Money-Making Monthly - June 2014

MONEY- MAKING MONTHLY

Volume II Number 6 | June 2014 | $97

THE Monthly Magazine For Sharp Entrepreneurs

THE FOUR

FACTORS OF

RISK

Brian Tracy

PAGE 4

YOU ARE SITTING

ON ~A~

GOLDMINE!

By Dean Jackson PAGE 10

EXPERT INTERVIEW with

TOM BEAL

PAGE

6

ABOUT STEVE | JUNE 2014

About the Publisher, Steve Sipress

If you want to grow your business slowly – or just maintain it as is, you’ll have to do that all on your own.

But if you want dramatic growth in your income and lifestyle, then Steve’s out-of-the-box and time-tested strategies and tactics could be the keys to your dreams.

You can benefit from Steve’s coaching experience and expertise to revolutionize your business – yes, even in this challenging economy – at one of the many in-person entrepreneur events he hosts, OR from the comfort of your own home anywhere in the world.

You can also learn basic and advanced direct response marketing strategies and tactics from 150+ hours of video instruction, plus use any or all of Steve’s multi-million-dollar, proven “done-for-you” marketing materials at SSSMarketingUniversity.com. That website has been called The Single Most Powerful Client Attraction Program Available Anywhere, and you could be using it to skyrocket your income anytime you want, 24/7, along with hundreds of other sharp, successful business leaders.

If you’re just starting up your new business, you’ll want to take advantage of all of Steve’s training, guidance and resources at NewBusinessAcademy.org.

Steve is a successful and award-winning serial entrepreneur, who has created and built nearly a dozen successful companies of his own, and he can help you do the same – more quickly and easily than you’ve ever imagined. In fact, you can immediately use plenty of his simple and powerful strategies and tactics that work especially well in this current frustrating economy!

Steve is a celebrated author, speaker and business coach who has established profitable businesses and helped thousands of ambitious and aggressive business owners, entrepreneurs, executives and sales professionals all around the world. He has written numerous newsletters and articles on sales and marketing for a wide range of publications and has appeared on radio and television, helping millions of people along the way.

If you want the very best, hard-hitting, no-nonsense, caring advice and help you can get, then “Straight-Talk Steve” could be exactly what you and your business need most.

If you’re in the Midwest, you can meet other like-minded business people in person and learn from the world’s leading entrepreneur experts at one of Steve’s many “Chicagoland’s Sharpest Entrepreneurs” live events that he’s hosted since September 2008.

You also have the chance to work with other entrepreneurs, business owners, executives and professionals like yourself who want to learn better, more effective ways to market their businesses and grow their incomes, thanks to Steve’s online group and personal coaching programs.

Whether you’re a current or future business superstar, Steve can help you get exactly where you want to go as quickly, easily and powerfully as YOU want – with massive results both short-term and long-term.

Pg II | Money-Making Monthly Magazine | www.SteveSipress.com

www.SteveSipress.com www.SSSMarketingUniversity.com

www.NewBusinessAcademy.org

www.Facebook .com/SmallBizHelp

www.Twitter.com/SteveSipress

“An Incredible Experience!”

"When we first started, I was terribly in debt and we were just a few months away from bankruptcy. We started seeing a boost right away in our business, we took what Steve's given me and we just started implementing and implementing, and it's just totally transformed my business.

Steve has helped me with my laser focus, he helps me implement, he's taken my business to a whole new level. We went from a half a million dollars to a million dollars in two years. It's just an incredible experience to know that where you think you're just dead and things are horrible, to now anything is possible. I can see taking this to a whole new three or four types of businesses -- it's going to be huge.

Steve is all business, he is an unbelievably smart, brilliant man. I can't say enough about him. Everything he's told me, I've made so much money it doesn't matter what it costs. They don't make enough money in this world that somebody could pay me so I would stop listening to Steve. Steve is the exact reason why I have a retirement fund now. It's probably illegal how much fun I'm having!"

Jon Bockman Owner, Bockman's Auto Care Sycamore, Illinois

HOW TO USE FACEBOOK’S NEW CUSTOM “LOOKALIKE” AUDIENCES TO ATTRACT YOUR PERFECT PROSPECT | JUNE 2014

How to Use Facebook’s New Custom “Lookalike” Audiences to Attract Your Perfect Prospect By Kim J. Walsh-Phillips What’s the number one way you attract your best customers? My guess is, your answer is referrals. When our best customers invite their family and friends into our business, they bring in people just like them who are likely a great match just like they are. And, this is why Facebook’s new Custom “Lookalike” Audiences are SO POWERFUL. They duplicate your current lists with people with the same demographics and let you reach many others without any list acquisition costs. So what exactly are they duplicating?

Facebook will create new audiences with similar demographics as your current ones with any of the following:

1. The people who visit your website. Not only can you target those who visited a specific web page or your entire website, but Facebook will duplicate those people with a new list with no-opt ins required.

