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Information Marketing JV Partner Webinar – September 14, 2011 (Transcript Available)


Fred: We’re starting right now. Welcome, everybody and first thing I wanted to cover is we’re going to deal with some important issues today regarding how you need to be looking at your information marketing business. Things are changing rapidly and the issue, Issue 1 here is the change with regards to the publishing industry and television and how that affects you and you’re saying to yourself, “Well, how could that be important to me?” Well, here it is.

I want to make sure that you understand that we’ve got two big seismic shifts going on here and both of these are going to be very important to all of you listening right now. Number one is going to be publishing, and if you haven’t read it yet, we talked about this last week and Bill O’Hanlon shared the book that you can get on the Kindle site, so go to the Kindle site and download the short eBook, Be The Monkey.

It will explain how the publishing industry is changing dramatically and how you as an information marketer need to be on top of that. Second thing is in the area of television, and this is where another seismic shift is taking place similar to what’s happening in the publishing industry and that’s with the site and regardless, I don’t care what your politics are. I don’t care what you think about the guy. This is not the issue, but two days ago, Glenn Beck launched

He left Fox News two or three months ago and he started this and the most recent article that I saw either on Forbes or Fortune or The Wall Street Journal projects him to be able to make something like close to $100 million yearly off this venture. So what’s happening here is you’ve got two different people, two different organizations, two different industries, television and publishing that are completely turning everything on its head with regards to how you get to people.

In Be The Monkey, the authors there, the two guys that are in a discussion, basically you’re listening in on their transcribed conversation with regards to what’s happening in publishing, is both of these industries are—okay, whoever’s got something on, you may want to mute yourselves, folks. Something is coming and feeding back there, so we’ve got two things here and one of them is the fact that people are now able to go direct. Very few people are in need of publishers and very few people it turns out are in need of TV stations anymore, if they have the clout that someone like Glenn Beck has.

You’re seeing in exactly what is happening in the publishing industry as well, and this is a huge seismic shift. The first thing I think everybody on this site should do and I did it last night. I thought I had this registered, but I would suggest that everybody goes to, and here’s what I registered. I registered, and I registered

Now, of course, I prefer that you register them at ultra-cheap domains because, of course, I get a quarter for every time you do that. But the reason why is because all of us, and I thought this was going to happen maybe a little bit sooner, it’s probably going to happen over the next few years that people with a platform are going to be able to not only publish their own books and go directly to consumers, people are going to be able to have their own TV shows and probably—radio has already sort of happened, but not in as big a way.

You’re going to see this kind of stuff going on, so I’d encourage everyone to take a look at it, and again, I don’t care what you think of the guy’s politics. It’s irrelevant. Take a look at Glenn Beck at his GBTV, which again, if you read The Wall Street Journal, in terms of the number of dollars he’s going to make, he’s going to make a whole lot more than what he was making by going through.

By the way, his total number of people that are signed up for his site exceeds the number of people viewing the Oprah Network! That’s huge! We’ve got a lot of people giving him money directly, and so it’s gotten to the point where all of these, whether it’s publishing, television, or radio, people can now go directly to whoever their favorite person is and that’s going to be critically important.

Your action point is to reserve, and I would suggest that you do this, put in your name and then and then reserve your That’s because in the future, you are going to be able to have your own television show, depending on the size of your platform, maybe large, maybe small, but you’ll be able to do it. You can do it right now, but those are the domain names that I suggest you register immediately.

So I see Avish got on the call first. Avish, how are you doing?

Avish: Good.

Fred: Good, so let’s take a look at the Avish site here, and that’s the speaking—and the pop-up that comes up for those of you who go there at Any updates on

Avish: Well, I think I could use a little help with direction.

Fred: Okay.

Avish: Because the traffic’s—it’s around where it was and I get spikes now when I post articles and things and so I don’t want to put a lot behind traffic till—because right now even with the small traffic, it’s a pretty low percentage. Well, it’s almost a zero percentage of sales. So I guess I want to figure out what should I be focusing on next? Should I be focusing on trying to drive up opt-ins or should I focus now on trying to get some sales with the numbers we have before I put a lot of effort into more traffic?

Fred: Okay, what’s the conversion rate to opt-in right now?

Avish: It is around 7% or 8%.

Fred: Okay, so it’s 7% to 8% now, and this is what we’re trying to seduce them with here is the free eBook, 6 Figure Speaker Secrets: Learn the 7 Steps to Getting Paid Speaking Gigs in 90 Days or Less.

Avish: Yeah.

Fred: Let’s see here. First thing, can you track how many people are viewing the video?

Avish: Yeah, if I go look up the YouTube, it should tell me how many, absolutely, views I’ve gotten.

Fred: Because…

Avish: I won’t know if they view it embedded or on the YouTube site, but…

Fred: Because my thought is maybe what we need to do is first, obviously, let’s go back to our data here. We’re looking—and I mean it all comes back to three things. The three things are traffic, conversion, and product. Given that fact, traffic we’re going to worry about later because that’s a—so this is actually something we worry about later. This is—we worry about this now, and we—I just put it better be good here.

The first thing I would think about is maybe what we need to do is I think that the 7% to 8% opt-in rate on this compared to Bill DeWees’ site where he’s getting 20% to 30% is pretty anemic. Maybe what we need to do is I would test this, believe it or not, I would test this without the video. I would just put in the free eBook, speaker—I would just put this in here and see what happens, if the entire about-the-fold area is just a promotion to get people to sign up for the free eBook, maybe a very short video that just says, “Hey, I’ve got a great eBook here on how you can make 6 figures as a speaker. You need to go put your e-mail in now to download it right away. Thanks folks.” Boom!

