Rhino Monthly Magazine - June 2017

Volume V • Number 6 • June 2017 • $97

MANNY’S BLOG DOG’S LITTLE ACRE

WHAT WILL YOU DO FOR YOUR

SUMMER BREAK? expert interview with

THE SECRET TO GETTING

RICH

Dustin Mathews Powerful Presentations

June 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.

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

WHAT WILL YOU DO FOR YOUR SUMMER BREAK?

By Steve Sipress

Here in the United States, summer has begun. For most people, that means it’s time to take a break, relax, and recharge.

Do you have SYSTEMS in place so that your business runs – and grows – even without your everyday presence?

But what about small business owners?

Unfortunately, most small business owners are more “slaves” than “masters” of their businesses. They insist on wearing multiple hats and taking a hands-on role in the “doing” of their day-to-day business. They have very few – if any – systems in place for the business to run and prosper even without them there.

Are most small business owners really in a position these days to take it easy for the next few months?

Here’s one simple question to ask yourself to see whether you are in a position to “take it easy”:

www.SteveSipress.com I RHINO MONTHLY

I 1

June 2017

WHAT WILL YOU DO FOR YOUR SUMMER BREAK?

This is the main focus of all the work I do with my clients: Putting systems into place to free up the business owner’s time and energy, thereby creating the security of consistent (and growing) revenue and profits regardless of how much time the business owner actually spends “working.”

But a relative few business owners make the transition to becoming true entrepreneurs – concentrating on starting and growing businesses, and not just running one.

For these sharp entrepreneurs, “summer” can be experienced all year-round. They can take time away from their businesses whenever they want, and can “put the pedal to the metal” whenever they choose, as well. In fact, many serial entrepreneurs enjoy the thrill of building businesses so much that they take little or no “time off” at all, mixing pleasure with several “working vacations” a year.

This is the main focus of all the work I do with my clients: Putting systems into place to free up the business owner’s time and energy, thereby creating the security of consistent (and growing) revenue and profits regardless of how much time the business owner actually spends “working.”

So if you do choose to “take a break” over the summer and not spend so much of your time and energy working IN your business, I strongly encourage you to take this time to work ON your business.

That means while you’re taking a step back from the day-to-day “doing” of your business, you are taking advantage of your summer break to (a) concentrate more of your time and effort on furthering your business and marketing education, (b) do some forecasting and planning, and (c) work on putting systems into place.

2 I RHINO RHINOMONTHLY MONTHLYI Iwww.SteveSipress.com www.SteveSipress.com

HOW TO PUT SYSTEMS INTO PLACE First, make a list of everything you and your employees do, and all the steps it takes for each.

Then, come up with a predictable, repeatable system for everything you can. Every repetitive task should be systematized, so that you yourself are not needed to do them every time they need to be done.

For the aspects of your business that require the most skill, developing a system will make it easier for you to teach someone else how to perform them so that you aren’t always the only one who can. The more you can systematize your business, the less stress you’ll have and the more your business will become a sellable asset.

And that means less work for you, with more consistent income and more long-term equity as well.

Not to mention that the less likely it will be for your business to fail. And in these uncertain economic times, those are some pretty good things to have.

As is an enjoyable, well-deserved summer break.

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

June 2017

DOG’S LITTLE ACRE Congratulate me! I have joined the ranks of the nation’s property owners.

Sure, I’ve long been an owner of intellectual property, including these monthly blogs and my eight-volume biography of Julius Caesar, “Veni Vedi Vamoosi: I Came, I Saw, I Chased The Cats Away.”

But now I own some real estate – a small parcel of undeveloped land on the other side of town that went on sale at just the right time. (The owner feared the neighborhood was going to be made part of a “greenbelt” and panicked because he has a phobia for frogs.)

I paid cash and avoided being tied down by a mortgage.

(Although, I might have enjoyed those “balloon payments” I‘ve heard about. You haven’t really lived until you’ve barked under the influence of helium.)

