Internet Master Series - November 2, 2006 Teleseminar.

Paul Colligan's Podcasting and the Business of New Media Marketing.

It's been a few months since we last heard an Internet Master Series call, and I suspect both Lynn Carnes and Natalie Judd have moved onto new projects. If that is the case, let's admit that during its lifespan, this teleseminar series was truly a cut above the rest. It gave listeners a chance to discover different facets of Internet Marketing from real masters. If list-building was not your personal focus, then copywriting, Internet video or public relations were sure to catch your fancy.

Last November, Lynn interviewed Paul Colligan about podcasting to learn how it is radically altering the digital landscape. First appearing on the marketing scene in 1994 without the "hot" technology gadgets of the day, Colligan is now a primary "Go to" guy in this field. Apart from his own suite of financially successful websites, he has worked with several corporate clients - Microsoft, MCI and Pearson Education to name a few.


Definition of Podcasting.

Colligan defines podcasting as the automation of time-shifted, portable media. Sounds simple, but many ideas and concepts are encompassed within this phrase:

1. Time-shifted: When you want it.
2. Portable: Where you want it (e.g. airplane, gym, etc.).
3. Media: How you want it (e.g. MP3, iPod).


Why is Podcasting Important?

Proponents claim that as a cutting-edge, customer-driven media, podcasting has no peer. Folks like Colligan see it as the future of relationship marketing. Business people must learn and understand its significance now if they hope to monetize it significantly. Just as digital video recording (e.g. TiVo) is altering television viewing habits, podcasting has the potential to significantly alter personal and corporate Internet use.

For Paul, podcasting is the most accommodating media for a customer's busy schedule. People can tune in on their own terms (i.e. time, place, delivery system). Present and future trends may even permit a commercial-free option. All in all, podcasts are positioned to become the logical alternative or successor to talk ("drive-hour") radio. Imagine storing your personal library on an iPod and being able to access any type of content on a whim without memory limitations or dependence on a third party.


Podcasting, for Passion or Profit?

Colligan and other early adopters of podcasting technology often embrace new ideas in an all-consuming and emotionally-driven manner. Not everyone vies to become a corporate machine that "spits" out dollars and looks for big returns.

However, reality dictates that big players like Apple, Harvard University, Forbes Magazine, and the Wharton School of Business are going to put commercial interests front and center. These enterprises have the resources and capital to dictate podcasting's direction, all the while enhancing their own brand.

Colligan offers a solution - why not podcast for both passion and profit? Doing it for both reasons simultaneously and doing it right will give small business owners great leverage within their niche. They will have the ability to satisfy current customers and break into new markets faster.


How do I get Started? The C2M2 Method, of course.

Paul Colligan advises budding podcasters to produce a realistic plan of action that can be executed immediately. As a quick guide, he offers the C2M2 outline:

- Content source: Where is the content going to come from?

- Creation engine: A system (technology + medium) that gets your content out fast. Important to avoid "pod fade" or a weak engine.

- Marketing Method: Getting your message out to a targeted audience using effective traffic generation, list-building, and ad copy techniques.

- Monetization Machine: Achieving a level of trust, likability, and popularity that allows you to earn income through your podcasting efforts.

Colligan's central advice: Minimize the number of steps between initial contact with prospects and human consumption of your products.


Is Podcasting Really Viable as a Marketing "Vehicle"?

Marketers are looking to achieve "audience intimacy" with the average user, but at what cost? Paul Colligan says that twenty minutes of meaningful podcast content are enough to hook a prospect for life. Eighty percent of 2007 model year automobiles are iPod-enabled, so people on the move will be looking for content - your content! With the creation engine in place,
concentrate on a process that will outperform the radio "shock jock" and deliver results.

Paul asks us to keep up with the changes that Apple, Microsoft and other players spring on us from time to time. Technological compatibility is crucial in podcasting, so if you feel overwhelmed, hire a third party service to make upgrades as they become necessary.


Preparing a Podcast.

In the end, you have to have the production tools to execute podcasting campaigns. Among the tools you need:

1. For medium-sized businesses, setup a 1-800 number to handle product orders.
2. A large diaphragm microphone.
3. Voice editing software to ensure clear edits of your final product.
4. Leveling and compression software.
5. Tagging (i.e. bookmarking) yourself to look good on the iPod.


Surprising Content Sources.

There is no excuse for lack of content. Paul Colligan names but a few ways to obtain material for podcasts:

A. Content Repurposing (i.e. Specific reformatting of existing information to accomodate podcasting technology)
B. Recording interviews, conversations with experts.
C. Insider reports on how podcasts, teleseminars are put together.
D. Feedback on critical marketing issues in the news.
E. Industry reporting.
F. Use "Other people's" media.


Last Minute Hints to Better Podcasts.

1. Pre-content Monetization.

Become an expert in a well-defined niche, and get comfortable with podcasting technology. Consumers will buy from you if your content is good. Use subtle means to sell within your podcast; paid and unpaid advertisements can be part of the training process. In short, never pass up an opportunity to strengthen ties with your audience.

2. Search for a Podcasting Mastermind Group.

Paul recommends a mastermind to assist with the content, creation, marketing, and monetization phases of podcasting. A strong group of like-minded folks can assist you with the details of audio and video podcasting. More importantly, it will provide a support network for the inevitable times of self-doubt.


