Copyright Noticesvonzohalozatepites.com/wp-content/uploads/2020/10/alb-05...ppc campaigns, emails and more from them ..... 14 Ad Baron Technique #1: Concept cloning – knock off already

Copyright Notices

Copyright © 2014 by Bob Serling

All rights reserved.

No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from the publisher. Requests for permission or further information should be addressed to Profit Alchemy, Inc., 2039 Bruceala Court, Cardiff, California 92007-1201. Published by Profit Alchemy, Inc. 2039 Bruceala Court Cardiff, California 92007-1201 (760) 497-8078 Fax: (760) 652-1636 www.ProfitAlchemy.com Printed and bound in the United States of America.

Legal Notices While all attempts have been made to verify information provided in this publication, neither the author nor the Publisher assumes any responsibility for errors, omissions or contrary interpretation of the subject matter.

This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying state and/or local laws or regulations. All users are advised to retain competent counsel to determine what state and/or local laws or regulations may apply to the user's particular business.

The purchaser or reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, both federal and state and local, governing professional licensing, business practices, advertising and all other aspects of doing business in the United States or any other jurisdiction is the sole responsibility of the purchaser or reader. The author and Publisher assume no responsibility or liability whatsoever on the behalf of any purchaser or reader of these materials. Any perceived slights of specific people or organizations is unintentional.

http://www.profitalchemy.com/

Table of Contents

Asset Licensing Strategy #2 – Ad Baron .......................................................................................... 1

Unorthodox thinking – why the traditional 2approach to selling marketing and advertising services is harmful to your profits ........................................................................... 2

The Solution – License out ads and marketing campaigns that have been proven to work by other companies, removing most or all of the risk for your prospects ..................................................................................................................................... 4

Why companies will eagerly pay sizable fees for ads and marketing campaigns that have already been used (and paid for) by someone else ................................................... 5

The unlimited market of customers for the Ad Baron Strategy ................................................. 7

The profit multiplier “hidden” within the Ad Baron Strategy .................................................... 9

STOP – The most important lesson about this strategy ........................................................... 10

A quick tour of this powerful mindset in action ....................................................................... 11

Three dirt-cheap, high-profit techniques for creating an unlimited number of proven ads and marketing campaigns – at rock bottom prices ............................................... 13

Ad Baron Technique #1: License other companies’ ads, emails, sales letters, ppc campaigns, emails and more from them ........................................................................... 14

Ad Baron Technique #1: Concept cloning – knock off already successful ads and campaigns, test, then license them out ............................................................................. 15

Testing your ads for proven results .......................................................................................... 18

What to do after your ad or marketing campaign has been proven successful ...................... 19

Ad Baron Technique #2: “Frankenstein” campaign development ........................................... 20

Ad Baron Technique #3: The world is your personal marketing laboratory ............................ 21

An advanced technique for creating even more proven marketing campaigns ...................... 23

The secret behind why this technique is so effective ............................................................... 23

Ad Baron Technique #4: Create a copywriting factory ............................................................. 24

An important note .................................................................................................................... 26

What’s next ............................................................................................................................... 27

Asset Licensing Strategy #2 – Ad Baron Notes ____________________________________ __________

1

Asset Licensing Strategy #2 – Ad Baron

Although Bulk Media is the first asset licensing strategy I ever used, I’m probably most well-known and have generated the most revenue for my business using the Ad Baron strategy.

With this strategy you take ads and marketing campaigns (your own or those that you acquire from other businesses) and license them out again and again to your clients. The successful use of this strategy hinges on the fact that your clients are getting ads and marketing campaigns that have already been proven successful at very affordable prices.

This is an exceptional bargain for your clients because it eliminates most or all of the risk of pioneering a completely new ad or marketing campaign. As most business owners and marketing managers know, far more new ads and campaigns fail than succeed. And this means they lose time, money and the acquisition of new customers who they could sell more to. So the idea of getting an ad or campaign that has been thoroughly tested and proven to work – along with a full money-back guarantee – makes it an easy decision to say “Yes” to licensing an ad or marketing campaign from you.

For you, this strategy can quickly rack up impressive profits. By licensing the same ads and marketing campaigns over and over again, your development time is cut to the bare minimum. And make no mistake, with a traditional advertising or marketing agency, the bulk of your time working with clients is devoted to developing new ads and campaigns.

But when you license out the same ads or campaigns to every client, spending only 15 minutes or so to customize them for each client, you gain back all that time, which you can now devote to the more profitable tasks of selling and delivering your licensed ads and campaigns.

Bottom line, this strategy is the classic win-win for everyone involved.

What kind of ads and marketing campaigns can you license to your clients? I’ve personally licensed out email campaigns, space ads, direct mail letters, Facebook ads, landing pages, price


2

tests, opt-in optimization, continuity programs, loyalty programs, referral campaigns, postcard mailings and more.

The fact is, you can license out any type of ad or marketing campaign that delivers measureable results. And that’s what makes this asset licensing strategy so powerful – the fact that its application is so broad and that the value of using it can easily be demonstrated to every business owner and marketing manager.

