unpack my boxes and do my filing she just moved to the u.s. from South Africa and her job was to sit with me in the morning and I would hand you a piece of paper and tell you where
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to file it and you'd take a sticky post-it note write it on put it on that paper and I'd give it the next one and then she'd be putting it in filing folders in filing cabinets she was like a little file clerk in the beginning and she learned the entire business and she became the CEO of the company and went off and got into real estate development and real estate investments and a whole bunch of other things and we've been friends ever since and she met Janine way back then as well and Cathy Niemeyer and Blaine and some other other folks
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so it's she also has a lot of war stories as well as she can tell you about you know what really goes on behind the scenes and if you people want to know about me I'll tell you who to hang out with Blane a thorn the mortars Tina Jeanine ed Foreman because these guys you know virtually live with me you know 24/7 not not just the person on stage or the person up in front but the person really behind the scenes and I can tell you when you start hanging around people's friends who have been their friends for 15 and 20 and 25 years
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Fred Vee and lose another one Fred I met back in 1979 then you really begin to you know see you know what is it where these people have stayed friends for such a long period of time and I think that really tells the tale of a lot and it and it's not about me but it's about the quality of people that I've been so fortunate and lucky enough to associate with really great great people we've been a great team and we've really been adding a lot of value to society with all the products from mega memory which was very first one up to most recently you know natural cures and and the
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weight loss cure book and so forth and now with the little information network we're always been adding value and getting a tremendous amount of value into society and into people's lives that's really what it's all about just a little background you know I've been called the infomercial King by various newspapers and I'm not sure how accurate that is because you know Ron Popeil and a lot of other people have done a tremendous amount of tremendous infomercials the reason I was called the infomercial King and have had that title
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is right now I'm the longest running guy on television I went on TV in 1989 and I'm still on TV today and nobody else has that track record there's nobody on television now that started in 1989 or 1990 or 1991 or 1992 there's nobody still on television so I have the longest running track record of anybody that's number one number two I have produced the highest number of winning infomercials now I'm pretty sure
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that's accurate and there may be some debate on that but I'm pretty sure that's that's accurate secondly I've appeared in the highest number of winning infomercials they get a pretty pretty sure that's accurate as well and next I know this is 100 percent accurate I have the highest percentage of winning infomercials and what that means is it's very hard to make an infomercial work so a lot of companies produce an infomercial and it fails and then it proves another infomercial and it fails and another one and it fails and another one that fails and it may have to
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produce 50 infomercials to find one winner and all the money they spent on those 49 losses get amortized into the one winning show and that one winning show pays for all the losses of the 49 losing shows I like the movie business and then they make money I have a pretty good track record of it's somewhere over 70% of all the informations that I produced that I that I said we're gonna work some of them I produced as a favorite of friends and so forth and so on just because I wanted to do it I said I'll do it for free it's not gonna work but I'll do it for you
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you know please it's gonna work it's not no work but I'll do it for you so we throw those out if you take the ones that I said I think this has a good chance I think it's around 70 percent of them actually did work so I have the highest percentage and so that that that gives me some credibility in terms of I kind of know what I'm doing in terms of TV infomercials now a television infomercial just so that everybody knows is also called a long-form TV commercial it's called long-form we call it TV infomercials or long-form
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and what it what it is is it's around 28 minutes and 30 seconds it actually isn't an entire 30 minute block because you have to have time for the station to put their things at the head in the tail which is a head as the front tail as the back so it's around 28 minutes in 30 seconds and that varies depending on the station and also the country that's around 28 30 so that's a long-form commercial there are other forms of direct marketing as well short form TV commercials are two
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minutes or under so if you ever see ShamWow or a commercial for a product with an 800 number a short form television commercial that's called a short form TV commercial they can be two minutes they can be 90 seconds they can be 60 seconds they can be 30 seconds and some of them are even 15 seconds the Snuggie for example was a short form way back when the Ginsu knife was a short form so there's a lot of short form out there's a lot more short form than long form a short form is the same
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most of them lose some of them work and it's very difficult to make one actually do work so in terms of my expertise on what I'm sharing there's some information that I've learned over the years through trial and error that really nobody knows one of the best companies in the world in TV infomercials in the one company that I respect probably the most is got the rancor corporation though Gotti and Greg rancor I know they're not close friends
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but I know them and I've talked to them at length over the years they started in 1987 or 1988 just a little bit before me but the product called Think and Grow Rich that was their first product that they sold on TV yeah I think & Grow Rich and they had a guy on that infomercial Think and Grow Rich who gave a testimonial to how effective thinking Grow Rich was his name was Tony Robbins and he gave just a short testimonial and
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when that that infomercial worked gothy rancor or bill Guffey and Greg rancor did a market survey of the customers that purchased and can grow rich and they said what in the infomercial motivated you to buy thinking Grow Rich and the number one answer that came up almost all the time was Tony Robbins testimonial and that's when Bill got the in Greg regular said hmm maybe we should do something with tony robbins and then they produced an
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infomercial with tony robbins who did a brilliant job and that infomercial built tony robbins career and his business and so forth and he's helped a lot of people with his training and so forth and so on the neural linguistic programming training that he learned from Richard Bandler and John grinder and then renamed a Tanner associative conditioning and develop some own things some of his own materials after that so forth so it's a great great ride but Guddi ranker Corporation which again I respect more than anybody in the industry they do a great job gave me a
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great compliment when the compliment was they had bands this is the story that I was told they never physically saw the bands but I heard the story and I think it's accurate the story goes that they had bands given out to the staff and Kathy rancor that said what would Kevin do and what one thing I do know is accurate is they took my infomercials and transcribed them and had their staff try to figure out what the hell I was doing to make all these winning infomercials and so they tried
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to kind of reverse engineer if you will what the techniques were and they could never figure it out because there's a secret in making an infomercial that nobody knows and I haven't told it really to anyone I haven't told it to blame I haven't told it to Chris I haven't told it to anyone because it really is proprietary and then and since I'm in effect basically retiring from the infomercial business it doesn't mean I'm completely going away you never get rid of me but a dumb kind of kind of kind of better but it's kind of like
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somebody else's turn if somebody else has turned now and somebody who really has the fire in their belly it really wants to take advantage of either the infomercial business or the direct response business and now because the market is expanded so much so global so worldwide there's so much more room today that I'm willing to do this seminar and share with you this information now the great thing about the people here in this room and the people watching on the video it's a little different the people in the room here you're gonna have an advantage and that advantage over the people watching
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this on on DVD is that people here in the room this seminar doesn't end when we're end you're all gonna have my contact details and pick up the phone and call me and I will be working with you one on one there's no extra charge for that so as you start in this business you'll be able to contact and work with me directly and not just with me but also with Tina who has been with the sense right from the beginning who knows everything cuz sometimes my travel schedule may be a little bit challenging so you're gonna have multiple people to talk to you to make sure you get all your questions answered so we can hold your hand every step of the way so that
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you can figure this out and believe me you'll figure it out and this is a great fun business but the people here in the room the other advantage you also have different than the people watching is you all in the room have the rights to sell mega memory which you have in front of you the brand-new 2013 edition you're the first people to see it so it's the mega memory system is right there we also have an advanced mega memory system which will be out in about another month or so and a few more ancillary products that we'll talk about but you have the rights to sell this you'll have the