I think that what we should do is just try and get people to download this item and make it let’s see if we can get that up. If we’re talking about our three items here, this is sort of anemic here.

Avish: Yeah.

Fred: This is fairly low compared to what it could be. But your point is that very few of these people—but let’s take a look now at the total number of people who have opted in, which is how much, about 200 and some?

Avish: Just off of this group from this stuff is about 120 right now.

Fred: A hundred and twenty, okay, and so far zero sales. Well, what’s—the next question is once they opt-in, what do they get?

Avish: Well, they get the eBook and then they get an autoresponder.

Fred: How many autoresponders?

Avish: Which goes out once every few days, it’s not super long right now. I think it’s like—I forget exactly. It’s like six to eight messages.

Fred: Got it, with six to eight messages. How many of those messages have any kind of a sales pitch in them?

Avish: I’d have to look it up, probably every second or third one has a—so it’s like content, content, (inaudible 09:04).

Fred: So there’s content, content, and then a sales message, so it goes content, content, and then sales perhaps or thereabout on the autoresponder?

Avish: Yeah, that’s about right, yeah.

Fred: Okay, and are these people, once they’re in the autoresponder system, and after they’re done with their six to eight messages, do they continue to get anything else?

Avish: Yeah, right now they’re on my ezine, and I told you—we talked a little while ago, I’m in the process, we should have it next week, of separating it so they’ll start getting a weekly dedicated speaking ezine.

Fred: Yeah, okay. Shortly let’s just put, okay, so then the question becomes, first off, this total number of people, it’s not that big and so I’m not really—somebody’s making a lot of noise that we can hear there, just so you know. This is not a whole lot of people yet.

Avish: Yeah.

Fred: But I would expect that we should have had some sales. Now if we’re offering something in the sales, what’s the sort of the average sort of price of what we’re offering in those….?

Avish: Those go to the $77 whole big-box enchilada product.

Fred: Okay, and so then people are directed to that and we’re not seeing anybody buying anything there yet?

Avish: Correct.

Fred: Okay, and I think that maybe what we could do is I think that that—when they go to—let’s go to that link for the $77. Is that under products here?

Avish: Yeah.

Fred: Okay. I think that possibly—so this is, this is which one?

Avish: It’s the first link and I think this needs to be updated too, it looks like.

Fred: Okay.

Avish: But yeah, that top link, that Check it Out Now.

Fred: Okay. I think that this is, again, more of an outline than it is a sales piece and I think that –all I do is I go back to—I keep going back to my same sort of place to head everybody when I’m not really sure…

Avish: Well, that’s where I’m driving them to from the autoresponder, or I’m trying to at least, is the actual sales page, not that page.

Fred: Right and that is different than what we just showed?

Avish: Yeah, but this is kind of the—that was the kind of product catalog page.

Fred: Okay, so here’s what I would do. I would sort of take, if we’re going to change this a little bit, I would copy the Fred Info Bootcamp site and just come up with something that is a video that describes the package and why they should get it. When they go there, right now let’s figure out where is it that they end up? Let me just see this. Let’s see here. Where do you want me to click?

Avish: The Check it Out Here Now link.

Fred: Okay. Now, again, what I would do is write—I would put it right below here, either right below or right—either right below this or right below here, and I’d put in a quick video that says, “If you really want to jumpstart your speaking career, this is,” and then blah, blah, blah, and then, “Take a look at. There’s a lot of information here and frankly, it can be overwhelming, but we go through it piece by piece, blah, blah, blah.”

I’d put a short video here to try and get people because that’s—you’ve got to talk directly to them and I would just tell them, “If you had known this information when you got started as a speaker, how would it have affected you?”

Avish: Okay.

Fred: Anybody else have any thoughts on that? Bill?

Dave: Fred, this is Dave. Can you hear me?

Fred: Yeah, Dave shoot.

Dave: I just had a couple comments back on the homepage, Avish.

Avish: Yeah.

Dave: Three things and they’re kind of more website related, but one is you had a popover and I’m not sure a popover is—if that’s not redundant on a squeeze page, I mean the goal is just to get them to opt-in, is that right?

Avish: Yeah, so you’re saying take the popup off the homepage?

Dave: That’s a thought. When I went there, I saw the popup and I closed it and then what was left was pretty much the same kind of thing, and I would test it at least.

Avish: Right.

Dave: The second thing is the big, black video. You can put a static image so they’re not seeing darkness. They see actually what the video is going to be like.

Fred: Yeah, so replace black video with a static image.

Dave: Yeah, because when I started playing it, I said, “Oh, it’s Avish and Fred talking.” That’s—if they see a picture of you guys, they’re maybe more likely to click it and there’s one other thing that I think Jason Brubaker’s feeling, and I don’t know why my eyes go to this, the headline has got a weird pyramid shape and I find—this is a small thing. I may just be ADD here, but I’m drawn towards the shape of the headline rather—I’m not—it doesn’t jump out at me as readed—readable. Anyway, take that for what it’s worth.

Fred: Yeah, well, that’s—I would add to that that generally with any headline that’s like this, what they found is in general, you may want to first off, I would cap every first letter and I would also put it all in quotes.

