Chapter 2How The Dam Burst And White Water Cash Finally Splashed To My Door Let me describe what it was like in the moments leading up to my huge "Work At Home" "Cash Breakthrough" and discovery. I knew I was close and I knew I had already solved most of this money-making puzzle. Yes, I had so many pieces of this elusive puzzle already in place that I was starting to smell victory. But I was still missing one last piece of the puzzle and that one thing would finally make everything come together. I thought I had read every book, course and system written by every marketing genius in the history of America, but I guess I was wrong. I was wrong because I found a "Work-at-home" course on the net that contained the final piece of the mystery of "How to make a serious income working at home with a computer." Yes, hidden in an area of the net that I don't normally look, I found a whole course written by a retired marketer from the old days. And I never knew just how powerful history could be until I started reading what this wise old gentleman had to say. It seems there are many elements about marketing, advertising, and sales that have never really changed over the last hundred years or so. It also seems that history tends to repeat itself when it comes to "working at home." The knowledge I gained from reading that book was more valuable than gold bars. As you probably know, in the "Get-Rich-Quick" world, there's a never ending supply of phonies, frauds, con-artists, imposters, and out-right liars. You can't take a single step on the internet without bumping into one of them. And sometimes it's hard to get away from them. These are the people that have never actually made any "REAL" money doing what they teach. And that's what makes these people phony. They're teaching you to do something that they've never even tried themselves in most cases. And they've certainly never made any real income from their ideas. I've been ripped off by these kind of people on more than one occasion and the only thing I ever learned from them is how to identify them and avoid them. But getting back to this wise old retired marketer, he was quite different. He had done some major things in his life such as designing ad campaigns for multi-million dollar corporations. He stood out from all the others and there was just something about him that immediately put my mind at ease. Every word he uttered was so pure and without falsehood. His voice had zero negativity and he exuded success, truth, and prosperity. Now this was a guy you could really trust and I could tell he knew his business like nobody else does! I mean literally the same day I started using some of his advice and techniques and adding them to the existing parts of what I'd been working on, fireworks went off! And I lucked out because the genius who put that course together was scheduled to be doing a live seminar in the next few weeks where I would be able to meet him in person. But the cost was staggering! One ticket to get inside this seminar was running $4,350.00. Yes, you heard me right, four thousand, three hundred and fifty dollars was the price of admission. But I had a very strong feeling this would be the ticket to financial freedom so I decided to go for it. I didn't even have enough money, but my brother gave me a generous loan to help me out. Even to this day, I still continue offering many thanks to my brother for helping to make this whole thing happen. Before I even tell you what it was like in that seminar I hope you understand that in a few short minutes, your life can be changed dramatically! Inside that seminar room, I was seeing and hearing things that were like magic! Except this wasn't magic! This was completely real and this marketing guru was giving us one gold nugget of wisdom after another. This was the good stuff that I'd been struggling and searching for all that time! He told me that I already had most of the picture on how marketing from home worked, but he said there were just a few key ingredients that I was still missing. You see, I was actually making a small amount of money in the month before talking to this guru. The month before talking to him I was able to make about $900.00 on my own. But obviously that's not even close to enough money to support yourself let alone a whole family with. But immediately after this guru explained the missing pieces of the puzzle, my income raged like a wild fire in high dry wind. Click here to see an actual copy of one of my bank statements from the month after attending that life-changing seminar: Well, I'm not sure I can put into words the feeling I got after making almost FORTY THOUSAND DOLLARS in one month! And when I first counted the money for that month…Well, sex is still better, but this feeling was pretty darn close! And this feeling ended up lasting longer! I didn't even want or need more than $40,000.00 a month, but it started coming in anyway! I ended that year with more than Half a Million Dollars! Exactly What Are The Secret Ingredients That Guru Showed Me? Below I'm going to list off the main ingredients of my system that I learned from that guru and from my own testing.
