Want to learn how to create "Information Products" that literally SELL THEMSELVES?

Would you like to listen in on a free live interview between me and a guy who has built a $25 Million per year business selling Information Products online?

On Tuesday the 19th, at 3 PM Pacific / 6 PM EST I'm going to be hosting a live teleclass with Eben Pagan, the creator of the "GURU MasterMind" training program for authors, speakers, coaches and others who want to learn how to publish and make money with Information Products online.

Eben has spoken to our StomperNet Elite at our LIVE Events several times, and I've even had him do special presentations for StomperNet affiliates – the stuff he shares is THAT good.

In fact, you know that whole "give away something great for free and make a bunch of money" thing I've been talking about for weeks?

We call it "moving the free line" and I learned it from Eben.  So there.

On this teleclass, Eben is going to share:

• The 3 Information Product "Mega-Niches" that make money consistently – and will for years into the future
• How to name your product so that it literally "sells itself" – and hits the "hot button" of your customer with just the name alone
• How to create an opt-in page that converts visitors to subscribers at VERY high rates
• How to organize your ideas into a book or other product QUICKLY (this formula you're going to learn will make your information far more understandable to your customers – and more VALUABLE as well)
• How to write email newsletters and do email marketing… and get 50% or MORE of your newsletters written for free

…and much, much more.

You're going to be listening in on a live conversation with someone that runs a $25 Million per year "Guru" business – who successfully sells Information Products in several different niches (with some products selling for as much as $10,000).

This teleclass is STRICTLY limited – and will be on a "first come, first serve" basis.

If you want to sign up, just go here and register NOW

If you're ready to learn how to launch and grow your online "Guru" business, then join me for this live interview.

Register now, and I'll talk to you on the teleclass!

Until next time,
Keep Stomping!

~Andy Jenkins

Here’s the Step-By-Step Sales Conversion Process that I promised.   I decide to make a video so I could really drill down into exactly how I nearly TRIPLE conversions (Screen Shots Included).   It’s very visual, and each step is shown — along with real world examples and statistics.  It’s on the Blog – No Opt-In Required. Totally Free (AKA “In Da Klerwb”).  There’s also a BONUS Video that you can get (also no Opt-In) where I spill my guts.  The Topic is “How to turn a $1.00 transaction immediately into $48.00”.  Here’s what people are saying about JUST the Bonus Video…

This Video will keep you from wasting a TON of time.

Because before you decide to create and sell ANY kind of information product, it needs to pass these 3 tests:

1.    Do the prospects in the niche your creating your product for have a Strong and Driving Emotional need?

Meaning, do they REALLY want a “thing” BADLY?  Desire can come in many forms as well either FOR or Against something. One of my favorite lines from the TV show West Wing was from the character Toby who said “I hate those people with the heat of a Nova”…  I think he was talking about some political party.  Heh. (Cause we both know they all suck rocks.  Anyway…)

Does your prospect have “Heat of a Nova” desire?  Either for something or against something?

If they do, you’re on the right track.

2.    Can you drill down into your niche to a fine, granular level?

• A LOT of people like golf.  Golf is a pretty broad topic.  But you can drill WAY down into it?

You could, for example gain a foot-hold (no pun intended… well…) in the golf industry just by talking about Orthopedic Golf Shoes.

You could gain traction in the golf market just by talking about the “X-Out” golf balls that you can by cheaper than the fancy golf balls.  Like a type of Golf Ball is gonna help your score any.  Whatever.

• A LOT of people like timepieces – you know, watches.  Just for a moment, think about how many different styles and brands of watches you can see the next time you go to a public place.

The number is HUGE.  And being a “Focused Expert” is always the easiest and fastest way to gain authority in a marketing-place vs. being a “Generalist”.

For example, StomperNet covers a wide range on Internet Marketing Skills, but we specialize in Traffic and Conversion – that’s’ what got us started and it’s how we market.

Drill Down friend.

