A few days ago I received a marketing email from Mark Hoverson, which contained the question, “Is the shirt Mark is wearing on this video worth $480?” That, of course, is Mark’s way of getting you to watch the video (see link below). I didn’t care about the shirt, but I noticed that the link looked interesting.

www.JoeyBorden.com/Mark/MarkAnnInterview.mp4

So, I clicked on it and I wasn’t disappointed.

What’s So Special About the Interview?

If you are an internet marketer or a network marketer,  I think you’ll find this 13 minute video well worth a look.   As she reveals in the video, Ann Sieg has sold more than 4 million copies of “The Renegade Network Marketer” ebook.  Her audience for this ebook is mostly baby boomers.  As she tells it, she sold so many copies precisely because she understood her target market in depth.  She wrote the book to boomers.  In the video, she tells you a lot about this market.  If you’re interested in marketing to boomers, you need to know what she has to say.

On the other hand, if you’re shopping for an MLM to join,  Ann gives her reasons for joining Global Resorts Network (GRN).  As Mark says in the video, “This is big news.”  GRN is an MLM with a big ticket item.  It costs $3k to join.  When you sign someone up, you get $1k commission (out of that $3k) and your upline also gets $1k commission (also out of that $3k).  I’ve heard Ann say on another occasion that in her experience, you do the same amount of work to close a big ticket sale as you do a small ticket sale.  So, why would you want to sell the small ticket (low cost) item?  Other aspects of her decision are revealed in the video.   I’m not going to argue the pro’s and con’s of different MLM compensation structures in this post.  However, I do plan to address the topic of big ticket vs. small ticket MLM’s in the near future.

Don’t Know How Long the Link Will Remain Active

Since I don’t know how long the video (above) will remain available, I’m including the text of the interview below.  I transcribed it VERY quickly, so there will be typos. My apologies for any minor errors.  Here’s the video link in case you missed it.

www.JoeyBorden.com/Mark/MarkAnnInterview.mp4

And here’s the transcript.

Mark Hoverson Interviews Ann Sieg About GRN

MH: One thing that I wanted to talk about real quick is what we are gonna share is kind of big news. And I say it’s big news because Ann, the Renegade Network Marketer…  Now I know you don’t flash around how many sales that had.   But it was millions.

AS: It’s probably over 4 million now.

MH: 4 million.  And for Ann to join Global Resorts Network, and that’s really what we’re going to talk about. Of the kajillions of MLM’s and all the pitches you get.  And…

AS: I got a few today.

MH: I did too.  Today I’ve had two, and it’s a ground floor.  It’s brand new. It’s gonna change the world, and all that.  But I’ve gotta ask you straight up, GRN why?  Why GRN?

AS: I think, you’ve used the phrase lifestyle and I think that’s significant because so many things are changing. And how people want to adapt to these changes.  And the big part of that is, well in my age group, it’s bringing in those retirement years a lot sooner rather than waiting.  And to be honest, you know that whole model of retirement being when you hit 65.  That’s all a thing of the past.  So, let’s start retirement sooner.  Parsing that out, taking that out now, rather than delaying.

MH: Today, the whole idea of our team, and you’re gonna see probably clips any second of our team when we went on our hike today.  We’re doing San Francisco very soon. And that’s biking over the Golden Gate bridge…  We had basically baby boomers.  And one of the things I learned from you is, when we were talking about collaborating on this team before there was a team, you were just talking about the baby boomer and the mass of wealth that is in the baby boomer…  You Know Ann’s like (he gestures).

AS: It’s big!

MH: Yeah, well tell me. I mean I think  it’s weird cause I’m 31 and 95% of my team is baby boomers. And so we both know baby boomers.  And your crowd is generally baby boomers.

AS: mm-hmm.

MH: And one thing that Ann just said is they like anti-aging.  They popularized anti-aging.

AS: mm-hmm.

MH: They popularized the idea of vacations.  You know as a lifestyle. My parents parents never took a single vacation, outside of the family trips. So your generation has changed America.

AS: Very much so.

MH: And tell me just a couple of things about marketing to baby boomers, cause you got into the demographics and the psychographics of the baby boomer and the GRN fit and all that. What do you think is a unique touch on that?

AS: I especially saw it through a group of students that I worked with last year. And when I polled them, they’re very mission driven.  They’ve lived their lives, as far as raising their children.  And now is their time to live.  But they’re very
much about giving back as a very prominent feature.  In fact, of my members that are going to be showing up here shortly, I have a team leader and she said none of them are after the big house, the fancy car.  It didn’t come up with a single
person.  They’re very much about helping other people, and wanting to invest in other peoples’ lives. And while they do want wealth, but it’s… they want to hang with people who are also mission driven.  (This) is a very big part.  They want to enjoy that experience together.  Travelling.  We see that today.  There were conversations on the trail that were about that.

MH: I remember that poll. Cause Ann, she’s, your list is hundreds of thousands.

AS: (nods)

MH: And she polls this list.  And it’s funny because they weren’t after the fancy car, weren’t after the fancy home, but vacationing hit there. Because it was a family hot button. And as people hit baby boomer, i’ve just got young kids, but even I’m getting more reflective on how travelling is like… The memories that I remember from childhood are bound up in travelling. But travelling was one of the things that they were all about because it was family centered. And so people are looking for time freedom, and the whole idea of  automation and direct response.  I mean you are the queen of direct response. You’re basically the founder of online direct response for MLM.

AS: Thank you.

MH: The initial renegade network marketer. And, just… People want… They want time freedom.  They want travel.  They want all of these hot buttons. But GRN…  I want to get back to the GRN concept.  There’s other travel things.  There’s other travel little clubs and stuff. So, what did you see with GRN in terms of you being a marketer?  And maybe feeling some freedom there.  What was it?

AS: There was a lot.  One was a higher price point item.  And I have to be honest, these other travel companies didn’t appeal to me that much in the past. MLM’s that is. And we haven’t been big travelers.  But I think what’s really changed for that… You were talking about polling earlier.  I did a poll back in February of this year (2010) and 21% of my audience said they’d prefer to consume information at live training events. I have to admit that factors into it. Aside from travelling for enjoyment, this is enjoyment.  Meeting up with other like-minded people.

