MONEY- MAKING MONTHLY THE Monthly Magazine For Sharp Entrepreneurs
&
The EX-W IF E
Nookie Hookup
Volume II Number 9 | SEPTEMBER 2014 | $97
10 TIPS
to INCREASE PROFITS in
Your Business By Brian Tracy
By Perry Marshall
EXPERT INTERVIEW With
Sales Superstar
Kevin Donahue
ABOUT STEVE | SEPTEMBER 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. You can discover the basics of Steve’s powerful “The WOW! Strategy™: How To Solve All Of Your Marketing Problems” by watching a short video at www.SteveSipress.com. 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. You may even receive an invitation to work with other ambitious entrepreneurs, business owners, executives and professionals like yourself who want to learn and implement better, more effective ways to market their businesses and grow their incomes, thanks to Steve’s “$uccess $uper$tars” personal coaching program. 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
10 TIPS TO INCREASE PROFITS IN YOUR BUSINESS | SEPTEMBER 2014
10Tips
to Increase Profits in Your Business
A general rule in your financial success in business is that you cannot increase profits directly, only indirectly. You cannot just say that you are going to increase profits of your business without a strategy. The only thing that you can do to increase profits is to improve the variables that determine your profitability. When you improve these 10 variables you will increase profits and affect your bottom line. 1. Lead generation The process that you use to attract interested prospects to your business. If five out of ten prospects who come into your place of business end up buying from you and you can increase the number of people coming in from ten to 15, you can increase profits by 50 percent. 2. Lead conversion The process by which you convert leads into paying customers. If you can increase your conversion rate from one out of ten to two out of ten, you can double your sales. Improving your ability to convert interested prospects into paying customers is one of the most important things you can do.
By Brian Tracy
services to their customers that they could easily discontinue with no loss of customer satisfaction. Is there anything that you could reduce or discontinue altogether? 9. Reduce your break-even point This is the number of items that you must sell each month to breakeven. You use this point to evaluate the potential effectiveness of any expense you incur to increase sales. Every expense to increase profits must be seen as an investment with a rate of return greater than the cost. 10. Raise your prices In many situations, you can raise your prices by 5 or 10 percent without experiencing any market resistance. If your products and services are of good quality and your people are friendly and helpful, a small increase in your overall prices will not drive your customers away.
3. Number of transactions This is the number of individual sales that you make to each customer. By increasing the frequency of purchase by 10%, you increase your sales and increase profits by the same. What could you do to get your customers to buy more and to buy more frequently? 4. Size of transaction The size of the sale and the profit that you earn from each. You should be continually looking for ways to up-sell each customer so that he or she buys more each time. 5. Profit margin per sale Profit margin is the gross profit that you make from the sale of each product or service. By continually seeking ways to raise the price or to lower the cost of the product or service without decreasing the quality, you can increase profits per sale. 6. Cost of customer acquisition This is the amount that you have to pay to acquire each paying customer. You should be continually seeking creative ways to improve your advertising and promotion so that it costs you less to buy each customer. 7. Increasing customer referrals Developing one or more proven referral systems for your business can have an inordinate impact on your sales and your business will make more money. 8. Eliminate costly services and activities
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
Many companies get into a routine or rhythm of offering expensive Volume II Number 9 | Pg 1
Pg 2 | Money-Making Monthly Magazine | www.SteveSipress.com
MANNY’S BLOG | SEPTEMBER 2014
Manny’s Blog
BE TRUE TO YOUR SCHOOL
It seems like only yesterday that my neighborhood rang out with the sounds of Alice Cooper singing “School’s Out for Summer.” Now the human kids are back at their desks. Many of the youngsters are unhappy with their situation, but I want them to know how lucky they are… When you kids are a little off-key, the music teacher may make you practice, practice, practice – but at least no one throws a size 13 boot at you! Maybe you chafe at having to raise your hand to be recognized in class; but I don’t think you could handle being recognized the way dogs are, especially if someone has a particularly cold nose. Human students get to learn useful things in “Home Ec.” Dogs experience “Home Ecchh!” when they discover that their favorite cushion has been taken over by a useless thing like a cute new kitten. Two-legged folks can enjoy the “Your Weight and Fate” booth at the school carnival, without hearing “You seem to have gained 10 pounds. Guess you’re fated not to get any more table scraps.” Many school districts now let math students utilize a calculator. Such a gadget would make it sooooo much easier when I calculate how many times to turn around before