Dave: Yeah.

Fred: Cap first letters of every word except for the prepositions or whatever like in’s or the’s.

Avish: Right, so title case?

Fred: Yeah and then I would also put it all in quotes. That’s just been proven to be more effective with direct mail, and I try and remember to do that as well on webpages also, but I mean I think that Dave’s right with some of those comments. Does that make sense?

Avish: Yeah, absolutely.

Fred: Yeah, and again, the popover, it’s sort of a cool idea, but I think that his point is well-taken in that you’re basically popping over exactly the same message as you’re giving people on the site right now.

Avish: Yeah.

Fred: And again, all we can do is test it. So let’s test one thing at a time. For example, what I might do, but again, we don’t have that many visitors, but why don’t we try a few of those things and see what the numbers are?

Avish: Okay, will do.

Fred: Sounds good. Dave, since you’ve checked in, I don’t know if Bill can hear us, so Dave, what’s up with you?

Dave: Well, I’m getting really excited about our New York coaching event.

Fred: Okay, the thing is that now we have to remember that given the amount of time to promote this, first off, let’s give people the website, which is?

Dave: It’s


Dave: Yeah.

Fred: Okay, and then I’ll share with you some of my thoughts. Okay, so here we are in New York City, you and me there and here it is. It’s are you ready to make real money? The price point on this is I think it was $297, right?

Dave: $297 for the full day.

Fred: There’s Elliott—is on the call and he can see his quote right there. Okay. Nice, thank you Elliott very much. He looks like he’s dressed almost in a tuxedo there too, for that shot.

Dave: I mean I think he wears that all the time. That’s the cool thing with Elliott.

Fred: Is it? It almost looks like a cleric’s collar, doesn’t it? Elliott can’t say…

Dave: He wears a tux around the house.

Fred: We’re being mean to him because he can’t say anything because he’s just in a listen-mode there. So anyway, yeah, so people can go check this out. This is coming up in New York City on…?

Dave: October 19th.

Fred: October 19th. Okay, now the only thing that I wanted to share with you guys is this. I have a number of events converging at the same time and so I just want to show Avish and Burke, who might eventually be on here. Oh God, Bart Baggett is actually showing up on this call. He always registers, but he’s never shown up. That’s interesting. That’s good.

He might think there actually might be something of importance this time, but who knows? Bart, you’ve missed a lot. Go back and watch the videos. We’ve just got to get him (inaudible 17:57). So we’ve got this. We also have the publicity seminar coming up on October the 21st, which is right after that, 21st through the 23rd, I think. I’ll just check that in a second here.

Then we also have, Avish, you and I have the Speaking School. So this is my sort of conundrum here because—and the speaking school dates are what, Avish?

Avish: 13 to 16.

Fred: 13 through 16, so we have three pretty major events coming up. This one is on October the 19th, one day. The Publicity Seminar is a 3-day, and this is a, what is this, a 4-day, right Avish?

Avish: Yep.

Fred: Okay. Let’s put them in order, I guess would be best to do it. Oops, lost that. Let’s see here. Yeah, so we’ve got a number of events sort of coming up at almost the same time. What’s going to happen? When I start to promote these, and what I’m going to do is starting today, I’m going to start to send out promotions, but I really don’t—although I think it might be more effective to promote them individually. I just don’t think there’s enough time given the fact that we’re sitting here now. It’s September 14th. This is one month away.

What I’ll do is I will put little mini blurbs and what each of you could do—let’s see, Dave, why don’t you put together like a very short paragraph anywhere, say 100 words, a paragraph on the description about this event, and then what I’ll do is I’ll—every time I put the promo out, I’ll put these three things with the 100-word description just so people can choose from the various events.

Of course, it’ll be based on where they’re located etc., etc. But again, promoting multiple events, probably not the best way to do it, but again, I don’t think we have time to do anything else. Dave, does that make sense?

Dave: Yeah, yeah, I’ll have that to you today, and I understand we’re in a time crunch. Hopefully the small number of people—it’ll fill up fast, but I’m with you.

Fred: Okay, good. Avish, if you could get me that as well and then I’ll ask Burke what if…

Avish: Yep.

Fred: I don’t think Burke is on the call, but I’ll ask Burke to do that as well. Any other comments on that, Dave? What will people learn here, Dave, just so people will know if they’re watching this or looking at this at some point, what is the New York, well, actually we’ll do it first with—in the order that they come up. Avish, tell people what this Speaking School is going to be about. It’s about—it’s broken into two parts, right?

Avish: Yep, it’s basically two 2-day seminars. There are two full days on building your business foundation and you’re actually—it’s not just learning, you’re actually going to do work, so you’ll walk away having picked a niche, a topic, a title, and developed a marketing plan so you’ll know exactly what to do to build your business when you leave.

Then the next two days will be on presentation skills and your speech, so you’ll again leave with a speech outline in hand having developed, written, and practiced your stories and gotten feedback as well as your opening and closing. So when you leave there, you leave with stuff in hand that you can run off with.

Fred: Got it. When people leave, they will have—and by the way, the 100-word description, that’s just an about, so if you go a little bit longer, no big deal. They will have both the tools to build their business and the speak—that the sort of the speaking how-to portion, right?

Avish: Yep.

Fred: Okay, so then, and by the way, they can come to either or both of those. We suggest they come to both together.

Avish: Yeah, and you get a discount if you come to both.

