PDF Here’s the Small Business Marketing Strategies We Learned From Bill Glazer & Paul Hartunian’s Speaker’s Business Seminar That Shows Even The Most Timid Person How To Sell Products and Services from The Stage
Hey You,
Have audiences eating right out of your hands using what you discover here
It’s Lewis a.k.a Nerd #2 a.k.a L.L. Cool Nerd.
If you want to get good at making a presentation and having people want to buy from you when you’re done speaking — then pay very close attention to this third installment of these notes (for Part 1, go here and for Part 2 go here) . . .
Bill Glazer is now talking about fast product creation strategies that give you something to sell from the front of the room:
Strategy Number 1: Joint venturing or licensing an existing product and refitting it for a specific niche
For example, some people take Kennedy’s magnetic marketing and are licensed to package that with a niche magnetic marketing manual. So they might have a magnetic marketing package and manual for real estate in commercial properties
Strategy Number 2: A straight licensing program where you get somebody else’s product and marketing material and you’re selling that
Strategy number 3: Recycling
This is one of Glazer’s favorite tactics. So basically you take existing material and mix and match it to create something new or you release previously unreleased material.
For example, recordings of Dan Kennedy’s customer appreciation seminar.
There was a recording of it, but it had never been sold until Glazer, looking for a product, decided to put a price tag on it.
Another smart thing to do is bundling together a set of teleseminars.
So if you do a series of 6 or 12 teleseminars, make sure you record them and then you can bundle it together as a product. This is what Scott Hallman did with the power of one teleseminars.
Obviously any time you do a seminar, you can record it and sell it on the back end; dido with boot camps and longer events.
Record your speech or your talk and bundle it in with products. So if you’re selling your product from the front of the room you can bundle in a CD of your talk so that in effect, they’re also buying the talk they just heard. It’s another way to add bulk to your product.
Another favorite of Bill’s is to sell previous monthly CDs, so if you have a monthly interview or a monthly teleconference or a monthly CD that you give them, then give them the option to buy previous ones. Along similar lines is to bundle together past newsletters is an example of recycling that Bill uses with the “Best of Dan Kennedy” newsletter package.
Strategy number 4: Using CDs for fast product development
One of the easiest ways to do this is to interview experts.
Bill says that people like hearing interviews with successful clients or customers of yours who’ve taken what you’ve done and implemented it and got good results even more than they like hearing interviews with experts because they can identify with “real people” a lot more.
Bulk really helps sell your product, especially when you’re selling from the front of the room. So you really want to think in terms of bulk, of how can I make this visually appealing and overwhelming.
You can build the perception of bulk and value by including certificates for consulting time, critiques, other peoples products, products is of your own, discounts etc.
Many speakers would be willing to give away their introduction product that has a nominal value of $200 or $300 because they know it will open the door to a much greater lifetime value. So you can talk to them about including their products in your offer.
Transcriptions of the CDs are a great bulk builder and of course in transcriptions use Glazer’s favorite trick of putting the notes line on every page so that 1/3 of each page is there for notes. Of course what this really does is increase your bulk buy another 33%.
Strategy Number 5: Record a group of experts.
This is probably the easiest way to get a product from nothing quickly.
Just bring together a group of experts in a particular field, and have them each answer and discuss a list of questions. You can do this over the phone.
You send out a list of questions beforehand, have somebody acting as the moderator who will ask the questions and then let everybody take their turn answering each question. This is the model of the Dan Kennedy platinum CD’s that they sell.
Strategy Number 6: Outsourcing
This is all about getting other people to either organize your material or to write material for you that you turn around and sell.
Refund Reduction Strategies
As important as it is to sell your product, it’s just as important to make sure that you don’t get it back.
Probably the easiest way to reduce refunds is to give them a really great product or service. The better it is, the less likely they are to refund. This of course should be taken as a given.
The next strategy is to get them to take some sort of action once they get your product. To send in a critique certificate, to join a call, to tear out something and send it to you etc.