lying down, or how many rocks to sniff before taking a pee. Kids get to learn cheers, wave pompons, and build human pyramids. Dogs encounter wandering skunks and wind up smelling like something that came OUT of a pyramid. Children get to study the regular version of Emily Dickinson’s poems. For dogs, it’s more like, “Because I could not stop for Death, he kindly activated my shock collar.” In Biology class, kids get rewarded for putting all the bones in the right place. Dogs get condemned to detention for doing the same thing. Maybe kids have to take laps around the gym, but dogs have to take laps out of the water bowl that someone forgot to refresh. (Hey, bring me a microscope – and a shock collar!) Kids get to conjugate verbs and diagram a sentence. Dogs get to SERVE a sentence. (“You can just stay in your pen until you learn not to shake all over the new furniture, mister!”) Humans get to drink deeply from the well of knowledge. Man’s Best Friend has to worry about rescuing some punk kid from that well. Kids really should appreciate having a standard, objective dress code. Dogs face an ambiguous code. (“You mean muddy paw prints clash with yellow sun dresses? How was I to know?”) Children get to study current events like politics and technology – not current events like “Is he fake throwing the stick this time?” Kids get to study ancient history about what the Greeks and Mesopotamians did – not ancient history about what THEY did. (“After that puppy incident, you’re never going into the carpeted rooms again!”) *Sigh* Hang in there, kids. You’ll thank me for this someday. Tens and twenties I can handle, even without a calculator. (Hint, hint. That’s the name of this magazine, after all!)
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 9 | Pg 3
EXPERT INTERVIEW WITH SALES SUPERSTAR KEVIN DONAHUE | SEPTEMBER 2014
EXPERT INTERVIEW With Sales
Superstar KEVIN DONAHUE
Steve Sipress: Today I am with Kevin Donahue, who is one of the busiest and most successful people that I know. Kevin, I’m just so happy that I somehow got ahold of you in your amazingly busy life to have you stand still for a few minutes and talk with me. Kevin Donahue:
to talk about right off the bat is something that probably very few of my people know anything about, and that’s your experience selling to really highly-classified government agencies. I know you’ve sold to the White House and the Pentagon, and all kinds of government agencies. Can you tell us how that is so completely different from selling to consumers or small business owners?
I’m also excited to be here, Steve.
Steve: So let me get right into it, because I could go on forever, and my readers and my listeners could listen to you on so many different subjects. But I want to start with one that’s near and dear to my readers’ and listeners’ heart, which is all about making money and all about sales, and you have quite a career with varied experience in sales. One thing I want
Kevin: Yeah, it’s great. Thanks, Steve. It is very interesting. Now selling is selling, and what I often tell people who go into business, especially new entrepreneurs, let’s say someone has a skillset. Maybe they’re a CPA or whatever they are, whatever it may be, a business isn’t true, it’s not real until you sell something.
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EXPERT INTERVIEW WITH SALES SUPERSTAR KEVIN DONAHUE | SEPTEMBER 2014
to hand over their budget money for the solution.
“
“ ...when you become a trusted advisor, they’re happy When doing business with the federal government, it’s a bit of a different ballgame, because you’re not so much selling on a Return On Investment, you’re selling more on a solution, and you’re selling into an organization. In my case, I was selling data analytics, archiving and forensic investigative search enginetype software. It’s interesting, Steve, what I originally set out selling was a search engine software. And what I found myself up against was when you think “search engine,” there’s only one company you think of, and that was Google.
So I was selling a software called “ZyLAB” at the time. And when you’re competing against Google, Google is always going to win because they’re the big guy. And so what I did was I just changed my language a little bit, and instead of selling “a search engine,” I started selling “a forensic investigative search engine.” And that changed the game forever. And what that did was it helped me carve out a niche within the government, so I can have a very specific conversation. And the people I’d work with most were the investigative agencies, the intelligence agencies, as well as some of the archiving.
