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Issue #104
October 2020
MWM Marketing
CLINIC
Making Web Money
How to Earn 5 Income Streams From One Paid Printed Newsletter MWM Success Guide How to Sell Products at a Ridiculous Markup
MARKETING INTERVIEWS
CLATE MASK
Online Marketers: CEO of Keap The One Simple Shift That Will Catapult MWM Ask the Expert You To Success Why Internet Marketing Was Made for Introverts and 5 Reasons You NEED a Blog MWM Business HELP When Typos
Cost You Money Learn How People Are Making Web Money Online Today
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MWM contents
MWM 4 [ OCTOBER 2020 ]
6 MWM Editor’s Letter OCT 2020 7 MWM Inbox 8 In The NEWS 9 MWM New Product Feature FREE Affiliate Funnel Offer 12 MWM Success Guide – How to Sell Products at a Ridiculous Markup 14 When Your Competitors Don’t Play Fair 15 Dynamic Digital Software Store Want A FREE Website?
9
FREE Affiliate Funnel Offer
16 Subscribe For FREE 17 MWM Ask The Expert: Why Internet Marketing Was Made For Introverts & 5 Reasons You NEED a Blog 18 3 Tips for Selling More T-Shirts 20 Membership Authority Sites 21 Business HELP – When Typos Cost You Money 22 Do You Hate Paying for Advertising? 23 Case Study – Increasing Opt-ins By 50% 24 Introducing 6FigZ - New Product 25 The “Can You Spot the Dog” Trick To Going Viral 26 How To Get Plenty of Affiliates With Zero Hassle 29 SHOPZPRESSO MEGA STORE
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Introducing 6FigZ
MWM contents
MWM 5 [ OCTOBER 2020 ]
Features … 36 MWM Interview – with Clate Mask of Keap – formerly Infosoft
ntents
39 The Functional Strength Guide 41
MWM Q&A: 5.5 Conversion Factors to Sell More Books
43 Covert VIDEO Press 45 Internet Marketing Made Easy 47 FLAT Graphics BlackBox 3.0 48 Massive Traffic Blueprint 51 MWM wants You to Know – Online Marketers – The simple Shift That Will Catapult You To Success
59 New Product KETO Power Boost
52 Unlock My Secret Traffic Methods 53 My Blog Profits Coaching 54 The VENUS Factor 55
This Month’s Marketing CLINIC How to Earn 5 Income Streams from One Paid Printed Newsletter
56 Mastering Hashtags to Drive More Traffic 57 Affiliates -3 Tricks to Making More Money With Little Effort
59 New Product KETO Power Boost 60 YouTube Ads Made Easy
35 CLATE MASK – CEO of Keap MWM INTERVIEW
Are you trying to keep track of the latest Covid-19 Corona Virus News ? WE have ALL the INFO in one place for you
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MWM editors letter Welcome to the OCTOBER 2020 Issue of our monthly “Making Web Money” Online Digital Marketing magazine where every month we show you how real people, just like you, are making web money – online.
This month we have MORE great articles and personal success insights, interviews, plus some ONLINE opportunities for you. - When Your Competitors Don’t Play Fair - MWM Series on Business Help - When Typos Cost You Money - Unlock My Secret Traffic Methods - MWM Interview – Clate Mask of Keap - 3 Tips For Selling More T-shirts - Do You Hate Paying For Advertising ? - New Product - Introducing 6FigZ - FREE Affiliate Funnel Offer - Case Study: Increasing Opt-ins by 50% - MWM Wants You to Know – Online Marketers: The One Simple Shift That Will Catapult You To Success - The “Can You Spot The Dog” Trick To Going Viral - New Product SHOPZPRESSO MEGA STORE - How To Get Plenty Of Affiliates With Zero Hassle - Mastering Hashtags to Drive More Traffic - Affiliates – 3 Tricks to Making More Money with Little Effort
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-This Month’s Marketing CLINIC - How to Earn 5 Income Streams From One Paid Printed Newsletter - MWM Success Guide - How to Sell Products at a Ridiculous Markup - MWM Ask the Expert - Why Internet Marketing Was Made for Introverts - 5 Reasons You NEED a Blog - MWM Q&A: 5.5 Conversion Factors to Sell More Books I hope you enjoy this month's issue of the magazine – Check out our 103 Great Back Issues of Making Web Money!
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MakingWebMoney.com Subscription enquires: www.MakingWebMoney.com Order the printed edition: www.issuu.com Advertising enquires: www.MakingWebMoney.com
Making Web Money Magazine Published 12 times per year. Copyright
All rights reserved. Reprinted with permission. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher Making Web Money Online Marketing Magazine Editor Harry Crowder
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QUOTABLE.. “Success is not final; failure is not fatal: It is the courage to continue that counts.” – Winston Churchill
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QUOTABLE.. New predictive capabilities “EveryAnalytics email is a customer survey of your target market, b in Google testing they vote on what resonates best with them.”
Google has recently rolled out some new predictive capabilities in Google Analytics that and couldSenior have some big impacts at on Holisti – Kath Pay, Founder Consultant your Google Ads — specifically your website users' purchase probability and churn probability.
