Saturday, May 28, 2005

Big Ticket Marketing in 28 Minutes

I read an article, recently, about how many mainstream retail companies are using the standard 28 minute infomercial to more effectively target customers and sell their products.

Now, I have to confess, I have never used an infomercial to market a Big Ticket product. But I have purchased many products after watching infomercials.  The evidence is the Bowflex machine sitting upstairs in our spare room, the Tony Robbins CD sets on my shelf and the ProActiv solution my wife loves.

By the way, if you want to see a great example of a BIG Ticket exercise machine, check out the ROM Time Machine at http://www.fastexercise.com. They guarantee a workout in 4 minutes!  But the price tag is $14,615. Think no one will buy this?  I actually know one person who bought it. Not a bad day at the office when you make a sale like this one :-)

What I found interesting about this article is how infomercials were being successfully used to market Big Ticket items and how the infomercial is based on good, solid direct and internet marketing and copywriting principles. 

First some statistics. 

The article talked about Timothy Hawthorne of Hawthorne Direct based out of Iowa. 

His company:

  • has produced and managed more than 500 infomercial campaigns for companies like Apple and Nissan
  • has nearly 70 employees
  • has $120 million in billings
  • owns a 15% share of the 1 Billion (Yes, Billion!) infomercial media buying customers

According to the article, Timothy Hawthorne does not consider himself an advertising guy.  Instead he sees himself as what he calls an "audiovisual communicator" or storyteller. "Hawthorne believes that an effective infomercial embeds a product in a tale of hope and transformation that entertains, delights and persuades".

Sounds an awful lot like the principles behind effective direct and internet Big Ticket marketing doesn't it?

You have a big ticket product.  When you write copy for your product you want to really tell a story about how your product can transform a problem for your customer into a solution for that customer.  The more closely you can make the customer feel as if he were the person in the story you are "painting" the easier it will be for him see how your product will solve his or her problem. 

Persuasion occurs when you show the benefits of your product and also point out how your product can resolve any of the objections or reservations that a customer might have about the product.

In a long copy sales letter you persuade in print.  In an infomercial you persuade with both sight and sound.  Some website sales letters incorporate both by having audio or video testimonials for products just like an infomercial would have.

The article also states: "In contrast to the campaign-driven techniques that prevail in mainstream advertising, infomercial marketers combine rigorous product development, exhaustive consumer targeting, and daily scrutiny of advertising rates to create pitches that can be refined to maximize sales."

Again, this sounds just like what you would do in a direct or internet Big Ticket Marketing campaign. 

You find a market hungry for a solution to their problems. 

You build a product which meets or preferably exceeds the desires and needs of that hungry market. 

You ensure high quality in the product and you tailor your sales to your target audience (your defined niche).

As much as possible you pre-qualify the people who see your offer so they are already receptive to what you have to sell.  On the web you could do this via Google Ad-Words and ensuring that keyword searches return a link to your product high up in the search results.  If someone is already searching for keywords related to your product, chances are great they might be interested in your product. 

In direct marketing, the pre-qualification might be managed by someone responding to an advertisement in a trade magazine on a topic related to the solution that your product delivers.  They could call to hear a recorded message or write to obtain further information about your product.  In both these cases, the customer is showing interest in your product and giving you information about how to contact them and follow up with them.

This is what is called "getting your customer to raise their hand" to show they might be interested in what you have to offer.  And after you obtain their contact information and their permission for you to send them information, you follow up with them forever or until they tell you they are no longer interested.

Now, creating an infomercial is not the right approach for every product. 

