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Information Marketing JV Partner Webinar – September 21, 2011 (Transcript Available)


Fred: Here we go, time to start. Welcome to the weekly webinar of my JV partners that you can sit in on and learn a lot, hopefully. So, first thing, again, Mark, good to see you there from Iceland. Mark is on from Iceland. So, first thing that I was just talking to people about before everybody got on, and I won’t make this issue one, but if you have — And Avish, have you seen it? Have you ever gone on YouTube to look at, when you put in Steve Jobs Stanford commencement speech. Have you ever seen that?

Avish: I believe that was a little while ago, right?

Fred: Yeah, 2005.

Avish: Yeah.

Fred: One of the best —

Avish: I don’t remember it well, but I remember watching it.

Fred: One of the best speeches in terms of content that I’ve ever seen given, so, something that everybody should take a look at when you get a chance. So you want to go into YouTube and take a look at, just put that in there and you’ll get it. Well, good, anyway. So, Avish, since you’re here and you may be leaving shortly, let’s quickly get to you.

So let’s take a look, first off, tell people a little bit more about the speaking school and what’s happening there. First off, when is it? What is it all about?

Avish: The speaking school is a four-day event, October 13th to October 16th. And it is for people to really come in and get their hands dirty and do a lot of work on building their speaking business. The structure is that it’s two, two-day seminars. So the first two days, the 13th and 14th we focus entirely on business. So we talk about picking a niche and what your target market is, and we talk about different revenue models and different marketing methods. But I think what sets this apart from a lot of these types of events, and I’ve been to some, what separates this is that rather than just you or you and me talking about it, people are going to make decisions and do work there. So they’re going to pick their niche. They’re going to come up with their title. They’re going to pick a revenue model for their business. They’re going to figure out a marketing plan and put it together, so when they leave there the whole business is set up.

And the next two days, then, are the presentation skill side. So, again, they get lots of information about putting together their outline, how to open and close, how to tell stories, how to make your points, how to be funny. But, again, it’s going to be very, very hands-on, which means you’ll come. You’ll put together your presentation. You’ll perform your stories in front of everyone and get feedback, so by the time you leave there not only will you have the skills, but you’ll have a completed presentation that you can do live.

Fred: Yep, and there will be – you won’t need to give blood. It’s not, none of that. It’s strictly about learning how to speak two parts. One is the business side and the other is the mechanics of speaking. Right?

Avish: Yeah, yeah, and it’s going to be really in-depth and really hands-on.

Fred: Okay, so now one of the things we should talk about here for the rest of the group, and until you can, until you have something – somebody showing up, is that it?

Avish: Yeah.

Fred: Okay. Until then, let’s talk a little bit about one of the things that we’re going to do at this event is we’re definitely going to be recording it. Right?

Avish: Yeah, we just talked about that today, and certainly I think recording our content, that’s going to be the meat, and then, I don’t know, we really didn’t talk this far, but I don’t know how you feel about, attendees will feel about recording them, sharing. I don’t think they’ll care, but certainly the content should be recorded.

Fred: Yeah, I would agree. So in other words, when we’re recording an event like this, we’ve got sort of the stuff that we deliver, sort of didactically, and then we have people doing exercises, et cetera, et cetera, and I agree with you, I don’t really know if that would make them – it might make them a little bit uncomfortable, but it also really isn’t – I guess maybe a few of those exercises might be helpful to people watching, but what are your other thoughts on that?

Avish: Yeah, that’s it. I mean that’s it exactly. Yeah, we want – I mean, I think in order for this to be the valuable event, everyone there needs to be 100% comfortable sharing and talking, and if they know they’re being recorded and other people are going to hear it later on they might be reluctant. And, like you said, since it’s going to be so hands-on, there might be little bits that will be good for people to hear after the facts. But for the most part, a lot of that is just going to be back and forth and workshopping where I don’t think they’re going to – it’s not going to be as vital for the recording.

Fred: Yeah, and that’s going to be – I’m going to be using my new sort of setup that I’ve come up with, and if you have any questions on how to do a recording, a live event, take a look at the blog that I have at and there’s something about doing a recording. I’ll be using that system, so we’ll be using, even though we’ll be in a sort of a smaller space, we’ll still be using some of the wireless remote mics, as well.

Anything else? What else can we share with people? Now, let’s take a look at the speaking school. I mean,, and we’ve made a few tweaks on this since last week, correct?

Avish: Correct. I’ve got to look up the numbers.

Fred: And so what did we do here? We changed the headline, didn’t we?

Avish: We changed the headline a bit, capatilized it, put it in quotes. I put changes video now so that, before it was just a black screen, now we have, when you come there you will see that it’s me and you so people will know why they’re clicking on that.

Fred: Got it. And it’s been up for a week. Have we seen any changes in the data? I know that I got a report from Google Analytics, but did you notice what – did anything change, anything improve?

Avish: That’s what I’m – I’m going to look at it right now. I know we’ve been getting some opt-ins. I just need to see how that compares to the week before.