Email Marketing
These newest updates represent the company’s last push into machine learning to help businesses grow by improving the insights available in Google Analytics. https://blog.google/products/marketingplatform/analytics/new-predictive-capabilities-google-analytics/
Google’s Rich Results Test is out of beta Google launches Keen If you’re unfamiliar with rich results, they “are experiences on Google Search that go beyond the standard blue link.” So, what does that actually mean? If you’ve watched Google search results evolve over the past few years, you’ve noticed your search results are no longer only a page full of large blue text links and descriptions. Some results produce a variety of different informational pieces. For example, if you search “COVID”, you’ll encounter one of the most comprehensive examples of rich results. https://webmasters.googleblog.com/2020/07/rich-results-test-out-of-beta.html
MWM New Product
MWM 09
MWM 10
Google’s Rich Results Test is out of beta Google launches Keen A new Google app called Keen, which sounds like a blend of Facebook Groups and Pinterest, purports to make it easier for you to learn more about what you love and connect with others who share your passions.
https://www.blog.google/technology/area-120/keen/
How Do You Compare? 2020 Email Marketing Statistics Compilation Dave Chaffey of Smart Insights published an in-depth study on email marketing, gathering information from several email-service providers. The average open rate, across all industries, varies from 14.79 percent (Constant Contact) to 21.33 percent (MailChimp). The average click-through rate ranges between 2.98 percent (Get Response) to 6.99 percent (Constant Contact). See what else he found after analyzing hundreds of millions of sends: https://www.smartinsights.com/email-marketing/email-communicationsstrategy/statistics-sources-for-email-marketing/
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MWM success guide
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How to Sell Products at a Ridiculous Markup I’d love to call this a case study but I don’t have enough info to do that. What I can say is that this must be making money or they wouldn’t keep doing it. Lately my Adblocker isn’t always working properly on YouTube, which is why I’m suddenly seeing ads appear before my videos, and it’s been a real learning experience for me. If you have an adblocker, you might disable it for a few days just to see what you’ve been missing. Recently I watched a YouTube video while doing research on Tinnitus, which is likely why I was shown an ad for a simple product – an ear cleaning device – with an equally simple ad. It was a bunch of short video clips (mostly stock footage) assembled with background music and words on the screen – no audible narration of any kind. They were selling this “revolutionary doctorinvented, doctor-endorsed” soft little plastic corkscrew device with a handle. Imagine a disposable toothbrush - only for your ears - and you get the idea. And you could buy one for $44, or 2 for $69, or 3 for $93 or something like that. The prices were HIGH. And of course, they only had 7 available for my area and these prices were 50% off but only available for the next 7 minutes (yeah, right.) Following a hunch, I went to Amazon and looked for the same device and found it for about ten bucks. Taking a wild guess, wholesale it’s probably about $2-$4 in quantity. Here’s my point: If someone has an urgent problem and you have the solution, you can pretty much charge as much as you can get away with. If your advertising is done right and creates urgency and makes the product seem exclusive, then it’s a fair guess that most people aren’t going to go to Amazon to see if they can get it cheaper like I did.
If you can find a product that: • Is low cost to you • Can be made to appear to be worth much more than it costs • Solves an immediate and urgent problem • Can be targeted to the right audience on YouTube Then you can make a simple video ad for YouTube and test it out. This might take a few tries to get right, but if you hit upon a winner, you can make some SERIOUS money doing this. I’ve seen the exact same system used by the same company for a portable air conditioner and a vacuum cleaner attachment, and I’m sure they’re doing this with many other products as well. The beauty of placing your ad on YouTube is people are on there looking for SOLUTIONS, and you do not have the competition of hundreds of other sellers like you do on Amazon. The video ad itself was simple enough that almost anyone could create it. This leads to a sales page, which leads to an order page. And while I can’t show you the videos, here are the sales pages for… The ear cleaner: https://qtwists.com/ The portable air conditioner: https://getpolaire.com/ The vacuum cleaner attachment: https://myvacuumax.com/ Spend some time on YouTube without your adblocker and you’ll eventually run into this type of video ad. This is an easy system that can be duplicated multiple times for multiple products. In fact, it’s not hard to image that these guys are pulling in 6 or 7 figures doing this.
When Your Competitors Don’t Play Fair Rule #1 of online marketing… there aren’t nearly as many rules as you might think. Rule #2 of online marketing… some people will do things that really should be against the rules. And sometimes these things will really make you mad. Rule #3 of online marketing… you can’t change what they do and getting mad won’t help. But what you can do is sleep well at night. Here’s what I’m talking about: Within the ‘make money online’ niche, as well as most likely every other niche, there are people who don’t play fair. I’ll give you a few examples: • They sell live coaching for big fees, boasting about how customers will have direct access to them. Then they outsource those calls to staff or virtual assistants. • They offer upsells at one price, then offer the same upsells at lower prices when people don’t buy. Those who bought the first time paid more for the exact same product other customers paid less for. • They offer products that aren’t created yet. Then say they have ‘technical difficulties’ as they rush to outsource the creation of the product. • They sell software that does not work. You get the idea. I’ve bent the rules myself, but in ways that never disrespected my customers. My own rule is that customers come first and it lets me sleep well at night. The other day I was promoting an affiliate product when one of my customers sent me an email. He was livid. Seems he bought the product at one price, and then later discovered that had he left the page and waited for a follow up email from the seller, he could have saved $100. Whoops. This is a good customer of mine. He’s been with me for years. I apologized for his experience and sent him the $100. What I didn’t do was complain to the product seller. I let it go. While I play fair, I realize I can’t always expect everyone else to do the same. This seller has quality products I totally believe in, and I’ll probably continue to promote them. But in the future, I will look at the funnels I promote more carefully. And if there is a way to get a better deal, I’ll let my readers know about it.
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MWM ask the expert
MWM 17
Why Internet Marketing Was Made for Introverts 20 years ago if you wanted to get rich and successful, it helped tremendously if you were an extrovert. Why? Because of networking. You had to convince people to finance you, to work for you, to work with you and to buy from you. Handshakes and small talk and saying all the right things and making the right impression and… whew. I’m exhausted just thinking about it. That’s because I’m an introvert. Yes, I can do all of those things in person, and I can do them well. But to recharge I need plenty of time alone. What I can’t do is that sort of thing 8-12 hours a day. It’s just not going to happen. Enter the internet. All networking can be done online. All selling can be done online. EVERYTHING can be done online! It’s an introvert’s dream come true. Online marketing is your shot at the life of your dreams. And if you’re an introvert, you have an edge over extroverts. Especially in the time of coronavirus. So get busy and make your dreams come true.
