As you know, these programs always offer a huge bonus or multiple bonuses for people who buy. Often the bonus is worth even more than the featured product itself. You know what I mean… they’re selling you a little vegetable chopper, but they also throw in a blender, toaster, and coffeemaker!

Why do they do this? Because it makes the offer completely irresistible. The prospect thinks, “Jeez, I’d be crazy not to buy this right now!”

The same strategy works extremely well online too. Using BONUSES is also a great way to add more value to your program or package, enabling you to raise your price point. And you don’t have to spend any money creating your bonus products if you don’t want to.

Here are 7 ideas to get you started offering a bonus ASAP:

1. Special Report
Think of some information that relates to what you’re offering that would be very helpful for the customer. Exciting titles with numbers are shown to work best, like “31 Easy and Fast Ways to Get More Clients” or “5 Mistakes Most Families Make When Choosing a Puppy.” Write it in Microsoft Word, format it so it looks nice, and then use Adobe Acrobat to save it as a PDF file for easy downloading. (Be sure to promote your business and website in there too – remember it may get passed around.)

2. Resource List
Compile a list of your personally recommended resources, websites, books, and vendors that are related to your product or service. You can set this up as a PDF file as well, or create a password-protected area of your website that customers and clients can access. Example: One bonus that comes with my Boost Business With Your Own Ezine system is the “Ezine Queen Private Resource Library.” It’s simply a select collection of links to websites and tools that can help my customers grow their lists and run their online businesses.

3. Checklist
Are there any checklists that would be a good tie-in to what you offer? That help people do what you’re teaching them to do, better or easier? Example: I have a program called “Insider Secrets to Making Money With Teleseminars,” and one of the bonuses is the checklist that I myself use when I plan any teleseminar event! My customers love it because it makes it super easy for them.

4. Collection of Articles
Hopefully you write articles or tips on a regular basis for your own ezine or newsletter, and you may even have them posted at your website as well. Why not package your favorites into a PDF document and title it your “Top 10″ or “Best of” collection?

5. Action Guide
Look at the principles, strategies, and tactics you teach in your program, and put together a separate guide to help the user do assignments, stay on track, and document her progress. (Some marketing experts say calling it an “action guide” or “success journal” is better than “workbook,” because “work” can subconsciously deter people.)

6. Audio Class
Record a 60-minute audio introduction or orientation to your program. If you already offer a free introductory teleclass or do live speeches, you can simply record that. Offer it online as an MP3 download, or even better, let people listen right from the website. (You can see exactly how I set mine up here.)

7. Consultation With You
A consultation is a great bonus to offer, for several reasons. First, it lets you get to know your customers better and hear the questions they ask and issues they face. This will help you further improve your products and services to offer what they want. Second, it’s a great opportunity to upsell these folks to a higher-priced program at the end of the call. For example, if they enjoyed the advice you provided on the call, they may be interested in your six-month coaching program. Don’t fear that everyone who buys your product will actually take advantage of your free consultation – they won’t. When I got started, I offered a free 30-minute consultation to all purchasers of my Boost Business… system. I estimate that less than 20% of the people who bought it actually scheduled a call with me.

Digital or Physical?

I’m a big fan of digital bonuses because they cost nothing to create and there’s no packaging or shipping involved. But of course you can also go with physical bonuses, especially if you’re already shipping the main product to the customer anyway. My Boost Business… system is a physical package that we ship, so we add in a 2-CD program that teaches people how to get more sales from their ezine. It’s simply a recording of a great teleseminar I did about two years ago.

If you’re offering printed material as a bonus, don’t go crazy spending a ton of money making it look great. “Good” is okay! A simple report that you have printed and bound cheaply at a copy shop is fine. Remember that people are paying you for the information you provide.

What’s most important is the cover — even if you only produce a digital report or audio product, having a graphic of it will help increase your response and make you look more professional. I use and recommend Killer Covers.

Give Your Bottom Line a Bonus This Month

So get YOUR bonuses in gear! Make a note of how your sales have been so far, and then add some bonuses and watch the numbers rise.

Studies done by the American Management Association show that your average HAPPY customer will tell three people about her experience with you. But your average unhappy customer will spread the negative word about you to 11 other people!

I’m sure you’ve done this yourself. I sure have! In fact, I can name three companies right now that I will “never” do business with again, simply because of the way they handled my complaints. (Sometimes all I wanted was for someone to say, “I’m sorry this happened, Ms. Brown!”)

A System Is Your Solution

If there are any complaints you receive on a regular basis, you should be addressing them by putting systems into place to avoid those problems from happening in the first place. There’s no way your business can grow with those landmines in your path.

But even after you do, remember that you are human, and so are your customers, so things will go wrong from time to time. And customers will write or call you to complain. So let’s give you a system to handle these situations graciously, with integrity, and turn them around for the best!

After doing some research, I’ve found that most all the recommended protocols for taking care of complaining customers basically follow this 5-step process.

1. Validate the customer’s feelings. Simply acknowledge that she’s irritated. Example: “I can understand you are upset.”

2. Assure her you’ll take care of her. Let her know something will be done. Example: “I’m here to help you with this.”

3. Make a “sad-glad” statement. This helps the customer realize you care. Example: “I’m sorry you experienced a problem. And I’m glad you told me about it!”

4. Ask the customer what will make HER happy. Don’t let this scare you! Customer service experts say that most often the upset customer will ask for “less” than what you would have offered yourself. Example: “How can we make this better?” or “How can we make this up to you?”

5. Acknowledge that you’ll do what she wants, or make a counter offer. (But always try to just give her what she wants! In the end, it will save you time and headaches, and avoid any bad word spreading about you.) Example: “I want to keep you as a customer, and we’re going to honor your request.” Or, “We can’t do that per our agreement, but we can… [counter offer here].”

I’d also throw in a little something else for her trouble. For example, perhaps free shipping or a bonus gift.

Adjust to Fit, and Review With Your Team

Of course you should adjust this process to fit your particular business. I suggest you take a few minutes to write up a script based on these steps, and then review it with your assistant or anyone else in your business who is in contact with your clients and customers. Make any necessary changes, and then distribute it to your team and agree that everyone will follow it.