Now let's take a closer look at each of these 8 ingredients above and go over them one by one. Keep in mind, you're not expected to understand how they all come together at this point. As we move forward, I'll begin explaining how each of them work. Also, be prepared to read this last section of the book again until you fully understand how these ingredients all come together. 1. Total control over your life, your business, and your finances- The products you're going to sell must be 100% yours. You need to be the owner of your products! It's critical for you to make sure none of your money is going to a middle man or to a company. This means you'll be keeping 100% of your profits and you'll have complete control over every aspect of your business and your products. You'll even be the one that gets to name your products if you want! There are very few cases when you should ever even consider being a distributor, dealer, or reseller for someone else. I'm going to show you how to be the owner of your own products. And it will be 100% your decision whether you want to let anyone else sell your products for you. If you decide you don't want anyone else selling you products, this can some times be a good thing. This means you will have no competition for your product titles. Letting others sell your products(licensing) can also be a profitable idea. This means you've got other people out there working for you. They're helping to put money in your pockets! This means you're now making a residual income with possible life-time royalties! Both methods can work under the right circumstances. I'll talk more about this later. Now I know what you're probably thinking: "Isn't it only big corporations and companies that usually own products? Isn't it going to cost me a fortune to become the owner of my own products? Isn't it going to be a big hassle to create even one product by myself? It's definitely not going to be a hassle and it's going to cost you next to nothing to own your own products and I'm going to show you exactly how to do it in the next few pages. I believe it's actually much easier to become the owner of your own products than to try to become a dealer and reseller for someone else's products. I know that sounds hard to believe, but you'll soon understand how easy this is as you continue reading below. And not only is it easy, but nobody can ever downsize you, lay you off, fire you, or lower your wages! This means you'll no longer need to live life feeling insecure about your future and your retirement. With your own products, you'll never again have to live your life paycheck to paycheck. Life is so much better without fear and nasty financial surprises. 2. Choosing the correct niche market One of the biggest secrets that makes this whole thing come together is carefully choosing a niche market. But almost every marketer on the internet is fixated on selling a broad product with wide public appeal. And that's why 97% of all internet marketers are failing at what they're doing. There's a famous saying that all great marketers fully know and understand and it goes like this: "When you try to sell everything to everybody, you end up selling nothing to nobody." Another one goes like this: "When everyone's your market then no one's your market." Why is this? Well, the simple answer is that it costs a lot more money to advertise to that broad audience we call the masses, than it does to advertise to a small niche market. Yes, you get a much better deal on advertising when you sell to a niche market. I'll give you a couple different examples of why that's true. First, let's pretend you're selling hearing aids. Well, if you decide you want to reach as many people as you possibly can, you'll probably end up advertising in a newspaper like USA Today. USA Today reaches that broad audience we know as the masses. Let's say you spend $250 on a classified ad in the back of USA Today. I know from experience that even if your classified ad is well written, you'll only get about 5-10 people who call you from that ad. And out of those 5-10 people that contacted you about that ad, it's a safe bet that only about 1 or 2 will actually purchase a hearing aid from you. But let's be safe and say that 3 people end up buying from you. If you weren't charging at least $83.00 each for your hearing aids, then you lost money. But let's say you were being a fairly smart business person and you charged $200.00 each for your hearing aids. That means you made about $350.00 profit when you subtract the $250.00 ad cost from your $600.00 net profit. Well, you just put $350.00 in your pocket. Is that good? Well not if that was all you were able to do for the whole month. Now let's go back and pretend you were a much smarter marketer and you decided you might do better if you focused your marketing efforts on a small niche market instead of a broad mass market. So instead of advertising in USA Today, you first ask yourself who tends to buy hearing aids the most. And a light bulb goes off in your head and you realize that older people are the most likely customer for a hearing aid. So you then look around to find a magazine or newspaper that is published for the elderly. You find there are actually many publications that go out exclusively to the elderly community. So you choose to advertise in the classified section of a little newspaper that is published exclusively for a gated retirement community. Well, your ad in that newspaper is going to cost you about $11.00(that's how much it costs to advertise in the retirement community newspaper next to where I live.) Well, I know from experience that you're likely to get at least the same response you got from the same ad you placed in USA Today for that type of product. Yes, I've done the testing and it's just a fact that you'll get about the same amount of orders