Build A Deep Funnel: Dan Kennedy Information Marketing Secret

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Do you know how to make a six-figure income from one information product? How about several six-figure income streams from the same product? No? Well Milana Lushinsky, a musician, has the formula.

Rob Toth interviewed Milana for the “Future Of Information Marketing” interview series. This is part of the Info Riches course by Dan Kennedy where the top information marketers were interviewed.

Milana came to the US from Ukraine with a degree in music. She had no idea of what a computer was and certainly new nothing about Internet marketing or business. When she became interested in starting an online business she took some courses in web-design. After spending some time designing websites for others she realized that web-design skills are not what she needed to succeed in her own business.

She’s come a long way from that point. Milana has written three digitally produced books along with a physical book that is now available on Amazon.com. She started the Association Of Coaching And Coaching Professionals On The Web and runs the Coaching Super Summit, an annual, live event for coaches and coaching entrepreneurs worldwide.

She has set up her own business according to the principles she teaches. Milana says “providing information is not enough. People want a ‘human browser’…somebody with credibility and a great reputation”.

Information marketing, she says, is shifting toward personal branding. It’s possible to make a few extra bucks with some mini sites and selling an ebook or maybe an audio recording, if you are doing it as a hobby. But “if you really want to build a highly profitable information business you must brand yourself and become a thought leader”, says Milana.

Any profitable niche has dozens and even hundreds of information marketers vying for your customers so you don’t want to have just a run of the mill ebook site. “You want to be the person people turn to when they need your type of information.”

“What’s going to get you noticed? What’s going to make people want to invest with you? It’s your credibility, your reputation and positioning in your market,” says Milana.

There are four stages of development that make you different… so you become a “thought leader”:

1. The first thing you need to do is to create a digital publication of some kind for your market.

2. Then you need to organize a virtual event to attract lots of people. Like the “coaching telesummit” Milana created.

3. Now its time to set up a live event. Since most information marketers are shy, introverted types they don’t want to do this step. But this is exactly what will launch your income into the six figures quickly.

4. Publish a physical book.

The idea is that you want to “deepen the funnel”. Many people expect to make it big by selling an ebook or an audio product. They even go to the trouble of marketing products from several different niches. But Milana says “the truth is that it is virtually impossible to a have (highly) profitable information marketing business selling just one product.” “You want to have a product line and develop multiple income streams from your product.” “Instead of a bunch of unrelated products create a line of products that helps your client grow from A to Z.”

By doing all these things you will develop a lifetime relationship with your customers. They will prefer to buy from you no matter what your competitors come up with. Milana says “my customers are saying that they want to buy from me. They’ve already been getting my newsletter, they trust me, they’ve bought from me. They’re much more likely to buy a product from me than from someone else that they don’t have any history with”.

Milana takes this very seriously. She says that “if there is something that I do not or cannot offer I find other people to create strategic alliances with”. When people want information in the coaching business she wants to be the one-stop-shop that they turn to.

Deepening your sales funnel gives you a recession-proof business. Your customers will keep buying from you over and over again to take advantage of the great products you offer. You would be a reliable source in your market. That’s effective personal branding. That’s what gives you a competitive edge and allows you to dominate your niche.

Value Your Experience: Dan Kennedy Information Marketing Secret

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Would a simple way to make a five figure income every month grab your attention? Gaj Subudhi of superstarsmarketing.com built his business up from scratch to five figures per month in a short period of time. His strategy was to buy courses, use them, then take his personal experience and package it up to help others.

Rob Toth interviewed Gaj as part of Dan Kennedy’s Info Riches course. Rob interviewed the top information marketers in a series called “Future Of Information Marketing”.

As a software architect, Gaj had been working for a large company until he started his online business. Up to that point he didn’t know anything about business or marketing.

Gaj started buying course after course like we all do. He wanted to “know it all” before he started his business. Gaj says “if you put more information into your brain it creates more opportunity”. Since he was learning a lot from the courses, he saw a lot of “opportunity” but unfortunately he wasn’t part of it until he started to apply what he was learning.

When Gaj took action he found that there were a lot of things that were a little different from what the courses said. When he started explaining these subtle differences to people he became a man-in-demand. Gaj says to “use and apply information to create value in the world”. He found that by using the information he was buying, the things he learned from experience had value for other people.

There is a lot of information on the in the world. In an effort to keep up, people buy course after course but the problem is that they don’t apply what they learn. They get stuck at a certain point so they quit. Gaj says the big money is in “helping people consume in the right way”. This is even more important than learning a lot of different things.

More and more information is easily available. Courses that were sold for a lot of money in the past are now available for free. More information just leads to “analysis paralysis”. It doesn’t allow you to “have your own value or your own voice” says Gaj.

He says people should “do something with whatever they know” and “try to expose the value of what you know to help people”. “Create your own value out of the existing information” that you already have.

