Friday, February 25, 2005

A Lesson in Big Ticket Marketing from Ted Nicholas

We can learn a lot about Big Ticket Marketing by studying what people who have had a lot of success in that area have to say.  Here is an article I posted to the Double Birthday Bash blog recently.  I am currently out of town in Whistler, BC, Canada. But I wanted to keep in touch with you.  I hope you enjoy the article as much as I did.

One of the guests of honor at the Double Birthday Bash, is of course Ted Nicholas, who celebrates his birthday along with Joel.

If you haven’t already, you can sign up at:

Ted and Joel's Double Birthday Bash

Here is a brief bio of Ted taken directly from his bio box on the main Double Birthday Bash web page you see after you sign up to learn more about this event. 

“First of all, there’s Ted Nicholas (Joel’s business partner
and master mentor).

Ted is a living legend in the offline direct marketing world.
He’s known as the “4 Billion Dollar Man” because that’s
how much of HIS OWN products he’s sold using offline
marketing methods.

Stop and think about that!… four-frickin’-billion dollars!

Sheesh!

And he did it all WAY before there was much anything
published about how to be a “direct marketer”!
This guy is truly a living legend… a true master of marketing.

And he’s coming all the way from Europe ( Montreux, Switzerland)
to celebrate his and Joel’s birthdays with you in a grand way!

Ted is currently on the Board of Directors of several highly
successful companies, has consulted within 47 different
industries on five continents – and is a major shareholder
in one of the fastest growing companies in the world.

Mr. Nicholas is also the best-selling author of 15 books
including his latest masterpiece “How To Turn Words Into
Money”… he’s considered the “King of Print”, the
“Copywriter's Copywriter”, the “Entrepreneur’s Entrepreneur”
and the “GodFather of Direct Marketing”

Although I am looking forward to meeting and learning from all of the speakers at this event, I am most looking forward to meeting Ted.  I have not had the privilege of meeting him at any other event although I am becoming more and more familiar with his talents and his amazing achievements through reading about him, reading his newsletter and learning from home based study systems that include his material.

In particular, I want to improve my own copywriting skills and Ted is definitely a master in this area and many others. 

Below you will find a copy of an article that Ted wrote for his “The Success Margin” newsletter.  It really struck a chord with me.  I hope you enjoy it as much as I did.

Business-to-Business Marketing is a Myth

(c) Copyright 2005 Ted Nicholas – All rights reserved

The Success Margin

Saturday, February 5, 2005
--------------------------------------------------
Recently I had the following conversation with a well-known direct marketing reporter.

“Ted, you are undoubtedly either the world's most successful business-to-business (B-to-B) marketer in the last 25 years, or at least in the top 5. I'd like to write a feature article about you.

“First, a question. What do you feel are the biggest reasons for your amazing success?"

Here is how I replied.

"When you hear my answer I doubt whether you'll still want to go ahead with your story. I'm successful largely because I do not agree with or accept the commonly used term 'B to B.'

Why?

"The reality is, there is no such thing as B-to-B marketing! And I get sick and tired of hearing B to B being used."

The reporters looked shocked and amazed.

I continued, "Businesses don't buy a single thing. Ever. All buying is done by people, not businesses. Whether they are profit or non-profit institutions makes no difference. People are still doing the buying."

All my sales letters, ads and e-mails are, therefore, directed at human beings.

Most B-to-B communications are incredibly dull and boring. They are aimed at some emotionless institution.

Many so-called B-to-B direct marketers are today lamenting their low response rates.

It's no wonder. They are not preparing their sales messages with strictly a logical appeal.

This does not work very well. And never will.

Yet, response rates from my copy, especially to the owners of small business owners and executives, continue to increase each year.

How come?

Here is the real secret.

Forget the B-to-B nonsense so prevalent in today's business world. Prepare and direct your sales messages in such a way they appeal to the emotions of individuals who are in a position to buy.

Let others do it their way. Do not emulate what other failing direct marketers do. To succeed, you must create appeals that touch human emotions.

As I've stressed in The Success Margin numerous times before, all buying decisions are primarily emotional. And this rule also applies to any highly technical audience.

Sure, you must include logic and reasons why in your copy. But logic is not the main cause of an order.