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right to buy it at wholesale and then market and sell it anywhere in the world and so forth plus we'll be translating this into several languages so it's a great opportunity for everybody here in the room and notice it's a nice small group now not everyone here in the room is gonna take full advantage of this some of you have been to different seminars with different people and you know that even though people invest a lot of money in time to go to a seminar when people leave a very small percentage actually take instant action in terms of you know taking that material and applying it some people put
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it on the shelf and revisit it months or years later as some of you may do that as well so one question that comes up is well if we all have the right to sell mega memory is there going to be competition and the answer is no this is a very small group is this the footprint is just not that big so there's been there's plenty of room there plus there's a lot of other products for those of you on watching on the video you're gonna learn how to take any product I'm gonna give you a bunch of ideas for products as well and quite frankly some of you here in the room and
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some of you watching on the video you'll have better ideas and more profitable products than mega memory and some of you right now either watching this or here in the room probably have some better product ideas that can make more money than mega memory or anything I've come up with I'm not the only person who's come up with winning products a lot of people have come up with great ideas for winning products that have done really really well and I certainly would never have come up with the idea of the Snuggie I certainly would have never come up with the idea of ShamWow
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you know a five cent chamois but it's made in Germany and the Germans make good stuff you know I there's a lot of products and I wouldn't have come up with ideas that really really worked so there's a lot of room out there for profitable ideas in terms of products so what you're going to be learning is how to basically be in the infomercial business but also the direct response business and so what that means is you're gonna learn how to be in the TV
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infomercial business which is long-form television but also other areas of direct response which include short form TV we talked about that that's a commercial two minutes or under also short form radio and that means a radio commercial that's two minute surrender radio commercials just like short form television can be two minutes they can be 90 seconds it can be 60 seconds generally they're either 60 seconds or 30 seconds on radio but that's called short form radio you're also gonna learn
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how to do long form radio long form radio is the same as long form TV it's basically a TV infomercial but it's a radio infomercial and I pioneered that industry I'll tell you the story about how that was pioneered back years ago I was doing a live seminars teach memory training and I was in New York City and I spoke at the Chamber of Commerce meeting and what I would do is I would be introduced as a guest speaker and I'd be given 30 minutes to talk to
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the group on the benefits of having a powerful memory and I wasn't there to sell but I could sell but I couldn't hard sell I had to give people some value and I was brought in and was not paid to speak and it was I'm maybe 50 people in the room and I got a little introduction and I stood up and I said hi I'm Kevin Trudeau I'm with the American memory Institute which today is the largest memory training school in the world and what we do is we help people to improve their memory and I want to start today with everybody's favorite subject and I went over and gave a little speech on the benefits of
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having a powerful memory and business because I was talking to business people and then at the end I said by the way we do have some seminars coming up and I'm gonna pass out a schedule and if anybody's interested in getting a ticket to the seminar it's normally $299 but if you'd like to buy a ticket today before I leave I'll you can get it for $100 off obviously that's to encourage you to get a ticket for me today and that was my clothes it wasn't a hard sell very soft didn't offend anybody and I said thanks for having me I got standing ovations I
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walked over to the side and a bunch of people came up and bought tickets to my seminar and that's how we we did this suspect that one of the gentlemen was the host of a radio show in town and he said hey uh but that was a great presentation on memories Thanks he said how would you like to come on my radio show tomorrow morning so I can interview you about the benefits of a powerful memory I said well I've I've never done that before what would that entail he said well nothing to be scared about you just come down to the studio and I'll ask you some questions about memory and we just have her conversation and
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you'll be on for like ten or twelve minutes I said I've never done that sure I guess I can do that so what time you brought me there Lee at 6:30 in the morning kind of early okay fine I like sleeping to the crack of noon but I'll get I'll get up and do the radio show so I went down and did the radio show and as you started answering me questions I said by the way if anybody on the listening has a question feel free to call in I thought that was appropriate and all of a sudden bored in front of him all these lights
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started flashing kind of like some alien spacecraft or something going off and he said we'll be right back after these messages and he goes to his engineer in the booth and he says what's going on with my board and the person those are callers they never had that many people call at one time and he never seen that before he thought was broken so I said did I do something wrong no no this is good this is good so he kept me on for an hour
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not 12 minutes but an hour people were calling in asking me questions about memory and I would talk and again I wasn't trying to sell anything well that's a key I want you to remember that I wasn't trying to sell anything remember this you're gonna hear this throughout the entire week I wasn't trying to sell anything my motivation was helping people understand that if they had a better memory they could do better in business or in life in general or student could get better grades that improving their memory was really
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valuable to them that's really what I believed so wasn't trying to sell anything at the end of the hour he said to me by the way aren't you teaching seminars because I never mentioned them I said yeah he said well if people want to get information on your seminars what do they do and I said I don't know because they can't buy a ticket from me that's what I'm thinking I said ah I guess you can call my office numbers two one two four seven two oh
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six hundred I still remember the number I don't think it works anymore but it may be said of great I said well thanks for having me on that was it I got the number one time wasn't trying to sell anything so I left and on the way home I stopped at Siegel's delicatessen I remember I remember this leg was yesterday I had a whitefish salad on a bagel I like whitefish salad at Siegel's delicatessen so I had this whitefish salad on a bagel and you know you're
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from Jersey right you know why for celica Chad was right for salad on a bagel a little coffee and then I walked back to my apart which was my office as well and my secretary back then was named Carol and as I walked in she her eyes were his biggest saucers and she said what the hell did you do I go what's the matter you know what catastrophe is going on because the phone has been ringing off the hook people are calling about information on the memory seminar I'm thinking oh why did I give out our
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number and then I thought no wait a minute this is a good thing I said are you getting the names and phone yeah I'm just telling people we'll call them back I got a stack a names here I said oh my god okay well let me give them let me find somebody who I can give them to to call and then explain the seminar options and take their credit card over the phone and I'll pay that person like 25 percent commission and that's what they did and we sold tens of thousands of dollars worth of seminars that one
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day and that was a live radio interview and that's how I learned to do live radio interviews later I learned how to do interviews via the telephone not even in person and I did them all over the world I'm going to teach you how to do that as well and there's a technique on selling on a live radio interview okay more effective if you have us a home study course that you can send than a live seminar but both will work so in that that one instance for example I
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sold ten I made tens of thousands of dollars in profit for sitting there having a good time at a radio station just so you know the biggest show I ever did I was at our office in Maryville Jeff's Albert was in the office Kathy Niemeyer I think you were there as well Tina and I used to do the live radio interviews on the phone right and it was there was no office I mean we didn't have like closed doors right so my desk was here Cathy's desk was right there right there really close so I'm on the phone drinking on my eighth cup of
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coffee and I'm doing wjr that was the name of the radio station in Detroit Michigan it was 10 a.m. Central time which was 11 a.m. Detroit time and I did the interview from 10 a.m. to 10 20 so I'm talking about memory drinking my coffee all wired up on the caffeine and I'm just doing my interview and I go yeah here's the number one eight hundred remember if people want information on the memory course thanks I hang up the phone I have so much coffee in me I run to the bathroom so I can relieve myself
