You already know all about scarcity. The scarcer something is, the more people want it.
That’s why we use deadlines to entice customers to buy. Without the deadlines, people would put it off and then forget about it.
For decades savvy store owners have used this trick. By limiting the number of items a person can purchase, they increase the number of items sold.
But I wonder – are we using this to maximum advantage online? Yes, we sometimes limit the number of copies sold. Yes, we use deadlines and then promise not to sell any more after that deadline.
But what if we used it in a slightly different way…
Imagine you have different levels of participation in a product launch.
For example: You will sell only 10 copies at $2,500 each that includes actual coaching and one-on-one time with you for 12 weeks.
You’ll sell only 100 copies at $1,000 that includes group coaching for 12 weeks.
You’ll sell 200 copies at $500 that includes the “done for you option,” which is also included in the higher levels, too. But there is no coaching at this level.
And you’ll sell 1,000 copies that don’t include coaching or the done for you option.
Then you place counters on your site that tell how many copies of each have sold.
Yes, this will take some guts. After all, what if something doesn’t sell? But that’s also the fascination factor, too.
People will continue to revisit the page just to see what’s selling.
And what happens when there are only 6 or 5 or 4 copies left of the highest option? Suddenly they’ll start selling FASTER.
The last copy or two will likely FLY off the shelf.
You’re adding a new brand of scarcity, a higher level of fascination and interest and accommodating people’s needs.
You might think of this as a new way of upselling, or a more transparent method than using one time offers. It’s up front, honest, and lets people decide ahead of time what they want.
And if they don’t act fast enough, they will miss out, too.
Short and sweet: If you’re making good money coaching others to do or accomplish something, then you can probably double the money you make without much effort.
It’s sort of a recycle and reuse kind of thing, where nothing in your business goes to waste.
Let’s say you spend time coaching people on how to start their own businesses. You show them the sequence, how to get things done, how to outsource, the shortcuts, the little things they need to know and so forth.
But consider this: There are other marketers who want to get paid for coaching, too. Except they don’t know where to start or what to do.
So you also coach other marketers on how to do coaching.
You let them in on all your secrets of how to get clients, how to work with clients, how the whole process works and so forth.
I suppose you could even let them listen in on your coaching calls. If you do, you need to let your students know someone else is on the line.
And whatever you’re charging your regular coaching clients, you can probably about double for your new students who are learning how to become coaches. Again, it’s up to you.
You’ve got a skill – coaching – that others want to have. So why not become a coach’s coach?
You can give your future coaches templates for their sales pages, techniques for getting their first clients and ongoing support. And for this you can easily charge $5,000.
Even if you just take on two new students a month who are learning to be coaches, that’s an extra $120,000 a year.
I mentioned this to a friend, and he’s a bit snarky. He wanted to know, “If you’re coaching students, and you’re coaching coaches on how to coach students, couldn’t you also coach people on how to train new coaches that teach coaching?”
Actually, yes. But that might be taking things a bit far. 😉
People love to tell you they are logical and rational, and that they make decisions based on the facts. But what people say and what they do are two different things.
Between you and me, people make decisions based on emotion – they just don’t realize it. So how can you tap into those emotions and get them to click your link or buy your product? By adding faces to just about everything you do.
Next time you run a Facebook ad, do a test. In one ad, use any image you want, as long as it’s not a face.
In the other ad, use an interesting face that expresses the emotion you want your prospect to feel.
Now notice which one gets more clicks.
Face images, whether they’re drawings or photos, work not just on Facebook ads, but also on your sidebar ads, blog posts, social media posts and so forth.
And they work especially well on all things Facebook and social media, because people are already looking for faces there. Thus your posts and ads will unobtrusively blend right into your customer’s newsfeed.
The human brain is actually wired to look for and respond to facial cues and expressions, much more so than the written word.
You’ve been wanting to start an online business, but you keep putting it off.
You want to build a new website, write a new book, create a new product, etc., but you can’t seem to do it.
Or maybe you just want to exercise more or eat better, so you have the energy to run your business.