Have your team keep a log of each complaint that comes in, what it’s about, and how it’s handled. Then have a monthly meeting to review and suggest improvements.

One of the easiest and most effective ways to do this – and increase your sales by leaps and bounds – is to feature TESTIMONIALS from your clients and customers. Testimonials may seem like a given, but many people completely forget to use them in their marketing.

You can never have too many testimonials. In fact, if you enjoy watching TV infomercials like I do, you’ve probably noticed a typical 30 minute spot is over 80% testimonials! And that’s for good reason… they are the hands-down BEST way to gain instant credibility. So rack ‘em up, and put them everywhere!

Here are 3 ways to make sure your testimonials sell FOR you…

1. Ask for RESULTS-ORIENTED Testimonials

The most effective testimonials are results oriented. That is, they share actual results your clients or customers have gotten. Also include numbers, dollar amounts, and/or percentages to get your prospect’s attention and dramatically increase your response.

Lame testimonial: “Alexandria Brown’s Online Success Blueprint course is a great guide to online marketing.”

Awesome testimonial (and a real one, too!): “Thanks to the Powerful, Simple Strategies I Learned From Alexandria Brown’s Online Success Blueprint, I Made $60,000 in TWO DAYS. I Will Easily Quadruple My Income in 2006. Thank you!”

2. Include Full Information on the Client or Customer

Have you ever seen shifty ads in the back of magazines with testimonials like this? “These super magic pills melted away 300 pounds of my extra weight overnight!” – E.B. in Wichita, Kansas.

Yah, right! I’m sure “E.B.” is a real person and that’s a real testimonial. Hmmm…

The more information you provide about your clients and customers, the more believable your testimonials are. Include full name, occupation or company name, city and state they’re from, web address (if applicable), and a PHOTO. (Even a crappy photo, if that’s all they have. It’s important to make them REAL to your reader.) You can see samples of how I did this here.

3. Use Audio (or Video) Testimonials for Even Better Results

Audio and video also add a TON of credibility to your testimonials, because your prospects actually hear and/or see the client or customer delivering the testimonial!

Audio is a snap to set up on your web pages using a great tool call Audio Generator. Have your customers/clients call their hotline and leave a voicemail testimonial. Then you just copy and paste the code onto your website! You can see samples of how I did this here.

I’m also venturing into video testimonials using Instant Video Generator.

Bug, Then Beg. And If All Else Fails… Bribe!

If you have trouble getting testimonials from your clients or customers whom you KNOW have had great experiences working with you or using your products, don’t get mad at them. You just have to bug them. It’s rare you’ll receive a testimonial unsolicited.

First, contact clients/customers whom you know have gotten great results thanks to you. Ask them if they can write up a short testimonial outlining their experience. They’ll probably say “yes” but will forget to follow up or take a long time.

I then usually offer to write something up for them based on what they’ve shared with me, which I’ll email to them for approval. Every time I’ve offered this, they are relieved and say “great!” And 99% of the time they are delighted with what I sent them.

As a last resort, and if you’re dealing with clients/customers whom you may not know as well, I suggest offering an “ethical” bribe to encourage them. For example, have a contest and the people whose testimonials are chosen for your web page get a free prize or product. Gets them off their butts and works every time!

Well, I can tell you I’ve changed my tune based on several mailings I’ve done over the past year. A test of sending out few simple postcards and one sales letter mailing helped me exponentially increase my response to two of my programs over the last several months. I’m now SOLD!

If you aren’t collecting any physical addresses right now from your clients, customers, and ezine subscribers, please get started now. Because not only will offline marketing supplement your online efforts immensely, but email deliverability gets trickier and trickier to maintain.

Email can (and will) change in the future. How, I can’t tell you. But the good old U.S. Postal Service will be around for a long, long time just the way it is. (And if YOU want your business to be around a long, long time, you’d better start getting those addresses now!)

Best of all, direct mail marketing will supplement your online efforts for even better results. It’s a no-brainer, folks. Time to get with it.

So, if you’re ready to venture into direct mail, here are a few dos and don’ts I’d like to share with you before you get started…

1. DON’T blow your whole budget on one mailing!

Imagine Nissan coming out with a new car and running ONE single television ad spot, never to be repeated. Ludicrous, yes? But many small business owners somehow think one mailing will do the trick. The biggest mistake most new marketers make when venturing into direct mail is doing ONE mailing, and judging the response solely from that. You should plan a campaign that involves at least three steps, and five to seven for best results. (If you want to keep it super simple, you can just mail the same darn thing repeatedly!)

2. DON’T do an expensive mailing your first-time out, even if you can afford it.

Why? I learned this the hard way when I did an exciting, pricey mailing without first realizing how many undeliverable addresses there were on my list. Remember that some people mistakenly mistype their addresses into your system, and people often move, sometimes with no forwarding address. I recommend doing an inexpensive mailing such as a postcard first time around in order to help weed out the undeliverables on your list! (Remember to include your return address so you’ll get these back.)

3. DON’T overlook how important your copy is in order to get attention and get response.

The great thing about mailing a postcard is the recipient reads what you have to say right then and there. If you send something in an envelope, it has to get opened first. That’s why master marketers recommend printing a headline or teaser on the outside of any mailing that’s done in an envelope. Example: “Look inside to learn 5 ways you can increase your sales by next week!” I say just do a postcard to keep it simple (and less expensive than doing an envelope mailing).

4. DO keep your graphics simple and attention-getting.

Don’t go crazy paying some designer thousands of dollars to create a mailing for you, when you can keep things simple and get just as good – if not better – results. I used to pay an artist beaucoup bucks on a regular basis to make everything I sent out looked picture perfect. Once I stopped that and started focusing more on the message, I started making (and keeping)a LOT more money. Remember it’s WORDS that sell, and the job of graphics is to get attention and support your message.

5. DO give them a reason to take action NOW (and not wait until later).

Include a deadline or expiration date on your offer, even if it’s for something free, or emphasize there are a limited amount of spots/products left. Of course this will all depend on what you’re offering, but you get the idea! You don’t want to risk the recipient putting your postcard or letter in the “get to later” pile (which never gets touched).

