Recap Day One

• Response to pre-workshop survey (internet basics)

• Quick, easy ways to make money online

• Traffic driving strategies

What to do with the techie stuff

• If you’re a techie, review video and camtasia and do it yourself

• If you’re not a techie:– Get someone on rentacoder

– Access the experts

Paul BlackburnImpact of your personality type

on earning passive income

Business model #3

Ebooks

Andrew and Daryl

The basic steps are…The basic steps are…1. Identify a potential market niche

2. Test the niche to see if it will be profitable

3. Develop the product

4. Write the sales letter

5. Build the website, with a process to collect the money

6. Monitor and fine tune

Step 1 – Identify a market nicheStep 1 – Identify a market niche

• List 20 topics in targeted niche with hungry crowd.

• Shortlist 20 topics down to 5 using our 6 criteria:

– Are people desperate for the information?

– Is it an inch-wide, mile-deep niche?

– Is there enough traffic volume?

– Are there less than 20 other google ads per key word?

– Can you differentiate from other ebooks available?

– Can you differentiate from the free information?

How to measure traffic volumeHow to measure traffic volume

• Google keyword tool now gives search volume

• Can access from within your google adwords campaign, or externally:https://adwords.google.com/select/KeywordToolExternal

• Target is 500,000 searches per month on Google

• Use Excel spreadsheet to analyse results

Using the Google keyword tool

http://www.andrewanddaryl.com/googlekeywordtool.html

Differentiating from other ebooks and free information

(see next speaker)

Step 2 – Test for profitabilityStep 2 – Test for profitability

• Put up a survey site

• Advertise it using Google Adwords

• Run it for three days

• Measure the response rate and advertising cost

• Look at what the customers are saying they want

Survey site example…

A great survey site…A great survey site…

• Gets 500 or more visitors a day

• Costs no more than 10c a click for your Google Ads

• Gets at least 5% of visitors to your site to leave feedback

Analyse the results using the Income

Calculator

http://www.andrewanddaryl.com/docs/Incomecalculator.xls

Step ThreeDevelop the Product

(covered this afternoon)

Step FourWrite the sales

letter(covered this afternoon)

Step FiveBuild the website

(Alex Kouleshov)

www.skin-cancer-www.skin-cancer-advice.comadvice.com

www.inspirational-kids-www.inspirational-kids-stories.comstories.com

www.practical-report-www.practical-report-writing.comwriting.com

Step SixMeasure and fine

tune

How to improve conversion rateHow to improve conversion rate

• Headline

• Testimonials, other proof

• Bonuses

• Emotion (story, bullets)

• Colour, look and feel

• Note: price has the least impact

ALWAYSsplit test changes

one at a time

Split Testing Pro

How to increase trafficHow to increase traffic

• Better google ads

• More key words

• Other traffic strategies

Business model #4

Membership sites

Andrew and Daryl

What is a membership site?

• Subscription site, continuity program

• Only make the sale once and continue to get paid every month.

• Build a relationship so you become a trusted advisor.

• Can continue to upsell other products based on the relationship.

We have a really unique membership

site system

It’s quicker, easier and cheaper than any other

membership site system we’ve seen

Problems with most membership sites

• Can take 6 months or more to set up before you make any money.

• Members stay an average of only 2-3 months, so you need to spend much more time marketing.

• Most membership site software is designed by and for people with a US company and bank account.

• Can be expensive to set up, depending on the software you use.

Benefits of our system• Can be up and running and making money in

as little as 3 days.

• Members stay an average of 12 months or more, so you need to spend much less time marketing in the long term.

• Our sites use a range of payment options that work in Australia.

• Costs very little to set up, as we don’t use expensive proprietary software.

How much do membership sites

make?