2. The fans on your fan page. No more need to just target “friends of friends.” Facebook will duplicate this for you. I currently have almost 4,000 fans on my fan page, but when I asked Facebook to create a “look alike” audience for me, it opened me up to almost two million people.

3. Those who reacted to a certain way to your ads. So this sounds like advanced tech-geek stuff, but it’s very simple and important if you want a high ROI on your Facebook marketing. Facebook will give you a tracking code you can use to track the effectiveness of your ads, as in the number of people who opted in, purchased, added items to a cart or visited a site from an ad. Now, you can also duplicate this list! So, imagine if you got 100 people to fill out an opt-in report on your website.

Facebook will take the demographics of those 100 people and duplicate them for you to give you a bigger list of people who are likely to opt-in.

4. Your email or cell phone list. This has been in existence since last year but still worth mentioning. Facebook allows you to upload your phone or mobile list and matches it against their records so you can target this group of people. You can also have Facebook duplicate this list for you. So, your best customers and/or prospects can multiply in audience size quickly without having to buy a list.

A Step-by-Step Guide to Create Facebook’s New Custom “Lookalike” Audiences: 1. Enter Power Editor through Google Chrome 2. Under ‘Ad Tools’ select ‘Audiences’ 3. Click ‘Create Audience’ and select ‘Lookalike Audience’ 4. A dialogue box will appear; in the ‘Source’ box choose either a Fan Page, Custom Audience (from your website or email or phone list), or Conversion Pixel (ad results tracking) 5. Enter the country of choice in the ‘Country’ box 6. Move the slider below to optimize for either ‘Similarity’ or ‘Relevancy’ 7. Click ‘Create Audience’ And you thought Facebook was just “fluff,” huh?

About Kim J. Walsh-Phillips Kim Walsh-Phillips is the award-winning Speaker, Author, Strategist and CEO of IO Creative Group, a results-driven marketing and PR agency. She is a techie marketing geek with great shoes, a hatred of awareness campaigns and an obsession for marketing with a sharp focus on ROI. Kim has worked with brands such as GKIC, Sandler Training, Harley-Davidson, Chem-Dry and Hilton Hotels to increase revenue through direct response marketing. Kim has been featured by NBC, CBS, FOX and NPR and is the author of the best-selling Stupid Series, including “Awareness Campaigns are Stupid,” “Other Secrets to Stop Being An Advertising Victim and Start Monetizing Your Marketing” and the upcoming book: “Most Social Media is Stupid: Strategies to monetize your online marketing while you ignore everything else”.

Watch her free training video, “How To Turn Facebook Likes Into Customers In Just Three Steps” at: www.Social-Media-Marketing-Success.com

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40 WAYS TO HARNESS THE POWER OF WORD OF MOUTH | JUNE 2014

40 Ways To HARNESS The

POWER Of Word Of Mouth

By Steve Sipress

Facebook, Twitter and many other multi-billion dollar businesses were built purely on Word Of Mouth Advertising. How about your business? Are you leveraging the power of Word Of Mouth as well as you possibly could? Here are 40 Ways To Harness The Power Of Word Of Mouth. I’ve grouped them into 6 general categories for you…

1. Use Experts

3. “Canned” Word Of Mouth

Experts can come in many forms, and all of their opinions should be taken into consideration when putting together a Word Of Mouth campaign. Some experts to gather information from include: • Your own customers • Your own salespeople • Your own suppliers • Recognized experts, authors and authorities in your field • Members of “Experts’ Selling Groups” • Participants in “Expert Roundtables”

The concept of “canned” Word Of Mouth is using physical and online products to get feedback and offer information at the same time. Some ideas for these are: • Webinars • Tele-seminars • Google Hangouts • Email campaigns • Surveys • Coaching programs • Online forums • Facebook groups • Linkedin groups • CD’s & DVD’s

2. Seminars, Workshops & Speeches

4. Referral Selling

These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to attend and leverage are: • Speakers’ programs • Seminars and Workshops • Group selling events • Dinner meetings • Peer selling groups • Guest Experts on tele-seminars and webinars • Trade show events and opportunities

As I’ve mentioned before, a referral program can help you build your business in a variety of ways. By using some of these tactics and opportunities, you can find out exactly what you need to do to generate positive Word Of Mouth: • Testimonials • Networking • Referral Sales Programs • Affiliate Marketing 5. Using Traditional Media for Word Of Mouth Using traditional media is a great way to

get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are: • Customer service • Public relations • Consumer Hotlines • Product placements • Events • Promotions • Word Of Mouth in ads, sales brochures, direct mail, etc.

• Salesperson programs, sales stars or peer training • Word Of Mouth incentive programs (“Tell-a-friend” programs) • Customer gifts they can share with their friends (articles, videos, reports, how-to manuals) 6. Internal Word Of Mouth • Encourage employee Word Of Mouth and sharing feedback with family, friends and others • Offer rewards or commission for Word Of Mouth success In addition to these 40, there are many, many more ideas you can work with to increase your level of positive Word Of Mouth marketing.

