Joint Venture With Randy Charach

Ways To Make Money With

Self Hypnosis CD

Hello, and welcome to this new JV report.

I hope you find it useful.

What we will cover …

Using self hypnosis CDs as ‘Front End’ Products

Using self hypnosis CDs to secure Rebranding business

 Using self hypnosis CDs to Generate Leads for yourself or others

 Using self hypnosis CDs to Create a ‘pension’

 Using self hypnosis CDs in Joint Ventures

 Using self hypnosis CDs in a Wholesale model

 Using self hypnosis CDs in a Retail model

… some of these topics overlap a little, but by the time you have read the whole report I will have got the points across!

OK, let’s get started with the first money making method – as a ‘front end’ product …

There is always a cost in acquiring a new customer. Sometimes it's pennies, sometimes hundreds of Pounds or Dollars. Your product range, price points, target market, marketing method and cost all determine how much you can afford to pay out to get that new customer on board.

If you sell Gulf-stream Jets your average sale will be millions of Dollars. So let me ask you, if someone is thinking of spending a couple of million on a private jet, how much would you pay to get that person ENGAGED in dialogue, discussion and then negotiation? How much PER LEAD?

Well, if I were selling Jets, I would happily pay a few thousand pounds (dollars) for an introduction to a genuine QUALIFIED, INTERESTED & IN-THE-MARKET lead, wouldn't you? Sure you would!

Smart marketers know that business is about building relationships. Some businesses by nature are generally one-hit sales (replacement windows) but usually, one product does not a business make. One product is a 'promotion'.

The ideal model is to have a RANGE of closely RELATED products / services at EVER INCREASING PRICEPOINTS.

Legendary marketing genius Jay Abraham tells of an old campaign which demonstrates this well. (NOTE: These aren't exact figures - only for illustration)

Jay was engaged to work with a company who sold Gold Coins to collectors. He was mailing to a list of half a million people who had expressed an interest in coin collecting, and he was advertising in a 'Coin Collectors Monthly' type magazine. About a 300,000 exposure.

The ad copy revolved around such a fantastic offer people couldn't resist. He offered two small coins with a face value of say $50 - for $44, with a third coin free. Even if you sent the set back you get to keep the third coin, so the customer makes a profit even if they return the goods!

Along with selling the small coin set at LESS THAN FACE VALUE (in weight of Gold) this made the offer irresistible.

The promotion was so successful it lost money on every sale. It was supposed to. Well giving away more than $50 worth of gold for $44 would, wouldn't it, when you add in administration, mailing costs etc.

200,000 people took up the offer, and a few thousand Dollars were lost on the deal overall, as Jay had expected. HOWEVER, he now had a HOT NEW list of 200,000 people who he knew …

1. Were interested in collecting gold coins AT THAT TIME.

2. Were not averse to buying blind through the mail.

3. Had the means to pay (most orders by card over the phone).

4. Had now heard of his 'coin company' and trusted them

5. Had just had a most positive experience doing business with him.

So. Next he mails that same 200,000 with another offer. This time for a 'special' coin set valued at $395. Out of the 200,000 NEW CUSTOMERS who had just bought the $44 set, some 38,000 took up his second offer and grabbed the $395 set. An amazing 19% response due to numbers 1-5 above.

Save you adding it up, that brought in $15,010,000 (over Fifteen million Dollars) with a profit of about $4,000,000 Four Million.

Now let me ask you, do you think the slight LOSS he expected to make on the first offer was now justified? Damn right it was. That first offer was what's called the FRONT END.

Front end offers are almost always designed to break even, sometimes even lose a few Dollars if you have deep pockets and have tested extensively Self hypnosis CD's make perfect front end products, as they have a genuine value WAY above the duplication and fulfillment cost (you COULD copy and mail a CD for £1.50 / $3 and not LOSE money, yes?).

Back to Jay's coin adventure. So now he is somewhat in profit (!) AND has a list of 38,000 people who have just spent $395. What now? Yep, he mails that group another offer for a 'super-special' deal.

Special delivery envelopes, heavy bond, very personalized. A rare coin set in a nice display case with proof and numbered limited edition certificates. This one has a brochure and looks really expensive.

It is. It's just short of $5,000. And you get to part - payment with (trade in) the $395 set if you wish. (So no buyers remorse), Of the 38,000 who spent $395, fully 11.5% - that's 4,400 people, went ahead and took up the offer of the $5,000 coin set. That brought in $22,000,000 (Twenty Two Million Dollars).

So, you may be predicting, did Jay have some sort of $30,000 we-fly-you-out-here-just-to-take-a-look offer for the 4,400 people who spent $5000?

Yep, and over 100 people took that trip, Here's the thing. Those 4,400 people who went on to spend $5,000 were HIDING in the 300,000 + prospects originally exposed to the first offer of a $50 coin set. They ‘showed them selves’ by being offered closely related higher priced products, known as ‘BACK END’ offers.

The 'back end' is where the money is. Back end offers must have a few things going for them…

• They must be naturally related to the first (front end) offer.

• They must be timely (within 7 days for the mail, immediate on the net).

• They must, of course, be more expensive

• They must be excellent value

• They must be easy to buy. No hoops. Low or no risk (guaranteed).

What they DON'T need to be is YOURS! The back end offer/s can be anyone's. You could be the owner, manufacturer or deliverer if you want, but you could just as well be a distributor, affiliate or joint venture partner of the higher ticket, higher profit back end offer!

Here's an example. Let's say you have acquired the rights to reproduce a 'Play Better Golf' Self-Hypnosis CD. That's your front end. An ideal back end would be a closely related, more expensive, excellent value Golf product (or service). How about Golf equipment, Golf clothing, Golf vacations, Golf club memberships etc.

