welcome back to the magnetic marketing podcast and especially to part two of what makes a great info product now if you missed episode number one feel free to just go back you can catch up and then start running with us right away now at this point we know what creates a good info product but then how do we make sure that it stands out because in today's world we're saturated with information products all selling quite often the same information so how do you make sure that your product not only sells once but can be packaged
and re packaged in order to create customers that last for a lifetime let's listen in as Dan reveals everything step by step I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy the legend of Dan Kennedy should be ignored at your own Peril they're not really lessons they're kind of laws that you live by Dan opened my eyes to what small business marketing looks like Dan teaches strateg IC direct response that is timeless his ripple effect touches people who don't even know his name the world
as we know it was changed because Dan Kennedy became obsessed with marketing welcome to the magnetic marketing podcast with your host Dan Kennedy the last thing that's sort of interesting in a um in an information product is this proprietary language a lot of people don't do enough with this so truth be told in the success category I don't think there's anything new um and there hasn't been for a long long long long long long long long long long long long time like since it was on tablets carved with a chisel so it's been made new
mostly by just changing the language right in sales training if you go and get sales books from the 1930s and you compare them with sales training of today and you compare it very analytical and very objectively and very carefully there's nothing new nothing the way you get a sale made today is the same way they got a sale made in 1933 so how is it that we can keep selling sales training we change the language so proprietary language is important so that you own something it's how you make the un unique unique to you but
it is more more meaningful to people than that proprietary language gives people two things that they really want that your product can deliver purely by putting everything in it in its own proprietary language number one it gives people a sense of belonging to a fraternity okay you and they now share a language that others do not secondly it gives them a sense of superiority because they know things no one else knows that is represented by a shared proprietary language so when you create the content for information products you want to give thought to the terminology
what you are going to call this that and the other thing what language is going to exist this that makes an Insider an Insider and makes an outsider an outsider build into do it for any deliberate purpose but several times during the whole Preamble thing up here he sort of explained to the newcomers without explanation a term oh that's Glazer Kennedy language okay see we do we have our own language that you and I share and the few like really rank new beginners who failed to stand up and and acknowledge that I had made them
any money see they also they don't know the language now the the the way people react to that by the way is about one in 10 get really frustrated by it and they just go away nine desperately want to get on the other side of that wall get behind that closed door be an Insider not an outsider and as soon as they do they feel uplifted and emboldened and better about themselves so when you build this into your product you are starting to make your product do more than just exchange for money you're starting to
make your product create lasting interest and relationship McDonald's adds sugar to everything okay the stuff they fry the fries in the Buns the meat itself has sugar added to it so if youall going to eat fast food by the way we're all going to get sued now I suppose but um if you are going to eat fast food eat something other than McDonald's unless you know you want to die um um so they are they are deliberately building an addictive product and they are correctly accused of doing so by the way I H I applaud
that I don't criticize that okay it's the parents job and the adults job to rein in their consumption their job if I'm a shareholder is to figure out how to sell as much of that stuff as is humanly possible that's their job right and they have figured out something that if you just put sugar in all of it everybody will want more of it good I'm all for it right now that's what we want to do with our information product we want to make them addictive so if you want to like put a summary around
everything we've talked about so far it is the idea of building information product that is intellectual psychologically and emotionally addictive okay that makes people want what's next so Above All Else the job of a great information product is to create desire for and interest in more this is not as simple as um although I was at a Gary howbert seminar when somebody said if you can't figure out any better idea at least put volume one on everything um uh look it's it's Bill Bill Meyers for those of you that want trivia um it's not as
simple as that obviously but that's what we want we want to figure out how to put sugar in the burger right the job of your product is to be constructed to be addictive to make people want more here here are key salability factors so one is what's called high concept now those of you that are IMA members you got October um our special report the infol letter report was all about high concept so I'm actually not going to belabor it here but I will point out sort of the Evergreen nature of all this so you
know Ferris is 4-Hour Work week was huge hit a few years ago but you could go back to 1960 and find Joe carbo with a huge hit called The Lazy Man's way to riches they are fundamentally the same high concept um The Men Are from Mars Women Are from Venus probably the number one relationship selling thing of all time but the number one on TV was an even more interesting High concept Ellen cedan I think is Ellen's last name it's either kedan or fredman I'm pretty sure it's kedan had a big decade long run with
