This is a list of words you will find in the Modules. We’ve fleshed them out to help deepen your understanding and appreciation of the course material. If you haven’t read the modules please do so. And if you have, please read these pages to expand your grasp of the ideas and strategies contained in these modules.
A/B split testing -- Create slightly different versions of your sales letter (etc.).
Choose a small sample of your list, divide that sample into the number of smaller segments that corresponds to the number of versions you want to test (usually 2), review which of the versions pulls a better result, and then use that version to
send to your entire list because it has proven to be your best-performing content. (Module 7)
actionable content -- Offer content that can lead to tangible/measurable results. By doing so you: 1) demonstrate your expertise; 2) create trust in your product; 3) inspire a desire for more of your products. Actionable content is
another way of saying How To. (Modules 2, 5)
Content should always lead to action so that the caller can take away something
to do. That way he/she is still connected to you after the call is over. And when
the caller uses your take-away and solves a problem or accomplishes a task, they consciously or unconsciously associate their success with you. That creates
anchor tag (also called a hypertext anchor) -- In HTML, the code(s) used in a document (a page of content) defining a hypertext link to another page or to
some other location on the same page. (Module 2)
autoresponder -- An autoresponder is an e-mail address. It is also an automated function with which you can send Initial and Follow-up Messages to your Customers. In addition, an autoresponder gathers and reports to you everyday all the email addresses of the messages it has already received.
For example: Predefine messages you want sent to your customers. Program when you want them sent. Your autoresponder will deliver your messages to: your existing customers; and every new customer in just the way you want. (Module 2)
back-end marketing -- Generating sales of additional products and services to
an existing customer list. This process is essentially important for long-term business growth. (Module 6)
begin with the end in mind –– This is a principle of dramatic structure.
Open with a headline - that is, open with a powerful attractor. A hook or grabber. Headlines are: A summary of your presentation in a concise, precise set of words;
A short story of your presentation. And a pointer toward where you are heading.
Close with a climactic moment. A climax is the “story’s” critical value.
The key image in the climax echoes and resonates all that has gone before.
What question does the climax answer? People remember most what comes first and last. They tend to forget the middle. (Module 5)
benefit-rich title -- Our recent teleseminar -- “Smart Dating (what) for Success (benefit) Every Time (super benefit).
The title of this module: Attendance Strategies (what): How To Inspire (action)
More Tele-Registrants To Show Up (benefit). (Module 4)
benefits -- It’s essential to understand the difference between “features”
A feature is a quality of what you have to offer. For example, I am offering tires that will last 200,000 miles. That’s a quality of my product.
A benefit is what it will do for the buyer. For example, these tires will make you and your family feel extra safe on the road. That’s a need the buyer has.
When you write your marketing copy, emphasize benefits. During your teleseminar be sure to point out the benefits. And you can do an Ask Campaign to find out what benefits your market is looking for and design your marketing accordingly. (Module 1)
benefits of testing –- No judgments, just adjustments. (Module 7)
better end of the deal –- Both partners are satisfied even if one partner gets more than the other. A sure-fire method to establish and sustain great Joint Venture relationships. (Module 6)
bite-sized chunks -- Enough to demonstrate credibility. You prove you have
what your market wants. A free teleseminar is like a salesman’s sample. It allows
the customer to see if what you offer is for them. If it is, they’re more likely to
buy. (Module 2)
bonus -- A bonus is an additional benefit in addition to the cost of your product. It’s purpose is to generate excitement and prompt people to join your list or buy your product. A bonus is a form of ethical bribe. You add value to what you are offering by including a free bonus. A bonus is a strategy for list building because it makes the purchaser feel special. (Module 1)
brand -- It’s important to start branding yourself. A brand is some symbol, either in words or graphics or both, by which you are instantly identified. For example, Coco Cola is a brand. So is the polo graphic on Ralph Lauren clothing. Another example is the checkmark and the phrase “Just Do It” which brands Nike. Your brand will become identified with value, trust, and familiarity. It represents a set of expectations and trusted results. We use “Judith & Jim “ as our brand, specifically with the ampersand. (Module 1)
branding -- Brands are a means of identifying and differentiating a company’s products and services from those of its competitors. Customers will pay a substantial price premium for a good brand and remain loyal to that brand. Telseminar Secrets
is a brand.
A brand is a mixture of tangible and intangible attributes symbolized in a trademark, which, if properly managed, creates influence and generates value.
“Brand image” refers to the set of beliefs that customers hold about a particular brand. (Module 5)
building a list -- When people know and trust you and you have something they value they will want to know what you are doing. That creates a following. It also establishes a community. You always want to build your list. The bottom line is growing the traffic to your offerings and then converting them into buyers -- no matter what you are selling. (Module 1)
call outs -- Call outs are the sidebar statements in either margin of your text. A call out can come directly from the text. It can be additional material, like a quote, that supports the text. Call outs either add value (the additional quote) or appear to do so. (Module 5)
call waiting on -- Leaving call waiting on undermines your authority, credibility, and competence. Aside from undermining your professionality, hearing call-waiting beeps also creates curiosity and distraction on the part of the caller and you’ve lost you caller’s focus.
