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Information Marketing JV Partner Webinar – August 31, 2011 (Transcript Available)


Fred: Let’s go ahead and get started here. Jason, you and I are here talking, although we’re the only two—ah, I see people arriving now. Let’s go ahead and get going. Those of you joining us for the first time, perhaps, or the tenth time, thank you for being here. I see that Bill DeWees is getting on the call. Mr. DeWees is now on. Are you there, Bill? Mr. DeWees, can you check in? Jason, he’s refusing to check in.

Jason: He’s probably like me. I usually watch this on my screen, but I dial in for the audio.

Fred: Actually, he’s called in on the computer. Bill, can you see me or hear me? William DeWees, paging Mr. DeWees. He may be on that funky computer where he can’t see anything. Let’s go ahead and until Bill gets involved, we’ll just go to—tell me anything—something new from Filmmaking Stuff.

Jason: Sort of a broader problem that I ran into and I think a lot of folks can relate to it is self-imposed deadlines and missing them. I note to have my physical book completed by tomorrow, and it’s just not going to happen.

Fred: Okay, and what was the reason for putting that as a deadline?

Jason: I just wanted to have some sort of deadline to keep myself on top of it, and what had ultimately happened is between that deadline and several other deadlines, I spread myself way too thin. I think that’s just something that comes from maybe lack of experience and trying to make these—trying to complete these products.

Fred: So you’re saying that now—was this just some arbitrary date that you picked to try and get this done by?

Jason: Yeah, it was an arbitrary date. I had hoped to have it available as a downloadable eBook tomorrow and then get it over to the physical and release the physical copy by October 1st.

Fred: Well, Bill O’Hanlon, who is on the line, just sent me a great link. I don’t know Bill if you put that up on the Facebook group yet, but Bill why don’t you tell Jason about some of the issues that were discussed in that new eBook?

Bill: Well, I was pretty stunned by this. I was telling Fred it was like, “Holy moly.” The book, first of all, is called Be the Monkey. It’s by Jack Kilborn, which is a pseudonym, and it’s really two authors who are pretty successful. Joe Konrath, J.A. Konrath and Barry Eisler, who just decided to opt-out of print publishing and they really speak about how one can price and make money with eBooks.

I was telling Fred, “I’ve been doing mostly print books my whole life.” I’ve been doing a few eBooks and a few self-published books, but I was just converted—that John Locke or whatever that we talked about previously didn’t sort of push me over the edge. This one pushed me all the way over. I’m thinking, “Oh my gosh. Fred and I have a proposal out and I think it’ll be good for Fred to have a print book.”

And that’s a little what these guys said. They said, “Look, it’s nice to have the best of both worlds, but having that print book published by a publisher is very—it’s fraught with difficulties and less profit, and eBooks are the rising thing.”

My 92-year-old future mother-in-law only reads eBooks for now on her Kindle app on the iPad, and she can’t get out of the house and she reads a book a day, and she’s totally converted over. She said, “I’ll never go back. This is great.”

Fred: And she’s 90-something years old.

Bill: She’s 92, heading for 93 in a couple months.

Fred: And again, this is—I mean I’ve got—I’m not sure how much there is of the book or how much I got through. I don’t know because I downloaded it on to my Mac rather than on to my Kindle, or I’m actually using the Cloud service to read it. How many pages is it?

Bill: Yeah, it’s a little difficult to say on the Kindle app because they don’t tell you how many pages, but it took me three hours to—about 2-1/2 hours to read, 2-1/2 hours last night to read.

There’s three sections. The first section is the most powerful, which makes the case, and then there are two others because they got critiqued, once they published the first version, then they released the second version, then they got some more response, and they released the third version. They’re all not very long, pretty quick reads.

Fred: Why is this important for members of our group or anyone else who’s on this webinar?

Bill: Well, I think the one thing I think—I love quote, which I’ve heard before and I’m sure most of you have heard is what Wayne Gretzky says is, “Don’t go where the puck is. Go where it’s going to be.” The puck is going to be in digital reading and the mainstream publishers are doing almost everything they can to stop it, and it won’t be stopped, just like music downloads weren’t stopped, just like as Jason knows, movie downloads won’t be stopped.

Hollywood, I think will last a little longer than print publishers in New York but there—you can see that they’re on their stage IV cancer, downward spiral.

Fred: Although the only thing that I would add to that, Bill, is that there is a difference between reading and watching movies because reading is, by definition, a pretty personal experience. Watching movies can be a group experience.

Bill: Right, I still—I Netflix and I do streaming movies all the time, and then I watch DVDs at home, and I still go out to the movies twice a week. It is a social experience. It’s a popcorn experience. It’s a go-out-with-my-partner experience. It’s a be-around-the-crowd experience. I agree, and I think books though there’s not that much added to have a paper book, and also not much value added by publishers. There’s a little and it’ll get less and less over time, as the case that this book did. Be the Monkey, and it’s a weird analogy if you read the book.

Fred: Everybody listening here should go get this book immediately after this webinar is over.

Jason: The funny thing, Fred, is about digital delivery, which is on topic and Bill, thanks for the recommendation. I just bought the book as we were talking and it’s already in the palm of my hand on my Kindle.

Fred: Yeah.

Bill: Well, and that’s the case too. For me, they say that eBooks can’t be compared to print books because there is that impulse buy. What was the price, Jason, like $4.99? I can’t remember.

Jason: Actually I just grabbed it for $0.99.

Male: Yeah, so did I.