You would do a simple commission split or JOINT VENTURE (see JV chapter) with other people and companies who ALREADY sell these things. It's money for nothing. Their products become your back end, which is where the money is.

Maybe you 'back end' a Weight Loss CD with an offer of an exercise bike (which is delivered by someone else via a drop shipping deal. You never see it or touch it!) or someone else’s digital product or membership site.

For all CD titles there are back end opportunities.

OK, next let’s take a look at RE BRANDING

R e Branding. What does it mean? Well, it means (in this instance) claiming a product or piece of work as your own brand. 'Borrowing' its value and or repute.

Is that right?

Is it legal?

Sure, if the copyright owner, manufacturer or service provider has said it's OK!

Take a trip to your local large supermarket and you can see on most food labels 'Produced in the UK for WM Morrison’s Supermarkets' or 'Packed in Brazil for Asda’.

As you can see, the label on the outside will say MORRISONS FRESH ORANGE JUICE or ASDA CHEESE SPREAD, but its no secret that these companies actually produce NOTHING, they just have a re-branding arrangement with the original manufacturer, license holder, catcher, grower or whatever, often in other countries.

Ever noticed that the guts of a VCR or DVD player are strangely similar? Buttons and jack sockets strangely in the same places on the chassis from one brand to another?

That's because PHILIPS, TOSHIBA or whoever didn't necessarily make the item, they just 'badged it up'

The original equipment manufacturer (known as the OEM) is quite happy with this. They quietly go about their business in large anonymous looking plants all over the world, churning out no-name fridges, toasters, VCR's, TV's etc which the high street names later badge up as their own.

The truth is, you really don't know who makes what for whom anymore. That Nike cap? Could have been made UNDER LICENSE by any one of THOUSANDS of cap makers worldwide. Some in Portugal, some in Indonesia and so on.

So long as the base product (in this case the cap) meets Nike's strict quality guidelines, they license the right to produce and reproduce the Nike SWOOSH.

Another example. Playboy. Everything from Jewellery to inflatable chairs (my daughter has one) to clothing to mirrors and so on. Do you think Hugh Heffner has plants making Playboy merchandise? No way. His company merely licenses the right to use the logo.

I say 'merely' - it's worth millions of Dollars licensing their ever popular logo.

You are at liberty to offer re branding deals to others who might want to use such products as say, lead generators (see the Leads chapter) or front end products (see the Front End chapter).

You won't have to worry about your logo going on a quality carrier product like Nike caps, as you are leveraging this deal in reverse. The quality will always be consistent, as the CD's don't change from one copy to the next do they!

Your only condition for doing a re branding deal will be if they buy enough to make it worth your while!

Let’s use the example of a Personal Trainer. Let's say she really 'gets it' and understands the marketing advantage of her own entry level, low cost, low risk lead generator product. You can cut a deal where her CD's are labeled up as her own.

Let's imagine her business is called 'Bodylines Personal Training'.

The literature could say something like …

"We have teamed up with Randy Charach, one of America's leading mentalists, to bring you the Bodylines Weight Loss Self Hypnosis CD"

The CD's would carry her logo, be in her colours, with her contact details and business information. To all intents and purposes it's a Bodylines product, and can be advertised as such.

Of course, you would only agree to such a rebranding deal for a minimum initial order, as there are costs involved in setting up the template at the duplication house (better YOU do that to keep control, and keep your sources and suppliers secret too!).

Re branding is so powerful because it's so appealing. Can you imagine the ego boost it gives the business owner to see their own branded quality product? Don’t underestimate the power of that.

You could offer the sales department of an Orthopedic bed manufacturer a re branding deal for the Back Pain CD. Hey, with some companies, the top salespeople will be self employed, commission only.

They often easily make enough money to go with their OWN re branding deal to generate leads just for themselves! (They get more commission, it’s called a ‘Self Gen Uplift)

A golf shop will want their own Play Better Golf CD,

A luxury Country Club and Spa Hotel will have their own Stress Relief CD.

I'm sure you've got the picture here. Re branding is big business, and now YOU can get a slice of the action by OFFERING established businesses their own branded lead generating product without having to create them, or do anything really!

The ability to re brand is truly one of the most exciting aspects, In combination with all the other business models outlined in the other chapters, you would have to be stood still not to leverage your ready made income streams in almost any business situation.

Now let’s look at using the CDs to generate Leads …

Leads, leads, leads. Everyone wants leads. Why? Because a steady supply of fresh qualified new business prospects is the lifeblood of any business. As it happens, lead generation can also be one of the most disliked, expensive and frustrating business tasks there is. (More Information).

Years ago, when I was selling (self employed, Building Trade Tools and Machinery commission only, no leads provided, in the South of England for a company no one had ever heard of!) I quickly discovered how constantly prospecting for genuine new leads was often the difference between feast and famine at home!

I was lucky. I had a mentor who was a wizard at generating referrals, which are a part-qualified lead.

"Never mind the commission from the sale, concentrate on picking up referrals" he would bark at me. He was right.

I went from a standing start knowing nothing about sales or business (I was previously a Gardener) to Branch Manager qualification, All because someone taught me to generate LEADS.

Big money prizes. They give you a choice between a tempting lump sum or a modest income 'for life' - hoping most people will go with the lump sum. They do too, because they are financially illiterate.

Commission from one sale or a pad full of referrals? I would sacrifice the commission for the referrals any day - and sometimes had to.