The question is: How many are YOU using to build YOUR business?

To find out more about Steve Sipress and how he can help you have more fun and make more money with your business, see the Inside Cover Page.

To get new money-making strategies and tips every weekday from Steve and other top business-building experts from around the world, go to: www.RhinoDaily.com

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THE FOUR FACTORS OF RISK | JUNE 2014

The FOUR

Factors of Risk

By Brian Tracy

The critical factor in selling today is risk. Because of continuous change and rapid obsolescence, the risk of buying the wrong product or service becomes greater as change intensifies. Our greatest single need is for security of all kinds and any buying decision that puts us out on a limb triggers the feeling of risk and threatens that security.

There are four main factors that contribute to the perception of risk in the mind and heart of the customer. The first is the size of the sale. The larger the sale, the more money involved, the greater the risk. If a person is buying a package of Lifesavers, the risk of satisfaction or dissatisfaction is insignificant. But if a person is buying a computer system for their company, the risk factor is magnified by hundreds or thousands of times. Whenever you are selling a product that has a high price on it, you must recognize that risk enters into the buyer’s calculations almost immediately.

The second factor contributing to the perception of risk is the number of people who will be affected by the buying decision. If you go out for lunch alone to a new restaurant, the risk is very low. But if you invite a group of business customers to a restaurant to discuss a large transaction the risk factor can be very high.

Almost every complex buying decision involves several people. There are the people who must use the product or service, the people who must pay for the product or service, there are the results expected from the installation of the product or service and there is the reputation of the person making the final buying decision. If a person is extremely sensitive to the opinions of others, this factor alone can cause him or her to put off a buying decision indefinitely.

The third factor contributing to the risk perception is the length of life of the product. A product or service that, once installed, is meant to last for several years, generates the feeling of risk. The customer thinks, “What if it doesn’t work and I’m stuck with it?”

How many times have you bought something personally that turned out to be the wrong item and you were stuck with it? You couldn’t replace it with something more appropriate because of the amount you had already paid.

The fourth major risk factor is the customer’s unfamiliarity with you, your company and your product or service. A first time buyer, one who has not bought the product or service before, or who has not bought it from you, is often nervous and requires a lot of hand-holding. Anything new or different makes the average customer tense and uneasy. This is why new products or services, or new business relationships with your company, have to be presented as a natural extension of what the customer is already doing.

Now, here are two things you can do immediately to put these ideas into action.

First, demonstrate and prove to your customer that the people affected by this purchase will be happy and satisfied. Tell stories about other happy customers.

Second, show the customer that this purchase, even if it is new or unfamiliar is a logical extension of what the customer is already doing. Show the customer it makes perfect sense.

Pg 4 | Money-Making Monthly Magazine | www.SteveSipress.com

About Brian Tracy Brian Tracy has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars throughout the US, Canada and 55 other countries worldwide. As a Keynote speaker and seminar leader, he addresses more than 250,000 people each year.

He has studied, researched, written and spoken for 30 years in the fields of economics, history, business, philosophy and psychology. He is the top selling author of over 45 books that have been translated into dozens of languages.

He has traveled and worked in over 80 countries on six continents, and speaks four languages. Brian is happily married and has four children. He is active in community and national affairs, and is the President of three companies headquartered in Solana Beach, California.

Get your free copy of Brian’s “Goals! How To Get Everything You Want – Faster Than You Ever Thought Possible” by going to: www.BrianTracyFreeReport.com

Volume II Number 4 | Pg 5

EXPERT INTERVIEW WITH TOM BEAL | JUNE 2014

Expert Interview with TOM BEAL Steve Sipress: So, the first thing I gotta do, Mr. Tom Beal, is I have to thank you for your service as a decorated and honored Marine. I just thank you for your service. Every time there’s a Memorial Day holiday, there’s a Veterans Day holiday, if there’s anything coming up, I just gotta thank you, first of all, as an American for helping keep this The Greatest Country On Earth. So, thank you for your service.

Tom Beal: My absolute pleasure, Steve. And, hey, I just am thankful that I made it out of there alive, was a leader while in there and would have given my life to serve my country, to do my duty. So, now my prayers just go out to the people who are out there, putting themselves and their lives in harm’s way. And when you mentioned those particular holidays, I hope that others in America put time aside to reflect and thank the people that are giving it their all, literally and figuratively, for us to benefit from the freedoms that are here in this great country.

Steve: Well, now, you mentioned putting themselves “out there” in harm’s way; and that brings to mind: We are recording this interview just recently after – well, I mean this has been around for a while, but this recent VA hospital scandal that’s come to light. I mean it’s beyond flabbergasting and infuriating to me, but I gotta know from your perspective: What is your take on the shame of this country, as you say, to put men in harm’s way out there and then mistreat them when they come back home?