NOTE: There is a difference between call-waiting beeps and the sound of the entry chimes. Leave those chimes on during your initial greeting when everyone is just logging on to the call. Then the chimes sound (especially if you have a lot of them) encourage a sense of value because so many people want to hear what you have to say. BUT be sure to turn off “entry and exit chimes” before you start your presentation to avoid being interrupted. (Module 5)
cheat sheet -- Don’t fail to follow your handout. This not only takes the curriculum off topic, it gives permission to the caller to not pay attention, to not follow you. You have given leadership and authority to the caller. (Module 5)
closeness -- There are two kinds of closeness:
1) proximate -- physical nearness; and
2) emotional -- a closeness achieved through sincerity, transparency, and
honesty. (Module 1)
competitor -- Your number one competitor is your customer not paying attention to you. (Module 3)
consultation -- Worksheets are important because, as your callers work them, their worksheet becomes individualized, as though you have prepared them specifically for and are talking to just that person. (Module 1)
consume -- It’s essential that you tell people how to consume -- use -- your product. Don’t assume they will know what to do with what you’re giving them. Tell them how to turn your information into measurable results and they will come back for more of what you offer again and again. (Module 1)
consume -- The same principle applies. Get your prospect to take your message into themselves. When they do they will find reasons for agreeing with your message in order to stay consistent with who they see themselves to be relative to your message. (Module 4)
consuming -- More than just using the product. Internalizing it and making it
your own. (Module 7)
conversion rate -- Number of sales divided by the number of potential sales (people on the call). You have 100 callers and you make 1 sale = 1/100 = conversion rate of 1%. (Module 3)
cookie -- information a marketer puts on your hard disk to remember something about you at a later time. A cookie records your preferences as you travel about the web. (Module 3)
core benefits -- That which you and only you offer
- That very particular, distinctive gain to be realized by your customer
- Your unique offering that is without comparison
- A way to position yourself in your market (Module 3)
creating a mental picture -- This is a way to activate, to animate your sales copy. You get the reader to imagine. They do the work, and your copy gets the credit. It also make your copy three dimensional. (Module 5)
creating relationships -- Successful business depends more upon creating and sustaining relationships that even on the product. No business is an island. It is crucial to have a valuable and needed product. But then what? Marketing. And that is relationship based. (Module 6)
curriculum -- Your clients are the best source of your material. You can find out what they want and need through an Ask Campaign. Simply ask them what you want to know. Then build your curriculum from what they want to know and structure your presentations to fill their needs. (Module 1)
deadline -- Deadlines compel action. When you ask your callers to take some
kind of action and they achieve the result of that action (even if it’s nothing
more than taking notes during your call) a feeling of achievement and success is created. (Module 1)
dialogue -- Dialogue is relationship and relationship is the foundation of your teleseminar and sales success -- know, like, and trust. (Module 1)
don’t edit your market -- In other words, don’t say “No” for them. Find out. Test. (Module 2)
83% Yes - 17% No -- Having the prospects vote empowers them as decision makers. They are invested as though they are in control. (Module 6)
emotionally charged -- What is the emotional spark/charge/trigger point of your product? What is the drama of your product? The emotional charge, the drama, bypasses the critical mind and implants directly into the unconscious where sales are closed. (Module 7)
end on time -- It’s important to start and end on time (although there is more latitude at the end). That way you develop trust through being consistent, credible, and respectful. (Module 1)
ethical bribe -- In order to legally market to someone, they must opt-in to your list. Opting-in means they’ve gone to your website and have given you their first name (at least) and their primary email address. Now you can legally email them with announcements about what you are doing. To get them to give you their name and email address you can offer them what’s called an ethical bride -- something of value that you give them for free. The ethical bride is an incentive to participate, it’s their reward for participating.
What is the mechanism of an ethical bribe?
The bribe not only offers something for free, it triggers the reciprocation response which is a deeply buried part of the human psyche.
That response dictates that we should try to repay, in kind, what another has provided us. It is based on the principle that nobody likes a taker.