Whatever the change is that you want to make, you might be having a tough time making that change ‘stick.’
Or perhaps you want to help someone else to make a change.
I’ve just started reading, “Instant Influence: How to Get Anyone to Do Anything,” by Michael Pantalon, and I want to share something with you.
It’s his formula for getting anyone to change.
Instead of telling them why they might want to change, you ask them why they might want to change, using these six steps:
Step 1: Why might you change? (Or if the person is you, ask yourself, “Why might I change?”)
Step 2: How ready are you to change – on a scale from 1 to 10, where 1 means “not ready at all” and 10 means, “totally ready?”
Step 3: Why didn’t you pick a lower number? (Or if the ‘influencee’ picked 1, either ask the second question again, this time about a smaller step toward change, or ask, “What would it take for that 1 to turn into a 2?”)
Step 4: Imagine you’ve changed. What would the positive outcomes be?
Step 5: Why are those outcomes important to you?
Step 6: What’s the next step, if any?
That’s it. I invite you to try this one yourself first, before you try it on someone else.
See what happens. I know when I used it to make myself give up a certain food that I was practically addicted to, it worked like a charm.
Next I’m going to try it on bigger things and see what happens.
According to the reviews on Amazon, this simple process has literally changed lives, so maybe it will change yours.
I know a few readers are going to take issue with what I’m about to say.
That’s okay. If you don’t like this or you think it’s morally wrong, then simply don’t do it.
For everyone else, riddle me this:
What do Abigail Van Buren (Dear Abby), Anne Hathaway, Ann Rice, Ayn Rand, Dr. Seuss, Eckhart Tolle, Ellery Queen, George Eliot, George Orwell, James Herriot, John le Carre, Lewis Carroll, Mark Twain, O. Henry, Voltaire and Woody Allen all have in common?
None of these people technically exist, because they’re all pen names.
The other day on the Warrior Forum I saw an old thread with a question that went something like this:
“I’m thinking of using a pen name when I go into a new niche. Is that alright, or am I breaking some sort of rule?”
Answers ranged from a friendly, “There’s nothing wrong with that, go for it.”
…to an angry, “What’s your problem and why are you trying to hide? Are you a scam artist or something?”
If pen names are a benchmark for whether or not you’re a scam artist, somebody better tell the writers and the descendants of writers listed above – I think they’ll be surprised.
From a marketing standpoint, pen names often make more sense than using your real name.
For example, you’ve got a good reputation online as the ‘go-to’ person in a particular niche. You want to enter an entirely different and unrelated niche. If you use the same name, readers in BOTH niches will be confused. And confusion is a sales and deal killer, by the way.
Another example: You’ve got a stellar reputation in internet marketing. You build rapport with your list and you only try to sell them something now and then. But you want to try the churn and burn method of marketing, in which you promote products several times per DAY via email. Naturally you will want to use a different name for this list.
(Churn and burn is getting as many people on your list as possible, and promoting to them like crazy until they can’t take it anymore and get off of your list.)
And by the way, no matter how much you and I don’t care for the churn and burn method, the fact is that it’s highly profitable. Which is why so many big-name marketers use a pen name to run their own churn and burn lists.
Another use for a pen name: You can recommend products created by your pen name, and have your pen name recommend your products. Again, a lot of big name marketers do this. I’m not advocating this method, but it does work.
I’ve also known marketers who only worked under a pen name and never under their own name. Usually this is because they have a name that is virtually unpronounceable and unspellable by most people on the planet, so really it’s a question of branding.
And speaking of branding, you could always choose a name that fits your niche particularly well. For example, if your niche is gardening, then calling yourself Rosemary Greenfield or some such might be a nice touch.
There is one reason for using a pen name that – in my opinion – beats them all, and it’s this:
When you use a pen name to build an entire business, you can then SELL that entire business to someone else. They keep the pen name, and customers don’t even necessarily know it changed hands.
If anything goes wrong with the business after you sell it – for example, the new owner doesn’t deliver on the promises of the business – it won’t affect you or your reputation in any way because your name has never been associated with it.
