Volume V • Number 1 • January 2017 • $97
Manny Salutes the Fourth Estate
HAPPY BIRTHDAY, RHINO MONTHLY MAGAZINE!
expert interview with
WHERE DOES THE TIME GO?
Jerry Luciano Attorney Advertising Ace
January 2017
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.
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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
Happy Birthday,
Rhino Monthly By Steve Sipress
Magazine!
Entrepreneur
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As we enter the start of our fifth year of publishing this Rhino Monthly Magazine, I feel it’s a great time to share the story behind it… I had met the publisher of a major business magazine at a conference for high-level entrepreneurs a little over five years ago. I thought to myself, “Hmmm… I would like to be the publisher of a major business magazine, too. Why not?” and I immediately put the plans in motion for what was to become this magazine. I took to good old Google, and started searching for possible titles for the magazine. My search terms included “entrepreneur” and “success.” I was amazed to discover that while there were a number of magazines with each of those words in their title, there was none called simply, “Entrepreneur Success.”
Ad Autopsy: Moving People To Buy Page 6
What’s Up? February’s Hottest Events Page 8
At Home With Steve & Michele: Marketers Cruise Page 12
A wise colleague advised me to have an attorney do to a trademark search before I actually published my first issue, but I stubbornly trusted my own Google search. I wrote every single article myself for that first issue, and proudly published Entrepreneur Success Magazine in February 2013. I took a few dozen copies with me to give away at a major marketing conference that month. One successful entrepreneur questioned my use of the word “entrepreneur” in its title, and told me a cautionary tale about how the publisher of Entrepreneur magazine actually
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January 2017
HAPPY BIRTHDAY, RHINO MONTHLY MAGAZINE!
I thought to myself, “Hmmm… I would like to be the publisher of a major business magazine, too. Why not?” and I immediately put the plans in motion for what was to become this magazine.
– believe it or not – had a court award it a trademark on that word back in 1973, and keeps a top law firm busy by constantly suing entrepreneurs who use that word in the title of any of their assets. I went into detail about this bizarre situation on my Rhino Daily Blog on February 27, 2013: (RhinoDaily.com/ entrepreneur-sues-entrepreneurs), and immediately renamed this magazine, “Money-Making Monthly” (I eventually gave it its current name in May of 2015). My plan was to start with only 12 pages per issue, then gradually expand to 16, 20, 24, and beyond. I wrote every article for the first three issues, then started to invite other entrepreneur thought leaders to become contributors. I started by mailing free monthly issues to only my clients and other fellow successful entrepreneurs, then grew that group to include nearly a thousand top business owners, entrepreneurs, and influencers around the world. My plan was to first establish the magazine, then start to accept advertisers, and eventually build it to over 100 pages monthly, complete with newsstand distribution and paid subscriptions. Those plans changed when I was invited to become a coach in Dan Kennedy’s Elite Gold Crown Coaching Program in September 2013. This magazine started being mailed to hundreds of the very top marketers in the world as a part of that program, with the request of the publisher that it be limited to only 16 pages (it was up to 20 per issue at that point). I thought about producing two different issues every month, but reconsidered and decided to put my original plans on hold and reduce the magazine to only 16 pages per month. (A few months ago, the publisher requested that I again lower the number of pages to 12 each month, which is where it stands now.) So unless things change, dear reader (as they always do in the life of an entrepreneur!), you won’t be seeing copies of Rhino Monthly Magazine on a newsstand near you. But who knows what the future holds? As we begin our fifth year of publication, we’re just getting started…
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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 moneymaking strategies and tips from Steve and other top business-building experts from around the world, go to:
RhinoDaily.com or LessonsLearnedFromDonaldTrump.com
Steve Sipress The WOW Strategy™ Creator
To find out if The WOW! Strategy™ Results Group could be right for you, go to:
www.SteveSipress.com/results
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.”
expert interview with
Jerry Luciano ATTORNEY ADVERTISING ACE Steve Sipress: Back for the final day with Jerry Luciano, who is an expert in helping attorneys to advertise and market their business online and offline, and attract the ideal clients to grow their firms. He has many success stories, and he’s going to do a lot of work, and a lot of research, and give you a free consultation, and teach you all kinds of insider tips and strategies, and ways to just outmarket your competition. Because, face it, as you know as an attorney, or any type of business owner, there’s a ton of
competition for every single possible good client that could come along.
attract the right clients.” How did this become your passion?