The way Gaj sees it, people don’t have enough self-confidence to value their own knowledge. There will always be more and more to learn. The amount of information available to people is growing at an exponential rate. There is a video on YouTube that every information marketer should see: http://www.youtube.com/watch?v=jpEnFwiqdx8 .

When you watch the video you will realize that the best way to help people is to reduce the information overload they are being bombarded with. You need to share what you learned through your experience. You just have to trust in yourself that what you learned from doing things will be of value to others. “Taking action is critical”, says Gaj. A lot of people are just regurgitating what they have read. They haven’t done it. What people need is for you to share what you learned through doing things.

Use Learning Styles: Dan Kennedy Information Marketing Secret

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Carrie Wilkerson developed an audience of over 55,000 viewers, listeners, and subscribers in her very first year in online marketing by personalizing her presence.

As part of Dan Kennedy’s Info Riches course, Rob Toth interviewed the top information marketers in the world. Carrie Wilkerson was one of them. The series of interviews is called “Future Of Information Marketing.”

She is a work at home mom raising four young children. Before she started her online business she had been running businesses from home for over ten years.

Very few people are able to reach the success levels that Carrie has been able to achieve in such a short period of time. This is especially true of someone working part-time in her very first venture online. According to Carrie there are people at the top who are making millions and people at the bottom who are not making much at all. She says the middle ground is where the big opportunity is. This is where the competition is heating up and people will need to set themselves apart by building relationships.

At first pictures were used to personalize web pages. Audio came next. Now video is considered the important media to make the experience of the user more real, more genuine for the consumer. However, Carrie says “I still think people want more. They want more personalization.” According to her, people don’t want to be just a number. She says that people don’t want those they buy from to be “faceless and flat behind a screen”.

A lot of marketers just want to wait for the customers to come to them instead of them going out to provide service to their customers. Carrie says “I don’t want to be that impersonal, don’t want to be unapporachable… don’t want to be unreachable or set apart”. “I want to be right in the trenches…” “I think it makes me more real. I think it makes me more touchable.”

When Carrie used to teach high school she learned that people have different learning styles. She says that she “learned that some people are readers, some people are listeners. Some people are watchers and some people are touchers and doers.” You have to connect with people at their level, the way that’s most comfortable for them. “Unless you are touching all of the respective styles of people you are missing 25% of the population.”

If a person only sends out emails they will only be appealing to readers. If your strategy is exclusively audio, you will only get the listeners as your audience. With this in mind Carrie has developed 50 training videos. She is very happy to see that the people who watch her videos have a realistic sense of who she is. “It’s a rapport builder”.

When they meet her someplace they feel like they know her. If they find her on Twitter they treat her like a well-liked friend. People who have seen her on the videos feel like they have talked to her through the videos.

In trying to use all the different learning styles through her marketing Carrie says it “has been great for lowering trust barriers and creating a following”. If you can lower the trust barriers in your audience they will buy from you repeatedly. People will stay on your mailing list and continue to give you invaluable feedback.

As a marketer, that’s your goal. You want to have such a good relationship with people that despite the competition, your customers and contacts will want to keep in touch with you and do business with you on an ongoing basis.

5 Tips to Make Your Press Release Brilliant

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Press Releases can help your business gain publicity through the media. Having media attention gives your business credibility. Here are some tips to boost your press release’s appeal.

Use the correct format. Press releases follow a well established format. If you want your release to be read and taken seriously, you need to be sure it is written properly. You should also be sure to double-check the spelling, grammar and punctuation before you submit it.

Keep it clear and to-the-point. Your press release shouldn’t be any longer than two pages. Media outlets receive a lot of releases and they won’t take the time to read a long report. Keeping it clear and concise will let you fit in your important facts without going beyond two pages. And remember to answer the important questions - who, what, why, where, when and how.

What Is The Reader Going To Gain: Give your press releases a call to action. Include something that is going to inspire readers to go to your event, visit your website, attend your grand opening, etc. Writing a blatant ad will be obvious. Incorporate the features and benefits of what you are promoting, and give information on what it will do for your target market.

For example, if you were promoting a new food processor, you need to go beyond just saying it’s smaller and takes up less space than other models. You need to state that the smaller size gives the customer the full power of a larger model, while helping them to save precious counter space in their kitchen.

Make it interesting. If your press release is boring, nobody is going to read past the first couple of lines. Try to find the line between simple facts and excitement. Back to the food processor example, instead of just saying “our new food processor will be available in the spring” try something like “out new space-saving food processor will be available this spring, just in time to help you chop the fresh vegetables you’re growing for your summer salads.”

Remember who your target market is. When you write your press release, make sure you keep your target market in mind. This will help you to focus on what your should include and where you should submit the release. For example, if your press release is health-related, it’s not going to be worth the time to submit it to a travel magazine.

The media won’t run a story on every single press release they receive, but if you follow these steps it’s going to put you above a large percentage of the other releases coming across their desk.