Fred: Good. And well, one of the things that we – the other thing – and again, not to over-tweak things here, but, Avish, this is bothering me a little bit. I think that the text for the headline is a little bit too squeezed. It’s tough to read. I think we may want to sort of air it out a little bit.

Avish: So you think less text, or you think different font that’s more spread out?

Fred: Well, I don’t know. You probably, usually within a font program you can go to what’s called, I think it’s letting, isn’t it? Which is the number of – the amount of space in between letters? It just looks –

Avish: I can check that out.

Fred: Yeah, on most – for example, if you’re dealing with Microsoft Word or something like that, you can do something where you can actually increase the size, the amount of space between the letters, which is I think – what it appears to me, it looks a little bit too, sort of scrunched in.

Avish: Okay. Yeah, and that may be functions of what the font is, too, so –

Fred: Might be, I don’t know –

Avish: I think that’s a little more spread out.

Fred: Good point. I’m not sure whether or not you can adjust that in this particular – did you create the font? And this is a good sort of a technical question. How did you make this headline happen? Is this one graphic here?

Avish: It is text, I believe. I believe this, if I recall correctly, this is to Optimized Press, so (07:53) of their settings because they just had a field that said headline, so I typed it in and they automatically put it in this font. So I’ve got to see if they have settings I can change, or if I need to then just figure out how to go in and change it myself.

Fred: Well, the one thing, if they have a setting that allows for this text, and it’s interesting, because I tried to highlight the text as you see there, and it’s not allowing me to get to the two. That’s interesting. But if they could allow you to have this go from where my cursor is now over to all the way to here, it would allow for more space. I don’t know if it would go to, it would be able to fit it in three lines instead of four. But I’m just thinking, it’d be nice to air it out a little bit.

Avish: Yeah, here’s another thought I had. And this is kind of a major tweak, but it should be pretty simple to do, and I don’t know if it’s worth doing something this big, but this main page, do you think it would be worth taking the element on the right, the free E-book headline and image, and moving that to the big center and then moving the YouTube video with the headline smaller to the right, like (09:07) welcome message? So that the first thing people see with a lot of attention is this, get your free E-book?

Fred: I think it might be. I think that would be worth testing, because really, we have to ask ourself whenever we do these, which is issue one really, if we’re – well let’s make it issue two, is what’s the goal of this site, and whether this is, I see that there a number of the JV partners on here, and, I mean, some of the ones who unfortunately we haven’t – we can only give access to a certain number of people, so I apologize, but one of the things is that if you take a site, for example, like Mark, our buddy in Iceland has, and Mark I’m not really sure how far along we are there, but let me just pull that one up, as well, to show people.

So, and we looked at this last time and I know that, Mark, we were going to try and eventually have an image of the body here, but he’s working with it, right? Work – just trying different, probably different themes. And so one of the things that we were going to do here is to have that image of the body and have people click on an area of the body to learn more about that. And now, of course, I lost my train of thought, which I don’t usually do, as well.

Anyway, with InjuryGuru – with, our point here, our main thrust, what would you answer? What’s the main goal of the site? What’s the primary goal?

Avish: Well, you mean the long term or the immediate?

Fred: Well, let’s say the primary goal of this site.

Avish: The primary goal of that site is to, I’m assuming it’s to – well, that’s what I’m saying, is it to capture the e-mails or is it to sell something?

Fred: Yeah, I think that is the primary goal, because any site in which you, especially if we’re going to be taping this headline, and making this the headline, which is weird, look at that, when I’m trying to highlight it highlights everything but the last word.

Avish: Yeah, I looked at the code behind that. They do something weird with the text, and I’m not sure why, what purpose that serves.

Fred: But if we’re going to move this, because really what we’re saying by moving this to the headline position is, we’re trying to get people, primarily, our primary goal is to opt into the list and get the freebie. I mean, that’s it.

Avish: Right, true.

Fred: So, if that’s the case –

Avish: So, then we should put more focus on that.

Fred: Absolutely, yeah. So, again, asking yourself the question what’s the primary goal of the site? And most people, by the way, who put together websites, don’t even ask themselves that question, which is ridiculous, because it’s really, really crucial to the whole thing, is what’s the main thing you want people to do? So when someone, if somebody asks me that of my site, what’s my main goal here? My main goal in this authority site is to make people think that I am the definitive expert in the field of information marketing. That’s my goal. Now, my secondary goal is probably to get them to download some of my materials. But this is primarily to convey to people that I’m the top dog in this area. And that’s what I’m trying to do here. That’s the primary goal of the site.

Now, the other thing, my secondary goal, so in this case I also want people to, that’s why I put in free information marketing training right here, because I want people to spend a lot of time on the site. So, and if they spend a lot of time on the site it will increase the amount, the average amount of time people spend there, which will be favorable to Google, which will further rank me higher in the search engines or keep me at number one, and that’s what I’m trying to do. So it’s creating and maintaining sort of the status position of number one in that field.

So, going back, then, to SpeakingExpert, I think, yeah, the primary emphasis here should be to get people to give us their e-mail address, and get this free E-book.