Next, something that gives them an immediate gratification, some sort of a gadget or software that they can use immediately, a quick start guide, anything that will get them feeling good about your product or service immediately.
Next idea: a fast start call where you invite everybody who’s invested in your product or service on to a teleconference where you go over the most important things or most important points for them to keep in mind and to take action on.
Obviously you can and clone this so that you do it right once and then just have that copy playing for everybody ever after. If you can get somebody to call in to one of these it substantially reduces the refund rate.
Next idea: When you ship your product in a box, it makes it too easy for your customers to put things back in the box and send it back to you. What Bill does now is sends stuff in large padded envelopes that get torn open before they get product. Now if they want to send it back it’s much more of a hassle.
Next idea: is a stick letter gift. And do this in the sequence if you want.
So send out a stick letter and a gift a week out and then two weeks later, send out another stick letter and a gift the next week and point out that it’s extra and that it’s not something that you had to include but you thought of them and wanted them to have it. And here’s the sneaky part, you say to them “be on the lookout for more gifts in the future.” Even if you never send another gift out they’re not going to send back to the product because they’re waiting for another gift.
Also of course, it induces reciprocity and makes them feel guilty about even thinking about returning it.
The biggest mistake that people make with this strategy is not telling them about the gift. You have to tell them about the gift. Saying something as simple as “inside this package you will find everything that was promised, plus a free gift.”
More Product Creation Strategies
Paul is a big fan of using a ghostwriters to sort through your material and put it into book or course format. So, you give them transcripts and articles and concepts and examples and case studies and have them go and turn that into your book or your work book or the written material for a course.
The way Paul does it is gives the ghost writer all of the material, tells them to get very familiar with it, quizzes them on it to make sure they understand, and then once they’ve proven understanding sets them loose.
From there, he can very quickly review it.
This is a fantastic tactic for turning a general product into a niche specific product or add-on, much like a Dan Kennedy magnetic marketing for chiropractors and dentists add-on.
Paul is a fan of using e-lance to get sales letters written for low priced product or add-on products. He recommends getting two or three people to do the same job so that you can pick the best and use that without wasting any time.
He also uses e-lance for transcription which allows him to very quickly create products from talks and recordings that he’s done.
Licensing With Paul Hartunian
He is a big fan of licensing other people’s material and licensing his own material to other people. So we are going to take a look at a few type sell licenses . . .
Number 1: The resale license
This just gives people the right to sell your material and keep a percentage of it.
For example, Paul sells a 50% resale license for his publicity kit. People pay $500 and they get to keep 50% of any courses they sell, they get all of the sales letters, marketing material, testimonials etc. Paul takes care of the fulfillment.
So these licensees collect orders, collect the shipping and send 50% plus the shipping cost to Paul and he fulfills the orders.
For $2000, he offers an 80% licensing kit, so they can keep 80% of the sale of every sale they make.
Number 2: Reprint license
This gives people master copies of books, DVDs, tapes, CDs etc. and lets them keep 100% of the sale price and lets them or requires them to fulfill.
Never sell a master license or a reprint license for your cornerstone product because the whole purpose of your cornerstone product is for you to develop a list and a relationship with the people who do it.
So you can sell reprint licenses for most other products that you have but never your cornerstone product. If you do you are giving up on getting the names of your herd.
Number 3: Paul always looks for is called a master license
This is where you get the ability to sell the product as well as the ability to sell reprint and resale licenses to other people.
So with a master license, you can sell the product, fulfill it and keep 100% and you get all of the marketing material and you can sell licenses to other people and give them licenses to the marketing material and product.
At the best level, licensing allows you to get your products into the hands of people who would never otherwise get them.
For example, you license your product to a guru in the financial planning niche. This guru, because of his relationship with his herd, will sell your product to 30% of his herd. You might only be able to sell it to 3% of his herd with greater marketing costs. So getting your products into these people’s hands will bring you more front-end money than you couldn’t had and opens up the relationship with them for you which you never would have had.