We all have a sense that we should reciprocate a gift, even one we don’t want, but there is no such pressure to purchase someone’s product. The ethical bribe is used to arouse a sense of having to give back. That giving-back takes the form of an opt-in and even a purchase. (Modules 1, 3)
exit traffic -- Type of web visitor traffic in which visitors leaving a site click on a popup or popunder advertisement. Those that show up at your site have an interest in what you are offering. They may not, however, be ready for or completely interested in the product that brought them to you. The question is, how can you cultivate that interest. When a visitor to your site declines your offer and click to leave, you present him/her
with another offer with the intent to capturing that sale. In that way you turn your exit traffic into money. (Module 6)
features and benefits -- “Proven secrets” is a feature. “Double my profits” is a benefit. “Triple my time off “ is a benefit. (Module 1)
forgotten transcription -- Promising a transcript and not following through creates disappointment in your caller which leads to mistrust and suspicion of your competence. (Module 5)
free -- Doing a free teleseminar -- especially at the beginning -- is a way of thanking your audience for letting you practice on them. It is also a way of prospecting for new clients/customers. (Module 1)
front-end marketing -- The process(es) of attracting and acquiring customers. The objective is to sell products or services to new customers. (Module 6)
generating other web properties -- It’s important to have a line of products for a number of reasons:
- You have more than one product to sell
- You establish the breadth of your expertise
- You cultivate the prospect’s initial interest by offering another product
- You monetize exit traffic
- You train your list to buy and convert them from opt-ins to buyers
get the most -- Always point out tips and how-to’s. That way you instruct your callers on how to get the most from what you offer. You give them a way to turn your information into measurable action -- taking it from head-talk (which can be a trap for a teleseminar) to results. (Module 1)
get them to agree -- Every step is a close. Nothing is arbitrary. Every syllable is purposeful and the purpose is to close the sale. Arbitrariness is distracting because the tight focus of your guidance is lost. Keep focused and on purpose. (Module 3)
get them used to -- Nothing happens automatically. You must train your customers and affiliates to relate to you in the way you want them to. You will lose some people in the process. However, those who stay will be true customers and not just hangers-on. (Module 3)
giving before taking -- Alex’s essence of the Joint Venture partnership. Here are a few ways of saying the same thing.
- Asking before answering
- Communicating before calculating
- Discovering before deciding
- Finding out before formulating
- Listening before talking
- Optimizing before operating (Module 6)
goals -- Establishing goals for the seminar, as well as for sub-sections within the seminar, is another device to create and sustain concentration.
Goals also create anticipation which adds an emotional element to your seminar. By getting your callers to invest themselves through goals and anticipation, you actively lead them through what you have to present. Be sure to identify the goal at the outset of the call or sub-section and then announce when you have reached it. That creates value through a sense of accomplishment, a sense of success. (Module 1)
go as long as we need to -- Be sure to give your callers permission to leave the call, especially if you know you will be going past the announced end time. Don’t create discomfort for your callers or a sense of guilt. (Module 5)
good content from bad content -- Content is that which the listener wants to understand and apply. Bad content does not exist unless you are forced, like in school, to sit through it. When you hear what you think is bad content, listen to it to determine what is bad about it. That’s as important a lesson as listening to brilliant content. (Module 5)
headline -- Action oriented. A headline starts somewhere and goes somewhere. This is the basic subject/predicate/object structure.
Example: “Want to (you is implied, so it is about the reader) learn 21 time proven secrets (begins with a feature) guaranteed to help you (driving verb) capture new customers (ends with a benefit).” This sentence is purpose driven. The final clause “without spending a penny on ads” is an additional benefit which sweetens the offer. (Module 2)
he couldn’t decide -- too many choices can be paralyzing. Tell your reader what you want him/her to do. (Module 2)
he just gave up -- It has been noted that most people give up just before the tipping point. (Module 2)
how to’s -- Makes your material immediately usable.
A how-to which answers a question or solves problems (or at least offers a strategy to solve a problem) are always benefit laden. (Module 5)
I know my list -- As an affiliate you have the right if not the obligation to your list to re-write whatever email you send to them, and in particular, the email a JV partner may be writing for you to send to your list, in a way that responds to who you know they are. Your list has its own personality and should be related to accordingly. (Module 6)
if you’re anything like me... -- You tell your prospects what to do by telling them that they’ve already done it so it is familiar, easy, and rewarding. (Module 7)
immediate -- In the here and now. (Module 1)
insinuation -- To draw or invite by indirect or imperceptible means. (Module 7)
inspire -- It is critical to understand that you, as a marketer, must move people to action. Do not assume that, even though they express an interest in your teleseminar, that they will then automatically attend your call. It is up to you to inspire them to take the action you want them to take. Serve as the inciting cause of
persuade - cause somebody to adopt a certain position, belief, or course of action
cajole - influence or urge by gentle urging, caressing, or flattering
bribe - something given or offered to a person to induce that person to behave in a way consistent with your interests (Module 4)
interaction -- When people are willing to interact with you they are personally invested. They are open to being moved and changed and to buying your products. (Module 1)
in the future -- It takes between 7 to 9 contacts before a sale is made. (Module 2)
intimacy -- It’s essential that you create personal contact with your callers. Why? Because to succeed, they must get to Know you, then Like you, then Trust you. That takes time and connection.