3.    Do they Value Advice?

Here’s a question:

Are you going to try to tell a transmission mechanic how to repair a torque converter or are you going to try to show a distance runner how to avoid shin splints?

The professional Transmission mechanic has already got a repair manual and a set of tools.  What do they need you (or your information) for?

Having said that:

How many professional distance runners do you know?

See what I mean?

A Distance Runner, almost by definition, is an amateur.  They do it for fun, for fitness, because they hate themselves (can you tell how much I enjoy running?)…

…and while there’s lots of tools (shoes) and accessories (clothes and distance measuring devices (aka –“pedometer” – See?  I do the research so you don’t have to baby!)…

… there’s probably NOT a ton of practical advice about avoiding a specific injury for a specific body type for a specific age group for a specific…

That’s the definition of a prospect that values advice – they might feel almost alone and unique in their pursuits and desires.

And there’s a LOT of people that think their needs are unique.  That’s a WIN!

Watch this comprehensive Video to drill down even further to make sure you’re not starting a wild goose chase after an Info Product that’s Dead On Arrival.

Keep on Stomping!

Andy Jenkins

P.S.  The Prospect Incubation and Monetization Process technique I spoke about in my last newsletter is almost ready for release.  Check the blog or your email for it soon – it’s going to redefine how your business markets.  Seriously.

P.P.S.  I’m just hanging out on Twitter most days.  Come follow along!

Do you identify with any of the following statements?

1 – My conversion rate is lame.

2 – I’m not getting enough traffic or visitors.

3 – When there is a sale, the money that it brings in is lame.

In my last newsletter, I talked about “Pattern Interrupt” video marketing – essentially where you surprise the customer by creating a presentation that’s very different from what they were expecting.

Watch this video to see a brilliant example.

Using clever and creative video is a dynamite way to do it – but…

That’s just a small piece of the puzzle. What I’m talking about is the Total Universe of your Marketing process. And there’s a big chance that you’re bogged down in a typical sales funnel that’s preventing you from:

• Getting a TON of Traffic

• Achieving Conversion rates of 5%, 10% or more…

• And banking life-changing profits from your business.

When you Pattern Interrupt, you shake the customer out of their funk and cause them to give your message enough attention so that it become MEANINGFUL to them.

That’s the key to effective marketing – causing your message to become meaningful to the prospect at that time.

And in my 9 years of experience marketing products and services online – there is NO BETTER Pattern Interrupt than one that starts with your FIRST OFFER to a customer.

I’m going to be VERY Emphatic here – partly because I KNOW this works, and partly because it took about EIGHT years to figure it out.

– >What’s wrong with your cash flow is your FIRST OFFER to your customer.

Here’s a typical sales funnel:

You’ve got an AdWords campaign that drives your prospects to a “product for sale” page on your site.

You’ve got some Organic SEO Listings that drives a Web Searcher to your home page or some internal page where they click to find what they’re looking for – you make them offers to buy your product.

You’ve got Affiliates that drive their endorsed Traffic to some sort of squeeze page or offer page where eventually you will try to sell them your product.

Pretty Standard, right?

Well, I’m going to go on record and say that it’s weak.

Yes. WEAK.

No matter HOW GOOD your copy is, or how high your rankings are, or how fancy your landing pages or how awesome your products seem…YOU CAN DO BETTER if you’ve got the GUTS to give this a try:

The Prospect Incubation and Monetization Process (P.I.M.P. for short. LOL – Tah Da! I made PIMP work in a newsletter – TWICE! Woot woot!)

Incubation?

Consider what happens to an egg – like, a chicken egg and becomes a baby chick.

The egg is cradled in a warm environment for the duration of itsgestation period. Then it slowly hatches, and a chick emerges. Then the chick grows up and becomes a mature chicken.

Biologists and Farmers check me on this, but – I’m pretty sure that the Incubation Process is easy, deliberate, NOT jarring or aggressive, and happens naturally. The egg kinda lays there in a nice warm environment until it’s ready, then when they’re young, the chicks have the food brought to them by their mother.