With a reprint license, you can use the other person’s product in many ways as bonuses, as giveaways, as prizes. Basically do what ever he wants with them.
With a resale license, you can’t do that, you can only sell them and you must give the 50% of the product price to the licensor.
So Paul uses the example of selling a resale license for a very niche product to a guru in that niche. For a $79 intro niche product he may sell the resale license for $250 or $300. Very cheap and he’ll get 50% of each product sale, but more importantly, he’s been exposed to a large group of people who otherwise wouldn’t have heard of him and he gets to market to that new customer forever; they go into the funnel.
Paul brings up the idea of selling a products especially, CDs on eBay for $2 or $3 in order to generate a list
So, you sell a specific product with copy aimed to get people that match a description or to solve a problem that you have a much deeper funnel of material to sell them on.
You sell these for $2 or $3 plus shipping. You’re getting paid to create a list.
Whenever you’re going to be doing unusual volumes or amounts through your merchant account, get in touch with your rep and let them know.
For example, if you’re doing to do a seminar or if you’re going to have a volume spike or you’re doing a marketing campaign, let them know to expect a little more activity. This will really reduce the chances that your account will be frozen.
Bill Glazer On Getting People Involved With Your Order Form
So during your talk have them filling out the order form.
Bill likes to have his order form passed out as he’s going into his close. Don’t make the mistake though of handing out your order form any time before your close.
This is Paul’s formula as well. Hand out the order form as he’s moving into the close.
Bill brings up the point that you should avoid the use of the term “order form.” Use euphemisms instead. Call it information, a fast start enrollment form etc.
Possibly the most actionable item from the entire seminar:
Follow the Glazer-Kennedy newsletter continuity model.
So have at least one continuity product or service that you offer. Give them the first three months free when they sign up or buy your product then automatically start charging in the fourth month.
Note, be careful here and play it fair. Let them know in months 2 and 3 that they will be charged in month 4. So give them the opportunity to opt out. Otherwise start whacking their card in month 4 for an extra ‘x’ dollars per month.
Paul is adamant that there should be no handouts.
The first piece of paper they get should be the order form. You want people to be taking notes, but you don’t want to give them an outline or tell them that everything they need will be handed out to them. The more involved that they get, the higher your chance is of a sale.
Paul is not a fan of providing people with copies of his slides. It’s one more reason he doesn’t like PowerPoint because it is too easy and people expect to be able to get copies of a PowerPoint presentation.
Both Bill and Paul agree that the biggest lesson in pricing should be “keep testing different prices.”
Many people misinterpret this as “keep raising your prices.”
Bill made some notes on the transcript of his close of important points to keep in mind for our closes
The first couple of points are all geared toward setting the audience up that they need the tools he has to offer.
Number 1: He tells them not to fill out the forms yet but that he’s going to make an offer to a select few. So he’s putting in elements of anticipation and scarcity or exclusivity.
Number 2: He sets up that he’s going to give them the tools that they need or want, the tools that will let them do everything quickly, right away.
Number 3: He emphasizes the point that they should not be creative, that it works better when they used the systems as he has set it up.
Number 4: He tells them to write on the form additional pieces to the offer. Obviously he did not accidentally leave these off. This is designed to get them interacting with the order form and feeling like they’re getting more.
Number 5: He establishes the value for one campaign at $15,000 plus royalty and then tells them “But you can get all of the campaigns for $600.”
Number 6: He offers them 3 free months of his newsletter, which as we know is setting them up for continuity. This is also a good place to talk about all about the bonuses that he’s piling up.
Number 7: Bill is a big fan of using multiple payments to lower perceived price. He says when he talks about 3 or 4 payments of $400 it still sounds cheaper then a $599 price point. So he starts out with the $600 package and then moves them to the $1600 package with payments and a lower monthly price point and even though they’re doubling the amount they’re paying, it still feels like a lower amount.