Because teleseminars are an audio medium, many callers have a need to put a face to the voice. Be sure to include your picture on your website or promotional material so they can see what you look like.
Intimacy is about revealing who you are and what you know. You make yourself emotionally available. People want to and will follow someone who is emotionally available. That results in a connection between you and your listeners, which leads to co-operation and partnership. Once you’ve achieved partnership with your callers, you’ve made a bond that will grow and grow. (Module 1)
it is easier to stay out then to get out -- It’s been demonstrated, through a number of studies, that when a person makes a commitment, then that person will organize him or herself, perhaps even manipulate themselves, to remain consistent with that commitment. This is not done out of a sense of obligation to an external force or pressure, but to remain consistent with that person’s own self-selected
self-image based on that commitment. That is why it is easier to stay out, meaning no commitment has been made, than to get out, after a commitment has been given.
So, getting prospects to attend your call is a step in the commitment process. (Module 4)
know it in advance –– What specific outcome do you expect from a call?
What actions/results do you intend to generate from your callers?
Register people to your list?
Generate a prospect for your product?
Sell your product?
What is your intention with regard to the call? (Module 5)
landing page -- A landing page is the first page of yours that someone views. Usually, that person arrives at that page by following a link from some other site rather than typing in your web address. The landing page can be any one of your pages -- home page, product page, registration page. It is most often a highly keyword-oriented page that will get it a high search engine ranking.
When designing a website, any one of your pages may be the first viewed. Make
sure there is clear, simple, and effective navigation on that page to guide your
visitor through your site, with the purpose of either getting an email address or a sale. (Module 3)
mp3 -- MP3 is a popular digital audio encoding format that substantially reduces the amount of data required to represent audio while, to most listeners, still sounding like the original audio."Mute" their phone line distract attendees. (Module 6)
making the unfamiliar familiar -- Creates comfort through identification thereby reducing anxiety and establishing an emotional gateway that opens onto your sales message. (Module 7)
marketing -- Making what you offer clear to those who need it. You won’t appeal to everybody so don’t try. Otherwise you will dilute your message. Marketing is the means by which you make what you offer stand out from your competition -- your unique selling proposition (your voice). (Module 1)
marketing -- The needs, wants, and demands of a population. According to these criteria, a market is not a place but a state of mind. To market is to produce a product that aligns with and satisfies that particular state of mind and makes consumers aware of its availability to them.
Positioning – one of the techniques of marketing – develops an image or identity (a brand) for the product in the mind of the population. Positioning is the “advantage stance” of the product vis a vis its competitors. Positioning is a technique that strives to implant the product image in the minds of the consumers. When successful, the consumer will facilitate the ongoing connection between the product image and the consumer’s own perception.
Positioning gives the consumer a reason to choose one product over another.
The process of positioning:
These factors are not exhaustive, but will provide a reasonable basis for understanding what has to be done when one undertakes marketing. (Module 6)
- identify where the product fits within the market-mind
- determine the way(s) in which the consumer perceives the product
- identify the competitor’s position
- calculate the product’s share of mind
mastery --1) When we begin something we are both consciously and unconsciously incompetent. 2) As we practice we become consciously competent, meaning we have to think about what we are doing. But we remain unconsciously incompetent.
3) As we develop further we become unconsciously competent. We do things without thinking. The expression is direct from us to the listener. At this level we have mastered or presentation.
meaning -- Meaning is in the measurement, in other words, in the results.
measurable -- You will hear it said that there are two kinds of topic. Hard and soft. The results of hard topics are measurable in numbers (i.e. cash, opt-ins, pounds lost, etc.) Soft topics are thought not to produce measurable results, but THAT IS A FALLACY. If someone’s relationship is changed for the better, that may not be measured in numbers, but the results are just as clear and demonstrable. (Module 2)
measure -- Measuring your process and results is critical. It’s the only way you can know how well you are doing. Emotionally, measuring your results justifies effort, supports desire, and celebrates achievement. And, by setting goals for your teleseminar, your callers can measure the progress of the call -- see the results, feel a sense of payoff and achievement. (Module 1)
mentor -- A wise and trusted guide and advisor who shares experience, knowledge and wisdom, recommending courses of action
With every call, imagine yourself as a mentor guiding your callers to where they have told you they want to go. (Module 5)
message -- What you know, how you’ve turned what you know into results, and your willingness to share what you know -- that is your message. (Module 1)
mimic the thought process of the listener -- There is a conversation going on in the mind of the caller/prospect. What is it?
- P - problem - Where is the caller now? What is his/her current status?
- A - action – What does the caller believe he/she needs to change his/her current status?
- R - result – Where does the caller want to go in the future?