Here were some interesting points (from the article) about the infomercial business:

  • The typical infomercial viewer is a mass-market consumer between 30 and 50 years old with some college education and an annual income of $50,000
  • Only 30% of all TV viewers will buy anything sold on TV
  • Only 1 in 100 will actually dial the phone number given on the infomercial
  • The most successful infomercials are for products targeting fitness and diet, health and beauty, home convenience appliances and business opportunities.
  • Costs of product production, telemarketing and fulfillment for an infomercial can range from $35,000 to $350,000 per spot.  This can go as high as $1 Million if the infomercial uses a celebrity to endorse the product. And don't forget the cost of buying the media itself which can range from $20,000 for the initial small market test to as much as $1 million per week for a nationwide cable rollout.
  • Successful infomercials sell high margin products that sell for $30 to $1,000.
  • Only about 1 in 60 infomercials turns a profit
  • However, if your infomercial is successful annual sales could exceed 50 million
  • And if its a homerun infomercial it could be worth over 1 billion
  • Viewer recall of infomercials is 3 times higher than typical 30 second TV spots
  • Infomercials have phenomenal brand awareness

I also really liked another direct quote from the article: "'Real people' testimonials -- the backbone of all successful infomercials -- add credibility. And don't forget repetition. Lots and lots of repetition. Hawthorne's mantra: 'The more you tell, the more you sell.'"

Again, two more principles of direct and internet Big Ticket marketing. 

In order to sell you must first get people to know you, like you and trust you.  You can tell people how great your product is all day long but they will still be skeptical.  Especially since your Big Ticket product has a much higher price! However, if you get other people to say how great your product is and how it solved their problem, you can convert other prospective customers because now you have people who have actually used your product and received the value of it telling them about it.

In email and direct marketing campaigns it sometimes takes as many as 7 customer contacts of essentially the SAME message before they even become "aware" of your product.  There are lots of reasons for this.  People are busy and ignore the your initial attempts. People may not be ready for your product right away but then their situation changes and they are finally ready for your "message". Your message may get lost in the mail or e-mail or just tossed away or deleted unread.  That's why repetition is so necessary to get your message though!

Ok, and one final point: "Whatever the final sale price, the product must seem like a bargain -- all the better to trigger impulse purchases. Infomercial marketers know which consumer hot buttons to hit. 'Quick, easy, greed, new, fun, vanity,' Hawthorne lists. 'The infomercial needs to keep pushing as many of these as are relevant.'"

Again, classic direct and internet Big Ticket marketing principles used in copywriting in ads and sales letters.  Both in infomercials and in direct and internet offers, you typically see a number of bonuses to entice the customer.   In many cases the bonuses are worth more than the actual product itself, even for Big Ticket products. 

So in relative comparison the price of the product looks like a bargain based on the entire package that the customer gets when they purchase. 

Many times the sales copy will build a case for the high price of the product by comparing it to the cost of consulting or the aggravation and ongoing costs of not getting the solution.  So again, in comparison, the price of even a Big Ticket product looks like a bargain to the costs of a more costly solution or the cost of continuing to ignore the problem

Quick, easy, greed, new, fun, and vanity. If these describe the solution your product provides you definitely need to point these out as benefits or appeal to your customer based on their appeal.  There is no difference here between the medias of direct, internet and infomercials.  All of them address these because they are universally applicable.

Whether you decide to use an infomercial for your Big Ticket product or stick to Big Ticket direct and internet marketing I hope you can see that many of the principles involved for both are the same.  Make sure you follow the principles whichever media you decide to use.

If you are interested in reading the article I read and on which this article is based you can find it in the June 2005 issue of Business 2.0 magazine.  The article is entitled: "Stronger Sales in Just 28 Minutes" by Thomas Mucha.

Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC -- All Rights Reserved.


Chuck is a former Microsoft software designer and program manager who spent more than a decade happily working on Email and CRM. Admittedly a seminar, workshop and information addict, Chuck left Microsoft to pursue his interests in personal development, internet, direct and information marketing and to promote and work for charitable causes.

Chuck Daniel
chuck@likemagicmarketing.com
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Monday, May 23, 2005

Yanik Silver on Big Ticket Marketing

Recently, I read an article by Yanik Silver on the benefits of Big Ticket marketing. You’ve heard me discuss most of these items before but I think these are worth repeating and also to give you someone else’s perspective on them as well.

I’ve reprinted the article here.  I hope you enjoy it.

-Chuck

How to Sell High Priced Products Online and Offline
By Yanik Silver

During my presentation at my recent Underground Online
Marketing Seminar - I talked about my own "Underground"
secrets. One of the things I covered was how to sell super
high-end products.

