Rhino Monthly Magazine - February 2016

Volume IV • Number 2 • February 2016 • $97

MANY’S BLOG:

All Dogs Go To Hyperspace

5 Marketing Lessons We Can Learn From Politicians

The

#1 Way

To Raise Your Prices

expert interview with

Jimena Cortes

Online Lead Generation Expert

February 2016

ABOUT STEVE

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.

For over five years, Steve was the #1 “Dan Kennedy Certified No B.S. Business Advisor,” and was Runner-Up out of 25,000 members for 2010 GKIC Marketer Of The Year.

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.

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.

ii I RHINO MONTHLY I www.SteveSipress.com

www.SteveSipress.com www.SSSMarketingUniversity.com www.NewBusinessAcademy.org www.Facebook.com/SmallBizHelp www.Twitter.com/SteveSipress

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

5 MARKETING LESSONS WE CAN LEARN FROM POLITICIANS

February 2016

5 Marketing Lessons We Can Learn From Politicians

By Steve Sipress

Even though Election Day is still nine months away, it’s Primary season throughout the U.S., and over a dozen presidential candidates have been dominating the media for the past few months as they make their runs for glory. If you happen to live in one of the states with an early primary, then it’s likely that no matter how hard you’ve tried, you haven’t been able to avoid being bombarded with non-stop nonsense from various contestants in the high-stakes game of running for political office.

On the positive side, here are 5 Marketing Lessons We Can Learn From Politicians…

1

If you use television advertising in your business, you may want to ramp it down or even suspend it altogether during the height of any political campaign, because stations routinely raise their rates during these times, to capitalize on the desperate spending of billions of dollars by various politicians and their supporters.

2

People are more motivated to take action (in this case, to vote) by fear of loss (or by who they don’t want to see win) than by a possibility of gain. You don’t need me to point out all the overwhelming negativity in political speeches, debates, news, and advertising, as compared to the relatively small amount of positivity.

3

Political campaigns are all about one thing, and one thing only: RESULTS. There’s no room in a political campaign for any nonsense like “awareness” or “getting your name out there.”

Everything is geared to one purpose, and one purpose only: getting prospects to take the desired ACTION (vote).

As business owners, we must think the same way: We must focus on directing prospects to take a specific action, and concentrate on getting RESULTS whenever we do any marketing or advertising.

www.SteveSipress.com I RHINO MONTHLY

I 1

January 2016

5 MARKETING LESSONS WE CAN LEARN FROM POLITICIANS

4

Because they are resultsoriented, candidates always take a multi-media approach to marketing, using everything from radio and television to direct mail, email, social media, telemarketing and of course, extensive grassroots efforts. Small business owners often do the opposite – making the mistake of focusing on the cost of marketing instead of the results, and therefore often falling far short of their goals.

Politicians are excellent communicators. Many have Ivy League degrees, yet skillfully avoid being labeled “elitist” by speaking at a 6thor 7th-grade reading level, which all top copywriters know is the ideal reading level to shoot for to achieve maximum effectiveness in communication.

5

Politicians are excellent communicators. Many have Ivy League degrees, yet skillfully avoid being labeled “elitist” by speaking at a 6th- or 7th-grade reading level, which all top copywriters know is the ideal reading level to shoot for to achieve maximum effectiveness in communication.

The leading “outsider” candidates in each of the two main political parties, Donald Trump and Bernie Sanders, do this brilliantly. Much of their popularity, and a big reason they have attracted the biggest crowds of any of the candidates, can be attributed directly to their skill at speaking in plain English (or even “improper” English, such as by using the word “ain’t”) and connecting with followers from all walks of life.

Our last three U.S. Presidents are also all masters of this skill. Who can forget Phi Beta Kappa/Rhodes Scholar/Yale Law School graduate Bill Clinton speaking in a southern drawl while professing a love of McDonald’s french fries, donuts and assorted other junk food, or George W. Bush being generally perceived as not bright despite earning a Yale degree and being the only President to earn an MBA (from Harvard Business School), or our current President

Barack Obama routinely breaking into slang and “the language of the common man” despite his Columbia University and Harvard Law School degrees?

