Rhino Monthly Magazine - July 2017

Volume V • Number 7 • July 2017 • $97

IS THERE SOMETHING BETTER THAN INDEPENDENCE?

HE SHOOTS! HE CREDIT

SCORES!

How to Give Away Great Content Without Giving Away the Store

expert interview with

JOE FOLEY

INFO-MARKETERS’ SECRET WEAPON

July 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

Is There Something Better Than

INDEPENDENCE?

By Steve Sipress

This month, here in the United States, we celebrate our Independence Day – the 241st anniversary of when we officially formed our own country, and declared that we would no longer be under the rule of a tyrannical government.

Similarly, most of us were taught from an early age that our goal should be to move from being dependent children to independent adults. I remember how

exhilarating it felt when I was able to ride my bicycle to and from school, and just about anywhere else I wanted to go; to no longer have to depend on an adult for transportation.

However, I was never taught that there’s an even higher level of living: being interdependent.

Many small business owners left whatever job or career

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July 2017

IS THERE SOMETHING BETTER THAN INDEPENDENCE?

If you want to reach your full potential, and have more growth, revenue, and profits, with a lot less struggle and stress, then make the conscious decision to move into the world of interdependence. path we were on – being dependent on someone else for our livelihood – and graduated to the independence of being our own boss. However, only a relative few of us understand the advanced power of becoming interdependent.

Here’s the difference…

The business owner who mistakenly believes that being independent is the highest form of functioning tends to make all of his or her own decisions, rarely with any input from a board of directors, or a mentor, or coach, or consultant. They also tend to focus too much on being “doers” in their business, believing that “If you want something done right, you need to do it yourself” and insisting on maintaining far too much control over too many aspects of their business. As a result, these businesses rarely reach anywhere near their true potential that they could, and the business owner’s life is much more difficult than necessary.

On the other hand, the business owner who realizes that interdependence is the highest form of functioning is constantly looking for ways to collaborate and team up with other business owners, welcomes input from knowledgeable advisors, and delegates the various areas of the “doing” of his or her business to partners, employees, consultants, and contractors. Just about every area of this type of business functions better that that of the independent do-it-yourselfer’s business, and the lifestyle of the owner is far better as well.

So how do you move from independence to interdependence?

You should constantly be asking yourself these type of questions:

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• “Who can I team up with to co-market our businesses?”

• “Who has products or services of value to my customers, clients, or patients that I don’t provide?”

• “Who can I partner up in various areas of my business to make them better?”

• “Who has expertise that can help me in one or more areas of my business?”

If you want to stay small, work long hours, and make a lot less money than you potentially could, then stay stubbornly independent.

If you want to reach your full potential, and have more growth, revenue, and profits, with a lot less struggle and stress, then make the conscious decision to move into the world of interdependence.

Will this be the month you declare and celebrate your own personal “Interdependence Day?”

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

MANNY’S BLOG

July 2017

He Shoots! He Credit Scores!

I hope you folks never experience the sort of financial mess I got into.

Due to identity theft, my credit score sank lower than Lassie’s hapless owner Timmy in that cliché well, and I’ve been dealing with FICO to get my rating straightened out.

(FICO, of course, is the California-based data analytics company that most U.S. banks use to determine whether to offer credit to potential borrowers and what interest rate to charge. It should not be confused with the roadkill management firm FIDO, which stands for Found In Driveway, Oboy!)

I guess you’re surprised that a dog has a credit card. Hey, I’m so good at chasing my tail, I decided I might as well have some rotating credit in case of an emergency. And I got some installment credit to handle installing a new doggie door in case I continue having trouble with my diet.

Besides, dogs have always been good at getting credit, whether wanted or unwanted. (“Who did this? Did you do this???”)

Granted, when it comes to obtaining things by begging, borrowing or stealing, dogs come up a little short on the borrowing aspect. Sure, we have a patent pending on the “puppy dog eyes” method of begging, and any selfrespecting pooch can justify liberating the last strip of bacon left unattended on the kitchen table; but we’re a mess at borrowing. (“Here, you can have this back, Steve. I borrowed it. I think it’s your favorite slipper. Or it might be your smartphone. Then again, it might be a collectible G.I. Joe. It’s hard to tell at this point.”)