(phones ringing)
MH: And we’ve got the phones blazing back there.
AS: You know what it is? People want to know how to get here.

AS: So part of it is straight up travelling for enjoyment, but it’s also travelling so they can experience being in groups with people.

MH: I think the coolest thing is, like tonight…  This is deep in the psychology. I’m going deep down the rabbit hole here.  Is that typical corporate America does not offer a platform like we did this weekend. Corporate America is not going to invite you into a world-class 5-star suite, serve you unlimited top-shelf … and you’re going to hobnob with millionaires. And even bigger than that, in this (internet, mlm) culture, the whole point is to raise up the new people.  And in a corporate setting,  the rich guys hobnob together, because they’re all cash cows. But the employees and the commoners are left out because they’re just carrying weight and stuff. But what’s really cool about what this (mlm) industry can do and it’s important if you can buy into this concept and just accept it as it is.  To be able to immerse somebody into this culture, we provide a kind of lifestyle, even if you are not rich yet.  That’s what’s so cool.  People who are brand new members. We have people from Austrailia who are here. We have people from Norway.

AS: Brazil.

MH: Poland, New Zealand, all over Canada.  But there was a young couple, 22 years old from the east coast.  I forgot where.  They travelled and they make like combined they make $1500 a month. They got on the plane and got here.  They said, “We’re in this fancy suite.  We’re hanging out with you.  This is so great.” And it’s that kind of thing where we can literally spark young couples to see what can happen.  But they can also experience it now.

AS: And I think to adopt that lifestyle at a young age, rather than this whole idea of waiting.  I think people are wanting to start living it out. And I have to say beyond that with GRN was also to work with you was a big part of it. It was the whole package.

MH: We have a lot of fun. We have a lot of fun.  Dangerous fun.  Today (on the hike, someone fell) we had a gentleman whose face is probably permanently scarred.

AS: Ohhhh.

MH: Possibly, did you see it?

AS: I don’t think permanently.

MH: It looked like a tiger claw to me.

AS: It’ll heal. I’ve raised kids, it was not that bad. I’ve had kids wipe out on ?? at 95 miles an hour.  He’s going to be OK.

MH: One tme we were horse back riding through the Phoenix mountains.

AS: Oh, see now that would be dangerous.

MH: And it was dark and this horse bucked a guy off. The point is that the team is having a ball and they talk about it forever. Carl, who wiped out on that horse, he still talks about it to this day. And he’s known as Carl the wipe out…  So it’s kind of like, what we  like to do here is immerse people with like-minded people. And with the internet what you’re able to do is… In our normal world… I smoke cigars with some college kids.  My college kids, I live in North Dakota and I also live in Arizona.  The kids ask, “How do you stay so motivated when no one around you is motivated?”  Everybody’s kind of cashed-out (in North Dakota), this is what you do. You go to a hockey game on the weekend.  You drink beer and…

AS: This is really hot.  If you’re not motivated and it’s key… You know I’ve got a story that I want to share with you.  I’ve got a gal when I was at the Arkansas airport, Little Rock, on the way here.  “Are you Ann Sieg?”  We talked about this weekend.  And do you know why she’s coming here?

MH: Why?

AS: Inspiration.

MH: Yeah.

AS: She’s been in network marketing for over 30 years. She’s a baby boomer. She came here for inspiration.  And that really stood out to me. She was paying, taking time to come out here just for that purpose.  And that’s key. Like you’re saying, up in North Dakota that’s not happening.  So people will come to experience being around people who will motivate and excite them.  And that’s what we’re able to provide.

(phones ringing)

MH: We’ve got a busy room but we’re rolling anyway.

AS: People knocking on the door..

MH: Not that it matters because we’re hot right now. It’s this whole idea of… it’s a mastermind. And the idea of a mastermind is when 2 or more come together there’s a third entity. And it’s a master mind.  Like the meeting of the minds. And so people travel literally across the world.  We had a guy from Poland, you were telling me.

AS: Well Norway, he was going to be at dinner but didn’t make it because…

MH: There’s a hurricane in Ireland or earthquake or some weird thing that maybe caught him up (actually, it was a volcano in Iceland).

AS: He found out Monday or Tuesday night about this meeting on Thursday. And he’s en route somewhere. People are that eager and excited to be here for this 2 hour explicit team meeting.

MH: And it’s the human touch at the end of the day.  What we’ve done online, and you’re talking about joining me and the team.  What we’ve done really is… A lot of times online marketing has kind of a scammy history and edge.  “Make money at home” is kind of blinged out. Draping girls on Lambourghini’s is not cool. It’s just gross.

AS: It’s kind of cheesy.

MH: Baby boomers hate that.

AS: They don’t like it. That’s for sure.

MH: Baby boomers like professionalism.  They like integrity. They like real people. Because they grew up in the non-tech (world).  Not like the youth of today. Today kids would rather text than talk. Baby boomers would rather talk than text.

AS: That is so true.

MH: What’s interesting is if you’re gonna dominate online, and hit that baby boomer zone, you’ve gotta have reality (and) meetings.  You’ve gotta have this kind of thing. And by doing this it subconsciously… I’m going on a tangent here Ann, but it’s so  important.  It subconsciously says, “These people can’t be scammin’ people. They’ve got this open, transparent community that people are invited to.”  If you scam somebody and you invite them to a live event …

AS: That’s not going to work.

MH: It’s just a dangerous model. You know. So we’re excited for tonight. You’re going to see some clips in a moment of us, just bonding really.

AS: They’re calling on the phone. They’re that excited.

MH: So we’ll check back with you here in just a minute.

I just got back from a live event in Las Vegas where Mark Hoverson shared his secrets to successful direct response (email) marketing.  Since all this is fresh in my mind, I’m revealing the essentials in a series of videos and blog posts.   In case you are unfamiliar with Mark’s work, he is a master at creating a “buyers rush” for his trainings and products.  A “buyers rush” is a frenzy of respondants eager to buy what you are promoting.