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I come back I then call actually I think you probably called I said called the the telemarketing company and see if we got any orders so Tina calls the telemarketing company and says are there any orders today on the 1-800 remember number and she says okay Kevin there must be a mistake there must be a mistake well what's the problem they say there's a hundred and fifty thousand dollars worth of sales there must be a mistake I go it's wrong call him again
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no it's one hundred and fifty five now we sold I think it wound up around 175,000 dollars worth of sales the total expense was the cost of the long-distance phone call for 20 minutes and the cost of the product and shipping the product so it's about around 25% expense so it was a really profitable year we had that morning so that's how I learned to do radio shows but how I
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morphed it into radio infomercials was I was I had my legal problems back then in the 90s as you know and I was sent as I had a two-year sentence I had to go away so I was planning you know my showing up at the federal prison camp to do my like two years so I thought okay well I'm gonna be out of out of touch for a couple years you know it is what it is I learned my lesson felt gratitude for the lesson learned and dealing with that situation and I was driving in Florida and I was flicking through the stations
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and I heard a friend of mine on a Christian radio station named Kenneth Hagin and Kenneth I really liked his way of presenting the Bible and things and so I was listening to Kenneth Hagin on the radio at the end of his little talk it said thank you for listening to brother Hagin please send the love gift to help us keep this radio show on the air we have to buy the time and we do that by your
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support and I thought he bought the time he actually bought a half an hour block of radio time and I remember hearing that thinking well I could what if I bought time on radio as well so I was driving down Florida and I called up a guy named Mike Maillard at W WI n n radio I said Mike I'm right in your neighborhood do you have time today to interview me on mega memory he says well
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we've already interviewed you on mega memory on the radio show I said yeah no I don't want to do it live on the air I want to record it I want you to interview me for 30 minutes and just do a recording because I want to take that recording and then maybe put it on radio stations later he said sure I'll do that for you as a favor a problem so I drove into the studio and I said okay let's go and he just that fast that morning just interviewed me we recorded it we were watching the clock we stopped at 28
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minutes and 30 seconds and I took that recording now keep mine I'm going away for two years I took that recording and I called up another friend of mine I said listen I'm gonna give you a great opportunity here's a radio show what I want you to do is I'll give you some money to start buy time on radio stations put in your the 800 numbers there I'll route the calls to your house you take the phone calls you write up the orders ship the orders to our office will process the credit cards and we'll ship the mega memories for you and then
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we'll send you a commission he said fine well over the next twelve months this guy made a million dollars doing that in commissions obviously I made a little more than that and it was great because while I was away I actually made more money then while I was home I couldn't spend anything so it's kind of a profitable couple years but that's how he learned the radio infomercial business which then later became TV and commercials so there's radio infomercials and TV infomercials so the point is this this
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course success secrets is going to talk about some of the dynamics about TV and commercials radio infomercials short form television short form radio as well as we'll talk a little bit about Direct Mail and a little bit about print advertising as well we'll also talk a little bit about two other things that I mentioned one which is how to do a live radio interview whether it's for mega memory or another product and how to do a live speech and some some of you you know Joe Bauer is an expert in terms of
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teaching you how to do a speech and selling from the stage I'm gonna give you a little different perspective on that but basically it's how to get in front of a room of people give a 30 to 45 minute presentation and at the end get people to buy the product that you're marketing or selling which is what we did with memory memory training we did that initially through live seminars we'd always sell a live seminar when I was speaking live later I would sell home study courses when I spoke live because I didn't want to have to put on a seminar it's a lot of work and the live show and the home study courses
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were just as profitable with a lot less work so I'm gonna teach you how to do that as well and there's a whole other bunch of aspects now that's kind of the overview of what's going to be learning the number one thing I want to start with is one of the great myths of TV infomercial business or the direct-response business in general and the myth is this this is a myth by the way with almost every business and the
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myth is when a person is in an industry let's say I'm in the infomercial business or I'm in the restaurant business or if I'm in the florist business or I'm in the website design business whatever business I'm in I don't want competition in my business in my in my industry I don't want people joining my industry I don't want competition so what happens in every industry is the people in that industry try to make sure
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people don't get into the industry they want to make sure you don't get in and the way they do that is to tell you how complicated the industry is and how difficult it is and how much money you can lose and how much money it'll cost and how much time it'll take and how much expertise you need and how much education you need you don't have that and how it's a lot of luck it's all luck don't waste your time there's too many other good things it's you've heard me
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say it it's called putting rats in your head it's getting you to doubt it's getting you to be fearful getting you to be in a state of paralysis that's what people do they try to put you in a state of paralysis and try to put you in a state of doubt this happens all the time I remember I was in the automobile business we'd be we'd be there and we'd be like six or seven salesmen and a new salesman would get hired and we'd all look and we go we don't want this guy because he's taking customers away from
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us so we you know we hit him one at a time sometimes sometimes in packs of two or three to put rats in his head it's like why are you working at this place 10 the management here oh they screwed on the Commission's every single time every single time you screw on the Commission's you know Davey Chevrolet's much better than this place they pay you know they pay thirty five percent any paid twenty two percent here and you're lucky if you get the 22 because they put a $300 pack on the cars which means you're getting screwed every way possible they just lie about what they
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own the cars for here I have no idea why you'd want to work here and the guy would ever ask me well why the hell are you working here but we just put I mean it was it was so easy to put rats in this person's head and they would just basically walk around like a mope all week not do anything and wind up quitting was perfect because we get yelled at by the sales manager why you keep blowing out the new guys I'm hiring what are you talking about we have no idea what you're talking about so every industry is like that they try to put rats in your head they try to get
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you to doubt and get you to think about things which completely irrelevant which mean nothing so in the infomercial business one of the things that everyone will tell you is how difficult it is you need to be a member of the Association you need to go and pay all this money for all these seminars because it's difficult it's hard it's challenging well I think the biggest myth is the infomercial business quite frankly is a simple business to learn it's not that hard the direct-response business is a simple business to learn yes there are a lot of
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technical things and so forth yes you have to spend some time and so forth but it's not rocket science rocket science and neurosurgery are hard okay the direct-response business is not that hard it's not gonna be that hard but there are some steps there are some things you need to know and once you see how the process works it isn't that hard it's just here's what you have to do then you do it and you won't be perfect doing it the first time you don't have to be perfect the first time but I'm
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going to show you everything about how it works and then the secrets to make it work better and faster and easier and that's really the key all right so what I want to do first is I want to show you kind of the flow of how the infomercial business works and this is kind of the first workflow the first pattern of how the entire infomercial business works first you need a product now I'm gonna I'm gonna teach you how to
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pick a product because most people fail right here they pick a product that will never sell a product that doesn't have a market so we're gonna spend a lot of time on this in terms of there are some proprietary methods that I've used in terms of picking products there are some ways that you can learn won't you make it very easy to pick the right product