Here's a cold hard fact: Every Monday morning, all over the world, untold MILLIONS of struggling salespeople have to do again what they did last week - generate LEADS.

They hate this task. They do almost anything to avoid it. Chatting at the water cooler, shuffling paper, phoning dead-horse old leads, making coffee, going to lunch, looking at car magazines and generally trying to think up new ways to have leads tumble towards them without prospecting, risking rejection or basically talking to anyone ever!

This is a problem. Prospecting for leads IS to face rejection. This is why salespeople who can afford it PAY others well to book their appointments for them which really means 'do the emotionally hard part for me'.

If only they had a lead generation 'tool' which didn't so much ask the stranger to marry them, just go for the gentle kiss on the cheek! This is what the CD's can do.

Let's say you are in business as a Personal Trainer. Tuff business. Not many people actively want to pay you to make them work! Plus there are dozens of newly qualified personal trainers every month coming into the market, all bright eyed and bushy tailed - full of hope and enthusiasm.

12 months later, most are selling shoes. Why? Because they simply don't understand the sales process, or more specifically, the sales FUNNEL.

In the chapter about 'Front Ends' you will have read about how low cost, low commitment and therefore low risk entry level products lead naturally onto higher profit products once the relationship exists.

Our personal trainer is looking for needles in haystacks. How would YOU like to try and find new clients willing to pay £20 - £50 an hour to be tortured (in a public gym - behave yourself) in a big city?

What the personal trainer needs is a steady flow of leads, who preferably self-qualify before he or she even speaks to them. But how do you know who, in a city of many thousands, is IN THE MARKET RIGHT NOW for losing weight and getting fitter?

Well, how about a steady flow of people who have just put their hand up for a 'How to lose weight' Self-Hypnosis CD?

Here's how it would work in practice. The savvy personal trainer can easily use just such a CD to prospect for leads. It's their low cost 'front end' product (their paid training service being the back end).

He or she advertises the CDs at an impulse purchase price in his REGIONAL paper. Builds up the value then offers it at an impulse purchase price.

He or she CHOOSES to post an actual CD rather than have it as a digital website download, so firstly the perceived value is higher, but more importantly, they get the actual land based address of the buyer (far more valuable than an email address) along with the new customers tacit permission to contact them again!

In with the CD they include details of their services, and follows up a week later with a low cost direct mail piece.

Now the pre-qualified leads flow TO THEM. Where do they get their supplies from? Why you of course! Hey, if they order enough, you can offer to 'white label' their CD's with their business name!

Here are a few more examples of how to use CD's as lead generators …

A Back pain CD would generate qualified leads for the Orthopedic bed company / salesperson.

A Money & Prosperity CD would generate leads for an Entrepreneurs membership website.

A Stop Smoking CD would ALSO generate leads for Mr.Personal Trainer or the Health Club.

An Allergy Relief CD generates leads for a Health Supplement distributor.

A Public Speaking CD generates leads for thousands of WEDDING businesses.

A Stress Relief CD generates leads for the Spa & Country Club Hotel.

A Martial Arts CD generates leads for the Kickboxing Club or membership site.

A Golf CD generates leads for … well where do you start!

… and so on.

These businesses will be most receptive to a ready supply of qualified leads! (Wouldn't you be?) You can sell or rent them the leads, or just supply the CD's wholesale (see the chapter on Wholesale).

Finally, think about this. That lead the Weight Loss CD just generated, is that not of high value to the Personal Trainer, the local Health Club, the supplement distributor AND the exercise bike shop?

The possibilities are truly endless Such CD's are non-dating, low cost, impulse purchase, lead generating MACHINES for your own businesses, or those of countless others.

Around the world, around the country, around the block or up your alley there are lead-hungry salespeople just itching to find ways to get qualified fresh prospects to put their hand on.

Next up - Leveraging the rights to Self-Hypnosis CDs into a Pension!

Have you ever heard the phrase - "the money is in the list" You betta believe it!

One product does not a business make. One product is a promotion. As I have often said, you won't get rich selling ONE product alone to the end user yourself - BUT, you can make serious money weaving it into a bigger, altogether stealthier business model.

It's exciting when you figure just how cheap CD reproduction is these days. You can get your CD's made up, with the actual CD, duplication, on-CD printing,  colour wrap (a retail-ready product basically) for just over £2.50 each!

So as you can see, even selling the CD's piecemeal retail (see the chapter on Retail) the profit margins are GREAT. Have them made for £2.50 and sell them for £10 each! Nice!

This chapter however is about list building (I will tell you about the 'Pension' bit later)

So in this business model you don't look to the CD to make the profit upfront, you USE the CD to harvest something far more valuable long term - the actual name and land based address of a customer!

FACT: The name and address of the customer is more valuable than the profit from the CD sale.

If you take this fact to its logical conclusion, you would structure your business to make maximum sales, to get the maximum number of customers of course. To get maximum customers per £1.00 spent on promotion / advertising the CD must be an IMPULSE purchase, at an impulse purchase price!

Sure you CAN get £8 per CD without much trouble, but several other factors have to be working like a well oiled machine to get that per sale IN VOLUME. However, if your CD is priced at say £4.97 it becomes a 'no-brainer' low risk impulse purchase (we personally sell to our local hair dressers, wedding gown suppliers, petrol stations and advertise in the local newspapers also FREE weeklies at this price £4.97).

At that price point people think "Hell, I spill more than that!" (Oh, and they never ever send it back either!)

Less resistance = more sales per advert = quicker list building, and that's the reason for 'selling at the lower price' - to build your list QUICKER.