6. DO track your mailings carefully so you can judge your return-on-investment.

If you are driving people to a website to opt-in or buy something, make sure you give them a separate and simple URL (web address) that is ONLY for the purpose of this mailing. You don’t have to create a new website or anything, just make sure you can track it. For example, I bought BlueprintWorkshopPostcard.com and then had that redirect to a tracking link I set up using the easy ad tracker program in my shopping cart system. This way I could tell exactly how many people typed in that URL, AND also how many people also actually registered for the workshop from the postcard! (VERY valuable information.)

7. DO work with a vendor who can make this all EASY for you.

I tried several different companies this past year, and now I only work with and recommend TWO. For full-color postcard design, printing, and mailing, I use Modern Postcard. (They did all my postcards for the Online Success Blueprint Workshop, including design, printing, and mailing, with quick turnaround too!) For mailings with goodies (called “premiums”) inside them and more creative stuff, I use my friend Mitch Carson at Impact Products. He’s the consultant I pull in when I truly want to make a BIG impact in the mail!

1. Evaluate your virtual team and make changes if necessary.

Are administrative tasks taking up most of your time and keeping you from working ON your business? Then hire a virtual assistant. (See my article on this topic at www.EzineQueen.com/everything.htm.) Are you paying too much in taxes? Meet with your accountant to talk about getting more aggressive with write-offs, or make appointments to interview new accountants. Same goes for your lawyer — do you love him/her? If not, take this time to ask around for referrals.

2. Learn how to get more leads and sales automatically via your Web site.

Would you like to be getting business leads and sales 24-7 using your website and email? Then finally take time to learn how it all can work for you. It’s really a simple process, and you can set it up for the new year! Either register for a live workshop to learn how (such as my Online Success Blueprint Workshop coming up in March 2006) or buy a home study course and follow it step by step!

3. Revamp your e-zine or launch an e-zine.

Remember that having a ready list of warm prospects is your goldmine, and having an e-zine positions you for more sales on a regular basis and for the LONG-TERM. The beginning of the new year is the perfect time to release your first issue! If you’re not publishing yet, get ready with all the great free resources at www.EzineQueen.com.

4. Clean out that e-mail inbox once and for all!

Unanswered e-mails, people to follow up with, information not recorded or filed in the proper places — need I say more? Delete e-mails that are more than a few months old. Set up e-mail folders to help you stay more organized in the future. And if your program allows, set “rules” to automatically sort incoming e-mails into those folders.

5. Clean out your filing cabinet, bookshelf, desk, etc.

Is your office a fire hazard? Do you have to rustle through giant stacks of paper like a large rodent to find anything? Will your spouse not even enter the premises? Put on some good music, start digging, and make piles. Make sure to have plenty of trash bags and cardboard file boxes on hand. (And a good glass of wine always makes it more fun.)

6. Upgrade or clean up your computer.

Your computer probably holds most of the information that’s crucial to your business, so take care of it! Now’s a great time to do an overhaul. Upgrade your operating system (do you STILL have Windows 95?), get rid of unnecessary files, archive old files to CDs, add more disk space for all those downloads, and do system maintenance. Not sure how to go about this? Find a geek-for-hire to come and help you out.

7. Let your clients know how much you are thankful for their business.

Whether it’s holiday cards or thank-you notes, this is a good practice for both your business and you. Letting the universe know you’re grateful for what you have will only bring you better things in the future.

8. Plan an upcoming teleseminar.

For a quick cash-flow boost, plan a paid teleseminar! These phone-based events are easy to do and can be great income generators. Either host it yourself on a topic you’re qualified to talk about, or invite a special guest to interview. To encourage holiday signups, offer special pricing for those who register before the new year. (Learn how to host a successful teleseminar at www.EzineQueen.com/teleseminar.htm)

9. Write down your 25 best accomplishments for this past year.

This simple exercise is extremely powerful. Time goes by so quickly that we forget to celebrate the good things that happen. First I light a candle and write down my 25 accomplishments. Then, taking each one in, I read them aloud. After the last one, I blow the candle out, and then IMMEDIATELY make a list of 10 goals for the new year. (After truly acknowledging all the amazing things you did this year, you’ll feel incredibly powerful and set even higher goals!)

10. Actually enjoy the holidays!

Yes! I realized that for the past few years I’ve been running around like a nut every December and suddenly the next year is here. Christmas and New Year’s blaze by like a freight train, and I’m back to the grind shortly thereafter. Where’s the joy, peace, and love?

Remind yourself what the holidays are for — to take a step back and appreciate what you have, to enjoy your family and friends, to give to others, and to be good to yourself. So take that walk in the snow, go to that tree lighting with your kids, get that massage, and plan a leisurely shopping day during the week.

Remember, we only have so many Christmases in a lifetime.

Because I give regularly to charities, I seem to be on the mailing lists of every organization in the world. So there were plenty of solicitations to sort through.

Usually I toss most of the envelopes I receive, the ones with generic messages on them like “help us today” or “give to save the… [insert 'children', 'animals', or 'forests' here]“.

But one envelope caught my eye. It was an unusual beige color, it had a picture of a cute little dog on it, and it said in bold letters, “Don’t let what happened to Coco happen again.”

Because I was curious who Coco was and what happened to him, I opened the envelope.

The letter told a true story of animal abuse so horrific that I burst into tears for that poor little dog. It ended by explaining how I could help prevent this from happening to other animals by donating to their organization.

I can tell you I never whipped out my checkbook so fast in my life.

But why this time?

Why had I ignored all the other mailings that simply asked for my help?

Because this one made me FEEL.

It told me a shocking true story. It struck a deep nerve in me that brought out my rage regarding this topic. Suddenly it was personal, because it touched on my pain.

You see, all marketing plays on either pleasure or pain.

It seems to me that most marketing plays on pleasure. For example, cosmetic companies show women how gorgeous and young we could look if we only used their products. Car companies show us how sexy and powerful we’d feel if we buy that sports car we can’t afford. And beer companies convince men that they’ll magically attract gorgeous females if they only drink a certain beverage.

But…

Sometimes “Pain” Works Better

Some businesses will do BETTER by marketing to people’s pain. For example, a TV commercial for a financial planning service shows a couple arguing over money while their children listen from the other room, looking scared. An acne medication ad shows a teenage girl staying home from the prom, crying because she’s got a few pimples.