All of this can be learned by utilizing an Ask Campaign. Articulate (make clear and simple) whet they are thinking. (Module 6)
monetize -- To turn anything into money. (Module 6)
more intimate -- Be sure to tell stories about your experiences. That way you allow your callers into your world and create a sense of nearness. Stories personalize you and the teleseminar. When callers know, like, and trust you they want to take a piece of you home with them aside from your information. Stories accomplish that. Then they buy your products. (Module 1)
motivating the mind -- Marketing is about creating a state of mind:
- providing a clear view of your product’s features and benefits
- creating curiosity that activates you reader to keep reading your message
- allowing your reader to discover while reading - that is, awakening possibilities.
- Avoid thinking for the reader-- that is drawing obvious conclusions --
- understanding that there is great value in discovery,make the reader want to know what happens next (Module 6)
95% actually tried out samples -- A sample is a small part of something intended as representative of the whole. The key is that a sample (i.e. a preview teleseminar) creates a sense or vision of what else you have to offer. It creates expectations in the caller’s imagination.
Your product is it’s own best salesman.
Your sample is geared to:1) produce action; 2) generate testimonials; 3) demonstrate your confidence; 4) act as an ethical bribe.
Don’t use a sample (preview teleseminar) to seduce. Use it to demonstrate your confidence. That’s why you should always over deliver.
Use a preview call as though you were talking to your best friend. How would you behave then? (Module 2)
not starting on time -- is disrespectful to your callers and self-indulgent (except in cases of emergency or technical gaffs). Demonstrate that your word can be trusted by starting in time. (Module 5)
not to think too hard -- As a newcomer to teleseminars why would you not want to think too hard about them and just go out and do stuff?
- At first you don’t know what to think about except for the very obvious.
- You may head off in the wrong direction.
- When you “just do stuff” it’s like conducting an Ask Campaign on yourself. - You will learn what you need to know as you go along. (Module 6)
one aim -- The purpose – clarity and simplicity. More than one aim can muddle your message and confuse your caller. (Module 7)
one-on-one conversation -- To make a successful presentation to a live audience it is crucial that you choose individuals in the audience and look them in the eye. Actually talk to one person at a time. Everyone will get the impression that you are talking to them directly.
Never talk to the “crowd.” There is no such thing as a crowd. It is a collection
So when you are doing a teleseminar, keep in mind that you are talking to one person, and everyone on the call will get the impression you are talking to them. (Module 3)
only one thing -- Single-purpose driven page. Do one thing and one thing only. Example: get their name and email address in an opt-in box. No other purpose. Opt-in or leave. (Module 2)
originality is the most dangerous work in marketing -- There is no reason to re-invent the wheel. And there is no shame to copy what has worked and worked again. That’s why it’s so important to follow the examples, templates, and strategies presenting in each of the modules. They work. (Module 4)
page 15 shows step 5 --The value of having multiple products.
During any teleseminar, use case studies from products other than the one which is the point of the call, and indirectly promote and/or sell those other products. (Module 6)
passive -- The danger with passivity is the loss of focus and interest. If they’re inactive (passive listeners), that opens the door for the caller to project their disinterest onto you and your topic and then blame you for being uninteresting. And then ask for a refund, which you do not want.
Here are a few ways to keep them active.
- Use live links during the call. That is, have them go to a link you’ve already prepared to use as a visual aid to your presentation. This create a real-time interaction.
- If you have a small group on the line, use dialogue to create interaction
- Use a Q & A format
- Provide exercises and ask them to share their experiences
- Ask for examples of what you are talking about
- If you have many callers on the line you can stimulate attention by:
- Offering more detail through the worksheets
- Use the Q & A format
You must tell people what to do. You must make it easy for them to follow by giving them instructions followed by clear and to-the-point examples. We can’t emphasize enough the need for you to keep your people directed. You are the expert. They are calling in to learn. Teach them through direction. (Module 1)
path of least resistance -- This path will produce fun along the way because it combines the journey with the goal. Another way of saying this is -- work smart not hard. (Module 2)
pay-per-click -- Is an advertisement, usually text based, placed near the search results of search engines. When you click on the advertisement, the advertiser is charged a small amount. You will almost always see them in the right hand column when you google something and the list of results appears. (Module 2)
people don’t question a question -- The mind is programmed to search for the answer. We have been trained to search for the answer since kindergarten. (Module 7)
people leave -- It’s been proven that people begin to leave a call (for whatever reason) at about 40 to 45 minutes in. So, if your call is a preview call designed to attract people to sign up for a conference, or a product, or a teleseminar, be sure to make your first sales pitch at about 30 minutes in and then a second time at the end. (Module 1)
people who have bought from you will continue to buy from you -- This is the funnel concept. The broad end of the funnel represents your entire list, especially those who are inactive but do not unsubscribe. The small end represents those who buy again and again.
