In continuation of the first installment, here are Ken McCarthy's remaining six points...
7) Market Selection is everything
Try to play in a rich playground. You need accessible buyers to whom you can offer something unique. By playing in a rich playground you will stand out, be able to repeat sales, and move customers up to premium sales. Also, you will experience word of mouth referrals, and be able to focus on an endless loop, never-enough product.
8) Sell to a hungry market
The late Gary Halbert wisely observed that even more than the best hamburger, the lowest price, and the best location, a hungry crowd was the most important factor in selling hamburgers.
While it may be possible to get a stuffed person to buy one more burger, it is almost impossible to keep a famished person away from that same burger. Offer your product or service to people who really want it.
9) How to start a business
Find the market first. Product development comes second. The process is to get intimate with that marketplace and really understanding it. Next, you need to identify a point of entry to that market, and then launch a desired product or service into that market. The word picture that Ken used was that instead of driving down the road (marketplace) simply walk along the road. Potholes you find along the road are gaps in the market. When you find a pothole in the road (or marketplace), remedy it.
10) A sale is a fragile thing
Ken recommends following the AIDA formula.
A = attention. You get that with good headline.
I = interest. Know what your potential buyer wants.
D = desire. Make them prove that they want it by putting a small obstacle in the way. Create honest scarcity.
A = action. Show what action you want them to take, and ask them to take that action.
Some other things to remember about the sale:
Nothing happens without a deadline. An example of this is the birth of a baby. If people could delay babies being born, there might not be a civilization today.
Also, the real sale begins after the initial sale. You need to service people properly. Being satisfied
with a single sale is not pathway to a successful business.
11) Find your song and sing it
Whether it be rock, opera, jazz or hip-hop, earn a place in the customer's mind with your unique song and constantly reinforce it. Ken's song is that he was the first one to host an Internet marketing seminar.
12) How a business really grows
There are three main phases to growing a business:
Phase 1 is the wandering in the wilderness phase. This is when you are stumbling around in search of that oasis – your idea. People will think you are a bit crazy during this phase, that's just the way it is.
Phase 2 is the ramp up to critical mass. It is messy and crazy and you are working 18 hour days implementing your unique idea.
Phase 3 is the process of removing yourself from the mechanics of the business. Finally. This is when you want to automate and outsource.
So, there you have them, the 12 things Ken wanted to communicate if this were his last presentation on direct marketing.
I hope you found these as useful as I did/do.
~Barak
PS If you'd like more of this kind of quality information check out Ken's System Secrets book. System Secrets is a collection of lessons from Ken's popular Pre-System seminar series. It covers topics like:
how to find hot markets...
what to sell on the Internet...
how to write killer copy...
how to get traffic to your website...
how to avoid common marketing mistakes...
the eight fundamental principles of The System...
and how to achieve anything you want including success online.
Click HERE to find out more.
Showing posts with label internet. Show all posts
Showing posts with label internet. Show all posts
Tuesday, March 31, 2009
Monday, March 30, 2009
Notes from The System Seminar 2009
Ken McCarthy, founder of The System Seminar, initially laid out the
following three principles that this seminar is known for:
1) Focusing on fundamentals, these are the important elements that
ensure success
2) Detecting future trends
3) Cultivating a culture of learners
Ken also stated that identifying actions and following up on those
actions was important. I agree and that's one of the reasons I'm
providing these notes. As I go through them I'm reminded of the
action items I wrote down and can then complete them.
Ken's presentation identified the 12 things he wanted everyone to
know in case this was his last presentation (so dramatic).
Here are the first 6:
1) Internet marketing is direct marketing.
It is:
- measurable
- testable (results can be counted)
- can be improved (if you can test it, you can improve it)
- adaptable (as you look for and find new markets)
- you can automate it
The important point is to be measuring your marketing efforts all
the time so you can constantly improve.
2) Top 3 recommended texts/books:
- My Life in Advertising by Claude Hopkins
- Tested Advertising Methods by John Caples
- How I raised Myself from a Failure to Success in Selling by Frank
Bettger
3) The path that Ken recommends:
Take advantage of others' experiences. This can make you a fortune,
since you won't have to waste time re-inventing the wheel.