Bottom Line: There is nothing unethical about using a pen name. They’ve been used for hundreds of years by some of the best writers in their field.
And there are some dynamite advantages to using one.
Imagine for a moment that you want to create a product in the dating niche.
In fact, you even know what kind of product you want to create, who your target audience is and so forth.
Now if you could just get someone to show you exactly what to do…
What kind of emails should you use?
What sort of branding?
What kind of follow up sequences?
How should you position your product?
What might the sales copy look like?
What kind of pricing will work?
How many upsells should you have and what should they cost?
Here’s an idea: Hire a $3,000 a month coach.
Here’s another idea: Reverse engineer funnels that are already in place.
Before we go any further on this… I am not advocating you steal anything, especially copy. I’m only advocating that you see what’s working and WHY it’s working.
Okay, let’s get back to it…
You want to make a dating product. So, you go to someplace like Clickbank, find a product that’s similar to the one you’re creating and you become a customer.
You go through the entire sales process, copying every URL along the way. 3 upsells? You copy the URL’s. Oh yes, and you buy everything in the funnel, too.
This person has done all the work already. You can guess by their gravity how well they’re doing. If they’re on a platform like JVZoo, you can tell EXACTLY how well they’re doing, how well they’re converting and so forth.
As you’re going through the funnel, look at it with two sets of eyes – customer and marketer.
What does the squeeze page look like? The sales letter? The thank you page with the first upsell, and so forth.
Study how it works, how it’s put together, what kind of language they’re using, how they’re appealing to the customer, what kind of proof they have, how they present the offer and so forth.
How does the whole thing make you feel? Which parts do you think need improving? Which are working? What’s missing?
Go back to the squeeze page and put in a different email address from the one you used to buy the product.
Now watch your emails for both sequences – the sequence you get as a buyer, and the sequence you get as a prospect.
Notice what other cross-promotions they’re doing, what offers they’re making, and how everything is presented.
Again, I’m not advocating you steal anything. I am advocating that you do your homework and figure out what’s working.
This is the cheapest and yet the most priceless education you can get on how to build your own funnel.
Now go back and look for any other products that are similar to the one you’re producing, and repeat the process of reverse-engineering everything.
This could well be the best blueprint you could ever want for how to create and position your funnel for your own product.
If you’ve been in marketing for awhile, and you cater to the online marketing crowd, then you’ve gotten an email from a subscriber that looks like this:
“Your program looks great, and I would like to try it. But I can’t afford it. Since you say it will allow me to make $3,000 over the next 90 days, I have a proposal. You give me the program for free, and once I make $3,000, I’ll send you the cost of the program.”
You’ve gotten that email, too, right? I think we all have.
Which got me to thinking…
What if you set up a squeeze page that has an offer like this: “30 day course on how to start your business and earn $X money in 30 days. Pay nothing now, and simply send me $100 when you’ve earned your first $1,000.”
Do you think you would get some subscribers? Of course. This isn’t your typical offer at all, and people will recognize this.
So, you get your subscribers and every day they get another email from you with another step in how to build their business.
For the content, I recommend getting one of those big PLR courses with 30 steps or 40 modules or whatever number of lessons that teach how to build an online business. The number of steps will determine the number of days your course runs.
Each day you email out a link to the next step / course / module.
Pretty soon your new subscribers will realize that this is a lot of work, and they’ll be wishing for a shortcut.
~~cough cough~~
And you give it to them, of course.
This is a much sexier course, such as how to earn $5,000 in the next 20 days by working one hour per day, or whatever.
You place the link in each email and on each daily page of the course.
And you will make sales.
Now then, if you’ve been paying attention, then you realize this is simply a variation of a very tried and true method:
Teach them step-by-step how to do something, then offer them an easier or faster way to get the same or better result.
You start out teaching, but when things get too hard or time-consuming, you come to the rescue with a shortcut.
People love shortcuts, and they gladly buy them every day of the week.
This is just another way to frame it, and you can use this method in other niches as well.
“Pay nothing until you find your dream spouse.”