Direct Response Email

The video below walks you through one of Mark’s direct response emails.  This email was sent to Ann Sieg’s customer list.  It was part of a 1 week promotion that led up to the Las Vegas event I just attended.  During this event, Hoverson interviewed both Ann Sieg and Mike Klingler as we mentioned in the previous post.

In the video, I take you through each paragraph and explain why Mark wrote it the way he did.   After watching this video, you should be able to construct a similar direct response email yourself.  Here’s the video.

Tony Passera Reveals Secrets Of Mark Hoverson’s Emails from Tony Passera on Vimeo.

Triggers

You may have noticed that I talk about “triggers” a lot during the video.  The idea of psychological triggers comes from Joe Sugarman’s book, “Triggers.”   During the trainings, Hoverson mentioned that he learned most of what he knows about writing for direct response from this book.  If you enter your information in the box below, I’ll email a copy of the book to you (in pdf format) absolutely free.  You can also download the book from various sources on the web, if you prefer.

I just got back from a live training in Las Vegas with Mark Hoverson, Ann Sieg, Mike Klingler and other successful internet marketers. During the event, Hoverson interviewed Ann Sieg. In the interview, Ann shared who some of her trainers were, and who she follows. The list is below. Notice that the same names keep coming up when you ask successful marketers who they learned from. The top trainers in this business are not hard to find. All the top marketers studied with them. And it’s not that big a group. Isn’t it a good idea to know who they are?

What’s The Big Deal About Ann Sieg’s Trainers?

Plenty. Ann Sieg is one of the most successful internet marketers today. Do you also want to be successful on the web? Do you want your business to pull in tens, hundreds or even thousands of leads daily? Do you want sales coming in automatically, flowing like water? Well, the secret to accomplishing all these things is this. Learn what she learned. Master what she mastered. Take the same or similar trainings.

Read The Good Stuff

Some of you may say, “Read? Oh no not that!” But Ann Sieg and Mark Hoverson both LOVE TO READ. No accident here. Read what they read and you’ll crack the code to internet wealth. And reading is cheap. Paperbacks are way less expensive than spending thousands of dollars on trainings. Trainings work, but reading does too. It’s a matter of preference.

Fun Is Fundamental

But don’t force yourself. Read what you enjoy. If the book in your hands is putting you to sleep, put it down. Find another book that excites you. You’ll make much better progress if you’re having fun.

The Important Point

Where am I going with this? Here is one of the most important things I’ve learned in my first year as a marketer. Keep absorbing whatever you can. Whether it’s through webinars, live trainings, reading, video or audio trainings. Whatever you like. But keep at it. At some point you’ll say, “Oh my god! I get it! I see how it’s done! It’s really simple! I can do this!” The point is, YOU WILL GET THERE. When you’ve absorbed enough stuff, the whole thing will suddenly make sense to you. You’ll crack the code.

Equally important is to keep a balance between training and taking action. While you’re training, start a blog, get a twitter account, write some articles, do some pay-per-click, try selling something on clickbank. But remember this. And it’s a little paradoxical. Taking action is important because it gives you experience. But your actions will be most effective when they follow good training.

As Mike Klingler says, “Too much action without enough training leads to frustration. Too much training without action gives no results.”

Recommended Trainers and Authors

Here’s Ann’s trainers and coaches.

• Dan S. Kennedy

  Right off the bat, Ann mentioned Dan Kennedy. Kennedy also has a subscription site at www.dankennedy.com. Here are some of his best known books.

  • “The Ultimate Sales Letter. Attract New Customers. Boost Your Sales.”
  • “No B.S. Business Success.”
  • “No B.S. Sales Success in the New Economy”
  • “No B.S. Business Success in the New Economy”
  • “No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt,
    Take No Prisoners Guide to Getting Really Rich”
  • “No B.S. Time Management for Entrepreneurs”
  • “No B.S. Wealth Attraction for Entrepreneurs”
• Frank Kern
  Ann and some of the other Renegade trainers were themselves trained by Frank Kern. Kern has retired from teaching and now only accepts private clients and platinum members ($300/month). Fortunately, there’s a lot of good, free information on his blog at www.masscontrolsite.com/blog/. I highly recommend spending some time on Kern’s site. He is an incredible teacher. He simplifies everything. He takes all the magic out of the internet. Best of all, you’ll laugh while you read. Mark and Ann are both platinum members, of course.

  Incidently, Frank Kern praises several other internet marketing gurus in one of his videos: Eben Pagan, Jeff Walker, and John Reese. Always good to know who the real gurus are…

• Brendon Burchard
  Both Ann Sieg and Mark Hoverson said they follow Brendon Burchard. His website is www.BrendonBurchard.com. He is author of “Life’s Golden Ticket” and “The Student Leadership Guide.” On his site he offers a free coaching course and newsletter. Like Tony Robbins, his stories are deeply moving, inspiring and important for all of us to hear. He shares several amazing stories in videos on his site.
• Eben Pagan
  Eben Pagan is the trainers’ trainer. When I ask top marketers who their trainers are, his name comes up more than any other. Mark Hoverson mentioned that he and Ann Sieg attended the same Eben Pagan seminar. One of his sites, www.GuruMasterMindVideoBlog.com, contains a ton of valuable information in the free videos. Well worth watching. Also check out www.AltitudeBlog.com, which is the info page for his $10,000 altitude training.
• Rich Schefren
  Rich’s focus is on showing you how to build businesses that grow with or without you. He means it. In the following video, he talks about the things that most of us do wrong that result in little or no growth. Rich Schefren’s Internet Building Process. Then he shows you (and me) how to set up the business so that it gives long term growth and significant profits. As he puts it, “it’s about getting the maximum amount of pleasure and profits in your online business.”

  Here’s another video you may find interesting. Rich Schefren: What Do You Really Know About Business?

  There’s lots more to explore on Schefren’s blog, at www.strategicprofits.com If you are having problems with being overwhelmed with too much to do, watch the first video. It will save your life and your business.