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many products that you'll think are a great idea that you think will sell won't and you're wasting your time so the first question is how do you pick the right product now mega memory is a product of our obviously works natural Kuras is a product that our obviously works the snuggy is a product that worked so the first question is how do you pick the right product now there's two kinds of products one's called an evergreen product and that's a product that will last for a long long long time
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and almost never go out of style for always have a market I'll give you the example of the two best evergreen products one is any product that will help you lose weight because people always want to lose weight 25 years ago people bought things to lose weight today they buy things to lose weight 25 years from now they'll be buying things to lose weight so that's an evergreen product the other one is how to make money twenty-five years ago people were
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buying things on how to make money today people buy things on how to make money 25 years from now people will buy things on how to make money so those are the two most evergreen product categories and there are a lot of others the other types of products are we can call them just fads the pet rock it was genius okay put a rock in a box I mean that was fantastic you know I had I had a friend came up with a great idea which I still think will sell called the weary Rock it's a
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it's a rock you hold with your worries and it absorbs all your worries it's a rock the we but it's almost like a joke like the Pet Rock but I I mean I always thought I said that that'll sell the weary Rock I mean you know just get a rock and throw it in there call it the weary Rock I don't know but I mean it's it's it's a fad those those are like shots in the dark you may hit it you may not hit it and if it does hit it ain't gonna last right so that's a fad so those are the
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two types of products now it's interesting because I put the product first but again when you look at the way a product is designed most people come up with a product first and then try to figure out a way to sell it and we actually don't do it that way we do it the reverse but when I show you the actual method you'll understand next is
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you need to produce an ad yes well it turned out to be a good question the questions about bottled water so when bottled water came out was it a fad or was it an evergreen product at the time it wasn't an evergreen product at the time it was a fad it became an evergreen product because nobody knew so there are certain categories today that you already know are evergreen because
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they've been sold for 20 years okay and they pass the test of time so you already know that category not the product it's the category bald water is a category right Evian is a product bottled water is the category so that's another key word we use we call the product category so and that's a good example prot Evian as a product bottled water as a product category so when somebody wanted to get into the bottled water business or start selling a product of bottled water they didn't know if it was going to be evergreen or
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a fad it became evergreen same thing with coca-cola nobody knew that was gonna be as I had a fad or is that going to be an evergreen product turned out to be an evergreen the whole soft drink or you know bottled beverage category is the evergreen evergreen category so next you need to produce an ad so let me give you the basic kinds of ads and then I'm gonna ask if you have any questions on the ad so here the basic ads the first
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ad is called a TV infomercial also called a long-form TV long form or long form TV next short-form TV next long-form radio next short-form radio next print space ad print space ad and a print space ad is when you open up a magazine or a newspaper and you see an
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ad about this big and it sells the product and it gives an 800 number that's called the print space ad it's an ad that actually has a call to action that's another word you'll hear me use a lot CTA or a call to action and usually has an 800 number and it asks you to buy a call to action or CTA a call to action is basically asking the person to buy the product it's call it's the call to action call this number
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give me your credit card buy the product it's asking for the order okay so a call to action is asking for the order interestingly enough many people who start in direct response forget to ask for the order it's kind of goofy but it's like where's the call to action you watch The Apprentice and they produce ads and I'm always saying where the hell's the call to action what are they gonna ask for the order they're trying to you know they they got this job to produce this ad for some product where's
38:52
the call to action where's the where's the asking for the order and that's the reason you're in business you know would you like a menu yes what would you like to order I mean you have to ask for the order right so there's a call to action so a print space ad is an ad that sells the product and there's a call to action or you actually ask for the order the next type of ad is called a classified ad and we all know what classified ads are in newspapers and magazines now this
39:23
is kind of fading away because of the internet and the way that the media is changing but it's still very viable there was a sad case of a guy named Don Dupree anyone here heard the name Don the pre-dawn leprae was a friend of mine very sad situation he got into the infomercial business he came to Las Vegas during a convention and him a guy named Brad Dale came into my suite to learn about the infomercial business and there were two young guys in their 20s I think Don
39:53
was 21 at the time and I shared with him about the infomercial bus system how to get into it and he was very bright and very aggressive and at that time he was making good money running little tiny classified ads in newspapers all across America and in these little classified ads he would either sell a product or ask people for more information and they would write in for more information he would then send them a direct mail piece which exposed all the information about
40:24
the product and got the person to buy had the call-to-action and on a little tiny classified ad he may make a profit of 30 40 or 50 dollars but he gets he had thousands of these running so it was very profitable and I said you know Don that's a course you should consider teaching so he put it in a course and went on television and you remembered you remember this ad you remember the ad right I mean the TV and TV infomercials the heebies he'd be there was kind of
40:54
kind of wild hair young good-looking kid and it's not I run classified ads and you know and you can do this too and he would sell this course on television it was a very good course and he made more money selling the course and he did using the technique in the course but you know for somebody starting off using the technique in the course was very effective and it was very sad he got into a lot of trouble with the Federal Trade Commission for you know false and misleading advertising which unfortunately just you know hurt him and
41:24
he wound up committing suicide very very sad situation but these classified ads is a very effective technique which very few people know about today it was popularized by him and it's just kind of faded away but it's kind of a hidden source of income that very few people are getting involved with today because of the internet which means is a great opportunity there so this is called classified ads the next type of ad is called direct mail and Direct Mail is exactly what it when
42:02
it states I think you've all seen them you've all gotten them it's something that comes in the mail it could be a letter sometimes it's called a brochure sometimes it's called a kit these are the three basic terms a kit a brochure or a letter it's called direct mail so it's called the direct mail kit a direct mail brochure a direct mail letter and it's basically explaining the features
42:34
and benefits of the product with the call to action and the call to action and direct mail could be called an 800 number it could be fill out the enclosed order form and mail it in it could be fill out the enclosed order form and fax it in or could be go to a website and order online okay and by the way those are the four ways people can buy they can buy with an 800 number they can buy with filling out an order form and mailing it
43:04
in they can fill out an order form and fax it in or they can go on a website and buy that way by the way how many people here in the room have purchased something from Marc Hamilton as he show hands okay so you've all gotten a direct mail piece for Marc um he calls it a brochure and so that's a kit that was that's that's designed to encourage you to purchase the product anybody here get a direct
43:35
mail piece from another company that you when I when I say Direct Mail so do you know what I'm talking about so how many people here by show hands have received some type of direct mail kit letter brochure okay everybody so it's being used this is a great area by the way because of the internet people are fading away from direct mail generally marketing guys and companies go to the latest greatest which leaves great opportunities one of the things that I can tell you
44:09
from experience is pioneering don't pay you've heard me say that and it's not my phrase Andrew Carnegie the richest man in the world at the turn of the century said that pioneering don't pay however getting in at the beginning of something before the wave or that the ground floor is a key element but let me give you another secret to this which other haven't revealed before there's another
44:45
little element to this think about this pioneering don't pay again look look what happened to Napster look what happened to myspace they were the pioneers right do you remember one of the first what do they call these not search engines maybe it's a search engine browser yeah one of the first browsers out there well we know the name of the very first browser out there Netscape who everybody forgot what
45:20