Of course Trump, Sanders, these three presidents, and many, many other politicians are all quite capable of speaking with big words and sounding like college professors, but they know better and almost naturally communicate at the coveted 6th- or 7th-grade reading level for maximum effectiveness.

around and all the campaign madness comes to an end.

At least for a week or so, when the campaigning is bound to start right back up again as we head towards 2018…

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.

Small business owners, entrepreneurs and sales professionals, of course, should all take note of this major clue and aim to do the same.

We can all learn a lot more about marketing from politicians, of course, in addition to being thoroughly entertained for the next nine months by their no-holds-barred fights to the finish.

I, for one, however, will be extremely happy when November finally rolls

2 I RHINO MONTHLY I www.SteveSipress.com

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

 *FACT: 95% of Small Business Owners work WAY

too hard, have WAY too much stress and make WAY too little money – then go out of business in their first five years.

Steve Sipress The WOW Strategy™ Creator

I help Small Business Owners who want A LOT more out of life systematically attract their ideal customers, clients or patients using The WOW! Strategy™, so they totally transform their income and lifestyle.

To request your personal, 1-on-1 The WOW! Strategy™ Session, go to:



Jon Bockman Sycamore, IL

“Steve is all business. He is an unbelievably smart, brilliant, brilliant man. I can't say enough about him. Steve has put probably more, I would say, thousands, and thousands, and thousands of dollars... I mean, I probably can't even put a true figure on it, because it keeps coming back, and keeps coming back, just more and more money all the time.”

“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.”

Mary Forte Bensenville, IL

Keith Lee Seattle, WA

“He's helped me learn how to market my business, and today I can say that we're more successful than we've ever been… I needed to learn how to market the business better to create more revenue, and that's what Steve has helped me with. The financial difference is considerable. We've probably close to doubled our revenues. We're on track now to do another close to $500,000 more than we did last year. So that's awesome. I do owe all of that to Steve.”

www.SteveSipress.com I RHINO MONTHLY

I 3

expert interview with

Jimena Cortes Online Lead Generation Expert Steve Sipress: Jimena Cortes, what a pleasure it is to have you here on The Rhino Daily Podcast!

Jimena Cortes: Thank you. I’m happy to be here.

Steve: I’m really looking forward to this stuff, because this is an issue…

You are an absolute expert in how

to get leads online, which is an everchanging world, which is why myself and other small business owners – we’re busy running our business, we’ve got enough on our mind without having to keep up on all the constant, changing things. How do you do it? How do you keep up with all the constant changing things on all of these online websites?

4 I RHINO MONTHLY I www.SteveSipress.com

Jimena: I have Google alerts on the things that I’m focused on. I focus on LinkedIn and also Search Engine Marketing. So I have Google alerts on the word “Google,” I have Google alerts on the word “LinkedIn,” so I get the stuff emailed to me every day.

And I just scan what Google sends me – whatever are the latest news – and if something looks like there was a big

EXPERT INTERVIEW

I have Google alerts on the things that I’m focused on. I focus on LinkedIn and also Search Engine Marketing.

Because in the stuff that I do, things change all the time. change, or I have to look at it, I’ll go ahead and read that article. Because in the stuff that I do, things change all the time. So I really need to have my finger on the pulse, because if I don’t, then campaigns don’t work as well.

Also, because we’re running campaigns for clients on LinkedIn, and I do all my own lead generation there, I can always see when LinkedIn makes a change right away. So I’m just in there daily, basically.

Steve: Then thank goodness for you.

Because the rest of us, like I said, we’re busy running our businesses.

And I can’t imagine… I guess I could do what you said. I could set up Google alerts, and Google will send me an email or something every time there’s a change. But then what?

Don’t even let me know, because I’ve got things to do, and that isn’t one of them. So I’m so thankful there’s people like you who make it your life’s work and your business to keep up with all these changes.

So you mentioned LinkedIn, which I love, because I talk to and help what I call real business owners, who are not sitting there twittering away all day and facebooking all day what they had for lunch, or cat videos, or any of that stuff. We’re running a real business, and that’s kind of where you find the – am I right? – is that the best place to find actual real business people?

Jimena: Oh, absolutely. I was really taken aback by just how powerful and effective LinkedIn is when I first started using it, because when I would connect with people, the conversations were obviously very professional. But the willingness of the LinkedIn community to get on the phone and talk, and see how we can do business together, no matter where in the world you are, was just really amazing to me.