Personally, I've sold everything from $17 ebooks to
$14,500.00 "Apprentice Programs" and lots in-between. My
most recent high-end product is a $7,995/month program for
cosmetic surgeons.

I really love high priced products and you'll see why in a
moment.

First off, if I want to make $1M this year - then I'd have
to sell 20000 copies of my 'doohickey' at $50. Or it could
be 2000 copies at $500. Or better still 200 copies at
$5000.

It's a lot easier dealing with 200 customers than 20,000.
Think of all the customer service and infrastructure, etc.
Plus, as a general rule - the buyers of a high-priced
product or service are better buyers are easier to deal
with than someone who bought a $9.95 ebook and drives you
crazy.

The other thing is these customers pay more attention and
revere the information or product/service more. I've
attended $500 seminars and I've attended $10,000.00
seminars. Which one do you think I was paying more
attention to? So having higher priced products is actually
better for your customers because they are more committed.
Think about the last time you gave free advice to someone -
what happen? That's right. Nothing. But if you had made
them pay you for consulting - they would have taken it to
heart.

But there's still more on the economics side...

With a higher priced product that means you have more money
to advertise. If I'm going against someone selling a $19
ebook and I'm selling a $199 home study course in the same
market - who can spend more?

No contest, right?

My competitor can only go up to $19 (unless they've got a
back-end product) but I can actually spend up to $199. But
what else does that let me do? I can come into a
marketplace and suck up a big part of the resellers because
I can give more commissions. Hey, that's the name of the
game for many affiliates. I can give them $100 to promote
my product instead of the measly $10 my competitor might
give them.

And of course speaking of economics there's more money in
it for you. If you've got a high priced product there
should be a very high margin built in. If not, raise the
price. I'm serious most people are undercharging for what
they provide. My rule of thumb and one of my values I look
at it every morning in my planners says "I am rich by
enriching others 10x - 100x what they pay me in return".

That's a big deal for me. If you pay me $1000 for a product
- I want to make sure it delivers $10,000 in value for my
customers. I suggest you consider something similar. If
your product isn't good enough for you to raise your price
on it - make it better!

Here are just some of the high-end products you could sell
in the information marketing world (I've successfully sold
all of these):

* Live events like workshops and seminars
* "Big" boxes of manuals, CDs, DVDs, CDroms, etc
* High end facilitated group masterminds
* eClasses
* "Done it for them" services
* Coaching
* Reprint rights and licenses and many more...

And don't think high-priced products can only sell if you
are selling 'how to make money' related products. I have
students and friends doing very well selling high priced
products to the fitness marketplace, the dating markets,
small niche obsessive-compulsive markets, self-help, career
marketplaces and many more.

Now a lot of people think selling high priced products are
a lot tougher than low-priced products. Not true. You
usually spend about the same effort trying to sell a high-
priced product as a lower priced product.

Now when selling a high-priced product most people make the
mistake of just trying to "1-step" it. That means sending
people off to a webpage or sending them a sales letter and
then nothing more. Only a small percentage will buy this
way. I prefer lead generating where I get people to "raise
their hands" and say "yeah I'm interested". This way I can
now afford to spend more to chase those prospects. And it's
not enough to just email them follow-ups. I prefer to have
a whole arsenal at my fingertips if needed like direct
mail, voice broadcast, telephone calls, postcards, etc.

If over-delivering on value - hold your breath and add an
extra zero to your price. You'll thank me for it! ;)

Copyright 2005 - Yanik Silver

Resource box: Just 31-years old, Yanik Silver is recognized
as the leading expert on creating automatic, moneymaking
web sites...and he's only been online full time since
February 2000! Yanik is a highly sought after speaker and
attendees regularly pay up to $4,995.00 per person to hear
his secrets.