One of the most important calculations in any direct marketing business or campaign is the acquisition cost per customer. This figure takes into account not only the cost of the product you sell them (plus shipping, handling, Credit Card fees etc) but also what the advert cost you

DIVIDED BY THE NUMBER OF SALES.

See, the advert will cost the same no matter what price you put on the CD, but the more expensive it is (the CD) the less sales you will make on average per ad (sell more at £4.97 than £8.97 - agreed?)

Therefore the cost PER SALE is higher with the higher price point, lower with the lower price point.

Where is this leading? Well, if your original intention was not to make a profit on that first sale but rather to maximize the VOLUME of sales, your CD's are no longer seen as a profit center but as self-funding lead generators (see the chapter on Leads).

You are building a list with the intention of …

Streaming your own higher price, higher profit products and services down the growing list.

Streaming other people’s higher price, higher profit products and services down the growing list (see the chapter on Joint Ventures).

How much does it cost you to acquire a hot prospect for these higher priced profitable offers? NOTHING - your CD's built the list for you!

If the income from the sale of a CD just covers the cost of advertising, duplicating and posting it out, you are already onto a winner. You can then offer other products to that person, for zero prospecting cost, forever!

Using the CD's as a tool to build multiple customer lists is the smartest, wisest and most lucrative road you can take long term. It takes time to do this. It's a long term strategy.

Fortunately, there are lots of ways to make money in the meantime AS you build your lists (see the other chapters)

OK, so what's all this about a Pension?

Let's say you spend 60 months building a list of 10,000+ on autopilot via classified ads. Whilst this is building you can make mid term money offering other higher ticket, higher profit products to your growing lists.

As part of your long term plan (time to get one, yes?) you will put your lists in the hands of a LIST BROKER who will rent it out for you, for about £140 per 1000, and post you a cheque anywhere in the world every month, for years to come.

I know people who make fantastic money from streaming their own products and services down their list & from joint ventures with others on a profit share deals, but more exciting by far, even if they do no 'deals' they make £10,000 per month, every month, just from renting their lists out.

NOW THAT'S A PENSION!

Most of that 'make money from a beach with just your laptop' hype is just that, bullshit. There is no free lunch.

No Magic internet formula.

However … by putting in 60 months of effort to build lists of niche buyers, you absolutely can have a list broker post you cheques, anywhere in the world, every month.

Doing business at Wholesale

Let's take a 'Weight Loss' CD as an example. Who is your ideal wholesale customer? It's not people who are overweight perse, they are the end user / retail customers (see the chapter on Retail).

Your ideal wholesale customer is simply anyone who wants to make money (So that’s anyone in the Western World over the age of 14!).

Ideally, they may already have regular contact with the people who are overweight! Someone who already has the attention of people who are in the market for this product.

These people are always on the lookout for new streams of income, and you can provide that. They will buy from you in quantity to resell. Petrol stations do this all the time. All those impulse purchase gizmos on the counter as you queue to pay are all 'money-for-nothing' income streams.

The price points at which you sell to your wholesale customer are up to you. How much you charge them per CD, per 100, or per 1000 will ultimately depend on your wholesale customers' business model, and whether they are re branded as their own (see the Rebranding chapter).

It will be important to maintain the perceived value of the products, and your wholesale customer will be most interested in this, as they have an advantage by taking this type of product on…

NO ONE KNOWS HOW MUCH IT SHOULD COST!

If you are selling a common product, like a bag of sugar or mobile phone charger, people know approximately what it should cost, so price is an issue. With emotionally driven unique products, like these CD's, the price their customer will pay is related only to the value they put on it, which will be a reflection of the value the retailer (your customer) puts on it, which in turn will be a direct reflection on the value YOU have put on it, and built into any point-of-sale materials.)

It's your job to ramp up the value so your wholesale customer will feel comfortable asking a reasonable price for the item. A word about perceived value for a CD.

At the back of a sagging paste table on a rainy Sunday morning car boot sale in December - perceived value: £2. However, personally & enthusiastically recommended by a top hair dresser to her best clients, right in the middle of an £87 pound cut & colour - perceived value: £10.

Believe me, the right person, in the right place, at the right time will pay £100 for a potato! I've seen it! (Don’t believe me? It was at a Young Farmers Charity Auction. See how that might happen?) It's all about positioning. Here are examples of a few types of wholesale customer.

The casual reseller

The hairdresser or nail technician. Get some of those plastic upright display stands, the sort cafés use to show the menu. Slip in a display ad (i.e. with a photo) and GIVE it & a sample to the hairdresser to pop on her counter under the mirror in front of the chair. Make sure they have your phone number, and you have theirs.

Tell her (or him) that the profit from the sale of that first disc is all theirs. They can have more at say, £4 each. The item will sell itself and it will be the easiest £10.99 they ever made.

Tell them they can have more at £4 each, or 12 for £40 etc, and remind them that when all 12 have sold themselves, they will have pocketed £85 clear profit - and, as you will always buy them back at any time ... Use the slightly inaccurate but most potent phrase - "SALE OR RETURN".

You made £40 with one 'sale' ... & she will be back for more. Same deal for say, Petrol Stations etc.

The Serious reseller

Market traders are typical serious resellers. That's what they do. They take title to a number of items, usually all the same or similar, and sell them on, often with multiple lines.

eBay Powesellers are serious resellers. They often rely on volume to make money, or a postage charge greater than the item cost (so they only refund the lower element if it's sent back).

For example, eBay is full of people selling low ticket items like mobile phone chargers, batteries and in-car chargers.

They sell at 99p Buy-It-Now with a P&P of £2.20. Sure the customer knows the item will probably cost less than £1 to ship, but in keeping with decades of conditioning, they overlook this and figure the entire deal is still worth £3.20 DELIVERED.