happened to them they were the pioneers and what's the biggest one now you know Internet Explorer and it's right there so think about that pioneering don't pay but getting in at the beginning does however let me explain the dynamics of this when there's a wave of momentum going in an area if you can get in at the beginning of the wave but not before the wave started you understand there
45:52
has to be a wave of momentum already established you can't be the one establishing the wave those who establish the wave go through hell they go through the real challenges and they don't usually wind up making any money it's usually the next the next people who get in because the waves already been established and there's two reasons for that number one the momentum the energy based on the hundredth monkey syndrome those of you
46:24
familiar with what I'm talking about there and if you if you're watching this you don't know that is this a book called one hundredth monkey syndrome which you should read it talks about collective consciousness when there's a number of people thinking the same thought it creates a energetic momentum and people just are jumping on the bandwagon so if you get in before that when that is accelerating you're swept up in the in the success of it and you become successful in spite of yourself and the problem is people think you were
46:55
successful because of yourself and then you fail for the rest of your life because you don't realize that you were successful in spite of yourself not because of you understand the difference and there's a lot of people who think they're successful because of themselves and it's know you're successful in spite of yourself because you were there at the beginning of the wave and now you want to go off and do things and Tina you know there's probably more than anybody like I mean we know guys Jeff
47:27
Don I'm just rattle them all off who were around who became outrageously successful and they thought that it was them right yeah no no because they were they were you know they were at the right place at the right time and they became successful in spite of themselves not because themselves and then you and then you lose the reality and I think you always have to be aware and this is something just a little side note but you should always be aware of this in
48:23
life because when you understand that your success maybe have been was based on circumstances and situations and events then going forward you will always become more successful because you'll create those circumstances situations and events because you'll understand but when you when you when you when you forget there's a little saying remember who brought you to the dance you know always remember who brought you to the dance and leave with
48:54
the one who brought you but there's so many unfortunate people that I've known over the years who thought that the success was created by them instead of they created the circumstances to put them in a position to succeed and then when they forgot that and they went off and did this and this and this and we mention all these names they're all hobos now I mean isn't it sad I mean some of these guys are almost homeless you know they just and
49:26
they had millions and millions millions and now it's just all gone and if you look at you know previous they had nothing they made it and then afterwards they had nothing it's like they forgot you know who brought into the dance and this is important going forward in life but the point of this is the timing issue the pioneering don't pay and we talked about getting it involved in the wave but there's another element and this is what I'm talking about Direct
49:57
Mail there's a reason for this story I want you to imagine that there's a buffet and there's a hundred people going to the buffet line and there's a turkey and everyone goes for the turkey but there's a chicken over there no one's going to the chicken the chicken is really good would it be better for you to go to the
50:31
turkey or to the chicken there's nobody at the chicken with me so the key here of timing ground floor there's two elements of it the first element is your in front of the momentum wave that's the first element but what is the other reason that ground floor or this timing issue is so critical is there's not a lot of competition to understand this
51:01
not a lot of competition so this is it this is a secret a very key secret that I've used throughout my life to succeed whatever everyone else is doing I don't do that there's too much competition if people are going away from direct-mail guess what I'm going into direct mail if people are going away from classified advertising I'm going into classified
51:33
advertising because they're going for the for the new glitter right these are still proven methods at work and there's less competition Direct Mail is going down now back in the 70s it was going up and up and up and up so I didn't want to get into direct mail when I first started I wasn't direct mail and then it just got so crowded where people getting just bombarded in their mailbox with more mail and more mail and more offers and more offers I got I got drowned out so if I sent you a direct mail piece
52:05
mine was you know one of 50 you got that week you with me think about it this way there's a magazine rack and this magazine rack has 150 magazines and you have a new magazine that you're launching and it goes on their magazine rack how successful is it going to be you're competing with 150 other magazines now think of another magazine rack with ten magazines and you launch a magazine and you put it on that rack do
52:36
you have a higher chance of becoming successful of course you do because there's less competition right it's the same thing here so we when we look at marketing we're always looking at you know too many people are you know me too and also rands know me - says me - I got that - me too me too me too and it also ran is they've missed the wave like people are you know past that they jump in I remember there was a guy in Massachusetts back in the probably
53:06
the late 70s back in the late 70s there was a craze going around arcades video game arcades and when I was growing up we went to the bowling alley or the pool hall and they had pinball machines and we would go there to hang out and they would kick us out because you know we were causing problems but then all of a sudden a couple of these video games started like a pacman you know and there
53:37
was one and then there was another one asteroids thanks umm you know this right that was a cool and you you know first at first there was the first one of course was tennis remember the tennis one we took the two little bong the pong yeah okay so that was the coolest thing right okay we could play that all day long I mean all day and mesmerized right with football first it was a sandbox remember that we could mesmerize herself at a sandbox all day then bong right but
54:08
we have you had these video arcades and all of a sudden one two three more five six different type of video games were brought out and instead of just pinball now they had pinball and these video games and because they became so popular people started adding more and more than to the pool rooms or the bowling alleys and then they would put him in the sub shops when I grew up we had sub gonna call them sub shops or sandwich shops some sandwiches but then people started
54:39
just opening up arcades like at the miniature golf place they'd have a whole arcade and it became a craze and it was a guy who had a sub sandwich shop a nice guy and he saw this craze and he decided he was gonna capitalize on this craze he saw the momentum it was an increasing market and he thought he's gonna get rich so he sat down he went out and got investors he hired an architect he was
55:10
gonna take his little sub sandwich shop and he was going to build a second-story and on the second story he was in a build this big arcade and fill it up with these video games and pinball machines and then he figured he could drive all the kids into the video game arcade and then he also had the sub sandwich shop it would increase his business so he'd make money both ways he decreases a business of a sandwich shop plus he'd make money on the arcade a couple of the investors pulled out so it took him a few more months to get some more investors and some of the
55:42
architectural designs had to be cleared through the the county and the you know the local government for the zoning because of it was a second-story thing two years later he built it it was over it was done everybody was it was it was no longer it was no longer a profitable venture he missed it and he built this thing and nobody showed up because it was over he he was a also-ran he got in
56:15
too late he got in when it was going down not at the right time with me and he lost he lost everything we're bankrupt I never knew what happened to him afterwards I hope you know going back to him it's not the worst thing in the world failing in business is not the worst thing in the world it happens to all of us so it's not tragic it's hopefully a lesson that we learned and some people it is tried and they never recover but I think a lot of people you know look at that as an experience and go wait a minute here and
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unlike this what was like what can I learn from this what can I do better the next time they come back stronger than ever before you know winners and and people that aren't such winners so yes one type or
57:18
blend of types of marketing you're talking about blending like various types of media's like a running a long-form at the same time as Direct Mail are you talking about correct versus something such as a study that needs to be very visual yes yes correct
57:54
yes yes yes that's that's we would kind of call that integrated marketing and right now I'm just giving you a general overview of kind of the flow but then I'm gonna show you exactly how when we pick a product what media is appropriate or sometimes multiple media simultaneously are required to make it work and how do you do how do you determine that yes sir absolutely that's
58:32
going to be covered so Direct Mail the whole point about Direct Mail is and many of these techniques such as classifieds if some of them don't seem glamorous but they're ridiculously profitable because there's no competition they're very effective and they work there's not a lot of competition out there if you ever watch shows like Kitchen Nightmares with with warden Ramsey I it's an interesting show and certainly it's edited and it's not a
59:05
hundred percent accurate in terms of what really goes on there we know that because it's a reality show which means you know there's no reality in reality shows they're completely scripted yeah you have to understand that you know they set up scenes and and shoot scenes over okay so it's really not much reality there but generally you know in a Gordon Ramsay one there is some sense of there's a failing restaurant we know that it's a restaurant that's failing and he comes in and tries to figure out