And if you think about it, most of us don’t take action on things until we feel pain. For example, a friend of mine didn’t take control of his finances until he was nearly bankrupt. And a couple I know didn’t hire a marriage counselor until they were ready to split for good. My sister didn’t look for a better job until she couldn’t stand the one she was in anymore.

So, follow along with me here…

Are your prospects more likely to actually buy your product or hire you based on wanting pleasure … or to move AWAY from their pain?

For example, a dating coach may have more success in her marketing with statements like, “Are you sick and tired of sitting home lonely on Friday nights? Attracting the wrong men for you again and again? The clock is ticking – have you met Mr. Right yet?”

The idea is to touch on people’s pain, then show them that you’re the solution.

Another example is an auto repair shop that marketed a free report, “10 Ways Not to Get Ripped-Off Next Time You Get Your Car Fixed”. Not only did that touch on most folks’ fear of getting ripped off, but it also positioned them as an authority on the subject!

For those of us who are naturally positive people, marketing to others’ pain may seem initially uncomfortable. But you’re doing them a favor! By helping them realize what’s wrong in their lives, their businesses, or the world, you’re also showing them how they can fix it. You’re actually helping them “see the light”.

Marketing to people’s pain can make for dramatic results when done right.

What State of Mind Are YOUR Prospects In?

Think about your target market right now. What state of mind are they in when they are considering hiring you or buying your product? Are they more likely to take action to gain pleasure? Or to make the pain they’re in go away?

If the answer is different than what you’ve been doing, try changing the angle of your marketing for a while.

You may find that a little pain is the best thing that ever happened to your business.

So why haven’t you done it?

Believe me, this is a battle I fight with myself too. But you know what I realized?

Procrastination is NOT evil!

Instead of seeing procrastination as a terrible thing, I now see it as a tool that helps me learn how I work best.

In fact, I’ve arrived at six different reasons why we all seem to procrastinate. Here they are, along with what you can learn from (and do for) each.

Reason 1: You are procrastinating because you don’t enjoy the entire task or job.

Solution: One of my life coaches told me several years ago that if I didn’t like doing something, I should “delete it, delegate it, or automate it.” What a great way to look at things! I’m a big fan of ONLY doing tasks I enjoy or am good at. The rest I outsource to people who are good at it and/or enjoy it.

Reason 2: You are procrastinating because you don’t enjoy a PART of the entire task or job.

Solution: If you’re putting off a whole project just because there’s one part you don’t want to do, figure out how you can get away without doing that part. Again, delete it, delegate it, or automate it.

Reason 3: You are procrastinating because you don’t know how to handle the task or job.

Solution: The answer will not drop in your lap. Get help — a consultant to teach you how, a book or home study course to show you how, or even better, outsource it to someone who can just do it for you.

Reason 4: You are procrastinating because you simply can’t find the time.

Solution: Schedule future time to do it, or get rid of other tasks to create the time you need. If you still can’t do this, then you need to find someone to do it for you.

Reason 5: You are procrastinating because you feel stuck.

Solution: You may just need to get momentum going. Give yourself permission to do just one small part of the project only. Or do the easiest part first. (That’s how I started writing my entire home study course.) This usually creates momentum, and you end up doing a lot more than you intended to!

Reason 6: You are procrastinating because you don’t really want to do what you thought you should do.

Solution: This means you may have the wrong objective or strategy in the first place! Is this something you really want to do, or do you just think you SHOULD do it? Or is it an old goal that doesn’t fit you or your business anymore? Your answer may surprise you. Let the goal go for awhile and see what happens. : )

Start Paying Attention!

Once you start paying attention to which activities you put off regularly, you’ll know sooner when to be stricter with yourself or find help to get those tasks accomplished in a more timely manner.

So take a minute and make your list right now of what marketing tasks you’ve been putting off! Don’t beat yourself up about it, just make a note and figure out how to get them done.

The Pros:

A guarantee puts your prospect at ease, giving her no reason NOT to buy or NOT to work with you. After all, if you don’t stand behind your product or service 100%, what are you doing in business?

This is especially true if you’re selling products via the Internet. People at your website don’t have the chance to meet you in person and see that you’re legitimate, so it’s your job to give them complete confidence in buying from you.

The Cons:

With some service-based businesses such as consulting, it may be hard to guarantee your work or your results. (Especially if your clients’ cooperation is required to ensure their success.)

Also, a few turkeys may capitalize on your generosity. For example, my “Boost Business With Your Own E-zine” system was originally an e-book when I launched it a few years ago. It would not be unusual to see a person purchase it, download it, and request a refund 2 minutes later. Obviously they hadn’t even read it yet and they just wanted to get it for free.

But in my experience with Internet info-products, the amount of sales you GAIN from offering a guarantee dramatically outweighs the risk.

Types of Guarantees You Can Offer

Money-Back Guarantee: You promise to give your customer her money back if the product does not work, or if she’s not happy with your products or services.

Satisfaction Guarantee: Pretty much the same thing as the money-back guarantee.

Price-Protection Guarantee: This can mean either locking in a price forever, such as with services that are billed on a recurring basis, or guaranteeing that you have the lowest price anywhere for that particular service or product.

On-time Guarantee: If your clients are always concerned about getting your service or product on time, this is a good one for you.

And these are just a few ideas!

Should You Make it Easy, or Hard?

Some business owners make their customers jump through hoops to get their money back. While I understand not wanting to make it TOO easy to get an instant refund, there are risks. If you make it really hard, your customers may just skip dealing with you and go direct to their credit card company.

I had to do this last year with a company whose seminar I signed up for. After registering for their event, I was scheduled to speak that same week across the country, so there was no way I could attend. My assistant called their office multiple times, but we kept getting the runaround. Finally, after three weeks, I just called my credit card company. They took care of the matter promptly once we filled out a simple form.

This process is called a “chargeback”, which can reflect negatively on the vendor’s merchant account standing as well as result in penalty fees for the vendor. So obviously, as a vendor, you want to avoid chargebacks by making the refund process easy for your customers.