5 Reasons You NEED a Blog Blogs are so 2005, right? You’ve got to keep writing all the time and finding things to say and communicating and who needs that? Okay, maybe you do. If you have a website, you need a blog. If you market online, you need a blog. If you want to have an audience for whatever it is that you do, then you need a blog. Here’s why: 1: More Connections. Blog marketing boosts your connections with potential customers. They can get to know you through your posts, understand why you are the expert, find out how you’re different from all the rest and leave comments for you to respond to. 2: Improved SEO. If you want to rank for certain keywords, frequently updating your content and using keywords in your posts is a great way. 3: Freshness. A website without a blog is static. It’s stale. It’s not growing, moving, inspiring, adjusting to new developments, improving with the times or helping people when they need it most. 4: Testing New Ideas. You’ve posted 30 new blogposts in the past couple of months. Of those, 25 received a moderate number hits, 4 received a lot of hits and 1 went viral. Which post topic is telling you to expand upon it, create a product around it, write a book about it and teach a course about it? Gee, I wonder…
e
5: Practice. Do you want to get better at content creation? Having a blog is an excellent tool for that because you’ve got to continually update it. And you get immediate feedback, too.
3 Tips For Selling More T-shirts T-shirts can be a great way to make extra money. Find a quote people love, design a super simple shirt with that quote, get it on Teespring and run a Facebook ad campaign. Yes, it’s just about that easy. The key of course is to find the quote that people are willing to pay for. To do this, first pick a niche so that you know exactly who you are targeting. For example, I saw someone on FB targeting female military veterans. Once you’ve got your niche, set up a Facebook fan page for that niche and find a quote that is getting a lot of shares and positive feedback on Pinterest or Facebook. The t-shirt I saw for female veterans said simply: “Yes I am a Veteran. No I am not a guy.” Nice. Tip #1: Don’t know what to put on a shirt? No problem, just ask. Let’s say you go to Pinterest and you search for quotes. Choose what you think are the most promising quotes and put them on shirts in Teespring. Post images of the shirts on your Facebook fan page without the links and simply ask if people would wear them. If you don’t have fans yet, run Page Post Engagement (PPE) ads to reach your target audience. $5 might be all you need to drive enough engagement to any one shirt picture. Once you’ve chosen a winner, then you make a new Facebook post with your Teespring link. Drive traffic with Facebook ads. Tip #2: Whenever you post a new shirt on Facebook, make this your first line of text: “Tag your friends who also love it.” Follow this with your Teespring link and your sales copy and shirt picture. Asking people to tag their friends will get you more views and more sales. In the above example, who knows female veterans? Other female veterans, that’s who. It will only take you a second to do this and it can result in a lot more sales. Tip #3: Continue to make shirts for your chosen target market rather than hopping from niche to niche. Then every time you run a new campaign, go to the admin area of Teespring and send a message to everyone who has purchased from you in the past. Let them know about your latest shirt that will be only be available for a couple of days. Send the message 3 days prior to ending the campaign to give them just enough time to see the email and order. This is a short message of about 2 or 3 lines of text, nothing fancy. You will get more orders doing this one simple thing each time you have a new campaign that is ending soon.
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MWM Business HELP When Typos Cost You Money I just received an email from a well-known online marketer. The guy has been in the business at least 20 years and makes significant bank – or at least I assume he does – who knows. Look, I get it that proofreading is boring. It sucks. Who wants to take the time, right? I’ve probably published more mistakes than anyone. But… some mistakes can be far more costly than others. I clicked over from the email to his sales letter which was interesting for more than just the typos (of which there were many.) His subheadline wasn’t even about the product, it was about one of the bonuses – a stack of old books written on a related topic. I’m going to tuck that little bonus-in-the-subheadline technique away for possible future use. Scrolling down, there were the typical typos such as, “ahve” for have. “Befroom” and “beddroom” for bedroom. “Podcsat” for podcast. “Soemthing” for something. These are things that are super easy to catch if you pay attention to your spellcheck. And yet, there they were. Then I got to the one that cost him sales. I’m going to paraphrase the paragraph headline and what he wrote, but you’ll get the idea: 3,000 members on recurring billing at $47 a month. This guy I knew was famous for raising money for bigwigs and doing this and that, but he also ran an online business where he got 3,000 people paying him $38 a month. I’ll show you the exact method he used. Ouch. Did you catch that? My theory is he first wrote $38 a month, but later decided it would look better at $47. He changed the headline but forgot to change the paragraph that came after it. Which had me wondering… is he making ALL of this up? Just as bad, there was a ‘testimonial’ from “John Doe,” the name Americans use as a placeholder for a real name. Obviously, this was supposed to be flushed out with a real sounding name and a much better testimonial than the placeholder of, “I’ve taken a few of his programs over the years and have learned a bunch.” Wow that’s embarrassing. Ironically, I have no doubt this marketer has enough real testimonials to fill a book. Up until the fake testimonial and the price discrepancy, I’ll bet a lot of people really wanted to buy the product he was selling, too. I know I did. But after those confidence shaking mistakes, why would your average customer believe anything on the page? Credibility and sales were lost. You might want to proofread your sales letters like your sales depend on it. Because they do.