You must touch both the mind and the heart to cause your prospect to read and respond to your message.

Use emotionally-charged benefits with strong visual words to describe the benefit of your business product to the recipient of your sales message. And watch your sales go through the roof.

Your correspondent,

Ted Nicholas

P.S. I'm so excited about my upcoming special Double Birthday Bash March 18-19, I can hardly wait! Real-world training proven to work by 16 world-class experts on the speaking team will boost your success whether you re a beginner or an advanced marketer.

Plus, you'll be interacting with 20 honored guests, including best-selling authors, business people and other celebrities. And you'll be helping to make a significant contribution to the suffering Tsunami victims.

Please join Ted, Joel and myself at the Double Birthday Bash!

I really hope I get a chance to talk to you there.

Find out more here:

Ted and Joel's Double Birthday Bash

-Chuck

Tuesday, February 15, 2005

Important Post From the Double Birthday Bash Blog

This was a post I recently made to the Double Birthday Bash Blog.  I think its relevant particularly since I just posted two articles on affiliate marketing to this blog.  If you are interested in how best to use both online and offline marketing including Big Ticket Items I highly recommend you attend the Double Birthday Bash.  It’s promising to be a great event!

Here is the post:

Joel, Tom and Maria’s last two posts were right on.  I am definitely looking forward to seeing you and Ted and all the other top notch speakers you have lined up for the Double Birthday Bash.

Not only that, your events are workshops, not just seminars, so attendees can fully expect to leave the event having already taken action on some things they will be hearing about while they are there.  This is so important because it helps solidify the learning you do and gives you momentum to continue even after you leave the event.

And everyone gets a chance to meet and speak with lots of attendees and speakers.  Having been to several of your events and others, I can say that all the speakers I’ve ever had the chance to hear were genuinely approachable and loved to hear from the attendees. 

Many times this leads to joint venture deals between attendees and speakers or both while you are right there at the event!

And as Maria said, you won’t want to miss out on any of the pre event teleseminars and webinars because it gives you a chance to learn more about the speakers who will be at the event and they will be sharing their expertise even before the actual event!

The only way you can get the schedule for the teleseminars and webinars and get notified of the recordings of any you might miss is to opt in to learn more about the double birthday bash.  So make sure you go sign up today.  You can do that at:

Ted and Joel's Double Birthday Bash

I just recently hosted a teleseminar on Thursday Feb 10, 2005 at 4:30pm PST, 6:30pm CST, 7:30pm EST with Rosalind Gardner.  Rosalind is an affiliate marketing expert and a super affiliate and we spent a little more than an hour talking about her background and on lots of topics related to affiliate marketing.  I was writing notes as I was asking her questions because she was really giving some great answers and I wanted to make sure I got down what she shared.  It was awesome!

So again, make sure you sign up at the link above. This event and everything related to it is not something you should miss!

6 More BIG Benefits To Selling Big Ticket Items As An Affiliate

Here’s a follow on article from last week. This article again discusses benefits of affiliate marketing except these go into a few more advanced areas.

I truly believe that affiliate marketing is the easiest way for someone new to start a business. 

I hope you enjoy reading the article.  If you have an comments, please post them.  I enjoy hearing from you.

6 More BIG Benefits To Selling Big Ticket Items As An Affiliate
Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC  -- All Rights Reserved.

Today, we’re going to cover 6 More BIG Benefits to selling Big Ticket items as an AFFILIATE.

First, we had better define both Big Ticket Item and Affiliate.

A Big Ticket Item is any product or service that sells for more than $500 or $1000.

An Affiliate is someone who sells other people’s products.

Or, at least, those are my definitions. I’m sure there are other possible definitions but for this article, let’s stick with the simple descriptions I’ve given, ok?

Now, let’s take a close look at benefits.


Benefit #1: Perks, Perks, Perks


You often get other types of perks or fringe benefits on Big Ticket items besides your percentage of the sale.

Let’s take seminar or workshop seat sales as an example. As a seminar affiliate, your job is to “put butts in seats”. So, if a seminar ticket costs $4997 and your affiliate fee is $1000 per seat, you sell 5 seats and you make $5000. Not bad!