Fred: Got it. Discount if you come to both, so again, for that one, you would look at That’s where you can check that out and we have that set up there for you. That’s good, then good on that. Thank you, Avish, and let’s talk about the description on the—Dave, for the New York Coaching Event there.

Dave: Well, the problem that we’re going to address and fix with people is that whole dynamic where you get into this and you spend weeks and months trying to figure out how to get your ideas into something that can make money. I’ve just seen so many times people kind of just kick around byproducts, Google stuff, and waste time, and this is for a small number of people. It’s going to be kind of an adrenaline surge of exactly what to do where they can get—they can ask questions from experts. They can get hands-on direction and we are going to—everyone is going to get a copy of 7 Minute Mini Sites so they can watch a website be put up in real-time and this is going to save a ton of time for people asking how do I get this stuff done?

Fred: Got it and so, and again, that we went to earlier, so if people want to look at that now. Since Burke isn’t here, we can’t really be promoting, but you can take a look at as well and that’s coming up, for some reason, he’s always has it on my birthday. That ruins the birthday. No, it doesn’t.

Here’s the free media event, How to Get Free Media Exposure, not the free media event. It costs money to go this. Check that out as well. Since Burke is not on the call, I can’t really promote it. Has Bill O’Hanlon unmuted himself yet?

Bill: Yeah, finally. Are you hearing me? Can you hear me?

Fred: Yes, finally, yeah, so Bill O’Hanlon.

Bill: Okay, good.

Fred: One of the things…

Bill: I lost my microphone speaker, my microphone and phone, so I had to root around and find some old ones.

Fred: Good. Now Bill, let’s see, we’ve got an update on this. We’ve got—and the different sites that Bill and I have together,, which still has some spaces left, correct?

Bill: Yeah, we actually start our first phone call this coming weekend on Saturday, so we can take people really up until then and maybe a little beyond then because they can listen to the recording, but we have 11 people and we can take 15 to 18, I think. So we’re fine.

We filled up our other one, which was, and we’ve had two more applicants since then. We had to turn them away, so we turned away a few people because they just weren’t appropriate for it before that, but—so that was good.

We got 20 people in, and we’ve done that one before and we know we can take that many people. If somebody wants to be a public speaker and they want to go through six months of coaching on that, different from your 4-day thing, which is a really intensive thing and they’re just going to get a whole lot in that four days, and then they’re kind of on their own to go out and do it, but this is ongoing support, coaching, and boatload of products, over $6,000 worth of products that they get when they’re in the program.

It’s a pretty cool program and we’re starting our second one of that and third one of the publishing one, I think. Let me go back a little though on the three events that you’re a part of. You and I have had this conversation. I’m just going to weigh in and just say this for everybody on the call.

I’ve done testing and I can tell you that when I sent out more than one thing in an e-mail, I get almost no response, no paid registrations. When I send out—even though it’s coming up quickly, these events, if I were you, Fred, I would do two things that you and I have talked about. One is, I would send out one small e-mail with just that hundred words and just say, “Here’s a great event.” Boom!

And I would also use a subject line that’s different from Fred Gleeck Insights, you and I had this discussion, but I think the subject line will get people to open it. If it says, “Fred Gleeck Insights,” they’re used to getting those lots, and I think this makes it stand out a little. Become a speaker in four days. Do you have a dream of becoming a speaker? Fulfill your dream in four days.

Whatever, and so I say the subject line and one thing per e-mail and that’s why I bring it up in this context is that we—various people, Avish is on this call and Avish and I have had this discussion too. Avish has this idea and I think it’s a great idea. I don’t think it works, and it’s a great idea. If he wants to send something of great value to people when he sends out an e-mail, so he writes some great suggestion for speakers in his e-mail, but it makes the e-mail really long.

It’s great value, but it makes it really long. I think there’s a different value and that is don’t take my time, get right to the point, that hundred-word description is great. I love your long e-mails, both Avish and Fred, and sometimes I don’t read them because I’m busy at that time, but if you send me a hundred-word e-mail, I almost certainly will read it, and if it’s only on one topic, I almost certainly will pay attention to it.

This is just my experience and obviously you’d have to test it yourself, but I would send out one e-mail a day on each of those events with one thing in it and a really good headline. We tested this with our programs. I send out one e-mail with only that. You guys send out, you and Avish, have sent out for these programs e-mails with more than one thing, usually, not always because I convinced you to do something different a little. But I would test that if I were you and I think there’s time to send out a short e-mail on each one in the next two days, one a day.

Then I would do my—I would do several more with three in it and you’ll see the response, I think.

Fred: Well, I think Bill since you volunteered, I think you should set those all up for me and the dates that they should be sent out and I’ll do that lickety split.

Bill: Unfortunately, Fred and I have a really major project that’s on the verge of launching. I don’t know whether—should we say something about it, Fred? I’m okay with saying something.

Fred: Not yet.

Bill: Okay, not yet.

Fred: Let’s not talk about it until it’s done.

Bill: Alright, but we’re really close to this end. Actually, I’m doing the bulk of the work, although Fred has some heavy lifting with getting the outsourcing person to finish…

Fred: You know what? I’m so sick and tired of dealing with—you know what? Dave Hamilton, maybe—you know what maybe we want to do with this, Bill? I’ll conduct this discussion publicly. Maybe Dave Hamilton who is constantly looking for ways to generate ongoing revenue, and you and I can discuss what that piece would be, but what about if we had Dave Hamilton running the side of this and would be contributing in exchange for his knowledge there? Now obviously…

Bill: For an equity stake?