Bill: See, I think they said that the pricing, there’s just no barrier if you’re accessing one of these digital devices. There’s no barrier there. It’s like, “Maybe I won’t even read it, but I’ll buy it. Bill recommended it. $0.99, what have I got to lose?” So they sell more in digital copies and of course, their profit is more per book as Fred has said for a long time with self-publishing, but these guys—this guy, Barry Eisler, who’s a best-selling author, and I’ve read all his books. He has this Rain series, some of you may have read it. It’s kind of a Japanese-American paid assassin, basically. He’s a really good writer.

He turned down a half a million dollar, two-book contract from St. Martin’s Press because he worked out that he could make more in three years and then he continued to make money after the three years with his eBook, publishing, and keeping the rights to himself.

Fred: Now let’s turn and see how this affects someone like Burke Allen in the publicity business then.

Burke: Well, hey guys, I can tell you that I just spent some time last week with a New York Times Best-Selling author, who will have to remain nameless, but I will tell you this that he and I had an extensive conversation about him doing this exact same thing. It’s funny you mention St. Martin’s. He has written for St. Martin’s. He’s absolutely considering his next book, when he finishes his current 3-book deal, doing it all with eBooks as Kindle versions and following this exact same model.

Fred: If you read the book, which everyone on this call should download and read for $0.99, give me a break, and let me just tell you it’s—you will understand how stupid these people are in the publishing industry, and it’s exactly—my line was they were sort of bringing up the fact that it’s sort of like the uprising of the peasants, whether it be in Egypt or Syria or pick your country, but let me tell you, it’s not going to be long before these people are going to get their heads cut off like Marie Antoinette.

Burke: The one thing, Fred, that I will add that I think is pretty important that came up in this conversation with this author and another guy who has a big publishing deal is that they see the advantage to doing this if you have a platform, like Bill O’Hanlon has a platform. He’s already written 30-some odd books now. It would be very difficult for you to put out an eBook without having some sort of fan base or platform.

Now you can develop that, but basically what he was saying and I agree with, is that you can’t just throw it out there and expect because of the low price point that everybody’s going to get it. There are thousands of $0.99 books that are languishing in Kindle stores because nobody knows about them, so you couldn’t have a platform.

Fred: Very true, and if you take the Be the Monkey book and combine it with what’s the name of the other one, Bill, from John Locke?

Bill: How I Sold 1 Million eBooks in 5 Months, I think it’s called.

Fred: Yeah, if you combine those two books and buy both of them, you will have spent less than a Frappuccino price and you will be getting an infinite level of value, and every time—these guys are so stupid. It’s just unbelievable how arrogant and stupid they are as a group.

Bill: I’ll say this. I’ll interrupt you a little, Fred, because I don’t want this to go by Burke, you should read this book, again, it’s cheap and it’s a quick read, but there’s an opportunity, I think in there for you because what you just said of platform building, but also Joe Conrad coined a term, which Barry Eisler didn’t like called what was it, eStributors. It’s a terrible word, but he’s basically saying someone could take 15%. They could be the new agents. They could take 15%, help people build their platforms, help people get their books formatted and uploaded to Kindle and Smashwords and a couple…

Fred: I hadn’t read that portion when I sent you my e-mail, by the way.

Bill: Oh, that’s interesting. They could just put together the package and take what an agent usually will take, which is 15%, because agents, like publishers, are going to be very, very slow to get on this bandwagon because they’re still on the old—they’re still holed up in the castle of Versailles and thinking the peasants won’t revolt. So I think there’s an opportunity.

If you read this book, I think you will see, Burke, that there is an opportunity for you and Fred and I have been talking about (inaudible 11:45) too, to be kind of authors representatives, different from agents. You’re not going to approach a big publisher and get them in with that. You’re going to do all the scut work and the publicity of platform building for them, and they can focus on writing, if they know how to write.

Fred: Let me ask Burke a question. Hey, Burke, if yourself and myself and Bill were to combine forces, would it be or is it possible for you in your current business model to take the bulk of the money, if not all of the money, on the backend for this kind of venture?

For example, if we were to combine forces and represent ourselves as one of these people, one of these kinds of groups, are you in a position given what you do, to be able to get that done by strictly taking a piece of the action or do you have to pay the people by the services that they provide or would they, the people that work with you, be willing to come in for a cut of the action as well?

Burke: I think it’s the last of those options is the one that I would try to figure out. I’d go to them and say, “Look, here’s an opportunity. We need to be on the leading edge of it. Would you be interested in doing this for a cut?”

Fred: Because I’m telling you, this is the big picture and Bill DeWees will weigh in on this. Bill is making—he’s got enough money coming in from regular voiceover work that Bill, what percentage currently of your compensation is coming in in a deferred fashion?

Bill W.: Oh, deferred, very little, less that 10%.

Fred: Less than 10%, but if you could have it your way, it would be substantially more, correct?

Bill W.: Oh, yeah. I’m always willing to—yeah, yeah, when those opportunities arise, I take advantage of them.

Fred: So Burke, if you can convince some of the folks who work with you to get placement, this is something that we should have a discussion about because I think—Bill, I think that the guys are exactly right on this issue, and I hadn’t even gotten to that point in the book yet.

Bill O.: Yeah, I’ve got to get off pretty quickly because I’ve got a call coming in, but I will say this. If we could put together a package of Bill DeWees doing the audio version, Burke doing the publicity, and Sandi, I have an assistant that knows how to format for Smashwords and Kindle and get them up there very quickly, as well as create space, and we could just offer that package for authors and take 15% like agents do on the backend and help them get their platform built so that they won’t be one of those books that languishes for $0.99 on Kindle or whatever. I think we could retire.