Should There Be a Time Limit?

Setting a time limit is up to you. Common ones are 30 days, 60 days, 90 days, a year, or a lifetime. Some studies show the longer the guarantee, the less returns you’ll get. Why? Customers are more likely to mark their calendar regarding a shorter guarantee. With a longer guarantee, they don’t feel pressured, so many of them forget about it.

Here’s Some Wording You Can Use

Here are some effective phrases that are often used with guarantees:

* unconditional
* no-risk
* risk-free trial
* no hassle
* hassle-free
* cancel at any time
* double your money back
* 0rder now, decide later
* 0rder today, make up your mind anytime
* no questions asked

In fact, feel free to copy the guarantee I have on my own sales page for my “Boost Business With Your Own E-zine” system at http://www.ezinequeen.com/tutorial/. I won’t mind at all!

I was always nervous in the past about having a sale. Would it diminish the value on my information in people’s minds? Would it turn off my 15,000 subscribers? Would the short-term cash flow be worth the risk? I didn’t want any of my readers to start associating my website with Wal-Mart, having sales every other week, prices going up and down.

But something told me to try it… just once. Nothing could go wrong; it was just an experiment. So on Monday, Dec. 13, I sent out a special announcement to my e-zine list that said, “I’ve never done this before, but this week only, I’m giving 50% 0FF all of these eight great audio programs I’ve produced over the past 18 months. This is my gift to you, to thank you for being a Straight Shooter subscriber. Which ones do YOU want to grab today at 50% 0ff?”

I then listed all my audio programs’ catchy titles, each linked to its own sales page.

That one mailing resulted in over 94 sales, and most of the orders were for multiple products.

My regular ezine issue came out that Thursday, and I mentioned the sale in that as well. That resulted in another 31 sales.

But here’s the biggie…

When Friday morning arrived, I wasn’t sure whether to send out one more email or not. I was concerned it would be too much and my subscribers may be ticked off. The sale ended at midnight, and I’d already sent two notices about it – should I send out one more reminder? My rational mind said no, these folks are aware of the deadline. But my instincts told me yes. So I did. One more solo mailing, very similar to the original, but with a big reminder that the sale expired at midnight Eastern (NY) time.

The result? An additional 116 sales JUST from that last reminder email! These are sales I would have never gotten unless I sent out that one last reminder. Unbelievable! And you wouldn’t believe all the orders coming in just before the stroke of midnight. (I was thinking, “What are all these folks doing home on the Internet on a Friday night?” And then I remembered that *I* was sitting home on the Internet on a Friday night. : ))

I grossed over $11,000 from this event alone. (Not a bad experiment, yes?) Plus I gave many of my readers a chance to sample my audio information products at a lower price than usual. Ideally they’ll realize how good my stuff is and purchase my higher priced products.

So here are three lessons I learned from this whole experience:

1. Don’t be afraid to have a sale. But don’t have them frequently, and have a REASON for the sale. For example, my reason was to thank my subscribers for staying on my list throughout 2004.

2. Don’t be afraid to send out a few reminders. The key is to not overdo it. In the beginning, do less than you think your list will tolerate. As you get to know your readership and their preferences, and get them used to receiving more emails from you with special announcements, you can increase your mailings. (But remember, the reason my readers love to hear from me when I have something special to offer is because I give them so much great content every week, and I don’t overload them with promotions.)

3. If you set any type of deadline, be prepared to get the most orders close to the deadline. I was surprised that I gave people five full days to take advantage of the sale, but many people didn’t take action until the last minute – orders were piling in right up until midnight, and people were begging me to let them “slide in” after! Be strict with your deadlines though, or no one will take them seriously in the future.

Many of my internet marketing guru friends tell me not to share numbers with my readers, but I wanted to share them with you for a few reasons. One, to show you that this is very possible, and two, to show you that I have nothing to hide. I’ll always share my secrets for success with you — there’s plenty of money to go around for all of us.

Now, go plan your next sale!

Why?

You should actually work harder on yourself than you do on your job. I first learned that from Jim Rohn, whom some call the father of personal development. Some call him America’s foremost business philosopher, but I just call him brilliant. (Jim was one of Tony Robbins’ first mentors, too.)

There are three success principles I learned over the past year that I wanted to share with you. I call them my “a-has” because they put my attention on areas I’d never thought of. And following these guidelines has helped me skyrocket my income.

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1. You are the average of the five PEOPLE you hang around the most.

When I first heard this quote from Jim Rohn, it struck a big nerve in me. Robert Allen says something similar, that your income is the average of the five people you hang around the most. (Yikes!) I realized I needed to surround myself with people whom I wanted to be like. I still love my old friends, but I needed to be around people who take risks, think big, and talk about great ideas instead of the latest celebrity gossip or how much they hate their jobs.

What first opened up my circle of influence was attending seminars. I continually go to seminars on marketing, business, and personal development. There are so many great seminars going on every month all around the country, at all price points. You have no excuse not to get out there and meet people who are playing big!

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2. Your HABITS create your future.

Brian Tracy talks a lot about this. Your daily habits create your long-term results. Your habits today will determine your outcomes tomorrow. If you want to be a millionaire, you’ve got to have millionaire habits. If you want to be a great leader, you must have the habits of a great leader. If you want to get in shape, you’ve got to have the habits of a fit person.

What new habit can YOU put into place right away? I wanted to put into place a millionaire habit. Because I detest budgets (and enjoy spending), I needed an easy way to save money. So now I have 10% of my income automatically go into a savings account that I cannot touch.

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3. Make sure your ENVIRONMENT supports you in playing big.

I recently had the chance to hear a dynamic woman named Artemis Limpert speak at an event in Dallas. There she pointed out that when you have a pet fish that’s sick, you treat the water, not the fish. Your success depends more on your environment than you know, but it’s extremely important that you give yourself an environment that supports you at the level you want to BE at. (Note that she did NOT say the level you are at now!)

My add-on to that is pay attention to these three areas of your environment:

First, your physical environment. Do you love your office? Are you surrounded by attractive things? Do you have a nice view or at least a beautiful piece of art to look at? I pay a pretty penny for my waterfront pad, but I can’t tell you how inspiring it is every day to look out at the peaceful water, sailboats, blue sky, and palm trees. You don’t have to spend a lot of money on your environment. Little touches like candles, flowers, music you love, and photos of friends and family can go a long way. (Even if your office is the kitchen table!)