Friend – your marketing funnel is NOT like this, is it?

Even if you just consider that you’re asking a person to spend REAL MONEY on a product makes it NOT Gentle. You’re asking someone that you don’t know and who doesn’t know you to spend a fair amount of cash on whatever you’re offering.

And the issue with “Opt-In” or landing pages to “get this thing FREE” (whatever “it” is) is that FREE (unless it’s done precisely) has NO Value to a customer, even though it’s a POWERFUL motivator.

So, what do you do? What can you do?

How can you remove the #1 thing that prevents sales to occur (BTW, it’s “Risk that is associated with $$$”) while STILL causing your customer to have some relevant financial value to your business?

You’ve got to P.I.M.P your sales funnel – and in my next newsletter, I’m going to show you exactly how I do it.

Here’s a hint – what if you could make your marketing – from AdWords, to Affiliate Offers to Organic Search – all the way to the landing page or sales letter or product offer page contain a Pattern Interrupt Message that was so powerful that you customer conversion rate triples, or HIGHER?

And then you could take advantage of the exciting truth that it’s 8 time easier to sell a “customer” something than it is a prospect…

See where I’m going?

This technique is so powerful that it is becoming the PRIMARY Prospect Incubator for ALL of my front-end offers. In my first true deployment of P.I.M.P, it turned $1.00 into $48.00.

Hello!

This next newsletter is going to take me a few days to write, but there’s a great video with Frank Kern explaining a portion of his OWN sales funnel, which has a reputation for being “Gangster” – I still don’t have a clever acronym for that yet, but the week is young.

Watch Franks Video – you’ll need to opt-in to get it. It’s worth giving your email address for.

Till Next time – Keep ON Stomping!

Andy Jenkins

 

P.S. Later in the week, I’ve got a 50+ minute video being released. It’s probably the best interview I’ve ever done on the sales funnel process. My hair is wacked, but so what else is new…

The problem is, Mike Filsaime did it with me, and the only way to get it (this video is less than a week old) is to join his email list. I’d do it.

Sign up for his list here and keep an eye out for the video with me mid week.

P.P.S Check out the Blog and follow me on Twitter!

 

Sigh…

I get asked to look at a lot of Video Marketing, um…“attempts”. And I say “attempts” with sincere admiration and love for the “attempt-ee” because, guess what?

Even just plain old vanilla-type Video requires skillz.

Good Video actually requires Mad Skillz.

And then… there’s a whole different type of video:

The kind of Video that makes money.

And that, dear friend, requires Talent. (Which can be stolen, BTW – more on that below)

This is not about “technical” talent either. 10 years ago, video production required “Engineer-Level” skills and a studio full of rack-mounted gear costing $250k.

These days, you can hit home runs with a Flip Cam, Camtasia, and iMovie. Seriously.

No. No No - It’s not about your gear or your “geek”. It never was. It’s about a talent for ENGAGING your viewer.

And the trick that ends up looking like talent is called “Pattern Interrupt” – use this trick correctly, and your viewing prospects will obey your call-to-action commands. They’ll sniff your kool-aid and wrap their fingers around its plastic cup. And they might even drink deeply of your propaganda.

Heh. Speaking of kool-aid…

Here’s how this works:

Putting on my “Captain Obvious” fez for a moment, you know as well as I do that your marketing message has to fight cage-match-style combat just to get a prospect to notice you…

… but noticing your message DOES NOT even come close to guarantying ANY action from your prospect.

Pattern Interrupt, on the other hand, is (shhhh) pretty much THE MOST EFFECTIVE engagement-causing trick that I know.

Now, sprinkle a little Pattern Interrupt shizzle in your marketing videos (you are doing marketing videos, right?), and you can create a level of attention and focus on your message that is SIMPLY NOT POSSIBLE any other way (at least now that blackmail has been outlawed).

Pattern Interrupt – Distant Cousin to “Exceed Expectations” but with Moxie.