Tom: Yeah. And, unfortunately, that’s not anything new. This is something that touches near and dear to my heart with my grandpa serving in World War II as a Navy personnel, and he was actually at Pearl Harbor.

And seeing how he was pretty much forgotten in his elderly life until the 50year anniversary of Pearl Harbor came out, and then senators started calling him, asking to be

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interviewed. He told them to shove that up their you-know-where. He said, “What? You ignore me for 50 years. Now all of a sudden an election’s in play around the same time the 50-year anniversary comes around for Pearl Harbor. Now, all of a sudden, you want to give me some type of award or medal?

I’m not gonna do it.”

But now, going back the current situation with the government, it’s a really shameful thing that we would turn our back on the people who put their lives on the line for the country itself. Where were these elected officials who are passing these laws to put them pretty much on their own and not take of them when they’re in need of care?

And it goes a step further than that, if you actually look into some of what is being passed to take away some freedoms and rights and what recently occurred with certain people that are part of certain organizations getting the focus on them from the IRS. One of the focuses of this counterterrorism effort of the government – one of the top people on their list are military personnel.

You know, people that are now back from active duty – they’re on the list because – here’s my hypothesis – I and other military personnel took an oath to where we would protect the Constitution against enemies, foreign and domestic. And that oath wasn’t revoked when we got out of service. And what’s happening from my perspective as someone who was ready to put my life on the line for that document – for the Constitution – and to see it being stepped on and tattered and torn and disregarded to such a – it’s a disrespectful disregard.

It’s not even hidden. It’s out there clearly being treated as if it doesn’t exist, as if it’s old and outdated and not necessary anymore, with what laws are being passed, with what hearings are being upheld, that spit in the face of the Constitution that I and other military personnel made an oath to defend against enemies, foreign and domestic.

And me stating that, with all the different things of the Snowden exposé of how this call most likely is monitored – as all calls are – may put me on an even higher list of warning; because now I’m stating publicly that, yes, I took that oath. And, yes, I see that there

EXPERT INTERVIEW WITH TOM BEAL | JUNE 2014

are people that aren’t regarding the Constitution, the document that founded this country, and what each of the elected officials also made an oath to uphold and represent is being treated...

I mean if your wife, Steve, was just getting slapped in the face, and you’re standing there, you’re going to have to say something. I mean that’s just unacceptable behavior. And for people that took that oath and took it seriously, it’s unacceptable to see what is being passed that is totally counter to what that document states.

So, that goes a little deeper than the actual VA thing; but that’s right in line, because the Constitution is totally being disregarded. The military personnel who have come home are – you know, first of all, there’s a huge suicide rate for active and people that are back; and that’s not being looked at in a manner that I feel is sufficient. Here’s an epidemic that’s occurring, and no one’s addressing the root problem. They’re just letting these soldiers and these military personnel just kill themselves and, in some cases, harm others when they’re in these mental unstable situations – not going to the root of the cause of the problem.

Fortunately, I’ve never been in that position. I was prepared and trained for it – to be in a kill-or-be- killed situation – and it’s something that is really fair, and we wouldn’t condone. I mean think of cockfighting, putting two roosters in together.

And people get mad at dog fighting. People get mad that those things are put in a kill-or-be-killed situation – how cruel and inhumane that is, yet overlook the fact that’s what we do with our military personnel and then put them back into society, thinking, “Oh, everything’s fine. They’ll figure it out.”

There needs to be some indoctrination to reestablish them to be able to function without having to have the fear and worry of losing their life in just normal activity on the streets and in their new job, when

they came from situations where they fell asleep every night, not knowing if that would be their last night.

So, it’s a much deeper... That, I think, is good – that it’s being exposed – because it’s actually bringing light as to how people are just being disregarded, but I think extends much farther and much wider than most people would ever imagine or dream of. And if it were to be fully exposed, unfortunately, I think society right now is in the stage similar to the Roman times when they called it the “bread and circus” stage. People are fat and unhappy, and they’re entertained, and they really don’t care.

The Snowden exposé is a perfect example of that. Snowden exposed that all of our calls, all of our emails, all of our digital searches are being monitored, tracked and stored. And no one cares.

And not only does no one care, instead of looking at him as a hero, saying, “Thank you for stepping up and jeopardizing your career, putting that on the line, putting your life on the line to expose this because you saw something that didn’t sit right with you. You couldn’t sleep well at night. You had to let people know. Thank you. I applaud you.”

And what happens is most people nowadays live in a society where “it’s not my problem.” They put a blinder up, they keep on walking. My philosophy – and I state it every day – is, “Make today great.”

When I go for a walk, Steve, I remember what my grandfather told me: If I’d see a piece of garbage, I would ask him, “Why did you stop and pick that piece of garbage up?”

“Well, it’s just a little part that I play in making this world a little better place.”

We, as citizens, need to do what we can to not turn a blind eye and pretend things aren’t happening  and do what we can.

“Snowden exposed that all of our calls, all of our emails, all of our digital searches are being monitored, tracked and stored. And no one cares.”