- 20% of your list will produce 80% of your business
- 80% of your list will produce 20% of your business
Also, this is why you should not be afraid of unsubscribes. They are not buyers. Let them go. Doing so will pare your list down to what can actually produce income for you. Being impressed with a large list is usually ego based, unless, of course, you have a large list of well qualified, active buyers. (Module 4)
per month -- Repetition builds familiarity (you train your callers/list to expect you), builds trust, conversion, and sales. (Module 2)
personal branding -- There is a direct connection between your picture on your page and your product. Your product becomes identified with your face and vice versa. That creates a reciprocal branding. (Module 5)
print this page -- When they do it is another investment through action and another tiny close. (Modules 1, 2)
priority registration -- Emotionally raising the status of the caller. Social status is the "standing" or prestige attached to one's position in society. Prestige means good reputation or high esteem. (Module 6)
put a value on it -- If you do not add value to your offering, it will not be valued by the reader/listener. (Module 2)
qualifies the wants -- Identifies the caller’s wants; makes the caller specific; guides the caller toward the product and down the funnel toward the sale.
raise their hands -- A multi-step closing process:
1) Are you interested?
2) What do you want to know?
3) Here is what you want to know.
4) How many do you want? (Module 2)
raise the level of intimacy -- Creating intimacy creates the relationship which is the basis for list building. You don’t want names on your list that are one-night-stands, but people who stay because they know you have value to offer. (Module 1)
record and transcribe -- Use your recording and transcriptions (if necessary) to critique yourself. (Module 1)
repetition -- We are what we repeatedly do. Repetition creates mastery.
residualize asset -- The teleseminar that keeps on giving. You’ve recorded your telesmeinar and had it transcribed. It is now an evergreen product that can continue to sell long after the actual call was made. (Module 6)
right relationships -- when creating Joint Venture relationships it is optimal when your JV partner’s list aligns with what you have to offer. That means that your prospective JV partner already aligns with you.
This means that his/her list:
- Will not be surprised by your offer
- Your offer will not be out of the context with what they expect from your JV partner
- Therefore they can readily see the benefits of what you have to offer
- And, of course, there are exceptions to every rule. (Module 6)
sales cycle -- The stages a buyer goes through in deciding to buy. This cycle is experienced by the customer and should be viewed from the customer’s perspective.
This process begins with a sense of need, followed by the possibility of a product meeting that need. Then the customer, consciously or unconsciously, evaluates the product in terms of:
- meeting his/her need;
- the cost of the product relative to the strength of the need and the possibility of its meeting that need;
- the cost of the product relative to his/her ability to pay the cost;
- the cost of the product relative to other competing products;
- and often the timing of the purchase, whether the need is strong enough to buy now or later.
Even in the impulse buy, the purchaser goes through this cycle albeit in an abbreviated form. (Module 3)
search engine optimization (SEO) - Techniques for improving and sustaining the visibility (high ranking) of your website one search engine rankings. That is, working to get your site to appear in the first 5 listing on Google, Yahoo or MSN. (Module 2)
search engine optimization (SEO) - Methods by which one’s website ranking is improved in search engine listings to have a # 1 ranking means that when someone searches your topic on one of the search engines, your website will be the first they see of the entire number of possibilities on the web. (Module 6)
shy yes -- Teleseminar jargon. A reserved commitment. (Module 2)
Example: Saying “yes” to reserve a space on a limited fee call without paying anything in advance.
split testing -- Same as A/B split testing. Split testing is a technique that allows you to compare a number a variations of an ad to determine which one is the most effective. In a split test, you set your autoresponder to deliver your variations to those who opt-in (for example). One person will get variation # 2 and another will get variation #2. This will give you evidence of the real-time, real-response comparison to determine which works best. (Module 2)
subliminal -- Using audio on a page to get the listener (prospect) used to your voice is a step (perhaps the first step) in the closing process. Your objective is to convert prospect into customers. (Module 2)
sublists -- A specifically targeted section of your overall list. (Module 2)
subject lines -- should be very brief. Take the challenge of crafting subject lines of no more than 25 characters. Doing so will force you, as a copy writer, to understand your product offer more deeply so that you can be simple and direct to the point.
A deeper understanding breaks down what might be complex into what is simple, doable, fun, and fearless for the buyer. (Module 6)
stick strategy -- Marketing strategies that make sales stick. After the sale, most marketers forget about the client, but a good marketer makes the sale"stick" by adding bonus gifts, teaching clients to "consume" the course. (Module 5)
sweet spot - The most compelling aspect of your topic. The sweet spot is the basis of your USP (unique selling proposition). Your sweet spot (USP) will direct you to that market which best conforms to and most wants what you have to offer. (Module 2)
"Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will learn."
swipe file -- A file with your collection of winning ad copy that others have used successfully. Adapt the winning elements of other proven ads to your own situation. There’s no need to re-invent the wheel. (Module 2)
taking notes -- Encourage your callers to take notes. That creates an investment on their part and keeps them focused. That’s another purpose for the worksheets. (Module 1)
tap into the mind of the listener -- The connection is mostly unconscious. Sales are made emotionally and justified logically. (Module 6)
tape this to your wall -- people want to be told what to do. Do not hesitate to be directive. (Module 2)
target market -- This concept is part of a larger grouping.
