Few info-businesses have more longevity than the one I’m about to describe. Launched in 1872, it’s 142 years old, predating the telephone and the electric light bulb. You may be one of its million-plus subscribers or never pay it any mind, but Popular Science magazine is worth studying. The point of your and my info-marketing businesses is to provide value by helping our customers get results. But Popular Science isn’t trying to make its readers into scientists. So, why would someone read it? The fact is 1.2 million “someones” read it, and the magazine has maintained its numbers over the last several years, a difficult time for the publishing industry. Popular Science attracts its large audience because curious people want to know how things work. The magazine provides a lot of illustrations and charts to demonstrate various interesting things, such as how jet engines, stem cell therapies and airline flight … Continued
Willie Miranda built his real estate business the same way he built his Allstate Insurance agency — with referrals. When Willie discovered Craig Proctor-style direct response marketing for real estate agents, the customers he generated were in addition to those he was already meeting through his existing referral marketing systems.
Before you launch your business, it’s all speculation. You know what you’d love to teach. You know what you wish had been available for you as you were growing. But, you don’t know what customers will buy or how much they’ll pay. That’s why you have to launch. Dr. Darold Opp recently launched a high-end product and coaching program for family dentists with an event called $786,000 Preventative Services Goldmine. There were more than 30 attendees at the $5,000 per dentist event, one of the most expensive programs available in the dentistry niche. Dr. Opp is a solo dentist generating over $3.5 million in revenue with more than $1 million a year going to the bottom line. While that top line is impressive, we learned that’s not what dentists were most excited to buy. In fact, dentists were most excited about learning how Dr. Opp structured his hygiene department to … Continued
Our brains are programed to fight for survival, similar to other animals. If a squirrel is on the ground searching for nuts, hears a tree branch break, feels a swoosh of wind and then feels a sharp pain in her side, she is going escape by running into the woods, barely thwarting the hungry hawk. What happens the next time that squirrel hears a branch break and feels a gust of wind? She’s going to run to the nearest tree, and her side is going to ache, even when the hawk isn’t around. Running for cover is now an involuntary response every time she senses that combination of experiences. Our brains are programmed in the same way. When we experience accidents or other traumatic events in our lives, our brains create responses to protect us from those things happening again in the future. As an example, imagine you fell out … Continued
No beer has ever tasted so good, and what better place to enjoy one than at our favorite pizza place, Mellow Mushroom. My wife, Kory, had a Michelob Ultra. I had a Blue Moon with a splash of Sprite. We toasted completing the marathon — the culmination of 9 months of training. Just a few years ago I was a total couch potato. I never ran. In fact, I made fun of runners. It all sounded really stupid. That all started to change for me at my wife’s 40th birthday party. A friend of my wife’s started talking about how she was learning to run by listening to a podcast.
There are many ways to fail in any business launch. The info-marketing business is no exception. You can choose a niche that is too large, under research your niche and launch the wrong product, market poorly, market too little or rely too much on joint ventures—and this is just the beginning of the list. Life is too short. I don’t want to be misled by someone who is trying to spare my feelings. If I’m missing something important, I want to be told. I assume the same with the clients I work with. That’s why it irritates me when I see others teaching to “pursue your passion” or “follow your dream.” That’s cruel. Only fools expect success without effort. You want to build the foundation of a business so that the business will continue to grow. It will take work, a lot of learning and a serious investment. But you … Continued
Tupperware’s home party business was started and launched by a woman: Brownie Wise. A woman-led business was unheard of in the 1950s as, at that time, a woman’s place was in the kitchen, the nursery, and the bedroom. Few families had more than one car, leaving the woman home with the kids all day. Having the opportunity to make a little money by hosting parties became extremely attractive. Wise understood her target customer.
I had a job for six years. I started as a bookkeeper and quickly became the company’s controller. Within two years, I had become the director of business affairs. Then I bought the business, just six years after joining the firm as a bookkeeper. I used employment as an opportunity to learn as much as possible. I set up the network server. I loaded Novell version 1.0, a program that, back then, came on about two dozen 5¼-inch floppy disks. I spent an entire Fourth of July holiday learning how to program Microsoft Access databases, building my own CRM systems to track member contact information, dues payments and conference registrations. While my job was a great learning ground, I soon figured out I’d never get paid what I was worth. My salary took money out of my boss’s pocket by lowering the amount he could take out as dividends from … Continued
Through the process of working with several different membership marketers, Denise and I have discovered an alarming truth: few of their internal member relations teams are performing the basic systems necessary to retain members. Their people often mean well—they have the best of intentions—but they just don’t know what is necessary to ensure they are collecting the full amount of membership due revenue each month.
My wife and I were having dinner in our dining room while the news played on the television in the adjacent living room. Although we weren’t paying much attention, one of the teases before a commercial break caught our attention. “Police shoot dog on Eddie Road! Story right after this break.” My wife, Kory, and I looked at each other. We lived on Eddie Road. We were accustomed to police stories being about neighborhoods on the other side of town. Now the police were shooting dogs on our street! It got worse. The news showed video of the house where the shooting occurred—and it was right across the street. Yes, directly across the street from the little yellow house where Kory and I lived with our 2-year-old daughter. The police came by to arrest a guy who had failed to appear in court. The guy sent his dog after the … Continued