3. Get into iTunes!

Apple controls 60% of the overall portable music player market, so marketers are well advised to get their content into iTunes as soon as possible. It can as simple as asking the people at iTunes to include your material. The payoff can be enormous: a guaranteed audience and instant credibility with new and existing subscribers:

"Where are you? "
"Got iTunes? "
"Yeah. "
"Type in my name. "

"Wow! How did you get in? "

Don't forget to tell your list(s) that you are available on iTunes. In time, you will notice that the relationship dynamics will change in your favor. To build momentum, use press releases and personal content tagging to reinforce your podcasting breakthrough.


Conclusion.

Paul Colligan is an Internet Marketing heavy hitter, and he is arguably the number one podcasting expert online. Face it, anyone who publicly states that "Corporate life stinks!" must be quite secure and self-assured.

Podcasting technology is bringing about change. As an alternative to in-flight magazines for business travelers, as a new delivery system for teleseminars (produce, record, distribute online). For better or worse, it's all part of a cultural shift (in North America, anyway) in information consumption habits - away from reading, towards listening and viewing.

Podcast or perish?

----------------------------------------------------------------------
Rahul Majumdar is a full-time information marketer specializing in teleseminar reporting, article marketing, and information product creation.

Internet Master Series - February 15th Teleseminar.

Jody Colvard -
Global Business Empowerment for Women
via the Internet.

The second Internet Master Series call of 2007 delved into the world of online empowerment, particularly but not exclusively for women. Lynn Carnes interviewed Jody Colvard, California-based founder of WIRED (Women's Internet Results Experts Development) Right Now, a marketing company devoted to demystifying and harnessing the Internet for viable business activity.


Have Fun. Make Money. Do Good.

Colvard always had passion for the arts. In the mid-90s, as owner of the Satori Galleries and founder of the online art gallery Big Elephant.com., she was at the forefront of exposing
works on the Internet. Around Y2K, the time she met current business partner Declan Dunn, Jody began experimenting with the new blogging and podcasting technologies to create "platforms" to go beyond the usual static websites of the day. Now, her Fun Money Good Blog and Podcasting Network allows artists to come together and succeed.

What is Podcasting, Anyway?

Podcasting (iPod + broadcasting) can be defined as online audio content that is delivered via an RSS feed (see below). Many people liken podcasting to "radio on demand". However, it offers more content and programming options than radio. In addition, podcasting allows listeners to determine time and place, i.e., what programming they want to receive, and when and where they want to listen to it. People can retain audio archives to listen to at their leisure.

While blogs have turned many bloggers into journalists, podcasting has the potential to turn podcasters into radio personalities.


...and RSS?

RSS (Really Simple Syndication or Rich Site Summary) files are formed as XML files and are designed to provide content summaries of news, blogs, forums or website content. Users select the RSS feeds they want to subscribe to. Feeds are generally simple headlines and brief descriptions; if the user is interested they can click to see additional information.

Setting up an RSS feed follows a natural path:

RSS code -> Audio/video file -> Blog for syndication into various devices, readers.


Focus on Your Content, then put it Out There...

Far from eliminating human interaction as predicted by early critics of the Internet, Colvard sees social networking (Web 2.0) as being poised to bring more and more online users together. There is no contradiction between maintaining your individuality and connecting with people for various endeavors. Jody sees well-known sites like Blogger.com and Geocities.com evolving from pure advertising outlets to legitimate, content-rich sites.

Content continues to be king, but if people can't find you, it's like being a tree that falls in a thick forest:

Nobody will see, hear, or care about you!

Podcasting versus e-mail Marketing...

With the explosion of mobile technologies, podcasting is quickly becoming a serious alternative to e-mail marketing. It can be an effective relationship-building tool, and also offers a simplex (one-way) communication option to the recipient. As a result, it arguably gives users more control over their online privacy (e.g. A more secure 'Unsubscribe' than third party e-mail delivery systems).


Potential as a Revenue Generator and Relationship Builder.

Technological advances (e.g. Internet radio, downloadable streaming audio (MP3)) make podcasting a viable and accessible advertising alternative for companies. With 80% of 2007 car models podcast-enabled, drivers as well as joggers and hikers can tune into their favorite content on demand. Colvard claims that brand loyalties are breaking down, being replaced by long-term, relationship marketing. She sees podcasting as a significant breakthrough vis-à-vis leveling the playing field for "smaller" netpreneurs.

Jody recounted the story of two Virginia mothers who started podcasting in 2005, and built a subscriber base of over 100,000. As a result, an advertiser recently bought a 20 second spot on their show for $100k! This year, blog and podcasting advertising are projected to rise 700% over 2006. Of course, it can serve as a traffic generation tool to increase your profile.


Action Steps.

Jody's advice for Internet newcomers is:

- Find out what your passion is first.
- Develop a professional profile with all the tools at your disposal.
- Seriously consider blogging and podcasting as an interactive alternative to a personal website.
- Start a podcasting series, or create your own talk show that can be directly downloaded to electronic devices.
- Be aware of emerging technological trends (e.g. Cellphones with full A/V capability, WiFi, Wi-Mac). Will people jog while carrying a boom box or an iPod?
- Build your audience, then generate revenue.


Conclusion.

Like fellow podcasting experts Paul Colligan and Declan Dunn, Jody Colvard is helping to make podcasting, blogging, and social networking mainstream - especially for women. She has built a solid base of small and Fortune 500 clients who testify to her system's effectiveness.

Lynn attended a 3-day seminar with Jody in February, and has her own special project in the works. Does podcasting offer Internet marketers a legitimate chance to bypass traditional skills like list-building, traffic generation, and copywriting? The jury is still out. However, there is no denying it's appeal and flexibility.

