Author Archive | Jason

Stuck for ideas on what to write in your next blog post, article or email? I’ve made a list of what readers want most to see from you. In fact, this is exactly the content that people crave, so get ready to make your next content a smash hit with your audience.

Your readers want content that:

– Reminds them that they matter
– Reminds them that they are one of a kind
– Tells a story
– Takes them on a journey
– Surprises them
– Shows them that dreams can come true
– Has unexpected twists and unforeseeable turns
– Reveals awesome secrets
– Shows little Davids beating big Goliaths
– Confirms their thoughts and beliefs
– Challenges their assumptions in a respectful manner
– Gives a fresh point of view
– Takes a stand
– Reminds them that life is short – really short
– Gives them faith to believe in something BIG
– Reminds them to get back to the “basics”
– Makes them smile and laugh
– Makes them cry
– Educates while entertaining
– Inspires them to take action
– Encourages them to never, ever give up

This is the sort of content your readers never get tired of and always have time to read. If it’s really good, they remember it long after they’ve read it. And even if it’s only somewhat good, if it meets any of the above criteria, they are very likely to share it with others.

In other words, this is the kind of content that has the power to inspire, influence and move your readers to ACTION.

The fact is, most people have an expertise that would make a good product others would happily pay for. But some people either don’t feel confident enough to charge for what they know, or they really don’t know enough to charge.

So what kind of product can these folks create? That’s easy – software.

With software, you don’t have to record videos and write PDF’s and give case studies and examples and so forth, other than what you need to sell the software.

All you need to create a software product is basically two things: A good idea and a coder. Coders are easy to come by – just go to any of the freelancing sites and take your pick.

So how do you get a good idea for software? Study your market. See what people need. Make a note when you wish you had software that would do ____, because odds are other people are wishing for the same thing.

Look at the new software introduced in your niche – how could you improve it?

What are the latest, biggest, fastest growing trends? What software can you make to piggyback on these trends?

The fact is, new ideas for software are everywhere if you’re looking for them.

And software generally has a higher perceived value than information. This means you can either charge more than an information product, or keep your price low and get more buyers.

Either way, you’re making sales and building a list of buyers.

All you need now is an idea and the guts to see that idea through.

Which one would you remember: “Pete and Earl’s Hair Salon for Men,” or “Best Head Salon?” How about “The Best Irrigation Installation and Repair” or “Dirty Boots Irrigation?”

Choosing a memorable name for your business, service or product can actually increase your business, for 3 reasons:

– People can remember it in conversation with others. “Check out the “Stealth Remodeler,” he does work during off-hours so he won’t bother your customers.

– People remember it each time they see it. They might forget a generic name and not realize they’ve seen it over and over again online in forums, on blogs and so forth. But a memorable name they will remember. “Hey, I see that product or service everywhere, it must be good!”

– People can remember it when they need your product or service. “I’ve got to get a new window, so I’ll call the one window place I remember: ‘Peek-a-boo Windows.’” Or, “I need help with my website SEO, I’ll Google ‘Naked SEO’ because I remember their name from an article I read.”

Everything else being equal, the catchy, memorable name will win the business.

This is so basic, a lot of people might dismiss this without another thought. However if they do, they’ll be missing out on one of the single greatest secrets to continuously increase their income month in and month out, for the rest of their lives…

Here’s how it works: Look at what you earned last month. Whatever it is, write it down.

Now set a goal to earn a certain percentage more this month. 5% works well. For example, if last month you earned $500, this month your goal is $525.

Now track what you earn every day. That’s right – every DAY. If you’re not on target to beat last month’s total, then do something. Send out another promotion. Create a viral report. Do another guest post. Whatever it takes, make sure you reach your new goal. Odds are you will not only reach it, you will exceed it.

Now rinse and repeat month in and month out.

“But this is too hard!” You might be thinking. Nope. It’s not. You’re taking 2 minutes a day to record how much you earned the day before. You’re keeping track of whether or not you’re on target. And you’re pushing yourself to do a little bit better each month.

The alternative is to flounder around like a dying fish, hoping you somehow land back in the water. Odds are most months you’re not going to. A year passes, and you’re making the same amount of money each month as you are now – or maybe you’re making less. Not pretty.

But increase your income just 5% each month, starting with just a current income of $500 a month, and it can look like this:

12 month mark $900 a month
18 month mark $1,200 a month
24 month mark $1,600 a month

What if you’re currently earning $1,000 a month, and you increase your goal by 10% each month?

