052: Three Activities That Don’t Make Money vs. Three Activities That Make Money

At one of the earliest internet marketing events Robert ever attended, he went to one of the Q&A panels. Usually, in these panels, people will have these really vague, generalized questions and in turn the speakers will have really "big", generalized responses, answers that don't really give any specific, overly helpful answers. During one of these, an attendee asked "Where can I get graphics made?"

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Most speakers will answer with something like, "You can go to any one of these 10 sites", which isn't very helpful.

At this particular one, a speaker, Ross Goldberg said: "You need to get graphics made. Is anyone in the audience a freelance graphics designer? Okay, during the break, go talk to each other. "

Sometimes it really can be that easy.

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Ever since that moment, every time Robert listens to a podcast or reads a blog post, he looks for that one solution, pursues it and gleans from it what he needs instead of going down the learning "rabbit hole."

He's heard a lot of struggling marketers talk about how much they've spent on "X" amount of courses over the last X amount of years. He thinks to himself, out of the 30 or 40 courses you bought, what was the best one? What did it teach you exactly that you implemented?

Often, Robert talks about "The 4 Daily Tasks", the principle of taking 4 tasks a day at 3 tasks for 45 minutes each and 1 "gimme" task at 15 minutes.

Why The Time Limits?

Because no one actually puts in a 40-hr week. Even if you are paid on that basis, you still do things like: take long lunches, wait for the coffee to start, wait for the computer to boot up, talk to your coworker, etc. There's no point in committing to 8 hour days.

What works better are focused spurts of productivity, actually putting something in place, actually implementing something that can bring you money.

Checking your email, retweeting, Facebook posting, etc. should not count as one of your tasks.

Sometimes, exceptions can be made if those activities can be proven to bring you traffic. So, what about grouping off of these activities together that are distractions and have it be the 15 minute task? It's all about the activities that you do.

Since we're talking about activities that do or don't result in bringing you money, we're going to look at some of these today.

A "7-Ways" Type of Book vs. A "7-Steps" Type of Book

Unconscious incompetence: you don't know what you don't know. For example, you know what a sales letter is but you don't know any of the elements of one, such as how to add graphics, do code, build a webpage, write good copy with compelling bullet points, etc.

Conscious incompetence: you realize that there are holes in your knowledge. You know what a sales letter is and you know all the elements to make a good one but you don't really know how to develop or implement them successfully.

Conscious competence: you understand all the aspects and how to fix them. At this stage you might even understand some advanced aspects.

Unconscious competence: now you're just the maestro. You just "know" how to do something without really thinking about it. You couldn't really tell someone how to do it because it's so easy for you and it's a smooth process. You don't even think about the steps anymore.

In any situation, we want to get someone from unconscious incompetence to conscious competence. But it's very easy for us to overlook the newbie point of view especially if we're now masters at it.

When you're making anything on any topic, and you're an expert at it, it's easy to show off your knowledge even though it may not be helpful and in some cases harmful.

If you're teaching "7 Ways To Do...", you're giving people multiple "OR's" which can be really confusing for a beginner.

You only want to do this as a way to "introduce" yourself to your audience. It should be something that is either free (like an opt-in "gift") or very low-ticket because it's not terribly useful for your audience.

Instead, you want to do something high-ticket if you want to make a great income, and you want to make it a "7 Steps To..." product.

An easy way to decide what steps to include is to have your end goal figured out and backtrack from there all the steps necessary to achieve that end goal.

Having an end goal, a quantifiable result in sight is exciting to your customer.

Private Label Rights Articles vs. Resale Rights

"Private Label Rights" are where you can buy or sell groups/packages of articles, and make limitless changes to them, including claiming ownership of the articles. One of the most common purposes of buying articles like this is to supply your own website.

For example, you have a product on how to plan a wedding and you have a free blog but you don't want to spend all day writing articles. An option would be for you to go to one of these PLR sites (like master-resale-rights.com), and now you have 10 blog post articles that you can tailor to make it look like you wrote them. You'd use the articles to market your product.

Another option is, what if, for $5 you can get an article written on any topic that you want.