----------------------------------------------------------------------------------
Resources:

http://www.funmoneygood.com/
http://www.grabthewheelpodcast.com
http://www.womeninpodcasting.com/
http://www.blogit.com
http://audacity.sourceforge.net/
http://www.integrityring.com/learn [record MP3]

To learn more about Jody and her WIRED network, please visit: http://www.wiredrightnow.com/who.html

Don't miss the next Internet Master Series teleseminar - sign up now!

Internet Master Series - March 1st Teleseminar.

Brian Edmondson: Secrets of Building a Profitable Business - even with a Small List!

The Internet Master Series welcomed its subscribers to March with a success story based on the faithful execution of basic marketing principles. Lynn Carnes interviewed Brian T. Edmondson, probably best known as the founder of the successful ListProfitAcademy teleseminar series in Summer 2006.

By successfully implementing affiliate and e-mail relationship marketing strategies since June 2005, Brian has turned heads in the Internet Marketing world. His breakthrough Butterfly Marketing and JV Formula campaigns forced established marketers to ask themselves,

"How did he do that?"

List-Building Myth and Reality.

"The Money is in the list", right? It's one of those oft-used Internet Marketing clichés newbies cling to while struggling to generate momentum for their online activity. However, list-building without target marketing and segmentation ends up being an unprofitable numbers game ("My list is bigger than your list, ha-ha!").

Myth: All I have to do is build a large enough list, and the money will immediately start pouring in.

Reality: You will never create a profitable list from spam, e-mail blasters, or 99% of the "hot" leads offered by brokers. The money is in how you build your list, and the relationship you nurture with each and every one of your subscribers.

What does this mean for you? Consider the following:

Traffic generation alone ==> An unresponsive list, regardless of size.

Traffic generation + Sales conversion ==> Short-term profits and income opportunity. NOT A BUSINESS!

Traffic generation + Sales conversion + Sound list-building practices ==> Responsive list ==> Lifetime residual income.


Assertive List-Building...Right from the Start.

Edmondson advises beginners to aim for a RESPONSIVE list right away - subscribers who know, like and trust you. To create this type of list, you must actively solicit feedback and follow-up with subscribers ("What do you want?"). You must have a sales back-end in place: a one-time offer (OTO) in a "Thank You for subscribing" page for starters, then value-added offers that make you stand out.

Marketers need persistence and repetition. Industry experts believe that it takes seven "looks" on average before a prospect commits to buying. So, don't be disappointed if some campaigns are not immediately successful. Staying front and center in a subscriber's mind is key.

List attrition is inevitable in the long run. People subscribe and unsubscribe to lists all the time, and the reasons are often unrelated to your specific e-mail or offer. Brian and other list-building experts suggest that each day brings us closer to our "optimized" opt-in list.

By nature, newbies are tentative with their initial list-building efforts. They assume offers offend people, so they minimize contact for fear of losing "hard-won" subscribers. In response, Brian exclaims:

"Analysis is Paralysis. Don't be afraid to send offers to your list."

- Brian Edmondson

Whether you send out a weekly e-mail or 2-3 letters daily, add some bite to your content so that subscribers can identify you clearly in a crowded Inbox. Treat each list member as your best friend; be respectful but not overly formal in your written conversations.

So, for those who choose to opt-out:

Sorry to see you go;
perhaps some other time...

The Skinny on Brian's Butterfly Marketing Success.

After meeting Mike Filsaime at a live event in December 2005, Brian committed himself to becoming a Butterfly Marketing (BM) protegé and apprentice. He prepared his small list with special "training": newsletters, opinions and insider knowledge about the phenomenon that was to become BM. He kept contact with Filsaime throughout the pre-launch period. Brian's focused effort and determination paid off with a very high rate of subscribers opting into the BM notification list (400 out of 1,300).

Still, Edmondson's expectations were quite low - after all, how could he compete with referral machines like Gary Ambrose, Ewen Chia, and Jeff Walker? Yet, during the first week of the Butterfly Marketing launch (January-February 2006), Brian achieved $15,000 in sales and a Top-20 ranking. Overall, he made more than $20,000 in sales - creating a buzz within the "establishment" that has permitted him to extend his network, entertain numerous joint venture (JV) opportunities, and as a bonus - become an Internet Marketing celebrity.


So, what type of list do we want?

Edmondson is open about his road to success and likes to invoke a favorite concept often attributed to Stephen Covey:

Begin with the End in Mind.

"I want a list of highly responsive, proven buyers who know, like and trust me - or want to be like me."

- Brian Edmondson

Practical List-Building Optimization Techniques.

Brian Edmondson's rise from obscurity was achieved using specific strategies that, while not necessarily duplicable, offer people solid options to build their own success:

1. E-zine Advertising.

Communicate with the e-zine owner to determine if you have common marketing goals and outlooks. You are in search of like-minded readers and subscribers, and ways of minimizing your upfront risk. While most e-zines offer solo ads and "Top Ads", Brian has been successful with Bottom Ads (i.e. P.S. ...) and recommends them to beginners. Price and campaign success are not necessarily correlated: Expensive ads do not guarantee optimized list subscribers.

2. Giveaways.

E-books and software downloads are popular enticements for potential marketers. People like Mark Hendricks and Henry Gold are renowned for their massive, seasonally-themed giveaways. Yet, offering "Bonuses" can be a double-edged sword. Brian feels that many well-known marketers have gone overboard, and as a result have unknowingly fostered a 21st-century, "freebie-seeking, tire-clicking" online marketing culture.