Steve: You just mentioned a little bit about how you became the person you are. I want to ask you about your experience. So tell me for instance, I know you’ve sold just about everything. Is there difference between selling, say, mass market versus a niche market?
When you’re selling, it’s not just about collecting a check. It’s also about building extreme trust and rapport. And when you walk in with that kind of mentality, and that kind of strategy, it changes the game. And so what happens is, instead of being a salesperson, which is often people see it being face-to-face, it becomes side-by-side. So I don’t go in selling anything – I go in as a trusted advisor. And then when you become a trusted advisor, they’re happy to hand over their budget money for the solution. The government world, as you know, has sort of unlimited budget, so they’re not that concerned about where they spend it or how they spend it.
Steve: You mention selling is based on trust, isn’t that the same whether you’re selling to the smallest market, smallest ticket thing/person you can as opposed to the government? It’s still all about building rapport and trust? Kevin: That’s exactly right. The only difference is you’re not bound to an ROI, you’re not bound to a profit set.
You’re bound to a budget. You’re also balanced to someone’s decision. Someone’s job could be on the line based on the decision. So they’re making decisions differently, but they are making decisions off the standpoint of “I trust this person.” But I have to say, people often meet me, and they think I was born that way. And the fact is, that’s not true. It’s something I’ve trained myself, a way of being able to train myself to be listening to people like Zig Ziglar, attending courses like Tony Robbins’ Unleash the Power Within, and Landmark Forum. Really developing myself so that I could be the kind of person that could create possibility in the minds of other people.
Kevin: Yeah, there is. So the way I distinguish it is the higher ticket item…Because there’s a difference between point selling and solution selling. Solution selling comes into play when it’s a conversation that has to happen with multiple people, and it has to happen over a period of time.
In order to sell a solution to, let’s say, the U.S. Customs and Border Protection for several hundred thousand dollars, that’s going to be something that’s going to take some time, it’s going to be a lot of rapport and a lot of relationship development. One of the things I do now, Steve, is I’m in the skin care business.
So I launch skin care businesses online in the direct response model, and that’s mass market. So one of the things that… It’s direct response marketing that we use in that business model and in that mass market, we’re able to know sort of the sociology and psychology that women, in general, want to look younger and be more pretty. So when you’re selling beauty products, you can actually sell to a mass market, and it’s a point solution. So someone could see your ad, click the ad or call the phone number, and order the product. So this is what the infomercials and direct response marketing is all about this: “Act Now!” Volume II Number 9 | Pg 5
EXPERT INTERVIEW WITH SALES SUPERSTAR KEVIN DONAHUE | SEPTEMBER 2014
And that’s a different type of selling than a solution selling. So, when you’re selling an IT solution or you’re selling a transportation solution, or you’re selling an airplane solution or something like this, where people are spending hundreds of thousands or tens of millions of dollars, it’s a longer conversation, and it takes a different type of engagement. Where it’s not just a click to sell – it’s a conversation to sell.
Steve: That’s a good point, because so many people wish for that “magic button.” What are the some of the important things to do, and probably more important, what are some of the things you really shouldn’t do in that kind of a sales situation? Kevin: Well, there’s a distinction that I like to make: Being compelling versus being convincing. When you’re compelling, you’re painting a bigger future for folks in their mind, and then you’re challenging them to step into it. And it’s their reason. So in other words, there’s a series of questions and listening, and then you have to get into their mind so you could paint a big future for them – if you’re the right solution.
Convincing is for your reason. Like, “I want you to buy this because I get a commission. I want you to buy this because x, y, z.” If you do it from the compelling standpoint, both parties win. So you really end up with a win-win solution. But one of the things I like to do, Steve, is I like to get to a “no” as quickly as possible. I want to filter out the people who aren’t able to get in business with me.
So often times what happens in a sales situation, especially if you’re selling into a bureaucratic situation, like a big company. You could be talking to a person who works there, but they’re not the one who can cut the check. So you want to be able to get to the person who can cut the check as quickly as possible.