I settled on a Discover card, because American Express sounded like it would interrupt my naps, I assumed MasterCard was for pet owners, and everyone said obtaining a Visa would require some “heavy vetting.” Brrrr.

According to FICO’s testimony before a House Financial Services subcommittee, scores are used in about 10 billion decisions worldwide each year. 10 billion decisions.

To put that in perspective, that’s about the number of decisions your cat makes each month regarding going in or out.

FICO supposedly uses five factors (including payment history, credit utilization and length of credit history) in its scores, but I suspect there’s more to it than that, at least where my fourlegged friends are concerned.

The inner workings of FICO are a closely guarded secret (unlike the inner workings of my cousin, Cabbage Gulper).

But I managed to learn that there is an institutional bias against dogs. Rules favor applicants who “put their pants on one leg at a time like regular guys” and “give an opposablethumbs-up to the capitalist system.”

I know you’re thinking I should have stuck with loans from other canines, but glitches occur there, too. (“Sorry. I put you down as a bad risk because I didn’t recognize you. I’ve got a stuffy nose.”)

Remember: check your credit score, make consistent, timely payments – and don’t splurge, unless it’s for grease to help me manage until the new door gets installed!

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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expert interview with

JOE FOLEY INFO-MARKETERS’ SECRET WEAPON Steve Sipress: Today I’m with Joe Foley, the one and only, the CEO, founder and the president, the big Kahuna, the head hoo-ha, of Disk. com, which in my mind and just about everybody else I know in the whole world of direct response marketing, is the go-to guy, the number one company. If you need anything printed, distributed, any kind of materials, and it’s likely that if you are any kind of a student of marketing,

and you’ve gotten anybody’s course and manual, and CDs, and DVDs, and it comes in a really cool box, and flips open, and this is inside, and that… that came from Joe Foley from Disk. com. What a pleasure it is to have you here today. Welcome, Joe! Joe Foley: Thank you, Steve. It’s my pleasure to be here. I’m excited to share a little bit about myself and Disk.com, and honored to be here.

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Steve: The honor is all mine, I assure you. And I love the fact that you’re sitting in front of a sign that I’m guessing you’ve printed up yourself, a humongous sign that looks fantastic that you printed up yourself in your own business. I love the fact that in the old days, “DISK” meant the little floppy disks and all that kind of stuff, and now look what you have behind you. It means “Delivering Inspiration and Specialized Knowledge,” because that’s exactly what you do.

EXPERT INTERVIEW

Joe: You’re exactly right, Stever!

Over the last 33 years we’ve been in business, people have copied our model. We even had a competitor once, that we actually located some of our actual copy from our website that they’d cut and pasted, and put it over there. That just doesn’t work.

You have to be so dedicated to what you believe in to be successful.

Steve: We’ve been there. And what they say is, “Copying is the sincerest form of flattery,” or something like that. And when it comes to business, I’m not in business to be flattered. So, no thank you for the flattery. And it just tells people, if you – it’s off the subject, I guess – but dear listener or viewer, if you’re going to a website and getting any piece of marketing or advertising, and you find that that’s copied from somewhere else, all trust has got to be immediately, just completely broken. So, not a smart thing to do at all.

By the way, it’s “Imitation is the sincerest form of flattery.” Not that you need it, Joe, but of course everyone wants to imitate you. So, when it says, “Delivering Inspiration and Specialized Knowledge,” that goes to what I was saying, that if people have gotten any kind of books, courses, CDs, DVDs, workbooks from some of the top deliverers of inspiration and specialized knowledge, it’s likely it came from you. So a couple of names… I’ll just throw out one name for each of those. So “Inspiration,” I can think of a marketer who delivers inspiration would be Brendon Burchard, which I’m thinking most viewers here might have heard of. Have you ever done any work for Brendon?

Steve: Wait a minute. He doesn’t mail out any more DVDs and books, and whatever?