Avish: Okay.

Fred: And, again, the other thing that we could do here, and this is what we talked about a while ago, and I think we may want to do it, which is, in terms of SpeakingExpert, I think that one of the things that you might want to put in the series of auto-responders, because after they download the E-book, they’re going to be getting some auto-responders. One of the auto-responder messages should be upload a three to five minute video and I’ll, meaning you, or we’ll critique it for free.

So what we want to do is have people start to contribute to the site and maybe one of our tabs across here will be sample speeches, or some of our clients, or whatever it is we have here. But I like the idea of getting people here, because again, another thing we’re trying to do is as our secondary goal here – well, probably our primary goal is to get them to capture the e-mail address. Our secondary goal is to buy something.

Now, the thing about it is, is if we had a tertiary goal or third goal, that would be to get people to spend more time on the site. Because the one thing I’ve noticed with some of the Google analytics, it seems like we have a fairly high bounce rate.

Avish: Yeah.

Fred: And that means that they aren’t staying there very long once they get there. So what we have to do is –

Avish: Well, did we – what was the determine on that? Cause I know you talked to that one guy. Is it – was it that – was time a factor in Google Analytics bounce rate? What was the final word on that? Or was it just that they come to one page and leave?

Fred: I think it’s just that they come to one page and leave. So they could be only watching the video, et cetera, et cetera, so you might be right, it might be deceiving.

Avish: Well, that’s where time on the page, average time on site also is a factor.

Fred: Yeah. And so, by the way, have you looked at that data? What are you coming up with for the data on Google Analytics as it relates to the opt-in rate? I don’t think we have enough data to really say, but in the last –

Avish: I mean, it looks a little bit higher than last week, but I’m not sure. I feel like I had a problem with last week’s analytics, but it looks a little bit higher.

Fred: Yeah, and I think once —

Avish: Here’s the other thing about – here’s a question I have about the opt-in rate. So, when I post a new blog post, I put it out on Facebook. I put it out on Twitter. Is there any way of knowing? Because some of those people who are coming are not going to opt-in because they may have already have opted in.

Fred: Yeah, I think that they’re excluded from Google’s computation because they’re looked at, as long they’re coming from the same IP address, they’re looked at as a repeat visitor, not a unique.

Avish: Right, but in terms of goal conversation –

Fred: I don’t think they’re –

Avish: That’s going to –

Fred: I don’t think that they’re put into that mix. In other words –

Avish: See, I’m not sure how Google would be aware of that.

Dave: I think Google – hey, friends, Dave, if I can jump in.

Fred: Yeah, shoot.

Dave: I think Google knows the ratio, the conversion is unique visitors to goals achieved, not –

Fred: Yeah –

Dave: Just land visitors.

Avish: Right, but I’m saying, if someone came to the site like a month ago, signed up for the free E-book, and now they bookmarked the site, and they come back, or they see the link on Facebook and come check it back in —

Fred: They’re no longer a unique, Avish.

Avish: Well, does Google keep that kind of forever?

Dave: Well, I don’t know.

Fred: Well, unless people clear their cookies and whatever, they’re cache, right?

Dave: Yeah.

Fred: So the answer is, theoretically Google will know if you came to the site a month ago, opted into the list, and then came back yesterday because you heard about a blog post, you’re not counted as a unique and therefore for the purpose of determining percentages of goals, I don’t think it affect it, does it, Dave?

Dave: No, no, I’m sure Google thinks about these things that they want the most accurate measurement. And the issue that Avish is talking about is not unique. Everybody’s got to deal with how accurate are these. I think they get that. That’s my guess.

Fred: Yeah, I think so, too. Again, if we had a larger amount of data, it wouldn’t really be as relevant because we would just be comparing larger numbers. It’s probably not relevant. So, anyway, Dave, I don’t know if you were on the call when Avish and I were talking about issues here with Optimized Press. Did you hear any of those?

Dave: I just jumped on late, so what –

Fred: Okay, well, let’s, Avish, let’s go over it again with Dave here. Let’s talk about – we were saying, okay, Avish let me just let you talk to Dave directly on it.

Avish: You talking about the headline thing?

Fred: Yeah.

Avish: Yeah, and I don’t know if it’s an issue with Optimized Press. Is something we need to figure out if possible, but Fred wanted to alter the – he’s saying it looked a little scrunched, which it does, with the font and its impact, but –

Fred: The font, Dave, we were wondering if we could increase the letting so that the type is not so tight.

Dave: Oh, you mean the whloe, like the letters kind of scrunched together?

Fred: Yep.

Dave: Yeah, absolutely. Well, the way you do that is by – I don’t think Optimize Press has a feature, but let me tell you – well, I’ll tell you what Fred. Could I take – if I could take control of the screen, and I don’t know if I can do that, I can show you exactly I do that.

Fred: Okay, let me see here, hold on a second. Okay.

Dave: You see my screen?

Fred: Not yet. Did I give it to you? You’ve got to press, show your screen, I think.