So let’s dig in and find out exactly how to start licensing out an unlimited number of pre-tested and fully proven ads and marketing campaigns. I’ll start by giving you a deeper background of why this strategy can be used so successfully, then give you five Ad Baron techniques you can use for acquiring or creating proven ads and marketing campaigns, and show you exactly how to market your Ad Baron services most effectively.

Unorthodox thinking – why the traditional approach to selling marketing and advertising

services is harmful to your profits

If you’re a marketing consultant, advertising expert or copywriter, the traditional method of selling your services is difficult at the very least. And even worse, the majority of the time, it’s extremely harmful to your profits. In a nutshell, the typical approach goes like this:

1. Constantly search for new prospects. Attend trade shows, write white papers and articles, try to make search engine marketing work for you, go to dozens of networking events, speak to various business groups and trade association meetings, pray that your satisfied clients will refer a few new prospects to you – and yes, worst of all, commit to the most dreaded of all marketing tasks: cold calling.

2. Once you’ve sniffed out the thinnest hope of a new prospect, submit a proposal that has to compete with proposals from many other consultants and ad agencies.

3. If you are lucky enough to win a presentation appointment, invest dozens of hours creating a 75-slide


3

Power Point presentation with fresh, new ideas no one has ever seen before, with nothing whatsoever to protect you from the prospect using your ideas should they hire someone else (this happens all the time).

4. Make your presentation to a group of executives from the prospect’s company who are seeing so many presentations in a 48-hour period, their eyes glaze over and they nod off just a few slides into your presentation.

5. Wait weeks or months to hear the inevitable news, “I’m sorry, we’ve decided to go with my sister-in-law’s agency”.

It’s no wonder so few marketing consultants ever do anything more than survive from pay check to pay check. I know, because I’ve “been there, done that” more times than I care to remember.

What I’ve just described is a consultant’s daily nightmare. But there’s an even bigger problem with this approach. The prospect is always biased towards shooting you down! You see, deep down inside, if the prospect is constantly looking for fresh, new ideas, they always have to be wary of whether these ideas will work or bomb completely, blowing their budget and possibly causing heads to roll if the disaster is big enough.

So the cards are always stacked against you.

Fortunately, there’s a simple solution to this financially disastrous problem that plagues marketing consultants on a daily basis. A solution that will give you a massive competitive advantage over all other marketing and business consultants. A solution that will make you the one and only source for helping your clients achieve the goals they really want. And since you’re the only source, it makes the sales process completely frictionless – and far more productive.

Let’s take a look at this solution and you’ll quickly understand why you gain the pre-emptive advantage of being “the only game in town”!


4

The Solution – License out ads and marketing campaigns that have been proven to work by other companies, removing most or all of the

risk for your prospects

While most companies claim they want something “new and different”, the truth is when they contact a marketing consultant or ad agency, what they would really like is to be able to do exactly what they’re already doing but get five times the results.

That’s a big problem, because it’s never going to happen.

But most companies don’t know how to market properly in the first place, claim they want something new and different, then have massive firings if someone dares to test something new and different and it fails.

At the same time, the person in charge of marketing who is reluctant to pull the trigger on something new and different is really operating based on a sane policy. Because they intuitively know that anything new and different only has about a 5% chance of succeeding.

This creates a no-win situation for the consultant or ad agency. Trying to get something that’s actually new and different approved and funded is next to impossible.

However, the good news is that you can use this no-win situation the business owner or marketing director is faced with to your advantage. When presented properly, it’s easy to demonstrate to your prospect all the benefits of licensing an ad or marketing campaign that’s been proven to work, thereby eliminating the majority of the risk, and dramatically increasing their chances for success.

So by focusing on selling only those campaigns that have been proven to work, you can eliminate nearly all of the hesitancy on your prospect’s part, close more deals in a shorter period of time, and laugh all the way to the bank while other consultants don’t have a clue about what you’re doing.


5

Why companies will eagerly pay sizable fees for ads and marketing campaigns that have already been

used (and paid for) by someone else

Most people don’t understand what I do for a living. When my wife and I are at a dinner party and someone asks me the inevitable question, “So what do you do?”, I like to say, “I sell companies marketing campaigns that have already been paid for and used by other companies”.

Usually, they look at me like I’m one slice short of a sandwich. I admit I do this for the entertainment value. People give me the strangest looks!

But once they get over the initial shock, most people then ask me, “Who in the world would be foolish enough to pay good money for an ad or other marketing piece that’s already been used?”

I answer by creating a scenario for them, followed by a question. “Suppose you’re in charge of marketing for a medium sized company and you have a budget of $100,000 for the year. With that money, you’re expected to produce successful ads and marketing campaigns that will have a deep and lasting benefit for the company. If you fail, people will lose their jobs as there won’t be enough business to keep paying their salaries. The company will have difficulty staying in business. And you will likely be demoted or fired”.

“Based on this, what would you rather invest your marketing budget on – a brand new ad or marketing campaign focusing on a new idea that has a greater chance of failure than success, or a campaign that’s been proven in your industry to pull in millions of dollars in orders that can be customized for your company?”