But, in many cases, the seminar promoter also offers a deal where if you sell so many seats, you can go to the seminar for FREE! They might run a “Sell 3, Go for Free” campaign. So, not only do you make $5000 but you get to attend the $4997 seminar for free.

And sometimes the seminar promoter will offer an additional cut of the sales if you sell over a minimum number of seats to their event. So, if you sell over 10 seats, you might get an additional $500 for every seat over 10 you sell. Even if this isn’t offered, you can often negotiate a deal like this with the promoter.

These are just a few examples. There are many other types of perks that are available or that you can negotiate.


Benefit #2: Super Affiliate Extras

Let’s say you get really good at affiliate selling Big Ticket Items. You could become known as a super affiliate. A super affiliate is simply an affiliate who is capable of generating a significant percentage of the sales of any affiliate program.

In other words, you are “kicking butt” and producing more sales and revenue than many if not all of the other affiliates in a product owners affiliate program.

Now, most product owners, if they are smart, know that it is vital for them to recognize and reward these super affiliates. After all, they are selling more product then anybody else and they want to encourage them to continue to do so.

So many product owners will give a higher percentage of product sales to super affiliates. If normal affiliates receive 50% of each sale, super affiliates might get 65% to 75%.

Super affiliates may also be given advance opportunity to sell new products being introduced by a product marketer. This means they get to sell the new product before all the other affiliates are allowed access to it.

Plus, if you are the super affiliate, you can often negotiate other benefits, tailored specifically to what you want for selling these Big Ticket items.


Benefit #3: Multiple Streams of Income

As an affiliate, you can help market multiple Big Ticket Items. These items can come from the same or different product owners. And the products can be focused at the same or different target markets.

So even if one product has a slow down in sales, the other products may be doing fine.

Now, I am not telling you to go out and become an affiliate for a ton of different Big Ticket items. You still need to choose products you believe in and that are of high quality. In the long term, this will serve you much better than a “scatter-gun” approach to Big Ticket affiliate sales.

But, the ability to chose several high quality Big Ticket items to market as an affiliate, means that you can diversify your income streams so that you are not dependent on one stream alone should the market slow in that area. Robert Allen calls this Multiple Streams of Income.

It’s just a sound business concept that you should follow, even as an affiliate!


Benefit #4: Differentiate or Die!

There are a ton of products and product owners out there running affiliate programs. Many of these programs are marketing or selling E-Books or other low profit items. How will you differentiate yourself from all the other affiliates flogging the same low ticket products?

I believe that the best way to set yourself apart from others is to sell Big Ticket items as an affiliate. Many existing affiliates are uncomfortable selling items with a big price tag because they have a hard time justifying the value of the product to themselves.

This is why it is so important to sell only items you believe in. Your belief in a product comes from you having carefully evaluated the product and ensuring its high quality, yourself.

But once you understand the benefits a product can provide, it’s very easy to sell the product to others, even when it costs a lot more.

And selling Big Ticket items gains you the appreciation and respect of product providers much more quickly than selling their low ticket items will. That appreciation can translate into the perks and extras we’ve discussed on other sections of this article.

Big Ticket Affiliate Selling puts you in another class from those who only do affiliate sales of low ticket items!


Benefit #5: Continuous Residual Income

Another type of Big Ticket item is one where the price is not a fixed amount, one time sale. Instead, the customer purchases a product or service where they continue to make regular payments.

Examples of this type of Big Ticket item are Membership sites, Shopping Cart Service or Monthly Hosting Fees.

Many affiliate programs are setup such that you continue to receive a percentage or a fixed amount per period (e.g. monthly) as long as the person you sold the original membership remains a member of that service.

For example, the hosting service I use (where I keep my web pages) has an affiliate program similar to the one I just described. For each person I sign up for their service as an affiliate, I received $10. EVERY MONTH that the person continues to use their hosting services.

Now this doesn’t sound like much. But consider this… I only pay around $25 per month for hosting myself. All I have to do is make 3 affiliate sales of the service and my hosting is FREE! (3 sales x $10/sale = $30 covering my hosting costs)

Anyway, I think you get the idea that selling as an affiliate for a service where you get an ongoing cut of the revenue stream is itself a Big Ticket Item over time. Especially if you sell a lot of them.