Fred: I agree. We’ll talk about—you have to run, Bill?

Bill O.: Yeah, I do. I’ve got this call coming in from one of our coaching folks.

Fred: Okay, we’ll see you soon.

Bill O.: Alright, see you, bye-bye.

Fred: Cool, hey, Bill, why don’t you—Bill DeWees, why don’t you share with people what’s going on with—and by the way, this is important stuff here, but I am going to go ahead and erase it and just get to another issue here. Bill DeWees, to report on some of the experiences with the seminar.

First off, Bill is seeing a little bit about the heart attack curve in the seminar business. Avish has recently interviewed me for something. Why don’t you tell people what that is, Avish?

Avish: Yeah, we did—I guess we recorded and updated Fred’s Seminar on Seminars Program. We took his outline that he does live and I went through the whole thing playing Mr. Stupid and asking him lots and lots of questions about it, start to finish, soup to nuts, everything you need to know to be able to put on your own seminars and fill them.

Fred: Yeah, so tell Bill what the heart attack curve is.

Avish: Oh, the heart attack curve is it’s basically no one registers in advance, so since you’re waiting for money to come in and people to come in, you get a heart attack and then right towards the end is when you get your sign-ups. Everyone has a heart attack because a week or two out you still have like only zero or two people signed up.
Bill: So they do sign up eventually, is that all you’re saying?

Fred: Well, yeah, let’s hope so.

Avish: There’s no guarantees.

Fred: Yeah, if registrations are going to come in, oftentimes they come in much later than you’d like them to come in and so therefore, that’s the case. Bill, do you want to share anything else that you have gained or gleaned from this experience so far?

Bill: Yeah, well, I mean it has been a reality check. I really didn’t know what to expect, but in all honesty, I thought I’d be doing a little better right now in terms of how many seats I would have filled. At this point, Fred, two people have actually signed up through me Web Marketing Magic account, but the weird thing is for some reason it’s not taking money. Mallory’s following up with these people to get their PayPal (inaudible 16:55).

Fred: Yeah, let’s make sure—so in other words, two people have paid at what price?

Bill: Well, one guy’s coming in from L.A. and he’s already bought the PlayBook product, so he gets a hundred bucks off, so he bought it for $400.

Fred: Okay, one’s at $400.

Bill: And the other’s a $500.

Fred: Got it, okay, so we already have $900 in revenue and how far—we’re still a month away, right?

Bill” Yeah, we’re five weeks, I believe—yeah, no, yeah, yeah, a little over four weeks.

Fred: And the maximum number of people we can hold is 20, right?

Bill: Twenty, correct.

Fred: So 18 seats left.

Bill: That’s right.

Fred: I feel optimistic. Here’s what I would suggest you do. When it’s 10 to 14 days left, with 10 to 14 days left, you want to go after the people that are local, relatively local, and by local in the seminar business I mean within 300 miles driving. You take out a map and stick the compass right where you are in the lovely Bourbonnais, Illinois area and then draw a compass out from that 250, 300 miles. Anybody who’s in that area, we’re going to give some kind of a special deal to, but we’re going to wait because the problem is is if you start giving people the deals now and somebody is in there—I mean this—can everybody see my screen? Bill, can you see my screen?

Bill: Yes.

Fred: Okay, so if the people—the guy at $400 and the guy at $500, this isn’t a big deal because we have a legitimate reason why this guy paid $400 and this guy didn’t because he bought something, so that’s pretty explainable. But if, for example, we had six people in the event who paid $200, now we have a problem and that problem can be overcome (inaudible 19:00) getting in the way.

Number one is you want to make sure that anyone who gets this deal right here, if that has to happen, that one of the conditions is mum is the word. That’s really important, but even when you say that, sometimes it can happen. Now with a one-day seminar, there’s not a lot of time for people to fraternize and get to know each other and explain their situations, but this does become an issue, but I still would like to see as many people as possible—I would rather see if we had a choice of having four people in there who paid full price or 18 people in there, some of whom did not pay full price, I’d like option two.

Bill: Right, and by the way, Fred, we’ve had within the past week a lot more just activity in terms of people inquiring as to what’s going on and getting information.

Fred: Okay, good, and so this is—one of the things also that I told Bill to do and I just think that it’s imperative. One of the things he was very clever about—your total cost on this event, like we talked about before is virtually zero.

Bill: Right.

Fred: Yeah, so I mean the beauty of this is even though the discussion was—and here’s something that is generalizable to everybody that’s on the call and Burke, just out of curiosity, and by the way, for Burke’s upcoming event, which for Bill’s, if you’re interested, it’s By the way, Burke, I would like you to take a look at—let me just click this because Bill’s not going to be here, or actually that’s—it’ll be .org as well.

AudioBookSeminar.—that’s good, our pop-up on exit came up. Did you see that, Avish, it worked? Then the next one worked too, great. So what we have is, by the way, on that, what you just saw, is there were two things that happened. But let me just explain, Burke, this model for how we put a seminar site together might be worth looking into to change the Media Mastery Workshop to.

Burke: Okay.

Fred: So I don’t know if you’ve seen the site, but it’s a pretty good…

Burke: No, I haven’t, but I just jotted it down to review, so I will.

Fred: Yeah, take a look at that, and so now, Burke, why don’t you tell people about the Media Mastery weekend? This way people will—we can sort of contrast and compare these two.