Make sure you’re speaking to the right people, and then make sure you’re speaking to the person who wants to play the game that you are up to. In other words, get your price point to a point where people instantly de-qualify themselves.
Steve: You mentioned right at the top of that is you said that you’re looking to get a “no” as quickly as possible. People that know me would know that’s near and dear to my heart, because for nine years I did door-todoor sales and ran door-to-door sales businesses, and that was the whole idea. It was “Get a ‘no’ as quickly as we can, and go on to the next one.” So I still live by that today. And I love what you said also: you’re
not looking to convince people, you’re looking to filter people, and find who are the right people to be with you. So my question for you is: What kind of things do you do before your first conversation with someone to help you in that weeding out process? Kevin: Great question. You know, first of all it goes back to the idea of fishing. If you’re fishing for rainbow trout – a fresh water fish – and you’re in the Pacific Ocean, the odds of catching a rainbow trout are very slim. So I think the first thing to do is put yourself in the environment where the people who are your potential prospects and clients, where they are.
If I’m selling a solution of a forensic investigative search engine, the best place for me to be is in Washington, D.C., where every single government agency is. And I ended up working with the CIA, the FBI, the Secret Service, the SEC; all these different agencies. And why was that? Because I was fishing in the right pond.
So what I would say is: Before you get to your first conversation, this is assuming you already have your conversation, you already have your business, you know what your value proposition is. At this point, Steve, I don’t do business with anyone who isn’t referred to me. So someone has through come to a filtering system of other people before they even get into business with me.
So that helps me, when I walk into that conversation, those people are already pre-framed into who I am. I’m already pre-positioned by the time they get to me. We could position ourselves in a number of ways. One is through marketing. Two is by surrounding ourselves with really powerful people. And three is just becoming the expert in our community.
The first conversation… It’s just a matter of having the right bait so you catch the biggest fish that you’re going after. So really, it’s before you have that first conversation, really understand what it is your clients are going through. Understand what’s keeping them up at night. Understand what their bigger future is. And if you can understand that, and you could put a powerful story and language around it that inspires them, then you’re going to win every single time.
I become unforgettable, because I want to go in delivering value in advance. When I deliver the value in advance, even if they’re a “no,” they’re only a “no for now,” and by the way, they’re left sort of haunted by indecision.
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EXPERT INTERVIEW WITH SALES SUPERSTAR KEVIN DONAHUE | SEPTEMBER 2014
Steve: That makes sense. It’s words I live by, and it’s almost word-for-word what clients say to me when they become my clients, and when I choose to take them on. I love seeing the light bulbs go off, and I’m all about transformational life change. I’ll say “no” to people looking to engage me and become a client because their goals or their visions aren’t big enough. You’ve developed an amazing skill for connecting with people. So how does somebody develop that kind of ability to connect, no matter where you go and no matter who you’re with?
“Boy, how can I help this guy?” And so I ended up in this partnership with Joe Polish, helping him grow the Genius Network Mastermind. Well put yourself in that situation. Joe, I would consider is one of the most connected guys I know, which suddenly made me the second most connected guy I know. So connecting with other connectors is very powerful. To listen to the full interview, go to: www.SteveSipress.com/magazine
Kevin: I’d like to key in on a word you just said, and it’s “transformational.” When you decide to be a person of transformation, everywhere you go, you show up as possibility. I made the determination, it was probably about 10 years ago, and I said, “I want to be a person who’s an influencer. And I want to make an impact in peoples’ life that I meet.”
And it came really from a place of being bored, I’d say. I kind of got tired of your average American life, sort of. And especially being in Washington, DC, we have a lot of conformist thinkers.
For me, I said, “Wow! Who would I surround myself if I had a choice? Who would I surround myself with?” And I just started making a list of people. So it was probably 10 years ago, I just decided I want to be around people like Tony Robbins, people like Joe Sugarman, people like Steve Sipress, people like Joe Polish, people like Dean Jackson. I just wanted to be around people who are industry transformers.
