Copy-Cat-Copywriting

You get dozens of emails each week. "Secrets of Internet Success." "You can't miss this opportunity."

Some cost as much as a small car. Others seem like no-brainers -till you add them up.

Here are 5 ways to sort through the clutter.

(1) Before spending a dime, create your own business model.

Here are 2 simplified examples:

Model 1: Sell information products through the internet. Profits come from attracting visitors from all over the world. Little or no consulting.

Model 2: Sell coaching services to clients in one or two geographic regions. Profits come from one-to-one meetings.

(2) Decide what resources you need for each model.

Model 1 might require you to learn PPC (pay per click). You'd use analytical programs to monitor web traffic and conversion rates. You also need strong copywriting talent -- your own or hired.

Model 2 might require face-to-face networking, supported by a website designed to build relationships rather than sell products.

Variations of Model 2 would include attracting clients via the site and Selling products.

(3) Compare resources before spending.

There is rarely just one source of information. If someone put together a $1500 package, chances are you can test the waters with a smaller sum.

(4) Buy bite-size chunks.

More and more, I like monthly memberships that cost $97 or less. The value tends to be incredible. Choose only those that allow you to leave anytime with no hassle.

It takes a while to figure out which membership groups are the Real Deal. After lots of trial and error, I now recommend these three:

Derek Gehl's membership group can seem to be delivering a hard sell, But they've got a staff of experts and a track record of delivering Solid information. A good start for almost anyone who's got a presence on the Internet.
Go here.

Perry Marshall focuses on Google adwords - and insights into business. I encourage all my clients to sign up for his ezine even if they never use pay per click. Go here.

Christina Hills, the Shopping Cart Queen, keeps finding new ways to profit from your shopping cart. She has special classes for newbies (and surprises for experienced users).
Go here.

Going one-to-one? Ask for at least one single paid session - not a complimentary "get-acquainted call." The dynamic shifts once money changes hands.

(5) Build a time delay into your purchase process.

Example: For purchases over $500, give yourself at least a day or a week. Depending on your budget, this number might be $50 or even $5.

If you realize you made a mistake, reliable merchants will give you a refund with no hassle. Be fair: go to the merchant first (not your credit card company) and allow up to 72 hours for a response.

More: Check out my ebook on
choosing a mentor.

Labels: business model, coaching, gurus, mentors, start-ups

Recently I purchased a book through a promotion by a famous marketing guru. Call her Ursula. I won't share her name, but she uses the word "wealth" a lot. Some promos were offered, such as teleclasses plus one individual consultation.

I wasn't interested in the promos but the book sounded good. So I ordered, figuring I could return it, sell it or give it away to a nice client.

Even before the book arrived, my phone began ringing. Someone I'll call "Melody" began leaving messages. "I want to book you for your complimentary consultation with one of Ursula's coaches."

Melody must have left half a dozen messages. Once she called as I was heading out the door. She bombarded me with email.

Finally I called. The conversation went like this.

Melody: I want to set up your wealth building session.

Me: Will you be the person conducting the session?

Melody: Oh no I just make appointments.

Me: Who will be conducting the session?

Melody: Let's see...you have been assigned to Lance.

Me: What are his qualifications?

Melody: He will introduce himself on the call.

Me: Does he have a last name?

Melody (reluctantly): Yeah...let's see...Lance Lovesmoney.

Me (googling frantically): I don't see him on the Internet. What will we talk about?

Melody (brightening up): You will tell him your income, assets and other financial information. He will help you choose a program. Ursula has programs to fit every need.

Me: What will be the outcome of this call?

Melody: You'll know more about Ursula's programs. You won't get financial recommendations.

Me: So it's really a sales pitch?

Melody: Yes. It's a sales pitch.

Me: Thanks. I am not interested.

Melody: Wait - why are you not interested?

Me: Let's see. You're asking me to put aside 30-45 minutes for a sales pitch from someone I know nothing about. You're suggesting I disclose personal financial information to a stranger for no reason other than to hear a presentation on something I don't want.

Melody: Oh. Have a nice day. (She did have a California area code.)

Me (to the dog, who's been patiently waiting for me to do something more productive, like take her for a walk): If she's so wealthy, why is she selling so hard?

Ursula needs to read my
downloadable ebook on building client relationships.

Labels: customer service, gurus, save money, wealth

Every so often a well-known marketing consultant warns us, "Choose a mentor who has walked the talk." In other words, hire a mentor who can demonstrate success. Ask to see sales reports. Work with someone who's still actively marketing, not someone who's stopped marketing to become a marketing coach. But I'd take this advice with a medium-size grain of salt. Sure, you need a knowledgeable source. And that argument has merit. But you've probably heard the saying, "Those who can, do. Those who can't, teach." My response: "So what?" Basketball coaches run the gamut. Occasionally you'll see a great player who goes on to become a great coach. But you also see coaches like Pat Summitt, who coaches champions but was never a superstar herself. And you see great players like Cynthia Cooper who failed to find success as a coach. Marketing coaches also come in a variety of flavors. Experienced marketers often coach by saying, "Here's what I did." Even when they're successful today, they grew their businesses in a different world. Economists talk about externalities -- the way we're affected by what everyone else does. For instance, telephones gain in value as they become more commonly used. And some products actually lose value as they become more popular: think of your favorite restaurant or ski resort. Today, just about everyone has an ezine. You no longer stand out if you send out a monthly mailing. In fact, I advise clients to send ezines at least twice a month. These days, you'll get lost in the crowd and your readers forget you if you don't show up often in their inboxes. Teleseminars and forum groups also have become extremely popular. Recently I got an email from a harried ezine reader: "Will you send a reminder of your teleclass? I've signed up for so many things I've lost track." Networking events have become more focused and more directly commercial. You no longer stand out with a great elevator speech. "Groups are begging for speakers," one affluent marketing coach told me. "Not around here," I answered. So how do you choose a marketing consultant? First, begin with the free and low-cost stuff. Buy an ebook. Read his ezine. Try a few tips. Do they work for you? Good: try some more. Second, talk to your guru's clients. Did they find the sessions helpful? Are they earning money? Or do they just say, "I loved working with her. She was so nice." Third, develop your own intuition and keep your power. Ultimately success depends on connecting with a target market and your target market's pain. In my experience, few mentors can help. You have to invest huge amounts of time digging into your market. Ideally you'll have a natural "in" with your market -- something you can't be coached for. Bottom line: No guarantees. You have to take control of your market. If you've already started to see meaningful success, a lot of mentors can help you. If you're trying to reach a resistant market with a product they're not excited about, few can, no matter who they are.

Labels: coaching, gurus, internet marketing, mentors