I want to finish off today with a couple of personal interest questions. My first one is: How did you get into this? How did you decide that you have a passion for helping attorneys to explode their practices and transform their lives? This isn’t something that, when you were a kid and somebody asked you what you want to be when you grow up, you said, “I want to be the savior for attorneys, to help them make a lot more money and
Jerry Luciano: Well, Steve, I worked for a couple of big names in the industry. And one of them was a very large provider of yellow page, and now internet marketing advertising services, formerly called RH Donnelley, now known as Dex. And very shortly after that, I worked for years with a division of Westlaw, which most attorneys are familiar with and know. They published the original legal guides years and years
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EXPERT INTERVIEW
An attorney will look me in the eye and say, “I want to make a million dollars next year.” It’s my job to make that happen. ago, for every state and basically the nation. Now it’s all online. I worked for their Findlaw division with attorneys, and I found that attorneys are… Many of them want the same things: they want to help their clients, and they didn’t go to law school to be sitting up at night typing on a website, or publishing articles, or doing SEO and title-tagging their pictures in their pages and stuff. An attorney who wants to be a criminal defense lawyer is a guy that went to law school because he wanted to be a hero. He wanted to be the guy that gets the innocent guy off of charges. Or if they are a litigator, someone that likes to try cases, maybe they want to go into corporate law and do some serious courtroom time, they don’t want to spend time working on marketing. They want to spend time doing what they went to school to do. They want to be an attorney. I know you went to law school, you have a J.D. and now you’re a marketer. You liked marketing so much, you said, “I’m not going to waste time being a lawyer, because I don’t like it as much as I like marketing.” Most attorneys are exactly the opposite.
business people like that. Most of those people happen to be attorneys. Steve: I know you’ve done that multiple times. Why don’t you tell us real quickly, just one success story you’ve had, where you’ve taken somebody who said that to you, and you’ve gotten it done. Jerry: I will never forget an attorney that I met in Illinois. His name was Brad Tengler. When I met Brad, he was effectively broke. He was laid off from the largest personal injury firm in his area, and he was practicing out of a two-bedroom apartment, and when we scheduled an appointment to sit down and talk, we went through some different things, and he was in a position where he did not have a lot of money. He looked at me and he said, “I need this to work.” He said, “if I’m going to practice law, I need to practice in an area of law where I can get cash in the door quickly.” We very quickly determined that area was family law, and there was a big niche that we could fill in his unique market there. I don’t want to spoil the entire story, but I can tell you that over the course of a year and a half, we took Brad from practicing law out of an apartment, to what is now effectively one of the most successful family law firms in the entire county where he’s at, and having literally cash-
January 2017
flowed millions of dollars, over the past several years. And Brad actually continues with one of our programs that we started about five years ago, to this day. Steve: Which I assume means he’s continually growing his firm. That is a fantastic story, and I know you have others as well. And I know, I guess only a few minutes left, maybe my final question here, but this field that you’ve chosen to help attorneys in, is a crazy field, because it is constantly changing. Google changes its mind every day about whatever rules… And they keep them all a secret of how you show up on the search engines, there’s always a new website coming along, and “Should I do videos? Should I do a blog? Should I do press releases? Should I put on my website this, that, whatever?” This field is constantly changing, zigging and zagging, and it shows no signs of slowing down at all. How do you keep up with all the constant changes that are going on in the field you’ve chosen to be an expert in? Jerry: One, that’s part of the reason why we offer that bi-monthly meeting with all of our clients, but we constantly monitor… We have a team of writers that write all their content. We also have a team of researchers, we have a team of people that’s constantly looking at the legal field, and seeing what is
I found an effective niche, I relate very well with attorneys, because they tend to be on a little higher level than some – what I would call – “general business owners.” Not always, but they’re a highly educated population, and they tend to know what they want. Also, they are trained in speaking and speech, and they will basically tell you what they feel things should be. We don’t have to play “Guess the endgame.” An attorney will look me in the eye and say, “I want to make a million dollars next year.” It’s my job to make that happen. I like that type of business, I found I related well with
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January 2017
EXPERT INTERVIEW
We build our programs for our attorneys not based on what was happening last year, we build them on what’s happening today. our entire business model is predicated upon working with each of our clients for multiple years, at their choice – not ours. In other words, we don’t lock people in to four- or five-year contracts. We want them to continue doing business with us because they like what we do, and we’re good at what we do.