Given that scenario, the answer is always some version of, “I see what you mean!” And from there, my dinner partner’s view of me changes significantly.

This, of course, is precisely why companies will eagerly pay you top dollar for ads and marketing campaigns that have already been used by someone else. And this is why it is so


6

easy, and so profitable, to license proven campaigns to dozens and even hundreds of businesses.

So that’s the logic behind the successful use of this strategy. But let me take it one step further and show you what an actual client of mine has to say about why he prefers to license proven campaigns over pioneering new, riskier campaigns:

“I am pretty much a newbie when it comes to marketing, therefore taking a risk on any untested or unproven idea really scares me! What I like about Bob is he can provide examples of numerous successful launches of his ideas. It really helps build the confidence when venturing into uncharted waters.

I will say that very quickly we developed the work plan Jan/Feb and by March I was seeing double digit to triple digit sales increases. I saw sales immediately begin to ramp up 210%. And first time sales are up 700% with many repeat purchases. I have worked with other consultants but never have I had sustainable results like I've seen with this.” Jim Johnson, President Business Bridges

The critical point in Jim’s comment is “It really helps build the confidence when venturing into uncharted waters”. It’s important to realize that any new ad or marketing campaign represents a tremendous amount of risk to the company that will use it. And even a proven campaign that’s already been used by someone else is “new” in the sense that the company you’re licensing it to has never used it.

So eliminating the majority of their risk by demonstrating how successful the ad or campaign has proven to be for other businesses, soothes your prospect’s nerves considerably, gives them a much higher level of confidence, and gets more deals done more quickly than you could ever hope for when introducing new, untested ideas.


7

The unlimited market of customers for the Ad Baron Strategy

The use of the Ad Baron Strategy is virtually unlimited. In the United States alone, there are over 25 million small to medium-sized businesses. Every one of them is a prospect for licensing a proven ad or marketing campaign.

Proven ads and campaigns can be marketed to companies in the same industry or across different industries. For example, if you have a proven campaign for selling software, you can easily license it to dozens or even hundreds of software companies. You just want to make sure that you don’t license the same campaign to companies that are in direct competition with each other.

So you would license your proven campaign to one company in each of many different categories such as game software, data base software, email software, customer relationship management, auto responders, shopping carts, video production, graphics, word processing – and dozens of other categories.

How would you find your prospects? Simple. All the leads you’ll ever need can be found in trade journals and popular magazines. A quick search of “software publishing trade journals” on any search engine will give you every trade journal for the industry.

Some trade journals publish their issues online, while for others, you’ll have to subscribe to the print edition. Subscriptions are almost always free to trade journals. Going through the issues in print – or through the advertisers section online – will turn up dozens of potential prospects. Just select a prospect or two from each category and you’re ready to begin marketing.

You can also rent email lists for any industry and immediately have thousands or even millions of prospects to market your Ad Baron services to. You’ll find all the quality lists you need at nextmark.com and infousa.com.


8

Why would you want to select multiple prospects from the same category if you’re only going to license your campaign to one of them? Because by telling multiple prospects in your prospecting piece that only one company in each category will be able to use this ad or marketing campaign, you create scarcity and increase demand.

Even in the same category, you can still license the same campaign to multiple companies. If a category is large enough – such as gaming software – you can license to sub-categories without ever creating a conflict of interest.

In this case, you’d want to go to your local newsstand and pick up a copy of any of the popular magazines for video game players. By thumbing through the pages, you’ll find ads from vendors in multiple categories – everything from medieval fantasy games, to battle games, to games for younger children, to games for every sport imaginable. There are dozens of categories, all of which are represented in the popular magazines. And you can license the same campaign to one company in each category.

Here’s another example for a different industry. You could easily license the same campaign to hundreds of different retail stores in a variety of categories. You would need to include a provision in your agreement that they are getting exclusive use of the campaign for a specific geographic area and that they can’t use the campaign online. If they were allowed to use it online, there would almost certainly be multiple companies using the same campaign.

For example, if you have a campaign for jewelry stores (or sandwich shops, quick oil change services, donut shops, pet stores, etc.), each store can use the same campaign within its geographic area. Usually, you’ll want the geographic area to be a city, in order to keep from having any overlap. So you could conceivably license your jewelry store campaign to stores in hundreds, or even thousands of different cities.

The bottom line is this – with just a little imagination, you’ll never run out of prospects for proven marketing campaigns.


9

The profit multiplier “hidden” within the Ad Baron Strategy

There is a component of this strategy that can multiply your profits exponentially. This component makes this strategy appear a bit more complex at first, but at the same time, it’s also what makes this strategy so wide-ranging that it gives you more flexibility and more options than any of the other asset strategies. So here’s what this difference is:

There is no limit to the kind or number of proven ads or marketing campaigns you can license

The variations of proven ads and marketing campaigns available for you to license are massive. Just a sampling would include: lead generation, retail sales, catalog sales, pay per click, price testing, referral programs, customer loyalty programs, sales letters, web pages, email marketing – and many more.