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EXPERT INTERVIEW WITH TOM BEAL | JUNE 2014

“It doesn’t have to be world-changing; but if we each do our part, we each police our own environment and our own, little area, and “do what’s right because it’s right,” that spreads.”

And there’s a saying that I learned years ago: “Do what is right because it’s right.” We all have what I feel is an inner compass, knowing what’s right and what’s not right.

So, basically, society is in that “bread and circus” state where everybody’s fat and happy. They’re doing their own little thing: “Leave me alone. As long as I can do what I want to do, I don’t care about anybody else.”

Well guess what? We’re in this thing together, and none of us make it out alive. How ‘bout we come together and collaborate? We come together and each do our little part. It doesn’t have to be lifeshattering. It doesn’t have to be world-changing; but if we each do our part, we each police our own environment and our own, little area, and “do what’s right because it’s right,” that spreads.

And I say that if we each took that personal responsibility to do what’s right because we know it’s right and just do our little part – you know, picking that little piece of trash up, helping someone out in the time of need, and keeping their eyes open instead of turning a blind eye, just being present and being open and willing to participate in this thing in a collaborative effort, I think of how quickly it will spread and how quickly the “turning the blind eye” would go away.

That’s a long-winded answer, but as you can tell, I’m quite passionate about a lot of things that are happening.

Steve: Well, okay. You said so many things. And, first of all, I’m loving it, because I think I only have to ask like two questions; and I can just sit back and be The World’s Greatest interviewer.

To listen to the full interview, visit: www.SteveSipress.com/magazine

About Tom Beal After being born to teenagers, raised around 4 divorces & 6 marriages, going to 9 different schools by 8th grade, and raised on welfare, Tom was able to become a National Bicycle Champion, the #1 Honor Graduate in Marine Corps Boot Camp at Parris Island, recipient of 3 meritorious promotions in 4 years while in the Marine Corps, #1 in 5 sales organizations, Publisher of The North Carolina Home Book, and President of Kelly-Media, Inc. (NFL Hall Of Fame Quarterback Jim Kelly’s company), and work side-by-side with Mike Filsaime from 2006-2011 (producing over $20 million in online results) and President of Strategic Profits for Rich Schefren for 2.5 years, from 2011-2013.

Tom will assist you in understanding that it doesn’t matter where you came from or where you may be right now; there are steps you can take TODAY which can lead you to fulfilling your dreams, personally & professionally.

Check out how Tom can help you build a second income from home by using simple and proven Internet Marketing strategies: www.Second-Income-Club.com

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MANNY’S BLOG | JUNE 2014

Manny’s Blog

The

Elephant

(Cousin) In The Room Letters, I get letters (and not just when I scarf down alphabet soup that Michele and Steve left unattended on the kitchen table).

he’s asleep. (Oh, and go ahead and put his hand in warm water.

He’ll have a lot more sympathy for your “accidents.”)

Dear Manny: I think my master is going through a mid-life crisis.

He has suddenly started neglecting me and is actively planning to drop a chunk of change on one or more EXOTIC PETS. I wouldn’t put it past him to invest in one of those wooly mammoth clones they talk about in the science magazines. What can I do to regain my status as “man’s best friend”? Signed, Champ.

If your master is infatuated with the sort of zoo-worthy animals in “Madagascar,” drop some hints about the long-term costs. The game is “Hungry, Hungry Hippos” – not “Hungry, Hungry Poodles,” after all.

Dear Champ: Sorry to hear about your dilemma. There’s nothing wrong per se about a human wanting to dabble with some out-ofthe-ordinary species, but he certainly shouldn’t be making you feel like a second-class citizen. (Speaking of which, I still haven’t forgiven the Founding Fathers for spending so much time primping with powdered wigs that looked like SOMETHING THE CAT DRAGGED IN that they forgot to make it explicit that canines are citizens.)

Some humans really have a sincere need for adventurous pets.

For others, it’s just a fad. If your master falls into the latter category, maybe you should give him a subtle hint by strewing the den with old photographs of the embarrassing hairstyles and clothing he used to think were so cool.

I hope you can help your master put things into perspective.

A “puppy love” infatuation is one thing, but you don’t want an anaconda with a CRUSH on you.

Is he crazy about Komodo dragons and such reptiles? Plant subliminal anxieties by leaving a Godzilla movie playing while

People shouldn’t stick their heads in the sand about the shortcomings of exotic birds. People need pets who look up to them (like dogs)—not “Rio” refugees that look DOWN on them (“Bombs away!”)

They need pets who drink from the toilet – not live in the sewers.

They need an excuse of “My pet ate my homework” – not “My pet ate my neighbor!”

You may have to fight fire with fire. Be exotic yourself. Reconfigure your doggie door so you have to do the limbo to enter the house.

Kick fleas with a reggae beat. Mark your territory with hieroglyphs.