To determine the scarcity number that you use (“I only have 17 packages”). If you know your closing percentage and you know how many people will be in the room then its easy; you use a number like that or a littler smaller. If you don’t know your closing percentage and how many people will be in the room then you can do it on-the-fly by doing a trial close counting the hands in the air and then estimating a smaller number.
Paul Hartunian On How To Get Bookings For Speaking Engagements
The first idea he brings up is speaking for religious organizations.
So go to church leaders through your community and within driving distance and offer to do a talk for them on your topic of expertise. You will rarely get paid an upfront fee for this but it gives you a great opportunity to sell from the front of the room.
And don’t worry that your talk isn’t spiritual or religious in nature, because often these organizations are looking for people to speak on all kinds of topics, both secular and spiritual.
The next opportunity is through teleseminars.
They’re probably some of the lowest hanging fruit in the speaking business; the easiest and most profitable ways to do your talk.
Paul recommends www.freeconference.com (all one word) as a free service to do tele-seminars on. For paid tele-seminars, Paul recommends www.voicetext.com.
Paul also recommends getting a phone-recording device from an electronics store for about 3$0 to $50, you can plug it into a phone and get a very good quality recording of your tele-seminar.
When Paul does a tele-seminar that has good teachable content, when he’s actually trying to teach a skill rather than just sell, sell, sell, he charges about $40 for access to the call.
There is a further income stream for selling the CD or MP3 of the tele-seminar to people on the call for an additional $10 or $15. Further of course, you’ve just created a product that you can sell or bundle and sell to people who weren’t on the call at a later date.
And probably the greatest benefit to teleseminars is the ability to can them and have them run without you. You can get the tele-seminar companies to start the recording at the time you’ve specified, and you don’t deliver the content. You just play a recording of already delivered content.
Don’t forget about joint ventures in trying to fill your teleseminars either.
You can go to people who already have heard and offer a joint venture for your tele-seminar. So you’re paying them half of the revenues once, but then you have the customers. They’re part of your list and your herd now.
When you get people to opt in for your tele-seminar make sure that you’re getting full contact information, not just their name and e-mail but their address as well so that after the tele-seminar. You can put them all into your marketing funnel. Those who were on the call and especially those who were not.
Next area of opportunity: speaking for local community groups.
Paul says that the mistake that most people make in this area is just looking for the well-known groups; the Optimist Club, the Kiwanis Club, the Rotary Club etc.
Even in very small communities there are a ton of local niched groups who are often looking for speakers. Now when speaking to these groups, you can’t do a hard close or a hard pitch, otherwise you won’t speak to many of them, but you can still make a boat load of money.
Here’s how: when you’re at the talk, have 2 or 3 CDs that you’ve created on your topic. In the middle of your talk give out these CDs to 2 or 3 people. So, if the audience has a 30 or 40 people give 2 of them your CD on “the seven pitfalls that guarantee you will retire broke.”
By doing this you’ve created a desire for your product in the rest of the group. It makes it much easier to get their information to market to them later. The way to do this is at the end of your talk, you hand everybody a piece of paper that has two components: component one is incredibly valuable information related to your topic that they can’t throw away; component two is an order form.
Don’t fall into the same old stale traps.
Don’t pass out a fishbowl to collect business cards under the pretense of a raffle. If you’re going to collect business cards, that’s fine, but do it in a more forthright manner. Give them a reason to give you their business card. Say to them “if you’ll give me your contact information I will…” and then make them an offer.
Paul says that the “events coordinators” for these local groups really don’t want to be in that position. They don’t want to be responsible for seeking out and bookings speakers. So you’re actually providing value by offering to come in. It makes it a much easier sale than trying to deal with people who have a lot of speakers to choose from. In Paul’s opinion, speakers are in the higher leverage position.
Next area of opportunity: Adult Education organizations.
These include the for-profit variety such as the Learning Annex and the not-for-profit varieties. The key here is to have a very compelling title for your talk.
If you can stand out from the rest of the group, then you have a much better shot. These organizations are good, because there is usually less restrictions about hard selling than with local organizations.