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Do You Hate Paying For Advertising ? It’s great when we can use free advertising to make sales, right? Like when affiliates send you traffic. Oh wait… you have to PAY those affiliates. Okay, but when you do guest posting, and appear on podcasts, and haunt forums and do all those other things that are free… Except all of that takes TIME. And it may – or may not – send you the traffic you seek. Hmmm…. What if we thought of advertising as an investment? Let’s say you invest in real estate: You might make 5% to 20% yearly returns on your capital, right? Of course there are things like property taxes and maintenance that eat into that. Or you could lend money to others and charge 10-20% interest. But what are you going to do if people don’t pay you back; break their legs? Okay, you could buy a business. You’ll need a big (BIG!) down payment and either a paid manager or 40-60 hours per week of your own time to run the place. Then there’s the stock market. Win some, lose some… better buy the blue-chip stocks to be safe. That’s about 6% per year. I hope you’re either very young and willing to wait a long time to see your money grow, or you have a lot of money to invest right now. Then there’s ads. Little bitty ads on Facebook, YouTube, Adwords, etc. You place an ad – depending on what you’re selling, you might spend $50 a day. But you have a system in place, and that $50 yields $50 in immediate return and another $100 over the course of the next couple of weeks or months. In other words, you invest $50, you get back your $50 and you make another $100 within 2 months. Like clockwork. What are you selling? Courses, info products, services… whatever it is you want to sell. Maybe you already have a brick and mortar business and you’re getting new customers this way. What other investment will give you a return like this? Because if you know of one, I sure want to hear about it. “But I don’t know what to sell or how to sell it.” Fair enough. Pick something. Choose a niche where there is a lot of money to be made that you find at least somewhat interesting. Got it? Now go on a quest. Find out what other people are selling in this niche and how they’re selling it. Take an entire week to do this. Make lots of notes. At the end of that week you should have a long list of affiliate products you can promote as well as ideas for your own products and services. Pick one and get started. My point here isn’t to give you a primer on how to sell products or build sales funnels or even do advertising. It’s to show you that one of the very best investments you can make is in buying silly little ads. Because once you have a winner, you can continue to invest in that ad over and over again for remarkably large and fast returns. Want to retire in 5 years?
Case Study: Increasing Opt-ins by 50% Case Study: Increasing Opt-ins by 50% Matt offers a physical copy of his book for free, if the new customer pays for shipping and subscribes to a $1 trial of a $47 monthly continuity program. When Matt set up his squeeze page he was in a hurry. He recorded a short video of himself talking about the book offer but he omitted using an ecover. Conversion was at 26% and it wasn’t paying for itself. In fact, for each new subscriber, he was paying about $2.00 out of his own pocket. The continuity program is a good one and he was making a profit overall, but he really wanted to get the initial offer to pay for itself so that he could ramp up his advertising. He tried a few things which increased conversion a percentage point or two. But then he finally added an ecover right above the opt-in form. Conversions increased. Then he went a step further, recorded a new video in which he holds a copy of his book and replaced the old video. Conversions have now increased by 50%. Never underestimate the importance of pictures in general and ecovers in particular. Whatever it is that you’re offering; a book, a report, software, etc., display a picture of it for prospects to salivate over. Or better yet, hold it in your hand to make it even more real and more desirable for the prospect.
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The “Can You Spot The Dog” Trick To Going Viral If you go to Reddit and search for, “Can you spot the dog,” you’ll find a variety of photographs that each contain a hidden dog. People LOVE this type of picture because they get a little serotonin hit when they find the dog. And they love to share these pictures with their friends, too. How can you use this in your social media marketing? Find or take photos that are relevant to your niche and have something hidden in them. It doesn’t have to be a dog; it can be anything. The important thing is that it is somehow tied to your niche, with bonus points if it ties to one of your products. And then share these photos with your followers. Take this up a notch by branding the photos with your name or website. And consider compiling a dozen or so of these photos and putting them onto your site. “For more find the X photos, click here.” Boom. This is fun for your followers and can bring you viral traffic. The only difficult thing might be creating or finding photos that are niche relevant. Obviously if your niche is pets, then this is easy. Any niche that can be represented visually can work. Maybe you teach crochet and have a cat? Make a series of photos of your cat well hidden in your crochet projects or yarn stash. You teach landscaping techniques and you have a dog? Easy-peasy – hide the dog in the landscape shots. If you don’t have a dog, hide a gnome. But what if your product is a course on how to drive traffic? Maybe you have photos of traffic and you photoshop your product into the photos, hiding it in a car window or on a distant billboard. Remember those books, “Where’s Waldo?” They were simply a series of 10 or so pictures with tons of detail and one hidden person – Waldo. And they sold like gangbusters because people LOVE the feeling of finding the hidden element. Get creative and see how you can use the “Spot the Dog” trick in your business.
How To Get Plenty Of Affiliates With Zero Hassle As anyone who’s tried it knows, recruiting affiliates for a product launch can be a real pain. Some affiliates have large egos and even bigger demands for your time and your money. “I want a bigger commission.” (They ask this no matter how much you’re paying, btw. I think they read it in an affiliate how-to manual.) “I want you to promote my products to your list in return for me promoting your product.” (Now you have to check out their product and see if it’s something worthy of promoting and a good fit for your list. 9 times out of 10 it isn’t.) “I want you to place my products inside your sales funnel.” (Sure, I’ll just do that for 100 affiliates and we’ll have 100 upsells and won’t that be fun?) And on and on it goes. It’s enough to knock the wind right out of your sails, and it’s the reason why some online marketers prefer to never deal with affiliates in the first place. But there is a way to recruit affiliates without any of the hassle, and it’s simple: Just get a JV broker on board for your launch. Choose someone who is just getting started in launch circles, someone who is hungry and eager and won’t demand you pay them in bags of gold up front. They should be active online and perhaps have done a couple of launches themselves. They don’t need a ton of experience; just enough to know how product launches work and how to find affiliates. Pay them for results, such as giving them a percentage or your profits or giving them access to the list you build from selling your product, or even placing their product inside your funnel.