Second, your emotional environment. Are you getting the support you need from your family and friends? It’s up to YOU to ask for what you need. If they cannot provide it, find a support group, a mastermind group, or a coach. I recently joined a mastermind with 4 other entrepreneurial friends, and I’m finding it wonderful to have an instant advisory board for support. I can bounce ideas off them, ask for help with problem solving, share my victories, and sometimes just vent!

Don’t forget your intellectual environment as well. Jim Rohn says, “Are you feeding your brain protein every day, or are you just giving it candy?” Most Americans sustain their brains solely on candy – that is, useless television shows, news, and gossip. Are you stimulating yourself with big ideas and new learning? Again, check out a seminar, take a teleclass, or buy some books or audio programs. (I love listening to programs on CD, so I can learn while driving around in my car.)

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** Do YOU have a favorite success principle? Please share it! **

I’d love to know if you have a success principle that’s changed your business or your life for the better. Please send it to me at Alexandria@EzineQueen.com with the subject line “my principle”. : )

But I want to level with you that publishing isn’t all peaches and cream. In fact, here are a few excerpts of emails I’ve gotten over the past few weeks:

“Your promotions have gotten too snake oily for me.” (From a woman who complained I was hiding the price of one of my teleseminars on the sales page, when in fact it was listed three times.)

“I’m sad to see you’ve gone the way of the high falutin’ Internet marketers…. At least I can look myself in the mirror every day.” (From someone who apparently did not like to see me become so successful.)

“I’m sorry you want to leave your poor friends behind.” (Responding to my urging my readers to surround themselves with people who are as successful and wealthy as they want to be.)

“Your logo is terrible — it looks like two b00bs and a crown!” (From a disgruntled designer who was upset I recommended some low-cost sources for fast logos.)

And, about a recent teleseminar I gave: “I’d avoid prolonged giggling at things that just aren’t funny.” (Here’s a tip folks… I laugh at stuff I think is funny!)

And there are more!

For example, I took a recent survey of my list and got an amazing 1800+ responses. But at least 5 people wrote me upset that every question required an answer in order to get the free report that was the thank-you gift.

Got Critics? You’re Not Alone

Now, hear me out: I’m not writing this article just to bitch and moan. I’m writing this to let YOU know that if you get complaints like these, you’re surely not alone.

I learned fast and hard that the higher you climb your mountain of success, the easier a target you become for the people down below.

As the saying goes, “You can please some people all of the time, and you can please all people some of the time, but you can’t please all people all of the time!”

Whether you’re an ezine publisher, author, speaker, information marketer, coach, or consultant… you WILL be criticized. The more popular you get, the bigger your list gets, the more “out there” you are, the more criticism you’ll receive.

Don’t Take It Personally

Between you and me, some of these emails have brought me to tears. If I’m feeling the effects, I hop in my Beetle convertible, and take a long drive up the Pacific Coast Highway. It clears my head and reminds me why I chose to do what I do – because I LOVE sharing, teaching, and inspiring. Being the Ezine Queen earns me a great living while I help others at the same time. (And I’m sure that’s the same reason you do what you do, too!)

I used to think it was all me, but after talking with several of my colleagues who also publish ezines, they get the same type of emails all the time! And of course we remind each other not to “take anything personally”.

Honestly, I still have trouble with that one. Maybe I’m the sensitve type, but I always feel an “ouch” when someone takes an obvious jab that is not simply a suggestion or constructive criticism. Then I breathe deeply, and tell myself that the offending person may be having a terrible day, or their pet turtle just died, and it really has nothing to do with me.

Here’s What to Do

What I HAVE learned is that if any of these critics get nasty with you, don’t sink to their level. Remember that as a publisher you’re also in the business of customer service. I typically handle it via one of these three methods:

a) respond calmly and acknowledge their point (some people just want to be heard)
b) disregard or delete their message (if their comments are so inappropriate or hurtful that I can’t answer back calmly)
c) remove them from my list (if they are obviously just trying to make me feel bad)

Through these petty annoyances, remember the big picture of why you started your e-zine or your current venture. It was likely to gain credibility and “expert” status while increasing your marketing reach and revenues. Your professional reputation is always on the line.

You may want to lash back, but in the long run, it ALWAYS pays to take the high road.

Encourage Useful Comments and Feedback!

Don’t forget to welcome constructive criticism with open arms! I’ve gotten many great ideas from my readers’ suggestions and comments, and I hope they keep coming in.

Just remember that Queens have feelings too. : )

During our first conversation I introduced her to the MARKETING FUNNEL. If you picture a funnel, you know it’s wide and open at the top, and tiny and narrow at the bottom. At the top of the funnel is where you want to get as MANY prospects in as possible. At the bottom of the funnel is your HIGHEST PRICED service or product. And in the middle are in-between levels of services/products and prices.

So as you go down the funnel, the products are priced higher and higher, and the idea is to keep people flowing down from the top to the bottom.

First, Get Them IN the Funnel

Offering something for FREE is the ideal way to get tons of people into your funnel. Most people collect prospects by giving away something free, such as a report, an e-zine, or a teleclass. When people sign up for these goodies, you get their names and e-mail addresses, allowing you to contact them again.

At the top of Mary’s funnel was her e-zine. And at the bottom was her pricey one-on-one services. But there was nothing in the middle of her funnel.

I see this often with many solo professionals, such as coaches and consultants. There’s either free or high-fee. This is the reason many of them have so much trouble converting prospects — people usually aren’t ready to make that big jump from $0 to several thousand dollars!

So I helped Mary brainstorm several information products (“info-products”) she could quickly create and begin to sell.