12 month mark $3,100 a month
18 month mark $5,500 a month
24 month mark $9,700 a month

Now do you see the power of setting goals and continually tracking your results? Two minutes a day can produce riches. Or, you could spend those two minutes watching a cat video on YouTube. Your choice.

Are there really any good reasons NOT to launch your amazing new product? Take this quiz to find out so you don’t make the same critical mistakes that have destroyed many other businesses and entrepreneurs from the word GO…

Ok, check all that apply:

1. __ Another marketer has just launched a product very similar to yours, and if you launch your product now, you’ll look like a copycat.

2. __ You just got word that another launch for a similar product bombed in a very big way – almost no one bought it. You’ll look like an idiot if you launch your product.

3. __ A big guru in your niche just started the launch process of a very similar product. His first video is out, and once he releases the fourth video everyone on the planet will be promoting his product.

4. __ There are already several free versions of products quite similar to yours – thus there is no reason anyone would buy your product when they can get the same info for free.

Did you pick which scenarios should stop you from launching your product right now?

Okay, let’s see how you did.

Answers:

1. This happens more often than you think. And yes, product creators do pull their product launch when they see someone else has just launched something similar. And you know what? Those product creators are fools. Here’s a true story to illustrate why:

Recently a popular marketer was just about to launch a product he’d worked on for a long time. He had everything in place to launch – all he had to do was press the button to send out the first email.

But someone else launched a VERY similar product that was selling like gangbusters. So he decided not to launch. Which made him sad. So late that night, when he was feeling down, he said, “Screw it!” and hit the launch button. $61,000 in profits later, he was very, VERY happy he had launched his look alike product.

Do not worry about what others are selling. If you’ve done your research into what your customers want, you WILL make sales. And sometimes you’ll make those sales to the exact same people who bought your competitor’s product, too! Don’t wait, don’t hesitate – launch your product.

2. If their product didn’t sell, yours won’t either, right? Wrong. You’ve done your research and you know what your customers want. Your customers trust you. They like you. They buy your stuff.

So of course you’re going to launch your product, because whatever that other marketer did or did not have going on does not affect you. And neither do rumors, so don’t pay any attention to them. Stop second guessing yourself and launch your product.

3. Oh no, you can’t compete with the “big cheese,” can you? Who says you have to? Your customers are YOUR customers. Your affiliates are YOUR affiliates. It’s common for similar products to hit the market at nearly the same time and have both do well. So don’t worry about it. Just launch your product.

Have you noticed a pattern yet? I hope so. Okay, onto the last one…

4. What is the perceived value of “free?” Low. Very low. In fact, no free product can compete with your paid product, because as everyone believes, they get what they pay for. That’s why free is never your competition. So launch your product. Now.

In fact the only real competition you ever have is in your mind. So don’t worry about who is launching what or when they are launching. In fact, stop reading your emails when you’re in product creation mode and just focus on your task – creating the content and products your customers want. Everything else will take care of itself.

Let’s say you write and sell a fairly successful monthly newsletter. How can you get your subscribers to bring you new subscribers? Or maybe you have a growing membership. How do you get your current members to bring you more paying members? The answer might be as simple as giving your existing members certificates to GIVE to their friends…

In the case of the newsletter, let your subscribers give away 1-6 months for free. Limit the number of gift subscriptions they can give away to keep the perceived value high. Make the gift certificates look like they were paid for by your current subscribers, so that when they give them out, it appears they’re giving a valuable gift (which they are.) This also makes it more likely your subscribers will give the certificates out because there is a sense of pride in the giving of the gift.

When the gift recipients sign up to get their free subscriptions, you can offer them the chance to subscribe for a longer period of time at a reduced rate. Some will accept your offer, others won’t. Those who opt only for the free subscription will receive your offers to renew before their subscription ends. If you’ve provided a great value to them, some will subscribe. And when they do, you can then offer them certificates to give to their friends as well.

Remember, since your newsletter is delivered electronically, it costs almost nothing to give out gift subscriptions. And even if your newsletter is printed and mailed, the cost is still low compared to the number of new subscribers you are likely to get using this simple method. Of course, you’ll want to track your numbers to be sure it’s profitable.

Memberships can work the same way. Let your current members give away limited-time memberships to a small handful of the people they think will appreciate it the most.

You might even do special promotions using this method. For example, you give out certificates in late April for Mother’s Day with instructions to give them to moms who would enjoy the subscription or membership. Or prior to Christmas as gifts, and so forth.