Paul Recommends Two Resources: Number 1: Encyclopedia of associations. Number 2: Newsletters In Print.
Newsletters in print is like the SRDS of the newsletter world.
It gives you a listing of thousands and thousands of newsletters on every conceivable topic that lets you pick out specified niches then what you can do is contact the editors and see if they will allow you to put inserts into the newsletter.
Then you print the inserts, send them to the editor and have them included with each newsletter. These might be to announce teleseminars, free reports, etc. Consider it a good lead generation tool. Often, you can get these inserts in at very low rates.
Get in touch with event coordinators and newsletter editors and see if they’re interested in offering their membership a tele-seminar on whatever your topic is. Again, have a great title and make it a free tele-seminar.
Instant lead generation: if they’re unfamiliar with the concept of a tele-seminar then introduce them to it.
Very important point: make sure that you are preparing the marketing information and structure that offer to them as a value added service. Tell them that you will send them some information on it that they can pass on, otherwise, it’s not going to be done very well.
Another opportunity is getting in touch with these event coordinators and asking them, “Are you interested in an opportunity to create some non-dues revenues?”
Then you say to them, “I will come to your next meeting as a group and do a 20 minute or 30 minute talk completely free on my topic. Then I will offer them the opportunity to come to a $40, 2 hour tele-seminar where I will spend two hours teaching them all about your topic. At the end of that two hours I will make available my complete package, which costs $300. We will split the $40 tuition fee between myself and your treasury and I will donate 20% of the sales of my kit to your treasury.”
Paul says that for whatever reason people will react much better to 20% then they will to 50%. So you will actually have less acceptance of when you offer them more potential revenue.
No matter who you’re approaching, you do as much of the marketing work as you can. You prepare the fliers, you prepare the copy, you write the introductions etc. The more you do for them the easier it will be to get them to agree to your proposition.
When you’re dealing with the small local organizations you want to have a low price point: $20, $30 etc. The goal here is to get them into your funnel as a customer so that you can sell them on your newsletter, so that you can work up to selling them higher priced packages, but it’s going to be impossible to go into the local women’s flower club and sell them on a $500 package as the first sale.
One of the attendees of the event does a hypnosis show and then at the end tries to get people to buy his self-hypnosis tapes and it was pointed out that there is a fundamental disconnect.
People have paid money just to be entertained by the hypnosis show and so pitching them on your CDs at the end seemed to be jarring and there was the issue of the hypnotist feeling almost an ethical issue against selling, so he was working against himself.
The solution was a fantastic one: Bill said that he should close his show with telling the audience “I got into hypnosis because I wanted to be able to entertain and I hope you were all entertained tonight, but I also got into it to help people and for anyone interested in losing weight, stopping smoking, or being more productive, I invite you to stay for a short session I’m going to do on how to safely use self-hypnosis to improve every area of your life.” Now he can have 20 or 30 minutes to close them during this breakout session and there will be no resistance because they’ve self-selected as people who are interested.
So in short, the idea is to get people to self-select and ensure that you’re only talking to people who are interested. Then you can sell the hell out of them. This tactic will work in any type of general or entertaining talk that leads into a sales pitch. It’s a fantastic idea.
One of the very powerful elements of Paul’s close is the private session for people who buy the program.
So it is an exclusive, private, special, additional session that lets them get some thing immediately.
This is immediate gratification for signing up now. What you are doing here is separating the people who do buy from those who don’t. You’re accessing the “I don’t want to be left out” feelings. This same type of thing will work with a private teleconference or anything else that you use to separate the buyers from the non-buyers.
This private session is very much like a stick letter in the mail order business. It’s a bonding session. There is no selling implied or obvious, it’s a straight information session that makes people feel better about you and feel better about buying your product or service.
What people are really buying is access to you. Hopefully you’ve done a good enough job that they want more of you.
So Paul loves quick start sessions. He sits them down and says when you get back on Monday morning, here’s the very first thing that you do, here’s the second thing that you do etc.