59:35
why and correct it and turn it around and they try to correct create a lot of conflict but if you notice one of the one common thing that that stands out is one of the reasons why the restaurant fails is is the food isn't any good in comparison to the other restaurants in the area it's very I mean it's not that hard so he's he's there in an Italian
01:00:05
restaurant we're failing and he walks down the street and there's like 15 Italian restaurants and so he goes into each of them and goes this is beautiful this is great this is amazing and he goes into the 1yz and it goes this is garbage and you could see they show pictures you know and then one one show we actually showed pictures of his competition of the food and how it was presented in the quality and then compared to their food and he was like why do you think you're gonna succeed selling Italian food that's crap compared to everything in the
01:00:37
neighborhood and why would you want to be an Italian restaurant he goes why don't you look around there's no steak houses here why don't you open up a steakhouse there ate one so the guy opens up change it to a steakhouse and it's the only steakhouse within like 15 miles now do you with me so far even if it's an average steak it's the only one
01:01:08
I remember I was on a train going from Boston to Washington DC back in like 79 I was going to an AMA function and back then it was too expensive to fly so you took a train so I took this train down to this weekend function that I was going to kinda like a dream weekend you know that we do a gin or a family reunion so we can function so I was you know participating so I got my luggage and I'm on this train and you know money was really tight don't have a lot of cash so taking the train and I'm on the train and kind of thirsty so I said is there a place to get something to eat a
01:01:39
drink yeah we have a restaurant car so I walk I don't know 40 cars whatever it was it felt like I walked to the restaurant car and I get to the restaurant car and I grab a can of coke he said drink coke back then so I grabbed a can of coke and I come up to the the lady and she says that'll be a dollar 50 this is like it's 79 or something and I'm and I'm not sure the exact amount of money but I do remember a can of coke cost 25 cents in a machine and this was like a dollar 50 and I said
01:02:11
excuse me she goes that's a dollar 50 I go I can buy a can of coke for 25 cents and she said not on the train you can't the point is and we're also gonna get one you're stuck for the next nine hours you-you-you would think so you know there's there's there's that so the point is when you when you're doing marketing you always have to look at competition issues and and not just the product but the form of marketing you're
01:02:44
choosing so if everyone's doing something generally you you don't want to be jumping in because you're by the time you see it it's probably too late everybody everybody's in and you kind of missed it and you're just a me-too and also-ran so if you do something else that's already been proven to work usually you have a bigger advantage so the forms of ads we've got long form in short form TV long form in short form
01:03:14
radio we've got space print we get classified print or classified ads we have Direct Mail the other form of advertising is we'll just call it Internet and the internet breaks down primarily in two forms well actually three forms the first one is emails or email marketing email marketing is similar to direct mail next is websites
01:03:59
now website is really not a form of advertising because you need to get someone to go to the website so a website is something you have to get people to go to and there's two ways to get people to go to a website primarily there's actually three the first one is banner ads and these are ads that you put on other people's websites which people click on and take
01:04:30
them to your website next is what's called search engine optimization so if somebody is googling memory improvement your mega memory website pops up first in the third is through social media it is really a form of banner ads but there's a lot of intricacies and that is really a fast-moving space in terms of ways to use social media like Facebook
01:05:09
and different things to get people to go to your website whether it's blogs and so forth that's really moving rapidly and changing and morphing and that's really like scary waters you know there are people that have been diving into this and you know drowning and Figg trying to figure it out by the time they figured out it's already changed and it doesn't work anymore and it's so fast-moving it's really hard to capitalize it's just a fast-moving space you may you may hit something you know but it's just a fast-moving space okay any questions about any of those
01:05:47
forms of ads yes search engine optimization basically is when you produce a website the various search engines like Google or Bing use algorithms to determine what websites are going to be put up on the first page and what's going to be in the first position nobody knows that what these algorithms are they're all guessing because they're and they're constantly changing so there's certain keywords
01:06:22
that have to be put into your into your website and there's different ways to determine relevancy so if somebody punches in mega memory and you have a website that says mega memory com probably high on the relevancy right and if you say this is the mega memory course which teaches you the mega memory system there's a lot of mega memories in there then it may pop up higher I'm not
01:06:53
an expert in this and quite frankly if you go to five different expert companies and this is all they do none of them really know how it works either you know they're all using different ideas and theories and techniques and they're basically trying to figure out okay let's try this how does this get does this get us up let's try something else does this get it up let's try something else and so you have to pay companies to use different techniques things like spiders and all this different stuff to try to figure out
01:07:24
ways to get your website up when somebody's punching in let's say mega memory or whatever product you happen to be selling so there's a lot of intricacies they're also very anything with the Internet's a very very fast-moving space things are changing rapidly any other questions of clarification on the ends CTA the call to action yes some of your material and other material that received your call to action comes throughout the piece is there a formula
01:08:00
for how many times that would be in there before it's overkill good good question subliminally plant those seeds yeah good question we're going to talk about exactly when to put call to action in how often how hard when we actually get to producing the ad yeah yes the
01:08:43
question is similar to the question in terms of when you pick a product how do you know what form of media is going to be effective so let's say we pick mega memory if we look at all the different types of ads that we just described the question would be okay here's mega memory the mega memory home-study course can this be sold long-form TV how would you know can this be sold short form TV how do you know can this be sold long form radio short form radio print can it be sold in space print can it be sold
01:09:16
and classified can it be sold in direct mail or email marketing or on websites how do we know when we get to that I'll show you exactly how but those are the questions and and basically there's a great tech technique and here's you can write this down and this is really really really effective the technique is and it's very simple but incredibly effective it's guess and test there really isn't any magic
01:09:49
formula it's guess and then test the key is being able to test inexpensively so you're not risking a lot of dollars one of the things and if you hang around Tina she'll she'll share this Tina did we ever run focus groups no she's like what's what - focus group right yeah yeah focus groups did we no we never ran focus groups did we only have meetings
01:10:19
to discuss how how after we shot it infomercial did we actually show the infomercial to the staff and then have meetings to discuss what do we thought about the infirm no right that's your the laughing right you think it's comical because that's what companies do they have focus groups then they run an infomercial and then they have meetings to discuss the infomercial I never watched an infomercial after I made it what what did we do with an infomercial after we after we actually shot the infomercial what do we actually do with
01:10:51
it we tested it and then what did we look at the results and that was it there's no magic we simply shot the show tested it looked at the results and we decided whether it worked or not nothing else mattered Oh what do you think about it I'm gonna send you the infomercial I'm gonna watch it and tell me what you think did I ever ask anybody to tell me what they thought of being for mercial never in a million years because I don't care what anybody thinks about the infomercial the only thing that matters for any ad is did it
01:11:23
work because if it doesn't work throw it away if it doesn't work let's run it I mean you're right I mean what's the point it's pretty simple so really it's guessing guessing test any other questions about the ads I want to make sure that we all have at least some general clarity I'm just giving you the basic overview right now just so you kind of see the broad scope this is a general overview then we're gonna break these down and spend time on each one of them yes ah facsimile streaming I've never done
01:11:57
that so I don't know if it's still relevant and off in fact simile streaming is when you basically get it's it's kind of a form of direct mail or email marketing but your faxing the people's fax machines and add I still get them in my fax machines which means they probably still work so I definitely would not discount that I don't know how to do it but it's really not that hard it's just getting a fax list make sure you're not doing any you know thing with do not you know call lists or whatever and putting together a a map I love an
01:12:29
ad and faxing it and it could be very very effective I just I've never done it before I you know he said there's companies that are out there that you just call them and say I want to put a fax out and off they go I would definitely test because it's the challenge with it is the cost per fax is not necessarily going to a controlled