The more sales they generate, the more they earn. You set up the affiliate page and you decide on the contest prizes and commission structure. Then your JV broker’s job is to schmooze affiliates, send out launch reminders, perhaps provide ongoing motivational emails to affiliates, answer affiliate questions and anything else having to do with affiliates. This is going to take massive stress off you. In fact, the only thing you’ll need to do other than set up the affiliate page and commission structure is send out a thank you email to affiliates after the launch ends. And don’t worry about your JV broker. They won’t have to endure half the B.S. that you would need to go through because they are “just” the JV broker. When someone asks them for special favors like higher commissions than other affiliates and so forth, your JV broker can simply say they don’t have that authority. If you don’t enjoy recruiting affiliates, scout around and find yourself a JV broker. If they’re good at their job, they’ll bring in more sales than you probably could, paying for themselves and building your list even bigger. And they will free you up for the important stuff, like tending to your new customers.
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MWM Interview Clate Mask AInterview
Editor: Hello and welcome. Today's guest is someone I've been itching to talk to for some time. Clate Mask is the CEO and cofounder of a company called Keap, which was formerly known as Infusionsoft. Now this is a company you may or may not be familiar with, but it is one of the most Revolutionary software as a service companies out there today. But what is Keap and how does it help power business? Well, we'll find out that and so much more. Clate, welcome. Clate Mask: Thanks so much. Great to be with you. Editor: Well, it's great to have you with us and for anyone listening, who doesn't really understand what Keap is or what it is that you do, maybe you could start by telling me what it is and what it does. Clate Mask: Yeah, the simplest way to say it is that it's sales and marketing automation software for entrepreneurs. Entrepreneurial small businesses, they're busy, they're wearing so many different hats. They're trying to get all kinds of different things done and it's really tough to not drop the ball with prospects and customers. So you need a system to help you follow up effectively. You need a system to help you to nurture leads, turn them into clients, turn those clients into rating fans and that's what our software does. It's an automation platform for small businesses. Editor: Is this what is known in industry as a CRM? Clate Mask: Yeah, a lot of people will refer to it that way. Sometimes we'll talk to entrepreneurs and small businesses and they're like, "I don't know what CRM ... I can't even spell CRM. So, we definitely refer to it as customer relationship management software, CRM for entrepreneurs, but simply put, it helps you to do a better job with your sales marketing and customer service. Editor: Great and what is it that inspired you to start Keap? Clate Mask: Yeah, well, we were helping small businesses do their sales and marketing online more effectively. This was years ago, 18 years ago. What we found was that there was so much disorganization and chaos that made it really difficult for our customers to follow up effectively. So, we created an automated way to send the right message to the right person, at the right time to build relationship, to do it efficiently and put more hours in the day for the entrepreneur.
Editor: Makes sense and how difficult was that as a concept for you to achieve? Clate Mask: It's interesting, it took us about three years in the early days to get it right. We began using it ourselves and when we started to see our customers use this personalized, automated follow-up, we saw what a game changer it was. The funny thing is we weren't using it yet. We weren't using the automation aspects ourselves. We were using it to organize our contacts and follow different calling lists and things like that. But it was really manual and it wasn't until we started to see our customers using the automation, that we said, "Hey, you know what? We ought to use that ourselves." Once we started using it ourselves, it completely changed the game. Editor: For anybody who's never seen Keap and what it is capable of, I know that there's maybe some confusion, perhaps, because for a long time you were called Infusionsoft. Maybe you could just explain a little bit about how Infusionsoft evolved into Keap?
Editor: For anybody who's never seen Keap and what it is capable of, I know that there's maybe some confusion, perhaps, because for a long time you were called Infusionsoft. Maybe you could just explain a little bit about how Infusionsoft evolved into Keap? Clate Mask: Yeah. So for years, Infusionsoft was this powerful sales and marketing automation software, but we heard customers and people who wanted to sign up for it, they'd say, "Oh, I need something lighter." I need a lighter, easier version of Infusionsoft. So we began creating that and when we got done creating it, we said, "You know what? Most people are going to start with this new product and then some will grow into Infusionsoft." So Keap is the lighter, easier version of Infusionsoft and the reason why we renamed the company is that most customers will start there and we want our software to be known first and foremost for ease of use. That's not what Infusionsoft was known for. Infusionsoft was known for all the power, all the bells and whistles, all the things you could do, and we want that too. We want our customers to have that version. So today you can buy a number of different products from Keap. You can buy our Grow product, which is for the earlier beginners and then you can buy the Pro product for people that are starting to move up a little bit, and then you can buy our Infusionsoft product, which has all the bells and whistles. Editor: Great. So, I mean, it's a fully featured suite of solutions, I guess is what you're saying. That you went from learning to drive in a Rolls Royce with Infusionsoft, now you can learn to drive in a much smaller car and then advance up to the driving in a Rolls Royce. Clate Mask: That's exactly right and the car analogy is a good one. We've heard that many times where people said, "Infusionsoft's a Ferrari and I just need a Honda Accord," you know? Editor: Yeah. Clate Mask: So we now have ... you can get started with the car that's right for you and if you want to get all the power and all the capabilities of Infusionsoft, you can upgrade to that. The reason we named it Keap is that for those who know Infusionsoft, you know that we've always been about empowering the entrepreneur and encouraging that entrepreneurial spirit. The reality is sometimes it's really tough and you just want to quit. Our message has always been to these entrepreneurial, small businesses, keep going, keep serving, keep growing and we call it Keap. We spell it with an A so that we can own it and it's been fun over the past year to start building this brand.
We'll continue to do that. We have a mission that takes us through the year 2030, and our mission is to simplify growth for millions of small businesses and we'll continue that encouraging entrepreneurial spirit to keep going. Editor: Oh, love it. Love it. Now, alongside your work with Keap, you're also a published author. I know that you coauthored the New York Times bestselling book, Conquer The Chaos. Maybe you could just tell me a little bit more about that, how you got involved in writing books. Clate Mask: Yeah, you bet. So boy, it's been about a decade since we wrote it. What happened was, as we were helping our customers, we saw these common challenges that were causing small businesses to not grow and entrepreneurs to be frustrated and not able to find the freedom they were looking for when they started their business in the first place.