Burke: Well, the first thing I’ll say is our event, Bill, we did something very similar to what Fred is talking about where in the last, I think it was two weeks, we targeted in the folks that were very, very close by and we, however, can only fit 12 people into our room, and there were I think two or three seats left maybe. Obviously, mum’s the word, but we got them in at a lower price, and it filled the room, and those people actually wound up bringing great energy and value to the event being there. It was worth it, so I would do that.

Fred: Talk about some of your fixed costs there, if you would, Burke. How much are you paying for the place?

Burke: We rent the facility, the TV and radio studio facility for $1,000.

Fred: That’s total?

Burke: Correct.

Fred: That’s for the three days?

Burke: Correct.

Fred: Excellent, okay.

Burke: Yep, and then I pay each of our instructors an hourly rate.

Fred: Oh, so you do pay them hourly?

Burke: Correct.

Fred: Okay, and so…

Burke: Yeah, because most of them don’t have a product to sell on the backend.

Fred: Okay, so instructors are paid—in other words—and so the total paid for the instructors over the course of three days comes to how much about?

Burke: You know, I’d have to pull my budget out and I don’t want to slow the call down to do it, but it averages about $75 an hour for the instructors. I think we generally have about $2,000 in instructor’s salaries.

Fred: Okay, so around two grand, and the cost of the event is?

Burke: $2,997, so $3,000.

Fred: Okay, and so again, you’d break even at a little bit more than say one attendee, correct?

Burke: Correct, that’s right.

Fred: I’m going to be sort of pounding the heck out of that as well. For that one, which URL are we using? Is it Publicity Seminar or what are we using for that?

Burke: It is. That’s correct.

Fred:, which again, I think that we had that right here, which is this one, right?

Burke: That’s right.

Fred: Yeah, so if anybody wants to go to that, and by the way, Burke, I finalized my ticket. I will probably be taking—I’m flying in and out of New York City, and I’m going to take the Bolt Bus on Thursday or Friday. I’ll let you know when it is from New York.

Burke: Okay.

Fred: And that comes into Union Station. Yeah.

Burke: Okay, well, that’d be great and we have a new person who I think is going to be joining the faculty this time along with the national TV person, Karen, who you met and the radio guy, Rod, who works for Sirius XM and ABC. One of our faculty people has done the Today Show as a guest and also has sold on QVC, so I think she’s going to do very, very well, and that’ll bring some value and she’ll talk to people about your on-camera image and if you have a product, how you can sell it on QVC and all that. So I think that’ll be a good addition to the faculty.

Fred: That’s great, yeah, no, excellent, good to have people like that who have actually done some of the stuff. By the way, just as a side note here, folks, one of the things that everybody, if you’re not aware of this, if you do any air travel whatsoever, they’ve now been required, but remember that you should go to whenever you’re considering travelling somewhere. will allow you to, now when you put in farecast, what happens is that it redirects, but don’t worry, just remember farecast goes to, and so then what I was doing here is and I’ll just show you a quick example is I was going, Burke, I’m coming—I think I’m leaving here on the 18th. I’m coming back on the 27th and I’m going to into JFK. Can everybody see this, by the way?

Bill: Yeah.

Burke: Yep.

Fred: Okay, so I’m going to—what I did was I can’t believe this. Son of a—because what happens is they build a prediction for you and I can’t, oh man! I bought it last night and sure enough, it said 80% certainty that it was the best time to buy. This is crazy. If they just dropped this price to $200 and—is this one way? Holy crap, hold on. This has got to be one-way because I’m going to be really pissed off.

Jason: Fred, this is Jason. I don’t know if I’ve heard you this upset.

Fred: Yeah, this has to do with me spending money, so…

Burke: That’s exactly what it is.

Fred: Hold on, let me just—it’s got to be, yeah, it’s got to be—no, it’s non-stop flights only and it’s got to be—oh, I see. Yeah, roundtrip, it is a roundtrip. Are you kidding me? It can’t be. Oh man! Anyway, so this place…

Burke: Can you cancel and reschedule?

Fred: I could, but the deal is, no, here it is. Okay, now I don’t feel so bad. So the price now, I think I paid total including tax at like $389, but here’s my suggestion real quickly. This is going to make me nuts if this is the case. Is it really $280? Are you kidding me? It’s all Delta. How about American? Let me see. Anyway, see here American $577, but Delta is doing it for $280. Unbelievable!
Anyway, so here’s the deal. Now this little guy here, this says, “Buy.” Mine had a less—it had 80% certainty, whereas this is like buy it now. This is the confidence level here. Anyway, this site, not to get too far off subject here, go here and put that on there if you’re considering traveling anywhere, put that in there and do not buy until they give you the signal to do so. End of story on that.

Bill: Can you do hotels too or is it just airplanes?

Fred: That’s just for flights, although, you know what? Hold on, I’m wrong here. It says it has hotels too, so I mean I haven’t really looked for anything but flights on here, but it has an algorithm set up, Bill, so that you are making a very good decision. I pulled the trigger yesterday when it said 80% certainty and I should buy. Clearly had I—and again, I want to stay on American Airlines, but if I was willing to go to Delta, I could have gotten it for $280 as we just saw, which I just paid I think total with tax like $389. So the $280 fare on Delta, because look at this. Look at this curve how it dropped. See, this is nerve-wracking to me.
And by the way, the best day to buy airfares is on a Wednesday, so I should have waited one more day. Yeah, and I’m pissed now, but you see over here it says, American 56—anyway, enough of that.
Other stuff, let’s talk, Burke, or anyone really jump in and I see Dave Hamilton, you’re on the call, right? David Hamilton? Yeah, you’re there, right?