People with themed websites looking for ways to monetize their traffic are always on the lookout (or should be) for products to sell which match their visitors' interests.

There are millions of such sites, and all are worthy targets for your offer of wholesale supplies.

Finally, don't forget the sales professionals mentioned in the Front End / Back End chapter.

The consumer catalogue

Consumer catalogues are ever popular, choc full of interesting low ticket / low risk impulse purchase items. The buyers for these (often quarterly) catalogues are always on the lookout for new lines.

They get a nice retail-ready profitable line and you get to piggyback their established and costly distribution model.

Consumer catalogues are BIG BUSINESS and those inserted into the Sunday Papers sell plenty of inventory! Betterware and Kleeneze are consumer catalogues aren't they?

Agents

It would also be an idea to put cheap lineage ads in the local, regional or even national paper saying something like...

'New, PROVEN quality weight loss product. Not pills or gadget - Agents Wanted' or similar. Most people are looking for a way to make a few extra pounds (and lose a few extra pounds too!)

Don't underestimate the power of this fact ...

YOU CAN NOW HELP OTHER PEOPLE MAKE MONEY!

One of my favorite quotes is ...

"I slept and dreamt that life was joy,

I awoke and saw that life is service,

I acted, and behold, service was joy" (Rabindranath Tagore).

We humans are never happier than when in the service of others. Now you are in a position to help many people make those few extra pounds that could make all the difference to their lifestyle.

I'm not being overly dramatic here. Anyone can sell these products just by 'exposing' them to people.

Folks who have never sold anything in their lives before can put say, the Weight Loss CD in front of any group of people, many will be interested and a few will buy - on impulse! Canteen / office notice boards are a great place to pin an advert. (As are notice boards in Hospitals interestingly).

(This is an impulsive marketplace, worth well over $60-“£30” billion a year. Notice ALL the weight loss gizmos sold on QVC and the other shopping channels fold down to 'under the bed' size for 'easy storage'. There is a very good reason for this … that's where they are heading! Weight loss products = impulse buy!).

Thinking Laterally

Keeping with the Weight Loss CD as an example, where would we find the people who were in the market for this product?

Well, as we have seen, our ideal customer is someone who has our target market as THEIR customer! Someone who already has the attention of the identified end user for OUR product!

Mmmmm. Who might the end user be? Who wants to lose weight? Let's focus down on reasons to lose weight. How many times have you heard or read exclamations like ...

"... I MUST lose weight for my wedding ... "

"... I'm determined to be a size 12 for that wedding ..."

"... I must lose a few pounds for the wedding pictures/video ..."

"... I'm determined to lose weight for my honeymoon ..."

So - Who comes in contact with people who are getting married? Well, how about ....

• ALL Bridal Gown Shops

• ALL Suit hire shops

• ALL Wedding cake makers

• ALL Flower & bouquet makers

• ALL Hotel restaurant bookers

• ALL Photographers

• ALL Videographers

• ALL Wedding car hire firms - etc

ALL these businesses are potential Wholesale resellers for a 'Weight Loss Self Hypnosis CD'

Why struggle to find the people 'in the market' when a shedfull of existing businesses already come into contact with them every day! All we need to do is think of people who already come into contact with those who (in this Weight Loss example) may be 'in the market'

Health clubs - Chemists - Alternative healing centres - Doctors - Gyms - Beauticians - Nail technicians - Swimwear retailers etc

Hey, might any of these be interested in a Rebranding deal!

Finally, let’s not forget good old Retail

Reasons to sell discs individually.

1. To prove to yourself the product is well received

2. To give yourself personal testimonials - "I've sold X of these" or "I've just sold one to ..."

3. To bring you into contact with possible resellers and agents.

You don't have to be 'face to face' to sell the CD's individually. You can easily set up 'silent salesmen' in the form of handouts, classified ads, or our single web pages.

You can see a working example at www.TGD1.CO.UK which uses PayPal as the payment processor.

Among the many ways to promote these products, you could create a one page article or fact sheet about the CD's topic and self-hypnosis, from info you can easily research on Google or at the library. You then add your contact details, photocopy it, and then leave it wherever people who may be 'in the market' will be or be waiting.

So for the Weight Loss CD for example you would leave your flyer in doctors & dentists waiting rooms, at gyms and health clubs, hairdressers, nail technicians, wedding dress hire shops etc.

The idea of the sheet is to educate first, then lead on to the product. The wording can also be loaded onto an auto responder or pinned on a notice board. Consider classified and even display advertising in the many targeted publications & magazines, of which there are hundreds.

You will not get rich selling the CD's one by one to the end user yourself - however it's a great way to make a few pounds whilst prospecting for resellers or wholesale buyers.

Maybe you are thinking about selling the CD's individually on eBay. I don't believe eBay is a good place to sell this product. The thrill of eBay Is a bargain, which pre supposes an existing knowledge of an items true worth.

If I bought a laser printer toner cartridge which retails at £54 for £28 that's clearly a bargain as you already have a clear benchmark by which to judge the 'bargain'.

As I keep saying in my articles and other musings, products like these CD's are worth as much as the value one builds into the sales materials. No More. No Less.

They have no 'established' price or value.

eBay is essentially a search engine for items and a reverse search engine for buyers. How many people do you think type into the search box (for example) “self hypnosis weight loss CD" Not many!

They might type in "weight loss" but your CD will be lost within the other 10,000 or so listings that will pop up for that search term.

