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Selling by NOT Selling and more Information Marketing Insights

Information Marketing

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In This Issue:

* Speaking is NOT Comedy
* Selling by NOT Selling
* Product vs. Fee-Based Speaking
* Time vs. Money
* Website Redesign
* Content IS King
* Money and Life

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Speaking is NOT Comedy

I recently went to a seminar where the speaker must have taken a wrong turn. The person that showed up to present for him turned out to be a comedian. A bad one at that.

To be honest, he was a speaker who tried to be funny. Being funny while you speak is fine, but don’t make it your PRIMARY goal. If you happen to be funny when you speak and deliver great content, that works.

Trying to be funny should NOT be your primary goal. If it is, you are not in the speaking business. Content should be your primary goal. Full stop.

If you want to learn to be funny while you deliver great content, then take an improv class. I think I’m pretty darned funny (most people THINK they are funny) but I never tell jokes or try and be funny. I try and use things that happen or things that are said to make the content entertaining.

Improv classes made this much easier.

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Selling by NOT Selling

In general, the harder you try and sell anything, the less likely you will be to sell successfully.

There is a concept called ‘Take Away Selling’. This is where you actually make it difficult to buy your products and/or services.

My coaching is a very exclusive program and I make people jump through a lot of hoops to work with me. This ends up being a good sales technique, but frankly, I don’t want it to be, it just works that way.

Try to sell anything TOO hard and people will wonder if what you are attempting to sell them is really any good.

I got a call from someone not long ago who said: ‘Sell me on your coaching program.’ I tell him, I don’t SELL my coaching program. If people want to do it, they need to take the test as detailed in www.TheProductGuru.com.

The less like you look like you NEED to sell something the higher the likelihood that you’ll sell it.

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Fee Based vs. Product Based Speaking

There are two basic types of professional speakers. Fee based and product based speakers. I’m a product based speaker for the most part. Rarely do I get paid a flat fee by an organization to give a speech. Even when I do these kind of events, I still don’t speak unless they let me sell my products or pitch something.

Product based speakers make most or all of their revenue from the sales of products that occur at or soon after the event. If you’ve been a real estate seminar lately, you’ve seen a lot of product based speakers.

Fee based speakers are like my friends Tony Alessandra and Shep Hyken. They make the majority of their living as speakers from the fees that they get paid by the organizations that hire them.

Both models are valid, but you need to understand who you are and what you’re trying to be. The paths to success for each of these models is VERY different.

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Time vs. Money

In business, decisions frequently must be made based on whether you have more time or money. For many years I had a lot more money than I do time.

Regardless of where you are on the ‘spectrum’ this section will make a lot of sense for you.

First off, almost all of us start out with more time than money. This being the case you do almost everything yourself. This includes things like writing copy, designing your website and a host of other things that I don’t have to mention because you know them. Chances are you HATE doing some of them if that’s the position you’re in right now.

The nice thing about having to do all of these tasks yourself is you gain a very strong understanding of how long it takes to get them done. When you DO have money you are now in a position to not be taken advantage of.

As you move in the direction of having more money than time you will start to do things differently.

In my recent meeting with Bob Bly we discussed how we both detest having to do the ‘stupid’ work around the house. Bob approaches all of these topics in a highly logical manner.

He knows what his hourly rate is for his work. Let’s just say it’s well North of $200 an hour. I don’t want to tell you what the exact numbers are.

So whenever he has something happen around the house that requires time or attention to fix or improve he always asks himself if he can hire anyone for less than that amount. If he can get the work done and pay under $200 an hour, he pays someone to do the work.

This is hard to put into practice. I know it is for me! I’m a tad bit frugal (most people say I’m incredibly cheap) so it pains me to have to pay money for certain things.

I have NO clue about cars. For a number of years I owned a BMW and never knew the battery was in the trunk. Who knew? Not me.

I spend a good bit of money when I go out of town to board my dogs. BUT, since I must travel for work, I’ve got to pay it.

Right now, my house is a mess. Not because I like to live like a slob, but because I don’t have the time to keep things up as I would like.

The house cleaning is a great example of how you should think about things. For me, it is easier to work in a neat and tidy environment. To NOT have a clean house makes me far less productive.

So, a maid would run me around $75-$100 to clean my place. Is it worth it for me to do it? Absolutely. Why haven’t I up until this point? Because I’m cheap. But in this case, my being cheap doesn’t make any sense. All I have to be is about 3% more productive to justify the expense.