going on, what are the hot topics, what is happening – not yesterday, what is happening today in the law field. We have an entire team of SEO and web developers that are looking every day at attorney ads, attorney advertising, and attorney websites and seeing what are the trends in marketing, so that we can be ahead of them. We build our programs for our attorneys not based on what was happening last year, we build them on what’s happening today. And we adjust them constantly accordingly. That takes a great deal of time, effort, and manpower. The reason we can be successful at what we do is because of the effective teams that we have put together, and the large number of highly-qualified attorneys that we have chosen to partner with. Because we really, effectively in the first six to eight months, lose money on every client we work with. So we have to provide an exceptional service, and an exceptional level of client generation, because
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Steve: That has become evident over the past five days. I can see our time has come to an end here, but I like what you said, that the firms that you choose to partner with, because back on day one – for people who
haven’t listened to that first episode, it behooves them to go back and listen to it – but that’s where you laid out the qualifications for… In other words, someone can’t just write you a check, and they become your client. You have strict qualifications, you do a lot of work for free upfront before you even meet the client, your first meeting is full of all kinds of quality information and research that you give them. So, you’re really particular who you take on. But the good news you’ve shared over this past few days here is when you do take them on, you change lives. So I love that, and that’s why it’s been a pleasure to have you here on The Rhino Daily Podcast. I can’t thank you enough for coming on, and since I love small business owners and attorneys, I love the fact and I thank you for all the good that you do for them. Jerry: I really like, Steve, at the end of the day, being able to go to sleep at night feeling good about what I do for my clients, and knowing that we’re all successful together. To listen to the complete interview, go to: SteveSipress.com/magazine
Jerry Luciano helps attorneys put their marketing on autopilot so that they can do what they went to law school for in the first place – PRACTICE LAW! Jerry has been involved in internet marketing and effective lead generation from the web for over a decade, and makes sure that his clients stay on the cutting edge of Google’s ever-changing algorithms and utilize the latest and greatest methods of building a client and marketing base. Jerry has worked with hundreds of different attorneys (as well as many others) to give them EXACTLY what they are looking for: MORE BUSINESS for their business! Finally, as a best-selling author, blogger, nationallysyndicated writer, LinkedIn guru, and master networker and marketer, Jerry truly is “That Guy” and a trusted and valued resource to those he chooses to work with. Get your free 10-point online analysis by going to: www.RhinoDaily.com/jerry
MANNY’S BLOG
January 2017
Manny Salutes the Fourth Estate One of the Frequently Asked Questions I receive is, “Manny, how did you get started in journalism?” Actually, I was begged to start writing for Rhino Monthly Magazine because a unique canine point of view was needed, because a writer of integrity could reveal the truths that needed to be uncovered, and yes, because Steve said that a crossword puzzle would cost too doggoned much.
Publishers William Randolph Hearst and Joseph Pulitzer were fiercely competitive in what was labeled “yellow journalism.” They battled to see who could churn out the most sensational, most misleading headlines. You know, stuff like “Scientists discover a practical use for cats.” Sportswriter Grantland Rice was another inspiration. You remember he pontificated that it’s not whether you win or lose that matters – it’s whether you swallow any of the game pieces.
I’ll admit I have an innate journalistic nature. I have a knack for asking the major questions: Who, What, Where, When, Why, and “Are you going to eat ALL of that?”
Gossip columnist Hedda Hopper knew where all the skeletons were buried. Meanwhile, I can’t even remember where I put that hambone.
I haven’t done it all by myself. I stand on the shoulders of giants – which gets you in a lot less trouble than standing on the sofa or standing on the countertop near the cookie jar. Most of my journalistic heroes were before my time, but I’ve been inspired by reading about them or watching their work on YouTube.
“Washington Post” reporters Bob Woodward and Carl Bernstein are remembered for breaking the Watergate case. They reminded us of the infamous “18-minute gap.” No, not the infamous 18-minute gap when there was nothing in my food dish – the gap involving President Nixon’s tapes! Hunter S. Thompson was a proponent of “Gonzo journalism,” in which a reporter becomes part of the story himself. I must admit that I practice Gonzo journalism more than I would like. (“The dog did it!”)
Colonial publisher John Peter Zenger harassed the British Crown, but was found innocent of libel because of the TRUTH of what he wrote. His backup plan was to be found innocent of libel because he made big puppy-dog eyes at the jury. Benjamin Franklin, founder of the “Pennsylvania Gazette,” was known for dispensing wisdom such as “A penny saved is…not going to buy many bifocals. Get vision insurance!” Nineteenth-century editor Horace Greeley was a big influence, even though he has constantly been misquoted as advising, “Go west, young man.” Actually, he said, “Go around in circles, young man.”
Pioneering female journalist Barabara Walters has to make the list. Curiously, my own list of the 10 Most Fascinating People of the Year always coincides eerily with the 10 People Who Happen To Have Beggin’ Strips In Their Hand. As beloved CBS newsman Walter Cronkite would say, “And that’s the way it is.” (Pet owners, the avuncular Cronkite could get away with it because he didn’t stand there with a rolled-up newspaper and a stern glare. I’m just saying.)