If he insists on going through with the purchase, learn to coexist peacefully. Be on your very best behavior. Impress upon your master the age-old truth: “Make new friends, but keep the old.

One is silver and the other’s nose is cold.”

Signed, Manny p.s. Keep those cards and letters coming. I’d be“lion”if I said I didn’t enjoy the opportunity to “monkey around” with the advice and “panda” to your funny bone.

Manny (full name “Emanuel” or “Dog With Us”) is Steve and Michele Sipress’ crazy, rambunctious cocker spaniel. He has a weak leg (despite a mostlysuccessful back surgery), grey hair, is totally deaf and partially blind. But he still enjoys barking at the mailman and landscapers, pulling dead frogs out of nearby ponds and chasing after his beloved squeaker toy. He loves everyone (even the mailman and landscapers), and everyone loves him.

Volume II Number 4 | Pg 9

YOU’RE SITTING ON A GOLDMINE! | JUNE 2014

You Are SITTING On A Goldmine!

By Dean Jackson

Roughly 85% of your leads are people who are not going to buy right now. It pains me to see how much people lose by not having a real, concerted strategy for communicating on a long-term basis, that adds value to all of those people who have “raised their hands,” knowing that that’s really where all the gold is in your list.

It’s so funny. I had a client – I won’t say who this was – that generates thousands of leads, and they have a high-volume system for finding the people who are going to do something right now. They kind of pride themselves on how they’ve got this 21-day follow-up process that they take people through and they’re able to convert about 10% of the people who come in through that process. It’s a high-dollar thing, so it’s a really great conversion process.

But then their words were that after they go through that 21-day cycle, they’d go into “The Archive,” as they called it.

I had them set up a “swear jar,” and I said, “If we refer to that group of people as anything other than ‘The Goldmine’ from now on, I want people to put $100 into that swear jar. I never want to hear the word ‘archive’ again.”

When somebody leaves their name and their email address, we can educate and motivate them.

We focus on the 15% – the ones who are going to buy right away, by really engaging in a great dialogue. Parallel to that and thinking long-term, we immediately want to start implementing a strategy that’s going to keep us in contact with those people in a valuable way for a long period of time.

I’m not talking about just setting people up on auto-drip, where they get just this sequence of follow-up messages, trying to squeeze more buying opportunities out of them.

I’m talking about educating and motivating these people.

So you want to think, if you can, about having at least a weekly flagship publication that goes out to everybody. It could be as simple as an email. You could do a podcast, like I do with my partner Joe Polish: the “I Love Marketing” podcast. We’re constantly in contact with hundreds of thousands of people every week, by communicating and adding value. These aren’t sales messages – this is adding value. We’re building a relationship with people.

We were able to craft some simple, simple messages that go to these people, so that we were able to bring out hundreds of thousands of dollars of new business by doing this.

You can do that same thing. Every single week, we’re sharing the best stuff that we know to our audience, and that builds tremendous relationship with people. So, what would be a dream-come-true for your audience?

You’re sitting on a goldmine if you have been using opt-in email marketing, where you’re bringing people to a squeeze page and they leave their name and their email address. Don’t ever let yourself get complacent about that. Don’t ever let yourself underestimate the value of that.

For my realtor clients, we send out a weekly “Market Watch” email to all of their prospects who are looking for homes, with all of the new listings that have come on the market, some short little dialogue that shares the kinds of homes that you’ve been looking at or showing, the kinds of people that you’ve

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YOU’RE SITTING ON A GOLDMINE! | JUNE 2014

been working with. If you’re the real estate agent sending this out, then you include links to all of the new listings.

here.” Nobody would ever impose on somebody to bake them some cookies like that.

Then we always want to lead to the next step, and we want to make it easy for them by “offering them cookies.” This idea of “offering cookies” is taking the initiative. It’s so much more powerful than waiting for your prospects to take the initiative.

Nobody likes to take the initiative.

But if instead of saying that, I say, “Hey, if you’re going to be in town this weekend, we’re doing daily tours of homes every day at 10:00 and 1:00. You can join any of the tours. It’s a great way to look at homes in any neighborhood and area that you want to see.” That sounds like you’ve already baked the cookies. It’s on the calendar. The schedule is there. The bus is pulling out of the station at 10:00 and 1:00.

Which would you choose: (a) if I sat you in the living room and said, “There’s lots of stuff in the fridge. If you’re hungry or thirsty, go ahead and help yourself,” versus (b) coming right up to you with a plate of freshly-baked cookies and saying, “Would you like a cookie?” This is the way that society works.

We’re wired to not want to take the initiative.

We want to respond. We want people to ask us for help, because then we can jump into action and we can demonstrate how helpful we are and how enthusiastic we are, and how sincere we are in really wanting to help them. But we’re scared to death to make offers to people, because they might reject us.

That’s what it sounds like, so it sounds easy. Your prospect thinks, “I’m not obligating myself to anything. I’m not imposing on you. I’m just going to jump on the bus. I’m just going to jump on this tour that’s already happening.”