I used a windfall of money from winning the Publishers Clearing Doghouse Sweepstakes. (It was either make practical use of the check or wear my jaws out chewing that humongous envelope.)

What? You find it unusual for a canine to own property?

For decades, legendary four-legged Hollywood stars have secretly directed their accountants to sink part of their income into houses, storefronts, and farmland. For example, during Prohibition, silent screen star Rin Tin Tin owned a chain of shady establishments that went by the name “Speakeasy, Boy! Speakeasy!”

Old Yeller invested in a number of rabies research labs.

Beethoven held the deed to a symphony hall or two. And good ol’ Lassie never cared that much about the percolation testing of the land, but always insisted that the Realtor guarantee a total absence of WELLS. I have always dreamed of owning my own property – where I could mark my territory with a “No Trespassing” sign instead of, well, you know. That dream recurs even more often than the one about chasing rabbits or the one about being in front of a huge audience delivering a speech FULLY CLOTHED. Brrrr.

My grandfather also helped inspire me to want a little place of my own. Grandpa, a big fan of the movie “Gone With The Wind,” assured me that “Land is the only thing that lasts.”

Good thing Grandpa wasn’t so enamored of “Earthquake,” “Sudden Impact,” or “Krakatoa, East of Java.”

Steve and Michele hope I will build something responsible and not contribute to urban sprawl. No need to worry. My only experience with urban sprawl is when cousin Lardo visits from the big city and manages to take up two sofas at once.

I’ve learned from the mistakes of my friends and insisted on obtaining the mineral rights to my property. Poor Moose had 40 acres and not a bit of claim on the calcium in the bones buried there!

Excuse me, but I have to attend a town council meeting. I understand that some developers are pushing to have the block zoned COMMERCIAL and I want a say in that. Zoned commercial! Maybe I can rent the place to Snap, Crackle, and Pop – or maybe Flo the Progressive Insurance girl or…

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…

www.SteveSipress.com I RHINO MONTHLY

I 3

expert interview with

Dustin Mathews POWERFUL PRESENTATIONS Steve Sipress: Tell us, what’s the biggest mistake people make before they go give a presentation, whether it’s online or offline? The biggest mistake they make, the biggest thing they leave out. What’s something they just don’t do that they really ought to be doing?

Dustin Mathews: That’s a great question. A lot of people chicken out, because they’re afraid to ask for the sale or they’re not really clear why they’re speaking. So the biggest mistake I see is not having a clear

call to action. I’ll be real simple and straightforward and transparent with everybody. The whole call to action of this presentation of our time together is I want to get you to get the book.

One, because it’s great and it makes the numbers look good, but because I also know it will also really help you. Most speakers, though, when they speak, they just want to get an applause, or they just want to hope to get business. So, the biggest mistake would be not thinking what your end in mind is, and engineering your whole

4 I RHINO MONTHLY I www.SteveSipress.com

presentation around that. Clarity is key.

Steve: Yeah, I love that, and that’s for fans of “The 7 Habits Of Highly Effective People,” Stephen Covey: Begin with the end in mind. I remember when I was hosting my first big multiday event, where I had 11 speakers, and had over 300 people there. I look back when I was first putting it together, my coach that was helping me do it said, “Well, first of all, what’s the purpose of the event?” And I was dumbfounded by the question.

EXPERT INTERVIEW

Because in my mind, I had been to these events, and I’m like, “I want to do one of those. I know a lot of people, I can get people to speak, I can put people in the room. I want to do one of those.” And yet, that question blew me away, and I realized I didn’t even know what the choices were. I didn’t even know what he was asking. Is that common?

Dustin: Absolutely. You took on something pretty substantial, a 3-day event. I’m even talking about the folks that get an opportunity to speak at a chamber of commerce, maybe they speak at their association thing. They might get an invitation or it may fall into their lap. And the question I often challenge people with is: “If you’re going to get on a plane and leave your family, and that’s something important to you, you’d better make sure that you’re being productive, a productive use of your time. A round of applause is great for the ego, but you can’t put that in the bank account.”