Joe: Ohhh… Now we’re getting to books! We ship out so many books. He does that “free book plus shipping” offer. He’s still one of our biggest customers just by sending out books. And he also does this new latest greatest thing. Check this out: [music plays] Steve: I love it! The video book. At least that’s what I call it. Does it have an official name?

Joe: Well, we call it “printed video.”

Steve: Printed video. So, in other words, what you just showed is something that I could use, or any of our viewers could use, to mail to a prospect, and the prospect opens it up, and instead of it just being a brochure, a video plays.

Joe: Right.

Steve: How cool is that?

July 2017

Joe: It’s very cool. And you also don’t have to do Brendon-type quantities.

His project is going to be 5,000 units, but you can start with these, as little as 25, 50 or 100.

Steve: So, if I’m selling any kind of a high-ticket thing, I can pick 25 really great prospects, that I think I’m not getting through to or they’re not responding, or the gatekeeper stops or whatever. What gatekeeper is not going to hand that to them? They open it up… So the video: Do I make a personal video to each one, or the same video plays all?

Joe: You can do the same video, which is easier, and it’s still super effective. You might know the guys who are from life-aid, Steve? Dr. Aaron, he started with doing – I think – 100, and they all had the same video. Then, the next time he ordered 100 – which by the way was three weeks later, because they were working so incredibly…

Steve: You know, I was going to say that, that I would that, as soon as you

Joe: Well, you mind-reader Steve.

He happens to be one of our biggest customers of our career. We shipped every physical product he’s ever made, and currently he’s doing all digital delivery of his training, and he does a lot of live events.

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July 2017

EXPERT INTERVIEW

said , “The next time he ordered,” that means those things worked.

And then, when you say it was three weeks later, holy moly, did those things work!

Joe: All you need is a couple of deals, and you’re like, “Yes sir!”

Steve: Of course.

Joe: His second order, we made them blank, and he did a personal video for every one.

Steve: Wow.

can be worth $20,000, $30,000 to you. If you’re a consultant, if you are a high-end remodeler that does $50,000, $60,000, $80,000 basement remodeling, or $80,000 kitchen remodeling. To send to affluent homes in an area – multi-million dollar homes – if you’re a remodeler, and send them something like that, “Look what we’ve done, here’s some testimonials” and then a personalized message, “Here’s what I think we can do at your place.” Are they not going to give you a call and have you come in and do an estimate?

Joe: Third and fourth order, he alternated, he went back to… He has some units that are kind of the straight play-through, and then some he uses for personal.

Joe: Yeah. And it’s so new, they might show it to four other incredible prospects that you didn’t even know about. The neighbors come over, and they go, “Look what I got! I’m going to start working with this remodeler.”

Steve: And I’m just guessing that he must be segmenting his prospects.

Then the really high ones get a personal message, and the rest of them get a stock message.

Steve: That’s a really great point.

Same thing for an attorney. If somebody is hurt on the job, then they can show it to other employees, and go, “If you get hurt, look at this

Joe: Yeah. Of course, these are all really targeted prospects and people with great potential, because these cost like $30-$35.

Steve: Oh. That’s it? I was thinking they had to cost more.

Joe: Yeah, they’re very cool. There are versions that cost more. Here is a printed book, and this is ours. [music plays] Steve: How cool is that?

Joe: And this one has buttons for five different videos. You could have an hour worth of video on there. But that costs about a hundred bucks.

Steve: Still… Again, if you’re doing any kind of a high ticket something – you’re a roofer, and a roof is $10,000, or you’re an attorney, and a case

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thing.” All right, so that is an incredibly cool thing. That’s what we’re talking about here, you’re doing all kinds of imaginative stuff. So let me finish my original question, which was the “Delivering Inspiration and Specialized Knowledge.” I’ll throw out some names of “Specialized Knowledge.”

This would be people that are consultants, they’re teachers, they are “information marketers” as they’re called. They put out their workbooks, and CDs, and DVDs. And I’m thinking…

Boy, I guess I should have asked you up front, because what if I name someone that you don’t have?