Fred: Yeah, and by the way, Dave, both Bill and I think that this project at some point might generate $8 million or $10 million when it’s sold. We’re not talking about something small here.

Dave: My ears are perked up.

Fred: Yeah, and so there is a small piece of equity to be given away in exchange for that, but you know what, Bill? That might be our best idea because then we could have somebody who’s compensated for doing something on an ongoing basis and make sure it worked.

Bill: Yeah, that’s good because it is amazing what Fred is saying is I have a friend and you know this friend, Fred, Ruth, and Ruth has tried to hire about five people in the last two years for her staff. She’s growing so fast in this weird economy. She’s growing so fast she cannot keep up. All her people are like maxed out. She has five people working for her. She wants to hire five more. She cannot find people to hire or tech people and she’s just like, “I was thinking of writing an editorial for our local paper saying what is this?”

Now Fred and I have tried to hire somebody to do some relatively simple tasks. This guy comes on. He initially expresses interest, and he agrees on the task and the price, and then it’s like pulling teeth to get him to finish it.

Fred: Yeah, we found him on Elance, which isn’t I guess…

Bill: We want to give him money.

Fred: Yeah.

Bill: We wanted to give him money.

Fred: And by the way, I think I—I don’t know if I told you, but I sent Elance a thing saying, “Hold the money in escrow. I don’t want to give him a dime because the guy is not responsive.”

Bill: Yeah.

Fred: You know what? Quickly let’s answer Burke’s—I mean I’ve got so many different B’s here. Bart’s got a question. Dave Hamilton, can you answer this? Here’s the question. I purchased PopUp Domination for my WordPress sites, but I still have traffic on non-WordPress sites, basic HTML kind of stuff. Do you have a recommendation for an effective popup software to capture more subscribers in that environment, Dave Hamilton?

Dave: Off the top of my head, no. I haven’t worked with HTML.

Fred: That’s because all of us, and to answer Bart’s question, all of us have converted all of our sites to WordPress sites because everything else is a royal pain in the you-know-what. It’s not worth it, so we don’t really—we don’t—it’s just like forget it.

Dave: I have no doubt they’re out there, but integrating them is difficult and I’m just not keeping up with it, sorry.

Fred: Yeah, sorry that you can’t…

Avish: Fred, I feel—I bought PopUp Domination a while ago too. I thought it came with two versions. One was a plug-in for WordPress, but I believe it came with a plug-in, like a snip of code you could use for standalone sites. I would have him look it that.

Fred: It may be able to be used in non-WordPress sites?

Avish: Yeah, I’m trying to find where I downloaded stuff because I thought it came with a version you could use for standalone sites as well.

Dave: You know what, Fred? I just did a quick search and if they search for HTML popup domination, there’s instructions on how to use it, and I would tell him to use PopUp Domination because it’s really, really good.

Fred: Yeah, well, he knows that. It’s just he’s worried about his non—his older sites that are HTML-based. What does he search for?

Dave: Well, I just did a quick search for HTML popup domination and there’s—it’s a blog article where somebody explains how it can work. Avish is right. It can work in an HTML site as well as WordPress.

Avish: Yeah, mine came with two zip files, one PopUp Domination and one PopUp Domination standalone.

Dave: Yeah, there you go.

Avish: The code should be in that standalone zip.

Fred: Yeah, so that’s—Bart, that’s it, so there you have it. Hopefully that helps. He says, “Thanks.”

Bill: Good, it was worth getting on the call. It’s worth being on the webinar today, wasn’t it, just for that?

Fred: Yeah, he said, “I got some bad info from his programmer.” Yeah, that’s not unusual pursuing our same path of discussion.

Dave: Hey, Fred, can I say something real quick?

Fred: Yeah.

Dave: Those types of questions are the things that people chew on for hours and hours late at night or days and when you’re in the midst of the right people, one question easily answered, you move on. That’s I think what all these three events are about is getting around the right people, getting your questions answered, and moving on quickly, so just throwing it out there.

Fred: Yeah, well, the thing about it is is that our problem, and Bill, this is our big concern here is we’re launching something that we feel is going to be very, very, very big, and I mean I don’t think we’re delusional here. What we’re looking at is finding some technical help that will actually stay with us, and I think Bill, a lot of people—I think Dave might be the exception that he—when you offer him a piece of the action, obviously he’s got to pay the bills, but this piece of the action is going to be something where he’s going to get monthly checks, right?

Bill: Yep and hopefully they’ll grow and grow and grow.

Fred: Yeah, exactly. This isn’t going to be one of those things where you’ve got to wait around until we actually sell the thing for a bunch of money later on, but this is going to happen fairly quickly, Dave. I think that maybe right after this call, Dave, if you have time, Bill and I should talk first and then we’ll conference you in and have a quick call, if you’re available. Can you do that?

Dave: Yep, I’ll be here.

Fred: Okay. Bill, can you do that?

Bill: Yeah.

Fred: Do you have time, okay? I’ll call you and then we’ll conference Dave in after you and I pow-wow. Sounds good, okay, I mean this is—to me, again, I’m very—I’m always interested and amused somewhat when I see people do these big, major product launches and they claim to make a bunch of money, and now, of course, one of the major promoters that Bill is familiar with and everybody would know the name if I threw it out, apparently from some of the videos that this person put out, that was rented space. It’s sort of like what what’s his name did. I think it was Tom Vu or whatever the guy’s name was who did the infomercial where he rented a plane and made it look like it was his plane.