• Andy Jenkins
  Andy Jenkins teaches online business. He is a master at simplifying complex topics. He happens to have gone to NYU’s film school. Needless to say, he also teaches a lot about producing high quality videos cheaply and easily. His two blogs are www.AndyJenkinsBlog.com and www.VideoMarketingBoss.com. There are more of his videos on youtube than you can shake a stick at. Just do a search on the keywords ‘andy jenkins video boss’ and you’ll find a bunch of them.
• John Engle
  John Engle is a coach who specializes in helping organizations not only function better but thrive. John facilitates group processes using something called Open Space Technology. You can learn more about this on either of his sites, www.JohnEngle.net and www.BeyondBorders.net.
• Perry Marshall
  Perry Marshall is THE pay-per-click guru. His latest book is entitled, “Ultimate Guide to Google Adwords: How to Access 100 Million People in 10 Minutes.” He is not only a Google Adwords expert, but he is also an excellent teacher. His book does an exceptional job of simplifying and clarifying what it takes to master internet marketing and do it quickly with Adwords. Here’s a link to his blog, which is consistently informative and in a timely way. www.PerryMarshall.com.
• David Garfinkel
  If you doubt that developing your copywriting skills is the single most important thing you can do for your business (and maybe your life), please listen to this interview of David Garfinkel by Ann Sieg. David Garfinkel is perhaps the leading copywriting coach and teacher. In 2008 Ann hired David to train herself and several members of her team. In 2009 the launch of the Renegade Professional trainings generated over $1.1 million in sales in 72 hours. Ann attributes this success to Garfinkel’s coaching.
  Ann Sieg interviews David Garfinkel
• Michel and Sylvie Fortin
  Expert copywriters Michel and Sylvie Fortin, www.michelfortin.com, offer an extraordinary wealth of material on their blog. They are also trainers focused on internet businesses. Their blog contains, “Hundreds of step-by-step video tutorials and tools show you how to find profitable markets, get product ideas, source the best products to sell, build profitable websites easily, and drive qualified traffic. Plus, discover how to outsource it all.”

  Most exciting is that Michel and Sylvie Fortin have a new training site at www.SuccessChef.com. This new site addresses many of the problems with existing trainings that ultimately result in most students failing to create a profitable business. If you’ve had trainings that didn’t get you to the level you expected, give SuccessChef a look. There’s a lot of wisdom in their approach. I love their attitude toward teaching: “When our students fail, we, as teachers, have failed.”

• Clayton Makepeace
  Clayton Makepeace is another top copywriter. His site is www.MakepeaceTotalPackage.com. What makes the Makepeace Total Package amazing is the incredible number of quality articles that are offered at no cost. It is free to join, giving you immediate access to hundreds of articles, mostly written by Clayton Makepeace. His wisdom and wit make each article a treasure. I have not once been able to put an article down without finishing it. I’m usually compelled to read several at a time, because he makes learning so much fun. Plus, you benefit from his years of experience as a copywriter. He also promotes his books and trainings on the site.
• John Carlton
  
  John Carlton is another top copywriter and teacher. His blog can be found at www.John-Carlton.com. As with Makepeace, there’s a wealth of first rate copywriting tips on Carlton’s blog. Free. Carlton also offers several products for mastering copywriting. One is a self-study course based on 20 years of teaching. Another more drastic approach involves direct tutoring from Carlton (at a 5 figure price). Incidently, Perry Marshall trained with John Carlton as well as Eben Pagan, Rich Schefren and Frank Kern. Quite an impressive list!
• Gary Halbert
  A billion dollar copywriter and direct response giant. His copywriting course is still available. GaryHalbertCopywriting.com.
• Claude Hopkins
  Claude Hopkins is known for his book “Scientific Advertising,” which was written in the early 1900’s. He was the earliest advocate of split testing and other scientific methods in advertising. His book should be part of everyone’s marketing library.

I just attended a webinar series given by a direct response marketing expert, Mark Hoverson.  Toward the end of the series, Hoverson said that his goal for this series had been to do an industry wide training.  He accomplished this goal by hooking up with Ann Sieg and Mike Dillard, and offering the webinar series to both of their customer “LISTS”.  Since I was on both of their lists myself, I got his email and succumbed.

To get the attention of Sieg and Dillard, you’d have to be a rising star.  My 10 months in internet marketing taught me that the best way to become a rising star yourself, is to hook up with one and learn what you can from him or her.   And not just learn.  As much as possible, you want to do what he (or she) did.  Or at least adapt it to your context. This is often referred to as ‘duplication.’

Duplication

The first step in “doing what he did” is to study what he studied.  Hoverson is completely open about how he got where he is.  He mentioned that he did a lot of study BEFORE he began his direct response campaigns.  As a result, he claims that nearly all of his campaigns have been successful, creating what he calls a “buyers’ rush.”

As an aside, it should be mentioned that direct response marketing, Hoverson style, involves emailing marketing and sales letters to everyone on a list of prospects and customers.  What is being sold, in this case, is either his MLM opportunity (with Global Resorts) or his training webinars.

First Step: Master What He Mastered

Getting back to the topic.. What I’d like to share with you today are some of the mentors he worked with or whose books he studied.  This list is invaluable to anyone who intends to master internet marketing.  Mark’s particular talent is writing compelling and persuasive sales letters.  I.e. Copywriting.  Hoverson’s letters and videos are so compelling, in fact, that he routinely creates “buyer’s rush”, which is a frenzy of repondants scrambling to buy what he’s selling.

Recommended Trainers and Authors

Here’s the list of Hoverson’s trainers and recommended authors that I jotted down during his webinars.

• Timothy Ferriss

  The first book Hoverson recommended was Tim Ferriss’ NY Times bestseller “The 4 Hour Workweek: Escape 95, Live Anywhere, and Join the New Rich.” The title says it all. However, there are a lot of ideas in this book on how to work efficiently and really leverage as many resources as possible. Most importantly, though, is that the book advocates a particular kind of lifestyle. And this is the lifestyle that Hoverson is depicting (and ultimately selling) in his direct response emails.