I wanted to just take time and spend time with these people, and add value in their lives And I figured, I said, “Wow, if I just have a network like this, then boy, who would I become?” Because I really started to understand the value of relationship capital, and how the dots connect between great people, because great people know other great people. And when you show up at different places of integrity, and a place of transformation like you mentioned before, people just want to help you out. People just respect you, and they want to help you, and they want to be partners with you. And then what happens is you become overwhelmed with different opportunities. So really connect with people. And one piece of the puzzle that I failed to mention is if you connect with other connectors. Someone who I met when I was living down in Costa Rica was Joe Polish. The things he was saying, the kind of person he was, the people he was hanging out with. I said
About Kevin Donahue Kevin Donahue is a much sought after global connector in the field of Sales Strategies, Direct Response Marketing, Internet Marketing, Social Media Marketing, Enterprise Sales, Leadership, and Personal Development. Kevin’s clients have ranged from large high profile organizations like the World Bank, CIA and the White House to entrepreneur organizations such as the Genius Network Mastermind. Kevin is an Executive Partner at Brand Ingenuity Group (BIG) and Founder and CEO of Executive Sales Source. As an Executive Partner at BIG, Kevin’s leadership role entails driving new business initiatives and partner development for launching and building brands using proprietary online media buying strategies. Executive Sales Source specializes in creating breakthrough revenue streams for entrepreneurs by applying proven, executive level sales strategies in their organizations. Kevin travels the world and connects with the best of the best. His positive attitude is about creating lifetime value with and creating abundance in all aspects in life. www.ExecutiveSalesSource.com
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GOOGLE & THE EX-WIFE NOOKIE HOOKUP | SEPTEMBER 2014
Google & The Ex-Wife Nookie Hookup Once I heard a radio show about divorced couples hooking up once a week just for some nookie. The two of you can’t have a civil conversation without smashing plates and dishes, but her hips are just irresistible. Hey baby, it’s a lot safer than trawling bars… Google. Ex Wife. You Can’t Live With Her. You Can’t Live Without Her. This morning I saw a post about Google testing display of click counts under ads. In other words, under your ad, Google displays “156,000 clicks for this advertiser.” Or, if you’re new, “12 clicks for this advertiser.” Gee, thanks. Today is as good a day as any to tell you *exactly* what I think about Google. Most of you know that I’ve made the majority of my dinero for the last 8 years as a Google AdWords evangelist, educator, #1 author, seminar promoter, consultant and gadfly. I’ll be the first to confess that hitching my wagon to the Big G in the spring of 2003 was one of the smartest things I could have possibly done. Actually I chalk it up more to Providence than smarts. But in any case, it’s been a super great ride. Google has rightfully become the most desired, most sophisticated, greatest advertising machine in the history of man. I figured that out in about 3 hours back in 2002 and I’ve been addicted ever since. There is not even a close second. One can only hope that Facebook wakes up from their intoxicated stupor and builds something even remotely as good. (Eventually they will, but they’ll have to get spanked by Wall Street before they do it. Meanwhile if you can hack your way through their circa-1998 user interface you’ll find huge opportunities and cheap clicks. Sheryl Sandberg and Emily White, I have no doubt you’re trying to penetrate your management’s thick skulls. Please, for the sake of all of us, keep trying.) If you have a geek orientation and you love human psychology, then AdWords is an endless universe of experimental bliss. When you master it, it’s like a video game that spits out 100 dollar bills every hour on the hour. It’s crack cocaine. The dark side is, Google IS Big Brother. Make no mistake about it. Nameless, faceless people control the world’s information.