Manny (full name Emanuel or “Dog With Us”) brought non-stop joy, affection, and energy into the lives of Steve and Michele Sipress for over 13 years. He also shared his wit, humor and insights with readers here every month. Thankfully, as he got on in years and knew that his time on this Earth was growing short, he poured himself into his writing, leaving many, many columns behind, so that his fans can have the continued pleasure of being entertained and enlightened by him for a long time to come. He is no longer physically with us, but his memory lives on…
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WHERE DOES THE TIME GO? One of the biggest excuses I hear when talking to people about creating a Cash Machine is that they just can’t find the time. I agree life can get hectic and time is a valuable commodity to everyone but if you’re facing financial peril you need to set some priorities. If you’re wishing you could start a business (or a side business) but can’t find the “time” because life is too busy, reset your priorities so it’s not only on your list of priorities, but high on that list. Think of what can happen if you don’t prioritize new money in your life. Now more than ever is the time to get out there and take responsibility for your own personal economy. Don’t buy into the “woe is me” attitude. It’s your life, your future, and your decision.
By Loral Langemeier
One of the excuses I hear when talking to people about creating a Cash Machine is that they can’t find the time.
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You have to be creative. Immerse yourself in new ideas. Be in a cycle of continuous learning. Keep focused on goals and new opportunities. And know that they will come. It’s time to awaken the entrepreneur inside of you and make time for creating change in your life. Become more resilient and understand that at first you will have to work hard but the key here is to get to the point where things become more like second nature.
WHERE DOES THE TIME GO?
January 2017
I’ve always said there are two kinds of people in this world: 1. The Creators, Generators, and Expanders and 2. The Restrictors and Dieters. What kind of person are you? The Creators, Generators, and Expanders are people that make the time to bring in new money. They are thinking of ways to maximize their time and effort. The Restrictors and Dieters are the ones that allow not having enough time to become an excuse and ultimately an obstacle for creating a Cash Machine business.
It’s time to awaken the entrepreneur inside of you and make time for creating change in your life. Become more resilient and understand that at first you will have to work hard but the key here is to get to the point where things become more like second nature.
Be accountable for your actions. Make a list of goals. Write them down and look at them often. Remember that wealth is the result of a well-planned goal, not the goal itself. The plan is the “how you get there.” Keep things in perspective and moving forward.
The old adage “Life’s too short” is true. Get out there, make the time and be in the cycle of creating, generating and expanding more cash into your life. Ready, GO!
Now is the time to start being PROACTIVE. If you’re struggling with creating a plan to launch your goals into reality, you’re not alone. Having family and friends supporting your efforts is wonderful, however if you’re really serious about changing the patterns that got you stuck in the financial muck in the first place, you’ve got to take real action. Here are a few ideas to get you started... Make a list of action steps for each and every day. Even if you need to start small this will help jump start your priorities and get you moving in the right direction. Enlist your friends and family. Tell your family and friends you are starting a business. Let them know you’re going to need some help to pick up the slack until you get things moving forward. Get your life supported so you can generate new money.
Loral Langemeier is a money expert, sought after speaker, entrepreneurial thought leader, and best-selling author of five books who is on a relentless mission to change the conversation about money and empower people around the world to become millionaires. The CEO and Founder of Live Out Loud, Inc. – a multinational organization — Loral shares her best advice without hesitation or apology. What sets her apart from other wealth experts is her innate ability to hone in on the skills and talents of everyday people to inspire them to generate wealth. She has created, nurtured, and perfected a 3-5 year strategy to make millions for the “Average Jill and Joe.” To date, the company has served thousands of individuals worldwide and created hundreds of millionaires through wealth building education keynotes, workshops, products, events, programs, and coaching services. To get your free subscription to The Millionaire Maker Newsletter, go to:
www.LiveOutLoud.com
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RHINO MONTHLY Volume V Number 1 | January 2017
www.SteveSipress.com/magazine
CONTENTS:
1
Happy Birthday, Rhino Monthly Magazine!
7
Manny Salutes the Fourth Estate
By Steve Sipress
8
Where Does the Time Go? By Loral Langemeier
Manny’s Blog
4
INTERVIEW WITH
Jerry Luciano A�orney Adver�sing Ace
Publisher Steve Sipress Successful Selling Systems, Inc. 20701 N Sco�sdale Rd Ste 107-509 Sco�sdale AZ 85255 (p) 773-236-8134 (f ) 847-232-1535 Ques�ons? Comments? Sugges�ons?
w w w.AskSteveSipress.com
Layout & Design Bobbie Miltcheva www.33graffics.com
Publisher’s No�ce: Copyright 2017 Successful Selling Systems, Inc. All rights reserved. Reproduc�on of any part of this work beyond that permi�ed by Sec�on 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 warran�es concerning the legal or ethical appropriateness of any of the marke�ng documents, materials or instruc�ons 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 instruc�ons, you should obtain competent guidance, just as you would with any marke�ng documents, materials or marke�ng 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.