Dave: Okay, hold on a second. And I always lose this window.

Fred: Now I got ‘cha, but – no, no, no I don’t. Yeah, you’ve got the screen, I think.

Dave: Okay –

Fred: I can’t see your screen, though, yet, you haven’t hit show the screen, I don’t think.

Dave: Okay, I don’t see –

Fred: Did I do this correctly? Wait, let me just see here. So I said give keyboard and mouse to Dave Hamilton. Oh wait, I’m sorry, my bad, let me just – hold on, let me just – here, I screwed this up. Okay, you’re the presenter now, go.

Dave: Okay, I’m going to his site now. You see a white screen?

Fred: I just see these –

Avish: I see the welcome generic screen.

Dave: There it is, okay. Show my screen, okay.

Fred: Not yet, we don’t see it yet. Hold on, let me reduce this.

Avish: That looks like –

Dave: You moving this thing around?

Fred: Hold on one sec. Yeah, go ahead now, because I’m recording this with screen flow, too.

Dave: Okay, so, you see me hovering around the microphone?

Fred: I do.

Avish: Yeah.

Dave: Okay, got ‘cha. And this is what I was going to say is the way I would do that. I have a feature. I use Firefox, and there’s a plug-in that allows you to view the CSS. So if I – if you can see, I right-click, or double click on a Mac, and I go down to expect elements –

Avish: Yeah, Chrome let’s you do that, as well.

Dave: Okay, yeah, exactly, it’s all built in. And then all you got to do is if I – let’s just say I wanted to have line, height, 150 percent, whoops, you can – well, let’s see, you got to actually pick – you can basically adjust the CSS on the screen. It doesn’t affect the site. It just show shows how you view it, and then you pick what you want to change. And you have to go into optimize press and just add one line of a CSS element. So –

Fred: So you’re saying, Dave, that you can change how it looks on the screen, and then tell Optimize Press to make it look like that?

Dave: Yeah, exactly. And, you’re not really telling Optimize Press, you’re just adding a bit to the style sheet, which is what determines, it kind of dictates how things look, the font size, the spacing, the padding, and you just need to find. That’s called – what is that called, kerning?

Fred: Kerning, that’s right, letting is the space between lines, kerning is the space between characters.

Dave: Exactly. So you just have to find what the element is. Like, for instance, let me just show you, like let’s just say for this picture over here, I would inspect the elements, and it says, okay, this right here, these are the style elements that define this, and let’s just say I wanted to put a border of one. Hold on. That’s not showing up, but I basically would come here and I would play with this until it looked the way I wanted it to look, and then I would just, once I had that I’d go into Optimize Press and add that particular CSS element, and it would change that, so – anyway, Avish, I can certainly help you to make that space out a little more.

Avish: Oh, I understand how to go into the CSS. We were wondering if it was, if Optimize Press had settings that would let you change the fonts themselves in those titles and headline.

Dave: Well, not without CSS. If I recall, they give you a choice of like five different fonts, and you can change the size, but I don’t think detail down to kerning and line spacing, things like that.

Avish: Okay, yeah, I’ll take a look at that. If I run into trouble I’ll give you a call, but I should be able to do that.

Dave: Yeah, you know what you’re doing there.

Fred: I’ll try and take control back here, because I wanted to show, actually – so what I wanted to do, can everybody see my screen again?

Avish: Yeah.

Fred: And, Dave, what’s, for our event in New York is it, what is it, New York –


Fred: NewYorkCoachingEvent, okay. So here it is, is that this is coming up. Now, by the way, you did the same thing with –you know what, could you show us how to do it with your own site?

Dave: Yeah.

Fred: In other words, was that not working because you were dealing with something else? Why don’t you try – I’m just curious to see –

Avish: I don’t know why it, normally –

Fred: You know what, we won’t worry about the technical side of it. Just know that you can adjust this right here and it’s amazing to me, how, Dave, whenever I highlight this it always leaves out the first word. If you try and highlight it, you can’t highlight the first word.

Dave: Really?

Fred: Yeah.

Dave: Interesting.

Fred: Not possible. Yeah it’s got some kind of a thing in there. And there’s Elliott’s quote. There we go, and Elliot’s on the call so –

Dave: Elliott’s a good guy.

Fred: Yeah. No matter what anybody says.

Dave: Yeah, yeah, despite all of what’s on the internet, he’s a good guy.

Fred: And Elliott’s —

Avish: I’ve gotta hop off, thanks guys.

Fred: Okay, we’ll talk to you later.

Avish: Yeah.

Fred: So Dave, let’s tell people a little bit about what is the event. It’s the What is this? What’s it all about?

Dave: Well, this is, the reason for this is pretty much every client that I have, encounters a lot of different levels of being stuck with the technology and even with the direction on how, which way should I go and getting stuck can either mean an hour or it could be a month of going the wrong direction, of trying to figure things out, reading forums, tech support. And everybody I’ve talked to said, if I could just sit down, if I could just get a little of your time, it would save me thousands of dollars and weeks and weeks and weeks just knowing what to do.