By Perry Marshall
Drones in India who make $5 an hour decide whether the business you invested $1 million building is legitimate or not. They kill you dead with impunity. (Their shareholders will have Sergey’s head on a stick when they find out how abysmally they treat most of their customers. Eventually the New York Times or the Wall Street Journal or the Financial Times or the Economist will run a big story about it. I’ll be happy to give them a few thousand people they can interview. But I digress.) Six months ago in the midst of wrangling with their incompetent staff, a Google rep in India concluded her email to me with these words: “. . . and please stop scams.” Power corrupts and absolute power corrupts absolutely. Do not ever, ever, allow yourself to think that sexy technology mitigates human nature. It doesn’t and it never will. Every empire that has ever grown unchecked has become a dictatorship. It’s true: Ex-spouses sometimes need a hookup. And realistically, most online advertisers need to work with Google. It was true in 2003 and it’s true now: Google is still the best anvil for perfecting your sales funnel. But I have ALWAYS ALWAYS ALWAYS told people – as long as I’ve been teaching ANYTHING about Google AdWords – buddy, don’t you dare build a business that DEPENDS on Google because if you do, you’ve got a Glock pointed right at your head. And eventually somebody’s going to pull the trigger and your brains are going to splatter against the wall. Does Google hate affiliates? Girl spreads her legs for the first guy she meets at a Rave party. He slips out of her bed at 6am, pulls on his jeans, exits silently and never calls her back. Is it because he hates her? Oh, no, not at all. It’s just that he has zero respect for her. She’s easy. Free market research. If you’re a thin affiliate, you don’t have a business. You have an unpaid market research internship at Google where you take all the risk and they gather all the intelligence. And store it permanently on redundant servers. If you think Google is your Messiah, you’re just like the guy who thinks they built Vegas so he can make a fast thousand bucks this weekend. He’s gonna get screwed.
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GOOGLE & THE EX-WIFE NOOKIE HOOKUP | SEPTEMBER 2014
guy who thinks they built Vegas so he can make a fast thousand bucks this weekend. He’s gonna get screwed.
If you understand that Google is a TOOL, and only a tool – if you understand that it’s YOUR job to build a business that’s so irresistible that publishers everywhere are going to want to sell you traffic – then you’re going to be just fine. Funny aside: People often assume that at my 4-Man Intensive and Roundtable meetings, we sit around and analyze Google campaigns. I totally get why people think that. But I’ve had many Roundtable meetings where Google barely got a mention in two days of brainstorming. Why? Because REAL business building is not about the nuances of buying advertising. It’s about: •
Crafting irresistible offers
•
Building great relationships with customers
•
Gaining a cult following
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Developing groundbreaking products that scratch peoples’ itches in clever ways
•
Creating experiences that customers rave about
•
Cultivating powerful relationships with other players in your industry
•
Making yourself an authority
•
Putting yourself in the “Toll Booth” position for whomever wants access to your crowd
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Taking advantage of all forms of profitable advertising media and PR
•
Building systems that make you money
•
Putting that money in the bank
•
Cranking out new, exciting innovations
•
Harnessing your dysfunctions and making them productive
•
Inspiring a culture where people will climb over brick walls to be on your team
•
Being an alchemist
“
“ If you think Google is your Messiah, you’re just like the
That’s the kind of stuff we talk about behind closed doors. And Google can’t do any of that for you. If you think they can, you just end up being their whore. Thank you for playing at Harrah’s Casino, please come again soon. Google has done their job. Very competently, thank you very much. YOUR mission, should you choose to accept it, is to bring a LOT more value to your niche than Google does. Become the alchemist that everybody in your corner of the world can’t stop talking about. Then and only then are you in charge of your future. P.S.: Google your ex-wife. I bet you’ll find out something you didn’t know before.
About Perry Marshall Entrepreneur Magazine says: “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in Adwords stupidity tax.” He is referenced across the Internet and by The New York Times, The Washington Post, USA Today, the Chicago Tribune and Forbes Magazine. Get your free course, “5 Steps To Mastering The Most Powerful, Cost-Effective Way To Attract New Customers And Build Your Company’s Credibility With White Papers! … And How YOU Can Write a White Paper in 1-2 Days, Not Weeks or Months!” by going to: www.PerryMarshallFreeCourse.com
Volume II Number 9 | Pg 9
MY TOP TEN FAVORITE PRODUCTIVITY TOOLS | SEPTEMBER 2014
My Top Ten Favorite Productivity Tools By Kim Walsh-Phillips I am often asked how I “do it all.” So here’s the thing: I don’t. And I don’t think there is such a thing as balance. It’s a myth, because whenever you are doing one thing, you are saying no to something else. Yes, make choices on what’s important, but along the way, let go of the guilt of the “perfect fit” for a balance wheel and just move forward.