If your membership or newsletter delivers a high value, using your current customers to bring in more customers can be the easiest, fastest and most cost effective way to get a continuous stream of new, happy customers into your business.

Therefore, instead of only thinking about how many of your paid newsletter subscriptions or memberships you can sell, start directing your creative juices to finding ways you can leverage your existing subscriber and customer base’s enthusiasm for your services to start GIVING AWAY everything you have to offer. As you do this, your business and influence can start growing exponentially, and with less overall effort and advertising investment on your part.

Let’s say you have a product for brick and mortar businesses on how to get more customers. If you take the exact same information that is in your product, but customize it for a specific niche, you can charge more AND make more sales.

For example, you customize the info for chiropractors and market it exclusively to chiropractors. Sales will actually be easier to make for a couple of reasons.

First, it’s easier to reach your audience when you are being specific. Second, chiropractors will see the info is just for them, and be far more likely to buy than if it was generic. So it’s easier to reach your audience, and easier to sell to them when you find them.

But perhaps the biggest benefit of all is that you can sell your product for more money because it is geared specifically towards chiropractors. And you can do this in multiple niches: Contractors, lawyers, accountants, dentists, etc.

Let’s use another niche – weight loss. You have a generic product on how to lose weight, which means you are competing against every other weight loss product out there. But if you focus your product just for men over 60, or just for college women, or just for people in cold climates who can’t get outside to exercise, you’ve created more opportunities to target and sell your information. And you can continue to customize your info as many times as you can find markets. If you can reach your specific audience, you can do this.

This could be a business all on its own. You can go to any product owner and strike a deal where you take their info and customize it and then sell it. If you do, be sure you negotiate for a high percentage of the profits, since you will be doing the customizing and the work.

Or better yet, simply buy rights to the information and then you can keep all the profits for yourself.

First, the bad news: If you’re telling customers that you’re only selling “X” number of your digital product, they’re going to think you’re a scammer.

Think about it. Back in 2000, you could tell people you’re only selling 1,000 copies and they would believe you. But it’s 2020, and people have seen this tactic so many times, they not only don’t believe you – it makes them question everything else you say.

Plus, how shortsighted can you be to limit how much money you make? Let’s say you put out a truly great product, but to create scarcity and make sales you decide to limit either the number of products sold, or the time during which you will sell them.

You make the sales, you pull the product, and your income goes to zero. That could be a big long-term loss for you.

Or worse yet, you claim you will pull the product but you don’t. Or you say you “may” stop selling, but you don’t. Or you stop selling for 2 days or 2 weeks or 2 months, and then you open it up again.

And your credibility goes out the door.

So how do you create scarcity of digital products without losing sales and credibility?

You need to have a legitimate reason for creating the scarcity. For example, if you’re selling PLR, then obviously you can’t flood the market with thousands of copies or the PLR will lose its value.

But most products can be sold forever without causing the buyers a problem. So in that case, what do you do to create scarcity? You use the second method, which is…

… Bonus packages. And the good news: It’s easy, it’s highly effective, and done correctly it can create sales for you for a long time to come.

Here’s how it works:

Go to other marketers who sell products that compliment yours. These should be products that have only been sold and have never been given away. Otherwise they lose their value.

Ask these marketers if you can do a deal: You get to give away their product to your next 50 / 500 / 1,000 customers or all of your customers during the next week / two weeks / month. In return they get a percentage of your profits, along with the email addresses of all the buyers.

Not many marketers will say no to this offer. They get paid for sales they’re expending no effort to make. PLUS they get the email address of every buyer so they can sell them more products later.

And the best part is, you can repeat this as many times as you like, always offering new products as your limited bonuses. Maybe you offer the “XYZ” product to early bird buyers during the first 10 days only. Then during the next month you offer the “ABC” product, and the month after that, the “DEF” product and so forth.

True, in theory you could offer this bonus forever, except that in reality the owner of the product you’re giving away has the final say on how many copies you can give out. And as you tell your customers, you have to follow their rules or you can’t give away any of their products.

See how this works?

Added bonus for you: You’re creating alliances with these product owners. If you treat them right you’ll be able to do more deals with them in the future as well.

Bottom Line: By using REAL scarcity in this manner, you can continue to sell your product for a long time to come. And your customers will respect you for it, too.

Long story short – people buy based on the benefits, and then they justify their decision based on the features. That’s why you need both to sell.