• Dan S. Kennedy

  On numerous occasions during the webinars, Mark mentioned that he’s read (and rereads) everything that Dan Kennedy wrote. Kennedy also has a subscription site at www.dankennedy.com. Here are some of his best known books.

  • “The Ultimate Sales Letter. Attract New Customers. Boost Your Sales.”
  • “No B.S. Business Success.”
  • “No B.S. Sales Success in the New Economy”
  • “No B.S. Business Success in the New Economy”
  • “No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt,
    Take No Prisoners Guide to Getting Really Rich”
  • “No B.S. Time Management for Entrepreneurs”
  • “No B.S. Wealth Attraction for Entrepreneurs”
• Jim Rohn

  Jim Rohn is another individual, who Mark considers a primary mentor. He’s read every one of his books and continues to re-read them and listen to the CD’s. Here’s a few of Rohn’s books.

  • “7 Strategies for Wealth & Happiness: Power Ideas from America’s Foremost
    Business Philosopher.”
  • “5 Major Pieces to the Life Puzzle”
  • “The Art of Exceptional Living”
  • “Lessons on Life: How to Live a Successful Life”
  • “Building Your Network Marketing Business” Audio CD
• Joe Sugarman

  Hoverson flat out said that Joe Sugarman is the secret behind his ad copy. That’s a strong recommendation. In particular, he recommends Sugarman’s book “Triggers “, which can be downloaded free (search for ‘Joe Sugarman Triggers). Mark reminded us to download and read “Triggers” several times during the course. He also recommends that you discover additional triggers by observing when you get excited about something in your daily life. Note what it was that triggered your excitement. For example, things like getting a package in the mail, or tropical adventure vacations are among his personal triggers. It’s very important to think about your AVATAR and what his or her triggers would be. You’ll write better sales letters.

  Mark is an advocate of giving your prospects click-by-click instructions on how to buy. He indicated that this idea came from Joe Sugarman.

• Joe Vitale

  Another book that Mark referred to frequently was Joe Vitale’s “Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words.” Mark indicated that he’s read this book 3 times. Three’s a charm.

• Frank Kerns

  Frank Kerns’ “Mass Control” newsletter (at $299/month) is highly recommended. He is a launch and buying frenzy expert. It’s not difficult to guess where Hoverson acquired this skill.

• Brian Tracy

  Mark H. specifically recommended that we read “Eat That Frog.” Some of Tracy’s other books are listed here.

  • “The Art of Closing the Sale: The Key to Making More Money Faster in the World of Professional Selling”
  • “Speak to Win: How to Present with Power in Any Situation”
  • “Reinvention: How to Make the Rest of Your Life the Best of Your Life”
  • “Flight Plan: The Real Secret of Success; How to Achieve More Faster Than You Ever Thought Possible”
  • “The Power of Charm: How to Win Anyone Over in Any Situation”
• Alex Mandosian

  Mark took an information marketing course from Mandosian. He’s one of Mark’s “absolute heros.” In one of the webinars, Mark discusses why some artists are able to sell their art and others are not. He learned this from Mandosian. Artists make the most money when they are at a live show and they unpack and describe the story (inspiration) behind the painting. This gives depth and allows people to actually see the painting for what it really is, instead of just a dollar sign. “The difference between a millionaire and someone who is trying is a matter of deep distinctions.” Alex Mandosian is also recommended by Mike Dillard, particularly for his video interviews.

• Eben Pagan

  Mark mentions studying with Eben Pagan on numerous occasions.
  His “Guru Mastermind Complete Marketing Course” is reasonably priced and highly recommended.

• Jeffrey Combs

  Mark mentioned Jeffrey Combs as one of his mentors in passing. No specifics.

• Tony Robbins

  Mark also mentioned Tony Robbins on a few occasions, but didn’t provide any details. Here are a few references.

  • “Awaken the Giant Within: How to Take Control of Your Mental,
    Emotional, Physical and Financial Destiny”
  • “Get the Edge: A 7-Day Program to Transform Your Life”
  • “Unlimited Power: The New Science of Personal Achievement”
  • “Relationship Breakthrough: How to Create Outstanding Relationships
    in Every Area of Your Life (with Cloe Mandanes).
• Zig Ziglar

  Mentioned in passing as a mentor. Here are a few of his books.

  • “Zig Ziglar’s Secrets of Closing the Sale”
  • “Selling 101: What Every Successful Sales Professional Needs to Knwo”
  • “See You at the Top”
  • “How to Get What You Want”
  • “Embrace the Struggle: Living Life on Life’s Terms”
  • “Better Than Good: Creating a Life You Can’t Wait to Live”
• Dani Johnson

  Mentioned Dani twice as a mentor. Here are two relevant titles.

  • “Grooming the Next Generation for Success”
  • “Spirit Driven Success”
• Daegan Smith
  Daegan was mentioned once as a mentor, especially with regard to PPC (pay-per-click) marketing.

Avoiding Overwhelm

I don’t know about you, but I’m both eager to read these books and a little intimidated. It’s a long list. Exciting and inspiring, yes. But they are going to take some time. A good way to avoid overwhelm is to pick a few that you need to master the most and give yourself a fixed amount of time each day to read (an hour, say). That way, you’ll make steady progress.

The cost of setting up a business and marketing on the internet is often said to be free or almost free.   Youtube abounds with video marketers claiming that they will show you how to build an internet business  that will make you a 6 figure income for scarcely more than the cost of their training materials. They claim that social media, such as Facebook and Twitter, can be used for free advertising.

I don’t think so.

Way Cheaper Than MacDonald’s

Down below is a list of what I’ve found are fairly typical expenses for internet marketing.  In most cases the dollar values I give are at the low end of the spectrum.  Some services charge according to the length of your prospect list, so the costs will rise as your business grows.  But note that many of these costs, though they appear low, are monthly fees.  You can easily find yourself spending upwards of $300 per month to keep a small internet business going.  While that’s nothing like the cost of a MacDonald’s franchise ($250k cash up front to get started), it’s not what I would call nothing.  More realistically, if you figure in good quality training, consulting and coaching, the figure can be upwards of $5k for the first year.  If you go for really high end training and coaching, with lots of individual attention, you could find yourself spending $25k or more.