See, that's the thing about entrepreneurship is we get into it because we want to have freedom. We want to have impact. We want to have the control to earn what we're capable of earning. The reality is when you get into the business, a lot of times you don't have freedom. You have captivity, the business controls you and owns you and dominates your life. So as we saw this problem, we began to see very common patterns in what caused the problem and we also saw very common patterns among those who were successful in finding the solution. So we began to do some research around it. We began to collect our thoughts and really what happened was we had a bunch of friends and family and people we cared about who were asking us for all sorts of advice. We said, "You know, we just need to write this." So we wrote a book and we write all about the entrepreneurial mindset and we write all about the systems strategies that are needed in order to conquer the chaos and grow a successful business. Editor: Fantastic and congratulations for becoming a New York Times bestseller, I know how difficult that can be. Clate Mask: Thank you.
Note from the editor: This is a bridged version of the full interview which is available to listen to separately.
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MWM Q & A 5.5 Conversion Factors to Sell More Books (Plus Your Launch Schedule for Amazon’s Latest Algorithm Change) To increase conversions of your book on Amazon, pay attention to these 6 items: 1: Your Book Cover – Don’t skimp here. Make it professional looking, eye catching and readable in thumbnail size. 2: Your Book Title – Everything else being the same, a change of book title has been known to move a loser into the bestselling category. 3: Book Description – Think of your book description as a minisales letter. Every word should work to turn the prospect into a customer. 4: The Look Inside Sample (This is the table of contents and the first 5 to 10 pages) Make your table of contents compelling, with plenty of benefits and curiosity. Your first pages should highlight what the reader will get from reading your book – the benefits and changes they can expect, or the entertainment value. If it’s a work of fiction, your first pages and lead character need to capture the reader’s interest to the point where they care about the hero and MUST find out what happens next. 5: Price Point – This will depend on your genre. In some niches, 99 cent and even $2.99 books sell well. In other niches, that low price point implies the book isn’t worth the customer’s time. 5.5: Reviews – Quantity of reviews can be almost as important as how many stars you average. Don’t panic when you get the occasional negative review – it makes your positive reviews that much more believable, and some negative reviews can actually increase sales. For example, a book on herbal remedies with a negative review from someone who only believes in pharma drugs is a positive to that book’s target market. The higher your conversions – in other words, the more traffic you can convert into a sale – the more traffic Amazon will continue to send to your book page. Focus on higher traffic, lower competition keywords. Choose categories with plenty of visibility that you can rank for (not so popular that you can’t compete and not so obscure that no one cares).
If possible, get pre-orders to help you reach the hot new releases list when your book launches. Plan to send an initial boost of traffic to your Amazon book page the day you launch as well as the next two days after that (72 hours total). This primes the Amazon traffic pump. When Amazon’s algorithm sees that traffic is purchasing your book, it will begin to send its own traffic. To please Amazon’s latest algorithm change, your launch schedule might look like this: Pre-launch – discount your book price and get pre-orders*, the more the merrier. Day 1 of Launch – email your list and use social media. Today you’re sending all of your warm traffic to get your conversions high. Day 2 and 3 – do everything you can to get more traffic, such as promotions, guesting on blogs and podcasts, getting your book featured on book blogs and so forth. Days 4 – 7 – if you can continue the hard push, do so. Day 8 – move your book to full price. And as long as your book continues to convert well, Amazon will continue to send traffic your way. *Let’s talk a little bit about Pre-orders Pre-orders are obviously a great way to guarantee you’ll have sales on launch day, and you can start getting pre-orders before your book is even written, much less published. (HINT: If you have a book idea, put it on Amazon for preorders. Then push traffic to it to see if it converts. If it doesn’t convert, tweak the 5.5 conversion factors listed above. If it still doesn’t convert, you might want to consider writing something else instead.) Amazon has changed the preorder period from 90 days to a full 12 months. And you can put your entire series of books up for sale before they are written – up to 10 books in a series. The power of writing a series - fiction or non-fiction - is that when a person buys one book and likes it, they are much more likely to buy more books in the same series. Plus, you can promote all of the other series’ books in each of the individual volumes. Just make sure you can write and publish your entire series within 12 months.
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MWM wants You to Know Online Marketers: The One Simple Shift That Will Catapult You To Success It’s my opinion that any online marketer - regardless of niche who doesn’t do the following is essentially hiking up a rocky mountain barefoot when s/he could be taking the ski lift. Online marketing boils down to this: We either create our own products or choose affiliate products, and then we spend our precious time, energy and money getting people to BUY those products. But only a relatively small percentage of marketers make the one simple shift that will catapult them to success. I’m going to focus on product creators here but this applies to affiliate marketing as well. Here’s the traditional launch a product method: • You get an idea for a product. • You do some research and you believe this product will sell well. • You create the entire product. • You create the entire sales funnel that will sell the product, including squeeze page, upsells, downsells, sales page, product delivery page, affiliate page, etc. • You line up affiliates and convince them to promote your launch. • You launch and you make sales and you don’t sleep for a week because of all the customer service requests and affiliate hand holding necessary. • Then you pay affiliate commissions, pay affiliate bonuses, pay your web designers and copywriters and all of that if you haven’t already. • You’re exhausted. And this didn’t make the kind of money you thought it would, so you… • …start over with a new product and new sales funnel. • You do this as quickly and as often as you can without going insane. • Idea – product – funnel – affiliates – launch – repeat. • You realize you’re working 60 hours a week.