products called two separate products called light his fire light her fire the high concept behind those products was in the relationship category I think the smartest thing I've ever seen the high concept was regardless of who she was talking to so let's say it's the ligh his fire product the core of that pitch was you don't need his cooperation that was the core of the pitch he doesn't even need to know you're doing this because what's the failure of all the relationship stuff the two people have to do it together and at least one of
them generally the guy buls the guy's answer to this is usually can we do it during halftime you know cuz I'm watching the game you know um the the the exception now this year is Dallas Cowboys fans they would actually rather engage in relationship counseling than watch a Dallas game that's how bad that has got but you know this by the way from somebody who lives in Cleveland so you know we've had two good games in a decade um um and everybody's getting their hats back out you know um Dale Carnegie How to Win Friends
and Influence People again one of those great enduring High Concepts uh Eric Weber was the first guy in the how to pick up women category how to pick up women a very un subtle uh approach a Twist on that high concept was John alanus say John here I know one of his friends John there there you go so John's twist was how to get women to approach you so John's whole pitch for his online business is you don't have to be any good at picking up women we'll sprinkle dust on you and they'll come to
you okay well that's you know that's a great High concept note that they all have howto in front of them okay that's a conceptual idea one of the great infomercials was how to get a second paycheck without a second job that's high concept so these so one thing about these salability is a big idea a big concept that is fascinating to people another is it needs to be new okay so nobody wants and keep in mind it does not matter how well it works nobody wants what's old everybody's interested in what's new so I mean
which of these sounds more compelling look at the two examples how to get your novel written in 29 days or the new way to get your novel written in 29 days which sounds more compelling all right guaranteed weight loss new breakthroughs for guaranteed weight loss which sounds more compelling science of persuasion close every sale the new science of persuasion close every sale which sounds more compelling new always sounds more compelling a brief plug about tomorrow morning's breakout session for has Bill pointed out specific folks in the room not everybody so my session tomorrow morning is
really all about new it is really all about how to take Improvement so if you are in a business Niche a professional Niche an occupational Niche if you now sell to business owners professionals salespeople Etc how to improve whatever their business their income their sales their management their profit if you sell Improvement you need to be in that session because I'm going to show you a new way new to you to make that entirely new so you arrive as a fresh face no matter how long you've been where you've been and no matter how well
known you are and as Bill pointed out it's for for most new folks to information marketing it's probably not the right place to be tomorrow but if you're relatively established if you're in a niche and you've been there for a few years or longer certainly and you need to arrive as new the New Concept I'll show you tomorrow in the breakout we'll be all about that but understand that new is critically important right and so we have to keep re inventing redescribing retitling Rel languaging repackaging what it is that we do so periodically I mean
even magnetic marketing has gone through advanced magnetic marketing new magnetic marketing magnetic marketing for the new economy and so it's gone through five gations six if you count its original small business emergency survival system which all we did has changed the damn title but it's gone through six of these in 14 years so yes it's an evergreen product so far by most standards it's Evergreen 14 years is a long time for a product in this business but it's gone through six gations during that period of time every product category not just ours by the way
so if you look at um guthy rinker's longest running skincare brand on TV is Victoria Principal um and and Victoria Principal skincare I don't know the exact number of years now I want to say 10 11 something like that but under that umbrella there's been five or six changes the newest one is New by 12 to 14 months so it's still Victoria Principal but the product has changed the presentation of the product has changed the name of the product has changed under her brand if you're not coming forward with new and you are perceived as
old you're in trouble because that is not what people are fascinated with okay and it doesn't matter how well it works that's not what drives the sale now that does have a lot to do with customer satisfaction retention after the fact but that is not what drives the sale of information marketing perfect example right so middle of last year we had 200 some odd people at the social media Summit how many of you were at that okay you learn more by looking at them than looking at me okay now if we had done the direct
mail Summit I want you to know it would have been a much harder job to put 200 people in that room however 90% of the information industry is still driven by direct mail that didn't go to buy me a cup of coffee at Starbucks right if I'm must sell that to you I got to sneak it up on you or I got to put it in something else because it's not that's not what we're fascinated with we're fascinated with what's new so it doesn't matter so like we the number of you are in the sales
training business see it doesn't matter if you have a sales training system that gets to a 92% close every single time any salesperson follows it if you keep trying to sell that system over a period of time in the same Marketplace and you think that that fact about its superiority will drive its sale you lose CU they get bored even with what work Works they want what's new so that's pretty important titles in the salability of information product are extremely important and a lot of people get lazy and sloppy about it they have a herd