The Real Costs

To give you a sense of what’s involved, here’s my list.  Let me know if I’ve missed anything. Please note that these are rough, average figures from my personal experience. Your mileage may vary.

1. Nice websites cost money to have built. Expect upwards of $500, and considerably more if the site is complicated.
2. Domain names are typically $10/year.
   Can be more or less depending on added services.
3. Hosting a blog is usually about $10/month, but can be more or a little less.
4. Autoresponder service costs from $15/month upward.
5. Good training costs a lot of money.
   The lowest I know of is Renegade Professional at approximately $50/month for an extensive set of self-study training videos. However, you can spend anywhere from several hundred dollars to tens of thousands of dollars on training. The low end of this price range gets you self-study materials. The high end gets you lots of individualized attention and coaching. One leading Adwords expert said that he has had years when he spent $30k to $40k on his own education. This figure is not unusual for some of the top trainers, who invest heavily in their own education. Investing in your education is money well spent.
6. It costs money to get traffic to your site.
   Yes, there are ways to get traffic almost free, but the faster you want the traffic to grow, the more you may want to pay. Here’s just a few examples.
   • With Adwords you pay for each click on your ad.
     This can cost anywhere from $500 dollars per month to a few thousand per month depending on how many clicks you request and how much competition there is for your keywords.
   • If you use a service to help you get more Twitter followers, you can pay $6.95 at the low end, to $39.95 per month or more. Incidently, The higher price does not necessarily get you better targeted results.
   • Even if you advertise on Craigslist, it will still cost you money for an automated service to renew the ads every week in all 27 major cities.
   • Press releases cost $80 per release or more.
   • Article submission packages typically start at around $100 for submission of one article to approximately 50-70 well-ranked sites.
7. It costs money to have a shopping cart and merchant account. Expect $34/month or more for the shopping cart.
8. Coaching costs money.
   I know of one program at $25k per year. Another one I’m familiar with runs at $3k. You can get coaching for as little as $25/hour.
9. Split testing ultimately costs money because you’re paying for clicks on the bad ads as well as the ads that end up working. Most ads or sales pages don’t work all that well. But the one ad that does work makes up for it. Finding ads that work for your niche and your population is a trial and error process. Split testing is easy to do with Google Adwords because Google provides great tools that you’re paying for as part of the clicks you’re buying. There may be free ways to do split testing, but doing it well would be enormously difficult.
10. If you use Elance.com or some other service to help you with writing, the cost can be anywhere from $10/hour to $35/hour and up. Even if you’re a good writer, and even a good copywriter, you may want to farm out some of the writing chores to free you up for other tasks.
11. Having your blog or website optimized for the major search engines will cost money unless you do it yourself. Prices vary widely, but are typical of consulting services.

Time vs. Money

One thing I haven’t mentioned is your time. Generally speaking, you can trade time for money with internet marketing. For example, if you can’t afford to hire someone to do Search Engine Optimization for your site, you can do it yourself. I don’t consider this totally free, though. You need to invest time and perhaps money to get training in SEO. Yes, you can find good SEO articles on the web, but you’re still investing your time. It’s always a choice whether you want to spend time or money on any individual item.

The thing to keep in mind is that the more you decide to do yourself, the longer it will take you to reach profitability. Then again, the more you learn to do yourself, the more valuable you’ll be as a coach or consultant. It’ll just take you longer to get there.

It is common wisdom that a confirmed opt-in (a.k.a. double opt-in) gives you “better qualified” prospects than a single opt-in.  An article by Daniel Levis explores whether this is indeed true.

Definitions

For those who may be new to internet marketing a confirmed opt–in is when a prospect enters her name and email information on a web site (called an opt-in) and then gets an email asking her to confirm her opting in. She must take the extra step of clicking on a confirmation link within the email before her opt-in is complete. Because she has to take this extra step before she can receive whatever benefit comes from the opt-in  (e.g. a free report, or a subscription to a newsletter, etc.), she is considered to be a stronger prospect.

Surely, this extra confirming step loses some prospects.  The confirmation email can get lost in a spam filter, or the prospect may simply forget or not bother with the extra step.  The critical question is, How many of these lost prospects would ultimately have bought something from the site?

An Experiment

In his article, Daniel Levis reports an experiment he did indicating that significant sales are indeed lost. He ran an ad campaign using Google Website Optimizer that tested two identical looking web pages (squeeze pages). One web page had a single opt-in, while the other web page used a confirmed (or double) opt-in.

Google’s Website Optimizer automatically sent half the traffic to the single opt-in and the other half to the confirmed opt-in for a period of about a year.

The Results

Here are the results.

Double vs. Single Opt-in Conversions

The confirmed opt-in reduced the number of leads collected by 37% or 1842 leads lost during the year. A commenter to the article reported similar findings with an independent, but similar experiment.

Tune In Next Week

But does this really mean that your profits will be less with confirmed opt-ins?  Whether fewer leads means lower profits isn’t conclusively demonstrated by this experiment. However, Daniel Levis will report next week on another experiment aimed at measuring the actual click-thruogh and sales results for these two groups.

UPDATE: Follow-up Experiment Shows Surprising Turnaround

Dan Levis reported a further experiment where he looked at conversions (people who actually bought something) after sending out an offer to those who remained subscribed after a year.  The table below shows the results.

Double vs. Single Opt-in Profitability

When Levis e-mailed the same offer to both lists, the double opt-in list yielded 41% more opens and 46% more clicks.   This suggests that the double opt-ins may be more committed prospects.  Though he did make $773 in sales with the double opt-ins, it appears that this was due to 1 sale (note that there’s only 1 conversion).   One sale is certainly not a statistically significant result.  So, we can’t really conclude anything about profitability from this experiment.   All we can say is that it looks like the double opt-ins, though smaller in number, might be better prospects.

