ࡱ> ~   !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~Root Entry F3zTH,_WordDocument CompObj^.......................................................................... 30 Step 1. Finding a Passion ......................................................................................... 30 Step 2. Raw Brainstorming ...................................................................................... 31 Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 2 Step 3. Brainstorm Again - Identifying Potential Value .......................................... 31 Step 4. Identifying Your Potential Market ............................................................... 32 Step 5. Making a Selection....................................................................................... 33 Step 6. Analyzing the Competition .......................................................................... 34 Potential Partners ......................................................................................... 35 Potential Rivals ............................................................................................ 36 Potential Affiliates ....................................................................................... 38 Step 7. Remembering Why................................................................................... 39 Step 8. Making a Statement...................................................................................... 40 Product Development Phase .......................................................................................... 43 1. Make the Product Great ........................................................................................ 43 2. Finalize Your Idea................................................................................................. 43 3. Get Totally Organized........................................................................................... 43 Pre-Launch Phase ........................................................................................................... 46 1. Prepare Marketing Materials................................................................................. 46 2. Prepare Infrastructure............................................................................................ 47 3. Get Expert Opinions.............................................................................................. 48 4. Improve Your Product .......................................................................................... 48 5. Get Testimonials ................................................................................................... 49 6. Develop Alliances ................................................................................................. 49 7. Coordinate Launch (Time on Target) ................................................................... 51 8. Prepare Ready-Made Marketing Materials ........................................................... 54 9. Get Ready to Convert Customers.......................................................................... 54 10. Prepare Customer Service for a Massive Onslaught............................................. 56 Launch Phase .................................................................................................................. 60 Pre-Launch Excitement Building.................................................................................. 60 Pre-Launch Follow Up.................................................................................................. 61 Time on Target Launch................................................................................................. 62 Reward and Encourage ................................................................................................. 63 Gather Intel ................................................................................................................... 63 Spread the Knowledge ....................................................ܥe# @=,l,l  G(T!GTimes New Roman Symbol ArialTimes New Roman -------------------------------------------------------------------------------------------------------------------------- Confidential Internet Intelligence Manuscript Volume II: Your Business Battle Plan and Your Life on Fire Mark Joyner WARNING: This report contains offensive language and a stiff dose of the truth. If youre not ready for that, put this report down now. Copyright 2005 Mark Joyner, Inc. All rights reserved. This report may only be distributed by Mark Joyner, Inc. and by qualified owners of resale rights for this report. If you did not purchase resale rights directly from Mark Joyner, Inc. you are not a qualified owner of resale rights. If anyone other than Mark Joyner, Inc. attempts to sell resale rights for this report to you, please report it to lili@markjoyner.name Digitally signed by Mark Joyner DN: CN = Mark Joyner, C = US, O = Mark Joyner, Inc., OU = http://www. MarkJoyner.name Reason: I am the author of this document Location: Cyberspace Date: 2005.07.01 10:57:15 -04'00' Contents Introduction...................................................................................................................... 5 Theres no such thing as bad press, as long as they spell your name right. .............. 5 The most important lessons in life I learned from two teenage billionaires. ............. 5 The 5-Step Business Development Plan ........................................................................ 12 IPPLM ....................................................................................................................... 12 Pre-IPPLM ...................................................................................................................... 15 Your Gut Check ............................................................................................................ 15 1. What the Heck is Wrong With You? .................................................................... 15 2. No, Really What the Heck is Wrong With You!?.............................................. 16 3. What is It That You Really Want?........................................................................ 16 4. Is There a Faster, Easier, or Better Way to Get There? ........................................ 17 5. Mark, I Really Need to Do This Im Broke and Ive Got to Do Something! .... 18 6. No Mark, Ive Got a Job (or Another Source of Capital) and Ive Looked at All My Options This is Really the Best Way for Me to Get What I Want and the Sacrifices Ill Have to Make are Going to Be Worth It ........................................ 19 7. Are you in Debt? ................................................................................................... 20 8. Put This Report Down for a Day and Think Hard ................................................ 20 9. Go Get Some Real-World Experience .................................................................. 21 10. Stop the Bleeding .................................................................................................. 22 11. Educate Yourself on Exit Strategies ..................................................................... 23 Exit Strategy #1: The Big Sell Out .............................................................. 23 Exit Strategy #2: The Managed Legacy...................................................... 25 Exit Strategy #3: The Family Legacy ......................................................... 25 Exit Strategy #4: The Motivated Bargain Sell-Off ...................................... 26 Exit Strategy #5: The Disappearing Act ..................................................... 26 12. Prepare for the Worst: Be Ready to Lose Money ................................................. 29 The Idea Inception Phase ................................................................... 63 Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 3 Prepare 2nd Volley......................................................................................................... 64 Maintenance Phase ......................................................................................................... 65 Integration Marketing Primer........................................................................................ 67 Integrated Cross-Sells ................................................................................................... 70 Integrated One-Time Offers.......................................................................................... 70 Integrated Co-Buy ..................................................................................................... 71 Targeted Co-Reg........................................................................................................... 71 Integrated Scripted Selling............................................................................................ 72 Intelligent Rival Cooperation........................................................................................ 72 Integration Marketing Secrets....................................................................................... 73 Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 4 Introduction Theres no such thing as bad press, as long as they spell your name right. or The most important lessons in life I learned from two teenage billionaires. You know, its really nice having the luxury of looking at something from the outside for a change. For many years I was the CEO of Aesop Marketing Corporation and the only thing I was looking at from the outside a lot of the time was a social life. I was pretty much in the business and as such made a lot of the mistakes we tend to make when our nose is too deep in things. Thats not an excuse for any mistakes just a fact. Will you allow me to indulge myself in some self-congratulatory bragging for a moment? Yes, I know it will be sickening, but theres a point to this that youll realize in a moment. I have to say, Im pretty damn proud of the marketing we did at Aesop Marketing Corporation. We blazed trails in a number of areas (many of which we dont get proper thanks for, but who am I to complain? Life has been good to me), and produced some truly effective marketing. We sold millions and millions of dollars in software and services over the years. One of my e-books was downloaded over 1,000,000 times. Some say it was the first e-book ever, but I dont think I deserve that. Technically, if a book was ever written in electronic form (like a word processor) it could be considered an e-book. However, one thing is for sure no one was really publishing and distributing e-books on the Internet way back then, so I will happily accept recognition for having a major hand in popularizing the format and the term (long before Stephen King attempted it). Heck some of the same people who pooh-poohed my idea of publishing e-books when I brought it to them back in 1994 (Mark, are you crazy? No one will pay for a, what do you call it? An e-book? People want print. It just wont work.) have since written books on the now well-celebrated subject of e-Book Publishing. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 5 Seriously, no hard feelings, though. Authors have varying feelings about giving credit for ideas, and when many of the same authors are your friends, what can you do? After all, it may be the case that ideas dont really belong to people, but to that blessed ethereal unconsciousness (cosmic collective consciousness, God-force, or whatever you want to call it) that we tap into to steal those ideas from time to time. Anyway, here are some other fun things we did We once launched a website that jumped to the rank of #36 out of all websites in the world just 6 weeks after its launch. Thats #36 out of hundreds of millions of websites (yes, including porn). We were really proud of that. We pioneered a few other industries and business models as well (remotely hosted ad tracking, the client-side remotely-locked ASP model, and such ) which have since blossomed into massive categories in their own right. I could go on Whats the point of me saying all this? Well, we had some great marketing success We pioneered some truly innovative stuff But we also made some huge business blunders most all of them solely my fault. (The reparable of which Ive endeavored to make right one-by-one, and Im proud to say that process is done.) One nice thing about being able to sit on the outside is that you can see the blunders before they happen. If one of my clients is about to walk into a wall I can say, Hey Joe Client, you might want to veer to the left about 2 degrees there, buddy. Good job, Joe! You just missed the wall that gave me this scar right here. See? I didnt have that luxury back then when I was at the helm, and I suspect you dont right now, either. So, I hope this report will serve as a nice set of eyes on the outside for you. I intend to detail not only some useful observations about marketing strategies and tactics, but also some excellent business lessons that were discovered in this process as well. Much of what I write about here was learned before the scope of this consulting began, but a good bit of it is brand new and fresh. The meat of the launch system youre about to learn is something I devised after I closed up Aesop Marketing Corporation and sold the Farewell Package, so I hope you find it as exciting and refreshing as my clients and I do. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 6 When I released my Farewell Package and stopped pimping myself as an Internet guru I had no intention of writing on the topic of Internet marketing ever again at least not at any great length. I have quite a few print books in the cue to be published, and some of them are about Business, but none about Internet Marketing. After the Aesop business was completed, I started a network marketing mastermind group called The Free Agent Path, but quickly gave control of that to someone who could put more energy into it than I: Rob Fighter a really tough, innovative, and hard-driving guy. For the record, creating that system cost me far more than I ever got out of it personally, so my motivation to build it was not to build and dash. I really love the ideas and philosophy behind it, but found myself in charge of a business again, which is the opposite of what I wanted (I mean, the Free Agent Path was supposed to be about not having a job or full-time business, but there I had one again), so I gave the commanders chair to Rob and allowed myself to enjoy something I hadnt experienced in a long time: Silence! Beautiful New Zealand was my home for a while and I absolutely loved it. The kiwi people (white and Maori the lines between which seem to be blending, which is an encouraging sign for all people of the world), the land, the attitude I loved all of it. So, I enjoyed a bit of silence and then got bored (honestly, boredom set in after about two days of nothing I dont recommend it). At that point, my intention was to do some behind-the-scenes consulting for select clients, focus on my print publishing life (a far less lucrative, but more emotionally rewarding endeavor lets just call it a hobby), and eventually start work on a couple of major philanthropic projects Ive wanted to complete for years (something which has eluded me still, but Im getting there). More than anything else I really didnt want to be at the helm of a major business endeavor ever again, and luckily Ive been able to dodge that bullet several times since then (despite having been asked by many people to be a CEO, Director of Marketing, or whatever my rule of thumb: if it has the words full time in it Im probably not interested but who can predict where life leads?). For the most part Ive been walking on that path I set out for myself, but then now I find myself writing this report. So, I asked myself, What are people going to say when they see that Ive written a report about Internet Marketing? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 7 Then I stopped and laughed at myself for even caring. Probably the most valuable lesson Ive learned in the last few years of my life was learned from Mary Kate and Ashley Olson. I dont know which of them said this, but when asked how they felt about some of the negative press they were receiving lately, they said Oh, we dont read any of our press, the good or the bad. Were too busy working to have time for that! Wow Those two teenage billionaires are far wiser than I. Let me explain the power of those words There was a time when I would really let negative press bother me. Conversely, I allowed myself to be filled with self-satisfied pride when someone would write praise (which thankfully was far more often - but the critics were always louder, albeit rarely justified). So, why not just ignore the bad and read only the good? Heres why. If you base your self-identity on what other say about you, good or bad, you are at their mercy. As soon as the crowds turn against you (and take my word for it, at some point they will even if youre a perfect saint) your self-image will be crushed. Further, if you start to believe your own press you become intolerable to those around you. Remember, to your friends and loved-ones, you are just a living, breathing, pooping human being just like them. If you carry yourself around like a god, you are no longer with your friends youre above them. And ask yourself, what do you feel like when youre with someone who is above you? Well you feel low dont you? And heres one other thing I realized: not one of my detractors ever had a negative impact on my sales. In fact, at a time when my name was getting flung around on a few bulletin boards and blogs by the jaded haters of the Internet, I had one of my best months in terms of sales. Perhaps these guys even helped me unwittingly. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 8 Lets see Will they have swayed anyone against me? Will I have lost some customers? Yeah, probably some. But apparently the buzz I got as a result outweighed any negative impact as the sales demonstrated. The fact is, people were talking and thats probably what mattered. What I was offering to people, at the core of it, was of high value and that won out in the end. This is a lesson hard learned and easily forgotten. When things get personal all reason tends to fly out of the window. I mean, I knew this lesson back when I used an Internet Marketing campaign to promote my last print book to #1 best-seller status. There was a crap house full of controversy surrounding the book, but it was a #1 bestseller even beating out Rudy Guillianis new book to get there all the same. Thats the bottom line there and no bulletin board sniper can ever change that. Theyll try to diminish it, theyll try to spin it, but they can never change it. And those who were already on my side, who the sales numbers proved were the clear majority, became only more so when people sniped at me because they knew it was mostly nonsense. Anyway, this is why I really dont pay attention to whats written about me so much anymore. The good or the bad. Neither the good nor the bad press has a positive affect on you, your time is far better spent, and in the end it just doesnt matter what other people say. What matters is what you do. One bold action will in fact speak louder than 1,000 words. So, without caring what the incessantly chattering and constantly criticizing monkeys on the blogs and bulletin boards would say about it I asked myself, Should I write this report? (No offense to the people who use their blogs for good and spend time on bulletin boards truly helping people. They are the less ostentatious majority, God bless them.) Well, if I could help other businesses learn from the mistakes and triumphs of this rather colorful consulting experience, should I do it? If I could increase the sales of even just a few businesses by passing on what we have learned should I do it? I guess that depends Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 9 In the end I had to realize: my decision to get out of the Internet Marketing business was for me - not for anyone else. I dont owe anyone anything, so why should I feel obligated to anyone? Brian Tracy once said that the most valuable phrase you can learn in business is, I changed my mind. Mastering that phrase allows you to master yourself. If you dont, your thousands of contradictory statements will one day come back to bite you. I wrote about this phenomenon in my last print book. Psychology calls it Cognitive Dissonance. That is, we spend hours and hours of our lives justifying the stupidest things because somehow we are all trained to think that its some terrible sin to change your mind or to be wrong. If changing your mind or being wrong is a sin, then we are all truly doomed to hell. Im not saying its OK to shirk obligations, but it is OK to change your mind especially when the result of the change will help others and harm no one. If an individual comes to you directly with a problem, thats a whole nother matter. Whenever someone has come to me personally with a genuine issue Ive always done my level best to resolve it immediately. Ignoring the press is one thing ignoring real relationships is another. Focusing on those one-to-one relationships will result in positive press. So focus on that and stop worrying. Again, it doesnt matter what is said. It matters what you do. Now, writing this doesnt mean I want to dive head first into being an Internet Marketing guru again (whatever the heck that is). Im just writing up this report because I was asked to and I think it will help a lot of people. Im really enjoying my life right now. I only do work I truly enjoy these days (and will hopefully soon begin my real lifes work). Youll be seeing the fruits of all of that very soon. Anyway, I say all of this, more than anything else, to help you see and learn from this experience. Whenever you get a certain amount of exposure youll have to wrestle with these problems as well (directly proportional to the amount of success you have). I dont have any illusions that these words will reform any of the chronic haters of this world, but it might prevent them from sucking away any of your life energy. There was a time I let them affect me, but I see now the only real troubles those people caused were in my mind. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 10 Its probably time I stepped down off my soap box. So, the question remains: should I write this report? If in doing so Im truly helping others and harming no one, I guess the only real answer to that question is another question: Do I want to? And the answer to that, I realized, is, Yeah Yeah I do. So, here it is. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 11 The 5-Step Business Development Plan IPPLM The 5-Step Business Development Plan is something I developed for my consulting clients in order to assist them in the start up of any business. Most of the people for whom I consult want to make the Internet the center of their business, so as such this plan has a clear Internet-focus. This plan can be used by anyone in any business, whether online or off. The same principles will apply, but obviously if youre starting an offline retail business, for example, there are a great many other factors youll need to consider before you dive into launching your company. Further, this plan is not just for start-up enterprises. If youre already knee-deep in your business you should look through the plan to see if there is anything vital youve skipped and if not, at the very least you can apply the Maintenance Phase tactics continuously throughout the life of your business. Chances are, there are some very important steps here youve overlooked, so you would be wise to go through each of these steps and as you read, make a list of to do items for your business. Dont just write them down. For Gods sake do them! For example, if youve never coordinated a concerted launch for your product, its never too late to do so even if youve been selling the same product for years. You can always create a new and improved version, add some new features, or whatever your imagination can cook up as a good excuse for a brand new launch. Another way to use this: If you are already an established company, but are launching a brand new product, you should still use this plan almost to the letter. Yet another approach: If you are an affiliate or network marketer, you could use this plan to launch an informational website that serves as a conduit for the products youre selling. As you can see, its really quite flexible if you just look at it the right way. The 5 Phases can be remembered with the following acronym: IPPLM Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 12 Heres a phrase to remember it: I Propel Products Like Mark. The 5 Phases are: The Idea Generation Phase The Product Creation Phase The Pre-Launch Phase The Launch Phase The Maintenance Phase There are as many ways to look at the launch of a business as there are businesses themselves. Each will have its own merits or weaknesses. All I can say is that this is the way I have advised many business to launch their businesses. Again, there is no guarantee what success you will achieve with these methods. However, I truly believe that if you follow this plan and have faith, persistence and patience, you will succeed. Plans and rules are there for the times when we cant be relied on to make the best decisions in the moment which is most of the time. Create your own plan using this model and stick to it. Dont second guess yourself. Dont shift gears in midstream. Trust your plan and stick to your guns. If you arent seeing results, continually work to improve your response and market harder and louder. I watch people give up on perfectly good marketing plans all the time, and why? Because they lose faith. They get cold feat. They start doubting themselves. Most businesses give up before they even the business a good chance to succeed. Ah, but it probably wouldnt have worked If you dont give it a chance, youll never know. Heres an axiom I used to recite to my employees constantly: A great plan executed with half a heart is the road to failure. A poor plan executed with zeal will almost always lead to success. A great plan executed with great zeal is the path to greatness. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 13 Notice that the only roads with success in the end have one thing in common: zeal. Before we get started, lets talk about how to create zeal out of thin air. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 14 Pre-IPPLM Your Gut Check Before you can even get started running a business, there are some important questions you need to ask yourself. There are also some important things youll need to know as well. You may not even be ready to run a business right now and finding that out now will save you a lot of pain and suffering further down the road. In fact, you may not even want to run a business at all. Sometimes we think that running a business will help us to achieve something else. The fact is, the vast majority of people who start businesses dont really get any joy out of running the business per se. They start the business for other reasons. They think that their business is a viable path toward some other goal. Im getting ahead of myself. Its time for your gut check. I want you to really think hard about these questions. Chances are, youll probably just gloss over this section and youll make the mistakes that thousands upon thousands of other business start-ups make. Oh, wait a minute ... I think I might have someone whos paying attention here. I still have your attention? Great! I want twice as much attention for the rest of this chapter. Its probably the most important. 1. What the Heck is Wrong With You? Yeah, thats right. Im talking to you. You complete moron. Really, what the hell is wrong with you? Do you have any idea how difficult it is to start a business? Did you know that the vast majority of all business start-ups fail? Did you know that chances are you will not achieve the great success you plan to achieve and that you will utterly and completely fall flat on your face? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 15 Oh, you think Im about to shift gears now and say, I bet your friends say this to you all the time, right? Well, forget them! What do they know! Actually, no. Im here to echo their concerns. You had better be damn sure this is what you want, because its not going to be easy by any stretch of the imagination. Are you still with me? OK, tough guy. Lets dig a little deeper and see if you really want this. 2. No, Really What the Heck is Wrong With You!? Are you sure you want to give up most of your social life for the next few years? Are you sure you want to risk alienating your friends and family? Are you sure you want to have to carry on working while people think that youre certifiably insane for doing so? Is it really worth it? What is it that you want so bad that makes you risk all of this sacrifice? Lets find out. 3. What is It That You Really Want? Let me guess. You dont really want to run a business. What you want is to be an actor, or a rock star, or an artist, or you want to make enough money to put yourself (or your children) through school, or you want to just make a heap of money so you can just say stuff it all, move to some island somewhere and rest on your laurels for the rest of your life. Sound familiar? This may or may not be an accurate assessment of your motivations, but I would venture to say that deep down inside, there is some other reason for you wanting to start a business. If youre one of those rare guys for whom business is truly a passion and you have an inspired vision about launching a product with a purpose, then cheers to you. You probably dont need this chapter, and in fact your built-in zeal will probably propel you to success no matter what you learn from me. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 16 However, Im betting thats not you. Ask yourself right now what is it that you really hope to achieve with this business. Most likely it will read something like, Money to achieve _____. Write it down. Right now. What is the real thing you want to achieve in launching this business? I want you to get really specific and write it down now. 4. Is There a Faster, Easier, or Better Way to Get There? Some people say that they want to earn enough money to go to school. I ask them if theyve looked into the various ways they can get student loans and such and the answer is usually no. You had better look into those options now. Chances are there is an easier and faster way. Whatever it is that you want to do once youve earned all of this money, is there any reason why you cant do that right now? Whats stopping you? Do you want to spend your days surfing on the beach and relaxing? Why cant you do that right now? Do you really want to be a musician? Why cant you do that right now? I cant even begin to express how important this is. People start businesses so that they can achieve one goal or another and then along the way they lose site of those goals and become just another working stiff for their business, or even worse. If you think that your business is a path to freedom, think again. If you think your current job is hard, try doubling your hours and then adding the stress of having to worry about where the next sales are going to come from on top of that. You think its going to just make all of your problems disappear? I swear to God if I see another one of these charlatans trying to con you into quitting your job so that you can start a business, I will punch them square in the jaw. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 17 They wont tell you how hard it really is because they want to sell you their bullshit how-to course. I dont think theyve really thought through the consequences of their actions. Quitting your job may be in the cards for you, but it wont happen just yet. Youve got a few tests to pass before you can even consider that. Im sorry to be the buzz-kill, but Im not going to let you ruin your life. Lets set up some realistic expectations and the build a business for real if thats what you must do. 5. Mark, I Really Need to Do This Im Broke and Ive Got to Do Something! (IMPORTANT: If youre not staring a business because youre broke, you can skip this step. Its going to get ugly.) OK, youve obviously thought this through. Youve got no other way out and building a business is your only ticket to salvation. Youre totally broke, your family is starving, and by golly youve exhausted all of your options. Guess what, Ive got one option for you that you may have not considered: Get a damn job! You heard me. Im really sorry if my language, tone, or message offends you, but someone needs to drive this message into your thick skull and if Im going to risk offending you to do so, I guess thats a risk Im willing to take. If you bought this book and you really couldnt afford it, ask for a refund now. Youll get one in a flash. Im serious. I wont participate in this endless circle of desperation perpetrated by all of these get-rich-quick gurus. I dont want another dime from someone who cant afford, or wont use, my products. If your family is starving do you really want to risk their future on some hairbrained scheme? Youre telling me youve never started a business before (clearly you havent because if you had, you wouldnt be risking the welfare of your family on the future of one) and you want to start one now that youre in dire need? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 18 Go get your ass in the unemployment line. Suck up your pride and do it. Then go buy the paper and take the first job you can get. If its not enough, get some help from your family, your church, or the State. There are people out there who care about you and want to help you. Making money from a business will take time. Starting a business out of desperation is that absolute worst thing you can do. Get your affairs in order first. If youre in debt, get out of debt first. Once youve got a job you can try some small business endeavors to cut your teeth, make a bit of extra money on the side, and get out of debt, but dont even think about launching a major endeavor until you can honestly pass this entire gut check. And dont walk into any of this stuff with unrealistic expectations. These companies that promise you riches overnight are totally unethical in saying so. Now, if after reading this, you still think you must risk it and start up a business even though youre in a desperate situation, then it rests on your shoulders my friend. Listen Some people have used their desperation to propel them to true greatness. Some people are set ablaze by tough times and, who knows, that may be you. Only you can know that. However, the only responsible thing for me to advise is to get a job, get stable, get your start up capital and only then, if you really have a passion for it, start up your business. 6. No Mark, Ive Got a Job (or Another Source of Capital) and Ive Looked at All My Options This is Really the Best Way for Me to Get What I Want and the Sacrifices Ill Have to Make are Going to Be Worth It OK, I can only take your word for it. If you really and truly are willing to make those sacrifices in order to achieve this goal, and running a business is truly your best route, then game on. Im happy to help you. Just dont come crying to me if you find out that you made the wrong decision later on down the road. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 19 In fact, dont come crying to me about anything. This is your responsibility and no one is ever going to do the work for you or take the responsibility for your actions. 7. Are you in Debt? If you are, this probably isnt the way to get out of it. If you have a stabile job and things are otherwise in control, you might want to consider running a very small easy-to-manage business to earn some extra money. Thats totally valid, but you really need to know what youre getting into. On the surface it may look like your business isnt going to take that much time, but I can almost guarantee it will take more than you think it will. If youre planning a major enterprise, you will need to be more than out of debt Youll need a certain amount of capital, but were getting ahead of ourselves. On the flip-side, it may be totally unrealistic to rely completely on your job to pull you out of debt or to build a retirement as well. Do the math and youll see. However, dont take away your stability by quitting your job because its not your everything. Start from a platform of stability and build from it. 8. Put This Report Down for a Day and Think Hard Think about Questions 1-7 again really hard for at least a full day. If you can come back to this still fully convinced and certain that youre doing the right thing, then carry on. I really and truly want to help you, but I also want to make sure youre not making a wrong move. I see so many people getting into business for the wrong reasons. If I can save you all of the pain of making that wrong move now, youll thank me for it later. Sometimes the best business advice you can ever get is: stay away from business. Ive given this advice to family and friends many times over. I also sometimes advise my consulting clients to do the same if I feel they are not ready. Sure, I could sit back and suck the money out of their pockets as they flounder around with half-hearted attempts to build a business, but I dont think I could stomach that for very long. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 20 There is absolutely nothing wrong with holding down a job, taking care of your family, and building a stable and normal life. My God, there are people in this world who would kill for that kind of opportunity. Our heads are so messed up with greed and delusion in the United States. I love this country with every fiber of my heart, but Hollywood and unscrupulous marketers are really sending us down the road to hell. A fast car is not more important than your friendships. Wealth is not more important than family. Meaningless sex is not more important than the love of your wife and the integrity of your family. You may not live in the United States, but unfortunately Hollywood is exporting these values into your country, too. Get back in touch with what is really important. You may have been brain-washed into thinking that you need certain things and you just dont see any job on your horizon that will allow you to go buy that Ferrari or that 5 million dollar house. So, business ownership may seem like the only way to get those things. If its truly your passion, thats great and I will help you. However, you really need to be sure. Now, Im serious. Stop reading this report now and come back tomorrow after youve really thought about this and weighed all of your options. 9. Go Get Some Real-World Experience The previous steps were a necessary exercise to test your motivation levels. If you can truly get past those steps, it shows me that your motivation level is high. Its going to take a huge level of motivation to make it and I think its wise to weed out people who dont have it. There are a great many chronic entrepreneurs in this world who just drift from one unsuccessful business to another. Many of them are even masquerading as business experts. I would not wish that on anyone, so if the last few steps were a little harsh, I apologize, but I assure you they are quite necessary. OK, then Down to business. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 21 If you have never started a business before, it might be wise to watch someone else screw it up first before you do. If you can find a business start-up that is hiring, do your best to get a job there any job. Work your ass off for them and turn yourself into the go-to-guy. I dont care if you have to start out cleaning the stalls. Be the best stall cleaner there is and volunteer to do more work. Spy on these guys and try to get involved in every level you can. Work like crazy for them because they are giving you an education youll never get anywhere else. I really mean this. I sure wish I had done so as it would have prevented me from making a lot of mistakes. If you cant do this, try to cut your teeth on a very small easy enterprise first. If you cant get some success with a small home business youll never be able to create a massive empire. Over time, you can move up and launch more and more complicated affairs or you can turn a small affair into a big one if its one you truly love and one with bigger potential than you are tapping into. Wait a minute, though The profitability of your company is not always proportional to its complexity. You should always be looking out for ways to simplify and cut costs at every corner never at the sake of core quality or service, though. 10. Stop the Bleeding Youre about ready to enter battle. Let me ask you this would you walk into a war zone carrying an elephant on your back? Umm Of course not, Mark. If I did that Id be slowed down at every turn. I wouldnt be able to dodge bullets and I wouldnt have any energy to attack the enemy. Good answer, soldier. Start up a business with a huge list of personal outgoings each month is just like going to war with an elephant on your back. You need to strip down every little extraneous expense you dont need in your life and do it fast. The pressure that excessive expenses will put on your life will cause you to make stupid desperate moves. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 22 Get lean and mean. This will give you an edge over your competitors that youll thank me for later. Please just trust me on this one if you dont understand why. Im not saying live uncomfortably. Just strip out the things that really arent necessary. No, I dont want you to do your work on a desk made out of rocks Unless of course that doesnt bother you in which case that may not be such a bad idea! 11. Educate Yourself on Exit Strategies So many business start-ups today walk in blindly with their eye on future profits. They dont ever stop to consider that at some point they will have to stop working for one reason or another. You could get sick. You could get sick of working. You could wake up and suddenly realize that youre not living your life the way you want to. You could reach retirement age. Heck, you could even die. Whats going to happen to your business when you reach any of these points? Well, there are a number of ways it could go down, and you should start with the best end in mind and prepare for the worst. Here are the different strategies beginning with the best and ending with the worst. The names for these strategies are my own and are not any sort of industry standard, so dont expect people to know what youre talking about right away unless they read this report. Further, dont expect most people, except for the more sophisticated business folks, to even know anything about Mergers and Acquisitions at all. Very few people in this world know much about it. Exit Strategy #1: The Big Sell Out This is every smart entrepreneurs ultimate dream. You build up your business to the height of success and then allow it to be acquired for a high dollar value. Major acquisitions are usually part stock, part cash deals. That is, youll get some of the pay out in stock (which can amount to vapor if the Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 23 shares are overly restricted or if they are shares in a worthless company) and some of it in cash. Cash is obviously preferable. There are many different ways to calculate the value of your company, and I wont get into that here as its a hotly debated topic and you really need a business valuation expert to tell you. If you have set things up properly, the value of your business can in fact be quite high. A great site to start hanging out at is: http://www.bizbuysell.com/ If you hang out there, you can educate yourself on the whole business of mergers and acquisitions, you can see what certain businesses are going for, learn about various valuation methods, and just get a feel for the game. Here are some things you can keep in mind from the beginning that will increase the potential value of your business: a. Remember that the purchase of a business is an investment, just like any other. They are not there to take your problem off your hands. They are purchasing your business because they want to see some return. That return comes in the form of some asset or the projection of future profits. Ensuring that your business is truly profitable and demonstrates consistent growth is probably the most powerful weapon in your value increasing arsenal. b. Beyond raw value, there are other things that can be factored in to increase the desirability of your business. If your business has established management in place, well-oiled systematization and standardization in place, well-trained staff in place, high employee moral, high customer satisfaction, proven duplicatible marketing, etc All of these things will make your business more desirable to a potential buyer. c. Are you the driving force behind your business? A potential buyer will see that and hell say, Once you go, obviously the profit will go with you. Over time you need to distance yourself from the business and get solid management in place. Businesses always start with one person as the driving force (generally the one with the vision), but businesses that remain that way die with the visionaries who started them. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 24 d. Dont even for a second consider fudging the numbers or trying to cover up your flaws. They will come out and if they dont during the due diligence process preceding the sale, youll have some seriously bad blood and a potentially lethal law suit on your hands. e. At the same time, dont let the buyer sell you short. Be honest about your flaws, but dont settle for less than youre worth (unless you are willing to accept a Motivated Sell Off). Exit Strategy #2: The Managed Legacy If you are always the one at the helm of your business, chances are it will die with you. If you have skilled management in place and your business can run without you, it then becomes a source of cash flow par excellence. This means that you need Systematization and Standardization. This means you need self-motivated and self-direct management who is carrying out your vision. This means you need to be 100% certain that if you went on vacation, and stayed that way, your business would continue to grow. If you can pull this off (and very few people can), you have a great thing on your hands. Frankly, this may even be considered a necessary step to The Big Sell Out. If the purchaser knows you are the lifeblood of your organization, hell harp on this until youre ready to sell for pennies on the dollar. There are rare exceptions where someone wants to purchase a developed business and throw themselves into running it, but they are quite hard to find (dont count on it). Exit Strategy #3: The Family Legacy This is a popular method for two simple reasons: 1) Finding management you can trust is hard. Who better to trust than your family? 2) We all want to leave something behind for our kids. The problem is, family and business rarely mix well. Your kids may not want to run a business, and they may not be suited for it. There is nothing more detestable than an incompetent bosss son in charge. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 25 Think it through thoroughly before you choose this route. Exit Strategy #4: The Motivated Bargain Sell-Off Most small businesses are bought and sold this way. If a small business doesnt have time to fully develop itself and then the owner decides to call it quits for various reasons, he may be motivated to get out of the business quickly and sell it off for a bargain price. This can be a great deal for both the buyer and the seller. The seller can pass on his (albeit undeveloped) legacy and the buyer can usually get some excellent assets at a bargain price. This is what Id call a fallback position. This strategy will help you to lessen (or eliminate) any loss, possibly walk away with a little something, and give you the pride that your hard work will carry on. If you take this strategy, remember not to be too motivated. Be willing to stick to your guns for a while or you are very likely to be eaten by a shark of a buyer. If your company is bleeding, sharks smell blood and they know they can eat you alive. Theyll try to wait you out until youre motivated enough to give it away for nothing. Also, if you are bleeding cash, youll need to get things in order first before anyone will be willing to take your asset of your hands. No one wants to take over a problem. Again, this is an investment of both time and money. I have sold a fair number of businesses in my time and I have to say that Strategy #4 has been the most common. Its a perfectly viable option, and a responsible one if handled properly. People would say to me, Mark, why dont you just spend some more time on the business, develop it properly, and get what its worth? Thats a damn good question. To me, if my passion for a business has died, Im not doing anyone any favors by sticking around. If I can find someone else to take over the business who has a little fire in their belly, even if I have to suffer a bit of a loss, its better for me and everyone involved. If you dont have the passion to make something work, you probably wont. Exit Strategy #5: The Disappearing Act This isnt so much of a strategy, but a lack of one. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 26 Unfortunately, this is the way most businesses vanish. They all of a sudden wake up one morning and realize they dont have any money and then they disappear. If substantial debt has been amassed sometimes people will file Chapter 11 or just close the doors and run away hoping no one will find them. Its sad because they lose everything theyve built and can sometimes ruin themselves financially as well. There is another way! If you find yourself in this situation, you can bail yourself out of trouble without having to ruin your credit. You may not even have to close your doors! Here are two possible scenarios: 1) Liquidation Get on Google and look up business liquidation. Before you run away from your obligations, you can see if you have any assets that can be sold off to help you pay off those debts. You may have more tied up in your business than you realize. Now, you should know that liquidators are going to sell your stuff off at bargain prices, and its going to break your heart. Hey, you were about ready to bail on everything, so what are you crying about? Get over it and move on. Its a safe bet that the sun will rise tomorrow. Hey, wait a minute its already out today. Now, your liquidators probably wont understand the value of some of your assets. For example, your customer lists, email newsletter, etc. All of these things have value. You can always sell of pieces of your business to people who may be able to get some value out of it. Call up your competitors and see if they want your customers or your email newsletter. You might be able to squeeze some dollars out there as well. Its also a great thing to do for your customers. If they are now in the hands of another company, theyre going to feel a lot happier at the end of the day. 2) Debt Restructuring This can be done a number of ways and sometimes you can use this tactic to get creditors off your back while you remain in business in order to give you enough breathing room to stay afloat. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 27 You could do this yourself and negotiate with your creditors, but that can be a real hassle. If you put yourself in the hands of an experience Debt Restructuring Firm, they can approach the matter with a lot more legal leverage. Basically, you sign a document that allows them to have all legal rights to your assets. If another creditor wants to get to you, they have to go through this company first before they can get to you. Its very frustrating for your creditors as it means they have to now negotiate with this company for a settlement which can be done at pennies on the dollar in some cases. You shouldnt feel too bad about this. I mean, your creditor should be happy you didnt file bankruptcy! They would have received nothing if you had, so they should at least give you credit for not fleeing from your bills. The company doing your Restructuring will require some kind of monthly obligation from you, but this is a matter of negotiation with them. The nice thing is, once the deal is set, you never have to talk to your creditors again about late bills. Obviously if you have a relationship with a creditor, youll want to smooth things over with them if you can. Just explain to them the tough situation you are in and that youre trying to find a way out without having to declare bankruptcy and shirk your obligations. This can also be combined as part of an exit strategy if youre in debt so that you wont have to ruin your credit. Now, Restructuring can cause your credit to take a hit if your creditors are sore about it (and some will be), but it will be nothing compared to the hit youll take from a bankruptcy (which makes you a credit pariah for about 10 years). Knowing ahead of time that you have all of these tactics at your disposal really helps you to walk in with the end in mind and it also alleviates some of the fear you may have of the unknown. One other important piece of advice: keep your books as tightly as you can. When I closed Aesop Marketing Corporation, I had to spend a lot of time and money cleaning up some accounting messes that really should have been dealt with long before. We just kept building new businesses and adding new layers of complexity without really ensuring things were clean and smooth first. We didnt ignore the problems, but I should Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 28 have invested more assets into resolving them more quickly, and I sure should have done that before I built new businesses. That was a stupid business mistake and I hope you arent as foolhardy as I was. Dont ever take a single step forward without knowing exactly where you are right now. Its absolutely vital. The same can be said of your Customer Care. Dont make things more complicated for your Customer Care Department by adding new products or features until they have absolutely mastered caring for your customers at your current level of complexity. There were times when I thought I had all of our problems licked, but I really didnt. For example, our reps were trained in how to handle all of the potential problems, but our customers werent always getting our replies. This resulted in some customers thinking we had neglected them. Before doing anything else, I should have dialed that in to the ninth degree. I bet 90% of the people who read these words will go ahead and make those same mistakes (most businesses do), but youre not one of the foolish 90%, right? Good for you. Listen, its easier for this to happen than you may think. 12. Prepare for the Worst: Be Ready to Lose Money A good rule of thumb is: dont enter into any business unless you have enough to operate it at a loss for a full 6 months. Whether youre starting a major enterprise or a small one, this should always be the case. When we get into the first Phase of the 5 Phase Plan, youll be able to zero in on this figure and move forward with confidence. . OK, youre still here? Youre not scared off? Im definitely impressed. Youve got some serious guts. Those guts, combined with the following chapters, will increase your chances for success greatly. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 29 The Idea Inception Phase This phase will help you to establish an idea, get a clear handle on your goals, understand exactly what youre getting into, and laser focus your mind on attaining this goal. Once you do that, Ill show you how to use some really powerful psychological tactics to increase your chances of success, and keep you on target at all times. Lets get right down to it. Step 1. Finding a Passion One thing that will help propel you through those sleepless and friendless nights, with which you will become quite familiar while running a business, is a true passion for what youre doing. You dont have to love your product to make it work, but if you do love it, it will make things a helluva lot easier. Now, remember that your passion for your product should never blind you to what the market is telling you. That passion will, however, help you tough it out when the times are tough, and it will also make you a far better salesman. Think about this. Do you like to have sex? Sure you do. Well, if your business was to have great passionate sex every day with someone you love, would you still do it even if you werent making a profit from it? Damn right you would. Let me ask you another question. Do you like to pick up dog poop off the ground? What? You dont? Of course you dont. I dont think anyone does. If youre in the poop picking up business, things are going be that much harder for you when times are tough. Its going to be awful hard telling yourself that picking poop up off the ground is the path to Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 30 your dreams if youre in debt, creditors are calling, and your boss from your good old pre-insanity days just called up and offered you your job back. If you can somehow get into a business that aligns with your passion, your chances for success are much greater. Listen, most people dont do this, and you can in fact be successful without aligning these two things, but taking a little time in the beginning to get those things set up properly will make a huge difference for you. Step 2. Raw Brainstorming Once youve identified a topic (which one would hope is somewhere in alignment with your passion), you should do some raw brainstorming. Sit down with a pen and paper and just let the ideas flow. Unplug the phone. Get away from everyone. Just sit there and write. If you find yourself sitting in front of a blank piece of paper, its because youre limiting yourself. Simply jot down any old idea no matter how absurd. I mean it. Even if you come up with selling fish on a train write it down. Once you get in the habit of turning off the squelcher inside your mind, you will be able to generate ideas like crazy. Its really not that hard. OK, grab that piece of paper and write. Go until you have literally squeezed out every single idea in your head. Step 3. Brainstorm Again - Identifying Potential Value Lets do the same thing again with a brand new sheet of paper. This time, ask yourself the following questions: What problems do people interested in ____ have that I might be able to solve? What things to people interested in ____ really want that I might be able to provide? Fill in that blank with whatever your passion is. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 31 This new brainstorming process will help you to generate a new set of ideas from a totally different perspective. Answer the above questions is exactly what people in business do. They solve problems and satisfy needs/wants. Step 4. Identifying Your Potential Market You probably have a few ideas in your head at this point, and maybe even an inkling of where you want to go, but lets not make a decision yet. What I want for you to do now is this. Get on the Internet and do a search on that topic about which youre passionate. See what other people are selling in this area to give you an idea of whats out there already. I dont want you to do a full competitive analysis yet because you havent yet selected a product. I just want you to see whats there. If you see people selling one type of product, that can be good or bad. If there are many people selling coral calcium for example, it is a strong indication that there is a big market for it. If the keyword bids on a particular type of product are high, that is a good indicator as well that people are making money selling the product. Heres a tool where you can do that: http://adwords.google.com Just sign up for an account there and as you ad various keywords to a campaign (you can set up a dummy campaign), youll be able to see what people are bidding on those terms. To see the range, try something like Viagra and then compare it to sand. Youll be able to see the number of times people are clicking on those words, and what its worth on average when they do. Now, if you have a product idea that no one is selling at all, that can be fantastic, but it can also be a tough road to haul if you have to prove the market. Back when I started ROIbot no one was selling a remotely hosted ad tracking solution. It simply didnt exist. However, it was a safe bet that I could sell it. Why? Well, it addressed a core problem that business owners have. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 32 The more acutely aware of that problem each business owner is, the more or less difficult the job of selling will be (and the more or less education youll have to perform on your prospect before he buys). If you have access to surveys, market research, etc. that will definitely help, but you probably dont have something like that on hand. Either way, such information has to be taken with a grain of salt. Information is only as valuable as the methods used to collect it, so keep that in mind. At this point, I just want you to get a feel for whats out there. Here are some other tools you can use to get a feel for a potential marketplace or niche as it is sometimes called: Free Tools: http://www.nichebot.com http://www.goodkeywords.com Paid Tools: http://www.nichedatabase.com Step 5. Making a Selection I wish I could tell you that theres an easy way to do this. There just isnt. Your selection of a product/service to sell is going to be a combination of: a. Your Passion b. Your Feel for the Marketplace c. Your Gut If you are extremely passionate about something, but very few people are interested in the same topic, it might be a tough sell. Then again, the opposite may be true as well. That is, if you are the only game in town for a particular type of product, even if the potential market is small you can still do quite well. This is niche marketing. Its the art of identifying untapped tiny markets where there is a need or desire to be filled. The research tools listed above will help you to compare these various factors. Just remember to take what they say with a grain of salt. They are not an ultimate Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 33 authority on the power of a particular topic, but there are great tools to help you make an informed decision. Step 6. Analyzing the Competition Now that you have selected a product or service, lets get down into some deeper analysis of the actual competition. Before we were just doing some general research to get a feel. Now were going to get into the hard core level of analyzing your competition in detail. So, what is competition exactly? Well, the theory says that for any particular market there is a potential pool of customers. Whoever taps into the same pool as you is your competition. That is, if there are 100,000 people in the world who are potential customers for your product, all of the sales, theoretically, will be divided among all of the people competing in that market space. This is all theoretical and there are rarely any completely reliable ways of finding out the true potential of a given market. If youre in a truly finite market there is a definitely way to know. For example, if you sell an accessory for a 2005 Lexus RX330, there will be a fairly definite number of owners for that product by the end of 2005. If youre selling something less specific (say a vitamin product), your potential market is not finite per se, but you can make educated guesses. The fact is, very few people know the true potential of their market space Another interesting note Sometimes people will refer to market saturation but I dont think many actual measured cases of this exist. Again, if a market is finite, you can in fact measure a certain amount of saturation, but if you dont know the size of the market, how could you know if its saturated? Saturation, in that sense, is a total myth. People use that phrase as an excuse for poor marketing. So, if most markets are theoretically infinite, does one really need to worry about competition? Yes and no. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 34 Some people will advise you that there really is no such thing as competition, that you dont need to worry about it, that the existence of competition proves a markets worth . Therefore: dont worry about it. Thats half-true. Yes, the existence of thriving potential competition proves the viability of a particular market, but it shouldnt just give you the green light to plod in without digging a little deeper and thinking about things just a little more. Lets look at this a little closer. Lets look for businesses that fall into one of three categories: Potential Partners, Potential Rivals, and Potential Affiliates. Potential Partners A Potential Partner is someone who sells a product in your same general space, but does not compete with you directly. For example, if you sell horses, it might be wise to find people who sell saddles. They arent selling horses themselves, so they arent direct competition, but they can easily share the same customer base as you. If they share the same potential customer base, that means they already have a pre-sorted and powerful list of potential customers for you. If you sell flowers, it might be wise to find someone who sells chocolates. If you sell crochet needles, it might be wise to find someone who sells yarn. Do you follow? Such partners can be your easiest and richest source of sales. All you have to do is simply structure win/win relationships with each of them. How is this done? Well, its actually quite simple. More on that soon For now, just start identifying these businesses and making note of them. Record their URL and move on. Well talk about how to use them later. You can also record their Alexa ranking, link popularity, etc. All of these things will help you to determine which of these Potential Partners are the most powerful. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 35 If you have a rich source of these, its a huge advantage. The tools I listed in the previous section can help you greatly in this process. Potential Rivals Rivals are people selling the exact same product as you, or who are resolving the exact same problem as you. What do I mean by the same problem? Well, if you sell a toe nail fungus cure your potential rivals are every single company selling such a cure even if the cure is totally different from yours. For example, yours may be a cream they put on their toes. The others may be a pill, or a laser, or whatever theyre still your Rivals because they are trying to solve the same problem. Now, not only do you need to identify their existence, but you also need to measure their potential threat value to you. Here are some things to consider: a. Alexa Rating b. Link Popularity c. Affiliate Pool Are there many people promoting their products? Find the URL they use for their affiliate program and simply do a search for link: URL in Google. For example, if their affiliate URLs look like this: http://www.ABC123.com/aff.pl?AffiliateIDHere Just do a search in Google for: Link:www.ABC123.com/aff.pl Poof! You now have a list of their partners. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 36 Niche Database is a great tool for this. Just plug in that search term and youre set. It will give you a number of other bits of competitive data and allow you to export your findings for later use. If youre on your toes, youll immediately see another use for this list as well, but Im getting ahead of myself. d. Endorsements Do they have any recognizable names endorsing them? This kind of backing will be another indicator of their power. The psychological impact of such endorsements is huge on potential customers. e. Search Engine Listings A good friend of mine is selling a wrinkle cream online. If you look up wrinkles or wrinkle cream or anything else, he doesnt show up at all. Even worse, if you look up the name of his product youll find his competitors have poached his name so that when people are looking for him, they show up. I think people place far too much emphasis on search engine marketing as there are other forms of marketing that that will bring you far better results with far less effort. So, if your competitors have dominated the search engines in every conceivable way, it doesnt mean there is no hope. In fact, it may not matter much at all, but its one piece to consider. f. I think youre getting the idea At the end of the day, you simply want to take all of these things into consideration to get an overall picture of your competitors. If you are up against a competitor who has clearly dominated every possible medium, it may not be wise to battle him. Then again, if you find that your competitor has clearly dominated one medium and has left some holes open for you, it might be a really good move to simply catch a ride on his coat-tails (hes educating the market for you) and pick up the crumbs he leaves. This is a valid strategy if you are running a small time operation and you just want to make a few bucks. It is valid for a larger operation as well if you want to slowly start taking over more and more market share. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 37 Remember that big competitors tend to get lazy and theyre seeing you as not a potential threat may be to your tremendous advantage. My friend selling the wrinkle cream is absolutely dominating one form of offline marketing and his competitors havent dared compete with him there. However, they see all the advertising he has done and are taking advantage. They know he hasnt even scratched the surface of the Internet and are creaming him there. If you see an opening your Rival has left for you, thats an opportunity you can tap. Potential Affiliates The word affiliate has taken on a special meaning on the Internet that is not quite different from what you might expect. Affiliate programs are simply systems whereby people can instantly sign up and begin promoting your products for a commission. Its just an automated way of getting independent sales reps for your product. Its a wonderful tool on the surface, but its really not what you might think at first. The people who sell you these products get you to believe that you can get an army of people promoting your products overnight. Well, its certainly not going to happen overnight, and when it does happen, its not what you think either. Having run quite a few affiliate programs myself I can tell you confidently that the vast majority of people promoting your products wont do much. They will simply sign up and forget about you. The real power of affiliate program is as a joint-venture facilitation tool (see potential partners). The second most powerful way to use this tool is in the recruitment of power affiliates. Power Affiliates dont just sign up (unless youre extremely lucky) they must be courted. You need to identify them and then contact them directly with a compelling reason to promote for you. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 38 Power Affiliates are people that have three attributes: a. The Right Audience The right audience = people who may be interested in your product. b. Leverage They may have the right audience, but if they dont have any influence over them it wont matter. c. A Significant Number of Eyeballs If they have the right audience and some leverage, it wont matter much if they only have the attention of 5 sets of eyeballs (CLUE: Unless, the 5 sets of eyeballs have some power in their own rights. Ill let you ponder that for some interesting possibilities.) If they have 100,000 sets of eyeballs, the Power of this Affiliate is much higher. Some people will simply tell you to look for list owners but thats a very simplistic and myopic way of looking at things. This model opens you up to some other possibilities and Ill leave it to your creativity and intelligence to figure that out. Well talk about how to take advantage of these potential affiliates later on. Using the tools Ive mentioned so far will help you identify them. For further study, look up the phrase competitive analysis on Google. How deep you get into this area depends on how far you want to take your business. Doing at least some of this is highly advisable even for the smallest business endeavor and finding potential Partners and Affiliates can have a huge impact on your sales. Step 7. Remembering Why Early on I asked you why the hell you want to start this business. You would be well-advised to remember that and keep remembering it until you attain that thing. Its safe to say that almost every business owner starts his business in order to attain a particular desire and then loses sight of that along the way. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 39 Dont let this happen to you. In fact, lets make damn sure it doesnt happen. If youre like most people, you simply want to get some freedom in your life so you can do something else. The problem is, when you start running your business full time, chances are youll have less freedom. Youll get to a point where you can quit your job and when you get there, youll start running your business full time. It may have taken you 20 hours a week to run your business when you were also holding down a full time job, but you wont work 20 hours a week on your business once you quit. Youll want more Trust me on this it just works out that way. You may think that you can run the business in the same amount of time it took before you quit your job, but you wont do that. No one does. What will happen is that youll start running your business full time or more. Greed will kick in and youll want more money. Your business will start to consume you and your time. Now, you may think that this does not apply to you, and if so, you may be right, but I rarely see it happen that way. If you think the following plan of action will not motivate you, replace this goal with something else that does. Heres a generic reason why that motivates most people: early retirement. I highly recommend figuring out what it will cost you for early retirement and plugging that in as your goal. There are a great many tools on the market like Microsoft Money and Quicken that will calculate this for you, adjust for inflation, etc You just plug in your cost of living (plan for your ultimate lifestyle), your retirement age, and thats it. You then know how much you have to save before you can do this. Step 8. Making a Statement Type up the following statement on a piece of paper and post it somewhere you can read it every single day. Your bathroom mirror is a great place. I strongly advise against skipping this step. Most people who read this will get lazy and skip this step. Youll have a tremendous advantage over them by following it. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 40 ~~~~~~~~~~~~~~~~~~~~~~ WHAT I AM DOING 1. I am accomplishing the following: Write your goal here. That is, what do you want to accomplish by starting this business? Get very specific. If its the acquisition of a certain amount of money write it down here exactly. Get down to precise dollars and cents. 2. I am doing this because: Write your underlying reason for wanting to accomplish this here. For example: It will allow me to provide my children with a college education. 3. This is important to me because: Why is that important to you? Get into your deeper inner psychology. Really dig. For example: My parents did not put me through college and it caused me a great deal of pain. I will never let my child suffer that same level of pain! 4. I am accomplishing this by: Talk about your business plan here. How many units of your product, after expenses, will it take you to do this? Overshoot your goal because youll probably make less money than you originally plan (expenses creep up on you). For example, Selling 10,000 Units of My Wrinkle Cream. ~~~~~~~~~~~~~~~~~~~~~~ Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 41 I will say again: skip this last step at your own peril! I dont care how stupid or silly it seems to you. DO IT. This step can mean the difference between success and failure. Its so easy to lose track of what were trying to accomplish and why. Once we do, we lose clarity and focus. When you lose clarity and focus, youre moving about hither and thither and rapidly heading NOWHERE. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 42 Product Development Phase Most people fail to realize their ideas and the most common reason is a lack of organization. Simply having the discipline to sit down and get organized is all it takes sometimes to push someone over the edge from inaction to incredible results. Here is what you should do: 1. Make the Product Great Now that you have your idea, you should spend some time thinking about how you can make it even better. What else would your customer want? What can you do to your idea to make life even easier for your customers? What extra service can you provide to them? What can you do to make your product far more compelling than the competition? What added incentives can you offer? How can you truly stand out from the crowd and be the best? 2. Finalize Your Idea With all of that in mind, put some polish on your idea and get totally clear. Draw up diagrams, feature lists, plans Whatever you need to get clear in your own mind what the heck it is youre doing. 3. Get Totally Organized You need to draw up a list of actionable items and break them down to the minutest of subtasks. There are a great many organizational tools available on the market and just about any of them will work for you. Dont get wrapped up in trying to find the right one. Just find one that will allow you to record your list (or even just use a damn text file) and get to it. Before you do this, heres how to get started: Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 43 a. Brainstorm Sit down with a pencil and a pad of paper and ask yourself: What exactly must happen before I can have a product ready to sell? If its a physical product to be shipped to your customers, how is it going to be reproduced? How will it be shipped? How much inventory will you need? Carry on in this fashion until you have thought of absolutely everything. b. Break it down into categories. If you have a massive list without any organization, it will seem insurmountable to you. Now, reorganize your list of tasks into each category. More than anything else this just helps you get your head around things. c. Break it Down Into Subtasks Each task should be a very simple and delegate-able item. That is, if you say find a supplier for X this is really several things were talking about: a. Write up a list of things you want in a supplier b. Doing research c. Comparing Alternatives And so on The more detail you have, the more likely things are to get done. People tend to avoid doing things when it seems doing so will be painful or difficult. If tasks are small and doable they will get done. d. Figure Out What Can Be Delegated Some things youll have to do yourself. Others can be done by others. The more you can delegate, the more youll have time to do other things. What other things? Well, eventually youll want to work on the business and not in the business. That is, if you find yourself processing orders all day long, youll never have any time to figure out how to get more sales. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 44 If you get into the habit of delegating now, it will pay off greatly in the long run. Of course you have to keep costs in mind, but Ill leave it to your creativity to figure out how to keep those down. Think: who can do this for me on a trade? Is there anyone who owes me a favor who can do part of this for me? e. Delegate Once you have that list of items to be delegated, give them out to whoever will perform those tasks. Just make sure that your instructions, desires, and deadlines are perfectly clear. Read that last sentence again its that important. f. Follow Up If you delegate something to someone, chances are they will forget about it unless they know you mean business. Habitually following up on your delegations will make your expectations clear and people will start coming to you showing you what theyve accomplished. g. Just Get it Done! Dont ever wait on anything. If there is a part of your product development that is slowing things down, get on that shit like a fire-hose and make sure it gets done. Find a way. You can waste many hours of your life waiting for things. You can wait your whole life away if youre not careful. I feel so strongly about this that I always outlaw the word wait from the vocabulary of my employees. If youre not delegating, youre following up, or youre finding alternatives. If the people to whom you are delegating things are stringing you along and stringing you along, you should have a very short fuse for that. If theyre wasting your time, ditch the loser and move on. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 45 Pre-Launch Phase Before I get into this, I should probably drop you another reminder about start-up costs. Remember, you need enough money in your war kitty to allow you to function for 6 months at a loss before you can even begin. You wont accurately know this until you have written up your plans for all of these phases. The lower your costs and the more effective your marketing, the fewer unprofitable months youll have to spend, but you should prepare for the worst. So, once you have created these plans, sit down and project your costs. Figure out what it will cost to start up. Figure out what it will cost to stay in operation. Count on spending more than you expect and dont forget to factor in what it costs you to survive on a personal level. I say this now just as a reminder. The words pre-launch tend to create a giddy hysteria in the minds of men, so please allow me to be that sobering voice once again. With that said, here are the things youll need to do in order to prepare for your launch. There is no particular order here and these items dont exist in a vacuum they must be done in relation to your launch. 