Dave: I’m here. Can you hear me?

Fred: Okay, cool. Yeah, I can hear you.

Dave: Okay, yes.

Fred: So now which site should we go to now? Is it AuthoritySite101?

Dave: Authority Sites, plural.



Fred: Okay, so what’s the progress that you’ve made since last we spoke?

Dave: Well, the whole idea of this is streamlining the process of letting people get a great-looking, effective authority site up, lowering the cost and decreasing the timeline to get it done. So what we’ve done is we’ve prepared what people need to think about in terms of content and images and things, put that into a document for them to fill out, and we’ve kind of got a bit of an assembly line where they—the Step One is Preparation. They think about the content and the colors and everything. Step Two is the Installation, where we put up the WordPress and the theme, and then the final step is Customization, where we add the content for them.

Fred: You know what? What you just described, what you just described is not on above the fold, and I think that was really well done. So I would put it somewhere right under here.

Dave: That’s actually a good idea. We’ve documented under How it Works in the new view, but yeah, that’s a good idea.

Fred: But also Dave, one of the things that looks really good now is people can see some samples. This looks great.

Dave: Yeah, we—and you know what we found is most people get a vision when they can browse through a portfolio.

Fred: Yep.

Dave: So we took all the ones that we’ve made, put them there, and we found most people say, “Well, I want one a little bit like this one with a touch of this one.” That makes it real easy for us.

Fred: Hey, Dave, let me ask you this. If I was a customer and I looked down here and I said, “You know what? I like this Red5 Marketing one.” You could basically take that site, clone it, and then make the small alterations they need, right, so it’s not as much work for you, hopefully?

Dave: That’s correct, yes.

Fred: Great! Great! Go ahead.

Dave: Truthfully, yeah, so the bottleneck is usually people preparing what they want their site to say, but putting the framework up has gotten a lot easier for us.

Fred: Yeah, I think this is good. Oh, by the way, the other thing that I could sort of help you with on that is if—and whether it’s me or someone else doesn’t really matter. It would be nice to—since the bottleneck is you just described it is happening, and this is interesting because Dave has now created a sort of complete solution for getting a great-looking site up quickly and easily, but if the bottleneck is creating whatever the copy is, so why don’t we come up with a solution for the copy? Copy seems to be the bottleneck, right?

Dave: Correct.

Fred: Okay, so let’s make sure that it is not. So how do we do that? Whether it’s—you could have initially, and again, I would either—since you guys can’t do this in-house, in other words, you don’t have a copywriter right there, what you could do is to make sure that you have someone and very clearly define exactly what that means. And again, under copy, I would provide people with again, three options.

We write it for you, sort of 100%, and that’s going to be the high. We help you write it and then you’d have two levels of that, I think. This one I’d say a lot, and this one I’d say same thing, but instead of a lot, a little. Then here you’d have 3-tiered pricing, and I don’t know what this would be, but it might be an additional $997. This one would be $777 or maybe even less, maybe $597 and this one is we’re just going to look it over for you. It’s $297.

In other words, I think that if people are getting hung up with that, there will be some people who will say, “You know what? I just want to have somebody do it for me. Let’s make that part of it.” Because that’s not what you guys are prepared to do, right Dave?

Dave: Yeah, right now, well, I mean we’ve got people that have the Internet marketing mindset, but we’re not necessarily experts in their field, so writing copy from scratch is going to be a little difficult, but if they give us some direction, we can pick it up from there.

Fred: So are you saying that you do have the ability to write copy for someone?

Dave: To be honest, we don’t necessarily want to, but with what you’re describing, if they’re paying us, I think we’d be pretty happy to, so I think this is a good idea to make that an option, not just absorb it into the general cost.

Fred: Does anybody have questions or comments about that topic or issue?

Bill: I have a thought. This is Bill. To automate the process, what about a form website where you ask all the important questions to get the data from them that you need so that—otherwise you’re probably having somebody make the phone call, spend time on the telephone trying to get all their information.

Fred: Hey, Bill, I agree. I would do it similar to what we came up with at for people to create their proposal. Remember that?

Bill: Oh yeah.

Dave: Actually, it’s a great idea, and Fred, if you click on the How it Works link, what we’ve found that people kind of want to go think about it.

Fred: You mean How do I Get Started? This one?

Dave: I’m sorry. No, up on the top, the top menu.

Fred: Now if you want me to go there first, I’m not thinking that way when I see this site. I’m going to the first green arrow that you put here. This is where my eye has gone immediately right here.

Dave: Good feedback, good feedback. We’ll make a big button for it.

Fred: Okay, so How It Works.

Dave: And we’re going to spice this next page up, but we have that Word document you see there, which is a 9-page, you fill in the blanks and get it back to us, what do you want on the homepage? What do you want on the About Us page? Things like that.

Fred: You know what you need over here to the right of this is a little video explaining what it is that they can click on. Three separate videos, one for Preparation, one’s for Installation, and one for Customization.

Dave: Awesome, awesome, I love it.

Fred: Yeah, do that because that’ll help people to understand, by the way, I’m being critical now, very critical, when I should say I mean I think this now is looking better and better and better.

Dave: Well, I appreciate the critique from anybody because that’s our goal is—and Fred, I’ve talked to you about my frustration where I’m spending all my time going back and forth with clients and I thought, “Maybe not completely automating it, but just streamlining.” And we can get a client in and out the door in under a week, if they’re prepared and not going back and forth with us.