It’s easier when you think about other things like cleaning your car. It might take me 90 minutes to clean my car. I can get it done professionally for around $25. Is my time worth than $17.50 an hour? You betcha. Should I clean my car? Nope. Do I? Not anymore. That was an easy one for me.

You have to find those things which you both enjoy doing and that you do well and stick to your knitting with those tasks. As I’ve said before here, for me, it’s product creation. I’m trying to add writing copy to that side of the ledger as well.

For the sake of example, let’s take writing copy to illustrate.

Let’s say you’re not very good at writing copy. You can have your copy written for $5000. If you think that you can make back your money in the next 90 days, then go ahead and pay the person to write your copy. It just makes sense.

But if you don’t have the money, then it’s a different story. You’ll need to have to write the copy yourself.

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Website Redesign

My webmaster, Stanley, just did an amazing job redoing www.FredGleeck.com. Take a look when you get a chance.

I always tell people about the need for two kinds of sites, product sites and brochure sites. This is a good example of the brochure variety. If you like what you see, go to www.FredSentMe.com and there is a link to FilipinoWebmasters.com.

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Content IS King

I bill myself as the King of Content and I really do believe that’s what it’s all about.

At the seminar that I spoke at this week I used the example of the library of Beatles music.The entire collection of their music was bought for around $50 million by Michael Jackson about 10 years ago. It’s now worth close to $250 million from what I hear.

Everytime they play a Beatles song on the radio,
KA CHING! Michael is making money.

For you to start ringing up plenty of money in YOUR cash register, you’ve got to develop a lot of content and make it available for sale.

The more content you develop as an information marketer, the more money you will make. There are two kinds of products. Those that are timely and those that are timeless.

You need to develop plenty of both.

Timeless content is stuff like ‘Think and Grow Rich’. The kind of content that will be the same yesterday, today and tomorrow.

You may not sell boatloads of materials in a given time period, but it will sell steadily for a LONG time.

This gives you some good, steady, regular income.

Develop some content that has to do with the internet and it will be good for a year or two and then will need to be redone to be up to date and accurate.

This is timely content.

The beauty of developing this kind of content is you will get some decent sales but for a relatively short period of time.

To be successful, you’ll need both. You’ll also want to redo your programs that are timely every so often.

I’m doing that with some of my core programs over the next 6-8 weeks. I’ll let you know more about them in future Insights.

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Money and Life

There are certainly people who are jerks who make lots of money. All of us know and have met them.

BUT, I think that the ‘world’ often rewards people who have a cause that they support and believe in.

I think that it’s much easier to make a lot of money if you have a worthy cause that you’re going to give some of the money to.

I don’t know if this is where Bill Gates head was at when he started Microsoft, but you certainly have to give him plenty of Kudos these days. His foundation gives away millions of dollars and he intends to give away the vast bulk of his fortune. He’ll still keep a couple of billion just in case I’m sure.

You don’t have to give it all away, but I think it’s easier to make a lot of money if you aren’t obsessed with buying your 37th pair of Gucci shoes.

The best time to start giving is when you can’t afford to. The toughest time as well, but it helps you develop the habit. And I’ve found it seems to come back to you much more quickly when you do it anonymously.

It’s not the amount, it’s the fact that you do it regularly.

See you next time.

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One Response to “Selling by NOT Selling and more Information Marketing Insights”

  1. Giving out free reports on July 27th, 2009 5:15 am

    Hi, Just found your blog surfing on the internet! I am too much interested in the information like you are providing. Why you do not write a new ebook and publish it by collecting more information on this topic. NO! Do not take me wrong! I am not a publisher. Ha! Ha! Ha! You have written in a detailed manner that’s why I am asking you about the ebooks. Have you ever thought of any type of ebook and in its business. It is a really hardwork to create a blog like yours and to maintain it. But you have done really a great job. Congrates! I have few questions. Do you think that blogs are better than ebooks for providing information and making money. I Just take the ebooks as products. I have never tried to write any ebook and to do any sort of business. If I say something about my website here, then you will consider this comment as a spam and NO One like that. But would like to say, that while selling FREE EBOOKS I have made such a huge amount, just in few days, that you will be amazed! If you visit my website (by clicking on my name in this comment) then you are bound to be surprised. I am sure this is a new technique of selling, I have found over the net. But lets talk about writing ebooks and providing unique information to the internet community, have you ever tried writing anything and publishing it? Do you also sell ebooks? What is your experience? I am interested in knowing about it or your experiments? Waiting for reply – Thanks, Regards

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