01:13:01
demographic right so when you run a TV ad on a station you're picking up everybody if I'm buying a direct mail mailing list and I'm selling a weight loss product I'm gonna ask the mailing company give me names of people that have bought weight loss products in the past that's probably a good list don't give me names of members of the anorexic Society you follow me that's probably not a good list maybe it is a good list
01:13:32
unfortunately maybe any other questions about ads so I make sure we have a general understanding or the long-form ad is a short form TV and radio a direct mail piece email marketing piece classified print space everyone's got a good handle on that okay again broad strokes general okay
01:13:57
next when you produce the ad you have to buy the media and run the ad so buying the media you have your ad so let's just go through each one of these ads you have a long-form television infomercial in your hand that you've made or in the case of you folks here I've given you so you have this long-form infomercial you then have to get it on the air so how do you buy the
01:14:45
time how do you buy the media so we're going to teach you and I'll show you how you actually get that on the air if you have a short form commercial in your hand a master on a DVD how do you actually buy it how do you actually get it on the air you have a direct mail piece how do you buy the mailing list and actually get that piece mailed you have an email marketing piece how do you
01:15:17
buy an email list and you get an email to potential customers you have a classified ad written how do you buy the media and get the classified ads run you have a space print ad produced how do you buy the media and get that print ad actually run so how do you buy the media you have your you have your banner ad done and your website how do you get that banner ad on a relative a relevant website so that hopefully people click
01:15:48
on and go to your website so how do you how do you buy the media it's it's a question but it's the next kind of step in the process there's actually one step that actually falls in between before you buy the media and that is 800 numbers and order methods sorry 800 numbers and order methods so before you actually buy the media you have to
01:16:41
establish 800 numbers and/or order methods so you have your you have your TV infomercial for mega memory you have to put in an 800 number so you have to figure out your 800 number and what are the ways people can order if it's a TV infomercial do you put a website on there or do you just put an 800 number and boy that's a big debate we'll talk about that I get guys who swear that if they put a website on there they lose
01:17:13
business and I guys who I've guys who swear that if they don't put a website on there they lose business I got guys on both sides of the fence and I talked to him that they say you you never put a website up every time I put a website up I make less money I have other guys to say every time I I don't put a website up I make less money you know the question is do you know the reasoning behind that this is a moving space with websites today people are more likely to
01:17:45
go to a website to buy and when people see something on television today people are more likely to Google that product and see what what's it about so the call to actions in the show in order to make them more effective have to say if you call the 800 number there's a special offer that's only available if you call this 800 number and only if you call them from the next 15 minutes so you have to create a greater sense of urgency to get people to call that number the advantage of the 800 number is you can do what's called upselling which I'll talk about much better than
01:18:16
you can on the web and when people go on the web there's no sense of urgency so they don't have to buy today they can think about it they have to person has to think about it you automatically lose business so if you have to make a decision now and I give you the choice between look you're gonna get a special deal if you make a decision now or you're not going to get that deal if you're wait I'm encouraging you to make a positive decision today and I'm doing that because I honestly feel this in your best inch so you know it's it's to my benefit and
01:18:49
it's to your benefit to do to do that so you have to figure out the 800 numbers where the call is going or are people going to be buying on the web and if so is their website been established or are people gonna be able to send in a check mail in a check is there an address so what's the order method and the two basic things that are in this
01:19:40
phase are scripts if you have an 800 number you have to have an in what's called an inbound script what is the script the person who answers the telephone what are they going to say there has to be some type of script that you have to work out now I'm going to tell you a little little interesting fact here you can make $10,000 a week in the infomercial business by doing every
01:20:13
one of these steps that I tell you yourself with nobody else you don't need a single other person nobody you can do every step yourself and make 10 grand a week how do I know this it's been done by dozens of people over the years that I trained personally they ran they bought the media themselves they answered the phone themselves they took the orders themselves they processed the credit cards themselves they shipped the
01:20:43
product themselves they handle customer service and returns and so they did everything themselves it was their business it was their business they didn't have to didn't have to pay for any other services they had the highest chances of success it's just a matter of time and actually physically doing the work and you had to do the work every day because people were ordering every day so you had to take calls and process credit cards it was it was like you know you're opening up your shop you know I have my I have my my chocolate shop and
01:21:14
it's open seven days a week it's my chocolate shop you want to sell chocolates yeah you have to go and open up the shop you have to actually stand behind the counter and talk to the customer Wow you know I want to get rich but I want to open up my shop I want to hire somebody to run it for me okay well you have to pay that person you're paying them out of profits well if your profits are 150 thousand dollars a year and you
01:21:46
have to pay somebody 75 thousand dollars a year to run the shop well now your profits seventy-five thousand it's still not bad but are they gonna do as good a job as you know so you're you ain't gonna make 150 thousand if you're running the chocolate shop and you're talking to the customer and you go these are great oh you really should try these I just made these today okay I'll take some of those too do you think the person you hire is gonna do that no they're gonna say you want these sure okay fine you're with me
01:22:20
right exactly and this is what really happens in really life so when you when you look at you the work that you do you know you have the eye of the owner when you bring in somebody else they never do so you always get less results so always remember that when you bring in other people you're always gonna get less results than what you do and you have to pay for it so you so you get hit with a double whammy there yes let's call center where they're not actually employed by you and necessarily
01:22:54
direct contact yeah the question is is this more is is this a bigger issue when we're dealing with say a call center or somebody that you're just hiring a firm who's interned hire employees and it's like even the person actually doing the work or two or three steps removed the answer is yes and there are certain elements here that are more relevant than others but if we look at for example producing the ad you can hire somebody to produce the ad or you can produce it yourself you can hire somebody to write the
01:23:30
script you can do it yourself you can hire somebody answer the phones you can do yourself you can hire somebody to buy the media or you can do it yourself certain elements here are much more important that you do so answering the phone is very important because that's where the sale is made buying the media is key because if your vitami to yourself you'll always get better rates because you'll be beating up people directly I'll tell you an interesting story about buying the media I remember one time and Tina you were around during this time we were running the mega memory show and we were doing
01:24:02
great ratios it was like close to a four ratio remember four ratio meant if we spent a hundred thousand dollars in media this week we brought in four hundred thousand in sales so if we were running a million dollars in media we're bringing in four million in sales call the look a four ratio and that was spectacular money you know that was we had a printing press running so our buys were so good than we were buying so much media that we were doing a lot of detailed analysis of every
01:24:33
single buy because if we were spending a million dollars in a week we may be running what hundreds and hundreds maybe seven or eight hundred times right maybe a thousand maybe a thousand airings in a week so some earrings were 150 dollar buys some of them were three thousand dollar buys some of them were ten thousand dollar buys all different buys and we could we got the list of every single by how much the cost and what the sales were because every one of them had a different 800 number so we could track
01:25:04
it right but we were looking at the the bottom results you know we spent a million we brought in four million who cares everything's good well one day I thought I'm curious so I grabbed the sheets and when I say by the way we do it all ourselves Tina will tell you I used to take these order forms and put them on the freaking floor good night paper order forms all over the floor to do that do the math myself so I'm looking at these sheets and every single by one thing and I see this one
01:25:37
by it's a $10,000 by which means it costs $10,000 to put a half an hour infomercial on the air in this one station and I'm looking at the sales the sales were $5,000 well there wasn't a floor ratio was it a four ratio would have been ten thousand and forty thousand so we spent ten thousand but we only brought in 5000 in sales but we spent a million that week and we still brought in four million so obviously
01:26:09
there were some of them that did really well some of our doing six or seven ratios some may be doing two or three s but it it balanced out so I see this one by I see another by right next to it $2,500 a $2,500 by it brings in 10,000 dollars in revenue a five ratio plus it's a 4/4 ratio so I bring in a four ratio so I look at both of these buys ones are really good buy