8. Textbroker, Odesk and Fiverr are all great ways to get tasks completed that shouldn’t be utilizing your skill sets or time. Example: Recently I wanted to have more Tweets going out from my account, so I hired someone on Odesk to take all of my blogs and preprogram Tweets, and put them in a spreadsheet to be sent once every three hours, 24-hours-a-day.
Use time hacks. As in, use anything you can to save you time and increase your productivity that you can without decreasing the quality of your work or life. Here are my top ten favorite productivity tools...
9. Hootsuite is a social media productivity tool. The tool helps you engage your followers across multiple platforms at the same time and schedule your posts. We write and schedule all of our posts in bulk to save A LOT of time in managing them each day.
1. Amazon Prime was my assistant before I could afford one, and it remains my trusty friend to this day. With free two-day shipping and one-day shipping for $3.99, if I can wait a day and find it on Amazon, I do. I use this all of the time to save time from going to the store.
10. Expensify allows you to quickly track expenses and time when on the go. This app lets me quickly take a snapshot of a receipt and note about it and organizes them neatly into a spreadsheet for me so I can quickly pass them along to our bookkeeper. Score!
2. Jing is a free screen capture tool that allows you to edit, record, and host video content completely online. I use this when sending my staff or a virtual assistant instructions on what I would like them to do.
Getting more out of your day is the top concern for most business owners. Planning, collaboration, project management, social media engagement, transcription, productivity and other tools are great ways increase your productivity and profit.
And, my other secret?
3. Audio Memo on my iPhone is a wonderful tool for quickly giving clear instructions. Instead of typing out a long email to a staff member, I will record a quick audio memo to explain more complicated projects. I also use this for recording blogs and chapters of my books. 4. Evernote is great for managing a to-do list of items, websites I like, shopping lists, content for my book, etc. across all of my platforms (computer, phone and iPad). It is a cloud-based way to organize a large volume of notes. 5. Facebook’s Power Editor rocks my world for saving time. You can save audiences you set up through Precise Interests to use each time without having to recreate them and you can easily duplicate an entire campaign or make changes to all ads at one time. 6. Audible allows you to listen to audio books on your phone. I always have a couple of them loaded in for when I’m on a long car drive or plane ride to catch up on “reading.” My book of choice at the moment? “The Everything Store” by Brad Stone. (With my love of Amazon Prime, does this surprise you in the least?) 7. Eat24 for quickly ordering take-out. When I am exhausted from a long day at work, I do not want to use up the last bit of energy I have making dinner. I want to use it playing with my kids and giggling while dinner arrives at my door. With the Eat24 app, I can pick from a number of healthy choices in less than a minute, since my payment information and menus are saved, and have dinner at my door while my kids get more mommy time.
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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“One suggestion that Steve gave me, well, without question, put $300,000 more in my bank account. And we are going to be using it forever. This is not a one-time deal. We’re going to be using this idea that Steve helped us with... and we’ll be using it until it doesn't keep working like it is. And so, the value over time could literally be way over even the $300,000 number.”
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BACK TO SCHOOL FOR ENTREPRENEURS | SEPTEMBER 2014
Back To School For Entrepreneurs The summer has passed, and for millions of young Americans, another school year has begun. For many, after a summer break, it’s time once again to “hit the books.” However, that’s not necessarily the case with most American adults.
According to a 2002 presentation by Jerrold R. Jenkins, Chairman and CEO of The Jenkins Group, in which he cited statistics from various sources… • One-third of high school graduates never read another book for the rest of their lives. • 42% of college graduates never read another book after college. • 80% of U.S. families did not buy or read a book in the past year. • 70% of U.S. adults have not been in a bookstore in the last five years.
