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In This Issue:

* Content and More Content
* Audio/Video
* Building Your LIst
* Spam Issues
* Movie/Theatre Reviews

Content and More Content

Publishing information is very similar to publishing music. The more you create, the more you have to sell. The more you have to sell, the more money you can make.

As I’ve said before, there are two kinds of content, timely and timeless. As you create your content you want to have both. Timely content takes advantage of whatever is the ‘flavor of the day.’ Timeless content allows you to create something once and sell it forever. Both are important. Both are critical to your long term success.

Since the first of the year I have had well over 2,000 hours of audio content digitized. Most of those audios are in audio cassette form. I’ll be taking all of this content and putting it up on one of my membership sites.

Eventually I’ll have all of it up. It may be a while.

This will allow me to get paid for all the content that I have ever made.

For you, the lesson I would take away is that you need to capture any and all content that you create. I record just about everything that I do. Only when it is NOT permitted do I not record something.

It’s also nice to get the event you do recorded in both audio and video form. If it’s not possible, then get it in audio form as a minimum.

Imagine that you have recorded 100 audio programs. Now imagine that 50 of these are timely and 50 are timeless. You can forget about the 50 that are timeless in terms of any additional work. You’re done.

The 50 that are timely you will probably have to redo every 12-36 months depending on the topic. Some topics may require you to redo them even more frequently.

I am in the process of redoing a number of my own products. Remember, you have two viable ways to do them. First, record a live seminar or event. Second, get someone to interview you.

My friend, Scott Hove, has agreed to let me give him a very small personal seminar to redo some of my products. In exchange, I’m going to let everyone know about his sites. Look at and

Given that I’ve now given him an advance ‘plug’ he now OWES me, big time.


I just spent a bunch of money this weekend at B&H. This time my friend (and audio expert) Kendall Scott was only marginally to blame.

For the record, Kendall Scott can be reached at: 1800-808-6969 x 2561. Feel free to call him about any and all of your audio questions. Tell him I sent you.

I dropped around $300 on a shotgun mic with Kendall. This mic allows you to pick up audio at a very specific angle.

Here’s how it works. If you use a shotgun mic and you are out on the street and point it at someone talking you will pick up MAINLY what they say and much of the exrtraneous noise will be less audible.

When at Aron’s workshop he recommended the ME 80 by Sennheiser. He proved it is a great mic but it is no longer being made. He suggested buying one on ebay and then having it refurbished. They still make parts for this bad boy.

I asked Kendall about that particular mic and he agreed with Aron that it is a great mic. Only problem is that you sometimes can’f find used mics. He suggested that since I’m NOT a professional documentary maker I would do quite well with another mic.

I ended up with an AudioTechnica: AT897 (B&H Photo number)

Having just taken a documentary film class in San Francisco that helped me TRULY understand how lighting works, I persuaded myself to spend a considerable some on a lighting package from ARRI. If you ever get any lights, this is the manufacturer to look for. Put that note in a file!

It’s their unit #: ARSBD4K. Again, put that in your files.

They offer kits that include a variety of different intensity of lights. The one that I got had everything I needed and then some.

I’m not set in the lights department.

I learned a few very basic and important things at the class I took. First, good lighting AND good audio make for a good video. As we got started in that class, Aron Ranen made a point to talk about audio first. Kendall was very happy to hear it.

If you don’t have decent audio, no one will care about your video. How true.

Another think I learned is the concept of ‘thirds’ and negative space. Let me try and explain.

Watch videos and movies that are professionally made. Very seldom will you see the subject CENTERED in the frame. Why? Because it doesn’t look as good. For years I’ve been taking pictures the wrong way.

To make things look their best, imagine that your field of view is divided into thirds. Always put your subject in the left or right third of your image when you shoot. Then fill the other two thirds with something visually that supports whatever you’re trying to show.

Another important point is the issue of foreground and background. Make sure that you try and create depth by putting something in the foreground when you shoot.

Also, make sure and shoot close ups that you can use as ‘cutaways’ when you edit.

I can’t give you all of the secrets here, but those were some of the main things I learned. I also convinced Aron that HE needs to be RECORDING all of his events. Can you imagine? He’s in the video field and he hasn’t been doing that. As a result of my prodding, that’s going to change.

Again, I am going to take everything this guy offers and highly recommend that you do the same if you are serious about doing videos either now or in the future.

As cheap as I am, I will gladly spend virtually any money necessary to properly educate myself in a field that I MUST know about. Luckily, Aron keeps his classes well within reach. He charges around $300 for a 2 day class and $495 for a 4 day class. His most expensive class is $995 and goes for almost a full week.

Don’t tell him, but I think he’s WAY underpriced for the value he provides.

Even if you don’t shoot the videos yourself it is crucial to know how it’s done so you can ask the right questions and understand what works and why.

I’ll try and get Aron to some of my events before year end. Try and make it to all of them, but those with Aron will be a real treat for you.

Building Your List

In the info products business you need just TWO things to be mega successful. First, you need some great products. Second you need a responsive and large list. Responsive being more important than size.

You can build your list a variety of different ways.