Total Population - everybody that exists
Potential Market - those in the total population who have an interest in your product
Available Market - those with enough money to buy your product
Target Market - that segment of the available market you decide to serve
Penetrated Market - those who have purchased (Module 3)
templates -- A pattern used to create documents. Go to http://www.teleseminarsecrets.com/templates/ and check out the templates Alex makes available. (Module 1)
testimonial -- Testimonials are powerful because they legitimize your expertise. Someone other than you testifies to your value because they have benefitted from your expertise. Always ask for and collect testimonials. You can use them in your email as well as on your website. You can invite people to join your call specifically to give their testimonial supporting whatever it is you are offering. (Module 1)
testing -- Testing is the lifeblood of your teleseminar success. Testing does a number of things. 1) It relieves pressure because you will find out what works and what doesn’t and be able to adjust your presentation and information accordingly.
2) Testing eliminates failure. When you know that nothing is right or wrong, it just needs to be adjusted to align with your market, you can’t fail. You just need to change. 3) Testing promotes listening. When you read your testing results you are listening to what your market is telling you. 4) Your customer is your best source of information.
Testing is the link between you and your market.
- Testing allows for tracking results.
- Testing is your source of change and improvement.
- Testing is your technique into the mind of your market.
Testing eliminates negative self-judgment.
- Testing prevents you from imposing your ideas on your market. The point is to offer what they want and need.- Testing is very practical, the backbone of your ongoing success.
- Testing bases your business in the real world. (Module 1)
test my market -- The spine of success. (Module 2)
thank you page -- You can give a bonus on this page. An additional reward. If they take it you have moved another step closer to the final close. Every action the reader/caller takes (other than leaving) is a step in the closing process. Every action is an investment on their part and therefore a tiny close, i.e. they say “Yes” through their action. (Module 2)
that’s a story headline -- The headline suggests a series of events that make up a story the reader imagines and fills in. Being an implied story, it stirs the reader’s imagination. (Module 7)
the Oprah of teleseminars -- creating value by linking.
Link your product as often as you can with well known personalities, institutions, programs, etc, and in that way increase the implied value of your product through
linking it with an already established value. (Module 7)
the source is forgotten -- The thought or image is implanted in the listener’s mind so that later he/she assumes the idea belongs to them. They only listen to what “originates” in themselves. (Module 7)
third party endorsement -- Someone who stands to gain nothing from the call who endorses your product and/or call. (Module 6)
this cheat sheet has a picture of me -- Putting your picture on your pages is important. It’s a step in creating intimacy -- know, like, trust. (Module 4)
365 day guarantee -- The subtle power of this guarantee is that the longer people have to ask for a refund the more likely they will put it off because there is no urgency and they forget. Give them 7 days, or 14 days and they will be sure to ask if they are predisposed to. (Module 6)
time.gov -- Synchronizing the time creates a secure and consistent structure which makes for a sense of safety -- theirs and yours. (Module 2)
title -- This is the same as a headline. It should have a noun (what), verb (action to take), and a object (the benefit to be derived). Treat all of your titles this way -- be they teleseminars, articles, whatever. (Module 4)
totally transparent -- This creates credibility by overcoming suspicion, then fosters respect, trust, belief, and sales. (Module 2)
“. . .to think about the call” -- How can you get them to think about the call. The more they invest in the call the more likely they will be to attend.
In other words, how can you get them to take responsibility for giving attention to your call. Why? Because you want them to internalize your message. To the degree that they do, they will discover or invent reasons to justify their interest. That increases the chances of their attending.
Once they are activated they are invested. (Module 4)
tracking mechanism -- Software that registers clicks at a given URL. Tracking is fundamental to successful marketing because it gives you a way of knowing what your prospects and list are responding to.