You’ve heard this phrase, “Expect the Unexpected” right?

Guess what?

NO ONE DOES THAT– especially your prospect. They expect you to over-head swing a “charm mallet” to the soft tissue of their “buying brain” hoping that the impact causes money to fly out of their wallet into your off-shore bank account(s).

Some knuckleheads call it “Selling”. Any form of selling is expected by your viewing prospect. And the act of “Selling” causes resistance – Even though people love to buy!

No one said the world was fair.

Hard Selling in video is not really selling at all. People are so used to receiving a different form of communication while watching moving pictures (like entertainment or information or the weather, for example) that hard selling with video is reacted to like it’s a form of coercion. Good Luck with that.

Your job is to create the unexpected in your video. You need to defy expectations – not exceed them.

Sometimes, (this is ninja) you need to allow your viewing prospects to be SO COMPLETELY SURE that they are about to see something that they’ve ALREADY seen before that when they are exposed to YOUR unexpected video, it’s like yanking the carpet clean out from underneath them – Three Stooges Style. Knowing you should Zig when other’s Zag it a totally liberating experience, if I do say so myself.

The very first essential step is understanding what your prospects expect you to do, then doing something COMPLETELY different. Honestly, it IS that easy.

98% of all marketing messages are essentially the same; they have the same strategies, same tactics, and the same goal.

Causing your marketing videos to be part of that rarified 2% elite moneymakers and sales-closers is a simple matter of being rebellious.

Obvious Examples of Rebellious Marketing:

StomperNet

In 2006, the Internet Marketing world was accustomed to scratchy, poorly produced and ugly looking video that you got ONLY AFTER you opted in to a marketing list through a squeeze page.

The StomperNet Launch offered a different quality of video that was released “In the clear” – no opt-in required.

That “Interrupted the Pattern” of expectations in the conventional Internet marketing space at that time.

The Result? Heh.

Geico Insurance

In 2004 Geico Insurance introduced “The Cave Man” characters in their car insurance advertising. The slogan was “So Easy, a Cave Man can do it”. If that wasn’t Pattern Interrupt enough, the Cave Men in the commercial actually got OFFENDED by that slogan.

The Result: This campaign was so successful, that it represents one of the ONLY television ad campaign that SPUN OFF AN ENTIRE SIT-COM.

Apple Computer

The Macintosh 1984 TV Commercial – Iconic, to be sure, this commercial featured about every top-notch production value and cinematography trick in the book.

But not a SINGLE image of the Apple Macintosh.

The Result? Apple is the 4^th largest computer manufacturer in the world.

And then there’s the IPod, and IPhone, and and and… it’s not Vista.

Mentos Mints

“Do Do Do Do – Do Do…DoWAHHHHH”

Seriously – hum that to yourself. It will be in your head until you hear something worse, like a Milli Vanilli song. Girl…you KNOW it’s true… ooh ooh..

Sorry.

The Result?

While YOU might not be tempted to bleat out “The FRESH Maker” except while blotto at Techno Rave Parties…this candy company has a Global presence – and it was Pattern Interrupt Marketing in their videos that caused it to happen — even if the Goober-Factor was immeasurably high by today’s scientific standards.

Frank Kern Mass Control 2.0 Launch

I watched Frank’s video marketing pre-launch for Mass Control 2.0closely.

In addition to compelling How-To Content, the bulk of his videos also featured Cars, Surfboards, Walks on the Beach, Video Games, and Guitars. It probably “sold to the viewer” less than any Marketing Product Launch since – meaning LOW buying resistance.

The Result? The Pattern Interrupt of Life-Style Goal Manifestation instead of hard selling displayed in these videos created the largest launch in 2009.

You are probably starting to see the “Pattern” of Pattern Interrupt:

1 – Deliver the Unexpected – in your Marketing, and you Offers. Use your Marketing VIDEOS to drive it home.