Paul says that in the quick-start session he will do three separate question blocks where he will pause and take their questions, but for the most part he has a pretty good idea of what their concerns are going to be, so the material that he presents is geared to answer those questions or objections.
Paul’s clincher for the exclusive session is an assignment that he gives. In his case it’s following a template and writing a press release that they are to submit to their local news paper on Monday morning, but everybody can create a simple “get started” assignment that is extremely easy to do that gets people feeling like they are already putting the skills they’ve learned to use.
Susan Berkley, the voice coach, made a great point in one of the demonstrations. She said, “make sure that you do vary the speed of your presentation. If you’re naturally a fast talker, slow down at points so that people can appreciate that you’re a fast talker and see the difference.
Moreover, you can convey the impression that when you’re speaking fast it’s because you’re very excited and so you can use that to transfer some excitement to your audience.”
A great place to slow down is when you’re explaining benefits that may not be obvious. For example, if you offer critique certificates, slow down while you are explaining to people exactly what’s involved and how valuable that would be to them.
The Way You Introduce Continuity Services Is Very Important
Don’t introduce it as my $49 per month program.
Instead, introduce it as, “for 3 months, I will give you completely at my cost, completely free, these following things.” And then after that you don’t have to do anything. If you want to stay on, then it’s $49 per month or something like that.
Glazer makes a great point: don’t ever say “buy” during your presentation.
Instead, use the word “invest.” So you would never say “if you buy this today…” Instead say, “when you invest in this package…”
A good tactical point: when giving out critique certificates they have more perceived value if you sign them rather than having them unsigned. At a live event sign them in person, in front of them and say “they have to have my signature. If you send one back without my signature, then it won’t work.”
A great micro-tactic: If you’re going to be talking to people at close range after your talk, then pop a breath mint after your talk. Talking for 90 minutes will give anybody dry mouth and bad breath.
A very good point during one of the critiques: Don’t tell people in your talk or in your close that they have to change anything. That is a combative statement. Instead tell people that “it will be so much more valuable for you to ‘x’, ‘y’ and ‘z’.” Saying something like that will lead them to the same conclusion that you’re trying to drive them to without invoking the combat frame.
Remember, nobody likes to be told that they are wrong or that they’ve been doing things wrong or that they need to change. What they will respond to is gentle nudges that point them in a more productive direction. That’s why the magic pill and the “it’s not your fault” are so powerful.
If you are promoting an event, know that the first spot can be a tough one and a challenging one to generate sales from.
Bill likes to have a strictly informational session for the first spot before bringing on a speaker that will be trying to sell from the front of the room.
This is a good strategy because it gives people some unquestionable value right off the bat and because of the laws of primacy and recency, we know that they will remember the first thing and the last thing most vividly and you want them to think of you as providing solid quality information so that they keep coming back and buying.
Whenever possible, work in language like: “in my manual I will walk you through every step of the system.” Or “I hold your hand the entire way to make it ridiculously easy for you to succeed.”
Paul’s Quick-Start Guide To Getting Started In Speaking:
Number 1: Create a product. This is absolutely the most important step; create what you’re going to sell before you have your talk.
Number 2: Walk through the formula to put a talk together.
Number 3: Start looking for bookings. Go after the low hanging fruit first to gain some experience and to get comfortable giving to your talk.
Number 4: Start working the marketing to get yourself booked in as many talks as you want to do.
There you have it! All the highlights on what these platform selling wizards shared on how to make money when presenting from the stage.
Now run with all these insights and make a shit ton of money to invest, pay your bills, and buy shiny objects with.
Talk soon,
Lewis LaLanne a.k.a Nerd #2 a.k.a. L.L. Cool Nerd
PS. If you want some kick ass small business marketing strategies from the marketing notes we have on how Dan Kennedy recommends you fill a room with people so that you’ve actually got an audience to pitch too, go see this post now. And if you want even more advice on how to create a slam dunk platform selling presentation, you definitely want to click here now and put your hands all over these notes . . .
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