Monthly Archives: December 2012

Origin Stories Part Two

I moved this interview and many of you missed it.
So below (at the bottom of this post) is  the long awaited part two of “how to construct your origin story”

G 🙂

PS – If you’re struggling to  get that critical leg-up that only comes from understanding the conversation in your customer’s head better than all your competitors, you’ll definitely want to consider this DONE FOR YOU service before the price goes up.  Because you may just:

  • Make a LOT more money with less effort because you know the precise language people use when they’re getting ready to purchase…
  • Discover your most valuable buyers and convert them into loyal customers quickly (BEFORE your competition gets to them)…
  • Earn MORE profit with FAR FEWER keywords (so you can focus your resources with laser-like precision in your effort to dominate your market)…
  • Be the only one in your market to offer your customers real point of difference benefits (as opposed to simple “price of entry” features…
  • Create products and services with distinct advantages your customers desperately want (and can’t find elsewhere)…
  • Boost profits on existing product lines or help cut your risk of failure in new markets in HALF…
  • Dominate new markets you enter because you understand the conversation in your prospects’ head better than anyone else…
  • Wipe out competitors by making it difficult for others to compete…
  • Work with the only professionals in the world certified to provide these risk avoidance and maximum ROI marketing strategies…

Click here to learn more.  And enjoy the audio below!  Oh yeah, have a Happy Holiday too! (But I’ve got to ask you a SERIOUS question:  how come family members never seem to want to talk about internet marketing, market research, hiking, or lifting weights?  What’s wrong with these people!  They just want to hang out and do family stuff over the Holidays.  Geez!)

An Interview with the Bulls Eye Master

This one’s for all you hyper-responsive fans out there…

Especially those of you who couldn’t quite muster the energy to see a project to completion…

But even those of you who did…

Because the master of the new Bulls Eye Service has now completed enough projects for clients that I can safely say he probably knows more about it than anyone else in the world (maybe even more than me!)

So I thought it prudent to interview him about the nuances he’s found, advice he has for do-it-yourselfers, and to let him talk a little about the service itself which I’m now proud to endorse.

Enjoy, and please do let us know what you think.

The G-man 🙂

PS – These projects have been going very smoothly and we’re looking to increase our price again shortly.  If you’re at all interested in the DONE FOR YOU SERVICE, it’s best to get on board now.

My Mom Lives in Newtown, CT (really)

I’d just like to say something about the Newtown tragedy before I get to this week’s content…

My mom lives there.

Literally right around the corner from where it all went down.

Needless to say we touched base with some urgency on Friday, and she was horrified and in shock.

But it wasn’t the first time she experienced the terror as she was in Manhattan on 9/11.  And in a moment of clear-though-indirect communication you could tell we were both recalling the weeks of confusion, helplessness, and despair we felt during that time…

Constantly asking ourselves “what can we do to help?”…

And then remembering the best thing is just to do what you do best…

Sure, we should all debate the gun laws, examine our security systems, and ask ourselves what structural changes we could make.  We can’t let this pass us by without some deep soul searching regarding what, if anything, we could have done differently.

But on the deepest level–and as heretical as this might sound–I think we owe it to society, to our families, and to ourselves to avoid becoming so overridden with upset that we cease to provide the value we’re best at providing to the world…

In a nutshell, what can you do?

Do what you do best.

Become more passionate about helping those you were helping before Friday’s Newtown tragedy…

Get better at your core competencies, and become more dedicated to share them with the world…

And even more determined to ensure you are mission driven…

Full of purpose…

And eager to give.

Because ultimately THAT is where you’ll have the biggest impact on your small corner of the world… which grows surprisingly larger the more you focus upon it.

Dr. G

Supercharged Segmentation with Aweber

Hey, most people on my list know the value of segmentation…

Speaking more specifically to a specific audience about a specific problem almost always dramatically multiples response!  Granularity works, the question is always whether it’s worth the extra work.

But what if you didn’t have to DO the extra work?