To avoid attracting perpetual freebie-seekers, and to prevent your offers from collecting "digital" dust on the hard drives and Inboxs of the world, Edmondson prefers the Voluntary Opt-in approach. That is, give away your "bonus" report without an opt-in obligation. The serious subscriber will read your report to confirm its value and content. Within the report, offer your reader the voluntary opt-in:

"Hey! Like what you read? Why not get more where that
came from - sign up for the ABC Newsletter today!"

3. Joint Ventures.

Generally acknowledged as the best way to get into the Internet Marketing "big leagues". Attending live events and face-to-face meetings offer tremendous networking opportunities with like-minded people. If money is an issue, start a local marketing club to create synergies that can help everyone gain confidence and grow their online persona.


More Helpful Hints...

1. Start an online newsletter to gain credibility with your readers. Brian's Butterfly Marketing experience as Mike Filsaime's "apprentice" made him a trusted information source. Perception is reality, and if you are perceived as an expert in a particular niche or for a special product, subscribers will flock to you. Just remember to provide real value and genuine advice.

2. Safelists get mixed reviews, but do offer a list-sharing service for people on limited budgets. Many are free, but require personalized writing to stand out. Over-hyping your invitations is a NO-NO.

3. Creating that elusive "Know, like and trust" factor means making e-mails personal, making e-mails personal, and making e-mails personal. Adopt an informal, conversational writing style that draws people to you ("I just wanted to let you know..."). Include personal stories and anecdotes from daily life to break the ice and show that you are a regular person. Once subscribers start asking you if your broadcasts were personal letters, you have made the big leagues.

4. Only promote things that you have actually read, used, and can personally vouch for. From an ethical, emotional, and sincerity standpoint you will come out ahead.


Conclusion.

Many of Internet Marketing's biggest names swear by their lists. It is the one asset serious online entrepreneurs cannot do without, and would be the first thing they would want to recover if they lost everything. Brian Edmondson is now working full-time from home because he developed list-profiting skills that earn him several dollars per subscriber per month.

Every month...

Having left Corporate America behind, Brian keeps his ear to the ground by picking the brains of his marketing friends and mentors. He is part of Tellman Knudson's exclusive Black Diamond Line coaching staff, and continues to communicate with and nurture his list. With less than 10,000 subscribers currently, Edmondson is living proof of the adage:

Small is Beautiful.

---------------------------------------------------------------------------------
For more details on Brian's Butterfly Marketing breakthrough, access to today's online leaders, and to accelerate your list-profiting ability, join the ListProfitAcademy.

Lynn and Natalie continue to serve up the hottest names and the hottest topics in Internet Marketing. Get 'em while they're HOT! Join the Internet Master Series today.

Internet Master Series - November 30th Teleseminar.

Alex Mandossian:
Powering Your Way to Internet Marketing Success through the Human Voice.

As an appetizer for the February 1, 2007 relaunch of Internet Master Series, let's go back to Lynn's 2006 interview with the legendary Alex Mandossian. This San Francisco-based entrepreneur has helped generate over $233 million dollars in sales and profits for clients via "boutique" electronic marketing since 1991. As a teleseminar marketing specialist, Mr. Mandossian has interviewed a veritable "Who's Who" of the personal development world: Mark Victor Hansen, Jack Canfield, Stephen Covey, Brian Tracy, Joe Vitale, and Jay Abraham among others. He preaches what he practices; over 11,000 students have sought his advice and techniques for generating income and achieving financial independence.

In a well-formatted, 7-point, 90-minute package, Alex and Lynn discussed the power of the spoken word in online marketing and why you should be using audio right now.

A. Response Modifiers:

What are they and why are they so important any Internet Marketer’s success online or offline?

Response modifiers (RM) are web page or off-page (i.e. e-mail, teleseminar) elements that add or suppress audience response. Among the 66 RMs identified by Alex are:

- Traffic source identification
- Offer deadlines
- "Print this Page" instructions

To get the audience response you want, why not just ask for it with your own voice? Mandossian believes that the human voice is the most effective marketing tool we have, allowing Internet marketers to "break the silence" of the World Wide Web (WWW) and distinguish themselves from competitors. Adding audio to web pages is increasingly affordable, and should improve the conversion rate for any promotion imaginable.

To drive traffic to our voice-enabled web pages, entrepreneurs should not neglect basic e-mail marketing principles:

- "From" line: Use asterisks or dashes (e.g. -Alex Mandossian-) to stand out and heighten responses.

- Subject line: Long subject lines suppress response. To encourage people to read your e-mail, incorporate the reader's name and if necessary, break it off with ellipsis.


B. Human Voice:

Why is the ‘human voice’ such a powerful Response Modifier and what online software can be utilized so even ‘techno-dummies’ can quickly and easily add audio to web sites?

Invoking the work of Roy H. Williams ("Wizard of Ads®"), Mandossian says that if you want to persuade the world, use human voice. Speech breathes life into text, and consequently, heightens the written word's effectiveness. One need only recall the most famous American speeches of all time: Abraham Lincoln's Gettysburg Address, John F. Kennedy's inaugural address, and Dr. Martin Luther King's "I have a Dream". For further "reading" about great speeches, Alex suggests Richard Greene's "Words that Shook the World".