1. Prepare Marketing Materials During the launch phase, youre going to marketing your products in a number of various ways. You have a message to get out to your customers and it has to get out to them somehow. You might do well to hire a professional copywriter for this as very few people in this world really understand ad copy. If you try to do it yourself, you could be really headed for disaster unless you do a lot of preparation beforehand. Here are some recommended resources: Books to Read if You Do It Yourself: Advertising Secrets of the Written Word by Joe Sugarman Triggers by Joe Sugarman MindControlMarketing.com by Mark Joyner (the .com is part of the name of the book you can find it on Amazon) The Ultimate Salesletter by Dan Kennedy Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 46 How to Write a Good Advertisement by Victor O. Schwab Breakthrough Advertising by Eugene Schwartz Professional Copywriters for Hire: I know all of these men personally and can tell you they are all quite good at their craft. They have varying fees and levels of service, but they are all fantastic. Just look up their names on Google and you can find their websites: (In alphabetical order) Gary Bencivenga Michel Fortin Gary Halbert Ted Nicholas There are many others, but I know these men currently solicit clients and are highly likely to give you wonderful results. And they are all really good guys I know personally. Im also available for copywriting on occasion. Check www.MarkJoyner.name to check my availability for copywriting and consultation. Im usually pretty booked up (as I dont spend all of my time consulting), but Im happy to entertain offers. My rates are expensive, but my clients love what I do for them. 2. Prepare Infrastructure If customers want a refund what are you going to do? How are you going to even process your orders? How will customers contact you? How will you make sure that your customers issues are resolved? You need to figure all of this out and have all of these systems fully in place before you launch. Here are some recommended resources: For Processing Orders: http://www.paypal.com http://www.2checkout.com Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 47 Ive used both of these companies and they are quite reliable. You dont need to have your own merchant account with either of these guys and their fees are reasonable. PayPal will not only allow you to process credit cards but to take PayPal as a payment method (one which has grown in popularity tremendously over the years). For Managing Customer Relations: To be honest, Ive always used custom-coded solutions for this and dont have a relationship with any company for this, so I cant give any particular solution a whole-hearted recommendation. With that said, the following solution looks quite good: http://accpaccrm.com They also include various marketing and sales automation tools as well. I have never used this, so youre on your own there. Again, as you grow in size, youll probably opt for some kind of custom-coded solution or at the very least something you can host yourself. If you have access to a programmer you can also check out the following site for various solutions you can host yourself. Some of them are free: http://cgi.resourceindex.com/ 3. Get Expert Opinions Send out a free sample of your product to experts in your field and ask for their opinion. If the opinion is favorable, ask if you can quote them on that and include their statement in your marketing. Get them to confirm in writing that you have permission (an email is enough). Your copywriter will probably ask for this, too. If he doesnt, hell kiss you for it when you give it to him. 4. Improve Your Product Did the experts like your product? If not, how can you improve it? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 48 You might be wise to ask yourself this question before you go get 10,000 of them reproduced! Just remember that just because an expert says you should do x it doesnt mean you necessarily have to. Theyre just humans, too keep that in mind. Weigh that against what your potential customers say as well. 5. Get Testimonials Testimonials from average Joe users are sometimes more credible than expert opinions in swaying your potential buyers. Give out free samples of your product to at least 20 people well before you launch to get their written opinions. Be sure to get their full name, a picture, and if possible, some form of contact information you can include in the written form of their testimonial in your ad copy. If you say Joe S. from Hackinsack loved this product it is not as believable as saying someones full name, including a way of contacting them, and include a picture. Audio and video testimonials are nice as well if they dont seem stilted or read from a script. Prepare all of this and give it to your copywriter. 6. Develop Alliances Remember those lists of potential affiliates and partners? Youll be thanking yourself now if you put some good time and energy into developing that list. Now is the time to contact each of them. The ideal way to contact them, if it is not cost-prohibitive to do so, is to give them a free sample of your product. Be sure to show them the endorsements and testimonials you have to this point in order to build your case. Now, there is a very specific way to do this. If you send them out a blanket form email that looks like it was never intended to be read by an individual human being, it probably wont be! People arent impressed by Hi, I am Fred Savage and Id like to talk to you today about a great opportunity selling tapes of my Golden Years TV show. Send them a short quick email saying hello. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 49 Even better, fix a problem for them or do them a favor. The idea here is to get on their good side (by being genuinely courteous and kind dont be a manipulator people will smell it on you) and to get them on the phone! Once you have established a bit of a relationship, then you can talk to them about your product. Give them a free sample dont go in with a pitch. After they try the sample, if they like it, talk about your upcoming launch and invite them to participate for a commission if they are interested. Dont be a pushy pain in the ass. If they say no, they are still a good potential contact, and they are still a human being. Treat them with respect. Accept the no and move on. If you act like a used-car salesman people will just get turned off and word will spread. So, here are the steps for developing these relationships (its easy!) a. Develop a Real Relationship b. Get Them on the Phone c. Give Them a Free Copy of Your Product d. Be Sure They See the Good Things People are Saying e. If They Like It, Tell Them about Your Upcoming Launch and Invite Them to Participate for a Commission f. Dont Be Pushy. Dont Be Slick. Dont Treat Them with Anything but the Highest Respect. Thats all there is to it. Now, your Potential Partner list will be used in yet another way when we talk about the maintenance phase. Affiliate Program Management Software: In this case as well, I have always used proprietary software to manage my affiliate programs. Since I havent tested any of the solutions out there extensively myself, I cant give you my word on them, but luckily there is a great resource available to you: http://www.wilsonweb.com/ebooks/affilisoft.htm Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 50 Thats from my good friend Dr. Ralph Wilson. Tell him I sent you. Not because I get a commission (I dont), but because I want him to know how highly I think of his book. Hes a great man so give him your kindness and your business. 7. Coordinate Launch (Time on Target) In the military, we used the phrase time on target for a coordinated attack whereby all of the artillery rounds intended for the attack landed at the same time. This capitalizes on the tactical principle of mass. That is, if you concentrate your force in one location, the effects are far more devastating than if they are scattered about here and there. If we were to lob one round after the other on top of a target, the resulting effect is not as devastating (to the target or to the enemies morale) as when we plan for the same number of rounds to land on the enemy all at once. Thus, a time on target mission allows us to coordinate or guns so that the rounds all land at the same time. The same principle can be applied metaphorically to a product launch. If you have a massive campaign that assaults the marketplace on several fronts all lined up and ready to go at the same time, the effects can be quite spectacular. The problem is, very few people have the discipline or organization to pull this off. If you can overcome that laziness you will dominate your market. This same principle was applied when I coordinated the push to make my book an Amazon #1 Best-Seller. Obviously the movement of a book up a best-seller list is a factor of two things: units sold and time. You could sell an even greater number of units over a longer period of time and not even be a blip on a best-seller list. Or, you can sell a relatively smaller number in a short span and be #1. The resulting publicity and credibility that results is far worth the effort of organization and discipline. Likewise, you can apply this principle to the launch of virtually any product, whether you want to be a number one best-seller or not. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 51 You may not have a top seller list to move up, but you will get one thing: buzz. When people see the promotion of your product from several angles it will make a bigger impact in their minds. Its been said that someone needs to hear about a product 7 times before they will respond. Whether this figure is true or not, it does stand to reason. If you hear about a product once (unless the marketing is exceptional) it will barely register on your consciousness. If you hear about it again, you may not be fazed. Hear about it one more time and you may get a little curious. Each time you hear about it, the impact is more pronounced. It boils down to this. You say something like this in your mind: If everyone is talking about it, there must be something to it! In the same way, if these 7 impressions occur over the span of a very long time, the impact may not be as dramatic. If they occur in the span of a few days, you are impressed and curious. Less frequent follow up campaigns will help to keep your product fresh in the minds of your prospects, but that initial high impact campaign will leave a lasting positioning impression that requires less effort to maintain. So, you hit the market with a major launch and then you can maintain that impact with less effort. Of course every medium and every product has its own idiosyncrasies, but you should just understand the model Another thing to keep in mind: if you have a launch in one medium or niche (say the Internet community of wave surfers), your impact there may be huge, but there will be other media and other niches that are totally unaffected. Imagine that you have a waterproof sunscreen product. Wave surfers would love that product, but so would windsurfers. If you hit the community of windsurfers on the net hard, there are a great many of windsurfers who dont even, ahem, surf the net. They look at magazines, they go to sporting goods shops, and so on. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 52 The beauty of this is that you can have launch after launch in several niches, several media, and so on Its totally up to your style, time, and resources how you want to play this. My advice is to dominate one niche/medium combination at a time and then move on to the next. Thats the easiest thing to do and the impact is easier to see. With all of that said, you need to a. Pick a niche/medium combination Remember, this can be a single niche via a single medium, or any combination thereof. Thats totally up to you, but I recommend a single niche/medium combo. I would count the net as a single medium since its likely youll have cross-over through the various sub-media (The Web, Newsletters, Usenet, Bulletin Boards, Blogs, etc.) b. Choose a launch date I would recommend a Tuesday launch date. Why? Well, Tuesdays tend to have a high response to email broadcasts (from my testing), but not as good as Friday. If you launch on a Friday, though, you will have to work through the weekend. If technical issues or other problems arise, it might be hard to get help. c. Choose your weapons Weapons are basically the implements through which you contact your potential customers. Email Advertising is a weapon. Affiliates are weapons. Product Reviewers are weapons. Articles are weapons Its up to you to put together a combination of weapons that work. Think like this: anything that allows you to establish or capitalize on a point of contact with your potential customers is a weapon. That is, every single form of advertising form the obvious to the arcane and subtle. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 53 d. Recruit Soldiers The launch of virtually every product of mine on the Internet involved the recruiting of soldiers: affiliates and partners. I would give them a free copy of the product, tell them about the launch, give them a great incentive for participating, and let them unleash the dogs of war. Most of the high visibility product launches youve seen on the Internet over the last couple years used exactly this same formula. 8. Prepare Ready-Made Marketing Materials Your soldiers are going to need weapons to fire, and if you leave them to their own devices, some of them will do well, and some of them not-so-well. If you dont think you can develop good marketing materials on your own, or if you havent hired a professional copywriter, it may be just as well that you leave your affiliates to their own devices. The only problem is, if you dont give them pre-made materials, they are less likely to do anything at all. That is, if someone wants to eat a hamburger and they have to choose between cooking one at home and walking down the block to get one made for them in two minutes, most people will go for the convenience. Its just the way we are, so capitalize on that! People are lazy. The easier you make things for them, the more likely they are to do what you are asking. 9. Get Ready to Convert Customers Im not talking about converting potential customers into customers. Im talking about converting customers into affiliates. One of the best ways to grow your company is to turn your customers into evangelists for your cause. Now, many people think that you simply need to dangle the carrot of money making in front of your customers after they purchase your product and they will flock to start spreading the word. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 54 This is actually the worst possible way to convert your customers. You may be able to motivate people of certain personality types with greed, but a person with such motivations has very thin loyalty, will bounce around from one opportunity to the next, and is probably annoying everyone they know with pitches and offers. If you run with dogs you eventually start to smell like one yourself. The proper way to motivate your customer to spread the word about your products and services is simple: dazzle him! If you have completely and utterly delighted your customer, they dont need to be motivated with money to tell people about your products. They will motivate themselves. Think about it. Can you remember the last time you were utterly delighted with a product or service? A time you were blown away with a level of customer care? I sure can, and I can also remember raving about it to my friends. People are dying for something noteworthy to talk about. Life can be dull and if you provide someone with a level of excitement or an interesting story, people will in fact talk about it. The converse can be true as well. People will talk about your horrible service and your horrible follow-through. If you focus on delighting the customer I mean really focus on that you can truly forget about what people are saying about you. Think about this. Lets imagine people are complaining about your business somewhere. If you find out about it, what are you going to do? Well, if youre smart and responsible, youre going to crank things up a notch. Youre going to improve your quality. Youre going to delight your customers that much more. Why not skip a step, and some heartache, and just focus on improving what you do all the time from the start? (NOTE: If real live individuals have a problem with you, work out the problem with them on a one-to-one basis. Much of the buzz you see on bulletin boards is not based on real issues, but on misconceptions and emotion. This is why bulletin boards are rapidly losing credibility as a valid source of information. Legitimate customer care is a personal relationship with that customer. Its not a public fight. Handle those one on one issues as they arise. Dont waste a single Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 55 breath fighting it out publicly if it comes up. Try to contact a person privately and resolve it that way.) I really hope this is sinking in. Those who truly understand this will become millionaires many times over. Many will pay lip service to it, but few will do it. Why? Because its damn hard work. Lets face it. Youre probably not passionate about your business. Its just a vehicle for you to make enough cash to finally spend the rest of your life in front of the television or on the beach. Be honest, is that you? If it is, it means you didnt really do the steps in the pre-IPPLM phase. If you just read it and didnt act on it, do yourself a favor and put this report down now. Do something! Stop talking about it. Stop thinking about it. Stop reading about it. Stop overanalyzing. Stop saying that youll really work hard when Do something. If you think the above paragraph has nothing to do with delighting your customers If you think its just some rah rah bullshit. If you think its a platitude that youve known all along but youre not actually living it Then do yourself a favor and give up now. There are easier and less painful ways to fool yourself than to pretend like you really want to be successful in business. I really wish I could reach through this monitor and grab you and give you a little shake right now. Wake up! 10. Prepare Customer Service for a Massive Onslaught Get ready for customers. Get ready for questions. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 56 Get ready for problems. Get ready to remain totally calm and in control even though it looks like the world is blowing up around you. If youve followed the previous steps, you already have some sort of customer care automation in place. There are many solutions you can choose from, but I hope that whatever you choose has the following features: a. Ticketing System This is essential. If you are planning on running your customer care through email get ready for problems. Some very simple operations can in fact be run this simply, but most cant. Problems are too complex, and its very easy to start losing track of things. Better to have a ticketed solution of some sort in place long before you even start. b. Knowledge Base If your customers can resolve their problems themselves before even contacting your Customer Care, so much the better for everyone. If youre a customer, wouldnt you like to have access to a website that simply resolves your problems for you have to put yourself in line to be helped? I sure would. I hate waiting. And its great for you, too. Having such a system in place will cut down on the number of inquiries you get and will thus bring your customer care costs way down. Here are some other tips that will help you to cut your customer care costs and will allow you to better prepare for the big onslaught: a. Wargame Potential Problems Imagine that youre a customer. What kind of questions would you ask? What types of problems might you experience? b. Pre-Load Your Knowledge Base Since youve already looked into the future and predicted the types of problems your customers may have, you can now load your knowledge base with answers to those questions. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 57 Make sure your customers must go through the knowledge base first before they can even enter a ticket in your help desk. This will help them to help themselves and cut down your queries quite drastically. c. Give Your Customer Care Reps Pre-Written Responses Some questions simply can not be handled with your knowledge base and must be answered directly by your Customer Care reps. Give them pre-written responses to those types of questions as much as possible and this will decrease the time they spend per ticket. Here are some tools that will help speed up that process (if your help desk automation tool does not include built in pre-written responses) BizAutomator: http://www.bizautomator.com CastlePaste: http://www.castlesoftware.biz/CastlePasteStd.htm KeyText: http://www.mjmsoft.com/keytext.htm d. Keep Your Soldiers Informed If people on your team dont know whats going on in advance they will feel insulted and annoyed. If your Customer Care reps are surprised all the time and dont know in advance about your actions or about potential problems, the worst thing in the world will happen: they will lose faith in your business. If your Customer Care reps think your company sucks, everyone with whom they interact will pick up on that as well. Bad bad mojo. e. Prepare for Overtime in Advance In the same spirit of this, you need to tell your staff well in advance that they may be required to work overtime for the few days during and following your launch. Be ready to buy them pizza, keep them encouraged, and more importantly: lead by example. If they start to show signs of a negative attitude toward your customers, show them the appropriate way to respond: Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 58 Customer Care Rep: Hey guys, would you believe this idiot? Blah blah . You: Wow, hes really having a bad day, huh? I wonder what we could do to brighten his day? Set this tone with your Reps and maintain it constantly. It will pay off huge dividends in the quality of their work and thus in your customer satisfaction rate, and this translates into: sales. f. Start Early in the Week Again, Tuesday is my preferred day to start a launch. From my research its the 2nd best day for email response and its early enough in the week to have people available to respond to problems. Most importantly, just think ahead. Imagine youre there on the launch day and try to imagine what types of problems you may have. What could go wrong with your order fulfillment? If something were to go wrong, who would you contact? What could go wrong with your order processing system? If something were to go wrong, who would you contact? How will you know if there are problems? Think about all of this, but dont let that thought process paralyze you. If you find yourself stuck, just get over it and move on. You cant possibly think of every little problem So, what happens when problems arise for which you did not plan? You remain calm. You lead by example. You project confidence. And you deal with it. Simple as that. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 59 Launch Phase If you prepare for your launch as Ive outlined in the previous chapters, you should have some splendid success. The remaining pieces are all rather intuitive, really. All you need to do is execute your plan and make sure things are happening as they are supposed to. Easier said than done! Youre going to run into trouble. Just expect it and be ready for it. Never be defeated by it. Here are some tips that will enhance the results even more: Pre-Launch Excitement Building Before the launch, you may want to build excitement in your potential customers, affiliates, and partners. Figure out how to build anticipation in your launch and the psychological impact of the launch will be that much greater. Earlier I mentioned that its theorized that someone needs to see your product 8 times before they will consider buying it. If there is anticipation before that first viewing the impact is amplified many times over. That is, many people will be likely to respond even after one impression if there is enough anticipation and desire built up beforehand. There are many ways to build up anticipation, but the best tactics I know are based on what I call in MindControlMarketing.com The Zeigarnik Effect. This effect refers to the pain people experience when things are incomplete. For example, if someone starts telling you a joke but pauses before the punch-line, what do you do? You shut up, lean forward, and wait expectantly for the reply. Why? What does it really matter? Its just a joke, right? What if you are watching a suspense film and then right before the end your phone rings. Will you answer it? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 60 Hey, it could be someone important! Screw that! In that moment, you dont rightly care. You just want to find out who the heck Kaizer Soze is! (The mysterious figure from The Usual Suspects in case you dont know.) Imagine being able to harness that power on a mass scale. What if you could get every single one of your potential customers to sit up expectantly in their seats wanting to find out the name of your product with the same intensity with which they watch a good suspense film? Thats the power of The Zeigarnik Effect. The secret is simple: incompleteness. Dont tell them all of the story. Leave pieces out of the puzzle that can only be filled in by coming back for more. It takes some finesse to do this well, but you get the idea Properly handled the impact can be truly awe-inspiring. Pre-Launch Follow Up So, you have all of these partners and affiliates who have promised to promote your product on the launch day. How many of them do you think will actually do it? Most likely very few. Discouraging, isnt it? It just means that you must build a really strong personal relationship with each of your promoters. You must ensure they are properly motivated to promote your product (whats in it for them?) and You must follow up. One of the principle failures of leadership is the failure to follow up. You can delegate a task or get a commitment, but your job isnt done until youve followed up and personally ensured its been done. Now, remember that your promoters arent your employees. They are there helping you voluntarily and for that you should be eternally grateful. Call them up and dont check to make sure they are dong their jobs ask if they need any help. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 61 Show that you care and that you are there to resolve any potential issues. Ill bet that on more than a few of those calls youll find people who were planning to promote, but then decided not to because of one problem or another. When you call asking if they need help, it will instill great confidence in them. They may just allow you to resolve their problem on the spot and that may just get them back on track to helping you the next day. How about that. Time on Target Launch Get ready ... This is probably one of the most exciting moments you will ever experience. Youve made all of the preparations. Everything is in place. Youve truly worked your ass off. Now youre ready to reap the rewards. Ill tell you, when you flip that switch and you start seeing the orders coming in, the feeling is truly exhilarating! Now, heres your biggest challenge: Dont get a big ego. Keep a cool head. Most of the most successful business people I know fail those two tests. They get so full of themselves that they think they are above everyone and everything. They disregard their customers, who are putting the food on their table with their business. They disregard their employees, without whom their ship would truly sink. They sometimes even start to disregard their family and friends. Youd be wise to learn some humility early on and do your level best to keep it. Further, dont let your success lull you in to a sense of false complacency. Things are going to go wrong and dont let your success trick you into thinking that you dont need to address those problems and fast! Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 62 Be a leader. Keep cool, calm, humble and caring. Taking on that attitude will prevent myriad problems from arising. Take it from someone who has failed this test And seen how smoothly things can go when he has acted accordingly. Reward and Encourage If any of your affiliates and partners are doing well, call them up and let them know. Congratulate them on their success. Make them feel good! They deserve it and theyll want to work harder for you again in the future if you just acknowledge them for what theyve done. For some people, acknowledgement is a more powerful reward than money. Gather Intel Find out from those partners and affiliates what they are doing that is bringing in such great results. Again, acknowledge their ingenuity. Whatever it is, its working and youd better stand up and take notice. After theyve told you, ask them if you can write about what theyve done in an update. Chances are theyll be flattered. Be sure to give them proper credit and Spread the Knowledge People are going to be trying a number of things to promote your products. Some will work and some wont. If you can find out early whats working for people and spread that knowledge while the heat of the launch is happening, youll be able to get that much more mileage out of the launch. People want to know what works, because frankly, most of them dont have a clue. If you can come to them and tell them factually so and so is X and its rendered Y result the effect will be quite impressive. Heres a factual account of someone who has accomplished what theyve set out to do. If they have clear and easy instructions for reproducing that, the effect will be profound. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 63 Prepare 2nd Volley You can extend the life of your launch by pulling new tricks out of your pocket to dazzle your potential customers. This is done in one of two ways: - New Incentives For your potential customers, partners, and affiliates Is there something new you can offer them that you werent offering before? Can you add yet another bonus to anyone who purchases in the following week? (Be sure to give this bonus for free to your existing customers, too). - New Tactics What new marketing tactics did you wish you had employed in the first week, but werent able to? Are there further lessons learned from your first launch period that you can now deploy to your affiliates? What have you learned in the first week that you can now capitalize on? Is there anything you can do now with some raw publicity power that will get even more attention? Was there anything about the launch itself that you can share with the world that will capture interest? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 64 Maintenance Phase Anything that will give sustained growth of sales I wont waste your time with the same old dross about the existing Internet Marketing techniques. Many books have been written about these various tactics. Some of them work very well. Some not at all. None of them if you dont do things properly. One thing is for sure and thats that personally I havent seen the promised results from a lot of the paid advertising media on the net. Ive generally stuck with super-powerful free advertising methods and those have always given me the best results. Google ad words might be the very best form of paid advertising on the net right now, but even that requires a tremendous amount of discipline, testing, and patience. If you are willing to put that kind of effort into your advertising, go for it. There are a great number of excellent resources on these topics and I whole-heartedly recommend you read them. However, I personally havent spent much time using those techniques and prefer to focus on high-impact partnerships that render the most positive results fast. When I first started doing this back in the days of ROIbot, I didnt have a name for it. Since then Ive started using the term Integration Marketing. Dont let the term scare you. Its really pretty simple. Integration Marketing occurs any time you integrate a process that benefits you in to another process that you dont own. Heres a simple example Lets say you watch an infomercial selling a video called How to Hold a Toad Race for Fun and Profit. You call up the toll-free number to order the video and then right after the close of the sale they ask you if you would also like to order some Toad Food. Of course! How are you going to hold a Toad Race without Toad food, silly? The person taking your order advises you that the Toad Food and the video will be shipped separately. Why? Well, it turns out that the Toad Food is not sold by the company that took your order. Its being sold by someone else all together Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 65 How the heck did that happen? Well the Toad Food sellers are smart Integration Marketers, thats what happened. They saw that XYZ company was selling that Toad Race video and they though to themselves, Hmmm I bet their customers would be interested in our Toad Food. Darn skippy. Now, there are many ways that the video company could have sold the Toad Food. They could have sold the Toad Food company their customer list. They could have mailed out a direct mail promotion to their customers themselves about the Toad Food and let the Toad Food sellers take the orders directly, record the results, and share in the profit There are a lot of ways it could be done. Integration, however, is perhaps the most direct and most powerful. See, when a customer is directly involved in a process it means they are already smack dab in the middle of doing something. That doing something is just about the hardest thing to get anyone to do. While theyre up off their butt and doing that something, why not get them to do something else? Its 100 times easier to get someone to do a second thing right after they do one thing (      !