Lesson #31
The KICKSTARTCOURSE TM
By
Tony Shepherd
Laycock Publishing Ltd
http://www.hippymarketing.com/special
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
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Foreword
If you've ever wondered why many gurus get to the point where they deal
exclusively with the same subject - the same niche area - of marketing in each
and every product launch, then you could be right in thinking that they're experts
in their field and providing valuable information…
...OR you might consider the fact that since every launch they do is on the same
subject, they keep on doing so because they've already got most of the info
already prepared from past products, and all they need to do is give it a little
overhaul and put it on sale again?
It's all about recycling your existing products, re-injecting some 'umph!'
and selling them in a slightly different way, and it's one of the easiest
ways to build a product and to make a lot of money fast.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
Lesson #31
A big time guru once said to me
'You never just have one product, even when you just have one product'
And I didn't quite get what he meant until later on in my marketing career.
But since then it's dawned on me what he meant and it's been mentioned once or
twice in our books and blogs since then.
It's a simple premise but a clever one, and that's used by almost every successful
marketer.
Now the following information might not sit well with you as an Internet Marketing
'buyer' but from your new standpoint as an Internet Marketer – a seller – then it's
going to make a lot of sense.
Note – You've probably realized by now that it's not just important – It's VITAL – that you make the mental switch from
buyer to seller if you're going to be successful in IM. That doesn't mean to say you'll stop buying products of course – rather
you'll have to consider using techniques that are slightly controversial such as forced continuity and even if you're not going
to use them, you MUST understand that they WILL increase your profits. This lesson is about such a technique.
How and if you use this info is up to you. It's a judgment call – a personal matter of morals.
...and it's basically this.
You can have one product and recycle it in various guises, formats and
sites and sell the same info time after time.
Why do this?
Well firstly it's an easy way to make money because you already have the basis of
your new product sitting right there on your desktop.
If you have an ebook on viral marketing and you want to produce a follow up, all
you need to do is to pay a ghostwriter to reword the original, then add in some
new information, perhaps some personal examples and some screenshots of
income.
More importantly if you give it a new name (or call it 'Your Viral Secrets II') then
you've got your follow up.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
Even better than that, you've also got a list of buyers of your first product, who
you can email and offer version II to.
Think about products you've seen on offer – big launches are always an example.
Who seriously can't think of an example where the first product was called 'My
Example Secrets' and the follow up is 'My Example Secrets 2.0'
Note - The use of the phrase '2.0' instead of just '2' was devised by a very clever marketer who realised early on that people
are used to seeing movie sequels with '2' in the title if it was a follow up. He also realised that most people are disappointed
with follow ups of movies they love.
So he started using '2.0' instead – because this is used in software updates, and contrary to the situation with moves –
software upgrades are usually much better.
Pretty soon the whole of internet marketing realised this and that's why many IM follow ups are called '2.0'
Off the top of my head I can think of blogging products, mass marketing products,
membership and other software scripts and lots of other products, especially in the
'make money' information products market that have released follow up versions.
In many cases outselling the original.
This technique is widely used by marketers in this niche.
Is it simply rehashing old info and selling it to unsuspecting customers?
Well you have to make your own mind up about that, but think about the movie
industry again – a lot of film buffs argue that 'The Godfather Part II' was better
than the original.
It depends on how much of the old information is rehashed in the follow up
product.
If all you're selling is a rewording of the original then you're going to get a lot of
refund requests but if you're genuinely adding content, techniques and updated
methods then you'll be producing a great product.
And if you can do this, then re-injecting life into old info products and selling them
as a new product is a great way to make money. It's one of the easier ways too.
Here's an example of how one marketer I know did it.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
Product #1
He got an interview with a successful marketer – Guru X.
Guru X is an expert on list-building.
So they do the interview using Skype and simple Skype recording software such as
CallBurner.
They chat for an hour about list-building techniques, starting off with the basics
such as why you should use a service such as Aweber and moving up to advanced
list building techniques.
The product is finished and our marketer now has an hour long expert interview
about list-building.
But now he has a problem.
People don't really pay to download one-off interviews any more.
If it was 5 or 6 he could sell it as a mini-course or even as a limited membership
site – one interview a month for 5 months, for example.
Really though, an hours’ worth of audio isn't enough to break up into separate
audio. At least not to sell.