So there’s that kind of thinking. Think about what you could offer to people who are prospects that’s going to trigger them to take the next step.

So what we want to do is make offers that seem like they’re already happening. Let’s look at it from our real estate standpoint…

If you’re a buyer looking for a home in Winter Haven, and you are on our “Market Watch” newsletter and you get updates every week with all the new listings, we know that the next step for you is going to be that you might want to go and look at a home. That’s one approach that people have. That might be what triggers them into starting the process.

Or you may want to figure out “How much can I afford?” before you go jumping into looking at homes, so that’s the motivator that’s going to spur you into action.

Then we’ve got people who are new to the home buying process, and they don’t know what they don’t even know, and they may want to get educated about the entire home buying process first.

If you take those three things, you can imagine that those are certainly conversations that are going on in people’s minds.

If we take the group of people who want to go and look at homes, our natural expectation is that people are going to take the initiative. So we may say something like, “If you ever want to look at homes, please feel free to email me and let me know. I’d be more than happy to do the research, find the homes for you, and show you any home that you want to see.”

But that’s kind of like we’re saying, “If you want me to bake you some cookies, I’d be happy to. I’ve got all of the ingredients

About Dean Jackson Dean Jackson is the co-founder, along with Joe Polish, of I Love Marketing®, a popular free weekly podcast on iTunes which has become a worldwide phenomenon with I Love Marketing® Meetup groups throughout the globe.

Dean, expert marketer and productivity expert, fell in love with marketing as a young boy when he first realized that selling stuff on commission was way easier than renting himself out by the hour for a regular job…and he’s never looked back.

To listen to Dean and Joe’s podcast, visit: www.ILoveMarketing.com

Volume II Number 4 | Pg 11

SALES CHOREOGRAPHY: DIOR STYLE | JUNE 2014

Sales Choreography:

DIOR STYLE

I had a great time at the recent Christian Dior “Resort” collection show! I can’t even imagine how much it must have cost them. It was held down in the old Brooklyn Navy Yard, a vast, godforsaken collection of old buildings that some entrepreneurial real estate types are gradually rehabbing.

The guests for the show were greeted at ferries emblazoned with the Dior logo, by male models dressed in Dior sailor uniforms and armed with never-ending Champagne and orange juice. No subways or driving through the bowels of Brooklyn for this lot! They took over a huge building and totally re-did part of the interior, building walls, a runway, tiered seating for the guests - oh, don’t let me forget to mention that they did this 16 feet above the ground floor of the building!

Backstage

By Sydney Barrows

Upping the ante They customized a very elaborate setting for the show in order to create the exact environment they felt would best show off the clothes and make a statement about their brand. As mentioned above, they had a fleet of ferries that departed every 10 minutes to bring the guests to the show, held in a seedy place that none of them had ever been to, which created a sense of adventure and a never-did-this-before! experience.

The guest list was also part of the choreography. Major fashion editors from all over the world, who rarely see each other outside the collections held twice a year. Dior’s biggest customers, who have likely all met before on a yacht, at a private party or in a plush resort, immediately assumed high social status merely for making it onto the list.

These French fashion people really know how to live it up. For those of us the backstage, they flew in La Duree macaroons and chocolates, Ruinart champagne (you know I scored a bottle of that!), and little bite-size, intricately hand-made hors d’oevres. The food buffet was to die for, not the kind of food the crew and backstage people usually get. And we needed it because we were there past midnight.

Show me who makes the money!

I saw lots of celebs: Anna Wintour (Vogue editor who inspired the book, The Devil Wears Prada), Rihanna (looking smashing in pink), Alexandra Richards (daughter of the Stones Keith Richards and model Patti Hansen – thank god she got her mother’s looks is all I can say), Maggie Gyllenhaal (sporting a blonde-with-black-roots pixie cut that looked great – the cut, not the roots), and a host of others who apparently are famous but I have no idea who they are.

To top the whole thing off, they held a four-hour, open-bar party after the show at the Standard, THE hip hotel in town.

And let’s not forget the folks responsible for selling the clothes.

Top executives from stores who carry the Christian Dior line, as well as the buyers for those stores who actually write the orders were flown in as well. What a great way to all but guarantee nearly everyone invited will show up!

One more extravagance: all the Dior people were put up at the Pierre (rooms start at $825 per night) for at least a week. No idea whether they footed the hotel bill for everyone, but for those they did, you know they had them in comparable places.

This entire Dior production is a grand example of Sales Choreography. I didn’t see the original invitation, but judging by everything I did see, I’m sure it was gorgeous and caused hearts to go pitter patter.

They flew in hundreds of fashion editors and big-spending Dior customers from all over the world, it was THE invitation of the season. They also flew in the entire staff of the Paris studio and atelier, a visual merchandising team, international executives, buyers, and store owners and executives. The official guest count was 900.