Info-Products Are Your Solution

By packaging your knowledge into info-products, you give your prospects the chance to “sample” you at a lower price, filling the middle of your funnel. Here are a few ideas to get you started:

* Books
* E-Books
* Special Reports
* Manuals
* Workbooks
* Journals
* Audio (downloads, CDs, or cassettes)
* Video (downloads, DVDs, or VHS tapes)
* Home Study Courses or Tutorials (usually a mix of media)

Even better, selling these products on your Web site gives you passive income. That is, it’s money coming in automatically. It didn’t require your working X hours for Y dollars. Sales can come in 24/7, even while you’re sleeping! (For help in getting started, see my program “How to Create, Sell, and Profit from E-books and Special Reports“.)

And don’t forget about teleclasses or teleseminars, delivered over the phone, or even Webinars, taught over the Internet. These require your direct involvement, but allow you to teach many people at once. These formats allow you to make much more money per hour, and they give your prospects access to you for a lower fee than hiring you one-on-one. (For help in getting started, see my program “Insider Secrets to Making Money With Teleseminars“.)

Here’s an example of my own product funnel:

TOP OF FUNNEL:
free e-zine
free teleclass

MIDDLE OF FUNNEL:
teleseminar ($47)
home study system ($197)
telebootcamp ($497)

BOTTOM OF FUNNEL:
one-on-one coaching/consulting ($350/hour)

Now, your funnel may look entirely different. For example, here’s what Mary’s funnel now looks like:

TOP OF FUNNEL:
free e-zine

MIDDLE OF FUNNEL:
workbook ($29)
teleseminar ($49)
2-CD audio program ($69)
4-week tele-course ($149)
2-day live workshop ($599)

BOTTOM OF FUNNEL:
one-on-one services ($250/hour)
personal mentoring ($6,000/year)

Take a few minutes right now and sketch out YOUR funnel. See where the holes are, and start thinking about what products you can add to make it easier for your prospects to sample your expertise and buy from you.

Then, as she turned to walk away, I spotted it…

The scrunchie.

Her silky, shiny hair was pulled back by a dingy white scrunchie that looked in desperate need of a washing, if not discarding. It was a truly skanky scrunchie.

Everything positive this woman had projected was immediately tarnished by this negligent afterthought.

Now, of course I assumed the poor woman must have been traveling and forgotten her good scrunchie, and that’s all she had in her bag.

So a few months later I’m at another marketing conference here in Los Angeles, standing at my booth after speaking on the main stage. And up she walks again to say hi, looking fabulous as before. We have another great conversation, and as she turns away, there it is … AGAIN.

The skanky scrunchie!

I realized then that she had no idea it had a negative effect in any way. She must have thought that no one would notice. Or that since the rest of her outfit was so polished that it wouldn’t matter.

Wrong.

My point is not to ridicule this woman’s choice of accessories. My point is how one piece of a “package” can ruin the entire presentation. Another example is seeing a beautifully dressed man (I just love a man in a sharp suit and tie) with shabby shoes. There goes the sale!

I eventually realized I had a few “skanky scrunchies” of my own, when it came to how I packaged my products. While I’d upgraded most of my marketing materials to my slick new look, there were a few product packages remaining that looked like I’d created them myself using clip art. (That’s because I had!) I wasn’t proud to ship them to people. I wasn’t proud to display them at my seminars. In fact, I avoided showing them to anyone at all, which of course meant no one could buy them.

My good friend Kim Castle of WhyBrandU.com says that your marketing materials should “make you tingle” when you look at them. Like your business card for example. I’d say almost half of all people who hand me their business card make some type of excuse for it. “Oh this is just a temporary card for now.” “This is my old logo on here.” “Sorry this isn’t updated yet.” Kim calls this “business card shame.” I love that!

I’ve realized over the last year that if I want to BE a million-dollar business, I’d better start LOOKING like one (and acting like one, for that matter). And that attitude and those actions are paying off immensely.

So take about 30 minutes this week and inventory all your marketing materials. I mean ALL of them. Your website, business cards, brochures, product packaging, even forms — anything that your prospects or clients and customers see. (And even the things only you and your staff see.)

Do they all look consistent and professional? Or do some of them look like your kid designed it or it was thrown together quickly?

If any give you shame, they’re your skanky scrunchies. Write them down on a piece of paper, and then write down what you’re going to do about them, and when.

Resolve to fix them yourself or outsource the design and production to get them revised ASAP. I guarantee you’ll thank yourself once you do! You’ll not only be more proud to give out and sell your materials, you’ll see your business rise as well.

© 2004-2005 Alexandria K. Brown

Please listen carefully: This attitude will kill your business and take years off your life! It’s VERY important to position yourself from the get-go as an expert in what you do.

Why do you want to be seen as an expert? Experts are more respected, get media attention, can market more easily and inexpensively, get paid more, and receive less price resistance (meaning people are happier to pay what you ask).

So, instead of waiting for someone to invite you to the top of the mountain, I urge you to simply “leap frog” your way over everyone else at the bottom.

Hear me loud and clear: You do not need anybody’s permission to believe you’re the best at what you do and share that fact! In fact, here are a few points I make to my clients if they are expressing doubt about their “qualifications” to sell information, programs, or services and charge well for them.

In the eyes of your prospects, clients, customers, and the media, you’re seen as an expert if…

1. You Know More About Your Topic Than Your Target Market Does

When I first created my Boost Business With Your Own Ezine system, I wouldn’t say I was an expert on ezines by far. But by studying the topic in depth to create my own ezine, I’d weeded through all the junky information to get to the good stuff, and I wanted to share it.

You’ll find you can make quite a good living just teaching people how to get started in something. (You don’t have to be the end-all wizard of the topic.)

2. You’ve Done What You’re Teaching Others to Do

One client of mine, whom I’ll call “Pat”, teaches real estate investing. She wanted to create a high priced mentorship program of her own, but was nervous about it. She didn’t feel right charging a lot of money for her personal time and advice, which meant deep down she wasn’t confident in what she was teaching.

I asked her, “Did you make a million dollars investing in real estate?” She said yes. “Then just show them what you did,” I replied. “Are you confident in that?” Her answer was a resounding “YES!” Once she realized she’d simply be teaching what she herself had already done, it eliminated her nervousness, made her sales much easier, and she was comfortable charging a hefty (and well deserved) fee.

3. You’ve Been Quoted on Your Topic in the Media

Sometimes the cart comes before the horse, and a brush with the media IS what makes you seen as an expert. A cosmetic surgeon friend of mine was recently a guest on a Los Angeles television show, and he now proudly promotes that fact in his ads, brochures, and office displays.