Again, all I can say is be weary of people claiming they’re making a lot of money because most of them are full of you-know-what. But the key to me is finding something that’s going to pay you money every month. I just got automatically deposited my nice Web Marketing Magic check today that’s the five-figure check that I get every month, even if I’m sleeping the entire month. It’s just the most beautiful check that I get. That’s what I want for everyone here.

By the way, the check and again, if you are involved with doing any kind of—sell domains for profit, please, please, please set up your own version of that, get paid, and don’t have to worry about it.

I’m just looking for ways to find checks that come in automatically without having to do any work whatsoever. That’s the thing that appeals to me. Bill, what is the—explain to people though in theory what we are doing is—and this is why—and this is what amazes me is the power of microniching the markets. Most of the people who have signed up for the various programs are almost all coming and it embarrasses me to say, but almost all of them are coming from Bill’s list. Bill, why don’t you talk about—I mean Bill is a rock star in his field, in psychology.

Bill, what went into your becoming the kind of person that when we put out this announcement where you can get lots of people to sign up and lots of people to get on the waiting list, why did this happen and how can anybody else do it?

Bill: Well, I think there are two things and one is what I was saying to Avish and sort of chiding him about before. I sent out free stuff, as you do, I sent out free stuff that was valuable for years, several years, before I really asked people for any money.

I shouldn’t say that because I would send out my speaking schedule, and I would send out announcements of my new books, but I really wasn’t doing much on the Internet at first, but I did collect e-mail addresses. I got a setup on a double opt-in list, and I started to segment my list. That was number one because there were some people that were interested in writing books, some people are interested in speakers, some people are interested in using the Web for passive income or active income, and then some people who just wanted to know my psychotherapy, self-help stuff.

I had four lists, really. That helped because I don’t have to send out—when I’m just doing a speaking thing, I don’t have to send out to my whole list and annoy them by giving them something they’re not interested in. I segmented the list, that really helps, but to step back a step, this is something that we’ve been doing these coaching groups on how to become a speaker and how to become a writer and publish your books, we have some people in our groups that are already succeeding, and why? Because they put stuff out in the world already.

They started a blog. They put out a free product. They gave an interview with somebody.

Fred: Yeah, the rest of them are getting ready to get ready.

Bill: That’s right. Nobody knows who you are until they can find you in the world. It’s either you’re a speaker, you put out an eBook, a print book, you’ve put out a blog post, somebody has to know about you somehow. You have to both put your work out in the world and accomplish something that impresses people.

Now how Fred and I came to know each other is I was on Fred’s list because he had e-mails that went out for years. I was reading Fred’s e-mails for four or five years before I made any contact with him. I was just reading and enjoying what I had and I unsubscribed to everybody else’s list because they were valueless to me. Once I learned the basics of the Internet stuff, Fred was the only one I was interested in because he randomly vents people and I enjoyed that. I liked his personality, plus he gave away free stuff almost every time he sent something out.

“Here’s an idea,” he says. “Here’s how to do this. Here’s what you need to think about. Here’s five ways to do this.” I’m like, “Great.” And then every once and a while he’d say, “And here’s this program for $47.” Alright, terrific.

The second thing is you accomplish something in the world. You can—not just put stuff out in the world, you accomplish something. I write—Fred puts out a thing saying, “Ron Pramschufer needs articles for his site and I’m doing stuff with him. Does anybody have any articles on publishing?” I don’t have that much on self-publishing, but I have stuff on publishing.

I send Fred an article and he likes it and he says, “It’s too long.” I send him another one. He said, “Do you have any more?” I said, “Not really.” He said, “It’s too long. Cut it down.” I cut it down. I send it to him again and in my bio line I said, “Bill O’Hanlon has written 31 books,” or whatever it was at the time and Fred’s like—I sent him a third one. He goes, “Hey, we’ve got to talk.” I’m sure a few of you have heard that. You’ve gotten that message, “Hey, we’ve got to talk.”

So, “Call me at this.” I call him. He’s on his way to California. We chat for a few minutes. We decide we should probably do something together and we planned something together. Now why did he pay attention to me? Because I’ve written 31 books and I’ve accomplished something. I’m not somebody who’s just dreaming. I actually went out and did something, and that’s true in psychotherapyland.

There was a big discussion on Facebook and Fred was part of it. Fred said, “Oh boy, I was (inaudible 41:27) start everything.” I was saying that I was quoted in Oprah magazine, somebody quoted me, somebody did an article, and I said, “I’m almost famous because I was quoted in Oprah magazine.” And all these people came out and said, “You are famous! You are famous!” I said, “No, really. I can walk down the street totally unmolested,” but a few people made the point and Fred did too, I’m famous in a certain, small niche. I can’t walk down the street at a psychotherapy conference without being recognized.

I don’t want to actually be famous so I can’t walk down the street. I don’t want to be Nicolas Cage who couldn’t have a meal in peace or Paul McCartney who couldn’t have a meal in peace because they’re so recognizable, but I don’t mind being famous in a niche. So choose—this is something I’m sure all of you know, but that’s just underlying, you can get famous in a niche pretty easily if you do something and are visible and contribute something, I think.