So, when I saw that, I was like, “Wow, this is really something I need to focus on.” And that’s exactly how I grew my company – just through networking on LinkedIn. And just because people are there for business, they’re so willing to be open and speak to you. Whereas if you were contacting that same person, but on a different social network like Facebook, they’ll just think you’re spamming them. If you reach out to them and say, “Hey, I saw that you did this, this, and that, can we talk?” it’s just completely different on LinkedIn. Steve: That’s a great point, because Facebook is for personal stuff, where LinkedIn is networking online. So I’m on there, and I’m glad you said that I’m not alone – that people are on there expressly for the purpose of connecting with other busy, professional, businesspeople.

Here’s one thing, though, that I’ve seen a change on LinkedIn, is – I don’t know, over the past few months, or

February 2016

a year or so – it has, at least with people contacting me, gotten a little more spammy, like people seem to be not connecting and talking, as much as they’re throwing a whole 10-paragraph thing at me, trying to sell me something, or get me to do something right off the bat. It just turns me right off.

I’m thinking, “Is this going to ruin LinkedIn for everybody?” Am I strange there, or is that something you’ve seen happening on LinkedIn? Jimena: Yeah, unfortunately the problem with most people is they know that they should be on LinkedIn, they know that they should use it, they know it’s powerful, but they don’t know how to use it. So, instead of creating powerful connections, and being effective on LinkedIn, they are doing what you said; they are turning off their potential clients by coming up to them, and just trying to sell right away, in that first message. I see that happening to me all the time.

LinkedIn has taken some measures to put a stop to that, or actually limit that. Back in the summer, for example, a lot of people would send messages through LinkedIn Groups, because you could message group members for free. And people were sending hundreds of messages a day to group members, so those are very spammy. LinkedIn put a stop to that, and now you can only send 15 messages per month between all of

The willingness of the LinkedIn community to get on the phone and talk, and see how we can do business together, no matter where in the world you are, was just really amazing to me.

www.SteveSipress.com I RHINO MONTHLY

I 5

February 2016

EXPERT INTERVIEW

your groups. So that stopped it.

Steve: Wait a minute. Let me get this straight. That sounds good, because it used to be unlimited messages for free, and they made it 15 per month? To the spam guys, that’s a big difference, isn’t it?

Jimena: Oh, huge difference. There’s a lot of software out there that they were targeting, messaging people through groups, because when you message through groups, you don’t have to be connected. Now, in order to message somebody, you have to be connected, or you get 15 messages a month to group members. So you have to choose your group member very carefully, and not just be spinning out a bunch of messages.

Steve: Oh, I got it. It’s limited to the number of strangers that just happen to be in a group. But people that you’re directly connecting, you can still send unlimited messages to.

Jimena: Yeah, you can still send messages to your connections, so now some people might be spamming their own connections. And the problem is, you should definitely send messages to your connections, but you need to know what to say and how to say it the right way, and in what order, so that you don’t turn off your prospect, but instead, you pique their interest.

Part of what I teach my customers is, don’t sell right away. When you first connect with somebody, start a conversation, ask them a question, or provide a helpful link to an article that you wrote or that you found that, based on what they do, you know they would be interested in.

Don’t ask for anything. Provide value first. Provide that value several times. And then, if you feel that that’s somebody that you want to

You should definitely send messages to your connections, but you need to know what to say and how to say it the right way, and in what order, so that you don’t turn off your prospect, but instead, you pique their interest.

get to know better, ask them for an appointment. Ask them, “Hey, I saw that you work at this company, and I do this. I think there’s some synergy.

Would you like to get on the phone and talk about how we can work together?” That’s it.

Steve: Well, I like that, because that’s real life. That’s how it works in real life. I don’t walk into any kind of business event and immediately just start walking around, telling everybody – not that I would want them to – to become my client or buy my stuff, or any kind of nonsense like that. It’s always my first question, my first thought, is how can I help somebody in the room.