Do your own testing. Borrow substance from others, test it, and use
only the best.
4) What is successful business?
Selling products or services is not what defines a successful
business. Rather, it is creating a following.
A product serves the purpose of creating that following. A product
may be sold, but if there is no following, a new market will have
to be found every time.
The better approach to business, the successful approach, has a
consistent market at it's core - a following.
5) It's about the List
'The List' is your list of followers (the size, who is on it,
quality of your relationship)
To build a List:
- Get started (your List starts with one person)
- Be consistent in your efforts
- Encourage referrals (Example: "If you like this, please share
it.")
So, applying this principle, if you like these notes refer your
friends HERE so they can sign up to receive them as well.
6) E-mail
E-mail is an integral tool in Internet marketing. Have an opt-in,
which is simply a way for people to subscribe to what you are
offering.
Make sure that the offer you are making is completely consistent
with any advertising you have done.
E-mail your List whenever you have new and interesting information.
The challenges of E-mail are these:
Get it opened (have a clear purpose in the subject line)
Get it read (start with a bang, hook your reader, and use curiosity)
Get action (give your reader a concrete reason to take action. Take
inactivity out of the picture.)
That's it for now, points 7 through 12 will be posted shortly.
following three principles that this seminar is known for:
1) Focusing on fundamentals, these are the important elements that
ensure success
2) Detecting future trends
3) Cultivating a culture of learners
Ken also stated that identifying actions and following up on those
actions was important. I agree and that's one of the reasons I'm
providing these notes. As I go through them I'm reminded of the
action items I wrote down and can then complete them.
Ken's presentation identified the 12 things he wanted everyone to
know in case this was his last presentation (so dramatic).
Here are the first 6:
1) Internet marketing is direct marketing.
It is:
- measurable
- testable (results can be counted)
- can be improved (if you can test it, you can improve it)
- adaptable (as you look for and find new markets)
- you can automate it
The important point is to be measuring your marketing efforts all
the time so you can constantly improve.
2) Top 3 recommended texts/books:
- My Life in Advertising by Claude Hopkins
- Tested Advertising Methods by John Caples
- How I raised Myself from a Failure to Success in Selling by Frank
Bettger
3) The path that Ken recommends:
Take advantage of others' experiences. This can make you a fortune,
since you won't have to waste time re-inventing the wheel.
Do your own testing. Borrow substance from others, test it, and use
only the best.
4) What is successful business?
Selling products or services is not what defines a successful
business. Rather, it is creating a following.
A product serves the purpose of creating that following. A product
may be sold, but if there is no following, a new market will have
to be found every time.
The better approach to business, the successful approach, has a
consistent market at it's core - a following.
5) It's about the List
'The List' is your list of followers (the size, who is on it,
quality of your relationship)
To build a List:
- Get started (your List starts with one person)
- Be consistent in your efforts
- Encourage referrals (Example: "If you like this, please share
it.")
So, applying this principle, if you like these notes refer your
friends HERE so they can sign up to receive them as well.
6) E-mail
E-mail is an integral tool in Internet marketing. Have an opt-in,
which is simply a way for people to subscribe to what you are
offering.
Make sure that the offer you are making is completely consistent
with any advertising you have done.
E-mail your List whenever you have new and interesting information.
The challenges of E-mail are these:
Get it opened (have a clear purpose in the subject line)
Get it read (start with a bang, hook your reader, and use curiosity)
Get action (give your reader a concrete reason to take action. Take
inactivity out of the picture.)
That's it for now, points 7 through 12 will be posted shortly.
Sunday, July 13, 2008
Make Your Knowledge Sell! Is Set Free
Who would like to make some money online? Raise those hands...
That's what I thought! :-)
Want to know what some consider perhaps the best way to make great money online?
Selling your knowledge!
"But how do I do that?"
Glad you asked...
Let's say you are an expert gardener. You know all about bulbs, fertilizers, and watering techniques.
Why not take that knowledge and turn it into an e-book?
That's just what Doug Green did on his site...
