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Resources to Help YOU Build a Thriving, Ethical Information Marketing Business!

Tech Talk for Information Product Creation, Coaching Model, etc.

Information Marketing

Format: Marketing content first, then “philosophy”

Last “insight” email I got some people who claimed I was getting a bit too philosophical and that they wanted more nuts and bolts info marketing material.

In response to that I’m doing the following. I’m front loading all of the specific marketing related content. You’ll get that in the first part of each of my emails. If that’s all you want, then you can quit right there.

If you want to hear some of my “rants” you’ll be able to keep reading and get that as well.

Speaking of rants, I just saw Dana Carvey live on stage this weekend. He was great. I’m a big fan of sophomoric humor and he doesn’t disappoint.

He packed them in at the Danny Gans Theatre at the Mirage, and it was well worth the $75 for admission. For those of you who know me, you know that for me to spend that kind of cash and not be upset, he must have been pretty darn good.


In This Issue:

Production Services in Vegas
Coaching Model
Are you a Charlatan?
Product Creation
Tech Talk for Product Creation

My three biggest events of the year are coming up. I highly recommend that you make it to all of them if you can.

You are nuts if you don’t make it to at least 2 out of 3 of these events.

I want you to come to this event. If you can prove to me that money really is a problem and you want to come, we will find a way to get you in. No one will know, but I want you to be there!

If you have any interest at all in building an information product business, you need to come. If you have already come to one of these events you are eligible for the “repeat offender” discount. Contact me and I’ll send you the link.


Production Services in Las Vegas

At the end of last year I spent a boatload of cash buying new audio and video equipment. I now have a complete set of audio and video production devices to help you or anyone else create virtually ANY type of product.

Given the fact that I love to do this, I’d be happy to help you put a product together. All you need to do is come to Las Vegas and we’ll get it done.

If you’re wondering about cost, you can figure somewhere between $1000 and $1500 a day which will include all the equipment and the space to shoot it.

I’m doing this in conjunction with a new friend of mine who I met at the place I get all of my stuff duplicated here in town. I’ve got the equipment and he’s got the time on weekends to help you out.

I’d like to recoup some of my money that I spent on the gear, but I’m also helping out Juan, who is a great guy and has a 7 year old daughter. Trust me though, this is not charity work, he is a very competent video guru.

If you’re interested, just email me at: and put the word PRODUCTION in all caps in the subject line. I’ll see what we can do.


Coaching Model

I just had an interesting email exchange over the past month with someone interested in becoming a coaching client.

I think this is very instructive, so I’d like to relate the story.

I’m still trying to get approval from my lawyer to actually show you the back and forth exchange verbatim but I am not yet sure if that’s legally permissible. I don’t want to get myself in any legal hot water, but, I can give you a summary of what happened without any worry.

The first email I got from this guy said that he had tried to set up a coaching relationship with another info products guru but he was not accepting clients.

I felt a little hurt that he didn’t come to me first, but such is life.

I explained how my process worked. I told him that the first thing he’d have to do is take the personality profile test. This would determine whether or not we were well matched in terms of our temperaments.

If you can’t get along with someone in that area it doesn’t matter how much money you make, it won’t be any fun.

I had to go out of town for a couple of days and when I checked email after about 36 hours (longer than I usually go) there were two emails from him very annoyed that I hadn’t gotten back to him more quickly.

I responded by saying that perhaps I was not the right person to coach him. I told him that if he wanted someone who would give him 24/7/365 service I was not the guy. As an old buddy of mine used to say, most things are not 9-1-1.

He answered that he didn’t understand why I would make him jump through so many hoops to give him money. I told him that although money is important to me, maintaining my sanity ranks a bit higher. Dealing with insane clients is not what I want to do. Ever.

This went back and forth a few more times. He took the personality profile and paid $60 for it. Soon after that he kept getting more beligerent.

I told him I did not think we had a good match.

Then he started screaming at me via email. This proved conclusively that I had made the correct decision.

I know a lot of coaches who accept virtually anyone who comes to them for coaching. I think this is not only unethical, it’s bad for your mental health.

If you don’t have the right knowledge or skils, don’t coach someone. If you don’t have personalities that click, don’t coach them.

If you need the money, get some kind of a part time job. Don’t viloate the rules above. It will come back to bite you in the butt.

When people call me, I tell them the following. I work with people on 3 levels. First, you can simply buy some of my products. For some, this is all they need. They are the do-it-yourselfer types who don’t need anything more than a path to follow.

I then explain that the next step up is some products combined with some group coaching. I let them know that I can sell them some products and they can participate in a teleseminar series.

The third level is my Lifetime Coaching Model. This is where I ask people to take the personality profile. After they do that and it seems like there would be a good match, I ask them to speak with 3 or 4 of my existing clients. Any one of them can veto a potential candidate.

Why? Because I trust my existing clients to screen people who shouldn’t be in OUR group.

I suggest you adopt a similar model. Create products that people can buy and that’s it. Then offer an upsellto a set of products with group coaching. At the high end, offer them a high end coaching program. Screen people carefully and make them jump through a few hoops.

Do this and it will make you more money and will be more fun.


Are you a Charlatan?

Some people never create information products because they feel as if they don’t know enough. They think that unless they are one of the most knowledgeable people in the field they have no right to produce the product.