Mandossian advises dial-up users to forgo Flash Video because of slowness - just use audio which requires little bandwidth. For online marketers with access to high-speed Internet (cable, ISDN, DSL, etc.) check out MarketingwithPostcards.com to investigate how to "brand" yourself with Flash Audio and other direct marketing techniques.

Alex claims that an audio-enabled squeeze page with still photos can triple, even quadruple your response rate. However, he says nothing should be taken for granted, and considers himself a strong proponent of the Internet Marketing mantra:

TEST, TEST, TEST!

Audio auto-play on a website can be used to polarize the audience and filter out "tire-kickers". The most expensive prospect is an "undecided" prospect. Therefore, your audio message should be a clear, ethical bribe: Trade opt-in information for a free report, e-book, etc. As an alternative, use permission-based "audio on call" on your squeeze pages and sales letters.

Adding audio to your website is inexpensive and technologically feasible. A popular service is Alex's 5-year old audiogenerator.com ($21 USD per month), but people are advised to investigate various services and test them out before making a serious commitment.


C. On-Page Strategies:

Where are 5 powerful ‘on-page’ human voice strategies that can instantly boost conversions and accelerate sales and profits?

Prospects are like children - they need training, guidance, and an ethical bribe to be aroused to action. So, how can audio help? Consider the following:

1. Add an audio invitation to your squeeze page (e.g. http://www.voiceiscool.com)

2. Add audio to your sales letter (e.g. http://www.audiogenerator.com)

3. Audio testimonials to add credibility to your product or service claims. Standard format is,
from top to bottom: bullet->picture->text testimonial->audio button. (e.g.
http://www.teleseminartestimonials.com)

4. Offer a solid, verbal guarantee that helps you bond with your prospect. Speak to your website visitor in a personal, upbeat tone that demonstrates marketing intimacy.

5. Introduce product features to the prospect and tell them what they are really getting (i.e. CD, DVD, three-ring binder, etc.)

In addition, consider adding audio to your blog. It can take the form of a permission-based welcome message, or a true audio-blog that replaces written text.


D. Off-Page Strategies:

What are 3 ‘off-page’ human voice strategies that are battle-tested and time-proven to grow hyper-responsive, mega-profitable online lists from scratch?

1. e-mails: Preferably text e-mails, since HTML-rich e-mails are often rejected by anti-SPAM software and filtering techniques used by large and small ISPs. Include embedded audio in your e-mail, or audio postcard links set to "auto-play" that allows readers to read and listen to your message at the same time.

2. Teleseminars: By listening to your voice on a weekly or bi-weekly basis, people will come to think of you as the expert, a trusted source of information, and even a friend. The "know, like, and trust" factor is the key to future online success.

3. 24 hour recorded messages: More effective than cold-calling or using live operators, "free recorded messages" have the power to bring serious prospects to you. No longer will you have to chase "tire-kickers" or "undecideds".

Audio is to education what music is for entertainment, an attraction tool that creates intimacy. Just as lack of intimacy is at the root of many divorces, a lack of marketing intimacy will cripple your online business. Check out http://www.automaticresponse.com for a clear description of how recorded messages work.


E) Repurposed Content:

What’s the difference between ‘deadtime’ and ‘prime-time’ learning and how can Internet Marketers repurpose written content into audio content for bigger profits?

Examples of dead-time learning include listening to an MP3 in the car, or an audio book while doing house chores.

Repurposing is taking content from an original work in a responsible manner, and using it to create (audio-based) derivative products. For example, Alex Mandossian offers a preloaded iPod with hours of past teleseminars and marketing advice. One path from the original teleseminar recording to a human voice-specific product is:

Live teleseminar -> teleseminar recording ->
Transcribe teleseminar (PDF format) ->
teleseminar report/summary that can be sold in text, audio or video format.

In the exploding field of Private Label Rights (PLR), the sequence to follow is:

1. Read the public domain book.
2. Write a meaningful enhancement that distinguishes it from the original.
3. Copyright your new product.
4. Create the an audio version of the product.
5. Market and promote your audio product.

Alex recommends www.recordedmoments.com as a source for transforming material into voice content.


F) Scripts & Templates:

Why are audio scripts and templates so important and what’s the best way for Internet Marketers to get started creating their own ‘human voice’ scripts and templates?

To move from a low to high level of entrepreneurial productivity, Mandossian offers numerous resources and study guides (see below). He emphasizes "skeleton-like", duplicatable material that helps budding marketers create and effectively exploit scripts and templates. In order to accelerate business growth, do not reinvent the wheel. Genuinely original breakthroughs are rare, and even if successful, cost a fortune to nurture, perfect, and market.

Your goal is to be profitable in as little time as possible. Changing up to 20% of an existing template or script to suit your needs is acceptable. Changing 100% is not.


G) Case Studies:

What are a few time-proven ‘case studies’ of how the ‘human voice’ has been utilized to capture more profits, faster, better … and with less human effort?

At the end of the seminar, Alex cited several of his websites as successful applications of audio-driven marketing:

http://www.mastersoncall.com
http://www.voiceiscool.com
http://www.audiogenerator.com
http://www.marketerschoice.com
http://www.teleseminarmarketing.com
http://www.teleseminartestimonials.com
http://www.marketingwithpostcards.com
http://www.7stepactionplan.com

Also, you can listen to Alex's 24-hour recorded message: 1-800-976-8824, extension 9008.

Note the Squeeze page -> Amplifier page -> Sales Letter path of several of his websites.