So I thought well, Fred, you and I are going to be in New York, let’s open it up for a few people to sit down and said let’s make their business, let’s shape it up, let’s do an overhaul. Whatever they need and we have the, an outline of what we’ll cover, everything from designing mini sites to creating products to researching your niche. But it’s kind of like, okay, let’s see what they want to do, and it’s not a big seminar feel. It is a very personal, hands-on type of situation.

Fred: Good. Good, good, good. And so one of the things is that since you and I are the only two, the two people on that have the ability to do some stuff here, I think that you may want to show people, like what did you do with Elliott’s site? Which one are you working on with him?


Fred: And that’s two L’s and two T’s, as I recall.

Dave: Yeah.

Fred: So, whoa. There’s the popover.

Dave: Yeah.

Fred: And let’s just get, see if I can, how do I get out of this here?

Dave: There’s an exit at the top right.

Fred: Well I can’t get to it, though. For some reason because I’m blocked here. Let me just —

Dave: You can’t expand the screen?

Fred: It’s weird because I’ve moved it all the way over. I’m trying to keep it for ScreenFlow.

Dave: Oh.

Fred: You know what though? I can get out of it and go back into it, right? If I refresh it?

Dave: Yeah, yeah and then, exactly. Yeah, just refresh it.

Fred: Yup. Whoops, no, it still won’t let me. Interesting. Huh. Let me see.

Dave: Try — usually if you X out of it. Try to go to slash products. Maybe it’s only the home page that’s –

Fred: Okay. So here we go. So here’s, and now if I went to the home page, hopefully it won’t show up. Let me see here. Nope, it’s still doing it. But anyway, it only appears on the home page so this is, you’ve now done this entire site for him, right? So basically, you took –

Dave: Right.

Fred: Sort of a concept and so I can now click on, is it fairly well populated? It looks like it.

Dave: Yeah, yeah, he’s got all the content there, and it’s obviously open to adding more content, but it’s ready to go and we’ve got this down to a bit of a science where we’re focusing a lot on speakers and other consultants, but the exact things they need. Most people, they want an about me with a bio. They’ve got some topics that they speak on or that they want to focus on. They’ve got products, a blog, testimonials, contact page, and they just want it looking sharp, looking professional, and where they can manage it themselves. So we’ve got a bit of a system of getting these out the door in as quick as a week for people if they have their content ready.

Fred: Got it, and so these are all the various things on Elliott’s site and we’ve got, so this is under videos. Is this a clickable video as well, right?

Dave: Yeah. Yeah, and you just click that and it’ll pop right up and some people have got 20 of these, and Elliott’s going to keep expanding his as he records more.

Fred: Got it, excellent and then it goes on and he’s actually delivering a speech here, doing some kind of training. Good, okay and so this is a standard. Now the thing about it is that this looks very similar, and if we go to AuthoritySites101, right?

Dave: Yes.

Fred:, and this is one of the things that everybody gets hung up on, which is Dave has now created sort of this template that, and if you notice all of the different examples here, that you can see, Larry Burton, John Hamilton, his father, Isaac Bird, all these different ones, MyBetterNursingHome, which is Eleanor’s, all of these different sites were created using the same shell that you see right here, which is the same thing that the AuthoritySites is using, and so one of the things that makes that so cool is that if you — basically, Dave has developed this system and it makes it so that in very short order, so again that’s, it’s sort of a pre-developed, what I’ll call a shell, for a WordPress site. And that would be a pretty good description, right? By the way, Stanley tells me –

Dave: That’s excellent.

Fred: That the letter spacing that we know as kerning is specifically called that letter spacing within CSS.

Dave: Okay, okay.

Fred: In CSS attributes.

Dave: Gotcha.

Fred: Yeah so this, AuthoritySites101 allows you to basically take Dave’s shell and make it into anything that you want. So you can see all these different sites and they’ve all been, they all have as their foundation, what you’ve developed right Dave?

Dave: That’s right and we’ve, to coach people, we say there’s three steps to getting this done. There’s preparation, which is the most important, and that’s people having down what they want to say, what images, what products, what videos, what they prepare, and we have a 10 page document that they fill out asking them questions.

What are your testimonials? What do you want to feature on the home page? And they literally write it out in a Word document. So there’s preparation.

There’s installation, where we go to their domain, install WordPress. We install the theme. We have the shell ready to go. Then the last up is customization. We add the content. We add a banner. We make sure shopping cart links work. We make sure the opt-in or that popover that you looked at it is working. So with preparation and they take the time to get the stuff written out, installation, we do that very quickly, and then customization, we add it, they get a tweak where they can go and say, that looks a little off, but then they just, they have a website in a week that is as professional as all their colleagues’ but because we have this system, it’s a lot cheaper than what they would pay someone else to do.

Fred: Yeah and so in other words, yeah people can literally get these up very quickly. Now these are all examples of that same shell here, all of these different ones, right?

Dave: That’s correct.