Because of this, I can’t give you one or two examples of the types of proven campaigns you’ll use that would cover all bases. In fact, even though I’ve focused the majority of my own business on licensing out proven ads and marketing campaigns for many years, I haven’t even begun to touch the limit of what can be done. I’m constantly coming up with ideas for new campaigns to test, then license out.

Just the other day, I developed a new type of customer loyalty program, did a quick test to prove it worked, and immediately licensed it to four different companies. And I have more than 30 other companies waiting to get at it.

But what if you don’t have the experience and background to create and test your own proven marketing campaigns? Don’t let it worry you. In just a moment, I’ll show you a number of ways to get tons of campaigns to license out. With these resources, you’ll never run out of proven campaigns to profit from.


10

STOP – The most important lesson about this strategy

What I’m about to show you is the most important lesson about the Ad Baron Strategy. And it’s one of the most important lessons in this entire program. This point alone has been responsible for directly putting hundreds of thousands of dollars in my pocket every year. So as with other critical points, I strongly suggest you re-read this short section at least twice – and preferably multiple times.

Now, it’s important to understand the mechanics of finding proven marketing campaigns to license. But as I’ll soon show you, that part couldn’t be much easier.

However, what’s far more important to understand is the mindset behind this strategy and to use this mindset as a filter through which you view every ad, sales letter, email, web page – or any other form of marketing that you see. Because this mindset is a hundred times more valuable to you than any single campaign you’ll ever be able to license.

This mindset is simple to understand – but it’s incredibly powerful. Plus, the more you use it, the more opportunities you’ll begin to see. After a while every marketing piece you see will be yet another opportunity for you to profit from!

So let me show you exactly what this mindset is. I call it Serling’s Exponential Franchise Mindset:

Every successful marketing campaign is much more than just a single campaign. It is actually an opportunity to “franchise” that campaign across dozens of other industries.

The definition of a franchise is a proven business system that works in many different locations. What people really pay for when they purchase a franchise is the security of knowing that the business they’re buying has been proven to work in many different locations. And the likelihood of it working in the location they’re in is very high.

Now, while you get that same “franchise” factor of a proven campaign that can work in many different locations, that benefit


11

is multiplied exponentially because a proven campaign can also work in many different industries.

I cannot overstate the value of this “exponential franchise” component to your asset licensing business. Because you can license the same campaign over and over again – both within a specific industry plus across dozens of industries, you gain the ability to create massive profits quickly and easily. And when you add in the fact that almost nobody else understands this, you have a powerful advantage that few people can ever hope to match.

And if that doesn’t excite you, then you either haven’t fully gotten the concept or asset licensing just isn’t for you!

A quick tour of this powerful mindset in action

Licensing proven ads and marketing campaigns to clients is the asset licensing strategy that I’ve devoted the most time and attention to in my own business over the past decade. A full 80% of my licensing business is devoted to using this single strategy. As far as I’m concerned, of all the asset licensing strategies, this is the most fun, most exciting, most creative, absolutely easy to use and succeed with, and massively profitable.

So let me give you some specific examples of the various types of proven campaigns I’ve licensed out. Keep in mind, this is just a small sample. There are actually many more.

Proven Marketing Campaign #1: The $25 Million Letter. You’ve probably heard of the letter I created that a client of mine sent to one prospect, landed an appointment to present his service, and walked away with an agreement in principle for a $25 million deal. But the real story behind this letter is much more important than that initial deal. You see, I’ve licensed essentially the same letter, with only slight modifications, to many clients in a variety of industries.

This letter has been used to sell educational software, video production services, data analysis services, oil exploration equipment, profit sharing systems, toys, household products – and of course, marketing campaigns – plus much more. Each


12

time I license it out, I receive a substantial fee. So I get paid for that same campaign over and over again.

Interestingly, the more I license it out, the more value this letter gains. Because a letter that’s been proven successful in one or two industries certainly has solid value, but a letter that’s been proven successful in ten or more industries has massive value.

Proven Marketing Campaign #2: Pricing. This one is as close to “shooting fish in a barrel” as you can get. Businesses rarely do anything to test their pricing policies. They seem to just assign some arbitrary pricing to their products or services out of thin air.

This is a huge mistake, because testing various prices and how the price is positioned in your offer can increase profits by 20% to 50%. I have one client who increased his profits by 32% with a simple, two-minute change to his pricing. And he’s maintained that increase for over a decade.

Another client changed the way she structured her pricing within her offer and realized an immediate 65% increase in profits. That increase also held for a number of years – and it took less than half an hour to train her in the process and about 10 minutes to implement.

Proven Marketing Campaign #3: Referrals. Ask any business owner or executive and they’ll tell you the best form of marketing is “word of mouth”. Of course, word of mouth is a euphemism for referrals. But even though business owners and executives covet these hot leads, it’s rare that they ever take any intentional action to generate more referrals.

I had one client who estimated he received “5 or 10” referrals a year, generate 642 highly qualified referrals with a single referral campaign. And a whopping 80% of those referrals ended up doing business with him. The increase in business he gained was enormous, as was my share of the increased profits.

Proven Marketing Campaign #4: Customer Loyalty Program. I mentioned earlier in this chapter that I recently developed a new method of building customer loyalty (and the


13

repeat sales that come with that increased loyalty) and licensed it to four clients within a few weeks.