Benefit #6: Multiple Tiers Means More Profit For You With No More Work!

Some affiliate programs are also setup such that you can also make money from 2nd tier sales

2nd tier sales are simply any sales of a product that a customer buys from the same product owner or marketer after the first one that you sell that customer as an affiliate.

Let’s look at an example.

Let’s say you sell an internet market marketing home study system for $1499 as an affiliate to Customer X.

You get 50% of the sale or $749.50.

Customer X is very happy with the product and decides to buy the ADVANCED internet marketing home study system directly from the creator of the original home study system for $2499.

Now, you were not involved in the 2nd sale at all. But because the affiliate system you joined was of the 2 tier variety, your agreement with that affiliate program says that you get 25% of all future sales of any products in the affiliate program to the same customer you original brought in for the first sale.

So because Customer X is buying another product within the same affiliate program and he was originally sold his first product by you… You get 25% of that sale. In this case $624.75.

And you weren’t even involved in the second sale! Nice!

And that wraps it up for 6 More Big Benefits To Selling Big Ticket Items As An Affiliate.


Chuck Daniel
chuck@likemagicmarketing.com
Would You Like to Make BIG Bucks
With BIG Ticket Items Online?

http://www.bigtickethomestudy.com
http://www.bigticketblog.com

This article may be reprinted in its entirety in your E-zine or on your Site as long as the content is not modified, all links are left in place and you include the resource box as listed above.

If you do use this material, please send us a copy of the publication. Thanks.

Thursday, February 10, 2005

6 BIG Benefits To Selling Big Ticket Items As An Affiliate

One very common question I’ve heard, from people interested in getting started in marketing online or off, is how can I get started?  And this is especially true with marketing Big Ticket items.  So I wrote an article about the benefits of selling Big Ticket items as an Affiliate Marketer, one of the easiest ways to get started in this business.  I hope you enjoy the article!

-Chuck

6 BIG Benefits To Selling Big Ticket Items As An Affiliate
Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC -- All Rights Reserved.

Today, we’ll cover another set of benefits to selling Big Ticket items. BUT… this time we’ll specifically focus on the benefits of selling Big Ticket items as an AFFILIATE.

First, we had better define both Big Ticket Item and Affiliate.

A Big Ticket Item is any product or service that sells for more than $500 or $1000.

An Affiliate is someone who sells other people’s products.

Or, at least, those are my definitions. I’m sure there are other possible definitions but for this article, let’s stick with the simple descriptions I’ve given, ok?

Now, let’s take a close look at the BIG Benefits to selling Big Ticket Items As An Affiliate.


Benefit #1: Make MORE Money On Every Sale

As an affiliate selling Big Ticket Items you are going to make more from every sale. Typically, you receive some percentage of the sale as your reward from the product owner. This might range from 25%, 30%, 50% or maybe even 75% of the sale price.

An example should make this crystal clear. Say you’re an affiliate for a product marketer who sells both E-books and Home Study Systems. The E-Book sells for $37 and the Home Study System sells for $1497. If your share of the sale as an affiliate is 50% then you make:

$37 * 0.50 = $18.50
$1497 * 0.50 = $748.50

I don’t know about you but I’d much rather make $750 instead of $19!! Big Ticket means bigger commissions for you.


Benefit #2: You Can Make Money WITHOUT Having Your Own Product

That’s right! You don’t have to create your own product. If you currently don’t have a product of your own, or even if you don’t have a Big Ticket product of your own, you can still make money selling other people’s products.

This removes all product creation costs from your budget as a marketer. Costs such as time to create the product, paying for expertise in areas outside your own, audio or video recording and editing, etc.

It also gives you more time to plan and think about a product or products that you want to create while making money selling other people’s products.

However, you should ONLY choose affiliate products that you believe in and know are of high quality. And ones that the product creator will support fully. Make sure that the product creator has an excellent reputation as you are putting your own reputation on the line by selling their products.


Benefit #3: You Can Make Money WITHOUT Having Your Own Website or Sales Copy

If you plan to sell on the web today, you must have a website. If you have expertise in or like to learn about website design then you can do this yourself. Otherwise you will hire someone to do this for you.