Fred: And they’ve all started, now if someone had all of that information done, again, definitely within a week and sometimes in less than a week, they can have this, their site done, right?

Dave: Well, Fred, I’ll tell you, we’ve found that the biggest bottleneck, bar none, is content. If, I dare say, if somebody had that content sheet filled out, we could have the site done in 24 hours.

Fred: Wow.

Dave: But that’s always the toughest thing, and we give them these sample ones so they can go and generate ideas of what they like, but if they’d had it filled out to the T and handed it back completely filled out, the content, it goes up remarkably quick. But it’s always, I don’t know if it’s a personality, a human nature thing, but people want to see the pretty site before they work out the content, and it always slows it down. So –

Fred: Yeah, I can see that. So now, what are some of the other things that if someone is watching or listening to this webinar, reading the material on a material, any information marketer has gotta do a few different things. One of them, one of these sites is obviously, I always tell people about the three main sites that they need, so one of those sites is the Authority Site, which is what we’ve just shown them –

Dave: That’s right. That’s right.

Fred: Now what about if I needed a squeeze page site?

Dave: Well, it’s a — one of the things that I’m very close to re-launching is Seven Minute Mini Sites. And the squeeze page is simply –

Fred: Give me a page that’s an example of that so we can show people.

Dave: Of a squeeze page?

Fred: Yeah.

Dave: Well, I’ll tell ya what, if you want to see something, what I’ve, let me show you this. This is behind the scenes cause it’s not done yet, but if you go to, I’ve taken OptimizePress a step further. And OptimizePress creates very professional looking websites, but I’ve created actual content pages. It’s like, you install OptimizePress, I’ve predesigned what I think are great looking web pages and —

Fred: Can I click on these various demo sites?

Dave: Yep, absolutely.

Fred: So I can click on the demo site here for, okay, and so I just –

Dave: Just add –

Fred: This is a traditional squeeze page here –

Dave: Yeah and this goes up, seven minutes is, once you get the hang of it, seven minutes is about what it takes. And if you don’t want to have those videos, that’s fine. Some people, that’s a nice touch, but if you go down to the fourth one, some people just want a bullet list for theirs. And we pop that. All these have my same banner and some, just some random text, but put it this way Fred, when my father, he called me once, he said, Dave, I’m on a break in a seminar. It’s going really well. I think I could get everybody to opt-in now. Can you give me a domain and throw up a site? I’ve got to get back to the thing. And I said, oh, geez. I literally went out, bought a domain, did exactly this, put OptimizePress and this and I said dad, here’s the domain. I just made something up, and it was working. We had it working in10 minutes and he had a site ready to opt-in.

Fred: So literally, the domain name had not even been reserved —

Dave: Nope.

Fred: You had, you reserved the domain name, and had the site ready, the squeeze page up and ready for him to give out the URL to people within 10 minutes.

Dave: Yeah, the only thing I said, stay on the line, let me make sure this domain is available. And I said okay, it’s like,, I don’t know. And I said okay, write that down and in, at the end of your seminar, say that. I guarantee it’ll be up. And it was up and running. And this is the other thing about this. People think a squeeze page is just one page.

Well really, there’s a thank you page after the opt-in, and then there’s a download page after they confirm, and then there’s terms of service, and privacy policy and a contact us. There’s really a lot of pages, and I have them all packaged that you just import this file and everything is populated. Just go change the dummy text into your text and it’s ready to go.

Fred: Now is all of this integrated with Web Marketing Magic as well?

Dave: Yes in, except they’ll need to add their own auto-responder message, but I’ve recorded videos to show them exactly how to do that so is about, I’d say, 10 days away from this grand re-launching which is going to be awesome. And, I have, George Tran gave me the best testimonial. He was just, remember we were out at your house, and he thought this was the best thing since 1 Shopping Cart. And so he’s using this right now. I gave him a free copy, but from what I hear, he’s using exactly this and loving it so –

Fred: That’s great and so just explain to people what it is, is you have taken the WordPress, this is all, both the Authority Sites and the Seven Minute Mini Sites are WordPress platform, and then you have used OptimizedPress which we call, what is it, cool, what is it, WordPress tool?

Dave: Yeah.

Fred: Something like that. And so what happens is, OptimizePress laid on top of a WordPress platform using Dave’s templates. And that’s basically what we have here, right?

Dave: Yup, and he, exactly, people say well, wait a minute, I already bought OptimizePress. Why do I need something else? And this is my answer to them, that say you could go buy, if you’re a painter, you could go buy a canvas. That’s what you’re going to paint on, and you could buy the very best paint and paintbrush and you say well, I’m ready to paint a Picasso. Well, what I’ve done is I’ve given you a paint-by-numbers, and all you’ve got to do is fill in the blanks and you have a masterpiece.

Fred: Nice.

Dave: If you stop at OptimizePress, you still have to lay out the page and add the headlines and add images, and where do I put a testimonial? And you just, you start with a blank slate with OptimizePress. I give you these templates where you can just fill in the content. They’re predesigned.