What if you could:

  • Add people who clicked any given follow up link to a special list?
  • Tag these people so you’d remember their interests?
  • Automatically move people from list to list when they completed one sequence?

Wait Glenn, you say…

Infusion already does this!

True, and I’ve got an account with them too.

But what about those who’ve fallen in love with aweber’s deliverability, lower price, and/or those who’ve built massive lists that are next to impossible to port?  Or marketers who just don’t want to incur the time, energy, and expense involved in switching this critical piece of their e-commerce infrastructure? (Oooooh, look, I said a big word, aren’t I smart?)

You’ll be thrilled to know Jack Born’s developed an amazing tool at a VERY affordable price.  And if you’d like to jump on early using my affiliate link, he’ll also be providing a nice added bonus, described in the audio below. (Listen to the audio for some additional segmentation and email marketing tips gleaned from both of our work with Perry Marshall)



MP3: Unusual Ways to Set Buying Criteria

Wanna know something the best copywriters know that eludes most marketers?

Your customer generally doesn’t have a clue how to choose the best product in the market UNLESS you tell them.

We all tend to walk around thinking customers have a well thought through and researched list of criteria that they’re checking off.  Almost as if they’re creating a score sheet and carefully comparing one against the other.

This MIGHT be true for the absolute most hyper-responsive customers, but even they could use a little help understanding the things that nobody is talking about in the market…

Things that SHOULD be influencing their buying decisions dramatically but aren’t.

For example, in the “how to be a coach” market, the winning vendors are selling “how to get certified in the fastest time possible”, based on the notion that all you really need is “permission” to be a coach and then you’ll have a great practice.  Couldn’t be further from the truth… which is why there are so many broke coaches out there giving free sessions to one another while they scramble for enough change to buy a pizza. (And even when  they DO get clients, most coaches struggle tremendously to keep them for any length of time)

What works in the coaching market is solving a specific problem for a very specific audience in a very measurable way.  And then working hard to REALLY develop your coaching skills so that after you “take the thorn out of the lions paw” your clients will be interested in a longer term relationship with you that allows you to help them with other parts of their life and business.  True coaching skills come from (a) getting coached for significant time periods yourself; (b) engaging in supervised practice for a year or more; (c) intense self-reflection and journaling regarding the obstacles you encounter (and you will!); (d) carefully learning to exclude the wrong kinds of clients.  (One bad client can RUIN your practice… I’m serious about this!)

See?  I just set your buying criteria.  (If you’re really curious about eliminating the competition with sales copy, you can read my full letter to this market here… but please don’t buy the product unless you’re really serious about building your coaching practice.  This one is definitely NOT  for “lookie-loos” or those with a passing interest.  I’m serious about this part too… the letter is VERY convincing, so consider yourself warned)

Anyway, today I’ve got another killer interview for you with Ryan Levesque, all about how to set buying criteria.  Because Ryan’s positioned as a local marketing guru, this interview is more specifically about setting buying criteria for local businesses.  But don’t be fooled… many of the lessons herein can be used on a global scale!

As always, Ryan over-prepared for the interview, so it’s very rich in valuable information such as:

  • Why inexperienced customers feel an overwhelming pressure to box you into a tiny little commodity box (and 3 simple things you can do to get out fast!)…
  • WARNING:  if you don’t educate your customer the right way to make their buying decision, your competitor will! (Just do this and you can stop worrying though)…
  • Obliterate price ceilings by using simple “apples to oranges” comparisons…
  • How to take the “trusted consumer advocate” position without losing your shirt…
  • Create a “category of one” to take your prospects OUT of the competitive environment…
  • Two pre-emptive advertising strategies that make other vendors in your market cry like little girls…
  • The simplest “save the sale” strategy this side of the Mississippi!…
  • 5 steps to creating virtually perfect buying criteria even my own Jewish Mother couldn’t resist on her best day…
  • Evergreen vs. Time-Sensitive buying criteria (and whether/how to evolve your buying criteria over time!)…

And much, much more!

Listen, learn, and prosper…

Dr. G 🙂