“Pay nothing until you find the home of your dreams.”
Pay nothing until your investments earn you at least $x money.”
“Pay nothing until you land your dream job.”
And so forth.
It’s all in the positioning. And because this method hasn’t been done to death, I guarantee it will afford you plenty of traction and a good amount of sales, too.
I do a great deal of reading and researching on the topic of online marketing. I have to, it’s how I make my living. I imagine you do the same.
Which is why you may have noticed that a lot of people tend to over complicate the whole online marketing thing.
Really, you need a product to sell, someone to sell it to and a way to persuade them to buy.
That’s it.
In fact, I said that exact same thing to an aspiring marketer the other day, and he responded with, “That’s OVER simplified, tell me how I’m supposed to do that.”
Okay, here goes:
When you get someone on your list, your job is to build rapport so they like you and your content. Once you do this, it’s a lot easier to convince them to buy your recommendations.
That’s why I start out by telling them something about me and my life. Not a full-blown biography – I’m not that fascinating. Just enough so they feel like they know something about who I am and how I think and live.
Then I send them content and offers, same as any other marketer.
Except, I don’t try to appeal to everyone.
In fact, I don’t want to appeal to everyone, because when you make that your goal, you wind up appealing to pretty much no one.
Imagine if you tried to create the perfect food that EVERYONE likes. Any flavor is going to turn off a certain segment of the population, so you’ll have to remove all flavor to make everyone happy.
Except, of course, when you remove all flavor, your dish will be as bland as paste and it will appeal to no one.
Time and again I see marketers trying not to have opinions or offend anyone. And these same marketers struggle, despite having 5 or even 6 figures of subscribers on their lists.
When you appeal to everyone, you appeal to no one.
So what I do is ‘let it all hang out,’ so to speak.
I state my opinions. I give my thoughts. When I disagree with something, I politely but firmly make my case.
In other words, I’m myself. I don’t try to be an ‘everyman,’ I just work at being me.
Which I have a lot of practice at, so it’s much easier than trying to be someone I’m not.
Some people don’t like me or my opinions, and they unsubscribe. Hence the name, “repulsion marketing.”
Other people resonate with me and what I believe, and these folks not only stay on my list, but they also open and READ my emails.
And click my links.
And buy my stuff.
They’re receptive, enthusiastic, and fun to have as customers. I’m continually building my tribe, and part of that process is weeding out the people who aren’t a good fit.
I never worry about how ‘qualified’ my traffic is or what ‘quality’ it is.
My only job is to get people onto my list and then just be myself.
It’s like real life – some people think you’re a jerk, and other people become your friends and lovers.
Are you willing to work like crazy for 5 years (give or take) so you can retire?
If so, I’ve got a business plan for you. And I don’t care if you’re 20 or 70 – this can work.
One note before we get started: Anything that you either can’t do, don’t want to do or don’t have time to do, you outsource.
If you’re going to actually, really, truly retire in 5 years, taking this from zero to a 7-figure payday, then you need to get work done FAST.
And in many cases that’s going to mean outsourcing some of this.
Oh yes, did you notice how I covertly slipped that “7 figure payday” in there? I’m serious about that. Doing what I’m about to lay out for you, you can indeed retire in about 5 years with about 7 figures.
Your results may vary – in fact, they might be a whole lot better than that, I don’t know.
Let’s get started:
What I’m about to propose isn’t rocket science. It’s not even new. But it is profitable, and here’s the key:
You can do this in parallel, meaning instead of doing just ONE of what I’m outlining, you do several.
I recommend 3 – 5 of them.
What you’re going to do is build an entire business from the ground up, with an eye on selling it.
That’s right – the entire time you’re doing this, you have your exit strategy in mind.
It’s sort of like someone marrying for money, knowing they’re going to be asking for a divorce in 5 years. The money is a sure thing, they just have to put in the time and work.
Okay, that was maybe a bad analogy, but you get the point.
If you put in the time and do the work, you will get the money.
You’re going to choose a very popular and not too broad topic. For example, weight loss for busy women, dating for men, traffic generation for online marketers, etc.