When I was interviewed by The Wall Street Journal on the subject of small business email marketing, you can be sure I added that to my bio as soon as I got off the phone!

4. You’ve Written a Book or Articles on the Subject

Nothing says “expert” like writing a book or by getting your name “out there” via articles. When you put a pen to paper (or fingers to keyboard) and simply share what you know, no matter how simple the information seems to you, people instantly view you as an authority figure. All you have to do is put yourself out there.

A friend of mine recently chose a financial planner based on the fact that he was a published author. “After all, he wrote the book on it!” she said. In her eyes, that sealed the deal, and she was happy to pay more for his services without question.

5. You SAY You Are the Expert!

I dubbed myself “The Ezine Queen” several years ago, simply because it had a ring to it. I had no idea at the time how much that would help me get famous and be remembered.

Did you know that Muhammad Ali became known as “The Greatest” because Ali himself said it? Yep — he just kept saying it, and then eventually so did the media!

So if you have a good moniker in mind, go for it.

The Bottom Line… It’s up to YOU.

Remember this: Your prospects, clients, and customers will virtually always accept the positioning that YOU choose for yourself and present to others.

So, whatchya waiting for? : )

© 2005 Alexandria K. Brown

Many business owners and marketing professionals have valid concerns about letting an outsider develop their content. After all — it’s your business, you know it best, and your image is critical. However, you’re wrapped up in your business every day. A good copywriter can see your business in a new light, draw out the key benefits of your products and services, and communicate that excitement to your clients and prospects.

Working with a writer isn’t a complicated ordeal, however it will benefit you tremendously to become familiar with how the relationship typically works and ways to help the process move along smoothly. So, here are my top 8 tips on how to choose and work with a copywriter:

1. Understand what you’re trying to accomplish.

A crucial factor in streamlining the writing process is determining the principal points you need to communicate — *before* you bring in a writer. Who is your target audience? What is your message? What is unique about your business? In what tone do you want to speak to your reader? What response do you ideally want the reader to make? Having this information agreed upon before you get a writer involved will save you unnecessary copy revisions and keep your costs down.

2. Have a realistic schedule.

Yes, you’ve heard this all your life, but haste makes waste. Avoid hastily hiring a copywriter and dumping a rush job on her. Not only will you not have time to thoroughly check her experience and references, but, no matter how wonderfully talented she is, her first draft will not be ‘fully cooked.’ Most copywriters need time to let words and ideas simmer.

Most writers will request several WEEKS to develop your copy, so set a realistic schedule to give the creative process ample time. Count on going through one or two revisions as your writer refines the piece’s angle and conveys the key benefits of what you’re promoting.

3. Make sure the writer has written for the medium you want.

Let’s say you need someone to re-energize the copy on your Web site. A freelancer who has only written magazine articles won’t likely have the skills to create content for a dynamic Web site. She’s probably not proficient at breaking-up copy into easily digestible bits, integrating hyperlinks that entice your users to take action, and keeping your end-user in mind to plan a friendly, easily-navigable site. She may be able to learn how, but you’ll be paying for her slow ramp-up speed. Take time instead to find the right person — it will save you many headaches down the road.

4. Experience within your industry isn’t always necessary.

‘So you’ve never written for a _______ company before?’ I’ve heard many prospects say. Don’t worry. A writer’s ability to write well for the medium is more important than her having prior experience in your industry.

Many writers are true generalists and write just as well for an edgy new media start-up as they do for a giant hospital network. They’re very proficient at diving into your business, learning it inside and out, and churning out great prose to entice your target market. Now of course, if you’re producing a technically oriented business-to-business Web site or marketing piece, you may want to hire a writer with experience in both your project’s medium and your industry. If you find a good one, hold on tightly. You’ve struck gold!

5. Ask for references, and contact them.

All writers can show you samples of well-written material, but how do you know if they’ll work to understand your communication needs, meet deadlines, and act professionally in front of clients? Any great copywriter should have an ample list of references that she can share with you. Be sure to contact at least two of them, and ask them about the writer’s weaknesses as well as her strengths.

6. Keep in mind that you get what you pay for.

It amazes me how businesspeople will drop thousands of dollars on Web or print design and hesitate to spend half as much on great copy. Pictures and design enhance your message, but jeez folks …the writing IS your message!

Good copywriting does not come cheaply — you’ll find writers who charge anywhere from $50 – $150 per hour and up. You’ll pay more for an experienced writer, one with a particular specialty, or one who’s also a proficient editor. (Many writers are also great editors, but not all writers are editors, and vice versa.)

7. Work on more than a handshake.

True writing pros will give you an agreement they’ve drawn up for you. However, you’ll occasionally find yourself having to draft an agreement for the project. This doesn’t have to be complex — a simple letter that you both sign should do fine. Be sure to include the project size, number of revisions included, timetable, and agreed fee (this can be a flat fee or hourly rate).

And don’t forget to ask what’s *not* included. For example, many writers charge extra for in-person meetings, research time, and weekend or rush work. You should also expect to pay an upfront retainer. Most writers charge one-third to one-half of the total project fee upfront, and many won’t begin your project until they have the signed agreement and check in hand. And if you have sensitive or proprietary information, don’t hesitate to have your writer sign a non-disclosure agreement.

8. Give your writer background info at the start.

It often happens that a writer is hired for a large project, and the first thing she’s asked to do is come in and interview all the principals of the company. After several days of interviews, the writer is then handed the company’s brochures, annual report, and marketing plan.

If this background info had been given up front, the client could have saved hours of time and money! At the beginning of your project, pass on any and all previous brochures or sales kits, direct mail, Web site URLs, annual reports, research results, or business or marketing plans.

Where to find a great copywriter?

Of course, the best place to start is always from a referral. I can tell you that I’ve personally hired and/or worked with Lorrie Morgan-Ferrero and Michel Fortin. Both are well known in the industry for producing proven copy that gets results.

A great place to find other copywriters is http://www.elance.com/, where you list your project specifications, and freelancers actually try to underbid each other to win it!

© 2001-2005 Alexandria K. Brown