You can track (follow) the progress of a prospect or customer right from his/her opt-in to your list either through a shy-yes page or a sales letter page through the sale. Some software can even track how much of your sales letter the prospect/customer read to tell you where your copy was most and least effective. (Module 6)
traffic conversion -- Converting prospects to opt-ins, opt-ins to call-attendees, attendees to buying customers. Conversion rates from prospects to opt-ins and opt-ins to call- attendees are interesting, but what matters ultimately is that people on your list actually buy your products - i.e. from attendees to customers. (Module 2)
traffic conversion -- Four levels of:
1) Get them to your site
2) Get them registered
3) Get them on the call
4) Get them to buy
The truth is, techniques work only to prompt them to choose to do what you are asking them to do. We never, NEVER compel anyone to become a customer. What we do is present a logically compelling argument for the value of a product they already believe they need. That is the marketer’s/teleseminar presenter’s task. To do more will push your prospects away because they will sense your manipulation. (Module 3)
train your listeners -- They will respect you for it. People want to be told what to do. (Module 2)
transparent -- Intimacy is achieved through openness, free of pretense. By making yourself intellectually and emotionally open you lay the groundwork for being known, liked, and trusted. Transparency: 1) overcomes suspicion; 2) establishes sincerity; and 3) creates converts. (Module 1)
tying into a national event -- Piggy-backing copy onto an already occurring event. The seasons - 4th of July - etc. Direct the message/offer to what is already going in the mind and behavior of the prospect.
upsell -- There are two ways to upsell your customer.
1) Sell customers a higher-priced version of a product they have bought previously
2) Sell a product or service in addition to the product or service the customer has purchased. (Module 5)
under promise and over deliver -- the most powerful marketing strategy of them all. (Module 6)
value per visitor -- Gives you an accurate accounting of what each visitor
is worth to you. (Module 3)
value per customer - Now, let's say your conversion is 10% (which is very good).
100 visitors will yield 10 sales for a total of $200.00.That makes each visitor worth $2.00 for you. (Total sales / Total visitors).By knowing that your visitor value is $2.00 tells you that you can spend up to $2.00 per person in ads and still break even. The reason it's so powerful is because you know exactly what each person is worth and so now you can confidently advertise and know how much you should pay for each lead. Obviously, the higher the visitor value, the more you can spend to acquire a customer which means you can easily beat out your competition... but only if you know the value of each visitor.
viral marketing -- A self-propagating practice or pattern of Internet use that moves from person to person. This is an academic definition. A simple definition is word-of mouth marketing.
Viral marketing as a way to help your affiliates build their lists and yours as well.
Have a hot link that tells the prospect to send the page on to their friends. That hot link will include your affiliate’s link. The affiliate adds to his/her list. The affiliate makes a commission should any of these additional viral-based prospects buy. And you get a sale and an email address you would not otherwise have had. Everybody wins. (Module 3)
voice -- (This concept cannot be repeated too often) Your voice is not the content of your information but is your style in presenting it. It’s your point of view, your angle, your unique selling proposition (USP). (Modules 1, 2, 3)
That which distinguishes you from others in your field
- your voice is your personality as expressed through your product
- your voice is permanent but modified by your specific purpose and audience
-Question: How would you present your product to:
- Third Graders
- A convention of CEOs
we are what we repeatedly do -- Repetition creates mastery. Here are the stages of mastery:
1) When we begin something we are both consciously and unconsciously incompetent.
2) As we practice we become consciously competent, meaning we have to think about what we are doing. But we remain unconsciously incompetent.
3) As we develop further we become unconsciously competent. We do things without thinking. The expression is direct from us to the listener. At this level we have mastered or presentation. (Module 3)
word-of-mouth -- marketing happens when a friend send your message to another friend and then another, and another. Like a biological virus your message is replicated. That’s why it’s called “viral.”
worksheets -- Since you can’t see your callers, the worksheets will help keep your callers’ focus and concentration on what you have to present. Otherwise they might do some other task, or simply drift while on the call.
The purpose of a worksheet is at least twofold:
1) to prevent caller becoming distracted (the more distracted the more likely to return the product for a refund);
2) to get the caller to physicalize his/her attention by taking notes. Callers will never take notes verbatim (unless you tell them to) so they will paraphrase and thereby including their own expression. Getting them to take notes is a form of closing them. They are invested and therefore injecting personal value into the call. (Module 1)
wrong passcode -- Imagine a customer coming to your door only to find it locked. And yet he/she knows other customers are inside your shop. (Module 5)
you must inspire them or they won’t show up -- To say this in another way, you must do what it takes to get them to make a commitment. That’s why it’s so important to put the instruction “Print this Page” on your confirmation page, your email reminders, your cheat sheets, for that matter, whatever you send to the prospect. When they take physical action, they make a commitment.
Then to instruct them to tape the page to their wall or some such directive keeps their commitment in front of them reinforcing the choice they’ve made. Unless they have strong evidence to the contrary, they will continue to reinforce their choice and their sense of self relative to your project.
Once they make a commitment they feel pressure from two sides:
internally - to brings their action in line with their commitment
externally - to adjust their behaviors according to what they believe other’s will perceive relative to that commitment.
Also, the effort needed to print out the “details page” or the ‘reminder email”, although seemingly trivial, is important as a subtle statement to the person that printing out the page is important enough to have required some effort. And, of course, the more effort, the deeper the commitment. (Module 4)