Sound familiar? Let’s add a twist. • You get an idea for a continuity product like a membership, newsletter or software as a service. • You do research to confirm this product will likely sell well. • You create just a small portion of the product if it’s informational – about one month of content. If it’s software, you outsource the creation of it (unless you’re a coder, which you’re probably not, so let someone else do it for you). • You create a page to offer either a free or $1 trial of the product. You could create an entire funnel, but you’re lazy so you just create the one page. • You drive traffic (free or paid) and you get your initial members. • You continue to get paid on those sales every single month. • You see which traffic methods are working and you keep using those. • You regularly update the product. • You continue to get trial members, many of which continue on as full paying members. • You may or may not use affiliates – that’s totally up to you. • This same membership sells for years. YEARS. Because you keep updating it. • Life is good. You know how much money you will make next month. You work 10-20 hours a month. • You’re not breaking your own spirit by continually having to create new products. There is no way you would ever get a ‘real’ job again. This second scenario can be just a small launch, perhaps to your own list just to see if it’s going to sell well. You don’t have to sweat the 101 things that go along with a huge launch because this isn’t a: “Sell it hard and get out fast.” kind of thing. You’re selling this membership, newsletter or SAAS for months or years to come, and earning residual income, too. You can start a membership site in a week and buy enough traffic to see if it’s a winner. If not, tweak it and try again, or get a better idea. You’re not out much money or time. (A full-blown launch can cost you hundreds of hours and a small fortune in copywriting, page design, affiliate contests and so forth.)
You’re essentially giving away initial access, so affiliates are optional. Fancy sales copy is optional. If you’re offering the right product to the right audience at the right price (free or $1) then selling just got a whole lot easier. And it’s residual. $10 a month. $20 a month. $47 a month. You pick the price. You get 200 new trial members the first week and 100 stick with you – you can do the math. You get 200 new trial members every single week for 52 weeks and half of those stay in the membership for several months – you can do the math. Yes, there is attrition. But if you’re offering the right newsletter or membership or software, that attrition rate can be surprisingly low. Think of a software someone needs to run their business. Are they going to cancel? Not unless you stop updating. Think of a newsletter or membership that gives them the crucial info they need to succeed (business or personal, doesn’t matter). Are they going to cancel? No way. I love products that pay residual income. I sell my own and I sell other people’s residual products as an affiliate. My reasoning is simple: Why work myself to death to create products that only pay me one time when I can create products that pay me over and over again? And these are products that I can keep selling for years to come. Consider this: Do you want to do 2 to 4 major product launches each year? I know guys who do one per month. It’s crazy. Or do you want to have maybe 1 or 2 products that you can continually sell for years that happen to bring you residual income, too? Residual income might well be considered the 8th wonder of the business world. When you’re earning residual income, you have income security with LESS work than if you did a big fancy launch every 2 to 6 months. Do you know what it takes to do a big launch? It’s exhausting. And when it’s over and the affiliates are paid and the bonuses are paid and all the expenses are handled, you realize that even though the launch went great (assuming it didn’t flop) you still didn’t make as much money as you thought you would. Which is why you see marketers doing one big launch after another after another. It’s work and frankly it’s not fun. If you wonder why so many ‘big name’ marketers come and go after a few years, this is the reason. Be kind to yourself and work smart. Sell products with residual income.
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How to Earn 5 Income Streams From One Paid Printed Newsletter While everyone else has a free e-newsletter or even a paid online newsletter, you might consider going in the opposite direction and having a PRINT newsletter. You can use a mailing service to print and mail the newsletter for you, making it a hands-off operation once you send them your new issue and updated mailing list. Formatting the issue is something you can hire out. Even writing the articles can be outsourced if you don’t want to do it yourself. But why would you want to do a print newsletter? You can charge more because it has a higher perceived value than an online newsletter, regardless of your niche. You have increased credibility. It might not be right, but the fact is a print newsletter is generally going to be viewed as more authoritative than an online newsletter, especially if your target market is older. With a printed newsletter, you are in their mailbox. You’re on their kitchen table. You’re on the coffee table in the living room or the nightstand in the bedroom. You are in your customer’s homes, and while I don’t know all the psychology behind this, I do know that when they can hold your product in their hands, your customers become much more bonded to you than if you’re simply words on a screen. Refunds are lower or even non-existent. The act of having to mail the newsletter back to you (the publisher) to get a refund is more work than most people are willing to do. And I know of print newsletter publishers who charge anywhere from $47 a month to $299 a month and do not allow refunds once an issue ships. How do you make money with a printed newsletter? You can use any one of these methods or a combination. 1: Subscription Fees Of course you can make money by charging for subscriptions. Determine what it costs to print and ship, what it costs to obtain a new customer and how long you expect the average subscriber will stay with you. You can charge more for certain niches, such as highly specialized areas (think fields such as science and engineering) as well as almost any type of investing or how to make money niche. You can likely charge even more if your newsletter is for businesses rather than individuals. Then again, you can also publish and mail your newsletter for free and still make plenty of money, as I’ll cover in a bit. 2: Charging for ‘Ride-a-longs” Since your newsletter will likely go out in an envelope, there’s no reason why you can’t add in some ride-a-longs. These are completely separate fliers, brochures and sales cards or sales letters from other businesses who want to target your customers. When you build up sufficient subscribers in the right niche, you can make even more money from your ride-a-longs than you do from subscriptions. 3: Charging for Ads Another option is to sell ads inside your newsletter. Again, you’ll want to have a sufficient number of subscribers to make it worthwhile for your advertisers. Anyone looking to target your prospects will be a good candidate, as long as they are not in direct competition with you. It’s even possible to send out your newsletter for free and still make a hefty profit if you do some or all of the following: Target the right readers, charge for ads, charge for ride-a-longs and/or sell your own products via the newsletter.