That gives me credibility and also there’s almost nobody else in my field doing what Fred’s doing in Internet marketing, in information marketing, and teaching people to write books and teaching people to be speakers, so there are a couple of people that do it, but nobody who does it all, and I’m starting to be known as if you’re a psychotherapist and you want to get known, go to Bill O’Hanlon because he’ll teach you how to write books and coach you how to be a speaker and he’ll coach you how to develop a Web presence and information products. I’m a niche within a niche.

Fred: Okay, well, we got one guy listening here who’s a handwriting expert and I put in handwriting expert and I can’t find on the first page where you are, Bart Baggett. What’s going on? So, I think it’s my—let me just put in Bart’s name. Let’s see what Bart’s site is. It’s my handwriting, I forget, No, actually it was on that last page, but it wasn’t up at the top.

Sorry, Bart. I’m number one for information marketing, so I’m just expecting you to be number one for when I put in handwriting expert. Here’s my handwriting cop out.

Bill: It’s a more competitive, no, I don’t know if it’s a more competitive niche, but…

Fred: No, probably—it might be. Anyway, there’s Bart, who’s now actually—I’ve seen him in—if you saw, he had a commercial that he’s out here in the L.A. area and his commercial ran for a while on 5-hour energy, so he’s been distracted by Hollywood to move away from handwriting. My suggestion is that that’s a tough road.

By the way, Bill, you should tell Bart and not that we’re just talking to him, but everybody else listening, the story real quickly of Dennis Palumbo. Dennis Palumbo who wrote, I think I’ve got his name spelled right here, don’t I?

Bill: It’s two N’s.

Fred: It is two N’s? Okay, so Dennis Palumbo who wrote My Favorite Year, which was a great movie that was ripped off recently on Get Him to the Greek. My Favorite Year with Peter O’Toole back in 1981 or ’82, I forget, was a tremendous—he wrote the script to that and tell people what happened with Palumbo and how he was sitting there in the meeting. That’s a great story.

Bill: No, oh yeah, yeah. So he’s a screenwriter and he’s written for TV. He’s written Welcome Back, Kotter and he’s written for Gabe Kaplan, who was the guy in Welcome Back, Kotter, the teacher, and he’s written comedy, skits for them and everything and he’s done a lot of TV. He wrote the first episode of The Love Boat, I think, the pilot episode.

He’s taking all these meetings to write in Hollywood, to write scripts and to be script doctor and things like that and he’s sitting there one day and he realizes he sort of had a side interest since he was in psychotherapy, he’s had a side interest of being a therapist or learning about therapy and he’s been volunteering at a psychiatric hospital and he’s co-running a group with a therapist.

He’s in this script meeting where they’re going to offer him lots of money to write a script and he keeps looking at his watch because it’s going to longer than he thought it be and he’s afraid he’s going to miss this volunteer thing that he does with his psychiatric group and the psych hospital. He keeps looking at his watch and he’s rushing across L.A., across all this traffic and trying to get there on time and he’s thinking, “What’s wrong with this picture? Almost everybody wants to be a screenwriter, successful screenwriter, and I don’t want to do that anymore. I want to be a therapist.”

Now he’s sort of a combination writer/therapist and he’s trained as a marriage (inaudible 46:05) therapist, and he writes books about writing, writing from the inside out, and he’s written a couple of very interesting and good thrillers recently. He’s got another one coming out in November and he occasionally still does various writing things, but he also has a practice.

Go where your energy is, and that’s certainly what I did. I went where my energy was. I was so pissed off about what was happening in the therapy field that I wanted to change it, so I was sort of the Fred Gleeck rancher of the therapy field. I just thought it was ineffectual. It gave people the impression they were sick and would take years to change, and that just pissed me off, so that kind of energy drove me through 34 books so far and travelling around the world three times a month for about 30 years.

Fred: But yet, but yet, Bill, all of those books and everything else and travelling around and speaking, whatever, is very probably and again, unless we’re completely stupid, crazy on this, is going to pale in comparison to the money we will make with this new project.

Bill: I think that’s right because we, again, without getting too specific about it, we found a very simple way to fill a need that nobody’s filling in psychotherapy field for a very small amount of money for therapists relative to what they make, and we’re counting on numbers to do it and power in numbers.

Once it’s set up, it’s fairly automated. It’s sort of somewhat user-generated content with a little tweak. We did the—I said to Fred when we were first talking about this, “I think there’s 300 and something thousand therapists in the country,” and we did some searches on this, demographics, and it turns out there’s a million therapists.

Fred: In the United States, right?

Bill: No, I can (inaudible 48:02).

Jason: How you doing, Fred?

Bill: Yeah, Jason?

Jason: Hey, how are you guys doing? This is Jason.

Bill: Hi, Jason.

Jason: I wanted to chime in real quick. You guys are talking about all this wonderful stuff in the psychotherapy world. Do you have an affiliate program for that? I know a lot of crazies.

Fred: Well, I mean we know you know a lot of crazies because I think you’re in that group, right?

Bill: You’re the leader of that tract, Jason. No, actually this one probably shouldn’t go for affiliate stuff, at least not right away, and we’re not offering therapy. It’s really for therapists and even though there are a lot of crazy therapists too, it’s really for therapists. When we get the one for crazy people, we’ll make you the leader of the affiliate truck.

Fred: And there’s Jason’s site.

Jason: Much appreciated, and I hope you guys know and for those of you listening, I’m kidding. That was just a—I wanted to interject and ask you guys a question. There’s a lot of talk about how both of you grew your businesses today and some of the other folks on the call, and I just wanted to find out, do you ever have slow months? Do you still have slow months and if so, what do you do about it?