Joe: That’s okay.

Steve: How about… Jay Abraham?

Joe: Yeah, we do Jay’s stuff. You’re two for two, buddy.

Steve: Of course. Our viewers ought to be familiar... The reason I picked Jay Abraham, he’s about the most well-known coach, consultant, idea

EXPERT INTERVIEW

man for small business owners for marketing. So when Jay has a $50,000 program, or $20,000 to get into one of his 2-day seminars or something, you’re putting together materials for that.

Joe: Right. I just spoke to him yesterday. He’s going to print a poster, and this cool business card that is going to be so freaking thick, it’s unbelievable. And it’s going to have his name die cut out of there and some gold foil. He’s going to send this to people… I might even send it to people on my list, just to showcase a little bit of Jay. But he does a lot of unique stuff, he’s kind of adopted me as… He’s my mentor, and he enjoys helping me out. We started by doing business with this strange project. We put his entire life – not all of it, but massive amounts of information – on a hard drive. It’s actually a 1-terrabyte hard drive, which is just insane.

Steve: Oh my goodness!

Joe: 700 hours of video, and audio, PDFs…

engraved on there. It’s so sharp! It came with this package, which is really cool. See? There’s the USB inside there, and the booklet.

July 2017

the title.

Steve: So that comes in the mail, just like that?

Joe: Yeah. This is a 4-day live event.

Steve: This was to get people to go to the event.

Joe: You get the 2016 version when you sign up for the 2017. It’s an annual event. We’ve done this… It’s the World Business and Executive Coach Summit. I think we’ve done it three or four years in a row.

Steve: I’m just thinking: Somebody gets that in the mail, and who’s not going to open that? I assume it comes in a clear wrapper. How are you not going to open that?

Joe: Yeah. It’s so beautiful. And it has gold foil and embossed… You can feel

Steve: I’ve got to ask you, because this brings up a great point for the viewers is, so many times I hear from business owners that they do some marketing, they mail something out, and they get all excited, and then… crickets! Phone doesn’t ring.

And here’s the deal: You hired a top copywriter, you’ve got a great persuasive message, you’ve targeted the right audience, you’ve got everything put together, but man, you’ve got to do one more job.

You’ve got to get that thing opened!

If you don’t get the mail opened, then nobody is going to see all that good stuff on there. So what you’re showing here is stuff that I can’t imagine it doesn’t get opened!

Joe: Right.

To listen to the complete interview, go to: SteveSipress.com/magazine

Steve: Then he sold that, or he just gave it to top clients, or…

Joe: He sells it. He goes to big Tony Robbins International events, his Platinum Group, and he markets that.

He includes some live coaching and different things with it, but you get the base unit of all this intellectual property. He has some smaller versions that are USBs.

Joe Foley is the Chief Experience Officer (CEO) of Corporate Disk, the world’s #1 leader for information marketers in the production and fulfillment of any and all formats of information, including books, magazines, CDs, DVDs, Flash Drives, Hard Drives, Video Books, etc.

Steve: I can’t even imagine. When you say USBs, that’s another thing I think of is nowadays, instead of CDs and whatever, you can put a lot of stuff onto a little flash drive, a little…

Joe: Oh yeah. This little tiny one, it’s kind of cool. You can’t see it on screen, but it’s actually crystal and it has the name of the live event

To discover all the ways Joe can help you grow your business, go to: Disk.com

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How to Give Away Great Content

Without Giving Away the Store

By MaryEllen Tribby

“How do we keep from ‘giving away the store?’ That is, how do we keep from giving away what we’d normally charge clients to do for them?”

This is a very common question and a very good question. It’s something anyone who uses content marketing should ask themselves. The good news is, it’s actually easy to keep a hold on that store and reap the benefits of publishing content.

Here are a few examples that will illustrate how you can do this.

Sell a Service by Explaining How to Find You If you sell a service, you don’t need to provide content on how to do what you do because people who want to do it themselves aren’t really in your target market. You can create content that teaches your readers how to find a reputable service provider. You can also create content that teaches people how to enhance the work you do for them.