But I’ve also licensed other forms of loyalty programs for years now. Most businesses focus only on making new sales to new customers. Because of this, they leave a lot of profit on the table that could easily be generated with follow-up sales. Used properly, customer loyalty programs lock in multiple follow-up sales. And that can only mean one thing for you – a handsome payday when you collect your share of the profits from these otherwise abandoned sales.

This is just a small selection of the types proven marketing campaigns I’ve licensed out over the years. You can easily do this too.

So let’s move on to the next step and find out exactly what it takes to create lucrative paydays for your asset licensing business with this simple, yet extremely profitable strategy.

Three dirt-cheap, high-profit techniques for creating an unlimited number of proven ads and marketing

campaigns – at rock bottom prices

Now, let’s get down to the details of exactly how to create dozens of campaigns you can license out – and how to do this at a very low cost or for free.

The three techniques I’m going to show you are specifically designed to be fast, low-cost and foolproof to use. Remember, a key factor in my overall approach is to make the use of these strategies as simple as possible. You don’t want to make creating your materials or marketing your services a second career that demands hours of your time.

Here’s the list of the three techniques, followed by a detailed discussion of each technique:

1. Concept cloning – knock off already successful ads and campaigns, test, then license them out

2. “Frankenstein” campaign development


14

3. The world is your personal marketing laboratory

If I was starting my licensing business, these are the techniques I’d rely on for creating dozens, even hundreds of proven marketing campaigns. Let’s take a look at the details of how each technique is used.

Ad Baron Technique #1: License other companies’ ads, emails, sales letters, ppc campaigns, emails and

more from them

Can’t write copy? Don’t have a big budget for marketing?

No problem. This technique can land you dozens of campaigns that other people have already invested a lot of time and money to test that you can then license to an unlimited number of clients. By doing this, you gain the use of extremely valuable assets – as if you took all the time and money to develop them yourself – but without any of the cost or pitfalls of ownership.

Here’s how this simple technique works. Whenever you see a great ad, sales letter, email, landing page, pay-per-click campaign – or any other form of marketing – contact the company that owns the marketing piece and propose a deal where you license the marketing piece for use in non-competitive markets and pay them a percentage of the profits.

For example, a space ad that sells furniture effectively for a retailer in Los Angeles would work equally as well in Dallas, London, Paris, Chicago – and just about any city in the world. Using this technique, you essentially become a broker of successful marketing pieces.

This “one to many” strategy gives you tremendous leverage. Imagine collecting a sizable fee from dozens or even hundreds of different furniture stores all for having the foresight to license a proven campaign that one company is already using successfully.

The possibilities with this technique are unlimited. You can find literally hundreds of successful marketing campaigns –


15

both online and offline – that you can license for little or no money, then turn around and license out for substantial profits.

Ad Baron Technique #1: Concept cloning – knock off already successful ads and campaigns, test, then

license them out

This technique is designed to help you quickly create dozens of ads and campaigns that are based on successful pieces other people have already invested a lot of time and money to test and prove effective. By doing this, you ethically borrow and gain the use of extremely valuable assets – as if you took all the time and money to initially develop them yourself – but without most of the cost or pitfalls of creating ads and campaigns from scratch.

Here’s how to use this technique in your asset licensing business. First, start paying attention to the ads and marketing pieces you normally see on a daily basis. Whenever you see a great space ad, sales letter, email, landing page, Facebook ad, pay-per-click campaign – or any other form of marketing – make a copy of it and store it in your Cloning File.

Pay particular attention to ads and marketing pieces that are repeated over and over. Businesses only pay to repeat their ads and marketing campaigns if they’re working well. And by working well, I mean that they are very profitable. So you know when you see these, that they have a proven track record of success.

By the way, keeping a Cloning File is completely ethical. Most advertisers do this and it’s sometimes referred to as a “swipe file”. The key to cloning is that you’re looking for strong concepts to knock off – hooks, headlines, offers and so on – rather than the exact word-for-word text of a marketing piece.

Copyright only covers the words used in any written piece. But concepts cannot be copyrighted. So you are legally and ethically free to use these concepts for inspiration as much as you’d like.


16

If you think about it, concept cloning is going on all around you all the time. A few years ago, the first hip movie about zombies was introduced. The studio that introduced it took quite a risk with this concept. But once it was a hit, it wasn’t long before every studio was releasing its own zombie movie or television series.

The same thing applies to almost any product or service you can think of. If one company’s smart phone offers a new feature that instantly becomes wildly popular, you can be certain that the next upgrade of their competitors’ smart phones will include a similar feature.

That’s life in the business world. And as an asset licensor, you can use this practice to your full advantage.

With this in mind, let’s take a detailed look at how you go about effectively cloning marketing pieces that are already successful. There are two variations of this technique.

The first variation is to create your own version of an ad or campaign to be used in the same industry as the original campaign. For example, let’s say you want to work with furniture retailers. In every major city, and probably in smaller cities too, there’s a specific day when all the furniture stores advertise in the daily newspaper. In San Diego, where I live, that day is Saturday.