Pg 12 | Money-Making Monthly Magazine | www.SteveSipress.com

SALES CHOREOGRAPHY: DIOR STYLE | JUNE 2014

What’s going on in your business?

It’s a safe bet that none of us could even come close to putting on an event like this. And that’s OK – there are plenty of things you can model. Starting at the top and working down: 1. Anticipation: In this case, a beautiful invitation, very possibly hand-delivered, that immediately made the recipient feel that this was a very special event and one they couldn’t possibly miss.

2. The feeling of, “I must be really special”: The perception created by footing the bill to fly them in (I have $10 grand that says none of them went coach) and undoubtedly for some of them, hotel accommodations as well.

3. Sense of adventure: Both the place where the show was held and being transported there by ferry, was very unique and something none of them had ever experienced before.

4. Over the top: A ferry, as opposed to the usual town car or limousine? Greeted by gorgeous male models? (note: appreciated by all but the few straight men there) Freeflowing champagne or mimosas during the journey? The boats all kitted out with Dior swags and logos? A four-hour open bar party (definitely including top shelf everything) at the hottest place in town? Fits my definition of over the top!

5. Shake up the senses: A destination that makes you feel like you’ve ended up in some post-apocalyptic part of the world. The disparity between that and the high-tech interior of the building.

6. Validation: The invitation alone conferred both personally and publicly the status of the editors and the very highend customers.

7. Recognition and appreciation: While buyers and store owners and top level executives are lavishly wined and dined personally, they don’t usually get invited to shows.

Inviting them in the first place and flying them in certainly fills the requirements in this category.

How could you make this work for you?

Take a look at just the subjects of these seven Sales Choreography tactics. What could you do to create Anticipation and Validation, just to pick two, for your clients, patients and customers?

What could you do, how might you do it, how could you do it without spending a lot of money?

Your clients, customers and patients are longing to have at least three out of the seven experiences listed about – and you can make it happen!

About Sydney Barrows There are a number of consultants and coaches who specialize in working with solo-preneurs, entrepreneurs, small business owners and professional practices, but it’s probably safe to say that none of them have such a “unique and unusual” history and “professional qualifications!”

A descendant of the Mayflower Pilgrims, Sydney was born into an affluent family in Philadelphia. After losing her job in New York’s fashion industry, she worked the phone for an escort service. She opened her own escort service, and gained a reputation for providing high-class prostitutes. She was arrested in 1984, and has since become a best-selling author of business books and has enjoyed a highly successful career as an author and business consultant.

In 1986, she wrote The Mayflower Madam: The Secret Life of Sydney Biddle Barrows, an autobiography providing an insider look at the inner dynamics of the prostitution industry. An instant best-seller, the book was named one of Fortune magazine’s 10 best business books of the year, and has since been used in the curriculum at Harvard Business School. Barrows has since authored three more books, and also works as a private business consultant.

Sydney invites you to spend an hour on the phone with her so you can get some great Sales Choreography strategies and ideas for your business, so you can ramp up the impressions and experiences you deliver to your clientele. To schedule a complimentary 30-minute private conversation to talk about it further to see if it’s right for you, email: Sydney@SydneyBarrows.com

Volume II Number 4 | Pg 13

MONEY-MAKING MONTHLY Volume II Number 6 | JUNE 2014

www.SteveSipress.com/magazine

This Month’s Money-Making Info

1

How to Use Facebook’s New Custom “Lookalike” Audiences to Attract Your Perfect Prospect

By Kim J. Walsh-Phillips

2

40 Ways To HARNESS The POWER Of Word Of Mouth

By Steve Sipress

4

The FOUR Factors of Risk

By Brian Tracy

FEATURE ARTICLE

9

The Elephant (Cousin) In The Room Manny’s Blog

10

You Are SITTING On A Goldmine!

By Dean Jackson

12

Sales Choreography: DIOR STYLE

By Sydney Barrows

6 EXPERT INTERVIEW with TOM BEAL Publisher Steve Sipress Successful Selling Systems, Inc. 869 E Schaumburg Rd #237 Schaumburg, IL 60194 (p) 773-236-8134 (f ) 847-232-1535 Questions? Comments? Suggestions?

w w w.AskSteveSipress.com

Editor Jennifer Maks

Layout & Design JDO of SPX Multimedia spxmultimedia.com Publisher’s Notice: Copyright 2014 Successful Selling Systems, Inc. All rights reserved. Reproduction of any part of this work beyond that permitted by Section 107 or 108 of the 1976 U.S. Copyright Act without permission of the copyright owner is unlawful. Neither the author nor the publisher make any express or implied warranties concerning the legal or ethical appropriateness of any of the marketing documents, materials or instructions in or enclosed with the magazine and/or your use of the same. If in doubt about the appropriateness or legality of any materials or instructions, you should obtain competent guidance, just as you would with any marketing documents, materials or marketing plans you have developed or would develop on your own. In the interests of disclosure, we want to be open about how we may, from time to time, make money from this magazine.

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