2 - I think it’s all about offering Unexpected CONTEXT – that’s where the HOOK in your message introduction is only a DISTANT cousin to the actual topic or subject of your product.

3 – I have recently coined the phrase (Meaning stolen it from someone whose name I cannot remember anymore) “Proximity Marketing”.

Proximity Marketing allows you to associate your marketing messages with concepts that are COOL, Humors, Fun, (Horrifyingly) Annoying or Emotional.

First you decide to Pattern Interrupt. Then, you Proximity Market – meaning you cuddle up to a concept or cultural issue or industry staple that your prospects can identify with.

Here are a couple of techniques to chew on:

Shock and Awe (™ Donald Rumsfeld and Frank Kern (no offense Frank)

Shock and Awe challenges you to shatter the anticipated desired results or goal expectations of your prospect when they think about using your product – by showing User Success at a level that they could not imagine.

This is NOT the easiest Pattern Interrupt to pull off – because frankly, there’s nothing new under the sun and man-o-man are we a jaded society or what?. But what you might try is “The Paradigm Shift” – add something to your product’s feature set or service set that just doesn’t exist from your competitors.

• Remember the ATM machine? 24-Hour access to money? That’s crazy talk!

• Enterprise Car Rental Service – “We’ll Pick You Up?” INSANITY!

• Lose 20 Pounds in 20 Days? Without amputation?

• We’ll sell your house for Asking Price GUARANTEED?

Essentially, Shock and Awe means your product is WAY better than everyone else’s. Or, at least you show your prospect how to USE it to that result.

Now, how about an easier “Pattern Interrupt” for your video marketing?

Parody

Parody is among the easiest and most consistently effective ways to Pattern Interrupt.

Why? It requires very little innovation (you’re making a parody of something already well known) and humor (especially the self-effacing kind) ALWAYS gets attention.

Might I give proper acknowledgment (i.e. Mad Props) to Gabe and Max’s Internet Thing of YouTube fame? Genius. Parody of Internet Marketing.

How about Hulu? Alec Baldwin as a Brain Slurping Alien? Beautiful!

Do you know the slogan for Virgin Airlines? “Considerably More Experience than our name would suggest…”

You stop, you read, you smile…

…you REMEMBER.

Parody…

Pattern Interrupt….

Ask yourself – what do you think your prospect is expecting when they hit the play button on your internet marketing video?

Figure that out – then do something ELSE.

It does not have to be contrarian. It does not have to be left field. It does not have to be explicit…

It just needs to be a little…unexpected.

This marketing video (well, it’s not even a marketing video) totally DEFINES Pattern Interrupt.

(UPDATE: This video is not currently available – we're working to find a new link -ed.)

It’s got Parody, seasoned with some Shock and Awe. But what I think it does the most brilliantly is the Set-Up and SPIKE (knock down).

The open of the video behaves EXACTLY like a “Block Buster” campaign, only there’s just something a little…TOO Big about it.

While you’re watching the first minute or so, you should get a sense of the video “Taking itself TOO seriously”.

That, my friend, is the Set-Up.

Then, there’s the SPIKE – the knock down is the Pattern Interrupt, and it’s what keeps you watching.

Its what switches your brain from

“RED ALERT – Incoming Sales Pitch – RAISE the SHIELDS”

to

“Heh, good for them! Now, what’s this all about…”

Imagine “Myth busters” meets “The Real World”.

Yeah, watch this video, and then opt-in to see the next one – where the next Pattern Interrupt is what I call “The Discovery Channel” technique.

(UPDATE: This video is not currently available – we're working to find a new link -ed.)

Let me know what you think of the video here on the blog.

Keep on Stomping!

Andy

 

P.S. I stole the term Pattern Interrupt from Frank Kern. He wasn’t using it today.

P.P.S. I’m a little miffed by the high level of creativity in this video. Yep - The Video Gauntlet has been thrown down. StomperNet will answer with Vigor. Oh Yes. We will answer.

(UPDATE: This video is not currently available – we're working to find a new link -ed.)

Game on.