So on Saturday, you’d go through the newspaper and look for the best ads. Read each ad and see which ones make you feel like going to that furniture store to check them out, particularly if you aren’t in the market for furniture right now. Those are ads that are well written.

Also, as you continue this process over a period of time, make careful note of those ads that repeat over and over again. These, as I’ve already mentioned, are cloning gold.

When you find a great ad, make a list of everything that makes it so effective. Your list might include:

A great headline


17

A “comfort test” guarantee. Try this couch in your home for 30 days. If it isn’t the most comfortable couch you’ve ever sat on, we’ll come pick it up and return every cent you paid.

A free matching service. Tell us the primary colors of your family room and we’ll bring four colors of the same couch right to your house for the perfect match.

Free scotch guard protection.

Next, create a similar ad using these concepts, but with different language. If you need help with the copy, you can hire copywriters inexpensively at guru.com, odesk.com or elance.com.

You can see by the elements I’ve listed above that the benefits presented in the ad are very compelling. So a reasonably well written “clone” of the ad will have strong appeal to your clients.

The second variation is to modify the ad for use in many different industries. The same ad could have versions that would work equally as well for selling flooring, televisions and home theatre systems, carpeting, drapes, and many other home furnishing items. The possibilities are limited only by your imagination.

The key to making this technique pay off big for your licensing business is to become a permanent student of marketing. Always be studying what works for more effective marketing, what makes a great ad, sales letter, or email, and anything else that will help you recognize great marketing. This is an investment that will pay you back many times over throughout your career in licensing.

I personally read dozens of marketing books and magazines every year. And I subscribe to at least a dozen marketing ezines. Reading these publications constantly triggers new ideas for my licensing business.


18

Testing your ads for proven results

Remember, the single most important factor for closing deals to license your ads and marketing campaigns to dozens or even hundreds of clients is to prove in advance that the ad or campaign produces significant, measureable results. There are two ways to do this.

First – if you’re an experienced advertising consultant, marketing consultant or copywriter and you have an existing list of clients, it’s very easy to get one of them to test out the ad or campaign for you.

Simply offer them a deeply discounted price in exchange for testing the campaign and agreeing to give you a testimonial once the results are in. Notice that I’m advising you to offer your ad or campaign at a deeply discounted price – plus, you can include a full money-back guarantee if it doesn’t produce excellent results. But what I do not advise is offering a client the ability to test your ad or campaign for free.

Why? Because with over two decades of experience in licensing marketing campaigns, I’ve found that unless a client has even a small amount of money invested in a project, that project usually gets very low priority. That’s just human nature and if you fight it, you’ll usually end up experiencing multiple delays before the test is actually made. Or the test may never occur at all.

Secondly, if you allow a client to test a campaign for free, you establish a precedent that could work against you. Clients could easily ask you to use any and all of your campaigns for free, paying you only once they’ve used them and collected the money from the sales they make.

It doesn’t make sense to devalue your services this way. And you won’t have to when you charge a small amount in exchange for testing a new ad or campaign. By the way, we’ll get to the actual amount you should charge for your campaigns in the final section of this lesson.


19

Second – if you don’t have any prior experience or track record to go on, then things change a bit. In fact, quite a bit. In this case, I do recommend offering your campaign for free. However, I would put a time limit on it.

For example, you could offer the use of a space ad for selling furniture to any of the furniture stores that advertise in your weekly newspaper. Simply tell them that you have an ad you believe will considerably outperform the ad they’re currently using and that you’ll let them test it at no charge as long as they can run the ad within the next six weeks and provide you with a testimonial once the results are in. Also, tell them that they may use the ad free of charge for a period of one month, but after that, if they wish to continue using the ad, there will be a fee for its use.

You may need to send your proposal letter or email to five or ten furniture stores before someone takes you up on your offer. If you send your proposal in a letter, you can increase your odds of it getting in the right person’s hands, and getting opened by that person, if you send it by Fedex. This can be expensive and I don’t advise using this method for all your contacts, but considering the value of getting an ad tested and how much profit it can produce for you once the results are in, this added expense is well worth it.

What to do after your ad or marketing campaign has been proven successful

I’ll be covering the marketing process in more detail in the final section of this lesson, but here’s a quick look at how you roll out your ad or marketing campaign once it’s been tested and proven successful. All it takes is sending proposal emails or letters to furniture stores in the next closest city to where you tested. The gist of the letter is, “We just created an ad for ABC Patio Furniture that increased their sales by 62% for the month of May. Would you be interested in having us create a similar ad to increase your sales too?”


20

Now, if this proposal is sent to furniture store owners in the next closest city, it’s almost certain that they’ll know the owner of ABC Patio Furniture. So they can easily call up the owner to verify your claim. And once they do, you can practically count on closing the deal.

Ad Baron Technique #2: “Frankenstein” campaign development

If you recall the Frankenstein fable, Dr. Victor Frankenstein took body parts from a collection of different corpses, stitched them together, then reanimated the completed body with a jolt of electricity.

You can do the same with a collection of marketing pieces.