So not having a clear, “What do I want to get out of this speech?”, meaning “I want to get customers, I want to get strategy sessions, I want to raise money for this charity and get X amount of dollars”, is a big, big, big thing that happens out there, a big mistake that I see. So that’s why we wrote the book. It’s really to curtail that activity, make you productive, and help you get clients, and take your business to where you want it to go.

and you’re going to sell your stuff during your presentation, or else you’re not going to get paid. Is there a different way to approach the preparation for either one of those?

Dustin: Well, absolutely! What I would say is that no one should just be… Even if you do get paid to speak.

In our world there’s the National Speakers Association and folks that are motivational speakers. They often get a fee to show up, and they may be able to sell books in the back of the room, and that’s great. I didn’t come from that world, and so I’ve always had to use what we call in this world – or it’s known as – “sing for supper.” That means basically you give a presentation, and if you don’t give a great presentation and get people to sign up with you, then you don’t get to eat supper. It’s an old-school term.

So whether you are a fee-based speaker, if you are one of those, or you’re a business owner that is just trying to get more clients, exposure for your business or your brand, you ought to have the intent that if you’re going to show up, that you ought to be getting paid multiple ways. So getting a fee is nice, but also getting clients is even better. As Steve teaches, you’re not there just to get a one-off sale, you’re there to get clients that will ascend, that will buy multiple products,

June 2017

that will be clients for life.

So the preparation, which many people fail to do, is thinking, “What is my Irresistible OFFER?” In the book, we talk about something that I created called “Irresistible Offer Architecture.”

There’s nine elements of this. No matter what you’re selling, heck, even if you’re raising money for a charity, you’ve got to make an offer that gets people excited. Now, Steve, usually when I say that, some people say, “Dustin, I’m in corporate America. I can’t sell like you guys do from the stage, like I’ve seen at some of these conferences.” And I completely agree and understand that. But we can be lead-generating. We can be giving out white papers. We can be asking people to give us their email and phone in exchange for a copy of our slides.

I would proposition you and say, “They don’t want just a copy of your slides, but they want tools and resources that makes their life easier. So anytime I speak, I’m looking to (1) get paid, (2) I’m looking to generate leads, and then (3) I’m looking to multiply myself. And what I mean by that is that if I’m out speaking, odds are that in that audience, somebody can refer me to get another gig. They know somebody, or they may have an audience like Steve. Steve has an audience, so he’s able to promote people within. So getting real clear as to

Steve: So, let me ask you, because I know a lot of speakers… because there’s different types of speakers. There’s the ones who get paid to speak, and then there’s the ones who speak to sell.

And it’s not even different people – it’s different opportunities. And I’m sure you’re going to tell me there’s 17 other iterations of that. But in my thinking, there’s two basic: you either get paid, “Here’s your X amount of money,” and you show up, and maybe you can also sell some books or tapes in the back of the room when you’re done. Or the other way is, you’re going to show up,

www.SteveSipress.com I RHINO MONTHLY

I 5

June 2017

EXPERT INTERVIEW

190 people in that room to text in to get that information. So we generated 190 leads of people that were interested in the conversation. Well, Dave still had another 40 minutes to go, so he gave the rest of his presentation. And he said, “Hey, listen. If you like what I had to share, and you want to go further, and you would like our help, what I’ve done is I brought a team of coaches with me, members of my team, to sit down with you to see if we’re the right fit and vice versa. So if you would like to have the conversation, and go down that road, and down that path, then I want you to go ahead and sign up now.”

why you’re showing up is mission critical to maximizing every opportunity that you have.

Steve: I love it. So you’re saying that you’ve got to get clear on whether you’re there just to generate leads or consultation appointments, or to actually sell something, or just to provide some good content and information if you’re getting paid to speak. Is there other reasons you might be doing a presentation?