But if he outsources the transcription he ends up with a document of between 20
and 40 pages.
And when our marketer adds an introduction, and his own thoughts and ideas to
the document and converts it into a pdf he ends up with an ebook, report or
blueprint. Whatever he wants to call it really.
If he's very clever (and lucky) he can persuade Guru X to put his name on the
ebook as co-author and get half the profits for doing nothing – although he's now
likely to offer it to his list too.
And this is how a significant number of ebooks were written.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
A marketer interviews an expert, gets the interview transcribed and adds pro
graphics so the end result is a slick, informative HIGH QUALITY ebook.
He then offers Guru X a cut – 50% would be a great deal for our marketer because
most gurus ask 75% or more.
And he gets to market a product with his name slapped next to Guru X's on an
ebook that is then picked up by affiliates and marketed to the Guru's own list.
(Our marketer also becomes an expert by association)
The Guru does nothing except chats for an hour on Skype and gets 75% of a best
selling ebook.
I guarantee you've seen 'Co-written' ebooks that were put together in this way.
If our marketer is VERY smart he's retained the rights to do what he likes with the
original interview......
Because here comes Product #2 from the exact same interview.
Our marketer now approaches several (say 8) mid-level marketers. These guys are
successful but not millionaires and while some people have heard of them, many
more haven't.
The only requirement is that they must have a list of 5000 subscribers or more.
This time it's a little more technical.
Our marketer pays $50 on elance for a techy to install a membership script for him
(the script costs $97)
He also pays $150 for a minisite designing.
He builds a membership site called 'List Building Secrets Revealed' or something
similar and prices it at $17 a month.
He then interviews his experts using Skype and asks them just 2 questions:
'How did you get your first 1000 subscribers?'
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
'If you had just ONE main list building secret to give to our listeners, what would it
be?'
Of course as the interview progresses our marketer includes other questions to
clarify answers, or to prompt the interviewee to include other information.
And he ends up with 8 interviews at around 20 minutes each.
Almost three hours of audio interviews.
Back to his membership site – he now has several options.
He can sell a monthly membership at maybe $17 a month as mentioned earlier, or
he can make it a one-off payment of $47 to access all interviews.
The better choice to is to make it as inexpensive as possible – maybe a one-off
payment – and to release two interviews a month for 4 months. That way he keeps
his members coming back when the audios are released, and of course he can put
other offers and upsells in front of them.
What do the other marketers get out of it?
Well they're not 'name' enough to demand 75% or even a percentage at all, but
our marketer allows them to plug one or two of their own sites or products so
they're happy.
After all, they only had to chat on Skype for 20 minutes.
At this point our marketer has an ebook and a membership site under his belt.
He's had expenses to pay out though – some to outsource techies, for graphic
designers and more importantly to affiliates and for advertising because we're
assuming that he had no real list to start with.
Of course he has now – and even better it's a list of buyers – of the ebook AND of
members to his interview site.
He could do with building an even bigger list though, so he can maximize his
profits and keep more for himself.
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Here's how he does it....
Product #3 – Using the same product but this time as a major list builder
Yet again our marketer has options.
Probably the best way to use the raw ingredients he already has – the guru
interview and the 8 'smaller marketer' interviews is to build a squeeze page,
complete with opt-in box and an upsell behind it.
But first he goes back to his transcriber and asks her to transcribe all 8 marketer
interviews.
This results in around 70 or 80 pages.
A little tweaking, adding and commenting and our marketer has a good sized
ebook of almost 100 pages.
Quality info too, especially when the graphics are added.
He already knows he can't run his affiliate system through clickbank because they
don't allow list-building products but that's not a problem – he can use a site such
as 'Paydotcom' to do this for him.
He has to manually pay his affiliates at the end of the month but that's not too
much hassle.
Here's how he's going to ethically steal (sometimes called leverage) other
marketers subscribers.
Note – He's actually not going to steal them because most IM subscribers are on multiple lists.
He knows that the 8 marketers he's interviews have lists of a certain size because
he approached them on that criteria.
So he now builds a personalized squeeze page intended for the each marketer.
This is a technique I often use to get JV's. Build them a unique paged all wired in to their Clickbank or Paydotcom affiliate
link – they don't have to do anything except email their list!