from that newspaper for the elderly. Don't forget that the cost of an ad in that newspaper is only $11.00. So after you get 3 sales from that $11.00 ad, you now just made a profit of about $589.00. It was the same ad and the same product but you can now see how there are two different markets involved in the example above. The first market we targeted was the mass market(broad market.) The second market we targeted was the elderly. Are you starting to see why it's important for you to avoid trying to market to the masses in a broad market? Are you beginning to see how you can significantly cut your advertising costs by finding smaller, niche markets to sell to? You could even find a smaller niche market to sell those hearing aids to than just the elderly. I'm looking on the internet right now and I see that there's a publication just for people that have impaired hearing. Can you imagine the results you'd get if you were to place an ad for your hearing aid in there? I think you're starting to get the idea. Keep in mind, I'm not suggesting that you sell hearing aids for a living. I simply used hearing aids as an example of how advertising in broad markets Vs niche markets works. It's probably quite clear to you by now that I chose "Business opportunity seekers" as one of my niches. But keep in mind, that's not my only niche. I also chose surveillance software as another niche. You can see what I'm doing in that niche by looking at DesktopSnooper.com Another niche I'm involved in is email marketing software of the non-spam type. At that site I promote a list mailer that is for the niche of people who are only interested in sending out email ads to people that have given them permission. You've probably heard of this responsible type of email advertising referred to before as "Opt-In" or "Permission Email." Anyway, these are just a few of the many niches that I do business in and all of those businesses I mentioned above are extremely successful. Why? How? Because I apply all the techniques that are in this book you're now reading. The most common method people use to decide which niche market to get involved in is to simply ask yourself what your hobbies are? Or ask yourself what is of most interest to you in life? What fascinates you? This is often a niche market that you already know and understand. You may even be an expert on a niche market that you didn't realize was a niche. Are you? Think about the things you spend your spare time with. The best thing about dealing with niche markets is the fact that they're so easy to manage. What I mean is that instead of trying to reach 300 million people that mostly don't care about your product, niches allow you to focus on around 20,000 prospects at a time. For instance, in my spy software business, there's only about 25,000 people that are subscribers to spy magazines. This means instead of trying to get lucky advertising to 300,000 people, I can now go directly to the 25,000 people that are most likely to become my customers. Kind of like shooting fish in a barrel when you think about it. Most niche markets have a nice small audience to focus your efforts on. But the people that make up this audience study these niche publications inside and out. This type of audience pays close attention and they're eager to read about anything related to their special niche. This makes these people highly responsive to your advertisements and this increases your return on investment. 3. Working with information based products What exactly is an information product? What is the definition of an info product? An information product is basically anything that is read, viewed on video, listened to on cd, tape, etc. And information products always teach you how to do something that will make your life better or more enjoyable. Information products usually teach you how to avoid pain or how to gain pleasure. The most common information products are books, manuals, reports, newsletters, or instructional courses. You're just minutes away from finding out why these are the most profitable and exactly how these products are going to put serious cash in you pocket! These types of info-products are a perfect marriage with the internet. Information products are hands down the highest profit, least hassle, easiest way to make money with your computer at home. Now don't forget that this whole system is based on mixing the right types of ads with the right types of products, but most important is to make sure you target the right niche. This is why you want to actually custom fit your products to the exact audience or niche you'll be marketing them to. If my niche market is guitar players, then I may want to create and sell a video on new improved guitar playing techniques. But I definitely don't want to try to sell them a video that has anything to do with drums, bass, piano, or vocals. An even worse idea would be to try to sell them a video that reviews and rates stereo equipment or shows them how to improve a surround sound system. Guitar players are not that much more likely to be interested in stereo equipment than a broad mass audience. Your main goal is to closely match a product with a niche. Then get the product to match it's audience as close as humanly possible. The closer you match the two, the more money you'll end up making. In some cases matching a product to a market is as simple as changing the title of the product. For instance, I know of a guy who wrote and marketed a book on dieting. Well, of course