So we got 67 people to go and sign up for that on a piece of paper in the back of the room. This was an environment where we chose not to sell a product from stage, and I know people that will be listening to this say, “I show up in places I can’t sell.” So what we ended up doing throughout the rest of the conference is we had a team there, and they actually did consulting sessions, where they identified the people that could move forward and wanted to move forward, and we wrote up business there on site.

Dustin: Well let me give you an example.

We just came back from Orlando. We’re headquartered in Largo, Florida, which is in the Tampa Bay area, and we just got back from an event there, a conference called “Social Boom.” My partner Dave was speaking on the stage, and he spoke there. But within the first 20 minutes or so, Dave said, “Hey, listen. I can’t share everything that I have to share with you here today, so I want to give you something as a gift.” So he gave away what I’m describing to you now as “Irresistible Offer Architecture,” which is like a fancy infographic, some training, because he just didn’t have the time to share that very powerful information.

So in a room of about 250 or so, we got

6 I RHINO MONTHLY I www.SteveSipress.com

So we showed up there at this event, we generated 190 leads that our marketing team can follow up with after the fact, we sat down with 67 people and got some of those people to say, “Yes, I’m interested,” and we were able to collect payment on those, we set up follow-up appointments with those people that needed to talk to their spouse after the fact. So the sales team was very happy with that, because they can call on the phone. And then also, the benefit as well was branding. So being out in the marketplace, being seen, Speaking Empire – that’s the name of our company – out in the marketplace was the fourth benefit of us being there.

We also were there to promote the book as well. So number five for me was even though I wasn’t speaking, I was there promoting the book to people that were coming to our booth, through the signage that we had there at the event. So as you can see, five different ways that we were able to benefit our business and build our brand through the power of speaking.

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

Dustin Mathews transforms business and brands. Right out of school, Dustin helped take a company from $1M to $14M and #35 on Inc. Magazine’s Fastest Growing Private Companies.

Next he led 10 product launches that generated $10M+ in sales. Now he runs Speaking Empire, a disruptive company in the leadership training and education space. Along with multiple best selling-books in the areas of marketing, sales and life, Dustin codified a process for creating and selling products and services, Irresistible Offer Architecture®, and is currently innovating in the area of Brand Response™.

To get Dustin’s latest book “The No B.S. Guide To Powerful Presentations,” plus multiple bonuses, go to: NoBSPresentations.com

THE GENIUS OF Newsletter Templates

By Nina Hershberger Newsletters are one of the most powerful ways to stay in touch with customers. They’re a tool for staying top-of-mind with current customers, introducing yourself to prospects, and even wooing back previous customers.

If you’re already familiar with the many benefits of newsletters—but don’t know where to start—newsletter templates allow anyone to create professional, effective communications.

3. Select a format. Your format will be likely be linked to how much design effort you want to put into your newsletters. Templates are available in formats like HTML and PDF. Even plain text is still around. How much work you want to put in—and your skill level— will influence your format choice.

Consistent newsletter communication is an invaluable investment in your business. Because they’re inexpensive, newsletters offer an extraordinary return on your marketing dollar. Keep

in mind that while using templates for your company’s newsletter program is a simple solution, that doesn’t mean any old template will do. When your company’s name is attached to a communication, it’s a direct reflection of your business. That’s why it has to be top-quality every time—and why you need to partner with a firm that specializes in helping people expand their company’s reach and boost their profile with current and prospective clients.

Not a graphic designer? Not a problem.

There are templates that are designed to be intuitive and stress-free while creating a state-of-the-art product that you’re excited to send to contacts. The key is to choose a format that works for you and your company. (*If you’re not sure where to start, my company, Megabucks Marketing, can guide you in selecting a template whose style best showcases your products and services, as well as the type of information you want to deliver.)

Choosing your template begins with these steps: 1. Visualize your newsletter idea. Who is your audience? What information do you want to convey?

A newsletter that focuses on current company happenings and industry news will look much different than one that highlights a revolving door of new products.