Conclusion.

Alex Mandossian is an electronic marketing maven with a 20-year track record of creative excellence and financial success. As founder and President of Heritage House Publishing, he continues to introduce high quality information products to the marketplace, all the while practicing what he preaches.

Consensus within the industry is that dedicated marketers must spend hundreds, if not thousands of dollars monthly to stay in touch with the cutting edge of business entrepreneurship. Even newcomers to Internet Marketing must heed the call of lifelong learning to survive and prosper, even if it is at a more modest level. Mandossian is not shy about his offers, and through years of practice, has mastered the elusive "attractiveness" factor all marketers - online and offline - crave.

---------------------------------------------------------------------------------
Lynn and Natalie are off to a hot start in 2007! Don't miss the replay of the February 1st call with millionaire copywriter Clayton Makepeace. Sign up NOW!

Internet Master Series - December 7th Teleseminar.

David Lakhani: The Power of Public Relations to Explode Your Business.

The final Internet Master Series teleseminar of 2006, hosted by Natalie Judd, delved into the often overlooked and misunderstood field of public relations. Acclaimed public relations (PR) expert David Lakhani came by to introduce strategies that make sense, and explain why "well-done" PR is so persuasive.

The Importance of PR.

Lakhani argues that PR is more accepted than other forms of marketing (i.e advertising, promotion, etc.) because of its very nature as "placed" news. It can build product awareness through various media (e.g. print, electronic, emerging technologies). Your messages benefit from third party endorsements, making them more easily accepted by skeptical audiences. When highly trusted news sources like CNN and The CBS Evening News expose your product, they are implicitly telling their viewers that it is superior to the competition. After all, why else would they report on it?

Is Using PR Expensive?

Mr. Lakhani claims that, contrary to conventional thinking, effective public relations can be very low-cost, even free. While retaining the services of a traditional PR firm or doing your own PR without proper coaching or training is very expensive (and usually unproductive), Performance-based PR is not costly at all. Companies and entrepreneurs are advised to select public relations outfits that are willing to train you, and only accept PAY for PERFORMANCE.

The Democratization of Public Relations: Online PR.

Like other forms of marketing, public relations is benefiting from the growing accessibility of new media technology. For example, podcasts and blogs give small entrepreneurs a chance to be BIG. You can build one-to-one relationships with thousands of people simultaneously. As bloggers and podcasters enter the mainstream, they will gain acceptance and credibility as news sources. Traditional media outlets as well as YouTube will increasingly turn to them for content. So, follow David's advice and pay particular attention to your blog rankings with particular keywords. By linking them back to your press release, you will be perceived as the expert...

Even though "non-professionals" buy T.V. and radio time to promote their businesses, media releases on the Internet are fast becoming the way to influence people at an even greater level. By presenting your press releases in proper format and optimizing your online distribution strategy, you can obtain tremendous presence. Keyword-linked articles are archived forever, thus serving as permanent traffic generating tools. Lakhani suggests frequent and multiple releases to reduce Pay-per-Click (PPC) expenses for search engine-generated traffic, noting that newer material is ranked higher.

David Says: A PR Release is NOT a Traditional Sales Letter!

PR releases and sales letters share some common characteristics:

- Powerful headline
- Strong sub-headline to maintain reader interest
- Compelling copy

However, sales copywriting and releases distinguish themselves by their respective goals. A sales letter is meant to "ethically persuade" visitors to purchase something. Press releases are supposed to tell a story that gains the interest of a specific target audience - journalists. The press is always looking for, and will be attracted by, well-written and compelling stories. It is a willing audience, provided you are subtle in your approach. For example, to get attention for a financial planning-related release, relate a personal story about your father's job security. Something interesting that people want to hear.

Lakhani encourages mail, fax, and telephone follow-ups to confirm that your press release was sent/received.

"Watch the news to be the News."

David encourages people to constantly search for different "hooks" that can generate a buzz around you and your product. Keyword research with Overture is a good starting point for bid prices and searches. To "predict" what will happen in the next twelve months, Lakhani suggests:

1. http://www.oprah.com One of America's greatest trend setters. Use the search feature with "Future" and "Beyond this show".

2. The editorial calendars of popular magazines and pick out common themes.

3. Google Alerts and other news notification/clipping services to stay on top of interesting topics.

Using PR to establish yourself as an expert demands a consistent message to others with personal content and appropriate formatting. As they say, "Experts have opinions and share them.". The benefits include greater influence, brand-building, and the power of persuasion.

Conclusion.

David concluded his presentation by mentioning some of the major public relations websites that online entrepreneurs may want to visit to get their campaigns off the ground:

http://www.prweb.com
http://www.przoom.com
http://www.prleap.com
http://www.prnewswire.com
http://www.businessnewswire.com

David Lakhani left listeners with a better understanding about PR use. He maintains that no matter what business you are in, somebody out there wants to hear your story:

Everybody loves a Storyteller!

---------------------------------------------------------------------------------
Learn about the "Fast 50 of 2007":
http://www.fastcompany.com/fast50_07/submit2.html

Believe or not, Dave's offer from December is still online! Check it out at:

http://www.internetmasterseries.com/dave (IE)
http://www.internetmasterseries.com/dave.html (Firefox)

Lynn and Natalie's Internet Master Series returns February 1st. Make sure you don't miss out in 2007 - sign up here!!!

Internet Master Series - November 16th Teleseminar.

Chris Attwood & Ric Thompson: Lives on Fire.