4: Selling More Products The added visibility and enhanced credibility a printed newsletter creates will naturally lead to more sales. And it doesn’t hurt that when your customer is holding your newsletter in their hands, you have no online competition for their attention. Think about selling from a website – you are in direct competition with every other website on the internet for that person’s attention. At any moment they can click over to Facebook, YouTube, Reddit or whatever. But when they are reading the sales letter you included with your newsletter, they’re not clicking away. They’re READING the sales letter. You can advertise your products in your newsletter and in your own ride-alongs. You can also write newsletter articles that make it super easy to recommend your own solution. Even when promoting a new launch online, who are your subscribers most likely to buy from? The person who sends them a newsletter in the mail each month, that’s who. You might also create a special inner circle of your paid newsletter subscribers. This inner circle gets special offers and deals your other list members don’t get – just another perk of subscribing. 5: Get Offered More JV Deals and Publicity Opportunities The enhanced visibility and credibility of a printed newsletter can also result in getting more offers from fellow marketers to do guest posting, be a guest on podcasts and even do profitable joint venture deals. One printed, paid newsletter publisher I know tells the story of someone subscribing to his newsletter using an alias. This person was a paid subscriber for 7 months before revealing he was a high level online marketer (8 figures) and wanted to strike a JV deal. That one deal resulted in a very large payday for the newsletter publisher. And when you approach others with JV deals, it’s much easier to get a yes when you can say you are the publisher of a newsletter. 6: Get More Clients Do you perform a service of some type? Coaching perhaps? Consulting? Freelance marketing for non-internet businesses? Whatever it is, you can use your printed newsletter to gain more customers. Credibility. Knowledge. Trust-worthiness. Being the EXPERT. These are the perceptions your prospects will have of YOU because you are the author of the newsletter they read each month for help, tips, news and advice. Place an invitation in each newsletter for them to contact you for a consultation. If you don’t hear from them after 3 or 4 issues, call them and remind them of who you are. “Oh yes, I get your newsletter!” Tell them you’re calling to see how they’re doing and if you can help. They will be flattered. This isn’t a sales call because they know you and like you already. Know, like and trust. Almost nothing can build that faster than continuous communication of awesome advice in your printed newsletter and an offer to help them. Find out what their current #1 headache is and help them solve it, and you’ll have a client for life.
Mastering Hashtags to MWM FLASHBACK Drive More Traffic Hashtags organize social media according to conversations and topics, making it easier for you to find your target market for your brand. To like, retweet and reply to posts under several hashtags, use a social media monitoring tool such as Hootsuite. Hashtagify can also help you find other hashtags that are related to the one you’re targeting. Now here’s the tricky part: Not all hashtags are to be treated the same on every channel. For example: On Twitter, tweets with a single hashtag typically generate more engagements than tweets with 3 or more hashtags. Conversely, Instagram posts receive the most engagement when using multiple hashtags, even as many as 10 or more in a single post. Then there’s Facebook, which tends to do better without any hashtags. Have you heard that hijacking hashtags to promote your own products is a good idea? Don’t fall for that mistake. Hijacking a hashtag is essentially spamming and the vast majority of people will ignore it (if you are lucky) or take you to task for it. Instead, contribute to the conversation in a meaningful, helpful way that is natural and non-pushy. Create posts that align with trending topics to reach new people. Watch what’s happening in your niche and look for opportunities to add your voice to the conversation. Or you might even parody what’s happening in the world. For example, brands might run their own ‘candidate’ during political elections or feature their own ‘movie star’ during Hollywood awards shows. One last thought on joining in on conversations on social media: When possible, use humor. Funny posts and tweets can sometimes gain enormous traction, and it doesn’t necessarily need to be related to your product. Brands like Oreos do this all the time. Just make sure it is always in good taste.
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STORY
Affiliates – 3 Tricks to Making More Money with Little Effort Here’s how to find and use even the most obscure affiliate programs. Let’s say you’re in the fitness niche and you write a blogpost about Kettlebells – those weird gym weights that look like tea kettles without spouts. In the past you would post the article and move on to something else. But today you got just 1% smarter and you asked yourself… “I wonder if there is a Kettlebell affiliate program?” First Trick – Too Easy? You go to Google and you type in, “Kettlebell affiliate program” and you find SEVERAL affiliate products that are specifically for kettlebells. Some are workout plans and programs and others are selling the actual Kettlebells themselves. You sign up with two affiliate programs and make a couple of quick changes to your blogpost. First you recommend to your readers where they can get a great deal on Kettlebells, and then you recommend your favorite Kettlebell workout program. This didn’t take much time at all and yet you’ve potentially got two more affiliate programs making sales for you. Second Trick – Kicking it Up a Notch Now imagine you do this with every single blogpost you publish, as well as going back to your most popular past posts and doing it for those as well. You could end up with several new affiliate programs making you sales. And again, it didn’t take all that much work. Third Trick – Never-ending Kettlebell Commissions And then imagine if you keep track of which affiliate programs are converting the best. Remember that kettlebell workout plan you promoted last month? It’s selling like crazy. How about writing a SECOND blogpost about kettlebells and promoting that affiliate program again? Or even making a kettlebell lead magnet and segmenting your list to find out who is interested in kettlebells, and then sending them an autoresponder sequence promoting perhaps 3 or more kettlebell programs over the following weeks? Now you’re not just 1% smarter, you’re an affiliate sale-making machine! Bottom Line: Every time you create a new piece of content, have a goal in mind. Whether it’s to get more subscribers with a lead magnet upgrade or make an affiliate sale or some other end goal, every piece of content needs to be working to build your business… Even the article about that weird cannonball with a handle. Last Note: Never promote a program or product you do not 100% believe in. Your good reputation is worth infinitely more than a handful of sales commissions.
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