6 I RHINO MONTHLY I www.SteveSipress.com

Like if there’s a room, and people are going around and making introductions, I’m always thinking, “What is somebody saying that I could go over and help them do something?” And then some of these people, down the road, will reciprocate, and that’s what networking is. So you’re saying that’s how it works online, too. That’s good to know.

Jimena: Absolutely. And that’s very effective, because when you do that, sometimes even without you even asking for the appointment, the prospect will say, “Hey, I think you seem like somebody I would like to know more about. Can we talk?” It

EXPERT INTERVIEW

Sometimes even without you even asking for the appointment, the prospect will say, “Hey, I think you seem like somebody I would like to know more about. Can we talk?” It happens all the time, with me and the people that I’m working with.

happens all the time, with me and the people that I’m working with, just because you said the right things in the right order, and you have a profile that really piques the interest of your prospects because of the way it’s written.

Steve: Now you’re talking my language, because that’s exactly what happens with me. And we’ll get into this, but I see we have only about a minute left today. With Facebook, I’ll go in and check, and look around at people’s stuff, and Twitter I guess.

But LinkedIn, I just don’t go in there and see it as that kind of thing, so I’m not really… You’re probably going to tell me I’m making a big mistake, but I’m not diligently, every single day, checking my messages and responding. But when I do go in, I often find a whole bunch of nonsense, but I find a few people that are really wanting to genuinely connect and do business together.

Should I be checking more often?

Jimena: Yeah. At minimum, be checking your messages, and if you want to be proactive about generating even just leads for yourself, connect with people that would be either great clients, or great referral sources – somebody that you guys could work together in some way – and start building up those connections. Just start following up with them, giving them value, just like you would do at an in-person, real networking event, and those connections could potentially turn into really big business opportunities.

So you can do a lot more than just not doing anything.

Steve: One thing I do in person at a networking event: I don’t drink alcohol, and sometimes they give out drink tickets, so I’ll give somebody my drink ticket. Is there any way that I can do something like that online, to approximate like, “Can I get you a drink?” That’s what you do at a live networking event.

Jimena: Instead of giving somebody a drink, if you have content, that’s a

February 2016

great thing to use, to give someone.

And just say, “Hey, I wrote this article on The Top 3 Things somebody in your industry should do to have X, Y, Z results. Because of what you do, I thought you would like essentially for me to share it with you.” Something like that. That’s the equivalent of buying them that drink.

If you are doing an event that is live in their area, you might even want to invite that person, if they seem like somebody you want to get to know better, and build that relationship.

Steve: I love it. What a great way to end our episode. I see we’re out of time for today, but tomorrow I want to get a little more into this, about what to say and what not to say when you’re connecting with people on LinkedIn for business. Can we do that?

Jimena: Yeah, absolutely!

To listen to the complete interview, go to: www.RhinoDaily.com/podcast

Jimena Cortes is an online marketing consultant and author who has been featured on Entrepreneur.com and Forbes.com. She is the founder of Wizard Media, an online marketing agency that helps businesses generate leads online through Search Engine Marketing and LinkedIn lead generation, providing an average ROI of 300% or more for her clients.

Jimena has grown her company primarily through using the power of LinkedIn, and now she trains entrepreneurs, sales executives and other professionals how to generate their own high-quality leads via LinkedIn. Get Jimena’s free LinkedIn profile training at:

www.LinkedBlueprintCourse.com/profile

www.SteveSipress.com I RHINO MONTHLY

I 7

February 2016

THE #1 WAY TO RAISE YOUR PRICES

THE #1 WAY

To Raise Your Prices

By David Fagan You have probably thought about raising your prices. Actually, raising your prices is the easy part, right?

Getting people to pay higher prices is a different story. Here are some things to consider, and the #1 way to actually make your higher prices stick.

Yes, the value of your products and services has to be high.

Yes, you need proof that your products and services get results.

Yes, it helps to have social proof about how great your products and services are.

BUT NONE OF THESE THINGS MATTER UNLESS YOU FIND THE PEOPLE WHO CAN AFFORD YOUR HIGHER PRICES!

Think about what circles you run in. Think about who is referring your business and what kind of people need to be referring you business.

8 I RHINO MONTHLY I www.SteveSipress.com

That’s the #1 way to raise your prices!

It’s to find the people who can afford your higher prices in the first place.

Think about what circles you run in.