For example, if you are a virtual assistant (VA), you can create content that shows business owners to

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effectively use the extra time they’ll have after they hire you. You can teach them how to delegate, how to plan their marketing and so forth.

Or if you’re a laminate floor installer, show your readers the benefits of using laminate and tell them how to care for their laminate floor.

Sell a Product by Selling the Why If you sell a consumer product, the same logic applies. You want the

HOW TO GIVE AWAY GREAT CONTENT WITHOUT GIVING AWAY THE STORE

content to teach them why they need your product and enhance their experience of using your product.

So if you sell anti-wrinkle cream, you can create case studies, talk about the effects of aging and the best foods to eat (or not eat) for better aging. There are plenty of things to share that will help your target customer.

You can also share product demos and videos of your product in action. Before and after pictures can also be very effective – especially if you combine them with testimonials from your satisfied customers.

Sell Information Products with the What and Not the How If you sell information products, people think this is where it gets really tricky to control what you give away and what you sell, but it doesn’t have to. There are a couple of ways you can approach this.

In the often quoted words of Jimmy D. Brown, “Teach them what to do, but not how to do it.”

In other words, give people the solution to their problem, but not the step-by-

step instructions for doing it. You’re showing them they need your product to fully accomplish what they want to do.

For example, if you sell an ebook on dog training, you might tell your readers about the key points of obedience training. You can share the basics of training…but your information product can go deeper into helping people with hard-to-train dogs. Give them a reason to go for the further training.

You can also offer extras with your information product. Do you offer personalized service, an active discussion community or valuable customer only discounts? Use those to create further interest in your info product.

Your content marketing should be helpful but incomplete. If you leave out the helpful part, your content will flop and not resonate with your perfect customer. You want your reader to be thinking, “Yes, that’s exactly what I need to fix my problem. I wonder what else the author has to help me.”

Use Soft Endings One of the best ways to do this is with a “soft ending” to your essays. Most

July 2017

articles and essays end with a “hard ending.” These notes are all about the author – “MaryEllen Tribby is a speaker, author, writer and consultant. She helps businesses build their businesses with inbox magazines which she learned while working at Agora, Weiss Research and Early to Rise.”

A soft ending, on the other hand, is focused on two things: what the reader is looking for and the next step they can take with you. (For an example, see my Bio Box below.)

The ending would include a link to a squeeze page where the reader enters their email to receive the free report.

They are signing up to learn more from you and are much more likely to become a customer.

The bottom line is your product needs to add value beyond anything you share freely. If you create your product and content marketing plan haphazardly, you might run into some conflicts.

But if you plan your product with your content marketing plan in mind, it’s much easier to create a cohesive plan that educates your reader AND gives them a reason to buy your product.

That’s a win-win for all, right?

MaryEllen Tribby has helped thousands of people start a new business or grow their existing one. She is the Founder and CEO of WorkingMomsOnly.com, the world’s leading newsletter and website for the empowerment of the working mom.

Prior to founding WMO, MaryEllen was Publisher & CEO of Early to Rise and President of Weiss Research, where she added millions to their bottom lines in just a few months. She also ran divisions at Forbes, Times Mirror Magazines, and Crain’s New York Business.

MaryEllen is the best-selling author of Reinventing the Entrepreneur: Turning Your Dream Business into a Reality and co-author (with Michael Masterson) of Changing the Channel: 12 Easy Ways to Make Millions For Your Business.

Get your free copy of MaryEllen’s The Ultimate Success Code by going to: www.MaryEllenFreeGift.com

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RHINO MONTHLY Volume V Number 7 | July 2017

www.SteveSipress.com/magazine

CONTENTS:

1

Is There Something Be�er Than Independence?

3

He Shoots! He Credit Scores!

By Steve Sipress

7

How to Give Away Great Content Without Giving Away the Store

By MaryEllen Tribby

Manny’s Blog

4

INTERVIEW WITH

JOE FOLEY Info-Marketers’ Secret Weapon 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.