This second set of results was a surprise.  Dan Levis  explains the results as a side effect of the delivery method of the single vs. double opt-in servers.

“Since single opt-in servers send a lot of undeliverable mail (bogus addresses and typos) and spam (subscriptions created by someone other than the recipient), the receiving end servers assign a lower reputation to these sending servers than those that send only deliverable, verified mail (double opt-in servers).”

In other words, many of the single opt-in email offers probably got filtered out as spam.

Do Confirmed Opt-in’s Kill Your Profits?

Nevertheless, Levis concludes that in most cases the double (confirmed) opt-in is preferrable to the single opt-in.  This is especially true if you’re interested in the long term value of each customer.  So, confirmed opt-ins probably don’t kill your profits, but a bigger experiment is needed to be sure.

John Reese, the creator of the Traffic Secrets training course, is reputed to be the first person to use internet marketing to make a million dollars in less than a day.  In an interview with Tony Robbins, Reese describes what he considers the most important contributing factors to his success.

No Belief, No Follow Through

Early in the interview, Robbins observed that “many people want to change their lives. They have a vision of what they want to do, and they believe it, sort of, but they never follow through.”   I think the problem for most people is in the sort of.   Most folks aren’t really certain that they can create the change they want.  If their belief were truly strong enough, they would follow through.  On some level,  most of us doubt ourselves.  We believe in our limitations more than our capacity to create.

Beliefs Can Be Changed

Years ago, I was trained in Ericksonian hypnosis and NLP.  The way I learned to help people create change for themselves was to help them change their beliefs about what is possible INCREMENTALLY.  Don’t believe you can run a 4 minute mile? Try running an 6 minute mile.  When you can do that, work on a 5.5 minute mile, etc.

How John Reese Did It

John Reese did exactly this as he worked his way up to his million dollar day.   He started with goals of small sums, working his way up to $500 in a day.  Each time he achieved a goal, he solidified his new belief (in what he could create) at a very deep level.  He always set specific goals such as earning $40k per year, having a $4500 day, having a $40k week.  Eventually he reached a $100k day before finally hitting a million in one day with a product roll out.

How You Can Do It

Reese teaches his students to do the same.  He starts by giving them the goal of making $1 worth of sales.  Though some might scoff at this, he reminds us that “any progress at all is worth gold compared with no progress.  So focus on that first dollar. … You have to take that first increment, no matter how small.  Otherwise, you haven’t made the inner shift in your thinking.”  In fact, he sees 90% of the (internal) battle as achieving this first goal.   After that, reaching the next goal is often just doing more of the same.

Robbins puts it in even stronger terms. “One thing equals happiness and that’s progress.”  He emphasizes three ingredients for success:  having a clear vision of achieving your goal, taking (appropriate) action, and having grace (some call it luck).

Six Steps to Success

Let me break Tony Robbins’ ingredients down into a more detailed list.

1. Be very specific in choosing a goal.  Saying, “I want to make as much as possible” doesn’t work.  There’s no such amount.  Saying, “I want to make 20 sales of $50 each by the end of next week” is more like it.  You may end up making more.
2. Be certain that you’re going to find a way to make it happen.  Even though you may have doubts, it’s important to limit the “negative self talk” as much as you can.  If the doubt is too big, then maybe you need a smaller goal increment. The doubt will be released as subgoals are achieved and you make (even small) progress.
3. Visualize the goal clearly.  You should visualize in as much detail as possible what it will be like for you when the goal is achieved.   See what you would see, hear what you would hear, feel it, smell it.  Create as vivid a picture as you can in  your imagination,  using multiple senses.  You’ll get better at visualizing with practise.
4. Execute your plan to achieve this goal.  Some call this “taking massive action.”  In other words, act as if you fully believe you can do this.  Put your energy into it as if certain of success.
5. Persistence is critical.  Just plain don’t give up.  Here too, smaller increments help give you continual rewards that make it easier for you to keep going.
6. Be grateful for grace when the unexpected goes your way.

Conclusion

Now you know the important ingredients for making a million dollars in a day, or anything else you’d like to achieve.  It may not be easy, but it’s definitely doable.

Click here to listen to the interview.

I found out about David Garfinkel’s article in a newsletter from Ann Sieg.  I’m including her news letter below because it’s an instructive piece of marketing in its own right.  Notice how she lures you in with questions she knows you want answered, and little bits of bait along the way.

Here’s what Ann Sieg wrote.

“Are your prospects reading your emails?
If you’re like a lot of marketers, you’re lucky if
ONE out of every TEN of your emails even gets
opened.

What if you could increase this number to two or three
out of every ten by simply rearranging the words in your
subject lines?

That doesn’t sound too hard does it?
By doing so, you can very realistically double or triple
the amount of sales you’re currently generating.
Today I have a very special guest on my blog who’s going
to show you 5 different ways to get more attention with
your subject lines and headlines.

His name’s David Garfinkel and he’s considered by many
people to be the best copywriting coach in the world.
He helped me generate over 4,500 new customers in one
month this year… and I know he’ll be able to help you
pocket a few additional sales as well.

Find out how a few well-chosen words can do magic for
your business here:

http://www.renegadeproblog.com/19/

To Your Success,

Ann Sieg”