He is the author, co-author or publisher of several best-
selling online marketing books and tools, which can be
found at www.SurefireMarketing.com

Monday, May 16, 2005

Cracking the Millionaire Code

On Monday, May 9th, 7:00 pm at the Grand Hyatt in Seattle, WA, I had the privilege of hearing both Mark Victor Hansen and Robert Allen speak in a rare joint appearance.  It’s hard for these two guys to get together because of their incredibly busy schedules.

If you don’t know, Mark Victor Hansen is the author (along with Jack Canfield) of all those Chicken Soup for the Soul books you see everywhere.  And Robert Allen is the author of real estate classics like Nothing Down, Multiple Streams of Income and Multiple Streams of Internet Income.

Mark and Robert are co-authors of “The One Minute Millionaire” and their upcoming book “Cracking the Millionaire Code”.  I can highly recommend the first book to you.  It’s unusual in that half the book (every other page) is a fictional story that relates how a woman must raise a million dollars in 12 months in order to get her children back.  And the other half of the book gives you strategies and advice for becoming an enlightened millionaire.

Mark and Robert were in town to promote their latest book “Cracking the Millionaire Code” and to also promote their mentoring system at the event.  The event itself was short, only about 2.5 hours but Mark and Bob made it highly entertaining and informative at the same time.  As, well as recruiting mentees as the evening went on. 

These two are so outgoing and giving that its worth it to hear them speak regardless of the topic.

Their new book will be available on 5/31/05 although they will be pre-selling it to their lists around 5/20/05.  And if you buy it then you will get a bunch of additional bonuses.  The best way to get notified of the release is to join either of their lists. You can find their existing books at amazon or Barnes & Noble online.

Anyway, Mark and Bob did cover 5 Lessons for Financial Freedom at the Event and I wanted to pass on to you those lessons and my brief interpretation of them.

These are from my notes and I’ve tried to keep them as accurate as I can.  Any errors or omissions are due to my trying to take notes and listen at the same time :-)

Lesson #1: You must have multiple streams of income

This is so important.  If you have one job and it ends you have no other source of cash to support yourself.  Or if you are an entrepreneur and you only have one product or service and the market for that disappears then you also have no further cash coming in. 

 

That’s why you need to be able to create multiple products or services and successfully market them all.  So if one of the “dries up” you can still rely on the others.

 

Lesson #2: You must make money while you sleep

You need to create products or services that are on autopilot.  In other words the marketing, shopping cart, shipping and customer service should be handled as much as possible automatically.  So even while you are sleeping, people from all over the world can order your product or service and it should just show be downloadable instantly or show up at their door with very little of your involvement. 

 

This frees you up to duplicate these processes over and over again for other “multiple streams of income” – see Lesson #1.

 

Lesson #3: You must make your dreams more real than your fears!

The only way you can succeed is to make your dreams more real than your fears.  You need to love what you do.  You need to develop expertise in what you do so that it is easy and you need to know exactly why you are doing it and be very clear about that. 

 

There are going to be lots of people who are going to tell you that you can’t do it and that its impossible.  You will have times when your own doubts rise up and make you wonder. 

 

But if your dreams are more real to you than any of this it will keep you on track. And of course, celebrating your small victories along the way will help a lot too!

 

Lesson #4: You must follow a proven S.YS.T.E.M (Save YourSelf Time, Energy, Money)

You need to have a system that works to do what you want to do.  And it has to be a system that works the way that you work and one that is proven to succeed. 

 

And what is the best way to find a system like that?  Well, one way is trial and error.  You can try many things and then eliminate those that don’t work until you finally arrive at a system that does.  But that is time consuming and error prone. 

 

Instead why don’t you try to emulate something like McDonalds?  They have an exact system that they expect all new franchise owners to follow. 

 

Why?  Because it works and they’ve proven time and again that people who don’t follow the system, fail!

 

 Lesson #5 You must listen to the right mentors!

And the best way to learn anything, a winning system, how to succeed in an area that interests you, or just improve personally is by finding the right mentor or mentors. 

 

I have a mentor and have had several throughout my life so far.  It is the easiest, fastest way to grow and succeed in any area. 

 

Find someone who is successful in that area and do exactly what they do.  Most successful people are happy to share what they know if you ask them and commit to following what they say.