2. Assess your skill level. If you have at least a basic knowledge of design and design software, your template can be more fluid to leave room for your creative whims. You’ll need a different template if you’re happily oblivious to design software and want something turnkey.

Nina Hershberger has been in marketing throughout her three decade professional career—even when her job description said otherwise. A born marketer, Hershberger added value to her organizations by initiating ideas that increased sales by hundreds of thousands of dollars (and in some cases, millions), added profitable new business services, and raised the companies’ profiles.

In 2006, she launched Megabucks Marketing to leverage her innovative ideas into concrete results for clients. Her specialty is leading companies away from the popular-but-ineffective “cold call, hope, and wait” approach.

To learn more about the use of newsletter templates as a powerful marketing tool, go to: www.MegabucksMarketing.com

www.SteveSipress.com I RHINO MONTHLY

I 7

THE SECRET TO

GETTING RICH

By Brian Tracy

Do you ever think about what your life would be like if you doubled your income this year? What if you doubled your income AND you doubled the time you spend doing what you love? Better yet, with the people you love?

8 I RHINO MONTHLY I www.SteveSipress.com

Herein lies the secret to building wealth.

If you think it’s impossible in this economy, it’s not!

In every shift of the economy — down or up — there are winners and losers, like with everything in life. It’s all on how you look at and play into your current circumstances.

Even in the Great Depression, people came out new millionaires. Today will be no different, but only if you know the correct path to get there. Building real wealth starts with focus.

THE SECRET TO GETTING RICH

The Secret? FOCUS The key to being successful in life and with your business is FOCUS. Focusing on what you want and how you’re going to get there.

The key to being truly successful is knowing how and where to focus your time and efforts.

A while back I was talking with someone who sells fiber optic cables and computer hardware. He wondered if I thought it was a good idea to diversify and resell self-improvement programs online.

Here was someone who was doing fairly well with one business and about to take his eye off his primary source of income to try something he knew nothing about. Bad idea!

Find Something You’re Good At… And Become Rich Doing It If you want to be successful, the key is finding something you’re good at. Focus your efforts on helping people…and become rich doing it.

If this man were to branch out and begin selling self-improvement programs online, odds are he would have no time to grow his current business. His finances would suffer over there all while trying (and failing) to build a new business online.

June 2017

of this and a little of that and get little in the way of results.

Know who your customers are and where they are.

Then direct all of your efforts towards

Focus Your Efforts Strategically

finding them there and attracting them

Knowing how and where to focus your efforts is a habit of successful people.

to your business.

You should not try to diversify yourself across too many niches. You need to focus your business and marketing strategy to ensure the best results.

For example, every successful business owner knows they need a marketing strategy to attract new clients and make more money. But most don’t know how and where to focus their marketing. They try a little

Know who your customers are and where they are. Then direct all of your efforts towards finding them there and attracting them to your business.

Finding a proven system for getting prospects’ attention, generating leads, converting leads to clients, maximizing sales and generating repeat sales can easily double your income while cutting your time on the job in half (or even more).

Brian Tracy is recognized as the top sales training and personal success authority in the world today. He has authored more than 60 books and has produced more than 500 audio and video learning programs on sales, management, business success and personal development, including worldwide bestseller The Psychology of Achievement. Brian’s goal is to help you achieve your personal and business goals faster and easier than you ever imagined.

Get your free 12 Step Goal-Setting Guide at: www.BrianTracy.com

www.SteveSipress.com I RHINO MONTHLY

I 9

RHINO MONTHLY Volume V Number 6 | June 2017

www.SteveSipress.com/magazine

CONTENTS:

1

What Will You Do For Your Summer Break?

7

The Genius of Newsle�er Templates

3

Dog’s Li�le Acre

8

The Secret to Ge�ng Rich

By Steve Sipress

Manny’s Blog

4

By Nina Hershberger

By Brian Tracy

INTERVIEW WITH

Dustin Mathews Powerful Presenta�ons 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.