Most people view eBay on their PC with the default viewing setting of 25 items per page, so with 10,000 other listings showing for 'weight loss' - your CD would only show up on the first page (excluding ‘featured listings’) within the last 10 minutes of the last day. Not good plan Tonto.

So I don't recommend selling the CD's on eBay. If I HAD to sell on eBay I would put the weight loss CD (for example) in maybe the WEDDING section, with the title:

 LOSE WEIGHT FOR YOUR WEDDING

Or the women's SWIMWEAR section:

LOSE WEIGHT FOR YOUR HOLIDAY

That's called 'interruption marketing' using lateral thinking. Yoinks!

A far better place to retail would be www.amazon.co.uk where millions of people search for things for themselves and gifts for others every day. You can sign up as a Pro Merchant Seller.

In a recent industry report Amazon.co.uk was the #1 visited site in the UK and if that wasn't enough thousands of other UK sites link into it, driving potential buyers to your product.

Call the Amazon UK Business Team on 0208 636 9252 or go online to sign up as a Pro Merchant Seller. It's less than £30 per month for an unlimited number of listings, with no fixed term contract.

Amazon.co.uk will not only put your product in front of buyers but also handle the transaction for you (Details correct at time of writing, do check before signing up).

So you see, in the past retail was pin money compared with the other business models, but in practice you can now access a national audience for less than many other forms of advertising.

The ultimate self-funding lead generation method, using white label audio CDs

Commodity – something valuable that can be traded or leveraged. OK, quick quiz to start …

“What is the most valuable commodity in the western world today?”

Gold? Oil? Frozen Orange Juice?

Nope – the most valuable commodity in the western world today is …

Peoples ATTENTION

2010 & we are beyond the MTV generation.

16 year olds can’t even sit through a 3 minute music video.

We are all constantly bombarded with commercial and non commercial messages 24/7 … TV ads, product placement within programs, radio, newspapers, magazines, billboards, back & sides of busses, inside taxis, waiting in line at the chemist, fax, telephone, mobile phones, commercial SMS (text messages) email websites, ezines, banners, AdWords, AdSense, sports shirts, supermarket trolleys, credit card statement inserts etc .

So just how do you cut through this white noise if you have something to sell?

How do you get the attention of those who may be in the market for what you are offering long enough to tell your whole story?

The answer is – one small step at a time. For example, a HEADLINE in an ad or whatever only really has one job – to get you to read the subhead!

And the Sub Headlines JOB is to get you to read the first paragraph.

That first paragraphs JOB is to get you to read …

… and so on.

Just like romancing at the bar. If you are a Man, you will probably start with eye contact, then a smile, then a physical approach, then a verbal approach, then an offer of a drink.

At this stage the guy has the girls’ tacit permission to proceed with the process, which may lead to vertical dancing, which may lead to … whatever.

The point is, successful communication is all about winning permission to build on the previous level of relationship.

In his world wide best selling book Influence: The Psychology of Persuasion, author Dr Robert B Cialdini PH.D describes and explains the core triggers of human influence.

One of these is reciprocity.

As you may be able to guess, this leverages the basic human drive to reciprocate, or ‘give back’ when someone gives you something.

By accepting the drink, the girl understands she is now obliged to reciprocate with her continued attention, so the guy keeps ‘selling’ as he now has her tacit permission to do so.

Interestingly, when it comes to commercial relationships these steps can be only a few and therefore bold, but they must exist.

The good news is, we can make use of this basic human trigger, and others, when we want to win and keep our prospects attention.

Its human nature … everyone loves a bargain. The very nature of a ‘bargain’ invokes the feeling of scarcity – gotta grab it quick.

Whilst it’s true that one persons bargain is another persons couldn’t-care-less (I don’t care how cheap your washing machine cold water inlet solenoids are, I don’t want one) if we are in the market for the ‘bargain’ we almost instinctively know that for us, it’s value exceeds its price, & this then becomes an impulse purchase (especially if fuelled by real or perceived scarcity).

So, what have we covered so far …

• Peoples’ attention is hard (therefore expensive) to get & keep.

• It is therefore valuable.

• Humans are subject to behavior triggers such as reciprocity.

• Relationships are built on the tacit granting of permission steps.

• Bargains (value exceeds price) are impulse purchases.

Let’s now see how we can leverage ALL these factors into generating leads

One classic (at least 100 year old) proven method of advertising is the ‘Two Step’. You will have seen this work all your life in newspapers & magazines, where the advertiser uses a small classified ad to invite you to request more information or a brochure or whatever.

They then send out the more lengthy & costly materials only to those who pre-qualified themselves by jumping through the first hoop.

Ad space in magazines and papers is quite expensive, too expensive generally to tell your whole story in one go. (Ads that actually do that are said to sell ‘off the page’).

So the JOB of the small classified ad is not to sell the product, its only job is to sell you on the idea of requesting further information!

My company, Dalley Publications, has been ‘selling stuff’ since 1979. In that 30 years we have noticed something interesting over and over again.

We all prefer to do business with people we know and trust and have perhaps done business with before, but here’s what’s interesting …

To sell something at say, £297 to a new prospect who has never heard of us, we have to include all kinds of sales copy alchemy, risk reversal guarantees etc.

However, if we have already ‘sold’ them something at say £5 (and they had a good experience of value) we can then follow up with the £297 offer and their attitude is more …

“Oh, yeh, I know them, sure”

So. The way to generate leads that convert is to start a relationship where you offer obvious value at an impulse purchase price.

THEN follow up, in classical two-step style, with the REAL offer. What you really want to sell.

Where the money really is.

Using audio CDs as the perfect lead generation tool.