 

 

I hope you found these 5 lessons valuable.

 

-Chuck

P.S. If you’d like to learn about the systems used by Big Ticket Marketers like Joel Christopher, Ted Nicholas, Winton Churchill and Jay Conrad Levinson or even use the wisdom of these incredibly successful entrepreneurs as a way of informal mentorship, you can in the Big Ticket Home Study System.  Take advantage of their knowledge and expertise here.

Wednesday, May 11, 2005

Big Ticket Presentations - Dan Kennedy

On Friday, May 6th, 7:00 pm at the Georgia Hotel in Vancouver, BC, Canada, I had the privilege to hear Dan Kennedy speak.

Dan was speaking on his Renegade Millionaire System.

If you ever have a chance to hear Dan speak you should definitely do it. He is both knowledgeable and entertaining.

These are from my notes and I’ve tried to keep them as accurate as I can.  Any errors or omissions are due to my trying to take notes and listen at the same time :-)


Dan said Napoleon Hill’s “Think and Grow Rich with Peace of Mind” was better than his original book “Think and Grow Rich”.

Dan suggested rereading “Think and Grow Rich” and then reading “Think and Grow Rich with Peace of Mind” so you can see how Napoleon Hill's thinking progressed over 25 years. You can actually see how Napoleon Hill’s thinking changed about how to make a lot of money without giving up family, friends and peace of mind.

Similarly Dan's Renegade Millionaire System is the evolution of his thinking and experience over 29 years in direct marketing.

According to Dan the number of millionaires is growing.  Here’s some statistics:

Million Dollars Per Year in Income

Year    # of people earning > 1M

1980 - 13,000
1997 - 144,000
2003 - 300,000
2008 - 1,000,000 (estimate)

Dan says there is a difference between what he calls “ordinary” millionaires and “renegade” millionaires.  A “renegade” millionaire is one who’s net worth is measured by have a million+ dollars in cash or other liquid assets and a million+ in other assets.  Renegade millionaires are also autonomous and can produce “income at will”.

Autonomy means that you have your wealth and business in a way that is totally satisfactory to you.  i.e. The ability to do things on your terms.

i.e. What you want, when you want, where you want, with whom you want, at the price you want, at the terms you want.
Or cheerfully, guiltlessly, painlessly, saying "No" and "Next".

Income at will means that you can wake up in the morning and decide that you are going to buy another horse, put in a swimming pool or take a vacation in Spain for a month.  He remarked about the quote that John Lennon made saying “that he was going to wake up and write us a swimming pool”.

Ordinary Millionaire

500K          Top 10%
3.5M          Top 1%
>5M           Top 0.5%

Renegade Millionaire

…probably

.0005% of population
Top 5% of millionaires
20% of my Inner Circle Members
80% of my Private Clients & Coaching members

So what Dan is saying is that a number of his Inner Circle members and private clients and coaching members are in this elite group of “renegade millionaires”

Napoleon Hill was tasked by Andrew Carnegie to interview as many successful people as possible and record the commonalities of these people so that people could learn the rules or laws that these people used to be so successful. (This was in 1917).

Dan Kennedy (because he read Napoleon Hill early on) agreed that the search for commonalities was the right way to find these rules or laws.

Except Dan Kennedy didn't just study these successful people, he WORKED with them.  (Over 100 of them at last count).

These folks made their fortunes rapidly and in diverse fields.

Dan found the commonalities amongst them!

All these folks are renegades in many ways:

  • Philosophy
  • Defying Industry Norms
  • Approach to Marketing
  • Personal Behaviors
  • Demands on Others
  • Turning Ordinary Businesses Into Extraordinary Businesses
  • Changing the Way Their Type of Business is Done
  • Financial Results
  • Ordinary Businesses Into Extraordinary Businesses

Here is one of Dan’s Renegade Millionaire Mega-Strategies Revealed:

Process Change: Big money breakthroughs are rarely created through complete, total change of the core business but by changing processes within the business.

e.g. Disney forces customers to walk through their store after riding an attraction.  Caesar's Palace built the Celine Dion theater but the Celine Dion store is at the side of the theater. They are probably losing millions because they are not forcing people to go through the store.