You could allocate $50 and hire 10 different article writers, and have 10 articles in a few days that you could do whatever you wanted to with. Then, you'd have this 10 article pack for $10 each so if you made 6 sales, you'd have a $10 profit on each pack of 10.

The theory behind this was that Robert could keep picking random niches, and just keep generating different packs of articles and before he knew it, he'd be multiplying his money every step of the way.

Sometimes this worked but it was very hit or miss on the niches.

Resale Rights is where you sell the rights to the product but with no changes allowed. Resale rights work better. They're more substantial and far more high-ticket.

For resale rights, you want to create an entire product, something high value, where you include videos, plugin's, checklists, etc.

The strategy is to make a very good course that sells successfully and after a couple of weeks, start selling re-sale rights to it after you can demonstrate how successful your sales were, your "proven track record."

When you sell the resale rights to your product, you are selling it "as is", meaning the buyer can't change it.

You can sell it for a much higher price because once the person buys the resale rights, they will get 100% of the sales income. It is literally a "business in a box."

There's a big difference between selling a $10 package of articles and selling a $300 product with resale rights, that has a built-in sales letter, maybe some email examples, videos, etc.

You could also cap the number of resale rights so that you don't have to compete with all of the copies out on the market. There's something to be said for raising the price based on exclusivity and ease of income-generation for the resale-rights purchaser.

You should sell at least one thing that is high-ticket ($500 to $1000+) because all you need to do to get that to happen is to change a number on a sales letter (i.e. change a $50 product to a $500 product).

You may have to put an extra day of thinking into your offer, you may have to add an extra tool or something like a one-on-one coaching session, a resale-rights option, or you may just have to market it better.

Although you will make less high-ticket sales as compared to low-ticket sales, the amount of $$ will more than make up for that.

Your only purpose for having low-ticket items is to have people get on your list and to get people used to buying from you.

To get that $100-$1000 sale (average $500), what could you sell?

High Ticket Product Bundles vs. High Ticket Webinar Class

Initially, Robert looked at all the "small", lower-ticket items he was selling (i.e. a pop-up plugin for $20, a guide to making sales letters for $10, etc.) and combined them to create one giant, behemoth product package.

It worked so-so. What happened was that:

• Potential customers saw ALL of these things and thought "I'm only going to use 10% of it. Let me go find that one thing and buy it separately."
• Because there were so many lower-ticket items that made it up, Robert had to include the sales letters/sales copy for ALL of them. It was about 102-page sales letter!
• It was kind of a huge mess and people reading it probably gave up.

Interestingly, this actually goes full-circle because if you sell a high-ticket product bundle, full of smaller, random pieces, that is very similar to selling the "7 Ways to...." product/book, etc.

What works better is a high-ticket webinar class. This is now similar to the "7 Steps to...." product where you tell your customers what the end goal/result is going to be at the end of the webinar.

For example, the end goal is that you will have your WordPress site set up, your blog portion is bringing you traffic, your sales letter portion is bringing you money every day, your membership site portion is delivering products and offering upsells, etc.

You could backtrack from your end goal to compress it into 4 Modules and 3 Bonuses. Each module should be about 30-60 minutes so, ideally, you could then divide it up so that it closely matches your 4 Daily Tasks. That means that one of your daily tasks would be to create your 1st module, your 2nd, etc.

Don't overload it with 20, 30, or some other crazy amount of modules. That is overwhelming and it looks like you are just throwing stuff in there, which is no different than the product bundle we just talked about.

When you present it as 4 Modules, each module being about an hour, and each module has an end accomplishment, that is so much easier for your customer to "swallow."

Maybe it seems scary to offer a webinar for a high price of $500. How do you justify that?

You need to offer them something in the webinar package that's worth a couple of thousand dollars so that the $500 price is a real steal.

Ask them how many times have they tried to set up a WordPress blog and failed?

Include 5 different WordPress themes that sell separately for $100 each. Include some WordPress plugin's that they will also set-up as part of the course to complete their site. For instance, you could include an SEO plugin.

You could install a plugin like WP Notepad that they can fill out and submit to your help desk to get their first articles written by a writer you hire for them.

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Filed in: Archive 1: 2012-2016 • Mindset • Podcast