Audio CDs have a tangible value that you don’t have to bother building. Western society has ALREADY POSITIONED the value of a CD for you.

Most people think a “CD” is worth between £4.97 & £16.

This is good news, as the actual CD media costs you between £2 and £2.50.

If you offer someone a FREE CD however, they become suspicious because we all know nothing is for free, right?

Modern consumers are smart, they know there must be a catch to something that’s free, because they know it’s costing you money giving it to them. So we don’t do that.

(Unless it’s a business builder).

What we do is charge a very low price. This triggers two emotions. The first is ‘bargain’ and the second … “Is there a catch?” Often, people have experienced a low priced product which would have been a bargain were it not for...

… overpriced postage and packing!

You may have seen this on eBay. DVD you want, £3.97. Great!

Postage, packing & Handling … £2.97. Not so great.

We KNOW it doesn’t cost £3 to post a DVD, and so feel duped, hesitant and ultimately turned away by this obvious con.

However, as eBay.com have proved over and over and over again, the addition of the magic words FREE P&P, or FREE SHIPPING work a treat, and increase conversions & sales exponentially.

This is such a recognized fact that, from Oct 2009, eBay will require free P&P be included as a default payment option when listing media products!

This is from their NEWS section …

So let’s do that!

OK, so putting all this together, what do we come up with?

1. Advertise an actual physical CD (NOT a download).

2. Price it about £3.97 to £4.97 which is an impulse purchase price point.

3. Shout about FREE postage.

If the CD topic is targeted at an already impulsive marketplace (like Golf, or Weight Loss) you will generate plenty of ‘sales’ (leads) with this idea.

How much has it cost you to fulfill the order? Well, let’s see. If your CDs cost about £2 to have created, and a jiffy bag plus postage stamp is about 40p, that’s £2.40 plus PRO RATA advertising cost.

Suffice it to say, it doesn’t cost £4.97 PER CD to advertise, reproduce and post out, more like £2.40.

This means your new CD is not only generating leads on autopilot by leveraging human nature, it is also showing a small profit!

I don’t know how much experience you have in sales, or how long you have been selling things, but to a sales and marketing silverback like me, the very idea of controlling a Self Funding Autopilot Lead Generation Machine has the hairs on the back of my neck up!

A quick note about the internet. Many people are intoxicated by the digital nature of the internet.

The idea of zero fulfillment costs via digital delivery is very attractive, and yes, there certainly are people out their making good money with a 100% digital business.

However, a 100% digital business still requires relationship building, which usually involves keeping in touch with your existing customers via email.

This is all fine & dandy but email addresses by their very nature are a fluid. When I ask a seminar audience how many people have changed their email address in the last 12 months, many hands go up.

This is why an actual land based address is worth 20 email addresses all day long. Not only do people generally stay put from one year to the next, but anything that drops through their letterbox at least gets looked at for a few moments.

As you will know yourself, the emails in your inbox get milliseconds before you hit delete, without ever reading the body of the message, that’s if they get past both your ISP’s often over zealous spam filters, and any you may have on your computers email system!

Offering physical products means they get posted out, which means you get to build a list of your customers actual addresses.

It also means your CDs are in an envelope, usually a Jiffy bag, which can ALSO contain details of your second, more profitable ‘back end’ offer!

Think about that.

Your prospect has said yes to your first offer due in no small part to the low price point & Free postage & packing.

You now find yourself sending an envelope to someone who …

• Is actually LOOKING OUT for your package arriving.

• Has told you exactly what they are in the market for NOW.

• Has covered the cost of the whole process for you.

• Is receptive to anything you have to say about their interests.

The process in a nutshell

Your use of a quality audio CD product, laser targeted at your exact commercial audience.

You're brand it to promote your business, with wording on the CD face which supports your marketing, carries your phone number, promotes your website and/or sells another idea!

Advertise this lead generation device in the local, regional or national paper at £3.97 or £4.97 including FREE postage & packing.

Mail out the customer’s order, at a profit, having now won the permission of that new lead to contact them – again, and again.

Follow up with a closely related offer, at a higher price & profit. This second offer has ZERO advertising costs. As they have already ‘done business’ with you, they are FAR more receptive to further offers.

Conclusion

This method just plain WORKS.

The reason it works so well is it ‘rides the bus’ of human nature at every step.

We’ve already mentioned joint ventures briefly, but now we’re going to look at these kinds of partnerships in much more

detail. I can’t stress enough how important joint ventures are in creating a profitable online business. It doesn’t matter what products or services you’re selling, there are always people that you can partner up with in a way that will bring benefits to both of you, without costing you a penny.

It’s those savings that will boost your profits dramatically.

In this chapter, I’ll explain how to find partners, reveal several

different joint venture ideas that you can put into practice with your business, and I’ll show you how to keep track of all your deals.

Choose Your Partners

Selecting the right partners is crucial for the success of a joint

venture. As always, the best bets are businesses whose services complement your own. If you’re selling CDs for example, you could do a deal with a company that sells audio equipment, or a music magazine; if you’re offering home-made furniture, you could partner up with other home furnishing companies.

Essentially, you want to be sure that you’re both appealing to the same type of market but not directly competing.

One way to find partners is to figure out where they advertise.

 As you surf around sites related to your business, you’ll probably notice that you keep seeing promotions from the same sites. Those are the kind of people you want to team up with.

In fact, you may not even have to look any further than your

email inbox. You probably already get a whole bunch of newsletters from companies in related industries, and are already pretty familiar with their business.

So your first choices for joint ventures should be pretty easy to think of, and those may be the best ones too.

If you want to expand the scope of your partners beyond the

immediately familiar though, it’s worth visiting Alexa.com.