of customers they have a relationship with those customers a certain percentage of them are reliable buyers who pretty much buy anything that comes out the door and so we start to get lazy and sloppy about it but if you want that incremental business you will pay close attention to how things are titled titles matter there's a book title escapes me but you guys are Adept at Google and Amazon there's a book I think it's called the making of a bestseller or 100 Years of the making of bestsellers something like that and it tracks the New
York's Times bestseller list like since the beginning of the New York Times bestseller list and you can go through there and see the title commonalities how again and again and again and again and again certain approaches to titles have been winners over and over and over again so if you look here so words that sell which is a book everybody ought to Own by the way who writes copy if you don't have it it's essentially a if you gave it the Bland vanilla title it's an advertising tharus so it works like a tharus but it's
narrowed to stuff we would use in writing copy so for guarantee you can go to guarantee and here's 500 different ways to say guarantee and you can go to Half Price and here's 22 different ways to say half price so it's an advert ising tharus however a title words that sell and then the subtitle the thear is to help you promote your products services and ideas see that's a much better title than advertising tharus one has a little Sizzle to it it's kind of interesting okay so titles in information products are important and they are
important his salability issues two times not just one so remember the tape example I showed you they're important in selling the product and they're important in reselling the product after whatever elapse time has occurred between the sale and me getting my hands on the product and thinking about using it for the first time there's at least two sales that take place with every information product there's when I buy it and there's when I get it and decide to do anything with it or not how many of you have books at home you've bought and haven't
read of course we all do right how many of you have courses information products you bought and haven't cracked the Saran wrapp or the cover come on raise your hands it's okay you learn more by looking around at them than you do looking at me by the way but in case you didn't everybody but the Liars in the room um or the persistent non- buyers rais their hands okay we all got them why because the elapse time stop this now so we bought that book at Barnes & Noble and we slept it home and we
put it on a stack and now 3 days from now 5 days from now two weeks from now whatever we're getting ready to go on a trip we're constipated something and we go to that stack and we're go pick one of five books why doesn't it get picked say and if it doesn't get picked like three times in a row then it migrates doesn't it away from the stack into the library into the closet into the garage okay all right same thing with product so there's two sales with every product at least two there's when
we sold it and when they bought it from the stage from the website from the catalog from the sales letter from whatever they bought it now there's some elapse time before they are going to first read it listen to it look at it pay attention to it do something with it that's a second sale it has to sell itself again cold from a cold starting point so now titles are pretty important so what do you have a better shot at so I won't read them to you but again the the six tapes in the original
magnetic marketing every one of them has a different title now a lot of people just lazy right magnetic marketing tape number one magnetic marketing tape number two magnetic marketing tape number three number four number five number six waste a sales opportunity so tape six is the rapid results action tape step by step how to use this system to put money in the bank now listen to this tape last so you're ready then take actions on its instructions immediately that's the title of tape six okay see titles matter in that second sale not just in the
first sale product Market match big salability issue this a very simple concept but again people get very lazy about it the generic and Evergreen product is the hardest thing to come by the niched or specialized Evergreen product is easier to come by but from a salability standpoint matched to a market always does two things it helps you make the sale and it makes the price elastic which also helps you make the sale because you could spend more money to make the sale so time management versus time management for entrepreneurs are two enti enely different things
time management for busy entrepreneurs better time management for entrepreneurs of midsized companies with 20 to 35 employees and field sales forces even better that's the that's the DVD for for left-handed golfers right-handed golfers one-legged golfers weekend golfers Avid golfers a putts a putt time Management's time management but we immediately improve its salability and add value out of thin air alchy by matching the product to the buyer why well because everybody thinks their situation is special now as an aside that's the last thing you want to do for yourself the idea that your business is different
and your circumstances are unique and you cannot learn from X Y or Z because they're in a big city and you're in a small town or they're blonde and you're a brunette or whatever see that's the last thing you want to engage in for yourself but you must understand that everybody else engages in it and if you are going to get them loose of it which is something we work on at Glazer Kennedy you need time you need time to get them to make that disconnect it's a very difficult disconnect for people to make it