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
He builds a squeeze page offering each marketers' interview for free in return for
an opt-in. Each marketer is given a squeeze page containing their own interview of
course, not the others.
He then builds a second page – an upsell - that the new subscriber is taken to
immediately after pressing the 'subscribe' button on the squeeze page.
The upsell is the 100 page ebook that he's just produced. And he builds each
marketer's affiliate link into their own upsell page.
He gives the marketer 75% of the profits (if they argue he offers 100% because
it's the subscribers he wants really) on condition he’ll send his subscribers to the
squeeze page – A JV!
The subscriber is happy because he's getting (at the very least) an informative,
FREE interview.
The marketer is happy because he's getting (at the very least) 75% of the upsell.
Our marketer is happy because he's getting a big lump of new subscribers. If he
gets 500 new subscribers from each of the 8 marketers then suddenly he's got a
list of 4000 subscribers and things are looking good.
***But this is where we start hitting ethical problems***
Subscribers are sent to a squeeze page where in return for their email details they
get a free copy of the marketer's interview.
The problem is that this interview has previously been sold as part of the
membership site. Any subscribers who paid to join the site will suddenly be getting
the interview for free.
Will they be angry?
Well possibly but they're only getting ONE of the interviews they paid for, for free,
The other 7 are available for free because our marketer will be using them as bait
for his squeeze pages – the ones he asks the other marketers to promote – so
there is a chance that the subscribers will overlap, but there's also the chance that
most subscribers will never know that all the interviews are available for free
somewhere.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
It's complicated to follow – read the above again if it seems a bit weird.
But – and this is an important fact – if you pee off one of your subscribers, you'll
lose him – but with a 5,000 list you'll have another 4,999 who will stay with you.
They're not all sitting together in a bar chatting about you.
If you upset one subscriber and he leaves -it doesn't matter that much.
That said, I have to say I'm not a fan of having some people pay for a product then
giving away that very same product for free – I feel a little betrayed when that
happens to me.
But it happens – a very big marketer recently gave away a free version of his
software, which had previously been priced at around $2,000.
How did his previous customers feel?
Your guess is as good as mine.
What I DO know is that he pulled in over 10,000 new subscribers – probably a lot
more – and his business doesn't seem any worse off, quite the contrary.
So again the message is to get yourself into the mindset of a marketer and leave
the older you – the buyer – behind.
I do recycle products though – at least partially – and it's common practice to
rehash part of an ebook into a report that is given away either to promote the
ebook or to get opt-ins.
Product #4 – let's get physical!
We don't use physical products very much.
The reason for this is simple – we used to be offline marketers. Direct mailers.
And after you've had boxes of printed reports, tapes (cassettes were the only
things available then!) and books strewn all over your house and office it quickly
loses it's appeal.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
We are behind the times in this aspect though and currently researching some of
the facilities available with a view to going down the physical products route very
soon.
We know some marketers who have done this to great effect.
Digital products are easy. Your customer pays, then is taken to a download page to
download his purchase.
If there's a problem (which happens rarely) they contact the support desk and it’s
quickly rectified.
It runs on autopilot, generating income while we sleep.
Physical products though – DVD's, CD's, books etc have a higher perceived value
and you can make more money on them.
You've heard this before but it's true.
You must do it right though - putting an ebook onto CD Rom and trying to sell it
for more money is taking the pee!
DVDs are multimedia devices and to give value for money you need to present
your information as video or audio.
Luckily this is easy to do using Camtasia, Sony Vegas and many of the free
equivalents out there to produce a good quality info product.
In the 'olden days' it was massively expensive to do this but now you can cut a
master DVD on your own PC, get the artwork done for a few hundred dollars (max)
and then use a company such as Kunaki to copy, produce and distribute your
product as it sells.
It's much more viable than getting 1000 copies of a DVD that may or may not sell
ordered up front then hoping to sell them all.
And you'd have to find the cash up front anyway.
...and this is what our marketer does.
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He grabs a free copy of Avid Free DV* or if his computer has a copy of Windows
Movie Maker installed he uses that.