Alexa is a useful site that ranks other sites based on the volume of traffic they receive. This is very useful when you want to confirm that a potential partner has a relatively high volume of visitors to send you.

Alexa can even tell you the name of the webmaster and give you the contact information you need to contact the webmaster. Of course, it’s one thing to get in touch with a potential partner — it’s quite another to get them to agree.

In my experience though, this isn’t really a problem. About 80 percent of the people I contact already know me and understand exactly what I have in mind.

Once you establish your position in the marketplace, you’ll probably find that’s true for you also. The whole negotiation takes nothing more than a couple of emails and maybe a five minute phone call.

Even a cold call gets pretty decent results. In general, I start with an email introducing my site and suggesting a partnership. It’s pretty rare not to get a reply, and about half of my proposals result in a deal.

So what sort of partnership do I suggest? In practice, that

depends on who I’m writing to. Clearly, you want to make sure that you create a joint venture that uses your partner’s strengths to strengthen your own services — and your profits.

Here are three different joint ventures that are used regularly.

Joint Subscriptions

This is a newsletter joint venture. A user comes to your site and signs up for your newsletter. They then get a thank you message inviting them to sign up for other newsletters that they might find interesting. Those other newsletters are your joint venture partners. In return for an advertisement on your site, you get the same on theirs.

You want to be careful not to pester the user, so keep the invitation

simple and well targeted.

Strengthening Your Joint Ventures

The best way to make your joint ventures truly successful is to use exclusivity. Offer your visitors something they can’t get anywhere else, even if it’s someone else’s services, and you make your visitors feel that they’re getting a real value by knowing about your site.

Of course, if you want your partner to give something truly valuable to your visitors, you’ll have to do the same for them. You don’t have to give everyone gold watches, but you can offer them a discount or special offer of some kind.

For example, I get a newsletter every week from a marketing guru. Just about every edition he sends me contains at least one offer of a book or some other product at a bargain rate. Those products come from his joint venture partners, and I assume that he’s doing the exact same thing with his products in their newsletters.

I get a lot of newsletters, but his is one I always read. I never know what sort of deal I’m going to be made next, and I know that I’m getting a real value in return for my free subscription. If you’ve got a good relationship with a joint venture partner, these are easy to arrange.

Keeping Your Customers

The whole point of joint ventures is to generate customers. But even more important than getting them is keeping them. It’s much easier to sell something new to an existing customer than to sell something to  omeone who has never purchased from you before.

In fact, at the end of every month I sit down with my stats and sales  figures, and try to figure out answers to the following questions:

 1. What percentage of my sales came from repeat customers?

 2. Do my customers believe that they are important to the success of my business?

 3. Did I go out of my way to learn all about my customers and keep them interested in my products?

 4. Did I check out my competitors to see if they’re offering customers something that I’m not?

 5. If a customer complained, how quickly and adequately did I respond?

 6. Were orders filled correctly and did I offer bonuses to particularly loyal customers?

7. If I heard about a customer who went elsewhere, did I try to win him back?

It doesn’t take long to answer these questions, although it does take a bit longer to put new procedures in place if an answer comes up “no”. But it’s definitely worth the effort. I’ll confess, I got into this for the money, but I love getting letters from satisfied customers praising me for my service.

The fact that it pays to do that too, is a real bonus. Essentially, there are two golden rules for providing great customer service: punctuality and politeness. Always answer your customers as soon as possible and deliver their goods as quickly as you can.

And always maintain a professional, business-like manner with them. It doesn’t matter how much they complain or moan, or how unreasonable they are, remember that you’re a professional and keeping your cool is part of your job.

So now you know of a whole range of different ways to promote your website. You know how to use search engines, buy advertising and build affiliate programs. You understand the benefits of newsletters and how to set up joint ventures with other people selling on the web. In the next two chapters we’re going to look at precisely what you can sell online, starting with information products.

Of course, you could read about making money online for years

and never get anywhere. The key is to take action. If you’re ready to

roll up your sleeves and put the online marketing concepts you’ve

learned about into action to start making money, click here start earning multiple streams of residual income on the Internet within the next 24 hours.

-Personal Advice, Motivation and Self-Help Sites

There are several sites aimed at the individual — mainly motivational and self-betterment sites. Such sites offer tips, articles, advice and counseling on how to build self-esteem and self-confidence and reduce stress for a happier life.

You may also provide great inspirational quotations, inspirational stories, motivational poems, and other resources to motivate and inspire your visitors. It could include psychology tests, IQ tests, emotional intelligence tests and personality tests for self-improvement. The market for personal advice and counseling is huge.

You can provide educational counseling through such sites. Professional

advisory information and training is covered in a subsequent category.

Fitness and Health, Diets, Weight Loss Sites

These sites provide complete guides, articles, tips and counseling on proper eating and exercising habits, benefits of diet and exercise, fitness techniques, diet articles and diet tips, weight loss, as well as some of the popular diet plans.

They can include tips from fitness experts, reviews of fitness and diet programs, message boards, forums and discussions on health and fitness. Information of various nutritional and diet supplements, healthy

and non-healthy foods can be included. A couple of the popular fitness

and health sites are eDiets.com and WeightWatchers.com.

Not all these type of sites are comprehensive in nature; most in fact focus on some specific program(s) and try to promote those programs to their members. Members are provided not only great details about some proprietary programs, but also personalized guidance to suit their  ndividual cases. Members are also able to share their experiences. Generally, such sites will also offer privileges and discounts to their  members for fitness equipment, nutritional supplements and/or membership at fitness clubs.