Last Thursday, Lynn and Natalie introduced Chris Attwood and Ric Thompson - best known for their top-rated HealthyWealthy 'n' Wise website - to Internet Master Series listeners. Starting from scratch, Attwood and Thompson pursued their self-development and wellness passions to build an empire that knows no bounds.

Key to Attwood and Thompson's success are carefully nurtured alliances with the "Who's Who" of the Personal Development universe: T. Harv Eker, Stephen Covey, Mark Joyner, Jim Rohn, Stephen Pierce, and many others. Great, but how do you create alliances and is their formula duplicatable? Such was the challenge presented to the guests during the call.

Aren't Alliances the Same as Joint Ventures?

People are familiar with the idea of joint ventures (JV), but Attwood and Thompson used this call to distinguish JVs from their specialty - alliance-building. So, what is the difference between these 2 seemingly identical concepts? Well, everything starts with definitions:

Joint Venture:

Short-term business relationship with one or more people. Mutual conduct is determined by written agreement or e-mail exchanges. Interaction is centered around money earned with the project, and numbers (i.e. sales, list subscribers gained, etc.).

Alliances:

Long-term, even lifetime relationships. Characterized by personal friendship, mutual benefit, and non-verbal commitment to each other's success. Goes beyond monetary relationship, but with the potential to be many times more profitable than joint ventures.

In alliances, the focus must be on understanding what partners care most about. Demonstrate how you can help them and others achieve their goals. Your ability to create friendships that go beyond business can ultimately lead to projects that were previously unthinkable, if not impossible. At the same time, marketers should be wary of "one-way" proposals that offer no tangible benefits and are nothing more than a "hard" sell.


Steps to Creating a Winning Alliance.

1. Pre-contact:

Discover who the potential partner really is, and determine if your respective passions are aligned. Find out what the person "brings to the table".

2. Acquiring Interests:

Be clear about the type of project you want to pursue. Brand yourself in accordance with your project goals.

3. Discovery:

First meeting/phone call with prospective partner. Describe benefits of aligning with you and how it is in the partner's interest.

4. Structuring the Deal:

Engage partner(s) with the details; get them involved right away to encourage a full commitment.

5. Written Agreement.

6. Maintaining Alliances over Time:

Keeping communication channels open for continuous relationship-building leads to greater financial benefits and personal fulfillment.


Contrary to most newbies' instincts, Chris and Ric advise marketers to immediately pursue 'A' List alliances, just as they did. However, you must be professional in your pursuit of established figures, and very sensitive to their needs. Well-known online marketer Alex Mandossian, for example, spells out the exact criteria against which your alliance request will be measured.

Even if you are coming out of nowhere, you can gain instant credibility by:

A. Showing your unique ability to provide for a partner's needs.
B. Offering solutions for something or some cause they deeply care about.


The Enlightened Alliance.

Up to this point, Attwood and Thompson mostly discussed strategic alliances. However, the real key to their success has been the formation of enlightened alliances, relationships that supersedes strict business and strategic alliances. In effect, enlightened alliances benefit everyone - immediate partners, customers, and vendors. Such relationships can be kick-started by asking people:

"How can I help and support you so that you enjoy a more fulfilling life?"

Not surprisingly, genuine caring can trigger enlightened alliances. As health and wellness experts, Chris and Ric were able to offer Jay Abraham meaningful advice for his personal ailments. Suffice to say that health is our most treasured asset. Others will appreciate your concern and gladly reciprocate your kindness without prompting.


Final Tidbits.

The guests addressed two major obstacles to alliance-building:

1. Fear of approaching people.
2. Getting through the "gatekeeper".

Fear can be overcome by knowing the other person well-enough to offer something remarkable, i.e. an offer they cannot refuse. After all, it's all about them, right? Meetings with a gatekeeper, i.e. your secondary "trusted" source, should be used to establish your credentials. Treat this person as the "star" or a trusted friend, because he or she may end up being the primary trusted source.


Conclusion.

Attwood and Thompson have earned their places amongst the Internet Marketing elite. Alliances, both online or offline, are the lifeblood of any business. Integration marketing, as executed by the Internet Master Series founders for example, permits online marketers to develop alliances from all the methods described here.

Chris noted that 80% of an online marketer's revenue potential is in the back-end. Just consider the possibilities: One-time customer -> Repeat customer -> JV partner -> Strategic alliance -> Enlightened alliance. Therefore, do not overlook upsale and downsale offers as a growth tool. They could lead to a beautiful - and profitable friendship.

------------------------------------------------------------------------------------
Chris Attwood and Ric Thompson reveal their Alliance Secrets program in depth at: http://www.internetmasterseries.com/as.html.

Lynn and Natalie continue to bring in the experts. To get in on the act, click here.

To access greater marketing insights from this teleseminar addict, follow this link.

Internet Master Series - November 9th Teleseminar.

Yanik Silver's Secrets of Profitable Information Marketing.

This is the Information Age. Like it or not, our quality of life depends on the ability to access, interpret, and act on information. Internet marketers face this challenge on a daily basis, sorting out the wheat from the chaff in order to succeed.

Last night, host Natalie Judd interviewed the always colorful Yanik Silver, copywriter extraordinaire and expert niche marketer. Yanik's online story began in 2000, shortly after foregoing his original goals of National Hockey League (N.H.L.) stardom and a sideline cartoonist career. He has established himself by selling and marketing a wide range of products, including the wildly successful "Instant Sales Letters". Silver is a highly sought after speaker and trainer, and uses financial independence to indulge his beach volleyball passion.