Our target for each membership site is to have 1,000 members paying $49 per month within 12 months

($588,000 per year)

www.andrewanddaryl.com• Landing page

• Free content page

• Sign up page

• Members’ only page

• Eclass #1

Example and guided tour…

Our steps to build a membership site

1. Choose a topic

2. Build the content

3. Do the marketing

Step OneChoose a Topic

8 Criteria for a good topic• Hungry, fanatical crowd

• Marketing channel in place or easy to find

• Good story or hook

• Able to produce long term sequential content

• Personal knowledge about the topic

• Sufficient market size

• Able to differentiate from free information

• Low risk

Tips for choosing a great topic

• Make it targeted, not broad

• Make it something you’re interested /experienced in

• The opportunity to make money generally outsells other topics

Some of our best selling membership sites…

• www.andrewanddaryl.com

• www.SecretsOfSellingFromStage.com

• www.InternetTrafficMastery.com

• www.Money-Mind-Set.com

• www.YourPersonalTrainerBusiness.com

• www.MakeMoneyFromWriting.com

• www.ParkinsonsRecoveryProgram.com

Some of our best selling membership sites…

• www.AromatherapyHomeBusiness.com

• www.RealEstateDevelopmentClub.com

• www.SliceYourGolfHandicap.com

• www.LymphomaAdvice.com

• www.Cashflow-Positive-Property.com

• www.MononucleosisTreatmentsAndCures.com

• www.ElectricalBusinessSecrets.com

Step TwoBuild the Content

Building contentContent to build before launch:• Sign up page

• Landing page

• Free content

• Members only page

• Eclass 1

• Ancillary pages (FAQs, privacy, contact us, affiliates)

• Email series to free list

Step ThreeDo the Marketing

Effective marketing is about both QUANTITY and QUALITY of leads

We find that conversion rate depends greatly on

the source of the traffic…

Warmer leads mean higher conversions

Our conversion rates

• 1-1 face-to-face 80-100%

• Stage presentation 40-50%

• Teleseminar 20-30%

• Email series to JV list 10%

• Google adwords 1-2%

• SEO / organic traffic <1%

Brett McFallIncreasing conversions by being

outstanding in your niche

Increasing Conversion Rates

Our marketing style

• Enthusiastic, but without the hype

• Provide lots of great quality free content

• Provide enough bonuses that the decision to buy is a “no brainer”

• Aim to get warm leads

• Treat our list with respect

Ari GalperIncreasing conversions by adding

Live Chat to your website

Business model #5

Offline Ad to Free Report

Bret Thomson

How to quickly and easily build audio

and video products

Audio product

• Advantages and disadvantages

• Where to source the content

• How to do the recording

• How to edit the recording to produce the final product

• How to deliver the final product (hard copy or downloadable)

Audio productAdvantages of audio:

• Quick to make

• Equipment and software to make it is simple and cheap

• Higher perceived value than text

• Can create text product from audio by transcribing

Audio product

Disadvantages of audio:

• Can be hard to get the quality just right

• Clients may not be able to access it so need to provide support

Audio product

Where to source the content:

• Talk about the subject yourself

• Find experts / case studies to interview

• Get freelancer to find experts / case studies to interview

Audio product

How to do the recording:

• Solo or face-to-face: dictaphone

• Phone: TRX recorder

• At a computer: Acoustica

• Tip: always use a good quality mic

How to edit the recording:

• Acoustica demonstration

Audio product

How to deliver the final product:

• Burn to CD (get professional graphics)

• Upload as an mp3 file

• Get the audio transcribed on rentacoder

Video product

• Advantages and disadvantages

• Where to source the content

• How to do the recording

• How to edit the recording to produce the final product

• How to deliver the final product (hard copy or downloadable)

Video productAdvantages of video:

• Relays your message in a way that’s easy for customers to learn

• High perceived value

• Can create large amount of content quickly once it’s set up (eg at an event)

• Can create audio and text products from the video

Video product

Disadvantages of video:

• Can be expensive to create

• Can be difficult / time-consuming to set up

• Requires specialist knowledge

• Editing can be time consuming

• Requires lots of equipment

• Produces large files, so can be harder to deliver

Video product

Where to source the content:

• Run events

• Talk about the subject yourself

• Find experts / case studies to interview

• Get freelancer to find experts / case studies to interview

Video product

How to do the recording:

• Digital video camera

• Camtasia

• Hire video expert

Video product

Tips to product good quality video:

• Use a good quality mic

• Use extra lighting

• Don’t stand the subject against a window

• Use a tripod

Video product

How to edit the recording:

• Windows Movie Maker

• Sony Vegas

• iMovie

Video product

How to deliver the final product:

• Burn to DVD (get professional graphics)

• Upload as an avi, wmv or mp4 file

• Upload to YouTube or Google Video

• Create audios and transcripts using rentacoder