Think about who is referring your business and what kind of people need to be referring you business. Where do the people who can afford your higher prices hang out, network, and live?

Some products and services these days are just harder (not impossible) to show a high perceived value. Look at travel agents and photography as examples. The perception is that anyone can do it and technology has definitely made it easier. But even if you are in an industry selling a product and service with a high

THE #1 WAY TO RAISE YOUR PRICES

perception of value, you have to run in the circles of people who have the money to pay your higher prices!

Yes, I keep getting better at what I do.

But how I keep making more money is finding the people who can afford to pay me more of what I am worth.

Notice that I focus on my value, which comes from the results I get for people as much as finding the people that can pay for those results.

I constantly train my team and remind my team that we are looking for three things after we know a prospect would benefit from our products and services.

1. Do they have money to afford our sophisticated products and services?

2. Do they have the ability to make more money with our high-end products and services?

3. Do they have enough pain that they are willing to change what they are currently doing? (Some people have so much money in their mind that they become satisfied with where they are in life and business.) *Notice that I didn’t mention the motivation that comes from the positive. People tend to like the carrot, but obey the stick.

If you want to raise your prices and

actually get paid more, make sure your sphere of influence and the circles you run in connect you to those more profitable prospects.

I can make a hot dog stand the best hot dog stand in the world but they will most likely never be able to afford my services (Sorry, I have nothing against hot dog stands and I’m sure someone will now email me about a really profitable one). Do you see where I am going with this?

When I was the CEO of Guerrilla Marketing, we attracted mostly people who didn’t have very much money and were trying to save a buck. This wasn’t good, but luckily we made it all up in the volume of small ticket sales, like books.

My Icon Builder Media company that I launched out of Beverly Hills has the opposite feel, approach and attraction. It’s more with less, and people get bigger results from a more

How I keep making more money is finding the people who can afford to pay me more of what I am worth.

February 2016

customized, full service approach.

Here is where I will offend people…

I spend most of my time in cities like Los Angeles, Newport, San Diego, Tampa, Chicago and New York City.

Because of the job market and the housing market in those areas, people don’t flinch when I quote my prices of thousands and tens of thousands of dollars. I talk about a $15,000 package in Detroit and they compare it to buying a house – but in Santa Monica they compare it to a house payment.

It’s just a different mentality.

Yes, I have a fair number of clients in Salt Lake City, Phoenix and Orlando.

But they typically live in the best areas of affluence.

My best clients are not everyday small business owners and random entrepreneurs. Let’s face it, most of those people are broke. My best clients are highend dentists, chiropractors, attorneys, real estate investors, agents, doctors, financial planners, best-selling authors, paid speakers and media celebrated experts.

You CAN’T sell Cartier at the County Fair… but you CAN sell Rolex on Rodeo Drive.

You may not need to change what you are selling, and you may need to change how you are selling – but you definitely have to change who you are selling to if you want to raise your prices.

David T. Fagan is best known as a Speaker, Author, and Entrepreneur as the Icon Builder with his marketing and PR company based out of Beverly Hills, CA. He is the former CEO of Guerrilla Marketing that sold over 23 million books in 62 languages all over the world. He’s also the former owner of LCO Communications that has represented 58 Academy Award Winners, 34 Grammy Winners, and 43 New York Times Best Sellers.

David owns Icon Builder Media, is a guest lecturer at UCLA, and has been recently featured in Fox & Friends, The Washington Post, Forbes, The Today Show, Fox’s the Five, Your World with Neil Cavuto, The Doctors Show, ABC’s 20/20, Investor’s Business Daily, Yahoo! News, The Wrap, the Daily Mail, the Los Angeles Business Journal, and many more media outlets.

David is an International Speaker in places as far away as Bangladesh and Australia. David has shared the stage with Former Secretary of Defense Dr. Bob Gates, Mark Victor Hansen, Dan Kennedy, Harry Dent, and John Assaraf to name a few. David also has a passion for training Teen Entrepreneurs and for a movement he calls Guerrilla Parenting: How to Raise an Entrepreneur, which is his latest book.