Fred: Yeah and for me, I don’t know, everybody in the information marketing business, so many people spend their time, excuse me, trying to mess with understanding the technical side. When for the most part, all you need to do is have someone like Dave and have some of his materials that will allow you to concentrate on what’s really important to making money which is hey, this is the stuff that really, really makes sense.

And there’s, I know that, and Hal is on the call. Hal is an airline pilot who’s putting together some material, and I’m working with him. And Hal has got some good technical ability and I suggested to them that he’s got two routes to go, and he’s got pretty good technical savvy. He can, he knows how to fly an airplane so he can follow instructions fairly well, right? Or at least, we hope.

And so I said to him, you can either do this or this. He says you know what, Fred, by the time I’m going to mess around with all this stuff and figure out how to do it, it’s easier for me just to write a check and so you’ll hear from Hal at some point when he’s ready because he’s got other things he’s gotta do first, but again, I want people to realize, that if you spend all your time trying to figure out how the car runs, you don’t have a whole lot of time to be driving around with the top down, enjoying the wind that goes through your hair. If you have any hair.

Dave: I agree and I, what I want to do is say don’t learn how a car works. I’ll give you instructions on how to change the oil and turn it on, and that’s all you really need to do, and the car works for everything you need and you bypass all that time wasted figuring it out.

Fred: And if you’re in the New York area, and want to come to a New York Coaching event, I know that you’re going to do something special for people who are willing to attend that and show up with regards to the Seven Minute Mini Sites course, right?

Dave: Well, well, I don’t, yeah, my goal is to over deliver to the point where they are blown away with not just the instruction and advice but the things that we give them, that we equip them with in one day to be sustained for a year with what they can do. So that’s the goal of the event.

Fred: Good. Okay so if anybody’s anywhere around, again, check out this domain name, and we showed it earlier. Make sure and see what you can do there. Okay, so Dave, we’ve got about 15 minutes left to talk. I want to talk with you about some of the other things. I always bring up, and Stanley’s done a great job with helping us get the Fred Gleeck version of the Khan Academy going here, and this, and by the way, Stanley, one of the questions that we had was from someone who said, I basically want to do a Khan Academy.

I think it was Mark from Iceland, was saying he wanted to do something that looked liked the Khan Academy site. And he was asking me if there was any specific template or plug-in that we could use to do that. And if you think about it, this right here looks very similar to, and I’m going to add another tab here and just go to Khan Academy, when you take a look at, and you’d have to sort of scroll down here, this, notice how all these, for algebra, all these various things looks very similar to all the things I’ve done here.

This is a default setting, correct me if I’m wrong, in WordPress, I know some of, Stanley’s told me this before, so that this three column format is what WordPress defaults to when you create all the categories and stuff and Stanley has given me some good videos to show me how to use these and Stanley, as a matter of fact, why don’t we put those videos up within our little Khan Academy here, and we can, we can, we’ll come up with a title for them, but one of the things we want to do is show people how to do what we’ve got here within a WordPress site.

Now Dave, do you understand enough, I don’t know if you’ve used this enough but this is the default settings for WordPress, create this kind of three column layout as I understand it, when you create different categories, and parent and subcategories, right?

Dave: You know what, I heard you guys say that the last time, I really haven’t gone into it but I would imagine when you create a host, you create a category and then WordPress just defines how it lays it out on the page.

Fred: Yeah and in other words, so Stanley basically gave me about a six or seven minute video showing me how to go into my WordPress panel and I don’t know, Stanley, if we need to record a separate video if we showed anything that was proprietary to my stuff, I’m not sure, but if you look at this, and then I click over to Khan Academy, you know, they look awfully familiar here.

So we know that this is a default setting in WordPress if it’s done correctly. So if you look at this, and then I jump to here, it looks suspiciously familiar. So that means that this is a default setting in WordPress if you do it a certain way and so what we need to do is Stanley will then try and come up with sort of a generic sort of video for how to do this.

And Dave, I don’t know if you’ve seen that yet but what we’re trying to do is give people the ability to set up their own, their own page and for me, it’s free information marketing training and Dave, I think that for you, where do people go to get, where’s the site that I go to find all your training videos on how to use it? Is it, that this one somewhere? Seven Minute Mini Sites somewhere?

Dave: Well, the, actually, it’s a membership site so –

Fred: Oh yeah.

Dave: I don’t think –

Fred: Well where is that?

Dave: If I had, go to SevenMinuteMiniSites, slash members, I believe it is.

Fred: Okay. Okay so there are two models here, so you know, there is, you know, there is the free model, so the how-to videos, you know, again, this is members-only content –

Dave: Yeah. And it, that would, by the time I figure out the login for you, we’d probably would run out of time but –

Fred: Yeah.

Dave: The way I have it set up, honestly, the way he did it is kind of interesting, where it’s all about how easily people can access the videos they wanted, not, I put them all down the sidebar cause I figured, well, they can constantly see the list over there and then the main site just populates what’s, the video they want. But he’s got so many, it kind of needs one page to list all of the videos.