Garden Tips Perennials
But a site has no value if it does not actually drive something... something like, um... income! So Doug now has a fleet of 14 e-books and seven sites that he uses to market them. His love of gardening has truly turned into a gardening empire. Talk about a $GREEN$ thumb. :-)
There are some super advantages to having an electronic book (or other e-good) that you can sell online...
o Online-immediate-delivery (no shipping to deal with)
o Easy to update at any time
o Transaction and fulfillment takes place automatically
o Very low manufacturing cost (how about zero cost?).
It all adds up to a super way to monetize any site...
Why?
Because once you attract traffic interested in your niche, what better way to monetize than to give them exactly what
they came for in the first place... more information!
And Make Your Knowledge Sell! is the perfect step-by-step guide for how to do just that...
http://myks.sitesell.com/strategies.html
Up until today, it's been selling it for $49.95.
It includes...
o how to find profitable ideas
o how to package your e-book
o how to write for an e-book
o how to price your e-book
o how to market your e-book.
Well, now it's FREE.
Yup, Make Your Knowledge Sell! has been set free.
Just click on the following link to get your copy now...
http://myks.sitesell.com/strategies.html
That's what I thought! :-)
Want to know what some consider perhaps the best way to make great money online?
Selling your knowledge!
"But how do I do that?"
Glad you asked...
Let's say you are an expert gardener. You know all about bulbs, fertilizers, and watering techniques.
Why not take that knowledge and turn it into an e-book?
That's just what Doug Green did on his site...
Garden Tips Perennials
But a site has no value if it does not actually drive something... something like, um... income! So Doug now has a fleet of 14 e-books and seven sites that he uses to market them. His love of gardening has truly turned into a gardening empire. Talk about a $GREEN$ thumb. :-)
There are some super advantages to having an electronic book (or other e-good) that you can sell online...
o Online-immediate-delivery (no shipping to deal with)
o Easy to update at any time
o Transaction and fulfillment takes place automatically
o Very low manufacturing cost (how about zero cost?).
It all adds up to a super way to monetize any site...
Why?
Because once you attract traffic interested in your niche, what better way to monetize than to give them exactly what
they came for in the first place... more information!
And Make Your Knowledge Sell! is the perfect step-by-step guide for how to do just that...
http://myks.sitesell.com/strategies.html
Up until today, it's been selling it for $49.95.
It includes...
o how to find profitable ideas
o how to package your e-book
o how to write for an e-book
o how to price your e-book
o how to market your e-book.
Well, now it's FREE.
Yup, Make Your Knowledge Sell! has been set free.
Just click on the following link to get your copy now...
http://myks.sitesell.com/strategies.html
Sunday, March 9, 2008
Internet Success System Home Study Course
Get The Complete Internet Success System Home Study Course Today At A Price That's Never Been Offered To The Public Before!
Mark Hendricks introduces The Internet Success System Home Study Course - the ultimate step-by-step internet business building ever conceived...Read on now!
"Internet Success System is creating more internet business success stories than any other program."
"Finally, You Can Participate In This Exclusive 'Step-By-Step and A to Z' Proven Program Where You Will Be Taken By The Hand And Guided Every Step Of The Way To Virtually Assure Your Astounding Internet Business Success!"
"The Internet Success System is your chance to finally have someone who knows what he's doing, who really cares about your success, and who will guide you every step of the way to build your internet business into the automatic profit-producer that it can and should be."
If this is something that interests you, and you'd like to join me in working through this course, just leave a comment on this post or send me an email and I'll give you more details.
Mark Hendricks introduces The Internet Success System Home Study Course - the ultimate step-by-step internet business building ever conceived...Read on now!
"Internet Success System is creating more internet business success stories than any other program."
"Finally, You Can Participate In This Exclusive 'Step-By-Step and A to Z' Proven Program Where You Will Be Taken By The Hand And Guided Every Step Of The Way To Virtually Assure Your Astounding Internet Business Success!"
"The Internet Success System is your chance to finally have someone who knows what he's doing, who really cares about your success, and who will guide you every step of the way to build your internet business into the automatic profit-producer that it can and should be."
If this is something that interests you, and you'd like to join me in working through this course, just leave a comment on this post or send me an email and I'll give you more details.
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