For information about his next live event, go to: www.TheBookBootcamp.com

www.SteveSipress.com I RHINO MONTHLY

I 9

By Howard Berg

HOW TO STOP

Almost Immediately Forgetting Most Of What You Learn I often hear complaints from students, professionals, and others who invest hours of their time into high quality learning only to perform poorly at a meeting or in school. In fact, I heard a very interesting story about this problem for a professor in a medical program in Houston that I want to share with you. I want to share this story because it captures the heart of the problem that this article will help you easily solve.

Tearfully, the student begged the professor for a passing grade after earning an F on the final exam. They said, “it is not fair to give me an F. I spent two weeks studying for this exam.

I put in the time, and I deserve to pass.”

The professor’s answer was simple, “You do not understand the material. It doesn’t matter how long you studied. If I give you a passing grade, you will kill people.” There are actually two things at work here.

The professor told me about a student who was enrolled in his program.

First, most people measure their learning by two incorrect measurements: time,

10 I RHINO MONTHLY I www.SteveSipress.com

and pages. If you ask someone did you study, they often will say yes. If you ask them how do you know that you studied, they will tell you, “I read over 400 pages last night,” or “I studied for two weeks.” How many hours your study, or how many pages your study have nothing to do with what really matters. Did you learn the information that you needed to learn? So why are people forgetting so much of the information that they study the very next day?

Your brain can only learn about seven

Your brain can only learn about seven things at a time.

After you learn seven things, your brain will start to delete new information. It has no place to store it. So you may study for six hours, but you only retain about six minutes worth of information.

things at a time. This is true when you use the studying strategies taught in most schools. Read your book, and review your notes. After you learn seven things, your brain will start to delete new information. It has no place to store it. So you may study for six hours, but you only retain about six minutes worth of information.

Fortunately, there is an easy solution to this problem.

Chunking your information into groups of seven will help you solve the problem of forgetting what you learn as fast as you learn it. The first two or three items in a list are easy to remember. The last two or three items in a list are easy to remember. That puts only one object in the middle you need to make a little effort to learn.

If you have 49 things to learn as a single list, then the first three and last three items will be easy to remember. If you chunk this information into seven groups of seven items, everything changes. Each list is learned as a group.

The first three and last three items in each group will be easy to remember, and you can now easily learn all 49 items very efficiently.

When FOX, ABC and over 1,100 radio and TV shows look for the authority on speed reading and brain-based learning, they turn to Howard Stephen Berg, the World’s Fastest Reader.

Howard attended the State University of New York at Binghamton, where he majored in both Biology and Psychology. He became interested in Psychology during his junior year, and completed the four-year program during his senior year. He was told it would be impossible, and that is what spurred him on to develop his first accelerated-learning program.

Howard has created more than 14 brain-based learning programs. His Time-Warner book, “Super Reading Secrets,” is in its 28th reprint. Barron’s books requested him to write, “Speed Reading The Easy Way,” for students.

Nightingale-Conant sold over 650,000 copies of his “Mega Speed Reading” program.

For Howard’s best tips on brain-based learning, go to: www.PearTreePropertiesLLC.com

You’re welcome.

www.SteveSipress.com I RHINO MONTHLY

I 11

February 2016

MANNY’S BLOG

ALL DOGS GO TO

HYPERSPACE

Are you one of the millions of people who have flocked to the new “Star Wars Part VII: The Force Awakens” movie to see droid BB-8, villain Kylo Ren, and all the rest?

Numerous reporters commented on the zany fans who stayed outdoors for days to buy opening day tickets. My friend Buck grumbled, “I stay outdoors for days just to get a fresh dish of water, but nobody’s putting me on the evening news.”

My own Star Wars connections go way back. George Lucas let one of my ancestors on the set of the original “Star Wars” during filming. It wasn’t all that great-great-great grandpa hoped it would be, though. He heard about the TIE fighters and X-Wings in the movie and thought, “Thai fighters?

They’ll be eating Thai food. Super-yummy table scraps!!!

And I’ll bet X-Wings are those extra-spicy chicken parts…”

I’ve loved all the Star Wars movies on DVD, but I did have a few misgivings about the original. For instance, the line “That is not a planet” when the Death Star is revealed in all its glory. It makes me think too much about poor Pluto being demoted from planet status. Gawrsh, maybe Pluto would have fared better if it had been named Goofy.