Fred: I would have to answer that with this. My months are slow, but I’m so cheap and I don’t spend a whole lot of money except on all my three pieces of depreciating real estate around the country, but I’m just not a spendy kind of guy, so I can live off of just my Web Marketing Magic check alone. Yeah, I’d say months do get slow a bit and so what happens is that when they get slow, I just—I’m always—I love to have a big buffer in my account and not feel uptight and things like that, but yeah, some months are definitely. Some months are 50% of other months, Bill?

Bill: I don’t have any slow months anymore, but I have a slightly different business model, I think. I have to turn work away, and I’m just trying to change the nature of my work. If I wanted to, I could be travelling three or four times a month speaking for—I charge $5,000 a day for my speaking, and that would certainly be enough money for me to survive, plus I get royalties from my books and some other income in other kinds of affiliate and royalty stuff.

I have a base like Fred that I don’t have to worry anymore. I paid off all my debts. I’m going to pay off my house. That’s my last debt in the world and I have money in the bank and I was always in debt my whole adult life. I have four kids. I went through three divorces. It cost me a great deal of money because I gave hundreds of thousands of dollars to my ex-wives and they still occasionally want to go after me for more, so I have to pay money to get lawyers occasionally.

But I don’t have slow months anymore and I think because I did for a while because I didn’t know how to leverage this Internet stuff. I also wasn’t focusing on where most of my money was coming from and where I got the most bang for the buck. Once I figured that out, and again, Fred was part of me figuring that out, I don’t have slow months anymore.

Fred: Yeah, sorry, Jason, I mean that’s probably two perspectives, one from Bill, one from me, anybody else want to chime in? No, I guess not. I’m just thinking that one of the things that I’m doing is like I’ve said to everybody over and over again is I’m trying to build the equivalent of a Khan Academy for me at By the way, this is Jason’s site on filmmaking, which is a great site.

When you go to, I’ve taken all of this, actually that’s not where—the Khan Academy type site, and I just added another video, and here’s what I’m doing. This should be interesting and we’ll finish with this real quick is if you click on Free Information Marketing Training on my site, which, by the way, as now I think—I’ve been—I feel like on Billboard. I’m now #1 in Google for information marketing for, I think, it’s been almost a full year.

This—what I decided was I took a look at the Khan Academy site and I started doing these and I just put up a new one today, and I’m going to start doing these more often. I’ve got here, “Should I reserve misspellings?” I put up this little 4-minute video that I did. It’s simple and stupid. I mean just look at this. It’s not all that complicated.

(Video plays) Welcome, okay, in this video, I’d like to talk to you about the concept of domain name misspellings. And so I went through this whole thing for 4-1/2, what is it, almost 5 minutes on domain name misspellings and my suggestion is to everybody who’s listening or watching this particular webinar, is start to put up and get to be the person that’s known for knowledgeable information in your topic, even if you’re giving it away for free because when you take a look at, and you take a look at the fact that this guy has basically found a way to monetize showing kids how to do various things in school, I mean it’s pretty impressive.

Now, of course, I’ve spelled it wrong and this is…

Bill: Yeah, k-h-a-n.

Fred: Yeah, and you know what? This guy should buy that site from this guy.

Bill: He should buy the misspelling.

Fred: I mean yeah. That’s the whole…

Dave: I’m going to go grab that now.

Bill: Yeah, go grab it and get him some money.

Fred: I mean it’s crazy that this guy isn’t doing it. Anyway, I can’t even pull it up here. Let me just pull it up here.

Bill: It has an extra N.

Fred: Yeah.

Bill: There’s an extra N in there. Khan Academy, so it has an extra A in there.

Fred: There it is.

Bill: A, it’s not (inaudible 53:57) letters.

Fred: Yeah, so here is—I mean this guy, if you want to look at how to do this. This guy has Check This Out with a library of over 2,400 videos. That’s just an amazing number of things and I think that one of the persons, one of the people who’s on our webinar today is our buddy from Iceland, Mark. He’s asking about a template for this site.

This is just—I mean you could use any template on the planet and come up with a design like this. Mark, maybe you should talk to Dave Hamilton because this is not a very difficult site to put together and this is—I mean literally all he needs, Dave, correct me if I’m wrong, all he needs to make a site look like, doesn’t he really just need this banner up here on the top and then this is done automatically, as I understand it from Stanley, with WordPress, this 3-column format, correct, Dave?

Dave: Yeah, I mean you can get a free WordPress theme. You could use their default WordPress theme and with Stanley’s plug-ins to allow those columns, that’s pretty easily done.

Fred: Yeah, I mean this is not anything, but you should come up with—I mean I sort of like the fact—this isn’t all that fancy, but if you look at this, his little tree with hand with a tree-looking thing, I mean it’s just nothing fancy at all. Again, we’ll…

Bill: Well, and this guy did 1,500 lessons before he earned a dime, and then a woman came forward who was the wife of John Doerr, a venture capitalist in Silicon Valley and gave him $100,000, said, “Do some more. I really love this. My kids are using it.” Then Bill Gates came and gave him $1.5 million from the Gates Foundation.

Fred: Yeah, so 1,400 free videos before he got a dime. Yeah, that’s—so my suggestion is again, let’s copy what other people are doing, and now he’s had 75 million people…

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