you'd figure a book on dieting would surely be only marketed to the masses and the broad audience. But this guy was smart and knew that even if a product looked like it was created for a niche, that was good enough. What do I mean? Well, this guy took his book and started re-naming it and re-labeling it to hit different niches. For instance, he came up with all of the following types of names for his book: Dieting for Teachers, Dieting From Your Cubicle, The Office Diet, Dieting for Airline Pilots, The Athletes Diet, The Ultimate Diet for Computer Programmers, etc., etc., etc., He came up with bunches of different titles for the same book. The contents of each book were mostly the same. He would find out some of the terminology the people in those different professions listed above use in work related conversation and make minor changes that made the book sound like it was custom written for that niche. For example if he wanted to sell the book to truckers, he'd re-name it "Dieting for Truckers", and then he'd hang out a truck stop for an hour to listen and learn how to speak like a trucker. He could then make slight changes to the book that made it very appealing to truckers. After learning to talk like a trucker, he could even write his ad copy to sound like a fellow truck driver was talking to them. So truckers would read his sales pitch and say to themselves "Gee this guy is one of us. Sure, I'll buy a copy of his book since it's from a fellow truck driver." But was the diet itself really any different in each of these books? No! He just changed a few words here and there and bam! A new product was born every time he made those few little changes. For instance, he might open up in the introduction of his book saying something like this: "As an airline pilot, I realize you do a lot more sitting than the average guy or gal. That's why I've put together a diet designed to help all the airline pilots out there stay in great shape!" Then in the book that he re-named: "The Ultimate Diet for Computer Programmers", he simply changed the name of the profession. Take a look below to see how easy it is to do. "As a computer programmer, I realize you do a lot more sitting than the average guy or gal. That is why I've put together a diet designed to help all the computer programmers out there stay in great shape!" So the bottom line is this: After I show you how to create your own information product, you should always ask yourself if there's another niche you could easily re-name your product for. If the answer is yes, then you're going to find out how exciting things get when you begin to mix the power of multiplication with your new income. 4. Knowing how to choose the right niche and product Here's a fact for you: "Everything we do as humans is to either avoid pain or to gain pleasure." So the product you choose for your niche market needs to either offer your niche more pleasure in life, or a way to help them avoid some of the painful irritations in their life. Think about the types of pains, hassles, and irritations your niche is likely to be experiencing right now and try to teach them a valuable solution. On the same token, think about the kinds of things that are likely to give your niche more pleasure in their lives. As you think about both of these feelings, you'll realize that there's a close relationship between the avoidance of pain and gaining pleasure. In fact, they're almost the same thing. Think for a moment about how they both cross over into each other. As you begin to understand this principle, you'll begin to see how important it is to reach your niche on an emotional level. Setting up your marketing so that it evokes a strong emotional response along with powerful feelings is a key ingredient that makes this whole system come together. Don't try to sell based on the logic and reasoning of your customers or niche. I know you'd figure people must use logic and reasoning when considering a purchase, but they don't. All great marketers fully know and understand that people always shop in an emotional state and their purchases are determined by how the ad copy makes them feel. That's why you'll hear the term "Impulse Buyer." Because people react so quickly to emotional ad copy that makes them feel good. People react especially quick to ad copy that causes them to momentarily day-dream and imagine how much better the future will be with this product. Or if they imagine how much irritation, pain, and frustration this product will help them avoid. Do you see how both lines of thinking cross over into one main objective? It's all about improving their lives. In the case of my Desktop Snooper software niche, I knew and understood that this small group of people wanted to alleviate any concerns that their children were up to no good on the internet(adult sites.) Or they were sometimes just concerned that their child may come into contact with a perverted internet predator in a chat room. Another pain I knew my small niche group was concerned about was whether or not their spouse was cyber-cheating in chat rooms or singles sites. All of those concerns above fall into the category of helping my niche avoid pain. And when you think about it, they'd be gaining pleasure because of the peace of mind they'd get from knowing all is well. I also knew there were other people in my niche that just liked to spy on other people's computers. And watching the computer activity of a room-mate, spouse, girlfriend, boyfriend, co-worker, gave them