Philosophy and Belief System of a Renegade Millionaire

Dan's clients decide what they want to sell their products for and then figure out how to sell it for that price.  They don't look at what everybody else is doing to determine the price. Because that is what everybody else normally does!

A lot of people say that they only want their fair share.  But that statement assumes that there is a limit on the amount of wealth to go around.  There is an infinite amount of money to go around.  You can take as much as you want and there is still more left for everybody else. This fair share philosophy has an analog in business called market share.  Wall street sometimes values companies based on their market share. But there is really no limit because you can go after more market (go global, etc…)

Renegade Millionaires also have an immunity to criticism.  E.g. Donald Trump, Jerry Springer, Zig Ziglar, Wal-Mart, Bill Clinton, Dr. Atkins

It's not about "attitude" or "positive thinking". It is about behavior!

When you achieve “behavioral congruence” with your goals and with the people already achieving your goals, you automatically get the goals.

Your objective is to get in synch - mentally, emotionally, strategically, and behaviorally - with these renegade millionaires.

If you synchronize with the wrong people you're going to end up in the wrong place with the wrong results.

It's not just about making money.  It's about HOW you make the money you make!

 

This is a pretty powerful way of thinking about your life and business, yes?

-Chuck
P.S. If you’d like to synchronize and learn from Big Ticket Marketers like Joel Christopher, Ted Nicholas, Winton Churchill and Jay Conrad Levinson you can using the Big Ticket Home Study System.  Learn more here.

Sunday, May 08, 2005

A Vital Habit For Selling Big Ticket Items

I hope the title of this article aroused your curiosity! What could this habit be that will help you sell Big Ticket Items?

It has nothing to do with copywriting or creating beautiful web pages. But it does have to do with something even more important - building relationships!

What is this habit? Well it has many names but the most familiar one is probably is "networking".

Now, I am not a big fan of that word. Why? Because it makes me uncomfortable

I've always associated the word "networking" with "schmoozing" or hanging out at events doing nothing more than chatting people up, telling them about myself and my business and handing out business cards.  Yuk!  The other reason that "networking" makes me uncomfortable is that I am not a natural "networker". 

Perhaps you feel the same way?  But please don't leave just yet :-).  Networking is an incredibly important habit that you MUST develop to really market and sell Big Ticket Items.  And I'm going to give you an approach that has made me more comfortable and some strategies and tips as well.

Why network?  Well, because building relationships with other marketers and business people is a very profitable and fun way to sell anything.  When you build a relationship with another marketer or business person and you really show them how much value you can provide, that can lead to a long term, profitable joint venture relationship.  A joint venture is simply a business agreement between two or more people that is beneficial to their customers and profitable for them.

For example, you might meet someone at an event (e.g. seminar, workshop, chamber of commerce meeting) whose customers are interested in something very similar to what you have.  You might even be this person's competitor in a way, but don't let that stop you.  Customers sometimes buy multiple products that meet their needs or wants. Or you might have a product that enhances what this person's customers want or have already bought.  In either case, if you can build a relationship with this person, and they love your product then you can come to an agreement about selling your product to their customers.  Or you might find that someone else has a product that your customers would love.  And you can sell their product to your customers.

And this is especially crucial for selling Big Ticket Items.  Because, if someone you build a relationship with endorses your Big Ticket Product to their customers, that goes a very, very long way to eliminating their natural skepticism towards your product.  The person you build a relationship with already has a relationship with his customers.  Their endorsement of you automatically helps build your credibility with their existing customers.

Did you know that most people attend seminars and workshops not just for the information you can learn? They go to build relationships with the people they meet.  Many of these relationships turn into joint ventures later on.

Ok, as I mentioned I am not a natural "networker".  I like to think of networking as "learning other people's stories". When I attend an event, I don't go there with the intention to try to find joint venture partners.  I might find some but I really want to just learn about the other people who are at the event and see what commonalities we might have.