No one buys a lawn mower because it has a big engine – he buys it because he can cut his lawn in half the time and spend twice as much time golfing. He buys it because he can cut even the tallest grass without stalling out and making himself look like an idiot for not cutting his grass sooner. And he buys it because something this big and powerful can only make him look bigger and more powerful to his neighbors and his wife (or so he hopes).

But when he’s bragging about his new mower to their next door neighbor, he’s talking about how much horsepower that baby has, how it’s made out of the same metal as the space shuttle, and how a team of 4 inspectors go over the entire mower three times before it leaves the factory.

These features are his justification, and they’re nearly as important as the original benefits that made him buy in the first place. They’re the reason he can justify the thousand dollar purchase to himself and to his wife, and justify why he doesn’t return it for something smaller and cheaper they can actually afford.

Now let’s put this whole features and benefits thing on steroids…

Features are useful, but by themselves they won’t sell a thing. Benefits are terrific, and by themselves they will sell stuff. But without the features, you’ll get a lot of buyer’s remorse and refunds.

BUT… if you add EMOTION to the equation, you put your entire selling process on steroids. That’s because while people think in terms of logic (or to be more accurate, they believe they are thinking in terms of logic) it’s their emotions that weigh in most when it’s time to make a decision.

Emotion SELLS.

Thus, the more you can tap into your prospects’ emotional wants, the more they will respond to your offers.

And the best way to get at their emotions is to go all the way.
Don’t stop with just the obvious stuff, dig deeper.

Let’s use an example: You’re selling a weight loss product. You could say, “Take this pill, lose weight.” Losing the weight is the direct benefit of taking the pills. But that’s what everyone in the marketplace is saying. Plus, you’re not tapping into your prospect’s emotions, are you?

Instead, dig deeper and find the indirect benefits. What happens when they lose weight?

• They have more energy
• Stamina increases
• Higher self esteem
• More confidence
• Better dates with sexier people
• More outgoing and social
• Looks better
• Feels better
• Stronger
• Better able to take on life’s challenges
• Less jealous of others (now they’re jealous of YOU)
• Happier
• Healthier
• Live longer
• And so forth.

NOW you’re tapping into the REAL emotions behind losing weight.

Take it one step further, and put them directly into the picture. Don’t tell them they’ll have more confidence. Instead, ask him to imagine what it will be like when his confidence is so high, he can walk into a room of beautiful women and ask the most gorgeous one on a date, and she’ll say YES.

Or ask her what it will feel like when every eye in the room turns towards her – knowing all the men want her, and all the women wish they were her.

Now THAT’s tapping into emotion.

And that will get you the sale every time.

You may have noticed that Internet marketing goes through phases where everyone seems to be jumping on the same bandwagon. That wagon might be the latest, greatest social network. It might be paid newsletters or membership sites or video marketing or…

You get the point. There are times when it seems everyone is coming out with a new product that does basically the same thing as the previous dozen products, and they’re all competing against each other for customers.

This is when you can be a copycat or smart cookie. Let’s say the newest, greatest thing is $10 a month paid newsletters. (Yes, I know that was a number of years ago, but this is just an example.)

The copy cats observe that courses on how to write and sell little newsletters for small prices to lots of people are selling like hotcakes. And because they’re copycats, they create their own courses and jump into the selling fray. The competition gets stiffer and stiffer and soon underhanded techniques are being used, prices are being slashed, and everything is downhill from there.

Just like the copycats, the smart cookies watch to see what’s happening in the market. But instead of jumping in like everyone else, they sit back and ask, “What do these people need that I can provide?”

In the case of the paid mini-newsletters, there are now tons of customers who bought or are about to buy the newsletter courses who are going to need:

• Membership software
• A list of profitable topics
• A list of places to find their prospects
• Content for their newsletters
• Sales copy for their sales letters and sales videos
• Etc.

And this is what the smart cookie does. She doesn’t try to compete with the dozens of people selling the “how to” courses on mini-newsletters. Instead, she looks to see how she can complement what everyone else is doing.

In this manner every customer of ANY product teaching how to run these newsletters becomes her target prospect. She’s not competing with the course sellers. In fact, she’s often working hand in hand to provide their customers with exactly what they want and need to make their new businesses work.

The customers are happy. The people selling the courses are happy. And she’s rolling in the dough because she took a step back from the fray and asked, “What can I do to complement this trend, rather than compete in it?”

Next time you notice a trend, don’t compete. Instead, find ways to help both the sellers and the customers of this trend, and watch your bank account grow as you fulfill customer’s needs and desires.