Keep It Simple
The more I study business and marketing strategies, the more it seems clear that smart businesses are built on a model. Tab A goes into insert B, and so on.
I just finished watching every training video I could find from Frank Kern’s free marketing materials. This was about a seven hour day. I love learning as much as I can about digital marketing, and I will keep researching this topic for the rest of my life. You can pay with your time or your money, and I believe time will teach so much more.
At some point it will require both, but time teaches more details than money does.
When I want to learn something from an information marketer, I devour the marketing they create to sell me their stuff. The most successful of them give massive amounts of value away for free if you have the time to dig through ALL of their marketing materials.
How I Learn So Much for Free
The reason I suggest that you dig through all of their material, is because if you piece it all together, the free stuff is often 70% or more of the content they are selling. My strategy is to go back through all of their old product releases, and search their site through the back door using another Google search code. Would you like to learn my search strategy?
I’ll start with the “site:” code. By typing in the word “site” followed by the “:” symbol you tell Google to only bring back results from whatever URL you desire to search through.
For example, if I type in “site:http://masscontrolsite.com/” without the “”‘s Google would return every page that is on masscontrolsite.com. If you are wondering, Mass Control is a “how-to market” course created by Frank Kern, a very influential marketer in the online marketing industry. He has studied under Dan Kennedy, and has launched some very successful campaigns.
Some of the results will be the same content, but for an audience from a different source. This is done for tracking campaigns and joint venture partnership activity. However, you can find all of the marketing he has done for this product; the webinars, the “educational” sales videos, the free PDF downloads, the interviews, and more.
On older sites, and the less tech savvy marketers you can even find the download pages to their products or their bonus content. The next step is to consume all of the content, and reverse engineer the funnels, and the follow-ups. One reason to do this is because the stuff they are teaching is the stuff they are using to sell you.
They might give you the key system and then sell the follow-up sequences, but if you sign up for the autoresponder sequence, then all you have to do is reverse engineer the follow up they give you.
The second code I use is intitle:”index.of”. Follow the code with a space, and the name of the book, information product, song, album, artist, author, etc. What you are looking for is a search result that looks like this. I’ve used Dan Kennedy as the example, but notice how the results you want come back with “index of/WHATEVER? That’s the kind of result most likely to contain free content.
The first result looks like this:
Just “right-click” & “Save As” on any of those PDF’s, and you have the book on you computer, just like that. Not right here from my blogpost, but if you did the search yourself. Here is a screenshot of the second result from above. It is the Dan Kennedy audio course “How to Get Rich” which would have set me back about $500 if I bought it when it was released.
It doesn’t matter what you are looking for, if you search like this you will end up learning it. There are literally more courses that I have bookmarked around the web than I have time to consume. What I love most about learning so much about a subject is I learn the subject on an entirely different level. I start seeing patterns and systems. After a while I can tell the difference between a new model and a new selling proposition.
Back to Simple (How to Choose Your Market)
Marketing your business doesn’t have to be complicated. One thing I learned from my ‘Frank Kern’s marketing material consumption day’ is a theme that is repeated over and over by the most successful marketers. Most people ask what market should I get in, and this is a smart question.
Following your passion is crucial to designing the lifestyle you want, but if you are passionate about bagpipes you aren’t going to make as much as someone who is passionate about guitars. That doesn’t mean that you can’t make money in the bagpipe niche. I’ve heard of a college student who put together a business making around $2,000 a month from the bagpipe market.
The key to choosing a market is to choose your favorite customer. First Identify the problem in your market. Then get their attention by highlighting the problem. This is the advertising part of the equation. The next step is to show them how you can help with their problem by actually helping with their problem for free. Finally, get them to apply for your help.
Getting them to apply sounds something like this: “”If you are interested in all this, I might be able to help you … but I’d like to talk to you first to be sure.”
Pretty simple, huh? I think so. Now to figure out which is the favored customer.
Ask yourself a couple of questions about your target audience.
- If I’m going to charge $3,000 for my services (completely hypothetical number), then who would be willing to pay $10,000 for these services?
- Who would immediately recognize the value in this?
- Who is most likely to benefit the most RIGHT NOW?
- Who can most easily afford this?
Then make your marketing message attractive to those people, and REPULSIVE to everyone else. Not just indifferent, but repulsive to everyone else. This may seem counter-intuitive, but the people who do come will come running.
I go into this idea much more in my next post titled, “Targeting Your Market.”