01:26:39
when it's a terrible buy so I make a mental note and I got a pretty good memory I honestly do so the next week I get the sheets and I'm looking at the sheets and I see this $10,000 buy it's there again and right around five thousand dollars in sales again another terrible result but the $2,500 by is not there the next week
01:27:12
I still see this $10,000 buy and it's still around a 5,000 dollar sales results again terrible results I still don't see this 2500 over by the fourth week the $10,000 buy is still there with the same crappy results but now there's the 2500 all by with 10,000 a floor ratio and I know exactly what's happening the $10,000 buy is crap media that the media buyer is stuck with
01:27:46
and he doesn't want to give it to any of his other clients so he's just throwing it into my stuff figuring that it you know it'll just blend in and the good media he's divvying up to his other clients so I get that good media Buy once every four weeks instead of every week so of course I call up the media buyer and we have a come-to-jesus meeting and he came to Jesus and it was all fine and he's
01:28:19
still very close in dear friend of mine by the way since 1991 we go back that far by the way these people in this industry the media buyers the telemarketing companies the producers of the actual physical materials the fulfillment companies the production people like Paul Sneed at sound video and John Denny all these people have been around since the early 90s
01:28:49
and we've been doing business together for that long and again I think I think that's significant because when you're learning stuff from anybody you've heard me say who do you listen to you know listen to somebody who has what you want him has been where you are ideally you listen to yourself and your own gut feeling just for sure but when you when you're looking at people really always consider who have they been doing business with for 10 or 15 or 20 years and now they're still in business together you know I think that's very
01:29:20
significant very important because it gives you a sense of what the reality is because when you get really big in business whether you're Martha Stewart or Donald Trump I mean how many bad things have been said about Martha Stewart how many bad things are been said about Donald Trump I mean and there's certainly a lot of bad things have been said about me so you have to ask you know is there value is there are you getting good information you know from the source and is the source a good source of information so I think the way to evaluate that is if you look at does
01:29:53
that person have a track record of real strong friendships and business relationship to go back and you know you can meet the people and verify I think that really gives that gives a good solid indication because what I'm teaching you is real it's something that's not you know obviously just fantasy it's documented and verifiable obviously I've been on television since 1989 you know everybody knows that it's there it's on television it's it's it's all right there their results are real and they're and the results speak for themselves
01:30:25
so 800-number and various ordering methods which includes scripts and or websites and then buying the media actually getting that ad out whether its buying a mailing list to do a direct mail getting the ad printed or getting that ad on television or radio actually buying the media again my goal here is just to give you a just a general basic working outline then we're going to break down specifically how to do each subject and I'm going to give you the
01:30:57
specifics on how to do it and not just the the the specifics but the secret in that specific because in each one of these there is a proprietary piece of data that I can tell you very people know if anybody and I and I and I have the secret here here yeah which has given me the ability to make more winning ads and anybody else out there I remember mark Hamilton for example I
01:31:26
met his dad and his dad now were chatting this is a long time ago I had read although some materials back in the 70s and was a big advocate fan and I looked at his brochure in terms of how he was marketing that material and I said you know I have a pretty good sense of copywriting and writing and I wouldn't mind taking a stab at you know writing something I think could maybe even do a better job at getting people to to buy this material and get the benefits of it he said sure well you
01:31:58
know I'd like you to do that so we put together an arrangement he paid me a very large amount of money to do the work and then if it worked against his control mailing in other words if mine produce better results he would pay me a royalty going forward into infinity and I didn't know him that well and when he said he'll pay me you know in perpetuity which means into infinity I thought that that never happened at some point you know people look at the checks that they're writing and saying I'm paying this guy too much money and you never
01:32:30
get paid ever again I mean that's just how it works so I wanted a large amount of money upfront figuring I'd never get paid going forward anyway so he paid me a large amount of money and I and I you know wrote this this ad and I used some of the proprietary methods that I know how to do I was I rewrote the bro short he then tested it and he said hey the results are great it's it's pulling much better than my original control piece so we're gonna use it this is great so
01:33:00
we'll start paying you the royalty agreed-upon royalty and I'm thinking I'll see how long this lasts I didn't know that well I like them but and but to me it was like it's gonna happen it's not a problem it's like okay I'm not gonna have a hard hard feelings because this is what happens because people just get tired of writing the check and they get all why is he making so much money well because I did work that nobody else could do you know it's like I'm not paid enough you should be paying anymore because if you could have done it why didn't you
01:33:31
write so he SATs writing me these checks and I get these checks month after month after month the big checks so one month I don't get the check this is when you physically got checks in the mail by the way so one month I didn't get the check but ah here we go this is less than a year thinking I'm happy what I got never see another penny and know how it works so the next month no check the next month
01:34:02
no check again I'm not even gonna call him because I mean I got the money for as long as he was gonna send it why bother I don't need the stress I'm happy with what I got it wasn't the agreed-upon deal it's okay things change situations change I understand you don't have to make excuses I get it okay all of a sudden get a phone call hi this is mark mark Hamilton yeah well we haven't paid you in the last three months I'm thinking yeah I know that why is he calling me I
01:34:32
go yeah yeah I know he says well the reason is is because we've miscalculated your royalties I go I can't believe this guy not only does not paying me but he's even call me to tell me why he hasn't been paying me and making up this big cockamamie story about Miss you know figuring out the Commission's I said yeah he says yeah we miss we miscalculated the Commission's so we're trying to get it sorted out I go I understand he says yeah we we actually have been paying you less than we should have and so we're recalculating it and
01:35:04
I'm gonna be making it up retroactively and I'm gonna be getting you to check not just for the last three months but for the previous nine months of what I should have been paying you which is more than what you got and I said who is this is this some prank phone call and I'll tell you what that's when that's when we became best friends because the integrity the integrity and
01:35:34
honesty was just unprecedented never saw anyone in my life had that much integrity honesty it was just just a pleasure to deal with but the point is he asked me I need to sit down with you and figure out what what did you do in this to make this so much better and so I shared with him what I did what specific things that I utilized what techniques that made it very effective and there are secrets there was a guy named Ted Nichols Ted
01:36:07
Nichols you can maybe google him Ted Nichols I think he's passed away now he retired to Switzerland years ago I've been trying to track him down but I think he may have been passed on but he was one of the biggest print advertising gurus of all time his big print ad that he made him a fortune was how to incorporate for $99 it was an ad that basically sold the book on how to incorporate yourself for him to 99 bucks and all the tax advantages and asset protection of a corporation this is back in the 70s and he shares the story about
01:36:39
how he ran this ad and again you guess and test so he had he had a headline and in the headline he had one headline with the ad and then he had another ad with the same headline with one word different one word one word different when he tested both ads one ad pulled 10 times more than the other one word difference made a difference of 10 times
01:37:11
in terms of sales so there are little things that make the big difference and when people look at at you know businesses whether it's a restaurant whether it's a successful enterprise of any type sometimes from the outside looking in you think it's easy or you think oh I can easily do that well it may appear that way but there are a lot of intricacies or kind of secret ingredients that make it work and it's
01:37:43
hard to duplicate so what I'm teaching you here is giving you as much advantage you have so that you can achieve success in this area of marketing and I think it's something that you can succeed in because the opportunities to hit a winner are very very high I'm going to teach you how to test things very inexpensively so you have to waste a lot of money and you may go through ten or fifteen or twenty different promotions and not hit the homerun or you may have to change one word but you you you once you hit it it
01:38:15
makes up for it and you don't meet you know there's an old saying people say you have to be right 51% of the time that's all you have to do it's be right 51% of the time no you have to be right once think about that all you have to do is be right once Colonel Sanders he was wrong his whole life he was right once when he said somebody will buy my recipe for fried chicken it didn't look like the way that way after 18 months when nobody bought it but he was convinced
01:38:47
and he was right just once it's all you [Music]

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