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}and the momentum is still there), than it is to get them to do one thing, wait , and then get them to do something else. Further, if you Integrate in to the right process, you dont just have a customer off his ass, you also have one who is off his ass and asking where you are! Heres another very common example that has gained popularity on the Internet over the last couple years: co-registration. A co-reg is very simple. You find someone who has a subscription box for an email newsletter on their site. You approach them, and in return for some incentive or consideration, ask them to give their subscribers the option to sign up for your newsletter as well. This can be done on the front end (check this box to also subscribe to ) or on the backend (thanks for subscribing! Heres another newsletter you may also enjoy). Do you see how you have integrated the process that benefits you (the sign up of your newsletter) to another process that belongs to someone else (the sign up of someone elses newsletter)? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 66 Read on . Integration Marketing Primer History Like most of the great tactics on the net, they are really just analogues of good old direct marketing tactics. My company may have been the first to employ it many many years ago on the Internet (then again, the net is so big, one can never know I dont know of any earlier examples, but people credit me with being the first), but I really shouldnt take credit. The real people who deserve the credit are the old school direct marketers who developed the early versions of this tactic. As with many of my tactics I simply looked at something that was happening offline and applied it metaphorically or structurally to the Internet. At any rate, the first time I used this method was for a product called ROIbot many years ago. ROIbot was the first remotely-hosted ad tracking service on the Internet. We very quickly gained immense popularity because at the time we were the only game in town. There was a huge need we were filling and for a very short time we were the only ones filling that need. I made some terrific blunders with that company (in its marketing and management), but I also had some terrific success as well especially in the way we marketed it. I knew that every new subscriber to the ROIbot service (who paid a nominal $17 per month fee) would end up meaning a lot more money to me over time. That is, if the subscriber could pay again and again, he doesnt mean $17 to me he ultimately means $17 x however many months he stays on. Further, a subscriber to the ROIbot service was a perfect target for a number of various related upsells (and vice-versa). Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 67 I quickly realized that I should be doing everything I could in order to find new ROIbot subscribers and fast. I knew competitors would be nipping at my heals in no time. I learned from Joe Sugarman (one of the most brilliant direct marketers alive) the power of the up-sell or cross-sell. Joe didnt invent it, but he is the one from whom I learned about it nonetheless (this long before we became good friends). An up-sell occurs when you try to sell a more expensive version of a product to a customer who has just made a purchase. When you order fast food, theyll ask you if you want to supersize your meal. Thats an up-sell. A cross-sell is when you dont try to sell them on a more expensive version but on something else as well. Would you like an apple pie or a sundae to go along with your meal? Get it? Well, back in the early days of e-commerce it was all we could do to put up a shopping cart and take orders. Our marketing tactics werent sophisticated at all. I was wondering how I could incorporate an up-sell or cross-sell into our marketing and those the ROIbot Cross-Sell was born. The first time we tested this was on our own products. Someone would purchase an e-book and at the end of the order wed give them a one-click option to sign up for ROIbot and get the first month for free. All they had to do was say yes. We already had their information Why should we make it hard on them? At the end of the first month, wed start billing them, unless of course they cancelled. The results were stunning. Close to 50% of the people who ordered our e-books went for the cross-sell and a good percentage of them became long time customers. (This after a good bit of testing and perfecting the process of course.) Just think all of that money was sitting there just waiting for us to grab it. And then we realized, there was even more money . More than we could possibly imagine. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 68 It struck me one night after we started doing that cross-sell internally that we could integrate that same process into the sale of other products When this idea struck me it literally kept me awake all night. Think about it. If I was leaving all of this money sitting around in my own house on the table how much more money was lying around in other houses? I thought: All I have to do is find people selling complimentary products. I can let them integrate our well-tested cross-sell system into their processes. For every sale thats made, they will of course earn a commission. Many of my employees thought I had lost my mind. They thought it looked good on paper, but no one will go for that! Theyll be too nervous about it. Theyll take the idea and use it themselves. Why would they do it with us? The objections flew like crazy. I just asked my marketing department to have faith and give it a shot. And that they did, but to no avail. I hadnt learned a very valuable lesson by then: you cant sell anything unless you think you can. They were convinced they couldnt. I took my guys outside and we had a knock-down drag out fight about it and I finally said, OK, to hell with it. Follow me back inside. We went in and I said, OK, give me one of your leads. Any of them. Luckily I personally knew most of the people on their list of leads, so it helped prove the demonstration. I called the guy up and sold him on the idea on the spot. I hung up the phone and said, Questions? Nope. Not a one. They got it instantly. That day each of them closed about three each. Interesting how you can suddenly do something you thought wasnt possible once you believe it is possible no? Before long we had quite a few companies running the cross-sell script to anyone who purchased from them. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 69 The effect was fantastic. It was our secret marketing weapon and very few people had the guts, the persistence, or the energy to copy it. We grew like crazy and why? Integration Marketing. Here are some examples of a few ways you can incorporate this deadly weapon into your arsenal. Integrated Cross-Sells You already know this one. Its exactly what we did for ROIbot with the prototype Integration. With just a tiny bit of imagination you should be able to find quite a few ways to apply this to your business. Jerome Chapman, one of our original ROIbot affiliates, created $1 products solely for the purpose of adding the ROIbot cross-sell on the back end. He was one of our best affiliates and I remember signing stacks of 5 figure checks to the man. Unfortunately ROIbot was mismanaged and under-siege in many ways so that well dried up (entirely my fault). If that asset had been better managed it would have remained a source of massive revenue for a very long time. Again, the marketing tactics were legendary - the business sense was lacking. Integrated One-Time Offers A one time offer is one that you show the customer once and only once. If he clicks away its gone forever. This creates a huge fear of loss in the mind of your prospect and can stimulate an intense buying urge. Many people argue about the ethics of this, and youll have to ask yourself if its something you want to do, but you cant deny the effect. I personally dont have a problem with it as long as what youre offering is something of genuine value to the customer. There is nothing wrong with Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 70 motivating your customer to buy something if its truly a great product that delivers what you promise (and hopefully more). The problem is, many of us will justify the sale of junk in our minds because our greed allows us to perceive the value as higher than it really is. Value is in the eye of the beholder, though. If your customers are not happy that should be an indicator You need to look at percentages, though. If you do a high volume of sales even a tiny percentage of customer complaints can create the appearance of a mob against you. I know this very well! Think about it. If you are doing 400 sales per day and you piss off just 5% of your customers, you will have 20 new InsertYourNameHere-Haters every day. So, dont let the volume of complaints be an indicator look at the percentages. Now, I know some direct marketers who believe that if youre not getting at least 10% refunds youre not selling hard enough. I dont subscribe to this way of thinking. I think that you can sell hard and have a low refund rate it just means that youre selling hard honestly and really taking care of your customers. Integrated Co-Buy This is can be either a form of a cross-sell that occurs during or after the initial order, or it can be a bundled package. Any time the customer is given the option to also order your product (it may not even be an option it may just be a part of a package deal) along with another, thats a co-buy. There are many ways to do this use your imagination! Just make sure that your arrangement with the host of the co-buy is clear especially if they are taking the money for the orders! If you put yourself in a situation where you have to fulfill your product and get paid later you are exposed to risk. Tread carefully! Targeted Co-Reg We already talked about this in the History section. Just find people who are looking for subscribers that fit the same profile as your subscribers and work a deal. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 71 There are many ways you can do this Swapping a Co-Reg Not such a great deal when people offer hundreds of co-reg options on their subscription forms. Pay Per Subscriber This is a great way to do it if the price is right and if you can trust the quality of the subscribers. Imaginative Trades What can you offer in return for putting up the co-reg? Youd be surprised by what people will accept. Use your imagination And so on . Integrated Scripted Selling If you find companies that are taking orders by phone, their phone reps could be trained to take orders for your products as well as a cross-sell. Do you sell chocolates? Find a company selling flowers and see if theyll crosssell your chocolates to their inbound callers for a commission. Are you buying those flowers for someone special today? Would you like to add a box of chocolates to your order for just an extra $10 plus shipping? It sure is easy to say yes to that and it really is that simple. This isnt an online process, but its a process all the same. Intelligent Rival Cooperation This is an amazing tactic that very very few people in the world will employ. It simply goes against our nature to cooperate with our enemy even when its clearly in our best interest to do so. Heres how it works Lets say someone asks for a refund for your product. Now, Im of the mind that if a refund is asked for you give it on the spot. You should follow that advice, too. There is very little to be gained by arguing with a customer who is ready to go Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 72 However, you can gain valuable information from the customer (figure out how to prevent that kind of refund from happening again) and you can also gain profit Back to the story so your customer is asking for a refund. What if you said, I see. Yeah, weve found that on occasion our Weed Whackers dont work for our customers and were happy to give you refund on the spot. However, there is a competitor of ours who has a Weed Whacker that addresses that problem very well. Would you like to exchange yours for theirs at no risk to you? You then give the customer over to the competitor and the competitor pays you a commission on the sale (or you give the competitor a partial payment which would have been far less than the amount of the refund. This is obviously a sophisticated tactic and it may be rather difficult to employ so dont try this until youve mastered other Integration methods thoroughly first. Also, if your refund rate is low, it may not be worth your time. If its quite high, though, this is definitely worth considering especially if your product may not address an issue that a competitors product does well. Integration Marketing Secrets Here are some little secrets that will help you to get far better results from your Integration Marketing efforts: 1. Make Things Easy An Integration wont work nearly as well if you are asking your prospect to jump through hoop after hoop to get whatever it is youre offering. Figure out a way to make the process as easy as possible for the customer. A single click or a single yes 2. Target Your Efforts If youre selling Chitterlings, you probably wont get many warm responses by offering an Integration to gourmet food sites. Sorry, Chitterlings may be a delicacy in the Southern US, but the folks who know the difference between an Australian Shiraz and a California Merlot may not be your best target. Find the people who are likely to be eager to buy what youre offering. Sales to such a targeted audience are much much easier. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 73 3. Opportunities are Everywhere Dont limit yourself. If you look at a prospect and say theyll never work with us dont be so sure. Try a mixture of easy and hard targets. Stretch your imagination and youll find more opportunities than you can shake a stick at. 4. Try to Find the Sweet Spot If someone were to approach me with an Integration and I believed that it would interfere with my sales process in any way Id almost certainly not go for it. The original ROIbot Cross-sell occurred *after* the initial purchase was made, so the folks with whom we did this didnt see any problem doing it. The pitch was, Hey, youve already done your job and sold the product lets pull some money out of thin air, shall we? And that we did. 5. Prove Your Results to the Integration Host First The host of your Integration is the company with the process in which youre going to integrate yours. They sell flowers you sell chocolates they offer your chocolates to their customers at the point of sale they are the host Got it? Now, you have to prove to the host that it will be to their benefit before they will take you up on this. If youve run a similar integration on your own site or with someone else, pull out the stats (dont fudge them! People will find out) and show them how much extra revenue it can mean for them. Wed pull out a calculator and work their numbers using the figures they gave us, and tell them how much extra profit they could earn if they went along with it. That little tactic worked almost every time. Why? Because it was the truth and because they stood to profit greatly. See how much easier business is when youre offering something of value? Copyright 2005 Mark Joyner, Inc. All Rights Reserved. Unauthorized Distribution Strictly Prohibited To Verify Validity of Distribution Contact http://www.MarkJoyner.name 74 6. Keep Tight Books! Paranoia and tempers can run high when money is being shared between companies like this. Make sure that you guys are sharing information at every step of the way so there are no surprises when accounting time comes. I hope that the preceding pages have inspired you to reach even greater heights with your business. Without fanfare, I have endeavored to outline for you exactly what has worked for me and my clients. Keep in mind that you need to think for yourself. Make your own decisions and follow your own instincts. Just remember that what works for others may not necessarily work for you. You should develop the mind of a scientist and the spirit of an explorer. If this is backed up with a true passion and burning desire to reach your goals, there is nothing that can stop you. Temper that with the head of a shrewd administrator (be a watchdog over your business or the details will eat you alive) and you are well on the way to great business success. All the best, Mark Mark Joyner #1 Best-Selling Author of Mind Control Marketing and many other books. http://www.markjoyner.name P.S. For further study and to enlist the aid of others who have walked down this path before you, please visit the MarkJoyner.name Discussion Community: http://www.markjoyner.name/forums This is a great place to get advice, discuss new ideas, and network with some very experienced and intelligent people. Copyright 2005 Mark Joyner, Inc. All Rights Reserved. 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