Fred: Okay, so now maybe this is—maybe this becomes a headline so instead of whatever we have up here, which, by the way, I don’t see anything really compelling here. I would say that your new—something should be in just six days you can have a great-looking website like the ones below, up, running, and making you money.

In other words, let’s put something because this site as it looks right now, I think it’s a very professional-looking site, but I don’t—Authority Sites, this doesn’t give me the benefit here, so I would actually think that we need something that really pops in terms of a promise and a benefit. Does anybody have any comments on that? Jason?

Jason: My comment, Fred, is I agree with what you’re saying and I’m looking at this site now with the critical eye of a marketer saying, “What is the headline here?” And that’s what you’re talking about. Can we put a headline up there that’s aimed at the benefit?

Fred: Anybody else, Burke?

Burke: Hmm, because we run into this a lot with our clients, where it becomes this big, long, drawn out process, I think the key thing is what you put in there, in just six days you can get it done.

Fred: Yeah, I think that that should help.

Dave: Fred, if I can ask this question?

Fred: Yeah, go ahead.

Dave: I’m sorry.

Fred: Go ahead.

Dave: What do you think the benefits ought to be for this service?

Fred: Well, I tell you what. To me it comes down, and again, everybody, I’m not a genius. This is just my thought and the idea—my thought would be that the biggest benefits to what you offer, Dave, is I can have a great-looking site up really fast.

Dave: Okay.

Fred: What else—is there something I’m missing other than that because…

Burke: Hey, Dave, let me jump in here for a second, though, one thing that does occur to me that might really take down barriers for people to do business with you this way, that Word document that they fill out with all the information that’s elsewhere on the site.

Fred: Right here.

Burke: If you made that a webform rather than it being one extra thing that they’ve got to download and open up and then fill out and send back to you, if it were an embedded webform that they could send back, that’s just one more thing that makes it feel quick and easy for them.

Fred: Agreed, 100%.

Bill: Can I take it even a step further and instead—Dave you were mentioning you asked questions like what do you want on the homepage, what do you want us to say about you? What about specific questions that get to—like, for instance, who’s your typical customer? What is your primary service? How long have you been in business? Stuff that you can derive in because again, then they have to think about it and they may still not give you the information that you need to write good copy. Does that make sense?

Dave: And use that as we kind of put the site together to guide them?

Burke: I think that that just narrows down the—this is old Radio 101 stuff that Bill is talking about that we both have done, that’ll just focus it right in and make it that much easier to get it up and finished.

Dave: Yeah, yeah.

Burke: Because then there won’t be any back and forth with them asking, “Alright, well, that’s great philosophically, but what do you do?”

Fred: I agree.

Dave: Yeah, yeah. Let me ask one last question on this. With regards to the webform versus the Word document, I found that some people, they want to go think about it. It’s not—just writing it off the top of their head is a little more challenging.

Fred: Yep, I’d give them the option.

Dave: So they want to write it…go ahead.

Fred: Give them the option, Dave. Say, “Click here to do in-house.”

Burke: Yeah, you’ve got to give them the option.

Fred: So do it now or think about it.

Dave: I think that’s great, and so you know, there’s a webform, it’s a paid plug-in called Gravity Forms that it will save everything into a WordPress database, so you can go in at any time and archive the forms. They’re not just e-mailed to you. It’s documented so I think that’s a great idea that I’m going to put into practice.

Fred: And so this is it?

Dave: Yeah, so it’s really easy to use and it really works well as a way of archiving what people submit to you.

Fred: By the way, when you have impressive numbers, this makes sense to do. If you see down here how many Gravity Form installations they have, 192,000, I would put that there too, myself.

Dave: Yeah, yeah.

Fred: What does Gravity Forms do, by the way?

Dave: It’s—well, there’s a lot of plug-ins, contact form plug-ins, but all they do is they e-mail the form submission to you. This e-mails it to you, but it also adds it to a WordPress database so you can go back and archive all the form submissions in a spreadsheet or you can—you have them on file in your WordPress site.

Fred: Got it, and they go for as little as $39, that’s on one site, $99 for three, and $199. By the way, if you haven’t noticed yet, look at the 3-tiered pricing here. You have $39. You’ve got $99. We’ve got $199. It’s the same stuff. It’s just like the Chrysler had the Chevette and the whatever, the Le Mans and then the high end, I don’t know. I don’t know cars that well. But 3-tiered pricing makes a lot of sense. Good.

Jason: I like that pricing table, by the way, just from an aesthetic perspective. If anybody sees a plug-in for that one, let us know.

Fred: Yeah, you know what? I think that’s a good point, Jason, is I love—I would love to have some WordPress plug-in that would allow us to—all of us, to have this and give us eight or 10 different options because this is great for a page that sits on its own, but what about when we have a page where we want to have it like embedded as we can’t have it quite this big. We want to be able to change colors. Jason, what else would you want?

Jason: Well, I’m with you, Fred. One of the things—I have a pricing table that I’m testing with WordPress. It’s just not working out for me because it takes up way too space, and I don’t have the ability to customize colors and fonts the way that I would like to.

Fred: Yeah, so I mean…

Dave: Fred, if you’d like to see that in action, I’m playing with the same one Jason just showed me. On the site, I’ll show you what it looks like. Just put and then /test-product.

Fred: Test-product?

Dave: Correct.

Fred: Okay.

Dave: And this is—I’m just kind of playing around with how to display options.