*EDIT: This is no longer available from Avid but you should be able to get a copy by Googling and looking on other sites, or
try a free trial of the alternative http://www.avid.com/freedv/index.asp
Check out Audacity too - http://audacity.sourceforge.net/download/
He puts all his interviews onto DVD and creates a basic menu system and calls the
product 'The List Building MasterClass'
He has almost four hours of audio interviews on there, and if he's feeling brave he
does his own audio or even video (using a simple Flip Video recorder – excellent
quality) introduction.
He sells this at $67
Kunaki take around $6 per item for production and shipping so he's making around
$60 per sale, and effortlessly shipping a great-looking DVD.
Once the original content and artwork has been sorted out all he needs to do is
pass orders to Kunaki, who do the rest of the fulfillment.
You get the idea?
And all from an existing product.
But - It's also one of the main reasons why newcomers quit internet marketing:
It gets easier as you go along – but the first steps are the hardest.
Once you have an original product – you can convert it to different media, use
extracts and rehash – in short you can utilize it time and time again.
And there's a reason why a lot if experienced marketers tell their pupils to start out
by doing interviews – because they're easy, adaptable and don't involve much
work to put together.
The downside is that a lot of people are now offering interviews in various formats
so you have to be inventive.
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
I was recently interviewed and the interviewer (who was filming the interview on
video so he had the option of using either the video, the audio OR the transcript -
very clever) just asked one question:
'If you had to make $1,000 in the shortest amount of time possible what would
you do?'
He asked another 5 marketers the same question.
Even though I'm an experienced marketer I was very interested in listening to the
other marketer's interviews being filmed.
Likewise I also took note how the interviewer (who was someone I'd call one of the
original gurus) was crafting and creating a product that he knew he would be able
to use in a dozen different ways.
He actually started out creating the raw product in a way that gave him as many
options as possible – like when a film crew shoots a big expensive car smash scene
from lots of different angles so they can use it again and again throughout the film.
All very clever – including the question he asked – who wouldn't want to know how
full-time marketers would earn a grand in the shortest amount of time possible?
So be inventive when you're granted an interview.
Too many people ask the same questions like 'what was the first product you
launched'?
But you have to think about what you're going to use the interview for.
If you're trying to grab opt-ins by swapping the interview – in whatever form – for
an opt-in then who then you might struggle trying to get people excited with as
squeeze page headline that reads:
'Discover What Tony Shepherd's FIRST product launch was!'
Who cares?
But ask the right question and you could have a headline such as:
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
'Top Marketer Tony Shepherd Reveals How He Would Make $1,000 In 7 Days –
With No List Or Contacts!'
Then you'd get some interest.
You have to plan it all before you do it.
Also rehashing products can give you a complete 'system' of marketing your
product.
You can take parts of your product, and use them as a free 'taster' report or
freebie for opt-ins.
You can also use parts of the main product as upsells or downsells.
This is what top marketers do – they realise that when customers buy a certain
product from them they're obviously interested in, then the chances are good that
they'll want to buy more material on the same subject.
Which is where recycling your products comes in.
Add to – change the media – add value – add content – update – retitle
It's what the gurus do.
This Week’s Assignment
1) Think about products you already have including PLR products. If they're
audio can you get the transcribed – or if they're in written form could you
use the ebook for a script and do your own Camtasia presentation?
2) Look at what parts of your product can be 'broken off' and used in separate
but connected ways such as a free report for opt-ins or as follow up
messages in an autoresponder.
3) Is it possible to convert your main product into another format and have one
as the main and one as the upsell? For example they buy the ebook but on
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
the upsell page for an extra $17 they can have the DVD delivered too – or
the printed hard copy? Do your sums using Kunaki and see if it's viable.
4) Think about JV's – interviews are especially good for this – if you can get an
interview, and offer it for free through your squeeze page and then tie the
upsell into your partners Clickbank or other affil link the chances are he'll
promote it to his list.
5) Think outside the box.
6) Go outside your comfort zone! If you're not comfortable doing Camtasia
presentations but can see a great opportunity then stick with it until you're
at least a little more at ease!
7) Just go and DO IT (the hard part)
See you in 7 days
Best wishes
Tony Shepherd
Author - KickStartCourseTM
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A KickStartCourse Lesson: “How To KickStart Your Internet Marketing Income”
Coming Up Next ...
Automation -
Is it really possible to have a business that runs on autopilot?
Find out:
The truth
What you Should do
What you MUST do
And What you'll NEVER be able to do
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