Fred: Well yeah and so do I, my goal is to have just a boatload of videos, you know, he has, I think he claims close to 2500 different videos here, and he’s now had 75, 76 million lessons delivered here if you see this, a lot of people and it’s pretty impressive. Lots of stuff, over 2400 videos he says here.

So again, that’s a default setting and so what I’m suggesting is everybody who’s an information marketer of any type or stripe, should take a look at what I’ve done here and what the Khan Academy has done that I copied, basically, and put together short, and what happens, let me just show you how this works, so three legs in the information marketing stool, I click on that, and when I click on that, what happens is, it goes to a very short YouTube video and again, everything’s hosted on YouTube, so no additional money out of your pocket here, and this, and again, I haven’t, I just listed all that stuff up there so all my videos aren’t up there yet, in fact, very few of them are, but in the ones, in some of them I’ve just done with taking a text file and talking as I did it so I mean this is, this is a video here, this is –

(video playback) “Alright, in this video I’d like to talk to you about the three legs of the information marketing st” — (end video playback)

Yeah nothing, fancy, and it’s it’s very much of, you know, it’s just text. Some of the times, and again, I used Cool Screen Capture Tool or the, you know, the thing that I’ve done to capture all this is again, and I actually talked about how to do this and how to set that up in another video, but all of these videos are meant to just show people you know, various individual things that they can do because what happens is, so much of the training out there is done on this massive scale, trying to teach people all these fancy systems, well you know, in three minutes and 52 seconds.

I can show you about this or that or the other and I do that, in fact, down here I’ve got types of websites you should have and I think I put in there, where’s, oh your website, three types of websites here, I know this one is done. If it doesn’t have an asterisk after it, it means it’s been done, if it does have an asterisk, it means it has not yet been done, I’m still working on it, which I have a lot of work to do, obviously.

So there’s three types of websites, Dave just talked about them here, the Authority Site, sales letter site, and the squeeze page site, and again, I just put together a text file and I went through and talked about them all and it took me five minutes if you can see this here, it’s five minutes and 11 seconds, to do that video.

But again, I think that everyone can learn a lot from looking at what I’ve done here and looking at the Khan Academy site and figuring out you know, what’s, how can you use this to show people, this guy is training, you know, was originally training his nephews and his cousins or whatever to learn how to do math, but he’s since added a lot of stuff but it’s great. Dave can you think of other ways in which, so we have two models, Dave is obviously you know, his is a paid model, and people then pay to get access to your training material versus the free model which is, the reason why I’m doing that is I’m just trying to get more and more people coming to my site, more and more page views, more and more time spent on the site, therefore more and more Google juice, and if, again, if it’s free, you know, looking at Khan Academy, I’m thinking to myself, there are a lot of people that link to this site and by the way, I forget, what’s the way to find out how many people are linking to this site, Dave? What do I do, I go into Google, and put in link –

Dave: I use an external tool, you’re thinking about Khan Academy?

Fred: Yeah well, with Khan Academy, I think there’s a way that you can, can’t you put in link colon, you know, Khan or whatever?

Dave: Probably, I don’t use it that way but –

Fred: Let me just see if that’s correct. Or maybe I should have, maybe I shouldn’t have put the, no that’s not it. I forget how you do it. But what do you get, how many people are linking to the Khan Academy?

Dave: Hang on a second, I’m opening that up right now.

Fred: Yeah cause I just am curious as to how, how it’s –

Dave: Okay, let me type that in.

Fred: Cause there’s a bunch of people, and the key here is, you know what, you know, what are they, you know what’s going on, how is this working and how many people are linking to them, and there’s just a boatload of people that are doing it. And what that does is, it gives you a lot more Google juice, a lot of people spending a lot more time in the site, etcetera, etcetera.

Dave: Yeah and there’s all kinds of, yeah free is awesome, I have, the back links are wow. 960,000.

Fred: 960,000. Only.

Dave: Yeah, not bad.

Fred: Yeah so I mean again, you’ve got that many people linking to your site, so my hope is, is that when people see all of this Khan Academy like stuff, and they will notice that again, anything here with an asterisk I still haven’t done so if you see I’ve got asterisks on a lot of these, because I just, I had Stanley set up all the, all the different posts for me but with nothing in them so that I could go back and do them. But once you have a lot of great free content, if that’s the route you decide to go, it becomes very easy to get people to come to your site, stay on your site, and to, and to have people linking back to you.

Dave: Yeah and the way to think about it is, one of the two things Google wants to see on your site are authority and relevance. You know, relevant, how specific is your site to that search, but authority meaning you are the authority on the topic and you put out, you know, 100 or 1,000 video topics on it, you’ve become the authority. You know, it’s like, it’s why Wikipedia always comes up at the top of searches, is because they’re an authority. They have so much content on that topic, that’s what you’re developing in the information marketing field but you know, apply it to anybody’s specialty and if they become an authority, it’s going to help them in rankings, and in what, how people view them.

Fred: Well, and that’s a good place to stop.

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