But as an affiliate, you don’t have to worry about this! The website for the product will be hosted by the product owner. They will be responsible for the sales copy on the site, the shopping cart system that takes the order and most other aspects of the sales process.

You are only responsible for referring people to them. If that person buys the product, you get paid!

Good product owners try to make it very easy for their affiliates to give them referrals by providing sample email copy, sample banner, ezine and magazine ads and other promotional materials. As the affiliate, you simply use the provided materials to help promote the product in ways that you feel will maximize sales opportunities.

So having the product owner responsible for all the sales copy and promotional materials makes your life as an affiliate much easier. And especially for Big Ticket Items, it reduces your costs immensely.

Why?

Because Big Ticket Items need longer sales copy to sell effectively due to their larger price tag. All possible objections must be countered. Every conceivable benefit to the customer needs to be listed. And the sales copy must be compelling.

Writing an excellent sales letter is time consuming and requires specific expertise. In fact, it is not unusual to pay a professional copywriter anywhere from $7,000 - $15,000 plus a percentage of the sales for a killer sales letter!

As an affiliate, someone else pays for that.

And this is true even if the sales letter is not on a website but is sent as part of a direct marketing campaign instead.


Benefit #4: You Don’t Have To Come Up With Bonuses As Incentives To Buy The Product

Today, product marketers often bundle bonuses with their products to increase the value of the overall offer. These products typically don’t cost very much but add a lot of value to the product. In many cases, the perceived value of the bonuses will be higher than the price of the product itself.

But this means that the product owners are constantly on the lookout for other products to use as bonuses. Or they have to create them to sell as part of the package.

As an affiliate, you don’t have this headache. The bonuses are the product owners responsibility.

Of course, if you think that you can provide a bonus that will make people buy the product from you as an affiliate you should definitely throw it in! This is one way you can differentiate your offer from any other offers on the same product by other affiliates.


Benefit #5: No Inventory and No Shipping Hassles

As an affiliate, you don’t have to have stacks of paper, shipping boxes, reams of stamps, Jewel Cases, CDs, Binding Materials or any of the raw materials typically needed to create and ship Big Ticket products. And you don’t have to stock any of the product, period!

All the packaging and shipping of orders is handled by the product owner or their fulfillment center. So you don’t have to worry about trying to find your car under an avalanche of product and materials :-)


Benefit #6: Affiliate Selling is the Easiest Way To Start Making Money With Big Ticket Items

I hope by now, after reading the first 5 benefits, you can see how easy it really is to sell Big Ticket items and make money. This is a HUGE benefit and so it’s worth calling out as a separate benefit of its own.

Most affiliate programs are super easy to join (after all the product owner wants to encourage people to sell their product and help them make money). You get an affiliate id of some sort and a way to use that id to refer customers to the product. As I mentioned before, you are often given all the copy for ads and emails you can use. Plus the website is done and ready to convert all prospective customers. All the shipping and filling of orders is handled by the product owner as well.

Your startup costs to become an affiliate are very low (almost zero) and your main job is to get more prospective customer “eyeballs” on the offer. This could be traffic to the product website or a postal mail direct marketing campaign.

You can start making big money with Big Ticket items almost immediately!


Chuck Daniel
chuck@likemagicmarketing.com
Would You Like to Make BIG Bucks
With BIG Ticket Items Online?

http://www.bigtickethomestudy.com
http://www.bigticketblog.com

This article may be reprinted in its entirety in your E-zine or on your Site as long as the content is not modified, all links are left in place and you include the resource box as listed above.

If you do use this material, please send us a copy of the publication. Thanks.

Friday, February 04, 2005

Resource Page Added

I just added a resource page for the Big Ticket Blog!

Often I refer to books or other information products that I run across in my articles or in the blog itself. Because they are valuable references,  I wanted to have one place to collect them all and for you to go to check them out.

You can find the resource page by clicking on the link that is under the signup box for the Big Ticket E-List on the right hand side of the blog.  It says:

Big Ticket Resources

Check out the this page for links to important Big Ticket resources recommended by me or commented on in the blog. 

I hope you find these resources as valuable as I have.

-Chuck