Two important thoughts on that. If you know more than 90% of the people out their, you have the right to create the product. You may even have the right if you know more than 80% of the people. Maybe even less.

Here’s why: A person who is the most knowledgeable expert in the field may not be the best teacher in that same field. I’d rather be taught by someone who is a great teacher and not as successful financially.

What do I care if the person I’m learning from has only made $200,000 in the field last year? If I’m making nothing right now, I’d rather learn from this individual if they are a great teacher than someone who made $2,000,000 last year.

One’s ability to make money in a field has, in many cases, LITTLE relationship to one’s ability to teach.

These are two separate skills.

So, stop sitting around contemplating your navel and get going. Produce something. Anything. Get started. The toughest dollars to make are the first dollars.


Information Product Creation

I just recorded a program on traffic generation with my friend Wade Thomas. He’s going to be speaking at a number of my events.

In addition to being a great guy, Wade is very concerned about making sure he creates a great product. For a person who wants to learn about traffic, it is less important that the product be perfect than it gets done.

Don’t make the perfect the enemy of the good. I have no idea where I heard that line, but I love it.

Wade has a lot of great information. You or anyone would rather get a product from him that is very good as opposed to being perfect. If he made it perfect, or almost perfect it may take an additional 4 to 6 months. If the information is great, you, nor I, could afford to wait that long.

How much money will we lose by not having any product on this topic at all? My guess? A lot.


Tech Talk for Product Creation

I have just invested even more money in my product creation system.

At the end of last year I bought a whole bunch of GL1 Cannon 3 chip cameras. A few days ago I just took delivery of the brand new XL2 by Canon.

These are both 3 chip cameras. These are better for creating video products than 1 chip cameras. They do cost more, however.

If you’re just getting started, don’t buy this equipment. It won’t be worth it. If you are a full time product creator, like I am, it makes sense it to own your equipment.

Even if you are a relatively active part time product creator it MAY make sense.

If you buy multiple cameras or other equipment make sure to buy in the same “family” from the same manufacturer. You’ll have fewer problems.

On the audio side, I went to the Apple store earlier this week and bought one of the new Mac Minis. I had an old monitor, but I bought a new mouse and keyboard.

The whole shootin match cost me under $600.

I suggest a mac even for you hardcore PC people. I’ve rarely even touched a Windows machine and frankly, even the thought of it, makes me queezy.

Even if you have a PC, trust me, it now makes sense to get a Mac for many of the product creation tasks you’ll want to be involved in. That’s of course if you want it to be easy and hassle free.

Here’s my real life example.

I have a LOT of old programs that were mastered on cassette. I’m now converting most of these over to CD and mp3.

Using the Mac Mini and a cassette player I play the cassettes and capture the sound using some cables and a USB mic. I use the program called GarageBand which comes with the mac mini as one of the ILife products.

I took the entire 6 cassette program (in this case a program for Video Producers) and was able to create a series of audio CDs and mp3s.

Unfortunately it had to be done in real time, so it took virtually the entire day to do the above.

Who cares if I can now sell a bunch more of these programs to Video Producers on how to market themselves and their services.

In a couple of months I’ll be producing a program on how to use the mac to create your own products.

You don’t have to wait for that program. In most cases, you’ll be able to do it yourself. That is if you take my advice and buy a mac. Ask a 9 year old to help you if you have any problems. That’s what I did.


On the Video Side

On the video side, here’s the example. I recently did a program with Tony Alessandra and Shep Hyken for advanced speaking professionals.

I recorded 4 mini dvs. A total of almost 4 hours of video. In the new version of IMovie there is a feature called “Magic Movie”. This is a product creators dream.

With most of my programs I do NO editing. This is because I feel my content is good enough to not have to worry about fancy editing. That’s NOT what people are paying for.

This product is perfect for this purpose. You load up your mini dv into a camera, attach it to the Mac (in my case a G5) with a firewire cable and hit the Magic Movie button. It will do everything for you in a few keystrokes.

You can also do this with the mac mini and a Super drive. It will cost you an additional $200 for an external super drive.

The only “problem” is that it takes a while to do this process. Each video ran between 50 and 60 minutes and took around 2-3 hours to complete.

The nice thing about it is that when it’s done you’ll have no problems getting copies made.

I’ve had a ton of problems with DVDs that I’ve created using a company here in town. In the past I’ve dropped off the dvs and they created DVDs from the videos. My duplicator had problems with the masters they created for me.

Not their fault. It’s just a problem with all the different formats of DVDs. With the mac, no problems. So far. Keep your fingers crossed.


Philosophy Stuff

I just adopted a new dog. Someone had obviously beaten the dog. We just had to take Sadie to the Vet to remove a growth on her head. The result of a “hard blow” to the head.

I’d like to find the guy (it’s obvious it was a guy from the way she responds to males) who did this. I would put a nice dent in his head as well.

My dogs are an important part of my life. They make my life a lot easier. Sadie is proof that adopting adog is good for the soul. Consider it for yourself.


Ethics are like pregnancy. You can’t be a little bit pregnant. Same thing with honesty. People either are or they aren’t. You can’t be a little bit honest.


More philosophy next time!

Filed under: Ezine
Information Marketing

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