In order to get people to buy from you on a regular basis, you have to train them to buy. If you have built a list by just giving them content and never having tried to sell them anything, it will be tough to get them to change their behavior.

If you are one of those people who has built a list and never asked them to buy anything you have to be very careful to transition people.

It would probably serve you well to create a separate subset of your existing list. Announce to your group that you are starting something new. Get them to sign up for a new list where you will be making offers.

When you let people know that you’re changing things and giving them the option to NOT join, it frees you to make offers to the new subset of your list.

With my list, I try to mix it up. I deliver more content than I do sales messages. I don’t send my emails out on a regular time interval. I do this for a reason.

I use the principle of variable interval reinforcement. If you assume that most people like to get my ezine. Which I certainly DO assume. Then I want to get them (you) hooked on opening it and reading it every time.

I want people to look for my emails with anxious anticipation. I TRY my best not to disappoint. If I give you some great stuff every time I email you then you will always open my emails. Also, if I make an offer every so often, you are going to probably assume that I’m selling some good stuff.

Your list has an optimal buying price point. Some lists tend to buy at the higher price points, others buy at lower price points. You can make an EFFORT to build a certain kind of list, but you’re more likely to have a list that responds based on the market that you’ve selected.

My list tends to respond to offers at the $997 price point or lower. You will learn what will work for your list.

Also, if you ever survey your list and ask them whether or not they will buy something you need to understand a crucial element of research and marketing.

What people SAY they will do and what they ACTUALLY do may be very different. People may SAY they will buy something but the only way to really know is to offer them something and see what they do. Only those results are truly accurate.


I’m not a lawyer, nor do I play one on TV. I just got an email that I had apparently been signed up to receive a newsletter. I asked the individual to send me docu- mentation of where I had signed up.

I know FULL WELL he cannot produce it because I didn’t sign up for the darn thing.

Do not risk putting people onto a list without their explicit permission that can be documented. Luckily, is now set up to make people have to double opt-in.

Some customers complained about this particular facet of the program. I think it’s great. Why have someone on your list if they don’t want to be?

Also, don’t risk getting taken to court. I just heard of a marketer having to settle a case where he was brought to small claims court by a guy that PROVED he had never requested his information.

Each INCIDENT cost this guy close to $500. He lost the case.

Small claims court had a maximum of $5000, so that’s what the complainant recovered. Apparently, this guy is making a living suing people in his state (which is very willing to rule in favor of the spam accusers) by suing many different parties using the same technique.

I would hope you don’t become one of his victims.

Don’t send people stuff they don’t want to receive. They won’t buy anything anyway (for the most part) and you may have to cough up a bunch of cash.

Movie/Theatre Reviews

Whenever I’m in NYC, I always see a lot of movies and theatre. I can’t see any ‘legitimate’ theatre in Vegas because what does exist is pretty lousy.

Also, the ‘houses’ that show the theatre are not made like Broadway houses. They are made primarily for musical acts and the like.

To really enjoy theatre, you have to see it in a broadway-like theatre. Relatively small and intimate.

First, the movies.

I saw Four Brothers first. I DO recommend this movie. If you don’t like violence, don’t go. If you can tolerate the violence it has a very good story line and some great acting by all the players.

Then I saw March of the Penguins. This is a documentary that got over 90% on Rotten Tomatoes. Until my site: is ready, this is the BEST site on the web for getting movie reviews. If you like movies, you have to check out this site.

It’s a great movie. It’s interesting and I learned a lot.

The only negative reviews said that it looked more like a special you would see on the Discovery Channel and that IS valid criticism, but it doesn’t matter. It is very good and worth seeing in the theatres.

The last of the movies was ‘2046’. You will probably NOT be able to see this in any city but the big ones and those that get the ‘funky’ indie films.

I liked this movie a lot. It was visually stunning and the acting (even subtitled) was excellent. I can’t tell you exactly what the story is about because it is tough to get your arms around.

If you see it and can figure it out, let me know.

On the theatre side, I saw Hairspray first. I had a great time. I actually bought the CD. I haven’t done that at a musical since Les Miserables. The story is a good one (although VERY politically correct) and the music is excellent.

If you’re a John Waters fan and saw the movie, or even if you haven’t, I’d go see it when you can.

Next I saw a show called DOUBT. WOW. This was one of the best pieces of theatre I have seen in years. If you are a theatre or acting buff, this is a must see.

It is set in 1964 and looks at the scandals we have seen with regards to the Catholic Church. It is not standard fare and is very unpredictable. See it if you can.

Lastly, I saw ‘The Constant Wife’ by W. Somerset Maugham. The writing and story line reminded me of Oscar Wilde. A farce about adultery and marriage.

Way ahead of it’s time in many ways. This was good and also worth seeing because of Lynn Redgrave. If you ever have a chance to see her on stage, take it.

See you Next time!

Watch for a GREAT offer in a couple of days from the programs I did with Bob Bly!



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One Response to “Building Your List Strategy and Audio/Video for your Info Products Business”

  1. Native Advertising For Information Marketing – Part 2 on February 16th, 2013 7:17 am

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