some sort of voyeuristic pleasure. Hey what ever floats your boat. So I created the Desktop Snooper software because I knew this small niche market would love this kind of software. And they did and they still do! Take a look at the Desktop Snooper.com website and you'll see how I reach that niche on a very emotional level. Now let's look at the pain and pleasure aspects of my Opt-In, permission based, email marketing software called In Touch. I did a little research and I found out that the people in that niche market had a major concern. That group of people wanted to be absolutely certain they would never be accused of sending spam. Yes, this group of people loves to advertise by email because there's no postage involved, but they want to be sure they're doing it as responsibly as possible. They know from their own email boxes that the internet is riddled with spam and they don't like it anymore than the next guy. But most important, my research showed that spam laws were their greatest concern. So I found a way to get an opt-in, permission based, email marketing program written at no charge to myself. I can show you how to get software written for you as well. Anyway, when I started advertising In Touch to this little niche, they bought it up faster than I could take their orders! In Touch did exactly what they wanted. It allowed them to reach thousands of people on the internet at almost zero cost! After they bought the software, it was free to advertise to as many people as they wanted. Unless they were buying leads(which I strongly discourage them from doing and I'll explain why later.) The last business I'd like to talk about is the business of marketing information products to opportunity seekers. Yes, that's why you have this book right now. You were an opportunity seeker looking for a way to earn money at home with your computer. You are part of the niche group called "opportunity seekers" or "business opportunity seekers." As you may have noticed, I do very well with this niche, because I understood a long time ago, that there's about 750,000 people looking for a "Work at Home" business opportunity at any given moment in time." And I also knew that 95% of the business opportunities out there don't work! Maybe you already know this too! Maybe you had to learn it the hard way like I did. Either way, only about 5% of this niche is truly satisfied with their current income. So this niche is definitely starving for something that stands out from all the garbage. Since 95% of this "Opportunity Seeker" market hasn't achieved its goal of making a rock solid income from the comfort of home, I knew I could offer a solution with the right answers. I'm going to start showing you how I sell my products so quickly and easily in the next few pages, but first I want to summarize and review what you've learned up to this point. First of all, you learned what a niche market is and how important it is to target a niche market as your audience. You learned why it's a bad idea to target a broad, general, mass audience and how that can hurt you. You learned that people do everything in life to avoid pain and to gain pleasure. You've learned why it's so important to reach your prospects on an emotional level and why your need to understand how they feel and what is likely to be causing pain or irritation in their life. You've learned that each market has it's own irritations, frustrations, and pains and that you need to identify that of your own niche so you may then offer your niche solutions to their problems. You then learned to custom tailor products specifically for your niche market. You learned that this will help them avoid pain and bring them more pleasure which will make them a satisfied customer coming back for more. You learned why it's so important to have complete control over your own products and full ownership of them. Those are a few of the basic ingredients that can put a serious income in your pocket quickly and easily. Keep reading to explore even more key ingredients that are about to make others jealous of your success I'll show you how to produce these products even if you think you have zero talent! I can show you how to get your advertising copy written even when you're certain that you have no writing abilities! I can even show you how to find and receive publishing rights to products that other people have already taken the time and effort to create! And while you're at it, I can show you how to make sure they're the perfect fit for your niche. Even if you think you have zero knowledge, talent, experience or know-how to reach your favorite niche, I can show you how to locate a person who already has the knowledge you're looking for. Then you'll fully know and understand how to get that person to write down all their knowledge for you. You'll then understand why they're going to want you to sell their information to the niche market of your choice. You'll have a whole niche market practically begging to buy the words of someone else from you. Later, I can show you how to create name recognition and how to create a strong sense of trust among your prospects and customers. You're now beginning to see how these simple ingredients outlined above come together and make up a truly unique internet marketing system that is unlike any other. And unlike all the others out there, this one ACTUALLY WORKS! Click the blue link below to continue on to chapter 3 and you'll see how all this is immediately going to bring you income. |