What Information Marketing is all about...

When prompted by Natalie to define information marketing, Silver came up with:

The ability to deliver meaningful, relevant and useful information upon request, to people in a timely manner. It encompasses the publishing of books, software, newsletters, articles, etc. Also, the presentation of live events (conventions, teleconferences, webinars, et al.).

As a nascent field of activity, many people claim to be "information marketing" specialists, experts, or gurus. So how does a consumer know who is a legitimate practitioner? For Yanik, you only need to ask two questions:

1. Do you have a track record? (i.e. Have you done it?)
2. Can you teach others?


Why Information Marketing Holds so Much Promise for Individuals.

In spite of the Internet's "Wild West" nature, or perhaps because of it, Yanik is a strong Information Marketing proponent for the following reasons:

1. No competition for specific, well-defined products.

2. Much greater profit margins (60-100%) when compared with traditional "brick and mortar" businesses.

3. Doing something properly online once can lead to lifetime residual income on "autopilot".

4. Flexible working arrangements. Ability to work from anywhere with a PC (laptop) and Internet connection.

5. No employees necessary. "Do what you do best, then outsource the rest."

6. Low start-up costs.

7. Tax advantages for home-based entrepreneurs (U.S., Canada, elsewhere).


How do you get Started in Information Marketing, Yanik?

Silver offered some nuts and bolts advice for newbies looking to pursue Information Marketing seriously:

1. Think hard about the expertise and skill set you can offer to others.

2. Ask yourself, "How can I create a website that creates money while I sleep and provides great customer value?".

3. Start small, then grow your business. Ignore naysayers; family and friends are often negative because they do not understand what you are doing. Find expertise online and through mentors and mastermind groups.

4. Learn about your niche and target market through magazines, advertisements, and public domain sources.

5. Evaluate the marketplace's monetization potential. Is my intended audience reachable? How "rabid" are they? Test keywords from Overture.

6. Come up with a "hook"; i.e., something that directly addresses your prospects needs. For ideas, check competitors' advertising.

7. Give people the "fish"; i.e. your remarkable product. They are more interested in the end product than the process of creating products.

8. Finally, focus on your sales copy. Or, do the sales letter first, then generate traffic to your web page.


Private Label Rights (PLR) and the Public Domain Space.

The sleeping giant within Information Marketing is the ability to exploit - 100% legally - existing publications that fall into the public domain space. Loosely defined, such work falls into four categories:

• Ideas, facts, statistics
• Works granted or donated to the public
• Government works
• Formerly copyrighted works. In the United States, all works published before 1923 are considered public. Also, works published 1923-1963 are public if the copyrights were not renewed in the 28th year.

Silver himself has used public domain works for upsales and downsales, but you can do whatever you want with them. For example, turning them into "viral" books: Recording text onto a CD and copyrighting the derivative products. More ideas: Google Adsense, or break up the works into articles for use in your autoresponder.

Entrepreneurs are allowed to change book titles and become co-authors. You may even be eligible to copyright the work provided substantial changes have been made to the original text. Yanik advises strong due diligence and legal (i.e. copyright) advice before proceeding in this manner.

In business, speed is critical, so putting out your e-books should be an efficient no-nonsense process: Convert your document to PDF format with OCR scanning; ensure you can edit the document. Then, add a foreword. Once you have the PDF file in place, create your sales letter using lots of bullet points to trigger curiosity.


Will People Pay for "Free" Information?

According to Yanik Silver, 92% of us go online for free information, yet the (digital) paid information product boom continues. Why? Well, to quote Mr. Silver:

Free information sucks.

People want to solve their problems immediately, and will make both a financial and emotional investment if you have what they are looking for. A consumer's emotional involvement is directly related to price, so too much "free" is counterproductive for information marketers.


Common Internet Marketing Mistakes.

Natalie and Yanik ended the call by discussing common errors made by newbies and even experienced marketers:

1. Lack of proof in sales letters: Plain text testimonials may not always be enough. Consider adding audiovisual testimonials, statistics, a mailing address, an e-mail address, and a business phone number on your website.

2. Being too much of a "Me, too" copycat: There are not very many virgin markets on the Internet today, so you need a unique hook that draws eager and responsive buyers.

3. Not having a back-end: The first sale is the hardest, but once the prospect has committed, you must follow-up immediately with an up or down sale. The e-book must lead to something.

4. Lack of Market Research: As is the case for off-line businesses, Internet marketers must think through their intended audience, i.e, "walk a mile in their shoes".


Conclusion.

Contrary to what you might think, non-"techno-geeks" do succeed online. Yanik Silver is a prime example. Whether selling $17 e-books or $15,000 apprentice programs, Yanik has exploited his skills to the fullest - and outsourced work that was beyond his expertise. He freely acknowledges his lack of computer savvy, and like most successful online entrepreneurs, uses "virtual" customer service assistants. PLR and Public Domain Space exploitation are simply Silver's latest example of succeeding without reinventing the wheel.

----------------------------------------------------------------------------------------
Can Rahul do anything else besides report on teleseminars? Check out the Info-entrepreneur RM Newsletter. Find out if he's legitimate or all fluff by clicking here.

Yanik's offers may be viewed at: http://www.internetmasterseries.com/yanik.html
http://www.internetmasterseries.com/public.html

Lynn and Natalie's Internet Master Series is hot! Click here to access future teleseminars.