Fred: Okay.

Dave: So this isn’t ready for production, but I’m just seeing—it’s kind of along the same lines where you can have different packages and what’s on it.

Fred: Yeah, the question is and I guess that Jason and I are both wondering is can we buy a plug-in that will do what this has done here and allow us to customize both size of the chart, the elements of the chart, the font, and the color?

Dave: This is a plug-in and you can—there’s like four or five different color options, but it’s not completely customizable.

Fred: I—Jason what do think?

Jason: Well, I’ve also started myself and…

Fred: Oops, somebody’s got some feed…Did somebody just get on to some mike? We’ve got double-talk here. Okay, go ahead Jason.

Jason: I was going to say I bought this plug-in. I’m testing it, but like Dave said, the features are just limited, and unfortunately, that part on the far left, I’d love to get rid of it and do what Dave did in the other example that you just showed where they actually write the features into each pricing table as opposed to the checkmarks.

Fred: Yeah, I agree with you. So, in other words, you’re saying this looks better, at least for your…

Jason: Yeah, I really like that. I mean I guess I could test it and find out it doesn’t work at all, but…

Fred: Yeah, I mean I think it would be great if we had a plug-in that had multiple options. This being one of them, the other one being another option.

Jason: Hey Dave, could you check at some point and find out if that is a WordPress theme that this gravity thing is on? Maybe we can look at the code and find out if it is a plug in.

Dave: Yeah, that’s a good idea. And I’ve never searched but I’ll bet these pricing tables – you know there’s plug-ins for everything. Fred do you see…I don’t think so.

Fred: I don’t know if you can…

Dave: Oh yeah, it is, it is.

Fred: It is a plug-in?

Dave: I see – if you see WP- different places, yeah, it is. Interesting.

Fred: Yeah, so maybe we can, maybe you can figure out for us exactly how we make this or where they got that from.

Dave: Yeah, exactly. I’ll do a little research, but if we find that – I agree with you Fred, three tiers makes all the difference.

Fred: Now is there a way to put – this is just a stupid geeky question. Is there some way to put something in the source code where if people check your source they can actually click on a link that’s an affiliate link for you?

Dave: That’s a good question.

Fred: It would be a great idea.

Dave: Yeah, cause people like us, that’s exactly what we do.

Fred: Yeah, I ‘d like to be able to view source and then have them see it and go, oh I like that, click on this link and there it is, this is an affiliate link. That would be cool.

Dave: Yeah, I agree.

Fred: Anyway, sorry to get geeky on everybody. Avish, you haven’t contributed, say hi, tell us what you’ve been up to.

Avish: Well so far I’ve been enjoying this discussion. I actually bought that e-book as well that Bill was talking about at the top of the hour. Yeah, I mean, this has just been rolling along. These updates, other than continuing to blog and one thing we had talked about yesterday is I worked on breaking out my e-mail lists and updating the auto-responder to be a little more regular contact with the people who sign up with this list.

Fred: Yeah, I think that’s a good idea.

Avish: Cause right now what I’ve been doing – to bring everyone else up to speed, right now I’ve had kind of my general list for years and anyone who’s been signing up for the various speaking services, just kind of get dumped into that main list. So Fred and I were talking, the new strategy is to – which makes a lot of – it sounds obvious now that we’re talking about it, but just haven’t done it for years, is creating two lists. One for kind of my general speaking business and then a separate one just for the speaking expert people and then hit them every week with an e-zine and then once every so often with some kind of sales offer type thing.

Fred: Yep, I like that and then the, what else was I thinking about here, I think that that’s, the idea of breaking up lists, but one of the things that both you Avish and Bill DeWees, you know I think sometimes, you know I’m trying to make it so that everybody else makes money cause that happens, then I make money and I feel good about everything, but one thing that’s – let’s be very honest about this. Bill, the total number of opt-ins you have is how many? Bill DeWees.

Bill: Two hundred and twenty-two.

Fred: And Avish, how many do we have on Speaking Expert?

Avish: From this sign up specifically, a hundred.

Fred: Okay, so, if anyone thinks that those kinds of numbers will result in huge dollars coming in at this point in time, you’re delusional. This has to be two hundred and twenty-two you know thousand people and this is a hundred thousand and then all of a sudden we have some big money coming in if we do things right. So I think we just have to figure out a way, to number one, it’s nice that the numbers are fairly low because Avish when I looked in – and both of you guys you send me your results, the Google Analytics every Monday. I can’t really tell from that chart, given the goal structures or whatever, exactly what’s our opt-in rate, but Bill if you were guessing and you have a feel, what’s the opt-in rate?

Bill: Yeah, I’m getting two to three a day, so let’s say 18 a week. And I’m getting 280 visits average a week so, what does that come out to? It’s not great, is that even 10%?

Fred: Is it 5%?

Bill: Is that right…

Dave: It’s about 8%-9%.

Bill: It’s closer to 10, yeah, it would be about 8, you’re right. Closer to 10.

Fred: Okay, 8-10, let’s just say. And Avish what do you think ours is on Speaking Expert?

Avish: Oh about the same, that goal was coming in at 8-10% as well.

Fred: Okay, so now obviously what we should be doing now is since traffic has not yet been ramped up, our goal should be to try and increase this. The problem is with the numbers that we have coming in, you know, we may want to try a quick split test, to see if we can get something that will go to 15% perhaps. Because once the traffic starts rolling in, obviously we’ll be able to test things a lot quicker. But this is such an important number here, this opt-in rate, and let’s not just get fat and happy thinking when start getting tons of numbers – and Bill given the fact that we paid Urmil some money to generate us a graphic, we better be very, very cautious and careful about looking at the numbers once that traffic starts to come in. Cause if not, we’re wasting it.

