Reese, Kern And Selling With Video
This is what I love about Reese. He comes out and publicly declares “I will not promote anyone’s product as an affiliate anymore.” He soaks up the forum adulation . . . and now he’s promoting things as an affiliate again. But you’ll never hear him say “Hey guys, I changed my mind”.
One more Reesee . . . (and I admit I’m just catering to the desire of my readers here because I always get a ton of personal notes when I say it like it is with this puck) . . . I wonder if he’s now on board with digital products since Frank Kern (hands down the better marketer of the two) is releasing his next product in online format.
Yes, I sell physical product - and I hate it. It’s not the future. It’s a pain in the ass. And I don’t think MOST people buy the whole “thud factor” thing anymore. It’s now a matter of neophyte market or not. That’s the determining factor - if in doubt, don’t waste your time and effort on producing physical product.
Why? I’ve shared this before. I’ve sold an ebook for $197. It worked because the content was GREAT. I’ve been a part of businesses selling a physical book on Amazon for $12 and people go FROM Amazon to the author’s site to buy the ebook version for $27 - that’s more than twice as much.
A freak occurrence? Hell no - it happened daily. People want their information NOW.
Before I get to Frank Kern, I have a bonus Reesee for you. One of my best buddies (and new business partner) writes copy for 10 of Dan Kennedy’s 18 Platinum Club members (you must earn over 1-mil per year to get into that club).
He watched Reese’s latest 37 minutes video and couldn’t stop laughing. He said he kept watching and waiting for the point - apparently, there was none. It was just a waste of 37 minutes.
If there was a point, beyond “You should sell to Internet marketers and I want you to pay me a lot of money to become an affiliate to sell to them for me”, then please post a comment.
Which is the STUPID use of video. Strip the name “John Reese” and the years-old mystique of ‘one day’ and who’d watch that? Only the seriously bored and with NOTHING else to do.
True, people like to be entertained - but video is no guarantee of that. And putting the rant aside, here’s why written copy will ALWAYS be king - because copy writers know that most people scan copy. That’s why headlines, sub-headlines and bullet points are critical.
Note: An entertaining TV commercial isn’t a good commercial. Entertainment can get attention and interest, but creative’s usually miss the point that the purpose of an ad is to sell something - a product, a brand, an idea.
To be clear, I’m not saying DO NOT USE VIDEO but video should enhance a sales letter, not replace it. TV didn’t replace the sales letter, or the newspaper, or the magazine, etc.
Just because you have a video camera, it doesn’t mean you should sit in front of it. (I’m not and you should thank me for that.
)
Can you scan a video? Can you? Do I really have to sit through your 37-minute video to see if you have a point? To get to your offer?
Is this REALLY what we call genius?
OK . . .
I’ve been evaluating Frank Kern’s Mass Control product he’ll be launching in February and . . . I like it.
Basically, he’s dissected WHY people follow some of the clowns they do and how you can generate a following just like them (and make a lot of money for yourself in the process).
I hit many of these elements with the successful promotion of Adwords Black Book - and when you understand what Frank is sharing, and the power of it, then you’ll have the tools to morph yourself into a “cult of personality” figure too.
Sure, there will be a lot of hype around this product but it’s the first package I’ve seen in a while that has the potential to live up to that hype.
That’s all for now amigos y amigas.
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Dan Kennedy On Pricing
Read this. Absorb this. Live this. Bang this into your head with a hammer if you must.
Dan Kennedy wrote . . .
“The area where I’ve had the combination of the most impact and the most immediate impact in the most businesses has actually not been direct-response marketing or copy that sells; it is ‘price’. Often ‘price’ is the path to stored value, hidden or overlooked opportunities, marketplace and competitive advantage, and even personal liberty for businesses’ owners. By exploring price strategies, we find our way to other opportunities to unleash enormous profit boosting opportunities in a client’s business.
“I constantly tell people: if you are in a ‘commodity’ or commoditized business – GET OUT. I don’t mean actually leaving the category of business you are in and embarking on an entirely new career. I mean creatively reinventing the business to be perceived differently than all other businesses in the category, so customers, clients or patients stand in line waiting, even literally begging you to accept them, rather than viewing you as interchangeable. This is extremely important. It is about a shift in POWER that must precede dramatic improvements in PROFIT. Sometimes changes in price strategies can be used to spearhead these changes. Other times, changes in price that favor the owner follow these other changes.
“Consider the chocolate chip cookie or steak. These are ordinary commodities readily available within 15 minutes of just about everybody anywhere in America. You can buy cookies at the supermarket, convenience stores, drug stores or pay a higher price for them at bakeries or cookie stores in malls or pay even higher prices for them at a Starbucks® or pay even higher prices to have them Federal Expressed to you at your home or office from Mrs. Fields® or other purveyors. You can get a steak burrito at Taco Bell® , a steak-burger at Dennys®, a steak dinner at Applebees® or, for higher price, at Outback®, or for higher price still at Mortons® or Ruth Chris® or you can buy steaks at your supermarket or pay more at the butcher shop or pay more to have them FedEx’d from Omaha Steaks® or pay about 50% more than that to have them FedEx’d from Allen Brothers®. If price controlled buyers’ behavior, these broad ranges of prices would not be able to exist. You will be tempted to point out that you are not in the cookie business. Pfui. EVERY business, without exception, is subject to a broad range of price. Sleep can be had at Motel-6 or at the Four Seasons or better. EVERY business.
“Failing to constantly ‘noodle’ better strategies for price and presentation of price is dereliction of owner responsibility.
How To Pickup Women
Think about a time when you’ve been on an elevator with someone you found really attractive - but you didn’t know what to do or say in that situation.
Yes, we’ve all been there.
Well, the next time you find yourself in that situation, try this - let me know how it goes.
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