And the whole Death Star name seems as if it would be too depressing for kids. Maybe they should have called it the “Sent Away To Play And Frolic Forever In the Country” Star.

Perhaps someday someone will close the loophole, but right now animals cannot be held liable for violating intellectual property rights, so one of my pals recently attempted a

canine-centric rip-off of Star Wars. You know, with droids such as Arf2-D2 and intrepid heroes such as Luke Dogwalker. Let’s not forget roguish dachshund Hans So-Low and his amazing craft The 7-Millennium Falcon. (Gotta account for dog years, you know.)

The script was thrown together in a hurry, and a lot of dialogue was improvised, such as when the stomach of one of the actors started growling, and the Yoda-like character observed, “The kibble is strong in this one.”

Too bad the film wasn’t more dramatic. When the hero was enticed to come over to the Bark Side...er, the Dark Side…all he did was shift over to a shadier spot in the yard.

Of course the temptations offered by the Darth Vader knockoff were a little different than the lust for power in the original movies. With a mostly canine cast, it was more like “See, there’s the preacher’s leg…and a clothesline right next to a big mud puddle…”

“Vader” never even got to utter his immortal “I am your father” line. Instead, the ladies’ man had business cards to that effect printed up.

The dog-oriented movie was poison at the box office. At least you’ll probably be spared the proposed sequel: “The Force Awakens, Barks At A Tree Limb Scraping Against The House, And Finally Resumes Its Nap.” See you next month with another sequel in my own monthly series…

Manny (full name “Emanuel” or “Dog With Us”) is Steve and Michele Sipress’ crazy, rambunctious cocker spaniel.

He has a weak leg (despite a mostly-successful 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.

12 I RHINO MONTHLY I www.SteveSipress.com

PETER’S LAWS

July 2015

Handy Mailing is the Go-To Resource for all of your Direct Mail & Printing Needs! www.HandyMailing.com

We’re Highly Recommended!

"I've used many different print-and-mail services over the years, and I trust only Handy Mailing with my monthly magazine. That should tell you everything." - Steve Sipress “Handy Mailing is honest, easy to work with, and sends out my mailings on time. I have used them for almost 100 different mail campaigns with a variety of formats. They always get the job done!

I highly recommend them” - Craig Simpson “HMS understands Direct Response Marketing and all that Dan is teaching. They go above and beyond to get jobs done and take care of the little details involved with mailings.” - Darcy Juarez, GKIC “Their service is phenomenal, their price is great, they are easy to work with, and they do what they are supposed to every time.” - Keith Lee

Get A Quote Today!

1-800-624-3622

JulieS@HandyMailing.com Thomas@HandyMailing.com

OUR SERVICES INCLUDE

SERVICE

Laser Print - Small and Large Runs - Color or Black & White - Cards and Letters - Variable Data Letter Quality Ink Jet Targeted Mailing Lists Post-It-Notes Tear Sheets Hand Font Addressing Live Stamps Lumpy Mail PURLs Postcards Scratch Offs

SPECIAL OFFER! Recieve 10% off of labor on your job when you mention this ad

www.SteveSipress.com I RHINO MONTHLY

I 13

RHINO MONTHLY Volume IV Number 2 | February 2016

CONTENTS:

1

5 Marketing Lessons We Can Learn From Politicians

By Steve Sipress

8

The #1 Way To Raise Your Prices

By David Fagan

www.SteveSipress.com/magazine

To Stop Almost Immediately 10 How Forgetting Most Of What You Learn

By Howard Berg

12 All Dogs Go To Hyperspace Manny’s Blog

4 Jimena Cortes INTERVIEW WITH

Online Lead Generation Expert

Publisher Steve Sipress Successful Selling Systems, Inc. 20701 N Scottsdale Rd Ste 107-509 Scottsdale AZ 85255 (p) 773-236-8134 (f ) 847-232-1535 Questions? Comments? Suggestions?

w w w.AskSteveSipress.com

Layout & Design Bobbie Miltcheva www.33graffics.com

Publisher’s Notice: Copyright 2016 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 develop ed or would develop on your own. In the interests of disclosure, we want to b e op en ab out how we may, from time to time, make money from this mag azine.

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.