It needs to be a topic that has plenty of interested people willing to buy plenty of products, and of course there needs to be plenty of affiliate products continually coming into the market.
Now that you’ve got your topic, you’re going to build a sales funnel.
Run a free offer on a squeeze page to get subscribers and place a couple of products in your funnel for them to buy.
Maybe you’ve got a $7 report and a $37 video course, or whatever.
These should be quality products that YOU own. And yes, they can be built around PLR, or you can outsource, etc.
For your high-ticket offer, create a membership site and drip feed content into it. Your goal is to get lots of people into that membership site.
I know what you’re thinking – thus far I haven’t told you anything new, except for the fact that you’re doing all of this with an eye to selling it.
Yet who does this? Very few people, but those who do end up with BIG paydays.
Do everything under a pen name.
Make no mistake – EVERYTHING must be under your pen name.
And for each of these businesses that you build, you need a different pen name.
Okay, you’ve got a squeeze page to capture names, a funnel with a low-priced product, a mid-priced product and a membership site.
Now you need a blog. Get a great logo, excellent branding and make it look super professional. Do NOT skimp on the branding and logo.
Post on the blog at least a couple of times a week, preferably more.
Link from the blog to your free and paid products.
Make each upsell in your funnel a stand-alone product, too, and promote those on your blog.
Promote affiliate products to your list to make some good money as you go along.
Now write a book. See? I told you there was work involved. You can use content from your blog to create your book, or hire someone, or just write it yourself.
Link from inside the book to a squeeze page to capture more subscribers.
Get a great book cover. I mean a cover that looks like it should be on the New York Times bestseller list. Don’t skimp on this, either.
Put your book on Amazon and get your subscribers to review it for you. Yes, the book is under your pen name, too.
Don’t worry too much about promoting the book. Your real motivation here is to build credibility. A book on your topic with your pen name on it looks AWESOME when you put the thumbnail at the TOP of your blog.
Wow! You (your pen name, actually) are an EXPERT.
Cross promote from any existing lists you have to get more people onto your new blog and get more subscribers there.
If you create a big product such as a $200 – $1,000 course, get affiliates to promote it. Or get affiliates to promote your memberships site.
Your goal is to build your list BIG, make some nice income along the way, and put together a very professional looking business which you then sell for six or seven figures.
If you do this simultaneously in 3 to 5 different niches, you will have an AWESOME retirement in about 5 years or so.
What I recommend: Start in ONE niche and get everything into place. Hire someone to write the blog posts for you and do some promotion.
Now that you know everything that is involved, take some of the profits from your first site / list / business and those profits to outsource a lot of the work in your second, third, and fourth businesses.
You see where this is going. Five years of hard work, along with rolling some of your profits back into the business, and you then get to sell them.
Sites like these that have products, big lists and a BOOK sell for a healthy six figure income. Sometimes even seven figures. Apiece. And you’re going to have 3, 4, maybe 5 of them.
Remember to keep everything separate on each site. Separate hosting. Separate autoresponders. Separate everything. This makes it super easy to turn control over to someone else when the time comes.
Turnkey online businesses are always in demand. From a buyer’s perspective, they pay a big chunk of money but then they get a guaranteed stream of income. All the buyer has to do is continue what you started.
You can even turn over your outsourcers to the buyer if they don’t want to do the work themselves, and often they won’t. For them it’s an investment in their future. For you it’s a major payday and a plane trip to the islands.
One more thing… if you would like to continue to make a nice, easy income after you sell your sites, then I recommend you promote your own personal site to the folks on these lists you’re building.
For example, your pen name is Jon Smith. Your real name is Abby Jones. Jon Smith often recommends Abby Jone’s product or blog or freebie to his readers.
Thus you get people subscribed to your list, too, who get to know you, not just your pen name.
You retire, and you can continue to send out emails promoting affiliate products.
So not only do you get a big payday – you also get some large lists of your own that you can continue to promote products to.
Remember – 5 years of hard work, and then you can retire.
No job in the world that I know of, offers you a retirement plan like that.