• 1. Blogging is one of the easiest ways to establish a presence on the web. Blogs can be used to:
  • Generate leads, and direct traffic to your lead capture pages.
  • Provide cash flow, via affiliate sites or direct product sales.
  • Establish you as a professional.
  • Support your team or downlines by providing them with training and information they need.
• 2. A blog can be surprisingly cheap to setup and maintain.
  • You don’t need to spend a lot of money on a web designer for a blog. You can set everything up yourself. Really.
  • Blog hosting can cost as little as $6 to $10/month. On Hostgator, $10/month will get you an unlimited number of Wordpress blogs. For those who get really into it!
• 3. Blogs can also be quick to setup.
  • On squarespace.com, for example, you can design the blog yourself with their easy-to-use visual tool. If you can move things around with a mouse, you can design your blog. You can be up and running in an hour or two even if you are a computer newbie.
  • If you are open to a few hours of video instruction, you can set up your blog with Wordpress. This requires a little more time than using squarespace.com, but if you’re more technically inclined, it can give you more design options.
  • There are thousands of free “themes” available to pick from. A “theme” captures the “look and feel” of a blog. In includes the layout, the colors, the fonts, and everything about the visual appearance. You can buy a custom theme if you want, but it’s not necessary. See wordpress.org for a catalog of free themes. You can even change themes after the blog is up and running.
  • With just a little bit of instruction, you can set up and maintain a blog yourself, even if you’ve had little or no web experience. Renegade Professional, for example, has excellent, in-depth, click-by-click video training for creating a blog with Wordpress or SquareSpace.
• 4. There are (free) plugins for Wordpress blogs that make SEO (Search Engine Optimization) and auto tagging (picking significant keywords out of your text) very light work. Squarespace has similar tools.
• 5. There are (free) plugins for Wordpress blogs that let you monitor traffic coming to your blog. You can see how many readers you have for each post on a day-by-day, week-by-week, month-by-month, etc. basis. Squarespace has this feature as well.
• 6. Blog structure is perfect for linking between blog posts and static web pages that are also part of the blog. These links can increase your rank with Google making your site easier for prospects to find.
• 7. The blog can be the hub of your internet marketing or network marketing campaign.
  • Google Adwords campaigns, twitter tweets, Craigslist ads, Google searches, squido content and more can all drive traffic to your blog.
  • Blog structure (including sidebars and static pages) is great for affliate marketing. Once traffic arrives, it can click-through and buy from your blog.
  • You can also have autoresponders and shopping carts in conjunction with your blog.
• 8. Blogs are a popular form of communication because the articles, called ‘posts’, are short. So they are accessible to readers (and writers) with small amounts of available time. To see the potential for reaching a large audience, please read the newsletter from Ann Sieg below.

In a recent mailing, Ann Sieg wrote:

Blogs have become “mainstream media.”

According to a recent study by Synovate and
Marketing Daily, nearly 40% of Americans
have visited a blog in the past year.

With the total U.S. population hovering
around 307,000,000 people…

That’s roughly 122,800,000 people!

——————————————
And These Numbers Aren’t Even Counting
The Other 193 Countries Of The World!
——————————————

Pretty mind-boggling, huh?

If you don’t have your own blog set-up and
positioned where these people can see it…

Don’t worry, you haven’t missed out!

According to eMarketer, in 2009 an estimated
96.6 million U.S. internet users will visit
(and read from) blogs at least once a month.

I’m not talking “once a year” like my
first example, this is once EVERY MONTH!

But wait until you hear this.

By the year 2013, eMarketer predicts that
128.2 million people, or…

——————————————
Over Half Of All U.S. Internet Users Will
Be Reading Blogs At Least Once A Month!
——————————————

Which means one thing.

There’s still time for YOU to build one
and cash in on this out-of-control trend.

(Even if you’re not sure how to do it.)

Our one-of-a-kind video tutorials inside
Renegade Professional will show you how.

Click-by-click, one click at a time.

So you’ll never be left wondering…
“What should I do next?”

Here’s where you can register right now.

Access Renegade Professional training here.

Just in case you didn’t know, you’ll find 28
blogging tutorials in our training program
where we cover everything from A to Z.

(That’s over 14 hours of blog instruction!)

Plus, a brand-new 70-minute webinar…

——————————————
“How To Set Your Content Viral In
Social Networks Using A Wordpress Blog”
——————————————

Was recently added late last week!

In it, blogging expert Stephen Anderson
reveals a free “traffic-getting” strategy.

How to deliver your content to ALL the
social media sites — in one simple step!

(Which will result in a reliable flow of
qualified prospects checking out your blog.

But here’s the really cool part.

Stephen illustrates this advanced traffic
strategy using an interactive mind map.

——————————————
So You’ll Get A Birds-Eye
View On How It All Works!
——————————————

If you want to learn the secret to getting
potential customers and business-builders
to not only visit your blog repeatedly…

But also…

-But your stuff

-Request more information

-Fill out your lead-capture form

-Become members of your team or downline

Then I would encourage you to register
for Renegade Professional right now.

Access Renegade Professional training here.

You can “test-drive” it free for 30 days.

——————————————
During This Time You Can Consume
Every Morsel Of Training In The Site!
——————————————

Nothing is off limits.

If you decide it isn’t right for you
simply send me an email and I’ll gladly
refund all your money –- no hard feelings!

And if you decide to stay in, there’s no
“long-term commitment” whatsoever.

You can cancel your membership at any
point in time and still owe nothing.

Are you ready to get started?

Good!

Click the link below to register.

Access Renegade Professional training here.

To Your Success,

Ann Sieg

P.S. Want to know the biggest obstacle
that stops people from using a blog?

They know what to put on it!

Maybe you’ve already tried blogging…

Only to give up a few weeks later because
you ran out of stuff to write about.

——————————————
Maybe Your Brain Shrivels
Up Into A Little Ball
——————————————

When you try thinking of something
compelling to put down on paper.

Maybe you experience dreaded “writer’s block”
every time you open Microsoft Word and try
putting together a few basic sentences.

If you’re thinking to yourself…

“Yeah, that sounds exactly like me Ann!”

——————————————
You’re Going To Love The 6-Part
“Writing With Pull” Series
——————————————

(Which is yours for free when you
sample Renegade Professional today.)

Because Mike Klingler’s going to hold
your hand and walk you through a simple
process that makes writing fun and easy!

You’ll learn how to put together content
(for your website and blog) that your
prospects will become addicted to.

Stuff they want to read about!

You’ll also learn how to brainstorm long
lists of attractive topics to write on.

Issues related to your specific products
and business opportunity…

——————————————
That Will Naturally Cause The
Right Kinds Of People To Find You!
——————————————

I’m telling you it’s powerful stuff.

And again, this entire 6-part series is
yours for free when you give Renegade
Professional a “test drive” today.

Ann Sieg