even challenges their very self-esteem because their self-esteem is rooted in the idea that their circumstances their personality their life their thing is as unique as their fingerprint whatever victimhood they're carrying around with them is the excuse for whatever it is they don't have that they want that is unique and when you say it isn't you are challenging them at their core takes time to get that done you don't have that kind of time in a sale so when you're creating when you're dealing with the salability of an information product to the greatest degree possible that
you make it match the intended buyer the more sailable it is and has an extra benefit price elastic salability exclusivity if I can't can't have it I want it if they're going to run out of it I want it in USA Today right now uh not every day but many days you're going to find and in many newspapers across the country you're going to find the two-page ad for the big safes people bought a lot of guns and they bought a lot of gold now they need safes so the safe is now a mass Market
product again it comes and goes um Liberty Safe is on limbo and Beck and those guys every day on the radio selling safes so people are having great big giant impenetrable unliftable safes delivered to their homes undoubtedly some of them are putting them in the bedroom and they're winding up in the basement but that's neither here nor there you're going to see these ads and you should look at them the next time you see them because they have mimicked Ben Suarez's Amish heater ads and you'll see this technique used again and again and again where
it controls the time you can call into order by time zone so if you're over here you call between this and this and if you live here you call between this and this and if you live here you call between these hours and the these hours you understand that's all nonsense if you call they are not turning you down right you call and you want to buy the safe and especially if you want to get upsold to like the $4,000 safe the question will not be oh oh are you in the Eastern Time Zone oh
I can't take your order now I'm not you're not allowed to buy now you called at the wrong time goodbye click that will not happen Okay as badly run as companies and call centers are that won't happen but why so why is it taking up space in the ad why is it there because it creates the idea of limited supply of rationing of exclusivity of I might not be able to get it I have to follow these steps precisely or I might be allowed to get it okay Disney does a take it out of the
Vault for a limited time thing and they do it again and again and again with DVDs I see moms nodding okay if you don't not a parent you won't know if you're a parent you know because the kid sees a TV commercial and comes in and tells you you only got three days to get the direct to DVD thing they made of you know Bambi's 48 that Adventure um uh a a and it's going to go back in the Vault on Tuesday so we got to get it right away right and they pull that out
and it works again and again and again a favorite of mine first time I saw it is is the red herring about this so again there's an old mail order guy by the name of Dean F Duval anybody in here owning do VA stuff there we go a couple hands in the back okay so Dean very interesting guy he's another one of these guys if you're really a serious student about this business you will go Google them and you'll pay attention and you'll study the old-timers a lot of people don't get that but you have
to understand guys like Duval and kasman and Haroldson all these guys they were making Fortunes in this business when the only media was print and direct mail they were making money in this business before credit cards were accepted on 800 numbers somebody had to actually fill out an order form write out a check put it in an envelope and not talked themselves out of sending in the envelope until they went to the post office the next day there was no click so these guys made fortunes under much more difficult circumstances than you have to deal
with today it's why they were studying anyway Duval had a product he called the mail order Matrix which was his ultimate Insider exactly how he did his business thing and he advertised it a little bit all year long at pretty much every time he sold anything else he mentioned the existence of this product and as I recall it was priced at $199,000 right that by the way this is a three- ring notebook of stuff okay my deep-seated suspicion I've never been able to confirm it is he never sold one at $9,000 if he did I'm
certain he'd never expected to sell one at $119,000 but every so often he would say he had five of them and for some reason it had rained a little bit on him and they were all wet in the corner he was was in a good mood um for whatever reason he would have a reason he was going to let five of these go at like $5,000 now I know so I've asked this question a lot over the years I know 11 people who bought it at $5,000 and every one of them has told me exactly
the same thing I wanted it I wanted it I wanted it wanted but I couldn't bring myself to pay $199,000 for it and man when they were going to let five go for $5,000 I was like racing to be one of the ones who got it for 5,000 well all that is is an out ofth Vault exclusivity play isn't it but every single one of us me one of the 11 who bought it for the 5,000 has the same story to tell okay we were all set up and then we all raced to get the
check in the mail last there's two things about infel product I've alluded to it there's what they want and there's what they need and even more importantly what you need to create with them through your products so what what do they want well first of all they want one thing they want Simplicity they want a pill to swallow they want a thing to do they want a thing to plug in they want a magic wand they want one thing they also want the clarity of Step by Step they want the certainty and the clarity that
this is a stepbystep process that they can't get lost lost that they're not going to be confused they want shortcuts they want speed ever truer they want some version of an easy button they don't want it to be too difficult no big learning curve not a lot of work they want things to do and use not just things to learn very important the information marketing business used to be all about learning we used to tell we used to sell and we've lost a lot by letting it go away which I don't have time to talk