Let’s revisit our furniture ad again. This time, we’ll go to the lifestyle section of our Sunday newspaper and read all the furniture ads with a big red marker in hand.

See a great headline in one ad? Put a big red circle around that headline with your marker.

Is there a great offer and guarantee in another ad? Circle that offer and guarantee with your red marker.

Turn the page and read the next group of furniture ads. There’s the ad with the “color matching” offer. Grab your marker and make a big red circle around that offer.

Keep doing this until you’ve read all the furniture ads in that issue of the paper. Then, cut out each ad that you’ve circled a portion of.

Next, sit down at your computer and enter all the best parts of each ad that you’ve circled into your word processor. Start with the headline. If you circled three headlines, write them all down. Proceed logically through all the ads, keying in the copy from each in what looks and feels like the proper order.

Once you have all the component parts in place, rewrite the ad using your own words. The words you use should be


21

very similar to the original – similar enough to retain the right tone and feel without directly copying those words.

When you’re done stitching together the best “body parts” from all the ads you circled, you’ll have a winner on your hands. And if you need some help, use the resources I gave you above to hire a freelance copywriter to clean up your ad a bit.

Hey, you may have flunked biology in high school, but you can’t go wrong with my Frankenstein method of campaign development!

Ad Baron Technique #3: The world is your personal marketing laboratory

This is really an extension of what I’ve already mentioned about adopting a licensing mindset. Once you clearly understand that any proven marketing campaign is actually a “franchise opportunity” and you couple this with the continual study of great marketing, you’ll start to see licensing opportunities everywhere.

For example, I’ve mentioned my new loyalty program at least a couple of times already. But the origin of this program demonstrates how the licensing mindset can literally create profits out of thin air. So let’s take a deeper look at how I came up with this concept in the first place.

I recently received one of those “business book of the month” club offers where you pay $1 now for the book of your choice as long as you agree to buy three more books within the next year. This is called a “continuity program”. A new book is shipped to you each month and you either keep it and pay for it or send it back.

The problem with continuity programs is that people drop out quickly, because they have little interest in most of the books they receive. But the company still makes two or three sales before the customer quits, which is better than the single sale they would have made.


22

The other problem with this approach is that it kills customer loyalty. Once you’ve lost the customer, there’s little chance of ever selling to them again.

So even though I had no interest in joining this book club, I began to think about how to modify this method to make it much more customer-friendly and actually make more sales and lock in long-term customer loyalty. In addition, I realized that you never see this technique being used online and I wanted to create a campaign that would work successfully with thousands of web sites.

Now, an important point that I want you to understand and begin to incorporate into your own life is that I wasn’t looking to create a customer loyalty program. It just fell into my lap when the daily mail arrived. And dozens of opportunities like this come your way every week when you’re attuned to looking for them.

Back to the solution I came up with. The approach I used to solve this problem was the Frankenstein development process. I keyed “customer loyalty programs” into Google and made a list of the best features I found in the various results. Then I keyed in “continuity programs” and borrowed the best parts of those results as well.

Finally, I took a couple components from each list, combined them with another twist I adapted from great order form copy, and came up with an altogether new way to create massive customer loyalty online. Now I had and altogether new take on customer loyalty. As you know, I then offered it to four different clients and all four signed contracts on the spot.

The overall time I spent developing this new process was about one hour. Now, will you be able to match my results when you’re first starting out? Probably not. But let’s say it takes you five hours and you come up with a great hybrid idea you can license out over and over again and make hundreds of thousands of dollars. That would be fantastic!

Opportunities for creating great campaigns of your own are everywhere. Whenever you see an ad, read an email,


23

receive a sales letter in the mail, hear a commercial on the radio – or any other form of marketing – get in the habit of asking yourself, “What simple twist could I add to this to improve it?”

The fact is, the world is your own personal marketing laboratory. It will deliver a constant stream of marketing opportunities to you like clockwork. All you have to do is become aware of this and constantly be on the lookout for all the opportunities that are placed in front of you.

Practice doing this on a regular basis and you’ll soon become your own powerful source of proven campaigns that you can license out over and over again.

An advanced technique for creating even more proven marketing campaigns

The final technique I’m going to show you is more complex and requires a greater commitment of time and money. Because of this, it isn’t necessarily right for everyone. I’d advise using this only if you want to make licensing proven marketing campaigns the cornerstone, or even the exclusive licensing strategy, for your business. And I want to emphasize that you can easily build a six or seven-figure annual income around licensing proven marketing campaigns without ever using this techniques.

That said, it’s well worth taking a look at because it can produce explosive profits.

The secret behind why this technique is so effective

The advanced technique I’m about to cover involves using outside copywriters to create loads of successful marketing campaigns for you. In addition, you’ll be paying them pennies on the dollar to create the winning campaigns that you’ll license out over and over again for top dollar.

So you may be wondering why copywriters would be willing to work with you in this way instead of doing this on their own. The answer is simple. Most copywriters are starving


24

for work! And while they may be great writers, the majority of them are terrible marketers.

I get letters and emails almost every week from copywriters (including some very big names in the industry) practically begging me for work. And believe me, begging is not a great marketing tool.