By Steve Sipress
More recent research has painted a similarly bleak picture of our collective intellectual laziness. I come into contact with thousands of entrepreneurs every year when I host my own events, speak at others and attend still more. Many of the most successful business owners I meet are voracious readers and consumers of information. I tend to gravitate toward this more interesting, upbeat, positive minority. And so does prosperity. As legendary basketball coach John Wooden famously said, “It’s what you learn after you know it all that counts.” For most of my adult life, I had made it a point to read about a book a week. Then I completed a speed learning course by Guinness Book of World Records “World’s Fastest Reader,” Howard Berg, in which I tripled my reading speed (and also improved my comprehension). Now I routinely read four or five books in a weekend afternoon. So for me, fall doesn’t mean “back to school” – because I make it a point never to stop learning. I have my own saying: “Lifetime Learners Are Lifetime Earners.” If you’re the type of person who is always looking to improve yourself and your business, here’s a partial list of my favorite “personal development” books (in no particular order). I’ve read every one of these multiple times over the years, until virtually every page has a highlight, underline or dog-ear.
• 57% of new books are not read to completion.
Pg 12 | Money-Making Monthly Magazine | www.SteveSipress.com
BACK TO SCHOOL FOR ENTREPRENEURS | SEPTEMBER 2014
Dale Carnegie, “How To Stop Worrying And Start Living” Not nearly as well-known as his also-a-must-read “How To Win Friends And Influence People,” this book helped me get through an extremely difficult time in my life just after I had mismanaged a multimillion-dollar business into oblivion. Chapter 2: “A Magic Formula for Solving Worry Situations” instantly and profoundly changed my life. Wallace Wattles, “The Science of Getting Rich” An easy, quick read that Rhonda Byrne credits with her discovery of “The Secret” nearly a century after its publication. You may not agree with everything Mr. Wattles writes, but you practically can’t help but be inspired. Dr. David J. Schwartz, “The Magic of Thinking Big” When I first read the part where the author explains that “important people” are only bothered by important things, I wanted to throw the book across the room in disgust and shout “Who are you calling an unimportant person?” Profoundly practical, thoroughly thought-provoking and consistently compelling, this book taught me specific strategies that have made me happier, healthier and wealthier.
Dr. Maxwell Maltz, “The New Psycho-Cybernetics” First published over 50 years ago, this ground-breaking work is appropriately sub-titled, “The Original Science of SelfImprovement and Success That Has Changed the Lives of 30 Million People.” Fans of Tony Robbins and other “self-help gurus” will recognize in the pages of this book many of the principles and techniques they teach as their own. Napoleon Hill, “The Law Of Success” If you’re one of the millions of entrepreneurs who has read Mr. Hill’s classic “Think And Grow Rich,” you may want to tackle this MUCH more comprehensive, 16-lesson manifesto upon which the more famous book was based.
Robert Collier, “The Secret of the Ages” One of the greatest copywriters of all time published this seven-volume masterpiece 85 years ago, and it’s still transforming lives today. Contrary to those who believe that the “Law of Attraction” means all you have to do is think about something and the universe will bring it to you, Mr. Collier explains that only those who follow thought with action can experience success. Dr. Denis Waitley, “The Psychology Of Winning” A practical, step-by-step guide to creating winning thoughts, taking winning actions, forming winning habits and developing winning character traits. In the final paragraph, the author urges the reader to take action on ANY self-improvement book or course – if not his own, than any of the “literally thousands” of others out there. Powerful, caring advice.
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
Volume II Number 9 | Pg 13
MONEY-MAKING MONTHLY Volume II Number 9 | SEPTEMBER 2014
www.SteveSipress.com/magazine
This Month’s Money-Making Info
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10 TIPS TO INCREASE PROFITS IN YOUR BUSINESS
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By Brian Tracy
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MY TOP TEN FAVORITE PRODUCTIVITY TOOLS By Kim Walsh-Phillips
BE TRUE TO YOUR SCHOOL Manny’s Blog
GOOGLE & THE EX-WIFE NOOKIE HOOKUP
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BACK TO SCHOOL FOR ENTREPRENEURS By Steve Sipress
By Perry Marshall
FEATURE ARTICLE
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EXPERT INTERVIEW WITH SALES SUPERSTAR KEVIN DONAHUE 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?
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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. Certain third-party links contained in this magazine may be affiliate links for which we get paid a commission if you buy the product or service through the affiliate link.