about but we used to sell information product today this is almost laughable none of us do it anymore Brian Tracy it's gone from him it's gone from Tommy Hopkins it's even gone from zigg but we all used to sell a course on the premise of based repetition learning okay this is from ear langon we all did it and the whole idea was that you listen to every tape so we would now say CD 7 to 21 times before moving on to the next one because it takes 7 to 21 times to form a habit if
you move into a new house where you haven't lived before you'll be reaching for the light switch in the wrong place until 21 nights have passed and then you'll get it every time so to penetrate the subconscious takes 7 to 21 repetitions therefore you're going to take these six home and you're going to listen to each one 7 to 21 times right that's 42 time 148 I think repetitions in order to get that and then it will be permanently embedded in your subconscious and will be part of your daily existence you're not going to hear
anybody selling with that story today you're not going to see it in a second sales letter and you're not going to hear a speaker say it from the front of the room you know why cuz we going to sell anything that's why not that it suddenly became invalid it's because if I tell anybody to go and get 140 some odd repetitions of this to get it they don't want it that's too many repetitions that's just where everybody is so everybody stripped it out of their sales presentation all of them nobody uses it anymore he it
used to be a big part of the sales presentation not now right you can't use it so they don't this is not about education today wh there we go it's not about learning it's about things to do things to use for which I get a result the magnetic Marketing System is all about things to take out and use we added the snd envelope to the newsletter you guys all get that envelope every month now with something in it that's basically ready to use why is that there because you want things to do visible measurable quick
outcomes so they want to see a result right acceptance they want to be given acceptance when they are part of your thing when they are using your product when they have joined you they do not want you whipping them and shaming them for where they are at point of entry now what they need and perhaps as important what you need to accomplish with them if they're going to have any real lasting value to you they have to be willing to engage in complex thought and they have to become serious students so how many in here
have been to more than one of our events raise your hands nice and high you learn more looking around at everybody else than you do at me okay how many of you read re I don't mean capability I mean regularly okay I mean regularly read okay how many of you regularly listen Okay how many have bought more than five information product type resources in the past 12 months okay now if you were looking around instead of looking at me you would see that most of the hands go up that tells you so when Bill said
we're a lot better than everybody else at F and seats and we're about to spend two nights talking about how to put butts and seats you just saw one of the secrets you got to have a herd of serious students if you ever a heard of casual students you will pay hell putting butts in so you got to grow serious students and in part so your products have to sell that idea go back take the last 12 months of newsletters take a yellow highlighter pen go through every newsletter and see how much space and time
is devoted to selling the idea of being a serious student you will see a lot we need them to have an interest in developing skills not just getting results if you don't get them interested in Mastery of skills there's a limit to their value to you we've got to do some belief system re-engineering because where they are when we start selling products to them is usually not in a very good place we have to get them to focus and not have the next bright shiny object attention deficit to the extent that most people do we'll
never eradicate it by the way but we have to temper it we have to get them to implement if they're going to have longterm they have to implement everything but if they're going to have long-term value to us they have to actually use some of the product they buy they will only consume so much unused and then they will stop consuming but if they are using something they will consume more and we have to sell them on the idea of personal responsibility so that they're accountable and responsible for their implementation not us so great information
product is not as simple as what can we slap in a box and exchange for money if we want to accomplish anything above and beyond the exchange for money and when you sit down to plan your product you really want to consider the all of the objectives you want to accomplish you want to consider where they are going to be intellectually and experientially and emotionally at the time that they start with that product where are they and you want to Remember the elapse Time problem between purchase and use hope this has been helpful to you
we are done with 19 18 seconds to spare so you have time to send a tweet or something and um and uh I'll see you later thank you for listening to the magnetic marketing podcast with Dan Kennedy if you love hearing it on these lost Dan Kennedy talks and speeches and calls then please let someone else know about this podcast that's how you can help it to grow and the more it grows the more free Dan Kennedy we can bring to you also Dan would love to give you the most incredible free gift ever designed
to help you make maximum money in minimum time now this free gift comes with almost $20,000 in pure money-making information for free just for saying maybe you can get this gift from Dan right now at nobs letter.com not only we get the $20,000 gift you're also going to get a subscription to two marketing newsletters will be hand delivered by the mailman to your mailbox each and every month one from Dan Kennedy and one from me Russell Brunson to get this gift in your subscription go to no BSL letter.com right now