The fact is, you have to be fairly introverted to be able to sit behind a computer eight hours a day writing copy. And introverts don’t make the best marketers.

Because the vast majority of copywriters are so poor at marketing their services – and nearly always wondering where the next project is going to come from – they are usually very willing to work with you at deeply discounted rates. In fact, most copywriters are more than happy to write “on spec” in order to win a project. “On spec” means that they write the marketing piece for free, in hopes of having the project assigned to them. So they are already conditioned to writing for low fees, and often for free with the promise of payment at a later time.

Now I realize a lot of copywriters may get angry at me for blowing their secret, but they actually stand to make a lot more money with the technique I’m about to recommend than they do by sitting around waiting for the next project to find them. So let’s take a look at how this technique works.

Ad Baron Technique #4: Create a copywriting factory

Always remember that in any business, you have to aggressively guard the best use of your time. And if you aren’t already a talented copywriter who writes very quickly, it makes no sense to waste hundreds of hours trying to develop this skill when you could be devoting that time to far more profitable tasks.

A major component in my approach to licensing is the leverage you get by being able to put an impressive array of other companies’ assets to work for you. In this very real sense, you gain the ability to act like dozens of large


25

companies, as opposed to investing all of the time, effort, and money to build just one business.

You can gain similar leverage by having a number of copywriters working to create proven marketing campaigns for you – then licensing these campaigns to as many companies as you can. Always remember that not having a particular skill is not a problem, because you can easily job out that skill.

You can find dozens of copywriters to create ads, sales letters, email marketing, web pages, and much more. And they are very easy to find.

Some of the sources you’ll want to use are the two freelancer services I mentioned above, guru.com, odesk.com and elance.com. I’m sure you can find many more by keying “freelance copywriters” into any search engine. You can even find excellent freelance copywriters on Craigslist.

Other resources are the print and online versions of the major direct marketing trade publications. Here’s a list to take a look at:

DM News – www.dmnews.com

Target Marketing – www.targetmarketingmag.com

Response – www.responsemagazine.com

All of these trade publications have areas where copywriters advertise their services. A quick glance through a couple of these publications will help you build a solid list of copywriters to approach.

Once you’ve built your list, contact three or four copywriters and tell them that you’d like them to write a marketing piece (ad, sales letter, email campaign, or web page) on spec. Tell them you have a group of eager clients who are always looking for great marketing, but they want to know that it’s been proven to work. Their job is to write the copy and you’ll pay for all the testing.

http://www.dmnews.com/

http://www.targetmarketingmag.com/

http://www.responsemagazine.com/


26

In exchange for writing on spec (or for a very small fee), tell the writer that they will receive a percentage of all the money you make licensing the campaign to dozens of companies. I recommend giving your writers 20% to 25% of the fees you collect.

Again, you don’t have to worry about the writers you hire competing with you because the majority of writers are very poor marketers. And unless they’ve bought this program, they won’t have any idea how you license out your campaigns anyway.

When you have your copy ready to test, use the same testing process I covered in Ad Baron Technique #1 to make certain it’s successful. Then leverage that success to license your ad or marketing campaign to hundreds of companies.

Once you get good at this, you could build a stable of writers that would comprise a proven campaign “factory” you can use to create high-profit campaigns like clockwork. You could even pay one of the more reliable copywriters to find and manage even more writers. Then all you do is license out the campaigns and collect dozens or hundreds of licensing fees.

An important note

The material we’ve just covered is very different than anything you’ve ever been taught about marketing advertising services. It can be a lot to wrap your mind around at first. So I strongly recommend that you re-read this entire lesson at least one more time.

Also, there are three critical points I want you to take away from this lesson. If you put them into practice, you’ll find that they simplify your life and significantly improve the profits you can produce with The Ad Baron strategy. Here they are:

1. Always remember Serling’s Exponential Franchise Mindset

A great marketing campaign has exponentially more value than its first use. It can be used dozens or even


27

hundreds of more times – both within the original industry it was created for and in many other industries.

2. Commit yourself to becoming a permanent student of marketing

The more familiar you become with great marketing, the more opportunities you’ll see to license out tons of proven marketing campaigns. Every ad, sales letter, email, and web page you see will now be viewed as an opportunity to profit from.

3. Don’t waste time creating your own campaigns

The time it takes to create your own campaigns is wasted time. It takes away from the more important tasks of closing deals and implementing them for your clients. Either license proven campaigns from other companies or hire copywriters to create campaigns you can test and license out.

If you remember these three points and apply them in your asset licensing business, they will take you a long way toward producing the six and seven-figure income that gives you the freedom to live life on your own terms.

What’s next

Now that you understand the mindset behind creating ads and marketing campaigns to license and you have a number of highly effective ways to create those assets, let’s shift to how you go about selling them to your clients. In the next lesson, I’ll take you on a step-by-step tour of how to sell licenses for your ads and marketing campaigns to hundreds of clients.

Documents

Copyright Noticesvonzohalozatepites.com/wp-content/uploads/2020/10/alb-05...ppc campaigns, emails and more from them ..... 14 Ad Baron Technique #1: Concept cloning – knock off already