I am a fairly social person and I am just curious to learn about them and their businesses.  I find that this approach makes me far more comfortable about "networking" because I am not looking to put together a joint venture immediately.

So now let's go over some strategies and tips for learning other people's stories and building relationships.

Strategies:

  • Ask questions.  Most people love to talk about themselves and their businesses.  If you do nothing else they will leave with the impression that you are a great conversationalist.
  • I hope it goes without saying that you need to have high quality products and services or else you are wasting your time building relationships that could lead to a joint venture of business agreement.  There is no faster way to ruin a relationship then to have someone endorse your product or service than to have a bunch of unhappy customers with the product or service.  Make sure what your offering is quality!
  • If you are building a relationship with someone, make sure you do what you say you will do.  Even when this has nothing to do with a joint venture.  Many times as you are coming to know someone new, you will find that there are things that you can do and really want to do to help this other person out.  If you promise to do something, make sure you follow through as quickly as possible.  How you act on any promises shows how you will act as a business partner as well.  It is always better to over deliver when building a relationship.
  • Make sure any recommendations you give of other products, services or people are held to a high standard.  People are going to judge YOU but what you recommend.
  • Give, give, give and then get. Just give because you want to help.  Giving freely makes most people want to return the favor back.  Not everyone will do it but the people who truly value your efforts to build a relationship will.
  • Network with the best.  In order for you to grow and build relationships with the best people you have to seek out those people.  This can be intimidating especially if you have less to offer initially.   But most people are willing to give you a chance.  If you follow all the previous bullet points you will quickly grow in their esteem.
  • Network for diversity.  When you are networking, try to find people that have different talents and strengths.  So for example if you are interested in generating traffic for your website you might try to hook up with John Reese.  Or if you are interested in list building you might seek out Joel Christopher.  Or if you were interested in copywriting or direct marketing you might build a relationship with Ted Nicholas.  This way as you relationships grow, you have a number of different friends that can help you in different ways.

Tips:

  • Treat all prospective relationships the same! You don’t know a person's background initially and they could be really helpful to you.  Don't be too quick to judge a person without getting to know them.  Someone who has a very casual appearance could be a very big name in the Big Ticket Marketing area.  Or they might be a software genius who can help you build your next product.  Or they could be a business millionaire that can help you fund an idea you have.
  • Build relationships BEFORE you really need them.  There are two types of networking.  The first is implicit networking. e.g. you don't have a specific agenda. The second is explicit networking.  e.g. Finding a new job, locating a needed professional, getting your child into the right school.  It is far better to build up relationships with people in the implicit phase rather than in the explicit phase.  This give them time to get to know you, like you and trust you.  So when you do need something explicit, it is easier to ask for their help.
  • Keep your business cards separate from any cards you collect.  e.g. Keep your business cards in your left pocket and the ones you collect in your right pocket.  Write notes about the person you meet on the back of their business card as soon as possible afterward without being obvious about it so that you can remember your conversation.  Keeping the business cards separate avoids a sometimes awkward impression that you are just collecting business cards and notes about people if you bring out a mix of cards.  While you are collecting information is really just for you to help build a stronger relationship with that person. Transfer all information you collect to a contact database as soon as possible afterwards so it is easy and convenient to recall your conversation.  And, make sure you follow up with the person after the event!

I hope my approach of "learning other people's stories" and the strategies and tips I've given you eventually leads to strong long term relationships and to profitable Big Ticket joint ventures in the future!

By the way if you are interested in reading more about networking, I found the book "Network Magic" by Rick Frishman and Jill Lublin to be very good.  You can find it at Amazon or at Barnes and Noble online.


Copyright (C) 2005 Chuck Daniel, Like Magic Marketing, LLC -- All Rights Reserved.


Chuck is a former Microsoft software designer and program manager who spent more than a decade happily working on Email and CRM. Admittedly a seminar, workshop and information addict, Chuck left Microsoft to pursue his interests in personal development, internet, direct and information marketing and to promote and work for charitable causes.

Chuck Daniel
chuck@likemagicmarketing.com
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