y and peer recognition

Independence

Sexual fulfillment

Beauty/desirability/ personal attractiveness

The headline of your ad should promise an Ultimate Benefit as well as your competitive advantage. The copy of your ad should describe as many other benefits as you have space to describe. Of secondary importance in your ad are the features of your product.

What is the difference between benefits and features?

Features describe your product. Benefits are what your customer gets when they use your product. When you talk about your product, you are doing "feature" selling. When you talk about results, you are "benefits" selling.

For example, when airlines want to sell you airline tickets to Hawaii, how do they do it? Do they describe the kind of aircraft you'll be flying in? Do they brag about the airline meals? Do they describe the leg room? Or do they show you pictures of palm trees, sand and sun? Palm trees are benefits. Leg room is a feature. You'll get more people to Hawaii with palm trees.

Features are for the head. Benefits are for the heart. Features are about logic. Benefits are about emotion. Emotion will outsell logic ten to one. Logic may be an important part of the sale....but only after you have engaged their emotion.

There is a lot more about marketing than I can cover here. It is, in fact, a lifelong study. There are shortcuts, however. Tricks that we pros have learned. Words that can double sales. Phrases that can cause your phone to ring off the hook. Strategies that can cause people to beg to do business with you.....as impossible as that might sound to you now.

When you see me speak to an audience, you will see people literally leap out of their seats to do business with me. After speaking for many years, I have discovered and perfected a scientific set of principles that cause people to take action immediately. These principles work EVERY TIME! I hope I can have a chance to share this information with you personally.

Step Eight. Rent your target data base for a limited test.

When your ad is done, you are ready for the test. Start cheap. Try regular newspaper classifieds or on-line data base classifieds. Cross your fingers. Let's hope your phone never stops ringing.

Step Nine. Test until you find a message that pulls at least a 1% response.

What makes the Internet so perfect for information marketing is the free classifieds. There are thousands of places where you can place your free classified and test the response your ads at ZERO cost. It’s incredible. But even classifieds in normal daily papers are relatively inexpensive. And once you discover an ad that pulls, you can run it in one of 7,000 different newspapers.

Step Ten. Test many different media to see which is most productive

Try newspapers, try magazines, try periodicals, try newsletters, try the Internet. Some will produce gushers of cash flow. Others will be dry holes. It may take months of testing to discover which is which.

Step Eleven. Roll out your marketing campaign in a major way.

Step Twelve. Test other Ring 2 versions of your winning info-product (ie. CD-ROM, newsletter, seminar, etc.

Once you have a winning ad for a winning product and you have rolled out your marketing campaign, it is time to start strategizing the next versions of your information. If you'll look back to the 5 Rings of Riches, you will see that there are 22 ways to sell your information in Ring 2. Ironically, each different version of your product will have a different price range and will reach totally different audiences. Just like hard cover book buyers are totally different from paperback book buyers, so are CD-ROM buyers different from audio cassette buyers. And happily, some of your regular customers may want to have your information in several different formats....one for the car, one for their CD player, one for their computer, one for their night stand, one for library, one for their telephone, etc. If they love you and your information, they're going to want all of you they can.<b></b>

Well, that about covers the broad subject of Info-Preneuring. I've tried to touch all of the bases and give you the big picture. There's much more to learn but this should give you enough information to convince you that you should jump into this with both feet.

One last word of advice. On my office wall I have a sign. It says,

I make money by writing words. The more I write, 
the more I make.  Therefore . . .

Write 1000 words today!

I have calculated that whenever I write a word on a page....like this one....and get it out to a customer....like you....... I eventually make $20 per word. If I want to eventually bring in a hundred dollars, I write five words. One. Two. Three. Four. Five. There, that was $100. If I want to make $1,000, I just write 50 words. 500 words equals $10,000 and so on.

Why do I make so much money for every word I write? Because every time I write a best-selling book, it is placed into tens of thousands of bookstores. Every time a book sells, I not only make the 15% royalty of the cover price of the book (usually about $3 per book) but I have secret ways of capturing the name of the book buyer.....who now becomes part of my Info-Funnel....who now is offered more of the products I have lovingly created for him or her....who then tells three or four friends about me....who then go out and buy my book....who then get enticed into my info-funnel.....who then, go tell their friends....and so on, and so forth. So that every word I write <u>eventually</u> results in somebody sending me money.....at least $20 for every, single word.

So, you see, I don't get writers block. Ever! Whenever I have to make a decision about whether to watch some worthless T.V. show or to sit down at my computer and write my 1000 words
today......my computer always wins the battle.

If you knew that you could make $20 a word,
wouldn't you be more motivated to write your
1,000 words right now.

Why are you still reading?

Get writing.

(P.S. My computer just did a word count in
this special report. There are 10,189 words.
This is good. Very good.)

© 1999 Robert Allen. All rights reserved.

   

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