Follow these tips to choose the right booth for your trade show

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Picking out a portable trade show booth for your company can be a difficult and challenging endeavor. Follow these simple hints and suggestions to make your booth selection process go more smoothly.

That big trade show is coming up fast there’s so much to do: print brochures, finish that PowerPoint presentation and wait - you also need a trade show booth! But what kind of booth should you choose? Do you want to go understated or do you want to make a splash? You want to impress the people attending the trade show - chances are, they’re the important folks in your industry, the decision makers. And you know what they say: You only get one chance to make a good first impression.

But with so many options to choose from, how do you choose which booth is right for you? There are so many sizes, so many details to consider counters, workstations, display areas, banners, wings how do you decide? Consider these three details: size, style and price.

Trade show booths come in all shapes and sizes: You can go with a small 10×10-foot booth or a monster 30×100-foot booth that will dwarf all the surrounding displays. You can even splurge on an extravagant 50×50-foot booth. Of course, the booth you select (or design) will ultimately rest on the needs of your business, its overall corporate style and budgetary constraints.

Do you want a simple backdrop with a couple of countertops? Or are you looking for an elaborate display (configured with a reception area, display rooms and conference space) that has more square footage than the average apartment in New York City?

Whatever you decide, you have to make sure your trade show booth characterizes your business well - and that it’s approachable. Ensure that your booth adequately represents the company culture, its products and overall goals.

One other thing to keep in mind is that trade show booths not only come in all sizes and styles, but in a wide price range. For instance, you can design a basic trade show booth that is fully functional and professional looking for less than $500.

But, if you’re looking to go really high end, how about custom designing a portable trade show booth with the potential to eat all the others alive? For about $240,000, you can get a custom-made double-deck booth with every imaginable feature. Okay, so maybe you’re not the marketing director for Citigroup or Goldman Sachs. Let’s think a little smaller.

However, somewhere between “bare bones” and “wildly outlandish” lies a grey area that comfortably encompasses many companies’ marketing budgets. This mid range includes a variety of nicely equipped booths that can appropriately depict your company’s style and corporate image without putting a huge dent in your budget.

Whatever size and style of portable trade show booth you decide on, ensure that it meets your needs and represents your business correctly within your particular industry. Choose wisely and you’ll have a trade show booth to be proud of for years to come.

The idea gallery at Expo Marketing (www.expomarketing.com) should be your first stop when looking for a trade show booth. Expo Marketing’s design pros will work with you to develop the ideal booth for you and your company.

How a PR Firm Quotes Project Rates

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There are several elements factored into a quote from a PR firm. There is also the fact that no two quotes will be the same because every individual seeking out a public relations firm needs something a little different. The public relations firm provides a number of different services that benefits each and every business that seeks out what they have to offer. However, the quote is based either upon what kind of budget the business has to work with or what they are hoping to achieve with their public relations.

Budget

As stated before, the budget may determine what kind of quote is received. The most common PR services include press releases, internet marketing, and the development of public relations strategies. There may be more advanced services such as print marketing campaigns and actual public speaking on behalf of the company. Those two services can become quite expensive. However, the other services can be quite affordable and the firm can work with you based on your budget.

That makes budget a very important part of determining what you’re going to pay. If you say you need an extensive internet marketing campaign, but you only have $10,000 to spend, the PR firm will give you a quote of what they can provide you inside of that budget.

Fees and charges

It isn’t uncommon to see fees such as service fees and such. It is customary for a fee to be charged for providing the service or any other fees that the PR firm finds to be necessary. It can vary from firm to firm, so it is a good idea to get quotes from various firms to see what types of fees they are charging. As for the quote itself, there is no charge. Quotes are free because they are used as tools to acquire your business.

As for what is not included in the quote are such items as late fees. Some PR firms may only require that you pay a small percentage up front and the rest later. If you pay the balance late, they may have some kind of late fee tacked onto the amount. Of course this isn’t going to be included in a quote because they don’t know if you’re going to be late paying your balance.

There are also service charges for each service you choose. You may choose to have a single press release written but, then again, you may wish to have a packaged deal that includes having a public relations strategy drawn up. How you bundle your services will also determine what type of charges you have to pay.

Here is an example of some of the fees and charges you may have to pay:

- A monthly retainer fee saying that you will stay on board so that their efforts are for nothing. - An hourly project charge for every project. - Any possible out-of-pocket expenses that is foreseeable. - A counseling fee for any counseling that is needed. - A flat fee for the time the agency puts into the project.

Remember that these are just quotes, so the amount quoted may differ from the amount actually charged. However, the quote gives you a great tool to know what types of expenses you are looking at. Just expect to pay as much as 20% more so that you have enough money on hand to make sure you can pay for everything as it comes. By using this strategy, you can employ a PR firm to take care of your interactions with the public and get your business rolling in the direction you want it to.