Bill: I woke up thinking about that at 5:00 this morning.

Fred: Did you really?

Bill: I sure did. I couldn’t sleep.

Dave: Are you both using pop-up domination as a plug-in?

Avish: I am yeah.

Fred: Yeah we are at Speaking Engagement.

Bill: I was but it doesn’t seem to be working today.

Fred: Oh it may, oh you saying it has a cold or a fever?

Bill: Yeah, I don’t know. I went over the website today and it didn’t pop up. So I don’t know.

Dave: It called in sick.

Bill: It’s on strike.

Fred: No that, actually Bill, in your case, try this, like for example, let me go to the site for a second, because I think I mean, there it is. Is that it?

Bill: Oh yeah, okay.

Fred: Now the reason for…

Dave: Bill, sometimes when you go enough times, you cookie it and won’t show up for you anymore. That’s what Stanley told me.

Bill: That makes sense. Okay.

Dave: Stanley told me if you keep going on the same thing, it will stop showing up for you.

Bill: I see.

Fred: Yeah, cause if you have been to the site so many time and your cookies are in fact – what’s going to happen is that it doesn’t want to keep popping it up because – and I think that is a setting thing right Avish?

Avish: Yeah, the default is seven days.

Fred: And what does that mean. Seven days if…

Avish: That means if you come, after the first time you see the pop-up, you won’t see it again until after it has been seven days that you come back to the site.

Fred: Now is this a pretty easy thing to go in and change the setting of, and if Bill DeWees is given a couple sentences of how to do it could do it himself and see for himself?

Avish: Yeah, just in the WordPress dashboard on the left side, there’s a Pop-Up Domination link, just click on that, has all the settings there.

Bill: Oh, okay.

Fred: Bill if you can…

Dave: If you get stuck just contact me I’ll help you with it.

Bill: Okay, thanks Dave.

Fred: Sounds good. Bill O’Hanlon you’re back on the call so you were…

Bill: I am, I just had a call with one of our new – we’re starting a new book writing and coaching group starting tomorrow and another one on speaking and one of our publishing people, who just signed up, he said is it possible that I could consult you already? I got a book offer for $40,000 and an agent that’s interested in representing me and I need to talk to somebody. And I said okay. So we talked for about 20 minutes and he said I already got my value out of the coaching program. He’s already going to make his money back in the first day.

Fred: Nice.

Bill: Cause I told him how to deal with the agent and how to deal with the book publisher and he’ll make more money then he would have.

Fred: Why don’t you make sure to e-mail him and ask him for quote right now that we can put up on the site, cause that’s pretty powerful.

Bill: Yeah, it’s good stuff. He already got the offer before, that’s why he signed up, he said shoot I don’t know anything. And the other thing is he said I don’t how I’m going to write a book in a year. They’re telling me they want it next June. And I said well Fred and I will deal with that.

Fred: Right.

Bill: We know how to get books written fast and if you can’t write it yourself, we’ll find someone to write it. He said, no I want to write it myself, but I’m so busy I just don’t know if I can get it done in a year. I said, oh my god, you’ll be able to get it done in a year.

Fred: Oh and why don’t we show him the benefits of getting it done too.

Bill: Yeah, that’s true.

Fred: Excellent, okay, good, well that’s I think a pretty good place to stop for today. Anybody else have any final thoughts, comments, ideas?

Avish: Hey I’ve got a quick question that maybe somebody can help me with. I have recently just in the last couple of weeks discovered that whenever I try to embedded YouTube videos in WordPress now it’s not working. And all my old ones still work. And even when I go and copy how I did it in the past into a new post, it will either just – it will usually just show the link. I’m wondering if anyone has encountered that and has a solution to it.

Fred: What’s your length by the way?

Avish: My what?

Fred: Length.

Dave: Length of the videos.

Avish: Oh they’re just, it’s really just any video. One is nine minutes, one is like a two minute video I found, they’re not all mine, just any YouTube video I found.

Fred: Okay, Dave?

Dave: Avish, I have a thought, just so you know sometimes when you embedded a video in the visual or in the code section and then you go back and forth in WordPress, it will actually alter the code, which is weird, but what I will always do is I get a plug-in called Smart YouTube. Makes it really easy to embedded videos and I’ve never had a problem with it.

Avish: Yeah, I think I saw that. I have another issue going on with my install, my search on YouTube or on WordPress I erroring out so, I’ll look and see if I can install Smart YouTube, that may be the way to go.

Fred: Cool, well if you do…

Dave: Should be easy enough, we’ll geek out together.

Avish: Okay, sounds good, thanks Dave.

Fred: If you guys figure that out, make sure and post it in the Facebook JV Partner thing. And also, just to let you know, Mark from Iceland is on the call and is not set up as a panelist yet, sorry about that Mark, because we can only have five at a time, but he’s on from Iceland and I want to make sure that we start to get – he’s been doing, I had a couple of critiques on some of the video stuff that he’s been doing but let’s try and get Mark to be able to start making some money too and Mark post your questions on the Facebook site to do that.

Good, well thank you very much everyone. Good place to stop there. Any other further comments.

Dave: Thanks Fred.

Bill: Good stuff today.

Fred: Thanks for being on the call.

Dave: Thanks everyone.

Fred: Bye.

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